2010 02 i m brand spotlight converseon

© 2009, Converseon, Inc. Proprietary and Confidential.

Activating Social Media Across the Enterprise

Presented by Rob Key, CEO, ConverseonPauline Ores, Social Insights, IBM

iBrand Summit

February 10, 2010


About Converseon

2009 SAMMY Award for “Best Social Agency”

Provides the listening/engagement technologies, organizational consulting and blended engagement solutions for the industry’s only “end-to-end” social solution

Global capabilities. Converseon team in NY, Detroit, SF, UK, Switzerland, Australia, India. Strategic relationship in China

Founded in 2001

2


We Believe…

Aspects of social media may be technically simple, but

culturally challenging

Real, sustainable value derives from infusing social

into the DNA of the brand -- across the enterprise

Social media is an engine for organizational

transformation and requires an expansion of the role of

marketing within the organization

We believe brands are only beginning to scratch the

surface of social’s eventual potential

There is a proven blueprint to get from “here to there..”


Conversation Funnel 2.0


Getting from Here to There…

There is a Roadmap


Converseon’s Seven-Phase Process

Enterprise social media is different

Unless you have a standardized

approach, you cannot scale these

techniques across a large company

1. Customized constituent informational

presentations

2. Establish KPIs

3. Establish governance/cross-functional

teams

4. Desired outcomes

5. Workflow/use case discovery

6. Review other technical work flow and

integration needs

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Conception

Listening

Policies

Infrastructure

Training

Campaign

Optimization


Identify Use Cases

Reputation Management

Crisis Management

Customer Service

Product Lifecycle Management

Demand Generation (IBM)

Media planning

Campaign Effectiveness

HR

R&D

Search, etc.


Before you do anything, start Listening

Embed “listening” into the

organization and map landscape

Key tasks:

– Identify all internal use cases/desired

workflows

– Conversation Mining

– Conversation Manager

– Search results analysis

– Deliver relevant data to key constituents,

such as HR, Communications, Marketing,

Customer Service, Legal, R&D, and more

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Conception

Listening

Policies

Infrastructure

Training

Campaign

Optimization


Solution Overview

AnalyticsMonitoring Mining

Understand

What does it mean?

What are the implications for how we communicate?

Or how we are positioned?

How much is happening?

What is our share of mentions?

Are we mentioned more or less than last quarter?

Keep Score

Is anything being said?

Discover

EngagementLow High

StrategicTriageAd Hoc

Limited information

Insights and findings passed to customer

service or PR

Proactive, scalable and meaningful conversation…

that generates insights


Hierarchy of Analysis


North America

South America

Asia Europe

PRMarket

Research

Corporate

Comm.

Customer

Service

Creating a Listening Organization

EnterpriseListening Solution

+ consistent methodology

+ consistent data

+ custom configuration

Monitoring

Mining


Volume of Conversation for National Banks April – May 2009

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You Need to Understand the Trees in the Forest…and the Forest from the Trees

More than 400 banks, including Bank A, are required to hold non-binding share-holder votes on banks’ executive pay plans

Bank B Posts Q1 profits

1. Federal Government details bank stress tests

2. Wall Street Journal story - banks win government concessions on stress tests

1

3

4

1 3 4

2

2

Key

Overall banking news/announcement

• Bank specific news/announcement2

1

Nu

mb

er

of re

co

rds

Bank B

Bank C

Bank D


Bank A conversations take place in top financial and banking venues

Top Venues of Conversation April – May 2009

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Top Financial and Banking

Discussion VenuesRank

creditboards.com C

zillow.com A

investorshub.advfn.com C

clarkhoward.com C

ficoforums.myfico.com C

answers.yahoo.com B

forums.mint.com B

tripadvisor.com C

mortgagenewsclips.com C

investorvillage.com C

Domain Influence Scores:

A Venue falls in the top 1% of highest trafficked,

most influential sites

B Venue falls in the top 10% of high trafficked

sites

C Venue falls in the bottom 90% of trafficked

sites

C

A

A

C

C

A

B

A

C

C

Top Bank A

Discussion VenuesRank

forums.studentdoctor.net

zillow.com

clarkhoward.com

creditboards.com

tripadvisor.com

studentlendinganalytics.typepad.com

forums.mint.com

investorshub.advfn.com

city-data.com

answers.yahoo.com

C

A

C

C

A

C

B

A

A

A

Key:

• Forum

• Blog


Topic Association: Current economic times affect consumer discussion about banks; most messages do not talk about particular bank attributes, but the industry as a whole

Bank A and Competitor Conversation Relationships April – May 2009

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Bank K

Bank F Bank B Bank G

Bank H

Bank CBank E

Bank A Wells

Fargo

Bank I

Note: n=716 messages,1,862 incidents

“Is there a list of large banks that are not

partially owned by the Government. In the spirit

of Capitalism, I would like to support them. I am

tired of the Bank of Armageddon or its Second

Cousin Citi . I will not do Business with Bank C

or as I call it "WaMu Lite" . Is Wachovia/Wells

Fargo still Independent. I know they had a close

call. Then there is Sun Trust?... never saw a fee

they did not like.”

- PricePerformer, Published on 05-31-2009,

clarkhoward.com, [Link]

http://clarkhoward.com/p/boards/ch/showflat.pl?Cat=4,7&Board=clarkhowardmoney&Number=1067596&page=0&view=collapsed&sb=5&part=


Voices: Consumers and financial experts are the dominant voices within the overall banking conversation; Bank A customers also discuss Bank I, Bank E and Bank F

Bank A and Competitor Conversation Voices April

– May 2009

15Note: n=716 messages,1,862 incidents

Corporate: Identifies him/herself, via signature file,

information in the message, or venue on which discussion is

taking place, as an employee of a banking institution and is

involved in social media on that company’s behalf

Financial Advisor/Broker: Identified him/herself as an

advisor or brokers via signature file, information in the

message, or venue on which discussion is taking place

Information seeker: Asks questions about financial matters

Competitor customer: Identifies him/herself , via signature

file, information in the message, or venue on which

discussion is taking place, as a customer of a bank other

than Bank A

Bank A customer: Identifies him/herself as a Bank A

customer via signature file, information in the message, or

venue on which discussion is taking place

Advice Giver: Actively answers questions and/or offers

opinions about financial matters

General Consumer: conversation participant who does not

fit any of the other categories

Financial expert: Considers him/herself to be

knowledgeable about the financial industry. Bloggers who

focus on the banking/financial industry fit in this category

Ba

nk A

Bank B

Ba

nk D

Ba

nk G

Ba

nk C

Ba

nk H

Ba

nk I

Bank E

Ba

nk F

Bank K


Consumer Voice Profiles

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Featured in the Washington Post, CNN, HGTV and shelter magazines

Stats: 1,561 Twitter followers, 2,960 fans on Facebook

Frequently offers information about installation best practices and cool new products

“Be super careful with your new bowl and tank

since they can chip and crack super easily

(especially if you get overzealous when you’re

tighten bolts). You should have purchased a

wax ring kit along with your new toilet, and

you’ll want to follow the instructions that come

with that to the letter (this is imperative to

avoid leakage that can rot your floor and

basically ruin your life).” [Link]

The Petersiks

Married couple writing about their first home YoungHouseLove.com

Terry Love

Owner of Love Plumbing & Remodeling in Washington; forum moderator

“My favorite toilet is the UltraMax by Toto.

Toto calls this a "G-Max" toilet. The model

number is MS854114S. It is a good looking

one-piece that incorporates a 3" flush valve

instead of the standard 2 . The fill valve can

be found in any hardware store. It meets

commercial requirements, works well in a

home and is quieter than the air assisted

models.” [Link]

Publishes toilet reviews on his site, and averages three posts per day in the forums section

Forum has 25,969 members and 196,475 overall posts since August 2004

The Ambooks

Growing family looking to upgrade/remodel their home

Discuss design aspects in relation to other parts of a bathroom renovation

Likely to remodel; will mention toilet when writing about larger renovation projects

Curious to know if newer toilets are any easier to clean/maintain

May not have a blog, but seeks and shares advice online in forums and communities; likely to read home blogs or parenting blogs

Hi, we have a baby coming in a few months,

and want to use a room next our bathroom as

his nursery. The problem is that the existing

toilet is really loud, both flush and fill. Can you

please recommend a really quite toilet? I

prefer Kohler, but will consider any brand that

meets our needs.” Appreciate it! [Link]

House Blogger Homeowner/ DIYer Professional

Potential Use Case: PR/Media/Creative

http://www.younghouselove.com/2009/01/how-to-replace-a-toilet/

http://www.terrylove.com/wc/ultramax.htm

http://www.terrylove.com/hunter.htm

http://www.terrylove.com/crtoilet.htm

http://omgili.com/jmp/DyQaNGXlfMrOUK7zEwZUze32pkLh5eTHTMdn6A5PG7opj73fLJ3AfBV4OBXXxpjhtlvExs2oH0rmN1y.dvCQ3BbrJodkm1CHr5RlrKW4wle6E3dXFWtAZluY4FjsOvPgY2hk9A23dpCTjVcEzJzOosXM5EynPYwpqYWUEvdtg48qINY6gjEWL.HdppwnSxhF.vECPAHP1ct.Kl7aU5fSRRlMT475b.AEI3OYSvVbkQ


Language: Regional bank discussion centers on location-related words, but are less tied to government intervention in the financial industry than national banks

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Bank A Word Cloud May 2009 Bank F Word Cloud May 2009

Bank E Word Cloud May 2009

Key

• Location Terms

• Government Bailout Related Terms

Note: tag clouds consist of words found in the100

most recently published blog posts

bank A

Bank E

Bank F


Use Case: Search

Brand sensitive organizations

need tools to map, measure

and monitor their reputation

across search engines in

different regions

This new “shelf space” is a

key element in defining

reputation

Fast upwardly moving

negatives are early warning

signs for potential crisis

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Use Case: Reputation Management/Framing


In large companies, Policies are critical

Establish most contemporary

legal/ethical documents and

standards

Key tasks:

– Blog policies

– Wikipedia

– Youtube/video

– Safe harbor/DMCA

– WOMMA Code of Ethics/compliance

– Regulatory requirements

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Conception

Listening

Policies

Infrastructure

Training

Campaign

Optimization


Tell your employees what you expect

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Employee Blogging Policy

Converseon and the FTC endorse the WOMMA Code of Ethics

At its core – the Honesty ROIRelationship (you say who you are speaking for)Opinion (you say what you believe)Identity (You never obscure your identity)

Ethical best practice is essential for success in social media

You can’t hide anything online, and will be punished for missteps

Conception

Listening

Policies

Infrastructure

Training

Campaign

Optimization


Infrastructure is often forgotten

Evaluate content and technical

infrastructures for search/social

engagement

Key tasks:

– SEO Analysis

– Current/potential engagement platforms

– Web 2.0 tools (Blogs, Wikis, Apps,

Communities)

– Tracking

– Digital content asset review

– Social media optimization

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Conception

Listening

Policies

Infrastructure

Training

Campaign

Optimization


Training equips the extended team

Initiate organizational-wide training

customized to constituencies

Key tasks:

– Legal

– Tools/mechanics

– Governance

– Ethics

– Engagement (certification)

– Agency training

– Sandbox training

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Conception

Listening

Policies

Infrastructure

Training

Campaign

Optimization


Campaigns are Conversation Starters

Develop engagement strategies and

specific campaigns

Key tasks:

– Enterprise versus BU or product

– Ideation

– Implementation

– Theming/storyboarding

– Content production/optimization

– Link building

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Conception

Listening

Policies

Infrastructure

Training

Campaign

Optimization


Identify Opportunities to Inform a Social Media Strategy

Conversation Topics/Solutions Matrix

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Health risks

Price/cost

Availability

Effectiveness

Pre-Treatment

ProcedureEnvironmental

Impact

Home/Family

Impact

ReEvaluationValue

Insurance

Opportunity for

content creation


A Key Ingredient for Success: “Karmic Communication”

The effects of all deeds actively create past, present and future

experiences

“Ask not what the community can do for you, but what you can do

for the community.”


Your ongoing tactics are Optimization

Measure, refine and optimize

Key tasks:

– Incremental training

– Search audits

– Conversation Mining audits

– Analytics

– ROI analysis

Score each business unit/department every

month and publicize the results internally

– Web analytics

– Mining

– Other data sets

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Conception

Listening

Policies

Infrastructure

Training

Campaign

Optimization

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IBM

» Profiles

BluePages holds 601,835 profiles and serving over

1 million searches per week

» Communities

Over 1,796 online communities, each with shared

resources and discussions. More than 700 private

communities

» Blogs

BlogCentral has 14,948 blogs, 131,411 entries with

63,096 users and 31,105 tags

» Bookmarks

IBM’s internal Dogear system has 655,566 total

bookmarks with 1,674,329 tags and with a user

population of 13,854

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2929

IBM research shows personal experiences with company

employees have a strong influence on decision makers’ opinions

of a company

Influence Source Brazil Germany Spain Italy India Sing Japan

Personal experiences with company’s employees

Analysts or professional organization opinions

Opinions of colleagues, peers, or friends

Company websites

White papers, research, or case studies

Articles in magazines or newspapers

Online sources, not directly from the company

Tradeshows, conferences, industry forums, events

News stories on TV or radio

Advertising

Direct marketing (e-mail or mail)

Top importance

Mid importance Low importance

High importance

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CORE - Benefits & Improvements

IBM CORE: Building a Listening

Organization

» Faster, more efficient process

» Lower costs – divisional fee and access all IBM research

» Elimination of redundant or duplicative efforts

» Consistent set of social media metrics across IBM

» Workflow tool – track blog responses across IBM

» Continuous monitoring and measurement of the blogosphere

Re

se

arc

hE

ngage

Monitor


5 Recommendations

Getting started There are so many options selecting a social media research solution today is

difficult. Consider working backwards - focus on your execution and metrics

requirements first, it should make selecting solution much easier

Duplication in this space is considerable across research projects even for

different divisions – an enterprise approach is almost always warranted

Most social media research clients will not easily be able to make use of the

resulting research – consider a combined consulting and research solution,

using external or internal resources, especially when first starting

Plan on increasing coordination and team efforts cross divisions and roles –

across groups that may today only interact infrequently

Develop internal communities, enabling teams to address questions as well as

share answers and outside contributions, giving employees an opportunity to

get familiar with community tools before venturing into the marketplace


What is Myth vs. Reality re: Social Media?

Listening is a luxury

Social media is important

Social media is just another channel

Social media is easy

Social media belongs to a particular

marketing discipline

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Listening and acting on what you hear should be integrated across the enterprise, including R&D, product development, communications/marketing and customer service

Social engagement…What social media does is what’s important

Social Media is a primary driver of organizational transformation that transcends marketing-communication

Culturally it can be very difficult

Social media transcends marketing disciplines – and most brands are not organized effectively to act


Thank You

Rob Key - CEO of Converseon.

– twitter@converseon

– [email protected]

Pauline Ores – Market Insights, Principal Analyst,

Social Strategy & Innovation at IBM

– Twitter @paulineo

– [email protected]

2010 02 i m brand spotlight converseon

Documents

social media

financial industry

rob key

signature file

word cloud

taking place

venue falls

ibm