SSOOCCIIAALL MMEEDDIIAA IISS DDEEAADD!! LLOONNGG LLIIVVEE SSOOCCIIAALL MMEEDDIIAA!!

EERRIICC WWEEAAVVEERR •• AANNTT’’SS EEYYEE VVIIEEWW •• ##SSMMWWVVAANN

“BUT… WE LOVE SOCIAL MEDIA!”

•! Connecting and keeping up with friends

•! Expressing ourselves creatively (and getting feedback)

•! Meeting people with shared connections we’d never normally meet

•! Talking in shared interest groups

•! Stalking old boy/girlfriends

•! Getting an “aww”/+1/Like for photos of our dog.

BUT…CAN YOU FEEL IT?

•! We’ve built sites for every media imaginable.

•! We’ve created communities for everything.

•! We’ve joined communities for everything.

•! We’ve tweeted about everything.

•! We’ve poked everyone. •! We’ve tried to incent

“viral” chatter about our products.

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“IF SOCIAL MEDIA IS DEAD, IT’S BECAUSE GUYS LIKE YOU KILLED IT.”

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http://www.flickr.com/photos/myklroventine/"

95% EMO!

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THINK > DO > FEEL!!FEEL > DO > THINK!

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NUTSHELL

We’re emotion-based, time-starved creatures, built for social interaction.

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But does social translate to buying?

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DR. REY JUNCO, LOCK HAVEN UNIVERSITY

TWITTER COLLABORATION RESULTED IN AVG HALF A GRADE POINT INCREASE

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DOES “TOUCH” MAKE US PERFORM BETTER?

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WILL FEELING MORE RELAXED DRIVE PURCHASE?

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1 in 2 leads to B2B websites are coming from…

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Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars.

AND ARE WE JUST TALKING B2C?

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Let’s talk social business.

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We need to build awareness. We need to convert the curious. We need to increase revenue. We’re wondering: what’s beyond The Twitter?

THE GOALS HAVE NOT CHANGED. EVER.

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4-702.:G(((

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AND WE FACE MANY HURDLES

No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous. One blogger can outshout our budget. So much noise about social!

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,960G(

“Join the conversation!”!

“Advertisers don’t get it!”!

“Marketers need training pants!”!

“It’s about a dialogue!”!

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-B>./,.6/@(=*/,(*I(+-*=(-75.(P%!%&(-7:(=76?.802(

N*A/@(76.(4*0/,70,;B(/4*;:102(9/(7A*9,(-*+(+.H5.(=1//.:(,-.(4;9.J,6710G((

THEIR LATEST SCOLDING: “YOU NEED A SOCIAL MEDIA STRATEGY!”

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WWEE DDOONN’’TT NNEEEEDD NNOO SSTTEEEENNKKEEEENNGG SSOOCCIIAALL MMEEDDIIAA SSTTRRAATTEEGGYY

TTHHAATT’’SS LLIIKKEE AA CCEELLLL PPHHOONNEE SSTTRRAATTEEGGYY..

OORR AA FFRREEEEWWAAYY SSTTRRAATTEEGGYY..

THAT’S A FOCUS ON THE TOOL,

RATHER THAN THE BUSINESS OBJECTIVE.

BOTH MARKETERS & “GURUS” HAVE TO STOP PLANNING SOCIAL MEDIA IN A VACUUM,

INDEPENDENTLY OF OTHER DEPARTMENTS,

LIKE SOME KIND OF BOLT-ON PUBLISHING PLATFORM,

BECAUSE THAT REDUCES ITS POWER. !"#$%"!%&'(e**;(29B/(/.;;(B*9(*0(7(,**;G(E9,(

A9/10.//./(9/.(,**;/(,*(744*=>;1/-(D"C<^G(((

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"+,%-(.&,-%"''/$0%

THE JOURNEY FOR SOME 1.! Convince mgmt to try 2.! Push via social 3.! Buy fans via ads 4.! Tabs and apps! 5.! Justify the labor cost 6.! …?

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THE JOURNEY FOR SOME 1.! Convince mgmt to try 2.! Push via social 3.! Buy fans via ads 4.! Tabs and apps! 5.! Justify the labor cost 6.! …?

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%1$%!23%

THE JOURNEY FOR SOME 1.! Convince mgmt to try 2.! Push via social 3.! Buy fans via ads 4.! Tabs and apps! 5.! Justify the labor cost 6.! …?

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The bigger opportunity: align the entire organization around integrated social engagement.

“Engagement, engagement, engagement! What does that even mean?!?”

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Ant’s Eye View’s Engagement Journey

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THE SOCIAL BUSINESS JOURNEY

Stage 1 Traditional

Traditional, command and control business operations using one-way communication to drive business outcomes.

Stage 2 Experimental

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d e�orts and disparate measures reign.

Stage 3 Operational

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Stage 4 Measurable

Social engagement drives real business results, with systems and tools fully optimized to support con�dent and competent employees and to more fully harness online relationships.

Stage 5 Fully Engaged

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

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FINAL DESTINATION: FULL ENGAGEMENT

BUSINESS OUTCOMES

Products are brought to market more quickly

Differentiate beyond $$

Engaged users spend more time on site

Influencers drive revenue via trust

Activation creates choice at retail

Get & retain best talent

More efficient research, development, marketing & ops

Built-in demand reduces financial risk

ORGANIZATIONAL IMPACTS

Entire employee base has a 360° view of the customer and can anticipate needs

Brand dashboard tied to revenue

Senior execs leading with customer engagement

Increased awareness, revenue, loyalty, advocacy

CUSTOMER EVIDENCE

“I trust you”

“I recommend you”

“I’m valued and heard”

“That was my idea”

“You’ve anticipated my needs”

“You didn’t talk AT me”

“You’ve improved my life”

“I defend you”

HOW DO YOU START ON THIS JOURNEY? Know that there is one. Communicate and educate beyond your department. Create a plan that allows everyone to win. Assess where you are and set a compass point. Map organizational objectives to social tactics. Choose your presence wisely. Anticipate potential “tribal rifts.”

SUPPLY CHAIN OPERATIONS SHIPPING & DISTRIBUTN

SALES, MARKETING,

PR CUST CARE

IT AND INFRASTRUCTURE

HR & TRAINING

I heard about you from

Glassdoor.

@CustCare, I need help with

my bill.

Is this Groupon deal

still valid?

These podcasts help me understand

new product offerings.

Please build a store in our community.

85% would prefer you bought locally sourced

ingredients.

The YouTube vid shows me how to

operate the software.

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Consumers distrust advertising. But they love engagement. !"#$%"!%&'().6.H/(,-.(,-102G(K-.0(B*9(-75.(4-*14.@(B*9(A.210(,*(-7,.(;74?(*I(4-*14.G(C0:@(*r.0@(B*9(470H,(4-**/.(,*(120*6.(7:5.68/102G(#,H/(7;;(76*90:(9/G(C0:(,-.(sW(,.6=(

=*/,(7//*417,.:(+1,-(b7:5.618/102c3(#,H/(bI7;/.Gc(

DDB EXAMPLE: START WITH EMOTIONAL, INTEGRATE WITH TRADITIONAL

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SSTTAARRTTIINNGG PPOOIINNTT:: AA CCRREEAATTIIVVEE HHOOOOKK WWIITTHH SSTTRROONNGG EEMMOOTTIIOONNAALL && SSOOCCIIAALL AAPPPPEEAALL

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DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST

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SO DID IT WORK? DDB’S RESULTS FOR KNORR

FIRST 25 DAYS:

6000 Facebook fans

375,000 video impressions; total media cost: $0

20,000 Salty & Pep shakers sold out

Highest website traffic EVER

Unit sales rose by 24% over previous year

Sidekicks surpassed Uncle Ben’s as the #1 BRAND in the category

WHAT WOULD THE RESULTS BE IF DDB HAD ONLY PLANNED SILOED SOCIAL MEDIA TACTICS?

OR JUST A COMMERCIAL?

Consumers conserve their time for Oxytocin-rich places

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CONSUMERS PREFER ENGAGEMENT

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WT@hhh@hhh(

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And the forgotten benefit: GOOGLE <3’s ENGAGEMENT TOO

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A.-10:(d.007(j1/4-.6O(s/-7?./t/,(

So when determining where and how to engage, think: Great content Integrated engage-points Emotional relevance

AND LET LISTENING DATA TO DRIVE FOCUS

SHARE OF MENTIONS BY CHANNEL, 30 DAYS

CAPTURE ON

TWITTER…

WHILE GUESTS ARE TALKING ABOUT THE

BRAND, CONVERT THEM

THROUGH SHARE-WORTHY PROMOS – AND DRIVE THEM TO FB TO SHARE

THE LOVE

…AND DRIVE TO

FACEBOOK

CONTESTS, USER VIDEOS & “BRAND LOVE”

HAPPENS HERE

ABCAADE-TT@Tvv(LvkUO(

.F1DGHHI-Xh@YTv(LXYUO(

!"#$%"!%&'(#0(,-1/(.]7=>;.@(;1/,.0102(:7,7(>*10,/(,*(7(>*,.087;(.0272.=.0,(7>>6*74-G(

MAP CHANNELS TO BUSINESS GOALS SSOOCCIIAALL VVEENNUUEE- SSOOCCIIAALL SSEEAARRCCHH SSOOCCIIAALL EENNGGAAGGEEMMEENNTT SSOOCCIIAALL CCOOMMMMEERRCCEE

Optimize SEO

Spread content

Amplify reach

Build trust

Influence influencers

Create advocates

Incent user-

generated content

Amplify differen-tiators

Socialize visits

Convert fence-sitters

Offers & promos

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FIVE MESSAGES FOR MANAGEMENT

1) There is a path beyond participation and fan acquisition • it is the Fully Engaged Enterprise 2) “Social touch” means happier, more conversion-friendly communities. 3) Alignment with your market means competitive advantage and more importantly, spend efficiency 4) Cross-functional social is an organizational win everyone can get behind #enterprisechampion

!"#$%"!%&'(#0(/9==76B@(=7072.=.0,(0..:/(,*(90:.6/,70:(t5.(?.B(>*10,/'(

FINAL MESSAGE FOR MGMT: Conversion is higher when companies invest in engagement !"#$%"!%&'(Q*0H,(+7/,.(8=.(*6(=*0.B@(:*0H,(7::(0*1/.(,*(,-.(+*6;:@(70:(:*0H,(,7;?(7,(B*96(=76?.,G(D.,(,*(?0*+(,-.=G(%0272.G(<1/,.0G(C0:(>1>.(+-7,(,-.B(/7B(612-,(A74?(10,*(,-.(*62701Z78*0G([*9H;;(=*5.(,-.(0..:;.(10(=.70102I9;(+7B/G(C0:(,-.(.086.(

*62701Z78*0(470(>6*9:;B(,7;?(7A*9,(,-.16(,69.(b/*417;(=.:17(010N7/Gc(

THANK YOU! http://slideshare.net/weave http://twitter.com/weave