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Copyright Joel R. Johnson 2010 ©
Integrating Social Media: Earning Value Across Your Organization
WOMMA Webinar
30 June 30 2010
Presented by:
Joel R. Johnson
SVP Integrated Planning, Porter Novelli
“Social Media is yet another channel to be incorporated into an integrated communication strategy, rather than addressed on its own. And it can provide unique insights into the consumers who can now use earned media to build brands alongside marketers.”
Source: Alterian “Annual Survey 2009”
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Copyright Joel R. Johnson 2010 ©
4 Pillars of Social Media Strategy
1. Plan: We believe brands should “Earn Value” for the consumer and the brand from every social engagement
2. Engage: We believe brands have consumers who live in many communities requiring execution at every touch point
3. Manage: We believe brands should treat every social engagement as part of customer relationship management
4. Integrate: We believe brands should Integrate social media into all communications to realize Earned Value, but let marketing lead
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Copyright Joel R. Johnson 2010 ©
WHO OWNS SOCIAL MEDIA?
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Copyright Joel R. Johnson 2010 ©
EVERYONE WHO HAS CONVERSATIONS WITH CONSUMERS & EMPLOYEES
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Copyright Joel R. Johnson 2010 ©
INSIGHTS = VALUE,VALUE DRIVES BUSINESS
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Copyright Joel R. Johnson 2010 ©
INTEGRATE BASED ON EARNING VALUE…
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Copyright Joel R. Johnson 2010 ©
Blogs
Reviews andRatingsTwitter
BuzzYouTube
E-Commerce
Social News Customer Service/Support
Brand Communities
EventsInfluencers
InfluencersBrand
AdvocacyInnovation
PositiveSentiment
Spokesbloggers
EarnedValue
Channels Activities Actions
Awareness
CONVERSATION CONVERSIONENGAGEMENT UNDERSTANDING
Purchase
Order
Download
Sample
“Likes”
Share
Sign-up
Register
Insights
Purchase/Trial/other
Barriers
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“Friend”
Preference
Copyright Joel R. Johnson 2010 ©
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Copyright Joel R. Johnson 2010 ©
SEEK VALUE FROM EVERY TOUCHPOINT ON THE PURCHASE FUNNEL
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InsightsNPD
Customer SupportAdvocacy
Category Interest
Brand Awareness
Brand Consideration
Brand Purchase
Path to Purchase
SustainedEngagement
(loyalty)
Copyright Joel R. Johnson 2010 ©
ITS HARD, BUT MAKE THE CASE FOR EVERYONE’S CONTRIBUTION
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EARNED VALUE
BUSINESS AREA
Marketing/PR eCommerce Service/Support Innovation Customer Experience
Insights Social Marketing/ PR Insights
Social Sales Insights Social Support Insights
Innovation Insights Integrated Customer Experiences
Social Media Engagements
• Rapid Social Marketing Response
• Crisis Communications
• Proactive WOM
• Rapid Social Sales Response
• Group Social Shopping
• Proximity influence/marketing
• Location-Based Marketing
Rapid Social Support Response
Crowd-sourced:• R&D• Branding• Advocacy
• Influencer Mktg./VIP Experiences
• Blogger Outreach
Sustained CRM Brand Communities Social Commerce Product Support Communities
InnovationCommunities
Loyalty Programs
ROI • Social Sentiment Monitoring
• Social Campaign Tracking
• Crisis Resolution
Lead GenerationSocial CurrencyProduct Advocacy
Support Resolution NPDAdvocacy
InfluenceLoyaltyAdvocacy
Source: Adjusted from Altimeter Group, Social CRM, 2010.
Copyright Joel R. Johnson 2010 ©
DO IT FOR THE PEOPLECUSTOMERS, EMPLOYEES,
COMMUNITY15
Copyright Joel R. Johnson 2010 ©
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Copyright Joel R. Johnson 2010 ©
THINK LIKE A NETWORKBEHAVE LIKE A CONTENT FACTORY
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e-Commerce Service/SupportMarketing/PR InnovationCustomer Experience
Business Goals
Social Media Insights
“Always On” -- supports all customer segments; ladders up to value props;amplifies campaigns (community management, sustained content generation)
Content Platform
Copyright Joel R. Johnson 2010 ©
CHOOSE AN OPERATING MODEL
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Copyright Joel R. Johnson 2010 ©
RECRUIT TO TURN SKEPTICS INTO BELIEVERS
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TREAT EVERY CONVERSATION LIKE A VALUABLE LEAD
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BUILD A PLAYBOOK
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• Social Media Ops Model
– RACI
– Planning Model
– Social Media Engagement Framework
• Social Media Playbook
– Tools, Templates, Frameworks
– Policy, Protocols, Metrics Guide
– Showcase: Case Studies, Blog, Feeds
– Training Modules
• Social Media Portal (for the Playbook)
– Design & Implementation
– Support System
Organizes all Operations & Procedures
Process for Engagements
Enables Engagements
Copyright Joel R. Johnson 2010 ©
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Copyright Joel R. Johnson 2010 ©
In Summary • Who owns social media?
• Everyone… who has conversations with consumers & Employees
• Everyone...has a responsibility to use it to generate insights
• Insights = Value
• Insights Transform Business
• Integrate based on Earning Value…
• Seek Value from every touch-point on the purchase funnel
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Copyright Joel R. Johnson 2010 ©
In Summarycont.
• Make the case for everyone’s contribution
• Do it for the people Customers, Employees, Community
• Think like a network, behave like a Content factory
• Choose an Operating Model
• Draft advocates to turn skeptics into believers
• Treat every conversation like a valuable lead
• Build a Playbook
• Be Nice!!
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Copyright Joel R. Johnson 2010 ©
THANK YOU
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Copyright Joel R. Johnson 2010 ©
Tel: 646.573.6410 | 212.601.8322
Email:
joelrjohnson@gmail.com
Joel.Johnson@porternovelli.com
Blogs:
Thinkseedodifferently.blogspot.com
Cannes.porternovelli.com
Twitter:
@joelrjohnson
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