The Social Engagement Journey #sm301

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EERRIICC WWEEAAVVEERR •• @@WWEEAAVVEE

THE SOCIAL ENGAGEMENT JOURNEY

Eric Weaver • Ant’s Eye View • #SM301

101: This stuff is real 201: Socialize that enterprise

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Today: we’re going on a journey.

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We need to build awareness. We need to convert the curious. We need to increase revenue. We’re wondering: what’s beyond The Twitter?

WHY ARE WE HERE?

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AND WE FACE MANY HURDLES

No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous. One blogger can outshout our budget. So much noise about social!

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“Join the conversation!”!

“Advertisers don"t get it!”!

“Marketers need training pants!”!

“It"s about a dialogue!”!

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THEIR LATEST SCOLDING: “YOU NEED A SOCIAL MEDIA STRATEGY!” !"#$%"!%&'();-,(./-(@+//-@3(.>+?3(0.,A91(3;.3(

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THAT’S A FOCUS ON THE TOOL,

RATHER THAN THE BUSINESS OBJECTIVE.

BOTH MARKETERS & “GURUS” HAVE TO STOP PLANNING SOCIAL MEDIA IN A VACUUM,

INDEPENDENTLY OF OTHER ENGAGEMENT INITIATIVES,

LIKE SOME KIND OF BOLT-ON PUBLISHING PLATFORM,

BECAUSE THAT REDUCES ITS POWER.

Most social media gurus’ and proponents’ idea of how to pursue social is 1) convince mgmt to try. 2) Push offers/promos via social channels. 3) Buy fans (argh) via ads. 4) “We need a tab! We need an app!” (are you sure? Do those map to organizational goals?) 5) to talk about or prove ROI.

AND THEN WHAT?!?!? What comes next? Where do we go from there? Can anyone tell me? (crickets)

If you are trying to solve along this journey, you are trying to solve for THE TOOL.

The bigger opportunity: align the entire organization around integrated social engagement.

“Engagement, engagement, engagement! What does that even mean?!?”

Ant’s Eye View’s Engagement Journey

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STAGE 1 OF THE JOURNEY: “OLD-SCHOOL”

ENGAGEMENT IS SILOED

SOCIAL BLOCKED AT THE FIREWALL

MARKETING IS PUSHED

DON’T WANT TO HEAR WHAT’S SAID ONLINE

SOCIAL IS NOT ON THE EXECUTIVE TEAM’S RADAR

STAGE 2: DABBLING IN SILOS

MAVERICK SOCIAL LEADER(S) BUT NO

FORMAL TEAM

TOES IN THE WATER

GOOGLE ALERTS OR LISTENING TRIALS

ENGAGING ADVOCATES IN

POCKETS

LOTS OF CUSTOMER DATA BUT NO CONNECTION TO

SOCIAL CHANNELS

STAGE 3: OPERATIONALIZING

EMPOWERED TEAM RUN BY A PROVEN LEADER

CHANNELS BECOME MORE FOCUSED

LISTENING DATA SHARED WITH OTHER DEPTS

(BUT PR CRISES STILL THROW U FOR A LOOP)

MORE TRAINING ON HOW TO ENGAGE

BASELINE FRAMEWORK FOR METRICS

STAGE 4: REAL RESULTS

CENTRAL TEAM NOW PUSHING ENGAGEMENT

TO BUSINESS UNITS CHANNELS YIELDING

RESULTS EMPLOYEES

INTERACTING WELL ONLINE

DASHBOARDS TIED TO EXECUTIVE NUMBERS

EXEC LEADERSHIP BOUGHT IN

FINAL DESTINATION: FULL ENGAGEMENT

BUSINESS OUTCOMES

Products are brought to market more quickly

Differentiate beyond $$

Engaged users spend more time on site

Influencers drive revenue via trust

Activation creates choice at retail

Get & retain best talent

More efficient research, development, marketing & ops

Built-in demand reduces financial risk

ORGANIZATIONAL IMPACTS

Entire employee base has a 360° view of the customer and can anticipate needs

Brand dashboard tied to revenue

Senior execs leading with customer engagement

Increased awareness, revenue, loyalty, advocacy

CUSTOMER EVIDENCE

“I trust you”

“I recommend you”

“I’m valued and heard”

“That was my idea”

“You’ve anticipated my needs”

“You didn’t talk AT me”

“You’ve improved my life”

“I defend you”

SO HOW DO YOU START ON THIS JOURNEY? Know that there is one. Communicate and educate. Plan beyond your department. Assess where you are and set a compass point. Map organizational objectives to social tactics. Choose your presence wisely. Anticipate potential “tribal rifts”: Mktg vs. Customer Care. PR vs. Mktg.

SUPPLY CHAIN OPERATIONS SHIPPING & DISTRIBUTN

SALES, MARKETING,

PR CUST CARE

IT AND INFRASTRUCTURE

HR & TRAINING

I heard about you from

Glassdoor.

@CustCare, I need help with

my bill.

Is this Groupon deal

still valid?

These podcasts help me understand

new product offerings.

Please build a store in our community.

85% would prefer you bought locally sourced

ingredients.

The YouTube vid shows me how to

operate the software.

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What else fuels engagement? Great content Integrated engage-points Emotional relevance

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DDB CASE STUDY: INTEGRATING TRADITIONAL PUSH WITH SOCIAL PULL, TO SELL A LESS-THAN-EXCITING PRODUCT

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SO DID IT WORK? DDB’S RESULTS FOR KNORR

FIRST 30 DAYS:

6000 Facebook fans

375,000 video impressions; total media cost: $0

20,000 Salty & Pep shakers sold out

Highest website traffic EVER

Unit sales rose by 24% over previous year

Sidekicks surpassed Uncle Ben’s as the #1 BRAND in the category

WHAT WOULD THE RESULTS BE IF DDB HAD ONLY PLANNED SILOED SOCIAL MEDIA TACTICS?

OR JUST A COMMERCIAL?

SO, NO, YOU DON’T NEED A SOCIAL MEDIA STRATEGY. YOU NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR MAYBE AN ACTIVATION STRATEGY. WHATEVER THE MEDIA.

AND THAT, MY FRIENDS, IS A GOOD STRATEGY.

FIVE MESSAGES FOR MANAGEMENT

1) There is a path beyond participation and fan acquisition 2) Search and social are the norms for Gens X and Y – and they now outnumber Boomers in the workforce 3) Alignment with your market means competitive advantage and more importantly, cost efficiency 4) Cross-functional social is an organizational win everyone can get behind #enterprisechampion

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FINAL MESSAGE FOR MGMT: Conversion is higher when companies invest in engagement

CONSUMERS PREFER ENGAGEMENT

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CHOICE IMPACTED BY ENGAGEMENT

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1 in 2 leads to B2B websites are coming from…

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Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars.

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ANTS CAN TAKE YOU ON THE JOURNEY

THANK YOU! http://slideshare.net/weave http://twitter.com/weave

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