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Building a CMO in 5 hashtags
(Community Management Organization)
Kei th McAr thur VP , Soc ia l Media Rogers May 22, 2014
@keithmcarthur @RogersKeith
Social listening
Content crea6on
Social Media Strategy
Social engagement Social
idea6on
Everything
digital expert
Internal social expert
Facebook expert
@keithmcarthur #CM1TO
Social listening
Content crea6on
Social Media Strategy
Social engagement Social
idea6on
Everything
digital expert
Internal social expert
Facebook expert
@keithmcarthur #CM1TO
105 135
Building a CMO in five hashtags
1. #GiveYourOrgEars 2. #MindTheHippo 3. #LiveTheBridge 4. #EmbraceBoring 5. #UnFail
@keithmcarthur #CM1TO
1. #GiveYourOrgEars
@keithmcarthur #CM1TO
• All good conversa6ons start with listening – Know what to say and
what not to say – Know when to talk
@keithmcarthur #CM1TO
@keithmcarthur #CM1TO
• World’s biggest focus group – Intelligence on your
customers / products / services
– Compe66ve intelligence
2) #MindTheHippo
*Highest Paid Person’s Opinion
@keithmcarthur #CM1TO
*ht @setlinger
*Hipo
Why are you talking to your customers? 1. To move prospects from considera6on to
purchase? 2. To get exis6ng customerss to buy more? 3. To learn from them about how to improve
products and services? 4. To improve your customer experience? 5. To lower call centre costs?
3) #LiveTheBridge
@keithmcarthur #CM1TO
Bridging: BRAINS!!!!!!!!
@keithmcarthur #CM1TO
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“Rogers has gone and ‘done did it’” -IntoMobile, June 2009
“Yesterday was a milestone day for Canadians–they finally got a taste of Android smartphones in Canada.” -iPhoneinCanada, June 2009
“Well, it looks like Canadians will FINALLY get their wish of Android powered handsets! Rogers has announced today that they will be releasing Android phones…” -AndroidinCanada, May 2009
Bridging: Robots
@keithmcarthur #CM1TO
13 @keithmcarthur #CM1TO
“I definitely think releasing the Dream as it is, an almost out of date device, was a strange move.”
“Pretty disappointing to say the least especially when the phones were launched they were dubbed a ‘Revolution’ by Rogers.”
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- We spent a lot of time listening and engaging with our customers
- We got to know the issue - We understood their concerns
- We became ambassadors for customer needs
- We shared what we learned with our internal partners
- We worked with manufacturers to find a resolution
- We shared what we learned, honestly and transparently
- We continued to engage with the community even after the issue was resolved
@keithmcarthur #CM1TO
15 @keithmcarthur #CM1TO
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We created an Android Customer Panel with 10-13 of our top online influencers. Hosted quarterly, it’s an opportunity to share information.
We share IRL milestones with them …..
@keithmcarthur #CM1TO
17 @keithmcarthur #CM1TO
4) EmbraceBoring
Process!
Structure!
Measurement!
Boring!
Boring!
Boring!
@keithmcarthur #CM1TO
@keithmcarthur #CM1TO
CUSTOMER SERVICE
MARKETING
STRATEGIC INITIATIVES
RMI SOCIAL DATA
GOVERNANCE / TRAINING
HR
COMMUNITY MANAGERS
CONTENT / PLATFORMS
@keithmcarthur #CM1TO
MARKETING § Brand § Rev gen § Reten6on § Social data
Product RMI
Editorial / talent
Marke6ng PR
SALES § Acquisi6on
COPORATE COMMUNICATIONS
§ Reputa6on management § Influencer / Ambassador
rela6ons § Internal social
CUSTOMER SERVICE § Assisted support § Unassisted support
PRODUCT § Social integra6on § Customer collabora6on
HR § Employee Recruitment
CENTRE OF EXCELLENCE
Digital
Social Media Governance @ Rogers
@keithmcarthur #CM1TO
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Outage Tweet SenPment – Rolling 5 minute totals – StarPng 18:00:00 Oct 9, 2013
Sum of Posi6ve (5min roll)
Sum of Neutral (5min roll)
Sum of Mixed (5min roll)
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Outage Tweet SenPment ProporPon -‐ 5 Minute Rolling Totals –StarPng 18:00:00 Oct 9, 2013
Sum of Posi6ve (5min roll)
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@keithmcarthur #CM1TO
5) #UnFail
@keithmcarthur #CM1TO
@keithmcarthur #CM1TO
@keithmcarthur #CM1TO
@keithmcarthur #CM1TO
@keithmcarthur #CM1TO
Thank You!
@keithmcarthur
1. #GiveYourOrgEars
2. #MindTheHippo
3. #LiveTheBridge
4. #EmbraceBoring
5. #UnFail
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