39. Media
=
The
Ways
We
Engage
In
Context
This
is
a
product
Contains interactive Contains social
elements sans human (human to
to human interaction human)
interactions
Overlap of all 3 forms
of engagement
Engagement occurs via mobile
device or location
39
44. Business
&
Brand
Alignment
(Internal
+
External)
Programs
Public
Engagement
Markeng
Customer
Service
Communicaons
Events
Campaigns
Advocacy
SOCIAL
BRAND
SUSTAINABLE
EFFORTS
SOCIAL
BUSINESS
(External)
(Internal)
Training
Process
Organizaon
Models
Staffing
Policies
&
Guidelines
Knowledge
Sharing
Culture
Infrastructure
44
45. New
Organizaonal
Models
Key:
TM Traditional Marketing
DM Digital Marketing
SM Social Media
C Corporate Marketing/Communications
45
46. New
Staffing
Models
CORPORATE
MARKETING
Social
Media
ExecuLve
CommiYee
Social
Media
Director
Social
Media
Manager,
Social
Media
Manager,
customer
engagement
employee
engagement
=
directly
reports
=
accountable
to
46
51. New
Culture
CLOSED COLLABORATIVE OPEN
Silos, rigidity & information Freely sharing information and Connecting internal and external
hoarding knowledge internally ecosystems/communities for
mutual gain
51
53. Learning
To
Fly
Flying
Running
Scaling,
systemaLzing
and
Engaging,
integraLng
into
all
Walking
responding,
leveraging
business
funcLons.
Leveraging
employees.
pla^orms,
producing
content,
Crawling
parLcipaLng.
Monitoring,
listening,
Establishing
infrastructure.
53
54. Listen
First,
Refine
And
Never
Stop
• Sentiment
• Topics of interest, issues
• Complaints, compliments, questions
• Needs
• Refine
• Motivations
• Launch
• Goals
• Measure
• Objectives
• Influence • One to one
• Participation • One to many
• Effectiveness • Many to many
• ROI
54