Post on 09-May-2015
The CMO’s DilemmaOr How Do We Go Beyond a Token ‘Social’ Gesture
Cisco Innovation Day - Spring 2010
The CMO’s Dilemma
A Play in 3 Parts >
The 5 Barriers to Overcome
The 5 Steps to Social Media with Business Impact
The CMO’s Dilemma
The 5 Barriers to Overcome
The 5 Steps to Social Media with Business Impact
>
The CMO’s Dilemma
The 5 Barriers to Overcome
The 5 Steps to Social Media with Business Impact
>
3M+fans100 posts
in 7 Days
No consensus on an evaluation model
‘Social’ currently planned as a channel or tactic
90% of Facebook interactionhappens in the Wall
1 2 3 4 5 6 7 80
50000
100000
150000
200000
250000
300000
Buzz vs. Sustained WOM
BUZZ
Months
Soci
al M
ed
ia "
Imp
ress
ions"
A campaign-based culture
No forum for “best practices”
Leadership goes to the biggest budgetMedia
Advertising
Apologies to the Eat Out restaurant Awards 2009
Leadership goes to the biggest budget
Leadership goes to the
biggest budget
No forum for “best
practices”
A campaign
-based culture
‘Social’ currently
planned as a channel or tactic
No consensus
on an evaluation
model
The 5 Barriers to Overcome>
What’s your dilemma?
Social IRMDriving Influencers to “Care to Share”
Cisco Innovation Day - Spring 2010
said traditional media influences their final purchase decision of a consumer goods product17%
31%said an online comment from a ‘stranger with experience’ would influence that decision
SOURCE: Millward Brown ACSR, Product Users Internet Usage, May 2009
China>
of U.S. moms trust traditional advertising
5%
34-50%trust online friends and ‘strangers with experience’
SOURCE: Digital Mom, Razorfish & Cafe Mom
United States>
In the E.U., people trust family, friends and ‘strangers with experience’ more than professional sources when seeking an opinion on a brand they plan to buy
SOURCE: Global Web Index
European Union>
Social Media Engagement Framework
Influencers Content Strategy
Engagement Advertising
Active ListeningMarcom Insights, Rapid Response & Measurement
Social Grassroots/Brand CommunityCultivating a network of customers/advocates: community, CRM & reviews
OWNEDEARNED PAID
MeasurementIntegrated performance and ROI social media measurement
InfluencersInfluencers
Top Influencers• Brand, Product &
Category• Affinities
Grassroots: Customers
Grassroots: Fans and Followers
Grassroots: Stakeholders
Relationship of Social IRM to Social CRM
Top Influencers Data Grassroots Data
Customer Data: Sales &
AdvocacySocial CRM
Advocacy Sales
Influencer Node Network Dispersion Node + Network Model
Based on: Duncan Watts, Roper Starch
The New Theory of Influence>
Based on Robert Cialdini’s “Influence: Science & Practice”
What Drives Influence?>
If other people ‘like her’ ask her to try a product, she will
Even ‘strangers with authority’ matter to us
Exclusive opportunities (product offers, events) drive action
Liking Authority Scarcity
If brands offer some value to influencers, they reciprocate
People want to remain consistent with a public commitment
If other women ‘like her’ use a product, she will try it
Reciprocity Consistency Social Proof
Influence to Word of Mouth>
Almost every act an influencer can take online via social media results in some form of ‘word of mouth’
How can we spark ‘word of mouth’ around brands AND drive action?
7 Drivers of Word of Mouth>
01. Do we have a good story?
02. Can people SHOW their involvement in a visible way?
03. Do we offer something new to talk about?
04. Do we let our supporters be creative?
05. Do we invite people to participate?
06. Do we offer them some value?
07. Do we remind people to spread the word?
LG: Blogger Co-creation & Engagement
Texting Dictionary Event
Introducing the first-ever SMS text-lingo
translation tool, powered by mom bloggers
Influencers5 Steps to Finding and Engaging Influencers
1. Identify Influencers
2. Determine the “engagement value”
3. Segment for custom engagement
4. Best practice outreach
5. Social influencer relationship management (“Social IRM”)
InfluencersIdentify
Relevance
Influence(Reach, Engagement, Social Graph, Frequency)
Assessing Influence: Blog Example
•UMVisits
Reach – Primary
•Inbound Links
Reach – Secondary
•Most Commented Post
Engagement
•Number of Social Channels
Social Graph
•Posts per week
Frequency
Social IRM: Influencer Maps>
Managing Influencers
product-launch community
product-launch community
Your POV
Content ActivationMaking content move across the social web
Cisco Innovation Day - Spring 2010
What is Content ?
What channels do you create it for ?
How are people consuming it?
And now location based content creates new opportunities to increase relevance.
Think about content as a service to support the marketing mix. A content API if you will.
MobileSocial
Games
In store
TV Call center
.com
.
Create Once
Publish to many
While measuring across channels to optimize content & channel effectiveness.
MobileSocial
Games
In store
TV Call center
.com
.
Publish Many
Measure across channels
Create Once
The continually shifting landscape requires a clear strategy to align content with consumer
expectations.
Steps for creating a successful content strategy 4
What is a content strategy?A actionable plan for creating, managing & optimizing content to
align consumer intent with business objectives.
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Consumer intent informs all steps of content strategy
Consumer Intent Modeling
Learn Plan Create Optimize
Learn: Understand how intent and objectives align
Who’s the Audience
Personas
Segmentation
What are thy looking for?
Content metrics
SEO Keyword analysis
Site search keywords
How do they find it?
Content inventory
Conversion rates
Touch point audit
How does it support business
Objectives
Establish Baselines
Apply CIM
Set goals
Campaign is trying to reach people about plastics and fashion
Site content keyword density is all about
plastic bags.
Campaign Goals & Key Metrics
Reach Action EngagementBuilding trust and
awarenessTaking a step to learn
moreParticipation in the
campaign
# of visitors reached on syndicated 3rd party sites
# of people reached on Twitter via RT
Unique views on PMIP.com
# pages viewed per session
Bounce rate
Duration of visit
# of fans
# of followers
# of subscriptions to rss
# of subscribers to newsletter
# of comments
Links Shared
New vs Returning Visits
New visitor Returning visitor
We are doing a
great job of
reaching new
visitors.
New visitor
Returning visitor
0% 10% 20% 30% 40% 50% 60% 70%
New vs Returning Visits Bounce rate
Bounce rate
New visitors are not taking a step to learn more.
When consumer intent is to learn about fashion people take the step to learn more and participate.
Building & Homes
Fashion & Design
Automotive
Smart Packaging
Appliances & Gadgets
Eco Solutions
Future Technology
Medical & Safety
0 500 1000 1500 2000 2500 3000 3500 4000
Reach: Unique Views
Unique Monthly Views
Fashion content increase awareness
americanchemistry.com
projectrungay.blogspot.com
genart.org
ow.ly
discover.genart.org
google.com
images.google.com
facebook.com
prnewswire.com
twitter.com
0 200 400 600 800 1000 1200 1400 1600
Reach – q1 Top Referring sites
Increase awareness & trust thru influencers
Plan: Create a blueprint to maximize effectiveness
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How will you manage?
Organization Model
Publishing Process
Schedule
CMS
How will you promote?
Paid media
Search
Partners
How will you keep conversation going?
Conversation plan
IRM
What's the User Experience
Taxonomy
Navigation
Keywords
Wireframes
Collaborative filtering rules
Every plan needs one of these..
Promoting content with Facebook Ads & Twitter Contest
Create: What's the purpose of your content?
Web Content
Social Content
Games Rich Media
Utility Support Tweets
Configurator
Information Location Based
E-learning Product Tutorials
Entertainment Quiz Facebook apps
Commercial Videos
Optimize: Increase performance of digital media
Calls to action
Calls to action
MVT/AB test
Search
Keywords
Targeting
Experience
Navigation
Layout
How People Searching Related to Brand.
Keyword Optimization
Why is it Important – Universal Search !
What does this mean for Cisco
• Create content that can easily be re-purposed across the
marketing mix.
• Understand what your consumers are looking for and give them
a direct path to find it.
• Develop content with a purpose.
Conversation ManagementDriving Influence Through Social Grassroots
Cisco Innovation Day - Spring 2010
66New Consumer Telepresence from ….
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V-Tech Toys
V-Tech wanted to build a community of moms talking about how their kids learn - a community that provides insight about their customers and what they want
• Increased social media share of voice from 20% to 70% versus competitor
• Launched Facebook Page with 10,000 fans in first 48 hours
• Average of 1,000 Facebook interactions per week
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Social networks are changing how brands build
enduring relationships with customers.
But it’s not enough to simply launch a Facebook page.
To build successful relationships that drive real
business impact, brands need to deliver two things…
Conversation Management
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2
1
Everyday engagement that offers authentic value to fans and followers
Remarkable experiences that compel them to share, recommend, and even purchase
Conversation Management
70
There are three key steps in planning:
1. Guidelines: Create response scenarios for everyday and crisis situations, identify relevant contacts for questions, and develop community guidelines for each platform to be posted publicly.
2. Training: Indentify brand spokespeople for relevant community questions (customer service, communications team, etc.) and provide training and group structure for effective response.
3. Technology: Use a content management system to operationalize schedule responses across multiple platforms and brand presences
Conversation Management
Conversation Planning
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Conversation Management
Core Elements
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Conversation Calendars are a system to plan and
manage published content across social networks
Conversation Management
Conversation Calendars
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Step 1: Six-Month Calendar
Step 2:Monthly Calendar
Step 3:Weekly Calendar
Brand campaigns, awareness months, planned
launches (new applications, video series,
summer-long promotion).
Remarkable Content that informs Everyday
Engagement (offline events, traditional media
highlights, and marketing campaigns).
Everyday Engagement from the Conversation
Manager.
Conversation Management
Conversation Calendars
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Everyday Engagement
Conversation starters• Polls• Relaying• Response & commenting• CGM solicitation• Ongoing discussions
Conversation Management
Conversation Calendars
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Conversation
Creators
CONTENT CATEGORY
WHY WE USE IT CONTENT EXAMPLES
POLLSSimple interaction content to drive “auto-sharing” among fanbase
Polls, surveys, open ended questions, cool facts and trivia
RESHARINGUse branded properties to spread content created by others through sharing and reposting.
Retweets, FB link sharing, brand associated blogs, Insider content, traditional Media
DIRECT RESPONSE Demonstrate that the brand is listening and values consumer opinions and voices.
FB & Twitter responses and blog comments
CGM SOLICITATION Encourage consumers to share their own content and experiences of the brand. Comments, photos, videos, blog posts
ONGOING DISCUSSIONS Permanent standing discussion topics moderated
by the brand to allow ongoing broader discussions.
Permanent hosted and moderated discussions
Campaigns
and Events
CONTESTS OR GIVEAWAY Special offers to encourage IMMEDIATE pass
along or celebrate the brand community and fans talents
Photo contest, sweepstakes, partner offers, code bombs (limited time pts offers)
BRAND EVENTSProvide unique experiences that inspire conversation and allow fans to activate their own networks to bring in new fans and customers.
Facebook events, live tweeting, live posting, virtual interviews, videos, photos
SPECIAL OCCASIONS Leveraging existing holidays and moments in time to make the brand relevant to peoples lives.
Branded events, virtual events, holidays, conference content
Content and
Special
Access
BRANDED CONTENT Deeper ongoing engagement from consumers into content that we create and share with them.
Photos, videos, Facebook notes, images, interviews, recipes, Employee content
APPLICATIONSGive fans fun, useful applications to connect their lives AND spread WOM to fans’ friends through the Facebook News Feed
Blog posts, photos, videos, images, songs, recipes, Insider content, Employee content
Conversation Management
Conversation Calendars
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• Whether via Facebook or Twitter, Conversation Manager(s) are online everyday building engagement with the brand community
• They represent the brand within social networks, are immersed in the conversation trends, and participate in consumer discussions
• Each brand has it’s own unique voice and personality- Conversation Manager(s) maintain the brand voice at all times across platforms
• Conversation Manager(s) work with the brand, account teams, and fans to come up with new ideas and promote a steady cadence of new content and announcements
• Conversation Manager(s) come from the brand or from trained partners – with full transparency
Conversation Management
Conversation Manager
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What it is: One portal to post and edit content, monitor and respond to comments, and work across multiple Facebook Pages, Twitter handles, owned communities, Flickr, YouTube, etc.
Top benefits:
• Scale over multiple platforms
• Effective management and publishing
• More “control” over the conversation
• Analytics for engagement
Conversation Management
Conversation Management Systems
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Example: Context Optional
Add keyword email alerts for posts/comments
Add new Facebook applications or content, each as a new custom tab
Reply, delete, like, or escalate comment to another user or by email
Conversation Management
Conversation Management Systems
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Conversation Management Systems
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Victoria’s Secret PINK
Victoria’s Secret used Facebook to recruit and organize a national network of college women as campus reps from their PINK line and drive to purchase with coupons and in-store events.
• 2.2 million Facebook fans
• 1 million members of Pink Nation advocacy community (launched 2010)
• Over 7,000 confirmed Facebook guests for recent in-store shopping event
• Average 3,000 confirmed Facebook guests for university campus events
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Tropicana
Tropicana is using Facebook, Twitter, and blogger outreach to build a community of loyalists and help customers make the most of the Juicy Rewards program.
• Reached 45,000 Facebook fans in first 3 months
• Average over 100 Facebook interactions weekly
• Created over 700 interactions on Twitter
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Case Studies
Turbo Tax
Turbo Tax built on-top of their Turbo Tax Live community to find new customers with tax questions and triage customer service issues where they were happening: Facebook and Twitter.
• 5 million YouTube videos viewed
• 10 million people helped at Turbo Tax Live Community
• Over 1,000 customers helped on Twitter
• TaxCaster refund predictor available on Live Community and Facebook
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1. Grows an engaged fan and follower-base for direct communication
2. Establishes an “owned” advocacy channel to stimulate grassroots word of mouth
3. Provides an integrated and efficient approach to managing brand social Web sites (e.g. Facebook, Twitter, brand.com, et al) for the biggest business impact
4. Trains and transforms the brand marcom team
5. Delivers measurable business results
Conversation Management
Benefits to Brands
The CMO’s DilemmaOr How Do We Go Beyond a Token ‘Social’ Gesture
Cisco Innovation Day - Spring 2010
The CMO’s Dilemma
The 5 Barriers to Overcome
The 5 Steps to Social Media with Business Impact
>
Leadership goes to the
biggest budget
No forum for “best
practices”
A campaign
-based culture
‘Social’ currently
planned as a channel or tactic
No consensus
on an evaluation
model
The 5 Barriers to Overcome>
Build consensus on a “pretty good” measurement model
Conversation Impact™
New Measurement Model
Reach
Preference
Action
Awareness
Evaluation
Engagement
Loyalty
Conversion
}}}
Define Long and Short Term Goals
A Dual Approach to Social Media>
> Conversation Planning
> Conversation Managers
> Social Web Publishing
> Influencer Maps
> Social IRM Database
> Engagement Plans
> High Influencers> Peer Influencers
Embrace a Social Media Engagement Framework
Social Media Engagement Framework
InfluencersContent Strategy
Engagement Advertising
Active ListeningMarcom Insights, Rapid Response & Measurement
Social Grassroots/Brand CommunityCultivating a network of customers/advocates: community, CRM & reviews
OWNEDEARNED PAID
MeasurementIntegrated performance and ROI social media measurement
Establish a Learning Organization
Social Media Red Belt
Social Media Black Belt
Social Media White Belt
Understand Participate Lead
Social Media Training
Define Your “Social Brand”
Define Long and Short
Term Goals
The 5 Steps to Social Media with Business Impact
>
Define Your “Social Brand”
Establish a Learning
Organization
Embrace a Social Media Engagement Framework
Build Consensus
on a “Pretty Good” Measurement
Model
“We may be ahead of
our competitors, but
we’re most definitely
behind consumers.” — Simon Clift (former) CMO of Unilever
CONTACT
John H. BellGlobal Managing Director | 360° Digital Influence | Ogilvy
MOBILE +1 202.729.4166
EMAIL john.bell@ogilvypr.com
BLOG http://johnbell.typepad.com
TWITTER @jbell99
Dirk ShawSVP/Digital Strategist| 360° Digital Influence | Ogilvy
MOBILE +1 404.931.5173
EMAIL dirk.shaw@ogilvypr.com
TWITTER @dirkmshaw