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Digital, Mobile, and Social Media now Affect the Entire Organization: How to use digital media to amplify and extend the reach and impact of marketing — and the organization overall.
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Digital, Mobile, and Social Media now Affect the Entire OrganizationKevin Masi December 2013@kevinmmasikmasi@torquelaunch.com
What’s different now
Digital is not just another channel.
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From Mass to Individual
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From Research to Big Data
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From Control to Interaction
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Digitalthroughout theorganization
Marketing
Recruiting
NewBusiness
NewProducts
BrandReputation
CustomerService
Employees
Investors
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From the speed of yesterday to the speed of now
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Digital amplifies & extends the reach and impact of marketing — and the organization overall
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Digital can ACTIVATE the entire organization
website
owned media
paidmedia
data
socialmedia
earnedmedia
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Three Principals of Activation
Planning for entire the organization
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ACTIVATE
AUDIENCE
AGILE
DIGITAL
ACTIVATION
Determine your purpose
• Define clear objectives• Articulate what success is• Set the metrics
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AUDIENCE
Understand the Landscape• Where are your customers? • What are they talking about?• Do they talk about different things in different places?• How do they talk about you?• How do they talk about competitors?
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AUDIENCE
Create a social business council• Include senior executives for corporate buy-in• Find the early adopters across job functions
and business units• Set up a “test group” • Provide training
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AUDIENCE
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ACTIVATE
AUDIENCE
AGILE
DIGITAL
ACTIVATION
Develop a plan, then use it!• What do we want to be known for?• Channel strategy?• Tone of voice? Personality?• Engagement schedule?• Educate, provide resources, entertain?• Customer inquiries?• Issues/crisis management?
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ACTIVATE
Develop your sharable story.
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ACTIVATE
Develop your sharable story.
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ACTIVATE
Actively listen.
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ACTIVATE
Fish where there are fish.
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ACTIVATE
Why people engage: the 3 F’s
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Fun. Fame. Fortune.
ACTIVATE
Use social media as business tool to spark, amplify & extend word-of-mouth.
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ACTIVATE
• Customer recommendation• Refer a hiring candidate• Receive a request: customer needs/wants• Customer referral• Feedback on your performance• Employees singing your praises• Business partnership suggestion
Content is the engine powering social.
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ACTIVATE
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Content is the engine powering social.• Mix it up
• Posts• Pictures• Video• Games
• Events• Newsletters• User
Content • Links
ACTIVATE
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• Focus on audience interests/needs
• Refer to other news, information
• Encourage and reward sharing
Content is the engine powering social.• Mix it up• Make it relevant,
interesting and sharable.
ACTIVATE
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• Ask questions• Respond to comments• Highlight employees,
members
Content is the engine powering social.• Mix it up• Make is relevant,
interesting and sharable• Facilitate interaction
ACTIVATE
Content is the engine powering social.• Mix it up• Make is relevant,
interesting and sharable• Facilitate interaction• Optimize SEO
ACTIVATE
Google looks for interaction and useful content
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Employees are your best ambassadors
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• Empower them to tap into their own networks
Your own LinkedIn network:• 1,094 connections link you
13,212,404+ professionals• 56,432 new people in your
Network since December 5
ACTIVATE
Connect employees to each other with digital
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ACTIVATE
Digital is not in a box...or a silo
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ACTIVATE
Mobile Palm
Desktop Mobile Tablet
Mobile Notebook
Gaming is a great business tool for measurable business outcomes.
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• Incentives, points & rewards for participation
• Specific actions for specific outcomes
• Recruiting • New business• Customer service• Product development
ACTIVATE
Old Sales Playbook for Business Development ACTIVATE
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OLD SALES PLAYBOOK
COLD CALLS
QUALIFYLEADS
SALESDEMO
EMAILSTRADITIONALSALES “THE FUNNEL”
Activate social as a business development tool. ACTIVATE
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SOCIAL ACTIVATION SALES PLAYBOOK
SOCIALNETWORKS
ENGAGEEDUCATE
PROMOTEOTHERS SOCIAL
SALES
DIGITAL CUSTOMER PATH IS INDIRECT
LEARN ASKQUESTIONS
READRECOMMEN-
DATIONS
TRIAL
PURCHASE
MAKERECOMMEN
DATIONS
Activation process
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Research PlanningCreative
&Content
ProductionDaily
ActivationReporting
ACTIVATE
Activation team
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Activation director
Researcher
Planner
Engagement manager
Creative and content producers
Business and marketing goals: sees the big picture
Social listening, research, competitive intel
Program channels, calendars & schedules
Post, follow, respond, interact
Writing, info graphics, creative themesThought leaders, white papers
ACTIVATE
ACTIVATE
AUDIENCE
AGILE
DIGITAL
ACTIVATION
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Experiment! ACTIVATE
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Measure. Adjust. Repeat. ACTIVATE
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2010 2011 2012 2013
Fans & followers Drive traffic to the site
Track interaction across the full clickstream
Integration of social with overall marketing and business metrics
Gathering “likes” The race for more followers the better
Calling for comments: user content
CRM, performance metricsFocus
Activity
Agile: a framework for decisions• Cross functional teams• Customer collaboration• Active use of data
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AGILE
Agile: a framework for decisions• Constant testing• Response to change• Continuous improvement
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AGILE
Agile: a framework for decisions• Efficient• Adaptive• Iterative cycles
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AGILE
A frame of mind: Digital, Mobile and Social Media can Activate the Entire Organization
ACTIVATE
AUDIENCE
AGILE
DIGITAL
ACTIVATION
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