Cisco innovation day no_1_2
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The document discusses overcoming barriers for CMOs in using social media effectively. It identifies 5 barriers: having a campaign-based culture rather than ongoing engagement; planning social media as just a channel rather than a framework; lack of consensus on measurement; no forum for sharing best practices; and prioritizing biggest budgets. It then provides 5 steps to address these barriers: define goals; embrace a social media engagement framework; build consensus on a measurement model; establish a learning organization; and define the brand's social identity.
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Cisco innovation day no_1_2
- 1. The CMO’s DilemmaOr How Do We Go Beyond a Token ‘Social’ GestureCisco Innovation Day - Spring 2010
- 2. The CMO’s DilemmaA Play in 3 Parts >The 5 Barriers to OvercomeThe 5 Steps to Social Media with Business Impact
- 3. The CMO’s Dilemma>The 5 Barriers to OvercomeThe 5 Steps to Social Media with Business Impact
- 4. The CMO’s DilemmaThe 5 Barriers to Overcome>The 5 Steps to Social Media with Business Impact
- 5. No consensus on an evaluation model100 posts in 7 Days3M+fans
- 6. ‘Social’ currently planned as a channel or tactic
- 7. 90% of Facebook interactionhappens in the Wall
- 9. No forum for “best practices”
- 10. Leadership goes to the biggest budgetApologies to the Eat Out restaurant Awards 2009MediaAdvertising Leadership goes to the biggest budget
- 11. The 5 Barriers to Overcome>A campaign-based culture‘Social’ currently planned as a channel or tacticNo consensus on an evaluation modelNo forum for “best practices”Leadership goes to the biggest budget
- 13. Social IRMDriving Influencers to “Care to Share” Cisco Innovation Day - Spring 2010
- 14. China>17% said traditional media influences their final purchase decision of a consumer goods product31%said an online comment from a ‘stranger with experience’ would influence that decisionSOURCE: Millward Brown ACSR, Product Users Internet Usage, May 2009
- 15. United States>5%of U.S. moms trust traditional advertising34-50%trust online friends and ‘strangers with experience’SOURCE: Digital Mom, Razorfish & Cafe Mom
- 16. European Union>In the E.U., people trust family,friendsand ‘strangers with experience’ more than professional sources when seeking an opinion on a brand they plan to buySOURCE: Global Web Index
- 17. Social Media Engagement FrameworkActive ListeningMarcom Insights, Rapid Response & Measurement OWNEDEARNEDPAIDSocial Grassroots/Brand CommunityCultivating a network of customers/advocates: community, CRM & reviewsMeasurementIntegrated performance and ROI social media measurement
- 18. Influencers
- 19. Relationship of Social IRM to Social CRMAdvocacySales
- 20. The New Theory of Influence>Network DispersionNode + Network ModelInfluencer NodeBased on: Duncan Watts, Roper Starch
- 21. What Drives Influence?>ReciprocityConsistencySocial ProofIf brands offer some value to influencers, they reciprocatePeople want to remain consistent with a public commitmentIf other women ‘like her’ use a product, she will try itLikingAuthorityScarcityIf other people ‘like her’ ask her to try a product, she willEven ‘strangers with authority’ matter to usExclusive opportunities (product offers, events) drive actionBased on Robert Cialdini’s“Influence: Science & Practice”
- 22. Influence to Word of Mouth>Almost every act an influencer can take online via social media results in some form of ‘word of mouth’How can we spark ‘word of mouth’ around brands AND drive action?
- 23. 7 Drivers of Word of Mouth>01. Do we have a good story?02. Can people SHOW their involvement in a visible way?03. Do we offer something new to talk about?04. Do we let our supporters be creative?05. Do we invite people to participate?06. Do we offer them some value?07. Do we remind people to spread the word?
- 24. LG: Blogger Co-creation & EngagementTexting Dictionary Event
- 25. Introducing the first-ever SMS text-lingo translation tool, powered by mom bloggers
- 26. Influencers5 Steps to Finding and Engaging InfluencersIdentify InfluencersDetermine the “engagement value” Segment for custom engagementBest practice outreachSocial influencer relationship management (“Social IRM”)
- 27. InfluencersIdentify RelevanceInfluence(Reach, Engagement, Social Graph, Frequency)
- 28. Assessing Influence: Blog Example
- 29. Social IRM: Influencer Maps>
- 33. Your POV
- 34. Content ActivationMaking content move across the social webCisco Innovation Day - Spring 2010
- 35. What is Content ?
- 36. What channels do you create it for ?
- 37. How are people consuming it?
- 38. And now location based content creates new opportunities to increase relevance.
- 39. Think about content as a service to support the marketing mix. A content API if you will.Publish to manySocialMobileIn store.Create Once.comGamesTVCall center
- 40. While measuring across channels to optimize content & channel effectiveness.Measure across channelsPublish ManySocialMobileIn store.Create Once.comGamesTVCall center
- 41. The continually shifting landscape requires a clear strategy to align content with consumer expectations.
- 42. 4Steps for creating a successful content strategy
- 43. What is a content strategy?A actionable plan for creating, managing & optimizing content to align consumer intent with business objectives. 43
- 44. Consumer intent informs all steps of content strategyConsumer Intent ModelingPlanOptimizeLearnCreate
- 45. Learn: Understand how intent and objectives align
- 46. Campaign is trying to reach people about plastics and fashion
- 47. Site content keyword density is all about plastic bags.
- 48. Campaign Goals & Key Metrics
- 49. We are doing a great job of reaching new visitors.
- 50. New visitors are not taking a step to learn more.
- 51. When consumer intent is to learn about fashion people take the step to learn more and participate.
- 52. Fashion content increase awareness
- 53. Increase awareness & trust thru influencers
- 54. Plan: Create a blueprint to maximize effectiveness54
- 55. Every plan needs one of these..
- 56. Promoting content with Facebook Ads & Twitter Contest
- 57. Create: What's the purpose of your content?
- 59. Optimize: Increase performance of digital media
- 60. How People Searching Related to Brand.
- 63. Why is it Important – Universal Search !
- 64. What does this mean for CiscoCreate content that can easily be re-purposed across the marketing mix.
- 65. Understand what your consumers are looking for and give them a direct path to find it.
- 66. Develop content with a purpose. Conversation ManagementDriving Influence Through Social GrassrootsCisco Innovation Day - Spring 2010
- 67. New Consumer Telepresence from ….
- 68. V-Tech Toys V-Tech wanted to build a community of moms talking about how their kids learn - a community that provides insight about their customers and what they want Increased social media share of voice from 20% to 70% versus competitor
- 69. Launched Facebook Page with 10,000 fans in first 48 hours
- 70. Average of 1,000 Facebook interactions per weekConversation ManagementSocial networks are changing how brands build enduring relationships with customers.But it’s not enough to simply launch a Facebook page. To build successful relationships that drive real business impact, brands need to deliver two things…
- 72. Conversation ManagementConversation PlanningThere are three key steps in planning:Guidelines: Create response scenarios for everyday and crisis situations, identify relevant contacts for questions, and develop community guidelines for each platform to be posted publicly.Training: Indentify brand spokespeople for relevant community questions (customer service, communications team, etc.) and provide training and group structure for effective response.Technology: Usea content management system to operationalize schedule responses across multiple platforms and brand presences
- 74. Conversation ManagementConversation CalendarsConversation Calendars are a system to plan and manage published content across social networks
- 75. Conversation ManagementConversation CalendarsStep 1: Six-Month CalendarBrand campaigns, awareness months, planned launches (new applications, video series, summer-long promotion).Step 2:Monthly CalendarRemarkable Content that informs Everyday Engagement (offline events, traditional media highlights, and marketing campaigns).Step 3:Weekly CalendarEveryday Engagement from the Conversation Manager.
- 78. Conversation ManagementConversation ManagerWhether via Facebook or Twitter, Conversation Manager(s) are online everyday building engagement with the brand community
- 79. They representthe brand within social networks, are immersed in the conversation trends, and participate in consumer discussions
- 80. Each brand has it’s own unique voice and personality- Conversation Manager(s) maintain the brand voice at all times across platforms
- 81. Conversation Manager(s) work with the brand, account teams, and fans to come up with new ideas and promote a steady cadence of new content and announcements
- 82. Conversation Manager(s) come from the brand or from trained partners – with full transparencyConversation ManagementConversation Management SystemsWhat it is: One portal to post and edit content, monitor and respond to comments, and work across multiple Facebook Pages, Twitter handles, owned communities, Flickr, YouTube, etc.Top benefits:Scale over multiple platforms
- 83. Effective management and publishing
- 84. More “control” over the conversation
- 85. Analytics for engagementConversation ManagementConversation Management SystemsExample: Context OptionalAdd keyword email alerts for posts/commentsAdd new Facebook applications or content, each as a new custom tabReply, delete, like, or escalate comment to another user or by email
- 87. Victoria’s Secret PINK Victoria’s Secret used Facebook to recruit and organize a national network of college women as campus reps from their PINK line and drive to purchase with coupons and in-store events.2.2 million Facebook fans
- 88. 1 million members of Pink Nation advocacy community (launched 2010)
- 89. Over 7,000 confirmed Facebook guests for recent in-store shopping event
- 90. Average 3,000 confirmed Facebook guests for university campus events Tropicana Tropicana is using Facebook, Twitter, and blogger outreach to build a community of loyalists and help customers make the most of the Juicy Rewards program.Reached 45,000 Facebook fans in first 3 months
- 91. Average over 100 Facebook interactions weekly
- 92. Created over 700 interactions on TwitterCase Studies Turbo Tax Turbo Tax built on-top of their Turbo Tax Live community to find new customers with tax questions and triage customer service issues where they were happening: Facebook and Twitter.5 million YouTube videos viewed
- 93. 10 million people helped at Turbo Tax Live Community
- 94. Over 1,000 customers helped on Twitter
- 95. TaxCaster refund predictor available on Live Community and FacebookConversation ManagementBenefits to Brands Grows an engaged fan and follower-base for direct communicationEstablishes an “owned” advocacy channel to stimulate grassroots word of mouthProvides an integrated and efficient approach to managing brand social Web sites (e.g. Facebook, Twitter, brand.com, et al) for the biggest business impactTrains and transforms the brand marcom teamDelivers measurable business results
- 96. The CMO’s DilemmaOr How Do We Go Beyond a Token ‘Social’ GestureCisco Innovation Day - Spring 2010
- 97. The CMO’s DilemmaThe 5 Barriers to OvercomeThe 5 Steps to Social Media with Business Impact>
- 98. The 5 Barriers to Overcome>A campaign-based culture‘Social’ currently planned as a channel or tacticNo consensus on an evaluation modelNo forum for “best practices”Leadership goes to the biggest budget
- 99. Build consensus on a “pretty good” measurement model
- 100. Conversation Impact™New Measurement Model}AwarenessReach}EvaluationPreferenceEngagement}ConversionActionLoyalty
- 101. Define Long and Short Term Goals
- 102. A Dual Approach to Social Media>> High Influencers> Peer Influencers> Conversation Planning> Conversation Managers> Social Web Publishing> Influencer Maps> Social IRM Database> Engagement Plans
- 103. Embrace a Social Media Engagement Framework
- 104. Social Media Engagement FrameworkActive ListeningMarcom Insights, Rapid Response & Measurement OWNEDEARNEDPAIDSocial Grassroots/Brand CommunityCultivating a network of customers/advocates: community, CRM & reviewsMeasurementIntegrated performance and ROI social media measurement
- 106. Social Media Black BeltSocial Media Red BeltSocial Media White BeltUnderstandParticipateLeadSocial Media Training
- 107. Define Your “Social Brand”
- 108. The 5 Steps to Social Media with Business Impact>Define Long and Short Term GoalsEmbrace a Social Media Engagement FrameworkBuild Consensus on a “Pretty Good” Measurement ModelEstablish a Learning OrganizationDefine Your “Social Brand”
- 109. “We may be ahead of our competitors, but we’re most definitely behind consumers.” — Simon Clift (former) CMO of Unilever
- 110. Dirk ShawSVP/Digital Strategist| 360° Digital Influence | OgilvyMOBILE+1 404.931.5173EMAILdirk.shaw@ogilvypr.comTWITTER@dirkmshawCONTACTJohn H. BellGlobal Managing Director | 360° Digital Influence | OgilvyMOBILE+1 202.729.4166 EMAILjohn.bell@ogilvypr.comBLOGhttp://johnbell.typepad.comTWITTER@jbell99
Editor's Notes
- Three team members share about a site (engagement program) which they reviewed3 x 3:00PROMPT THEM FOR:WHAT IT WASWHY THEY PICKED ITWHAT WAS BUSINESS IMPACT
- Three team members share about a site (engagement program) which they reviewed3 x 3:00PROMPT THEM FOR:WHAT IT WASWHY THEY PICKED ITWHAT WAS BUSINESS IMPACT
- With all that said.. Lets start with a simple question.. What is content?Anyone? Yes. It is all of these things.
- Lets keep it going.. We just saw we have lots of types of content and formats. So what channels are you planning and creating for?Anyone.. How about social, mobile, tv, Print We have witnessed a proliferation of places where consumers are interacting with brands..
- As if hundreds of content types and dozens of channels are not enough.. We now have to take into consideration” how people are consuming it? Last audience question.. Beyond the browser how else are people consuming content?
- GPS enabled devices give us yet another dimension for planning content.. And this AR image for John since I know how much he loves AR>. Seriously though. Location based content can deliver extremely high levels of relevance.
- So what all that leads us to is that we must develop content strategies that span across all aspects of the marketing mix.What this means for us as planners is that we should think about ways to separate content from presentation to enable content to quickly be re-purposed in other context. Think about making your content as a service that can be requested.. An API if you will
- With channels and devices growing at such a fast pace is makes measuring consumption difficult which makes optimization even more difficult.This means you will likley spend a lot of time grabbing data from a variety of reporting source that gets dumped into one spreadsheet for synthesis.
- This continually shifting landscape requires a clear strategy to align content with consumer expecations regardless of the channel or device..
- Ok.. So now that I have set up some of the macro level challenges. I have built a blueprint for developing a content strategy and have been testing on ACC’s PMIP campaign as we look to optimize the digital strategy. I want to emphasize the word blueprint. This is merely a sketch of how something might look. As I go thru the steps the ACC team has gone thru over the last couple of months I ask that you identify gaps or things that just simply don’t make sense and at the end we will have a disucssion..
- Lets start with a simple definition of what content strategy is.. Content Strategy is an actionable plan for creating, managing & optimizing content align consumer intent with business goals.. The important part of this statement is the alignment of what the consumer wants with what the business hopes to get in return..
- In order for the business to get predictable results they must align to they consumers goals.. Consumer intent modeling will inform all steps of a content strategy.For today’s discussion I have broken down content strategy into 4 steps. Learn: Are consumers goals and business goals aligning? Plan: Taking the insights & learning to create a blueprint for your contentCreate: Developing content that has a pupose? Is it informational, entertainment or a ultiltyOptimize: After assessing impact begin to optimize ads, content and experience..
- Business GoalsUnderstand Customer intentAudience AnalysisPerson modelsCustomer Segmentation modelsCustomer goal completionUser GoalsContent metricsSEO Key Word AnalysisSIte search keywordsSubtopicContent inventoryCustomer Journey MapTouchpoint auditInteraction across channelsPerformance MeasurementEstablish BaselinesApply to conversation impact modelSet Goals
- Now that we have learned how well we are aligning consumer intent with business goals and which content is the most valuable we can create a model that will allow us to scale across market segments. We have to formalize things likeHow will you manage your contentHow will you promote it.How will we keep the conversation goingWhats the experience you want to create
- Content creation ActivityWeb ContentCalls to actionSite copyEMailVideoFlashAdvertisementsPress ReleasesSocial ContentTweetsBlogpostEngagement ApsGamesFacebookDeliverable
- Review Key MetricsExperienceMulti Variate A/B testingKeywordsSubtopicDeliverableContent Optimization recommendations
- Conversation Calendars are a system to plan and manage published content across social networks, providing new opportunities for engagement and compelling word-of-mouth through interactions with your brand online
- Top Social Network CMS ProvidersPlatformsServices OfferedKey ApplicationBuddy MediaFacebook, TwitterFacebook Page management, Twitter management, applications build, metrics tracking, post moderation and syndicationReady to go tool for building and managing multiple Facebook Pages; sentiment tracking of comments and tweetsInvolverFacebook, Twitter & iPhone customizationFacebook Page management, Twitter contests, applications build, metrics tracking, post moderation and syndicationModeration and application management built directly into Facebook interfaceContext OptionalFacebookFacebook Page management, Twitter management, applications build, metrics tracking, post moderation and syndicationGreat team workflow: Specific keyword alerts, different levels of moderationVitrueFacebook and Twitter, YouTube in futureFacebook Page management, Twitter management, applications build, metrics tracking, post moderation and syndicationHelps build geo-targeted or special interest features into your Facebook page (e.g. have users enter their zipcode or favorite sports team to see custom content)
- Please edit words