We social influence-systems-wood_2011-02

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Its already 2011, the fifth year of the social media revolution and while there is so much new to talk about that’s new, when talking about the context of communications there are a lot of constants that remain the same.

Getting the right content to the right people at the right times on the right platforms. This is just common sense and best practice. But social media like any disruptive platform has forced marketers to rethink their media mix and as they do some have forgotten these best practices.

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We social influence-systems-wood_2011-02

  1. 1. We wereOMG!!!!! promised JETPACKS!?!?!ITS 2011! WHERE ARE THEY! 2
  2. 2. Communicators know thatsocial influence is changinghow they do business and reach customers……but 3
  3. 3. 4
  4. 4. Closed loop business optimized Corrective action plan Process + Data= Insights + Metrics Standard, widely Adopted process Beginnings of a process Chaotic, ad hoc 5
  5. 5. Social Media Marketing can be successful but oftencampaigns aren’t optimally executed because they’re:Treated as one-off campaignsNot aligned to comms goals and ROI is questionableNot integrated into ‘regular’ workflowsDecision hierarchy murkyInfrastructure not built to support or amplify campaignsAudience media habits aren’t understoodResult is……ZOMBIE SOCIALMEDIA….campaigns that are the living dead 7
  6. 6. 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
  7. 7. 9
  8. 8. WHAT’S NEEDED IS A SOCIAL MEDIA SYSTEM THATSLAYS THE ZOMBIESBuilds the process to connect with stakeholders at theright time, with the right content on the right channelsCreates a framework & infrastructure to manage socialmedia that is sustainableIntegrates into the BIGGER communications workflowAllows companies to resource appropriately and domore with lessCan help show steady and measurable results fromsocialResult is……A ZOMBIE KILLING SOCIALMEDIA ENGINE….that runs smoothly and efficiently
  9. 9. Tai O Bakery
  10. 10. The Evolution of one2free
  11. 11. Pepsi has diverted as much as one-third of its marketing budget to Refresh
  12. 12. "Society is moving fast, and we have to move faster. We asorganizations have to move from impressions toconnections," said B. Bonin Bough, global director of digitaland social media at PepsiCo.And, he said, referring to Pepsi Refresh, the much-ballyhooed program that awards grants for civic and socialprograms, "As an organization, when we announced it,everybody at this town hall hugged each other, loved eachother. ... Everyone from the CEO down was laser-focusedon getting the thing right,“He added that Pepsi Refresh is now going global and that itwill be back in the U.S. in 2011. So far 46 million votes havebeen cast for projects to donate money to.
  13. 13. • Starters… They make real“I CREATE” • Creative leaders… • Innovators… change happen with their ideas 1 & actions. • Supporters… 9 They spread new“I TALK” • Influencers… “culture” through • Early adopters… WOM & influence. • Spectators They just follow“I WATCH” • Passive audiences • (Most Consumers) the change, and “consume” 90 new culture.
  14. 14. A central conversation.. ..socialised.
  15. 15. STEP 1 A N A LY Z ES 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? 17
  16. 16. STEP 1 STEP 2 A N A LY Z E DEVELOPS 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? 18
  17. 17. STEP 1 STEP 2 STEP 3 A N A LY Z E DEVELOP ALIGNS 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 content and social DIFFEREN- G O V E R N AN C E 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? 19
  18. 18. BUSINESS UNITSEXTERNAL STAKE HRHOLDERS CONTENT BUREAUS PIPE PROVIDE Content NEW MEDIA CSR MARCOMM TEAM PROVIDES Governance Best Practices/Policies INTERNAL COMMS Training/Content Guerrillas Content Strategy/Templates 20
  19. 19. SITUATION-SPECIFIC CONTENT/CHANNEL PLUGINSEngagement Plans, Content and Channel StrategyBRAND NARRATIVE POSITIONING PRODUCT LAUNCHEXECUTIVE THOUGHT NEW PRODUCTPLATFORMS LEADERSHIP PRODUCT SUPPORT ROLLOUTRAPID RESPONSE STAKEHOLDER COMMUNICATIONS CRISIS INTERNAL INVESTOR NEWS LEAK COMMS COMMUNI- RELATIONS CATIONS 21
  20. 20. Social Media as Starts conversations Marketing tool for Easy first step intocontent 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 fostersmanagement engine with individuals problems evangelists 22
  21. 21. MEASUREMENT REACH INSIGHTS FOLLOWERS, PAGE LIKES WEB ANALYTICS WHO IS INFLUENCINGCONTENT IN THETHE 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 23
  22. 22. F I LT E R S EXECUTIVE THOUGHT PLATFORMS LEADERSHIP NEW TWITTER PRODUCT YOUTUBE WE SIS™ PRODUCT STORY & SUPPORTSTRATEGIC BUSINESSALIGNMENT + 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 24
  23. 23. Henry WoodWAGGENER EDSTROM WORLDWIDE24F SUP Tower75-83 King’s RoadNorth Point, Hong Konghwood@waggeneredstrom.com+852 2578 2836apac.waggeneredstrom.comCONTACT USWAGGENER EDSTROM WORLDWIDE OFFICESASIA: BEIJING . HONG KONG . SHANGHAI . SINGAPORE . MUMBAIEMEA: JOHANNESBURG . LONDON . MUNICH . PARISUSA: AUSTIN . BOSTON . NEW YORK . PORTLAND . SAN FRANCISCO . SEATTLE . WASHINGTON DC

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