emerging media summit
DESCRIPTION
Two large enterprise social business case studies, methods and trends.TRANSCRIPT
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Operationalizing Social Business
September 13, 2011Zena Weist | @zenaweist
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CASE STUDIES, METHODS & TRENDS
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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
EMBARQ – TEST AND LEARN, PARALLEL PATHING
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LISTENING
In the beginning…Google Alerts (Yahoo)Google Blog searchesBlogPulseDSLReports.comTechnorati
Added…Collective IntellectAll of the aboveAddictomatic
Landed on…Radian6All of the above
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SOCIAL MEDIA ROADMAP
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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
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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.
Delivering on our Practical Ingenuity brand promise, we will leverage social media
with the following strategies:
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“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.”
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TYING SOCIAL INTO BUSINESS METRICS
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Still Have Customers Who Won’t Recommend Embarq
Executives and employees increasingly concerned with negative Customer posts and no Embarq response.Passion for Customer care drives initiative to ignite with a grass-roots Customer care effort:– Update/publish the Online Communication policy– Pool resources from front-line to get in on ground floor to develop a
sustainable, no-cost process.• Discovery• Assessment• Recommendations• Implementation
Integrate Strategy redefined to focus on a Customer care concern.
Customers Likely to Recommend Customers Definitely Recommend
4Q07
1Q08 2-3Q08
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Engaging in online conversations to improve: Customer Experience, Brand Perception & Employee Morale
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BRAND MARKETING OBJECTIVES
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1. Build brand awareness2. Create a presence in an online community where
customers & prospects are already engaged • Go where our target is - bring our brand to them• Promote customer and prospect engagement and interactivity
• Expand positive sentiment built through online customer outreach
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TECHNOLOGY VIDEOS ON YOUTUBE PROMPT ACTION
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67% Have taken action as result of seeing technology or electronics-related content on YouTube.
21% Told someone about a product or service
13% Bought a technology or electronics-related product or service
47% Gathered more information about a product or service
2008 YouTube Engagement StudyBase: 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?
27% Thought more favorably toward a product, brand or service
34% Considered buying a technology product or service
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This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.
COMMITMENT TO ENGAGEMENT WITH CONTENT STRATEGY
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Program Spike | Constant Contact
• Short-term: Contest (HSI focus)
• Long-term: How-to Videos
• Top 10 Customer Service issues (Call Centers, Online Listening)
• Continue to listen, interact, resolve
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Channel Objectives– Build brand awareness through engagement– Increase EMBARQ core services awareness– Leverage and support EQ online initiatives
OBJECTIVES SYNC WITH BRAND PROMISE
Contest Objectives– Drive traffic to the channel – Engage customers and prospects with the brand– Build EQ HSI awareness and preference
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BUZZ – INTEGRATED ONLINE MEDIA CAMPAIGN/COMM PLAN
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POSITIVE SENTIMENT
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Percentile Ranking of Delta ()
Below Average Average Above Average Excellent
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Sign-Up/Switch Intent^
Recommend Intent^
Message Association
AdIndex Score: Normative Benchmarking of Brand Metric Deltas*
^ NOTE: Metrics benchmarked against Purchase Intent norms* MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted,
N=43 campaigns)
20.0
11.8
0.8
7.4
4.6
7.4
0% 20% 40% 60% 80% 100%
Avg Delta
4.1
4.5
3.1
2.3
0.6
0.6
COMPARED TO OTHER ONLINE PROGRAMS, WE KICKED IT!
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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 ~11,900hrs– Average rating 3.87 stars– HSI reduction in call volume/time
EIGHT WEEK METRICS
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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
H&R BLOCK – ESTABLISHED ONLINE BRAND, BACK-TO-THE-BASICS
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Social Media Team
Legal HR
Product
Field
Com
IT
Marketing
R&D
CS
REVOLVING HUB & SPOKE MODEL
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“HAVE TWO BIG EARS, ONE SMALL MOUTH”
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PILOT – ENGAGEMENT: CUSTOMER SERVICE, CONTENT & 100,000 FANS
Our business and our job is about helping people• Listening audit• 2:1• 2 Big ears, 1 brand voice• Listen, Respond, Resolve, Share
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1:1 Conversation with Focus on ExpertiseGIR Community (Pilot Management)Influencer Engagement (Blogger outreach, social site conversation)
Brand Reputation ManagementMonitoring Online ConversationCrisis Management Lead for Social MediaPartnering with CSO Online Response team for online CIRSocial Media team leads online brand responseWeekly reports in seasonAd hoc reporting as deemed necessary
24/7 365 Content StrategyLead 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, EthicsProduct & Client Experience, Innovation
SOCIAL MEDIA TEAM FOCUS
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SIT AT THE BIG KIDS’ TABLE – KEY PERFORMANCE INDICATORS
Client Resolution MetricsSavesResolved Issues (Service Level Agreement)Customer Service Survey (measured as a channel)
Cost AvoidanceCall deflection through Listening (script for Call Centers)First Contact Resolution, Reduction in Call Time
RevenueRetail Office: Appointments Made/onlineH&R Block At Home Digital Software: Units Sold/online
Social Media MetricsFollowers, Mentions, RTs, Sentiment, Reach, Likes, Community members
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RESPONSE PROCESS
David Armano, Edelman 2010. Repurposed with permission by H&R Block.
slidesha.re/blockresponse
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LISTEN, RESPOND, RESOLVE
• 1:1• Client Issue Resolution• Listen, Respond, Resolve, Share• Call Center Scripting Goes 140-
friendly• Early Warning System• Shout-outs & Shares
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“Increase the number and frequency of high-quality touch points with your customers, and you stand a better chance of being top-of-mind when it’s their time to buy.”
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–1:1– Get It Right Community with
a focus on expert-to-peer Q&A
More than 4.6 million people have visited the community, viewing 13.1 million pages and asking over 157,000 unique tax-related questions.
More than 4.6 million people have visited the community, viewing 13.1 million pages and asking over 157,000 unique tax-related questions.
ENGAGE THROUGH EXPERT ADVICE
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ENGAGE THROUGH SHARING, BUILD TRUST
1:Many Get It Right Community BlogFacebookTwitterYouTube
1:3Content
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#TIME140 SHOUT-OUT
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METHODS & TRENDS
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“GOOD MARKETERS TELL A STORY”
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“GREAT MARKETERS TELL A TRANSMEDIA STORY”
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TRANSMEDIA STORYTELLING
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SOCIAL CONTENT OPTIMIZATION
bit.ly/edelsco
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2010 EDELMAN TRUST BAROMETER HIGHLIGHTS
bit.ly/edeltrust11
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37 bit.ly/pw81yk
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Zena Weist | @zenaweist