VANCOUVER, BC, CANADA - September 23, 2011 - My keynote from the Enterprise 2.0 Summit.

1. SOCIAL MEDIA IS DEAD!
LONG LIVE SOCIAL MEDIA!
ERIC WEAVER • ANT’S EYE VIEW • #SMWVAN

2. “BUT… WE LOVE SOCIAL MEDIA!”
•! Connecting and keeping up
with friends
•! Expressing ourselves
creatively (and getting
feedback)
•! Meeting people with
shared connections we’d
never normally meet
•! Talking in shared interest
groups
•! Stalking old boy/
girlfriends
•! Getting an “aww”/+1/Like
for photos of our dog.

3. BUT…CAN YOU FEEL IT? !"#$%"!%&'()*+(,-.(/-..0(1/(
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•! We’ve built sites for every
media imaginable.
•! We’ve created
communities for
everything.
•! We’ve joined communities
for everything.
•! We’ve tweeted about
everything.
•! We’ve poked everyone.
•! We’ve tried to incent
“viral” chatter about our
products.

4. !"#$%"!%&'(<*+=(,-./.(
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!704*95.6=(*0.(;*47;(/*417;(
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MEDIA IS DEAD,
IT’S BECAUSE
GUYS LIKE YOU
KILLED IT.”

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http://www.flickr.com/
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THINK > DO > FEEL!
!
FEEL > DO > THINK!

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12. NUTSHELL
We’re emotion-based, time-
starved creatures, built for
social interaction.

13. !"#$%"!%&'(#(+.0,(,*(/.5.67;(4*0J.6.04./(,-1/(C.76=(?70C(*J(+-14-(J*49/.:(*0(
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But does social
translate to
buying?

14. DR. REY JUNCO, LOCK HAVEN UNIVERSITY
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TWITTER
COLLABORATION
RESULTED IN AVG
HALF A GRADE
POINT INCREASE

15. DOES “TOUCH” MAKE US PERFORM BETTER?
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16. WILL FEELING MORE RELAXED DRIVE PURCHASE?
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17. AND ARE WE JUST TALKING B2C?
1 in 2 leads to B2B
websites are coming
from…
Leads from LinkedIn Groups most likely to
convert.
Visitors from LinkedIn Groups most likely to
attend webinars.
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Let’s talk social business.

19. THE GOALS HAVE NOT CHANGED. EVER.
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We need to build awareness. +.0,H("96(;15./(+.6.(
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We need to convert the curious. ?7CB.(2*0.P(70:(*96(
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We need to increase revenue. F9,(10(B*,-(47/./=(,-.(
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We’re wondering: (
what’s beyond The Twitter? L.(/8;;(-75.(,-.(/7?.(
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20. AND WE FACE MANY HURDLES !"#$%"!%&'(F9,(
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Everyone is distracted. %5.6C*0.(1/(DQQH(
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Trust is harder to come by. .08,;.:(70:(,-.16(
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Expectations can often be ridiculous. ?*6.(B9ZZ(,-70(
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One blogger can outshout our budget. /*(?94-(0*1/.(
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So much noise about social! A0*+(+-.6.(,*(
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21. !"#$%"!%&'(#0(,-.(
“Join the ?.708?.=(,-.(
conversation!”! -C@./,.6/=(?*/,(*J(
“Marketers need
+-*?(-75.(<%!%&(
training pants!”!
-7:(?76A.802(
“Advertisers don’t O*B/=(76.(4*0/,70,;C(
get it!”! “It’s about a /4*;:102(9/(7B*9,(
dialogue!”! -*+(+.I5.(?1//.:(
,-.(4;9.K,6710H((

22. THEIR LATEST SCOLDING: ,-.16(;7,./,(/4*;:102(
!"#$%"!%&'(D0:(
“YOU NEED A SOCIAL MEDIA 1/(,-7,(+.(0..:(7(
c/*417;(?.:17(
STRATEGY!” /,67,.2CHd(

23. WE DON’T NEED
NO STEENKEENG
SOCIAL MEDIA
STRATEGY

24. THAT’S LIKE A
CELL PHONE STRATEGY.

25. OR A FREEWAY
STRATEGY.

26. THAT’S A
FOCUS ON
THE TOOL,

27. RATHER
THAN THE
BUSINESS
OBJECTIVE.

28. BOTH MARKETERS
& “GURUS” HAVE
TO STOP
PLANNING
SOCIAL MEDIA
IN A VACUUM,

29. INDEPENDENTLY
OF OTHER
DEPARTMENTS,

30. LIKE SOME KIND
OF BOLT-ON
PUBLISHING
PLATFORM,

31. BECAUSE THAT
REDUCES ITS
POWER. !"#$%"!%&'(f**;(29C/(/.;;(C*9(*0(7(,**;H(F9,(
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32. !"#$%"!%&'(f-.(/*417;(O*960.C(J*6(?*/,(-7/(B..0(
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THE JOURNEY FOR SOME
1.! Convince mgmt to try
2.! Push via social
3.! Buy fans via ads
4.! Tabs and apps!
5.! Justify the labor cost
6.! …?

33. THE JOURNEY FOR SOME
1.! Convince mgmt to try
2.! Push via social
3.! Buy fans via ads
4.! Tabs and apps!
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5.! Justify the labor cost
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+7/,.(67,.H(D0:(:*(C*9(&%D__[(,-10A(,-./.(B*92-,(J70/(76.(,69.(-70:K671/.6/3(
% 6.! …?
1$%!23%

34. THE JOURNEY FOR SOME
1.! Convince mgmt to try
2.! Push via social
3.! Buy fans via ads
4.! Tabs and apps!
!"#$%"!%&'(D0:(@964-7/.:(f+1b.6(J70/3(f-.CI6.(B*,K46.7,.:(744*90,/H([*9(@7C(70(
90/469@9;*9/(4*?@70C=(70:(,-.C(+1;;(/.,(,-.16(J7A.(744*90,/(,*(J*;;*+(C*9H(
% 5.! Justify the labor cost
6.! …?
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35. The bigger opportunity: align
the entire organization around
integrated social engagement.

36. “Engagement, engagement,
engagement! What does that
even mean?!?”
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37. !"#$%"!%&'(f-.(/*417;(?.:17(O*960.C(7/(+.(A0*+(1,(V(7(,**;KJ*49/.:(O*960.C(V(1/(7(:.7:K
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70:(?76A.,(.0272.?.0,H(
Ant’s Eye View’s
Engagement Journey

38. THE SOCIAL BUSINESS JOURNEY
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:1p.6.0,(A10:(*J(O*960.C=(*0.(,-7,(;**A/(;1A.(,-1/'(
Stage 5
Stage 4 Fully
Stage 3 Measurable Engaged
Stage 2 Operational
Stage 1 Experimental Social Social
Social engagement engagement
Traditional
Dabbling in engagement drives real and customer
Traditional, social becomes more business experience is
command and engagement embedded in results, with part of the
control business occurs but is business systems and organization’s
operations using disconnected operations. tools fully DNA.
one-way to business Internal optimized to Breakthrough
communication operations. training, support business results
to drive business Fractured channel con dent and – increased
outcomes. tools, silo’d alignment and competent revenue and
e orts and campaign employees and loyalty are
disparate integration to more fully realized.
measures begin to deliver harness online
reign. tangible results. relationships.

39. FINAL DESTINATION: FULL ENGAGEMENT
BUSINESS OUTCOMES ORGANIZATIONAL CUSTOMER EVIDENCE
Products are brought to IMPACTS
“I trust you”
market more quickly
Entire employee base
“I recommend you”
Differentiate beyond $$ has a 360° view of the
Engaged users spend customer and can “I’m valued and heard”
more time on site anticipate needs
“That was my idea”
Influencers drive Brand dashboard tied
revenue via trust “You’ve anticipated my
to revenue
needs”
Activation creates choice Senior execs leading
at retail “You didn’t talk AT me”
with customer
Get & retain best talent engagement “You’ve improved my
More efficient research, life”
Increased awareness,
development, marketing revenue, loyalty, “I defend you”
& ops
advocacy
Built-in demand reduces
financial risk

40. HOW DO YOU START ON THIS
JOURNEY?
Know that there is one.
Communicate and educate
beyond your department.
Create a plan that allows
everyone to win.
Assess where you are and set
a compass point.
Map organizational objectives
to social tactics.
Choose your presence wisely.
Anticipate potential “tribal
rifts.”

41. These
I heard about The YouTube vid podcasts help
you from shows me how to me understand
Glassdoor. operate the software. new product
offerings.
HR & TRAINING
IT AND INFRASTRUCTURE
SALES,
SHIPPING &
SUPPLY CHAIN OPERATIONS MARKETING, CUST CARE
DISTRIBUTN
PR
85% would prefer you Please build a Is this @CustCare, I
bought locally sourced store in our Groupon deal need help with
ingredients. community. still valid? my bill.
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42. Consumers distrust
advertising. But they love
engagement.
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43. DDB EXAMPLE:
START WITH
EMOTIONAL,
INTEGRATE WITH
TRADITIONAL
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44. STARTING
POINT: A
CREATIVE
HOOK WITH
STRONG
EMOTIONAL
& SOCIAL
APPEAL
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45. DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST
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52. !"#$%"!%&'(QQF(10/@16.:(70:(104.0,.:(@.*@;.(,*(@964-7/.(,-.(/-7A.6/(70:(/,72.(,-.16(
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53. !"#$%"!%&'(^*?.(9@;*7:.:(51:.*/(*J(,-.16(A1:/(@;7C102(+1,-(,-.(/-7A.6/=(+-14-(2*,(
,-*9/70:/(*J(51.+/H(

54. !"#$%"!%&'(^*?.(/.0,(10(49;1076C(/.u02/(+1,-(,-.(@716H(

55. !"#$%"!%&'("0.(@.6/*0(.5.0(/.0,(10(@7/,7(76,H(f-10A(7B*9,(,-7,'(@7/,7(76,(J*6(7(F&D<Q(
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56. FIRST 25 DAYS:
6000 Facebook fans
SO DID IT 375,000 video impressions; total
media cost: $0
WORK?
20,000 Salty & Pep shakers sold
out
DDB’S Highest website traffic EVER
RESULTS
Unit sales rose by 24% over
FOR KNORR previous year
Sidekicks surpassed Uncle Ben’s as
the #1 BRAND in the category

57. WHAT WOULD THE RESULTS BE
IF DDB HAD ONLY PLANNED
SILOED SOCIAL MEDIA TACTICS?
OR JUST A COMMERCIAL?

58. Consumers conserve their
time for Oxytocin-rich places
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,*94-d(70:(:./167B;.(B.-751*63(

59. CONSUMERS PREFER ENGAGEMENT
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i(
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60. And the forgotten benefit:
GOOGLE <3’s ENGAGEMENT
TOO
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(
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61. !"#$%"!%&'(^1](C.76/(72*(#(@*/,.:(7(@-*,*(*J(?C(+1J.(*0(k;14A6(70:(8,;.:(1,(c)*b./,(
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:1/@6*@*68*07,.(09?B.6(*J(51/1,/H(f-.(6.J.66.6(/,6102(+7/(J6*?(1?72./H2**2;.H4*?=(
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vW(

62. !"#$%"!%&'(wB.479/.(,-.(@-*,*(+7/(@*/,.:(,*(k;14A6=(7(/*417;(4*??901,C(+1,-(
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B.(10,.6./,.:=(B9?@102(,-1/(100*49*9/(@-*,*(,*(,-.(,*@(*J(,-.(670A102/H(E""E_%(
R<"L^q(M:1/4;71?.6'(/104.(,-1/(/46..0(267B=(?C(+1J.(-7/(/;1@@.:(,*(/.4*0:(@;74.(
B.-10:(e.007(k1/4-.6P(t/-7A./>/,(
vX(

63. So when determining where
and how to engage, think:
True, authentic dialogue
Integrated engage-points
Emotional relevance and
oxytocins

64. AND LET LISTENING DATA TO DRIVE FOCUS
SHARE OF MENTIONS BY CHANNEL, 30 DAYS
CAPTURE
ON
TWITTER…
…AND
WHILE GUESTS DRIVE TO
ARE TALKING
ABOUT THE
ABCAADE- .F1DGHHI- FACEBOOK
BRAND,
CONVERT THEM
TT=Tvv(MvlUP( Xi=YTv(MXYUP( CONTESTS,
USER VIDEOS &
THROUGH “BRAND LOVE”
SHARE-WORTHY HAPPENS HERE
PROMOS – AND
DRIVE THEM TO
FB TO SHARE
THE LOVE
!"#$%"!%&'(#0(,-1/(.]7?@;.=(;1/,.0102(:7,7(@*10,/(,*(7(@*,.087;(.0272.?.0,(7@@6*74-H(

65. MAP CHANNELS TO BUSINESS GOALS
SOCIAL
SOCIAL SEARCH SOCIAL ENGAGEMENT SOCIAL COMMERCE
VENUE-
Incent
Amplify Convert
Optimize Spread Amplify Build Influence Create user- Socialize Offers &
influencers advocates generated differen- fence-
SEO content reach trust visits promos
content tiators sitters
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B9/10.//(2*7;/H().6.(+.(470(/..(-*+(4-700.;/(?12-,(B.(9/.:=(:76.(#(/7C=($"<(",B!A(//?0(

66. FIVE MESSAGES FOR MANAGEMENT
1) There is a path beyond participation and fan
acquisition • it is the Fully Engaged Enterprise
2) “Social touch” means happier, more conversion-
friendly communities.
3) Alignment with your market means competitive
advantage and more importantly, spend efficiency
4) Cross-functional social is an organizational win
everyone can get behind #enterprisechampion
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67. FINAL MESSAGE FOR MGMT:
Conversion is higher when
companies invest in
engagement
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*62701Z78*0(470(@6*9:;C(,7;A(7B*9,(,-.16(,69.(c/*417;(?.:17(010O7/Hd(

68. THANK
YOU!
http://slideshare.net/weave
Twitter: @weave
Work: antseyeview.com