How to Create a Cultural Model for Effective Social Media Management
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Our Speakers
Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay
Peter Friedman is a social media visionary and veteran with 30 years of online community and social media experience helping companies engage 1:1 with customers at scale. He is the founder, Chairman, and CEO of LiveWorld, a trusted social media partner to the world’s largest brands, including the number-‐one companies in retail, CPG, pharmaceu<cal, and financial/travel services. Prior to founding LiveWorld, Peter was the Vice President and General Manager of Apple’s Internet Services Division, overseeing the crea<on and management of AppleLink, eWorld, AOL, and Salon. Peter’s life-‐long mission is to help people create more value together than they can alone, through collabora<ve rela<onships. @PeterFriedman
Augie Ray is a Customer Experience, digital and social business leader with over 20 years' experience in agencies, research firms & Fortune 200 companies. He ran the B2C side of a mid-‐sized Midwestern agency, was Forrester's lead analyst in the Bay Area covering social media marke<ng and managed USAA's social customer care and social business team. More recently, Augie led a team at a financial services firm to develop the firm's first social business strategy, a vision for how social commerce and collabora<ve economy models will present opportuni<es and challenges for financial services in the coming decade. Augie blogs at ExperienceTheBlog.com. @augieray
Jason Moriber, Execu<ve Director at Verizon Wireless. Jason is a crea<ve professional who fell into the digital revolu<on. With the ini<al goal of teaching cultural economics to Phd students, the immense poten<al of the Internet was too hard a power to ignore. Aber embarking on a digital career within start-‐ups, Jason grew to become a specialist in social/digital strategy, opera<ons and collabora<ve team building. With over a decade of experience from working within agencies both large and small, and servicing a range of clients from Microsob to The Michael and Susan Dell Founda<on to SCA Americas, he recently launched and leads the in-‐house Digital Communica<ons team for Verizon Wireless. @JasonMoriber
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Social Media Is A Party
What Kind of Party is Your Brand?
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Make Sure Our Party Doesn’t End Up Like This…
That’s What Pro-active Management & Moderation Are There to Protect Us From!
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EQStable
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Statement of Identity: BBQ at the Rodeo
Cultural Model: What Kind of Party
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Top Posts & Social Focus
Introducing Teena
Reach: 37,357 Engaged Users: 4,518 Talking About: 1,689
Reach: 43,176 Engaged Users: 4,741 Talking About: 534
Remember to consult your veterinarian and put together a first aid kit when travelling with your horse…
1,800 comments 2.5K shares
9K likes
Reach: 275,200 Engaged Users: 23,856
Talking About: 17,832
If my horse could talk, I'm sure he'd sound just like Sam Elliott.
What voice would your horse have?
Reach: 66,568 Engaged Users: 5,407
Talking About: 3,486
Veterinarian Tip: Foals should be bright and alert…
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Measurements
49%
1%
50%
Q3 Sentiment
Positive
Negative
Neutral ! 119,003 Fans
! 18% Engaged
! 99% Positive/Neutral
! 73,490 Fan comments made on EQStable
! 2,000,000+ Stories (Interactions that make EQ Stable show to a fan’s friends)
! More than 1,000 images shared
! Cost effective name acquisition
Success Measures
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Scaling Social Culture: Volume, 24/7, Countries: CPG Case Study
English
English
English
French French English
Spanish
Spanish
Portuguese
Portuguese
Traditional Chinese
Simplified Chinese
Japanese
Russian
Finnish
Turkish
Norwegian
Arabic
Hindi English
Czech
Polish German
English Hebrew Farsi
Arabic
French
English Dutch
Spanish
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Human Driven Social Culture At Scale
Platform polls all pages to pull content
into a single integrated workflow
Global services shares labor across pages, but tailors by
brand, country, project
Streamlined Process, Integrated Workflow, Shared Platform & Services Save $ Millions, Focuses Resources
POWER MODERATION TOOLS
Objectives
Target Market
Guidelines
User Content
Timing
Budget
Templated startup process cuts
140 hrs. to 40 hrs.
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 14
SHARED OBJECTIVE
“LIFT”
Initiatives/Campaigns
Parallel Social/Digital Awareness and Amplification
FROM HERE… …TO HERE
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 15
NEWS
PURCHASE
SEED
SUSTAIN
CHANGE PERCEPTION AMPLIFY VALUE GAIN ATTENTION
SHARED MAP
SPARK SUPPORT
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 16
SHARED ROLES
ANALYTICS
STRATEGY
CREATIVE/ENGANGEMENT
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 17
THANK YOU
Culture eats strategy for breakfast. - Peter Drucker
#SMTLive
1) Communicate Mission USAA Serves Those Who Serve
USAA's mission is to facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services; in so doing, USAA seeks to be the provider of choice for the military community.
Our Mission
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2) Make It Real For Employees USAA Inspires Employees
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3) Make It Real Across All Channels USAA Brings Its Culture Into Social
• USAA earns the most trust from its customers across 246 companies in 19 industries - Temkin Trust Ratings.
• USAA Bank's Net Promoter Score of 83% is the highest score among more than 200 brands across 22 sectors.
#SMTLive
Our Speakers
Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay
Peter Friedman is a social media visionary and veteran with 30 years of online community and social media experience helping companies engage 1:1 with customers at scale. He is the founder, Chairman, and CEO of LiveWorld, a trusted social media partner to the world’s largest brands, including the number-‐one companies in retail, CPG, pharmaceu<cal, and financial/travel services. Prior to founding LiveWorld, Peter was the Vice President and General Manager of Apple’s Internet Services Division, overseeing the crea<on and management of AppleLink, eWorld, AOL, and Salon. Peter’s life-‐long mission is to help people create more value together than they can alone, through collabora<ve rela<onships. @PeterFriedman
Augie Ray is a Customer Experience, digital and social business leader with over 20 years' experience in agencies, research firms & Fortune 200 companies. He ran the B2C side of a mid-‐sized Midwestern agency, was Forrester's lead analyst in the Bay Area covering social media marke<ng and managed USAA's social customer care and social business team. More recently, Augie led a team at a financial services firm to develop the firm's first social business strategy, a vision for how social commerce and collabora<ve economy models will present opportuni<es and challenges for financial services in the coming decade. Augie blogs at ExperienceTheBlog.com. @augieray
Jason Moriber, Execu<ve Director at Verizon Wireless. Jason is a crea<ve professional who fell into the digital revolu<on. With the ini<al goal of teaching cultural economics to Phd students, the immense poten<al of the Internet was too hard a power to ignore. Aber embarking on a digital career within start-‐ups, Jason grew to become a specialist in social/digital strategy, opera<ons and collabora<ve team building. With over a decade of experience from working within agencies both large and small, and servicing a range of clients from Microsob to The Michael and Susan Dell Founda<on to SCA Americas, he recently launched and leads the in-‐house Digital Communica<ons team for Verizon Wireless. @JasonMoriber
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Thank You to Our Sponsor
@LiveWorld
#SMTLive
Upcoming Webinar
December 11th
Real Talk about Real-Time Marketing
Featuring: Jeff Baker of Arby’s, Brian Ryerson of USTA, Chris Kerns of Spredfast and Paul
Dunay of PwC