The Socially Powered Enterprise (for #SM201)
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THE SOCIALLY POWERED ENTERPRISEERIC WEAVER, TRIBAL DDB CANADA PHOTO: ALASTAIR MCMILLAN
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YOUR SOPHOMORE YEAR
The “speech bubbles” shown here on Slideshare have been added to bring clarity.
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SO YOU’RE ON LINKEDIN.
YOU’VE GOT “A TWITTER.”
YOU’VE GOT “A FACEBOOK.”
NOW WHAT??
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WE ARE IN THE MIDST OF A
PROFOUND CULTURALSHIFT
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NUMBER OF PEOPLE JOINING LINKEDIN DAILY
67,000+
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450,000,000
PEOPLE ON FACEBOOK
SOURCE: FACEBOOK
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830,000+PEOPLE JOIN FACEBOOK EVERY SINGLE DAY
2010 POPULATION OF SEATTLE
563,374
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55NUMBER OF MINUTES THE AVERAGE USERSPENDS EACH DAY ON FACEBOOK
These are not quick checkins. Multiply 55 minutes times millions of people. This is where the “fish” have gone.
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50%CONSUMERS WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITESCHADWICK MARTIN BAILEY, FEB 2010
The benefits are clear, not to just publish to social channels but to engage there as well, through creativity, utility and authentic value.
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1,500,000+BUSINESSES HAVE A FACEBOOK FAN PAGE
20,000,000+PEOPLE JOIN A FAN PAGE EVERY DAY
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66% PERCENTAGE OF BRAND TOUCHPOINTS NOW GENERATED BY CUSTOMERS
MCKINSEY QUARTERLY, JULY 2009
Your brand is now OUR brand, owned by the collective We. We can no longer control a brand—
only coach it.
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0.19%
6.49%
CLICKTHROUGH RATE FOR AVERAGE BANNER AD
CLICKTHROUGH FOR AVG FACEBOOK WALL POSTVITRUE, AUGUST 2009
FORRESTER, 2008
38x more. Why the difference? The first is an intrusion/distraction. The other is
news involving a trusted friend.
People ask me if their business should be embracing social media
◼ And I say, I don’t know, is there more business near the freeway?
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WE KNOW WHAT HAPPENED TO BUSINESSES THAT DIDN’T THINK ABOUT THE FREEWAY
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SUPPLY CHAIN
OPSSHIP &
DISTRIB
SALES, MRKTG,
PR
CUST CARE
HR & TRAINING, INFRASTRUCTURE, IT
INJECT YOUR CUSTOMERS’ DESIRES, CO-CREATION AND FEEDBACK INTO THE ENTIRE VALUE CHAIN
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MARKETING
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YEARS WE’VE BEEN APPROACHING THE MARKET WITH AN OUTBOUND MESSAGE
150Marketers are following an
outbound methodology that has existed for centuries. Because
for centuries…it worked.
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WINSTON TASTES GOOD LIKEA ______________________
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When I was a kid, we had 3 channels that shut down at midnight. We had one
newspaper. Work was over at 5pm. No info overload. We could remember a tagline.
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MAXWELL HOUSE:GOOD TO _________
(?)
MONOLITHIC MESSAGES WORKED WHEN WE HAD:
Limited product choice
Limited media channels
Longer brand interactions
Higher barriers to entry
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ORGANIC, SOCIALLY-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV…
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Monolithic messages no longer work in a world of a bajillion choices. We can get anything we want, whenever, however. That expectation is set.
And you’ve likely seen how some people come completely unglued when their Starbucks latte is made “wrong.”
THE CONSUMER IS NOW FIRMLY IN CONTROL
22C
ON
SU
ME
R A
BIL
ITY
TO
PU
BL
ISH
ORIGINAL VERSION: AGENT WILDFIRE
Time and attention are HUGE asks now. People are time-starved and avoid your attention-getters. There’s
only one lever we can pull: TRUST.
We can also leverage consumer publishing, which is, umm, more trusted than we are.
MARKETING OFTEN STUCK IN THE PAST
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Those LED billboards that blind you at night: when advertisers are willing to put their offer above the safety of your family,
there’s a problem.
MARKETING OFTEN STUCK IN THE PAST
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When airlines put ads on every seatback or overhead bin so that you
can’t turn away, there’s a problem.
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MARKETING OFTEN STUCK IN THE PAST
OMG, it’s Oprah’s last show! You find the link, click it...but instead you get 30 seconds of something you didn’t want. She looks like she’s happy she denied
you your show, doesn’t she? Marketing need trumps consumer desire.
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91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST
77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST EDELMAN PR, 2009
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GROWING REVENUE IS NOT ABOUT TAGLINES, LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT USING YOUR SOCIALLY POWERED MARKETING EFFORTS TO GAIN TRUST.
FLICKR.COM/PHOTOS/POWERBOOKTRANCE
AW
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DETER
MIN
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HA
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YDOT-COM SITE
Integrated Traditional/Social Marketing Mix
AMAZONS T O R Y T E L L I N G
FACEBOOK FAN PAGE
SEO RECIPES
COMPANY BLOG (IP)
BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
TRADITIONAL MEDIA/PR
HELPFUL RESOURCES
COMMENTS
RETAIL
ONLINE SAMPLING
TOPICAL COMMUNITIES: IP, HELPFUL TIPS
OUTDOOR
PRODUCT LAUNCH
MICROSITE
ONLINE
EVENTS
E-COMMERCE PARTNER
EXTERNAL BLOGS: IP, TIPS
YOUTUBE CHANNEL: STORYTELLING, IP
PR
SAMPLING PGMS
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Social touchpoints can help build trust, thus propelling a customer through the
purchase funnel.
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PR
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“THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza
Use social media as a trust-builder to put out reputational wildfires.
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HUMAN RESOURCES
2,000,000 IMPRESSIONS2,300 NEW ACCOUNTS$4,000,000 IN NEW DEPOSITS
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Why did they experience this kind of
growth? Prospects TRUSTED her.
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PRODUCT MANAGEMENT
“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK
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Prior to the 2010 CES, Kodak CMO Jeffrey Hayzlett asked consumers to
name a new camera over Twitter. The winner(s) would win a trip to Vegas
and help him launch it.
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INVESTOR RELATIONS
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SALES
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WHAT IF CUSTOMERS COULD DOWNLOAD HELPFUL TOOLS AND USE THEM AT POINT OF PURCHASE?
$15K ON DIRECT MAIL = 200 NEW CUSTOMERS$7,500 ON OUTDOOR = 300 NEW CUSTOMERS$0 ON TWITTER = 1800 NEW CUSTOMERSBUSINESS GROWTH: $4MM -> $50MM IN 3 YRS
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EMPLOYEE & CUSTOMER TRAINING
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WHAT IF YOUR SALES TEAM HAD NEW SALES TRAINING PROGRAMS AND NEW PRODUCT LAUNCH INFORMATION AUTOMATICALLY DOWNLOADED TO IPODS?
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CUSTOMER CARE
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TAKING THE LOAD OFF OF CUSTOMER CARE VIA UNPAID ARMIES
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ROUTING SITE COMMENTS TO CUSTOMER CARE
STILL SKEPTICAL?
45PHOTO: FLICKR.COM/PHOTOS/YUGENRO
Many baby boomers are skeptical of the efficacy of social efforts because we were trained to be guarded—and proper—in our business dealings.
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BOOMERS
All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness.
GENS X&Y
All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy.
2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
“BUT I DON’T HAVE TIME FOR ONE MORE THING.”
Computer-based graphic design, 1986 Email marketing, 1996
Web marketing, 1997
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This can feel like an “add-on” for overworked marketers. But consider the designers who refused to convert to Mac. The CFOs who asked why we needed internet email. The marketers who balked at hiring programmers.
Think substitution, not addition. Marketing energy vs. spend.
OKAY, OKAY.SO HOW DO I FURTHER SOCIALIZE MY BUSINESS?
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SIX STEPS TO SOCIAL°1. STUDY2. LISTEN3. PUBLISH4. ENGAGE5. INFLUENCE6. ACTIVATE
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Most people just Publish, with maybe a little bit of
Study. Rethink your approach based on six increasingly powerful
levels of market engagement.
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APRIL 2009
4,487 GURUSDECEMBER 2009
16,000 GURUS
BL OCHMAN, DEC 2009
A year ago, 4500 people had the audacity to call themselves social media gurus.
Then Oprah got on Twitter. Now we have more. I’d recommend ignoring these folks.
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STUDY
MASHABLE.COM
CASESTUDIESONLINE.COM
SOCIALMEDIAGOVERNANCE.COM
WOMMA.ORG
FORRESTER MARKETING SUMMIT
@KDPAINE
@JOWYANG
@ARMANO
@AMBERCADABRA
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LISTEN
NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR?
RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES
DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE
CORRECT MISPERCEPTIONS
IDENTIFY BRAND CHAMPIONS
PERCENTAGE OF COMPANIES THATHAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS
54%
E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 200953
PERCENTAGE THAT HAVE NO IDEA
46% Ahem…during the Worst Recession of our Lives?
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LOOKBOOK.NU
LEVERAGE CO-CREATIONOPPORTUNITIES
Your customers want to co-create & co-market.
Listen to find them. Then, guide them.
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FREEBIESLimited data, limited insights
GOOGLE ALERTS
SAMEPOINT
SOCIALMENTION
BLOGPULSE
TECHNORATI
FILTRBOX
YACKTRACK
TWITTER SEARCH
TWENDZ
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PAID TOOLSDeeper data samples; better results; partnerships with Google, Facebook; rich media & comments; multiple languages
SAS SMA
CYMFONY
VISIBLE TECHNOLOGIES
RADIAN6
SYSOMOS
SCOUTLABS
MOTIVEQUEST
LIFT9
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SCOUTLABS
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SCOUTLABS
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SCOUTLABS
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Do you know what consumers are saying about you on trusted networks?
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PUBLISH
NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH?
TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED
THOUGHT LEADERSHIP
PROOF POINTS
HOW-TOS AND GUIDES
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ENGAGE
NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT?
CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE
CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT
HEAR & RESPOND
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YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT.
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INFLUENCE
NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE?
HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING?
HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM?
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ACTIVATION
HOW CAN OUR INFLUENCE INSPIRE ACTION?
WHAT BRAND OR PRODUCT ADVOCACY HAVE WE GENERATED?
HOW DO THOSE ACTIONS AMPLIFY OUR VALUE?
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SUMMARY POINTS
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FIND WAYS TO INTERNALIZE CUSTOMER ENGAGEMENT
FOCUS ON MARKETING ENERGY, NOT MARKETING SPEND
FISH WHERE THE FISH ARE
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TRUST DRIVES TRANSACTIONS, REPUTATION DRIVES REVENUE
GIVE YOURSELF TIME
RESPECT TIME STARVATION
WHEN CONTENT IS ENGAGING, IT CAN BE SHARED, TRUSTED AND CREATE INFLUENCE
SLIDESHARE.NET/WEAVE
@WEAVE@TRIBALDDBVAN
@RADARDDB
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QUESTIONS?
PHOTO: FLICKR.COM/PHOTOS/GUERITO
THANK YOU.
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DDB IS THE WORLD’S LARGEST ADVERTISING AGENCY BY REVENUE, WITH 200 OFFICES IN 90 COUNTRIES.
TRIBAL DDB IS THE AWARD-WINNING DIGITAL DIVISION OF DDB, WITH 56 OFFICES AND 1200 EMPLOYEES WORLDWIDE.
RADAR IS OUR SOCIAL BUSINESS PRODUCT OFFERING. OUR 20-PERSON RADAR DDB TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS.
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FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT ERIC WEAVER AT +1 310 494 6492.