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.
14. Understand the Landscape
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AUDIENCE
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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15. Create a social business council
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AUDIENCE
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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17. Develop a plan, then use it!
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ACTIVATE
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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23. 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
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25. Content is the engine powering social.
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ACTIVATE
Mix it up
Events
• Posts
• Newsletters
• Pictures
• User
• Video
Content
• Games
• Links
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26. Content is the engine powering social.
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Mix it up
Make it relevant,
interesting and sharable.
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ACTIVATE
Focus on audience
interests/needs
Refer to other news,
information
Encourage and
reward sharing
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27. Content is the engine powering social.
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Mix it up
Make is relevant,
interesting and sharable
Facilitate interaction
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ACTIVATE
Ask questions
Respond to comments
Highlight employees,
members
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28. Content is the engine powering social.
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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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29. Employees are your best ambassadors
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ACTIVATE
Empower them to tap into
their own networks
Your own LinkedIn network:
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1,094 connections link you
13,212,404+ professionals
56,432 new people in your
Network since December 5
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31. Digital is not in a box...or a silo
ACTIVATE
Mobile
Palm
Mobile
Notebook
Desktop
Mobile
Tablet
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32. Gaming is a great business tool for
measurable business outcomes.
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Incentives, points &
rewards for participation
Specific actions for
specific outcomes
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ACTIVATE
Recruiting
New business
Customer service
Product development
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33. Old Sales Playbook for Business Development
ACTIVATE
OLD SALES PLAYBOOK
COLD CALLS
SALES
DEMO
QUALIFY
LEADS
EMAILS
TRADITIONAL
SALES
“THE FUNNEL”
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34. Activate social as a business development tool.
ACTIVATE
SOCIAL ACTIVATION SALES
PLAYBOOK
SOCIAL
NETWORKS
PURCHASE
LEARN
EDUCATE
ASK
QUESTIONS
ENGAGE
READ
RECOMMENDATIONS
PROMOTE
OTHERS
SOCIAL
SALES
TRIAL
MAKE
RECOMMEN
DATIONS
DIGITAL CUSTOMER PATH IS INDIRECT
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36. Activation team
Activation director
ACTIVATE
Business and marketing goals: sees the big picture
Researcher
Social listening, research, competitive intel
Planner
Program channels, calendars & schedules
Engagement manager
Creative and content producers
Post, follow, respond, interact
Writing, info graphics, creative themes
Thought leaders, white papers
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39. Measure. Adjust. Repeat.
ACTIVATE
2010
2011
2012
2013
Fans & followers
Drive traffic to the
Track interaction
Integration of social
site
across the full
with overall
clickstream
marketing and
Activity
business metrics
Focus
Gathering “likes”
The race for more
Calling for
followers the better comments: user
CRM, performance
metrics
content
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40. Agile: a framework for decisions
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Cross functional teams
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Customer collaboration
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AGILE
Active use of data
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41. Agile: a framework for decisions
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Constant testing
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Response to change
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AGILE
Continuous improvement
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42. Agile: a framework for decisions
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Efficient
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Adaptive
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AGILE
Iterative cycles
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43. A frame of mind:
Digital, Mobile and
Social Media can Activate
the Entire Organization
AUDIENCE
DIGITAL
ACTIVATION
AGILE
ACTIVATE