1. The CMO’s Dilemma Or How Do We Go Beyond a Token ‘Social’ Gesture Cisco Innovation Day - Spring 2010

2. The CMO’s Dilemma A Play in 3 Parts > The 5 Barriers to Overcome The 5 Steps to Social Media with Business Impact

3. The CMO’s Dilemma > The 5 Barriers to Overcome The 5 Steps to Social Media with Business Impact

4. The CMO’s Dilemma The 5 Barriers to Overcome > The 5 Steps to Social Media with Business Impact

5. No consensus on an evaluation model 100 posts in 7 Days 3M+fans

6. ‘Social’ currently planned as a channel or tactic

7. 90% of Facebook interaction happens in the Wall

8. A campaign-based culture

9. No forum for “best practices”

10. Leadership goes to the biggest budget Apologies to the Eat Out restaurant Awards 2009 Media Advertising Leadership goes to the biggest budget

11. The 5 Barriers to Overcome > A campaign-based culture ‘Social’ currently planned as a channel or tactic No consensus on an evaluation model No forum for “best practices” Leadership goes to the biggest budget

12. What’s your dilemma?

13. Social IRM Driving Influencers to “Care to Share” Cisco Innovation Day - Spring 2010

14. China > 17% said traditional media influences their final purchase decision of a consumer goods product 31% said an online comment from a ‘stranger with experience’ would influence that decision SOURCE: Millward Brown ACSR, Product Users Internet Usage, May 2009

15. United States > 5% of U.S. moms trust traditional advertising 34-50% trust online friends and ‘strangers with experience’ SOURCE: Digital Mom, Razorfish & Cafe Mom

16. European Union > In the E.U., people trust family,friendsand ‘strangers with experience’ more than professional sources when seeking an opinion on a brand they plan to buy SOURCE: Global Web Index

17. Social Media Engagement Framework Active Listening Marcom Insights, Rapid Response & Measurement OWNED EARNED PAID Social Grassroots/Brand Community Cultivating a network of customers/advocates: community, CRM & reviews Measurement Integrated performance and ROI social media measurement

18. Influencers

19. Relationship of Social IRM to Social CRM Advocacy Sales

20. The New Theory of Influence > Network Dispersion Node + Network Model Influencer Node Based on: Duncan Watts, Roper Starch

21. What Drives Influence? > Reciprocity Consistency Social Proof If brands offer some value to influencers, they reciprocate People want to remain consistent with a public commitment If other women ‘like her’ use a product, she will try it Liking Authority Scarcity If other people ‘like her’ ask her to try a product, she will Even ‘strangers with authority’ matter to us Exclusive opportunities (product offers, events) drive action Based on Robert Cialdini’s“Influence: Science & Practice”

22. Influence to Word of Mouth > Almost every act an influencer can take online via social media results in some form of ‘word of mouth’ How can we spark ‘word of mouth’ around brands AND drive action?

23. 7 Drivers of Word of Mouth > 01. Do we have a good story? 02. Can people SHOW their involvement in a visible way? 03. Do we offer something new to talk about? 04. Do we let our supporters be creative? 05. Do we invite people to participate? 06. Do we offer them some value? 07. Do we remind people to spread the word?

24. LG: Blogger Co-creation & Engagement Texting Dictionary Event

25. Introducing the first-ever SMS text-lingo translation tool, powered by mom bloggers

26. Influencers5 Steps to Finding and Engaging Influencers Identify Influencers Determine the “engagement value” Segment for custom engagement Best practice outreach Social influencer relationship management (“Social IRM”)

27. InfluencersIdentify Relevance Influence (Reach, Engagement, Social Graph, Frequency)

28. Assessing Influence: Blog Example

29. Social IRM: Influencer Maps >

30. Managing Influencers

31. product-launch community

32. product-launch community

33. Your POV

34. Content Activation Making content move across the social web Cisco Innovation Day - Spring 2010

35. What is Content ?

36. What channels do you create it for ?

37. How are people consuming it?

38. And now location based content creates new opportunities to increase relevance.

39. Think about content as a service to support the marketing mix. A content API if you will. Publish to many Social Mobile In store . Create Once .com Games TV Call center

40. While measuring across channels to optimize content & channel effectiveness. Measure across channels Publish Many Social Mobile In store . Create Once .com Games TV Call center

41. The continually shifting landscape requires a clear strategy to align content with consumer expectations.

42. 4 Steps for creating a successful content strategy

43. What is a content strategy? A actionable plan for creating, managing & optimizing content to align consumer intent with business objectives. 43

44. Consumer intent informs all steps of content strategy Consumer Intent Modeling Plan Optimize Learn Create

45. Learn: Understand how intent and objectives align

46. Campaign is trying to reach people about plastics and fashion

47. Site content keyword density is all about plastic bags.

48. Campaign Goals & Key Metrics

49. We are doing a great job of reaching new visitors.

50. New visitors are not taking a step to learn more.

51. When consumer intent is to learn about fashion people take the step to learn more and participate.

52. Fashion content increase awareness

53. Increase awareness & trust thru influencers

54. Plan: Create a blueprint to maximize effectiveness 54

55. Every plan needs one of these..

56. Promoting content with Facebook Ads & Twitter Contest

57. Create: What's the purpose of your content?

59. Optimize: Increase performance of digital media

60. How People Searching Related to Brand.

61. Keyword Optimization

63. Why is it Important – Universal Search !

65. Understand what your consumers are looking for and give them a direct path to find it.

67. New Consumer Telepresence from ….

69. Launched Facebook Page with 10,000 fans in first 48 hours

71. Conversation Management 1 2

72. Conversation Management Conversation Planning There are three key steps in planning: Guidelines: Create response scenarios for everyday and crisis situations, identify relevant contacts for questions, and develop community guidelines for each platform to be posted publicly. Training: Indentify brand spokespeople for relevant community questions (customer service, communications team, etc.) and provide training and group structure for effective response. Technology: Usea content management system to operationalize schedule responses across multiple platforms and brand presences

73. Conversation Management Core Elements

74. Conversation Management Conversation Calendars Conversation Calendars are a system to plan and manage published content across social networks

75. Conversation Management Conversation Calendars Step 1: Six-Month Calendar Brand campaigns, awareness months, planned launches (new applications, video series, summer-long promotion). Step 2:Monthly Calendar Remarkable Content that informs Everyday Engagement (offline events, traditional media highlights, and marketing campaigns). Step 3:Weekly Calendar Everyday Engagement from the Conversation Manager.

76. Conversation Management Conversation Calendars

77. Conversation Management Conversation Calendars

79. They representthe brand within social networks, are immersed in the conversation trends, and participate in consumer discussions

80. Each brand has it’s own unique voice and personality- Conversation Manager(s) maintain the brand voice at all times across platforms

81. Conversation Manager(s) work with the brand, account teams, and fans to come up with new ideas and promote a steady cadence of new content and announcements

83. Effective management and publishing

84. More “control” over the conversation

86. Conversation Management Systems

88. 1 million members of Pink Nation advocacy community (launched 2010)

89. Over 7,000 confirmed Facebook guests for recent in-store shopping event

91. Average over 100 Facebook interactions weekly

93. 10 million people helped at Turbo Tax Live Community

94. Over 1,000 customers helped on Twitter

96. The CMO’s Dilemma Or How Do We Go Beyond a Token ‘Social’ Gesture Cisco Innovation Day - Spring 2010

97. The CMO’s Dilemma The 5 Barriers to Overcome The 5 Steps to Social Media with Business Impact >

98. The 5 Barriers to Overcome > A campaign-based culture ‘Social’ currently planned as a channel or tactic No consensus on an evaluation model No forum for “best practices” Leadership goes to the biggest budget

99. Build consensus on a “pretty good” measurement model

100. Conversation Impact™New Measurement Model } Awareness Reach } Evaluation Preference Engagement } Conversion Action Loyalty

101. Define Long and Short Term Goals

102. A Dual Approach to Social Media > > High Influencers > Peer Influencers > Conversation Planning > Conversation Managers > Social Web Publishing > Influencer Maps > Social IRM Database > Engagement Plans

103. Embrace a Social Media Engagement Framework

104. Social Media Engagement Framework Active Listening Marcom Insights, Rapid Response & Measurement OWNED EARNED PAID Social Grassroots/Brand Community Cultivating a network of customers/advocates: community, CRM & reviews Measurement Integrated performance and ROI social media measurement

105. Establish a LearningOrganization

106. Social Media Black Belt Social Media Red Belt Social Media White Belt Understand Participate Lead Social Media Training

107. Define Your “Social Brand”

108. The 5 Steps to Social Media with Business Impact > Define Long and Short Term Goals Embrace a Social Media Engagement Framework Build Consensus on a “Pretty Good” Measurement Model Establish a Learning Organization Define Your “Social Brand”

109. “We may be ahead of our competitors, but we’re most definitely behind consumers.” — Simon Clift (former) CMO of Unilever

110. Dirk Shaw SVP/Digital Strategist| 360° Digital Influence | Ogilvy MOBILE+1 404.931.5173 EMAILdirk.shaw@ogilvypr.com TWITTER@dirkmshaw CONTACT John H. Bell Global Managing Director | 360° Digital Influence | Ogilvy MOBILE+1 202.729.4166 EMAILjohn.bell@ogilvypr.com BLOGhttp://johnbell.typepad.com TWITTER@jbell99