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Slides from the 2020 Social workshop on Social Media Strategy for CXOs.This deck has been used for the following workshops:- RPG Group, June 2010.- BIAL, June 2010Update history:- June 2010
Citation preview
2020 Social Workshop: Social Media Strategy for CXOs
2020 Social: Because Business is Social
[email protected]@gauravonomics
[email protected]@gautamghosh
[email protected]@evansdave
[email protected]@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
Session 1: Introduction
The future has already arrived. It’s just not evenly
distributed yet.
1
Source: William Gibson
The tools are transient. The values embedded in them are
persistent.
2
To understand how technology is changing organizations, begin by asking how it is
changing people and society.
3
What are social technologies and why are they important?
1
Decoding Social
Decoding Social
By Tool
By Function
By Type of Organiza-
tion
By Core Dynamic
Social networkingBloggingMicrobloggingPhoto-sharingVideo-sharing
Business-to-businessBusiness-to-consumerGovernmentNon-profit
Consumer generated contentConversationsCollaborationCommunityCollective intelligence
Product design Sales and marketingCustomer supportPublic relationsPartner relationsEmployee relations
We like to focus on the core social dynamics.
We can look at social technologies through many lenses.
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
Focus on People
Focus on Content
Instead, content-centric platforms should build deep integration with people-centric platforms.
Most social platforms are including rich user profiles, to shift the focus towards 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
Source: Monthly unique users in millions from http://vizisense.com ; Forrester Social Technographics Report
Joiners + Creators + Critics +
Collectors + Conversatio
nalists
Conversationalists +
Spectators
Critics + Spectators
Creators + Spectators
Collectors + Spectators
26.0
3.2 2.0 2.8 1.0
16.0
4.2 2.0
13.2
9.5
-
5.0
10.0
15.0
20.0
25.0
30.0
Social networking
Professional networking
Customer review
Microblogging Social voting Video sharing Photo sharing Document sharing
Blogging Wikis
Brands in India should use communities, social games and social contests to engage with joiners.
In India, joiners are the biggest group after spectators, but the other groups are small.
Social Media in India
Source: Monthly unique users in millions from http://www.vizisense.com
8.1
1.6
-2.0 4.0 6.0 8.0
10.0
Wikipedia Wikimapia
11.9
3.4
-
5.0
10.0
15.0
Blogger Wordpress
2.6
0.2 -
1.0
2.0
3.0
Twitter SMSGupShup
1.7
0.5
-
0.5
1.0
1.5
2.0
Scribd Slideshare
15.3
3.2
-
5.0
10.0
15.0
20.0
YouTube Metacafe
2.0
1.8
1.7
1.8
1.9
2.0
2.1
Flickr Photobucket
17.9
16.7
16.0
16.5
17.0
17.5
18.0
Orkut Facebook
2.8
0.6
-
1.0
2.0
3.0
LinkedIn Silicon India
0.8
0.4
-0.2 0.4 0.6 0.8 1.0
Digg IndianPad
1.2 0.9
-
0.5
1.0
1.5
Consumer Complaints
Mouthshut
26.0
3.2 2.0 2.8 1.0
16.0
4.2 2.0
13.2
9.5
-
5.0
10.0
15.0
20.0
25.0
30.0
Social networking
Professional networking
Customer review
Microblogging Social voting Video sharing Photo sharing Document sharing
Blogging Wikis
Social Networking in India
Source: Monthly unique users in millions from http://www.vizisense.com
17.9 16.7
3.6 2.6 1.4 1.3 0.7 0.7 0.3 -
5.0
10.0
15.0
20.0
Orkut Facebook Ibibo Twitter Indyarocks Hi5 Tagged MySpace BiAdda
However, Indian players have the opportunity to create niche content-oriented communities.
International players dominate the general social networking space in India.
2.8 2.6
0.7 0.7 0.5 0.5 0.4 0.3 0.3
-0.5 1.0 1.5 2.0 2.5 3.0
LinkedIn Bharatstudent Silicon India iDiva Minglebox Wayn Trip Advisor Team BHP Burrp
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
How are social technologies changing people?
2
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
How are social technologies changing society?
3
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/72157610357499942/
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’stechnology 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
Session 2: Strategy
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
360° Marketing Redux
Old 360° Marketing Campaigns Step 1: Identify a
brand message that represents the brand values
Step 2: Produce a TV commercial to communicate the brand message
Step 3: Buy ads to promote the message across channels
Step 4: Repeat with a new TVC with a different creative twist on the brand message
TV Commercial
TV
Radio
Billboards
Direct Mail
Digital
In-Store
PR & Events
Old 360° Marketing Campaigns
The brand starts and ends with zero attention in spite of high ad spends.
As TVC-centric campaigns don’t really build upon previous campaigns…
Time
AttentionCampaign 1 Campaign 2 Campaign 3
The old role of the campaign was to maximize reach and frequency of the brand message.
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/ideavirushttp://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’sconcept of Ideasliver: a social object that you can own.
Source: http://zengestrom.comhttp://gapingvoid.com
How To Scale Passion?
Brands can scale the passion of their evangelists by building and nurturing (online) communities.
The BIG question for organizations in the 21st
century: how to convert employees, partners and customers into evangelists?
Step 1: Identify PassionSelect a BIG lifestyle,
interest, or cause.
Step 2: Ignite PassionBuild a focused community
around it.
Step 3: Scale PassionBuild scale by leveraging existing social platforms.
New 360° Marketing Campaigns Step 1: Identify a
big social object (lifestyle, interest or cause) that is connected with the brand values
Step 2: Build an online community around the social object
Step 3: Create a campaign to energize evangelists across channels
Step 4: Repeat with a connected campaign around the same social object
Community
Radio
Billboards
Direct Mail
Digital
In-Store
PR & Events
TV
New 360° Marketing Campaigns
They add new layers to the community each time and grow attention over time.
As community-centric campaigns build upon the work done in the previous campaigns…
Time
AttentionCampaign 1
Campaign 2
Campaign 3
Content + Community + CRM
The new role of the campaign is to recruit evangelists into the brand-hosted community.
New 360° Marketing Campaigns
Brands need to get content, community and CRM right to really connect campaigns.
Brands need to commit to a community-centric strategy for the long term to benefit.
Time
Attention
Content + Community + CRM Campaign Calendar
Content Calendar
Community Platform
CRM Program
To attract evangelists
To retain evangelists
To grow organically
To direct behavior
Campaign 1
Campaign 2
Campaign 3
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_tIpwhttp://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
Frank Cooper, Chief Consumer Engagement Officer, PepsiCo
My primary role involves thinking about “How do we start integrating social media into the overall organization?"
Each of our beverage brands has a strategy and marketing platform that will be less about (creating) a moment, more about a movement.
Bonin Bough, Global Director of Digital and Social 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 LaLa" from LMFAO.
Source: http://ultimaterefresh.comhttp://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.
Source: http://refresheverything.com
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.
Source: http://refresheverything.com
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.
Source: http://refresheverything.com
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.
Source: http://refresheverything.com
Pepsi Refresh: Showcase All funded ideas
are showcased and their progress tracked on the idea blog.
Source: http://refresheverything.com
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.
Source: http://refresheverything.com
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
Pepsi Refresh: Facebook Tab to showcase
MTV VJ’s road trip across America to meet the Pepsi Refresh grant recipients.
Source: http://facebook.com/refresheverything
Pepsi Refresh: Facebook Tab to showcase
Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes.
Source: http://facebook.com/refresheverything
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.
Source: http://refresheverything.com
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.
Source: http://refresheverything.com
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
campaign to community-centric campaign
Two: From inside-out brand message to outside-in social object
Three: From standalone campaigns to a series of campaigns that build upon each other
Four: From standalone content pieces to permission-based content streams
Five: From linear ad-supported growth to viral organic growth
Six: From reach and frequency to participation
Time
Attention
Content + Community + CRM
Campaign 1
Campaign 2
Campaign 3
Six Shifts in 360° Marketing One: From TVC-
centric campaign to community-centric campaign
From
To
Six Shifts in 360° Marketing Two: From inside-
out brand message to outside-in social object
From
To
Six Shifts in 360° Marketing Three: From
standalone campaigns to a series of campaigns that build upon each other
From
To
Six Shifts in 360° Marketing Four: From
standalone content pieces to permission-based content streams
From
To
Six Shifts in 360° Marketing Five: From linear
ad-supported growth to viral organic growth
From
To
Six Shifts in 360° Marketing Six: From reach
and frequency to participation
From
To
Who are our evangelists and why will they talk about us?
1
Six Types of Evangelists
1. Customer
2. Prospect
3. Influencer
4. Partner
5. Co-worker or employee
6. Volunteer
Present or Potential
Evangelists
Six Types of Social Objects
1. Our unique product
2. Our personalized service
3. Our mind-blowing marketing campaign
4. Their own lifestyle
5. Their own interest
6. Our shared cause
Social Objects
Worksheet 1Worksheet 1: Who Are Our Evangelists & Why Will They Talk About Us?
Persona 1 Persona 2 Persona 3
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
Adapted from: Altimeter Social CRM Use Cases
Brand trackingResearch communities
Identifying leads
Identifying problems
Identifying trends and ideas
Profiles, groups and activity streams
Changing medium or message
Converting leads
Solving problems
Acknowledging ideas
Shared workspaces
Viral marketing campaigns
Referralcampaigns
Suggestion campaigns
Suggestion campaigns
Blogs and wikis
Evangelist communities
Evangelist communities
Self-service communities
Ideation communities
Employee and partner communities
Insights
Response
Proactive
Crowd-sourcing
Marketing Sales Support Innovation Collaboration
ExerciseCommentsQuestions
Key Takeaways From Session 2 Who are our evangelists and why will they talk about us? Or, how to identify passion? Relates to social object: lifestyle, interest or cause.
Session 3: Tactics
Key Takeaways From Session 2 Who are our evangelists and why will they talk about us? Or, how to identify passion? Relates to social object: lifestyle, interest or cause.
How can we organize and energize our evangelists?
2
Five Core Social Dynamics
Invisible
Visible
Easy Difficult
Consumer Generated Content
Collaboration
Community
Collective Intelligence
Conversation
Ease of Understanding
Ease of Implementing
Five Reasons Why Business is Social
ConversationConsumer
Generated Content
Collaboration Collective Intelligence
Community
!
Dell Case Study
Dell Hell Viral campaign
against Dell’s unresponsive customer service, started by journalist Jeff Jarvis.
Source: http://buzzmachine.com/archives/cat_dell.htmlDisclosure: Dell is a 20:20 Media and 2020 Social client.
Social Media Evolution at Dell
Source: http://slideshare.net/Dell_Inc/blogwell-cincinnati-april-7-3678335Disclosure: Dell is a 20:20 Media and 2020 Social client.
1996-97: 2005-06: 2007-08: 2008-09: 2009-10:
Dell Support ForumDell Community Forum
Dell HellBlogger outreachDirect2Dell
IdeastormEmployee Storm
Digital NomadTake Your Own PathDell Go Green
Dell Outlet on Facebook and TwitterSocial commerce
Involve Dell customers in support and productdiscussions
Reach out and build long-term relationships with influencers
Involve consumers and employees in product and process innovation
Build communities of interest around social objects
Use social networks to trigger sales
Initiatives
Challenges
Consumer Generated Content
I wrote a blog post about itI love the
new airport!
Tap into their creativity. Ask them to interpret your brand.
Your consumers are authors, photographers and filmmakers, all rolled into one.
I also designed a IX 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.comDisclosure: Dell is a 20:20 Media and 2020 Social client.
Conversations
Listen to them, reach out to them, engage them in a two-way conversation.
Your customers, partners and employees are talking about you, in public.
Have you used this phone?
Yes! It 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 Disclosure: Dell is a 20:20 Media and 2020 Social client.
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
Create rich profiles and reputation systems to encourage people to help each other.
People can help solve each others’ problems, if we help them connect.
How do I fix this
problem?Let me tell you how!
Dell Support Community User driven
support community to increase customer satisfaction and drive down support costs.
Source: http://en.community.dell.comDisclosure: Dell is a 20:20 Media and 2020 Social client.
Community
Build and nurture a community platform to host your customers, partners, employees, and evangelists.
Communities come together around a shared social object: a lifestyle, cause or interest.
We have so much in
common!
Here’s what I’m
passionate about!
I am passionate
about it too!
Dell Digital Nomad Community built
around the idea of being a digital nomad.
Targeted at highly mobile laptop users.
Source: http://www.digitalnomads.com/Disclosure: Dell is a 20:20 Media and 2020 Social client.
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.comDisclosure: Dell is a 20:20 Media and 2020 Social client.
Collective Intelligence
Observe their behavior, ask for their ideas, recognize and reward them for their contribution.
Customers, employees and partners can give you new ideas and insights.
Here’s how we
can make it better!
It worked! Thank you!
Here’s an
idea! !
Dell Ideastorm User driven
ideation community to listen to customer’s ideas on product improvement and new product development.
Source: http://ideastorm.com/Disclosure: Dell is a 20:20 Media and 2020 Social client.
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/Disclosure: Dell is a 20:20 Media and 2020 Social client.
Fitting social media within the organizational structure
Developing workflows for listening, resolving and responding
Developing guidelines for employees to participate on socialplatforms
Developing guidelines for community members to participate on socialplatforms hosted by company
Assigning roles to all stakeholders, includingexternal agency
Hub and spoke modelCentral strategy team with subject matter experts
Radian6Internal blogs and communityEmployee Storm
All employeesempowered to engage, but must identify themselves as NameatDell
Public community policy for each community
Add local or domain know-howManage content calendar and workflow
Social Media Context at Dell
Disclosure: Dell is a 20:20 Media and 2020 Social client.
Structure Internal workflow
Social media policy
Community policy
Role of Agency
Challenges
Dell’s Approach
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-7-3678335Disclosure: Dell is a 20:20 Media and 2020 Social client.
Dell Blog Response Checklist
Source: http://www.slideshare.net/Dell_Inc/dell-outreach-in-the-blogosphereDisclosure: Dell is a 20:20 Media and 2020 Social client.
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 StrategyCommunity Campaigns Content CRMContext
Creating the right context in terms of objectives, metrics, structures, workflows and policies.
Identifying evangelists,social object and community platform.
Creating and managing a campaign calendar, to attract the interest of evangelists on a regular basis.
Creating andmanaging a campaign calendar, to retain the interest of evangelists on a regular basis.
Creating referral and rewardsprogramssupported by reputation and recommendation systems.
Creating specific tactics for online and offline channel and integrating them.
Channel
Social Web Use Cases
Adapted from: Altimeter Social CRM Use Cases
Brand trackingResearch communities
Identifying leads
Identifying problems
Identifying trends and ideas
Profiles, groups and activity streams
Changing medium or message
Converting leads
Solving problems
Acknowledging ideas
Shared workspaces
Viral marketing campaigns
Referralcampaigns
Suggestion campaigns
Suggestion campaigns
Blogs and wikis
Evangelist communities
Evangelist communities
Self-service communities
Ideation communities
Employee and partner communities
Insights
Response
Proactive
Crowd-sourcing
Marketing Sales Support Innovation Collaboration
Exercise CommentsQuestions
Worksheet 2Worksheet 2: How Can We Organize & Energize Our Evangelists?
Persona 1 Persona 2 Persona 3
Consumer generated content (contests etc.)
Conversations (blog etc.)
Collaboration (support forum etc.)
Community (community of practice etc.)
Collective intelligence (ideation platform etc.)
Key Takeaways From Session 3 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.
Session 4: Wrap-up
Key Takeaways From Session 3 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
Announcements from corporate, business units,country and product teamsLeadership interviews and profilesShowcase for corporate culture and CSR initiatives
POV on business, technology and consumer trendsPOV on industry issues and government policies
Customer stories, case studies, interviews and testimonialsCall for customers to share their own stories
Open threads for ideas, suggestions and feedback on product or processContests and polls linked to marketing campaignsOne-to-one interactions in comments
Excerpts from relevant conversations from external blogs, forums and social networksConversations may relate to elements in 1-4
3. Customer Stories
1. Company News
2. Industry Trends
5. Social Hub4. One-to-One Conversations
Internal focused
External focused
Tying in campaign to customer support and innovation workflowsOffering incentives, perhaps as part of a loyalty program
Energizing the community to participate by offering attractive prizes and creating buzz around contestBuilding virality into the contest via social voting
Tying in campaign to customerrelationship and business development workflowsOffering incentives, perhaps as part of a loyalty program
Energizing the community to participate by offering attractive prizes and creating buzz around contestBuilding virality into the contest via social voting
Social Web Campaign Strategy
Suggestion Campaigns
“Create You Own…” Contests
Referral Campaigns
Challenges
Reality Show Contests
Content focused
People focused
Video channelsVideo embedsSearch
Tweets, DMs, @replies, retweets (RT), hashtags (#)SearchAPI integration
Profile, pages, status messages, Q&A, groups, eventsSearchApplicationsAPI integration
Pages, status messages, eventsSearchApplicationsAPI integration
Building in “call to share” in the videosCreating regular video content
Creating interesting 140 character messages dailyParticipating in conversations in real time
Connecting withinrestrictionsMaintaining professional tone
Creating interestingcontent dailyUsing functionality to the fullest
Social Web Channel Strategy
YouTube Twitter LinkedIn
Tools
Challenges
Content focused
People focused
Social Media Response Matrix
Can you add value?
Evaluate the purpose
Respond in kind & share
Thank the person
Unhappy Customer?
DedicatedComplainer?
Comedian Want-to-Be?
NegativePositive
Yes No
Do you want to respond?
No Response
No
Yes
Take reasonable action to fix issue and let customer
know action taken
Are the facts
correct?
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Does customer need/deserve more
info?
Yes
Explain what is being done to correct the
issue
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor
NoYes
NoYes
Yes
Assess the message
Source: USAF, modified by Altimeter Group
B2C: Starbucks Case Study
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
Source: http://stopstarbucks.com
Launched in May 2009, to coincide with a big Starbucks consumer generated content contest.
Minimal impact due to overwhelming positive conversations about Starbucks.
Worksheet 3Worksheet 3: How Can We Help Our Evangelists Spread the Word?
Persona 1 Persona 2 Persona 3
Community strategy
Content calendar
Campaign calendar
YouTube
Integration strategy
B2B: Microsoft Case Study
Microsoft ExecTweets
Source: http://exectweets.com
Community built around aggregation of tweets from CXOs.
Voting, commenting and sharing on the aggregated tweets.
Windows Support Community
Source: http://windows.microsoft.com/en-US/windows/help/community
Microsoft Windows support community with expert blogs and tips, and user stories.
Microsoft Press Room
http://www.microsoft.com/presspass/default.mspx
Social media press room with rich multimedia content.
Microsoft Developer Network
Source: http://msdn.microsoft.com
Community platform for Microsoft developers to network with and learn from each other.
Microsoft Partner Network
Source: http://microsoftpartnernetwork.com
Community platform for Microsoft partners to network with and learn from each other.
Microsoft Careers JobsBlog
Source: http://microsoftjobsblog.com
Microsoft career blog with inside peek into company culture and advice from recruiters.
Zune Social
Source: http://www.zune.net/en-us/promotions/jointhesocial/default.htm
Online music community powered by what Zune users and their friends are listening to.
Office Ribbon Hero
Source: http://officelabs.com/projects/ribbonhero
Game where users can play challenges, score points, and compete with your friends while improving their productivity with Office.
Microsoft Bizspark
Source: http://advertising.linkedin.com/bizspark
Targeted LinkedIn ads to drive leads to expert profile.
Direct interaction between experts and developers.
SOCIAL WEB
Three Types of Metrics
Awareness Consideration Purchase
PURCHASE PIPELINE
RELEVANCE
IMPACT
CONTENT
TryShare
Relate
2. WEB ANALYTICS
1. SOCIAL MEDIA ANALYTICS
3. BUSINESS ANALYTICS
Worksheet 4Worksheet 4: How Can We Measure the Success of Our Strategy?
Persona 1 Persona 2 Persona 3
Social media analytics (+ive mentions etc.)
Web analytics (registrations etc.)
Business analytics (leads & conversions etc.)
Key Takeaways From Session 4 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.
Exercise CommentsQuestions
Social Technologies 101
Social Technologies & Business
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