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SOCIAL MEDIA IS DEAD!
LONG LIVE SOCIAL MEDIA!
   ERIC WEAVER • ANT’S EYE VIEW • #SMWVAN
“BUT… WE LOVE SOCIAL MEDIA!”

                    •! Connecting and keeping up
                       with friends
                    •! Expressing ourselves
                       creatively (and getting
                       feedback)
                    •! Meeting people with
                       shared connections we’d
                       never normally meet
                    •! Talking in shared interest
                       groups
                    •! Stalking old boy/
                       girlfriends
                    •! Getting an “aww”/+1/Like
                       for photos of our dog.
BUT…CAN YOU FEEL IT?       !"#$%"!%&'()*+(,-.(/-..0(1/(
                          2*0.3()*+(,-.(4*05.6/78*0(-7/(
                                 ,960.:(41649;763(

                       •! We’ve built sites for every
                          media imaginable.
                       •! We’ve created
                          communities for
                          everything.
                       •! We’ve joined communities
                          for everything.
                       •! We’ve tweeted about
                          everything.
                       •! We’ve poked everyone.
                       •! We’ve tried to incent
                          “viral” chatter about our
                          products.
!"#$%"!%&'(<*+=(,-./.(
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“IF SOCIAL
          !704*95.6=(*0.(;*47;(/*417;(
           ?.:17(/4.0./,.6(@9B;14;C(
                     /71:'(




MEDIA IS DEAD,
IT’S BECAUSE
GUYS LIKE YOU
KILLED IT.”
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http://www.flickr.com/
photos/myklroventine/"
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THINK > DO > FEEL!
!
FEEL > DO > THINK!
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http://www.flickr.com/
photos/richardfisher/"
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NUTSHELL

We’re emotion-based, time-
starved creatures, built for
social interaction.
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                                           M44P(R.00.,-([.902(K(+++H,-.;.b.6,+*H4*?(




But does social
translate to
buying?
DR. REY JUNCO, LOCK HAVEN UNIVERSITY

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                   7:./H@:J(

TWITTER
COLLABORATION
RESULTED IN AVG
HALF A GRADE
POINT INCREASE
DOES “TOUCH” MAKE US PERFORM BETTER?

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M44P(h14A6H4*?g@-*,*/g?75.614XiiY(
WILL FEELING MORE RELAXED DRIVE PURCHASE?




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                        L-Cm^*417;mG.:17mG7b.6/mXiWiH@:J(
AND ARE WE JUST TALKING B2C?


1 in 2 leads to B2B
websites are coming
from…
Leads from LinkedIn Groups most likely to
convert.
Visitors from LinkedIn Groups most likely to
attend webinars.
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Let’s talk social business.
THE GOALS HAVE NOT CHANGED. EVER.


                                   !"#$%"!%&'(f-.(:*,K
                                   4*?(B9BB;.(47?.(70:(
We need to build awareness.         +.0,H("96(;15./(+.6.(
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We need to convert the curious.    ?7CB.(2*0.P(70:(*96(
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                                               (
We need to increase revenue.       F9,(10(B*,-(47/./=(,-.(
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                                    #0(J74,=(,-.CI5.(0.5.6(
                                           4-702.:H((
We’re wondering:                               (
what’s beyond The Twitter?         L.(/8;;(-75.(,-.(/7?.(
                                      @6*B;.?/(,*(/*;5.'(
AND WE FACE MANY HURDLES                 !"#$%"!%&'(F9,(
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No one has the time.                          70C,-102=(
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Everyone is distracted.                  %5.6C*0.(1/(DQQH(
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Trust is harder to come by.              .08,;.:(70:(,-.16(
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Expectations can often be ridiculous.     ?*6.(B9ZZ(,-70(
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One blogger can outshout our budget.       /*(?94-(0*1/.(
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                                         1,I/(1?@*//1B;.(,*(
So much noise about social!               A0*+(+-.6.(,*(
                                                 ,960H(
!"#$%"!%&'(#0(,-.(
                 “Join the                          ?.708?.=(,-.(
               conversation!”!                    -C@./,.6/=(?*/,(*J(
                                    “Marketers need
                                                 +-*?(-75.(<%!%&(
                                    training pants!”!
                                                    -7:(?76A.802(
“Advertisers don’t                               O*B/=(76.(4*0/,70,;C(
     get it!”!                 “It’s about a      /4*;:102(9/(7B*9,(
                                dialogue!”!       -*+(+.I5.(?1//.:(
                                                    ,-.(4;9.K,6710H((
THEIR LATEST SCOLDING: ,-.16(;7,./,(/4*;:102(
                         !"#$%"!%&'(D0:(

“YOU NEED A SOCIAL MEDIA 1/(,-7,(+.(0..:(7(
                            c/*417;(?.:17(

STRATEGY!”                    /,67,.2CHd(
WE DON’T NEED
NO STEENKEENG
SOCIAL MEDIA
STRATEGY
THAT’S LIKE A
CELL PHONE STRATEGY.
OR A FREEWAY
STRATEGY.
THAT’S A
FOCUS ON
THE TOOL,
RATHER
THAN THE
BUSINESS
OBJECTIVE.
BOTH MARKETERS
& “GURUS” HAVE
TO STOP
PLANNING
SOCIAL MEDIA
IN A VACUUM,
INDEPENDENTLY
OF OTHER
DEPARTMENTS,
LIKE SOME KIND
OF BOLT-ON
PUBLISHING
PLATFORM,
BECAUSE THAT
REDUCES ITS
POWER.  !"#$%"!%&'(f**;(29C/(/.;;(C*9(*0(7(,**;H(F9,(
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           ,-.CI6.(5.6C(;*+K57;9.(J70/H(%



         THE JOURNEY FOR SOME
         1.!   Convince mgmt to try
         2.!   Push via social
         3.!   Buy fans via ads
         4.!   Tabs and apps!
         5.!   Justify the labor cost
         6.!   …?
THE JOURNEY FOR SOME
                                            1.! Convince mgmt to try
                                            2.! Push via social
                                            3.! Buy fans via ads
                                            4.! Tabs and apps!
!"#$%"!%&'(#0(J74,=(7(6.4.0,(/,9:C(/-*+.:(,-7,(X(*9,(*J(.5.6C(T(J70/(4-702./(,-.16(
                                            5.! Justify the labor cost
?10:(70:(90;1A.(7(B670:H(^*(,-7,(7:(/@.0:(71?.:(7,(B9C102(;1A./(-7/(7(B91;,K10(liU(
  +7/,.(67,.H(D0:(:*(C*9(&%D__[(,-10A(,-./.(B*92-,(J70/(76.(,69.(-70:K671/.6/3(
                                        %   6.! …?
                                      1$%!23%
THE JOURNEY FOR SOME
                                            1.! Convince mgmt to try
                                            2.! Push via social
                                            3.! Buy fans via ads
                                            4.! Tabs and apps!
!"#$%"!%&'(D0:(@964-7/.:(f+1b.6(J70/3(f-.CI6.(B*,K46.7,.:(744*90,/H([*9(@7C(70(
    90/469@9;*9/(4*?@70C=(70:(,-.C(+1;;(/.,(,-.16(J7A.(744*90,/(,*(J*;;*+(C*9H(
                                      %     5.! Justify the labor cost
                                            6.! …?
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.].4985./(0..:(,*(/,*@(,-10A102(6.74-gJ6.9.04C(70:(/,76,(,-10A102(,69/,g10h9.04.H((
The bigger opportunity: align
the entire organization around
integrated social engagement.
“Engagement, engagement,
engagement! What does that
even mean?!?”

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                              70:(?76A.,(.0272.?.0,H(




Ant’s Eye View’s
Engagement Journey
THE SOCIAL BUSINESS JOURNEY
   !"#$%"!%&'(L.(/..(4*?@701./(B.102(*0(7(
:1p.6.0,(A10:(*J(O*960.C=(*0.(,-7,(;**A/(;1A.(,-1/'(



                                                                            Stage 5
                                                           Stage 4          Fully
                                       Stage 3             Measurable       Engaged
                       Stage 2         Operational
   Stage 1             Experimental                        Social           Social
                                       Social              engagement       engagement
   Traditional
                       Dabbling in     engagement          drives real      and customer
   Traditional,        social          becomes more        business         experience is
   command and         engagement      embedded in         results, with    part of the
   control business    occurs but is   business            systems and      organization’s
   operations using    disconnected    operations.         tools fully      DNA.
   one-way             to business     Internal            optimized to     Breakthrough
   communication       operations.     training,           support          business results
   to drive business   Fractured       channel             con dent and     – increased
   outcomes.           tools, silo’d   alignment and       competent        revenue and
                       e orts and      campaign            employees and    loyalty are
                       disparate       integration         to more fully    realized.
                       measures        begin to deliver    harness online
                       reign.          tangible results.   relationships.
FINAL DESTINATION: FULL ENGAGEMENT

BUSINESS OUTCOMES           ORGANIZATIONAL           CUSTOMER EVIDENCE
Products are brought to     IMPACTS
                                                     “I trust you”
market more quickly
                            Entire employee base
                                                     “I recommend you”
Differentiate beyond $$     has a 360° view of the
Engaged users spend         customer and can         “I’m valued and heard”
more time on site           anticipate needs
                                                     “That was my idea”
Influencers drive           Brand dashboard tied
revenue via trust                                    “You’ve anticipated my
                            to revenue
                                                     needs”
Activation creates choice   Senior execs leading
at retail                                            “You didn’t talk AT me”
                            with customer
Get & retain best talent    engagement               “You’ve improved my
More efficient research,                             life”
                            Increased awareness,
development, marketing      revenue, loyalty,        “I defend you”
& ops
                            advocacy
Built-in demand reduces
financial risk
HOW DO YOU START ON THIS
JOURNEY?
Know that there is one.
Communicate and educate
beyond your department.
Create a plan that allows
everyone to win.
Assess where you are and set
a compass point.
Map organizational objectives
to social tactics.
Choose your presence wisely.
Anticipate potential “tribal
rifts.”
These
        I heard about                         The YouTube vid                      podcasts help
          you from                           shows me how to                       me understand
        Glassdoor.                         operate the software.                    new product
                                                                                     offerings.



                                            HR & TRAINING

                                       IT AND INFRASTRUCTURE




                                                                             SALES,
                                                  SHIPPING &
SUPPLY CHAIN             OPERATIONS                                        MARKETING,              CUST CARE
                                                  DISTRIBUTN
                                                                               PR




 85% would prefer you                 Please build a                     Is this            @CustCare, I
bought locally sourced                 store in our                Groupon deal            need help with
    ingredients.                      community.                    still valid?              my bill.


  !"#$%"!%&'(FC(10O.4802(?76A.,(@6.J.6.04.(10,*(C*96(.086.(57;9.(4-710=(C*9(470(
      @6.:1/@*/.(C*96(.0,.6@61/.(,*(:.?70:(V(70:(:1?101/-(4*/,(V(D<Q(&#^RH(
Consumers distrust
advertising. But they love
engagement.
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                 ?*/,(7//*417,.:(+1,-(c7:5.618/102d3(#,I/(cJ7;/.Hd(
DDB EXAMPLE:
                                            START WITH
                                            EMOTIONAL,
                                            INTEGRATE WITH
                                            TRADITIONAL
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                                          (
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                                      7(,-1023(
STARTING
                                                    POINT: A
                                                    CREATIVE
                                                    HOOK WITH
                                                    STRONG
                                                    EMOTIONAL
                                                    & SOCIAL
                                                    APPEAL
!"#$%"!%&'([*9(/@.7A(,*(,-.?(,-6*92-(.?*8*07;(:.41/1*0K?7A102H([*9(,.;;(7(/,*6CH(
[*9(,6122.6(,-.(962.(,*(4*00.4,(/*417;;CH(D0:(,-.0(C*9(.04*9672.(,-.?(,*(%<EDE%H(
DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST




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  .0272.:(+1,-(J70/(70:(104.0,.:(,-.?(,-6*92-(@-*,*(70:(51:.*(4*0,./,/H(
!"#$%"!%&'(^7;,CI/(;1J.(/,*6C(+7/(.],.0:.:(,-6*92-(7::18*07;([*9f9B.K*0;C(/@*,/(,-7,(
  76.(rj#f%(J900CH(-b@'gg+++HC*9,9B.H4*?g9/.6g^7;,C/_1J.t@g9gWYgaN_F[/i"_Q#(
!"#$%"!%&'(f-.(&7:76(QQF(,.7?(.5.0(-7:(^7;,C(70:(N.@(/-*+(9@(10(@;74./(;1A.(46..@C(
 +.B47?(4-7,(/1,.($-7,&*9;.b.H(f-./.(216;/(+.6.(@6*B7B;C(.]@.4802(/*?.(/-16,;.//(
                        :9:.(+1,-(7(4-10/,67@H(5678795:3%
!"#$%"!%&'(#??.:17,.;C=(,-.(+*6A(47?.(,*(,-.(7b.08*0(*J(B*,-(,-.(,67:18*07;(@6.//(
   M;<,(=>!"?@%;'..*&!A(='&%1<"$@%5"<(",B?@%C(<D,=&B@%E!&(&A!(/%8'$"P(7/(+.;;(7/(
            B;*22.6/=(+-*(,7;A.:(7B*9,(-*+(^7;,C(c+6*,.(B74A(,*(,-.?Hd(
!"#$%"!%&'(QQF(10/@16.:(70:(104.0,.:(@.*@;.(,*(@964-7/.(,-.(/-7A.6/(70:(/,72.(,-.16(
                               *+0(@-*,*(/-**,/H((
!"#$%"!%&'(^*?.(9@;*7:.:(51:.*/(*J(,-.16(A1:/(@;7C102(+1,-(,-.(/-7A.6/=(+-14-(2*,(
                            ,-*9/70:/(*J(51.+/H(
!"#$%"!%&'(^*?.(/.0,(10(49;1076C(/.u02/(+1,-(,-.(@716H(
!"#$%"!%&'("0.(@.6/*0(.5.0(/.0,(10(@7/,7(76,H(f-10A(7B*9,(,-7,'(@7/,7(76,(J*6(7(F&D<Q(
             D!DfD&H(f-7,(2*./(B.C*0:(.0272.?.0,(K(,*(D48578*0H(
FIRST 25 DAYS:
            6000 Facebook fans
SO DID IT   375,000 video impressions; total
            media cost: $0
WORK?
            20,000 Salty & Pep shakers sold
            out
DDB’S       Highest website traffic EVER
RESULTS
            Unit sales rose by 24% over
FOR KNORR   previous year
            Sidekicks surpassed Uncle Ben’s as
            the #1 BRAND in the category
WHAT WOULD THE RESULTS BE
IF DDB HAD ONLY PLANNED
SILOED SOCIAL MEDIA TACTICS?

OR JUST A COMMERCIAL?
Consumers conserve their
time for Oxytocin-rich places


!"#$%"!%&'(^*=(,-.(^7;,C(47?@7120(+7/(B*,-(46.785.(70:(-7:(,-7,(.?*8*07;(-**AH(
 L-7,(*,-.6(.51:.04.(:*(+.(-75.(,-7,(?12-,(/-*+(7(4*00.48*0(B.,+..0(c/*417;(
                          ,*94-d(70:(:./167B;.(B.-751*63(
CONSUMERS PREFER ENGAGEMENT

                  3456&/-75)5"+$)-8/$-9+4":-;-#)-+<-9#=->?@@-
XT=iii=iii(



Xi=iii=iii(

  !"#$%"!%&'(D(;**A(7,(9019.(51/1,/(,*(X(;762.KB670:(:*,K4*?/(70:(,-.16(J70(@72./(
WT=iii=iii(
  /-*+/(,-7,(4*0/9?.6/(4;.76;C(@6.J.6(J70(@72./(,*(:*,K4*?(/1,./H(#J(C*9(+70,.:(,*(
    10,.674,(+1,-(7(B670:=(+*9;:0I,(C*9(@6.J.6(,*(:*(/*(7?1:/,(J7?1;C(70:(J61.0:/3(

Wi=iii=iii(



 T=iii=iii(



         i(
               !"#$%&'()*'+,-   .#'/%++(*'+,0)"#$%&'()-   1+'#'+2#*'+,-   .#'/%++(*'+,0'+'#'+2#-
And the forgotten benefit:
GOOGLE <3’s ENGAGEMENT
TOO
        !"#$%"!%&'(D0:(+.(*s.0(J*62.,(,-.(/.764-(B.0.>,(*J(.0272.?.0,H(
                                           (
#J(C*9(-75.(4*0,.0,(,-7,(1/(2760.6102(4*05.6/78*0=(E**2;.(;1A.;C(7//9?./(,-7,(1,I/(7(
 /7J.(B.,(,-7,(*,-.6/(+1;;(;1A.(,-7,(4*0,.0,(,**(V(/*(1,(2*./(9@(10(,-.(/.764-(6./9;,/H(
!"#$%"!%&'(^1](C.76/(72*(#(@*/,.:(7(@-*,*(*J(?C(+1J.(*0(k;14A6(70:(8,;.:(1,(c)*b./,(
    L*?70(%5.6Hd(D(J.+(C.76/(;7,.6=(#(0*84.:(,-7,(,-.(@-*,*(+7/(2.u02(7(!%&[(
:1/@6*@*68*07,.(09?B.6(*J(51/1,/H(f-.(6.J.66.6(/,6102(+7/(J6*?(1?72./H2**2;.H4*?=(
          c-*b./,(+*?70(.5.6Hd(<"(LD[=(#(,-*92-,H(F9,(/96.(.0*92-w(
                                                                                   vW(
!"#$%"!%&'(wB.479/.(,-.(@-*,*(+7/(@*/,.:(,*(k;14A6=(7(/*417;(4*??901,C(+1,-(
?1;;1*0/(*J(9/.6/(70:(.5.0(?*6.(4*05.6/78*0/=(E**2;.(7//9?.:(?*6.(@.*@;.(+*9;:(
 B.(10,.6./,.:=(B9?@102(,-1/(100*49*9/(@-*,*(,*(,-.(,*@(*J(,-.(670A102/H(E""E_%(
 R<"L^q(M:1/4;71?.6'(/104.(,-1/(/46..0(267B=(?C(+1J.(-7/(/;1@@.:(,*(/.4*0:(@;74.(
                          B.-10:(e.007(k1/4-.6P(t/-7A./>/,(
                                                                                vX(
So when determining where
and how to engage, think:
True, authentic dialogue
Integrated engage-points
Emotional relevance and
oxytocins
AND LET LISTENING DATA TO DRIVE FOCUS

                       SHARE OF MENTIONS BY CHANNEL, 30 DAYS




   CAPTURE
     ON
  TWITTER…
                                                                          …AND
 WHILE GUESTS                                                            DRIVE TO
  ARE TALKING
   ABOUT THE
                             ABCAADE-           .F1DGHHI-               FACEBOOK
     BRAND,
 CONVERT THEM
                           TT=Tvv(MvlUP(       Xi=YTv(MXYUP(              CONTESTS,
                                                                        USER VIDEOS &
   THROUGH                                                               “BRAND LOVE”
 SHARE-WORTHY                                                           HAPPENS HERE
 PROMOS – AND
 DRIVE THEM TO
  FB TO SHARE
    THE LOVE




!"#$%"!%&'(#0(,-1/(.]7?@;.=(;1/,.0102(:7,7(@*10,/(,*(7(@*,.087;(.0272.?.0,(7@@6*74-H(
MAP CHANNELS TO BUSINESS GOALS
SOCIAL
                    SOCIAL SEARCH                     SOCIAL ENGAGEMENT                                  SOCIAL COMMERCE
VENUE-

                                                                                  Incent
                                                                                            Amplify                 Convert
         Optimize      Spread       Amplify   Build    Influence     Create        user-                Socialize              Offers &
                                                      influencers   advocates   generated   differen-                fence-
          SEO          content       reach    trust                                                      visits                promos
                                                                                 content     tiators                 sitters




 !"#$%"!%&'(Q1p.6.0,(/*417;(5.09./(-75.(:1p.6.0,(/,6.02,-/(+-.0(+*6A102(,*+76:(
B9/10.//(2*7;/H().6.(+.(470(/..(-*+(4-700.;/(?12-,(B.(9/.:=(:76.(#(/7C=($"<(",B!A(//?0(
FIVE MESSAGES FOR MANAGEMENT

1) There is a path beyond participation and fan
acquisition • it is the Fully Engaged Enterprise

2) “Social touch” means happier, more conversion-
friendly communities.

3) Alignment with your market means competitive
advantage and more importantly, spend efficiency

4) Cross-functional social is an organizational win
everyone can get behind #enterprisechampion

   !"#$%"!%&'(#0(/9??76C=(?7072.?.0,(0..:/(,*(90:.6/,70:(>5.(A.C(@*10,/'(
FINAL MESSAGE FOR MGMT:
Conversion is higher when
companies invest in
engagement
!"#$%"!%&'(Q*0I,(+7/,.(8?.(*6(?*0.C=(:*0I,(7::(0*1/.(,*(,-.(+*6;:=(70:(:*0I,(,7;A(
7,(C*96(?76A.,H(E.,(,*(A0*+(,-.?H(%0272.H(_1/,.0H(D0:(@1@.(+-7,(,-.C(/7C(612-,(B74A(
  10,*(,-.(*62701Z78*0H([*9I;;(?*5.(,-.(0..:;.(10(?.70102J9;(+7C/H(D0:(,-.(.086.(
         *62701Z78*0(470(@6*9:;C(,7;A(7B*9,(,-.16(,69.(c/*417;(?.:17(010O7/Hd(
THANK
YOU!
http://slideshare.net/weave
Twitter: @weave
Work: antseyeview.com

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Social Media is dead! Long live Social Media!

  • 1. SOCIAL MEDIA IS DEAD! LONG LIVE SOCIAL MEDIA! ERIC WEAVER • ANT’S EYE VIEW • #SMWVAN
  • 2. “BUT… WE LOVE SOCIAL MEDIA!” •! Connecting and keeping up with friends •! Expressing ourselves creatively (and getting feedback) •! Meeting people with shared connections we’d never normally meet •! Talking in shared interest groups •! Stalking old boy/ girlfriends •! Getting an “aww”/+1/Like for photos of our dog.
  • 3. BUT…CAN YOU FEEL IT? !"#$%"!%&'()*+(,-.(/-..0(1/( 2*0.3()*+(,-.(4*05.6/78*0(-7/( ,960.:(41649;763( •! We’ve built sites for every media imaginable. •! We’ve created communities for everything. •! We’ve joined communities for everything. •! We’ve tweeted about everything. •! We’ve poked everyone. •! We’ve tried to incent “viral” chatter about our products.
  • 4. !"#$%"!%&'(<*+=(,-./.( 76.(>2-802(+*6:/=(70:(,-.( ;7/,(8?.(#(/@*A.(10( “IF SOCIAL !704*95.6=(*0.(;*47;(/*417;( ?.:17(/4.0./,.6(@9B;14;C( /71:'( MEDIA IS DEAD, IT’S BECAUSE GUYS LIKE YOU KILLED IT.”
  • 5. !"#$%"!%&'(D0:( ,-.0=(.0672.:=(-.( +.0,(*9,(*0(E.*6217( 70:(/?7/-.:(,-.( +10:*+/(*9,(7,(,-.( 0.76./,(FG"H( ( D0:(,-7,I/(,-.(,-102( 7B*9,(/*417;H(#,I/(J90H( #,(J..;/(;1J.K4-702102H( #,(215./(9/(@*+.6H(( ( L.(2.,(.?*8*07;( 7B*9,(/94-(,-102/H( ( MN;9/=(-.(O9/,(+70,.:( ,*(;**A(4**;(10(J6*0,( *J(-1/(@..6/=(0*,( 90;1A.(*96(B9::C( -.6.HP(
  • 6. !"#$%"!%&'( <*B.;(;796.7,.( Q701.;( R7-0.?70(:1:( 7(/,9:C(,-7,( 95% EMO! /-*+.:(,-7,( STU(*J(*96( :.41/1*0/(76.( B7/.:(*0( .?*8*07;( ,-10A102(V(*0;C( TU(517( 678*07;H( http://www.flickr.com/ photos/myklroventine/"
  • 7. !"#$%"!%&'()1/(/,9:C(/-*+.:(,-7,(+-1;.(+.(B.;1.5.(,-7,(+.(WP(,-10A(/*?.,-102=(XP( ,7A.(748*0=(70:(,-.0(YP(J..;(/*?.,-102(7B*9,(1,=(10(6.7;1,C=(?*/,(*J(,-.(8?.(+.(WP( J..;(70(.?*8*0=(XP(,7A.(748*0=(70:(,-.0(YP(@*/,K678*07;1Z.(*96(:.41/1*0/H( THINK > DO > FEEL! ! FEEL > DO > THINK!
  • 8. !"#$%"!%&'( L-C3( F.479/.( +.I6.( @61?7,./=( 467ZC( ?*0A.C( @.*@;.H( L.I6.(+16.:( ,*(@6*4.//( .?*8*0/( !%&[(914A;CH( #,I/(7(/965157;( ,-102H(( http://www.flickr.com/ photos/richardfisher/"
  • 9. !"#$%"!%&'(#0(J74,=( +.(470(@767;;.;K @6*4.//(.?*8*07;( :.41/1*0K?7A102H( ( L-14-(1/(+-C(#(470(J..;( B*,-(@6*9:(70:( ?.;704-*;C(7,(?C( :792-,.6I/(267:978*0H(
  • 10. !"#$%"!%&'("6( 0.65*9/(D<Q(.]41,.:( +-1;.(#I?(10(J6*0,(*J(70( 79:1.04.H( ( %?*8*07;(:.41/1*0K ?7A102(,7A./(;.//(8?.( 70:(;.//(.0.62C(V( ;1,.67;;C=(J.+.6( 47;*61./H(
  • 11. !"#$%"!%&'(F9,( 678*07;(:.41/1*0K ?7A102(1/(:*0.( ^%&#D__[H(#J(`(1/( ,69.=(,-.0([H(#J([(1/( J7;/.=(,-.0(aH(( ( ^*(10(7(8?.K /,765.:(+*6;:( +-.6.(29C/(J..;(/*( B9/C(,-.CI;;(,7A.(7( B9/10.//(47;;(10(70( 716@*6,(B7,-6**?( /,7;;=((+-14-(:*(C*9( ,-10A(+.I;;(:.J79;,( ,*'(678*07;(*6( .?*8*07;3(
  • 12. NUTSHELL We’re emotion-based, time- starved creatures, built for social interaction.
  • 14. DR. REY JUNCO, LOCK HAVEN UNIVERSITY !"#$%"!%&'(Q6H(&.C(e904*(:1:(7(/,9:C(10( +-14-(-.(-7:(,+*(/.,/(*J(/,9:.0,/(A..@(7( 4;7//(O*9607;'(*0.(*0(f+1b.6(70:(*0.(9/102( ,67:18*07;(,**;/H( ( )1/(/,9:C(J*90:(,-7,(f+1b.6(4*9;:(10(J74,( 1046.7/.(.0272.?.0,(70:(1?@6*5.(267:./H(( ( -b@'ggB;*2H6.CO904*H4*?g@:Jg e904*).1B.62.6_*A.0f+1b.6%0272.?.0,E6 7:./H@:J( TWITTER COLLABORATION RESULTED IN AVG HALF A GRADE POINT INCREASE
  • 15. DOES “TOUCH” MAKE US PERFORM BETTER? !"#$%"!%&'(^,*+.(7;/*(B6*92-,(9@(j$^kI/(G14-7.;( R679/=(+-*(J*90:(,-7,(,.7?/(,-7,(@-C/147;;C(,*94-.:( .74-(*,-.6(?*6.(M4-./,(B9?@/=(B74A(/;7@/P( *9,@.6J*6?.:(,.7?/(,-7,(:1:0I,(,*94-(7/(J6.9.0,;CH().( @*/1,.:(,-7,(,*94-(46.7,./(*]C,*410/(10(,-.(B6710(,-7,( 47;?=(J*49/=(70:(46.7,.(@*/185.(J..;102/(,-7,(;.:(,*( B.b.6(@.6J*6?704.H( ( -b@'gg+++H;15./41.04.H4*?gWWiSWK,*94-CKJ..;CK0B7K ,.7?/K+10H-,?;( M44P(h14A6H4*?g@-*,*/g?75.614XiiY(
  • 16. WILL FEELING MORE RELAXED DRIVE PURCHASE? !"#$%"!%&'(^*H(L.I6.(.?*8*07;(46.7,96./(70:(,*94-(B6102/(@*/185.(.?*8*0/H(f-.0( :*./(c516,97;d(,*94-(46.7,.(,-*/.(/7?.(A10:/(*J(*]C,*410/3(Q*(,-.C(47;?=(J*49/(70:( 46.7,.(@*/185.(J..;102/3(f-1/(/,9:C(+*9;:(1?@;C(,-7,(1,I/(@*//1B;.H( -b@'gg+++H4?B10J*H4*?g4?BK4?/g+@K4*0,.0,g9@;*7:/gXiWigilg L-Cm^*417;mG.:17mG7b.6/mXiWiH@:J(
  • 17. AND ARE WE JUST TALKING B2C? 1 in 2 leads to B2B websites are coming from… Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars. !"#$%"!%&'(D0:(+.I6.(0*,(O9/,(,7;A102(7B*9,(4*0/9?.6/H(D(6.4.0,(/,9:C(/-*+.:(,-7,( ,-.(B./,(;.7:/(J*6(FXF(@;7C/(76.(4*?102(J6*?(_10A.:#0H($*9;:(,-.(/7?.(,-.*6C(7@@;C3( ( -b@'gg+++H;.7:J*6?1]H4*?gL-CK^-*9;:K[*9Kj/.K_10A.:10Kk*6KFXFKE.0.678*0g( _%DQk"&G#`(^fjQ[("k(XnS(FXF($"GND<#%^(o(k%F(XiWW(
  • 18. !"#$%"!%&'(_.,I/(@9,(,-*/.(,-*92-,/(*0(-*;:(J*6(7(J.+(?109,./(70:(,7;A(7B*9,(+-C( +.I6.(-.6.H(_.,I/(,7;A(7B*9,(/*417;(B9/10.//H( Let’s talk social business.
  • 19. THE GOALS HAVE NOT CHANGED. EVER. !"#$%"!%&'(f-.(:*,K 4*?(B9BB;.(47?.(70:( We need to build awareness. +.0,H("96(;15./(+.6.( ,670/J*6?.:H(f-.(/*417;( B9BB;.(-7/(4*?.(M70:( We need to convert the curious. ?7CB.(2*0.P(70:(*96( ;15./(76.(,670/J*6?.:H( ( We need to increase revenue. F9,(10(B*,-(47/./=(,-.( 2*7;/(-75.(0*,(4-702.:H( #0(J74,=(,-.CI5.(0.5.6( 4-702.:H(( We’re wondering: ( what’s beyond The Twitter? L.(/8;;(-75.(,-.(/7?.( @6*B;.?/(,*(/*;5.'(
  • 20. AND WE FACE MANY HURDLES !"#$%"!%&'(F9,( ,-.(-96:;./(76.( LD[(B122.6H(<*( *0.(-7/(8?.(J*6( No one has the time. 70C,-102=( ./@.417;;C(C*96( ?76A.802H( Everyone is distracted. %5.6C*0.(1/(DQQH( <*(*0.(,69/,/( 70C*0.H(N.*@;.(76.( Trust is harder to come by. .08,;.:(70:(,-.16( .]@.4,78*0/(470( B.(1:1*84H("0.( B;*22.6(470(46.7,.( Expectations can often be ridiculous. ?*6.(B9ZZ(,-70( ?1;;1*0/(10(7:( /@.0:=(70:(,-.6.I/( One blogger can outshout our budget. /*(?94-(0*1/.( 7B*9,(/*417;(,-7,( 1,I/(1?@*//1B;.(,*( So much noise about social! A0*+(+-.6.(,*( ,960H(
  • 21. !"#$%"!%&'(#0(,-.( “Join the ?.708?.=(,-.( conversation!”! -C@./,.6/=(?*/,(*J( “Marketers need +-*?(-75.(<%!%&( training pants!”! -7:(?76A.802( “Advertisers don’t O*B/=(76.(4*0/,70,;C( get it!”! “It’s about a /4*;:102(9/(7B*9,( dialogue!”! -*+(+.I5.(?1//.:( ,-.(4;9.K,6710H((
  • 22. THEIR LATEST SCOLDING: ,-.16(;7,./,(/4*;:102( !"#$%"!%&'(D0:( “YOU NEED A SOCIAL MEDIA 1/(,-7,(+.(0..:(7( c/*417;(?.:17( STRATEGY!” /,67,.2CHd(
  • 23. WE DON’T NEED NO STEENKEENG SOCIAL MEDIA STRATEGY
  • 24. THAT’S LIKE A CELL PHONE STRATEGY.
  • 28. BOTH MARKETERS & “GURUS” HAVE TO STOP PLANNING SOCIAL MEDIA IN A VACUUM,
  • 30. LIKE SOME KIND OF BOLT-ON PUBLISHING PLATFORM,
  • 31. BECAUSE THAT REDUCES ITS POWER. !"#$%"!%&'(f**;(29C/(/.;;(C*9(*0(7(,**;H(F9,( B9/10.//./(9/.(,**;/(,*(744*?@;1/-(E"D_^H(( ( ^*(C*9(:*0I,(0..:(7(,**;(/,67,.2C=(C*9(0..:( /,67,.21./(76*90:(Fj^#<%^^(2*7;/'(.0272.?.0,=( 7+76.0.//=(748578*0=(6.,.08*0=(.,4H((E*7;/(,-7,( 10,.267,.(?9;8@;.(,**;/H(F.479/.(!"#$%&'"%()'*"% "+,%-(.&,-%"''/$0%
  • 32. !"#$%"!%&'(f-.(/*417;(O*960.C(J*6(?*/,(-7/(B..0( 7B*9,(4*05104102(?7072.?.0,(,*(,6C(1,=(,-.0( @9/-102(*p.6/(70:(@6*?*/H(L-.0(@@;(:*0I,( 6./@*0:=(+.(6./*6,(,*(cB9C102d(J70/(517(7:/H(F9,( ,-.CI6.(5.6C(;*+K57;9.(J70/H(% THE JOURNEY FOR SOME 1.! Convince mgmt to try 2.! Push via social 3.! Buy fans via ads 4.! Tabs and apps! 5.! Justify the labor cost 6.! …?
  • 33. THE JOURNEY FOR SOME 1.! Convince mgmt to try 2.! Push via social 3.! Buy fans via ads 4.! Tabs and apps! !"#$%"!%&'(#0(J74,=(7(6.4.0,(/,9:C(/-*+.:(,-7,(X(*9,(*J(.5.6C(T(J70/(4-702./(,-.16( 5.! Justify the labor cost ?10:(70:(90;1A.(7(B670:H(^*(,-7,(7:(/@.0:(71?.:(7,(B9C102(;1A./(-7/(7(B91;,K10(liU( +7/,.(67,.H(D0:(:*(C*9(&%D__[(,-10A(,-./.(B*92-,(J70/(76.(,69.(-70:K671/.6/3( % 6.! …? 1$%!23%
  • 34. THE JOURNEY FOR SOME 1.! Convince mgmt to try 2.! Push via social 3.! Buy fans via ads 4.! Tabs and apps! !"#$%"!%&'(D0:(@964-7/.:(f+1b.6(J70/3(f-.CI6.(B*,K46.7,.:(744*90,/H([*9(@7C(70( 90/469@9;*9/(4*?@70C=(70:(,-.C(+1;;(/.,(,-.16(J7A.(744*90,/(,*(J*;;*+(C*9H( % 5.! Justify the labor cost 6.! …? G76A.802(?1//1*0(744*?@;1/-.:3("J(4*96/.(0*,H(D0:(,-7,I/(,-.(,-102'(,-1/(1/0I,(7( :7?0.:(B7/A.,B7;;(27?.q(r97;1,C(,69?@/(9708,C(10(/*417;=(,**H(G76A.,.6/(70:( .].4985./(0..:(,*(/,*@(,-10A102(6.74-gJ6.9.04C(70:(/,76,(,-10A102(,69/,g10h9.04.H((
  • 35. The bigger opportunity: align the entire organization around integrated social engagement.
  • 36. “Engagement, engagement, engagement! What does that even mean?!?” !"#$%"!%&'(f61@;.(.0272.?.0,=(7;;(,-.(+7Cq(L-7,(:*./(1,(.5.0(.,(&434%
  • 38. THE SOCIAL BUSINESS JOURNEY !"#$%"!%&'(L.(/..(4*?@701./(B.102(*0(7( :1p.6.0,(A10:(*J(O*960.C=(*0.(,-7,(;**A/(;1A.(,-1/'( Stage 5 Stage 4 Fully Stage 3 Measurable Engaged Stage 2 Operational Stage 1 Experimental Social Social Social engagement engagement Traditional Dabbling in engagement drives real and customer Traditional, social becomes more business experience is command and engagement embedded in results, with part of the control business occurs but is business systems and organization’s operations using disconnected operations. tools fully DNA. one-way to business Internal optimized to Breakthrough communication operations. training, support business results to drive business Fractured channel con dent and – increased outcomes. tools, silo’d alignment and competent revenue and e orts and campaign employees and loyalty are disparate integration to more fully realized. measures begin to deliver harness online reign. tangible results. relationships.
  • 39. FINAL DESTINATION: FULL ENGAGEMENT BUSINESS OUTCOMES ORGANIZATIONAL CUSTOMER EVIDENCE Products are brought to IMPACTS “I trust you” market more quickly Entire employee base “I recommend you” Differentiate beyond $$ has a 360° view of the Engaged users spend customer and can “I’m valued and heard” more time on site anticipate needs “That was my idea” Influencers drive Brand dashboard tied revenue via trust “You’ve anticipated my to revenue needs” Activation creates choice Senior execs leading at retail “You didn’t talk AT me” with customer Get & retain best talent engagement “You’ve improved my More efficient research, life” Increased awareness, development, marketing revenue, loyalty, “I defend you” & ops advocacy Built-in demand reduces financial risk
  • 40. HOW DO YOU START ON THIS JOURNEY? Know that there is one. Communicate and educate beyond your department. Create a plan that allows everyone to win. Assess where you are and set a compass point. Map organizational objectives to social tactics. Choose your presence wisely. Anticipate potential “tribal rifts.”
  • 41. These I heard about The YouTube vid podcasts help you from shows me how to me understand Glassdoor. operate the software. new product offerings. HR & TRAINING IT AND INFRASTRUCTURE SALES, SHIPPING & SUPPLY CHAIN OPERATIONS MARKETING, CUST CARE DISTRIBUTN PR 85% would prefer you Please build a Is this @CustCare, I bought locally sourced store in our Groupon deal need help with ingredients. community. still valid? my bill. !"#$%"!%&'(FC(10O.4802(?76A.,(@6.J.6.04.(10,*(C*96(.086.(57;9.(4-710=(C*9(470( @6.:1/@*/.(C*96(.0,.6@61/.(,*(:.?70:(V(70:(:1?101/-(4*/,(V(D<Q(&#^RH(
  • 42. Consumers distrust advertising. But they love engagement. !"#$%"!%&'().6.I/(,-.(,-102H(L-.0(C*9(-75.(4-*14.=(C*9(B.210(,*(-7,.(;74A(*J(4-*14.H( D0:=(*s.0=(C*9(470I,(4-**/.(,*(120*6.(7:5.68/102H(#,I/(7;;(76*90:(9/H(D0:(,-.(tW(,.6?( ?*/,(7//*417,.:(+1,-(c7:5.618/102d3(#,I/(cJ7;/.Hd(
  • 43. DDB EXAMPLE: START WITH EMOTIONAL, INTEGRATE WITH TRADITIONAL !"#$%"!%&'(#I?(2*102(,*(215.(7(/-*9,*9,(,*(?C(J*6?.6(4*;;.729./(10(,-.(6**?(,*:7CH(( ( j01;.5.6(-16.:(QQF(,*(@6*?*,.(7(0.+(;*+.6K/*:19?(@6*:94,H(#,(-7:(7(5.6C(678*07;( -.7;,-(B.0.>,(*J(XTU(;.//(/*:19?H(F9,(-*+(:*(C*9(2.,(4*0/9?.6/(.]41,.:(7B*9,(/94-( 7(,-1023(
  • 44. STARTING POINT: A CREATIVE HOOK WITH STRONG EMOTIONAL & SOCIAL APPEAL !"#$%"!%&'([*9(/@.7A(,*(,-.?(,-6*92-(.?*8*07;(:.41/1*0K?7A102H([*9(,.;;(7(/,*6CH( [*9(,6122.6(,-.(962.(,*(4*00.4,(/*417;;CH(D0:(,-.0(C*9(.04*9672.(,-.?(,*(%<EDE%H(
  • 45. DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST !"#$%"!%&'(#(/-*+(,-1/(7(;*,(B9,(1,I/(/94-(7(26.7,(.]7?@;.H(( &7,-.6(,-70(/@.0:(7(J*6,90.(10(B6*7:47/,(?.:17=(QQF(6.4*??.0:.:(*0.(/@*,(J*6( B6*7:47/,(,*(/,76,(,-.(4*05.6/78*0(V(70:(,-.0(4*0809102(1,(10(/*417;(4-700.;/H(
  • 46. !"#$%"!%&'(#0(,-1/(10,.267,.:(.p*6,=(4*0/9?.6/(+.6.(10,6*:94.:(,*(4-7674,.6/(^7;,C( 70:(N.@(517(B6*7:47/,=(,670/1,=(@610,(70:(*,-.6(,67:18*07;(?.:19?/H(
  • 47. !"#$%"!%&'(F9,(10(/*417;=(,-.(QQF(,.7?(.0272.:(+1,-(4*0/9?.6/(10(,-.(4-7674,.6(*J( ^7;,C=(+-*(/-76.:(-1/(;1J.(7s.6(B.102(/-900.:(7,(,-.(:100.6(,7B;.H((
  • 51. !"#$%"!%&'(#??.:17,.;C=(,-.(+*6A(47?.(,*(,-.(7b.08*0(*J(B*,-(,-.(,67:18*07;(@6.//( M;<,(=>!"?@%;'..*&!A(='&%1<"$@%5"<(",B?@%C(<D,=&B@%E!&(&A!(/%8'$"P(7/(+.;;(7/( B;*22.6/=(+-*(,7;A.:(7B*9,(-*+(^7;,C(c+6*,.(B74A(,*(,-.?Hd(
  • 56. FIRST 25 DAYS: 6000 Facebook fans SO DID IT 375,000 video impressions; total media cost: $0 WORK? 20,000 Salty & Pep shakers sold out DDB’S Highest website traffic EVER RESULTS Unit sales rose by 24% over FOR KNORR previous year Sidekicks surpassed Uncle Ben’s as the #1 BRAND in the category
  • 57. WHAT WOULD THE RESULTS BE IF DDB HAD ONLY PLANNED SILOED SOCIAL MEDIA TACTICS? OR JUST A COMMERCIAL?
  • 58. Consumers conserve their time for Oxytocin-rich places !"#$%"!%&'(^*=(,-.(^7;,C(47?@7120(+7/(B*,-(46.785.(70:(-7:(,-7,(.?*8*07;(-**AH( L-7,(*,-.6(.51:.04.(:*(+.(-75.(,-7,(?12-,(/-*+(7(4*00.48*0(B.,+..0(c/*417;( ,*94-d(70:(:./167B;.(B.-751*63(
  • 59. CONSUMERS PREFER ENGAGEMENT 3456&/-75)5"+$)-8/$-9+4":-;-#)-+<-9#=->?@@- XT=iii=iii( Xi=iii=iii( !"#$%"!%&'(D(;**A(7,(9019.(51/1,/(,*(X(;762.KB670:(:*,K4*?/(70:(,-.16(J70(@72./( WT=iii=iii( /-*+/(,-7,(4*0/9?.6/(4;.76;C(@6.J.6(J70(@72./(,*(:*,K4*?(/1,./H(#J(C*9(+70,.:(,*( 10,.674,(+1,-(7(B670:=(+*9;:0I,(C*9(@6.J.6(,*(:*(/*(7?1:/,(J7?1;C(70:(J61.0:/3( Wi=iii=iii( T=iii=iii( i( !"#$%&'()*'+,- .#'/%++(*'+,0)"#$%&'()- 1+'#'+2#*'+,- .#'/%++(*'+,0'+'#'+2#-
  • 60. And the forgotten benefit: GOOGLE <3’s ENGAGEMENT TOO !"#$%"!%&'(D0:(+.(*s.0(J*62.,(,-.(/.764-(B.0.>,(*J(.0272.?.0,H( ( #J(C*9(-75.(4*0,.0,(,-7,(1/(2760.6102(4*05.6/78*0=(E**2;.(;1A.;C(7//9?./(,-7,(1,I/(7( /7J.(B.,(,-7,(*,-.6/(+1;;(;1A.(,-7,(4*0,.0,(,**(V(/*(1,(2*./(9@(10(,-.(/.764-(6./9;,/H(
  • 61. !"#$%"!%&'(^1](C.76/(72*(#(@*/,.:(7(@-*,*(*J(?C(+1J.(*0(k;14A6(70:(8,;.:(1,(c)*b./,( L*?70(%5.6Hd(D(J.+(C.76/(;7,.6=(#(0*84.:(,-7,(,-.(@-*,*(+7/(2.u02(7(!%&[( :1/@6*@*68*07,.(09?B.6(*J(51/1,/H(f-.(6.J.66.6(/,6102(+7/(J6*?(1?72./H2**2;.H4*?=( c-*b./,(+*?70(.5.6Hd(<"(LD[=(#(,-*92-,H(F9,(/96.(.0*92-w( vW(
  • 63. So when determining where and how to engage, think: True, authentic dialogue Integrated engage-points Emotional relevance and oxytocins
  • 64. AND LET LISTENING DATA TO DRIVE FOCUS SHARE OF MENTIONS BY CHANNEL, 30 DAYS CAPTURE ON TWITTER… …AND WHILE GUESTS DRIVE TO ARE TALKING ABOUT THE ABCAADE- .F1DGHHI- FACEBOOK BRAND, CONVERT THEM TT=Tvv(MvlUP( Xi=YTv(MXYUP( CONTESTS, USER VIDEOS & THROUGH “BRAND LOVE” SHARE-WORTHY HAPPENS HERE PROMOS – AND DRIVE THEM TO FB TO SHARE THE LOVE !"#$%"!%&'(#0(,-1/(.]7?@;.=(;1/,.0102(:7,7(@*10,/(,*(7(@*,.087;(.0272.?.0,(7@@6*74-H(
  • 65. MAP CHANNELS TO BUSINESS GOALS SOCIAL SOCIAL SEARCH SOCIAL ENGAGEMENT SOCIAL COMMERCE VENUE- Incent Amplify Convert Optimize Spread Amplify Build Influence Create user- Socialize Offers & influencers advocates generated differen- fence- SEO content reach trust visits promos content tiators sitters !"#$%"!%&'(Q1p.6.0,(/*417;(5.09./(-75.(:1p.6.0,(/,6.02,-/(+-.0(+*6A102(,*+76:( B9/10.//(2*7;/H().6.(+.(470(/..(-*+(4-700.;/(?12-,(B.(9/.:=(:76.(#(/7C=($"<(",B!A(//?0(
  • 66. FIVE MESSAGES FOR MANAGEMENT 1) There is a path beyond participation and fan acquisition • it is the Fully Engaged Enterprise 2) “Social touch” means happier, more conversion- friendly communities. 3) Alignment with your market means competitive advantage and more importantly, spend efficiency 4) Cross-functional social is an organizational win everyone can get behind #enterprisechampion !"#$%"!%&'(#0(/9??76C=(?7072.?.0,(0..:/(,*(90:.6/,70:(>5.(A.C(@*10,/'(
  • 67. FINAL MESSAGE FOR MGMT: Conversion is higher when companies invest in engagement !"#$%"!%&'(Q*0I,(+7/,.(8?.(*6(?*0.C=(:*0I,(7::(0*1/.(,*(,-.(+*6;:=(70:(:*0I,(,7;A( 7,(C*96(?76A.,H(E.,(,*(A0*+(,-.?H(%0272.H(_1/,.0H(D0:(@1@.(+-7,(,-.C(/7C(612-,(B74A( 10,*(,-.(*62701Z78*0H([*9I;;(?*5.(,-.(0..:;.(10(?.70102J9;(+7C/H(D0:(,-.(.086.( *62701Z78*0(470(@6*9:;C(,7;A(7B*9,(,-.16(,69.(c/*417;(?.:17(010O7/Hd(