1. Don’t Waste Time Online – Strategy First Business First Social Media Summer Camp
2. Setting the Tone What makes it noise vs. helpful communication? What bothers you about information you receive in the mail, email and online for social networks? What inspires interaction? What barriers do you see to implementing a strategy at your organization?
8. My BO – Wrap Up What was the value for the customer? What was the visible measurement? The Numbers 2 million profiles 35,000 volunteer groups 400,000 blog posts 200,000 offline events 13 million email addresses $639 million raised (67% online) Millions of SM connections
9. Social Media Strategy Research and Planning Need (customer/business) Current Conversation Identification of actions willing to take (internal culture) Resources (content, people, $$) Action Build channel/customize channel Communication (and integration) Evaluation – Measure and Adjust
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12. Key Elements Identification of barriers Location Culture Stock price/performance slide Online action = offline action Authenticity Gradual build Access
13. BE3 Blog Wrap Up What was the value for the employee? What was the visible measurement?
17. Using Social Media for Innovation - Starbucks New Channel (not an existing tool) Allows for multiple user interaction types Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)
18. MyStarbucks Wrap Up What was the value for the customer? What was the visible measurement?
19. Audience Where do get their information? User Behaviors Create Collect Consume Comment
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21. Using Social Media for Customer Service - Comcast Existing Tool Fills a need Creates ownership from customer Fulfills on the brand promise (online/offline)
22. Comcast Cares Wrap Up What was the value for the customer? What was the visible measurement?
23. What do you do with the info on a Macro level LISTEN and take notes Your Piece of the Pie What is being said How does it compare to others in your space Frequency & Tone - X + A vs. B
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30. Using Social Media to Build Expertise/Product Use – A List Apart Key Elements – A List Apart Quality content, not sales info or self-promotion Crowd-sourcing of content Multiple ways to interact Key Elements – Juicy Juice Multiple ways to interact (watch, games, puzzles) all based on education Ability to share Convergence (TV, YouTube, Web) Incentive/Fills a Need Multiple ways to interact
31. A List Apart and Juicy Juice Wrap Up What was the value for the employee? What was the visible measurement?
32. Make it happen: Find the need How can you help? What are you willing to do online and offline? Identifying the right tool Listen – Participate - Facilitate Identify influencers Measure
34. What Does it Really Take? Resources Culture – Authenticity Willingness to fail first Clear understanding Purpose for campaign Tied to business goals Value you can add Education/Training
Personal anecdotes here, audience weigh in to make leap to business application; identify areas of barrier to taking this back and implementing
Importance of ambient awareness with interaction with campaign…
Hyper Segmentation – location, past donations, issues of interest; the ask vs. the nudge (less stress activity to get involved – call one person, watch a video, small donation)
Connections to resources and important people; ownership of election; regular people can impact positive change; election results
This is why people fail – this is a cycle not a build it and its done process; focus on intersection of the customer need and organization’s willing action
What was the employee barrier? Culture of top down; location spread out; lacked big team feel; first external leader – all others were “farm grown”When: December of 2006How it started – part of first 100 days campaign for new CEO
Different levels of user interaction (create, comment, consume); emphasis on customer need; ownership in company; fulfills brand promise
User interaction; categories that correspond to Starbucks innovation areas; digg type interaction with ideas
What do we do with the information? Offline action
Key components – personal; directing to other resources/people; face to an account
Existing tool because that’s where the conversation is; changes opinion about telecomm companies; if you’re going to be there for customer support you better be there doing customer support on and offline
