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BELLEVUE, WASHINGTON, USA - June 3, 2011 - My presentation on a new way to look at social, from the Social Media 301 conference.
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BBEEYYOONNDD
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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WWEE DDOONN’’TT NNEEEEDD NNOO SSTTEEEENNKKEEEENNGG SSOOCCIIAALL MMEEDDIIAA SSTTRRAATTEEGGYY
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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.
The forgotten benefit: GOOGLE <3’s ENGAGEMENT !"#$%"!%&'("9-(>-9-_3(*-(:/-Z?-93<,(:+/1-3(*;-9(*-J/-(.BB/+.@;A91(0+@A.<(A0(3;.3(
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What else fuels engagement? Great content Integrated engage-points Emotional relevance
DDEECCIISSIIOONN--MMAAKKIINNGG IISS 9955%% EEMMOOTTIIOONNAALL,, 55%% RRAATTIIOONNAALL..
flickr.com/photos/!myklroventine!
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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: $0
20,000 Salty & Pep shakers sold out
Highest website traffic EVER
Unit sales rose by 24% over previous year
Sidekicks surpassed Uncle Ben’s as the #1 BRAND in the category
WHAT WOULD THE RESULTS BE IF DDB HAD ONLY PLANNED SILOED SOCIAL MEDIA TACTICS?
OR JUST A COMMERCIAL?
SO, NO, YOU DON’T NEED A SOCIAL MEDIA STRATEGY. YOU NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR MAYBE AN ACTIVATION STRATEGY. WHATEVER THE MEDIA.
AND THAT, MY FRIENDS, IS A GOOD STRATEGY.
FIVE MESSAGES FOR MANAGEMENT
1) There is a path beyond participation and fan acquisition 2) Search and social are the norms for Gens X and Y – and they now outnumber Boomers in the workforce 3) Alignment with your market means competitive advantage and more importantly, cost efficiency 4) Cross-functional social is an organizational win everyone can get behind #enterprisechampion
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FINAL MESSAGE FOR MGMT: Conversion is higher when companies invest in engagement
CONSUMERS PREFER ENGAGEMENT
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CHOICE IMPACTED BY ENGAGEMENT
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1 in 2 leads to B2B websites are coming from…
F%[kc"&5#q(4)Mkh("c(arb(HaH($"5W[Q#%4(s(c%H(a766(
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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