Keynote presentation at the Digital Marketing Financial Services Summit.

1. Social
Evolu+on
Coping
Strategies
to
Address
Social
Media
Trends
and
Disrup+ons
Ed
Terpening,
Industry
Analyst

2. Social Media Continues Evolution
to Social Business
Social Strategists are less focused on scaling
social, but rather integration. I’ll present strategies
to cope with 4 key barriers strategists face today!
2!

3. Trend: social media less “Bright Shiny
Object” and increasingly a business tool to
integrate!
Strategists
less focused
on new
social tools,
but rather,
integrating
social across
silos and
with
emerging
Digital plans!
3!

4. 2015 Internal Priority Trends!
Strategists are less focused on scaling social business, but instead
focused on integrating social + digital, content strategy, and using social
insights!
4!

5. 2015 External Priority Trends!
Engagement with customers is table stakes. Next focus: employee
advocacy and sales force enablement!
5!

6. These priorities disrupt the organization:
they require cross-functional involvement!
Top Trends
Marketing
Comms
Digital
Support
Sales
HR
Integrate Social & Digital ✔ ✔ ✔ ✔
Use Social Data Insights to Inform Decision-
Making
✔ ✔ ✔ ✔ ✔ ✔
Develop Employee Advocacy Programs ✔ ✔ ✔ ✔ ✔
Enterprise Content Strategy ✔ ✔ ✔ ✔ ✔ ✔
Empower the Sales Team ✔ ✔ ✔ ✔
Use Social for Employee Engagement
Internally
✔ ✔ ✔
6!

7. Yet, cross-functional involvement varies!
Cross-
functional
collaboration
and alignment
key, but
lacking!
7!

8. Disruption: trending priorities beyond the
typical CMO’s scope!
Digital Teams are
increasingly
leading social
business!
8!

9. Coping Strategies for 4 Key Trends!
· Most of the
barriers social
business
strategists face
require engaged
leaders working
together to close
gaps between
departments.!
· Here are 4 key
gaps we found
in our research
and how you
can prepare.
9!

10. Coping Strategies
þ Audit existing CX gaps between social and other digital platforms!
þ With peers: join or form a cross-functional team and seek
leadership commitment (connect to an existing DT team?)!
þ With leaders: propose a leadership workshop to build
understanding and alignment!
10!

11. Digital Integration Case Study: Discover
Card!
Discover invested
in journey
mapping to
visualize the
customer lifecycle
across platforms
to learn customer
behavior!
They have an
“experience
management”
layer that sits at
the very top
among C-suite
executives!
11!

12. Coping Strategies
þ Raise Confidence: Leaders may not understand the need for their
involvement. Dispel the “this is Marketing’s job” myth by educating them!
þ Start Safe: Social media is experiential: give leaders the opportunity to
blog internally and engage with employees!
þ If you have a Digital Transformation effort, connect to it to reach leaders
paying attention to DT.!
12!

13. Don’t worry,
slow your
pulse!!
!
An engaged
leader
doesn’t
mean they
tweet for
you!
13!

14. Case in point: Ginni Romett!
· The Chairman, President and CEO of
IBM has a Twitter handle, but doesn’t
tweet, even thought she’s lead IBM to
strategic alliances with companies like
Twitter!
· She maintains a laser like focus on her
larger goals, recognizing that there’s a
big difference between a strategic
embrace of the new digital world and
superficial symbolism*!
“Engagement” can have an internal
focus
Leaders choose the type of engagement right for their
organization!
Photo source: Wikipedia!
* Source: Charlene Li, “The Engaged Leader”, Wharton Digital Press, 2015!
14!

15. Coping Strategies
þ Raise the risk: HR and Compliance may not understand the risk inherent in
employee advocacy, involve them early on!
þ Sell the program through the Internal Communications team!
þ Get leaders talking: See if your CMO is willing to start a Steering
Committee, or other forum to involve HR!
15!

16. Case in Point: Pitney Bowes!
· “It’s important to realize
that this is a partnership,”
says Social Media
Director Bart Casabona1!
· Legal and HR should be
consulted and part of any
company social media
program1!
· In the first 6 months, the
program showed results:
100 active employees,
8100 social shares, 4.7M
impressions, 24K clicks,
and 4,750 reactions2!
Employee Advocacy is a partnership!
1. Source: Jeannine Wheeler, “Pitney Bowes Goes Social — So Can You”!
2. source: Dynamic Signal, “Social Employees: Your Secret PR Weapon”, April 21, 2015 !
Employee Ambassador Program
16!

17. Coping Strategies
þ Social Business Committees: Cross-functional teams can be very effective
at raising understanding of your strategy and seeking a path to deeper
engagement with Advertising!
þ Adopt Rigor: Apply the same rigor in buying and measuring social ads!
17!

18. Insights to grow: Q&A!
· Do these
trends and ring
true?!
· What barriers
do you face
today?!
· How have you
and your
organization
overcome
today’s social
business
barriers?!
18!

19. 19!
Ed Terpening
Industry Analyst
ed@altimetergroup.com!
Twitter: @edterpening!
Free full report download available at
altimetergroup.com!