SlideShare une entreprise Scribd logo
1  sur  45
Télécharger pour lire hors ligne
OPERATIONALIZING SOCIAL MEDIA
CASE STUDIES & METHODOLOGY

Zena Weist
Vice President, Strategy | Edelman Digital | @zenaweist




   #explore
CASE STUDIES
WITHOUT A CHAMPION &
WITH A CHAMPION
EMBARQ CASE STUDY
    WITHOUT A SOCIAL MEDIA CHAMPION


                       Servicing 3.5M HHs across 18 states
                       • Home Phone, Local and Long
                         Distance
                       • High-Speed Internet
                       • Satellite TV from DISH Network
                       • Home Computer & Technical
                         Support




3
LISTENING

In the beginning…
    Google Alerts (Yahoo)
    Google Blog searches
    BlogPulse
    DSLReports.com
    Technorati

Added…
  Collective Intellect
  All of the above
  Addictomatic

Landed on…
   Radian6
   All of the above
SOCIAL MEDIA ROADMAP

    Corporate Social Media Mission:
    Develop, implement and cultivate social media strategies with an
    evolving tool kit to enhance communications and brand perceptions
    among employees, customers, prospects, shareholders and the media –
    aka: “stakeholders”.                                November 17, 2007




5
Delivering on our Practical Ingenuity brand promise, we will
       leverage social media with the following strategic pillars:
1) EDUCATE: Train to create breadth and depth in our employee base to give them the tools and
   opportunity to actively engage in social and emerging media.
2) SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a
   “thought-leader” in this emerging space while tapping external influencers.
3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen;
   ensure all marketing and communication strategies are interwoven to create consistent messaging.
4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from
   followers to leaders; monitor brand perceptions to identify opportunities and gaps.
5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples.
6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is
   dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for
   future growth.

 66
TYING SOCIAL INTO BUSINESS METRICS

                                    Still Have Customers Who Won’t Recommend Embarq

    Engaging in online                                   4Q07

    conversations to        Executives and employees increasingly concerned with negative Customer
                            posts and no Embarq response.

    improve:                Passion for Customer care drives initiative to ignite with a grass-roots Customer
                            care effort:
                             – Update/publish the Online Communication policy
    Customer Experience,     – Pool resources from front-line to get in on ground floor to develop a
                                 sustainable, no-cost process.
    Brand Perception &             • Discovery
                                   • Assessment

    Employee Morale                • Recommendations
                                   • Implementation

                            Integrate Strategy redefined to focus on a Customer care concern.

                           Customers Likely to Recommend             Customers Definitely Recommend
                                      1Q08                                          2-3Q08

7
TECHNOLOGY VIDEOS ON YOUTUBE PROMPT ACTION


         67% Have taken action as result of seeing technology or
         electronics-related content on YouTube.
           47% Gathered more information about
           a product or service

           34% Considered buying a technology product
           or service

           27% Thought more favorably toward a product,
           brand or service

           21%             Told someone about a product or service


           13% Bought a technology or electronics-related
           product or service


    2008 YouTube Engagement Study
    Base: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos.
    Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube?




8
OBJECTIVES SYNC WITH BRAND PROMISE




    Social Media Channel Objectives                   Contest Objectives
     –   Build brand awareness through engagement      –   Drive traffic to the channel
     –   Increase EMBARQ core services awareness       –   Engage customers and prospects with the brand
     –   Leverage and support EQ online initiatives    –   Build EQ HSI awareness and preference


9
COMMITMENT TO ENGAGEMENT WITH CONTENT STRATEGY


                                      Program Spike | Constant Contact
“This is not a campaign, this         • Short-term: Contest (HSI focus)
initiative is a strong extension of
                                      • Long-term: How-to Videos
our brand promise – practical
ingenuity. It’s a practical              • Top 10 Customer Service issues
                                           (Call Centers, Online Listening)
communication’s vehicle helping
us build relationships, continue         • Continue to listen, interact,
conversations, and form deeper             resolve
ties in an innovative format.”
EIGHT WEEK BRAND METRICS – OVERALL WEB


                        AdIndex Score: Normative Benchmarking of Brand Metric Deltas*
                                                             Below Average                               Average     Above Average    Excellent     Avg
                                                                                                                                                    Delta
Aided Brand Awareness                                                                                                                                4.1
                                                                                                                                             20.0

     Online Ad Awareness                                                                                                                             4.5
                                                                                                                                          11.8
     Message Association                                                                                                                             3.1
                                                                        0.8

         Brand Favorability
                                                                                                                                          7.4        2.3
Sign-Up/Switch Intent^
                                                                                                                                4.6                  0.6
     Recommend Intent^
                                                                                                                                       7.4           0.6
                                          0%                        20%                          40%               60%         80%           100%

                                                                                             Percentile Ranking of Delta ()

                                             ^ NOTE: Metrics benchmarked against Purchase Intent norms
     * MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted,
                                                                                N=43 campaigns)

11
EIGHT WEEK METRICS - CHANNEL

Channel
 – Total video views: >500,000
 – Subscribers: 648
 – Comments: 148
 – Orders: ~3000
Contest
 – Contest Videos Submitted: 281
 – Votes: 15,500
 – Contest: 4200 hrs spent with brand
 – More video contest submissions than Kmart national
    campaign (w/ a higher media spend)
How-to Videos
 – Hours spent with brand ~12,000 hrs
 – Average rating 3.87 stars
 – HSI reduction in call volume/time
WITHOUT A CHAMPION SHORT LIST


     •   Patience
     •   Listen
     •   Patience
     •   Pitch & Plea
     •   Patience
     •   Test & Learn
     •   Metrics

13                                               13
H&R BLOCK
WITH A CHAMPION

          Prepare 1 in 7 US Tax Returns
          • Prepared more than 24 million tax
            returns worldwide in 2010
          • 11,000 Offices – within 5 miles of
            most Americans
          • Over 100,000 Employees
          • Have prepared more than 50
            million digital tax returns since ‘94
REVOLVING HUB & SPOKE MODEL


                    CS

      Legal                          HR


 Product                                  IT
                Social Media
                   Team

   Field
                                      R&D
              Com        Marketing
CUSTOMER SERVICE, CONTENT & 100,000 ADVOCATES


Our business and our job is
about helping people
• Listening audit
• 2 Big ears, 1 brand voice
• Listen, Respond, Resolve, Share
SOCIAL MEDIA TEAM’S FOCUS
1:1 Conversation with Focus on Expertise
    • GIR Community (Pilot Management)
    • Influencer Engagement (Blogger outreach, social site conversation)
Brand Reputation Management
   • Monitoring Online Conversation
   • Crisis Management Lead for Social Media
   • Partnering with CSO Online Response team for online CIR
   • Social Media team leads online brand response
   • Weekly reports in season
   • Ad hoc reporting as deemed necessary
24/7 365 Content Strategy
   • Lead HRB online content strategy
       Expert tax content, Marketing messaging, Brand communications
Social Subject Matter Experts (Assist with Strategy/Tactics)
   • Online Communication Policy (FTC Compliant)
   • Marketing (National & Field)
   • HR, Legal, Compliance, Ethics
   • Product & Client Experience, Innovation
SIT AT THE BIG KIDS’ TABLE – KEY PERFORMANCE INDICATORS

Client Resolution Metrics
    • Saves
    • Resolved Issues (Service Level Agreement)
    • Customer Service Survey (measured as a channel)

Cost Avoidance
   • Call deflection through Listening (script for Call Centers)
   • First Contact Resolution, Reduction in Call Time

Revenue
   • Retail Office: Appointments Made/online
   • H&R Block At Home Digital Software: Units Sold/online

Social Media Metrics
   • Followers, Mentions, RTs, Sentiment, Reach, Likes, Community members
H&R BLOCK’S ONLINE RESPONSE PROCESS




                                 David Armano, Edelman 2010. Repurposed with permission by H&R Block.


slidesha.re/blockresponse
WHEN EMPLOYEES GO ROGUE
WITH A CHAMPION SHORT LIST


     • Listen
     • Align with Business Goals/Metrics
     • Partner & Help – We Come In Peace
     • Are You REALLY Listening (let’s not call it
       monitoring) and Changing Course (Action
       Listening)?
     • Own Up & Come Armed
21                                                   21
SOCIAL BUSINESS
METHODOLOGY
A SOCIAL BRAND REQUIRES BECOMING A SOCIAL BUSINESS
                                                    Programs

                                              Community Management
                                                 Customer Service
                                                 Communications
                                                  Crowdsourcing
                                                    Marketing
                                                    Campaigns
                                                     Advocacy
                                                       Crisis



            SOCIAL BRAND                      SOCIAL BUSINESS           SOCIAL ENTERPRISE
                     (External)                                              (Internal)

                                                     Training
                                                      Process
                                                   Collaboration
                                                Organization Models
           Source: David Armano,              Research & Development
           Edelman 2011, edelmandigital.com     Policies & Guidelines
                                                 Knowledge Sharing
                                                       Culture

                                                  Infrastructure


23
SOCIAL BUSINESS PLANNING




      Social business planning is the blueprint for the
 transformation of an organization—bridging the external
 with internal, resulting in a more connected way of doing
 business which creates shared value for all stakeholders




24
SOCIAL BUSINESS PLANNING DRIVES STRATEGY & EXECUTION
                                               INTERNAL + EXTERNAL INITIATIVES




                                             SOCIAL BUSINESS PLANNING
                                               (people, process, platforms)



                                        SOCIAL/DIGITAL STRATEGY & PROGRAMS
                          (engagement, content, communication, collaboration, programs)

     Source: David Armano,
     Edelman 2011, edelmandigital.com
                                          IMPLEMENTATION & EXECUTION
                      (deployment, maintenance, measurement, refinement, integration)




25
EXTEND SOCIAL MEDIA BEYOND MARKETING

CORPORATE USAGE %*                    SOCIAL MEDIA USE                                           DEPARTMENT               NOT JUST A MARKETING
             96%                 Advertising/Promotions                                          MARKETING
                                                                                                                          FUNCTION.
             88%                          Public Relations                                       SALES                    Social media impacts the
             75%                        Customer Service                                         FINANCE
                                                                                                                          entire organization.

             56%                         Market Research                                         COMMUNICATIONS           Embrace social media
                                                                                                                          internally and externally
             48%                         Sales/Commerce                                          HUMAN RESOURCES
                                                                                                                          and watch your
             40%                   Product Development                                           INFORMATION TECHNOLOGY   organization grow from
UNREALIZED
POTENTIAL




             24%               Internal Communications                                           OPERATIONS
                                                                                                                          the inside out and outside
                                                                                                                          in.
             <10%                                 Recruiting                                     PRODUCT DEVELOPMENT



         *Source: Booz & Co. and Buddy Media, “Campaigns to Capabilities: Social Media & Marketing”, 2011
SOCIAL BUSINESS PLANNING
FRAMEWORK
3 P’s: THE SOCIAL BUSINESS TRIUMVERATE


                   People




      Process                  Platforms
28
A FOUR PRONGED FRAMEWORK
                                            STRATEGY
                                                  Vision

                                          Business Objectives

                                              Roadmap


     ORG & GOVERNANCE                                                  MEASUREMENT
        Organizational Design                     PEOPLE                  Key Performance
                                                                             Indicators
       Governance & Control
                                        PROCESS            PLATFORMS
                                                                       Analytics & Methodology
        Culture & Leadership

      Source: Edelman Consulting 2011
                                           ECOSYSTEM
                                               Audience

                                             Engagement

                                                   Risk



29
ALIGN SOCIAL ACTIVITIES WITH BUSINESS STRATEGY




                                                                                                        STRATEGY
                                           • Learning and listening
                              Business
                            Intelligence   • Visibility
                                           • Knowledge sharing
      Business Objectives




                                           • Demand generation
                               Sales       • Lead generation
                                           • Conversion

                                           • Brand awareness
                            Awareness      • Engagement data
                                           • Word of mouth

                                           • Brand engagement
                            Retention
                                           • Customer loyalty         Source: Edelman Consulting 2011




30
CONSTRUCT THE ROADMAP: FROM CRAWLING TO FLYING




                                                                                                                                                                         STRATEGY
I    • Steering Committee Identified        • Social Enterprise Architecture        • Partners Coordinated & Connected           • Systems Integrated on Back
N    • Governance models in place             Constructed                             To Internal Lead                             End
T    • Internal network deployed            • Rules Of Engagement                   • Social CMS Tools & Internal Staffing       • Employees, Partners, &
                                              Circulated                            Formalized
E    • Listening tools & process in place                                                                                        Customers Connected
     • KPI/Measurement Framework            • Early Adopter Training Initiated      • Regional Additions to Steering             • Culture of Organization More
R
       Established                          • Monitoring/Analytics inform policy,     Committee                                  Adaptable
N                                             process and content
     • Policy established                                                           • Training Rolled Out In Across              • People, Processes & Platform
A                                           • Community Management Plan               Entire Organization
L    • Center of Excellence Identified                                                                                             Maturity Well Established
                                              Activated


                 CRAWL                                  WALK                                     RUN                                              FLY
     POLICY, PROCESS, PROCEDURE               PROPERTY MANAGEMENT                    ECOSYSTEM ENGAGEMENT                             SOCIAL INNOVATION &
E                                                                                                                                         INTEGRATION
X     • Public Facing Moderation Policy     • Social properties enhanced            • Influencer Partnerships formed
T     • Community Coordination              • Voice and tone established            • Platform Partnerships solidified           • Ambassador Programs operating
E                                                                                                                                  globally
      • Content Development                 • Influencers identified                • Engagement at scale established
R                                                                                                                                • Employees engaged systematically
      • Controlled Paid Media in Social     • Test & learn pilots launched          • Coordination Exists Between
N                                                                                     Social, Owned, Mainstream &                • Systems integrated on front end
                                            • Content Published Across
A                                           Multiple Properties                       Hybrid Properties                          • All business function integrate
                                                                                    • Measurement, KPI’s Formalized &              social layer
L     Source:
      Edelman 2011, edelmandigital.com                                                Standardized Across Organization           • Product /service innovations result



    AD HOC SOCIAL MEDIA TACTICS                                                                                              THE BUSINESS ITSELF IS SOCIAL


     31
MAP STAKEHOLDERS AND IDENTIFY CONNECTIVE TISSUE




                                                                                                                 ECOSYSTEM
                                 • People who do business with the organization
        Customers or Prospects
                                 • Can be split into high-value and new customers


             Employees           • Identifiable people on the payroll


                                 • PR and corporate communication departments as well as
              Corporate            company executives


          Business Partners      • Suppliers, vendors, contractors, alumni



             Social Web          • Additional individuals who interact on the social web
                                                                               Source: Edelman Consulting 2011




32
IDENTIFY LEVELS OF ENGAGEMENT




                                                                                                    ECOSYSTEM
             AND ALIGN WITH OBJECTIVES

                   • Actively involve the audience (e.g., feedback on branding, new
     Co-create       product development)


     Participate   • Listen and respond to the audience



       Share       • Share company perspective (e.g., CEO blog)



      Discover     • Analyze conversations to gain insight and discover patterns



      Monitor      • Listen to conversations happening around the organization
                                                                  Source: Edelman Consulting 2011




33
DEFINE ROLES AND RESPONSIBILITIES




                                                                                                                         GOVERNANCE
                                                                                                                            ORG &
                      • Oversees all digital integration initiatives between traditional, digital and social.
      Leadership      • Sample Title: Chief Digital Officer



                      • Focuses on social strategy and integration across designated activities (marketing,
       Strategy         customer service, crisis etc.)
                      • Sample Title: Social Strategist


                      • Determines content plans, strategies and deployment of all content through social
       Content          systems
                      • Sample Title: Content Strategist



                      • Monitors, and reports stakeholder activity and engages in a variety of social systems
     Community        • Sample Title: Community Manager



                      • Analyze key metrics to draw intelligence from social media efforts and report
     Measurement        effectiveness (ROI)
                      • Sample Title: Measurement & Data Analyst                       Source: Edelman Consulting 2011




34
REVISE REPORTING STRUCTURES




                                                          GOVERNANCE
                                                             ORG &
                                   A multi-departmental
                                   social business committee
                                   accelerates integration
                                   and helps bridge
                                   organizational silos




35
ORGANIZATION MODEL: CENTRALIZED




                                                                                                        GOVERNANCE
                                                                                                           ORG &
                                                                 CORPORATE




      BRAND / BU                         BRAND / BU                          BRAND / BU    BRAND / BU



           T                                    T                                 T             T
           BT                                  BT                                 BT           BT
       S        D                         S          D                        S        D   S        D

                              Source: Edelman 2011, edelmandigital.com

KEY
BT: BRAND OR BUSINESS UNIT TEAMS
T: TRADITIONAL
D: DIGITAL
S: SOCIAL


36
ORGANIZATION MODEL: DE-CENTRALIZED




                                                                                                                                                GOVERNANCE
                                                                                                                                                   ORG &
            T                                                    T

                                                                 BT                                                                    T
            BT
        S        D                                       S                 D
                                                                                   BRAND / BU                                          BT
                                                                                                                                   S        D

                     BRAND / BU

                                                                       T                                              BRAND / BU

                                       T                              BT
                                                             S                 D
                                       BT
                                   S        D                                        BRAND / BU                       T

                                                                                                                      BT
                                                                      Source: Edelman 2011, edelmandigital.com
                                                                                                                  S        D
                                            BRAND / BU


                                                                                                                 BRAND / BU
KEY
BT: BRAND OR BUSINESS UNIT TEAMS
T: TRADITIONAL
D: DIGITAL
S: SOCIAL


37
ORGANIZATION MODEL: ANTHILL (ORGANIC COORDINATION)




                                                                       GOVERNANCE
               Source: Edelman Consulting 2011




                                                                          ORG &
                                                 Each employee is
                                                 empowered within an
                                                 organized framework




38
ORGANIZATION MODEL: COORDINATED (CENTER OF EXCELLENCE)
                                                                                     T
                                                        T                                                             T
                                                                                    BT




                                                                                                                                                                   GOVERNANCE
                                                                               S             D
                                                       BT                                                             BT




                                                                                                                                                                      ORG &
                                                 S            D                    BRAND                      S               D

                                                                  BRAND            OR BU              BRAND
             STRATEGY                                                                                                                   T
             Source: Edelman 2011, edelmandigital.com             OR BU                               OR BU
                                        T                                                                                               BT
                                                      BRAND                                                   BRAND               S          D
                                       BT             OR BU                                                   OR BU
                                  S          D


                                                 BRAND
                                                                               COE                                BRAND
                                                                                                                                      PLANNING & INTEGRATION


                                       T                                   (CENTER OF                                                   T
                                                     OR BU                 EXCELLENCE)                            OR BU
                                      BT                                                                                                BT
                                  S          D                                                                                    S          D
                                                            BRAND                                          BRAND
                                                            OR BU                                          OR BU
                                                 T                                                                        T
                                                                         BRAND               BRAND
                                                 BT                                                                                               IMPLEMENTATION
KEY                                                                       OR BU              OR BU                     BT
BT: BRAND OR BUSINESS UNIT TEAMS S                      D
                                                                    T                                             S               D
                                                                                                 T
T: TRADITIONAL
D: DIGITAL                                                          BT                           BT
S: SOCIAL                                                     S            D             S             D

 39
CENTER OF EXCELLENCE APPROACH




                                     GOVERNANCE
                                        ORG &
40
CONNECT METRICS WITH BUSINESS OBJECTIVES




                                                                                  MEASUREMENT
                       Business Objective      Key Performance Indicator (KPI)
                                               Engagement Duration
                     Foster Dialog
                                               Share of Voice
                                               Loyalty (member re-share)
                     Brand Advocacy
                                               Brand Mentions
                                               Resolution Rate
                     Facilitate Support
                                               Resolution Time
                                               Topic Trends
                     Spur Innovation
                                               Idea Impact


     For example:
                                                    Brand Mentions/
                    Share of Voice   =    (Total Mentions (brand + competitors)


41
KEY PERFORMANCE INDICATORS




                                                                   MEASUREMENT
Client Resolution Metrics
    • Saves
    • Resolved Issues (Service Level Agreement)
    • Customer Service Survey (measured as a channel)

Cost Avoidance
   • Call deflection through Listening (script for Call Centers)
   • First Contact Resolution, Reduction in Call Time

Revenue
  • Retail Office: Appointments Made/online
  • H&R Block At Home Digital Software: Units Sold/online
Programs

                                        Community
                                        Management
                                      Customer Service
                                      Communications
                                       Crowdsourcing
                                         Marketing
                                         Campaigns
                                          Advocacy
                                            Crisis

          SOCIAL BRAND            SOCIAL BUSINESS SOCIAL ENTERPRISE
                  (External)                                (Internal)
                                         Training
                                          Process
                                       Collaboration
                                    Organization Models
          Source: David Armano,   Research & Development
          Edelman 2011,
          edelmandigital.com        Policies & Guidelines
                                     Knowledge Sharing
                                           Culture
                                        Infrastructure


Becoming a social business is NOT a CAMPAIGN or a CHANNEL
STRATEGY — it is a CONTINUOUS business operations evolution.
Explore2
Zena Weist | @zenaweist




                  edelman.com/trust

45
     #explore

Contenu connexe

Tendances

Multichannel Digital Marketing
Multichannel Digital MarketingMultichannel Digital Marketing
Multichannel Digital MarketingPete Jakob
 
The Collaboration Imperative - Extending Back-office Systems to Automate All...
The Collaboration Imperative -  Extending Back-office Systems to Automate All...The Collaboration Imperative -  Extending Back-office Systems to Automate All...
The Collaboration Imperative - Extending Back-office Systems to Automate All...SAP Ariba
 
Social Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social BusinessSocial Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social BusinessMark Heid
 
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12Mark Heid
 
An overview of measurement models and perceptions of ad effectiveness by Hann...
An overview of measurement models and perceptions of ad effectiveness by Hann...An overview of measurement models and perceptions of ad effectiveness by Hann...
An overview of measurement models and perceptions of ad effectiveness by Hann...Incisive Create
 
Epsilon Overview
Epsilon OverviewEpsilon Overview
Epsilon OverviewAlbjnr
 
The deals point marketing proposal
The deals point   marketing proposalThe deals point   marketing proposal
The deals point marketing proposalsudharsan2010
 
Integración de campañas Online Eficientes ( display & search )
Integración de campañas Online Eficientes ( display & search )Integración de campañas Online Eficientes ( display & search )
Integración de campañas Online Eficientes ( display & search )Engel Fonseca
 
B2B sme branding identity and mobility
B2B sme branding identity and mobilityB2B sme branding identity and mobility
B2B sme branding identity and mobilityDIMAR project
 
The Ridiculously Awesome Digital Marketing Survey
The Ridiculously Awesome Digital Marketing  SurveyThe Ridiculously Awesome Digital Marketing  Survey
The Ridiculously Awesome Digital Marketing Survey[x+1]
 
Day1 research stream_1700_emerging_digital_platforms_millward_brown
Day1 research stream_1700_emerging_digital_platforms_millward_brownDay1 research stream_1700_emerging_digital_platforms_millward_brown
Day1 research stream_1700_emerging_digital_platforms_millward_brownSaatchi & Saatchi
 
R00 manual guía call center
R00 manual guía call centerR00 manual guía call center
R00 manual guía call centerFitira
 
12 Ways to Monitize Social Media
12 Ways to Monitize Social Media12 Ways to Monitize Social Media
12 Ways to Monitize Social MediaNetworked Insights
 
IPG Lab - 7 Things We've Learned
IPG Lab - 7 Things We've LearnedIPG Lab - 7 Things We've Learned
IPG Lab - 7 Things We've LearnedTim McAtee
 
1615 outfront ken pearl
1615 outfront ken pearl1615 outfront ken pearl
1615 outfront ken pearlMediaPost
 
App-titude - app evaluation
App-titude - app evaluationApp-titude - app evaluation
App-titude - app evaluationnataliebeaver
 
Brightcove Aberdeen Whitepaper
Brightcove Aberdeen WhitepaperBrightcove Aberdeen Whitepaper
Brightcove Aberdeen WhitepaperM. Kıvanç Önder
 
Pete Jakob Gardening
Pete Jakob   GardeningPete Jakob   Gardening
Pete Jakob Gardeningestibetb
 

Tendances (20)

The Brand Management Dinosaur
The Brand Management DinosaurThe Brand Management Dinosaur
The Brand Management Dinosaur
 
Multichannel Digital Marketing
Multichannel Digital MarketingMultichannel Digital Marketing
Multichannel Digital Marketing
 
The Collaboration Imperative - Extending Back-office Systems to Automate All...
The Collaboration Imperative -  Extending Back-office Systems to Automate All...The Collaboration Imperative -  Extending Back-office Systems to Automate All...
The Collaboration Imperative - Extending Back-office Systems to Automate All...
 
Social Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social BusinessSocial Analytics - Putting the Science into Social Business
Social Analytics - Putting the Science into Social Business
 
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
The BrainYard Webcast - Social Business & Social Analytics - 3/1/12
 
Rich Media AdFX
Rich Media AdFXRich Media AdFX
Rich Media AdFX
 
An overview of measurement models and perceptions of ad effectiveness by Hann...
An overview of measurement models and perceptions of ad effectiveness by Hann...An overview of measurement models and perceptions of ad effectiveness by Hann...
An overview of measurement models and perceptions of ad effectiveness by Hann...
 
Epsilon Overview
Epsilon OverviewEpsilon Overview
Epsilon Overview
 
The deals point marketing proposal
The deals point   marketing proposalThe deals point   marketing proposal
The deals point marketing proposal
 
Integración de campañas Online Eficientes ( display & search )
Integración de campañas Online Eficientes ( display & search )Integración de campañas Online Eficientes ( display & search )
Integración de campañas Online Eficientes ( display & search )
 
B2B sme branding identity and mobility
B2B sme branding identity and mobilityB2B sme branding identity and mobility
B2B sme branding identity and mobility
 
The Ridiculously Awesome Digital Marketing Survey
The Ridiculously Awesome Digital Marketing  SurveyThe Ridiculously Awesome Digital Marketing  Survey
The Ridiculously Awesome Digital Marketing Survey
 
Day1 research stream_1700_emerging_digital_platforms_millward_brown
Day1 research stream_1700_emerging_digital_platforms_millward_brownDay1 research stream_1700_emerging_digital_platforms_millward_brown
Day1 research stream_1700_emerging_digital_platforms_millward_brown
 
R00 manual guía call center
R00 manual guía call centerR00 manual guía call center
R00 manual guía call center
 
12 Ways to Monitize Social Media
12 Ways to Monitize Social Media12 Ways to Monitize Social Media
12 Ways to Monitize Social Media
 
IPG Lab - 7 Things We've Learned
IPG Lab - 7 Things We've LearnedIPG Lab - 7 Things We've Learned
IPG Lab - 7 Things We've Learned
 
1615 outfront ken pearl
1615 outfront ken pearl1615 outfront ken pearl
1615 outfront ken pearl
 
App-titude - app evaluation
App-titude - app evaluationApp-titude - app evaluation
App-titude - app evaluation
 
Brightcove Aberdeen Whitepaper
Brightcove Aberdeen WhitepaperBrightcove Aberdeen Whitepaper
Brightcove Aberdeen Whitepaper
 
Pete Jakob Gardening
Pete Jakob   GardeningPete Jakob   Gardening
Pete Jakob Gardening
 

En vedette

Участь бібліотек Кіровоградської області у Національному проекті «Україна ч...
Участь бібліотек Кіровоградської області  у  Національному проекті «Україна ч...Участь бібліотек Кіровоградської області  у  Національному проекті «Україна ч...
Участь бібліотек Кіровоградської області у Національному проекті «Україна ч...nbukids
 
สารสนเทศ
สารสนเทศสารสนเทศ
สารสนเทศmackma7
 
Edelman: Social Business Planning
Edelman: Social Business PlanningEdelman: Social Business Planning
Edelman: Social Business PlanningBrian Crotty
 

En vedette (9)

openoffice3.3
openoffice3.3openoffice3.3
openoffice3.3
 
Terry brival bio
Terry brival bioTerry brival bio
Terry brival bio
 
Участь бібліотек Кіровоградської області у Національному проекті «Україна ч...
Участь бібліотек Кіровоградської області  у  Національному проекті «Україна ч...Участь бібліотек Кіровоградської області  у  Національному проекті «Україна ч...
Участь бібліотек Кіровоградської області у Національному проекті «Україна ч...
 
Explore2
Explore2Explore2
Explore2
 
Terry brival bio
Terry brival bioTerry brival bio
Terry brival bio
 
สารสนเทศ
สารสนเทศสารสนเทศ
สารสนเทศ
 
Edelman: Social Business Planning
Edelman: Social Business PlanningEdelman: Social Business Planning
Edelman: Social Business Planning
 
Shutterspeed
ShutterspeedShutterspeed
Shutterspeed
 
Terry brival bio
Terry brival bioTerry brival bio
Terry brival bio
 

Similaire à Explore2

Deep Dive Into Operationalizing Social Media
Deep Dive Into Operationalizing Social MediaDeep Dive Into Operationalizing Social Media
Deep Dive Into Operationalizing Social MediaZena Weist
 
Zena Weist (Edelman): Operationalizing Social Business
Zena Weist (Edelman): Operationalizing Social BusinessZena Weist (Edelman): Operationalizing Social Business
Zena Weist (Edelman): Operationalizing Social BusinessIABC Louisville
 
Emerging Media Summit
Emerging Media SummitEmerging Media Summit
Emerging Media SummitZena Weist
 
Louisville IABC - Operationalizing Social Business
Louisville IABC - Operationalizing Social BusinessLouisville IABC - Operationalizing Social Business
Louisville IABC - Operationalizing Social BusinessZena Weist
 
Embarq Brand Channel - OMMA Hollywood Panel
Embarq Brand Channel - OMMA Hollywood PanelEmbarq Brand Channel - OMMA Hollywood Panel
Embarq Brand Channel - OMMA Hollywood PanelZena Weist
 
Partner marketing 22 march
Partner marketing 22 marchPartner marketing 22 march
Partner marketing 22 marchRob Bartlett
 
Partner marketing 22 march
Partner marketing 22 marchPartner marketing 22 march
Partner marketing 22 marchRob Bartlett
 
An Approach to Multichannel Retailing
An Approach to Multichannel RetailingAn Approach to Multichannel Retailing
An Approach to Multichannel RetailingRMM London
 
Snapshot: Online marketing suite
Snapshot: Online marketing suite Snapshot: Online marketing suite
Snapshot: Online marketing suite mohitishar
 
Catch social @gocohen_2013
Catch social @gocohen_2013Catch social @gocohen_2013
Catch social @gocohen_2013Catch Interact
 
Understanding user behaviour in the omni channel world- jwt
Understanding user behaviour in the omni channel world- jwtUnderstanding user behaviour in the omni channel world- jwt
Understanding user behaviour in the omni channel world- jwtB2B Marketing
 
Pre_Scribed webinar 4: Coordinate Your Channels
Pre_Scribed webinar 4: Coordinate Your ChannelsPre_Scribed webinar 4: Coordinate Your Channels
Pre_Scribed webinar 4: Coordinate Your ChannelsPre_Scribed
 
Brand Channel Summary
Brand Channel SummaryBrand Channel Summary
Brand Channel SummaryZena Weist
 
The Social Plan
The Social PlanThe Social Plan
The Social PlanGina Bowes
 
Integrating Social Media into Large Enterprise
Integrating Social Media into Large EnterpriseIntegrating Social Media into Large Enterprise
Integrating Social Media into Large EnterpriseKevin Cobb
 
November 2012 IAB AMC
November 2012 IAB AMCNovember 2012 IAB AMC
November 2012 IAB AMCkedwards100
 
The shoppingpro deck-v6.05
The shoppingpro deck-v6.05The shoppingpro deck-v6.05
The shoppingpro deck-v6.05ashishgupta97065
 
KPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and BusinessKPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and BusinessDheeraj Chowdhury
 
Mixing Social Software with Business Processes
Mixing Social Software with Business ProcessesMixing Social Software with Business Processes
Mixing Social Software with Business ProcessesGaurab Banerji
 

Similaire à Explore2 (20)

Deep Dive Into Operationalizing Social Media
Deep Dive Into Operationalizing Social MediaDeep Dive Into Operationalizing Social Media
Deep Dive Into Operationalizing Social Media
 
Zena Weist (Edelman): Operationalizing Social Business
Zena Weist (Edelman): Operationalizing Social BusinessZena Weist (Edelman): Operationalizing Social Business
Zena Weist (Edelman): Operationalizing Social Business
 
Emerging Media Summit
Emerging Media SummitEmerging Media Summit
Emerging Media Summit
 
Louisville IABC - Operationalizing Social Business
Louisville IABC - Operationalizing Social BusinessLouisville IABC - Operationalizing Social Business
Louisville IABC - Operationalizing Social Business
 
Embarq Brand Channel - OMMA Hollywood Panel
Embarq Brand Channel - OMMA Hollywood PanelEmbarq Brand Channel - OMMA Hollywood Panel
Embarq Brand Channel - OMMA Hollywood Panel
 
Partner marketing 22 march
Partner marketing 22 marchPartner marketing 22 march
Partner marketing 22 march
 
Partner marketing 22 march
Partner marketing 22 marchPartner marketing 22 march
Partner marketing 22 march
 
An Approach to Multichannel Retailing
An Approach to Multichannel RetailingAn Approach to Multichannel Retailing
An Approach to Multichannel Retailing
 
Snapshot: Online marketing suite
Snapshot: Online marketing suite Snapshot: Online marketing suite
Snapshot: Online marketing suite
 
Catch social @gocohen_2013
Catch social @gocohen_2013Catch social @gocohen_2013
Catch social @gocohen_2013
 
Understanding user behaviour in the omni channel world- jwt
Understanding user behaviour in the omni channel world- jwtUnderstanding user behaviour in the omni channel world- jwt
Understanding user behaviour in the omni channel world- jwt
 
Pre_Scribed webinar 4: Coordinate Your Channels
Pre_Scribed webinar 4: Coordinate Your ChannelsPre_Scribed webinar 4: Coordinate Your Channels
Pre_Scribed webinar 4: Coordinate Your Channels
 
Brand Channel Summary
Brand Channel SummaryBrand Channel Summary
Brand Channel Summary
 
The Social Plan
The Social PlanThe Social Plan
The Social Plan
 
Integrating Social Media into Large Enterprise
Integrating Social Media into Large EnterpriseIntegrating Social Media into Large Enterprise
Integrating Social Media into Large Enterprise
 
November 2012 IAB AMC
November 2012 IAB AMCNovember 2012 IAB AMC
November 2012 IAB AMC
 
The shoppingpro deck-v6.05
The shoppingpro deck-v6.05The shoppingpro deck-v6.05
The shoppingpro deck-v6.05
 
Online Marketing
Online MarketingOnline Marketing
Online Marketing
 
KPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and BusinessKPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and Business
 
Mixing Social Software with Business Processes
Mixing Social Software with Business ProcessesMixing Social Software with Business Processes
Mixing Social Software with Business Processes
 

Explore2

  • 1. OPERATIONALIZING SOCIAL MEDIA CASE STUDIES & METHODOLOGY Zena Weist Vice President, Strategy | Edelman Digital | @zenaweist #explore
  • 2. CASE STUDIES WITHOUT A CHAMPION & WITH A CHAMPION
  • 3. EMBARQ CASE STUDY WITHOUT A SOCIAL MEDIA CHAMPION Servicing 3.5M HHs across 18 states • Home Phone, Local and Long Distance • High-Speed Internet • Satellite TV from DISH Network • Home Computer & Technical Support 3
  • 4. LISTENING In the beginning… Google Alerts (Yahoo) Google Blog searches BlogPulse DSLReports.com Technorati Added… Collective Intellect All of the above Addictomatic Landed on… Radian6 All of the above
  • 5. SOCIAL MEDIA ROADMAP Corporate Social Media Mission: Develop, implement and cultivate social media strategies with an evolving tool kit to enhance communications and brand perceptions among employees, customers, prospects, shareholders and the media – aka: “stakeholders”. November 17, 2007 5
  • 6. Delivering on our Practical Ingenuity brand promise, we will leverage social media with the following strategic pillars: 1) EDUCATE: Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media. 2) SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers. 3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging. 4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps. 5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples. 6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth. 66
  • 7. TYING SOCIAL INTO BUSINESS METRICS Still Have Customers Who Won’t Recommend Embarq Engaging in online 4Q07 conversations to Executives and employees increasingly concerned with negative Customer posts and no Embarq response. improve: Passion for Customer care drives initiative to ignite with a grass-roots Customer care effort: – Update/publish the Online Communication policy Customer Experience, – Pool resources from front-line to get in on ground floor to develop a sustainable, no-cost process. Brand Perception & • Discovery • Assessment Employee Morale • Recommendations • Implementation Integrate Strategy redefined to focus on a Customer care concern. Customers Likely to Recommend Customers Definitely Recommend 1Q08 2-3Q08 7
  • 8. TECHNOLOGY VIDEOS ON YOUTUBE PROMPT ACTION 67% Have taken action as result of seeing technology or electronics-related content on YouTube. 47% Gathered more information about a product or service 34% Considered buying a technology product or service 27% Thought more favorably toward a product, brand or service 21% Told someone about a product or service 13% Bought a technology or electronics-related product or service 2008 YouTube Engagement Study Base: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos. Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube? 8
  • 9. OBJECTIVES SYNC WITH BRAND PROMISE Social Media Channel Objectives Contest Objectives – Build brand awareness through engagement – Drive traffic to the channel – Increase EMBARQ core services awareness – Engage customers and prospects with the brand – Leverage and support EQ online initiatives – Build EQ HSI awareness and preference 9
  • 10. COMMITMENT TO ENGAGEMENT WITH CONTENT STRATEGY Program Spike | Constant Contact “This is not a campaign, this • Short-term: Contest (HSI focus) initiative is a strong extension of • Long-term: How-to Videos our brand promise – practical ingenuity. It’s a practical • Top 10 Customer Service issues (Call Centers, Online Listening) communication’s vehicle helping us build relationships, continue • Continue to listen, interact, conversations, and form deeper resolve ties in an innovative format.”
  • 11. EIGHT WEEK BRAND METRICS – OVERALL WEB AdIndex Score: Normative Benchmarking of Brand Metric Deltas* Below Average Average Above Average Excellent Avg Delta Aided Brand Awareness 4.1 20.0 Online Ad Awareness 4.5 11.8 Message Association 3.1 0.8 Brand Favorability 7.4 2.3 Sign-Up/Switch Intent^ 4.6 0.6 Recommend Intent^ 7.4 0.6 0% 20% 40% 60% 80% 100% Percentile Ranking of Delta () ^ NOTE: Metrics benchmarked against Purchase Intent norms * MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted, N=43 campaigns) 11
  • 12. EIGHT WEEK METRICS - CHANNEL Channel – Total video views: >500,000 – Subscribers: 648 – Comments: 148 – Orders: ~3000 Contest – Contest Videos Submitted: 281 – Votes: 15,500 – Contest: 4200 hrs spent with brand – More video contest submissions than Kmart national campaign (w/ a higher media spend) How-to Videos – Hours spent with brand ~12,000 hrs – Average rating 3.87 stars – HSI reduction in call volume/time
  • 13. WITHOUT A CHAMPION SHORT LIST • Patience • Listen • Patience • Pitch & Plea • Patience • Test & Learn • Metrics 13 13
  • 14. H&R BLOCK WITH A CHAMPION Prepare 1 in 7 US Tax Returns • Prepared more than 24 million tax returns worldwide in 2010 • 11,000 Offices – within 5 miles of most Americans • Over 100,000 Employees • Have prepared more than 50 million digital tax returns since ‘94
  • 15. REVOLVING HUB & SPOKE MODEL CS Legal HR Product IT Social Media Team Field R&D Com Marketing
  • 16. CUSTOMER SERVICE, CONTENT & 100,000 ADVOCATES Our business and our job is about helping people • Listening audit • 2 Big ears, 1 brand voice • Listen, Respond, Resolve, Share
  • 17. SOCIAL MEDIA TEAM’S FOCUS 1:1 Conversation with Focus on Expertise • GIR Community (Pilot Management) • Influencer Engagement (Blogger outreach, social site conversation) Brand Reputation Management • Monitoring Online Conversation • Crisis Management Lead for Social Media • Partnering with CSO Online Response team for online CIR • Social Media team leads online brand response • Weekly reports in season • Ad hoc reporting as deemed necessary 24/7 365 Content Strategy • Lead HRB online content strategy Expert tax content, Marketing messaging, Brand communications Social Subject Matter Experts (Assist with Strategy/Tactics) • Online Communication Policy (FTC Compliant) • Marketing (National & Field) • HR, Legal, Compliance, Ethics • Product & Client Experience, Innovation
  • 18. SIT AT THE BIG KIDS’ TABLE – KEY PERFORMANCE INDICATORS Client Resolution Metrics • Saves • Resolved Issues (Service Level Agreement) • Customer Service Survey (measured as a channel) Cost Avoidance • Call deflection through Listening (script for Call Centers) • First Contact Resolution, Reduction in Call Time Revenue • Retail Office: Appointments Made/online • H&R Block At Home Digital Software: Units Sold/online Social Media Metrics • Followers, Mentions, RTs, Sentiment, Reach, Likes, Community members
  • 19. H&R BLOCK’S ONLINE RESPONSE PROCESS David Armano, Edelman 2010. Repurposed with permission by H&R Block. slidesha.re/blockresponse
  • 21. WITH A CHAMPION SHORT LIST • Listen • Align with Business Goals/Metrics • Partner & Help – We Come In Peace • Are You REALLY Listening (let’s not call it monitoring) and Changing Course (Action Listening)? • Own Up & Come Armed 21 21
  • 23. A SOCIAL BRAND REQUIRES BECOMING A SOCIAL BUSINESS Programs Community Management Customer Service Communications Crowdsourcing Marketing Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL BUSINESS SOCIAL ENTERPRISE (External) (Internal) Training Process Collaboration Organization Models Source: David Armano, Research & Development Edelman 2011, edelmandigital.com Policies & Guidelines Knowledge Sharing Culture Infrastructure 23
  • 24. SOCIAL BUSINESS PLANNING Social business planning is the blueprint for the transformation of an organization—bridging the external with internal, resulting in a more connected way of doing business which creates shared value for all stakeholders 24
  • 25. SOCIAL BUSINESS PLANNING DRIVES STRATEGY & EXECUTION INTERNAL + EXTERNAL INITIATIVES SOCIAL BUSINESS PLANNING (people, process, platforms) SOCIAL/DIGITAL STRATEGY & PROGRAMS (engagement, content, communication, collaboration, programs) Source: David Armano, Edelman 2011, edelmandigital.com IMPLEMENTATION & EXECUTION (deployment, maintenance, measurement, refinement, integration) 25
  • 26. EXTEND SOCIAL MEDIA BEYOND MARKETING CORPORATE USAGE %* SOCIAL MEDIA USE DEPARTMENT NOT JUST A MARKETING 96% Advertising/Promotions MARKETING FUNCTION. 88% Public Relations SALES Social media impacts the 75% Customer Service FINANCE entire organization. 56% Market Research COMMUNICATIONS Embrace social media internally and externally 48% Sales/Commerce HUMAN RESOURCES and watch your 40% Product Development INFORMATION TECHNOLOGY organization grow from UNREALIZED POTENTIAL 24% Internal Communications OPERATIONS the inside out and outside in. <10% Recruiting PRODUCT DEVELOPMENT *Source: Booz & Co. and Buddy Media, “Campaigns to Capabilities: Social Media & Marketing”, 2011
  • 28. 3 P’s: THE SOCIAL BUSINESS TRIUMVERATE People Process Platforms 28
  • 29. A FOUR PRONGED FRAMEWORK STRATEGY Vision Business Objectives Roadmap ORG & GOVERNANCE MEASUREMENT Organizational Design PEOPLE Key Performance Indicators Governance & Control PROCESS PLATFORMS Analytics & Methodology Culture & Leadership Source: Edelman Consulting 2011 ECOSYSTEM Audience Engagement Risk 29
  • 30. ALIGN SOCIAL ACTIVITIES WITH BUSINESS STRATEGY STRATEGY • Learning and listening Business Intelligence • Visibility • Knowledge sharing Business Objectives • Demand generation Sales • Lead generation • Conversion • Brand awareness Awareness • Engagement data • Word of mouth • Brand engagement Retention • Customer loyalty Source: Edelman Consulting 2011 30
  • 31. CONSTRUCT THE ROADMAP: FROM CRAWLING TO FLYING STRATEGY I • Steering Committee Identified • Social Enterprise Architecture • Partners Coordinated & Connected • Systems Integrated on Back N • Governance models in place Constructed To Internal Lead End T • Internal network deployed • Rules Of Engagement • Social CMS Tools & Internal Staffing • Employees, Partners, & Circulated Formalized E • Listening tools & process in place Customers Connected • KPI/Measurement Framework • Early Adopter Training Initiated • Regional Additions to Steering • Culture of Organization More R Established • Monitoring/Analytics inform policy, Committee Adaptable N process and content • Policy established • Training Rolled Out In Across • People, Processes & Platform A • Community Management Plan Entire Organization L • Center of Excellence Identified Maturity Well Established Activated CRAWL WALK RUN FLY POLICY, PROCESS, PROCEDURE PROPERTY MANAGEMENT ECOSYSTEM ENGAGEMENT SOCIAL INNOVATION & E INTEGRATION X • Public Facing Moderation Policy • Social properties enhanced • Influencer Partnerships formed T • Community Coordination • Voice and tone established • Platform Partnerships solidified • Ambassador Programs operating E globally • Content Development • Influencers identified • Engagement at scale established R • Employees engaged systematically • Controlled Paid Media in Social • Test & learn pilots launched • Coordination Exists Between N Social, Owned, Mainstream & • Systems integrated on front end • Content Published Across A Multiple Properties Hybrid Properties • All business function integrate • Measurement, KPI’s Formalized & social layer L Source: Edelman 2011, edelmandigital.com Standardized Across Organization • Product /service innovations result AD HOC SOCIAL MEDIA TACTICS THE BUSINESS ITSELF IS SOCIAL 31
  • 32. MAP STAKEHOLDERS AND IDENTIFY CONNECTIVE TISSUE ECOSYSTEM • People who do business with the organization Customers or Prospects • Can be split into high-value and new customers Employees • Identifiable people on the payroll • PR and corporate communication departments as well as Corporate company executives Business Partners • Suppliers, vendors, contractors, alumni Social Web • Additional individuals who interact on the social web Source: Edelman Consulting 2011 32
  • 33. IDENTIFY LEVELS OF ENGAGEMENT ECOSYSTEM AND ALIGN WITH OBJECTIVES • Actively involve the audience (e.g., feedback on branding, new Co-create product development) Participate • Listen and respond to the audience Share • Share company perspective (e.g., CEO blog) Discover • Analyze conversations to gain insight and discover patterns Monitor • Listen to conversations happening around the organization Source: Edelman Consulting 2011 33
  • 34. DEFINE ROLES AND RESPONSIBILITIES GOVERNANCE ORG & • Oversees all digital integration initiatives between traditional, digital and social. Leadership • Sample Title: Chief Digital Officer • Focuses on social strategy and integration across designated activities (marketing, Strategy customer service, crisis etc.) • Sample Title: Social Strategist • Determines content plans, strategies and deployment of all content through social Content systems • Sample Title: Content Strategist • Monitors, and reports stakeholder activity and engages in a variety of social systems Community • Sample Title: Community Manager • Analyze key metrics to draw intelligence from social media efforts and report Measurement effectiveness (ROI) • Sample Title: Measurement & Data Analyst Source: Edelman Consulting 2011 34
  • 35. REVISE REPORTING STRUCTURES GOVERNANCE ORG & A multi-departmental social business committee accelerates integration and helps bridge organizational silos 35
  • 36. ORGANIZATION MODEL: CENTRALIZED GOVERNANCE ORG & CORPORATE BRAND / BU BRAND / BU BRAND / BU BRAND / BU T T T T BT BT BT BT S D S D S D S D Source: Edelman 2011, edelmandigital.com KEY BT: BRAND OR BUSINESS UNIT TEAMS T: TRADITIONAL D: DIGITAL S: SOCIAL 36
  • 37. ORGANIZATION MODEL: DE-CENTRALIZED GOVERNANCE ORG & T T BT T BT S D S D BRAND / BU BT S D BRAND / BU T BRAND / BU T BT S D BT S D BRAND / BU T BT Source: Edelman 2011, edelmandigital.com S D BRAND / BU BRAND / BU KEY BT: BRAND OR BUSINESS UNIT TEAMS T: TRADITIONAL D: DIGITAL S: SOCIAL 37
  • 38. ORGANIZATION MODEL: ANTHILL (ORGANIC COORDINATION) GOVERNANCE Source: Edelman Consulting 2011 ORG & Each employee is empowered within an organized framework 38
  • 39. ORGANIZATION MODEL: COORDINATED (CENTER OF EXCELLENCE) T T T BT GOVERNANCE S D BT BT ORG & S D BRAND S D BRAND OR BU BRAND STRATEGY T Source: Edelman 2011, edelmandigital.com OR BU OR BU T BT BRAND BRAND S D BT OR BU OR BU S D BRAND COE BRAND PLANNING & INTEGRATION T (CENTER OF T OR BU EXCELLENCE) OR BU BT BT S D S D BRAND BRAND OR BU OR BU T T BRAND BRAND BT IMPLEMENTATION KEY OR BU OR BU BT BT: BRAND OR BUSINESS UNIT TEAMS S D T S D T T: TRADITIONAL D: DIGITAL BT BT S: SOCIAL S D S D 39
  • 40. CENTER OF EXCELLENCE APPROACH GOVERNANCE ORG & 40
  • 41. CONNECT METRICS WITH BUSINESS OBJECTIVES MEASUREMENT Business Objective Key Performance Indicator (KPI) Engagement Duration Foster Dialog Share of Voice Loyalty (member re-share) Brand Advocacy Brand Mentions Resolution Rate Facilitate Support Resolution Time Topic Trends Spur Innovation Idea Impact For example: Brand Mentions/ Share of Voice = (Total Mentions (brand + competitors) 41
  • 42. KEY PERFORMANCE INDICATORS MEASUREMENT Client Resolution Metrics • Saves • Resolved Issues (Service Level Agreement) • Customer Service Survey (measured as a channel) Cost Avoidance • Call deflection through Listening (script for Call Centers) • First Contact Resolution, Reduction in Call Time Revenue • Retail Office: Appointments Made/online • H&R Block At Home Digital Software: Units Sold/online
  • 43. Programs Community Management Customer Service Communications Crowdsourcing Marketing Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL BUSINESS SOCIAL ENTERPRISE (External) (Internal) Training Process Collaboration Organization Models Source: David Armano, Research & Development Edelman 2011, edelmandigital.com Policies & Guidelines Knowledge Sharing Culture Infrastructure Becoming a social business is NOT a CAMPAIGN or a CHANNEL STRATEGY — it is a CONTINUOUS business operations evolution.
  • 45. Zena Weist | @zenaweist edelman.com/trust 45 #explore