emerging media summit

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Two large enterprise social business case studies, methods and trends.

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  • 1. Operationalizing Social Business
    September 13, 2011
    Zena Weist | @zenaweist
    #iabc-lda
  • 2. CASE STUDIES, METHODS
    & TRENDS
    2
    #iabc-lda
  • 3. EMBARQ Test and Learn, Parallel Pathing
    Servicing 3.5M HHs across 18 states
    • Home Phone, Local and Long Distance
    • 4. High-Speed Internet
    • 5. Satellite TV from DISH Network
    • 6. Home Computer & Technical Support
    3
    #iabc-lda
  • 7. LISTENING
    In the beginning
    Google Alerts (Yahoo)
    Google Blog searches
    BlogPulse
    DSLReports.com
    Technorati
    Added
    Collective Intellect
    All of the above
    Addictomatic
    Landed on
    Radian6
    All of the above
    #iabc-lda
  • 8. Social Media RoadMap
    Corporate Social Media Mission:
    Develop, implement and cultivate social media strategies with an evolving tool kit to enhance communications and brand perceptions among employees, customers, prospects, shareholders and the media aka: stakeholders.
    November 17, 2007
    5
    #iabc-lda
  • 9. Delivering on our Practical Ingenuity brand promise, we will leverage social media
    with the following strategies:
    EDUCATE: Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media.
    SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a thought-leader in this emerging space while tapping external influencers.
    3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging.
    4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps.
    5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples.
    6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth.
    6
    #iabc-lda
  • 10. If you wish to persuade me,
    you must think my thoughts, feel my feelings,
    and speak my words.
    7
    #iabc-lda
  • 11. TyING SOCIAL INTO BUSINESS METRICS
    Engaging in online conversations to improve:
    Customer Experience,
    Brand Perception &
    Employee Morale
    4Q07
    1Q08
    2-3Q08
    8
    #iabc-lda
  • 12. BRAND MARKETING OBJECTIVES
    Build brand awareness
    Create a presence in an online community where customers & prospects are already engaged
    • Go where our target is - bring our brand to them
    • 13. Promote customer and prospect engagement and interactivity
    • 14. Expand positive sentiment built through online customer outreach
    9
  • 15. TECHNOLOGY VIDEOS ON youtube prompt action
    67%Have taken action as result of seeing technology or electronics-related content on YouTube.
    47% Gathered more information about a product or service
    34% Considered buying a technology product or service
    27% Thought more favorably toward a product, brand or service
    21% Told someone about a product or service
    13% Bought a technology or electronics-related product or service
    2008 YouTube Engagement StudyBase: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos.Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube?
    10
    #iabc-lda
  • 16. Commitment to ENGAGEMENT with CONTENT STRATEGY
    Program Spike | Constant Contact
    • Short-term: Contest (HSI focus)
    • 17. Long-term: How-to Videos
    • 18. Top 10 Customer Service issues (Call Centers, Online Listening)
    • 19. Continue to listen, interact, resolve
    This is not a campaign, this channel is a strong extension of our brand promise practical ingenuity. Its a practical communications vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.
    #iabc-lda
  • 20. PAGE 12
    OBJECTIVES SYNC WITH brand promise
    Channel Objectives
    • Build brand awareness through engagement
    • 21. Increase EMBARQ core services awareness
    • 22. Leverage and support EQ online initiatives
    Contest Objectives
    • Drive traffic to the channel
    • 23. Engage customers and prospects with the brand
    • 24. Build EQ HSI awareness and preference