How much do you really know about me? If we are going to be in a relationship, then I expect that you’ve taken the time to get to know me before we even meet. Trust becomes a significant issue. Relationship between privacy and permission
ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
The SRR’s 45 points fall under the following categories:Customer ProfileMarket AnalysisAuditOrganizational ModelProcessesPoliciesRoad MapEducationCommunicationRolesStakeholdersMonitoringReporting
http://www.sncr.org/node/445#.ULahXdPjmXgThe SolutionA self-contained online training module was selected as the ideal means for delivering training to North American employees. (PepsiCo recognized that this would limit presentation of the training to employees with access to the MyPepsiCo portal, but plans were set in motion to incorporate social media policy training into the annual face-to-face Code of Conduct training all of these employees receive.)The online module would contain a mix of text, graphics, audio and video, leveraging each based on its strengths, combining to offer a compelling and entertaining training module that employees could complete in no more than 45 minutes.The training concludes with a quiz that tests employees on their understanding of the issues presented in the training module. Upon successful completion of the quiz, employees are directed to an online survey where they are able to share their thoughts about the effectiveness of the training.Articulate, a Learning Management System (LMS)-compliant training software package, was selected as the platform for the training. Articulate is presented as a Flash element on a web page and requires no special add-ons or software (other than a web browser and Flash) for employees to use it.
Planning: “Listen to Learn” Learn how customers use social channels.Typical Goals Prioritize strategic goals where social can have the most impact.Metrics Initiatives Organization and ResourcesMentions Listening / MonitoringSentiment Internal Audits Monitoring Platform Pilots Part-time Headcount Long-term Vision Agency Support
Red Cross monitors social channels duringdisasters to direct relief effortsDuring disasters, the Red Cross is able to find out about specificincidents, spot trends, and anticipate public needs. Red Crossrepresentatives can use the command center to quickly match disastervictims with aid relief.16
17Conduct Internal and Competitive Audits Source: Altimeter Group
Engagement: “Dialog Deepens Relationships” Drive consideration to purchase.Typical Goals Provide direct support. Internal employee engagement.Metrics Initiatives Organization and ResourcesPath to Purchase. Campaigns Long Term ProgramsLower Support Costs Social Strategist Social SupportCustomer Satisfaction. Small, dedicated team. Communities. SMMS 4 Levels of Community Management
24Develop rules for engagement Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,” Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011
Formalized: “Organize For Scale” Set governance for social.Typical Goals Create discipline & process. Strategic business goalsMetrics Initiatives Organization and ResourcesEfficient Process Create Center of Excellence.Link to Department Enterprise Social Network Staffing up CoEBusiness Goals & ROI Tech Investment 4 Levels of Community Management
28Ebay’s Global CoE coordinates acrossfunctions, properties, and geographies • Responsible for social strategy • Alignment of roadmaps and plans • Analytics and reporting infrastructure • Monthly Social Media Council meetings, with knowledge sharing initiatives Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay
29Kelly Services uses ESN to cultivate internalculture among its distributed workforce "We are trying to build an inside culture that encourages risk-taking and more innovation at the front lines. Its critical to enable people, at all levels, who have an interest on a topic to be able to communicate without going through a chain of command. Carl Camden CEO of Kelly Services
Strategic: “Become A Social Business” Scale across business units.Typical Goals Moves into HR, Sales, Finance, Supply Chain. C-Level coordination required.Metrics Initiatives Organization and ResourcesDept. Metrics SMMS to ScaleEnterprise Metrics like Net CoE Coordinates Hubs Social is part of planningPromoter Score, LTV process. Dedicated Spoke Headcount 4 Levels of Community Management
Sephoraintegrates social+ digital incommunities aswell as in stores. customer spendingGoal: average customerUnderstand their“superfans” who 2.5x community userspend 10X. 10x superfan32
Transformation: “Business Is Social” Social drives transformation.Typical Goals Integrate deeply into all aspects the enterprise.Metrics Initiatives Organization and ResourcesDeep Analytics Redefine ProcessesPredictive Training Social is everyone’s responsibility One Strategy 4 Levels of Community Management