Social Engagement Journey - Ant's Eye View
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Transcript of Social Engagement Journey - Ant's Eye View
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Ant’s Eye View
The Social Engagement Journey Christopher Carfi | [email protected] | antseyeview.com
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2 ©2012 Proprietary + Confidential | 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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3 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Credentials and experience
Books we’ve written
Quote about Ci#zen Marketers
Books that feature our work
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4 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
B2C
B2B
Our clients, B2B and B2C
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The social engagement journey
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6 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Stage 1 Traditional Traditional, command and control business operations using one-way communication to drive business outcomes.
The social engagement journey
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7 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Stage 1 Traditional Traditional, command and control business operations using one-way communication to drive business outcomes.
Stage 2 Experimental Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.
The social engagement journey
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8 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Stage 1 Traditional Traditional, command and control business operations using one-way communication to drive business outcomes.
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.
The social engagement journey
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9 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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.
The social engagement journey
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10 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
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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11 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
The key focus areas
Strategy and
Operations
Channels and
Technology
Insights and
Analytics
Readiness and
Education
Activation and
Execution
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12 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
The social engagement journey in detail
Strategy and operations
Functions are disconnected. “Owner” of information controls sharing.
Mavericks break through, but still no formal teams in place.
Empowered centralized team, run by a proven leader. Leaders driving coordinated initiatives.
Central team still exists, but more work being pushed to business units. Execs bought in.
Coordinated teams manage risk and fiduciary responsibilities. More efficient business operations.
Readiness and education
Social Engagement not on executive radar.
Lots of dabbling in social channels.
Focused effort on training and education.
Employees trained, engaged on social and competent.
Senior exec. leading with engagement and sponsor ideation.
Channels and technology
Marketing, customer support via traditional channels. Email is primary channel.
Social tools pop up based on function. Shared workspaces are created but silo’d.
Social tools being deployed to meet specific business needs. Tools editing to amplify efforts.
Legacy tools being replaced —social tools integrated with key workflows. Systems, tools are optimized.
Adoption and impact of social tools is measureable.
Insights and analytics
Ambivalent to online conversations about the brand.
Monitoring conversation in silos.
Listening yields implications. Baseline framework for metrics.
Improvements in efficiency, impact are measured. Dashboards make impact.
Dashboard tied to revenue. Products, services brought to market quickly.
Activation and execution
Campaigns do not have a customer view. Limited social engagement planning.
Social tools used for promotion purposes. One-way communication from the brand.
Social now part of the planning process. Influencers are identified.
Listening and engaging on social channels increases share of conversation.
Breakthrough business results —increased revenue and loyalty.
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13 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Companies on the social engagement journey
Stage 5 Stage 1 Stage 3 Stage 4 Stage 2
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14 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Journey assessment (illustrative)
Category Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Strategy & Planning
Business Opera3ons
Risk Mi3ga3on
Execu3ve Support
Resource Management
Marke3ng Channels
Conversa3on Monitoring
Feedback/Innova3on
Employee Competency
Systems/Tools
Measurement
Customer Support
Advocate Engagement
Customer Insight
Initial Assessment: Company is currently in Stage 2 of the client journey. There is executive support and internal excitement, but online engagement activities are fractured. Without an overall strategy, customer advocate engagement, measurement or consistent conversation monitoring, it is difficult to move forward to Stage 3.
Initial Assessment: Company is currently in Stage 2 of the client journey. There is executive support and internal excitement, but online engagement activities are fractured. Without an overall strategy, customer advocate engagement, measurement or consistent conversation monitoring, it is difficult to move forward to Stage 3.
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15 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Example: Taking customer advocate engagement from stage 2 to stage 3
Category Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Strategy & Planning
Business Opera3ons
Risk Mi3ga3on
Execu3ve Support
Resource Management
Marke3ng Channels
Conversa3on Monitoring
Feedback/Innova3on
Employee Competency
Systems/Tools
Measurement
Customer Support
Advocate Engagement
Customer Insight
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16 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Stage 1 Traditional Traditional, command and control business operations using one-way communication to drive business outcomes.
Little or no recognition of in!uencers and advocates.
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.
Measurable advocacy processes yield bene"ts in marketing, support, sales.
Stage 3 Operational Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.
Clear in!uencer/advocate distinction.
Consistent bene"ts stack across all programs.
Hub/Spoke CoE in place.
Stage 2 Experimental Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.
One or more “in!uencer” or “advocate” programs in place.
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.
Advocacy activities are part of self-sustaining feedback loop with customers.
The social engagement journey applied to customer advocacy
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De"ning in#uencers and advocates
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18 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
In#uencers and advocates
An in!uencer is someone who actively shares their opinions, passions and
expertise through their (large) personal and professional networks.
An advocate is someone who proactively defends, promotes and participates in the public conversation for a particular brand,
product, service or cause.
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19 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
In#uencers are ampli"ers and accelerators
INFL
UEN
CERS
message message
message
message
message
message
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20 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
De"nition of advocacy
Advocacy (Ad-vo-ca-cy), noun 1. the act of pleading for, supporting, or recommending 2. aiding the cause or policy or interests of 3. a vehement and vociferous advocacy of a cause 4. the act of earnestly supporting or encouraging
Advocate (Ad-vo-cate), noun
1. one that pleads the cause of another 2. one that defends or maintains a cause or proposal 3. one that supports or promotes the interests of another
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21 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Advocates are defenders of the brand
The vision: Find, connect and engage advocates to amplify messages and create lasting relationships between your organization and a growing community of passionate users.
I like you.
(That’s “satisfaction.”)
Functional orientation Expectations consistently met
Transactional relationship Low engagement
I defend you.
(That’s “advocacy.”)
Affinity orientation Products fuel creativity
Proactive brand defense Expectation for transparency Attached to a “higher calling”
I love you.
(That’s “loyalty.”)
Relationship orientation Products exceed expectations
Recommendation behavior Active engagement
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22 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
From campaigns to always-on
Social-driven marketing Value-add products/services, supported by campaigns and consistent social interaction, yield sustained relationships, helping to inspire loyalty and advocacy. Key
Interest Platform / service
Campaign size Advocacy base
Traditional marketing Cyclical campaigns and press announcements yield transactional relationships. Key
Interest
Campaign size
Year 1 Year 2 Year 3 Year 1 Year 2 Year 3
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23 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Meet Goran
Source: nivas.hr
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24 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Why?
Adobe bleeds so we can have good software that provides our daily bread and milk (and honey). I bleed for Adobe. Even if Microsoft buys Adobe, even if Adobe changes logo, even if entire digital world collapses and everything goes to hell – this logo was a part of my life during the last 12 years, and by the looks of it, it will be for the next 12 as well. It feeds me, it pays my bills, it drives me, and it makes me a better person. As such, in my mindset, it deserves this.
- Goran Daemon Peuc
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Advocacy case studies
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©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 26
Microso$ MVP: Activation and Advocacy
Client Microsoft Client need Recognize and motivate over 4000 advocates worldwide Our service Activation and Advocacy: Participatory Marketing Key takeaway Deeper relationships between brand and key customers yield bene!ts for both Tangible client bene"t • Nearly 10MM answers provided through support channels • $1MM+ in savings in content creation staffing • MVPs contribute 5x more bugs than the average Beta
participant • MVPs contribute 10x more validated solutions than non-MVP
participants
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©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 27
Aruba Networks: Activation and Advocacy
Client Aruba Networks Client need Activate customer and industry MVPs for increased engagement Our service Activation and Advocacy: Participatory Marketing Key takeaway Put the customer’s needs !rst The solution MVP program tightly integrated with community, event and certi!cation activities Tangible client bene"t Highly engaged customers, market reach, increased engagement
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©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 28
Lytro: Activation and Advocacy
Client Lytro Client need Develop advocacy program for a new upstart Our service Activation and Advocacy: Participatory Marketing Key takeaway Different advocates have different needs The solution Advocacy program that meets the needs of artists, scientists and activists Tangible client bene"t Movement from ad-hoc advocate engagement to a scalable, repeatable process
Source: Lytro
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29 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Moving advocacy through the stages of the journey
Create a hub-and-spoke model for advocacy Ensure the branding and identity, privileges and bene"ts of community programs are aligned Create a central/sharable customer pro"le Deploy a central playbook for community managers for program management Create a distributable handbook/playbook for activating program members Tie program to measurable bene"ts Create a feedback loop Iterate and execute
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30 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
What next?
Download this presentation from: http://www.slideshare.net/antseyeview Understand where your organization is on the journey • Traditional? (Stage 1) • Experimental? (Stage 2) • Operational? (Stage 3) • Measurable? (Stage 4) • Fully-engaged? (Stage 5) Determine which areas to focus on, in which order Build and plan and execute!
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Austin 6600 N. Lamar Austin, TX 78752 Seattle 1932 1st Ave., Suite 814 Seattle, WA 98101 Silicon Valley 154 E. Dana St. Mountain View, CA 94041 antseyeview.com @antseyeview
Thank you!