How To Grow Business Via Social Partnerships


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One of the best uses of social media is to connect with others, and this includes when using it to grow business. This presentation - originally created for MediaBistro's Digital Bootcamp - details what a social partnership is, gives best in class examples and tips for using social principles to drive business expansion.

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  • Information we can obtain from people all around the world – due to the advance of technology, and the rapid rise of social media – we are an empowered planet that can do everything from topple regimes to connecting with our own favorite sportsmen as they drive their racecar around a track at 150 mph.
  • So why would that change? Isn ’t that what you have all hired social and digital agencies for?
  • A social partnership combines Business Discipline with Social Behaviors. The job of the business leader is to return value. I want to borrow a simple rubric from Jon Iwata, Senior Vice President, Marketing and Communication at IBM. I attended his Social Business Summit 18 months ago in NYC you cannot ignore the potential impact on business from new social behaviors and technologies. Our job as leaders is to manage the risks of empowered advocates and detractors, rigorously pursue the rewards and distill appreciable business value.
  • A social business believes in five things: Build Integrated customer relationships – the customer or buyer journey is more complex and starts earlier. People refer back out to their social graph at all points along the sales funnel. It just doesn’t make sense to have a social media strategy that is separate from your overall marketing or CRM strategy. Story: When I started our social business 7 years ago, I saw what we were doing as offering the alternative way to engage customers – we were the antidote to marketing. That doesn’t make sense. Foster horizontal collaboration – hierarchies and departments matter less. The price of organizing around shared interests and needs has gone way down. Just look at the Middle East and the forces at work in the Arab Spring. That demonstration of power is unmistakable and it will change us. Story: As we formed Social@Ogilvy, we did it as a pirate ship sailing horizontally across P&L and tribal boundaries. We initially just asked all of the social media handraisers to come to the clubhouse one afternoon…. Make clear commitments to innovation – We can’t innovate and optimize ROI at the same time. If we are not careful, we will let our natural impulses to define things like ROI dampen our spirit for innovation. Let’s face facts we are designing while driving the car. And make sure we have clear commitments to innovate. Story: 4 years ago or so, I attended a global CRM summit in Barcelona for a major CPG. I was there to share our view on social media as a marcom discipline. We had some great successes, activating Olympic athletes during the Beijing games and helping HHS prep the country for Pandemic Flu…. Be adaptive and agile – become an athlete for change. Train on coping and harnessing never-ending change. Be adaptive to customers and circumstances. Move thoughtfully fast. You can always move again… Story: Brands are looking to Silicon Valley to understand how to be much more agile. The pilgrimages to Facebook HQ by major brands are as much to expose their senior leaders to the posters on the wall that essentially encourage employees to ‘fail faster’ as an expression of their iterative ‘risk-positive’ culture as anything… Master an endless flow of data - we have so much data at our fingertips. Analyzing it to actionable insights is really no easier. Each part of a company has data needs or opportunities. Making sense of social data – and converting it into valuable and actionable information – remains a top priority for marketing and communication leaders and the C-suite.
  • Social media can deliver business value in 4 ways: Create customer value Build brand and reputation value Expand operations and innovation excellence Strengthen Workforce and Culture
  • So why would that change? Isn ’t that what you have all hired social and digital agencies for?
  • You could also label this as – they get the importance of mobile and mobile marketing in the mix
  • The next five years will be about the brands that can actually create a level of utility for the consumer – Hellmans Recipe App, Weight watchers community app, Uber – hail a cab app
  •   Nike's mission is to bring motivation and inspiration to every athlete* in the world (*If you have a body, you're an athlete). Nike+ launched in 2006 as a collection of digitally enabled products and services to motivate all athletes to exceed their potential.   We are looking for people who share this vision and want to create companies that build upon the success of NikeFuel, the Nike+ FuelBand, and Nike+ Running to make the world more active.   The Nike+ Accelerator, powered by TechStars, will host 10 companies for a three-month, immersive, mentor-driven startup accelerator. The focus is to allow companies to leverage the Nike+ platform, and NikeFuel, to build offerings that inspire and assist people to live more active, healthy lifestyles.   View Press Release Support As You Go 10 partner companies will be chosen and given the tools and support they need to succeed:   $20,000 Access to the Nike+ APIs, Nike+ mobile SDKs, and Nike+ FuelBand Dev Kit (Beta) - you will be among the first in the world to receive this access A Nike+ FuelBand for each team member Tech support from experienced developers who've built companies, or built with Nike+ Application Programming Interfaces (APIs) Code and solution reviews during the program Mentor sessions with Nike executives and leaders in the start-up community Two Investor Demo Days: one at the Nike World Headquarters and one in Silicon Valley Real Access to Decision Makers At the end of the Nike+ Accelerator, each team will present to Nike executives, mentors, angel investors, venture capitalists, and tech industry leaders.
  • So let ’s talk about trait three of your agency of the future
  • NEW YORK/ATLANTA - Spotify and Coca-Cola today announced a multifaceted strategic partnership that combines the global scale and reach of Coca-Cola with Spotify's music technology platform to give consumers around the world unprecedented access to the music they love. The partnership will help fans discover new music, connect with other music lovers around the world and seamlessly share their experiences with friends both online and offline.   "Coca-Cola is the most recognized and respected brand in the world and we are proud to be their music partner," said Daniel Ek, Founder and CEO, Spotify. "Spotify and Coca-Cola both believe that music, technology and creativity can connect people around the globe."   "At Coca-Cola we have long recognized the power of music to connect people around the world," said Joe Belliotti, Director, Global Entertainment Marketing, The Coca-Cola Company. "As we step up our activation through Coca-Cola Music, we are excited by the innovative music technology platform created by Spotify and the opportunity to create a truly global music network. The potential for this partnership is limitless."   Under the terms of the agreement, Spotify will be the key underlying technology for Coca-Cola Music globally, supporting the brand's mission to provide consumers universal access to music. In addition, Coca-Cola will integrate Spotify into its Facebook presence and Timeline, creating a seamless social music experience. This partnership takes advantage of the existing Spotify relationship with Facebook and the Coca-Cola Facebook audience of over 40 million fans to create a social experience that will reach millions of interconnected consumers around the world.   Music has been a big part of how Coca-Cola has engaged and built relationships with teen consumers throughout its 126 year history -- from branded sheet music in the late 19 th century to sponsoring radio shows to creating anthems for the brand's marketing programs around global sporting events like the Olympics and World Cup. In recent years, with technology enabling the access and sharing of music on a global scale, Coca-Cola has accelerated the activation of music programs.   Supporting that legacy will be a key focus for Coca-Cola in 2013 and beyond with a commitment to giving fans around the world universal access to music.   Under the terms of the new agreement, Spotify and Coca-Cola will be dedicated global partners in 2013 for a new campaign to be unveiled later in the year.   As part of the partnership, Coca-Cola will also leverage the Spotify API and platform to reach music enthusiasts through various applications -- the first of which was built by independent developers during a two-day Spotify/Coca-Cola "hacker den" held in New York City on April 14-15. The new app will be unveiled for the 2012 Olympics in London.   Now available in 13 countries, Spotify is continuing its rapid worldwide expansion. The final component of the partnership will support that mission by creating unique consumer experiences around the globe that are fueled by music in both new and existing Spotify markets. Coca-Cola will also partner with Spotify as it launches its music service in new markets throughout 2012 and into 2013.
  • You could also label this as – they get the importance of mobile and mobile marketing in the mix
  • And this also goes with your product innovation too. MyStarbucks Idea came from an agency partner idea. They are spending so much time with your audiences, they should be bringing design thinking to the table.
  • Here’s how brands are doing this: Deutsche Bahn launches a new train ticket only for young people, selling over 145,000 of them via Facebook. Time Warner Cable solves customer problems via Twitter to walk-the-walk of customers-first . All Clad listens to cooks reaction to products and implements changes like the new handle design. Ford taps into employees, retirees and more as ‘badge-carrying’ brand advocates.  
  • By getting the glocal model right, Johnnie Walker reversed a continuing decline and more than doubled its global business in ten years. Successful global advertising concepts, as demonstrated by the EffectiveBrands consultancy's Leading Global Brands project, start with a simple but powerful idea: they address a universal human motivation that crosses cultures. At the highest level are motivations like a desire to be healthy and safe, attain an education, provide well for one's children, and achieve one's aspirations. Next, they find a positioning that goes beyond describing product attributes to address the motivation. Johnnie Walker started with the understanding that men around the world, regardless of culture or country of origin, seek to advance in their lives. This universal human motivation unlocked both a global positioning — specifically, "inspiring men to progress" — and an advertising expression of this, "Keep Walking."   From the outset this campaign was both global and local. For example, the initial print and poster elements of the campaign featured inspirational quotes from many cultures: "A journey of a thousand miles begins with a single step" from Lao Tsu was particularly powerful in Asian cultures; Hannibal's "We will either find a way or make one" resonated in Western cultures. There were more than 100 quotations used, many uncovered in the local markets, such as the twelve quotes in Swahili, a language not written down. Over more than 13 years, the "Keep Walking" campaign has transformed the Johnnie Walker and Scotch whisky business globally. It has spawned more than 70 TV ads, hundreds of outdoor and print ads, and numerous other adaptations across the marketing mix.
  • As a client working with agency partners, it is probably not the kind of thing you want to hear. That everything you know is changing, that the people you work with will soon need to change how they approach their work, your work. Well this is where we will talk through how you can identify if you are working with the social agency of the future. These are the 5 key traits of the social agency of the future.
  • This differentiates it from the traditional product launches consumers are used to seeing, and encourages Wispa fans to share the news with their Facebook friends. The photo of Mead holding the new product has attracted more than 1,500 ‘likes’ and 278 comments, meaning the launch will have also shown up in their friends’ news feeds. Cadbury is a good example of a brand utilising social effectively to generate buzz around its products and give the impression that its fans have some ownership over the brand. This is a cost effective way to leverage the brand's passionate customer base, establishing a market for a new product before it starts to appear in shops. Heinz ran a similar campaign in November around the release of a new ‘Tomato Ketchup blended with Balsamic Vinegar’. Facebook fans were offered the chance to buy the new product a month before it was released in shops. As brands continue to search for ways of converting their social media following into sales, product launches appear to be a simple way of gaining some tangible results from all those thousands of Facebook ‘likes’.
  • A personal favourite of mine and quite more recent, the idea of a “Famebook Fan” is to use a natural, organic comment on a Facebook page and create a campaign concept from it, usually adding a layer of surreal comedy to it. A more recent example that has gone from Mashable to Metro in less than 24 hours is Bodyform, a sanitary towels company. After Facebook fan Richard Neil posted a tongue-in-cheek accusation to the company for altering the perception of what going through the period really entails, the brand did the unthinkable.   The act of elevating some kind of user input (be it a Facebook post like this incident, or a more traditional letter to customer service like the case of Sainsburys Giraffe Bread)has yielded brands loads of benefits, such as:   Portrays the brand in a more human manner, making the brand more approachable and easy to forgive when something slips through the crack.   By adding a layer of comedy and a sprinkle of shock, they generate a lot of sharing, buzz online and earned media. Humour is proven to be one of the most powerful sharing triggers online.   Bridges the gap between creative planners and strategists, and the audience they are trying to target - opening up a bidirectional conversation.   It gives users a reason to be fans and engage with brands.   There are many different ways in which you can use the input of your social media audience at the core of your advertising campaign.   Being OK with losing some control and understanding the motivation of your audience to contribute with content or actions is key. From there on, it is a rather sweet journey to reach, advocacy, and engagement-lands.
  • Adrian Grenier And SHFT Announce Collaboration With Ford (PHOTOS) First Posted: 11/21/11 01:34 PM ET Updated: 11/21/11 01:34 PM ET React Inspiring Enlightening Infuriating Scary Helpful Amazing Innovative Adorable Follow Ford  ,  Green-Living  ,  Video  ,  Adrian Grenier  ,  Electric Vehicles  ,  Green Lifestyle  ,  Adrian Grenier Ford  ,  Adrian Grenier Shft  ,  Auto Industry Sustainability  ,  Ford Adrien Grenier  ,  Ford Shift  ,  Shft  ,  Green News SHARE THIS STORY 12 6 1 Get Green Alerts   Sign Up Submit this story Actor and filmmaker Adrian Grenier and producer Peter Glatzer, co-founders of the award-winning sustainable lifestyle site, have announced a multi-year collaboration with automaker Ford. As the name SHFT implies, the concept of change is important to the website. Speaking with HuffPost, Grenier explained that SHFT tries to show the public how trends in sustainability are shifting and what this means for their personal consumption choices. "Industry is starting to shift, and they need us to help tell their story," he said. "So we're proud to be able ... to be the platform for individuals, and also companies, to show their shift." Ford, which recently unveiled its 2012 Focus Electric, partnered with SHFT to promote its efforts to "accelerate the development of more fuel-efficient and alternative-fuel vehicles," according to apress release. Glatzer told HuffPost that the collaboration with Ford was a "very natural fit" for SHFT. He said Ford recognized that they shared similar values, and a belief in "offering consumers options and doing it in a creative way using new media." As part of the collaboration, SHFT is working with Ford to produce a short documentary series on sustainability and the innovators and game changers who bring about sustainable shifts. Over the next two years, Ford and SHFT also plan to be at cultural events, such as music and film festivals, promoting sustainability and positive shifts in industry and technology. Ford's work with SHFT is also motivated by research which indicates that "nearly half of potential American car buyers" aren't aware of the differences between hybrid and electric vehicles, according to  Ad Age . Glatzer told  The Hollywood Reporter  that Ford's electric Focus is a good fit with SHFT not only because it's electric, but also because its interior uses recycled and sustainable materials. He said all of SHFT's partners share their "core values of sustainability, innovation, corporate responsibility and creativity." Grenier and Glatzer stressed that SHFT isn't just a checklist for a sustainable life or a "clearinghouse of all green items," as Glatzer put it. Rather, they say, their filmmaking backgrounds have given them an appreciation for aesthetics and design which they've incorporated into SHFT. Grenier summed up the philosophy behind SHFT and their attitude toward sustainable products and lifestyle. "It really is not about a to-do list: you can only change so many lightbulbs, you can only recycle so much," he said. "But for us, it's about taking that next step, and really participating creatively and finding solutions to help really improve your own personal quality of life. And you find that life is better when you care, life is better when you share, life is better when you aren't hurting your neighbors by the things you consume. We find that the products in a sustainable space are better made, they're highly aesthetic and beautiful and they last long and they're the type of things you want to hand down to your kids." Glatzer said that while they try to "inspire and nudge [sustainability] gently" into pop culture, their work is also a reflection of the "sweeping changes" and the "burgeoning market [of] sustainable design." Sherif Marakby, Ford's director of electrification programs and engineering, told HuffPost there has definitely been a market shift in the auto industry in the past decade. He explained that shifts have happened both with consumers, who are increasingly embracing hybrid and alternative fuel vehicles, and within the industry itself. He added that a big shift in the industry is that both the design and manufacturing of new automotive technology is happening here in the U.S. Marakby has a lot of hope for the future of alternative fuel vehicles and sustainable materials in the industry. "I really and truly believe in the next five years, you're going to see a really, really big shift in the automotive industry with this technology." Last month, SHFT and Grenier opened a pop-up shop in Los Angeles to showcase other products that fuse sustainability and design.  
  • How To Grow Business Via Social Partnerships

    1. 1. Gemma CravenEVP, Social@Ogilvy@gemsieGrowing BusinessVia SocialPartnerships
    2. 2. Why PartnershipTraditionally DrivesBusiness Growth?
    3. 3. Expands company capabilities and team size
    4. 4. Increases global reach
    5. 5. Speeds time to market
    6. 6. Drives networking and relationship growth
    7. 7. And lets David benefit from Goliath
    8. 8. What Are The Benefits OfA Social Partnership?
    9. 9. What is a social partnership?
    10. 10. BusinessDiscipline SocialBehaviors
    11. 11. 11Builds Integrated customer relationshipsFosters horizontal collaborationMakes clear commitments to innovationIs adaptive and agileMasters an endless flow of dataA social partner has key traits
    12. 12. 1212Social BusinessPartnershipExamples• Delivers services and products via preferred socialchannels• Adds content or utility to increase customer value• Increases individual and network value of customerssocial CRM)• Manages risk via dialogue with stakeholders, influencersand customers• Allows for the “halo” effect from partner brands• Increases efficiency of marcoms programs• Crowd-sources solutions with customers and stakeholders• Enables partnership with tech platforms and developers(FB, Twitter)• Allows global connectionBusiness ValueCreates customer valueBuilds brand reputation andvalueExpands operations andinnovation excellenceInvolves fans and thecrowd• Ask for external collaboration on businessproblems/systems• Puts fans at the heart of external communications andcustomer touch points
    13. 13. Successful SocialPartnerships
    14. 14. 1. Creating CustomerValue
    15. 15. Hellmans creates recipes with retailers
    16. 16. Uber & Benefit bring makeovers to fashionistas
    17. 17. Nike+ & TechStars assist active lifestyles
    18. 18. 2. Builds Brand Reputation& Value
    19. 19. Spotify & Coke create social music together
    20. 20. Ford & SHFT go green socially
    21. 21. BP supports Team USA
    22. 22. 3. Expanding Operations &Innovation
    23. 23. Starbucks partners with customers
    24. 24. Dell partners with employees & customers
    25. 25. 25All-Clad listens to crowd for product design
    26. 26. Johnny Walker goes global, yet stays relevant
    27. 27. NASCAR & Twitter bring races to life
    28. 28. 4. Fans Become SocialMarketing Partners
    29. 29. 29Fans launch new products
    30. 30. Celebrating theFamebook fanAnd even inspire social marketing
    31. 31. And decide what gets funded
    32. 32. Tips For Social Partnership
    33. 33. Growing Business Via Social Partnership1. Think about creating utility rather than just noise2. Choose partners that enhance your own brand3. Look to employees and customers as socialpartners4. Collaborate with platforms to drive business5. Fans and customers are social partners too6. Remember the power of the crowd in socialmarketing
    34. 34. Thank YouGemma