2

OMG!!!!!

ITS 2011!

We were

promised JETPACKS!?!?!

WHERE

ARE

THEY!

3

Communicators know that

social influence is changing

how they do business and

reach customers……but

4

5

Closed loop business optimized

Corrective action plan

Process + Data=

Insights + Metrics

Standard, widely

Adopted process

Beginnings of a

process

Chaotic, ad hoc

7

Social Media Marketing can be successful but often

campaigns aren’t optimally executed because they’re:

Treated as one-off campaigns

Not aligned to comms goals and ROI is questionable

Not integrated into ‘regular’ workflows

Decision hierarchy murky

Infrastructure not built to support or amplify campaigns

Audience media habits aren’t understood

Result is……ZOMBIE SOCIALMEDIA….

campaigns that are the living dead

8

• Unclear Objectives

• Misaligned Objectives

• Unclear Decision Makers

• No Defined Process

• Conflicting Policies

• Insufficient Resources

• Slow Response Time

• Company Unengaged

• Missed Opportunities

• Unsuccessful Efforts

• Crisis Driven

• Loss of Customer Trust

EXTERNAL EFFECT INTERNAL CAUSE

9

WHAT’S NEEDED IS A SOCIAL MEDIA SYSTEM THAT

SLAYS THE ZOMBIES

Builds the process to connect with stakeholders at the

right time, with the right content on the right channels

Creates a framework & infrastructure to manage social

media that is sustainable

Integrates into the BIGGER communications workflow

Allows companies to resource appropriately and do

more with less

Can help show steady and measurable results from

social

Result is……A ZOMBIE KILLING SOCIAL

MEDIA ENGINE….that runs smoothly and efficiently

Tai O Bakery

The Evolution of one2free

Pepsi has diverted as much as one-third of its marketing budget to Refresh

"Society is moving fast, and we have to move faster. We as organizations have to move from impressions to connections," said B. Bonin Bough, global director of digital and social media at PepsiCo.

And, he said, referring to Pepsi Refresh, the much-ballyhooed program that awards grants for civic and social programs, "As an organization, when we announced it, everybody at this town hall hugged each other, loved each other. ... Everyone from the CEO down was laser-focused on getting the thing right,“

He added that Pepsi Refresh is now going global and that it will be back in the U.S. in 2011. So far 46 million votes have been cast for projects to donate money to.

“I CREATE”

• Starters…

• Creative leaders…

• Innovators…

They make real change happen with their ideas & actions.

1

“I TALK”

• Supporters…

• Influencers…

• Early adopters…

They spread new “culture” through WOM & influence.

9

“I WATCH”

• Spectators

• Passive audiences

• (Most Consumers)

They just follow the change, and “consume” new culture.

90

.

A central conversation....socialised

17

S T E P 1

A N A LY Z E

S I T U AT I O N

P R O C E S S

D I S C O V E R Y

D I G I T A L

F O O T P R I N T

A N A L Y S I S

S E A R C H

F O O T P R I N T

A N A L Y S I S

D I G I T A L

A S S E T

A U D I T

Which digital channels are currently being

employed? What is the content being distributed

through those channels? What levels of engagement

occur around that content?

How do you show up in search engines?

What content is available and being created for

social channels?

What is the internal process and stakeholders for

monitoring, creating content, posting to channels,

and engaging with end-users?

18

S T E P 2

DEVELOP

S T R AT E G Y

S U C C E S S

M E T R I C S

T A R G E T

A U D I E N C E

B U S I N E S S

O B J E C T I V E S

DIFFEREN-

TIATORS

Who are we looking to influence?

Who is influential?

What is the ultimate goal of the

communications stream?

What are our unique benefits to our

target audience?

What KPIs will be used to

determine a successful rollout?

S T E P 1

A N A LY Z E

S I T U AT I O N

P R O C E S S

D I S C O V E R Y

D I G I T A L

F O O T P R I N T

A N A L Y S I S

S E A R C H

F O O T P R I N T

A N A L Y S I S

D I G I T A L

A S S E T

A U D I T

19

S T E P 3

A L I G N

P R O C E S S E S

WORKFLOW

OPTIMIZATION

R E S O U R C E

ASSESSMENT

W O R K F L O W

D I S C O V E R Y

GOVERNANCE

F L O W

Are the appropriate

number and types of

people involved in the

process?

How does content and

engagement happen

now, who is

responsible, what is

the process?

Who needs to be

informed of new

content and social

engagements, what is

the process, where

does the governance

live?

Where can we create

efficiencies to cut

down on manual

labor?

S U C C E S S

M E T R I C S

T A R G E T

A U D I E N C E

B U S I N E S S

O B J E C T I V E S

DIFFEREN-

TIATORS

S T E P 1

A N A LY Z E

S I T U AT I O N

S T E P 2

DEVELOP

S T R AT E G Y

P R O C E S S

D I S C O V E R Y

D I G I T A L

F O O T P R I N T

A N A L Y S I S

S E A R C H

F O O T P R I N T

A N A L Y S I S

D I G I T A L

A S S E T

A U D I T

20

B U S I N E S SU N I T S

I N T E R N A LC O M M S

E X T E R N A LS T A K E

H O L D E R SH R

M A R C O M MC S R

C O N T E N TP I P E

B U R E A U S

P R O V I D E

N E W M E D I A

T E A M

P R O V I D E S

Content

Governance

Best Practices/Policies

Training/Content Guerrillas

Content Strategy/Templates

21

SITUATION-SPECIFIC CONTENT/CHANNEL PLUGINS

C R I S I SC O M M S

E X E C U T I V EP L A T F O R M S

I N V E S T O RR E L A T I O N S

I N T E R N A LC O M M U N I -

C A T I O N S

T H O U G H TL E A D E R S H I P

N E WP R O D U C TR O L L O U T

P R O D U C TS U P P O R T

N E W S L E A K

Engagement Plans, Content and Channel Strategy

BRAND NARRATIVE POSITIONING

RAPID RESPONSE

PRODUCT LAUNCH

STAKEHOLDER COMMUNICATIONS

22

Social media as

influence engine

Joins conversation &

builds relationships

with influentials

Communications tool

to link to, curate and

clarify

Aggregates, elevates

and distributes news

across company

Social Media as content distribution

engine

Marketing tool for

push content

Starts conversations

with targeted

segments

Easy first step into

social engagement

Social Media as reputation

management engine

Customer care tool to

solve customer

problems

Creates conversations

with individuals

Builds brand equity

and fosters

evangelists

23

R E AC HF O L L O W E R S ,P A G E L I K E S

W E B A N A L Y T I C S

C O N T E N T I N

T H E P U B L I C

S P H E R E

A C R O S S

M U LT I P L E

C H A N N E L S

MEASUREMENT

WHOI S I N F L U E N C I N G

T H E CONVERSAT ION?

WHATC O N T E N T I S

R E S O N AT I N G A N D W H Y ?

HOWC A N T H E

S T R AT E G Y B E A D J U S T E D F O R

I M P R O V E DR E S U LT S ?

INSIGHTS

A U D I E N C E

ENGAGEMENTR T S , R E P O S T S ,

S H A R E SC O M M E N T S , R E P L I E S ,

Q U E S T I O N S ,H A S H T A G S , L I N K S

RESONANCEU S E R S E N T I M E N T

V O T E S A N D C O N T E N T L I K E S

C O M M E N TS E N T I M E N T

24

STORY &CONTENT

PIPE

TWITTERYOUTUBE

FACEBOOKLINKEDIN

FOURSQUAREVIMEOORKUT

INTERNALCOMMUNI-

CATIONS

EXECUTIVEPLATFORMS

NEWPRODUCTROLLOUT

NEWS LEAK

FILTERS

INVESTORRELATIONS

THOUGHTLEADERSHIP

PRODUCTSUPPORT

CRISISCOMMS

MEASUREMENT

+ + AUDIENCE & ENGAGEMENT

WE SIS™STRATEGICBUSINESS

ALIGNMENT

Henry Wood

WAGGENER EDSTROM WORLDWIDE24F SUP Tower75-83 King’s RoadNorth Point, Hong Kong

hwood@waggeneredstrom.com+852 2578 2836apac.waggeneredstrom.com

WAGGENER EDSTROM WORLDWIDE OFFICES

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