2020 Social Workshop on Social Media Strategy for CXOs

2020 Social Workshop: Social Media Strategy for CXOs

2020 Social: Because Business is Social

[email protected]@gauravonomics

[email protected]@gautamghosh

[email protected]@evansdave

[email protected]@ksarda

Session 1: Introduction

9:30 am to 11:00 am

Session 2: Strategy

11:15 am to 12:45 pm

Session 3: Tactics

1:45 pm to 3:15 pm

Session 4: Wrap-up

3:30 pm to 5:00 pm

Session 1: Introduction

The future has already arrived. It’s just not evenly

distributed yet.

1

Source: William Gibson

The tools are transient. The values embedded in them are

persistent.

2

To understand how technology is changing organizations, begin by asking how it is

changing people and society.

3

What are social technologies and why are they important?

1

Decoding Social

Decoding Social

By Tool

By Function

By Type of Organiza-

tion

By Core Dynamic

Social networkingBloggingMicrobloggingPhoto-sharingVideo-sharing

Business-to-businessBusiness-to-consumerGovernmentNon-profit

Consumer generated contentConversationsCollaborationCommunityCollective intelligence

Product design Sales and marketingCustomer supportPublic relationsPartner relationsEmployee relations

We like to focus on the core social dynamics.

We can look at social technologies through many lenses.

How to understand any social platform in three simple steps?

User{Relationship} Social Object

Source: Jyri Engestrom

Facebook World’s leading

social networking platform.

Users {connect and share with} people.

Source: http://facebook.com

LinkedIn Popular

professional networking platform.

Users {exchange} information, ideas and opportunities.

Source: http://linkedin.com

Twitter Popular micro-

sharing platform. Likes to call itself

“real-time information network”.

Users {share and discover} what’s happening right now.

Source: http://twitter.com

Flickr Popular photo-

sharing platform. Users {share}

photos and {watch} the world.

Source: http://flickr.com

YouTube Popular video-

sharing platform. Users {broadcast}

yourself.

Source: http://youtube.com

SlideShare Popular document-

sharing platform Users {upload and

share} presentations and documents

Source: http://slideshare.net

Wikipedia Popular wiki

platform. Users {edit} free

encyclopedia.

Source: http://wikipedia.com

Digg Popular social

voting platform. Users {discover and

share} content.

Source: Digg.com

Delicious Popular social

bookmarking platform.

Users {save} your bookmarks or {see} what's fresh now.

Source: http://deicious.com

Wordpress Popular blogging

platform. Users {express}

yourself.

Source: http://wordpress.com

Ning Popular white label

social networking platform.

Users {create} your own social network.

Source: http://ning.com

Focus on People vs. Content

Focus on People

Focus on Content

Instead, content-centric platforms should build deep integration with people-centric platforms.

Most social platforms are including rich user profiles, to shift the focus towards people.

Forrester Social Technographics Forrester Social

Technographics report categorizes social media behavior into seven groups.

In the US, joiners are the biggest group after spectators.

Source: Forrester Social Technographics Report, 2009

Social Media in India

Source: Monthly unique users in millions from http://vizisense.com ; Forrester Social Technographics Report

Joiners + Creators + Critics +

Collectors + Conversatio

nalists

Conversationalists +

Spectators

Critics + Spectators

Creators + Spectators

Collectors + Spectators

26.0

3.2 2.0 2.8 1.0

16.0

4.2 2.0

13.2

9.5

-

5.0

10.0

15.0

20.0

25.0

30.0

Social networking

Professional networking

Customer review

Microblogging Social voting Video sharing Photo sharing Document sharing

Blogging Wikis

Brands in India should use communities, social games and social contests to engage with joiners.

In India, joiners are the biggest group after spectators, but the other groups are small.

Social Media in India

Source: Monthly unique users in millions from http://www.vizisense.com

8.1

1.6

-2.0 4.0 6.0 8.0

10.0

Wikipedia Wikimapia

11.9

3.4

-

5.0

10.0

15.0

Blogger Wordpress

2.6

0.2 -

1.0

2.0

3.0

Twitter SMSGupShup

1.7

0.5

-

0.5

1.0

1.5

2.0

Scribd Slideshare

15.3

3.2

-

5.0

10.0

15.0

20.0

YouTube Metacafe

2.0

1.8

1.7

1.8

1.9

2.0

2.1

Flickr Photobucket

17.9

16.7

16.0

16.5

17.0

17.5

18.0

Orkut Facebook

2.8

0.6

-

1.0

2.0

3.0

LinkedIn Silicon India

0.8

0.4

-0.2 0.4 0.6 0.8 1.0

Digg IndianPad

1.2 0.9

-

0.5

1.0

1.5

Consumer Complaints

Mouthshut

26.0

3.2 2.0 2.8 1.0

16.0

4.2 2.0

13.2

9.5

-

5.0

10.0

15.0

20.0

25.0

30.0

Social networking

Professional networking

Customer review

Microblogging Social voting Video sharing Photo sharing Document sharing

Blogging Wikis

Social Networking in India

Source: Monthly unique users in millions from http://www.vizisense.com

17.9 16.7

3.6 2.6 1.4 1.3 0.7 0.7 0.3 -

5.0

10.0

15.0

20.0

Orkut Facebook Ibibo Twitter Indyarocks Hi5 Tagged MySpace BiAdda

However, Indian players have the opportunity to create niche content-oriented communities.

International players dominate the general social networking space in India.

2.8 2.6

0.7 0.7 0.5 0.5 0.4 0.3 0.3

-0.5 1.0 1.5 2.0 2.5 3.0

LinkedIn Bharatstudent Silicon India iDiva Minglebox Wayn Trip Advisor Team BHP Burrp

Global Web Index

Source: http://globalwebindex.net

Global Web Index India Social networking

behavior is high (consistent with other data).

Photo uploading, video uploading, blogging and micro-blogging behavior is likely to be driven by Facebook and Orkut.

Source: http://globalwebindex.net

How are social technologies changing people?

2

Real and Persistent Identities As more websites

support log-ins using Facebook, Twitter or Google IDs, our online identities are becoming more real and persistent.

More than 60 million Facebook users engage with Facebook Connect on 80,000 external websites every month.

Source: http://developers.facebook.com/connect.php

The Online-Offline Continuum As we stay with

offline contacts on online social networks and meet our online ‘friends’ at offline meetups, our online and offline relationships are merging.

Source: http://twitvite.com

Social Proof: Friends of Friends As more of our

lives move online, we are searching for social proof before making new friends, and seeking out friends of friends.

Source: http://thread.com

From Consumers to Creators As we create and

share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one.

Source: http://therengen.com

How are social technologies changing society?

3

The Pink Chaddi Campaign Online campaign

mobilized its 50000 Facebook fans to send more than 2000 pink panties as Valentine’s Day gift to Indian right wing Hindu nationalist party Sri Ram Sena.

Source: http://thepinkchaddicampaign.blogspot.com

Blank Noise Project Long-running

Indian feminist community working towards reclaiming public spaces for women.

Source: http://blanknoise.org

SEA-EAT Blog and Wiki Volunteer citizen

journalism initiative that became a key source of information and coordination during the tsunami.

Source: http://tsunamihelp.blogspot.com/

26/11 Mumbai Terror Attack Use of Twitter,

Flickr and blogs for citizen journalism during the Mumbai terrorist attack.

Source: http://flickr.com/photos/gauravonomics/sets/72157610357499942/

Vote Report India Citizen-driven

election monitoring platform built on SMS-Google Maps mashup Ushahidi.

Disclosure: Gaurav is a co-founder.

Source: http://votereport.in

Tata Tea Jaago Re From “waking up”

to “civic consciousness”

More than 600,000 registrations

Catalyzed an entire ecosystem of citizen action initiatives

Source: http://jaagore.com

iJanaagraha Location based

citizen action community platform.

Disclosure: Gaurav is a member of Janaagraha’stechnology advisory board.

Source: http://ijanaagraha.org

Key Takeaways From Session 1 The social web is changing us as people and as a society.

Different social platforms have different souls and roles.

You can understand a social platform in three simple steps: User {Relationship} Social Object

Session 2: Strategy

Key Takeaways From Session 1 The social web is changing us as people and as a society.

Different social platforms have different souls and roles.

You can understand a social platform in three simple steps: User {Relationship} Social Object

360° Marketing Redux

Old 360° Marketing Campaigns Step 1: Identify a

brand message that represents the brand values

Step 2: Produce a TV commercial to communicate the brand message

Step 3: Buy ads to promote the message across channels

Step 4: Repeat with a new TVC with a different creative twist on the brand message

TV Commercial

TV

Print

Radio

Billboards

Direct Mail

Digital

In-Store

PR & Events

Old 360° Marketing Campaigns

The brand starts and ends with zero attention in spite of high ad spends.

As TVC-centric campaigns don’t really build upon previous campaigns…

Time

AttentionCampaign 1 Campaign 2 Campaign 3

The old role of the campaign was to maximize reach and frequency of the brand message.

Saatchi & Saatchi: Lovemarks Lovemarks are

brands that score high on both love and respect

Three ingredients of love: mystery, sensuality and intimacy

Source: http://lovemarks.com

Seth Godin: Ideavirus An ideavirus is an

idea that spreads on its own, like a virus.

Similar to the “contagious idea” concept from Publicis

Source: http://www.sethgodin.com/ideavirushttp://contagious-stuff.com

Jyri Engestrom: Social Object People don’t just

connect to each other. They connect through a shared object.

A social object is an idea that connects people.

Related to Gaurav’sconcept of Ideasliver: a social object that you can own.

Source: http://zengestrom.comhttp://gapingvoid.com

How To Scale Passion?

Brands can scale the passion of their evangelists by building and nurturing (online) communities.

The BIG question for organizations in the 21st

century: how to convert employees, partners and customers into evangelists?

Step 1: Identify PassionSelect a BIG lifestyle,

interest, or cause.

Step 2: Ignite PassionBuild a focused community

around it.

Step 3: Scale PassionBuild scale by leveraging existing social platforms.

New 360° Marketing Campaigns Step 1: Identify a

big social object (lifestyle, interest or cause) that is connected with the brand values

Step 2: Build an online community around the social object

Step 3: Create a campaign to energize evangelists across channels

Step 4: Repeat with a connected campaign around the same social object

Community

Print

Radio

Billboards

Direct Mail

Digital

In-Store

PR & Events

TV

New 360° Marketing Campaigns

They add new layers to the community each time and grow attention over time.

As community-centric campaigns build upon the work done in the previous campaigns…

Time

AttentionCampaign 1

Campaign 2

Campaign 3

Content + Community + CRM

The new role of the campaign is to recruit evangelists into the brand-hosted community.

New 360° Marketing Campaigns

Brands need to get content, community and CRM right to really connect campaigns.

Brands need to commit to a community-centric strategy for the long term to benefit.

Time

Attention

Content + Community + CRM Campaign Calendar

Content Calendar

Community Platform

CRM Program

To attract evangelists

To retain evangelists

To grow organically

To direct behavior

Campaign 1

Campaign 2

Campaign 3

Pepsi Refresh 360° Marketing Case Study

Pepsi’s Super Bowl Love Affair Pepsi spent $142

million on Super Bowl ads in the last decade

Most Pepsi Super Bowl ads were full music videos with top celebrities which went viral with million plus views on YouTube

Overall, Pepsi spends more than half its marketing budget on TV

Source: http://youtube.com/watch?v=uRu9HO_tIpwhttp://www.youtube.com/watch?v=JHboqbcjGSQ

The Promise of PepsiCo In 2009, PepsiCo

committed to the promise of “performance with purpose”: delivering growth by investing in a healthier future for people and our planet.

Source: http://pepsico.com, http://pepsico10.com, http://thepromiseny.com

Pepsi: Moments to Movement

Frank Cooper, Chief Consumer Engagement Officer, PepsiCo

My primary role involves thinking about “How do we start integrating social media into the overall organization?"

Each of our beverage brands has a strategy and marketing platform that will be less about (creating) a moment, more about a movement.

Bonin Bough, Global Director of Digital and Social Media, PepsiCo

Pepsi Refresh Anthem In January 2009,

Pepsi launched its Refresh rebranding with a ‘Forever Young’ TVC featuring Bob Dylan and Will.i.am

Every generation refreshes the world. Now it’s your turn.

Source: http://youtube.com/watch?v=MNVxeBglwxo

Pepsi Refresh Everything The earlier version

of the Pepsi Refresh website showcased content and contests that focused on refreshing various aspects of popular culture.

Source: http://refresheverything.com

Pepsi Refresh Studio In September

2009, Pepsi tied up with Will.i.am to launch a contest to create a user-generated video and music track of the single "La LaLa" from LMFAO.

Source: http://ultimaterefresh.comhttp://pepsi.realitydigital.net

The Pepsi Refresh Project In January 2010,

Pepsi launched the Pepsi Refresh Project with a budget of $20m and an intent to support ideas that refresh local communities.

Based on the Pepsi Optimism Project (POP) Survey findings: Americans believe that the best ideas are more likely to come from "normal people" as opposed to public figures.


Pepsi Refresh: One People TVC The One People

TVC for Pepsi Refresh aggressively promoted online.

However, Pepsi let go of its Super Bowl opening ad position for the first time in 23 years.

Source: http://youtube.com/watch?v=2fS39FitsoQ

Pepsi Refresh: Game Mechanics Up to 1000 ideas

can be submitted in six categories each month with voting in the next month. Each month is effectively a new campaign.

32 grants of $5k, $25k, $50k and $250k, totaling to $1.3m each month.

Leader board for the most popular ideas.


Pepsi Refresh: Ambassadors Respected thought

leaders from GOOD act as Refresh Ambassadors (and community managers) in each category.

Pepsi also tied up with GOOD, Global Giving, Do Something and City Years as cause marketing partners.


Pepsi Refresh: Blog Written by six

category ambassadors from Good.

Blog posts include a combination of announcements, how-to tips, case studies and grantee stories to energize and educate the community.


Pepsi Refresh: Showcase All funded ideas

are showcased and their progress tracked on the idea blog.


Pepsi Refresh: Virality Contestants can

promote their ideas via updates on social networks like Facebook and Twitter, or via a widget on their blog or website.

The Pepsi Refresh voting app on Facebook shows ideas your friends support and has more than 50k users.


Pepsi Refresh: Brand Website The Pepsi brand

website promotes the Pepsi Refresh Project along with other current brand promotions, most of which are thematically related to the Pepsi Refresh Project theme.

Source: http://pepsi.com

Pepsi Refresh: Facebook Customized landing

tab on Facebook to showcase the highlights of the project.

Source: http://facebook.com/refresheverything

Pepsi Refresh: Facebook Tab to showcase

MTV VJ’s road trip across America to meet the Pepsi Refresh grant recipients.


Pepsi Refresh: Facebook Tab to showcase

Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes.


Pepsi Refresh: One Goal in Mind In the run up to

the FIFA World Cup, Pepsi Refresh tied up with the US soccer team to run a contest where three players promoted their favorite ideas

Source: http://ussoccer.com/pepsirefresh

Pepsi Refresh: Cherry Goodness Pepsi Refresh

contest where consumers can win $5000 for themselves and $5000 to support their favorite charity by finding one of the 100 specially marked Pepsi Cherry products.


Pepsi Refresh: Results Added 200k new

Facebook fans in Super Bowl week.

Over 500k new Facebook fans by end May.

2m registered users by end-May.

5m unique visitors a month.

60,000 tweets (175 million Twitter impressions) by end-May.


Pepsi Refresh: Canada Pepsi is now

starting the Pepsi refresh Project in Canada.

10 grants of $5k, $25k, $50k and $250k, totaling to $200k each month.

Source: http://refresheverything.ca

Six Shifts in 360° Marketing One: From TVC-centric

campaign to community-centric campaign

Two: From inside-out brand message to outside-in social object

Three: From standalone campaigns to a series of campaigns that build upon each other

Four: From standalone content pieces to permission-based content streams

Five: From linear ad-supported growth to viral organic growth

Six: From reach and frequency to participation

Time

Attention

Content + Community + CRM

Campaign 1

Campaign 2

Campaign 3

Six Shifts in 360° Marketing One: From TVC-

centric campaign to community-centric campaign

From

To

Six Shifts in 360° Marketing Two: From inside-

out brand message to outside-in social object

From

To

Six Shifts in 360° Marketing Three: From

standalone campaigns to a series of campaigns that build upon each other

From

To

Six Shifts in 360° Marketing Four: From

standalone content pieces to permission-based content streams

From

To

Six Shifts in 360° Marketing Five: From linear

ad-supported growth to viral organic growth

From

To

Six Shifts in 360° Marketing Six: From reach

and frequency to participation

From

To

Who are our evangelists and why will they talk about us?

1

Six Types of Evangelists

1. Customer

2. Prospect

3. Influencer

4. Partner

5. Co-worker or employee

6. Volunteer

Present or Potential

Evangelists

Six Types of Social Objects

1. Our unique product

2. Our personalized service

3. Our mind-blowing marketing campaign

4. Their own lifestyle

5. Their own interest

6. Our shared cause

Social Objects

Worksheet 1Worksheet 1: Who Are Our Evangelists & Why Will They Talk About Us?

Persona 1 Persona 2 Persona 3

Who are our present & potential evangelists?

Who do they talk to and who talks to them?

What else do they talk about?

What are their triggers to talk?

Why do we want them to talk about us?

Why would they talk about us?

Social Media Use Cases

Adapted from: Altimeter Social CRM Use Cases

Brand trackingResearch communities

Identifying leads

Identifying problems

Identifying trends and ideas

Profiles, groups and activity streams

Changing medium or message

Converting leads

Solving problems

Acknowledging ideas

Shared workspaces

Viral marketing campaigns

Referralcampaigns

Suggestion campaigns


Blogs and wikis

Evangelist communities


Self-service communities

Ideation communities

Employee and partner communities

Insights

Response

Proactive

Crowd-sourcing

Marketing Sales Support Innovation Collaboration

ExerciseCommentsQuestions

Key Takeaways From Session 2 Who are our evangelists and why will they talk about us? Or, how to identify passion? Relates to social object: lifestyle, interest or cause.

Session 3: Tactics

Key Takeaways From Session 2 Who are our evangelists and why will they talk about us? Or, how to identify passion? Relates to social object: lifestyle, interest or cause.

How can we organize and energize our evangelists?

2

Five Core Social Dynamics

Invisible

Visible

Easy Difficult

Consumer Generated Content

Collaboration

Community

Collective Intelligence

Conversation

Ease of Understanding

Ease of Implementing

Five Reasons Why Business is Social

ConversationConsumer

Generated Content

Collaboration Collective Intelligence

Community

!

Dell Case Study

Dell Hell Viral campaign

against Dell’s unresponsive customer service, started by journalist Jeff Jarvis.

Source: http://buzzmachine.com/archives/cat_dell.htmlDisclosure: Dell is a 20:20 Media and 2020 Social client.

Social Media Evolution at Dell

Source: http://slideshare.net/Dell_Inc/blogwell-cincinnati-april-7-3678335Disclosure: Dell is a 20:20 Media and 2020 Social client.

1996-97: 2005-06: 2007-08: 2008-09: 2009-10:

Dell Support ForumDell Community Forum

Dell HellBlogger outreachDirect2Dell

IdeastormEmployee Storm

Digital NomadTake Your Own PathDell Go Green

Dell Outlet on Facebook and TwitterSocial commerce

Involve Dell customers in support and productdiscussions

Reach out and build long-term relationships with influencers

Involve consumers and employees in product and process innovation

Build communities of interest around social objects

Use social networks to trigger sales

Initiatives

Challenges

Consumer Generated Content

I wrote a blog post about itI love the

new airport!

Tap into their creativity. Ask them to interpret your brand.

Your consumers are authors, photographers and filmmakers, all rolled into one.

I also designed a IX poster

Dell Go Green Dell Go Green is a

consumer generated content contest where consumers submit ideas to redesign, reuse of recycle gadgets to make them go green.

Source: http://dellgogreen.comDisclosure: Dell is a 20:20 Media and 2020 Social client.

Conversations

Listen to them, reach out to them, engage them in a two-way conversation.

Your customers, partners and employees are talking about you, in public.

Have you used this phone?

Yes! It rocks!

Direct2Dell Blog One of the most

celebrated corporate blogs.

Posts about business, technology and consumer trends, corporate social responsibility and business unit announcements.

Source: http://en.community.dell.com/dell-blogs/b/direct2dell Disclosure: Dell is a 20:20 Media and 2020 Social client.

Dell SMB on Facebook Dell’s Small

Business Facebook page, structured as a resource for small businesses to use social media, has more than 37,000 fans.

Source: http://www.facebook.com/dellsocialmedia

Dell Outlet on Twitter Dell uses Twitter as

a channel to sell refurbished computers to corporate purchase managers.

@delloutlet has 1.5 million followers and has resulted in sales of more than $6 million.

Source: http://twitter.com/delloutlet

Collaboration

Create rich profiles and reputation systems to encourage people to help each other.

People can help solve each others’ problems, if we help them connect.

How do I fix this

problem?Let me tell you how!

Dell Support Community User driven

support community to increase customer satisfaction and drive down support costs.

Source: http://en.community.dell.comDisclosure: Dell is a 20:20 Media and 2020 Social client.

Community

Build and nurture a community platform to host your customers, partners, employees, and evangelists.

Communities come together around a shared social object: a lifestyle, cause or interest.

We have so much in

common!

Here’s what I’m

passionate about!

I am passionate

about it too!

Dell Digital Nomad Community built

around the idea of being a digital nomad.

Targeted at highly mobile laptop users.

Source: http://www.digitalnomads.com/Disclosure: Dell is a 20:20 Media and 2020 Social client.

Dell Take Your Own Path Community where

users shared inspiring stories of entrepreneurship.

Driven by the Dell SME team.

Now replicated internationally.

Source: http://takeyourownpath.comDisclosure: Dell is a 20:20 Media and 2020 Social client.

Collective Intelligence

Observe their behavior, ask for their ideas, recognize and reward them for their contribution.

Customers, employees and partners can give you new ideas and insights.

Here’s how we

can make it better!

It worked! Thank you!

Here’s an

idea! !

Dell Ideastorm User driven

ideation community to listen to customer’s ideas on product improvement and new product development.

Source: http://ideastorm.com/Disclosure: Dell is a 20:20 Media and 2020 Social client.

Dell Employee Storm Internal ideation

platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas on topics ranging from product innovation to company HR policies.

Source: http://thesocialworkplace.com/featured/1558/Disclosure: Dell is a 20:20 Media and 2020 Social client.

Fitting social media within the organizational structure

Developing workflows for listening, resolving and responding

Developing guidelines for employees to participate on socialplatforms

Developing guidelines for community members to participate on socialplatforms hosted by company

Assigning roles to all stakeholders, includingexternal agency

Hub and spoke modelCentral strategy team with subject matter experts

Radian6Internal blogs and communityEmployee Storm

All employeesempowered to engage, but must identify themselves as NameatDell

Public community policy for each community

Add local or domain know-howManage content calendar and workflow

Social Media Context at Dell

Disclosure: Dell is a 20:20 Media and 2020 Social client.

Structure Internal workflow

Social media policy

Community policy

Role of Agency

Challenges

Dell’s Approach

Structure & Stakeholders All Dell Employees

are encouraged to blog and tweet

Employees can blog/ tweet as a dell representative by identifying themselves as NameatDell

Dell official Twitter accounts clearly identify the employees behind them.

Source: http://dell.com/twitter

Dell Listening & Response Workflow

Source: http://slideshare.net/Dell_Inc/blogwell-cincinnati-april-7-3678335Disclosure: Dell is a 20:20 Media and 2020 Social client.

Dell Blog Response Checklist

Source: http://www.slideshare.net/Dell_Inc/dell-outreach-in-the-blogosphereDisclosure: Dell is a 20:20 Media and 2020 Social client.

Dell Social Media Policy Dell has a public

social media policy for its employees

http://www.dell.com/content/topics/global.aspx/policy/en/policy?c=us&l=en&s=gen&~section=019

Dell Community Policy Dell has a public

community policy for the members of its community and support forums.

http://en.community.dell.com/content/TOU.aspx

Six Elements of Social StrategyCommunity Campaigns Content CRMContext

Creating the right context in terms of objectives, metrics, structures, workflows and policies.

Identifying evangelists,social object and community platform.

Creating and managing a campaign calendar, to attract the interest of evangelists on a regular basis.

Creating andmanaging a campaign calendar, to retain the interest of evangelists on a regular basis.

Creating referral and rewardsprogramssupported by reputation and recommendation systems.

Creating specific tactics for online and offline channel and integrating them.

Channel

Social Web Use Cases

Adapted from: Altimeter Social CRM Use Cases

Brand trackingResearch communities

Identifying leads

Identifying problems

Identifying trends and ideas

Profiles, groups and activity streams

Changing medium or message

Converting leads

Solving problems

Acknowledging ideas

Shared workspaces

Viral marketing campaigns

Referralcampaigns



Blogs and wikis



Self-service communities

Ideation communities

Employee and partner communities

Insights

Response

Proactive

Crowd-sourcing

Marketing Sales Support Innovation Collaboration

Exercise CommentsQuestions

Worksheet 2Worksheet 2: How Can We Organize & Energize Our Evangelists?


Consumer generated content (contests etc.)

Conversations (blog etc.)

Collaboration (support forum etc.)

Community (community of practice etc.)

Collective intelligence (ideation platform etc.)

Key Takeaways From Session 3 How can we organize and energize them? Or, how to ignite passion? Relates to five social dynamics: consumer generated content,

conversations, collaboration, community and collective intelligence.

Session 4: Wrap-up

Key Takeaways From Session 3 How can we organize and energize them? Or, how to ignite passion? Relates to five social dynamics: consumer generated content,

conversations, collaboration, community and collective intelligence.

Social Web Content Strategy

Announcements from corporate, business units,country and product teamsLeadership interviews and profilesShowcase for corporate culture and CSR initiatives

POV on business, technology and consumer trendsPOV on industry issues and government policies

Customer stories, case studies, interviews and testimonialsCall for customers to share their own stories

Open threads for ideas, suggestions and feedback on product or processContests and polls linked to marketing campaignsOne-to-one interactions in comments

Excerpts from relevant conversations from external blogs, forums and social networksConversations may relate to elements in 1-4

3. Customer Stories

1. Company News

2. Industry Trends

5. Social Hub4. One-to-One Conversations

Internal focused

External focused

Tying in campaign to customer support and innovation workflowsOffering incentives, perhaps as part of a loyalty program

Energizing the community to participate by offering attractive prizes and creating buzz around contestBuilding virality into the contest via social voting

Tying in campaign to customerrelationship and business development workflowsOffering incentives, perhaps as part of a loyalty program

Energizing the community to participate by offering attractive prizes and creating buzz around contestBuilding virality into the contest via social voting

Social Web Campaign Strategy

Suggestion Campaigns

“Create You Own…” Contests

Referral Campaigns

Challenges

Reality Show Contests

Content focused

People focused

Video channelsVideo embedsSearch

Tweets, DMs, @replies, retweets (RT), hashtags (#)SearchAPI integration

Profile, pages, status messages, Q&A, groups, eventsSearchApplicationsAPI integration

Pages, status messages, eventsSearchApplicationsAPI integration

Building in “call to share” in the videosCreating regular video content

Creating interesting 140 character messages dailyParticipating in conversations in real time

Connecting withinrestrictionsMaintaining professional tone

Creating interestingcontent dailyUsing functionality to the fullest

Social Web Channel Strategy

YouTube Twitter LinkedIn

Tools

Challenges

Facebook

Content focused

People focused

Social Media Response Matrix

Can you add value?

Evaluate the purpose

Respond in kind & share

Thank the person

Unhappy Customer?

DedicatedComplainer?

Comedian Want-to-Be?

NegativePositive

Yes No

Do you want to respond?

No Response

No

Yes

Take reasonable action to fix issue and let customer

know action taken

Are the facts

correct?

Gently correct the facts

No

No

No

Yes

Are the facts

correct?

Does customer need/deserve more

info?

Yes

Explain what is being done to correct the

issue

Yes

Is the problem

being fixed?

Yes

Let post stand and monitor

NoYes

NoYes

Yes

Assess the message

Source: USAF, modified by Altimeter Group

B2C: Starbucks Case Study

Starbucks V2V Starbucks

Volunteer network for promoting events and actions

http://www.v2v.net/starbucks

My Starbucks idea Community of

Starbucks fans for ‘making the Starbucks experience better’

Users submit and vote best ideas

Starbucks implements the idea

http://mystarbucksidea.force.com/apex/ideaHome

Starbucks on Facebook Active engagement

on the Starbucks Facebook page

Micro contest and campaigns for user engagement

7 million + fans

http://www.facebook.com/Starbucks

Starbucks on Facebook Custom Facebook

application powered by Salesforce to drive and measure word-of-mouth referrals in a Starbucks campaign to encourage volunteerism.

Source: http://appirio.com/products/rms/viralmarketing_demo/viralmarketing_demo.htm

Starbucks on Twitter Twitter account for

answering people and promoting what others are saying about Starbucks

http://twitter.com/Starbucks

Stop Starbucks

Source: http://stopstarbucks.com

Launched in May 2009, to coincide with a big Starbucks consumer generated content contest.

Minimal impact due to overwhelming positive conversations about Starbucks.

Worksheet 3Worksheet 3: How Can We Help Our Evangelists Spread the Word?


Community strategy

Content calendar

Campaign calendar

Facebook

LinkedIn

Twitter

YouTube

Integration strategy

B2B: Microsoft Case Study

Microsoft ExecTweets

Source: http://exectweets.com

Community built around aggregation of tweets from CXOs.

Voting, commenting and sharing on the aggregated tweets.

Windows Support Community

Source: http://windows.microsoft.com/en-US/windows/help/community

Microsoft Windows support community with expert blogs and tips, and user stories.

Microsoft Press Room

http://www.microsoft.com/presspass/default.mspx

Social media press room with rich multimedia content.

Microsoft Developer Network

Source: http://msdn.microsoft.com

Community platform for Microsoft developers to network with and learn from each other.

Microsoft Partner Network

Source: http://microsoftpartnernetwork.com

Community platform for Microsoft partners to network with and learn from each other.

Microsoft Careers JobsBlog

Source: http://microsoftjobsblog.com

Microsoft career blog with inside peek into company culture and advice from recruiters.

Zune Social

Source: http://www.zune.net/en-us/promotions/jointhesocial/default.htm

Online music community powered by what Zune users and their friends are listening to.

Office Ribbon Hero

Source: http://officelabs.com/projects/ribbonhero

Game where users can play challenges, score points, and compete with your friends while improving their productivity with Office.

Microsoft Bizspark

Source: http://advertising.linkedin.com/bizspark

Targeted LinkedIn ads to drive leads to expert profile.

Direct interaction between experts and developers.

SOCIAL WEB

Three Types of Metrics

Awareness Consideration Purchase

PURCHASE PIPELINE

RELEVANCE

IMPACT

CONTENT

TryShare

Relate

2. WEB ANALYTICS

1. SOCIAL MEDIA ANALYTICS

3. BUSINESS ANALYTICS

Worksheet 4Worksheet 4: How Can We Measure the Success of Our Strategy?


Social media analytics (+ive mentions etc.)

Web analytics (registrations etc.)

Business analytics (leads & conversions etc.)

Key Takeaways From Session 4 How can we (help them) spread the word? Or, how to scale passion? Relates to content, campaigns and channels.

You should track three types of analytics: social media analytics, web analytics and business analytics.

Exercise CommentsQuestions

Social Technologies 101

Social Technologies & Business

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