Don’t Waste Time Online – Strategy First


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  • Personal anecdotes here, audience weigh in to make leap to business application; identify areas of barrier to taking this back and implementing
  • Importance of ambient awareness with interaction with campaign…
  • Hyper Segmentation – location, past donations, issues of interest; the ask vs. the nudge (less stress activity to get involved – call one person, watch a video, small donation)
  • Connections to resources and important people; ownership of election; regular people can impact positive change; election results
  • This is why people fail – this is a cycle not a build it and its done process; focus on intersection of the customer need and organization’s willing action
  • What was the employee barrier? Culture of top down; location spread out; lacked big team feel; first external leader – all others were “farm grown”When: December of 2006How it started – part of first 100 days campaign for new CEO
  • Different levels of user interaction (create, comment, consume); emphasis on customer need; ownership in company; fulfills brand promise
  • User interaction; categories that correspond to Starbucks innovation areas; digg type interaction with ideas
  • What do we do with the information? Offline action
  • Key components – personal; directing to other resources/people; face to an account
  • Existing tool because that’s where the conversation is; changes opinion about telecomm companies; if you’re going to be there for customer support you better be there doing customer support on and offline
  • Consume, collect/share, create (and inherently comment)
  • Online action (on their blog) = online action otherwise
  • Differences in audience dictate different campaign
  • Don’t Waste Time Online – Strategy First

    1. 1. Don’t Waste Time Online – Strategy First <br />Business First Social Media Summer Camp<br />
    2. 2. Setting the Tone<br />What makes it noise vs. helpful communication?<br />What bothers you about information you receive in the mail, email and online for social networks?<br />What inspires interaction?<br />What barriers do you see to implementing a strategy at your organization?<br />
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    7. 7. Key Elements<br />Solution meets audiences needs<br />Accessibility<br />Hyper Segmentation<br />Convergence<br />Online Activity = Offline Action<br />A Burning Platform<br />Account = success<br />
    8. 8. My BO – Wrap Up<br />What was the value for the customer?<br />What was the visible measurement?<br />The Numbers<br />2 million profiles<br />35,000 volunteer groups<br />400,000 blog posts<br />200,000 offline events<br />13 million email addresses<br />$639 million raised (67% online)<br />Millions of SM connections<br />
    9. 9. Social Media Strategy<br />Research and Planning<br />Need (customer/business)<br />Current Conversation<br />Identification of actions willing to take (internal culture)<br />Resources (content, people, $$)<br />Action<br />Build channel/customize channel<br />Communication (and integration)<br />Evaluation – Measure and Adjust<br />
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    12. 12. Key Elements<br />Identification of barriers<br />Location<br />Culture<br />Stock price/performance slide<br />Online action = offline action<br />Authenticity<br />Gradual build<br />Access<br />
    13. 13. BE3 Blog Wrap Up<br />What was the value for the employee?<br />What was the visible measurement?<br />
    14. 14. A New Channel<br />
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    17. 17. Using Social Media for Innovation - Starbucks<br />New Channel (not an existing tool)<br />Allows for multiple user interaction types<br />Fills a need<br />Creates ownership from customer<br />Fulfills on the brand promise (online/offline)<br />
    18. 18. MyStarbucks Wrap Up<br />What was the value for the customer?<br />What was the visible measurement?<br />
    19. 19. Audience <br />Where do get their information?<br />User Behaviors<br />Create<br />Collect<br />Consume<br />Comment<br />
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    21. 21. Using Social Media for Customer Service - Comcast<br />Existing Tool <br />Fills a need<br />Creates ownership from customer<br />Fulfills on the brand promise (online/offline)<br />
    22. 22. Comcast Cares Wrap Up<br />What was the value for the customer?<br />What was the visible measurement?<br />
    23. 23. What do you do with the info on a Macro level<br />LISTEN and take notes<br />Your Piece of the Pie<br />What is being said<br />How does it compare to others in your space<br />Frequency & Tone<br />- <br />X<br />+<br />A vs. B<br />
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    30. 30. Using Social Media to Build Expertise/Product Use – A List Apart<br />Key Elements – A List Apart<br />Quality content, not sales info or self-promotion<br />Crowd-sourcing of content<br />Multiple ways to interact<br />Key Elements – Juicy Juice<br />Multiple ways to interact (watch, games, puzzles) all based on education<br />Ability to share<br />Convergence (TV, YouTube, Web)<br />Incentive/Fills a Need<br />Multiple ways to interact<br />
    31. 31. A List Apart and Juicy Juice Wrap Up<br />What was the value for the employee?<br />What was the visible measurement?<br />
    32. 32. Make it happen:<br />Find the need<br />How can you help?<br />What are you willing to do online and offline?<br />Identifying the right tool<br />Listen – Participate - Facilitate<br />Identify influencers<br />Measure<br />
    33. 33. Measurement<br />Not HITS<br />Engagement<br />Behavior Change<br />Sales<br />Known expertise<br />
    34. 34. What Does it Really Take?<br />Resources<br />Culture – Authenticity<br />Willingness to fail first<br />Clear understanding <br />Purpose for campaign<br />Tied to business goals<br />Value you can add<br />Education/Training<br />
    35. 35. Connect post-event:<br />Jamie Timm<br />@jamietimm<br /><br /><br />