2
OMG!!!!!
ITS 2011!
We were
promised JETPACKS!?!?!
WHERE
ARE
THEY!
3
Communicators know that
social influence is changing
how they do business and
reach customers……but
4
5
Closed loop business optimized
Corrective action plan
Process + Data=
Insights + Metrics
Standard, widely
Adopted process
Beginnings of a
process
Chaotic, ad hoc
7
Social Media Marketing can be successful but often
campaigns aren’t optimally executed because they’re:
Treated as one-off campaigns
Not aligned to comms goals and ROI is questionable
Not integrated into ‘regular’ workflows
Decision hierarchy murky
Infrastructure not built to support or amplify campaigns
Audience media habits aren’t understood
Result is……ZOMBIE SOCIALMEDIA….
campaigns that are the living dead
8
• Unclear Objectives
• Misaligned Objectives
• Unclear Decision Makers
• No Defined Process
• Conflicting Policies
• Insufficient Resources
• Slow Response Time
• Company Unengaged
• Missed Opportunities
• Unsuccessful Efforts
• Crisis Driven
• Loss of Customer Trust
EXTERNAL EFFECT INTERNAL CAUSE
9
WHAT’S NEEDED IS A SOCIAL MEDIA SYSTEM THAT
SLAYS THE ZOMBIES
Builds the process to connect with stakeholders at the
right time, with the right content on the right channels
Creates a framework & infrastructure to manage social
media that is sustainable
Integrates into the BIGGER communications workflow
Allows companies to resource appropriately and do
more with less
Can help show steady and measurable results from
social
Result is……A ZOMBIE KILLING SOCIAL
MEDIA ENGINE….that runs smoothly and efficiently
Experience the World Cup 2010 Live! Tell us your football story and win*
12
S T E P 1
A N A LY Z E
S I T U AT I O N
P R O C E S S
D I S C O V E R Y
D I G I T A L
F O O T P R I N T
A N A L Y S I S
S E A R C H
F O O T P R I N T
A N A L Y S I S
D I G I T A L
A S S E T
A U D I T
Which digital channels are currently being
employed? What is the content being distributed
through those channels? What levels of engagement
occur around that content?
How do you show up in search engines?
What content is available and being created for
social channels?
What is the internal process and stakeholders for
monitoring, creating content, posting to channels,
and engaging with end-users?
13
S T E P 2
DEVELOP
S T R AT E G Y
S U C C E S S
M E T R I C S
T A R G E T
A U D I E N C E
B U S I N E S S
O B J E C T I V E S
DIFFEREN-
TIATORS
Who are we looking to influence?
Who is influential?
What is the ultimate goal of the
communications stream?
What are our unique benefits to our
target audience?
What KPIs will be used to
determine a successful rollout?
S T E P 1
A N A LY Z E
S I T U AT I O N
P R O C E S S
D I S C O V E R Y
D I G I T A L
F O O T P R I N T
A N A L Y S I S
S E A R C H
F O O T P R I N T
A N A L Y S I S
D I G I T A L
A S S E T
A U D I T
14
S T E P 3
A L I G N
P R O C E S S E S
WORKFLOW
OPTIMIZATION
R E S O U R C E
ASSESSMENT
W O R K F L O W
D I S C O V E R Y
GOVERNANCE
F L O W
Are the appropriate
number and types of
people involved in the
process?
How does content and
engagement happen
now, who is
responsible, what is
the process?
Who needs to be
informed of new
content and social
engagements, what is
the process, where
does the governance
live?
Where can we create
efficiencies to cut
down on manual
labor?
S U C C E S S
M E T R I C S
T A R G E T
A U D I E N C E
B U S I N E S S
O B J E C T I V E S
DIFFEREN-
TIATORS
S T E P 1
A N A LY Z E
S I T U AT I O N
S T E P 2
DEVELOP
S T R AT E G Y
P R O C E S S
D I S C O V E R Y
D I G I T A L
F O O T P R I N T
A N A L Y S I S
S E A R C H
F O O T P R I N T
A N A L Y S I S
D I G I T A L
A S S E T
A U D I T
15
B U S I N E S S U N I T S
I N T E R N A L C O M M S
E X T E R N A L S T A K E
H O L D E R S H R
M A R C O M M C S R
C O N T E N T P I P E
B U R E A U S
P R O V I D E
N E W M E D I A
T E A M
P R O V I D E S
Content
Governance
Best Practices/Policies
Training/Content Guerrillas
Content Strategy/Templates
16
SITUATION-SPECIFIC CONTENT/CHANNEL PLUGINS
C R I S I S C O M M S
E X E C U T I V E P L A T F O R M S
I N V E S T O R R E L A T I O N S
I N T E R N A L C O M M U N I -
C A T I O N S
T H O U G H T L E A D E R S H I P
N E W P R O D U C T R O L L O U T
P R O D U C T S U P P O R T
N E W S L E A K
Engagement Plans, Content and Channel Strategy
BRAND NARRATIVE POSITIONING
RAPID RESPONSE
PRODUCT LAUNCH
STAKEHOLDER COMMUNICATIONS
17
Social media as
influence engine
Joins conversation &
builds relationships
with influentials
Communications tool
to link to, curate and
clarify
Aggregates, elevates
and distributes news
across company
Social Media as content distribution
engine
Marketing tool for
push content
Starts conversations
with targeted
segments
Easy first step into
social engagement
Social Media as reputation
management engine
Customer care tool to
solve customer
problems
Creates conversations
with individuals
Builds brand equity
and fosters
evangelists
18
R E A C H F O L L O W E R S , P A G E L I K E S
W E B A N A L Y T I C S
C O N T E N T I N
T H E P U B L I C
S P H E R E
A C R O S S
M U LT I P L E
C H A N N E L S
MEASUREMENT
W H O I S I N F L U E N C I N G
T H E CONVERSAT ION?
W H AT
C O N T E N T I S R E S O N AT I N G
A N D W H Y ?
H OW C A N T H E
S T R AT E G Y B E A D J U S T E D F O R
I M P R O V E D R E S U LT S ?
INSIGHTS
A U D I E N C E
E N G AG E M E N T R T S , R E P O S T S ,
S H A R E S C O M M E N T S , R E P L I E S ,
Q U E S T I O N S , H A S H T A G S , L I N K S
R E S O N A N C E U S E R S E N T I M E N T
V O T E S A N D C O N T E N T L I K E S
C O M M E N T S E N T I M E N T
19
STORY & CONTENT
PIPE
TWITTER YOUTUBE
FACEBOOK LINKEDIN
FOURSQUARE VIMEO ORKUT
INTERNAL COMMUNI-
CATIONS
EXECUTIVE PLATFORMS
NEW PRODUCT ROLLOUT
NEWS LEAK
FILTERS
INVESTOR RELATIONS
THOUGHT LEADERSHIP
PRODUCT SUPPORT
CRISIS COMMS
MEASUREMENT
+ + AUDIENCE & ENGAGEMENT
WE SIS™ STRATEGIC BUSINESS
ALIGNMENT
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