THE SOCIAL BUSINESS JOURNAL THE A-TEAM. ISSUE 02 · Q1 2013 IT’s the advocacy era — and ADVOCATES ARE THE SUPERHEROEs PLUS: CREATE AN advocacy PROGRAM in tHE FAST-PACED WORLD OF Performance Brand Marketing P10 IN 7 steps P13
2 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 3THE ADVOCATES ARE BETTERSOCIAL + CONTACT US MARKETERS THAN YOU.BUSINESS DACHIS GROUP And Dachis Group’s Advocate Insight identifies and ranks a brand’s advocates 515 Congress Avenue based on their affinity to and interaction with specific social accounts of the brand. Suite 2420 Austin, Texas 78701JOURNAL USA AMERICAS: +1 512 275 7825 EUROPE: +44 0 20 7357 7358 www.dachisgroup.com email@example.com+ DEPARTMENTS + ISSUE 02 · Q1 2013 PUBLISHER CONTRIBUTORS 4 BY DAVE GRAY Jeffrey Dachis Adam Clark Estes EDITORS NOTE EDITOR IN CHIEF Dave Gray Claire Gaul Jacob Heberlie Peter Kim Social is about authentic engagement, promising unprecedented access 6 to customers (900M Facebook users) and insights (350M tweets/day). THE BEST OF OUR BLOG Brian Kotlyar THE COLLABORATORY MANAGING EDITOR Lara Hendrickson Olga Kozanecka Kelly Kriegshauser James Macanufo But how do you reach your audience with just a handful of community managers? 8 THE SOCIAL BUSINESS INDEX CREATIVE DIRECTOR W. Scott Matthews ON THE MOVE IN SBI Bill Keaggy Ted May Rachel Meyerson To scale social engagement, smart brands are mobilizing advocates, partners, 30 SENIOR ILLUSTRATOR Lauren Picarello UNDERSTAND YOUR AUDIENCE WITH EMPATHY MAPS Chris Roettger Ray Renteria and employees to engage with their audience and spread their message. VIsual THINKING SCHOOL PROJECT MANAGER Carly Roye Susan Scrupski 35 BY SUSAN SCRUPSKI Krystal Spitz Allison Squires SOCial BIZ INSIDER Rick Vlaha 90 to be the % of internetmost credible form of advertising. PRINT MANAGER David Vordtriede Lisa Vorst Jeff Wilson users consider consumer recommendations [Emarketer, 2011] PRINTER COVER ILLUSTRATION+ FEATURES Stolze Printing David Vordtriede 67 an online % of shopperscommunity of friends. recommendations from spend more online after St. Louis, Missouri, USA 10 BY Brian Kotlyar, Rachel Meyerson, & Lauren Picarello THE ADVOCACY A TEAM ISSN 2166-3742 [Gannett and The Etailing Group, 2009 ] 14 ISSUE HASHTAG #SBJ02 ADVOCATE INSIGHT ADVOCACY AT VODAFONE UK: olga kozanecka interviews... JAKub Hrabovsky + ABOUT DG & SBJ 18 a book excerpt BY DION HINCHCLIFFE & PETER KIM Dachis Group helps improve your brand perfor- ADVOCACY & SOCIAL CRM mance by measuring and managing your social engagement via a powerful suite of SaaS tools Advocates are a more scalable — and more trusted — source for spreading and services. The Social Business Journal is a your story to the market. It all comes down to trust and money. 22 a timeline by carly roye, bill keaggy, & chris roettger free quarterly publication by Dachis Group. No milestones in social biz part of this publication can be reproduced, stored in a retrieval system or transmitted in any form or To learn more, sign up for a 1:1 tour at dachisgroup.com/tour by any means (electronic, photocopy, etc.), except 24 a book excerpt BY DAVE GRAY as permitted by the 1976 U.S. Copyright Act, THE CONNECTED customer without permission of the publisher. Requests can be submitted at firstname.lastname@example.org. Any comments? Questions? Suggestions? Visit 32 DATA VISUALIZATION by jacob heberlie dach.is/02-sbj to let us know what you think. DISNEYs TWITTERVERSE Copyright 2012 by Dachis Corporation. All rights reserved.
4 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 5 For global brands, social brings both the promise of CONNECTING WITH MILLIONS OF CUSTOMERS. + EDITOR’S NOTE: DAVE GRAY Welcome to the advocacy era Social Business makes engagement a necessity I n this quarter’s issue we focus on advocates — the genuine fans who spread positive word of mouth for by earning the energy and loyalty of advocates, both inside and outside their organizations. True advocates and the challenge of how to SCALE YOUR ENGAGEMENT your brand. cannot be bought. Their energy and As customers adopt social network loyalty must be earned. In this issue technologies, word of mouth has in- of The Social Business Journal, we AND MEASURE BUSINESS IMPACT. creased in importance to the point that highlight some stories, strategies, today, customers can make or break and tactics* that will help you create a brand by spreading their satisfac- strong social advocacy programs for tion, delight or dismay to thousands your brand. of people instantaneously. With digital They expect you to respond quickly Enjoy the issue — your feedback is publishing and search engine index- to their opinions, messages, and encouraged and appreciated. n ing, one consumer opinion may rapidly complaints. Unfortunately, most Best, reach over two billion people online. brands are woefully understaffed Today, brand marketers truly have and under-budgeted to engage at no choice — customers increasingly scale successfully. But some brands expect you to be in social channels. have succeeded, and even excelled, Dave Gray | @davegray“ Customers increasingly expect you to be in social channels. They expect you to respond quickly to Faced with a limited staff, many brands are turning to their their opinions, messages, and complaints.” constituents — including advocates, employees, and partners — to scale their engagement across customers, fans, and followers. * THE ADVOCACY ISSUE: WHAT ’S INSIDE EMPLOYEE INSIGHT is a subscription software service that helps you mobilize and measure your comapany’s staff to spread your message across social channels and measure brand impact. To learn more, sign up for a 1:1 tour at socialbusinessindex.com/employeeinsight STORIES | Imagine what you’d do if your STRATEGIES | Jakub Hrabovsky talks about TACTICS | Dion Hinchcliffe & Peter Kim Facebook wall gets overrun with negative completely changing social strategy, from mar- explain the four minimum capabilities a comments. Got advocates? PAGE 10 keting messages to true engagement. PAGE 14 social CRM solution should have. PAGE 18
6 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 7+ B L O G R O U N D U P : D A C H I S G R O U P. C O M / B L O GThe best of the CollaboratoryEDITED BY CARLY ROYE & LARA HENDRICKSONILLUSTRATIONS by CHRIS ROETTGERAccelerate using Be curious, Five keys to great European diversity Building successful SAP’s slow startemployee advocates not furious employee advocacy makes social difficult advocacy programs in social By Dion Hinchcliffe By Peter Kim By Brian Kotlyar By Olga Kozanecka By Kate Rush Sheehy By Susan Scrupski EVP Strategy Former CSO Senior Strategist Consultant Former Strategist Founder, SBC Washington D.C. Austin Austin London Austin Austin @dhinchcliffe @peterkim @bkotlyar @olga_nk @katerushsheehy @ITSinsiderO ne of the most under appreciated components of social business is P ublic forums are open doors for de- tractors. Whether online or offline, C onsumers don’t trust companies — they trust other consumers. Brands around the world are realizing If European consumers are among the world’s most connected, why are their brands known for being so so- I t’s no news that creating a major advocacy program takes plenty of F or the past five years, there has been a reoccurring theme of SAPactually your most accessible re- there will always be individuals who time and money, but could that be giving social the cold shoulder. We’resource for achieving social success. try to build themselves up by belittling that customer advocates are essential cially clueless? DG London Consultant the understatement of the year? DG starting to see them embrace theEmployee advocacy happens when others, and the Internet is their favor- in turning prospects into buyers, but Olga Kozanecka explores the reasons Managing Strategist Kate Rush Sheehy principles of social business, buta business carefully cultivates their ite playground. From bloggers looking could their most valuable advocates why most European brands are falling recently attended a crash course for could they be doing it all wrong? Foremployees, and turns them into effec- to get hired after publicly insulting a be right in the mirror? Employee short of engaging their socially savvy marketers hosted by WordOfMouth.org, starters, SAP has chosen to begintive, empowered participants. Having brand’s social media campaign, to advocates are the untapped support customers, and how one company is where she learned just how much time their social journey with two sub-para small group of social managers to online fans who turn against a com- system that companies are missing out doing it right. Because these brands and money it can take. Brands tend to social platforms that have seen littleengage, interact, and help millions pany that won’t hire them, there is on. Not only are employees experts haven’t invested the time or resources get discouraged when time passes and traction in large enterprises. Social isof customers just isn’t feasible, and no shortage of virtual jerks. Peter Kim on the company’s products, but they into social, they haven’t found a way they don’t see immediate results, but about reinventing the way we work,automated engagement tools practi- has seen it all and offers his advise for represent a trustworthy relationship to capture the linguistic and cultural some of the most successful ambas- and until SAP grasps that, they willcally kill all previous efforts. Not only dealing with the noise: don’t get furi- between employer and company to the differences of Europe’s diverse geog- sador programs have taken years to ac- never capture the human potential ofare your employees experts on your ous, get curious. rest of the world. DG Senior Strategist raphy. Only when you blend central complish, not to mention huge chunks social media.business, but they are also a plentiful Brian Kotlyar explores five key factors and local efforts can brands capture of marketing budgets. Don’t give up! Aresource made up of people who have to successfully running an employee an audience as connected and social successful advocacy program is alwaysvested interest in seeing your com- advocacy program, and determining as Europe’s. worth the hard work.pany succeed. whether or not your company is ready.Read the entire blog post at dach.is/QPr24S Read the entire blog post at dach.is/QPrjoe Read the entire blog post at dach.is/QPqT16 Read the entire blog post at dach.is/QPqBr4 Read the entire blog post at dach.is/QPrGPG Read the entire blog post at dach.is/QPrpwh
8 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 9+ SOCIALBUSINESSINDEX.COM: A SNAPSHOT OF MOVERSSocial successes on SBIBY ALLISON SQUIRES & ADAM CLARK ESTESGRAPHICS by RICK VLAHA & JEFF WILSON + W H AT W E ’ R E R E A D I N G : BOOKS & BLOGS Good to Great: WhyAs the world becomes an increasingly noisy space, brands continue to look for Picarello. One post featuring colored Starbucks Some Companies dresses earned 10,000 likes and over Make the Leap...ways to scale their social engagement and measure performance. The Social 300 comments, in part thanks to the and Others Don’tBusiness Index, a free site run by Dachis Group, has quickly become an industry brands expanding global presence. Pi- By Jim Collins carello added, “We expect to see Foreverbenchmark for Social Business performance, measuring and ranking the social 21 continue gaining traction in the sum- Cynthia Pflaum (@cpflaum) Strategist, New York conversations across 30,000 companies and 100 million social accounts. mer months across social platforms as the engaging content stream continues its shift from colored denim to colored A HologramE ach week, The Atlantic Wire and Da- chis Group take a look at who’s makinga move in social, how they’re engaging WWE videos and retweets of WWE wrestlers’ content — and updates its Facebook page at least half a dozen times a day. The bikinis.” Did you know that the Frappuccino Facebook page has 9.3 million fans? for the King By Dave Eggersand why it matters. This article showcases frequency and well balanced variety end It’s true, and they’re active. Starbucks Zoë Scharf (@zoescharf)a few brands highlighted in the weekly up giving voracious fans just the excite- broke back into the top 10 this week Designer, St. Louis“Top 20 in Social Media” series, which ment they crave. Wendy’s thanks to a well executed Frappuccinocan be found at dach.is/PpuHM7. promotion and a community service Over the past few months, we saw campaign. For the former, Starbucksbrands swing up and down on the Social invited its customers to post Twitter and “I frequent ThedailyBusiness Index. From riding the coattails Instagram images of their favorite frozen wh.at & adweek.com/of the Instagram announcement to the Remember wrestling? The fake sport Forever 21 coffee treat during a weeklong Frappuc- adfreak for industryexcitement of a brand announcing new company WWE (formerly WWF) that cino Half Price Happy Hour promotion, and cultural news.”products or events, spring brought some hit its peak popularity in the 1990s is and those that added the hashtag #frap- Nate Custard (@natecustard)interesting shifts in the social sphere. surging in social media in April thanks to puccinohappyhour had the chance to Associate Creative Director, A few common takeaways from brands innovative uses of the theatrical elements This was the week of Instagram and Lincoln win prizes. There was also the chancemaking big moves: that make wrestling entertaining in the Wendy’s managed to get a boost in to create your own Frappuccino mixes1. A diligent and effective social media first place. WWE jumped 16 spots on the the rankings thanks to a single photo. The Art of the Start online and share them with friends. team that responds quickly and con- Social Business Index and entered the top Zooming up 14 ranks to No. 103, the By Guy Kawasaki “Starbucks takes deliberate measures to sistently shows fans they can reach ten. “The lift was catalyzed by two televi- fast food chain simply put an Insta- create social components for many Joe Pinaire (@joeknowsjoe) the brand via social sion events (Wrestlemania and Monday Forever 21 is creeping towards the top gram photo of fries dunked in a Frosty investments in their marketing portfolio, Associate, Austin2. Providing fans with interesting and Night Raw), but what really caused the 100 having boosted itself 22 spots on Facebook, and fans responded in a lesson all companies should learn,” relevant content inspires influencers to rankings shift was the interplay of current in the ranks this week landing at No. droves. Nearly 7,000 of them in fact. says David Mastronardi of Dachis syndicate content to their friends and past wrestling legends on the screen 136. Believe it or not, it was all about What really helped is posting the photo on Wendy’s subsidiary Frosty page for Group. In addition to Starbucks3. Leveraging multi-media content related combined with an online content blitz,” the weather for the fast-fashion retailer. its two million fans to see. It wasn’t so employees launching local projects, the to a current event engages and excites said Dachis Group strategist Brian Kotlyar. Rather than simply adding updates to Vote Give Grow program used online The Age of Spiritual a brand’s audience And blitz is a perfect word to use, as Facebook, Forever 21 takes it a step much that the picture was pretty, Dachis ballots to help give out $4 million in Machines: When4. Adding a social component to a brand WWE didn’t necessarily do anything par- further and provides its fans with useful analyst Allison Squires explained: “Both Computers Exceed ticularly innovative in order to build buzz content like fashion tips and notices the Wendy’s and the Frosty Facebook funding to 124 non-profits. Because campaign greatly amplifies marketing Human Intelligence around their events. Their social media about sales. “Whether it’s colored denim pages appealed to their audience the ballots were shareable, the program efforts in the online space By Ray Kurzweil team was just plain diligent and efficient. or colored hair chalk, fashion followers through this picture by sparking a play- drummed up some good chatter acrossThe following excerpts were written by Jed Singer (@jedsinger) The company tweets roughly once an have a lot to dive into on Forever 21’s fully delicious debate.” But seriously social media platforms. And all for aAdam Clark Estes (@adamclarkestes) at Engagement Manager, hour — a mix of links back to photos and Facebook page,” says Dachis’s Lauren have you ever tried it? good cause! nThe Atlantic Wire. Philadelphia n
10 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 11 THE A-TEAM. IT’s the advocacy era — and ADVOCATES ARE the SUPERHEROEs in tHE FAST-PACED WORLD OF Performance Brand Marketing. BY Brian Kotlyar, Rachel Meyerson, & Lauren Picarello ILLUSTRATIONS BY DAVID VORDTRIEDE Imagine this scenario: It’s 8:00 a.m. on January 12, 2012 and the half dozen social media staff members at a company called Triple T Teas wake up to find the brand’s Facebook page overrun with negative comments. The usual positive conversation has been replaced by curiosity and outrage. Fans are engaged in a back and forth debate — are Triple T Teas unhealthy? While some are questioning the basic ingre- dients of Triple T Teas, many more are watching from the sidelines. How does a staff of six begin to systematically address this public relations issue taking root on a social platform in front of such an enormous audience?
14 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 15+ SOCIAL BUSINESS PROFILE: JAKUB HRABOVSKY Anytime, anywhere advocacy As head of Social Media and Web Relations at Vodafone UK, Jakub Hrabovsky is responsible for digital and social media reputation management, online communities, and customer care. Dachis Group’s Olga Kozanecka met with him in London to discuss the importance of customer advocacy. INTERVIEW BY OLGA KOZANECKA PHOTOGRAPHY BY Claire Gaul
16 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 17Olga Kozanecka: How do you define face, etc. What is different nowa- The influence they have can be within Vodafone or more generally networks. Their Facebook page half years has resulted in 20% calladvocacy? days is that we can have conversa- positive for a brand, or negative. within the European market? literally went from a couple of hun- deflection, which literally meansJakub Hrabovsky: I see advocacy as tions with our advocates wherever By general rule, influencers have I think Costa Coffee is a great dred people to over 500,000 in a saving millions of pounds for thethe way our customers and employ- they are, and in real time, as those a large following on social chan- example of an advocacy program in very short time. I see this as a tre- brand. In terms of communityees are talking about and promoting conversations are taking place out nels — precisely because what they the UK market. The company has mendous success for the brand and building and advocates cultivation,our brand and services. in the open. And of course those share is seen as interesting and completely changed their strategy a sign that they’ve done something the return on investment is clearly advocacy messages spread much relevant. Advocates on the other when it comes to social media very right in terms of activating visible. What we’ve been doing allDo you think advocacy has evolved more easily now across the social hand are your brand loyalists — engagement, in particular through their customers and turning them this time is using advocacy outreachalongside the digital and social universe, in effect making advo- people who are passionate about Facebook. Whereas in the begin- into advocates. tactics on our own forum and acrosslandscape? cates more powerful. your brand and your products, and ning they were trying to engage all available social media channelsI think advocacy as a phenomenon who at free will spread a good word with customers by communicating So how have advocates played a where we’re continually nurturinghas always been around, regard- How do you see the relationship about your brand, albeit often at marketing messages on their social role for Vodafone? our super-users and influencers wholess whether we’ve been commu- between advocates and influencers? a smaller scale. Both advocates channels, they went to create a Where we are finding social me- are providing expert advice to thenicating offline or online. People I think that in the social media and influencers can also help you real online haven for coffee lovers, dia particularly beneficial is call Vodafone community by offeringhave always been expressing their world any customer interacting with identify issues you might have not focusing on great content and the deflection and the ability to utilize knowledge and hands on expertise.opinions especially about topics your brand could potentially be an known about, because social media feeling of enjoyment that good cof- peer-to-peer help and community So our focus lies in making sure thethey feel strongly about — that’s influencer. It really depends on how give them the opportunity to share fee brings. The social element and advocacy. We are in a place right super-users feel appreciated andwhy successful brands could’ve interesting their story is. Social instant feedback. It’s important to joy of having a coffee with a friend now where we can quite comfort- recognized for the great work thatbeen successful long before the media is all about the quality of listen and learn. were crucial. What resulted was ably say that, and this is based on they’re doing simply out of theirinternet existed. Social media is a the content you share. This I think an online community of fans, who a thorough internal study as much passion for our brand and theirnew channel but brand related con- drives people’s online credentials What types of advocacy behaviors became well equipped to act as as on phone surveys, that our Web interest in technical matters.versations have always been taking and authority they get, and makes do you see exhibited among advocates of the brand and share relations approach that we’ve beenplace — over the phone, face-to- them influential in a particular area. consumers? the Costa story throughout their practicing for the last three-and-a- Continued on page 31 For a telecommunications organiza-Our web relations tion like Vodafone, when it comes to social media, around 90% of all the incoming traffic is customer service related, either reportingapproach that we’ve a problem or an issue or asking for help. The positive feedback comes when your brand recognizesbeen practicing for the there is a conversation happen- ing, engages if appropriate and delivers against customers needs. So whilst the initial contact that alast three and a half customer makes with us through social media might bear negative connotation or sentiment, we seeyears has resulted in a great opportunity to turn the negative into a positive response. Reacting in real time, leading with support and help, is the main op-20% call deflection, portunity to convert a detractor into a potential advocate. I think social media as a channel is particularlywhich literally means suitable for this purpose because more often than not people will reward you and spread good word, which strengthens [a] company’ssaving millions of reputation. The more traditional of- fline channels don’t enable similar real-time feedback.pounds for the brand. Can you think of a successful exam- ple of an advocacy program, either Jakub Hrabovsky: “Reacting in real time, leading with support and help, is the main opportunity to convert a detractor into a potential advocate. I think social media as a channel is particularly suitable for this purpose.” PHOTO BY Claire Gaul
Building advocacy18 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 19 Say goodbye to rigid processes. SOCIAL CRM via Say hello to Social CRM. by DION HINCHCLIFFE & PETER KIM A social ve VISUAL EXPLANATION by chris roettger Customer nue Excerpted from the sm a social id ust be able to es book Social Business en ta interact w tity and should b blish ith other e by Design, published as the co customer able to mp s as well CRM envi any’s workers in earlier this year by ronment. the social Jossey-Bass. D! $ BIG A $ Transaction $ @Jeanjeans you s ee me now ? driven $ Pin Can Conversation It! driven The OLD way MARKETING @Joejean The SOCIAL way Revolves around conversation and MARKETING engagement. One-way advertising is less effective as consumers have many other sources of information and influence. Customer SALES p mechanismarticipation Collects information from Social CR s transactions building a limited SALES M when par is more effective tic an database around existing Are interaction-based guide inp ipation mechanis d useful Social customer support e Contests uts ms telligenc customers, there’s no integrated and aimed as much and towar with specific req help in d product uir ive goals. ements ollectiveec tivities way to garner prospect info. at potential customers Shared lc RM tools direntt acto as existing ones. Doe, Jane Zip code? C in ocia nm ble Good s l CRM enviro le, and reusa ia b are of a soc ted, discovera ese activities , SUPPORT Uh, er... hold please. la th accumu e artifacts of uct suggestion s Th d Customer service often has limited hours, forms. solutions, pro er . often with service reps following scripts, custom opportunities giving customers limited, shallow support. and sale s SUPPORT Innovation and Dynamic and available via prediction markets Joint product design multiple platforms, accessible when & how the customer likes. My Pin s! HEY Y OU! I’m a reall y big LIMITED FEEDBACK ad Surveys provide limited feedback even as customers share experiences via word of mouth and unmanaged social channels. POSITIVE FEEDBACK Gets amplified to thousands — even millions — online while BIG negative sentiment is quickly Conversati onal scale ADGrWho HER detected and addressed. Deployin Hon g social to oce le k if you E! online cu ol stomers en s to interact with rs like b illb oar thousand Scaling m s of custommasse will enable ers to enga ec ds! social CR hanisms are esse ge. M to prod n uce effect tial for ive results .