The document outlines an agenda for a 2020 Social Workshop on social media strategy for CXOs. The workshop consists of 4 sessions: Introduction, Strategy, Tactics, and Wrap-Up. Session 1 provides an introduction to social technologies and how they are changing people and society. It discusses various social platforms and how to understand them. Session 2 focuses on social media strategy, including how marketing is evolving from a TV-centric model to a community-driven approach. Key concepts around building online communities and scaling passion are also presented.
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2020 Social Workshop on Social Media Strategy for CXOs
1. 2020 Social Workshop:
Social Media Strategy for CXOs
2020 Social: Because Business is Social
gaurav@2020social.com dave@2020social.com
@gauravonomics @evansdave
gautam@2020social.com kaushal@2020social.com
@gautamghosh @ksarda
11. Decoding Social
Social
We can look at
networking
social technologies
Blogging By Tool through many
Microblogging
lenses.
Photo-sharing
Consumer Video-sharing Product design
generated Sales and
content marketing
Conversations By Core Decoding By Customer
Collaboration Dynamic Social Function support
Community Public relations
Collective Partner relations
intelligence Employee
Business-to- relations
By Type of business
We like to focus on Organiza- Business-to-
the core social tion consumer
dynamics.
Government
Non-profit
12. How to understand any social
platform in three simple steps?
User
{Relationship}
Social Object
Source: Jyri Engestrom
13. Facebook
World’s leading
social networking
platform.
Users {connect and
share with}
people.
Source: http://facebook.com
14. LinkedIn
Popular
professional
networking
platform.
Users {exchange}
information, ideas
and opportunities.
Source: http://linkedin.com
15. Twitter
Popular micro-
sharing platform.
Likes to call itself
“real-time
information
network”.
Users {share and
discover} what’s
happening right
now.
Source: http://twitter.com
16. Flickr
Popular photo-
sharing platform.
Users {share}
photos and {watch}
the world.
Source: http://flickr.com
23. Ning
Popular white label
social networking
platform.
Users {create} your
own social
network.
Source: http://ning.com
24. Focus on People vs. Content
Most social platforms are
including rich user
profiles, to shift the Instead, content-centric
focus towards people. platforms should build
deep integration with
people-centric platforms.
Focus on Focus on
Content People
25. Forrester Social Technographics
Forrester Social
Technographics
report categorizes
social media
behavior into
seven groups.
In the US, joiners
are the biggest
group after
spectators.
Source: Forrester Social Technographics Report, 2009
26. Social Media in India
In India, joiners are the
biggest group after
spectators, but the other Brands in India should use
groups are small. communities, social
games and social contests
30.0
to engage with joiners.
26.0
25.0
20.0
16.0
15.0 13.2
9.5
10.0
3.2 4.2
5.0 2.0 2.8 2.0
1.0
-
Social Professional Customer Microblogging Social voting Video sharing Photo sharing Document Blogging Wikis
networking networking review sharing
Joiners + Critics + Conversatio Collectors + Creators +
Creators + Spectators nalists + Spectators Spectators
Critics + Spectators
Collectors +
Conversatio Source: Monthly unique users in millions
from
nalists
http://vizisense.com ; Forrester Social Technographics
Report
28. Social Networking in India
International players
dominate the general
social networking space However, Indian players
in India. have the opportunity to
create niche content-
oriented communities.
20.0 17.9 16.7
15.0
10.0
3.6 2.6
5.0 1.4 1.3 0.7 0.7 0.3
-
Orkut Facebook Ibibo Twitter Indyarocks Hi5 Tagged MySpace BiAdda
3.0 2.8
2.6
2.5
2.0
1.5
1.0 0.7 0.7 0.5 0.5 0.4 0.3
0.5 0.3
-
LinkedIn Bharatstudent Silicon India iDiva Minglebox Wayn Trip Advisor Team BHP Burrp
Source: Monthly unique users in millions from
http://www.vizisense.com
30. Global Web Index India
Social networking
behavior is high
(consistent with
other data).
Photo uploading,
video uploading,
blogging and
micro-blogging
behavior is likely
to be driven by
Facebook and
Orkut.
Source: http://globalwebindex.net
32. Real and Persistent Identities
As more websites
support log-ins
using Facebook,
Twitter or Google
IDs, our online
identities are
becoming more
real and
persistent.
More than 60
million Facebook
users engage with
Facebook Connect
on 80,000 external
websites every
month.
Source: http://developers.facebook.com/connect.php
33. The Online-Offline Continuum
As we stay with
offline contacts on
online social
networks and meet
our online ‘friends’
at offline meetups,
our online and
offline
relationships are
merging.
Source: http://twitvite.com
34. Social Proof: Friends of Friends
As more of our
lives move online,
we are searching
for social proof
before making new
friends, and
seeking out friends
of friends.
Source: http://thread.com
35. From Consumers to Creators
As we create and
share more photos,
videos and blog
posts on social
platforms, we are
beginning to think
of ourselves as
authors,
photographers and
filmmakers, all
rolled into one.
Source: http://therengen.com
37. The Pink Chaddi Campaign
Online campaign
mobilized its 50000
Facebook fans to
send more than
2000 pink panties
as Valentine’s Day
gift to Indian right
wing Hindu
nationalist party
Sri Ram Sena.
Source: http://thepinkchaddicampaign.blogspot.com
38. Blank Noise Project
Long-running
Indian feminist
community
working towards
reclaiming public
spaces for women.
Source: http://blanknoise.org
39. SEA-EAT Blog and Wiki
Volunteer citizen
journalism
initiative that
became a key
source of
information and
coordination
during the
tsunami.
Source: http://tsunamihelp.blogspot.com/
40. 26/11 Mumbai Terror Attack
Use of Twitter,
Flickr and blogs for
citizen journalism
during the Mumbai
terrorist attack.
Source:
http://flickr.com/photos/gauravonomics/sets/7215761035
7499942/
41. Vote Report India
Citizen-driven
election
monitoring
platform built on
SMS-Google Maps
mashup Ushahidi.
Disclosure: Gaurav
is a co-founder.
Source: http://votereport.in
42. Tata Tea Jaago Re
From “waking up”
to “civic
consciousness”
More than 600,000
registrations
Catalyzed an
entire ecosystem
of citizen action
initiatives
Source: http://jaagore.com
43. iJanaagraha
Location based
citizen action
community
platform.
Disclosure: Gaurav
is a member of
Janaagraha’s
technology
advisory board.
Source: http://ijanaagraha.org
44. Key Takeaways From Session 1
The social web is changing us as people and as a society.
Different social platforms have different souls and roles.
You can understand a social platform in three simple steps: User
{Relationship} Social Object
46. Key Takeaways From Session 1
The social web is changing us as people and as a society.
Different social platforms have different souls and roles.
You can understand a social platform in three simple steps: User
{Relationship} Social Object
48. Old 360° Marketing Campaigns
TV
Step 1: Identify a
brand message that
represents the
brand values
Step 2: Produce a
TV commercial to Digital Print
communicate the
brand message
Step 3: Buy ads to
promote the
message across TV Commercial Radio
In-Store
channels
Step 4: Repeat with
a new TVC with a
different creative
twist on the brand PR & Events Billboards
message
Direct Mail
49. Old 360° Marketing Campaigns
As TVC-centric
campaigns don’t really The brand starts and
build upon previous ends with zero
campaigns… attention in spite of
high ad spends.
The old role of the
campaign was to
Campaign 1 Campaign 2 Campaign 3 maximize reach and
Attention frequency of the
brand message.
Time
50. Saatchi & Saatchi: Lovemarks
Lovemarks are
brands that score
high on both love
and respect
Three ingredients
of love: mystery,
sensuality and
intimacy
Source: http://lovemarks.com
51. Seth Godin: Ideavirus
An ideavirus is an
idea that spreads
on its own, like a
virus.
Similar to the
“contagious idea”
concept from
Publicis
Source: http://www.sethgodin.com/ideavirus
http://contagious-stuff.com
52. Jyri Engestrom: Social Object
People don’t just
connect to each
other. They
connect through a
shared object.
A social object is
an idea that
connects people.
Related to
Gaurav’s
concept of
Ideasliver: a social
object that you
can own.
Source: http://zengestrom.com
http://gapingvoid.com
53. How To Scale Passion?
The BIG question for
organizations in the 21st
century: how to convert Brands can scale the
employees, partners and passion of their evangelists
customers into evangelists? by building and nurturing
(online) communities.
Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause. around it. existing social platforms.
54. New 360° Marketing Campaigns
TV
Step 1: Identify a
big social object
(lifestyle, interest
or cause) that is
connected with the
brand values
Step 2: Build an Digital Print
online community
around the social
object
Step 3: Create a
campaign to
energize evangelists In-Store Community Radio
across channels
Step 4: Repeat with
a connected
campaign around
the same social PR & Events Billboards
object
Direct Mail
55. New 360° Marketing Campaigns
As community-centric
campaigns build upon They add new layers to
the work done in the the community each
previous campaigns… time and grow
attention over time.
Content + Community + CRM
Campaign 3
The new role of the
Campaign 2
campaign is to
recruit evangelists
Campaign 1
Attention into the brand-
hosted community.
Time
56. New 360° Marketing Campaigns
Brands need to commit
to a community-centric Brands need to get
strategy for the long content, community
term to benefit. and CRM right to really
connect campaigns.
Content + Community + CRM Campaign To attract
Calendar evangelists
Campaign 3
Content To retain
Campaign 2 Calendar evangelists
Community To grow
Campaign 1
Attention Platform organically
CRM Program To direct
behavior
Time
58. Pepsi’s Super Bowl Love Affair
Pepsi spent $142
million on Super
Bowl ads in the
last decade
Most Pepsi Super
Bowl ads were full
music videos with
top celebrities
which went viral
with million plus
views on YouTube
Overall, Pepsi
spends more than
half its marketing
budget on TV
Source: http://youtube.com/watch?v=uRu9HO_tIpw
http://www.youtube.com/watch?v=JHboqbcjGSQ
59. The Promise of PepsiCo
In 2009, PepsiCo
committed to the
promise of
“performance with
purpose”:
delivering growth
by investing in a
healthier future
for people and our
planet.
Source: http://pepsico.com, http://pepsico10.com,
http://thepromiseny.com
60. Pepsi: Moments to Movement
Each of our beverage
brands has a strategy
and marketing
platform that will be
less about (creating) a
moment, more about a
movement.
My primary role
involves thinking about
Frank Cooper, “How do we start Bonin Bough,
Chief Consumer integrating social Global Director of
Engagement Officer, media into the overall Digital and Social
PepsiCo organization?" Media, PepsiCo
61. Pepsi Refresh Anthem
In January 2009,
Pepsi launched its
Refresh rebranding
with a ‘Forever
Young’ TVC
featuring Bob
Dylan and
Will.i.am
Every generation
refreshes the
world. Now it’s
your turn.
Source: http://youtube.com/watch?v=MNVxeBglwxo
62. Pepsi Refresh Everything
The earlier version
of the Pepsi
Refresh website
showcased content
and contests that
focused on
refreshing various
aspects of popular
culture.
Source: http://refresheverything.com
63. Pepsi Refresh Studio
In September
2009, Pepsi tied up
with Will.i.am to
launch a contest to
create a user-
generated video
and music track of
the single "La La
La" from LMFAO.
Source: http://ultimaterefresh.com
http://pepsi.realitydigital.net
64. The Pepsi Refresh Project
In January 2010,
Pepsi launched the
Pepsi Refresh
Project with a
budget of $20m and
an intent to support
ideas that refresh
local communities.
Based on the Pepsi
Optimism Project
(POP) Survey
findings: Americans
believe that the
best ideas are more
likely to come from
"normal people" as
opposed to public
figures.
Source: http://refresheverything.com
65. Pepsi Refresh: One People TVC
The One People
TVC for Pepsi
Refresh
aggressively
promoted online.
However, Pepsi let
go of its Super
Bowl opening ad
position for the
first time in 23
years.
Source: http://youtube.com/watch?v=2fS39FitsoQ
66. Pepsi Refresh: Game Mechanics
Up to 1000 ideas
can be submitted
in six categories
each month with
voting in the next
month. Each
month is
effectively a new
campaign.
32 grants of $5k,
$25k, $50k and
$250k, totaling to
$1.3m each month.
Leader board for
the most popular
ideas.
Source: http://refresheverything.com
67. Pepsi Refresh: Ambassadors
Respected thought
leaders from GOOD
act as Refresh
Ambassadors (and
community
managers) in each
category.
Pepsi also tied up
with GOOD, Global
Giving, Do
Something and City
Years as cause
marketing
partners.
Source: http://refresheverything.com
68. Pepsi Refresh: Blog
Written by six
category
ambassadors from
Good.
Blog posts include
a combination of
announcements,
how-to tips, case
studies and
grantee stories to
energize and
educate the
community.
Source: http://refresheverything.com
69. Pepsi Refresh: Showcase
All funded ideas
are showcased and
their progress
tracked on the
idea blog.
Source: http://refresheverything.com
70. Pepsi Refresh: Virality
Contestants can
promote their
ideas via updates
on social networks
like Facebook and
Twitter, or via a
widget on their
blog or website.
The Pepsi Refresh
voting app on
Facebook shows
ideas your friends
support and has
more than 50k
users.
Source: http://refresheverything.com
71. Pepsi Refresh: Brand Website
The Pepsi brand
website promotes
the Pepsi Refresh
Project along with
other current
brand promotions,
most of which are
thematically
related to the
Pepsi Refresh
Project theme.
Source: http://pepsi.com
72. Pepsi Refresh: Facebook
Customized landing
tab on Facebook to
showcase the
highlights of the
project.
Source: http://facebook.com/refresheverything
73. Pepsi Refresh: Facebook
Tab to showcase
MTV VJ’s road trip
across America to
meet the Pepsi
Refresh grant
recipients.
Source: http://facebook.com/refresheverything
74. Pepsi Refresh: Facebook
Tab to showcase
Pepsi Refresh
Celebrity
Challenge where
Demi Moore and
Kevin Bacon
promoted their
favorite causes.
Source: http://facebook.com/refresheverything
75. Pepsi Refresh: One Goal in Mind
In the run up to
the FIFA World
Cup, Pepsi Refresh
tied up with the US
soccer team to run
a contest where
three players
promoted their
favorite ideas
Source: http://ussoccer.com/pepsirefresh
76. Pepsi Refresh: Cherry Goodness
Pepsi Refresh
contest where
consumers can win
$5000 for
themselves and
$5000 to support
their favorite
charity by finding
one of the 100
specially marked
Pepsi Cherry
products.
Source: http://refresheverything.com
77. Pepsi Refresh: Results
Added 200k new
Facebook fans in
Super Bowl week.
Over 500k new
Facebook fans by
end May.
2m registered
users by end-May.
5m unique visitors
a month.
60,000 tweets (175
million Twitter
impressions) by
end-May.
Source: http://refresheverything.com
78. Pepsi Refresh: Canada
Pepsi is now
starting the Pepsi
refresh Project in
Canada.
10 grants of $5k,
$25k, $50k and
$250k, totaling to
$200k each month.
Source: http://refresheverything.ca
79. Six Shifts in 360° Marketing
One: From TVC-centric Content + Community + CRM
campaign to community-
centric campaign
Two: From inside-out brand Campaign 3
message to outside-in
social object Campaign 2
Three: From standalone
campaigns to a series of
campaigns that build upon
Campaign 1
Attention
each other
Four: From standalone
content pieces to
permission-based content
streams
Five: From linear ad-
Time
supported growth to viral
organic growth
Six: From reach and
frequency to participation
80. Six Shifts in 360° Marketing
One: From TVC- From
centric campaign
to community-
centric campaign
To
81. Six Shifts in 360° Marketing
Two: From inside- From
out brand message
to outside-in social
object
To
82. Six Shifts in 360° Marketing
Three: From From
standalone
campaigns to a
series of
campaigns that
build upon each
other
To
83. Six Shifts in 360° Marketing
Four: From From
standalone content
pieces to
permission-based
content streams
To
84. Six Shifts in 360° Marketing
Five: From linear From
ad-supported
growth to viral
organic growth
To
85. Six Shifts in 360° Marketing
Six: From reach From
and frequency to
participation
To
86. 1
Who are our evangelists and
why will they talk about us?
87. Six Types of Evangelists
1. Customer 4. Partner
Present or 5. Co-worker
2. Prospect Potential or employee
Evangelists
3. Influencer 6. Volunteer
88. Six Types of Social Objects
1. Our unique 4. Their own
product lifestyle
2. Our
5. Their own
personalized Social Objects interest
service
3. Our mind-
blowing 6. Our shared
marketing cause
campaign
89. Worksheet 1
Worksheet 1: Who Are Persona 1 Persona 2 Persona 3
Our Evangelists & Why
Will They Talk About Us?
Who are our present &
potential evangelists?
Who do they talk to and
who talks to them?
What else do they talk
about?
What are their triggers
to talk?
Why do we want them
to talk about us?
Why would they talk
about us?
90. Social Media Use Cases
Marketing Sales Support Innovation Collaborati
on
Brand Identifying Identifying Identifying Profiles,
Insights tracking leads problems trends and groups and
Research ideas activity
communities streams
Changing Converting Solving Acknowledgi Shared
Response medium or leads problems ng ideas workspaces
message
Viral Referral Suggestion Suggestion Blogs and
Proactive marketing campaigns campaigns campaigns wikis
campaigns
Evangelist Evangelist Self-service Ideation Employee
Crowd- communities communities communities communities and partner
sourcing communities
Adapted from: Altimeter Social CRM Use Cases
92. Key Takeaways From Session 2
Who are our evangelists and why will they talk about us?
Or, how to identify passion?
Relates to social object: lifestyle, interest or cause.
94. Key Takeaways From Session 2
Who are our evangelists and why will they talk about us?
Or, how to identify passion?
Relates to social object: lifestyle, interest or cause.
95. 2
How can we organize and
energize our evangelists?
96. Five Core Social Dynamics
Invisible
Collective Intelligence
Ease of Community
Understanding Collaboration
Conversation
Consumer Generated Content
Visible
Easy Ease of Difficult
Implementing
97. Five Reasons Why
Business is Social
!
Consumer Conversation Collaboration Community Collective
Generated Intelligence
Content
99. Dell Hell
Viral campaign
against Dell’s
unresponsive
customer service,
started by
journalist Jeff
Jarvis.
Source: http://buzzmachine.com/archives/cat_dell.html
Disclosure: Dell is a 20:20 Media and 2020 Social client.
100. Social Media Evolution at Dell
1996-97: 2005-06: 2007-08: 2008-09: 2009-10:
Dell Support Dell Hell Ideastorm Digital Dell Outlet
Initiatives
Forum Blogger Employee Nomad on Facebook
Dell outreach Storm Take Your and Twitter
Community Direct2Dell Own Path Social
Forum Dell Go commerce
Green
Involve Dell Reach out Involve Build Use social
Challenges customers in and build consumers communities networks to
support and long-term and of interest trigger sales
product relationships employees in around social
discussions with product and objects
influencers process
innovation
Source: http://slideshare.net/Dell_Inc/blogwell-
cincinnati-april-7-3678335
Disclosure: Dell is a 20:20 Media and 2020 Social client.
101. Consumer Generated Content
Your consumers are
authors, photographers
and filmmakers, all Tap into their
rolled into one. creativity. Ask them to
interpret your brand.
I wrote a
blog post
I love the about it I also
new
designed a
airport!
IX poster
102. Dell Go Green
Dell Go Green is a
consumer
generated content
contest where
consumers submit
ideas to redesign,
reuse of recycle
gadgets to make
them go green.
Source: http://dellgogreen.com
Disclosure: Dell is a 20:20 Media and 2020 Social client.
104. Direct2Dell Blog
One of the most
celebrated
corporate blogs.
Posts about
business,
technology and
consumer trends,
corporate social
responsibility and
business unit
announcements.
Source: http://en.community.dell.com/dell-
blogs/b/direct2dell
Disclosure: Dell is a 20:20 Media and 2020 Social client.
105. Dell SMB on Facebook
Dell’s Small
Business Facebook
page, structured as
a resource for
small businesses to
use social media,
has more than
37,000 fans.
Source: http://www.facebook.com/dellsocialmedia
106. Dell Outlet on Twitter
Dell uses Twitter as
a channel to sell
refurbished
computers to
corporate purchase
managers.
@delloutlet has 1.5
million followers
and has resulted in
sales of more than
$6 million.
Source: http://twitter.com/delloutlet
107. Collaboration
People can help solve
each others’ problems,
if we help them Create rich profiles
connect. and reputation systems
to encourage people to
help each other.
How do I
fix this Let me tell
problem? you how!
108. Dell Support Community
User driven
support community
to increase
customer
satisfaction and
drive down support
costs.
Source: http://en.community.dell.com
Disclosure: Dell is a 20:20 Media and 2020 Social client.
109. Community
Communities come
together around a
shared social object: a Build and nurture a
lifestyle, cause or community platform to
interest. host your customers,
partners, employees,
and evangelists.
Here’s what I am
passionate We have so
I’m
about it too! much in
passionate
common!
about!
110. Dell Digital Nomad
Community built
around the idea of
being a digital
nomad.
Targeted at highly
mobile laptop
users.
Source: http://www.digitalnomads.com/
Disclosure: Dell is a 20:20 Media and 2020 Social client.
111. Dell Take Your Own Path
Community where
users shared
inspiring stories of
entrepreneurship.
Driven by the Dell
SME team.
Now replicated
internationally.
Source: http://takeyourownpath.com
Disclosure: Dell is a 20:20 Media and 2020 Social client.
112. Collective Intelligence
Customers, employees
and partners can give Observe their behavior,
you new ideas and ask for their ideas,
insights. recognize and reward
them for their
contribution.
Here’s
!
Here’s how we
It worked!
an can make
Thank you!
idea! it better!
113. Dell Ideastorm
User driven
ideation
community to
listen to
customer’s ideas
on product
improvement and
new product
development.
Source: http://ideastorm.com/
Disclosure: Dell is a 20:20 Media and 2020 Social client.
114. Dell Employee Storm
Internal ideation
platform to enable
Dell’s worldwide
community of
more than 80,000
employees to post
and discuss ideas
on topics ranging
from product
innovation to
company HR
policies.
Source: http://thesocialworkplace.com/featured/1558/
Disclosure: Dell is a 20:20 Media and 2020 Social client.
115. Social Media Context at Dell
Structure Internal Social Community Role of
workflow media policy Agency
policy
Fitting social Developing Developing Developing Assigning
Challenges
media within workflows for guidelines for guidelines for roles to all
the listening, employees to community stakeholders,
organizational resolving and participate on members to including
structure responding social participate on external
platforms social agency
platforms
hosted by
company
Hub and Radian6 All Public Add local or
Dell’s
spoke model Internal employees community domain
Approach Central blogs and empowered policy for know-how
strategy team community to engage, each Manage
with subject Employee but must community content
matter Storm identify calendar and
experts themselves as workflow
NameatDell
Disclosure: Dell is a 20:20 Media and 2020 Social client.
116. Structure & Stakeholders
All Dell Employees
are encouraged to
blog and tweet
Employees can
blog/ tweet as a
dell representative
by identifying
themselves as
NameatDell
Dell official Twitter
accounts clearly
identify the
employees behind
them.
Source: http://dell.com/twitter
117. Dell Listening & Response Workflow
Source: http://slideshare.net/Dell_Inc/blogwell-
cincinnati-april-7-3678335
Disclosure: Dell is a 20:20 Media and 2020 Social client.
118. Dell Blog Response Checklist
Source: http://www.slideshare.net/Dell_Inc/dell-
outreach-in-the-blogosphere
Disclosure: Dell is a 20:20 Media and 2020 Social client.
119. Dell Social Media Policy
Dell has a public
social media policy
for its employees
http://www.dell.com/content/topics/global.aspx/policy
/en/policy?c=us&l=en&s=gen&~section=019
120. Dell Community Policy
Dell has a public
community policy
for the members of
its community and
support forums.
http://en.community.dell.com/content/TOU.aspx
121. Six Elements of Social Strategy
Context Community Campaigns Content CRM Channel
Creating the Identifying Creating and Creating and Creating Creating
right context evangelists, managing a managing a referral and specific
in terms of social object campaign campaign rewards tactics for
and calendar, to calendar, to programs online and
objectives,
community attract the retain the supported by offline
metrics, platform. interest of interest of reputation channel and
structures, evangelists on evangelists on and integrating
workflows a regular a regular recommendat them.
and policies. basis. basis. ion systems.
122. Social Web Use Cases
Marketing Sales Support Innovation Collaborati
on
Brand Identifying Identifying Identifying Profiles,
Insights tracking leads problems trends and groups and
Research ideas activity
communities streams
Changing Converting Solving Acknowledgi Shared
Response medium or leads problems ng ideas workspaces
message
Viral Referral Suggestion Suggestion Blogs and
Proactive marketing campaigns campaigns campaigns wikis
campaigns
Evangelist Evangelist Self-service Ideation Employee
Crowd- communities communities communities communities and partner
sourcing communities
Adapted from: Altimeter Social CRM Use Cases
124. Worksheet 2
Worksheet 2: How Can Persona 1 Persona 2 Persona 3
We Organize & Energize
Our Evangelists?
Consumer generated
content (contests etc.)
Conversations (blog
etc.)
Collaboration (support
forum etc.)
Community (community
of practice etc.)
Collective intelligence
(ideation platform etc.)
125. Key Takeaways From Session 3
How can we organize and energize them?
Or, how to ignite passion?
Relates to five social dynamics: consumer generated content,
conversations, collaboration, community and collective intelligence.
127. Key Takeaways From Session 3
How can we organize and energize them?
Or, how to ignite passion?
Relates to five social dynamics: consumer generated content,
conversations, collaboration, community and collective intelligence.
128. Social Web Content Strategy
Internal External
focused focused
1. Company 2. Industry 3. Customer 4. One-to-One 5. Social Hub
News Trends Stories Conversations
Announcements POV on Customer Open threads for Excerpts from
from corporate, business, stories, case ideas, suggestions relevant
business units, technology and studies, and feedback on conversations
country and consumer trends interviews and product or from external
product teams POV on industry testimonials process blogs, forums
Leadership issues and Call for Contests and and social
interviews and government customers to polls linked to networks
profiles policies share their own marketing Conversations
Showcase for stories campaigns may relate to
corporate One-to-one elements in 1-4
culture and CSR interactions in
initiatives comments
129. Social Web Campaign Strategy
Content People
focused focused
Suggestion “Create You Referral Reality Show
Campaigns Own…” Campaigns Contests
Contests
Tying in Energizing the Tying in Energizing the
Challenges
campaign to community to campaign to community to
customer support participate by customer participate by
and innovation offering relationship and offering
workflows attractive prizes business attractive prizes
Offering and creating development and creating buzz
incentives, buzz around workflows around contest
perhaps as part of contest Offering Building virality
a loyalty program Building virality incentives, into the contest
into the contest perhaps as part via social voting
via social voting of a loyalty
program
130. Social Web Channel Strategy
Content People
focused focused
YouTube Twitter LinkedIn Facebook
Tools Video channels Tweets, DMs, Profile, pages, Pages, status
Video embeds @replies, status messages, messages, events
Search retweets (RT), Q&A, groups, Search
hashtags (#) events Applications
Search Search API integration
API integration Applications
API integration
Challenges
Building in “call Creating Connecting Creating
to share” in the interesting 140 within interesting
videos character restrictions content daily
Creating regular messages daily Maintaining Using
video content Participating in professional tone functionality to
conversations in the fullest
real time
131. Social Media Response Matrix
Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative
Yes Yes
No Does customer
Do you want Assess the Evaluate the
need/deserve more
to respond? message purpose
info?
Yes Yes Are the No
Unhappy Gently correct the
No Response facts
Customer? facts
correct?
No
Yes No Yes Are the No
Can you add Dedicated
facts
value? Complainer?
correct?
No Yes
Is the Explain what is being
Respond in Thank the Comedian Yes
problem done to correct the
kind & share person Want-to-Be?
being fixed? issue
Yes No
Let post
stand and
Source: USAF, modified by Altimeter Group monitor
133. Starbucks V2V
Starbucks
Volunteer network
for promoting
events and actions
http://www.v2v.net/starbucks
134. My Starbucks idea
Community of
Starbucks fans for
‘making the
Starbucks
experience better’
Users submit and
vote best ideas
Starbucks
implements the
idea
http://mystarbucksidea.force.com/apex/ideaHome
135. Starbucks on Facebook
Active engagement
on the Starbucks
Facebook page
Micro contest and
campaigns for user
engagement
7 million + fans
http://www.facebook.com/Starbucks
136. Starbucks on Facebook
Custom Facebook
application
powered by
Salesforce to drive
and measure word-
of-mouth referrals
in a Starbucks
campaign to
encourage
volunteerism.
Source:
http://appirio.com/products/rms/viralmarketing_demo/
viralmarketing_demo.htm
137. Starbucks on Twitter
Twitter account for
answering people
and promoting
what others are
saying about
Starbucks
http://twitter.com/Starbucks
138. Stop Starbucks
Launched in May
2009, to coincide
with a big
Starbucks
consumer
generated content
contest.
Minimal impact
due to
overwhelming
positive
conversations
about Starbucks.
Source: http://stopstarbucks.com
139. Worksheet 3
Worksheet 3: How Can Persona 1 Persona 2 Persona 3
We Help Our Evangelists
Spread the Word?
Community strategy
Content calendar
Campaign calendar
Facebook
LinkedIn
Twitter
YouTube
Integration strategy
141. Microsoft ExecTweets
Community built
around aggregation
of tweets from
CXOs.
Voting,
commenting and
sharing on the
aggregated tweets.
Source: http://exectweets.com
142. Windows Support Community
Microsoft Windows
support community
with expert blogs
and tips, and user
stories.
Source:
http://windows.microsoft.com/en-
US/windows/help/community
143. Microsoft Press Room
Social media press
room with rich
multimedia
content.
http://www.microsoft.com/presspass/
default.mspx
144. Microsoft Developer Network
Community
platform for
Microsoft
developers to
network with and
learn from each
other.
Source: http://msdn.microsoft.com
145. Microsoft Partner Network
Community
platform for
Microsoft partners
to network with
and learn from
each other.
Source:
http://microsoftpartnernetwork.com
146. Microsoft Careers JobsBlog
Microsoft career
blog with inside
peek into company
culture and advice
from recruiters.
Source: http://microsoftjobsblog.com
147. Zune Social
Online music
community
powered by what
Zune users and
their friends are
listening to.
Source: http://www.zune.net/en-
us/promotions/jointhesocial/default.h
tm
148. Office Ribbon Hero
Game where users
can play
challenges, score
points,
and compete with
your friends while
improving their
productivity with
Office.
Source:
http://officelabs.com/projects/ribbon
hero
149. Microsoft Bizspark
Targeted LinkedIn
ads to drive leads
to expert profile.
Direct interaction
between experts
and developers.
Source:
http://advertising.linkedin.com/bizspa
rk
150. Three Types of Metrics
2. WEB
ANALYTICS
RELEVANCE Relate
PURCHASE SOCIAL
PIPELINE WEB
1. SOCIAL
Awareness Consideration Purchase CONTENT MEDIA
ANALYTICS
Try
Share
IMPACT
3. BUSINESS
ANALYTICS
151. Worksheet 4
Worksheet 4: How Can Persona 1 Persona 2 Persona 3
We Measure the Success
of Our Strategy?
Social media analytics
(+ive mentions etc.)
Web analytics
(registrations etc.)
Business analytics (leads
& conversions etc.)
152. Key Takeaways From Session 4
How can we (help them) spread the word?
Or, how to scale passion?
Relates to content, campaigns and channels.
You should track three types of analytics: social media analytics, web
analytics and business analytics.