IBM Retail Fall Showcase 2011: Innovation that matters to the bottom line.

Putting social wisdom in your SoMe efforts

Laurie Dillon-Schalk, Digital Strategy Director, JWT – @ldillonschalk

Copyright © November 2011

IBM Retail Fall Showcase 2011: Innovation that matters to the bottom line.

Putting social wisdom in your SoMe efforts

Laurie Dillon-Schalk, Digital Strategy Director, JWT – @ldillonschalk

Copyright © November 2011

FOCUS

• Where social media is today?• Where is it headed?• What’s holding us back? • WSIDM?

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Type Primary Role for Brand Use

Other Roles

Paid • Drive traffic • Drive awareness• Drive consideration• Generate earned media response• Convert visitors to action

Owned • Convert visitors to action• Provides an on-brand

customer experience

• Drive earned media• Build longer term relationships

with consumers

Earned • Influence brand perception and conversation through social web participation.

• Encourage and/or reward brand pride and loyalty

Source: Referencing Forrester Research, Dec. 2009 “No media should stand alone”

In 2012, social media fits among owned and earned medias but roles are shifting…

Purchase funnels are changing and DIGITAL is playing a role at every stage.

Awareness

Interest

Desire

Consideration & Research

Action

SOCIAL MEDIA

Customers see conversations between brands & satisfied customers. This builds trust.

AdvocacyEngaged new customers become great ambassadors

Customers rely on a number of platforms to move to action

Reviews & active communities show prospects that desired needs will be met.

Google Forrester

To complicate matters, there are many owners of SoMe within organizations

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Public RelationsMarketing

Customer Service

Local Store LevelEmployees

E-commerce

Multiple owners need to align on digital strategies.

Future: Shift from “doing social” to “being social”

EXTERNALLY: SOCIAL BRAND• Actively listen & respond• Demonstrate social behaviour – compelling,

authentic, transparent.• Community driven.

INTERNALLY: SOCIAL BUSINESS• The expertise of company is available to people• Training & development internally for employees &

business units to become ‘digital citizens’• Social turns inward as teams collaborate internally

Today’s social brands & businesses include firms that allow employees to be digital citizens.

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Being social is more than ‘social media’

For the ad business, our technology partnerships have become very important.

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In the last two months• Apple releases IOS 5• Apple releases iphone 4S• Facebook announces F8 Timeline• Google releases G+• Facebook new page insights API• Facebook stops allowing subdomain access so

existing apps start failing• Facebook announces video calling• Facebook & Google announce new ad formats• Twitter announces new analytics.• Google is working on attribution modeling..

Begs the question:What is holding brands back?

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All too often, Social Media is relegated to a

junior person on the marketing team

My rant. As a result,

the vision, the ideas, the possibilities are too low,

initiatives go unsupported , they get by with

rounding error budgets, peeps are focused on tactics

not strategies, or they measure the wrong thing..

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Let’s talk about measurement…

Objectives DefinedMarket Indices performance relative to its

competition and industry

Recruitment Ability to attract consumers in search, research , social and buying modes

Engagement Ability to increase audience involvement in brand activities or communities.

Conversion Ability to move visitors to take action, usually monetary.

Advocacy The degree of customer activity post-sale

Focus measurement on the funnel

PEOPLE STOP HERE

About the like.. Quality vs. Quantity…

Is my brand getting traction with the people I care about?

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Where the “like” breaks down

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Hello everyone,Our XYZ is asking us to help them increase their number of fans on Facebook.

Therefore, if you could please take a minute to go onto Facebook and like the XYZ page, it would be much appreciated.

Thanks in advance for your kind cooperation.Jane Doe

Break downs• Get anyone to like

(not the same thing as asking employees to like)• Bad engagement• Some contests

Consider social listening for more than just verbatim indicators

How I use social listening… • Study the evolution of a customer after a new

product release• Understand where my communities congregate• Figure out what is driving negative moments of truth• Evaluate if your ‘happy’ customers are ‘happy’ about

something brand differentiating things.• ….

How to get started

1. Establish clear ownership• Goal to develop a digital / social strategy

2. Begin social listening3. Understand where you sit today

• Conduct a digital review• Context: Internal, customer, market & competitive context• Perspectives: emerging tech

• Assess your social media maturity

4. Partner for brand and technology perspectives• Invite outside perspectives for emerging media, asset review

Step 1:

Look & Listen

Step 2:

Establish a Social Footprint

Step 3:

Engage Step 4:

Increase Your Social Currency

Step 5:

Build Your Community

Step 6:

Aim for Social Sophistication

Monitor conversations (alerts)

Social Network Sites Facebook, Linkedin, Twitter, Foursquare

Define Voice & Tone

Start conversations

Reach out to brand advocates

Address issues driving complaints

Regular reporting & Special rpts

Media Sites (Youtube, Flickr)

Engage existing networks

Custom response Empower your advocates (external)

Social commerce

Social Media Education

Blogs & Podcasts, Wikis & Communities (incl. Forums & 3rd party community sites)

Participate in existing conversations

Non social content goes social

Empower your advocates (internal)

Gather ideas from communityAnd/or UGC (user generated content)

Monitor growth of emerging tech.

Supported by SEO Respond to wall, comments

Geo targeting, social mobile

Allow for community defense

Adapt products & services and policies

Clear ownership & governance

Active growth of social asset base.

Quality vs. quantity follower refinement

Appropriate staffing (governance)

Location based community building

Social Media ROI

Designate a community manager

Design for social longevity

Social web integration

Identify social influencers

Social CRM

Use social media marketing tools

Advanced social analysis

Content curation

Social Media Maturity Framework

This is a framework developed by @ldillonschalk and @rickwolfe. This is part of an ‘open source’ initiative where Laurie and Rick hold executive round table discussions on the maturity of social media. See notes.

For more…

• At JWT.• @ldillonschalk• Blog: socialwisdom.ca• Slide share on my linkedin profile “Digital Strategy 101”• Social Media Maturity Chart / Framework given to IBM team

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