7. LISTENING In the beginning… Google Alerts (Yahoo) Google Blog searches BlogPulse DSLReports.com Technorati Added… Collective Intellect All of the above Addictomatic Landed on… Radian6 All of the above #iabc-lda
8. Social Media RoadMap Corporate Social Media Mission: Develop, implement and cultivate social media strategies with an evolving tool kit to enhance communications and brand perceptions among employees, customers, prospects, shareholders and the media – aka: “stakeholders”. November 17, 2007 5 #iabc-lda
9. Delivering on our Practical Ingenuity brand promise, we will leverage social media with the following strategies: EDUCATE: Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media. SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers. 3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging. 4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps. 5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples. 6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth. 6 #iabc-lda
10. “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” 7 #iabc-lda
11. TyING SOCIAL INTO BUSINESS METRICS Engaging in online conversations to improve: Customer Experience, Brand Perception & Employee Morale 4Q07 1Q08 2-3Q08 8 #iabc-lda
14. Expand positive sentiment built through online customer outreach9
15. TECHNOLOGY VIDEOS ON youtube prompt action 67%Have taken action as result of seeing technology or electronics-related content on YouTube. 47% Gathered more information about a product or service 34% Considered buying a technology product or service 27% Thought more favorably toward a product, brand or service 21% Told someone about a product or service 13% Bought a technology or electronics-related product or service 2008 YouTube Engagement StudyBase: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos.Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube? 10 #iabc-lda
18. Top 10 Customer Service issues (Call Centers, Online Listening)
19. Continue to listen, interact, resolveThis is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format. #iabc-lda
46. Social Media Team Focus 1:1 Conversation with Focus on Expertise GIR Community (Pilot Management) Influencer Engagement (Blogger outreach, social site conversation) Brand Reputation Management Monitoring Online Conversation Crisis Management Lead for Social Media Partnering with CSO Online Response team for online CIR Social Media team leads online brand response Weekly reports in season Ad hoc reporting as deemed necessary 24/7 365 Content Strategy Lead HRB online content strategy Expert tax content, Marketing messaging, Brand communications Social Subject Matter Experts (Assist with Strategy/Tactics) Online Communication Policy (FTC Compliant) Marketing (National & Field) HR, Legal, Compliance, Ethics Product & Client Experience, Innovation #iabc-lda
47. Sit at the big kids’ table – Key performance indicators Client Resolution Metrics Saves Resolved Issues (Service Level Agreement) Customer Service Survey (measured as a channel) Cost Avoidance Call deflection through Listening (script for Call Centers) First Contact Resolution, Reduction in Call Time Revenue Retail Office: Appointments Made/online H&R Block At Home Digital Software: Units Sold/online Social Media Metrics Followers, Mentions, RTs, Sentiment, Reach, Likes, Community members #iabc-lda
48. Response process David Armano, Edelman 2010. Repurposed with permission by H&R Block. slidesha.re/blockresponse
56. “Increase the number and frequency of high-quality touch points with your customers, and you stand a better chance of being top-of-mind when it’s their time to buy.” 26 #iabc-lda
57.
58. Get It Right Community with a focus on expert-to-peer Q&AMore than 4.6 million people have visited the community, viewing 13.1 million pagesand asking over 157,000 unique tax-related questions. #iabc-lda
59. Engage Through Sharing, build trust 1:Many Get It Right Community Blog Facebook Twitter YouTube 1:3 Content #iabc-lda
What’s the business objectives that social media support
Brogan
Listening tool – DashboardOmniture, CSAT surveys, Online surveysAgain, what’s the business objectives that social media supports
Jason
Proof and commitment = trust. Give them reasons to switch and reco. Provide me expertise, Be my tax advocate, Stand behind me. The power of “we” = the us factor. We are part of the community providing content…
Educate Everyone- employees, Vendors, Partners (include social media policy in vendor contracts, etc)
SethGodin
SethGodin
SCO (Social Content Optimization), is a process Edelman Digital is presently refining based on our belief that search and social are intertwined.In our model, we first perform that initial search and social conversation audit to see what people are asking for or discussing but then compare the results to a company’s public digital assets such as videos, images and documents to see if they are properly aligned with the vernacular people use for search and easily shared between people socially.In short, a digital asset that is searchable AND sharable is more relevant. Theoretically, the net result looks something like a huge spider, spreading and maximizing the find-ability and share-ability of a client’s materials so they organically work much harder for you.
