IBM Retail Fall Showcase 2011: Innovation that matters to the bottom line.
Putting social wisdom in your SoMe efforts
Laurie Dillon-Schalk, Digital Strategy Director, JWT – @ldillonschalk
Copyright © November 2011
IBM Retail Fall Showcase 2011: Innovation that matters to the bottom line.
Putting social wisdom in your SoMe efforts
Laurie Dillon-Schalk, Digital Strategy Director, JWT – @ldillonschalk
Copyright © November 2011
FOCUS
• Where social media is today?• Where is it headed?• What’s holding us back? • WSIDM?
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Type Primary Role for Brand Use
Other Roles
Paid • Drive traffic • Drive awareness• Drive consideration• Generate earned media response• Convert visitors to action
Owned • Convert visitors to action• Provides an on-brand
customer experience
• Drive earned media• Build longer term relationships
with consumers
Earned • Influence brand perception and conversation through social web participation.
• Encourage and/or reward brand pride and loyalty
Source: Referencing Forrester Research, Dec. 2009 “No media should stand alone”
In 2012, social media fits among owned and earned medias but roles are shifting…
Purchase funnels are changing and DIGITAL is playing a role at every stage.
Awareness
Interest
Desire
Consideration & Research
Action
SOCIAL MEDIA
Customers see conversations between brands & satisfied customers. This builds trust.
AdvocacyEngaged new customers become great ambassadors
Customers rely on a number of platforms to move to action
Reviews & active communities show prospects that desired needs will be met.
Google Forrester
To complicate matters, there are many owners of SoMe within organizations
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Public RelationsMarketing
Customer Service
Local Store LevelEmployees
E-commerce
Multiple owners need to align on digital strategies.
Future: Shift from “doing social” to “being social”
EXTERNALLY: SOCIAL BRAND• Actively listen & respond• Demonstrate social behaviour – compelling,
authentic, transparent.• Community driven.
INTERNALLY: SOCIAL BUSINESS• The expertise of company is available to people• Training & development internally for employees &
business units to become ‘digital citizens’• Social turns inward as teams collaborate internally
Today’s social brands & businesses include firms that allow employees to be digital citizens.
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Being social is more than ‘social media’
For the ad business, our technology partnerships have become very important.
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In the last two months• Apple releases IOS 5• Apple releases iphone 4S• Facebook announces F8 Timeline• Google releases G+• Facebook new page insights API• Facebook stops allowing subdomain access so
existing apps start failing• Facebook announces video calling• Facebook & Google announce new ad formats• Twitter announces new analytics.• Google is working on attribution modeling..
Begs the question:What is holding brands back?
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All too often, Social Media is relegated to a
junior person on the marketing team
My rant. As a result,
the vision, the ideas, the possibilities are too low,
initiatives go unsupported , they get by with
rounding error budgets, peeps are focused on tactics
not strategies, or they measure the wrong thing..
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Let’s talk about measurement…
Objectives DefinedMarket Indices performance relative to its
competition and industry
Recruitment Ability to attract consumers in search, research , social and buying modes
Engagement Ability to increase audience involvement in brand activities or communities.
Conversion Ability to move visitors to take action, usually monetary.
Advocacy The degree of customer activity post-sale
Focus measurement on the funnel
PEOPLE STOP HERE
About the like.. Quality vs. Quantity…
Is my brand getting traction with the people I care about?
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Where the “like” breaks down
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Hello everyone,Our XYZ is asking us to help them increase their number of fans on Facebook.
Therefore, if you could please take a minute to go onto Facebook and like the XYZ page, it would be much appreciated.
Thanks in advance for your kind cooperation.Jane Doe
Break downs• Get anyone to like
(not the same thing as asking employees to like)• Bad engagement• Some contests
Consider social listening for more than just verbatim indicators
How I use social listening… • Study the evolution of a customer after a new
product release• Understand where my communities congregate• Figure out what is driving negative moments of truth• Evaluate if your ‘happy’ customers are ‘happy’ about
something brand differentiating things.• ….
How to get started
1. Establish clear ownership• Goal to develop a digital / social strategy
2. Begin social listening3. Understand where you sit today
• Conduct a digital review• Context: Internal, customer, market & competitive context• Perspectives: emerging tech
• Assess your social media maturity
4. Partner for brand and technology perspectives• Invite outside perspectives for emerging media, asset review
Step 1:
Look & Listen
Step 2:
Establish a Social Footprint
Step 3:
Engage Step 4:
Increase Your Social Currency
Step 5:
Build Your Community
Step 6:
Aim for Social Sophistication
Monitor conversations (alerts)
Social Network Sites Facebook, Linkedin, Twitter, Foursquare
Define Voice & Tone
Start conversations
Reach out to brand advocates
Address issues driving complaints
Regular reporting & Special rpts
Media Sites (Youtube, Flickr)
Engage existing networks
Custom response Empower your advocates (external)
Social commerce
Social Media Education
Blogs & Podcasts, Wikis & Communities (incl. Forums & 3rd party community sites)
Participate in existing conversations
Non social content goes social
Empower your advocates (internal)
Gather ideas from communityAnd/or UGC (user generated content)
Monitor growth of emerging tech.
Supported by SEO Respond to wall, comments
Geo targeting, social mobile
Allow for community defense
Adapt products & services and policies
Clear ownership & governance
Active growth of social asset base.
Quality vs. quantity follower refinement
Appropriate staffing (governance)
Location based community building
Social Media ROI
Designate a community manager
Design for social longevity
Social web integration
Identify social influencers
Social CRM
Use social media marketing tools
Advanced social analysis
Content curation
Social Media Maturity Framework
This is a framework developed by @ldillonschalk and @rickwolfe. This is part of an ‘open source’ initiative where Laurie and Rick hold executive round table discussions on the maturity of social media. See notes.
For more…
• At JWT.• @ldillonschalk• Blog: socialwisdom.ca• Slide share on my linkedin profile “Digital Strategy 101”• Social Media Maturity Chart / Framework given to IBM team
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