METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Social Media Workshop Craig Wilson Calgary, Canada

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Todays Objectives Social media: is it hype or real? What are customers doing about it? Can you show me some sample use cases? How can we help them? What do I need to do now?

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO What is Social media? Social Media in the Contact Center?

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO

What is driving this? The Social Phenomenon

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Social Identity SHIFT From Annonymity To Community

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Users are sharing more information

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO More willing to add their name

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO As well as their location

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Im looking for a new Camera Have you thought about a DSLR? I like the small, easy to carry ones. They are inexpensive and they take great shots I had a really bad experience with the Model Z from Quartec. Stay away from that one! Peer Pressure SUPPORT

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Where is its Impact By Wednesday afternoon, a Facebook page called Boycott Delta for Solidiers had sprung, and the airline was backpedaling

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Where is its Impact Arab Spring Bin Ladens death Occupy Wallstreet Weinergate Chapstick / Ragu Vancouver Riot Response Parliamentary Tweets Arab Spring Bin Ladens death Occupy Wallstreet Weinergate Chapstick / Ragu Vancouver Riot Response Parliamentary Tweets

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Marketing spend shifting towards Digital Billboards TVPrint

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Why Get into Social Media? Drive improved brand loyalty, defuse bad publicity and turn detractors into promoters

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Social Recruiting Post Jobs FB Marketplace FB Page Tweet Links Groups Self Search Topics Locations Industries Users Pages Groups 955 hires in 2010 681 Applicants 45 hires (7%) 3926 Applicants, 226 hires (6%) 1004 Applicants, 84 hires (8.3%) txt

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Source: mindflash.com

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Todays Financial Advisors 30% of advisors are using social media tools to expand or maintain their book of business 1 Advisors are increasingly relying on their personal brand rather than on their corporate brand to market themselves 1 76% of advisors say they rely on their own marketing efforts more than their firms How Advisors want to engage through social media: 1 Client communications Gaining market insight Prospecting Building personal brand Advisors compliance awareness: 2 57% were aware of a company policy 32% were not aware of any company policy 11% were unsure of any policy 17 1- HNW inc Advisor Study, 2010 2- SocialWare Advisory Survey, 2010

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO

Direct Marketing @jetbluecheeps has over 78,000 followers for their renowned Monday last minute deals. Taking advantage of the already spontaneous twitter crowd to fill seats. Source: report published by engagementdb.com

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO So what does this mean to you? Exponential Growth in Social Interactions

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Social Media in the Enterprise Todays Reality

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO How can my agents become Social Media Ready? What business value can Social Media bring my company? How do I measure Success? Can Social Media improve my Outbound performance? Can I leverage Social Media to enhance collaboration at my enterprise? Which Social Media Channels make sense for me? Whats the best strategy for capturing and filtering Social Content? How can I integrate Social Context into my Customer Service Engine? Burning Questions

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 1 - The Social Opportunity Web (external) (internal) Chatter relevant to you! I believe there is the value in Social Media but I wonder how to get started

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Social Strategy Team Development

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 2 - Current State and Objectives Web (external) (internal) Chatter relevant to you! Need to Link up with our Marketing team to understand what we are putting out there General Content Products Services General Info PUSH What business objectives are we trying to meet ? How can we achieve those through Social Means?

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 2 CURRENT STATE & OBJECTIVES Different parts of the company are active on social networks but in siloed fashion Social Media is strickly a sales conversation (campaigns) Organizational Structure does not have clarity specific to Social Media or a Social Media Strategy team has recently been formed LOB, IT and Sales/Mktg may have Social Plans but in isolation from each other Symptoms

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Social Strategy Team Development Step 2

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 3 - Listen Web (external) (internal) Chatter relevant to you! General Content Products Services General Info PUSH PULL Need to hire a few FTEs to handle this load Let me start to LISTEN to what is being said out there. By Whom, in which platforms and how frequently Manual Effort

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 3 LISTEN Primarily a Defensive Strategy Company invests in 1 FTEs to get started on Social Media Leveraging 1 to 3 cloud based (Manual) tools to crawl Social Platform activity Focus is limited to 1 to 2 platforms (i.e. FB and twitter) Basic search criteria is established (keywords driven) Must read content one by one, some keyword search used Little to no reporting / business intelligence is gathered Symptoms

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 4 - Engage Web (external) (internal) Chatter relevant to you! General Content Products Services General Info PUSH PULL Lets Engage with our audience! Manual Effort How? Who? When?

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 4 ENGAGE Company invests in 1 to 3 more FTEs to get engaged on the social web (all in Marketing team) Basic Process is put in place to ensure consistency in responses Little to no reporting is available None of the activities are automated Low volume of interactions Highest priority given to negative mentions relating to brand Symptoms

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 5 - LEARN Web (external) (internal) Chatter relevant to you! General Content Products Services General Info PUSH PULL How can I get this team ready for Social Conversations? Manual Effort KPI ? Response Times? Policy? Risks? Agent Training?

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 4 LEARN Team starts to grasp volume of activity,criticality and prioritization of activity. Company invests in more FTEs (up to 10 total) to expand support (all in Marketing team) Expand to include Blogs and 1 to 2 other relevant platforms or communities (i.e. Youtube, foursquare) Manual tools still prevalent but company starts exploring services (predominantly Cloud based) for fee services Specific critical social interactions highlight the importance of proactive handling of priority cases. Leverage those to sell idea to mgmt Deeper procedures, guidelines, policies are put in place to support the operation and minimize risk Volume is growing but still manageable Symptoms

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 5 - Integrate with Customer Care Web (external) (internal) Chatter relevant to you! General Content Products Services General Info PUSH PULL How can I integrate the Social channel into my Customer Service Engine? Manual Effort Tools Process People

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 5 Integrate with Customer Care Infrastructure is capable of receiving social activity in a seamless fashion Amount of social items requiring human interaction are greatly reduced via enhanced filtering capabilities SPAM, language, sentiment, relevance Contextual data is added to work items automatically to enhance the agents ability to address work item User Social ranking & CRM pull in of data Work item is intelligently and automatically routed to relevant groups to improve time to resolution Reporting capabilities are now in line with the rest of the metrics the contact centre provides and are enhanced to consider the impact of Social as a channel Symptoms

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 6 - Expansion Web (external) (internal) Chatter relevant to you! General Content Products Services General Info PUSH PULL Community Content Events Surveys PUSH Thought Provoking PULL Generated Content Good News! We have created Social Programs designed to succeed through Social Media We are Ready to Go!

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Step 6 EXPAND Social Media Strategy Planning matures in the enterprise Defined Objectives are set (including business KPIs) Programs put in place to specifically address Social objectives (i.e. growth in followers, re-tweets, increase engagement items, increased sales) Marketing makes deal with external company to support in the creation, development and promotion of communities Monitoring solutions are put in place that are linked to marketing campaigns and can track success of such campaigns Volume of social items requiring human review increases exponentially. Symptoms

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Social Strategy Team Development Reports, Dashboards, Business Intelligence

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Steps towards Social Engagement Readiness 42 Opportunity: Does engaging in Social Media make sense for my company Where are we going and how is Social Media going to help get us there Current Landscape: Applicability, competition, industry, competitive opportunity Plug into Customer Care capabilities and insert Social with the rest of the interaction points What does the information tell us and how can we achieve our objectives? 1 Deliverable Document Customer Awareness 2 Current State & Objectives 3 Engage 4 Integrate 5 Expand Listen Plan to handle scale with accuracy and integrity Learn 7 The operation is now ready for scale. Team is Social Ready and capable of expansion 6 What is being said, Who is saying it, Where is it being said Social Media is integrated into the customer engagement process Point of entry

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Whats Next on my Journey? Social Assessment What social technologies do you have? What applications should you be considering? What are the likely departments for deployment? How is this technology likely to evolve? Social Strategy Social Strategy Define objectives (desired Social Identity) Identify Alternatives Choose a Path Define a strategy Choose Technology to address needs Establish Strategic Roadmap to achieve Social Media Roadmap Build segmentation defined by conversations Identify points of contact for listening and engaging Define routing strategy Identify Success criteria metrics Measure and Monitor User Adoption & Collaboration Define User Adoption Plan for Social Media uptake Knowledge learning across the enterprise Share comments and observations with discrete communities of interest Establish a continuous improvement & optimization

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Documents

METRO TORONTO CONVENTION CENTRE | NOVEMBER 08, 2011 | TORONTO Social Media Workshop Craig Wilson Calgary, Canada