Digital, Mobile, and Social Media
now Affect the Entire Organization
Kevin Masi
December 2013
@kevinmmasi
kmasi@torquelaun...
What’s different now
Digital is not just another channel.

3
From Mass to Individual

4
From Research to Big Data

5
From Control to Interaction

6
Marketing

Investors

Employees

Recruiting

Digital
throughout the
organization

Customer
Service

New
Business

New
Prod...
From the speed of yesterday to the speed of now

8
Digital amplifies & extends
the reach and impact of
marketing — and the
organization overall

9
Digital can ACTIVATE the entire organization
data
social
media

website

paid
media

earned
media
owned
media
10
Three Principals of Activation
Planning for entire the organization
AUDIENCE

DIGITAL
ACTIVATION

AGILE

ACTIVATE

12
Determine your purpose
•
•
•

AUDIENCE

Define clear objectives
Articulate what success is
Set the metrics

13
Understand the Landscape
•
•
•
•
•

AUDIENCE

Where are your customers?
What are they talking about?
Do they talk about di...
Create a social business council
•
•
•
•

AUDIENCE

Include senior executives for corporate buy-in
Find the early adopters...
AUDIENCE

DIGITAL
ACTIVATION

AGILE

ACTIVATE

16
Develop a plan, then use it!
•
•
•
•
•
•
•

ACTIVATE

What do we want to be known for?
Channel strategy?
Tone of voice? Pe...
Develop your sharable story.

ACTIVATE

18
Develop your sharable story.

ACTIVATE

19
Actively listen.

ACTIVATE

20
Fish where there are fish.

ACTIVATE

21
Why people engage: the 3 F’s

Fun.

Fame.

ACTIVATE

Fortune.
22
Use social media as business tool to
spark, amplify & extend word-of-mouth.
•
•
•
•
•
•
•

ACTIVATE

Customer recommendati...
Content is the engine powering social.

ACTIVATE

24
Content is the engine powering social.
•

ACTIVATE

Mix it up
Events
• Posts
• Newsletters
• Pictures
• User
• Video
Conte...
Content is the engine powering social.
•
•

Mix it up
Make it relevant,
interesting and sharable.

•
•
•

ACTIVATE

Focus ...
Content is the engine powering social.
•
•
•

Mix it up
Make is relevant,
interesting and sharable
Facilitate interaction
...
Content is the engine powering social.
•
•
•
•

Mix it up
Make is relevant,
interesting and sharable
Facilitate interactio...
Employees are your best ambassadors
•

ACTIVATE

Empower them to tap into
their own networks

Your own LinkedIn network:
•...
Connect employees to each other with digital

ACTIVATE

30
Digital is not in a box...or a silo

ACTIVATE

Mobile
Palm

Mobile
Notebook

Desktop

Mobile
Tablet
31
Gaming is a great business tool for
measurable business outcomes.
•
•

Incentives, points &
rewards for participation
Spec...
Old Sales Playbook for Business Development

ACTIVATE

OLD SALES PLAYBOOK
COLD CALLS

SALES
DEMO

QUALIFY
LEADS

EMAILS
TR...
Activate social as a business development tool.

ACTIVATE

SOCIAL ACTIVATION SALES
PLAYBOOK
SOCIAL
NETWORKS

PURCHASE
LEAR...
Activation process

Research

Planning

Creative
&
Content

ACTIVATE

Production

Daily
Activation

Reporting

35
Activation team
Activation director

ACTIVATE

Business and marketing goals: sees the big picture

Researcher

Social list...
AUDIENCE

DIGITAL
ACTIVATION

AGILE

ACTIVATE

37
Experiment!

ACTIVATE

38
Measure. Adjust. Repeat.

ACTIVATE

2010

2011

2012

2013

Fans & followers

Drive traffic to the

Track interaction

Inte...
Agile: a framework for decisions
•

Cross functional teams

•

Customer collaboration

•

AGILE

Active use of data

40
Agile: a framework for decisions
•

Constant testing

•

Response to change

•

AGILE

Continuous improvement

41
Agile: a framework for decisions
•

Efficient

•

Adaptive

•

AGILE

Iterative cycles

42
A frame of mind:
Digital, Mobile and
Social Media can Activate
the Entire Organization

AUDIENCE

DIGITAL
ACTIVATION

AGIL...
Upcoming SlideShare
Loading in …5
×

German American Chamber of Commerce Knowledge Exchange_Digital Marketing and the whole Organization

522 views

Published on

Digital, Mobile, and Social Media now Affect the Entire Organization: How to use digital media to amplify and extend the reach and impact of marketing — and the organization overall.

Published in: Marketing, Business, Technology
  • Be the first to comment

German American Chamber of Commerce Knowledge Exchange_Digital Marketing and the whole Organization

  1. 1. Digital, Mobile, and Social Media now Affect the Entire Organization Kevin Masi December 2013 @kevinmmasi kmasi@torquelaunch.com
  2. 2. What’s different now
  3. 3. Digital is not just another channel. 3
  4. 4. From Mass to Individual 4
  5. 5. From Research to Big Data 5
  6. 6. From Control to Interaction 6
  7. 7. Marketing Investors Employees Recruiting Digital throughout the organization Customer Service New Business New Products Brand Reputation 7
  8. 8. From the speed of yesterday to the speed of now 8
  9. 9. Digital amplifies & extends the reach and impact of marketing — and the organization overall 9
  10. 10. Digital can ACTIVATE the entire organization data social media website paid media earned media owned media 10
  11. 11. Three Principals of Activation Planning for entire the organization
  12. 12. AUDIENCE DIGITAL ACTIVATION AGILE ACTIVATE 12
  13. 13. Determine your purpose • • • AUDIENCE Define clear objectives Articulate what success is Set the metrics 13
  14. 14. Understand the Landscape • • • • • AUDIENCE Where are your customers? What are they talking about? Do they talk about different things in different places? How do they talk about you? How do they talk about competitors? 14
  15. 15. Create a social business council • • • • AUDIENCE Include senior executives for corporate buy-in Find the early adopters across job functions and business units Set up a “test group” Provide training 15
  16. 16. AUDIENCE DIGITAL ACTIVATION AGILE ACTIVATE 16
  17. 17. Develop a plan, then use it! • • • • • • • ACTIVATE What do we want to be known for? Channel strategy? Tone of voice? Personality? Engagement schedule? Educate, provide resources, entertain? Customer inquiries? Issues/crisis management? 17
  18. 18. Develop your sharable story. ACTIVATE 18
  19. 19. Develop your sharable story. ACTIVATE 19
  20. 20. Actively listen. ACTIVATE 20
  21. 21. Fish where there are fish. ACTIVATE 21
  22. 22. Why people engage: the 3 F’s Fun. Fame. ACTIVATE Fortune. 22
  23. 23. Use social media as business tool to spark, amplify & extend word-of-mouth. • • • • • • • ACTIVATE Customer recommendation Refer a hiring candidate Receive a request: customer needs/wants Customer referral Feedback on your performance Employees singing your praises Business partnership suggestion 23
  24. 24. Content is the engine powering social. ACTIVATE 24
  25. 25. Content is the engine powering social. • ACTIVATE Mix it up Events • Posts • Newsletters • Pictures • User • Video Content • Games • Links • 25
  26. 26. Content is the engine powering social. • • Mix it up Make it relevant, interesting and sharable. • • • ACTIVATE Focus on audience interests/needs Refer to other news, information Encourage and reward sharing 26
  27. 27. Content is the engine powering social. • • • Mix it up Make is relevant, interesting and sharable Facilitate interaction • • • ACTIVATE Ask questions Respond to comments Highlight employees, members 27
  28. 28. Content is the engine powering social. • • • • Mix it up Make is relevant, interesting and sharable Facilitate interaction Optimize SEO ACTIVATE Google looks for interaction and useful content 28
  29. 29. Employees are your best ambassadors • ACTIVATE Empower them to tap into their own networks Your own LinkedIn network: • • 1,094 connections link you 13,212,404+ professionals 56,432 new people in your Network since December 5 29
  30. 30. Connect employees to each other with digital ACTIVATE 30
  31. 31. Digital is not in a box...or a silo ACTIVATE Mobile Palm Mobile Notebook Desktop Mobile Tablet 31
  32. 32. Gaming is a great business tool for measurable business outcomes. • • Incentives, points & rewards for participation Specific actions for specific outcomes • • • • ACTIVATE Recruiting New business Customer service Product development 32
  33. 33. Old Sales Playbook for Business Development ACTIVATE OLD SALES PLAYBOOK COLD CALLS SALES DEMO QUALIFY LEADS EMAILS TRADITIONAL SALES “THE FUNNEL” 33
  34. 34. Activate social as a business development tool. ACTIVATE SOCIAL ACTIVATION SALES PLAYBOOK SOCIAL NETWORKS PURCHASE LEARN EDUCATE ASK QUESTIONS ENGAGE READ RECOMMENDATIONS PROMOTE OTHERS SOCIAL SALES TRIAL MAKE RECOMMEN DATIONS DIGITAL CUSTOMER PATH IS INDIRECT 34
  35. 35. Activation process Research Planning Creative & Content ACTIVATE Production Daily Activation Reporting 35
  36. 36. Activation team Activation director ACTIVATE Business and marketing goals: sees the big picture Researcher Social listening, research, competitive intel Planner Program channels, calendars & schedules Engagement manager Creative and content producers Post, follow, respond, interact Writing, info graphics, creative themes Thought leaders, white papers 36
  37. 37. AUDIENCE DIGITAL ACTIVATION AGILE ACTIVATE 37
  38. 38. Experiment! ACTIVATE 38
  39. 39. Measure. Adjust. Repeat. ACTIVATE 2010 2011 2012 2013 Fans & followers Drive traffic to the Track interaction Integration of social site across the full with overall clickstream marketing and Activity business metrics Focus Gathering “likes” The race for more Calling for followers the better comments: user CRM, performance metrics content 39
  40. 40. Agile: a framework for decisions • Cross functional teams • Customer collaboration • AGILE Active use of data 40
  41. 41. Agile: a framework for decisions • Constant testing • Response to change • AGILE Continuous improvement 41
  42. 42. Agile: a framework for decisions • Efficient • Adaptive • AGILE Iterative cycles 42
  43. 43. A frame of mind: Digital, Mobile and Social Media can Activate the Entire Organization AUDIENCE DIGITAL ACTIVATION AGILE ACTIVATE

×