Mastering Mercedes Engine Care Top Tips for Rowlett, TX Residents
Social Media Think Tank (kick-off)
1. SOCIAL MEDIA THINK TANK
a social brand requires becoming a social business
04/07/2011
2. THE SMA SELECTION PROCESS
2Impact - Absolut Mind - Ana Anaxis - Aubergine - But
Before the Hype - Be-Spicy - - Cap47 - Cherry & Cake
38
Chilli - Creaxial - CRMArt Design is Dead - Doppio
Blogging - Elastik - Epic Agency - Glucone - iFood
KunstMaan - Lemon Crush Little Miss Robot - NTCP8
Minded Design - My Media is Rich Ottoman - Oxalis - Qiwie
PepperKoffee - SAS - Section Media - Social Lab - Dear Media
Via Futura - TNT - Emakina Soc ial - Yappa - Think Social - Bwat
8
3. THE SMA SELECTION PROCESS
Engage - Social Lab - iFood
Section Media - Talking 8 Dear Media - Opengraphy -
Heads - Emakina Social
Social Lab Dear Media
Emakina Social
4. THE SMA SELECTION PROCESS
30 selection criteria
STRUCTURE COMPETENCES TECH APPROACH REFERENCES
Services proposés Créativité générale FBML Approche stratégique globale Nombre de clients actifs
Nombre d’experts Internes Social Awareness Open Graph Vision long-terme Tailles des clients
Compétences au niveau Evaluation d’une présence Clients dans le secteur
Réseaux d’indépendants
STRATEGY Social Media (conversion) automobile
Compétences au niveau
Activité d’évangélisateur Capacité à dire “ NON “ Qualité des réalisations
CONCEPT
Professionnalisme lors de la Compétences au niveau
Methodologie de travail
présentation COACHING
Temps de réponse lors de Compétences au niveau Outils au niveau
l’invitation TRAINING “ Mesures “
Compétences au niveau Outils au niveau
EXECUTION “ Publications “
Compétences au niveau
MEASUREMENTS
6. THE SMA SELECTION PROCESS
Dear Media
Awareness Digital Concepts Functional Social Next
Strategy Requirements Media Plan
7. FROM SOCIAL BRAND TO SOCIAL BUSINESS
Community Management
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
SOCIAL BRAND MEASURABLE SOCIAL BUSINESS
OUTCOMES
(External) (Internal)
Training
Process
Collaboration
Knowledge Sharing
Research & Development
Policies & Guidelines
Culture
8. FROM SOCIAL BRAND TO SOCIAL BUSINESS
SOCIAL BRAND SOCIAL BUSINESS
External Communications Change Management
Corporate communications Employees in every brand across the organisation
Engagement with the social customer Engagement with internal teams and channel partners
Measuring clicks, impressions, engagement, likes, comments, ... Measuring # of employees trained, process efficiencies, ...
Budget allocated towards Advertising, Community management, Budget allocated towards internal social technologies, training and
Facebook applications, ... change management initiatives
Collaboration is imperative to its success of becoming
Little to no internal collaboration
the social business
9. THE ZERO MOMENT OF TRUTH (ZMOT)
When consumers hear about a product today, their first reaction is
“Let me search online for it”
And so they go on a journey of discovery: about a product, a service,
an accessory, an opportunity.
Today we are not behind our competition. We are not behind the technology.
We are behind our consumer.
10. THE ZERO MOMENT OF TRUTH (ZMOT)
When consumers hear about a product today, their first reaction is
“Let me search online for it”
And so they go on a journey of discovery: about a product, a service,
an accessory, an opportunity.
Today we are not behind our competition. We are not behind the technology.
We are behind our consumer.
bit.ly/googlezmot
11. THE ZERO MOMENT OF TRUTH (ZMOT)
A busy mom in a minivan, looking up on her old mobile phone
as she waits to pick up her son at school.
A student in a cafe, scanning user ratings and reviews while
looking for a cheap hotel in Barcelona.
A winter sports fan in a ski store, pulling out a mobile phone to
look at video reviews of the latest snowboards.
A young woman in her house, searching the web for
juicy details about a new guy before a blind date.
12. THE ZERO MOMENT OF TRUTH (ZMOT)
The buying decision journey has changed.
What was once a message is now a conversation. Consumers today
find and share their own information about products, in their own way,
on their own time.
Word of mouth is stronger than ever. For the first time in human history,
word of mouth is a digitally archived medium.
17. DEFINE THE NEW CONTENT GRID
The “buying” process begins long before a sales person contacts a prospect.
The fuel that drives a prospect from latent interest to active demand is created,
curated or procured by a brand, distributed over social channels
and measured against business objectives.
