Its already 2011, the fifth year of the social media revolution and while there is so much new to talk about that’s new, when talking about the context of communications there are a lot of constants that remain the same. Getting the right content to the right people at the right times on the right platforms. This is just common sense and best practice. But social media like any disruptive platform has forced marketers to rethink their media mix and as they do some have forgotten these best practices.

2. We were
OMG!!!!! promised
JETPACKS!?!?!
ITS 2011!
WHERE
ARE
THEY!
2

3. Communicators know that
social influence is changing
how they do business and
reach customers……but
3

4. 4

5. Closed loop business optimized
Corrective action plan
Process + Data=
Insights + Metrics
Standard, widely
Adopted process
Beginnings of a
process
Chaotic, ad hoc
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7. Social Media Marketing can be successful but often
campaigns aren’t optimally executed because they’re:
Treated as one-off campaigns
Not aligned to comms goals and ROI is questionable
Not integrated into ‘regular’ workflows
Decision hierarchy murky
Infrastructure not built to support or amplify campaigns
Audience media habits aren’t understood
Result is……ZOMBIE SOCIALMEDIA….
campaigns that are the living dead
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8. INTERNAL CAUSE EXTERNAL EFFECT
• Unclear Objectives • Slow Response Time
• Misaligned Objectives • Company Unengaged
• Unclear Decision Makers • Missed Opportunities
• No Defined Process • Unsuccessful Efforts
• Conflicting Policies • Crisis Driven
• Insufficient Resources • Loss of Customer Trust
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9. 9

10. WHAT’S NEEDED IS A SOCIAL MEDIA SYSTEM THAT
SLAYS THE ZOMBIES
Builds the process to connect with stakeholders at the
right time, with the right content on the right channels
Creates a framework & infrastructure to manage social
media that is sustainable
Integrates into the BIGGER communications workflow
Allows companies to resource appropriately and do
more with less
Can help show steady and measurable results from
social
Result is……A ZOMBIE KILLING SOCIAL
MEDIA ENGINE….that runs smoothly and efficiently

11. Tai O Bakery

12. The Evolution of one2free

13. Pepsi has diverted as much as one-third of its marketing budget to Refresh

14. "Society is moving fast, and we have to move faster. We as
organizations have to move from impressions to
connections," said B. Bonin Bough, global director of digital
and social media at PepsiCo.
And, he said, referring to Pepsi Refresh, the much-
ballyhooed program that awards grants for civic and social
programs, "As an organization, when we announced it,
everybody at this town hall hugged each other, loved each
other. ... Everyone from the CEO down was laser-focused
on getting the thing right,“
He added that Pepsi Refresh is now going global and that it
will be back in the U.S. in 2011. So far 46 million votes have
been cast for projects to donate money to.

15. • Starters… They make real
“I CREATE” • Creative leaders…
• Innovators…
change happen
with their ideas 1
& actions.
• Supporters…
9
They spread new
“I TALK” • Influencers… “culture” through
• Early adopters… WOM & influence.
• Spectators They just follow
“I WATCH” • Passive audiences
• (Most Consumers)
the change,
and “consume” 90
new culture.

16. A central conversation..
..socialised
.

17. STEP 1
A N A LY Z E
S I T U AT I O N
Which digital channels are currently being
DIGITAL
FOOTPRINT
employed? What is the content being distributed
ANALYSIS through those channels? What levels of engagement
occur around that content?
SEARCH
FOOTPRINT How do you show up in search engines?
ANALYSIS
DIGITAL What content is available and being created for
ASSET
AUDIT social channels?
What is the internal process and stakeholders for
PROCESS
DISCOVERY monitoring, creating content, posting to channels,
and engaging with end-users?
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18. STEP 1 STEP 2
A N A LY Z E DEVELOP
S I T U AT I O N S T R AT E G Y
DIGITAL
TARGET
FOOTPRINT
AUDIENCE
Who are we looking to influence?
ANALYSIS Who is influential?
SEARCH What is the ultimate goal of the
BUSINESS
FOOTPRINT
OBJECTIVES communications stream?
ANALYSIS
DIGITAL What are our unique benefits to our
DIFFEREN-
ASSET
TIATORS target audience?
AUDIT
PROCESS SUCCESS What KPIs will be used to
DISCOVERY METRICS determine a successful rollout?
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19. STEP 1 STEP 2 STEP 3
A N A LY Z E DEVELOP ALIGN
S I T U AT I O N S T R AT E G Y PROCESSES
DIGITAL Are the appropriate
TARGET RESOURCE
FOOTPRINT
AUDIENCE AS S E S S M E N T
number and types of
ANALYSIS people involved in the
process?
How does content and
engagement happen
SEARCH
FOOTPRINT
BUSINESS WORKFLOW now, who is
OBJECTIVES DISCOVERY responsible, what is
ANALYSIS
the process?
Who needs to be
informed of new
DIGITAL content and social
DIFFEREN- G O V E R N AN C E
ASSET engagements, what is
TIATORS FLOW
AUDIT
the process, where
does the governance
live?
Where can we create
PROCESS SUCCESS WORKFLOW
DISCOVERY METRICS O P T I M I Z AT I O N
efficiencies to cut
down on manual
labor?
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20. BUSINESS
UNITS
EXTERNAL
STAKE HR
HOLDERS
CONTENT BUREAUS
PIPE PROVIDE
Content
NEW MEDIA
CSR MARCOMM TEAM
PROVIDES
Governance
Best Practices/Policies
INTERNAL
COMMS Training/Content Guerrillas
Content Strategy/Templates
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21. SITUATION-SPECIFIC CONTENT/CHANNEL PLUGINS
Engagement Plans, Content and Channel Strategy
BRAND NARRATIVE POSITIONING PRODUCT LAUNCH
EXECUTIVE THOUGHT NEW
PRODUCT
PLATFORMS LEADERSHIP PRODUCT
SUPPORT
ROLLOUT
RAPID RESPONSE STAKEHOLDER COMMUNICATIONS
CRISIS INTERNAL INVESTOR
NEWS LEAK
COMMS COMMUNI- RELATIONS
CATIONS
21

22. Social Media as Starts conversations
Marketing tool for Easy first step into
content distribution with targeted
engine push content social engagement
segments
Joins conversation & Communications tool Aggregates, elevates
Social media as
builds relationships to link to, curate and and distributes news
influence engine
with influentials clarify across company
Social Media as Customer care tool to Builds brand equity
Creates conversations
reputation solve customer and fosters
management engine with individuals
problems evangelists
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23. MEASUREMENT
REACH INSIGHTS
FOLLOWERS,
PAGE LIKES
WEB ANALYTICS
WHO
IS INFLUENCING
CONTENT IN THE
THE PUBLIC C O N V E R S AT I O N ?
E NGAGE M E NT
SPHERE RTS, REPOSTS, WHAT
AUDIENCE SHARES
CONTENT IS
ACROSS COMMENTS, REPLIES,
QUESTIONS, R E S O N AT I N G
M U LT I P L E HASHTAGS, LINKS AND WHY?
CHANNELS
HOW
CAN THE
S T R AT E G Y B E
ADJUSTED FOR
RESONANCE IMPROVED
USER SENTIMENT R E S U LT S ?
VOTES AND
CONTENT LIKES
COMMENT
SENTIMENT
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24. F I LT E R S
EXECUTIVE THOUGHT
PLATFORMS LEADERSHIP
NEW TWITTER
PRODUCT YOUTUBE
WE SIS™ PRODUCT
STORY & SUPPORT
STRATEGIC
BUSINESS
ALIGNMENT
+ CONTENT
PIPE
+ ROLLOUT FACEBOOK
L I N K E D IN
FOURSQUARE
AUDIENCE &
ENGAGEMENT
VIMEO
ORKUT
CRISIS
NEWS LEAK
COMMS
INTERNAL
INVESTOR
COMMUNI-
RELATIONS
CATIONS
M E AS U R E M E N T
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25. Henry Wood
WAGGENER EDSTROM WORLDWIDE
24F SUP Tower
75-83 King’s Road
North Point, Hong Kong
hwood@waggeneredstrom.com
+852 2578 2836
apac.waggeneredstrom.com
CONTACT US
WAGGENER EDSTROM WORLDWIDE OFFICES
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