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2020 Social Workshop on Social Media Strategy for CXOs

Slides from the 2020 Social workshop on Social Media Strategy for CXOs.

This deck has been used for the following workshops:

- RPG Group, June 2010.
- BIAL, June 2010

Update history:

- June 2010

2020 Social Workshop on Social Media Strategy for CXOs

  1. 1. 2020 Social Workshop: Social Media Strategy for CXOs 2020 Social: Because Business is Social gaurav@2020social.com dave@2020social.com @gauravonomics @evansdave gautam@2020social.com kaushal@2020social.com @gautamghosh @ksarda
  2. 2. Session 1: Introduction 9:30 am to 11:00 am
  3. 3. Session 2: Strategy 11:15 am to 12:45 pm
  4. 4. Session 3: Tactics 1:45 pm to 3:15 pm
  5. 5. Session 4: Wrap-up 3:30 pm to 5:00 pm
  6. 6. Session 1: Introduction
  7. 7. 1 The future has already arrived. It’s just not evenly distributed yet. Source: William Gibson
  8. 8. 2 The tools are transient. The values embedded in them are persistent.
  9. 9. 3 To understand how technology is changing organizations, begin by asking how it is changing people and society.
  10. 10. 1 What are social technologies and why are they important?
  11. 11. Decoding Social Social We can look at networking social technologies Blogging By Tool through many Microblogging lenses. Photo-sharing Consumer Video-sharing Product design generated Sales and content marketing Conversations By Core Decoding By Customer Collaboration Dynamic Social Function support Community Public relations Collective Partner relations intelligence Employee Business-to- relations By Type of business We like to focus on Organiza- Business-to- the core social tion consumer dynamics. Government Non-profit
  12. 12. How to understand any social platform in three simple steps? User {Relationship} Social Object Source: Jyri Engestrom
  13. 13. Facebook  World’s leading social networking platform.  Users {connect and share with} people. Source: http://facebook.com
  14. 14. LinkedIn  Popular professional networking platform.  Users {exchange} information, ideas and opportunities. Source: http://linkedin.com
  15. 15. Twitter  Popular micro- sharing platform.  Likes to call itself “real-time information network”.  Users {share and discover} what’s happening right now. Source: http://twitter.com
  16. 16. Flickr  Popular photo- sharing platform.  Users {share} photos and {watch} the world. Source: http://flickr.com
  17. 17. YouTube  Popular video- sharing platform.  Users {broadcast} yourself. Source: http://youtube.com
  18. 18. SlideShare  Popular document- sharing platform  Users {upload and share} presentations and documents Source: http://slideshare.net
  19. 19. Wikipedia  Popular wiki platform.  Users {edit} free encyclopedia. Source: http://wikipedia.com
  20. 20. Digg  Popular social voting platform.  Users {discover and share} content. Source: Digg.com
  21. 21. Delicious  Popular social bookmarking platform.  Users {save} your bookmarks or {see} what's fresh now. Source: http://deicious.com
  22. 22. Wordpress  Popular blogging platform.  Users {express} yourself. Source: http://wordpress.com
  23. 23. Ning  Popular white label social networking platform.  Users {create} your own social network. Source: http://ning.com
  24. 24. Focus on People vs. Content Most social platforms are including rich user profiles, to shift the Instead, content-centric focus towards people. platforms should build deep integration with people-centric platforms. Focus on Focus on Content People
  25. 25. Forrester Social Technographics  Forrester Social Technographics report categorizes social media behavior into seven groups.  In the US, joiners are the biggest group after spectators. Source: Forrester Social Technographics Report, 2009
  26. 26. Social Media in India In India, joiners are the biggest group after spectators, but the other Brands in India should use groups are small. communities, social games and social contests 30.0 to engage with joiners. 26.0 25.0 20.0 16.0 15.0 13.2 9.5 10.0 3.2 4.2 5.0 2.0 2.8 2.0 1.0 - Social Professional Customer Microblogging Social voting Video sharing Photo sharing Document Blogging Wikis networking networking review sharing Joiners + Critics + Conversatio Collectors + Creators + Creators + Spectators nalists + Spectators Spectators Critics + Spectators Collectors + Conversatio Source: Monthly unique users in millions from nalists http://vizisense.com ; Forrester Social Technographics Report
  27. 27. 17.9 Social Media in India 18.0 1.5 1.2 1.0 0.8 2.1 15.0 11.9 0.9 2.0 17.5 1.0 0.8 2.0 0.6 10.0 17.0 16.7 0.4 1.9 0.5 0.4 1.8 3.4 5.0 16.5 - 0.2 1.8 16.0 Consumer Mouthshut - 1.7 - Orkut Facebook Complaints Digg IndianPad Flickr Photobucket Blogger Wordpress 30.0 26.0 25.0 20.0 16.0 15.0 13.2 9.5 10.0 3.2 4.2 5.0 2.0 2.8 2.0 1.0 - Social Professional Customer Microblogging Social voting Video sharing Photo sharing Document Blogging Wikis networking networking review sharing 3.0 2.8 3.0 2.6 20.0 2.0 1.7 10.0 15.3 8.1 15.0 1.5 8.0 2.0 2.0 6.0 10.0 1.0 1.0 0.6 1.0 0.5 4.0 5.0 3.2 0.5 1.6 0.2 2.0 - - - - - LinkedIn Silicon India Twitter SMSGupShup YouTube Metacafe Scribd Slideshare Wikipedia Wikimapia Source: Monthly unique users in millions from http://www.vizisense.com
  28. 28. Social Networking in India International players dominate the general social networking space However, Indian players in India. have the opportunity to create niche content- oriented communities. 20.0 17.9 16.7 15.0 10.0 3.6 2.6 5.0 1.4 1.3 0.7 0.7 0.3 - Orkut Facebook Ibibo Twitter Indyarocks Hi5 Tagged MySpace BiAdda 3.0 2.8 2.6 2.5 2.0 1.5 1.0 0.7 0.7 0.5 0.5 0.4 0.3 0.5 0.3 - LinkedIn Bharatstudent Silicon India iDiva Minglebox Wayn Trip Advisor Team BHP Burrp Source: Monthly unique users in millions from http://www.vizisense.com
  29. 29. Global Web Index Source: http://globalwebindex.net
  30. 30. Global Web Index India  Social networking behavior is high (consistent with other data).  Photo uploading, video uploading, blogging and micro-blogging behavior is likely to be driven by Facebook and Orkut. Source: http://globalwebindex.net
  31. 31. 2 How are social technologies changing people?
  32. 32. Real and Persistent Identities  As more websites support log-ins using Facebook, Twitter or Google IDs, our online identities are becoming more real and persistent.  More than 60 million Facebook users engage with Facebook Connect on 80,000 external websites every month. Source: http://developers.facebook.com/connect.php
  33. 33. The Online-Offline Continuum  As we stay with offline contacts on online social networks and meet our online ‘friends’ at offline meetups, our online and offline relationships are merging. Source: http://twitvite.com
  34. 34. Social Proof: Friends of Friends  As more of our lives move online, we are searching for social proof before making new friends, and seeking out friends of friends. Source: http://thread.com
  35. 35. From Consumers to Creators  As we create and share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one. Source: http://therengen.com
  36. 36. 3 How are social technologies changing society?
  37. 37. The Pink Chaddi Campaign  Online campaign mobilized its 50000 Facebook fans to send more than 2000 pink panties as Valentine’s Day gift to Indian right wing Hindu nationalist party Sri Ram Sena. Source: http://thepinkchaddicampaign.blogspot.com
  38. 38. Blank Noise Project  Long-running Indian feminist community working towards reclaiming public spaces for women. Source: http://blanknoise.org
  39. 39. SEA-EAT Blog and Wiki  Volunteer citizen journalism initiative that became a key source of information and coordination during the tsunami. Source: http://tsunamihelp.blogspot.com/
  40. 40. 26/11 Mumbai Terror Attack  Use of Twitter, Flickr and blogs for citizen journalism during the Mumbai terrorist attack. Source: http://flickr.com/photos/gauravonomics/sets/7215761035 7499942/
  41. 41. Vote Report India  Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.  Disclosure: Gaurav is a co-founder. Source: http://votereport.in
  42. 42. Tata Tea Jaago Re  From “waking up” to “civic consciousness”  More than 600,000 registrations  Catalyzed an entire ecosystem of citizen action initiatives Source: http://jaagore.com
  43. 43. iJanaagraha  Location based citizen action community platform.  Disclosure: Gaurav is a member of Janaagraha’s technology advisory board. Source: http://ijanaagraha.org
  44. 44. Key Takeaways From Session 1  The social web is changing us as people and as a society.  Different social platforms have different souls and roles.  You can understand a social platform in three simple steps: User {Relationship} Social Object
  45. 45. Session 2: Strategy
  46. 46. Key Takeaways From Session 1  The social web is changing us as people and as a society.  Different social platforms have different souls and roles.  You can understand a social platform in three simple steps: User {Relationship} Social Object
  47. 47. 360° Marketing Redux
  48. 48. Old 360° Marketing Campaigns TV  Step 1: Identify a brand message that represents the brand values  Step 2: Produce a TV commercial to Digital Print communicate the brand message  Step 3: Buy ads to promote the message across TV Commercial Radio In-Store channels  Step 4: Repeat with a new TVC with a different creative twist on the brand PR & Events Billboards message Direct Mail
  49. 49. Old 360° Marketing Campaigns As TVC-centric campaigns don’t really The brand starts and build upon previous ends with zero campaigns… attention in spite of high ad spends. The old role of the campaign was to Campaign 1 Campaign 2 Campaign 3 maximize reach and Attention frequency of the brand message. Time
  50. 50. Saatchi & Saatchi: Lovemarks  Lovemarks are brands that score high on both love and respect  Three ingredients of love: mystery, sensuality and intimacy Source: http://lovemarks.com
  51. 51. Seth Godin: Ideavirus  An ideavirus is an idea that spreads on its own, like a virus.  Similar to the “contagious idea” concept from Publicis Source: http://www.sethgodin.com/ideavirus http://contagious-stuff.com
  52. 52. Jyri Engestrom: Social Object  People don’t just connect to each other. They connect through a shared object.  A social object is an idea that connects people.  Related to Gaurav’s concept of Ideasliver: a social object that you can own. Source: http://zengestrom.com http://gapingvoid.com
  53. 53. How To Scale Passion? The BIG question for organizations in the 21st century: how to convert Brands can scale the employees, partners and passion of their evangelists customers into evangelists? by building and nurturing (online) communities. Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion Select a BIG lifestyle, Build a focused community Build scale by leveraging interest, or cause. around it. existing social platforms.
  54. 54. New 360° Marketing Campaigns TV  Step 1: Identify a big social object (lifestyle, interest or cause) that is connected with the brand values  Step 2: Build an Digital Print online community around the social object  Step 3: Create a campaign to energize evangelists In-Store Community Radio across channels  Step 4: Repeat with a connected campaign around the same social PR & Events Billboards object Direct Mail
  55. 55. New 360° Marketing Campaigns As community-centric campaigns build upon They add new layers to the work done in the the community each previous campaigns… time and grow attention over time. Content + Community + CRM Campaign 3 The new role of the Campaign 2 campaign is to recruit evangelists Campaign 1 Attention into the brand- hosted community. Time
  56. 56. New 360° Marketing Campaigns Brands need to commit to a community-centric Brands need to get strategy for the long content, community term to benefit. and CRM right to really connect campaigns. Content + Community + CRM Campaign To attract Calendar evangelists Campaign 3 Content To retain Campaign 2 Calendar evangelists Community To grow Campaign 1 Attention Platform organically CRM Program To direct behavior Time
  57. 57. Pepsi Refresh 360° Marketing Case Study
  58. 58. Pepsi’s Super Bowl Love Affair  Pepsi spent $142 million on Super Bowl ads in the last decade  Most Pepsi Super Bowl ads were full music videos with top celebrities which went viral with million plus views on YouTube  Overall, Pepsi spends more than half its marketing budget on TV Source: http://youtube.com/watch?v=uRu9HO_tIpw http://www.youtube.com/watch?v=JHboqbcjGSQ
  59. 59. The Promise of PepsiCo  In 2009, PepsiCo committed to the promise of “performance with purpose”: delivering growth by investing in a healthier future for people and our planet. Source: http://pepsico.com, http://pepsico10.com, http://thepromiseny.com
  60. 60. Pepsi: Moments to Movement Each of our beverage brands has a strategy and marketing platform that will be less about (creating) a moment, more about a movement. My primary role involves thinking about Frank Cooper, “How do we start Bonin Bough, Chief Consumer integrating social Global Director of Engagement Officer, media into the overall Digital and Social PepsiCo organization?" Media, PepsiCo
  61. 61. Pepsi Refresh Anthem  In January 2009, Pepsi launched its Refresh rebranding with a ‘Forever Young’ TVC featuring Bob Dylan and Will.i.am  Every generation refreshes the world. Now it’s your turn. Source: http://youtube.com/watch?v=MNVxeBglwxo
  62. 62. Pepsi Refresh Everything  The earlier version of the Pepsi Refresh website showcased content and contests that focused on refreshing various aspects of popular culture. Source: http://refresheverything.com
  63. 63. Pepsi Refresh Studio  In September 2009, Pepsi tied up with Will.i.am to launch a contest to create a user- generated video and music track of the single "La La La" from LMFAO. Source: http://ultimaterefresh.com http://pepsi.realitydigital.net
  64. 64. The Pepsi Refresh Project  In January 2010, Pepsi launched the Pepsi Refresh Project with a budget of $20m and an intent to support ideas that refresh local communities.  Based on the Pepsi Optimism Project (POP) Survey findings: Americans believe that the best ideas are more likely to come from "normal people" as opposed to public figures. Source: http://refresheverything.com
  65. 65. Pepsi Refresh: One People TVC  The One People TVC for Pepsi Refresh aggressively promoted online.  However, Pepsi let go of its Super Bowl opening ad position for the first time in 23 years. Source: http://youtube.com/watch?v=2fS39FitsoQ
  66. 66. Pepsi Refresh: Game Mechanics  Up to 1000 ideas can be submitted in six categories each month with voting in the next month. Each month is effectively a new campaign.  32 grants of $5k, $25k, $50k and $250k, totaling to $1.3m each month.  Leader board for the most popular ideas. Source: http://refresheverything.com
  67. 67. Pepsi Refresh: Ambassadors  Respected thought leaders from GOOD act as Refresh Ambassadors (and community managers) in each category.  Pepsi also tied up with GOOD, Global Giving, Do Something and City Years as cause marketing partners. Source: http://refresheverything.com
  68. 68. Pepsi Refresh: Blog  Written by six category ambassadors from Good.  Blog posts include a combination of announcements, how-to tips, case studies and grantee stories to energize and educate the community. Source: http://refresheverything.com
  69. 69. Pepsi Refresh: Showcase  All funded ideas are showcased and their progress tracked on the idea blog. Source: http://refresheverything.com
  70. 70. Pepsi Refresh: Virality  Contestants can promote their ideas via updates on social networks like Facebook and Twitter, or via a widget on their blog or website.  The Pepsi Refresh voting app on Facebook shows ideas your friends support and has more than 50k users. Source: http://refresheverything.com
  71. 71. Pepsi Refresh: Brand Website  The Pepsi brand website promotes the Pepsi Refresh Project along with other current brand promotions, most of which are thematically related to the Pepsi Refresh Project theme. Source: http://pepsi.com
  72. 72. Pepsi Refresh: Facebook  Customized landing tab on Facebook to showcase the highlights of the project. Source: http://facebook.com/refresheverything
  73. 73. Pepsi Refresh: Facebook  Tab to showcase MTV VJ’s road trip across America to meet the Pepsi Refresh grant recipients. Source: http://facebook.com/refresheverything
  74. 74. Pepsi Refresh: Facebook  Tab to showcase Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes. Source: http://facebook.com/refresheverything
  75. 75. Pepsi Refresh: One Goal in Mind  In the run up to the FIFA World Cup, Pepsi Refresh tied up with the US soccer team to run a contest where three players promoted their favorite ideas Source: http://ussoccer.com/pepsirefresh
  76. 76. Pepsi Refresh: Cherry Goodness  Pepsi Refresh contest where consumers can win $5000 for themselves and $5000 to support their favorite charity by finding one of the 100 specially marked Pepsi Cherry products. Source: http://refresheverything.com
  77. 77. Pepsi Refresh: Results  Added 200k new Facebook fans in Super Bowl week.  Over 500k new Facebook fans by end May.  2m registered users by end-May.  5m unique visitors a month.  60,000 tweets (175 million Twitter impressions) by end-May. Source: http://refresheverything.com
  78. 78. Pepsi Refresh: Canada  Pepsi is now starting the Pepsi refresh Project in Canada.  10 grants of $5k, $25k, $50k and $250k, totaling to $200k each month. Source: http://refresheverything.ca
  79. 79. Six Shifts in 360° Marketing  One: From TVC-centric Content + Community + CRM campaign to community- centric campaign  Two: From inside-out brand Campaign 3 message to outside-in social object Campaign 2  Three: From standalone campaigns to a series of campaigns that build upon Campaign 1 Attention each other  Four: From standalone content pieces to permission-based content streams  Five: From linear ad- Time supported growth to viral organic growth  Six: From reach and frequency to participation
  80. 80. Six Shifts in 360° Marketing  One: From TVC- From centric campaign to community- centric campaign To
  81. 81. Six Shifts in 360° Marketing  Two: From inside- From out brand message to outside-in social object To
  82. 82. Six Shifts in 360° Marketing  Three: From From standalone campaigns to a series of campaigns that build upon each other To
  83. 83. Six Shifts in 360° Marketing  Four: From From standalone content pieces to permission-based content streams To
  84. 84. Six Shifts in 360° Marketing  Five: From linear From ad-supported growth to viral organic growth To
  85. 85. Six Shifts in 360° Marketing  Six: From reach From and frequency to participation To
  86. 86. 1 Who are our evangelists and why will they talk about us?
  87. 87. Six Types of Evangelists 1. Customer 4. Partner Present or 5. Co-worker 2. Prospect Potential or employee Evangelists 3. Influencer 6. Volunteer
  88. 88. Six Types of Social Objects 1. Our unique 4. Their own product lifestyle 2. Our 5. Their own personalized Social Objects interest service 3. Our mind- blowing 6. Our shared marketing cause campaign
  89. 89. Worksheet 1 Worksheet 1: Who Are Persona 1 Persona 2 Persona 3 Our Evangelists & Why Will They Talk About Us? Who are our present & potential evangelists? Who do they talk to and who talks to them? What else do they talk about? What are their triggers to talk? Why do we want them to talk about us? Why would they talk about us?
  90. 90. Social Media Use Cases Marketing Sales Support Innovation Collaborati on Brand Identifying Identifying Identifying Profiles, Insights tracking leads problems trends and groups and Research ideas activity communities streams Changing Converting Solving Acknowledgi Shared Response medium or leads problems ng ideas workspaces message Viral Referral Suggestion Suggestion Blogs and Proactive marketing campaigns campaigns campaigns wikis campaigns Evangelist Evangelist Self-service Ideation Employee Crowd- communities communities communities communities and partner sourcing communities Adapted from: Altimeter Social CRM Use Cases
  91. 91. Exercise Comments Questions
  92. 92. Key Takeaways From Session 2  Who are our evangelists and why will they talk about us?  Or, how to identify passion?  Relates to social object: lifestyle, interest or cause.
  93. 93. Session 3: Tactics
  94. 94. Key Takeaways From Session 2  Who are our evangelists and why will they talk about us?  Or, how to identify passion?  Relates to social object: lifestyle, interest or cause.
  95. 95. 2 How can we organize and energize our evangelists?
  96. 96. Five Core Social Dynamics Invisible Collective Intelligence Ease of Community Understanding Collaboration Conversation Consumer Generated Content Visible Easy Ease of Difficult Implementing
  97. 97. Five Reasons Why Business is Social        !    Consumer Conversation Collaboration Community Collective Generated Intelligence Content
  98. 98. Dell Case Study
  99. 99. Dell Hell  Viral campaign against Dell’s unresponsive customer service, started by journalist Jeff Jarvis. Source: http://buzzmachine.com/archives/cat_dell.html Disclosure: Dell is a 20:20 Media and 2020 Social client.
  100. 100. Social Media Evolution at Dell 1996-97: 2005-06: 2007-08: 2008-09: 2009-10: Dell Support Dell Hell Ideastorm Digital Dell Outlet Initiatives Forum Blogger Employee Nomad on Facebook Dell outreach Storm Take Your and Twitter Community Direct2Dell Own Path Social Forum Dell Go commerce Green Involve Dell Reach out Involve Build Use social Challenges customers in and build consumers communities networks to support and long-term and of interest trigger sales product relationships employees in around social discussions with product and objects influencers process innovation Source: http://slideshare.net/Dell_Inc/blogwell- cincinnati-april-7-3678335 Disclosure: Dell is a 20:20 Media and 2020 Social client.
  101. 101. Consumer Generated Content Your consumers are authors, photographers and filmmakers, all Tap into their rolled into one. creativity. Ask them to interpret your brand. I wrote a blog post I love the about it I also new designed a airport!  IX poster
  102. 102. Dell Go Green  Dell Go Green is a consumer generated content contest where consumers submit ideas to redesign, reuse of recycle gadgets to make them go green. Source: http://dellgogreen.com Disclosure: Dell is a 20:20 Media and 2020 Social client.
  103. 103. Conversations Your customers, partners and employees are talking Listen to them, reach about you, in public. out to them, engage them in a two-way conversation. Have you used this Yes! It phone? rocks!  
  104. 104. Direct2Dell Blog  One of the most celebrated corporate blogs.  Posts about business, technology and consumer trends, corporate social responsibility and business unit announcements. Source: http://en.community.dell.com/dell- blogs/b/direct2dell Disclosure: Dell is a 20:20 Media and 2020 Social client.
  105. 105. Dell SMB on Facebook  Dell’s Small Business Facebook page, structured as a resource for small businesses to use social media, has more than 37,000 fans. Source: http://www.facebook.com/dellsocialmedia
  106. 106. Dell Outlet on Twitter  Dell uses Twitter as a channel to sell refurbished computers to corporate purchase managers.  @delloutlet has 1.5 million followers and has resulted in sales of more than $6 million. Source: http://twitter.com/delloutlet
  107. 107. Collaboration People can help solve each others’ problems, if we help them Create rich profiles connect. and reputation systems to encourage people to help each other. How do I fix this Let me tell problem? you how!  
  108. 108. Dell Support Community  User driven support community to increase customer satisfaction and drive down support costs. Source: http://en.community.dell.com Disclosure: Dell is a 20:20 Media and 2020 Social client.
  109. 109. Community Communities come together around a shared social object: a Build and nurture a lifestyle, cause or community platform to interest. host your customers, partners, employees, and evangelists. Here’s what I am passionate We have so I’m about it too! much in passionate common! about! 
  110. 110. Dell Digital Nomad  Community built around the idea of being a digital nomad.  Targeted at highly mobile laptop users. Source: http://www.digitalnomads.com/ Disclosure: Dell is a 20:20 Media and 2020 Social client.
  111. 111. Dell Take Your Own Path  Community where users shared inspiring stories of entrepreneurship.  Driven by the Dell SME team.  Now replicated internationally. Source: http://takeyourownpath.com Disclosure: Dell is a 20:20 Media and 2020 Social client.
  112. 112. Collective Intelligence Customers, employees and partners can give Observe their behavior, you new ideas and ask for their ideas, insights. recognize and reward them for their contribution. Here’s ! Here’s how we It worked! an can make Thank you! idea! it better! 
  113. 113. Dell Ideastorm  User driven ideation community to listen to customer’s ideas on product improvement and new product development. Source: http://ideastorm.com/ Disclosure: Dell is a 20:20 Media and 2020 Social client.
  114. 114. Dell Employee Storm  Internal ideation platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas on topics ranging from product innovation to company HR policies. Source: http://thesocialworkplace.com/featured/1558/ Disclosure: Dell is a 20:20 Media and 2020 Social client.
  115. 115. Social Media Context at Dell Structure Internal Social Community Role of workflow media policy Agency policy Fitting social Developing Developing Developing Assigning Challenges media within workflows for guidelines for guidelines for roles to all the listening, employees to community stakeholders, organizational resolving and participate on members to including structure responding social participate on external platforms social agency platforms hosted by company Hub and Radian6 All Public Add local or Dell’s spoke model Internal employees community domain Approach Central blogs and empowered policy for know-how strategy team community to engage, each Manage with subject Employee but must community content matter Storm identify calendar and experts themselves as workflow NameatDell Disclosure: Dell is a 20:20 Media and 2020 Social client.
  116. 116. Structure & Stakeholders  All Dell Employees are encouraged to blog and tweet  Employees can blog/ tweet as a dell representative by identifying themselves as NameatDell  Dell official Twitter accounts clearly identify the employees behind them. Source: http://dell.com/twitter
  117. 117. Dell Listening & Response Workflow Source: http://slideshare.net/Dell_Inc/blogwell- cincinnati-april-7-3678335 Disclosure: Dell is a 20:20 Media and 2020 Social client.
  118. 118. Dell Blog Response Checklist Source: http://www.slideshare.net/Dell_Inc/dell- outreach-in-the-blogosphere Disclosure: Dell is a 20:20 Media and 2020 Social client.
  119. 119. Dell Social Media Policy  Dell has a public social media policy for its employees http://www.dell.com/content/topics/global.aspx/policy /en/policy?c=us&l=en&s=gen&~section=019
  120. 120. Dell Community Policy  Dell has a public community policy for the members of its community and support forums. http://en.community.dell.com/content/TOU.aspx
  121. 121. Six Elements of Social Strategy Context Community Campaigns Content CRM Channel Creating the Identifying Creating and Creating and Creating Creating right context evangelists, managing a managing a referral and specific in terms of social object campaign campaign rewards tactics for and calendar, to calendar, to programs online and objectives, community attract the retain the supported by offline metrics, platform. interest of interest of reputation channel and structures, evangelists on evangelists on and integrating workflows a regular a regular recommendat them. and policies. basis. basis. ion systems.
  122. 122. Social Web Use Cases Marketing Sales Support Innovation Collaborati on Brand Identifying Identifying Identifying Profiles, Insights tracking leads problems trends and groups and Research ideas activity communities streams Changing Converting Solving Acknowledgi Shared Response medium or leads problems ng ideas workspaces message Viral Referral Suggestion Suggestion Blogs and Proactive marketing campaigns campaigns campaigns wikis campaigns Evangelist Evangelist Self-service Ideation Employee Crowd- communities communities communities communities and partner sourcing communities Adapted from: Altimeter Social CRM Use Cases
  123. 123. Exercise Comments Questions
  124. 124. Worksheet 2 Worksheet 2: How Can Persona 1 Persona 2 Persona 3 We Organize & Energize Our Evangelists? Consumer generated content (contests etc.) Conversations (blog etc.) Collaboration (support forum etc.) Community (community of practice etc.) Collective intelligence (ideation platform etc.)
  125. 125. Key Takeaways From Session 3  How can we organize and energize them?  Or, how to ignite passion?  Relates to five social dynamics: consumer generated content, conversations, collaboration, community and collective intelligence.
  126. 126. Session 4: Wrap-up
  127. 127. Key Takeaways From Session 3  How can we organize and energize them?  Or, how to ignite passion?  Relates to five social dynamics: consumer generated content, conversations, collaboration, community and collective intelligence.
  128. 128. Social Web Content Strategy Internal External focused focused 1. Company 2. Industry 3. Customer 4. One-to-One 5. Social Hub News Trends Stories Conversations Announcements POV on Customer Open threads for Excerpts from from corporate, business, stories, case ideas, suggestions relevant business units, technology and studies, and feedback on conversations country and consumer trends interviews and product or from external product teams POV on industry testimonials process blogs, forums Leadership issues and Call for Contests and and social interviews and government customers to polls linked to networks profiles policies share their own marketing Conversations Showcase for stories campaigns may relate to corporate One-to-one elements in 1-4 culture and CSR interactions in initiatives comments
  129. 129. Social Web Campaign Strategy Content People focused focused Suggestion “Create You Referral Reality Show Campaigns Own…” Campaigns Contests Contests Tying in Energizing the Tying in Energizing the Challenges campaign to community to campaign to community to customer support participate by customer participate by and innovation offering relationship and offering workflows attractive prizes business attractive prizes Offering and creating development and creating buzz incentives, buzz around workflows around contest perhaps as part of contest Offering Building virality a loyalty program Building virality incentives, into the contest into the contest perhaps as part via social voting via social voting of a loyalty program
  130. 130. Social Web Channel Strategy Content People focused focused YouTube Twitter LinkedIn Facebook Tools Video channels Tweets, DMs, Profile, pages, Pages, status Video embeds @replies, status messages, messages, events Search retweets (RT), Q&A, groups, Search hashtags (#) events Applications Search Search API integration API integration Applications API integration Challenges Building in “call Creating Connecting Creating to share” in the interesting 140 within interesting videos character restrictions content daily Creating regular messages daily Maintaining Using video content Participating in professional tone functionality to conversations in the fullest real time
  131. 131. Social Media Response Matrix Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Does customer Do you want Assess the Evaluate the need/deserve more to respond? message purpose info? Yes Yes Are the No Unhappy Gently correct the No Response facts Customer? facts correct? No Yes No Yes Are the No Can you add Dedicated facts value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issue Yes No Let post stand and Source: USAF, modified by Altimeter Group monitor
  132. 132. B2C: Starbucks Case Study
  133. 133. Starbucks V2V  Starbucks Volunteer network for promoting events and actions http://www.v2v.net/starbucks
  134. 134. My Starbucks idea  Community of Starbucks fans for ‘making the Starbucks experience better’  Users submit and vote best ideas  Starbucks implements the idea http://mystarbucksidea.force.com/apex/ideaHome
  135. 135. Starbucks on Facebook  Active engagement on the Starbucks Facebook page  Micro contest and campaigns for user engagement  7 million + fans http://www.facebook.com/Starbucks
  136. 136. Starbucks on Facebook  Custom Facebook application powered by Salesforce to drive and measure word- of-mouth referrals in a Starbucks campaign to encourage volunteerism. Source: http://appirio.com/products/rms/viralmarketing_demo/ viralmarketing_demo.htm
  137. 137. Starbucks on Twitter  Twitter account for answering people and promoting what others are saying about Starbucks http://twitter.com/Starbucks
  138. 138. Stop Starbucks  Launched in May 2009, to coincide with a big Starbucks consumer generated content contest.  Minimal impact due to overwhelming positive conversations about Starbucks.  Source: http://stopstarbucks.com
  139. 139. Worksheet 3 Worksheet 3: How Can Persona 1 Persona 2 Persona 3 We Help Our Evangelists Spread the Word? Community strategy Content calendar Campaign calendar Facebook LinkedIn Twitter YouTube Integration strategy
  140. 140. B2B: Microsoft Case Study
  141. 141. Microsoft ExecTweets  Community built around aggregation of tweets from CXOs.  Voting, commenting and sharing on the aggregated tweets.  Source: http://exectweets.com
  142. 142. Windows Support Community  Microsoft Windows support community with expert blogs and tips, and user stories.  Source: http://windows.microsoft.com/en- US/windows/help/community
  143. 143. Microsoft Press Room  Social media press room with rich multimedia content.  http://www.microsoft.com/presspass/ default.mspx
  144. 144. Microsoft Developer Network  Community platform for Microsoft developers to network with and learn from each other.  Source: http://msdn.microsoft.com
  145. 145. Microsoft Partner Network  Community platform for Microsoft partners to network with and learn from each other.  Source: http://microsoftpartnernetwork.com
  146. 146. Microsoft Careers JobsBlog  Microsoft career blog with inside peek into company culture and advice from recruiters.  Source: http://microsoftjobsblog.com
  147. 147. Zune Social  Online music community powered by what Zune users and their friends are listening to.  Source: http://www.zune.net/en- us/promotions/jointhesocial/default.h tm
  148. 148. Office Ribbon Hero  Game where users can play challenges, score points, and compete with your friends while improving their productivity with Office.  Source: http://officelabs.com/projects/ribbon hero
  149. 149. Microsoft Bizspark  Targeted LinkedIn ads to drive leads to expert profile.  Direct interaction between experts and developers.  Source: http://advertising.linkedin.com/bizspa rk
  150. 150. Three Types of Metrics 2. WEB ANALYTICS RELEVANCE Relate PURCHASE SOCIAL PIPELINE WEB 1. SOCIAL Awareness Consideration Purchase CONTENT MEDIA ANALYTICS Try Share IMPACT 3. BUSINESS ANALYTICS
  151. 151. Worksheet 4 Worksheet 4: How Can Persona 1 Persona 2 Persona 3 We Measure the Success of Our Strategy? Social media analytics (+ive mentions etc.) Web analytics (registrations etc.) Business analytics (leads & conversions etc.)
  152. 152. Key Takeaways From Session 4  How can we (help them) spread the word?  Or, how to scale passion?  Relates to content, campaigns and channels.  You should track three types of analytics: social media analytics, web analytics and business analytics.
  153. 153. Exercise Comments Questions
  154. 154. Social Technologies 101
  155. 155. Social Technologies & Business
  156. 156. Let’s Stay in Touch 2020social.com | contact@2020social.com| @2020social gaurav@2020social.com dave@2020social.com @gauravonomics @evansdave gautam@2020social.com kaushal@2020social.com @gautamghosh @ksarda

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