German American Chamber of Commerce Knowledge Exchange_Digital Marketing and the whole Organization
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Transcript of German American Chamber of Commerce Knowledge Exchange_Digital Marketing and the whole Organization
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Digital, Mobile, and Social Media now Affect the Entire OrganizationKevin Masi December 2013@[email protected]
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What’s different now
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Digital is not just another channel.
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From Mass to Individual
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From Research to Big Data
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From Control to Interaction
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Digitalthroughout theorganization
Marketing
Recruiting
NewBusiness
NewProducts
BrandReputation
CustomerService
Employees
Investors
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From the speed of yesterday to the speed of now
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Digital amplifies & extends the reach and impact of marketing — and the organization overall
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Digital can ACTIVATE the entire organization
website
owned media
paidmedia
data
socialmedia
earnedmedia
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Three Principals of Activation
Planning for entire the organization
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ACTIVATE
AUDIENCE
AGILE
DIGITAL
ACTIVATION
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Determine your purpose
• Define clear objectives• Articulate what success is• Set the metrics
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AUDIENCE
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Understand the Landscape• Where are your customers? • What are they talking about?• Do they talk about different things in different places?• How do they talk about you?• How do they talk about competitors?
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AUDIENCE
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Create a social business council• Include senior executives for corporate buy-in• Find the early adopters across job functions
and business units• Set up a “test group” • Provide training
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AUDIENCE
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ACTIVATE
AUDIENCE
AGILE
DIGITAL
ACTIVATION
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Develop a plan, then use it!• What do we want to be known for?• Channel strategy?• Tone of voice? Personality?• Engagement schedule?• Educate, provide resources, entertain?• Customer inquiries?• Issues/crisis management?
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ACTIVATE
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Develop your sharable story.
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ACTIVATE
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Develop your sharable story.
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ACTIVATE
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Actively listen.
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ACTIVATE
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Fish where there are fish.
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ACTIVATE
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Why people engage: the 3 F’s
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Fun. Fame. Fortune.
ACTIVATE
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Use social media as business tool to spark, amplify & extend word-of-mouth.
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ACTIVATE
• Customer recommendation• Refer a hiring candidate• Receive a request: customer needs/wants• Customer referral• Feedback on your performance• Employees singing your praises• Business partnership suggestion
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Content is the engine powering social.
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ACTIVATE
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Content is the engine powering social.• Mix it up
• Posts• Pictures• Video• Games
• Events• Newsletters• User
Content • Links
ACTIVATE
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• Focus on audience interests/needs
• Refer to other news, information
• Encourage and reward sharing
Content is the engine powering social.• Mix it up• Make it relevant,
interesting and sharable.
ACTIVATE
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• Ask questions• Respond to comments• Highlight employees,
members
Content is the engine powering social.• Mix it up• Make is relevant,
interesting and sharable• Facilitate interaction
ACTIVATE
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Content is the engine powering social.• Mix it up• Make is relevant,
interesting and sharable• Facilitate interaction• Optimize SEO
ACTIVATE
Google looks for interaction and useful content
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Employees are your best ambassadors
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• Empower them to tap into their own networks
Your own LinkedIn network:• 1,094 connections link you
13,212,404+ professionals• 56,432 new people in your
Network since December 5
ACTIVATE
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Connect employees to each other with digital
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ACTIVATE
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Digital is not in a box...or a silo
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ACTIVATE
Mobile Palm
Desktop Mobile Tablet
Mobile Notebook
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Gaming is a great business tool for measurable business outcomes.
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• Incentives, points & rewards for participation
• Specific actions for specific outcomes
• Recruiting • New business• Customer service• Product development
ACTIVATE
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Old Sales Playbook for Business Development ACTIVATE
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OLD SALES PLAYBOOK
COLD CALLS
QUALIFYLEADS
SALESDEMO
EMAILSTRADITIONALSALES “THE FUNNEL”
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Activate social as a business development tool. ACTIVATE
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SOCIAL ACTIVATION SALES PLAYBOOK
SOCIALNETWORKS
ENGAGEEDUCATE
PROMOTEOTHERS SOCIAL
SALES
DIGITAL CUSTOMER PATH IS INDIRECT
LEARN ASKQUESTIONS
READRECOMMEN-
DATIONS
TRIAL
PURCHASE
MAKERECOMMEN
DATIONS
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Activation process
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Research PlanningCreative
&Content
ProductionDaily
ActivationReporting
ACTIVATE
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Activation team
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Activation director
Researcher
Planner
Engagement manager
Creative and content producers
Business and marketing goals: sees the big picture
Social listening, research, competitive intel
Program channels, calendars & schedules
Post, follow, respond, interact
Writing, info graphics, creative themesThought leaders, white papers
ACTIVATE
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ACTIVATE
AUDIENCE
AGILE
DIGITAL
ACTIVATION
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Experiment! ACTIVATE
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Measure. Adjust. Repeat. ACTIVATE
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2010 2011 2012 2013
Fans & followers Drive traffic to the site
Track interaction across the full clickstream
Integration of social with overall marketing and business metrics
Gathering “likes” The race for more followers the better
Calling for comments: user content
CRM, performance metricsFocus
Activity
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Agile: a framework for decisions• Cross functional teams• Customer collaboration• Active use of data
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AGILE
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Agile: a framework for decisions• Constant testing• Response to change• Continuous improvement
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AGILE
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Agile: a framework for decisions• Efficient• Adaptive• Iterative cycles
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AGILE
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A frame of mind: Digital, Mobile and Social Media can Activate the Entire Organization
ACTIVATE
AUDIENCE
AGILE
DIGITAL
ACTIVATION