the social telco

Email: [email protected] LinkedIn: sureshsood

Skype: sureshsoodTwitter: soody

Google +: http://gplus.to/Soody

Social Telco

Agenda

1. What is the social telco?

2. New business models?

3. Evolution of social telco roadmap to predictive telco

4. Tools of adaptive telco Social media monitoring via HootSuite

5. Social Network Analysis and Open Source Tools

6. Case study of “social telco”

7. Future opportunities and research

Your Chinese Social Network Cheat SheetJuly 2012 “Social Media Marketing In China”

The Social Technographics Of Chinese Online AdultsJuly 2012 “Social Media Marketing In China”

Most Online Australian Adults Use Social Media RegularlyMarch 2011 “Online Australians Shift To Social Networks”

Increasing social media engagement

6

Rules of the Social Telco using social media

1. Authenticity 2. Advocacy3. Marketing is real time conversations and feedback4. Brand is the conversations

videos

tweets

posts

Challenge Today : Moving from Transactions Alone to Relationships

Current State= Transactions

We do this stuff well e.g.Call plans, Service Fees …

Future State= Telco Engagement(relationships)

We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue

8

Acquisition of Customer to Revenue Life Cycle (C2RL)

Social Listening:New Ideas,

Vocabulary,Topics, Blogs and Forums

Participation in SM

Acquisition of Online Lead from each SM channel

and capture into SCRM

Social Content and Education via SMtelco topics and

options providing knowledge and

insights to nurture leads (5-7 touches)

Build Relationship with customers or

businesses via Social Listening,

email +Conversations

Social Sell Customer telco plan options:

POTs/Mobile/lnternet

Social LoyaltyRetention, New

trading Ideas and Voice of

Customer Feedback

I. Marketing(Acquisition)

Build Awareness through SM:

YouTube/Facebook/

LinkedIn/TwitterParticipate in blogs and communities

on customer telco topics

II. Social Selling

III. Customer Service(Retention)

Dr Suresh Sood 2012

Social Telco

Customer to Revenue Lifecycle (C2RL)

(Sood 2012)

Social Telco Touchpoints C2RL Stage

commodities

goods

services

experiences

The Experience Economy Pine & Gilmore, 1999

10 April 2023 Slide 12

The marketing of experiences – San Marco, Venezia

Supply of music !

This docket highlights an AUD100 experience sipping coffee,drinking orange juice and mineral water at the height of summer in San Marco Square. Wow what an experience !The music is what makes it.

Sharing Stories

What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.

ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

13

The Future of Customer Support

Support is not only a major marketing but company asset

Teaches us how to deal with “messiness”

Gems in unstructured user generated content

Facilitate customers to self-support each other

Provides immediate feedback to product development

14

WHAT DO CUSTOMERS WANT ?

Accessibility

Responsiveness

Knowledgeable People

Promptness

Promises Kept

Kept Informed

Follow Up

No Surprises

Do It Right First Time

A Relationship

Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”

15


What are experiences ?• Your customers need to experience what you are trying to sell

them through emotion i.e. doing, feeling and interacting

• To provide an experience you need to do something beyond presenting info that makes the event memorable and personable that engages in a personal way

• Entertainment is only one aspect of an experience.

• Engage /involve the customer

• Personalise, personalise, personalise

• Listen to conversations in social media to gain ideas

Social Operating Strategy # Social Media Policy

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• Social Media => Change across entire company

• Encapsulate company strategy as keywords

• Listen to competitive activity

• Policy is good substitute when you do not have purpose

• Why should anyone buy our products or services?

• Outline what works and why different from traditional marketing

• Provide associates with ideas for conversations

• Just one voice or everyone ?

• Consistent voice talking to a single customer

• Best practice rules of engagement: http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html

Agenda








Service-Dominant Logic

• A logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service

• Essential Concepts and Components– Service: the application of competences for the benefit of another entity

• Service (singular) is a process—distinct from “services”— particular types of goods – Shifts primary focus to “operant resources” (skills and knowledge) from

“operand resources” (static and tangible)– See value as always co-created (Market With

i.e. Collaborate with Customers & Partners to Create & Sustain Value)– Sees goods as appliances for service delivery– Implies all economies are service economies

• All businesses are service businesses

Vargo, S.L. and R.F. Lusch (2004). “Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-17

19

3 Key Game Changers Enhancing Social - 2014

Connected TV Shipments to Grow at CAGR of 58 Percent through 2014 with the Asia-Pacific region is the driving force, with CAGR of over 60% and representing almost half of global shipments by 2014.

Gross transaction value of mobile payments in Asia Pacific to rise to $316 billion in 2014. According to forecasts, the combined global market for mobile payments is expected to exceed US$1 trillion by 2014, with over one billion users in that year.

Google prototype motion-sensitive headset integrating GPS capabilities, Siri-style voice command and a camera. Available consumers ~ 2014. Wearables a new front in platform war with competitors ( Apple and Facebook) disrupting the vast global eyeglasses market worth $96bn by 2015.Simplification of video-conferencing in work or homePrescription glasses benefit from instant focus-switching capabilities and opticians gain a stream of real-time data from patients Source: Google+

e-book Platforms & Publisher models• e book platforms (excludes DIY newspapers using RSS)

– Kindle– Nook– iBooks– Pdf– Online communities (e.g. businessmodelhub.com)– Powerpoint/Slideshare/ SlideRocket /YouTube?– Scribd (social reading - Read, Publish, and Share)

• Publisher models

– Author and publisher– Self published– Large publisher– Medium publisher– Small publisher– Community ?

Data Driven Book Publishing (Hiptype)

Engage Telco Customers in Contemporary Ways

25

Innovative community models for customers

Agenda








Roadmap – Evolution of Rigid Telco to Predictive (Social) Telco

Rigid Flexible Connected

(Adapted from Solis, 2012)

ThemesSilo, rigid Hoarding info Vs. collaboration Freely share info and

Knowledge on internal basisacting social with customers

2 –way communications

Connected internal and External. Listening and Learning. Internal and external engagementShared via hub andSpoke. Employees

Connected directly to Customers.

Adaptive

Agile, integrate customerExperiences and feedback

Loops. Listening and Learning now becomeanalyse and insightsMakes sense of dataAnd transforms into

Intelligence. Respond inReal time

Predictive(Social)

Shift from reactive to Proactive and predictive Business uses social

media heavily and is flexible, connected, adaptive and predictive in terms of customer experiences, needs and new opportunities. Predict scenarios before they occur maximise opportunity and limit risk

Longbing Cao & Philip Yu (2012) Behavior Computing, Springer

Levels of Social Media Analytics8 Levels of Analytics(Davenport)

Key Social Media Questions

Standard Reports What conversations are taking place?

Ad Hoc reports When and where are conversations taking place?

Query Drilldown What are the sentiment of conversations?

Alerts What actions are required?

Statistical Analysis Why are these conversations occurring?

Forecasting What if conversations continue?

Predictive Modeling What conversations are next?

Optimization How can we lead conversations?

http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics

29

Detecting flu trends using search engine query data (intentionality)

30

Twitter and Marketing Predictions• Tweets is “found data” without asking questions

• More meaning than typical search engine query• • Large numbers of passive participants in natural settings

• Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)

• Predict movie success in first few weekends of release– “…it also raises an interesting new question for advertisers and marketing

executives. Can they change the demand for their film, product or service buy directly influencing the rate at which people tweet about it? In other words, can they change the future that tweeters predict?”

Tech Review, http://www.technologyreview.com/blog/arxiv/25000/

31

Metrics Facebook LinkedIn Twitter Number of fans New connections Number of followers

Page visitssite visits

Utilize applications (track document downloads using Box.net application)

Interactions(wall posts, “likes”, comments, etc.)

Utilize shortened trackable URLs within employee status updates

Number of interactions (retweets, messages)

Track how employees are ranked in LinkedIn Answers

Click-throughs on links posted

32

Key Metrics Social Media I

33

Blogging

• Number of posts• Audience growth—unique and repeat visits• Number of conversions (e.g. prospect to lead, lead to opportunity, etc.)• Conversion rate (depending on specific conversion goals)• Subscribers• Inbound links• Technorati, Alltop and other directory listings• SEO improvements

Commenting

• Number of comments• Increased number of conversions from commenters (e.g. new leads)• Increased traffic from searchable comments

Bookmarking • Referrals and visits from these sites• Page rankings on key terms from these sites• Button views – the number of times thesharing icon (button) was viewed onyour site• Bookmarks – the number of bookmarkevents

Microblogging

• Number of friends/followers• 2nd-order followers (follower’s follower count)• Velocity - average of first- and second-order followers attracted per day since the account was established• Social Capital - influence of Twitter followers• Centralization - how much influence (reach) is invested in a small

Social Networks

• Referrals from social networks• Connections on social networks• Interactions in groups and fan pages• Members of groups and fan pagesnumber of followers• Pages ranking on key terms from microblogging sites

Online Video

• Referrals from social video sites• Views of videos on social sites• Pages ranking on key terms from socialvideo sites• Subscribers to video channels

Key Metrics Social Media II

34

Photo Sharing

• Referrals from photo sharing sites• Views of photos on social sites• Subscribers to your photo profile orpages• Pages rankings on key Photo Sharing • Referrals from photo sharing sites• Views of photos on social sites• Subscribers to your photo profile orpages• Pages rankings on key terms from photosharing sites• Subscribers to your video series orchannelterms from photosharing sites• Subscribers to your video series orchannel

Podcasting

• Referrals from podcast directories• Views of podcasts (if hosted on podcast sites)• Number of subscribers and conversions

35

“Think very carefully about what you are measuring if you do measure engagement. If

engagement to you is repeat visits by visitors then call it Visit Frequency, don’t call it

engagement.”

Avinash Kaushik, Occam’s Razor blog, October 2007

before social

after social

baseline

Blanchard Oliver (2009) Social media ROI

Business Goals/How , Measures & Metric

Business Goal & How Measure & Metric

Build Loyalty and Trust by engaging with customers on Twitter

Learn customer requirements Increase satisfactionInnovation

Comments (engagement) made to customers/timeframe

Customer feedback by way of suggestionsSuggestions/timeframe (not thought of)and implemented ideas

Online sales using Twitter to inform specials, exclusivity, limited time offers

Sales in timeframe attributed to Twitterpeople reached interactions

AwarenessNew members

Referralsre-tweets

Offline sales via voucher promo in social Track offline vouchers and sales increase over promo period

Increase authority by writing authoritative content and promote company later

Influential blogs linking ( Pagerank)Pagerank vs. competitorsOrganic traffic/timeframeTraffic converting to $ales

36

Measuring Practices

• Use URL shorteners e.g. http://bit.ly– These services track the number of clicks.– If you post a link on multiple social media sites, associate a unique

short URL with each site. This can help you to determine variances in your community members across sites.

• Get addicted to Google Analytics– Tracks top referral sites – including social media– Number of unique visits– Average amount of time per visit– Bounce Rate– Metric benchmarks for achieving success

37

http://bit.ly/

http://www.google.com/analytics/

Agenda








First Step Monitoring [Brand] Conversations & Tips

• Social Media Dashboard

– All social media sources relating to brand– RSS technologies– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )

• Weak Signals– Twitter early warning in advance of blogging

• Set up comprehensive Google Alerts

• Set up a feed reader with relevant blogs and new feeds

• Use Twitter Search to follow hashtags and keywords in Twitter streams

• Start immediately (~3 mins) with Netvibes and vocabulary

39

Other monitoring options

40

認識互隨 – #HootSuite in Traditional #Chinese plus new Sina Weibo App

Tag Cloud of Paige’s Story About Travel to Paris

Created from Daniel Steinbock’s TagCrowd under Creative Commons ©

4242

1.Gayle

3. Paris

2. Paige

+

+

4.”The occasion was my cousin Paige’s 16th”

5. “I am a Canadian and get by in French.”

6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "

7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "

8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."

9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."

10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip."

11.Sites•The Marais•Notre Dame•L'Arc de Triomphe - 248 steps up and 248 steps down...•Champs Elysee•Jacquemart Museum•Louvre Lite•Musee D'Orsay•Les Invalides, Napoleon's Tomb and the Napoleon Museum•Sacre Coeur•Monmartre•Rodin Museum•Pompidou Museum•Train to Vernon, bike to Giverny with Fat Tire Bike Tours•http://www.fattirebiketoursparis.com/•Eiffel Tower

Elaboration of Trip to Paris Blog Story (Means-End & Heider)

Woodside, Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing

12. Unforgettable Memories"This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…SpanishFamily below standing below [with pieces of the camera]”

15." Michael Osman is an American artists living in Paris.""He supplements his income by being a tour guide." I" found out about him on Fodors""So I engaged Michael for two days."

16. "On our trip to Giverny, we met a young woman from Brisbane, Australia who was traveling on her own and we invited her to join us. Three of us enjoyed delicious and innovative soufflés, while Paige had the rack of lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"

17. "I wanted Paige to get a feel for shopping experiences that

she would not have at home (aka the ubiquitous mall). "

18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."

13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".

14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."

+

+

+

+

19....."I know Paige will treasure the memory of this girl's trip for many

years to come."

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Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words

LWIC dimension “I love Paris”Paige’s Story

Personal texts Formal texts

Self-references (I, me, my)

6.12 11.4 4.2

Social words 10.55 9.5 8.0

Positive emotions 3.04 2.7 2.6

Negative emotions 0.54 2.6 1.6

Overall cognitive words 4.12 7.8 5.4

Articles (a, an, the) 7.74 5.0 7.2

Big words (> 6 letters) 18.40 13.1 19.6

Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.

44

Iconic Sites & Scenes from Paris Blog• Eiffel tour night show• The Marais• Notre Dame• L'Arc de Triomphe - 248 steps up and 248 steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee D'Orsay• Les Invalides, Napoleon's Tomb and the Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire Bike Tours

www.fattirebiketoursparis.com/

47

Marketing & Advertising Strategy Implications the Story of Paige

• Story told in natural city setting • Assume Paris = brand• Brand is supporting actor enabling Gayle to achieve her goals of

showing Paris to Paige (conscious) and help her coming of age (unconscious)

• Builds favorable consumer brand relationship: best friendship (Fournier 1998)

• Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide

• Use social relationships to sell cities• Interpersonal relationships (people travel with people) • Near conversational interaction with brand:

story is called “I love Paris”

48

Commence with understanding where telco customers meet online and the type of conversations being discussed.

Using either freely available software participate in social listening and move towards the use of social media to transform customer service and marketing activities.

Beyond this, re-engineer telco to position in the most optimal way across the channels to acquire, retain and sell to customers

Next steps - First 30-60- 90 days of Social Telco

Agenda








1:1 Marketing

ShotgunMarketing

Segment Marketing

‘All Customers the same’

‘All Customers in a segment

the same’

‘All Customersin a network interrelated’

A New Way of Marketing ?

Social Network Marketing

‘All Customers are different’

51

Complex Systems

• Complex Adaptive Systems • Whole is greater than the sum of the parts• Many parts• Relationships “the missing link”• Emergence and self-organisation• Non-linear and dynamic patterns• Difficult to predict outcomes & manage (little things can make a big difference)

Why ?• New insights from social network data

- patterns of activity & trends not previously known can be identified

- power of the human mind is harnessed

• Explore all sorts of data including combination of unstructured & structured

Train of Thought Analysis• A bottom-up approach • Perceptual process of discovery to uncover structure• Distinguish patterns,structure, relationships and

anomalies • Knowledge is colour coded• Marketing Analyst can spot irregularities• Not sure why but where does this lead• Harnesses the power of the human mind

Data Information Knowledge

Social Network Representation

• Primary focus is actors & relationships # actors & attributes

• Nodes (Actors) connected by Links (Ties/relationship or edge)

• Links represent flows or transfer– material goods or information

1 2 30 1 01 0 10 1 0

123

1: 22: 1, 33: 2

1

32

Adjacency matrix

Adjacency list

1 = presence of link0 = no direct link

Actors Relationship

Graph orsociogram

55

Key Network Measures

• Degree Centrality• Betweenness Centrality• Closeness Centrality• Eigenvector Centrality

krackkite.##h (modified labels)

Connector(hub)

Diana’sClique

Broker

Boundary spanners

Contractor ? Vendor

59

UCINET 6

• UCINET IV for DOS is free

• Grab bag of techniques and procedures

• Matrix centered view – rows & columns - actors– cell value - relationship

• Citation – Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00.

Natick: Analytic Technologies.

• Network analysis requires:– ##h file contains meta data about the network – ##d file contains the actual data about the network

60

Useful References

• UCINET user guide

• Tutorial Prof Hanneman

• Network Analysis in Marketing (Webster & Morrison 2004)

• www.insna.org (international network for social analysis)

61

http://www.insna.org/

Data Language (DL) Filetype

dl n=4 format=fullmatrix data: 0 1 1 0 1 0 1 1 1 1 0 0 0 1 0 0

dl n=4 labels: Sanders,Skvoretz,S.Smith,T.Smith data: 0 1 1 0 1 0 1 1 1 1 0 0 0 1 0 0

dl nr = 6, nc = 4

col labels:

hook,canyon,silence,rosencrantz

data:

0 1 1 0

1 0 1 1

1 1 0 0

dl nr = 6, nc = 4row labels embedded

col labels embeddeddata:

Dian Norm Coach SamMon 0 1 1 0Tue 1 0 1 1Wed 1 1 0 0Thu 0 1 0 0Fri 1 0 1 1 Sat 1 1 0 0

62

NodeXL - Excel 2007 template for viewing and analyzing network graphs

www.codeplex.com/NodeXL 63

Agenda








Social Objects

66

“Social Networks form around Social Objects**, not the other way around”.(** Term attributed to Jyri Engstrom) MacLeod Hugh

(2008) GapingVoid.com

The benefits of a house (“own”) COMMUNITY

Social commerceDonations, gifts, e-coupons…

Research & Developmentgenerate ideas, develop insights, test strategies

Knowledge management generate, aggregate, disseminate organisational knowledge

Brand equitybuild enduring and intimate brand relationships in Australiaand globally

67

Community – Intellectual Disability (Version 1) Quality Services

Raising Awareness

Ad Hoc /special meetings:

1. Dialogue with other service providers2. Allied health conversations3. Sharing experiences 4. Events5. Questions and responses6. Family support network

Social Conversations

DonationsFunds

FAQs

KnowledgeBase of Dialogue

Research

Sources of Funding

150 employeesIntranet underdevelopment

Family Networks

Service Providers

UN rights for Disability Regulatory Framework

Practices of similar organisations e.g. UK, USA, AustraliaConversation calendar

Leveraging community

OwnCommunity

social commerceaccountable commercial outcomes

insights & developmentgenerate ideas, develop insights, test strategies, track and measure brand health

knowledge management generate, aggregate, disseminate organisational knowledge

brand strengthbuild enduring, positive and intimate brand relationships

coupons

wiki

knowledge base

targeted member surveys

user ratings

forumsloyalty clubswish lists

loyalty clubs

peer rating and reviews

[email protected]

guided chat

feature wishlists

network marketing incentives

recommendations people who bought this

Pilot studies (prototype samples)

feature ratings

Facebook like newsletters

your community

Building your community

Integration with social media

platforms

Integration with industry specific platforms

SEO, SEM & SMO

Connecting with existing offline

channels

70

http://twitter.com/

95

5

0.1

99.8

0.2

0.003

99

1

0

71

Popular “Out of Box” Own Brand Community Platforms

• Elgg

• Social Engine

• Ning

The Business Model Innovation Hub is where the management book bestseller Business Model Generation was written in collaboration with 470 participants.

http://www.businessmodelhub.com/page/business-model-generation

http:

//w

ww

.har

ringa

yonl

ine.

com

/

Groups

76

Microblogging

Real-time updates :on site, groups and channel activity.Rich, informative profiles for

employees, managers and partners

Elgg Open Source (www.elgg.org)

Social Engine Communities

77

kidspot.com.au

Entrepreneur.comhttp://allabroaduk.com/

http://www.travelnity.com/home.php

Social CRM

Gartner Magic Quadrant for Social CRM(June 2010)

Social Networking Platforms And Online Group Services

nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/

1. Member profiles2. Blog: Collaborative blog3. Forum discussion4. Shared calendar5. Photo galleries6. Video

Organisational View from Social Telco

1. Identify key influencers

2. Maximise budgets

3. Precision targeting

4. Morph “CRM” to “SRM”

79

GiffGaff

• MVNO

• ~ 14 Employees

• Control in hand of customers

• Product co-creation - GiffGaff engaged in 2 way dialogue, asking potential customers and early adopters to decide on how best to structure tariffs

• Ideas page (c.f. Dell Ideastorm)

• All customer service is online with notice boards page and customer-generated tips and tricks

• The payback scheme rewards GiffGaff members for helping GiffGaff out with Kudos points

• Social Marketing customer’s get 50 points each time they e-mail a friend or 500 points for each SIM card they send to a friend that is activated (where 1 point = 1p) and customer advocacy generates 25% of new connections

82

CHECKLIST – ARE YOU READY ?

1. Goals – leads/sales/reduce time to handle issues

2. Human resources for social capability

3. Quality content (use educational material) for conversations

4. Where are your customers and prospects in social ?

5. Social assets and website social enabled

Launching a Social Network Service

1. What is your social object ? Define your vocabulary 2. Mobile 3. Photos, Videos, Latest Activity, Members, and Events4. Keywords for discoverability5. Welcome centre6. FAQs7. Moderation e.g. suspend members, own user moderation8. Kick start with champions/evangelists/passionates9. Latest activity10. Giveaways e.g. book from authors/guest visiting library11. Monitor registrations12. Members/volunteers as moderators13. Link to main web site14. Promote content via email, Twitter & Facebook 15. Share content on Facebook

83

Social Strategy: How do we do it?Strategy, Management,

Resources

85

Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives

Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.

Community Manager

86

How to Participate in Conversations• Conversational calendar• Keywords/Vocabulary online & offline • What topics do your customers care about ?• What topics are trending in your industry • Monitor existing social media via dashboard e.g. Fb or Twitter• Use complaints or opportunity to discuss solutions• Become an expert providing service through social exchange•

87

Social Media Conversation Calendar Triggers

• Tweets ~ 1 to 2 per day• Facebook status daily• YouTube weekly• New content ~ 3 to 5 hours per month• New online contacts ~ 1 hour per month • New blog post ~ 1 per working day

88

Best Practices

• Add “Share This” widgets to your website• Create your own widgets visitors can

share on own sites and pages• Share the content of others• Share your own content across platforms

89

• Make sure content has an RSS feed• Share RSS feed with site visitors, social network

friends• Use RSS feeds to help streamline social media

workflow

• Pick an interesting voice• Maximize outbound links• Set outbound links to be opened in a new window• Invite and encourage conversation

• Create a channel• Tag your videos with keywords• Embed videos in your blog and website• Engage commentators

• Profiles are for People• Get a Page, Get Some Fans• Use Groups for collaboration• Use Events to Generate Attendance

• 70 – 20 – 10 Engagement Model (Angela Maiers)– 70% - Sharing others voices, opinions, and tools– 20% - Responding, connecting, collaboration,

and co-creating with like-minded Twitter colleagues– 10% - Promoting and/or chit-chatting

Sharing Blogging

Twitter Facebook

YouTubeRSS

Agenda








Where will the new jobs in social media come from?

1. Data scientist for insights from social media? (Business/IT)2. Social media compliments all organisation wide data3. Social media data goes beyond marketing, business or IT4. Requirement to take real time social media data and circulate across

organisation ?5. Who is responsible ?6. Reporting structure? 7. Do we need a new organisation or team?8. Is this about organisational change? 9. A Social media Centre of Excellence 10. What happens if opportunities exist from the social media insights?

Benefits of Social Media

Social Media

Social commerceaccountable commercial outcomes

Research & Developmentgenerate ideas, develop insights, test strategies

Knowledge Management generate, aggregate, disseminate organisational knowledge

Social Telco Brand Equitybuild enduring and intimate brand relationships

92

An explosion of channels including social media means the customer path to purchase is exceedingly complex with an average telco customer interacting with 3 to 10 touchpoints before the purchase is achieved. The challenge for social telco is :

Where to spend in social media ? How do I focus my spend on high ROI? Optimise my multi channel activity How do I measure my efforts in social media

Multi Channel Marketing Attribution:Optimising Marketing Performance Across Channels

ImplicationsCraft compelling mobile experiences using social media

Integrate social data with customer profiles

Allocate and evaluate strategies and expenditures across:MobileSocial EmailDisplay SEOPaid Search

Source: Botsman (2012) Welcome to the new reputation economy, Wired magazine 20 August 2012

Bank 2.0

CRED (credibility) =

( credit score, eBay rating, P2P money transfers,Facebook friends, LinkedIn connections, Klout, referrals, bill payments)

How much is reputation capital worth?Good reputation activates reward related brain areas (striatum)

Sources: Botsman (2012) Welcome to the new reputation economy, Wired magazine 20 August 2012

Neuron, Vol 58, 284-294, 24 April 2008Processing of Social and Monetary Rewards in the Human Striatum

Keise Izuma,Daisuke N. Saito,and Norihiro Sadatohttp://www.neuron.org/content/article/abstract?uid=PIIS0896627308002663

The merged image (fMRI) of two images of the striatum activated by monetary (green) and social (purple) rewards

Social Media Planning, Engagement & Optimisation

A. Review Business Strategy• Goals• Culture• Plan for stakeholder/executive buy-in• Upcoming initiatives/campaigns

B. Assess Online Inventory• Web site and microsites• Video and audio podcasts• Photography• Press coverage• Communities• Blogs (internal and external)• Microblogging (Twitter)• External wikis• Communities• Social Networks• Existing policies

C. Understand Audiences• Investors • Board members• Analysts and influencers• Employees• CustomersD. Develop Plan• Goals• Objectives• Focus Areas• Strategies • Tactics• Timing / Owners / Milestones• Metrics

E. Policy Development• Blogging & microblogging

F. Bootcamp• Best practices overview• Policy overview• Tools training

• Blog platform• Facebook• LinkedIn• G+ • Twitter• Other tools

Key Deliverables Approved Plan w/ Metrics Scope of Work Budget Social media policies Bootcamp

97

Community Development• Design and build communities• Best practices for engagement• Monitor• Identify opportunities

Multimedia• Video (scripting, production, editing, using our in-house studio)• Podcast series (video or audio)

Social Media Relations• Strategy and best practices• Outreach/Introductions• Social media releases• SEO

Events Offline • Content development• Plan• Logistics• Campaign design• Social media best practices• Followup

Tool Recommendation • Recommendations adoption

Deliverables Blog design/layout Community development Social Network app dev Video development Event development Social release development Knowledge Transfer

A. Listening• Blog monitoring• Microblogs (Twitter, Yammer) •monitoring• Digital news•Social news

B. Engagement Conversation planning• Design and layout• Content recommendations/

editorial calendar• Ongoing Facebook /G+

MeasureBlogs• Traffic• Post frequency• Comment traffic• Links/Trackbacks• Technorati/Alexa/Other • Anecdotal• Awards

Microblogs• # Microbloggers (participation)• # of followers (impact)• # Quality of followers (reputation)• # Updates (Presence)

Performance against deliverables• Met/unmet• Trends• Conclusions

Tune• Revise plan• Reset metrics

Toolkit• Radian6• NetVibes (free)•Twitter, Tweetdeck, Twhirl, etc.• BudUrl, Tweetstats, Grader, etc• Google Blog Search & Analytics• RSS

Deliverables Performance against metrics Custom Analysis


The future is impossible to predict. However one thing is certain :

The company that can excite it’s customers dreams is out ahead in the race to business success

Selling Dreams, Gian Luigi Longinotti

the social telco

Education

social listening

social networks

social sellingbusinesses

social exchange

social media1

social media marketing

social network analysis

social operating strategy