Digital and Marketing Transformation
DIGITAL AND MARKETING TRANSFORMATION PRACTICE
“Customers have moved very aggressively to the digital and social channels and brands need to follow them. The challenge for companies is not to just transfer old thinking, methods and approaches to the digital world, but truly to transform processes to build socially engaged enterprises. That’s the only way to build real economic value for their brands.”
Michael Gale and Paul Walker
Partners, PulsePoint Group
PulsePoint Group’s digital and marketing transformation practice works with organizations to achieve the breakthroughs they need to fully capture the extraordinary opportunities presented by the new digital environment. We find creative solutions for companies at all levels of digital maturity.
Here are the services we have developed to guide and energize your organization through this evolution:
Development of a Social Engagement Strategy: This is typically a six-to-eight-week project that includes executive interviews, best practices identification and analysis, competitive review, and identification of key metrics. The principal deliverable is a detailed strategy and game plan. – Some companies also engage us to stay on and assist with implementation.
Social Engagement Playbooks: A way of integrating social with existing channels, recommending specific plays for launching a product, promoting an event, crowdsourcing or winning an upsell. The playbooks include specific diagrams and decision trees.
Social Engagement Education: Ongoing education programs to bring key executives and managers up the learning curve on the basics of social engagement, strategy development, crisis management and other competencies. We’ve found that “simulations” of strategy projects and online crises are especially impactful.
Integrated Marketing Transformation Services: These services are especially useful for business-to-business marketing, especially in the technology sector. They include a best practices audit and a process for staff training and enablement. Deliverables include training courses, an audit report, integrated playbook development, and development of metrics with score carding and benchmarking to measure performance and ROI.
Listening Command Centers to take “big data” from social media monitoring and make it actionable. We refine and shape monitoring capability – in multiple languages and 24/7 — to help companies understand online conversation on issues they care about. Insights gained will directly enhance customer service, marketing, message strategy, brand strategy, and product development. Key deliverables include: Turnkey monitoring center, which can be developed in-house or outsourced when the organization is transforming rapidly but has limited internal resources.
Analytics & Performance Management: We enable companies to define how to measure success and then actually measure it on a continuing basis. We also enable them to interpret the data and convert it into action and establish priorities. Key deliverables include a detailed report, followed by a meeting to prioritize action items and work with the team to make sure the recommendations get executed. The follow-up meeting is critical to avoid paralysis from data overload.
Here is a sampling of what we’ve achieved for our clients:
For one of the world’s leading technology companies: Under fire from influential bloggers for its customer service, a leading computer maker asked us to develop a social engagement strategy and roadmap of initiatives to deepen relationships with customers. We established their first listening center, a social media policy and training curriculum, a rapid response and social customer service capability, internal and external blogging and crowdsourcing programs (in English, Spanish and Chinese) and more. We also developed a social engagement playbook and worked hand-in-hand with the company to successfully manage a major recall online. The results: A more than 40% swing in sentiment and positive word-of-mouth online over a 24-month period. Today, social is part of the company’s DNA – it invests more than 20 percent of its marketing budget in digital — and it is considered a leader in its use of social engagement, globally.
For one of the world’s largest airlines: A leading airline wanted to rethink its approach to social engagement to improve responsiveness to customers and manage its reputation. We worked with the company to establish a Digital Media Lab, integrating marketing, customer service and communications, to monitor online conversations around the brand and to respond in real-time. We run ongoing education programs for all executives and managers on key facets of social engagement. The results have been dramatic: in the first year of the social media lab, sentiment around the airline in social media improved 7%, and they established the greatest share of voice among airlines in the U.S.
For two of the world’s leading pharma companies: E-patients are among the most active audiences online. But government regulations and internal impediments have slowed pharmaceutical companies adoption of social engagement strategies. We’ve working with two major pharmas to change that. In both cases, we’re collaborating with executives to develop bold new strategies aimed at making social engagement a key component of brand development, internal collaboration and marketing. To roll out the strategies, we run extensive education programs for marketing and communications professionals. In one case, we trained more than 250 senior managers from around the world on best practices in social strategy development, listening, internal and external social media and digital crisis management. More than 60 percent of that company’s communications campaigns now integrate social engagement components.
For a world-leading mobile device company: A global mobile device company had a mission-critical announcement to make. We worked with the company to write the social engagement playbook for the announcement and to monitor its execution in real-time, 24/7. As a result, the company was able to achieve a 15% swing in positive sentiment and word-of-mouth over five days. In fact, for every influencer that went negative on the announcement, five went positive. The company also managed to extend the news cycle, get traction for its key messages and establish its corporate blog as a major conversation hub in the industry. Since then, we’ve established an outsourced Listening Command Center for the company so all executives, marketing and communications professionals have a real-time view of online conversations in English and other major languages around the brand and its industry. This allows them to adjust messages dynamically based on customer sentiment, as well as to respond rapidly to negative and misinformation.
For a global technology service company: We built the social media strategy for a major technology service company and put in place a governance model for it. We also put in place social engagement playbooks that connect into every marketing initiative. Spend on social media went from 2% of the marketing budget to 7%, and social media is now fully integrated into every one of the company’s campaigns and initiatives. We’ve grown their “bench” of evangelists from 6 to 50. As a result, the company has achieved a global presence in social media that it didn’t have before. The effort has achieved a 30% increase in converting new content directly into customer communications. The company’s cost-per-qualified-lead through social is only a quarter the cost of a lead generated through traditional media.
For a major U.S. advocacy organization: A major business advocacy organization realized that businesses faced a negative perception among young people, so it launched an educational and advocacy campaign to remind young people of the merits of business and economic freedom. We worked with the organization to develop a comprehensive social media content, distribution and engagement strategy to build a community of supporters online. This strategy included activating community members to action and integrated influencer outreach, digital advertising and other engagement techniques. In one year, the number of supporters in the online communities quadrupled to nearly 200,000 members. We also worked to develop a political outreach tool embedded within Facebook, enabling fans to send emails to their congressional candidates. Through this initiative, 90% of congressional candidates were reached from their own constituents with the organization’s messages.