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Social Influence Systems: Social Media Asia Pacific
We were
OMG!!!!!        promised
               JETPACKS!?!?!
ITS 2011!

            WHERE
             ARE
            THEY!



                               2
Communicators know that
social influence is changing
how they do business and
 reach customers……but



                               3
4
Closed loop business optimized
         Corrective action plan



              Process + Data=
             Insights + Metrics




              Standard, widely
              Adopted process




               Beginnings of a
                      process




               Chaotic, ad hoc




                                  5
Social Influence Systems: Social Media Asia Pacific
Social Media Marketing can be successful but often
campaigns aren’t optimally executed because they’re:

Treated as one-off campaigns

Not aligned to comms goals and ROI is questionable

Not integrated into ‘regular’ workflows

Decision hierarchy murky

Infrastructure not built to support or amplify campaigns

Audience media habits aren’t understood

Result is……ZOMBIE SOCIALMEDIA….
campaigns that are the living dead


                                                           7
INTERNAL CAUSE              EXTERNAL EFFECT

• Unclear Objectives        • Slow Response Time
• Misaligned Objectives     • Company Unengaged
• Unclear Decision Makers   • Missed Opportunities
• No Defined Process        • Unsuccessful Efforts
• Conflicting Policies      • Crisis Driven
• Insufficient Resources    • Loss of Customer Trust




                                                       8
9
WHAT’S NEEDED IS A SOCIAL MEDIA SYSTEM THAT
SLAYS THE ZOMBIES

Builds the process to connect with stakeholders at the
right time, with the right content on the right channels

Creates a framework & infrastructure to manage social
media that is sustainable

Integrates into the BIGGER communications workflow

Allows companies to resource appropriately and do
more with less

Can help show steady and measurable results from
social
Result is……A ZOMBIE KILLING SOCIAL
MEDIA ENGINE….that runs smoothly and efficiently
Experience the World Cup 2010 Live!
       Tell us your football story and win*
STEP 1
 A N A LY Z E
S I T U AT I O N

                   Which digital channels are currently being
    DIGITAL
  FOOTPRINT
                   employed? What is the content being distributed
   ANALYSIS        through those channels? What levels of engagement
                   occur around that content?




    SEARCH
  FOOTPRINT        How do you show up in search engines?
   ANALYSIS




    DIGITAL        What content is available and being created for
     ASSET
     AUDIT         social channels?




                   What is the internal process and stakeholders for
   PROCESS
  DISCOVERY        monitoring, creating content, posting to channels,
                   and engaging with end-users?




                                                                        12
STEP 1            STEP 2
 A N A LY Z E       DEVELOP
S I T U AT I O N   S T R AT E G Y


    DIGITAL
                      TARGET
  FOOTPRINT
                     AUDIENCE
                                    Who are we looking to influence?
   ANALYSIS                         Who is influential?




    SEARCH                          What is the ultimate goal of the
                     BUSINESS
  FOOTPRINT
                    OBJECTIVES      communications stream?
   ANALYSIS




    DIGITAL                         What are our unique benefits to our
                     DIFFEREN-
     ASSET
                      TIATORS       target audience?
     AUDIT




   PROCESS           SUCCESS        What KPIs will be used to
  DISCOVERY          METRICS        determine a successful rollout?




                                                                          13
STEP 1            STEP 2           STEP 3
 A N A LY Z E       DEVELOP           ALIGN
S I T U AT I O N   S T R AT E G Y   PROCESSES


    DIGITAL                                                   Are the appropriate
                      TARGET         RESOURCE
  FOOTPRINT
                     AUDIENCE        AS S E S S M E N T
                                                              number and types of
   ANALYSIS                                                   people involved in the
                                                              process?

                                                              How does content and
                                                              engagement happen
    SEARCH
  FOOTPRINT
                     BUSINESS        WORKFLOW                 now, who is
                    OBJECTIVES       DISCOVERY                responsible, what is
   ANALYSIS
                                                              the process?

                                                              Who needs to be
                                                              informed of new
    DIGITAL
                     DIFFEREN-       GOV E R N AN C E
                                                              content and social
     ASSET                                                    engagements, what is
                      TIATORS          FLOW
     AUDIT
                                                              the process, where
                                                              does the governance
                                                              live?

                                                              Where can we create
   PROCESS           SUCCESS          WORKFLOW
  DISCOVERY          METRICS         O P T I M I Z AT I O N
                                                              efficiencies to cut
                                                              down on manual
                                                              labor?



                                                                                       14
BUSINESS
            UNITS




EXTERNAL
  STAKE                 HR
HOLDERS




           CONTENT                        BUREAUS
             PIPE                         PROVIDE
                                                    Content


                                      NEW MEDIA
  CSR                 MARCOMM              TEAM
                                       PROVIDES
                                               Governance

                                     Best Practices/Policies
           INTERNAL
            COMMS                Training/Content Guerrillas

                                Content Strategy/Templates




                                                         15
SITUATION-SPECIFIC CONTENT/CHANNEL PLUGINS
Engagement Plans, Content and Channel Strategy

BRAND NARRATIVE POSITIONING     PRODUCT LAUNCH



EXECUTIVE         THOUGHT          NEW
                                                 PRODUCT
PLATFORMS        LEADERSHIP      PRODUCT
                                                 SUPPORT
                                 ROLLOUT




RAPID RESPONSE                  STAKEHOLDER COMMUNICATIONS


                  CRISIS        INTERNAL         INVESTOR
 NEWS LEAK
                  COMMS         COMMUNI-         RELATIONS
                                 CATIONS




                                                             16
Social Media as       Starts conversations
                                                Marketing tool for      Easy first step into
content distribution      with targeted
     engine                                      push content           social engagement
                            segments




                       Joins conversation &    Communications tool      Aggregates, elevates
  Social media as
                        builds relationships   to link to, curate and   and distributes news
 influence engine
                          with influentials             clarify           across company




 Social Media as                               Customer care tool to    Builds brand equity
                       Creates conversations
    reputation                                   solve customer             and fosters
management engine         with individuals
                                                    problems                evangelists




                                                                                               17
MEASUREMENT



                                  REACH                INSIGHTS
                                FOLLOWERS,
                                 PAGE LIKES
                               WEB ANALYTICS



                                                         WHO
                                                  IS INFLUENCING
CONTENT IN                                                THE
THE PUBLIC                                        C O N V E R S AT I O N ?
                               E NGAGE M E NT
  SPHERE                       RTS, REPOSTS,              WHAT
                  AUDIENCE        SHARES
                                                     CONTENT IS
  ACROSS                     COMMENTS, REPLIES,
                                QUESTIONS,          R E S O N AT I N G
 M U LT I P L E               HASHTAGS, LINKS        AND WHY?
CHANNELS
                                                          HOW
                                                        CAN THE
                                                    S T R AT E G Y B E
                                                   ADJUSTED FOR
                               RESONANCE              IMPROVED
                               USER SENTIMENT          R E S U LT S ?
                                 VOTES AND
                               CONTENT LIKES
                                  COMMENT
                                  SENTIMENT


                                                                             18
F I LT E R S



                              EXECUTIVE     THOUGHT
                              PLATFORMS    LEADERSHIP




                                 NEW                       TWITTER
                                           PRODUCT        YOUTUBE
 WE SIS™                       PRODUCT
                STORY &                    SUPPORT
STRATEGIC
 BUSINESS
ALIGNMENT
            +   CONTENT
                  PIPE
                          +    ROLLOUT                   FACEBOOK
                                                          L I N K E D IN
                                                        FOURSQUARE
                                                                            AUDIENCE &
                                                                           ENGAGEMENT
                                                            VIMEO
                                                             ORKUT
                                             CRISIS
                               NEWS LEAK
                                            COMMS




                                INTERNAL
                                           INVESTOR
                               COMMUNI-
                                           RELATIONS
                                CATIONS




                              M E AS U R E M E N T
                                                                                         19
Social Influence Systems: Social Media Asia Pacific

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Social Influence Systems: Social Media Asia Pacific

  • 2. We were OMG!!!!! promised JETPACKS!?!?! ITS 2011! WHERE ARE THEY! 2
  • 3. Communicators know that social influence is changing how they do business and reach customers……but 3
  • 4. 4
  • 5. Closed loop business optimized Corrective action plan Process + Data= Insights + Metrics Standard, widely Adopted process Beginnings of a process Chaotic, ad hoc 5
  • 7. Social Media Marketing can be successful but often campaigns aren’t optimally executed because they’re: Treated as one-off campaigns Not aligned to comms goals and ROI is questionable Not integrated into ‘regular’ workflows Decision hierarchy murky Infrastructure not built to support or amplify campaigns Audience media habits aren’t understood Result is……ZOMBIE SOCIALMEDIA…. campaigns that are the living dead 7
  • 8. INTERNAL CAUSE EXTERNAL EFFECT • Unclear Objectives • Slow Response Time • Misaligned Objectives • Company Unengaged • Unclear Decision Makers • Missed Opportunities • No Defined Process • Unsuccessful Efforts • Conflicting Policies • Crisis Driven • Insufficient Resources • Loss of Customer Trust 8
  • 9. 9
  • 10. WHAT’S NEEDED IS A SOCIAL MEDIA SYSTEM THAT SLAYS THE ZOMBIES Builds the process to connect with stakeholders at the right time, with the right content on the right channels Creates a framework & infrastructure to manage social media that is sustainable Integrates into the BIGGER communications workflow Allows companies to resource appropriately and do more with less Can help show steady and measurable results from social Result is……A ZOMBIE KILLING SOCIAL MEDIA ENGINE….that runs smoothly and efficiently
  • 11. Experience the World Cup 2010 Live! Tell us your football story and win*
  • 12. STEP 1 A N A LY Z E S I T U AT I O N Which digital channels are currently being DIGITAL FOOTPRINT employed? What is the content being distributed ANALYSIS through those channels? What levels of engagement occur around that content? SEARCH FOOTPRINT How do you show up in search engines? ANALYSIS DIGITAL What content is available and being created for ASSET AUDIT social channels? What is the internal process and stakeholders for PROCESS DISCOVERY monitoring, creating content, posting to channels, and engaging with end-users? 12
  • 13. STEP 1 STEP 2 A N A LY Z E DEVELOP S I T U AT I O N S T R AT E G Y DIGITAL TARGET FOOTPRINT AUDIENCE Who are we looking to influence? ANALYSIS Who is influential? SEARCH What is the ultimate goal of the BUSINESS FOOTPRINT OBJECTIVES communications stream? ANALYSIS DIGITAL What are our unique benefits to our DIFFEREN- ASSET TIATORS target audience? AUDIT PROCESS SUCCESS What KPIs will be used to DISCOVERY METRICS determine a successful rollout? 13
  • 14. STEP 1 STEP 2 STEP 3 A N A LY Z E DEVELOP ALIGN S I T U AT I O N S T R AT E G Y PROCESSES DIGITAL Are the appropriate TARGET RESOURCE FOOTPRINT AUDIENCE AS S E S S M E N T number and types of ANALYSIS people involved in the process? How does content and engagement happen SEARCH FOOTPRINT BUSINESS WORKFLOW now, who is OBJECTIVES DISCOVERY responsible, what is ANALYSIS the process? Who needs to be informed of new DIGITAL DIFFEREN- GOV E R N AN C E content and social ASSET engagements, what is TIATORS FLOW AUDIT the process, where does the governance live? Where can we create PROCESS SUCCESS WORKFLOW DISCOVERY METRICS O P T I M I Z AT I O N efficiencies to cut down on manual labor? 14
  • 15. BUSINESS UNITS EXTERNAL STAKE HR HOLDERS CONTENT BUREAUS PIPE PROVIDE Content NEW MEDIA CSR MARCOMM TEAM PROVIDES Governance Best Practices/Policies INTERNAL COMMS Training/Content Guerrillas Content Strategy/Templates 15
  • 16. SITUATION-SPECIFIC CONTENT/CHANNEL PLUGINS Engagement Plans, Content and Channel Strategy BRAND NARRATIVE POSITIONING PRODUCT LAUNCH EXECUTIVE THOUGHT NEW PRODUCT PLATFORMS LEADERSHIP PRODUCT SUPPORT ROLLOUT RAPID RESPONSE STAKEHOLDER COMMUNICATIONS CRISIS INTERNAL INVESTOR NEWS LEAK COMMS COMMUNI- RELATIONS CATIONS 16
  • 17. Social Media as Starts conversations Marketing tool for Easy first step into content distribution with targeted engine push content social engagement segments Joins conversation & Communications tool Aggregates, elevates Social media as builds relationships to link to, curate and and distributes news influence engine with influentials clarify across company Social Media as Customer care tool to Builds brand equity Creates conversations reputation solve customer and fosters management engine with individuals problems evangelists 17
  • 18. MEASUREMENT REACH INSIGHTS FOLLOWERS, PAGE LIKES WEB ANALYTICS WHO IS INFLUENCING CONTENT IN THE THE PUBLIC C O N V E R S AT I O N ? E NGAGE M E NT SPHERE RTS, REPOSTS, WHAT AUDIENCE SHARES CONTENT IS ACROSS COMMENTS, REPLIES, QUESTIONS, R E S O N AT I N G M U LT I P L E HASHTAGS, LINKS AND WHY? CHANNELS HOW CAN THE S T R AT E G Y B E ADJUSTED FOR RESONANCE IMPROVED USER SENTIMENT R E S U LT S ? VOTES AND CONTENT LIKES COMMENT SENTIMENT 18
  • 19. F I LT E R S EXECUTIVE THOUGHT PLATFORMS LEADERSHIP NEW TWITTER PRODUCT YOUTUBE WE SIS™ PRODUCT STORY & SUPPORT STRATEGIC BUSINESS ALIGNMENT + CONTENT PIPE + ROLLOUT FACEBOOK L I N K E D IN FOURSQUARE AUDIENCE & ENGAGEMENT VIMEO ORKUT CRISIS NEWS LEAK COMMS INTERNAL INVESTOR COMMUNI- RELATIONS CATIONS M E AS U R E M E N T 19