“When spider webs unite, they can tie

up a lion…”

Ethiopian proverb

“People are very open-minded about

new things.

As long as they are exactly like the old

ones.”

Charles Kettering

Inventor (1876-1958)

Web 1.0 Web 2.0 Social Web

“How many times do I have to tell you,

the right tool for the right job!” Scotty from Star Trek

IT USED TO BE ABOUT MESSAGING.

TODAY IT’S ABOUT RELATIONSHIPS. Effective management of stakeholder relationships requires a holistic,

integrated approach that will challenge traditional organizations.

HARNESSING THE POWER

OF COMMUNITIES

COMMUNITY MANAGEMENT MUST

“EARN VALUE” ACROSS A BUSINESS

EARNED

VALUE

BUSINESS AREA

Marketing/PR E-Commerce Service/Support Innovation Customer Experience

Insights Social Marketing/

PR Insights

Social Sales Insights Social Support Insights Innovation Insights Integrated Customer

Experiences

Social Engagement

• Rapid Social Marketing

Response

• Crisis Communications

• Proactive WOM

• Rapid Social Sales

Response

• Group Social Shopping

• Proximity

influence/marketing

• Location-Based

Marketing

Rapid Social Support

Response

Crowd-sourced:

• R&D

• Branding

• Advocacy

• Influencer Mktg./VIP

Experiences

• Blogger Outreach

Sustained Social

Engagement

Brand Communities Social Commerce Product Support

Communities

Innovation

Communities

Loyalty Programs

ROI • Social Sentiment

Monitoring

• Social Campaign

Tracking

• Crisis Resolution

Lead Generation

Social Currency

Product Advocacy

Support Resolution NPD

Advocacy

Influence

Loyalty

Advocacy

Source: Adjusted from Altimeter Group, Social CRM, 2010.

ADVOCACY: “Passionate customer loyalty that motivates recommendations and testimonials, and even a sense of deep ownership.”

Community engagement drives advocacy

CATEGORY INTEREST Building Credibility- “It works!”

AWARENESS Increasing Relevance- “It’s a Brand for me.” CONSIDERATION Increasing Loyalty-“I won’t use any other Brand.”

ACTIVATION Increasing Recommendations- “It’s a Brand you should use.”

PA

TH

TO

PU

RC

HA

SE

ADVOCACY

“One man's transparency is another's

humiliation.”

Gerry Adams

(Must feed on a constant basis)

ONCE YOU START ENGAGING…

YOU CAN NOT STOP!!

BRANDS AS CURATORS OF CONTENT

Consumers no longer expect just great products. They also demand great

content and expect brands to be guarantors of quality information and

communication.

“To be trusted is a greater

compliment than to be loved.” George Macdonald

REAL-TIME REPUTATION

MANAGEMENT That crisis binder on the shelf behind you? It needs an overhaul.

THE CRISIS-PER-WEEK PHENOMENON:

FUELED AND CATALYZED BY SOCIAL MEDIA

Despite the huge role social media plays in driving and shaping crises, most

companies still don’t know how it can be used to prepare for, avoid and

recover from a crisis.

THE NEED FOR

A CULTURE OF INNOVATION The communication landscape is changing at unbelievable speeds –

faster than the industry has ever seen. To thrive, organizations must

be nimble, agile and, above all else, innovative.

THE NEW LEARNING

MODELS

Everyone is a Teacher, Everyone is a Learner.

ENGAGEMENT @ THE MOMENT

OF INFLUENCE

LOCATION-BASED SERVICES

Getting Closer to the “Moment of Influence”

GAMING UNLOCKS

BEHAVIOR CHANGE

As gaming becomes more prevalent and universal, the role of games

presents new opportunities to reach and influence audiences.

AR meets PR Augmented Reality (AR) challenges marketers to enhance consumer

experience with information--providing it when and where they need it.

NEW ANALYTICS

Beyond Impressions to Engagement and Outcomes

Alice came to a fork in the road.

“Which road do I take?” she asked.

“Where do you want to go?” responded the Cheshire cat.

“I don’t know,” Alice answered.

“Then,” said the cat,” it doesn’t matter”

Tenure Frequency

Recency

Engagement

Authority Popularity

Influence Mentions

Sentiment

42

“The value of a man should be seen in

what he gives and not in what he is able

to receive.”

Albert Einstein