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The Practitioners Guide to the Social Engagement Journey Jake McKee | communityguy.com | antseyeview.com
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2 ©2012 Proprietary + Con!dential | antseyeview.com | Austin + Seattle + Mountain View
Experienced practitioners Ant’s Eye View is a strategic management consulting !rm that helps recognizable brands transform into enterprises that fully engage with their customers. Our practitioner heritage sets us apart.
A platinum client list Founded in 2009, our client list now includes large, complex organizations such as AT&T, Autodesk, Cisco, EMC, Google, Jack in the Box, KPMG, Microsoft, P&G, Scotiabank, Unilever, USAA and Wells Fargo.
Ant’s Eye View: Who we are
Our leadership team:
Sean O’Driscoll, CEO & co-founder Jake McKee, SVP & co-founder Dustin Johnson, SVP & Managing Director, Seattle Sean McDonald, SVP & Managing Director, Austin Todd Shimizu, SVP & Managing Director, Mountain View
Our team includes social engagement leaders from:
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”Volunteers wanted for hazardous journey, small
wages, bitter cold, long months of complete
darkness, constant danger, safe return doubtful, honor
and recognition in case of success.”
Ernest Shackleton
Volunteers wanted
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Psst… Where is Pinterest??
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“Becoming a fully engaged enterprise in today’s social world isn’t about
creating a “social media strategy.” It is a journey de!ned by stages of
operational maturity, milestones, and ultimately, a destination.
The successful journey requires
practitioner experience, pragmatism – and perseverance. But the payoff is
immense.”
The Social Engagement Journey
ClipboardPageNumberWhy’s this so important?
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Source: Forrester Reports, Forbes Insights, Google Insights
The modern consumer has changed
5 Truths from the modern consumer
75% Rate websites as important
primary sources of informa1on in the decision making
process
88% Suggest that social
channels are strong
influencers during the decision
making process
60% Will use support forums and
technical discussion groups to inform the purchase decision
93% Use public search engines as the ini1al point of informa1on discovery
44% Expect a
smartphone or tablet to be their primary device for business use in 3
years
We must adapt our behaviors to align with those of our audience
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And so has the consumer’s journey
Consider
Evaluate
THE LOYALTY LOOP
Enjoy
Advocate
Bond
BUY
In a digitally enabled world, the responsibility to delight customers spans organizations.
You are here
ClipboardPageNumberSo what does this journey look like? And where’s the "nal destination?
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Stage 1 Traditional Traditional, command and control business operations using one-way communication to drive business outcomes.
Stage 4 Measurable Social engagement drives real business results, with systems and tools fully optimized to support con!dent and competent employees and to more fully harness online relationships.
Stage 3 Operational Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.
Stage 2 Experimental Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.
Stage 5 Fully engaged Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.
The social engagement journey
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Challenges at stage 2 How Ant’s Eye View can help
People and process
Limited understanding of existing social efforts and no cohesive strategy for social engagement.
Landscape analysis, strategy de!nition, business plan, implementation roadmap and executive overview.
Readiness and training
Lack of understanding, policy and guidance for employees to engage in social channels.
Scalable operating model de!nition, social media playbook, training curriculum and execution.
Technology and innovation
Inconsistent customer experience in social channels, fractured tools internally.
Connected presence framework and content model, tools vendor identi!cation and selection.
Business insights and analytics
Conversation monitoring done in silos, metrics tracked at the channel level (likes, followers).
Listening 360 (powered by Radian6), measurement framework and dashboard creation.
Activation and execution
Social media a bolt-on to existing campaigns, no consistent engagement with brand advocates.
Participatory marketing, in#uencer engagement program de!nition and implementation.
How the Journey guides social projects
Stage 5 Stage 1 Stage 3 Stage 4 Stage 2
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People and Process: Align resources to business objectives
Readiness and Education:
Help ready the organization, through education, governance, and risk reduction, for the changes that social engagement brings Channels and Technology:
Optimize customer touch points
Insights and Analytics:
Gain business insights from, and measure the effectiveness of social engagement efforts
Activation and Execution: Engage and activate the customer base
The "ve focus areas
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Key tips to help accelerate your journey
Stage 5 Fully
Engaged
PEOPLE AND
PROCESS
EDUCATION AND
READINESS
CHANNELS AND
TECHNOLOGY
INSIGHTS AND
ANALYTICS
ACTIVATION AND
EXECUTION }
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People and process
PEOPLE AND
PROCESS
Functions are disconnected – in silos. Owner of information controls who it’s shared with – there is no opt-in.
Mavericks break through, but there are still no formal teams in place.
Empowered centralized team, run by a proven leader. Leaders are driving coordinated initiatives.
Central team still exists, but more work is being pushed to Business Units. Executives are bought in.
Coordinated teams manage risk and fiduciary responsibilities. More efficient business operations. Deliver a strategy framework that details why and
how to use social media as well as a operational roadmap that prioritizes the tactics to tackle !rst.
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Education and readiness
EDUCATION AND
READINESS
Focus on developing, distributing and applying shared best practices across the entire enterprise. This will help inject social media into a normal course of business.
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Channels and technology
Marketing and customer support is only through traditional channels. Email is the primary mode of communication.
Social tools are popping up based on function. Shared workspaces are created, but siloed.
Social tools are being deployed to meet specific business needs. Tools consolidation – editing to amplify efforts.
Legacy tools are being replaced. Social tools are integrated with key workflows. Systems are optimized.
Adoption and impact of social media tools is measurable.
CHANNELS AND
TECHNOLOGY
Balance the needs of the business, resourcing realities, and platform independence. Ensure the business can consistently meet its use case needs across a range of internal teams.
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Insights and analytics
Ambivalent to online conversations about the brand.
Monitoring conversations in silos.
Listening yields implication. Baseline framework for metrics
INSIGHTS AND ANALYTICS
Map social media activity to business outcomes. This key in determining social engagement success. Make sure each activity is tied to a speci!c goal.
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Activation and execution
Campaigns and programs do not have a customer view. Limited social engagement in planning.
Social tools are used for promotional purposes. One-way communication from the brand.
Social is now part of the planning process. Influencers are identified.
Impact of listening and engaging on social channels causes increase in share of conversation for the campaign.
Breakthrough business results – increased revenue and loyalty.
ACTIVATION AND EXECUTION
Start with an insight, not an idea. Businesses that win build relationships. Begin with advocates.
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Business outcomes • Increased speed – and relevancy – to market • Engaged users spend more time participating with you • In#uencers drive revenue via reputation • More efficient research, development, marketing & ops • Differentiate on something other than cost • Reduced !nancial risk, even in uncertain times
Your destination
Organizational impacts • All employees have a 360° view of the customer • Customer and employee engagement is part of the
company DNA • Brand dashboard tied to revenue • Attract and retain the best talent • Senior execs lead with customer engagement • Breakthrough business results - Increased awareness,
revenue, loyalty, advocacy
Stage 5 Fully engaged
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1. Start with a customer need 2. Look for early wins and set
expectations 3. Real results lie “between the
seams” 4. Executive buy-in is key 5. Measure for impact 6. Success by 1000 papercuts
Tips from practitioners
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1000 men responded, and the men chosen were part of history. Honor and recognition were indeed achieved.
Are you ready for your adventure?
The journey has rewards