3. Video
–
what
is
the
Internet?
-‐
h2p://youtu.be/JUs7iG1mNjI
Key
consideraDons:
CompeDDon
Even
use
it
–
or
wait
to
see
how
other
people
or
companies
use?
Benefits?
External
consultant
Phase
it
–
internal
first
Cost,
infrastructure
Acceptance
of
it
–
change
management
Disk
–
who
you
give
it
to?
EvoluDon
of
fax
machine
–
frame
of
reference
Early
to
mid-‐90’s
:
long
before
social
media
How
do
you
determine
its
value?
Is
it
going
to
be
worth
it?
3
4. Don’t
get
caught
up
in
the
tools/technology
Copying
compeDtors
is
not
a
strategy
CreaDng
a
presence
and
using
the
tools
is
not
a
strategy
Goals/ObjecDves
(Ded
to
organizaDon
goals/objecDves)
Audience
(from
last
class)
Something
to
bring
to
the
table
(including
the
ability
to
deliver)
–
topic
from
WOMM,
content
+
infrastructure
(people,
training,
execuDon/maintenance)
Plan
–
a2ack
one
idea,
opportunity
or
challenge
(gain
momentum
and
internal
support
to
go
a_er
the
next
big
thing)
4
5. People
–
Who
is
your
target
audience?
What
are
they
ready
for?
How
do
they
parDcipate?
ObjecDves
–
what
are
your
goals?
E.g.
MarkeDng
(talking),
Sales
(energizing
best
customers),
Internal
collaboraDon
etc.
Strategy
–
How
do
you
want
relaDonships
with
your
customers
to
change?
Answering
this
helps
you
to
plan
for
that
desired
outcome
+
measure
it.
Also,
you’ll
need
buy-‐in
from
people
in
your
org.
who
might
feel
threatened
Technology
–
what
will
you
build?
5
8. Listening:
research
to
be2er
understand
customers
(e.g.
insights
for
markeDng,
product
development
or
reputaDon
management).
Monitoring
vs.
focus
groups
and
surveys.
Talking:
to
spread
message
about
your
company
(extend
current
channels
to
more
interacDve
media).
ParDcipaDng
in
two-‐way
conversaDons
vs.
just
outbound
communicaDons
(to
vs.
with).
Energizing:
find
your
most
enthusiasDc
customers
and
supercharge
their
WOM
(best
if
you
know
you
have
some
–
soc
med
just
makes
it
easier
to
find/a2ract
and
engage).
Help
them
sell
to
each
other.
SupporDng:
help
customers
support
each
other
(companies
with
significant
support
costs
and
who
have
a
natural
affinity
for
each
other).
Enable
customers
to
support
each
other.
Embracing:
integrate
customers
into
the
way
your
business
works
(e.g.
design
new
products).
This
is
the
most
challenging
and
best
suited
for
companies
who
have
succeeded
with
one
of
the
other
four
goals.
Help
customers
work
with
each
other
to
improve
your
products
or
services.
8
10. Comcast
Cares
–
Frank
Eliason
(customer
service
manager)
started
with
blogger
outreach,
help
forums
etc.
and
moved
into
Twi2er
(2,000
tweets
a
day)
h2p://www.openforum.com/idea-‐hub/topics/the-‐world/arDcle/how-‐to-‐use-‐twi2er-‐
to-‐support-‐customers-‐guy-‐kawasaki
Xbox
–
“Elite
Tweet
Fleet”
is
the
world
record
holder
(most
responsive
brand
on
Twi2er);
“Our
ability
to
idenDfy
and
fix
emerging
issues
is
so
much
faster
with
our
ears
to
the
street.”
a
good
match
in
the
audience.
Most
of
the
tweets
wouldn’t
reach
the
call
center.
h2p://www.socialmediaexaminer.com/how-‐microso_-‐xbox-‐uses-‐twi2er-‐to-‐reduce-‐
support-‐costs/
Also,
Gatorade
“command
center”,
Dell,
AT&T,
Best
Buy’s
Twelpforce,
Super
Bowl,
Southwest
Airlines
and
Oregon
Ducks
(video
on
next
slide)
10
11. For
example,
Blendtec's
"Will
It
Blend?"
YouTube
campaign
(just
as
easily
converted
into
an
infomercial)
showcased
the
company's
blender
power
in
a
very
a2enDon-‐
gemng
way.
The
campaign
was
such
a
huge
hit
that
within
two
years,
retail
blender
sales
increased
by
700
percent!
h2p://youtu.be/l69Vi5IDc0g
11
13. The
Great
Bacon
Barter
Right
now,
somewhere
out
there,
there's
a
man
on
the
loose
with
3,000
pounds
of
bacon.
Josh
Sankey
has
no
cash,
no
credit
cards
-‐-‐
just
a
trailer
full
of
delicious
bacon.
His
plan:
To
drive
from
New
York
to
L.A.
and
barter
his
way
there.
The
project
-‐-‐
which
is
sponsored
by
Oscar
Mayer
-‐-‐
is
to
find
out
if
America
loves
bacon
as
much
as
it
loves
money.
It's
one
big
awesome
stunt,
and
if
Josh
can
deal
his
way
to
L.A.,
he'll
have
spread
a
whole
lot
of
bacon
love
and
started
a
whole
lot
of
conversaDons.
The
lesson:
Hey,
maybe
people
don't
love
your
stuff
as
much
as
they
love
bacon.
But,
then
again,
some
probably
do.
Is
there
a
fantasDc
trade
out
there
you
could
pull
off
to
get
people
talking?
h2p://www.baconbarter.com/
Another
example:
Groupon
13
15. Bearing
Point
–
large
IM
consulDng
firm
(competes
with
Accenture,
IBM
and
HP).
Needed
a
way
to
their
soluDon
to
the
problem
and
prove
it
was
be2er
than
the
other
guys.
Started
as
an
internal
platorm,
then
opened
to
everyone
(e.g.
clients
and
even
compeDtors).
Brings
all
of
the
IP
(methods,
philosophies,
principles,
definiDons)
in
one,
collaboraDve
place.
Works
because
it’s
such
a
complex,
shared
problem
(and
the
soluDons
costs
a
LOT
of
money).
BP
puts
itself
at
the
center
point
of
an
accruing
collecDon
of
new
IP.
Makes
money
from
visitors
and
for
appearing
larger
than
it
is.
MIKE
–
Method
for
an
Integrated
Knowledge
Environment
15
18. Create
a
plan
–
what
you
will
do
first,
how
you
will
measure
success,
and
how
you
will
build
on
that
success
Consequences
–
think
through
what
the
end
game
looks
like
(e.g.
in
terms
of
relaDonships,
major
company
funcDons
etc.)
Person
in
charge
–
right
amount
of
clout
within
the
org.
+
Ded
to
the
right
objecDve
you’re
pursuing
–
e.g.
CMO,
CIO,
head
of
R&D
(regardless,
report
to
the
CEO
how
it’s
transforming
your
business)
Partners
–
find
one
who
understands
what
you’re
a_er
Commitment
–
constantly
aware
of
the
challenges
and
prepared
to
fix/course-‐
correct;
things
will
go
wrong!
Diagnose
how
it
is
failing
(POST)
and
adjust;
not
a
campaign
(on/off
switch)
18
19. First
part
of
the
book
–
why
people
talk
and
how
businesses
can
work
with
WOM
The
rest
–
pracDcal
Dps
to
get
and
keep
people
talking
Examples
–
seeds
for
ideas
(templates)
and
not
copycat
–
WOM
works
when
it’s
unique
(otherwise
people
wouldn’t
talk)
19
20. To
build
your
WOM
plan,
you
have
to
walk
through
the
Five
Ts
and
apply
each
on
to
your
“stuff”
20
21. Make
it
easy
to
spread
the
word
when
someone
has
the
urge
(have
it
send
a
cool
email
that
they’ll
want
to
send)
More
examples:
SaDsfied
shoppers
walking
around,
showing
you
off
wherever
they
go
(Bloomingdale’s
“big
brown
bag”)
–
people
see
the
bags
and
conversaDons
start
*every
person
becomes
WOM
potenDal
when
they
have
something
in
their
hands
Lou
Mitchells
in
Chicago
–
free
donut
holes
and
milk
duds
21
22. Whatever
business
it
is,
ask
these
quesDons
when
looking
at
a
customer.
Silly
something
Special
moment
Service
with
a
smile
Consider:
how
do
people
experience
your
company?
22
23. A
service
that
helps
freelancers
send
invoices
Meals
–
1500
customers
in
10
days
Mural
–
people
kept
checking
back
on
the
progress
Invite
customers
and
local
bloggers
to
free
dinner
to
say
thanks
Result
–
250K
customers
to
425K
since
starDng
the
campaign
23
