Social Business 2012

The Social Engagement Journey, Relationships and the Social Engagement Matrix

Christopher  Carfi  (@ccarfi)  VP,  Social  Business  Strategy  Ant’s  Eye  View    

ccarfi@antseyeview.com  www.antseyeview.com  www.socialcustomer.com    twiBer.com/ccarfi  facebook.com/ccarfi      linkedin.com/in/ccarfi    ccarfi.com  

1 Social engagement journey

2 Relationship progression

3 Social engagement matrix

Stage 1 Traditional

Stage 3 Operational

Stage 5 Fully Engaged Stage 4

Measurable Stage 2 Experimental

Traditional, command and control business operations using one-way communication to drive business outcomes.

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

Source: Ant’s Eye View

1 social engagement

journey

Stage 1 Traditional

Stage 3 Operational

Stage 5 Fully Engaged

Stage 4 Measurable

Stage 2 Experimental

Division A

Division B

Division C

Product

Marketing

HR

Source: Ant’s Eye View

1 social engagement

journey

Stage 1 Traditional

Stage 3 Operational

Stage 5 Fully Engaged Stage 4

Measurable Stage 2 Experimental

Traditional, command and control business operations using one-way communication to drive business outcomes.

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

Source: Ant’s Eye View

1 social engagement

journey

Unaware

Awareness

Consideration

Intent

Action

Traditional Progression

Source: Ant’s Eye View

2 relationship progression

Weak Tie

Building

Strong Tie

Unaware

Awareness

Consideration

Intent

Action

Traditional Progression

Relationship Progression

Source: Ant’s Eye View

2 relationship progression

“The strength of a tie is a combination of the amount of time, the emotional intensity, the intimacy and the reciprocal services which characterize the tie.” - Granovetter, 1973

2 relationship progression

Weak Tie

Building

Strong Tie

Unaware

Awareness

Consideration

Intent

Action

Traditional Progression

Relationship Progression

Source: Ant’s Eye View

2 relationship progression

The traditional “funnel” is one-sided.

Social relationships are two-sided.

2 relationship progression

Brand and Customer

Association and Member

Community Member and Community Member

Cause and Supporter . . .

2 relationship progression

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

3 social engagement

matrix

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE

BUILDING

WEAK TIE

AWARE

UNAWARE

CUST

OMER

POV

Source: Ant’s Eye View

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

Source: Ant’s Eye View

UNAWARE AWARE WEAK TIE BUILDING STRONG TIE

STRONG TIE Cult Advocates Identi"ed

Advocates Acknowledged

Advocates Rewarded Co-Creation

BUILDING The Magic Box Active Listening

Ad-hoc Engagement

Programmatic Engagement

Product In#uence

WEAK TIE Likes and Follows Social CRM Reciprocal

Follows Preferential Treatment Sponsorships

AWARE Traditional Marketing

Traditional CRM

Brand Acknowledged

Perks Programs VIP Treatment

UNAWARE No Interaction Targeted Marketing

Brand Follows Customer

Brand Ampli"es Customer

Cool Hunters and Acolytes CU

STOM

ER P

OV

BRAND POV

3 social engagement

matrix

1 Social engagement journey

2 Relationship progression

3 Social engagement matrix

What to do next?

Stage 1 Traditional

Stage 3 Operational

Stage 5 Fully Engaged Stage 4

Measurable Stage 2 Experimental

Traditional, command and control business operations using one-way communication to drive business outcomes.

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

What to do next?

Stage 1 Traditional

Stage 3 Operational

Stage 5 Fully Engaged Stage 4

Measurable Stage 2 Experimental

Traditional, command and control business operations using one-way communication to drive business outcomes.

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

What to do next?

Stage 1 Traditional

Stage 3 Operational

Stage 5 Fully Engaged Stage 4

Measurable Stage 2 Experimental

Traditional, command and control business operations using one-way communication to drive business outcomes.

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

What to do next?

Stage 1 Traditional

Stage 3 Operational

Stage 5 Fully Engaged Stage 4

Measurable Stage 2 Experimental

Traditional, command and control business operations using one-way communication to drive business outcomes.

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

What to do next?

Thank you!

Christopher  Carfi  (@ccarfi)  VP,  Social  Business  Strategy  Ant’s  Eye  View    

ccarfi@antseyeview.com  www.antseyeview.com  www.socialcustomer.com    twiBer.com/ccarfi  facebook.com/ccarfi      linkedin.com/in/ccarfi    ccarfi.com