2010 02 I M Brand Spotlight Converseon
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The document discusses the importance of integrating social media into organizational culture to drive transformation and enhance marketing roles. It presents a seven-phase process for implementing enterprise social media, focusing on listening, establishing policies, and identifying use cases such as reputation management and customer service. The significance of creating a 'listening organization' and maintaining continuous monitoring for effective social engagement are emphasized as key elements for success.
![Topic Association: Current economic times affect consumer
discussion about banks; most messages do not talk about particular
bank attributes, but the industry as a whole
Bank A and Competitor Conversation Relationships April – May 2009
“Is there a list of large banks that are not
partially owned by the Government. In the spirit
of Capitalism, I would like to support them. I am
tired of the Bank of Armageddon or its Second
Cousin Citi . I will not do Business with Bank C
or as I call it "WaMu Lite" . Is Wachovia/Wells
Fargo still Independent. I know they had a close
call. Then there is Sun Trust?... never saw a fee
they did not like.”
- PricePerformer, Published on 05-31-2009,
clarkhoward.com, [Link]
Bank F Bank B Bank G Bank C Bank A Bank I Wells
Bank E
Fargo
Bank H Bank K
© 2009, Converseon, Inc. Proprietary and Confidential.
Note: n=716 messages,1,862 incidents
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![Consumer Voice Profiles Potential Use Case: PR/Media/Creative
House Blogger Homeowner/ DIYer Professional
The Ambooks Terry Love
Growing family Owner of Love
The Petersiks looking to Plumbing &
Married couple writing upgrade/remodel Remodeling in
about their first home their home Washington; forum
YoungHouseLove.com moderator
“Be super careful with your new bowl and tank Hi, we have a baby coming in a few months, “My favorite toilet is the UltraMax by Toto.
since they can chip and crack super easily and want to use a room next our bathroom as Toto calls this a "G-Max" toilet. The model
(especially if you get overzealous when you’re his nursery. The problem is that the existing number is MS854114S. It is a good looking
tighten bolts). You should have purchased a toilet is really loud, both flush and fill. Can you one-piece that incorporates a 3" flush valve
wax ring kit along with your new toilet, and please recommend a really quite toilet? I instead of the standard 2 . The fill valve can
you’ll want to follow the instructions that come prefer Kohler, but will consider any brand that be found in any hardware store. It meets
with that to the letter (this is imperative to meets our needs.” Appreciate it! [Link] commercial requirements, works well in a
avoid leakage that can rot your floor and home and is quieter than the air assisted
basically ruin your life).” [Link] models.” [Link]
Featured in the Washington Discuss design aspects in relation to other Publishes toilet reviews on his site,
Post, CNN, HGTV and shelter parts of a bathroom renovation and averages three posts per day in
magazines the forums section
Likely to remodel; will mention toilet when
Stats: 1,561 Twitter followers, writing about larger renovation projects
2,960 fans on Facebook Forum has 25,969 members and
196,475 overall posts since August
Curious to know if newer toilets are any 2004
Frequently offers information easier to clean/maintain
about installation best practices
and cool new products May not have a blog, but seeks and
shares advice online in forums and
communities; likely to read home blogs or
parenting blogs
© 2009, Converseon, Inc. Proprietary and Confidential.
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2010 02 I M Brand Spotlight Converseon
- 1. Activating Social Media Across the Enterprise Presented by Rob Key, CEO, Converseon Pauline Ores, Social Insights, IBM iBrand Summit February 10, 2010 © 2009, Converseon, Inc. Proprietary and Confidential.
- 2. About Converseon 2009 SAMMY Award for “Best Social Agency” Provides the listening/engagement technologies, organizational consulting and blended engagement solutions for the industry’s only “end-to-end” social solution Global capabilities. Converseon team in NY, Detroit, SF, UK, Switzerland, Australia, India. Strategic relationship in China Founded in 2001 © 2009, Converseon, Inc. Proprietary and Confidential. 2
- 3. We Believe… Aspects of social media may be technically simple, but culturally challenging Real, sustainable value derives from infusing social into the DNA of the brand -- across the enterprise Social media is an engine for organizational transformation and requires an expansion of the role of marketing within the organization We believe brands are only beginning to scratch the surface of social’s eventual potential There is a proven blueprint to get from “here to there..” © 2009, Converseon, Inc. Proprietary and Confidential.
- 4. Conversation Funnel 2.0 © 2009, Converseon, Inc. Proprietary and Confidential.
- 5. Getting from Here to There… There is a Roadmap © 2009, Converseon, Inc. Proprietary and Confidential.
- 6. Converseon’s Seven-Phase Process Conception Enterprise social media is different Listening Unless you have a standardized approach, you cannot scale these techniques across a large company Policies 1. Customized constituent informational presentations Infrastructure 2. Establish KPIs 3. Establish governance/cross-functional teams Training 4. Desired outcomes 5. Workflow/use case discovery Campaign 6. Review other technical work flow and integration needs Optimization © 2009, Converseon, Inc. Proprietary and Confidential. 6
- 7. Identify Use Cases Reputation Management Crisis Management Customer Service Product Lifecycle Management Demand Generation (IBM) Media planning Campaign Effectiveness HR R&D Search, etc. © 2009, Converseon, Inc. Proprietary and Confidential.
- 8. Before you do anything, start Listening Conception Embed “listening” into the Listening organization and map landscape Key tasks: – Identify all internal use cases/desired Policies workflows – Conversation Mining Infrastructure – Conversation Manager – Search results analysis Training – Deliver relevant data to key constituents, such as HR, Communications, Marketing, Customer Service, Legal, R&D, and more Campaign Optimization © 2009, Converseon, Inc. Proprietary and Confidential. 8
- 9. Solution Overview Monitoring Analytics Mining Discover Keep Score Understand Is anything How much is happening? What does it mean? being said? What is our share of What are the implications mentions? for how we communicate? Are we mentioned more or Or how we are positioned? less than last quarter? Low Engagement High Ad Hoc Triage Strategic Limited Insights and findings Proactive, scalable and information passed to customer meaningful conversation… service or PR that generates insights © 2009, Converseon, Inc. Proprietary and Confidential.
- 10. Hierarchy of Analysis © 2009, Converseon, Inc. Proprietary and Confidential.
- 11. Creating a Listening Organization Mining North America Market PR Research Enterprise Listening Asia Solution Europe + consistent methodology + consistent data + custom configuration Corporate Customer Comm. Service South America © 2009, Converseon, Inc. Proprietary and Confidential. Monitoring
- 12. You Need to Understand the Trees in the Forest…and the Forest from April – May 2009 Volume of Conversation for National Banks the Trees 1 3 4 2 Number of records Bank B Bank C Bank D 1 More than 400 banks, including Bank A, are required to hold non-binding share-holder votes on banks’ executive pay plans Key 2 Bank B Posts Q1 profits 1 Overall banking news/announcement 3 1. Federal Government details bank stress tests • 2 Bank specific news/announcement 4 2. Wall Street Journal story - banks win government concessions on stress tests © 2009, Converseon, Inc. Proprietary and Confidential. 12
- 13. Bank A conversations take place in top financial and Top Venues of Conversation April – May 2009 banking venues Top Financial and Banking Top Bank A Rank Rank Discussion Venues Discussion Venues creditboards.com C C forums.studentdoctor.net C zillow.com A A zillow.com A investorshub.advfn.com A C clarkhoward.com C clarkhoward.com C C creditboards.com C ficoforums.myfico.com C C tripadvisor.com A answers.yahoo.com B A studentlendinganalytics.typepad.com C forums.mint.com B B forums.mint.com B tripadvisor.com C A investorshub.advfn.com A mortgagenewsclips.com C C city-data.com A investorvillage.com C C answers.yahoo.com A Domain Influence Scores: Key: A Venue falls in the top 1% of highest trafficked, • Forum most influential sites • Blog B Venue falls in the top 10% of high trafficked sites C Venue falls in the bottom 90% of trafficked sites © 2009, Converseon, Inc. Proprietary and Confidential. 13
- 14. Topic Association: Current economic times affect consumer discussion about banks; most messages do not talk about particular bank attributes, but the industry as a whole Bank A and Competitor Conversation Relationships April – May 2009 “Is there a list of large banks that are not partially owned by the Government. In the spirit of Capitalism, I would like to support them. I am tired of the Bank of Armageddon or its Second Cousin Citi . I will not do Business with Bank C or as I call it "WaMu Lite" . Is Wachovia/Wells Fargo still Independent. I know they had a close call. Then there is Sun Trust?... never saw a fee they did not like.” - PricePerformer, Published on 05-31-2009, clarkhoward.com, [Link] Bank F Bank B Bank G Bank C Bank A Bank I Wells Bank E Fargo Bank H Bank K © 2009, Converseon, Inc. Proprietary and Confidential. Note: n=716 messages,1,862 incidents 14
- 15. Voices: Consumers and financial experts are the dominant voices within the overall banking conversation; Bank A customers also discuss Bank I, Bank E and Bank F Bank A and Competitor Conversation Voices April – May 2009 Corporate: Identifies him/herself, via signature file, information in the message, or venue on which discussion is taking place, as an employee of a banking institution and is involved in social media on that company’s behalf Financial Advisor/Broker: Identified him/herself as an advisor or brokers via signature file, information in the message, or venue on which discussion is taking place Information seeker: Asks questions about financial matters Competitor customer: Identifies him/herself , via signature file, information in the message, or venue on which discussion is taking place, as a customer of a bank other than Bank A Bank A customer: Identifies him/herself as a Bank A customer via signature file, information in the message, or venue on which discussion is taking place Advice Giver: Actively answers questions and/or offers opinions about financial matters Bank D Bank C Bank H Bank A Bank B Bank E Bank K Bank I Bank G Bank F General Consumer: conversation participant who does not fit any of the other categories Financial expert: Considers him/herself to be knowledgeable about the financial industry. Bloggers who focus on the banking/financial industry fit in this category © 2009, Converseon, Inc. Proprietary and Confidential. Note: n=716 messages,1,862 incidents 15
- 16. Consumer Voice Profiles Potential Use Case: PR/Media/Creative House Blogger Homeowner/ DIYer Professional The Ambooks Terry Love Growing family Owner of Love The Petersiks looking to Plumbing & Married couple writing upgrade/remodel Remodeling in about their first home their home Washington; forum YoungHouseLove.com moderator “Be super careful with your new bowl and tank Hi, we have a baby coming in a few months, “My favorite toilet is the UltraMax by Toto. since they can chip and crack super easily and want to use a room next our bathroom as Toto calls this a "G-Max" toilet. The model (especially if you get overzealous when you’re his nursery. The problem is that the existing number is MS854114S. It is a good looking tighten bolts). You should have purchased a toilet is really loud, both flush and fill. Can you one-piece that incorporates a 3" flush valve wax ring kit along with your new toilet, and please recommend a really quite toilet? I instead of the standard 2 . The fill valve can you’ll want to follow the instructions that come prefer Kohler, but will consider any brand that be found in any hardware store. It meets with that to the letter (this is imperative to meets our needs.” Appreciate it! [Link] commercial requirements, works well in a avoid leakage that can rot your floor and home and is quieter than the air assisted basically ruin your life).” [Link] models.” [Link] Featured in the Washington Discuss design aspects in relation to other Publishes toilet reviews on his site, Post, CNN, HGTV and shelter parts of a bathroom renovation and averages three posts per day in magazines the forums section Likely to remodel; will mention toilet when Stats: 1,561 Twitter followers, writing about larger renovation projects 2,960 fans on Facebook Forum has 25,969 members and 196,475 overall posts since August Curious to know if newer toilets are any 2004 Frequently offers information easier to clean/maintain about installation best practices and cool new products May not have a blog, but seeks and shares advice online in forums and communities; likely to read home blogs or parenting blogs © 2009, Converseon, Inc. Proprietary and Confidential. 16
- 17. Language: Regional bank discussion centers on location-related words, but are less tied to government intervention in the financial industry than national banks Bank A Word Cloud May 2009 Bank F Word Cloud May 2009 bank A Bank F Bank E Word Cloud May 2009 Bank E Key • Location Terms • Government Bailout Related Terms Note: tag clouds consist of words found in the100 most recently published blog posts © 2009, Converseon, Inc. Proprietary and Confidential. 17
- 18. Use Case: Search Brand sensitive organizations need tools to map, measure and monitor their reputation across search engines in different regions This new “shelf space” is a key element in defining reputation Fast upwardly moving negatives are early warning signs for potential crisis © 2009, Converseon, Inc. Proprietary and Confidential. 18
- 19. Use Case: Reputation Management/Framing © 2009, Converseon, Inc. Proprietary and Confidential.
- 20. In large companies, Policies are critical Conception Establish most contemporary Listening legal/ethical documents and standards Key tasks: Policies – Blog policies – Wikipedia Infrastructure – Youtube/video – Safe harbor/DMCA Training – WOMMA Code of Ethics/compliance – Regulatory requirements Campaign Optimization © 2009, Converseon, Inc. Proprietary and Confidential. 20
- 21. Tell your employees what you expect Conception Employee Blogging Policy Listening Converseon and the FTC endorse the WOMMA Code of Ethics Policies At its core – the Honesty ROI Relationship (you say who you are speaking for) Opinion (you say what you believe) Infrastructure Identity (You never obscure your identity) Ethical best practice is essential for success in social media Training You can’t hide anything online, and will be punished for missteps Campaign Optimization © 2009, Converseon, Inc. Proprietary and Confidential. 21
- 22. Infrastructure is often forgotten Conception Evaluate content and technical Listening infrastructures for search/social engagement Key tasks: Policies – SEO Analysis – Current/potential engagement platforms Infrastructure – Web 2.0 tools (Blogs, Wikis, Apps, Communities) Training – Tracking – Digital content asset review – Social media optimization Campaign Optimization © 2009, Converseon, Inc. Proprietary and Confidential. 22
- 23. Training equips the extended team Conception Initiate organizational-wide training Listening customized to constituencies Key tasks: – Legal Policies – Tools/mechanics – Governance Infrastructure – Ethics – Engagement (certification) Training – Agency training – Sandbox training Campaign Optimization © 2009, Converseon, Inc. Proprietary and Confidential. 23
- 24. Campaigns are Conversation Starters Conception Develop engagement strategies and specific campaigns Listening Key tasks: – Enterprise versus BU or product Policies – Ideation – Implementation – Theming/storyboarding Infrastructure – Content production/optimization – Link building Training Campaign Optimization © 2009, Converseon, Inc. Proprietary and Confidential. 24
- 25. Identify Opportunities to Inform a Social Media Strategy Conversation Topics/Solutions Matrix Effectiveness Opportunity for content creation Health risks Price/cost Environmental Pre-Treatment Impact Procedure Availability Home/Family Impact Value ReEvaluation Insurance © 2009, Converseon, Inc. Proprietary and Confidential. 25
- 26. A Key Ingredient for Success: “Karmic Communication” The effects of all deeds actively create past, present and future experiences “Ask not what the community can do for you, but what you can do for the community.” © 2009, Converseon, Inc. Proprietary and Confidential.
- 27. Your ongoing tactics are Optimization Conception Measure, refine and optimize Key tasks: Listening – Incremental training – Search audits Policies – Conversation Mining audits – Analytics – ROI analysis Infrastructure Score each business unit/department every month and publicize the results internally Training – Web analytics – Mining – Other data sets Campaign Optimization © 2009, Converseon, Inc. Proprietary and Confidential. 27
- 28. IBM » Profiles BluePages holds 601,835 profiles and serving over 1 million searches per week » Communities Over 1,796 online communities, each with shared resources and discussions. More than 700 private communities » Blogs BlogCentral has 14,948 blogs, 131,411 entries with 63,096 users and 31,105 tags » Bookmarks IBM’s internal Dogear system has 655,566 total bookmarks with 1,674,329 tags and with a user population of 13,854 28
- 29. IBM research shows personal experiences with company employees have a strong influence on decision makers’ opinions of a company Influence Source Brazil Germany Spain Italy India Sing Japan Personal experiences with company’s employees Analysts or professional organization opinions Opinions of colleagues, peers, or friends Company websites White papers, research, or case studies Articles in magazines or newspapers Online sources, not directly from the company Tradeshows, conferences, industry forums, events News stories on TV or radio Advertising Direct marketing (e-mail or mail) Top importance High importance 29 Mid importance Low importance 29
- 30. IBM CORE: Building a Listening Organization CORE - Benefits & Improvements » Faster, more efficient process Research » Lower costs – divisional fee and access all IBM research » Elimination of redundant or duplicative efforts » Consistent set of social media metrics across IBM Monitor Engage » Workflow tool – track blog responses across IBM » Continuous monitoring and measurement of the blogosphere 30 30
- 31. 5 Recommendations Getting started There are so many options selecting a social media research solution today is difficult. Consider working backwards - focus on your execution and metrics requirements first, it should make selecting solution much easier Duplication in this space is considerable across research projects even for different divisions – an enterprise approach is almost always warranted Most social media research clients will not easily be able to make use of the resulting research – consider a combined consulting and research solution, using external or internal resources, especially when first starting Plan on increasing coordination and team efforts cross divisions and roles – across groups that may today only interact infrequently Develop internal communities, enabling teams to address questions as well as share answers and outside contributions, giving employees an opportunity to get familiar with community tools before venturing into the marketplace © 2009, Converseon, Inc. Proprietary and Confidential.
- 32. What is Myth vs. Reality re: Social Media? Listening and acting on what you hear should be integrated across the enterprise, including R&D, Listening is a luxury product development, communications/marketing and customer service Social engagement…What social media does is what’s important Social media is important Social Media is a primary driver of organizational Social media is just another channel transformation that transcends marketing- communication Social media is easy Culturally it can be very difficult Social media transcends marketing disciplines – and Social media belongs to a particular most brands are not organized effectively to act marketing discipline © 2009, Converseon, Inc. Proprietary and Confidential. 32
- 33. Thank You Rob Key - CEO of Converseon. – twitter@converseon – [email protected] Pauline Ores – Market Insights, Principal Analyst, Social Strategy & Innovation at IBM – Twitter @paulineo – [email protected] © 2009, Converseon, Inc. Proprietary and Confidential.