Social Media Strategy Workshop for CXOs

2020 Social Workshop:
Social Media Strategy for CXOs
2020 Social: Because Business is Social

gaurav@2020social.com dave@2020social.com
@gauravonomics @evansdave

gautam@2020social.com kaushal@2020social.com
@gautamghosh @ksarda

Session 1: Introduction

9:30 am to 11:00 am

Session 2: Strategy

11:15 am to 12:45 pm

Session 3: Tactics

1:45 pm to 3:15 pm

Session 4: Wrap-up

3:30 pm to 5:00 pm

1

The future has already
arrived. It’s just not evenly
distributed yet.

Source: William Gibson

2

The tools are transient. The
values embedded in them are
persistent.

3
To understand how technology
is changing organizations,
begin by asking how it is
changing people and society.

1

What are social technologies
and why are they important?

Decoding Social
Social
We can look at
networking
social technologies
Blogging By Tool through many
Microblogging
lenses.
Photo-sharing
Consumer Video-sharing Product design
generated Sales and
content marketing
Conversations By Core Decoding By Customer
Collaboration Dynamic Social Function support
Community Public relations
Collective Partner relations
intelligence Employee
Business-to- relations
By Type of business
We like to focus on Organiza- Business-to-
the core social tion consumer
dynamics.
Government
Non-profit

How to understand any social
platform in three simple steps?

User
{Relationship}
Social Object
Source: Jyri Engestrom

Facebook
 World’s leading
social networking
platform.
 Users {connect and
share with}
people.

Source: http://facebook.com

LinkedIn
 Popular
professional
networking
platform.
 Users {exchange}
information, ideas
and opportunities.

Source: http://linkedin.com

Twitter
 Popular micro-
sharing platform.
 Likes to call itself
“real-time
information
network”.
 Users {share and
discover} what’s
happening right
now.

Source: http://twitter.com

Flickr
 Popular photo-
sharing platform.
 Users {share}
photos and {watch}
the world.

Source: http://flickr.com

YouTube
 Popular video-
sharing platform.
 Users {broadcast}
yourself.

Source: http://youtube.com

SlideShare
 Popular document-
sharing platform
 Users {upload and
share}
presentations and
documents

Source: http://slideshare.net

Wikipedia
 Popular wiki
platform.
 Users {edit} free
encyclopedia.

Source: http://wikipedia.com

Digg
 Popular social
voting platform.
 Users {discover and
share} content.

Source: Digg.com

Delicious
 Popular social
bookmarking
platform.
 Users {save} your
bookmarks or {see}
what's fresh now.

Source: http://deicious.com

Wordpress
 Popular blogging
platform.
 Users {express}
yourself.

Source: http://wordpress.com

Ning
 Popular white label
social networking
platform.
 Users {create} your
own social
network.

Source: http://ning.com

Focus on People vs. Content
Most social platforms are
including rich user
profiles, to shift the Instead, content-centric
focus towards people. platforms should build
deep integration with
people-centric platforms.

Focus on Focus on
Content People

Forrester Social Technographics
 Forrester Social
Technographics
report categorizes
social media
behavior into
seven groups.
 In the US, joiners
are the biggest
group after
spectators.

Source: Forrester Social Technographics Report, 2009

Social Media in India
In India, joiners are the
biggest group after
spectators, but the other Brands in India should use
groups are small. communities, social
games and social contests
30.0
to engage with joiners.
26.0
25.0

20.0
16.0
15.0 13.2
9.5
10.0

3.2 4.2
5.0 2.0 2.8 2.0
1.0
-
Social Professional Customer Microblogging Social voting Video sharing Photo sharing Document Blogging Wikis
networking networking review sharing

Joiners + Critics + Conversatio Collectors + Creators +
Creators + Spectators nalists + Spectators Spectators
Critics + Spectators
Collectors +
Conversatio Source: Monthly unique users in millions
from
nalists
http://vizisense.com ; Forrester Social Technographics
Report

17.9
Social Media in India
18.0 1.5 1.2 1.0 0.8 2.1 15.0 11.9
0.9 2.0
17.5 1.0 0.8 2.0
0.6 10.0
17.0 16.7 0.4 1.9
0.5 0.4 1.8 3.4
5.0
16.5 - 0.2 1.8
16.0 Consumer Mouthshut - 1.7 -
Orkut Facebook Complaints Digg IndianPad Flickr Photobucket Blogger Wordpress
30.0
26.0
25.0

20.0
16.0
15.0 13.2
9.5
10.0

3.2 4.2
5.0 2.0 2.8 2.0
1.0
-
Social Professional Customer Microblogging Social voting Video sharing Photo sharing Document Blogging Wikis
networking networking review sharing

3.0 2.8 3.0 2.6 20.0 2.0 1.7 10.0
15.3 8.1
15.0 1.5 8.0
2.0 2.0 6.0
10.0 1.0
1.0 0.6 1.0
0.5 4.0
5.0 3.2 0.5 1.6
0.2 2.0
- - - - -
LinkedIn Silicon India Twitter SMSGupShup YouTube Metacafe Scribd Slideshare Wikipedia Wikimapia

Source: Monthly unique users in millions from
http://www.vizisense.com

Social Networking in India
International players
dominate the general
social networking space However, Indian players
in India. have the opportunity to
create niche content-
oriented communities.
20.0 17.9 16.7
15.0
10.0
3.6 2.6
5.0 1.4 1.3 0.7 0.7 0.3
-
Orkut Facebook Ibibo Twitter Indyarocks Hi5 Tagged MySpace BiAdda

3.0 2.8
2.6
2.5
2.0
1.5
1.0 0.7 0.7 0.5 0.5 0.4 0.3
0.5 0.3
-
LinkedIn Bharatstudent Silicon India iDiva Minglebox Wayn Trip Advisor Team BHP Burrp

Source: Monthly unique users in millions from
http://www.vizisense.com

Global Web Index

Source: http://globalwebindex.net

Global Web Index India
 Social networking
behavior is high
(consistent with
other data).
 Photo uploading,
video uploading,
blogging and
micro-blogging
behavior is likely
to be driven by
Facebook and
Orkut.

Source: http://globalwebindex.net

2

How are social technologies
changing people?

Real and Persistent Identities
 As more websites
support log-ins
using Facebook,
Twitter or Google
IDs, our online
identities are
becoming more
real and
persistent.
 More than 60
million Facebook
users engage with
Facebook Connect
on 80,000 external
websites every
month.
Source: http://developers.facebook.com/connect.php

The Online-Offline Continuum
 As we stay with
offline contacts on
online social
networks and meet
our online ‘friends’
at offline meetups,
our online and
offline
relationships are
merging.

Source: http://twitvite.com

Social Proof: Friends of Friends
 As more of our
lives move online,
we are searching
for social proof
before making new
friends, and
seeking out friends
of friends.

Source: http://thread.com

From Consumers to Creators
 As we create and
share more photos,
videos and blog
posts on social
platforms, we are
beginning to think
of ourselves as
authors,
photographers and
filmmakers, all
rolled into one.

Source: http://therengen.com

3

How are social technologies
changing society?

The Pink Chaddi Campaign
 Online campaign
mobilized its 50000
Facebook fans to
send more than
2000 pink panties
as Valentine’s Day
gift to Indian right
wing Hindu
nationalist party
Sri Ram Sena.

Source: http://thepinkchaddicampaign.blogspot.com

Blank Noise Project
 Long-running
Indian feminist
community
working towards
reclaiming public
spaces for women.

Source: http://blanknoise.org

SEA-EAT Blog and Wiki
 Volunteer citizen
journalism
initiative that
became a key
source of
information and
coordination
during the
tsunami.

Source: http://tsunamihelp.blogspot.com/

26/11 Mumbai Terror Attack
 Use of Twitter,
Flickr and blogs for
citizen journalism
during the Mumbai
terrorist attack.

Source:
http://flickr.com/photos/gauravonomics/sets/7215761035
7499942/

Vote Report India
 Citizen-driven
election
monitoring
platform built on
SMS-Google Maps
mashup Ushahidi.
 Disclosure: Gaurav
is a co-founder.

Source: http://votereport.in

Tata Tea Jaago Re
 From “waking up”
to “civic
consciousness”
 More than 600,000
registrations
 Catalyzed an
entire ecosystem
of citizen action
initiatives

Source: http://jaagore.com

iJanaagraha
 Location based
citizen action
community
platform.
 Disclosure: Gaurav
is a member of
Janaagraha’s
technology
advisory board.

Source: http://ijanaagraha.org

Key Takeaways From Session 1
 The social web is changing us as people and as a society.

 Different social platforms have different souls and roles.

 You can understand a social platform in three simple steps: User
{Relationship} Social Object

Old 360° Marketing Campaigns
TV
 Step 1: Identify a
brand message that
represents the
brand values
 Step 2: Produce a
TV commercial to Digital Print
communicate the
brand message
 Step 3: Buy ads to
promote the
message across TV Commercial Radio
In-Store
channels
 Step 4: Repeat with
a new TVC with a
different creative
twist on the brand PR & Events Billboards
message
Direct Mail

Old 360° Marketing Campaigns
As TVC-centric
campaigns don’t really The brand starts and
build upon previous ends with zero
campaigns… attention in spite of
high ad spends.

The old role of the
campaign was to
Campaign 1 Campaign 2 Campaign 3 maximize reach and
Attention frequency of the
brand message.

Time

Saatchi & Saatchi: Lovemarks
 Lovemarks are
brands that score
high on both love
and respect
 Three ingredients
of love: mystery,
sensuality and
intimacy

Source: http://lovemarks.com

Seth Godin: Ideavirus
 An ideavirus is an
idea that spreads
on its own, like a
virus.
 Similar to the
“contagious idea”
concept from
Publicis

Source: http://www.sethgodin.com/ideavirus
http://contagious-stuff.com

Jyri Engestrom: Social Object
 People don’t just
connect to each
other. They
connect through a
shared object.
 A social object is
an idea that
connects people.
 Related to
Gaurav’s
concept of
Ideasliver: a social
object that you
can own.

Source: http://zengestrom.com
http://gapingvoid.com

How To Scale Passion?
The BIG question for
organizations in the 21st
century: how to convert Brands can scale the
employees, partners and passion of their evangelists
customers into evangelists? by building and nurturing
(online) communities.

Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause. around it. existing social platforms.

New 360° Marketing Campaigns
TV
 Step 1: Identify a
big social object
(lifestyle, interest
or cause) that is
connected with the
brand values
 Step 2: Build an Digital Print
online community
around the social
object
 Step 3: Create a
campaign to
energize evangelists In-Store Community Radio
across channels
 Step 4: Repeat with
a connected
campaign around
the same social PR & Events Billboards
object
Direct Mail

As community-centric
campaigns build upon They add new layers to
the work done in the the community each
previous campaigns… time and grow
attention over time.

Content + Community + CRM

Campaign 3
The new role of the
Campaign 2
campaign is to
recruit evangelists
Campaign 1
Attention into the brand-
hosted community.

Time

Brands need to commit
to a community-centric Brands need to get
strategy for the long content, community
term to benefit. and CRM right to really
connect campaigns.

Content + Community + CRM Campaign To attract
Calendar evangelists
Campaign 3
Content To retain
Campaign 2 Calendar evangelists

Community To grow
Campaign 1
Attention Platform organically

CRM Program To direct
behavior

Time

Pepsi Refresh 360° Marketing
Case Study

Pepsi’s Super Bowl Love Affair
 Pepsi spent $142
million on Super
Bowl ads in the
last decade
 Most Pepsi Super
Bowl ads were full
music videos with
top celebrities
which went viral
with million plus
views on YouTube
 Overall, Pepsi
spends more than
half its marketing
budget on TV

Source: http://youtube.com/watch?v=uRu9HO_tIpw
http://www.youtube.com/watch?v=JHboqbcjGSQ

The Promise of PepsiCo
 In 2009, PepsiCo
committed to the
promise of
“performance with
purpose”:
delivering growth
by investing in a
healthier future
for people and our
planet.

Source: http://pepsico.com, http://pepsico10.com,
http://thepromiseny.com

Pepsi: Moments to Movement
Each of our beverage
brands has a strategy
and marketing
platform that will be
less about (creating) a
moment, more about a
movement.

My primary role
involves thinking about
Frank Cooper, “How do we start Bonin Bough,
Chief Consumer integrating social Global Director of
Engagement Officer, media into the overall Digital and Social
PepsiCo organization?" Media, PepsiCo

Pepsi Refresh Anthem
 In January 2009,
Pepsi launched its
Refresh rebranding
with a ‘Forever
Young’ TVC
featuring Bob
Dylan and
Will.i.am
 Every generation
refreshes the
world. Now it’s
your turn.

Source: http://youtube.com/watch?v=MNVxeBglwxo

Pepsi Refresh Everything
 The earlier version
of the Pepsi
Refresh website
showcased content
and contests that
focused on
refreshing various
aspects of popular
culture.

Source: http://refresheverything.com

Pepsi Refresh Studio
 In September
2009, Pepsi tied up
with Will.i.am to
launch a contest to
create a user-
generated video
and music track of
the single "La La
La" from LMFAO.

Source: http://ultimaterefresh.com
http://pepsi.realitydigital.net

The Pepsi Refresh Project
 In January 2010,
Pepsi launched the
Pepsi Refresh
Project with a
budget of $20m and
an intent to support
ideas that refresh
local communities.
 Based on the Pepsi
Optimism Project
(POP) Survey
findings: Americans
believe that the
best ideas are more
likely to come from
"normal people" as
opposed to public
figures.

Pepsi Refresh: One People TVC
 The One People
TVC for Pepsi
Refresh
aggressively
promoted online.
 However, Pepsi let
go of its Super
Bowl opening ad
position for the
first time in 23
years.

Source: http://youtube.com/watch?v=2fS39FitsoQ

Pepsi Refresh: Game Mechanics
 Up to 1000 ideas
can be submitted
in six categories
each month with
voting in the next
month. Each
month is
effectively a new
campaign.
 32 grants of $5k,
$25k, $50k and
$250k, totaling to
$1.3m each month.
 Leader board for
the most popular
ideas.

Pepsi Refresh: Ambassadors
 Respected thought
leaders from GOOD
act as Refresh
Ambassadors (and
community
managers) in each
category.
 Pepsi also tied up
with GOOD, Global
Giving, Do
Something and City
Years as cause
marketing
partners.


Pepsi Refresh: Blog
 Written by six
category
ambassadors from
Good.
 Blog posts include
a combination of
announcements,
how-to tips, case
studies and
grantee stories to
energize and
educate the
community.


Pepsi Refresh: Showcase
 All funded ideas
are showcased and
their progress
tracked on the
idea blog.


Pepsi Refresh: Virality
 Contestants can
promote their
ideas via updates
on social networks
like Facebook and
Twitter, or via a
widget on their
blog or website.
 The Pepsi Refresh
voting app on
Facebook shows
ideas your friends
support and has
more than 50k
users.


Pepsi Refresh: Brand Website
 The Pepsi brand
website promotes
the Pepsi Refresh
Project along with
other current
brand promotions,
most of which are
thematically
related to the
Pepsi Refresh
Project theme.

Source: http://pepsi.com

Pepsi Refresh: Facebook
 Customized landing
tab on Facebook to
showcase the
highlights of the
project.

Source: http://facebook.com/refresheverything

 Tab to showcase
MTV VJ’s road trip
across America to
meet the Pepsi
Refresh grant
recipients.


 Tab to showcase
Pepsi Refresh
Celebrity
Challenge where
Demi Moore and
Kevin Bacon
promoted their
favorite causes.


Pepsi Refresh: One Goal in Mind
 In the run up to
the FIFA World
Cup, Pepsi Refresh
tied up with the US
soccer team to run
a contest where
three players
promoted their
favorite ideas

Source: http://ussoccer.com/pepsirefresh

Pepsi Refresh: Cherry Goodness
 Pepsi Refresh
contest where
consumers can win
$5000 for
themselves and
$5000 to support
their favorite
charity by finding
one of the 100
specially marked
Pepsi Cherry
products.


Pepsi Refresh: Results
 Added 200k new
Facebook fans in
Super Bowl week.
 Over 500k new
Facebook fans by
end May.
 2m registered
users by end-May.
 5m unique visitors
a month.
 60,000 tweets (175
million Twitter
impressions) by
end-May.


Pepsi Refresh: Canada
 Pepsi is now
starting the Pepsi
refresh Project in
Canada.
 10 grants of $5k,
$25k, $50k and
$250k, totaling to
$200k each month.

Source: http://refresheverything.ca

Six Shifts in 360° Marketing
 One: From TVC-centric Content + Community + CRM
campaign to community-
centric campaign
 Two: From inside-out brand Campaign 3
message to outside-in
social object Campaign 2
 Three: From standalone
campaigns to a series of
campaigns that build upon
Campaign 1
Attention
each other
 Four: From standalone
content pieces to
permission-based content
streams
 Five: From linear ad-
Time
supported growth to viral
organic growth
 Six: From reach and
frequency to participation

 One: From TVC- From
centric campaign
to community-
centric campaign

To

 Two: From inside- From
out brand message
to outside-in social
object

To

 Three: From From
standalone
campaigns to a
series of
campaigns that
build upon each
other

To

 Four: From From
standalone content
pieces to
permission-based
content streams

To

 Five: From linear From
ad-supported
growth to viral
organic growth

To

 Six: From reach From
and frequency to
participation

To

1

Who are our evangelists and
why will they talk about us?

Six Types of Evangelists

1. Customer 4. Partner

Present or 5. Co-worker
2. Prospect Potential or employee
Evangelists

3. Influencer 6. Volunteer

Six Types of Social Objects
1. Our unique 4. Their own
product lifestyle

2. Our
5. Their own
personalized Social Objects interest
service

3. Our mind-
blowing 6. Our shared
marketing cause
campaign

Worksheet 1
Worksheet 1: Who Are Persona 1 Persona 2 Persona 3
Our Evangelists & Why
Will They Talk About Us?
Who are our present &
potential evangelists?
Who do they talk to and
who talks to them?
What else do they talk
about?
What are their triggers
to talk?
Why do we want them
to talk about us?
Why would they talk
about us?

Social Media Use Cases
Marketing Sales Support Innovation Collaborati
on

Brand Identifying Identifying Identifying Profiles,
Insights tracking leads problems trends and groups and
Research ideas activity
communities streams
Changing Converting Solving Acknowledgi Shared
Response medium or leads problems ng ideas workspaces
message

Viral Referral Suggestion Suggestion Blogs and
Proactive marketing campaigns campaigns campaigns wikis
campaigns

Evangelist Evangelist Self-service Ideation Employee
Crowd- communities communities communities communities and partner
sourcing communities

Adapted from: Altimeter Social CRM Use Cases

 Who are our evangelists and why will they talk about us?
 Or, how to identify passion?
 Relates to social object: lifestyle, interest or cause.

2

How can we organize and
energize our evangelists?

Five Core Social Dynamics
Invisible

Collective Intelligence

Ease of Community
Understanding Collaboration

Conversation

Consumer Generated Content
Visible

Easy Ease of Difficult
Implementing

Five Reasons Why
Business is Social
       !
  
Consumer Conversation Collaboration Community Collective
Generated Intelligence
Content

Dell Hell
 Viral campaign
against Dell’s
unresponsive
customer service,
started by
journalist Jeff
Jarvis.

Source: http://buzzmachine.com/archives/cat_dell.html
Disclosure: Dell is a 20:20 Media and 2020 Social client.

Social Media Evolution at Dell
1996-97: 2005-06: 2007-08: 2008-09: 2009-10:

Dell Support Dell Hell Ideastorm Digital Dell Outlet
Initiatives
Forum Blogger Employee Nomad on Facebook
Dell outreach Storm Take Your and Twitter
Community Direct2Dell Own Path Social
Forum Dell Go commerce
Green

Involve Dell Reach out Involve Build Use social
Challenges customers in and build consumers communities networks to
support and long-term and of interest trigger sales
product relationships employees in around social
discussions with product and objects
influencers process
innovation

Source: http://slideshare.net/Dell_Inc/blogwell-
cincinnati-april-7-3678335

Consumer Generated Content
Your consumers are
authors, photographers
and filmmakers, all Tap into their
rolled into one. creativity. Ask them to
interpret your brand.

I wrote a
blog post
I love the about it I also
new
designed a
airport!


IX poster

Dell Go Green
 Dell Go Green is a
consumer
generated content
contest where
consumers submit
ideas to redesign,
reuse of recycle
gadgets to make
them go green.

Source: http://dellgogreen.com

Conversations
Your customers,
partners and
employees are talking Listen to them, reach
about you, in public. out to them, engage
them in a two-way
conversation.

Have you
used this Yes! It
phone? rocks!

 

Direct2Dell Blog
 One of the most
celebrated
corporate blogs.
 Posts about
business,
technology and
consumer trends,
corporate social
responsibility and
business unit
announcements.

Source: http://en.community.dell.com/dell-
blogs/b/direct2dell

Dell SMB on Facebook
 Dell’s Small
Business Facebook
page, structured as
a resource for
small businesses to
use social media,
has more than
37,000 fans.

Source: http://www.facebook.com/dellsocialmedia

Dell Outlet on Twitter
 Dell uses Twitter as
a channel to sell
refurbished
computers to
corporate purchase
managers.
 @delloutlet has 1.5
million followers
and has resulted in
sales of more than
$6 million.

Source: http://twitter.com/delloutlet

Collaboration
People can help solve
each others’ problems,
if we help them Create rich profiles
connect. and reputation systems
to encourage people to
help each other.

How do I
fix this Let me tell
problem? you how!

 

Dell Support Community
 User driven
support community
to increase
customer
satisfaction and
drive down support
costs.

Source: http://en.community.dell.com

Community
Communities come
together around a
shared social object: a Build and nurture a
lifestyle, cause or community platform to
interest. host your customers,
partners, employees,
and evangelists.

Here’s what I am
passionate We have so
I’m
about it too! much in
passionate
common!
about!



Dell Digital Nomad
 Community built
around the idea of
being a digital
nomad.
 Targeted at highly
mobile laptop
users.

Source: http://www.digitalnomads.com/

Dell Take Your Own Path
 Community where
users shared
inspiring stories of
entrepreneurship.
 Driven by the Dell
SME team.
 Now replicated
internationally.

Source: http://takeyourownpath.com

Collective Intelligence
Customers, employees
and partners can give Observe their behavior,
you new ideas and ask for their ideas,
insights. recognize and reward
them for their
contribution.

Here’s

!
Here’s how we
It worked!
an can make
Thank you!
idea! it better!



Dell Ideastorm
 User driven
ideation
community to
listen to
customer’s ideas
on product
improvement and
new product
development.

Source: http://ideastorm.com/

Dell Employee Storm
 Internal ideation
platform to enable
Dell’s worldwide
community of
more than 80,000
employees to post
and discuss ideas
on topics ranging
from product
innovation to
company HR
policies.

Source: http://thesocialworkplace.com/featured/1558/

Social Media Context at Dell
Structure Internal Social Community Role of
workflow media policy Agency
policy
Fitting social Developing Developing Developing Assigning
Challenges
media within workflows for guidelines for guidelines for roles to all
the listening, employees to community stakeholders,
organizational resolving and participate on members to including
structure responding social participate on external
platforms social agency
platforms
hosted by
company
Hub and Radian6 All Public Add local or
Dell’s
spoke model Internal employees community domain
Approach Central blogs and empowered policy for know-how
strategy team community to engage, each Manage
with subject Employee but must community content
matter Storm identify calendar and
experts themselves as workflow
NameatDell


Structure & Stakeholders
 All Dell Employees
are encouraged to
blog and tweet
 Employees can
blog/ tweet as a
dell representative
by identifying
themselves as
NameatDell
 Dell official Twitter
accounts clearly
identify the
employees behind
them.

Source: http://dell.com/twitter

Dell Listening & Response Workflow

Source: http://slideshare.net/Dell_Inc/blogwell-
cincinnati-april-7-3678335

Dell Blog Response Checklist

Source: http://www.slideshare.net/Dell_Inc/dell-
outreach-in-the-blogosphere

Dell Social Media Policy
 Dell has a public
social media policy
for its employees

http://www.dell.com/content/topics/global.aspx/policy
/en/policy?c=us&l=en&s=gen&~section=019

Dell Community Policy
 Dell has a public
community policy
for the members of
its community and
support forums.

http://en.community.dell.com/content/TOU.aspx

Six Elements of Social Strategy
Context Community Campaigns Content CRM Channel

Creating the Identifying Creating and Creating and Creating Creating
right context evangelists, managing a managing a referral and specific
in terms of social object campaign campaign rewards tactics for
and calendar, to calendar, to programs online and
objectives,
community attract the retain the supported by offline
metrics, platform. interest of interest of reputation channel and
structures, evangelists on evangelists on and integrating
workflows a regular a regular recommendat them.
and policies. basis. basis. ion systems.

Social Web Use Cases
Marketing Sales Support Innovation Collaborati
on

Brand Identifying Identifying Identifying Profiles,
Insights tracking leads problems trends and groups and
Research ideas activity
communities streams
Changing Converting Solving Acknowledgi Shared
Response medium or leads problems ng ideas workspaces
message

Viral Referral Suggestion Suggestion Blogs and
Proactive marketing campaigns campaigns campaigns wikis
campaigns

Evangelist Evangelist Self-service Ideation Employee
Crowd- communities communities communities communities and partner
sourcing communities

Adapted from: Altimeter Social CRM Use Cases

Worksheet 2
Worksheet 2: How Can Persona 1 Persona 2 Persona 3
We Organize & Energize
Our Evangelists?

Consumer generated
content (contests etc.)

Conversations (blog
etc.)

Collaboration (support
forum etc.)

Community (community
of practice etc.)

Collective intelligence
(ideation platform etc.)

 How can we organize and energize them?
 Or, how to ignite passion?
 Relates to five social dynamics: consumer generated content,
conversations, collaboration, community and collective intelligence.

Social Web Content Strategy
Internal External
focused focused

1. Company 2. Industry 3. Customer 4. One-to-One 5. Social Hub
News Trends Stories Conversations

Announcements POV on Customer Open threads for Excerpts from
from corporate, business, stories, case ideas, suggestions relevant
business units, technology and studies, and feedback on conversations
country and consumer trends interviews and product or from external
product teams POV on industry testimonials process blogs, forums
Leadership issues and Call for Contests and and social
interviews and government customers to polls linked to networks
profiles policies share their own marketing Conversations
Showcase for stories campaigns may relate to
corporate One-to-one elements in 1-4
culture and CSR interactions in
initiatives comments

Social Web Campaign Strategy
Content People
focused focused
Suggestion “Create You Referral Reality Show
Campaigns Own…” Campaigns Contests
Contests
Tying in Energizing the Tying in Energizing the
Challenges
campaign to community to campaign to community to
customer support participate by customer participate by
and innovation offering relationship and offering
workflows attractive prizes business attractive prizes
Offering and creating development and creating buzz
incentives, buzz around workflows around contest
perhaps as part of contest Offering Building virality
a loyalty program Building virality incentives, into the contest
into the contest perhaps as part via social voting
via social voting of a loyalty
program

Social Web Channel Strategy
Content People
focused focused
YouTube Twitter LinkedIn Facebook

Tools Video channels Tweets, DMs, Profile, pages, Pages, status
Video embeds @replies, status messages, messages, events
Search retweets (RT), Q&A, groups, Search
hashtags (#) events Applications
Search Search API integration
API integration Applications
API integration
Challenges
Building in “call Creating Connecting Creating
to share” in the interesting 140 within interesting
videos character restrictions content daily
Creating regular messages daily Maintaining Using
video content Participating in professional tone functionality to
conversations in the fullest
real time

Social Media Response Matrix
Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative
Yes Yes
No Does customer
Do you want Assess the Evaluate the
need/deserve more
to respond? message purpose
info?

Yes Yes Are the No
Unhappy Gently correct the
No Response facts
Customer? facts
correct?

No

Yes No Yes Are the No
Can you add Dedicated
facts
value? Complainer?
correct?
No Yes

Is the Explain what is being
Respond in Thank the Comedian Yes
problem done to correct the
kind & share person Want-to-Be?
being fixed? issue
Yes No

Let post
stand and
Source: USAF, modified by Altimeter Group monitor

Starbucks V2V
 Starbucks
Volunteer network
for promoting
events and actions

http://www.v2v.net/starbucks

My Starbucks idea
 Community of
Starbucks fans for
‘making the
Starbucks
experience better’

 Users submit and
vote best ideas

 Starbucks
implements the
idea

http://mystarbucksidea.force.com/apex/ideaHome

Starbucks on Facebook
 Active engagement
on the Starbucks
Facebook page

 Micro contest and
campaigns for user
engagement

 7 million + fans

http://www.facebook.com/Starbucks

Starbucks on Facebook
 Custom Facebook
application
powered by
Salesforce to drive
and measure word-
of-mouth referrals
in a Starbucks
campaign to
encourage
volunteerism.

Source:
http://appirio.com/products/rms/viralmarketing_demo/
viralmarketing_demo.htm

Starbucks on Twitter
 Twitter account for
answering people
and promoting
what others are
saying about
Starbucks

http://twitter.com/Starbucks

Stop Starbucks
 Launched in May
2009, to coincide
with a big
Starbucks
consumer
generated content
contest.
 Minimal impact
due to
overwhelming
positive
conversations
about Starbucks.

 Source: http://stopstarbucks.com

Worksheet 3
We Help Our Evangelists
Spread the Word?

Community strategy

Content calendar

Campaign calendar

Facebook

LinkedIn

Twitter

YouTube

Integration strategy

Microsoft ExecTweets
 Community built
around aggregation
of tweets from
CXOs.
 Voting,
commenting and
sharing on the
aggregated tweets.

 Source: http://exectweets.com

Windows Support Community
 Microsoft Windows
support community
with expert blogs
and tips, and user
stories.

 Source:
http://windows.microsoft.com/en-
US/windows/help/community

Microsoft Press Room
 Social media press
room with rich
multimedia
content.

 http://www.microsoft.com/presspass/
default.mspx

Microsoft Developer Network
 Community
platform for
Microsoft
developers to
network with and
learn from each
other.

 Source: http://msdn.microsoft.com

Microsoft Partner Network
 Community
platform for
Microsoft partners
to network with
and learn from
each other.

 Source:
http://microsoftpartnernetwork.com

Microsoft Careers JobsBlog
 Microsoft career
blog with inside
peek into company
culture and advice
from recruiters.

 Source: http://microsoftjobsblog.com

Zune Social
 Online music
community
powered by what
Zune users and
their friends are
listening to.

 Source: http://www.zune.net/en-
us/promotions/jointhesocial/default.h
tm

Office Ribbon Hero
 Game where users
can play
challenges, score
points,
and compete with
your friends while
improving their
productivity with
Office.

 Source:
http://officelabs.com/projects/ribbon
hero

Microsoft Bizspark
 Targeted LinkedIn
ads to drive leads
to expert profile.
 Direct interaction
between experts
and developers.

 Source:
http://advertising.linkedin.com/bizspa
rk

Three Types of Metrics

2. WEB
ANALYTICS
RELEVANCE Relate
PURCHASE SOCIAL
PIPELINE WEB

1. SOCIAL
Awareness Consideration Purchase CONTENT MEDIA
ANALYTICS
Try
Share
IMPACT

3. BUSINESS
ANALYTICS

Worksheet 4
We Measure the Success
of Our Strategy?
Social media analytics
(+ive mentions etc.)
Web analytics
(registrations etc.)
Business analytics (leads
& conversions etc.)

 How can we (help them) spread the word?
 Or, how to scale passion?
 Relates to content, campaigns and channels.

 You should track three types of analytics: social media analytics, web
analytics and business analytics.

Social Technologies & Business

Let’s Stay in Touch
2020social.com | contact@2020social.com| @2020social

gaurav@2020social.com dave@2020social.com
@gauravonomics @evansdave

gautam@2020social.com kaushal@2020social.com
@gautamghosh @ksarda

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