What we call social is used across the enterprise and needs to be governed so that every business group takes full advantage of what the social universe offers the brand

1. Social Governance -
How to manage the
unmanageable
Presented by John Kottcamp!
J. Boye Web & Intranet Conference!
Philadelphia, PA – May 7, 2014!

2. Who am I?

3. Where do I come from

4. What do we do
In the era of an ever connected culture, we help our
Global 2000 clients with the digital transformation
required to deliver highly relevant and personalized
experiences across any channel or device. !
!
We are a business strategy led consultancy that is
focused on optimizing customer experiences,
increasing sales, and improving customer service !

5. Who we work with
Technology B2BHealthcare
Financial Services

6. What’s important to us
The art and science of balancing the needs and desires of the always
connected, fully empowered customer with the business requirements and
commercial outcomes which define success for the enterprise !
in the 21st century.!
The Fair
Exchange!

7. The Modern Marketing Budget

13. The Roles of Social in a
modern business

15. Customer Service

16. Client is interested in
March Madness
packages!
PURCHASE!
SEARCH!
March
Madness!
SEASONAL!
March
Madness!
SEARCH
OPTIONS!
FAVORITE!
March
Madness!
OFFER
CHOICES!
March
Madness!
PACKAGE!
ESPN!
PACKAGE!
NCAA
BASKETBALL!
PACKAGE! YES!
NO!
1. Search!
2. Retained Favorite!
3. Rules-based!
1. Faceted Results!
2. Past Behavior!
3. Current Popularity!

17. Crisis Management

19. Brand Marketing

21. Digital Marketing

22. Social’s role within the Markitecture
Content
SendAnalytics
Campaign
SendAnalytics
Business Intelligence
Leads
EBC
(Event Based
Communication)
Prospect
/
Customer
Mobile/TouchDirect Mail Web
Contact
Center
SMSEmailVRU
Siebel
(CRM)
(Email
Service
Provider)
Branch
(Direct
Mail)
(Rewards)(Voice
Portal/IVR)
Campaign
Data
EDW
Campaign
Management
Key Relationship
Rewards
(iLog/Abinitio)
OBI
/
Key.COM
/
KBO
(Social
Media
Monitoring)
Social
Media
Teller
21
/
CE
Desktop
(Channel Analytics)
CIX
OTM
(Outbound Telesales
Marketing)
(Analytics
Data
Mart)
Rel.
Managers
Manual
Originated
Leads
Key VRU
Campaign
Leads
Push Offers / Get Leads
Offers
FulfillPoints
Offers
Offers/Leads
Prospects
Web/MobileAnalytics
Campaign
Prospects
Leads
(Mobile
SMS)
Key
Bank
Application
Personalization
Rules
Insight /
Analytics
Lead/Prospect
Data
Customer
Segmentation
Marketing
Operations
Lead
Management
WCM Smart
Target
Offer
Content
Mgmt.
Offer
Content
Mgmt.
Send Analytics
Updates
SendAnalytics
Offer/Segments
Marketing
Architecture
Future
State

23. Insight and Innovation

24. 58%
18%
13%
11%
0%
Twi+er
Forum
Blog
Facebook
Others
(Review
&
Video/Photo)
Popular
forum
domains:
• Roadbikereview
• LetsRun.com
• Bodybuilding
Popular
blog
domains:
• Running
Diva
Mon
• Fit
Approach
• Women’s
Running
Community
Popular
Facebook
domains:
• CompeBtor
Running
• Strava
Cycling
• Slow
is
the
New
Fast
Popular
Twi+er
domains:
• Runner’s
World
• Pace
Per
Mile
• Nike
Running
Popular
Hashtags:
• Mostly
about
the
sports
they
are
playing
or
the
events
they
aFend:
#cardio
#zumba
#run
#triathlon
#running
#5k
#10k
#marathon
#biking
#cycling
#bpms150
#everymomentcount
• Others:
#fitness
#workout
#iworkout
#runchat
#RWRunStreak
#RunKeeper
#ironman
#inspiraBon
#moBvaBon
#goals
#training
#myfitnesspal
#fiPam
#gePit
#healthy
#relaxed
#stressrelief
#geSngbackinshape
24
N=2,850,000
,
(6/8/2013
–
12/8/2013)

25. Social as a part of organization

27. Source – Forrester Research, Reboot Your Organization for Modern Marketing,” May 2014!

28. Source – Forrester Research, Reboot Your Organization for Modern Marketing,” May 2014!

29. It starts with knowing where you are

33. Decide where you want to go

35. John Kottcamp!
CMO, Tahzoo!
john@tahzoo.com!
@jkottcamp!
©All rights reserved, Tahzoo LLC, 2014!