Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists. If you download - please add a comment. Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011

1. IBM Retail Fall Showcase 2011: Innovation that matters to the bottom line.
Putting social wisdom in your SoMe efforts
Laurie Dillon-Schalk, Digital Strategy Director, JWT – @ldillonschalk
Copyright © November 2011

2. FOCUS
• Where social media is today?
• Where is it headed?
• What’s holding us back?
• WSIDM?
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3. In 2012, social media fits among owned
and earned medias but roles are shifting…
Type Primary Role Other Roles
for Brand Use
Paid • Drive traffic • Drive awareness
• Drive consideration
• Generate earned media response
• Convert visitors to action
Owned • Convert visitors to action • Drive earned media
• Provides an on-brand • Build longer term relationships
customer experience with consumers
Earned • Influence brand perception • Encourage and/or reward brand
and conversation through pride and loyalty
social web participation.
Source: Referencing Forrester Research, Dec. 2009 “No media should stand alone”

4. Purchase funnels are changing and
DIGITAL is playing a role at every stage.
Awareness Customers see conversations between brands
Interest & satisfied customers. This builds trust.
Reviews & active communities show
Desire prospects that desired needs will be met.
Consideration
& Research
Customers rely on a number of platforms to
Action move to action
Engaged new customers become great
Advocacy
ambassadors
Google Forrester

5. To complicate matters, there are many
owners of SoMe within organizations
Marketing
Public Relations E-commerce
Customer Service
Employees Local Store Level
Multiple owners need to align on digital strategies.
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6. Future: Shift from “doing social”
to “being social”
EXTERNALLY: SOCIAL BRAND
• Actively listen & respond
• Demonstrate social behaviour – compelling,
authentic, transparent.
• Community driven.
INTERNALLY: SOCIAL BUSINESS
• The expertise of company is available to people
• Training & development internally for employees &
business units to become ‘digital citizens’
• Social turns inward as teams collaborate internally

7. Today’s social brands & businesses include firms
that allow employees to be digital citizens.
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8. Being social is more than ‘social media’

9. For the ad business, our technology
partnerships have become very important.
In the last two months
• Apple releases IOS 5
• Apple releases iphone 4S
• Facebook announces F8 Timeline
• Google releases G+
• Facebook new page insights API
• Facebook stops allowing subdomain access so
existing apps start failing
• Facebook announces video calling
• Facebook & Google announce new ad formats
• Twitter announces new analytics.
• Google is working on attribution modeling..
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10. Begs the question:
What is holding brands back?
All too often, Social
Media is relegated to a
junior person on the
marketing team
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11. My rant. As a result,
the vision, the ideas, the possibilities are too low,
initiatives go unsupported , they get by with
rounding error budgets, peeps are focused on tactics
not strategies, or they measure the wrong thing..
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12. Let’s talk about measurement…

13. Focus measurement on the funnel
Objectives Defined
Market Indices performance relative to its
competition and industry
Recruitment Ability to attract consumers in
search, research , social and buying
PEOPLE
modes STOP HERE
Engagement Ability to increase audience
involvement in brand activities or
communities.
Conversion Ability to move visitors to take
action, usually monetary.
Advocacy The degree of customer activity
post-sale

14. About the like.. Quality vs. Quantity…
Is my brand getting traction with the
people I care about?
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15. Where the “like” breaks down
Hello everyone,
Our XYZ is asking us to help them increase their number of fans on
Facebook.
Therefore, if you could please take a minute to go onto Facebook and
like the XYZ page, it would be much appreciated.
Thanks in advance for your kind cooperation.
Jane Doe
Break downs
• Get anyone to like
(not the same thing as asking employees to like)
• Bad engagement
• Some contests
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16. Consider social listening for more than
just verbatim indicators
How I use social listening…
• Study the evolution of a customer after a new
product release
• Understand where my communities congregate
• Figure out what is driving negative moments of truth
• Evaluate if your ‘happy’ customers are ‘happy’ about
something brand differentiating things.
• ….

17. How to get started
1. Establish clear ownership
• Goal to develop a digital / social strategy
2. Begin social listening
3. Understand where you sit today
• Conduct a digital review
• Context: Internal, customer, market & competitive context
• Perspectives: emerging tech
• Assess your social media maturity
4. Partner for brand and technology perspectives
• Invite outside perspectives for emerging media, asset review

18. Social Media Maturity Framework
Step 1: Step 2: Step 3: Step 4: Step 5: Step 6:
Look & Establish a Social Engage Increase Your Build Your Aim for Social
Listen Footprint Social Currency Community Sophistication
Monitor Social Network Sites Define Voice & Start conversations Reach out to Address issues driving
conversations Facebook, Linkedin, Tone brand advocates complaints
(alerts) Twitter, Foursquare
Regular Media Sites (Youtube, Engage existing Custom response Empower your Social commerce
reporting & Flickr) networks advocates
Special rpts (external)
Social Media Blogs & Podcasts, Wikis Participate in Non social content Empower your Gather ideas from
Education & Communities (incl. existing goes social advocates community
Forums & 3rd party conversations (internal) And/or UGC (user
community sites) generated content)
Monitor Supported by SEO Respond to wall, Geo targeting, social Allow for Adapt products &
growth of comments mobile community services and policies
emerging defense
tech.
Clear Active growth of social Quality vs. quantity Appropriate staffing Location based Social Media ROI
ownership & asset base. follower (governance) community
governance refinement building
Designate a community Design for social Social web Identify social Social CRM
manager longevity integration influencers
Use social media Advanced social Content curation
marketing tools analysis
This is a framework developed by @ldillonschalk and @rickwolfe. This is part of an ‘open source’ initiative
where Laurie and Rick hold executive round table discussions on the maturity of social media. See notes.

19. For more…
• At JWT.
• @ldillonschalk
• Blog: socialwisdom.ca
• Slide share on my linkedin profile “Digital Strategy 101”
• Social Media Maturity Chart / Framework given to IBM team
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