Cisco innovation day no_1_2

The CMO’s DilemmaOr How Do We Go Beyond a Token ‘Social’ Gesture

Cisco Innovation Day - Spring 2010

The CMO’s Dilemma

A Play in 3 Parts >

The 5 Barriers to Overcome

The 5 Steps to Social Media with Business Impact

The CMO’s Dilemma



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The CMO’s Dilemma



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3M+fans100 posts

in 7 Days

No consensus on an evaluation model

‘Social’ currently planned as a channel or tactic

90% of Facebook interactionhappens in the Wall

1 2 3 4 5 6 7 80

50000

100000

150000

200000

250000

300000

Buzz vs. Sustained WOM

BUZZ

Months

Soci

al M

ed

ia "

Imp

ress

ions"

A campaign-based culture

No forum for “best practices”

Leadership goes to the biggest budgetMedia

Advertising

Apologies to the Eat Out restaurant Awards 2009

Leadership goes to the biggest budget

Leadership goes to the

biggest budget

No forum for “best

practices”

A campaign

-based culture

‘Social’ currently

planned as a channel or tactic

No consensus

on an evaluation

model

The 5 Barriers to Overcome>

What’s your dilemma?

Social IRMDriving Influencers to “Care to Share”


said traditional media influences their final purchase decision of a consumer goods product17%

31%said an online comment from a ‘stranger with experience’ would influence that decision

SOURCE: Millward Brown ACSR, Product Users Internet Usage, May 2009

China>

of U.S. moms trust traditional advertising

5%

34-50%trust online friends and ‘strangers with experience’

SOURCE: Digital Mom, Razorfish & Cafe Mom

United States>

In the E.U., people trust family, friends and ‘strangers with experience’ more than professional sources when seeking an opinion on a brand they plan to buy

SOURCE: Global Web Index

European Union>

Social Media Engagement Framework

Influencers Content Strategy

Engagement Advertising

Active ListeningMarcom Insights, Rapid Response & Measurement

Social Grassroots/Brand CommunityCultivating a network of customers/advocates: community, CRM & reviews

OWNEDEARNED PAID

MeasurementIntegrated performance and ROI social media measurement

InfluencersInfluencers

Top Influencers• Brand, Product &

Category• Affinities

Grassroots: Customers

Grassroots: Fans and Followers

Grassroots: Stakeholders

Relationship of Social IRM to Social CRM

Top Influencers Data Grassroots Data

Customer Data: Sales &

AdvocacySocial CRM

Advocacy Sales

Influencer Node Network Dispersion Node + Network Model

Based on: Duncan Watts, Roper Starch

The New Theory of Influence>

Based on Robert Cialdini’s “Influence: Science & Practice”

What Drives Influence?>

If other people ‘like her’ ask her to try a product, she will

Even ‘strangers with authority’ matter to us

Exclusive opportunities (product offers, events) drive action

Liking Authority Scarcity

If brands offer some value to influencers, they reciprocate

People want to remain consistent with a public commitment

If other women ‘like her’ use a product, she will try it

Reciprocity Consistency Social Proof

Influence to Word of Mouth>

Almost every act an influencer can take online via social media results in some form of ‘word of mouth’

How can we spark ‘word of mouth’ around brands AND drive action?

7 Drivers of Word of Mouth>

01. Do we have a good story?

02. Can people SHOW their involvement in a visible way?

03. Do we offer something new to talk about?

04. Do we let our supporters be creative?

05. Do we invite people to participate?

06. Do we offer them some value?

07. Do we remind people to spread the word?

LG: Blogger Co-creation & Engagement

Texting Dictionary Event

Introducing the first-ever SMS text-lingo

translation tool, powered by mom bloggers

Influencers5 Steps to Finding and Engaging Influencers

1. Identify Influencers

2. Determine the “engagement value”

3. Segment for custom engagement

4. Best practice outreach

5. Social influencer relationship management (“Social IRM”)

InfluencersIdentify

Relevance

Influence(Reach, Engagement, Social Graph, Frequency)

Assessing Influence: Blog Example

•UMVisits

Reach – Primary

•Inbound Links

Reach – Secondary

•Most Commented Post

Engagement

•Number of Social Channels

Social Graph

•Posts per week

Frequency

Social IRM: Influencer Maps>

Managing Influencers

product-launch community

product-launch community

Your POV

Content ActivationMaking content move across the social web


What is Content ?

What channels do you create it for ?

How are people consuming it?

And now location based content creates new opportunities to increase relevance.

Think about content as a service to support the marketing mix. A content API if you will.

MobileSocial

Games

In store

TV Call center

.com

.

Create Once

Publish to many

While measuring across channels to optimize content & channel effectiveness.

MobileSocial

Games

In store

TV Call center

.com

.

Publish Many

Measure across channels

Create Once

The continually shifting landscape requires a clear strategy to align content with consumer

expectations.

Steps for creating a successful content strategy 4

What is a content strategy?A actionable plan for creating, managing & optimizing content to

align consumer intent with business objectives.

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Consumer intent informs all steps of content strategy

Consumer Intent Modeling

Learn Plan Create Optimize

Learn: Understand how intent and objectives align

Who’s the Audience

Personas

Segmentation

What are thy looking for?

Content metrics

SEO Keyword analysis

Site search keywords

How do they find it?

Content inventory

Conversion rates

Touch point audit

How does it support business

Objectives

Establish Baselines

Apply CIM

Set goals

Campaign is trying to reach people about plastics and fashion

Site content keyword density is all about

plastic bags.

Campaign Goals & Key Metrics

Reach Action EngagementBuilding trust and

awarenessTaking a step to learn

moreParticipation in the

campaign

# of visitors reached on syndicated 3rd party sites

# of people reached on Twitter via RT

Unique views on PMIP.com

# pages viewed per session

Bounce rate

Duration of visit

# of fans

# of followers

# of subscriptions to rss

# of subscribers to newsletter

# of comments

Links Shared

New vs Returning Visits

New visitor Returning visitor

We are doing a

great job of

reaching new

visitors.

New visitor

Returning visitor

0% 10% 20% 30% 40% 50% 60% 70%

New vs Returning Visits Bounce rate

Bounce rate

New visitors are not taking a step to learn more.

When consumer intent is to learn about fashion people take the step to learn more and participate.

Building & Homes

Fashion & Design

Automotive

Smart Packaging

Appliances & Gadgets

Eco Solutions

Future Technology

Medical & Safety

0 500 1000 1500 2000 2500 3000 3500 4000

Reach: Unique Views

Unique Monthly Views

Fashion content increase awareness

americanchemistry.com

projectrungay.blogspot.com

genart.org

ow.ly

discover.genart.org

google.com

images.google.com

facebook.com

prnewswire.com

twitter.com

0 200 400 600 800 1000 1200 1400 1600

Reach – q1 Top Referring sites

Increase awareness & trust thru influencers

Plan: Create a blueprint to maximize effectiveness

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How will you manage?

Organization Model

Publishing Process

Schedule

CMS

How will you promote?

Paid media

Search

Partners

How will you keep conversation going?

Conversation plan

IRM

What's the User Experience

Taxonomy

Navigation

Keywords

Wireframes

Collaborative filtering rules

Every plan needs one of these..

Promoting content with Facebook Ads & Twitter Contest

Create: What's the purpose of your content?

Web Content

Social Content

Games Rich Media

Utility Support Tweets

Configurator

Information Location Based

E-learning Product Tutorials

Entertainment Quiz Facebook apps

Commercial Videos

Optimize: Increase performance of digital media

Calls to action

Calls to action

MVT/AB test

Search

Keywords

Targeting

Experience

Navigation

Layout

How People Searching Related to Brand.

Keyword Optimization

Why is it Important – Universal Search !

What does this mean for Cisco

• Create content that can easily be re-purposed across the

marketing mix.

• Understand what your consumers are looking for and give them

a direct path to find it.

• Develop content with a purpose.

Conversation ManagementDriving Influence Through Social Grassroots


66New Consumer Telepresence from ….

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V-Tech Toys

V-Tech wanted to build a community of moms talking about how their kids learn - a community that provides insight about their customers and what they want

• Increased social media share of voice from 20% to 70% versus competitor

• Launched Facebook Page with 10,000 fans in first 48 hours

• Average of 1,000 Facebook interactions per week

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Social networks are changing how brands build

enduring relationships with customers.

But it’s not enough to simply launch a Facebook page.

To build successful relationships that drive real

business impact, brands need to deliver two things…

Conversation Management

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2

1

Everyday engagement that offers authentic value to fans and followers

Remarkable experiences that compel them to share, recommend, and even purchase


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There are three key steps in planning:

1. Guidelines: Create response scenarios for everyday and crisis situations, identify relevant contacts for questions, and develop community guidelines for each platform to be posted publicly.

2. Training: Indentify brand spokespeople for relevant community questions (customer service, communications team, etc.) and provide training and group structure for effective response.

3. Technology: Use a content management system to operationalize schedule responses across multiple platforms and brand presences


Conversation Planning

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Core Elements

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Conversation Calendars are a system to plan and

manage published content across social networks


Conversation Calendars

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Step 1: Six-Month Calendar

Step 2:Monthly Calendar

Step 3:Weekly Calendar

Brand campaigns, awareness months, planned

launches (new applications, video series,

summer-long promotion).

Remarkable Content that informs Everyday

Engagement (offline events, traditional media

highlights, and marketing campaigns).

Everyday Engagement from the Conversation

Manager.



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Everyday Engagement

Conversation starters• Polls• Relaying• Response & commenting• CGM solicitation• Ongoing discussions



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Conversation

Creators

CONTENT CATEGORY

WHY WE USE IT CONTENT EXAMPLES

POLLSSimple interaction content to drive “auto-sharing” among fanbase

Polls, surveys, open ended questions, cool facts and trivia

RESHARINGUse branded properties to spread content created by others through sharing and reposting.

Retweets, FB link sharing, brand associated blogs, Insider content, traditional Media

DIRECT RESPONSE Demonstrate that the brand is listening and values consumer opinions and voices.

FB & Twitter responses and blog comments

CGM SOLICITATION Encourage consumers to share their own content and experiences of the brand. Comments, photos, videos, blog posts

ONGOING DISCUSSIONS Permanent standing discussion topics moderated

by the brand to allow ongoing broader discussions.

Permanent hosted and moderated discussions

Campaigns

and Events

CONTESTS OR GIVEAWAY Special offers to encourage IMMEDIATE pass

along or celebrate the brand community and fans talents

Photo contest, sweepstakes, partner offers, code bombs (limited time pts offers)

BRAND EVENTSProvide unique experiences that inspire conversation and allow fans to activate their own networks to bring in new fans and customers.

Facebook events, live tweeting, live posting, virtual interviews, videos, photos

SPECIAL OCCASIONS Leveraging existing holidays and moments in time to make the brand relevant to peoples lives.

Branded events, virtual events, holidays, conference content

Content and

Special

Access

BRANDED CONTENT Deeper ongoing engagement from consumers into content that we create and share with them.

Photos, videos, Facebook notes, images, interviews, recipes, Employee content

APPLICATIONSGive fans fun, useful applications to connect their lives AND spread WOM to fans’ friends through the Facebook News Feed

Blog posts, photos, videos, images, songs, recipes, Insider content, Employee content



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• Whether via Facebook or Twitter, Conversation Manager(s) are online everyday building engagement with the brand community

• They represent the brand within social networks, are immersed in the conversation trends, and participate in consumer discussions

• Each brand has it’s own unique voice and personality- Conversation Manager(s) maintain the brand voice at all times across platforms

• Conversation Manager(s) work with the brand, account teams, and fans to come up with new ideas and promote a steady cadence of new content and announcements

• Conversation Manager(s) come from the brand or from trained partners – with full transparency


Conversation Manager

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What it is: One portal to post and edit content, monitor and respond to comments, and work across multiple Facebook Pages, Twitter handles, owned communities, Flickr, YouTube, etc.

Top benefits:

• Scale over multiple platforms

• Effective management and publishing

• More “control” over the conversation

• Analytics for engagement


Conversation Management Systems

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Example: Context Optional

Add keyword email alerts for posts/comments

Add new Facebook applications or content, each as a new custom tab

Reply, delete, like, or escalate comment to another user or by email



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Victoria’s Secret PINK

Victoria’s Secret used Facebook to recruit and organize a national network of college women as campus reps from their PINK line and drive to purchase with coupons and in-store events.

• 2.2 million Facebook fans

• 1 million members of Pink Nation advocacy community (launched 2010)

• Over 7,000 confirmed Facebook guests for recent in-store shopping event

• Average 3,000 confirmed Facebook guests for university campus events

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Tropicana

Tropicana is using Facebook, Twitter, and blogger outreach to build a community of loyalists and help customers make the most of the Juicy Rewards program.

• Reached 45,000 Facebook fans in first 3 months

• Average over 100 Facebook interactions weekly

• Created over 700 interactions on Twitter

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Case Studies

Turbo Tax

Turbo Tax built on-top of their Turbo Tax Live community to find new customers with tax questions and triage customer service issues where they were happening: Facebook and Twitter.

• 5 million YouTube videos viewed

• 10 million people helped at Turbo Tax Live Community

• Over 1,000 customers helped on Twitter

• TaxCaster refund predictor available on Live Community and Facebook

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1. Grows an engaged fan and follower-base for direct communication

2. Establishes an “owned” advocacy channel to stimulate grassroots word of mouth

3. Provides an integrated and efficient approach to managing brand social Web sites (e.g. Facebook, Twitter, brand.com, et al) for the biggest business impact

4. Trains and transforms the brand marcom team

5. Delivers measurable business results


Benefits to Brands

The CMO’s DilemmaOr How Do We Go Beyond a Token ‘Social’ Gesture


The CMO’s Dilemma



>

Leadership goes to the

biggest budget

No forum for “best

practices”

A campaign

-based culture

‘Social’ currently

planned as a channel or tactic

No consensus

on an evaluation

model

The 5 Barriers to Overcome>

Build consensus on a “pretty good” measurement model

Conversation Impact™

New Measurement Model

Reach

Preference

Action

Awareness

Evaluation

Engagement

Loyalty

Conversion

}}}

Define Long and Short Term Goals

A Dual Approach to Social Media>

> Conversation Planning

> Conversation Managers

> Social Web Publishing

> Influencer Maps

> Social IRM Database

> Engagement Plans

> High Influencers> Peer Influencers

Embrace a Social Media Engagement Framework

Social Media Engagement Framework

InfluencersContent Strategy

Engagement Advertising

Active ListeningMarcom Insights, Rapid Response & Measurement

Social Grassroots/Brand CommunityCultivating a network of customers/advocates: community, CRM & reviews

OWNEDEARNED PAID

MeasurementIntegrated performance and ROI social media measurement

Establish a Learning Organization

Social Media Red Belt

Social Media Black Belt

Social Media White Belt

Understand Participate Lead

Social Media Training

Define Your “Social Brand”

Define Long and Short

Term Goals


>

Define Your “Social Brand”

Establish a Learning

Organization

Embrace a Social Media Engagement Framework

Build Consensus

on a “Pretty Good” Measurement

Model

“We may be ahead of

our competitors, but

we’re most definitely

behind consumers.” — Simon Clift (former) CMO of Unilever

CONTACT

John H. BellGlobal Managing Director | 360° Digital Influence | Ogilvy

MOBILE +1 202.729.4166

EMAIL [email protected]

BLOG http://johnbell.typepad.com

TWITTER @jbell99

Dirk ShawSVP/Digital Strategist| 360° Digital Influence | Ogilvy

MOBILE +1 404.931.5173

EMAIL [email protected]

TWITTER @dirkmshaw

mailto:[email protected]

http://johnbell.typepad.com/

http://twitter.com/jbell99



Documents

Cisco innovation day no_1_2