Social Media… Demystified
Cleveland Ideas <ul><li>Strategy Development </li></ul><ul><li>Training (Platforms & Tools) </li></ul><ul><li>Best Practic...
Are you ‘In’?
 
The New Equation  + =
  Social media tools and online communities are how and where your customers are talking about you.  It's a conversation t...
 
Image Courtesy  Brian Solis
 
<ul><li>  </li></ul>Social media sites contain rich fields of customer data.
300 MM  100 MM     50 MM   7-20 MM  13 MM Blogs 84 MM Readers
>150 MM Bookmarked URLS
 
Sometimes It Starts with Search
 
A Little More Detail…
 
 
 
<ul><li>Latest LinkedIn Facts </li></ul><ul><li>LinkedIn has over 50 million members in over 200 countries and territories...
So What Has Been Learned So Far?
 
 
Real Life Examples
Increase Customer Engagement  | Drive Loyalty
 
<ul><li>Launched a contest. </li></ul><ul><li>Invited the world to give it great ideas.  </li></ul><ul><li>The winners get...
Crowdsourcing | Netflix Prize <ul><li>Launched a contest. </li></ul><ul><li>Invited the world to drive a 10 percent improv...
Internal  Collaboration
Getting Real Feedback
Improve Operational Efficiencies <ul><li>Google Video Dashboard for employees </li></ul><ul><li>Executive Communication </...
CASE STUDY|DAIRY QUEEN The story of the DQ brand is told through the eyes of their employees. Dairy Queen’s  Chief Brand O...
CASE STUDY|DAIRY QUEEN
CASE STUDY|DAIRY QUEEN <ul><li>Reputation monitoring  </li></ul><ul><li>Customer service  </li></ul><ul><li>Platform for p...
So Where do You Go From Here?
90% of what you share on Twitter should be made up of personal insights and thoughts along with a heavy dose of helpful li...
APPROACH <ul><li>LISTENING  Look at best practices from other industries and competitions  </li></ul><ul><li>Know who is a...
Align With Business Objectives  Sample Social  Objectives Functional Alignment Value  LISTENING  &  LEARNING  Marketing, P...
LISTENING – Holistic Tools
 
Gain Insights  using  multiple data points
 
Start with your target audience.  Determine what kind of relationship you want to build with them. Use tools like the soci...
Learn about the behavior types that interact with your brand.  Capitalize on emerging social behaviors .   Reach new audie...
 
Real Time Monitoring
LISTENING  and Measuring – By Property
 
Risk Mitigation <ul><li>Don’t try to boil the ocean and get overwhelmed </li></ul><ul><li>Use a Pilot Process model  | Cho...
 
 
 
<ul><li>1. Do not mix the professional and the personal in ways likely to bring the ABC into disrepute. </li></ul><ul><li>...
Social Media Trends <ul><li>Social Media Begins to Look Less Social </li></ul><ul><li>Brands/Companies Scaling Up </li></u...
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Social Media | Demystified

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Social Media Overview - an enterprise approach

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  • Show the landscape – a lot of people like this slide and request it
  • This is a good example of more engagement around the consumer, and to drive operational efficiencies – leveraging ONE platform to gather ideas, understand what customers like and not like in one place- as well as be able to broadcast the solution BACK to the group quickly and easily
  • BBUY uses the BUYY Connect to aggregate comments from the discussion board, including the TWELPFORCE feeds. Twelpforce is how BBUY is leveraging Twitter to provide real time assistance and question-answering capabilities – leveraging twitter means quick easy questions, quick easy answers, leveraging mobile, desktop
  • This is the twitter chatter around twelpforce- providing BBUY feedback and information about how TWEPFORCE is doing – the GOOD the BAD AND THE UGLY- there are no watered down corporate interpretations – it’s real feedback from real users
  • They have been around since 1940, and have established themselves as the leader in the soft serve and fast food restaurant industry.  Fast forward 70 years, 5,600 + domestic store locations, and internationally are in more than 20 countries, the brand is a well recognized icon all over the globe Everyone in their corporation starting from their CEO, John Gainor, down to their Chief Brand Officer, Michael Keller, understand the impact of social media and truly embrace it. Their motives are pure and transparent and they are truly excited to be engaging their potential and existing customer base and beyond in this medium. They understand the implications of social media and how it affects their brand, that speaks volumes in and
  • BrandTags, BlogPulse (BuzzMetrics) GoogleBlogs, ViralHeat, PeopleBrowsr, SocialSeek, SalesForce.com Look for: Actvity, Participants, Sentiment, Stickiness,
  • Things to think about before starting entering social media Resource Allocation Team Coordination Tracking and Reporting Integration with current platforms Responding and Posting guidelines
  • Twitter lists, more robust privacy/protection… aggregating around groups Scalability : Wachovia (CoTweet) / Twelpforce
  • Social Media | Demystified

    1. 1. Social Media… Demystified
    2. 2. Cleveland Ideas <ul><li>Strategy Development </li></ul><ul><li>Training (Platforms & Tools) </li></ul><ul><li>Best Practices including SEO </li></ul><ul><li>Outreach (Industry members) </li></ul><ul><li>Metrics development </li></ul><ul><li>Steering committee involvement </li></ul><ul><li>Personal Branding development </li></ul><ul><li>Training (Google Profiles & LinkedIn) </li></ul><ul><li>Best Practices including SEO </li></ul><ul><li>Outreach -Financial Advisors </li></ul><ul><li>Policy reinforcement </li></ul>
    3. 3. Are you ‘In’?
    4. 5. The New Equation + =
    5. 6. Social media tools and online communities are how and where your customers are talking about you. It's a conversation that you need to be aware of, understand, and, in some cases, participate in . 
    6. 8. Image Courtesy Brian Solis
    7. 10. <ul><li> </li></ul>Social media sites contain rich fields of customer data.
    8. 11. 300 MM 100 MM 50 MM 7-20 MM 13 MM Blogs 84 MM Readers
    9. 12. >150 MM Bookmarked URLS
    10. 14. Sometimes It Starts with Search
    11. 16. A Little More Detail…
    12. 20. <ul><li>Latest LinkedIn Facts </li></ul><ul><li>LinkedIn has over 50 million members in over 200 countries and territories around the world. </li></ul><ul><li>A new member joins LinkedIn approximately every second. </li></ul><ul><li>Half of LinkedIn members are outside the U.S. </li></ul><ul><li>Executives from all Fortune 500 companies are LinkedIn members . </li></ul>
    13. 21. So What Has Been Learned So Far?
    14. 24. Real Life Examples
    15. 25. Increase Customer Engagement | Drive Loyalty
    16. 27. <ul><li>Launched a contest. </li></ul><ul><li>Invited the world to give it great ideas. </li></ul><ul><li>The winners get to: </li></ul><ul><li>Join Cisco and is funded to make the idea real. </li></ul><ul><li>specifically: Join Cisco, drive the development of their business idea (and are eligible to receive a $250,000 cash prize.) </li></ul><ul><li>Cisco may then invest approximately $10 million over three years to staff, develop, and go to market with a new business based on the idea. </li></ul>Crowdsourcing |Cisco iPrize
    17. 28. Crowdsourcing | Netflix Prize <ul><li>Launched a contest. </li></ul><ul><li>Invited the world to drive a 10 percent improvement to </li></ul><ul><li>the accuracy of software that makes additional viewing </li></ul><ul><li>recommendations for the company’s online DVD rental </li></ul><ul><li>subscribers. </li></ul><ul><li>Prize: $ 1 MM </li></ul>
    18. 29. Internal Collaboration
    19. 30. Getting Real Feedback
    20. 31. Improve Operational Efficiencies <ul><li>Google Video Dashboard for employees </li></ul><ul><li>Executive Communication </li></ul><ul><li>Training </li></ul><ul><li>Peer to Peer Communications </li></ul><ul><li>Share events </li></ul><ul><li>Searchable </li></ul><ul><li>Upload </li></ul><ul><li>Sort (tagging) </li></ul><ul><li>Provide feedback </li></ul>
    21. 32. CASE STUDY|DAIRY QUEEN The story of the DQ brand is told through the eyes of their employees. Dairy Queen’s  Chief Brand Officer actively contributes to the blog. They reached out to 250 bloggers with a creative contest. BLOG
    22. 33. CASE STUDY|DAIRY QUEEN
    23. 34. CASE STUDY|DAIRY QUEEN <ul><li>Reputation monitoring </li></ul><ul><li>Customer service </li></ul><ul><li>Platform for promotion for all things Dairy Queen </li></ul><ul><li>Identifying and rewarding brand endorsers and evangelists </li></ul><ul><li>Re-tweeting Dairy Queen follower’s tweets </li></ul><ul><li>Follows back Dairy Queen customers on Twitter </li></ul>
    24. 35. So Where do You Go From Here?
    25. 36. 90% of what you share on Twitter should be made up of personal insights and thoughts along with a heavy dose of helpful links 10% should be made up of messages that more directly benefit you. 90 -10-10 RULE
    26. 37. APPROACH <ul><li>LISTENING Look at best practices from other industries and competitions </li></ul><ul><li>Know who is already using social media in all company departments </li></ul><ul><li>(including LInkedIn) </li></ul><ul><li>As well as external agencies, etc on the company’s behalf </li></ul><ul><li>PLANNING Ensure that plan is aligned and supporting Business Goals (PR, Crisis Communications, Customer Service, Recruiting, etc) </li></ul><ul><li> Establish Governance and Curation policies </li></ul><ul><li>Assess the audience for each initiative </li></ul><ul><ul><li>Create Goals for each initiative and how each will be measured Resource Management Plan </li></ul></ul><ul><li>TOOL SELECTON Leverage the right tool for the right audience; consider mobile </li></ul><ul><li>PARTICIPATION Start small – take a pilot approach and a learning approach </li></ul><ul><li>TACTICS Have a communication Plan : Editorial Calendar, Communication </li></ul><ul><li>Rinse. Repeat. </li></ul>
    27. 38. Align With Business Objectives Sample Social Objectives Functional Alignment Value LISTENING & LEARNING Marketing, PR, Internal Communications <ul><li>Insight/Issues </li></ul><ul><li>Improved segmentation </li></ul><ul><li>Alignment of solution/offering with need </li></ul>SEEDING & PARTICIPATING Marketing, Internal education, Training <ul><li>Changes in reach, impressions, brand awareness </li></ul><ul><li>Increased velocity of communications across departments </li></ul><ul><li>Increased internal awareness , collaboration </li></ul>SELLING Sales Maven outreach <ul><li>Increased responsiveness to customer needs </li></ul><ul><li>Higher quality of responses </li></ul><ul><li>Increased advocacy </li></ul>EDUCATION Internal External <ul><li>Exec to employee, employee to employee KM </li></ul><ul><li>Process Faster deployments of product launch </li></ul><ul><li>Overall business conditions- new wins , etc </li></ul>SUPPORTING Customer service, technical support <ul><li>Reduced support costs </li></ul><ul><li>Higher customer satisfaction </li></ul><ul><li>Less churn, less use of traditional tools (800#) </li></ul>INNOVATION Development, Product Marketing <ul><li>Customer involvement and collaboration Deliver products faster to market </li></ul><ul><li>Increased loyalty, increased advocacy, better solutions </li></ul>
    28. 39. LISTENING – Holistic Tools
    29. 41. Gain Insights using multiple data points
    30. 43. Start with your target audience. Determine what kind of relationship you want to build with them. Use tools like the social technology profile tool. Generate Word of Mouth
    31. 44. Learn about the behavior types that interact with your brand. Capitalize on emerging social behaviors . Reach new audiences
    32. 46. Real Time Monitoring
    33. 47. LISTENING and Measuring – By Property
    34. 49. Risk Mitigation <ul><li>Don’t try to boil the ocean and get overwhelmed </li></ul><ul><li>Use a Pilot Process model | Choose an area of engagement </li></ul><ul><li>See what is able to be enforced and maintained (resource allocation) </li></ul><ul><li>Get IT involved –or use a Steering Committee </li></ul><ul><li>Build Governance and Usage policy from current communications policies </li></ul>
    35. 53. <ul><li>1. Do not mix the professional and the personal in ways likely to bring the ABC into disrepute. </li></ul><ul><li>2. Do not undermine your effectiveness at work. </li></ul><ul><li>3. Do not imply ABC endorsement of your personal views. </li></ul><ul><li>4. Do not disclose confidential information obtained through work. </li></ul><ul><li>5. ABC will add user-generated content to its online presence in the future and may launch a nation-wide program to help communities generate their own media content </li></ul>
    36. 54. Social Media Trends <ul><li>Social Media Begins to Look Less Social </li></ul><ul><li>Brands/Companies Scaling Up </li></ul><ul><li>Social Business becomes Serious </li></ul><ul><li>Security, Corporate Risk leads to Policy Making, Greater Transparency </li></ul><ul><li>Mobile </li></ul><ul><li>Sharing with Networks (not eMail ) </li></ul>

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