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Embracing social media across the organization
A social business exploration:
David BradfieldSenior Partner & Global Chair, Digital
mesh conferenceMay 19, 2010
@dbradfield#mesh10
Workshop Topic Map
Collaboration“... social media appears to be softening
organizational silos”Pete Blackshaw, Exec VP, Nielsen Online Digital Strategic Services
@dbradfield
Does This Sound Like Therapy?
What does the customer want?Recalibrate relationships and internal dynamicsRealign priorities with external expectationsRevisit goals and renew commitmentCollaborate and co-create beyond the organization
Cross-functional Collaboration
McKinsey: The Consumer Decision Journey
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85% of Canadians seek advice from other people
Conversations with friends, family or
colleageus
Comments posted by reader on a website
Blogs0%
10%20%30%40%50%60%70%80%90%
100% 97%
27%
11%
96%
53%
19%
TrustUseful
Source: 2010 Fleishman-Hillard Digital Influence Index
GovernanceEstablish an evolving set of guidelines, roles and
responsibilities
@dbradfield
Some Questions to Consider
How does your organization manage relationships?Where does social media naturally align within the organization, both as an input (listening) and as a point of engagement?What organizational goals do you think social media can help achieve?Who needs to be part of the process for efficiency sake?
Source: McKinsey, The consumer decision journey
Streamline Roles
StrategyCommunity
Successful Models
IBM: Employees co-create social media guidelines• Sense of ownership• Maintain relevance• Establish consistency
BMW Group NA: Cross-functional collaboration• Respect customer savvy• Acknowledge corporate preference• Listen collectively, analyze and engage functionally
ResourcesWorking social media within the
organization
@dbradfield
How To Staff Social Media
ResearchMonitoringAnalysis
Paid, Earned, Shared and Owned Media (PESO)
EngagementOutreachReaction
MeasurementTips on recalibrating your measurement
programs
@dbradfield
Measurement Model
Possible Financial Impact - ROI
ACTION
What actions if any has the target taken?
INFLUENCE
How we influenced perceptions & attitudes of the
target
ENGAGEMENTEXPOSURE
Who is interacting &
engaging with our content?
How and where?
To what degree have we created
exposure to content and message?
Non-Financial Impact – Value
Check out http://metricsman.wordpress.com/2010/05/12/the-digitization-of-research-and-measurement for more
EXPOSURE ENGAGEMENT INFLUENCE ACTION
Paid • Opportunities to See• Impressions• Click-thrus• CPM• TRPs
• Interaction rate• Duration (time spent)• Branded search• Cost per click
• Purchase consideration• Change in opinion or attitudes• Association with key brand attributes
• Visit website• Attend the event• Buy the product• Play the game/contest• Download coupon
Earned • Comment sentiment• Organic search rank• Message inclusion• Impressions• Net positive impressions
• Readership• Message recall & retention• Awareness• Call center calls• URL visits
• Purchase consideration• Change in opinion or attitudes• Association with key brand attributes
• Visit the store• Attend the event• Buy the product• Vote for/against
Shared • Branded mentions• Share of positive online discussion• Comment sentiment• Number of Followers, Likers
• Comments/Post ratio• Number of links• Number of re-tweets• Bookmarks/votes/likes• Resolution Rate
• Tell a friend• Likelihood to recommend to a friend• Ratings• Reviews
• Visit the store• Attend the event• Buy the product• Vote for/against
Owned • Unique visitors, cost per unique visitor• Page views• Click-thrus• Search rank
• Return visits• Interaction rate• Re-commenters• Duration (time spent)• Subscriptions• Links
• Tell a friend• Change in opinions or attitudes• Association with key brand attributes
• Download white paper• Download game or app • Buy the product• Request more info
Thank You David BradfieldSVP & Senior [email protected]
416-645-3650 office416-560-1634 mobile@dbradfield
