1. Operationalizing Social Business
September 13, 2011
Zena Weist | @zenaweist
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2. CASE STUDIES, METHODS
& TRENDS
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3. EMBARQ Test and Learn, Parallel Pathing
Servicing 3.5M HHs across 18 states
Home Phone, Local and Long Distance
4. High-Speed Internet
5. Satellite TV from DISH Network
6. Home Computer & Technical Support
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7. LISTENING
In the beginning
Google Alerts (Yahoo)
Google Blog searches
BlogPulse
DSLReports.com
Technorati
Added
Collective Intellect
All of the above
Addictomatic
Landed on
Radian6
All of the above
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8. Social Media RoadMap
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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9. Delivering on our Practical Ingenuity brand promise, we will
leverage social media
with the following strategies:
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.
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.
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10. If you wish to persuade me,
you must think my thoughts, feel my feelings,
and speak my words.
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11. TyING SOCIAL INTO BUSINESS METRICS
Engaging in online conversations to improve:
Customer Experience,
Brand Perception &
Employee Morale
4Q07
1Q08
2-3Q08
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12. BRAND MARKETING OBJECTIVES
Build brand awareness
Create a presence in an online community where customers &
prospects are already engaged
Go where our target is - bring our brand to them
13. Promote customer and prospect engagement and
interactivity
14. Expand positive sentiment built through online customer
outreach
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15. TECHNOLOGY VIDEOS ON youtube prompt action
67%Have taken action as result of seeing technology or
electronics-related content on YouTube.
47% Gathered more information about a product or service
34% Considered buying a technology product or service
27% Thought more favorably toward a product, brand or service
21% Told someone about a product or service
13% Bought a technology or electronics-related 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?
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16. Commitment to ENGAGEMENT with CONTENT STRATEGY
Program Spike | Constant Contact
Short-term: Contest (HSI focus)
17. Long-term: How-to Videos
18. Top 10 Customer Service issues (Call Centers, Online
Listening)
19. Continue to listen, interact, resolve
This is not a campaign, this channel is a strong extension of our
brand promise practical ingenuity. Its a practical communications
vehicle helping us build relationships, continue conversations, and
form deeper ties in an innovative format.
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20. PAGE 12
OBJECTIVES SYNC WITH brand promise
Channel Objectives
