KGA for Pacific Conferences - Breaking doewn silos
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The document discusses implementing a whole-of-company social media strategy. It recommends securing buy-in by linking social media objectives to business plans and measuring returns. It also suggests identifying long-term game changers and early wins to evaluate success and constantly communicate objectives across business units.
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KGA for Pacific Conferences - Breaking doewn silos
- 1. Breaking Down Silos. Whole of Company Social Media. Now.
- 2. > Make It Work. 1. Game Changer Make Marketing More Effective Insert image in this 2. Whole of Business Multiple Touch Points space 3. 3 Steps to Communicate a. Secure Buy-In b. Identify Objectives c. Long Term Game Changers & Early Wins 2
- 3. .
- 4. in one generation Insert image in this the nature space of trust has changed irrevocably 4
- 5. trust to o o Armed forces NGOs +43% +27% operate in o o Education system Health system +26% +17% society’s o Trade unions/labor +2% o Legal system -2% best o Global companies -9% o Large national companies -10% interest Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”
- 6. You Are No Longer Trusted
- 7. but we trust Miss Fong in Hong Kong
- 8. trust me.
- 12. publishers formerly known as audience many to many
- 16. from consumer social media’s changed our roles to media producer
- 17. YOU NEED A NEW PERSPECTIVE.
- 18. from promoter social media’s changed your role to conversation farmer
- 20. inform build a culture educate honesty only policy repeat identify yourself social media guidelines training constant communication clarity about home, work don’t start unless committed
- 22. > Make It Work. 1. Game Changer Make Marketing More Effective Insert image in this 2. Whole of Business Multiple Touch Points space 3. 3 Steps to Communicate a. Secure Buy-In b. Identify Objectives c. Long Term Game Changers & Early Wins 22
- 23. 23
- 24. whole of company
- 25. > Make It Work. 1. Game Changer Make Marketing More Effective Insert image in this 2. Whole of Business Multiple Touch Points space 3. 3 Steps to Communicate a. Secure Buy-In b. Identify Objectives c. Long Term Game Changers & Early Wins 25
- 26. secure buy-in? - link to business plan - insurance policy - peer pressure - ROI
- 27. link to business plan “We have studies showing that brands connecting aggressively through social media are generating far greater revenue growth than those that are not. Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009 27
- 28. measure value.
- 29. United Airlines shares declined 10% erasing $180 million of value. insurance policy Bad customer service became image in this space Insert a song. 29
- 30. Molly Katchpole is a 22 year old unemployed college graduate. Her petition against a $5 monthly charge for an ATM card gathered 300,000 signatures, and led to a change in bank policy. insurance policy Bank of America ranks most Insert image in this space hated 30
- 31. Despite vocal debate about interest rates, bank fees and service Commonwealth Bank has 133,622 likes on Facebook. peer pressure Timeline lets you share your Insert image in this space common history 31
- 32. 80,000 „hand raisers‟ asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those, 97 percent did not own a Ford vehicle. ROI Ford lets new buyers Insert image in this space drive the Ap 32
- 33. people trust brands that build a personal relationship Mobile Marketing Social Personalized Networks Search Blogs Online Communities Direct Mail Rewards Online Display Programs Advertising Targeted Online Brand Content Print Opt-in E-mail Personalization Radio Mass TV Awareness Consideration Trial Loyalty Advocacy Relationships Digital Traditional 33 33
- 34. identify objectives - per campaign - per business unit - whole of company
- 35. understand business plan measure link to business plan evaluate measure engagement trial programs ask for feedback
- 37. long term game changers early wins
- 38. “ in a connected world, power shifts to those best able to connect. Dov Seidman ”
- 40. social is not “emerging” 40
- 41. even if you are 41
- 43. “If you don’t like change, you’re going to like irrelevance even less.” General Eric Shineski, Retired Chief of Staff, U.S. Army 43
- 44. thanks. i‟m blogging this. www.twitter.com/FacingChina 44
- 45. questions? 45
Editor's Notes
- To start let me borrow from Gertrude Stein’s quote: “There is No There There”. She was trying to find her childhood home in Oakland CA only to find it had been razed. Wizard of Oz is a classic “destination” story – all about getting there. We’ve become destination-focused in We 2.0 world. Our mindset is about driving consumers to some specific place that we create and we control.That’s a comfortable model for us: we can measure, have a sense of being effective.Above all it’s familiar; the destination site is the online version of a physical retail presence.The problem is, this approach is at odds with consumer behavior. The idea of driving consumers somewhere is outdated and out of step – there is no there.
- To put it in retail terms, think about the importance of convenience. Would you open a store in this mall?No, you open stores where people are or where people go. You don’t expect them to change their lives to come to you.When it comes to social networks, people have already established their roots, and brands need to adapt to them, not vice versa.
- So, There is No There – we need to move away from a destination mindset and toward a distribution mindset. Be where people are, and participate in a way that speaks to them directly.But there are big implications to being in all of these social spaces. First of all, it’s a lot of work to maintain a presence in multiple spaces.You’re in people’s personal environments, so the cost of entry is relevance.How can we be relevant to many small groups of people who have self-organized around some interest?
- Today we’re in the midst of the fifth media revolution in the past 500 years. That places firms like Deloitte in prime position to provide direction, guidance and support to clients.
- At heart we are the same people as our ancestors – even if our tribes have changed.Soccer Moms...Metro-sexuals...Christian fundamentalists...Forever 40s...Disciples of Beckham...
- To understand social media we need to understand people.
- Technology allows new ways of expressing ourselves.From Guttenberg to Blogspot – everyone has looked for ways to express themselves. This is the greatest democratic movement in history of the world – the liberation of the individual voice.
- Telephone, printing press, recorded media – even airwave transmission of messages. It was always one to one or one to many.Today I have 5,000 readers of my blog. We’re in a brand new field – many to many.
- Telephone, printing press, recorded media – even airwave transmission of messages. It was always one to one or one to many.Today I have 5,000 readers of my blog. We’re in a brand new field – many to many.
- To all evaluating social media – I have bad news. This is not the story. It is too static – and includes too many borders.
- On March 31, 2008 Dave Carroll, a country musician, and his band were on a United Airlines flight to Omaha, Nebraska. A passenger sitting a few rows behind them noticed the baggage handlers throwing around luggage as the plane was loaded. “They’re throwing around guitars out there,” the passenger said; which immediately gained the attention of Carroll and his band. As the group looked outside on the tarmac, they saw their expensive guitars and musical equipment being thrown around by United Airlines baggage handlers. They immediately sought out a flight attendant to ask why exactly their luggage was being mishandled. The flight attendant assured the troubled musicians, and informed them that they had signed a waiver in regards to their belongings. However, none of them recalled signing anything. Once they arrived in Omaha, Carroll noticed that his $3,500 Taylor guitar had been damaged. Fortunately, Carroll was able to have his guitar repaired at a cost of $1,200, but the musician claims that the guitar has never sounded the same since it was damaged. After spending a full year attempting to go through the proper channels to receive some type of compensation for his damaged guitar, Carroll was fed up. He decided to reach out to one of the largest social media outlets, YouTube, to share his story with the rest of the world. Carroll didn’t simply create a YouTube video in which he stated his complaints against United Airlines in hopes to get a few hundred views. Instead, he utilized his artistic abilities and made a song titled, “United Breaks Guitars”. The video quickly gained the attention of the public, making it viral in just a few short days. Nevertheless, Carroll didn’t just make one video and stop there, but chose to make a total of three music videos explaining his situation. This allowed the musician to identify with others who have had baggage problems with United Airlines in the past. By doing this not only did he tell his story, but was able to draw attention to all of the other individuals that had difficulties with receiving compensation for their damaged or lost luggage.Read More: http://justinecung.blogspot.sg/2012/01/united-breaks-guitars-pr-case-study.html
- Molly Katchpole just graduated from the Roger Williams University in Rhode Island in May 2011, and is working two part-time jobs in Washington DC to make ends meet. So when she heard that Bank of America was going to levy a monthly $5 debit card use fee on her, and all of their other customers that don't have a mortgage and/or $20,000 in the bank, she got angry. And that anger lead to her starting a petition on change.org.Read more: http://articles.businessinsider.com/2011-10-31/wall_street/30341269_1_debit-bank-of-america-customers-petition#ixzz1jE3dgdbiAnd then that petition got her over 300,000 signatures in only a few weeks. Her letter is below if you'd like to read it.Katchpole didn't stop there. When her petition started gaining traction (about 195,000 signatures) only a week or so after it was posted, she went to her local Bank of America with her petition in hand and closed her account. She also cut up her debit card on camera and moved her money to a credit union. As you probably know, Bank of America now says that it will "redefine" their fee structure so that most customers don't have to pay. Meanwhile, JPMorgan Chase and Wells Fargo have said that they will not levy fees of their own, as they had previously announced they were considering.It's up to you whether or not you believe Katchpole's petition had anything to do with it, but we think that, combined with all the media attention it got, it likely factored in to these decisions.And why wouldn't it? The comments left on the petition were left by Bank of America customers from all walks of life — from young people like Katchpole, to older people who have had their bank accounts for decades."I consider it a victory," Katchpole told us this weekend. "It's the middle class of America that's keeping this country running. If they can't spend money, or feel like they have a voice, then things are going to go wrong."She says that her activism isn't an official part of Occupy Wall Street, or any other organization. It's just for anyone upset about bank bailouts and big Wall Street bonuses.Read more: http://articles.businessinsider.com/2011-10-31/wall_street/30341269_1_debit-bank-of-america-customers-petition#ixzz1jE3XJXNN
- “HP Labs released a report entitled Predicting the Future with Social Media. This report was released on April 9, 2010
- In 2009, Ford spent roughly one-quarter of its marketing dollars on digital and social media. This was more than double the amount spent by its competitors. Ford was clearly out front in the social networking arena, and its efforts paid rich dividends. As Ford's chief marketing executive, James Farley, put it: "If you are trying to communicate, as we are, that you have been reinventing the company, you can't just say it. You have to get the people to say it to each other."Say it they did! They posted 11,000 videos, 15,000 Twitter messages, and over 11 million social networking impressions as part of an American Ford Fiesta prelaunch social media campaign called the Fiesta Movement.The results were remarkable: 4.5 million YouTube views, 3.5 million Twitter impressions, and 80,000 "hand raisers" who asked to be kept up to date on the U.S. launch of the Ford Fiesta. Of those hand raisers, 97 percent did not own a Ford vehicle.
- You need to help clients create an environment to convene and support groups.The choice is NOT – “do we participate.” This is the environment today. Participate or not you are in the conversation. Now the question is – HOW do you participate?
- Finally, we need to rethink our view of socialSocial is not off to the side. Should be core, ongoing effort. Should be part of every program. Media, Search, and SocialIt’s not a question of will it work for us.Because it works for the consumer.
- www.changemakers.org/index.php?s=2