A simple planning framework for more successful social media pilots and innovations

1. Innovation Framework
Simple Planning for Innovation Pilots
John Bell
Managing Director
Ogilvy’s 360 Digital Influence

2. Social Media Innovation Framework
My Business Purpose
Pilot Structure
Evaluation Model
Pilot Execution & Next Steps

3. Social Media Innovation Framework
My Business Purpose
Generate excitement
Discover a better way Generate buzz within
and enthusiasm within
to: community
the organization
Coverage in
Drive engagement Learn new ways of
trades as an
with customers doing something
innovator
Spark advocacy Create an Give senior
via customers & experiment worth executives
stakeholders talking about “bragging rights”
Demonstrate Increase industry
Generate leads “boldness” to thought leadership
colleagues and visibility
Grow demand for
products and
services
Increase sales:
new customers vs.
existing customers
Strengthen
workforce and
culture
Discover operating
efficiencies

4. Social Media Innovation Framework
Pilot Structure
Align with
Define the type of Select markets and
communications Design pilot
innovation participants
plan
Integrate with Local markets
New platform Description
existing plan (usually 1-3)
Standalone Participants
New technique pilot Duration & (which
or procedure •Define objectives, schedule segments will
strategy, etc… you engage)
Roles and
New partner
responsibilities
Resources
Budget

5. Social Media Innovation Framework
Evaluation Model
Success statement Determine metrics Evaluate overall value
Key Performance
Compare KPIs to
Narrative that Indicators (KPI’s) -
alternative methods
answers ‘what does usually 2-4 numbers
– don’t get caught in
success look like’ most indicative of
the ROI traps
success
Diagnostic Metrics –
Match back to which other metrics Inventory expended
Business Purpose and will guide pilot team resources - what did
Business Objectives (but are not it take to execute
necessary to report)
Add learnings and
“soft values”
Share results and
lessons learned

6. Social Media Innovation Framework
Pilot Execution & Next Steps
Collect and review
Execute pilot Next steps
learnings
Expand pilot in existing
Weekly reports and
Launch & run pilot markets – add possible
evaluation meetings
adjustments
Expand pilot to new
Final post mortem with
markets – add possible
team
adjustments
Socialize and share
learnings across the Kill pilot
‘Center for Excellence’
Document ‘best practices’
and share with the ‘Center
for Excellence’
Submit for award
Collect “attaboys” from senior
muckety mucks

7. John H. Bell
Global Managing Director | 360° Digital Influence
Ogilvy
EMAIL john.bell@ogilvypr.com
BLOG http://johnbell.typepad.com
TWITTER @jbell99