How to Create a Cultural Model for Effective Social Media Management

#SMTLive

#SMTLive

             Thank  You  to  Our  Sponsor  

@LiveWorld  

#SMTLive

     Join  the  Conversa:on…  

Follow  along  and  share  your  thoughts  on  

Twi3er  at  #SMTLive    

Submit  your  ques<ons  in  the  GoToWebinar  

Presenta<on  window    

#SMTLive

           Our  Speakers    

Paul  Dunay  is  an  award-­‐winning  B2B  marke<ng  expert  with  more  than  20  years’  success  in  genera<ng  demand  and  crea<ng  buzz  for  leading  technology,  consumer  products,  financial  services  and  professional  services  organiza<ons.  Paul  is  the  author  of  five  “Dummies”  books  including  Facebook  Adver-sing  for  Dummies  (Wiley  2010),  and  Facebook  Marke-ng  for  Dummies  3rd  Edi<on  (Wiley  2012).  @PaulDunay  

Peter  Friedman  is  a  social  media  visionary  and  veteran  with  30  years  of  online  community  and  social  media  experience  helping  companies  engage  1:1  with  customers  at  scale.  He  is  the  founder,  Chairman,  and  CEO  of  LiveWorld,  a  trusted  social  media  partner  to  the  world’s  largest  brands,  including  the  number-­‐one  companies  in  retail,  CPG,  pharmaceu<cal,  and  financial/travel  services.  Prior  to  founding  LiveWorld,  Peter  was  the  Vice  President  and  General  Manager  of  Apple’s  Internet  Services  Division,  overseeing  the  crea<on  and  management  of  AppleLink,  eWorld,  AOL,  and  Salon.  Peter’s  life-­‐long  mission  is  to  help  people  create  more  value  together  than  they  can  alone,  through  collabora<ve  rela<onships.  @PeterFriedman  

Augie  Ray  is  a  Customer  Experience,  digital  and  social  business  leader  with  over  20  years'  experience  in  agencies,  research  firms  &  Fortune  200  companies.  He  ran  the  B2C  side  of  a  mid-­‐sized  Midwestern  agency,  was  Forrester's  lead  analyst  in  the  Bay  Area  covering  social  media  marke<ng  and  managed  USAA's  social  customer  care  and  social  business  team.  More  recently,  Augie  led  a  team  at  a  financial  services  firm  to  develop  the  firm's  first  social  business  strategy,  a  vision  for  how  social  commerce  and  collabora<ve  economy  models  will  present  opportuni<es  and  challenges  for  financial  services  in  the  coming  decade.  Augie  blogs  at  ExperienceTheBlog.com.  @augieray  

Jason  Moriber,  Execu<ve  Director  at  Verizon  Wireless.  Jason  is  a  crea<ve  professional  who  fell  into  the  digital  revolu<on.  With  the  ini<al  goal  of  teaching  cultural  economics  to  Phd  students,  the  immense  poten<al  of  the  Internet  was  too  hard  a  power  to  ignore.  Aber  embarking  on  a  digital  career  within  start-­‐ups,  Jason  grew  to  become  a  specialist  in  social/digital  strategy,  opera<ons  and  collabora<ve  team  building.  With  over  a  decade  of  experience  from  working  within  agencies  both  large  and  small,  and  servicing  a  range  of  clients  from  Microsob  to  The  Michael  and  Susan  Dell  Founda<on  to  SCA  Americas,  he  recently  launched  and  leads  the  in-­‐house  Digital  Communica<ons  team  for  Verizon  Wireless.  @JasonMoriber  

5

6

Social Media Is A Party

What Kind of Party is Your Brand?

7

Make Sure Our Party Doesn’t End Up Like This…

That’s What Pro-active Management & Moderation Are There to Protect Us From!

8

EQStable

9

Statement of Identity: BBQ at the Rodeo

Cultural Model: What Kind of Party

10

Top Posts & Social Focus

Introducing Teena

Reach: 37,357 Engaged Users: 4,518 Talking About: 1,689

Reach: 43,176 Engaged Users: 4,741 Talking About: 534

Remember to consult your veterinarian and put together a first aid kit when travelling with your horse…

1,800 comments 2.5K shares

9K likes

Reach: 275,200 Engaged Users: 23,856

Talking About: 17,832

If my horse could talk, I'm sure he'd sound just like Sam Elliott.

What voice would your horse have?

Reach: 66,568 Engaged Users: 5,407

Talking About: 3,486

Veterinarian Tip: Foals should be bright and alert…

11

Measurements

49%

1%

50%

Q3 Sentiment

Positive

Negative

Neutral !  119,003 Fans

!  18% Engaged

!  99% Positive/Neutral

!  73,490 Fan comments made on EQStable

!  2,000,000+ Stories (Interactions that make EQ Stable show to a fan’s friends)

!  More than 1,000 images shared

!  Cost effective name acquisition

Success Measures

12

Scaling Social Culture: Volume, 24/7, Countries: CPG Case Study

English

English

English

French French English

Spanish

Spanish

Portuguese

Portuguese

Traditional Chinese

Simplified Chinese

Japanese

Russian

Finnish

Turkish

Norwegian

Arabic

Hindi English

Czech

Polish German

English Hebrew Farsi

Arabic

French

English Dutch

Spanish

13

Human Driven Social Culture At Scale

Platform polls all pages to pull content

into a single integrated workflow

Global services shares labor across pages, but tailors by

brand, country, project

Streamlined Process, Integrated Workflow, Shared Platform & Services Save $ Millions, Focuses Resources

POWER MODERATION TOOLS

Objectives

Target Market

Guidelines

User Content

Timing

Budget

Templated startup process cuts

140 hrs. to 40 hrs.

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 14

SHARED OBJECTIVE

“LIFT”

Initiatives/Campaigns

Parallel Social/Digital Awareness and Amplification

FROM HERE… …TO HERE

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 15

NEWS

PURCHASE

SEED

SUSTAIN

CHANGE PERCEPTION AMPLIFY VALUE GAIN ATTENTION

SHARED MAP

SPARK SUPPORT

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 16

SHARED ROLES

ANALYTICS

STRATEGY

CREATIVE/ENGANGEMENT

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 17

THANK YOU

Culture eats strategy for breakfast. - Peter Drucker

#SMTLive

1) Communicate Mission USAA Serves Those Who Serve

USAA's mission is to facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services; in so doing, USAA seeks to be the provider of choice for the military community.

Our Mission

#SMTLive

2) Make It Real For Employees USAA Inspires Employees

#SMTLive

3) Make It Real Across All Channels USAA Brings Its Culture Into Social

•  USAA earns the most trust from its customers across 246 companies in 19 industries - Temkin Trust Ratings.

•  USAA Bank's Net Promoter Score of 83% is the highest score among more than 200 brands across 22 sectors.

#SMTLive

           Our  Speakers    

Paul  Dunay  is  an  award-­‐winning  B2B  marke<ng  expert  with  more  than  20  years’  success  in  genera<ng  demand  and  crea<ng  buzz  for  leading  technology,  consumer  products,  financial  services  and  professional  services  organiza<ons.  Paul  is  the  author  of  five  “Dummies”  books  including  Facebook  Adver-sing  for  Dummies  (Wiley  2010),  and  Facebook  Marke-ng  for  Dummies  3rd  Edi<on  (Wiley  2012).  @PaulDunay  

Peter  Friedman  is  a  social  media  visionary  and  veteran  with  30  years  of  online  community  and  social  media  experience  helping  companies  engage  1:1  with  customers  at  scale.  He  is  the  founder,  Chairman,  and  CEO  of  LiveWorld,  a  trusted  social  media  partner  to  the  world’s  largest  brands,  including  the  number-­‐one  companies  in  retail,  CPG,  pharmaceu<cal,  and  financial/travel  services.  Prior  to  founding  LiveWorld,  Peter  was  the  Vice  President  and  General  Manager  of  Apple’s  Internet  Services  Division,  overseeing  the  crea<on  and  management  of  AppleLink,  eWorld,  AOL,  and  Salon.  Peter’s  life-­‐long  mission  is  to  help  people  create  more  value  together  than  they  can  alone,  through  collabora<ve  rela<onships.  @PeterFriedman  

Augie  Ray  is  a  Customer  Experience,  digital  and  social  business  leader  with  over  20  years'  experience  in  agencies,  research  firms  &  Fortune  200  companies.  He  ran  the  B2C  side  of  a  mid-­‐sized  Midwestern  agency,  was  Forrester's  lead  analyst  in  the  Bay  Area  covering  social  media  marke<ng  and  managed  USAA's  social  customer  care  and  social  business  team.  More  recently,  Augie  led  a  team  at  a  financial  services  firm  to  develop  the  firm's  first  social  business  strategy,  a  vision  for  how  social  commerce  and  collabora<ve  economy  models  will  present  opportuni<es  and  challenges  for  financial  services  in  the  coming  decade.  Augie  blogs  at  ExperienceTheBlog.com.  @augieray  

Jason  Moriber,  Execu<ve  Director  at  Verizon  Wireless.  Jason  is  a  crea<ve  professional  who  fell  into  the  digital  revolu<on.  With  the  ini<al  goal  of  teaching  cultural  economics  to  Phd  students,  the  immense  poten<al  of  the  Internet  was  too  hard  a  power  to  ignore.  Aber  embarking  on  a  digital  career  within  start-­‐ups,  Jason  grew  to  become  a  specialist  in  social/digital  strategy,  opera<ons  and  collabora<ve  team  building.  With  over  a  decade  of  experience  from  working  within  agencies  both  large  and  small,  and  servicing  a  range  of  clients  from  Microsob  to  The  Michael  and  Susan  Dell  Founda<on  to  SCA  Americas,  he  recently  launched  and  leads  the  in-­‐house  Digital  Communica<ons  team  for  Verizon  Wireless.  @JasonMoriber  

#SMTLive

             Thank  You  to  Our  Sponsor  

@LiveWorld  

#SMTLive

Upcoming Webinar

December 11th

Real Talk about Real-Time Marketing

Featuring: Jeff Baker of Arby’s, Brian Ryerson of USTA, Chris Kerns of Spredfast and Paul

Dunay of PwC