Integrating social media womma 6 30 10 final

Copyright Joel R. Johnson 2010 ©

Integrating Social Media: Earning Value Across Your Organization

WOMMA Webinar

30 June 30 2010

Presented by:

Joel R. Johnson

SVP Integrated Planning, Porter Novelli

“Social Media is yet another channel to be incorporated into an integrated communication strategy, rather than addressed on its own. And it can provide unique insights into the consumers who can now use earned media to build brands alongside marketers.”

Source: Alterian “Annual Survey 2009”

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4 Pillars of Social Media Strategy

1. Plan: We believe brands should “Earn Value” for the consumer and the brand from every social engagement

2. Engage: We believe brands have consumers who live in many communities requiring execution at every touch point

3. Manage: We believe brands should treat every social engagement as part of customer relationship management

4. Integrate: We believe brands should Integrate social media into all communications to realize Earned Value, but let marketing lead

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WHO OWNS SOCIAL MEDIA?

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EVERYONE WHO HAS CONVERSATIONS WITH CONSUMERS & EMPLOYEES

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INSIGHTS = VALUE,VALUE DRIVES BUSINESS

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INTEGRATE BASED ON EARNING VALUE…

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Facebook

Blogs

Reviews andRatingsTwitter

BuzzYouTube

E-Commerce

Social News Customer Service/Support

Brand Communities

EventsInfluencers

InfluencersBrand

AdvocacyInnovation

PositiveSentiment

Spokesbloggers

EarnedValue

Channels Activities Actions

Awareness

CONVERSATION CONVERSIONENGAGEMENT UNDERSTANDING

Purchase

Order

Download

Sample

“Likes”

Share

Sign-up

Register

Insights

Purchase/Trial/other

Barriers

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“Friend”

Preference


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SEEK VALUE FROM EVERY TOUCHPOINT ON THE PURCHASE FUNNEL

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InsightsNPD

Customer SupportAdvocacy

Category Interest

Brand Awareness

Brand Consideration

Brand Purchase

Path to Purchase

SustainedEngagement

(loyalty)


ITS HARD, BUT MAKE THE CASE FOR EVERYONE’S CONTRIBUTION

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EARNED VALUE

BUSINESS AREA

Marketing/PR eCommerce Service/Support Innovation Customer Experience

Insights Social Marketing/ PR Insights

Social Sales Insights Social Support Insights

Innovation Insights Integrated Customer Experiences

Social Media Engagements

• Rapid Social Marketing Response

• Crisis Communications

• Proactive WOM

• Rapid Social Sales Response

• Group Social Shopping

• Proximity influence/marketing

• Location-Based Marketing

Rapid Social Support Response

Crowd-sourced:• R&D• Branding• Advocacy

• Influencer Mktg./VIP Experiences

• Blogger Outreach

Sustained CRM Brand Communities Social Commerce Product Support Communities

InnovationCommunities

Loyalty Programs

ROI • Social Sentiment Monitoring

• Social Campaign Tracking

• Crisis Resolution

Lead GenerationSocial CurrencyProduct Advocacy

Support Resolution NPDAdvocacy

InfluenceLoyaltyAdvocacy

Source: Adjusted from Altimeter Group, Social CRM, 2010.


DO IT FOR THE PEOPLECUSTOMERS, EMPLOYEES,

COMMUNITY15


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THINK LIKE A NETWORKBEHAVE LIKE A CONTENT FACTORY

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e-Commerce Service/SupportMarketing/PR InnovationCustomer Experience

Business Goals

Social Media Insights

“Always On” -- supports all customer segments; ladders up to value props;amplifies campaigns (community management, sustained content generation)

Content Platform


CHOOSE AN OPERATING MODEL

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RECRUIT TO TURN SKEPTICS INTO BELIEVERS

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TREAT EVERY CONVERSATION LIKE A VALUABLE LEAD

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BUILD A PLAYBOOK

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• Social Media Ops Model

– RACI

– Planning Model

– Social Media Engagement Framework

• Social Media Playbook

– Tools, Templates, Frameworks

– Policy, Protocols, Metrics Guide

– Showcase: Case Studies, Blog, Feeds

– Training Modules

• Social Media Portal (for the Playbook)

– Design & Implementation

– Support System

Organizes all Operations & Procedures

Process for Engagements

Enables Engagements


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In Summary • Who owns social media?

• Everyone… who has conversations with consumers & Employees

• Everyone...has a responsibility to use it to generate insights

• Insights = Value

• Insights Transform Business

• Integrate based on Earning Value…

• Seek Value from every touch-point on the purchase funnel

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In Summarycont.

• Make the case for everyone’s contribution

• Do it for the people Customers, Employees, Community

• Think like a network, behave like a Content factory

• Choose an Operating Model

• Draft advocates to turn skeptics into believers

• Treat every conversation like a valuable lead

• Build a Playbook

• Be Nice!!

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THANK YOU

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Tel: 646.573.6410 | 212.601.8322

Email:

[email protected]

[email protected]

Blogs:

Thinkseedodifferently.blogspot.com

Cannes.porternovelli.com

Twitter:

@joelrjohnson

mailto:[email protected]

mailto:[email protected]

Education

Integrating social media womma 6 30 10 final