Jake McKee, Ant's Eye View, Community Conference 2012

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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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©2012 Proprietary + Con!dential | antseyeview.com | Austin + Seattle + Mountain View 4

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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

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Questions? Contact: [email protected]

@antseyeview

www.communityguy.com