BELLEVUE, WASHINGTON, USA - June 3, 2011 - My presentation on a new way to look at social, from the Social Media 301 conference.

1. BEYOND
ERIC WEAVER • @WEAVE
THE SOCIAL
ENGAGEMENT JOURNEY
Eric Weaver • Ant’s Eye View • #SM301

2. !"#$%"!%&'()*+(,-./0(.1+2(.3(456762(8.9,(+:(3;-(3.<=0(*-/-(.>+?3(;+*(
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101: This stuff is real
201: Socialize that enterprise

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Today:
we’re going on a journey.

4. WHY ARE WE HERE?
We need to build awareness.
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We need to convert the curious. 3+(0+<C-(0+8-(>.0A@(
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We’re wondering:
what’s beyond The Twitter?

5. AND WE FACE MANY HURDLES
No one has the time. !"#$%"!%&'(
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One blogger can outshout our budget. (
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So much noise about social! .>+?3(0+@A.<(
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6. “Join the
conversation!”! “Marketers need
training pants!”!
“Advertisers don"t
get it!”! “It"s about a
dialogue!”!
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7. THEIR LATEST SCOLDING:
“YOU NEED A SOCIAL MEDIA
STRATEGY!” 03/.3-1,(A0(/-Z?A/-DE([9D(3;-(@?//-93(0@+<DA91(A02(
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8. WE DON’T NEED
NO STEENKEENG
SOCIAL MEDIA
STRATEGY

9. THAT’S LIKE A
CELL PHONE STRATEGY.

10. OR A FREEWAY
STRATEGY.

11. THAT’S A
FOCUS ON
THE TOOL,

12. RATHER
THAN THE
BUSINESS
OBJECTIVE.

13. BOTH MARKETERS
& “GURUS” HAVE
TO STOP
PLANNING
SOCIAL MEDIA
IN A VACUUM,

14. INDEPENDENTLY
OF OTHER
ENGAGEMENT
INITIATIVES,

15. LIKE SOME KIND
OF BOLT-ON
PUBLISHING
PLATFORM,

16. BECAUSE THAT
REDUCES ITS
POWER.

17. Most social media gurus’ and
proponents’ idea of how to
pursue social is 1) convince
mgmt to try. 2) Push offers/
promos via social channels.
3) Buy fans (argh) via ads. 4)
“We need a tab! We need an
app!” (are you sure? Do those
map to organizational goals?)
5) to talk about or prove ROI.
AND THEN WHAT?!?!? What
comes next? Where do we go
from there? Can anyone tell
me? (crickets)
If you are trying to solve
along this journey, you are
trying to solve for THE TOOL.

18. The bigger opportunity: align
the entire organization around
integrated social engagement.

19. “Engagement, engagement,
engagement! What does that
even mean?!?”

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Ant’s Eye View’s
Engagement Journey

21. STAGE 1 OF THE JOURNEY: “OLD-SCHOOL”
ENGAGEMENT IS
SILOED
SOCIAL BLOCKED AT
THE FIREWALL
MARKETING IS
PUSHED
DON’T WANT TO HEAR
WHAT’S SAID ONLINE
SOCIAL IS NOT ON THE
EXECUTIVE TEAM’S RADAR

22. STAGE 2: DABBLING IN SILOS
MAVERICK SOCIAL
LEADER(S) BUT NO
FORMAL TEAM
TOES IN THE WATER
GOOGLE ALERTS OR
LISTENING TRIALS
ENGAGING
ADVOCATES IN
POCKETS
LOTS OF CUSTOMER DATA
BUT NO CONNECTION TO
SOCIAL CHANNELS

23. STAGE 3: OPERATIONALIZING
EMPOWERED TEAM RUN
BY A PROVEN LEADER
CHANNELS BECOME
MORE FOCUSED
LISTENING DATA SHARED
WITH OTHER DEPTS
(BUT PR CRISES STILL
THROW U FOR A LOOP)
MORE TRAINING ON
HOW TO ENGAGE
BASELINE FRAMEWORK
FOR METRICS

24. STAGE 4: REAL RESULTS
CENTRAL TEAM NOW
PUSHING ENGAGEMENT
TO BUSINESS UNITS
CHANNELS YIELDING
RESULTS
EMPLOYEES
INTERACTING WELL
ONLINE
DASHBOARDS TIED TO
EXECUTIVE NUMBERS
EXEC LEADERSHIP
BOUGHT IN

25. 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

26. SO HOW DO YOU START ON
THIS JOURNEY?
Know that there is one.
Communicate and educate.
Plan beyond your
department.
Assess where you are and set
a compass point.
Map organizational objectives
to social tactics.
Choose your presence wisely.
Anticipate potential “tribal
rifts”: Mktg vs. Customer
Care. PR vs. Mktg.

27. 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.

28. The forgotten benefit:
GOOGLE <3’s ENGAGEMENT
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31. What else fuels engagement?
Great content
Integrated engage-points
Emotional relevance

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DECISION-MAKING IS 95%
EMOTIONAL, 5% RATIONAL.
flickr.com/photos/!
myklroventine!

33. DDB CASE STUDY:
INTEGRATING
TRADITIONAL
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@+9C-/0.R+9S*+/3;,N(

34. STARTING
POINT: A
CREATIVE
HOOK WITH
STRONG
EMOTIONAL
& SOCIAL
APPEAL

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45. FIRST 30 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

46. WHAT WOULD THE RESULTS BE
IF DDB HAD ONLY PLANNED
SILOED SOCIAL MEDIA TACTICS?
OR JUST A COMMERCIAL?

47. SO, NO, YOU DON’T NEED A
SOCIAL MEDIA STRATEGY.
YOU NEED AN ENGAGEMENT
STRATEGY. AN INFLUENCE
STRATEGY. OR MAYBE AN
ACTIVATION STRATEGY.
WHATEVER THE MEDIA.

48. AND THAT,
MY FRIENDS, IS A
GOOD STRATEGY.

49. FIVE MESSAGES FOR MANAGEMENT
1) There is a path beyond participation and fan
acquisition
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2) Search and social are the norms for Gens X and Y –
and they now outnumber Boomers in the workforce
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3) Alignment with your market means competitive
advantage and more importantly, cost efficiency
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4) Cross-functional social is an organizational win
everyone can get behind #enterprisechampion

50. FINAL MESSAGE FOR MGMT:
Conversion is higher when
companies invest in
engagement

51. CONSUMERS PREFER ENGAGEMENT
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52. CHOICE IMPACTED BY ENGAGEMENT
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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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54. !"#$%"!%&'(#J8(1+A91(3+(<-.C-(
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ANTS CAN
TAKE YOU
ON THE
JOURNEY
THANK YOU!
http://slideshare.net/weave
http://twitter.com/weave