Operationalizing Social Business

September 13, 2011Zena Weist | @zenaweist

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CASE STUDIES, METHODS & TRENDS

Servicing 3.5M HHs across 18 states

• Home Phone, Local and Long Distance

• High-Speed Internet

• Satellite TV from DISH Network

• Home Computer & Technical Support

EMBARQ – TEST AND LEARN, PARALLEL PATHING

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LISTENING

In the beginning…Google Alerts (Yahoo)Google Blog searchesBlogPulseDSLReports.comTechnorati

Added…Collective IntellectAll of the aboveAddictomatic

Landed on…Radian6All of the above

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SOCIAL MEDIA ROADMAP

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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

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1) 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.

2) 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.

Delivering on our Practical Ingenuity brand promise, we will leverage social media

with the following strategies:

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“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.”

TYING SOCIAL INTO BUSINESS METRICS

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Still Have Customers Who Won’t Recommend Embarq

Executives and employees increasingly concerned with negative Customer posts and no Embarq response.Passion for Customer care drives initiative to ignite with a grass-roots Customer care effort:– Update/publish the Online Communication policy– Pool resources from front-line to get in on ground floor to develop a

sustainable, no-cost process.• Discovery• Assessment• Recommendations• Implementation

Integrate Strategy redefined to focus on a Customer care concern.

Customers Likely to Recommend Customers Definitely Recommend

4Q07

1Q08 2-3Q08

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Engaging in online conversations to improve: Customer Experience, Brand Perception & Employee Morale

BRAND MARKETING OBJECTIVES

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1. Build brand awareness2. Create a presence in an online community where

customers & prospects are already engaged • Go where our target is - bring our brand to them• Promote customer and prospect engagement and interactivity

• Expand positive sentiment built through online customer outreach

TECHNOLOGY VIDEOS ON YOUTUBE PROMPT ACTION

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67% Have taken action as result of seeing technology or electronics-related content on YouTube.

21% Told someone about a product or service

13% Bought a technology or electronics-related product or service

47% Gathered more information about a 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?

27% Thought more favorably toward a product, brand or service

34% Considered buying a technology product or service

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This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.

COMMITMENT TO ENGAGEMENT WITH CONTENT STRATEGY

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Program Spike | Constant Contact

• Short-term: Contest (HSI focus)

• Long-term: How-to Videos

• Top 10 Customer Service issues (Call Centers, Online Listening)

• Continue to listen, interact, resolve

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Channel Objectives– Build brand awareness through engagement– Increase EMBARQ core services awareness– Leverage and support EQ online initiatives

OBJECTIVES SYNC WITH BRAND PROMISE

Contest Objectives– Drive traffic to the channel – Engage customers and prospects with the brand– Build EQ HSI awareness and preference

BUZZ – INTEGRATED ONLINE MEDIA CAMPAIGN/COMM PLAN

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POSITIVE SENTIMENT

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Percentile Ranking of Delta ()

Below Average Average Above Average Excellent

Aided Brand Awareness

Online Ad Awareness

Brand Favorability

Sign-Up/Switch Intent^

Recommend Intent^

Message Association

AdIndex Score: Normative Benchmarking of Brand Metric Deltas*

^ NOTE: Metrics benchmarked against Purchase Intent norms* MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted,

N=43 campaigns)

20.0

11.8

0.8

7.4

4.6

7.4

0% 20% 40% 60% 80% 100%

Avg Delta

4.1

4.5

3.1

2.3

0.6

0.6

COMPARED TO OTHER ONLINE PROGRAMS, WE KICKED IT!

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Channel – Total video views: >500,000– Subscribers: 648– Comments: 148– Orders: ~3000

Contest – Contest Videos Submitted: 281– Votes: 15,500– Contest: 4200 hrs spent with brand – More video contest submissions than

Kmart national campaign (w/ a higher media spend)

How-to Videos– Hours spent with brand ~11,900hrs– Average rating 3.87 stars– HSI reduction in call volume/time

EIGHT WEEK METRICS

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Prepare 1 in 7 US Tax Returns

• Prepared more than 24 million tax returns worldwide in 2010

• 11,000 Offices – within 5 miles of most Americans

• Over 100,000 Employees

• Have prepared more than 50 million digital tax returns since ‘94

H&R BLOCK – ESTABLISHED ONLINE BRAND, BACK-TO-THE-BASICS

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Social Media Team

Legal HR

Product

Field

Com

IT

Marketing

R&D

CS

REVOLVING HUB & SPOKE MODEL

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“HAVE TWO BIG EARS, ONE SMALL MOUTH”

PILOT – ENGAGEMENT: CUSTOMER SERVICE, CONTENT & 100,000 FANS

Our business and our job is about helping people• Listening audit• 2:1• 2 Big ears, 1 brand voice• Listen, Respond, Resolve, Share

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1:1 Conversation with Focus on ExpertiseGIR Community (Pilot Management)Influencer Engagement (Blogger outreach, social site conversation)

Brand Reputation ManagementMonitoring Online ConversationCrisis Management Lead for Social MediaPartnering with CSO Online Response team for online CIRSocial Media team leads online brand responseWeekly reports in seasonAd hoc reporting as deemed necessary

24/7 365 Content StrategyLead HRB online content strategy

Expert tax content, Marketing messaging, Brand communications

Social Subject Matter Experts (Assist with Strategy/Tactics)Online Communication Policy (FTC Compliant)Marketing (National & Field)HR, Legal, Compliance, EthicsProduct & Client Experience, Innovation

SOCIAL MEDIA TEAM FOCUS

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SIT AT THE BIG KIDS’ TABLE – KEY PERFORMANCE INDICATORS

Client Resolution MetricsSavesResolved Issues (Service Level Agreement)Customer Service Survey (measured as a channel)

Cost AvoidanceCall deflection through Listening (script for Call Centers)First Contact Resolution, Reduction in Call Time

RevenueRetail Office: Appointments Made/onlineH&R Block At Home Digital Software: Units Sold/online

Social Media MetricsFollowers, Mentions, RTs, Sentiment, Reach, Likes, Community members

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RESPONSE PROCESS

David Armano, Edelman 2010. Repurposed with permission by H&R Block.

slidesha.re/blockresponse

LISTEN, RESPOND, RESOLVE

• 1:1• Client Issue Resolution• Listen, Respond, Resolve, Share• Call Center Scripting Goes 140-

friendly• Early Warning System• Shout-outs & Shares

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“Increase the number and frequency of high-quality touch points with your customers, and you stand a better chance of being top-of-mind when it’s their time to buy.”

–1:1– Get It Right Community with

a focus on expert-to-peer Q&A

More than 4.6 million people have visited the community, viewing 13.1 million pages and asking over 157,000 unique tax-related questions.

More than 4.6 million people have visited the community, viewing 13.1 million pages and asking over 157,000 unique tax-related questions.

ENGAGE THROUGH EXPERT ADVICE

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ENGAGE THROUGH SHARING, BUILD TRUST

1:Many Get It Right Community BlogFacebookTwitterYouTube

1:3Content

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#TIME140 SHOUT-OUT

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THE STRAIGHT UP ON @KIDFURY

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METHODS & TRENDS

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“GOOD MARKETERS TELL A STORY”

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“GREAT MARKETERS TELL A TRANSMEDIA STORY”

TRANSMEDIA STORYTELLING

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SOCIAL CONTENT OPTIMIZATION

bit.ly/edelsco

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2010 EDELMAN TRUST BAROMETER HIGHLIGHTS

bit.ly/edeltrust11

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Zena Weist | @zenaweist