1 / 38

Louisville IABC - Operationalizing Social Business

Two social business implementation case studies in Fortune 500 enterprise companies with Edelman social media methods and trends.

zenaweist
Download Presentation

Louisville IABC - Operationalizing Social Business

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Louisville IABC - Operationalizing Social Business Operationalizing Social Business<br />September 13, 2011<br />Zena Weist | @zenaweist<br />#iabc-lda<br />

  2. CASE STUDIES, METHODS <br />& TRENDS<br />2<br />#iabc-lda<br /> CASE STUDIES, METHODS <br />& TRENDS<br />2<br />#iabc-lda<br />

  3. EMBARQ – Test and Learn, Parallel Pathing<br />Servicing 3.5M HHs across 18 states <br /><ul><li>Home Phone, Local and Long Distance EMBARQ – Test and Learn, Parallel Pathing<br />Servicing 3.5M HHs across 18 states <br /><ul><li>Home Phone, Local and Long Distance

  4. High-Speed Internet

  5. Satellite TV from DISH Network

  6. Home Computer & Technical Support</li></ul>3<br />#iabc-lda<br /> Home Computer & Technical Support</li></ul>3<br />#iabc-lda<br />

  7. LISTENING<br />In the beginning…<br />Google Alerts (Yahoo)<br />Google Blog searches<br />BlogPulse<br />DSLReports.com<br />Technorati<br />Added…<br />Collective Intellect<br />All of the above<br />Addictomatic<br />Landed on…<br />Radian6<br />All of the above<br />#iabc-lda<br /> LISTENING<br />In the beginning…<br />Google Alerts (Yahoo)<br />Google Blog searches<br />BlogPulse<br />DSLReports.com<br />Technorati<br />Added…<br />Collective Intellect<br />All of the above<br />Addictomatic<br />Landed on…<br />Radian6<br />All of the above<br />#iabc-lda<br />

  8. Social Media RoadMap<br />Corporate Social Media Mission:<br />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”.<br />November 17, 2007<br />5<br />#iabc-lda<br /> Social Media RoadMap<br />Corporate Social Media Mission:<br />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”.<br />November 17, 2007<br />5<br />#iabc-lda<br />

  9. Delivering on our Practical Ingenuity brand promise, we will leverage social media <br />with the following strategies:<br />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.<br />SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.<br />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.<br />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.<br />5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples. <br />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.<br />6<br />#iabc-lda<br /> Delivering on our Practical Ingenuity brand promise, we will leverage social media <br />with the following strategies:<br />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.<br />SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.<br />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.<br />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.<br />5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples. <br />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.<br />6<br />#iabc-lda<br />

  10. . “If you wish to persuade me, <br />you must think my thoughts, feel my feelings, <br />and speak my words.”<br />7<br />#iabc-lda<br />

  11. . TyING SOCIAL INTO BUSINESS METRICS <br />Engaging in online conversations to improve: <br />Customer Experience, <br />Brand Perception & <br />Employee Morale<br />4Q07<br />1Q08<br />2-3Q08<br />8<br />#iabc-lda<br />

  12. . BRAND MARKETING OBJECTIVES<br />Build brand awareness<br />Create a presence in an online community where customers & prospects are already engaged <br /><ul><li> Go where our target is - bring our brand to them

  13. . Promote customer and prospect engagement and interactivity

  14. . Expand positive sentiment built through online customer outreach</li></ul>9<br />

  15. . TECHNOLOGY VIDEOS ON youtube prompt action<br />67%Have taken action as result of seeing technology or electronics-related content on YouTube.<br />47% Gathered more information about a product or service<br />34% Considered buying a technology product or service<br />27% Thought more favorably toward a product, brand or service<br />21% Told someone about a product or service<br />13% Bought a technology or electronics-related product or service<br />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?<br />10<br />#iabc-lda<br />

  16. . Commitment to ENGAGEMENT with CONTENT STRATEGY<br />Program Spike | Constant Contact <br /><ul><li>Short-term: Contest (HSI focus)

  17. . Long-term: How-to Videos

  18. . Top 10 Customer Service issues (Call Centers, Online Listening)

  19. . Continue to listen, interact, resolve</li></ul>This 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.<br />#iabc-lda<br />

  20. . PAGE 12<br />OBJECTIVES SYNC WITH brand promise<br />Channel Objectives<br /><ul><li>Build brand awareness through engagement

  21. . Increase EMBARQ core services awareness

  22. . Leverage and support EQ online initiatives</li></ul>Contest Objectives<br /><ul><li>Drive traffic to the channel

  23. . Engage customers and prospects with the brand

  24. . Build EQ HSI awareness and preference</li></li></ul><li>Buzz – Integrated Online Media Campaign/Comm Plan<br />

  25. . PAGE 14<br />Positive Sentiment<br />#iabc-lda<br />PAGE 14<br />

  26. . Below Average<br />Average<br />Above Average<br />Excellent<br />Aided Brand Awareness<br />Online Ad Awareness<br />Message Association<br />Brand Favorability<br />Sign-Up/Switch Intent^<br />Recommend Intent^<br />Compared to other online programs, we kicked it!<br />AdIndex Score: Normative Benchmarking of Brand Metric Deltas* <br />Avg Delta<br />4.1<br />4.5<br />3.1<br />2.3<br />0.6<br />0.6<br />Percentile Ranking of Delta ()<br />^ NOTE: Metrics benchmarked against Purchase Intent norms<br />* MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted, <br />N=43 campaigns)<br />#iabc-lda<br />

  27. . Eight Week Metrics<br />Channel <br /><ul><li>Total video views: >500,000

  28. . Subscribers: 648

  29. . Comments: 148

  30. . Orders: ~3000</li></ul>Contest <br /><ul><li>Contest Videos Submitted: 281

  31. . Votes: 15,500

  32. . Contest: 4200 hrs spent with brand

  33. . More video contest submissions than Kmart national campaign (w/ a higher media spend)</li></ul>How-to Videos<br /><ul><li>Hours spent with brand ~11,900hrs

  34. . Average rating 3.87 stars

  35. . HSI reduction in call volume/time</li></ul>#iabc-lda<br />

  36. . H&R Block – Established online Brand, Back-to-the-basics <br />Prepare 1 in 7 US Tax Returns <br /><ul><li>Prepared more than 24 million tax returns worldwide in 2010

  37. . 11,000 Offices – within 5 miles of most Americans

  38. . Over 100,000 Employees

More Related