the socially powered enterprise (for #sm201)

THE SOCIALLY POWERED ENTERPRISEERIC WEAVER, TRIBAL DDB CANADA PHOTO: ALASTAIR MCMILLAN

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YOUR SOPHOMORE YEAR

The “speech bubbles” shown here on Slideshare have been added to bring clarity.

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SO YOU’RE ON LINKEDIN.

YOU’VE GOT “A TWITTER.”

YOU’VE GOT “A FACEBOOK.”

NOW WHAT??

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WE ARE IN THE MIDST OF A

PROFOUND CULTURALSHIFT

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NUMBER OF PEOPLE JOINING LINKEDIN DAILY

67,000+

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450,000,000

PEOPLE ON FACEBOOK

SOURCE: FACEBOOK

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830,000+PEOPLE JOIN FACEBOOK EVERY SINGLE DAY

2010 POPULATION OF SEATTLE

563,374

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55NUMBER OF MINUTES THE AVERAGE USERSPENDS EACH DAY ON FACEBOOK

These are not quick checkins. Multiply 55 minutes times millions of people. This is where the “fish” have gone.

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50%CONSUMERS WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITESCHADWICK MARTIN BAILEY, FEB 2010

The benefits are clear, not to just publish to social channels but to engage there as well, through creativity, utility and authentic value.

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1,500,000+BUSINESSES HAVE A FACEBOOK FAN PAGE

20,000,000+PEOPLE JOIN A FAN PAGE EVERY DAY

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66% PERCENTAGE OF BRAND TOUCHPOINTS NOW GENERATED BY CUSTOMERS

MCKINSEY QUARTERLY, JULY 2009

Your brand is now OUR brand, owned by the collective We. We can no longer control a brand—

only coach it.

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0.19%

6.49%

CLICKTHROUGH RATE FOR AVERAGE BANNER AD

CLICKTHROUGH FOR AVG FACEBOOK WALL POSTVITRUE, AUGUST 2009

FORRESTER, 2008

38x more. Why the difference? The first is an intrusion/distraction. The other is

news involving a trusted friend.

People ask me if their business should be embracing social media

◼ And I say, I don’t know, is there more business near the freeway?

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WE KNOW WHAT HAPPENED TO BUSINESSES THAT DIDN’T THINK ABOUT THE FREEWAY

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SUPPLY CHAIN

OPSSHIP &

DISTRIB

SALES, MRKTG,

PR

CUST CARE

HR & TRAINING, INFRASTRUCTURE, IT

INJECT YOUR CUSTOMERS’ DESIRES, CO-CREATION AND FEEDBACK INTO THE ENTIRE VALUE CHAIN

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MARKETING

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YEARS WE’VE BEEN APPROACHING THE MARKET WITH AN OUTBOUND MESSAGE

150Marketers are following an

outbound methodology that has existed for centuries. Because

for centuries…it worked.

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WINSTON TASTES GOOD LIKEA ______________________

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When I was a kid, we had 3 channels that shut down at midnight. We had one

newspaper. Work was over at 5pm. No info overload. We could remember a tagline.

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MAXWELL HOUSE:GOOD TO _________

(?)

MONOLITHIC MESSAGES WORKED WHEN WE HAD:

Limited product choice

Limited media channels

Longer brand interactions

Higher barriers to entry

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ORGANIC, SOCIALLY-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV…

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Monolithic messages no longer work in a world of a bajillion choices. We can get anything we want, whenever, however. That expectation is set.

And you’ve likely seen how some people come completely unglued when their Starbucks latte is made “wrong.”

THE CONSUMER IS NOW FIRMLY IN CONTROL

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ORIGINAL VERSION: AGENT WILDFIRE

Time and attention are HUGE asks now. People are time-starved and avoid your attention-getters. There’s

only one lever we can pull: TRUST.

We can also leverage consumer publishing, which is, umm, more trusted than we are.

MARKETING OFTEN STUCK IN THE PAST

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Those LED billboards that blind you at night: when advertisers are willing to put their offer above the safety of your family,

there’s a problem.

MARKETING OFTEN STUCK IN THE PAST

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When airlines put ads on every seatback or overhead bin so that you

can’t turn away, there’s a problem.

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MARKETING OFTEN STUCK IN THE PAST

OMG, it’s Oprah’s last show! You find the link, click it...but instead you get 30 seconds of something you didn’t want. She looks like she’s happy she denied

you your show, doesn’t she? Marketing need trumps consumer desire.

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91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST

77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST EDELMAN PR, 2009

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GROWING REVENUE IS NOT ABOUT TAGLINES, LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT USING YOUR SOCIALLY POWERED MARKETING EFFORTS TO GAIN TRUST.

FLICKR.COM/PHOTOS/POWERBOOKTRANCE

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Integrated Traditional/Social Marketing Mix

AMAZONS T O R Y T E L L I N G

FACEBOOK FAN PAGE

SEO RECIPES

COMPANY BLOG (IP)

BRANDED SITE

EXTERNAL MKTG-MANAGED PRESENCE

EXTERNAL THIRD-PARTY SITE

TRADITIONAL MEDIA/PR

HELPFUL RESOURCES

COMMENTS

RETAIL

ONLINE SAMPLING

TOPICAL COMMUNITIES: IP, HELPFUL TIPS

PRINT

OUTDOOR

PRODUCT LAUNCH

MICROSITE

ONLINE

EVENTS

E-COMMERCE PARTNER

EXTERNAL BLOGS: IP, TIPS

YOUTUBE CHANNEL: STORYTELLING, IP

PR

SAMPLING PGMS

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Social touchpoints can help build trust, thus propelling a customer through the

purchase funnel.

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PR

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“THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza

Use social media as a trust-builder to put out reputational wildfires.

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HUMAN RESOURCES

2,000,000 IMPRESSIONS2,300 NEW ACCOUNTS$4,000,000 IN NEW DEPOSITS

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Why did they experience this kind of

growth? Prospects TRUSTED her.

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PRODUCT MANAGEMENT

“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK

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Prior to the 2010 CES, Kodak CMO Jeffrey Hayzlett asked consumers to

name a new camera over Twitter. The winner(s) would win a trip to Vegas

and help him launch it.

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INVESTOR RELATIONS

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SALES

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WHAT IF CUSTOMERS COULD DOWNLOAD HELPFUL TOOLS AND USE THEM AT POINT OF PURCHASE?

$15K ON DIRECT MAIL = 200 NEW CUSTOMERS$7,500 ON OUTDOOR = 300 NEW CUSTOMERS$0 ON TWITTER = 1800 NEW CUSTOMERSBUSINESS GROWTH: $4MM -> $50MM IN 3 YRS

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EMPLOYEE & CUSTOMER TRAINING

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WHAT IF YOUR SALES TEAM HAD NEW SALES TRAINING PROGRAMS AND NEW PRODUCT LAUNCH INFORMATION AUTOMATICALLY DOWNLOADED TO IPODS?

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CUSTOMER CARE

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TAKING THE LOAD OFF OF CUSTOMER CARE VIA UNPAID ARMIES

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ROUTING SITE COMMENTS TO CUSTOMER CARE

STILL SKEPTICAL?

45PHOTO: FLICKR.COM/PHOTOS/YUGENRO

Many baby boomers are skeptical of the efficacy of social efforts because we were trained to be guarded—and proper—in our business dealings.

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BOOMERS

All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness.

GENS X&Y

All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy.

2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE

PHOTO: FLICKR.COM/PHOTOS/KATINALYNN

“BUT I DON’T HAVE TIME FOR ONE MORE THING.”

Computer-based graphic design, 1986 Email marketing, 1996

Web marketing, 1997

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This can feel like an “add-on” for overworked marketers. But consider the designers who refused to convert to Mac. The CFOs who asked why we needed internet email. The marketers who balked at hiring programmers.

Think substitution, not addition. Marketing energy vs. spend.

OKAY, OKAY.SO HOW DO I FURTHER SOCIALIZE MY BUSINESS?

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SIX STEPS TO SOCIAL°1. STUDY2. LISTEN3. PUBLISH4. ENGAGE5. INFLUENCE6. ACTIVATE

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Most people just Publish, with maybe a little bit of

Study. Rethink your approach based on six increasingly powerful

levels of market engagement.

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APRIL 2009

4,487 GURUSDECEMBER 2009

16,000 GURUS

BL OCHMAN, DEC 2009

A year ago, 4500 people had the audacity to call themselves social media gurus.

Then Oprah got on Twitter. Now we have more. I’d recommend ignoring these folks.

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STUDY

MASHABLE.COM

CASESTUDIESONLINE.COM

SOCIALMEDIAGOVERNANCE.COM

WOMMA.ORG

FORRESTER MARKETING SUMMIT

@KDPAINE

@JOWYANG

@ARMANO

@AMBERCADABRA

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LISTEN

NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR?

RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES

DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE

CORRECT MISPERCEPTIONS

IDENTIFY BRAND CHAMPIONS

PERCENTAGE OF COMPANIES THATHAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS

54%

E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 200953

PERCENTAGE THAT HAVE NO IDEA

46% Ahem…during the Worst Recession of our Lives?

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LOOKBOOK.NU

LEVERAGE CO-CREATIONOPPORTUNITIES

Your customers want to co-create & co-market.

Listen to find them. Then, guide them.

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FREEBIESLimited data, limited insights

GOOGLE ALERTS

SAMEPOINT

SOCIALMENTION

BLOGPULSE

TECHNORATI

FILTRBOX

YACKTRACK

TWITTER SEARCH

TWENDZ

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PAID TOOLSDeeper data samples; better results; partnerships with Google, Facebook; rich media & comments; multiple languages

SAS SMA

CYMFONY

VISIBLE TECHNOLOGIES

RADIAN6

SYSOMOS

SCOUTLABS

MOTIVEQUEST

LIFT9

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SCOUTLABS

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SCOUTLABS

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SCOUTLABS

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Do you know what consumers are saying about you on trusted networks?

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PUBLISH

NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH?

TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED

THOUGHT LEADERSHIP

PROOF POINTS

HOW-TOS AND GUIDES

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ENGAGE

NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT?

CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE

CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT

HEAR & RESPOND

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YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT.

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INFLUENCE

NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE?

HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING?

HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM?

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ACTIVATION

HOW CAN OUR INFLUENCE INSPIRE ACTION?

WHAT BRAND OR PRODUCT ADVOCACY HAVE WE GENERATED?

HOW DO THOSE ACTIONS AMPLIFY OUR VALUE?

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SUMMARY POINTS

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FIND WAYS TO INTERNALIZE CUSTOMER ENGAGEMENT

FOCUS ON MARKETING ENERGY, NOT MARKETING SPEND

FISH WHERE THE FISH ARE

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TRUST DRIVES TRANSACTIONS, REPUTATION DRIVES REVENUE

GIVE YOURSELF TIME

RESPECT TIME STARVATION

WHEN CONTENT IS ENGAGING, IT CAN BE SHARED, TRUSTED AND CREATE INFLUENCE

SLIDESHARE.NET/WEAVE

@WEAVE@TRIBALDDBVAN

@RADARDDB

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QUESTIONS?

PHOTO: FLICKR.COM/PHOTOS/GUERITO

THANK YOU.

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DDB IS THE WORLD’S LARGEST ADVERTISING AGENCY BY REVENUE, WITH 200 OFFICES IN 90 COUNTRIES.

TRIBAL DDB IS THE AWARD-WINNING DIGITAL DIVISION OF DDB, WITH 56 OFFICES AND 1200 EMPLOYEES WORLDWIDE.

RADAR IS OUR SOCIAL BUSINESS PRODUCT OFFERING. OUR 20-PERSON RADAR DDB TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS.

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FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT ERIC WEAVER AT +1 310 494 6492.