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