emc grip presentation

The Practitioners Guide to the Social Engagement Journey

Sean O’Driscoll | @SeanODMVP | antseyeview.com

2©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View

”Volunteers wanted for Hazardous Journey.

Small wages, bitter cold, long months of complete darkness,

constant danger, safe return doubtful. Honor

and recognition in case of success.”

Volunteers wanted


“Becoming a fully engaged enterprise in today’s social world isn’t about creating a

“social media strategy.” It is a journey defined by stages

of operational maturity, milestones, and ultimately, a

destination.

The successful journey requires practitioner

experience, pragmatism – and perseverance. But the

payoff is immense.”

The Social Engagement Journey

Why’s this so important?


Source: Forrester Reports, Forbes Insights, Google Insights

The modern buyer has changed

5 Truths from the modern B2B Technology Buyer

75%Rate websitesas important

primary sources of information in the decision making

process

88%Suggest that social

channels are strong

influencers during the decision

making process

60%Will use support

forums and technical discussion groups to inform the

purchase decision

93%Use public search

engines as the initial point of information

discovery

44%Expect a

smartphone or tablet to be their primary device for business use in 3

years

We must adapt our behaviors to align with those of our audience


And so has the buyer’s journey

Consider

Evaluate

THE LOYALTY LOOP

Enjoy

Advocate

Bond

BUY

In a digitally enabled world, the responsibility to delight customers spans organizations.

You are here

Source: Harvard Business Journal

So what does thisjourney look like?

And where’s the final destination?


Stage 1Traditional

Traditional, command and control business operations using one-way communication to drive business outcomes.

Stage 4Measurable

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Stage 3Operational

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Stage 2Experimental

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Stage 5Fully engaged

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

The social engagement journey


Key tips to help accelerate your journey

Stage 5Fully Engaged

PEOPLE AND

PROCESS

EDUCATION AND

READINESS

CHANNELS AND

TECHNOLOGY

INSIGHTS AND

ANALYTICS

ACTIVATION AND

EXECUTION


People and process

PEOPLE AND

PROCESS

Functions are disconnected – in silos. Owner of information controls who it’s shared with – there is no opt-in.

Mavericks break through, but there are still no formal teams in place.

Empowered centralized team, run by a proven leader. Leaders are driving coordinated initiatives.

Central team still exists, but more work is being pushed to Business Units. Executives are bought in.

Coordinated teams manage risk and fiduciary responsibilities. More efficient business operations.

Deliver a strategy framework that details why and how to use social media as well as a operational roadmap that prioritizes the tactics to tackle first.

TIP


Education and readiness

EDUCATION AND

READINESS

Social engagement is not on the Executive Radar.

Lots of dabbling in social channels.

Focused effort on training and education.

Employees are trained, engaged on social channels and competent.

Senior executives are leader with customer engagement and are active sponsors of enterprise ideation.

Focus on developing, distributing and applying shared best practices across the entire enterprise. This will help inject social media into a normal course of business.

TIP


Channels and technology

Marketing and customer support is only through traditional channels. Email is the primary mode of communication.

Social tools are popping up based on function. Shared workspaces are created, but siloed.

Social tools are being deployed to meet specific business needs. Tools consolidation – editing to amplify efforts.

Legacy tools are being replaced. Social tools are integrated with key workflows. Systems are optimized.

Adoption and impact of social media tools is measurable.

CHANNELS AND TECHNOLOGY

Balance the needs of the business, resourcing realities, and platform independence. Ensure the business can consistently meet its use case needs across a range of internal teams.

TIP


Insights and analytics

Ambivalent to online conversations about the brand.

Monitoring conversations in silos.

Listening yields implication. Baseline framework for metrics

Improvements in efficiency and impact can be measured. Rigor in dashboards is moving executive numbers

Brand dashboard ties to revenue. Company brings products and services to market more quickly.

INSIGHTS AND ANALYTICS

Map social media activity to business outcomes. This key in determining social engagement success. Make sure each activity is tied to a specific goal.

TIP


Activation and execution

Campaigns and programs do not have a customer view. Limited social engagement in planning.

Social tools are used for promotional purposes. One-way communication from the brand.

Social is now part of the planning process. Influencers are identified.

Impact of listening and engaging on social channels causes increase in share of conversation for the campaign.

Breakthrough business results – increased revenue and loyalty.

ACTIVATION AND EXECUTION

Start with an insight, not an idea. Businesses that win build relationships. Begin with advocates.

TIP


Bonus Tip: The power of the narrative

Source: Significantobjects.com

Don’t underestimate the power of the narrative. Use storytelling to engage and captivate your audience.

TIP


1. Start with a customer need.

2. Executive buy-in is key.

3. Real results lie “between the seams.”

4. Look for early wins. Set expectations.

5. Measure for impact.

Tips from practitioners

Questions?

Contact: [email protected]

@antseyeview / @seanodmvp

mailto:[email protected]

emc grip presentation

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