Social Business 2012
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Three strategic models for social business including the Social Engagement Journey, Relationship Progression and the Social Engagement Matrix. Can be used as either a diagnostic ("Where is our enterprise today?") or a roadmap ("Where does our enterprise want to go in the future?") in creating a social business strategy.
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Social Business 2012
- 1. Social Business 2012 The Social Engagement Journey, Relationships and the Social Engagement Matrix
- 2. Christopher Carfi (@ccarfi) VP, Social Business Strategy Ant’s Eye View ccarfi@antseyeview.com www.antseyeview.com www.socialcustomer.com twiBer.com/ccarfi facebook.com/ccarfi linkedin.com/in/ccarfi ccarfi.com
- 3. 1 Social engagement journey 2 Relationship progression 3 Social engagement matrix
- 4. 1 social engagement journey Stage 5 Stage 4 Fully Engaged Stage 3 Measurable Social engagement Stage 2 Operational Social engagement and customer Stage 1 Experimental Social engagement drives real business experience is part of results, with systems the organization’s Traditional Dabbling in social becomes more DNA. Breakthrough embedded in and tools fully Traditional, command engagement business results – business operations. optimized to support and control business occurs but is increased revenue Internal training, confident and operations using one- disconnected to and loyalty are channel alignment competent way communication business realized. and campaign employees and to to drive business operations. integration begin to more fully harness outcomes. Fractured tools, deliver tangible online relationships. silo’d efforts and disparate measures results. reign. Source: Ant’s Eye View
- 5. 1 social engagement journey HR Division C Division B Division A Product Marketing Stage 1 Stage 2 Stage 3 Source: Ant’s Eye View Traditional Experimental Operational Stage 4 Stage 5 Measurable Fully Engaged
- 6. 1 social engagement journey Stage 5 Stage 4 Fully Engaged Stage 3 Measurable Social engagement Stage 2 Operational Social engagement and customer Stage 1 Experimental Social engagement drives real business experience is part of results, with systems the organization’s Traditional Dabbling in social becomes more DNA. Breakthrough embedded in and tools fully Traditional, command engagement business results – business operations. optimized to support and control business occurs but is increased revenue Internal training, confident and operations using one- disconnected to and loyalty are channel alignment competent way communication business realized. and campaign employees and to to drive business operations. integration begin to more fully harness outcomes. Fractured tools, deliver tangible online relationships. silo’d efforts and disparate measures results. reign. Source: Ant’s Eye View
- 7. 2 relationship progression Traditional Progression Action Intent Consideration Awareness Source: Ant’s Eye View Unaware
- 8. 2 relationship progression Relationship Progression Strong Tie Traditional Progression Building Action Intent Weak Tie Consideration Awareness Source: Ant’s Eye View Unaware
- 9. 2 relationship progression “The strength of a tie is a combination of the amount of time, the emotional intensity, the intimacy and the reciprocal services which characterize the tie.” - Granovetter, 1973
- 10. 2 relationship progression Relationship Progression Strong Tie Traditional Progression Building Action Intent Weak Tie Consideration Awareness Source: Ant’s Eye View Unaware
- 11. 2 relationship progression The traditional “funnel” is one-sided. Social relationships are two-sided.
- 12. 2 relationship progression Brand and Customer Association and Member Community Member and Community Member Cause and Supporter . . .
- 13. 3 social engagement matrix UNAWARE AWARE WEAK TIE BUILDING STRONG TIE
- 14. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE STRONG TIE BUILDING WEAK TIE CUSTOMER POV AWARE UNAWARE Source: Ant’s Eye View
- 15. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 16. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 17. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 18. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 19. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 20. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 21. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 22. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 23. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 24. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 25. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 26. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 27. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 28. 3 social engagement matrix BRAND POV UNAWARE AWARE WEAK TIE BUILDING STRONG TIE Advocates Advocates Advocates STRONG TIE Cult Identi ed Acknowledged Rewarded Co-Creation Active Ad-hoc Programmatic Product BUILDING The Magic Box Listening Engagement Engagement In uence Likes and Reciprocal Preferential WEAK TIE Follows Social CRM Follows Treatment Sponsorships CUSTOMER POV Traditional Traditional Brand Perks AWARE Marketing CRM Acknowledged Programs VIP Treatment Brand Targeted Brand Follows Cool Hunters UNAWARE No Interaction Marketing Customer Ampli es and Acolytes Customer Source: Ant’s Eye View
- 29. 1 Social engagement journey 2 Relationship progression 3 Social engagement matrix
- 30. What to do next?
- 31. What to do next? Stage 5 Stage 4 Fully Engaged Stage 3 Measurable Social engagement Stage 2 Operational Social engagement and customer Stage 1 Experimental Social engagement drives real business experience is part of results, with systems the organization’s Traditional Dabbling in social becomes more DNA. Breakthrough embedded in and tools fully Traditional, command engagement business results – business operations. optimized to support and control business occurs but is increased revenue Internal training, confident and operations using one- disconnected to and loyalty are channel alignment competent way communication business realized. and campaign employees and to to drive business operations. integration begin to more fully harness outcomes. Fractured tools, deliver tangible online relationships. silo’d efforts and disparate measures results. reign.
- 32. What to do next? Stage 5 Stage 4 Fully Engaged Stage 3 Measurable Social engagement Stage 2 Operational Social engagement and customer Stage 1 Experimental Social engagement drives real business experience is part of results, with systems the organization’s Traditional Dabbling in social becomes more DNA. Breakthrough embedded in and tools fully Traditional, command engagement business results – business operations. optimized to support and control business occurs but is increased revenue Internal training, confident and operations using one- disconnected to and loyalty are channel alignment competent way communication business realized. and campaign employees and to to drive business operations. integration begin to more fully harness outcomes. Fractured tools, deliver tangible online relationships. silo’d efforts and disparate measures results. reign.
- 33. What to do next? Stage 5 Stage 4 Fully Engaged Stage 3 Measurable Social engagement Stage 2 Operational Social engagement and customer Stage 1 Experimental Social engagement drives real business experience is part of results, with systems the organization’s Traditional Dabbling in social becomes more DNA. Breakthrough embedded in and tools fully Traditional, command engagement business results – business operations. optimized to support and control business occurs but is increased revenue Internal training, confident and operations using one- disconnected to and loyalty are channel alignment competent way communication business realized. and campaign employees and to to drive business operations. integration begin to more fully harness outcomes. Fractured tools, deliver tangible online relationships. silo’d efforts and disparate measures results. reign.
- 34. What to do next? Stage 5 Stage 4 Fully Engaged Stage 3 Measurable Social engagement Stage 2 Operational Social engagement and customer Stage 1 Experimental Social engagement drives real business experience is part of results, with systems the organization’s Traditional Dabbling in social becomes more DNA. Breakthrough embedded in and tools fully Traditional, command engagement business results – business operations. optimized to support and control business occurs but is increased revenue Internal training, confident and operations using one- disconnected to and loyalty are channel alignment competent way communication business realized. and campaign employees and to to drive business operations. integration begin to more fully harness outcomes. Fractured tools, deliver tangible online relationships. silo’d efforts and disparate measures results. reign.
- 35. Thank you!
- 36. Christopher Carfi (@ccarfi) VP, Social Business Strategy Ant’s Eye View ccarfi@antseyeview.com www.antseyeview.com www.socialcustomer.com twiBer.com/ccarfi facebook.com/ccarfi linkedin.com/in/ccarfi ccarfi.com