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Cisco innovation day no_1_2

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Cisco innovation day no_1_2

  1. 1. The CMO’s Dilemma<br />Or How Do We Go Beyond a Token ‘Social’ Gesture<br />Cisco Innovation Day - Spring 2010<br />
  2. 2. The CMO’s Dilemma<br />A Play in 3 Parts ><br />The 5 Barriers to Overcome<br />The 5 Steps to Social Media with Business Impact<br />
  3. 3. The CMO’s Dilemma<br />><br />The 5 Barriers to Overcome<br />The 5 Steps to Social Media with Business Impact<br />
  4. 4. The CMO’s Dilemma<br />The 5 Barriers to Overcome<br />><br />The 5 Steps to Social Media with Business Impact<br />
  5. 5. No consensus on an evaluation model<br />100 posts in 7 Days<br />3M+fans<br />
  6. 6. ‘Social’ currently planned as a channel or tactic<br />
  7. 7. 90% of Facebook interaction<br />happens in the Wall <br />
  8. 8. A campaign-based culture<br />
  9. 9. No forum for “best practices”<br />
  10. 10. Leadership goes to the biggest budget<br />Apologies to the Eat Out restaurant Awards 2009<br />Media<br />Advertising<br /> Leadership goes to the biggest budget<br />
  11. 11. The 5 Barriers to Overcome<br />><br />A campaign-based culture<br />‘Social’ currently planned as a channel or tactic<br />No consensus on an evaluation model<br />No forum for “best practices”<br />Leadership goes to the biggest budget<br />
  12. 12. What’s your dilemma?<br />
  13. 13. Social IRM<br />Driving Influencers to “Care to Share” <br />Cisco Innovation Day - Spring 2010<br />
  14. 14. China<br />><br />17% <br />said traditional media influences their final purchase decision of a consumer goods product<br />31%<br />said an online comment from a ‘stranger with experience’ would influence that decision<br />SOURCE: Millward Brown ACSR, Product Users Internet Usage, May 2009<br />
  15. 15. United States<br />><br />5%<br />of U.S. moms trust traditional advertising<br />34-50%<br />trust online friends and ‘strangers with experience’<br />SOURCE: Digital Mom, Razorfish & Cafe Mom<br />
  16. 16. European Union<br />><br />In the E.U., people trust family,friendsand ‘strangers with experience’ more than professional sources when seeking an opinion on a brand they plan to buy<br />SOURCE: Global Web Index<br />
  17. 17. Social Media Engagement Framework<br />Active Listening<br />Marcom Insights, Rapid Response & Measurement <br />OWNED<br />EARNED<br />PAID<br />Social Grassroots/Brand Community<br />Cultivating a network of customers/advocates: community, CRM & reviews<br />Measurement<br />Integrated performance and ROI social media measurement<br />
  18. 18. Influencers<br />
  19. 19. Relationship of Social IRM to Social CRM<br />Advocacy<br />Sales<br />
  20. 20. The New Theory of Influence<br />><br />Network Dispersion<br />Node + Network Model<br />Influencer Node<br />Based on: Duncan Watts, Roper Starch<br />
  21. 21. What Drives Influence?<br />><br />Reciprocity<br />Consistency<br />Social Proof<br />If brands offer some value to influencers, they reciprocate<br />People want to remain consistent with a public commitment<br />If other women ‘like her’ use a product, she will try it<br />Liking<br />Authority<br />Scarcity<br />If other people ‘like her’ ask her to try a product, she will<br />Even ‘strangers with authority’ matter to us<br />Exclusive opportunities (product offers, events) drive action<br />Based on Robert Cialdini’s“Influence: Science & Practice” <br />
  22. 22. Influence to Word of Mouth<br />><br />Almost every act an influencer can take online via social media results in some form of ‘word of mouth’<br />How can we spark ‘word of mouth’ around brands AND drive action?<br />
  23. 23. 7 Drivers of Word of Mouth<br />><br />01. Do we have a good story?<br />02. Can people SHOW their involvement in a visible way?<br />03. Do we offer something new to talk about?<br />04. Do we let our supporters be creative?<br />05. Do we invite people to participate?<br />06. Do we offer them some value?<br />07. Do we remind people to spread the word?<br />
  24. 24. LG: Blogger Co-creation & Engagement<br />Texting Dictionary Event<br />
  25. 25. Introducing the first-ever SMS text-lingo translation tool, powered by mom bloggers<br />
  26. 26. Influencers5 Steps to Finding and Engaging Influencers<br />Identify Influencers<br />Determine the “engagement value” <br />Segment for custom engagement<br />Best practice outreach<br />Social influencer relationship management (“Social IRM”)<br />
  27. 27. InfluencersIdentify <br />Relevance<br />Influence<br />(Reach, Engagement, Social Graph, Frequency)<br />
  28. 28. Assessing Influence: Blog Example<br />
  29. 29. Social IRM: Influencer Maps<br />><br />
  30. 30. Managing Influencers<br />
  31. 31. product-launch community<br />
  32. 32. product-launch community<br />
  33. 33. Your POV<br />
  34. 34. Content Activation<br />Making content move across the social web<br />Cisco Innovation Day - Spring 2010<br />
  35. 35. What is Content ?<br />
  36. 36. What channels do you create it for ?<br />
  37. 37. How are people consuming it?<br />
  38. 38. And now location based content creates new opportunities to increase relevance. <br />
  39. 39. Think about content as a service to support the marketing mix. A content API if you will.<br />Publish to many<br />Social<br />Mobile<br />In store<br />.<br />Create Once<br />.com<br />Games<br />TV<br />Call center<br />
  40. 40. While measuring across channels to optimize content & channel effectiveness.<br />Measure across channels<br />Publish Many<br />Social<br />Mobile<br />In store<br />.<br />Create Once<br />.com<br />Games<br />TV<br />Call center<br />
  41. 41. The continually shifting landscape requires a clear strategy to align content with consumer expectations. <br />
  42. 42. 4<br />Steps for creating a successful content strategy <br />
  43. 43. What is a content strategy?<br />A actionable plan for creating, managing & optimizing content to align consumer intent with business objectives. <br />43<br />
  44. 44. Consumer intent informs all steps of content strategy<br />Consumer Intent Modeling<br />Plan<br />Optimize<br />Learn<br />Create<br />
  45. 45. Learn: Understand how intent and objectives align<br />
  46. 46. Campaign is trying to reach people about plastics and fashion<br />
  47. 47. Site content keyword density is all about plastic bags.<br />
  48. 48. Campaign Goals & Key Metrics<br />
  49. 49. We are doing a great job of reaching new visitors.<br />
  50. 50. New visitors are not taking a step to learn more. <br />
  51. 51. When consumer intent is to learn about fashion people take the step to learn more and participate. <br />
  52. 52. Fashion content increase awareness<br />
  53. 53. Increase awareness & trust thru influencers<br />
  54. 54. Plan: Create a blueprint to maximize effectiveness<br />54<br />
  55. 55. Every plan needs one of these.. <br />
  56. 56. Promoting content with Facebook Ads & Twitter Contest <br />
  57. 57. Create: What's the purpose of your content?<br />
  58. 58.
  59. 59. Optimize: Increase performance of digital media<br />
  60. 60. How People Searching Related to Brand.<br />
  61. 61. Keyword Optimization<br />
  62. 62.
  63. 63. Why is it Important – Universal Search !<br />
  64. 64. What does this mean for Cisco<br /><ul><li>Create content that can easily be re-purposed across the marketing mix.
  65. 65. Understand what your consumers are looking for and give them a direct path to find it.
  66. 66. Develop content with a purpose. </li></li></ul><li>Conversation Management<br />Driving Influence Through Social Grassroots<br />Cisco Innovation Day - Spring 2010<br />
  67. 67. New Consumer Telepresence from ….<br />
  68. 68. V-Tech Toys<br /> V-Tech wanted to build a community of moms talking about how their kids learn - a community that provides insight about their customers and what they want <br /><ul><li>Increased social media share of voice from 20% to 70% versus competitor
  69. 69. Launched Facebook Page with 10,000 fans in first 48 hours
  70. 70. Average of 1,000 Facebook interactions per week</li></li></ul><li>Conversation Management<br />Social networks are changing how brands build enduring relationships with customers.<br />But it’s not enough to simply launch a Facebook page. To build successful relationships that drive real business impact, brands need to deliver two things…<br />
  71. 71. Conversation Management<br />1<br />2<br />
  72. 72. Conversation Management<br />Conversation Planning<br />There are three key steps in planning:<br />Guidelines: Create response scenarios for everyday and crisis situations, identify relevant contacts for questions, and develop community guidelines for each platform to be posted publicly.<br />Training: Indentify brand spokespeople for relevant community questions (customer service, communications team, etc.) and provide training and group structure for effective response.<br />Technology: Usea content management system to operationalize schedule responses across multiple platforms and brand presences<br />
  73. 73. Conversation Management<br />Core Elements<br />
  74. 74. Conversation Management<br />Conversation Calendars<br />Conversation Calendars are a system to plan and manage published content across social networks<br />
  75. 75. Conversation Management<br />Conversation Calendars<br />Step 1: Six-Month Calendar<br />Brand campaigns, awareness months, planned launches (new applications, video series, summer-long promotion).<br />Step 2:Monthly Calendar<br />Remarkable Content that informs Everyday Engagement (offline events, traditional media highlights, and marketing campaigns).<br />Step 3:Weekly Calendar<br />Everyday Engagement from the Conversation Manager. <br />
  76. 76. Conversation Management<br />Conversation Calendars<br />
  77. 77. Conversation Management<br />Conversation Calendars<br />
  78. 78. Conversation Management<br />Conversation Manager<br /><ul><li>Whether via Facebook or Twitter, Conversation Manager(s) are online everyday building engagement with the brand community
  79. 79. They representthe brand within social networks, are immersed in the conversation trends, and participate in consumer discussions
  80. 80. Each brand has it’s own unique voice and personality- Conversation Manager(s) maintain the brand voice at all times across platforms
  81. 81. Conversation Manager(s) work with the brand, account teams, and fans to come up with new ideas and promote a steady cadence of new content and announcements
  82. 82. Conversation Manager(s) come from the brand or from trained partners – with full transparency</li></li></ul><li>Conversation Management<br />Conversation Management Systems<br />What it is: One portal to post and edit content, monitor and respond to comments, and work across multiple Facebook Pages, Twitter handles, owned communities, Flickr, YouTube, etc.<br />Top benefits:<br /><ul><li>Scale over multiple platforms
  83. 83. Effective management and publishing
  84. 84. More “control” over the conversation
  85. 85. Analytics for engagement</li></li></ul><li>Conversation Management<br />Conversation Management Systems<br />Example: Context Optional<br />Add keyword email alerts for posts/comments<br />Add new Facebook applications or content, each as a new custom tab<br />Reply, delete, like, or escalate comment to another user or by email<br />
  86. 86. Conversation Management Systems<br />
  87. 87. Victoria’s Secret PINK<br /> Victoria’s Secret used Facebook to recruit and organize a national network of college women as campus reps from their PINK line and drive to purchase with coupons and in-store events.<br /><ul><li>2.2 million Facebook fans
  88. 88. 1 million members of Pink Nation advocacy community (launched 2010)
  89. 89. Over 7,000 confirmed Facebook guests for recent in-store shopping event
  90. 90. Average 3,000 confirmed Facebook guests for university campus events</li></li></ul><li> Tropicana<br /> Tropicana is using Facebook, Twitter, and blogger outreach to build a community of loyalists and help customers make the most of the Juicy Rewards program.<br /><ul><li>Reached 45,000 Facebook fans in first 3 months
  91. 91. Average over 100 Facebook interactions weekly
  92. 92. Created over 700 interactions on Twitter</li></li></ul><li>Case Studies<br /> Turbo Tax<br /> Turbo Tax built on-top of their Turbo Tax Live community to find new customers with tax questions and triage customer service issues where they were happening: Facebook and Twitter.<br /><ul><li>5 million YouTube videos viewed
  93. 93. 10 million people helped at Turbo Tax Live Community
  94. 94. Over 1,000 customers helped on Twitter
  95. 95. TaxCaster refund predictor available on Live Community and Facebook</li></li></ul><li>Conversation Management<br />Benefits to Brands <br />Grows an engaged fan and follower-base for direct communication<br />Establishes an “owned” advocacy channel to stimulate grassroots word of mouth<br />Provides an integrated and efficient approach to managing brand social Web sites (e.g. Facebook, Twitter, brand.com, et al) for the biggest business impact<br />Trains and transforms the brand marcom team<br />Delivers measurable business results<br />
  96. 96. The CMO’s Dilemma<br />Or How Do We Go Beyond a Token ‘Social’ Gesture<br />Cisco Innovation Day - Spring 2010<br />
  97. 97. The CMO’s Dilemma<br />The 5 Barriers to Overcome<br />The 5 Steps to Social Media with Business Impact<br />><br />
  98. 98. The 5 Barriers to Overcome<br />><br />A campaign-based culture<br />‘Social’ currently planned as a channel or tactic<br />No consensus on an evaluation model<br />No forum for “best practices”<br />Leadership goes to the biggest budget<br />
  99. 99. Build consensus on a “pretty good” measurement model<br />
  100. 100. Conversation Impact™New Measurement Model<br />}<br />Awareness<br />Reach<br />}<br />Evaluation<br />Preference<br />Engagement<br />}<br />Conversion<br />Action<br />Loyalty<br />
  101. 101. Define Long and Short Term Goals<br />
  102. 102. A Dual Approach to Social Media<br />><br />> High Influencers<br />> Peer Influencers<br />> Conversation Planning<br />> Conversation Managers<br />> Social Web Publishing<br />> Influencer Maps<br />> Social IRM Database<br />> Engagement Plans<br />
  103. 103. Embrace a Social Media Engagement Framework<br />
  104. 104. Social Media Engagement Framework<br />Active Listening<br />Marcom Insights, Rapid Response & Measurement <br />OWNED<br />EARNED<br />PAID<br />Social Grassroots/Brand Community<br />Cultivating a network of customers/advocates: community, CRM & reviews<br />Measurement<br />Integrated performance and ROI social media measurement<br />
  105. 105. Establish a LearningOrganization<br />
  106. 106. Social Media Black Belt<br />Social Media Red Belt<br />Social Media White Belt<br />Understand<br />Participate<br />Lead<br />Social Media Training<br />
  107. 107. Define Your “Social Brand”<br />
  108. 108. The 5 Steps to Social Media with Business Impact<br />><br />Define Long and Short Term Goals<br />Embrace a Social Media Engagement Framework<br />Build Consensus on a “Pretty Good” Measurement Model<br />Establish a Learning Organization<br />Define Your “Social Brand”<br />
  109. 109. “We may be ahead of our competitors, but we’re most definitely behind consumers.” <br /> — Simon Clift (former) CMO of Unilever<br />
  110. 110. Dirk Shaw<br />SVP/Digital Strategist| 360° Digital Influence | <br />Ogilvy<br />MOBILE+1 404.931.5173<br />EMAILdirk.shaw@ogilvypr.com<br />TWITTER@dirkmshaw<br />CONTACT<br />John H. Bell<br />Global Managing Director | 360° Digital Influence | Ogilvy<br />MOBILE+1 202.729.4166 <br />EMAILjohn.bell@ogilvypr.com<br />BLOGhttp://johnbell.typepad.com<br />TWITTER@jbell99<br />

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