http://socialfresh.com/events

1. The Social Engagement Journey Resources for describing and navigating the Social Engagement Journey

3. Multi-screens/multi-device

4. Constant connection - access to what I want, when/where I want it (cloud computing)

5. Location-based/aware services

6. End users bringing consumer technology into IT

7. Lack of corporate trust

8. Online opinions influence buying decisions

9. Difficult for messages to break through the noise

10. Demand for real-time communication

14. Channels yielding impactful results

15. Employees engaged and competent

16. Rigor in dashboards is moving executive numbers

17. Systems and tools are optimized

19. Focusing the channels, editing to amplify

20. Listening yields implications, but crisis causes confusion

21. Focused effort on training and education

22. Baseline framework for metrics

24. Lots of dabbling in social channels

25. Monitoring conversations in silos

26. Fractured tools, but proliferating

27. Advocate engagement in pockets

29. Marketing only through traditional channels

30. Customer support delivered through traditional channels

31. Ambivalent to online conversations about the brand

32. Social not on executive radarDabbling in Silos Traditional

34. Manage risk and fiduciary responsibilities better, despite the uncertain times

35. Differentiate on something other than price

36. Get and retain the best talent

37. Have more efficient research, development, marketing and support operations

38. Breakthrough business results – increased revenue and loyalty

39. Entire employee base has 360 view of the customer, can anticipate needs

40. Customer engagement is part of the company DNA

41. Brand dashboard ties to revenue

42. Ideal mix of brand advocates (breadth and depth)

43. Senior executives are leading with customer engagement

44. “I trust you”

45. “I recommend you”

46. “I feel valued and heard”

47. “You anticipate my needs”

48. “That was my idea”

49. “You get me”

50. “You don’t make me guess”

51. “I would never buy a competitor’s products”

52. “My life/family/hobby is better because of you”5

54. Mavericks arrive

55. Executive mandate

56. Competition

57. Breakthrough programs (MVP)

58. Clear vision

59. People change

60. Leadership change

61. Economic issues

62. Business issues

63. Poor expectation setting

65. Client Journey Assessment (Illustrative) Initial Assessment: Company is currently in Stage 2 of the client journey. There is significant executive support and internal excitement, but online engagement activities are fractured. No overall strategy, measurement or consistent conversation monitoring makes it tough to completely align and move forward to Stage 3. 8

66. Journey Assessment http://bit.ly/AEVassessment

67. Creating Delta Org/Client X Next Year Org/Client X Today 4 3 2 1 Summarized output from assessment What it looks like when we get there. Goals and success measures. Recommended actions (offerings) 10

68. Consider an accelerator you can control…like support? 11 Customers Self Help Semi Assist Phone

69. Customer Demand for Support is Changing 12 Customers Are Here Companies have Invested Here + Knowledge Base

70. Get Satisfaction – A Disruptor Source GetSatisfaction

71. Implementing a social support strategy is 10% Technology, 90% People and Processes Knowledge Base

72. The Process

73. Objectives, Goals, Strategies, Tactics. Objectives: A high-level achievement. Simple is best, like “Improve customer loyalty” or “Grow our market share.” Goals: Goals can be revenue, profit margin, members in a community, certifications delivered, a Net Promoter Score number, etc. Strategies: In sports or war, strategy describes action: Increase troop levels in a region. Or play man-to-man coverage. The commonality is connected work by a team or group of people. Tactics: A very specific action, like creating a new program or improving an existing one. A tactic might be “Launch a online listening program” or “Form a customer advisory board for the manufacturing group.”

74. By Nov. 1, 2011, we plan to: Increase employee participation in social media Tactic #3 listed here Tactic #6 listed here Tactic #1 listed here Tactic #2 listed here Tactic #4 listed here Tactic #5 listed here Tactic #7 listed here Tactic #8 listed here Tactic #13 listed here Tactic #14 listed here Tactic #10 listed here Tactic #11 listed here Tactic #12 listed here Train 40% of all employees on SM tools Strategy #3 listed here Strategy #1 listed here Strategy #2 listed here Measurable goal #2 listed here Measurable goal #3 listed here Measurable goal #4 listed here Strategy #5 listed here Strategy #4 listed here Objective #2 listed here Objective #3 listed here OBJECTIVES GOALS STRATEGIES TACTICS Sample OGST Plan

75. Overlay Your Objectives, Goals, Strategies and Tactics Social Engagement Sweet Spot

76. Any Questions? Find me at http://twitter.com/kristy kristy@antseyeview.com kristybolsinger@gmail.com http://facebook.com/kristybolsinger http://about.me/kristy