Social Media Innovation Framework
7
Innovation Framework Simple Planning for Innovation Pilots John Bell Managing Director Ogilvy’s 360 Digital Influence
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A simple planning framework for more successful social media pilots and innovations
Transcript of Social Media Innovation Framework
Innovation FrameworkSimple Planning for Innovation Pilots
John BellManaging DirectorOgilvy’s 360 Digital Influence
Social Media Innovation Framework
Pilot Execution & Next Steps
Evaluation Model
Pilot Structure
My Business Purpose
Social Media Innovation Framework
My Business Purpose
Discover a better way to:
Drive engagement with customers
Spark advocacy via customers &
stakeholders
Generate leads
Grow demand for products and
services
Increase sales: new customers vs. existing customers
Strengthen workforce and
culture
Discover operating efficiencies
Generate excitement and enthusiasm within the organization
Learn new ways of doing something
Create an experiment worth
talking about
Demonstrate “boldness” to
colleagues
Generate buzz within community
Coverage in trades as an
innovator
Give senior executives
“bragging rights”
Increase industry thought leadership
and visibility
Social Media Innovation Framework
Pilot Structure
Define the type of innovation
New platform
New technique or procedure
New partner
Align with communications plan
Integrate with existing plan
Standalone pilot•Define objectives, strategy, etc…
Design pilot
Description
Duration & schedule
Roles and responsibilities
Resources
Budget
Select markets and participants
Local markets (usually 1-3)
Participants (which
segments will you engage)
Social Media Innovation Framework
Evaluation Model
Success statement
Narrative that answers ‘what does success look like’
Match back to Business Purpose and Business Objectives
Determine metrics
Key Performance Indicators (KPI’s) -usually 2-4 numbers
most indicative of success
Diagnostic Metrics –which other metrics will guide pilot team
(but are not necessary to report)
Evaluate overall value
Compare KPIs to alternative methods – don’t get caught in
the ROI traps
Inventory expended resources - what did
it take to execute
Add learnings and “soft values”
Share results and lessons learned
Social Media Innovation Framework
Pilot Execution & Next Steps
Execute pilot
Launch & run pilot
Collect and review learnings
Weekly reports and evaluation meetings
Final post mortem with team
Socialize and share learnings across the
‘Center for Excellence’
Next steps
Expand pilot in existing markets – add possible
adjustments
Expand pilot to new markets – add possible
adjustments
Kill pilot
Document ‘best practices’ and share with the ‘Center
for Excellence’
Submit for award
Collect “attaboys” from senior muckety mucks
John H. Bell
Global Managing Director | 360° Digital InfluenceOgilvy
EMAIL [email protected]
BLOG http://johnbell.typepad.com
TWITTER @jbell99
