This document discusses the social engagement journey that organizations go through to become fully engaged with their customers. It describes the journey as having 5 stages: traditional, experimental, operational, measurable, and fully engaged. As organizations progress through each stage, their social engagement becomes more embedded in business operations and drives real business results. The final destination is described as breakthrough business outcomes such as increased revenue and loyalty.

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The Practitioners Guide to the
Social Engagement Journey
Jake McKee | communityguy.com | antseyeview.com

2. Ant’s Eye View: Who we are
Experienced practitioners Our team includes social engagement leaders from:
Ant’s Eye View is a strategic
management consulting firm that
helps recognizable brands transform
into enterprises that fully engage with
their customers.
Our practitioner heritage sets
us apart.
A platinum client list paem
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Founded in 2009, our client list Our leadership team:
now includes large, complex
organizations such as AT&T, Autodesk,
Cisco, EMC, Google,
Jack in the Box, KPMG, Microsoft, P&G,
Scotiabank, Unilever, USAA
and Wells Fargo. Sean O’Driscoll, CEO & co-founder
Jake McKee, SVP & co-founder
Dustin Johnson, SVP & Managing Director, Seattle
Sean McDonald, SVP & Managing Director, Austin
Todd Shimizu, SVP & Managing Director, Mountain
View
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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3. Volunteers wanted
”Volunteers wanted for
hazardous journey, small
wages, bitter cold, long
months of complete
darkness, constant danger, paem
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safe return doubtful, honor
and recognition in case of
success.”
Ernest Shackleton
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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5. Psst…
Where is Pinterest??
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©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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6. The Social Engagement Journey
“Becoming a fully engaged enterprise
in today’s social world isn’t about
creating a “social media strategy.” It is
a journey defined by stages of
operational maturity, milestones, and
ultimately, a destination.
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The successful journey requires
practitioner experience, pragmatism –
and perseverance. But the payoff is
immense.”
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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7. Why’s this so
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important?

8. The modern consumer has changed
5 Truths from the modern consumer
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93%
88%
75%
44%
60%
Use
public
search
Suggest
that
social
Rate
websites
Expect
a
Will
use
support
engines
as
the
channels
are
as
important
smartphone
or
forums
and
ini1al
point
of
strong
primary
sources
of
tablet
to
be
their
technical
discussion
informa1on
influencers
during
informa1on
in
the
primary
device
for
groups
to
inform
the
discovery
the
decision
decision
making
business
use
in
3
purchase
decision
making
process
process
years
We must adapt our behaviors to align with those of our audience
Source: Forrester Reports, Forbes Insights, Google Insights
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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9. And so has the consumer’s journey
You are here
Consider
Evaluate
Bond
THE LOYALTY LOOP
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Advocate
Enjoy BUY
In a digitally enabled world, the responsibility to delight
customers spans organizations.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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10. So what does this journey
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look like?
And where’s the final
destination?

11. The social engagement journey
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Traditional Experimental Operational Measurable Fully engaged
Traditional, Dabbling in social
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Social engagement Social engagement Social engagement
command and engagement occurs becomes more drives real business and customer
control business but is disconnected embedded in results, with systems experience is part of
operations using to business business operations. and tools fully the organization’s
one-way operations. Internal training, optimized to DNA. Breakthrough
communication to Fractured tools, channel alignment support confident business results –
drive business silo’d efforts and and campaign and competent increased revenue
outcomes. disparate measures integration begin to employees and to and loyalty are
reign. deliver tangible more fully harness realized.
results. online relationships.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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12. How the Journey guides social projects
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Challenges at stage 2 How Ant’s Eye View can help
People and Limited understanding of existing social efforts and Landscape analysis, strategy definition, business plan,
process no cohesive strategy for social engagement. implementation roadmap and executive overview.
Readiness and Lack of understanding, policy and guidance forCaeub
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r Scalable operating model definition, social media
training employees to engage in social channels. playbook, training curriculum and execution.
Technology Inconsistent customer experience in social channels, Connected presence framework and content model, tools
and fractured tools internally. vendor identification and selection.
innovation
Business Conversation monitoring done in silos, metrics Listening 360 (powered by Radian6), measurement
insights and tracked at the channel level (likes, followers). framework and dashboard creation.
analytics
Activation and Social media a bolt-on to existing campaigns, no Participatory marketing, influencer engagement program
execution consistent engagement with brand advocates. definition and implementation.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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13. The five focus areas
People and Process:
Align resources to business objectives
Readiness and Education:
Help ready the organization, through
education, governance, and risk
reduction, for the changes that social
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engagement brings
Channels and Technology:
Optimize customer touch points
Insights and Analytics:
Gain business insights from, and measure
the effectiveness of social engagement
efforts
Activation and Execution:
Engage and activate the customer base
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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14. }
Key tips to help accelerate your journey
PEOPLE ACTIVATION
AND AND
PROCESS EXECUTION
CHANNELS
AND
TECHNOLOGY
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EDUCATION Stage 5
AND
READINESS Fully
INSIGHTS
AND Engaged
ANALYTICS
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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15. People and process
Functions are disconnected – in silos. Owner of information
controls who it’s shared with – there is no opt-in.
Mavericks break through, but there are still no formal
teams in place.
PEOPLE
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Empowered centralized team, run by a proven leader.
Leaders are driving coordinated initiatives.
PROCESS
Central team still exists, but more work is being pushed to
Business Units. Executives are bought in.
Coordinated teams manage risk and fiduciary
Deliver a strategy framework that details why and
responsibilities. More efficient business operations.
how to use social media as well as a operational
roadmap that prioritizes the tactics to tackle first.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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16. Education and readiness
EDUCATION
AND paem
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READINESS
Focus on developing, distributing and applying shared
best practices across the entire enterprise. This will help
inject social media into a normal course of business.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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17. Channels and technology
Marketing and customer support is only through traditional
channels. Email is the primary mode of communication.
Social tools are popping up based on function. Shared
CHANNELS workspaces are created, but siloed.
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Social tools are being deployed to meet specific business
TECHNOLOGY needs. Tools consolidation – editing to amplify efforts.
Legacy tools are being replaced. Social tools are
integrated with key workflows. Systems are optimized.
Balance the needs of the business, resourcing realities, and
Adoption and impact of social media tools is measurable.
platform independence. Ensure the business can
consistently meet its use case needs across a range of
internal teams.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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18. Insights and analytics
Ambivalent to online conversations about the brand.
Monitoring conversations in silos.
INSIGHTS AND paem
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Listening yields implication. Baseline framework for
ANALYTICS metrics
Map social media activity to business outcomes. This
key in determining social engagement success. Make
sure each activity is tied to a specific goal.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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19. Activation and execution
Campaigns and programs do not have a customer view.
Limited social engagement in planning.
Social tools are used for promotional purposes. One-way
communication from the brand.
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Social is now part of the planning process. Influencers are
identified.
ACTIVATION AND Impact of listening and engaging on social channels causes
EXECUTION increase in share of conversation for the campaign.
Breakthrough business results – increased revenue and
loyalty.
Start with an insight, not an idea. Businesses that
win build relationships. Begin with advocates.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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20. Your destination
Business outcomes
• Increased speed – and relevancy – to market
• Engaged users spend more time participating with you
• Influencers drive revenue via reputation
• More efficient research, development, marketing & ops
• Differentiate on something other than cost
• Reduced financial risk, even in uncertain times paem
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Organizational impacts
Stage 5 • All employees have a 360° view of the customer
Fully engaged • Customer and employee engagement is part of the
company DNA
• Brand dashboard tied to revenue
• Attract and retain the best talent
• Senior execs lead with customer engagement
• Breakthrough business results - Increased awareness,
revenue, loyalty, advocacy
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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21. Tips from practitioners
1. Start with a customer need
2. Look for early wins and set
expectations
3. Real results lie “between the
seams”
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4. Executive buy-in is key
5. Measure for impact
6. Success by 1000 papercuts
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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22. The journey has rewards
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1000 men responded, and the men
chosen were part of history. Honor
and recognition were indeed
achieved.
Are you ready for your
adventure?
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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23. Questions?
Contact:
jake@antseyeview.com
@antseyeview
www.communityguy.com
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