social media by design
TRANSCRIPT
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Hello.David ArmanoSr. Partner, Dachis Groupdachisgroup.com
Logic + Emotiondavidarmano.com
@armano
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“Social Media is like teen sex. Everyone wants to do it, nobody knows how. When it’s finally done, there is surprise it’s not better. ”
Avinash Kaushick, Analytics Evangelist, Google
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Engagement leads to participation
“Comments, which were absent from the broadcast phase now represented almost 10% of the view rate.”
Source: Doug White, Social Media Today
Broadcast Techniques
Used
EngagementTechniques
Used
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the network economy“America’s opportunity is to lead the network economy, not protect the industrial economy”
~John Gerzema, CIO Young & Rubicam
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Personality is a plus, but...
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“I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
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Some organizations are trying
imagine if your entire call center was a social business center
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Signs of ROI
Dell Outlet has booked more than $3 million in revenue attributable to its Twitter posts. In addition, the division has done research showing that awareness of the outlet has grown, too.Source: Twitter 101
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Starbucks starts to connect the dots
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70,000 ideas in first yearFree coffee for Gold Card members on their birthday
Starbucks VIP card
Splash sticks
Buy coffee beans, get a free cup of coffee
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Does your workflow facilitate matters?
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Source: Dell Outreach in the blogosphere, Scribd
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Centralization: aka command-and-control
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Key:TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
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Decentralization: aka free-for-all
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Key:TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
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Shared services: a hybrid approach
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Key:TM Traditional Marketing DM Digital Marketing SM Social Media PR Public Relations C Corporate Marketing/Communications
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Four core archetypes
Ecosystem Hivemind Dynamic Signal Metafilter
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Why?
+ =Leveraged
&EmergentOutcomes
•Cost savings and efficiencies
•Informed social marketing strategies
•New product & service offerings/innovations
•Improved collaborative processes
•Adaptable business practices
•Customer growth, retention and sustainability
•Expansion into new markets
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ThankYou.
David ArmanoSr. Partner, Dachis Groupdachiscorporation.com
Logic + Emotiondavidarmano.com
@armano