A Journey to Governance through Customer Engagement (287080075)
The Social Engagement Journey
-
Upload
qucento-marketing-solutions -
Category
Business
-
view
235 -
download
2
description
Transcript of The Social Engagement Journey
![Page 1: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/1.jpg)
BBEEYYOONNDD
EERRIICC WWEEAAVVEERR •• @@WWEEAAVVEE
THE SOCIAL ENGAGEMENT JOURNEY
Eric Weaver • Ant’s Eye View • #SM301
![Page 2: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/2.jpg)
101: This stuff is real 201: Socialize that enterprise
!"#$%"!%&'()*+(,-./0(.1+2(.3(456762(8.9,(+:(3;-(3.<=0(*-/-(.>+?3(;+*(0+@A.<(.BB/+.@;-0(B/+CAD-(/-.<(/-0?<30E(F.03(,-./2(8,(3.<=(*.0(.>+?3(3;-(
+BB+/3?9A3,(3+(A9G-@3(0+@A.<(3;/+?1;(3;-(-93-/B/A0-E(
![Page 3: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/3.jpg)
Today: we’re going on a journey.
!"#$%"!%&'(H?3(3+D.,2(#(*.93(3+(3.<=(.>+?3(.(G+?/9-,(I(.(G+?/9-,(3;.3J0(.(>A3(DAK-/-93(:/+8(3;-(G+?/9-,(+3;-/0(./-(0-<<A91(,+?E(
![Page 4: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/4.jpg)
We need to build awareness. We need to convert the curious. We need to increase revenue. We’re wondering: what’s beyond The Twitter?
WHY ARE WE HERE?
!"#$%"!%&'(L-J/-(.3(3;A0(@+9:-/-9@-(3+(0+<C-(0+8-(>.0A@(1+.<0E(M0?.<<,(A3J0(
3;-0-E(!(L-J/-(.<0+(*+9D-/A912(*;-/-(D+(*-(1+(:/+8(
;-/-N(L;.3J0(9-O3N(
![Page 5: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/5.jpg)
AND WE FACE MANY HURDLES
No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous. One blogger can outshout our budget. So much noise about social!
!"#$%"!%&'(L;-9(,+?(;-./(1?,0(A9(3;-(9-O3(03.<<(.3(3;-(.A/B+/3(>.3;/++8(3.=A91(>?0A9-00(@.<<02(
,+?(PQ"L(*-J/-(R8-S03./C-DE(L;-9(*-(D+9J3(3/?03(D+@3+/0(+/(B+<A@-2(,+?(PQ"L(*-J/-(DA03/?0T?<E((
(4+(*;+(D+(,+?(3?/9(3+(:+/(.DCA@-(.>+?3(0+@A.<(-K+/30N(
![Page 6: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/6.jpg)
“Join the conversation!”!
“Advertisers don"t get it!”!
“Marketers need training pants!”!
“It"s about a dialogue!”!
!"#$%"!%&'(5+03(@+/B+/.3-(0+@A.<(8-DA.(B/+B+9-930(./-(3.<=A91(.>+?3()U%()""FE();-,(DA08A00(B/-CA+?0(8./=-R91VW&(-K+/30(X.9D(8./=-R91(B/.@RR+9-/0Y(
@+8B<-3-<,E(4+8-(;.C-(Q"(8./=-R91(-OB-/A-9@-(.3(.<<E((
![Page 7: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/7.jpg)
THEIR LATEST SCOLDING: “YOU NEED A SOCIAL MEDIA STRATEGY!” !"#$%"!%&'();-,(./-(@+//-@3(.>+?3(0.,A91(3;.3(
03/.3-1,(A0(/-Z?A/-DE([9D(3;-(@?//-93(0@+<DA91(A02(\D?;;;2(,+?(9--D(.(0+@A.<(8-DA.(03/.3-1,]^(
![Page 8: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/8.jpg)
WWEE DDOONN’’TT NNEEEEDD NNOO SSTTEEEENNKKEEEENNGG SSOOCCIIAALL MMEEDDIIAA SSTTRRAATTEEGGYY
![Page 9: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/9.jpg)
TTHHAATT’’SS LLIIKKEE AA CCEELLLL PPHHOONNEE SSTTRRAATTEEGGYY..
![Page 10: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/10.jpg)
OORR AA FFRREEEEWWAAYY SSTTRRAATTEEGGYY..
![Page 11: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/11.jpg)
THAT’S A FOCUS ON THE TOOL,
![Page 12: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/12.jpg)
RATHER THAN THE BUSINESS OBJECTIVE.
![Page 13: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/13.jpg)
BOTH MARKETERS & “GURUS” HAVE TO STOP PLANNING SOCIAL MEDIA IN A VACUUM,
![Page 14: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/14.jpg)
INDEPENDENTLY OF OTHER ENGAGEMENT INITIATIVES,
![Page 15: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/15.jpg)
LIKE SOME KIND OF BOLT-ON PUBLISHING PLATFORM,
![Page 16: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/16.jpg)
BECAUSE THAT REDUCES ITS POWER.
![Page 17: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/17.jpg)
Most social media gurus’ and proponents’ idea of how to pursue social is 1) convince mgmt to try. 2) Push offers/promos via social channels. 3) Buy fans (argh) via ads. 4) “We need a tab! We need an app!” (are you sure? Do those map to organizational goals?) 5) to talk about or prove ROI.
AND THEN WHAT?!?!? What comes next? Where do we go from there? Can anyone tell me? (crickets)
If you are trying to solve along this journey, you are trying to solve for THE TOOL.
![Page 18: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/18.jpg)
The bigger opportunity: align the entire organization around integrated social engagement.
![Page 19: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/19.jpg)
“Engagement, engagement, engagement! What does that even mean?!?”
![Page 20: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/20.jpg)
Ant’s Eye View’s Engagement Journey
!"#$%"!%&'(#(*.93(3+(0;./-(.(DAK-/-93(=A9D(+:(G+?/9-,(+9(,+?(I(+9-(3;.3(0+<C-0(:+/(>?0A9-00(+>G-@RC-0E("9-(3;.3J0(:./(8+/-(B+*-/:?<E(
([3([93J0(%,-(!A-*2(*-(0--(@+8B.9A-0(.0(;.CA91(_C-(03.1-0(+:(0?@@-00(A9(@?03+8-/(
-91.1-8-93E(F-3J0(3.=-(.(<++=(.3(3;-8E(
![Page 21: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/21.jpg)
STAGE 1 OF THE JOURNEY: “OLD-SCHOOL”
ENGAGEMENT IS SILOED
SOCIAL BLOCKED AT THE FIREWALL
MARKETING IS PUSHED
DON’T WANT TO HEAR WHAT’S SAID ONLINE
SOCIAL IS NOT ON THE EXECUTIVE TEAM’S RADAR
![Page 22: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/22.jpg)
STAGE 2: DABBLING IN SILOS
MAVERICK SOCIAL LEADER(S) BUT NO
FORMAL TEAM
TOES IN THE WATER
GOOGLE ALERTS OR LISTENING TRIALS
ENGAGING ADVOCATES IN
POCKETS
LOTS OF CUSTOMER DATA BUT NO CONNECTION TO
SOCIAL CHANNELS
![Page 23: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/23.jpg)
STAGE 3: OPERATIONALIZING
EMPOWERED TEAM RUN BY A PROVEN LEADER
CHANNELS BECOME MORE FOCUSED
LISTENING DATA SHARED WITH OTHER DEPTS
(BUT PR CRISES STILL THROW U FOR A LOOP)
MORE TRAINING ON HOW TO ENGAGE
BASELINE FRAMEWORK FOR METRICS
![Page 24: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/24.jpg)
STAGE 4: REAL RESULTS
CENTRAL TEAM NOW PUSHING ENGAGEMENT
TO BUSINESS UNITS CHANNELS YIELDING
RESULTS EMPLOYEES
INTERACTING WELL ONLINE
DASHBOARDS TIED TO EXECUTIVE NUMBERS
EXEC LEADERSHIP BOUGHT IN
![Page 25: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/25.jpg)
FINAL DESTINATION: FULL ENGAGEMENT
BUSINESS OUTCOMES
Products are brought to market more quickly
Differentiate beyond $$
Engaged users spend more time on site
Influencers drive revenue via trust
Activation creates choice at retail
Get & retain best talent
More efficient research, development, marketing & ops
Built-in demand reduces financial risk
ORGANIZATIONAL IMPACTS
Entire employee base has a 360° view of the customer and can anticipate needs
Brand dashboard tied to revenue
Senior execs leading with customer engagement
Increased awareness, revenue, loyalty, advocacy
CUSTOMER EVIDENCE
“I trust you”
“I recommend you”
“I’m valued and heard”
“That was my idea”
“You’ve anticipated my needs”
“You didn’t talk AT me”
“You’ve improved my life”
“I defend you”
![Page 26: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/26.jpg)
SO HOW DO YOU START ON THIS JOURNEY? Know that there is one. Communicate and educate. Plan beyond your department. Assess where you are and set a compass point. Map organizational objectives to social tactics. Choose your presence wisely. Anticipate potential “tribal rifts”: Mktg vs. Customer Care. PR vs. Mktg.
![Page 27: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/27.jpg)
SUPPLY CHAIN OPERATIONS SHIPPING & DISTRIBUTN
SALES, MARKETING,
PR CUST CARE
IT AND INFRASTRUCTURE
HR & TRAINING
I heard about you from
Glassdoor.
@CustCare, I need help with
my bill.
Is this Groupon deal
still valid?
These podcasts help me understand
new product offerings.
Please build a store in our community.
85% would prefer you bought locally sourced
ingredients.
The YouTube vid shows me how to
operate the software.
![Page 28: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/28.jpg)
The forgotten benefit: GOOGLE <3’s ENGAGEMENT !"#$%"!%&'("9-(>-9-_3(*-(:/-Z?-93<,(:+/1-3(*;-9(*-J/-(.BB/+.@;A91(0+@A.<(A0(3;.3(
-91.1-8-93(.9D(@+9C-/0.R+9(B/+CAD-(3+?@;B+A930(.9D(0-./@;(-91A9-(:+DD-/E(((
`++1<-(<+C-0(-91.1-8-93(>-@.?0-2(A:(@+9C-/0.R+9(A0(;.BB-9A91(./+?9D(B./R@?<./(@+93-932(`++1<-(.00?8-0(3;.3(+3;-/0(*A<<(<A=-(A3(.0(*-<<2(.9D(A3J0(B<.@-D(;A1;-/(A9(
0-./@;(-91A9-(/.9=A910E(F-3(8-(0;+*(,+?(.9(-O.8B<-(+:(3;A0E(
![Page 29: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/29.jpg)
ab(
!"#$%"!%&'(4AO(,-./0(.1+2(#(B+03-D(.(B;+3+(+:(8,(*A:-J0(B.00B+/3(B;+3+(+9(8,(c<A@=/(
.@@+?93E($.<<-D(;-/(3;-(\U+d-03E(L+8.9E(%C-/E^();-9(#(:+/1+3(.>+?3(A3E(
([(@+?B<-(+:(,-./0(.1+2(#(<++=-D(.3(8,(c<A@=/(.9.<,R@0(.9D(0.*(3;.3(3;A0(+9-(B;+3+(;.D(
UM`%(3/.e@2(-C-9(+C-/(+3;-/(B;+3+0(+:(;-/E(#(<++=-D(.3(3;-(/-:-//-/(03/A91(.9D(A3(*.0(
A8.1-0E1++1<-E@+8(\;+d-03(*+8.9(-C-/^(((
\Q+(*.,2^(#(3;+?1;3E();A0(B;+3+(A0(@+8A91(?B(:+/(3;.3(0-./@;(03/A91N("C-/(.<<(3;-(+3;-/(
A8.1-0(*+/<D*AD-N(
![Page 30: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/30.jpg)
f7(
!"#$%"!%&'(4?/-(-9+?1;2(g-9.J0(B;+3+(A0(3;-(9?8>-/(+9-(A8.1-(/-0?<3(:+/(\;+d-03(*+8.9(
-C-/E^((
LUh(#4()U[)N(FA=-<,(>-@.?0-(c<A@=/(;.0(.(3/-8-9D+?0(.8+?93(+:(@+9C-/0.R+92(
@+88?9A3,(.9D(-91.1-8-93(./+?9D(A30(A8.1-02(@+8B./-D(3+(,+?/(3,BA@.<(\>.>-(><+1E^(
(W<?02(+=.,2(0;-(A0(B/-d,(;+3E("(`++1<-(=9+*0](
![Page 31: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/31.jpg)
What else fuels engagement? Great content Integrated engage-points Emotional relevance
![Page 32: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/32.jpg)
DDEECCIISSIIOONN--MMAAKKIINNGG IISS 9955%% EEMMOOTTIIOONNAALL,, 55%% RRAATTIIOONNAALL..
flickr.com/photos/!myklroventine!
!"#$%"!%&'(&-0-./@;(D+9-(A9(3;-(<.03(3-9(,-./0(0;+*0(3;.3(*-(;.C-(3*+(0,03-80(:+/(8.=A91(D-@A0A+90'(/.R+9.<(B/+@-00A91(.9D(-8+R+9.<(B/+@-00A91E();-(B/+><-8(A0(3;.3(-8+R+90(./-(-.0,(3+(B/+@-00(/.BAD<,2(+9(B./.<<-<(B.3;0E(%8+R+90(./-(-K+/3<-00E(H?3(/.R+9.<(3;A9=A91(A0(0A91<-S3;/-.D-D2(3.=-0(-K+/32(.9D(A0(0<+*(3+(B/+@-00E([0=(.9,(D.D(*;+J0(;.D(=AD0(.0=A91(Z?-0R+90(A9(3;-(>.@=(0-.3(*;A<-(3;-(/.DA+(A0(B<.,A91(.9D(,+?J/-(@+8A91(?B(3+(.(D.91-/+?0(A93-/0-@R+9E(4+(1?-00(*;.3N(
bij(+:(+?/(D-@A0A+9(8.=A91(B/+@-00(A0(>.0-D(+9(-8+R+902(.9D(+9<,(ij(+9(/.R+9.<(3;+?1;3]((
![Page 33: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/33.jpg)
DDB CASE STUDY: INTEGRATING TRADITIONAL PUSH WITH SOCIAL PULL, TO SELL A LESS-THAN-EXCITING PRODUCT
!"#$%"!%&'(U-/-J0(.9(-O.8B<-(+:(*;.3(;.BB-90(*;-9(-K+/30(./-(A93-1/.3-DE(5,(:+/8-/(-8B<+,-/2(kkH($.9.D.2(*.0(3.0=-D(*A3;(B/+8+R91(.(9-*(<+*S0+DA?8(B/+D?@3(:+/(
M9A<-C-/J0(P9+//(>/.9DE(H?3(3;A0(A0(.(0AD-(DA0;2(.9(.l-/3;+?1;3E(U+*(3+(8.=-(3;A0(B/+D?@3(@+9C-/0.R+9S*+/3;,N(
![Page 34: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/34.jpg)
SSTTAARRTTIINNGG PPOOIINNTT:: AA CCRREEAATTIIVVEE HHOOOOKK WWIITTHH SSTTRROONNGG EEMMOOTTIIOONNAALL && SSOOCCIIAALL AAPPPPEEAALL
![Page 35: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/35.jpg)
!"#$%"!%&'(H-0AD-0(3;-(+9-(>/[email protected](0B+32(kkH(3++=(3;-(>/.9D(A93+(B/A932(B+A93S+:SB?/@;.0-2(.9D(+3;-/(3/.DAR+9.<(@;.99-<0E(
![Page 36: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/36.jpg)
!"#$%"!%&'(kkH($.9.D.(.<0+(<-C-/.1-D(0+@A.<(@;.99-<0(3+(3.<=(.>+?3(4.<3,J0(<A:-([c)%&(3;-(DA99-/(3.><-E(5+D-/.3+/0(-91.1-D(*A3;(@+90?8-/0(A9(
@;./.@3-/(.0(4.<3,2(B+03-D(B;+3+02(.0=-D(
Z?-0R+90(.9D(-91.1-D(A9(@+9C-/0.R+9E(
![Page 37: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/37.jpg)
![Page 38: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/38.jpg)
!"#$%"!%&'(#9(.DDAR+9(3+(3;-(+/A1A9.<(>/[email protected](@+88-/@A.<2(kkH(.<0+(
@/-.3-D(3;/--(+3;-/(>/[email protected]?.<A3,(0B+30(:+/(D-B<+,8-93(+9(h+?)?>-E();A0(.<<+*-D(3;-(@+9C-/0.R+9(.9D(3;-(03+/,3-<<A91(./@(3+(<AC-(>-,+9D(3;-(
+/A1A9.<(@/-.RC-(-K+/32(B/+<+91A91(3;-(A8B.@3E(
![Page 39: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/39.jpg)
!"#$%"!%&'();-(3-.8(1+3(!"#$(@/-.RC-(.9D(-C-9(;.D(4.<3,(m(W-B(0;+*(?B(A9(?9?0?.<(B<.@-0(<A=-(*->@.8(@;.3(0A3-(
$;.3&+?<-d-E();-0-(1A/<0(*-/-(B/+>.><,(0;+@=-D(3+(_9D(3;-80-<C-0(3.<=A91(3+(.(
0.<3(0;.=-/](
![Page 40: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/40.jpg)
!"#$%"!%&'();-(@.8B.A19(1+3(3+90(+:(BA@=?B(A9(8.1.nA9-0(<A=-(
%&''()*+,-&)./#012.%#",-!*0$2.30#,0"4$(.9D(+3;-/(8.1.nA9-0E(#3(.<0+(1./9-/-D(.(<+3(+:(><+11-/(8-9R+90(<A=-(3;-(+9-(.>+C-2(0+8-(B+A9R91(3+(+3;-/(
0--D-D(CAD-+(@+93-93E(
![Page 41: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/41.jpg)
!"#$%"!%&'();-(&.D./(kkH(3-.8(0+<A@A3-D(?0-/S1-9-/.3-D(@+93-93(CA.(B;+3+(.9D(CAD-+(
0?>8A00A+9(@+93-030E((
![Page 42: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/42.jpg)
!"#$%"!%&'(4+8-(-C-9(1+3(3;+?0.9D0(+:(CA-*0E(
![Page 43: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/43.jpg)
!"#$%"!%&'($+90?8-/0(<+C-D(3;-(@;./.@3-/0(0+(8?@;(3;-,(0?>8Ad-D(3;-A/(+*9(@?<A9./,(
B;+3+(0;++30E(
![Page 44: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/44.jpg)
!"#$%"!%&'([9D(0+8-(-C-9(
0?>8Ad-D(3;A910(<A=-(B.03.(./3E(
();A9=(.>+?3(3;.3E(4+8-+9-(3++=(3;-(R8-(3+(@/-.3-(
B.03.(./3(./+?9D(.(>/.9D(.C.3./](
![Page 45: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/45.jpg)
SO DID IT WORK? DDB’S RESULTS FOR KNORR
FIRST 30 DAYS:
6000 Facebook fans
375,000 video impressions; total media cost: $0
20,000 Salty & Pep shakers sold out
Highest website traffic EVER
Unit sales rose by 24% over previous year
Sidekicks surpassed Uncle Ben’s as the #1 BRAND in the category
![Page 46: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/46.jpg)
WHAT WOULD THE RESULTS BE IF DDB HAD ONLY PLANNED SILOED SOCIAL MEDIA TACTICS?
OR JUST A COMMERCIAL?
![Page 47: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/47.jpg)
SO, NO, YOU DON’T NEED A SOCIAL MEDIA STRATEGY. YOU NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR MAYBE AN ACTIVATION STRATEGY. WHATEVER THE MEDIA.
![Page 48: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/48.jpg)
AND THAT, MY FRIENDS, IS A GOOD STRATEGY.
![Page 49: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/49.jpg)
FIVE MESSAGES FOR MANAGEMENT
1) There is a path beyond participation and fan acquisition 2) Search and social are the norms for Gens X and Y – and they now outnumber Boomers in the workforce 3) Alignment with your market means competitive advantage and more importantly, cost efficiency 4) Cross-functional social is an organizational win everyone can get behind #enterprisechampion
!"#$%"!%&'(4+(*;-9(,+?(3.<=(3+(8.9.1-8-932(;-<B(3;-8(0--(3;-/-(A0(.(>A11-/(+BB+/3?9A3,E(4+@A.<(A0()&0(.>+?3(.DDA91(<A=-0(+/(1-o91(-,->.<<0E(
#:(8183(@;.8BA+90(0+@A.<(-93-/B/A0-(*AD-2(05"[email protected](>-@+8-(3;-(-93-/B/A0-(\1?/?0E^(
"l-92(1-9-/.R+9.<(<-90-0(;A9D-/(3;-A/(CA-*(+:(3;-(B+3-9R.<(+BB+/3?9A3,E(
![Page 50: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/50.jpg)
FINAL MESSAGE FOR MGMT: Conversion is higher when companies invest in engagement
![Page 51: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/51.jpg)
CONSUMERS PREFER ENGAGEMENT
7(
i27772777(
6727772777(
6i27772777(
a727772777(
ai27772777(
!"#$%&'()'*+, -#'.%**()'*+/0"#$%&'(0, 1*'#'*2#)'*+, -#'.%**()'*+/'*'#'*2#,
3456&.,7505"*$0,8.$,9*4":,;,#0,*<,9#=,>?@@,
!"#$%"!%&'(L;,(D+(3;-0-(c.@->++=(B.1-0(1-3(0+(8?@;(8+/-(
3/.e@(3;.9(3;-(E@+8N($+90?8-/0(B/-:-/(-91.1-8-93(.9D(3+(D+(0+(A9(3;-(@+93-O3(+:(3;-A/(:/A-9D0(.9D(
:.8A<,E(
![Page 52: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/52.jpg)
CHOICE IMPACTED BY ENGAGEMENT
!"#$%"!%&'($+90?8-/0(.<0+(./-(8+/-(<A=-<,(3+(@;++0-(.9D(>?,(*;-9(-91.1-DE(%91.1-8-93(@/-.3-0(B/-:-/-9@-(.9D(
A9p?-9@-E(
![Page 53: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/53.jpg)
1 in 2 leads to B2B websites are coming from…
F%[kc"&5#q(4)Mkh("c(arb(HaH($"5W[Q#%4(s(c%H(a766(
Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars.
!"#$%"!%&'([9D(-91.1-8-93(A09J3(<A8A3-D(3+(Ha$(B<.,0E([(/-@-93(03?D,(0;+*-D(3;.3(i7j(+:(A9>+?9D(<-.D0(*-/-(@+8A91(:/+82(+:(.<<(B<.@-02(FA9=-D#9(I(DA0@?00A+9(1/+?B02(@+8B.9,(B/+_<-0(.9D(A9DACAD?.<(B/+_<-0E();-,(*-/-(.<0+(3;-(8+03(<A=-<,(3+(@+9C-/3E(
![Page 54: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/54.jpg)
!"#$%"!%&'(#J8(1+A91(3+(<-.C-(,+?(*A3;(3;A0(1/.3?A3+?0(>?3(:?99,(@<AB(:/+8();-(L;A3-03(
PAD0(M(P9+*E(
![Page 55: The Social Engagement Journey](https://reader033.fdocuments.net/reader033/viewer/2022060109/5558b4fad8b42aa52a8b4ab6/html5/thumbnails/55.jpg)
ANTS CAN TAKE YOU ON THE JOURNEY
THANK YOU! http://slideshare.net/weave http://twitter.com/weave
!"#$%"!%&'([930(8A1;3(3.=-(,+?(3+(c.0;A+9(H?12(>?3(*-(@.9(.<0+(3.=-(,+?(+9(3;-(#*450(0+@A.<(-91.1-8-93(G+?/9-,E($.<<(?0'(a7tSrabSr6r7E(