The Practitioners Guide to the Social Engagement Journey Sean O’Driscoll | @SeanODMVP | antseyeview.com
Nov 01, 2014
The Practitioners Guide to the Social Engagement Journey
Sean O’Driscoll | @SeanODMVP | antseyeview.com
2©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
”Volunteers wanted for Hazardous Journey.
Small wages, bitter cold, long months of complete darkness,
constant danger, safe return doubtful. Honor
and recognition in case of success.”
Volunteers wanted
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“Becoming a fully engaged enterprise in today’s social world isn’t about creating a
“social media strategy.” It is a journey defined by stages
of operational maturity, milestones, and ultimately, a
destination.
The successful journey requires practitioner
experience, pragmatism – and perseverance. But the
payoff is immense.”
The Social Engagement Journey
Why’s this so important?
5©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Source: Forrester Reports, Forbes Insights, Google Insights
The modern buyer has changed
5 Truths from the modern B2B Technology Buyer
75%Rate websitesas important
primary sources of information in the decision making
process
88%Suggest that social
channels are strong
influencers during the decision
making process
60%Will use support
forums and technical discussion groups to inform the
purchase decision
93%Use public search
engines as the initial point of information
discovery
44%Expect a
smartphone or tablet to be their primary device for business use in 3
years
We must adapt our behaviors to align with those of our audience
6©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
And so has the buyer’s journey
Consider
Evaluate
THE LOYALTY LOOP
Enjoy
Advocate
Bond
BUY
In a digitally enabled world, the responsibility to delight customers spans organizations.
You are here
Source: Harvard Business Journal
So what does thisjourney look like?
And where’s the final destination?
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Stage 1Traditional
Traditional, command and control business operations using one-way communication to drive business outcomes.
Stage 4Measurable
Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.
Stage 3Operational
Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.
Stage 2Experimental
Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.
Stage 5Fully engaged
Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.
The social engagement journey
9©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Key tips to help accelerate your journey
Stage 5Fully Engaged
PEOPLE AND
PROCESS
EDUCATION AND
READINESS
CHANNELS AND
TECHNOLOGY
INSIGHTS AND
ANALYTICS
ACTIVATION AND
EXECUTION
10©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
People and process
PEOPLE AND
PROCESS
Functions are disconnected – in silos. Owner of information controls who it’s shared with – there is no opt-in.
Mavericks break through, but there are still no formal teams in place.
Empowered centralized team, run by a proven leader. Leaders are driving coordinated initiatives.
Central team still exists, but more work is being pushed to Business Units. Executives are bought in.
Coordinated teams manage risk and fiduciary responsibilities. More efficient business operations.
Deliver a strategy framework that details why and how to use social media as well as a operational roadmap that prioritizes the tactics to tackle first.
TIP
11©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Education and readiness
EDUCATION AND
READINESS
Social engagement is not on the Executive Radar.
Lots of dabbling in social channels.
Focused effort on training and education.
Employees are trained, engaged on social channels and competent.
Senior executives are leader with customer engagement and are active sponsors of enterprise ideation.
Focus on developing, distributing and applying shared best practices across the entire enterprise. This will help inject social media into a normal course of business.
TIP
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Channels and technology
Marketing and customer support is only through traditional channels. Email is the primary mode of communication.
Social tools are popping up based on function. Shared workspaces are created, but siloed.
Social tools are being deployed to meet specific business needs. Tools consolidation – editing to amplify efforts.
Legacy tools are being replaced. Social tools are integrated with key workflows. Systems are optimized.
Adoption and impact of social media tools is measurable.
CHANNELS AND TECHNOLOGY
Balance the needs of the business, resourcing realities, and platform independence. Ensure the business can consistently meet its use case needs across a range of internal teams.
TIP
13©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
Insights and analytics
Ambivalent to online conversations about the brand.
Monitoring conversations in silos.
Listening yields implication. Baseline framework for metrics
Improvements in efficiency and impact can be measured. Rigor in dashboards is moving executive numbers
Brand dashboard ties to revenue. Company brings products and services to market more quickly.
INSIGHTS AND ANALYTICS
Map social media activity to business outcomes. This key in determining social engagement success. Make sure each activity is tied to a specific goal.
TIP
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Activation and execution
Campaigns and programs do not have a customer view. Limited social engagement in planning.
Social tools are used for promotional purposes. One-way communication from the brand.
Social is now part of the planning process. Influencers are identified.
Impact of listening and engaging on social channels causes increase in share of conversation for the campaign.
Breakthrough business results – increased revenue and loyalty.
ACTIVATION AND EXECUTION
Start with an insight, not an idea. Businesses that win build relationships. Begin with advocates.
TIP
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Bonus Tip: The power of the narrative
Source: Significantobjects.com
Don’t underestimate the power of the narrative. Use storytelling to engage and captivate your audience.
TIP
16©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View
1. Start with a customer need.
2. Executive buy-in is key.
3. Real results lie “between the seams.”
4. Look for early wins. Set expectations.
5. Measure for impact.
Tips from practitioners