1. COLLABORATION
CROWDSOURCING
AND THE CROSS-CHANNEL CONVERSATION

2. BRANDI BOATNER
@ThinkBluePR
www.ibm.com/csuite
Digital Experience at IBM
Mentorship Chair for PRSA New Professionals Section
PRSA Diversity Committee Chair

3. NICK LUCIDO
@NickLucido
www.edelmandigital.com
Account Supervisor at Edelman Digital
PRSSA Chair for PRSA New Professionals Section

4. AMY BISHOP
@AmyL_Bishop
www.amylbishop.com
Digital PR & Marketing at DigitalRelevance
Social Chair for PRSA New Professionals Section

5. BUILD SOCIAL STRATEGIES
THAT CREATE MEANINGFUL
BUSINESS VALUE

6. THE BUSINESS OF
SOCIAL BUSINESS
To gain competitive advantage,
companies must focus on making
transformational shifts in how work is
accomplished.
Companies will succeed when they
embed social into their core business
processes and capabilities.

7. THE CROSS-CHANNEL
CONVERSATION
Companies can create unique customer experiences
by listening to and engaging customers. Failing to
communicate with customers in their preferred way
creates an engagement gap that is difficult to
overcome.

8. THE CROSS-CHANNEL
CONVERSATION
New tools and strategies are necessary for organizations
to fully understand and engage with customers across
all touchpoints. Marketing will continue to expand
beyond promotion to include customer experience
management and organizations will be required to use
social approaches to sales and service.

9. CASE STUDY: LEGO
Problem: Facing declining market share, LEGO identified several
growth opportunities and introduced operational improvements.
Social Business Solution: LEGO's marketing & IT teams used a
comprehensive set of processes, tools and systems thinking to
determine the effectiveness of campaigns.
Social Business Value: Products in the build-yourself board
games line captured 12.6 percent market share. Sales increased
by 17 percent.

10. FOSTER COLLABORATION
TO DRIVE INNOVATION
& BUSINESS RESULTS

11. 72%
OF WORKERS ARE
NOT ENGAGED IN
THEIR WORK
EACH YEAR, LOST
PRODUCTIVITY OF
DISENGAGED EMPLOYEES
COSTS THE ECONOMY
370
BILLION
DOLLARS
SOURCE: GALLUP

12. COLLABORATION
AMONG CONSUMERS
The Collaborative Economy:
An economic model where ownership
and access are shared between people,
startups and corporations.
[Jeremiah Owyang, Crowd Companies]

13. COLLABORATION
IN THE ENTERPRISE
Individuals and organizations are embracing the
collaborative economy and the sharing revolution is
unstoppable. Harness trends of the collaborative
economy to enable your team to build products and
services as partners not just employees.

14. SOURCE: CHESS MEDIA GROUP / JACOB MORGAN

15. ANALYZE SOCIAL DATA TO MAKE
STRATEGIC BUSINESS DECISIONS
& MANAGE RISK

16. SOCIAL BUSINESS
MEASUREMENT FACTORS
PEOPLE
• Online Monitoring
• Analytics Platform
• Internal Collaboration
• Community Platform Selection
• Social CRM

17. SOCIAL BUSINESS
MEASUREMENT FACTORS
PROCESS
• Social Media Policies
• Technology Integration
• Customer Support & Sales Workflows
• Measurement Framework & Rollout
• Global & Enterprise Expansion

18. SOCIAL BUSINESS
MEASUREMENT FACTORS
PLATFORMS
• Behavior Change
• Cross Silo Collaboration
• Executive Support & Participation
• Organizational Models
• Employee & Partner Participation

19. SOCIAL BUSINESS
SUCCESS INDICATORS
CONSISTENCY
• Able to compare data year over year
• Allows for social programs to scale
• Harness the massive amount of available content and
data to rethink and re-equip business operations
•Advance and align the entire organization

20. SOCIAL BUSINESS
SUCCESS INDICATORS
BUSINESS GOAL ALIGNMENT
• Build public relations programs to drive business results
• Earn bigger budgets and more credibility internally
• PR is competing against marketing, advertising, etc.;
need to speak the same language

21. SOCIAL BUSINESS
SUCCESS INDICATORS
METRIC HIERARCHY
• Facebook Likes > Engagement Rate > Engagement > ROI
• Impressions > Awareness > ROI
• Clear path to defining success for various programs
• Allows social/PR to play in the same space as advertising
and marketing

22. IDENTIFY BROADER KPIs
AWARENESS
ENGAGEMENT
ADVOCACY
PURCHASE INTENT

23. QUESTIONS?