what	facilitated by	for
listening	engagers	public relations
engaging	followers	community
story telling	monitoring tools	web content
	measuring tools	advertising
		customer service
business strategy	coordinated systems	everyone

• evolve the enterprise
• be the coach
• extend the strategy
• core campaign / engagement pieces
• what is the story you are trying to tell?
• what are the building blocks? a shiny video, a cool graphic, a blog post
• the open system
• listening: not just reading what people have written, but looking at trends, and analyzing trends and sentiment.
• ticketing: example – radiant6 engagement manager: you are tracking what is coming in, and making sure they get assigned out to experts, who can address it and close the ticket.)
• content library: you need to be able to find, aggregate the content you can use: videos, slides, explanations, so that everyone can use and share it. if the ceo makes a cool video and shows it at a conference, do your bloggers know about it, and use it in their blogs?
• crm
• measuring
• example flow…
• issue is id’d
• assigned to SME
• SME finds related content
• SME publishes
• amplifiers and engagers tracked in CRM
• results measured
• sales follows up on CRM contacts
• gamblers in vegas, if they check in and provide any social media information, the casinos are checking their cloud score, and giving them comps.
• Setting up the Systems
• Content: Curation and repository for everyone. Make it public.
• Active Listening, which leads to Ticketing, ticketing includes CRM
• It’s not enough to run the reports, someone has to be watching those dashboards and doing something.
• Transformation > Filtering & Feeds
• Social CRM – it’s not just for finding advocates, but also for creating leads.
• TIP: If you aren’t doing it now, ask people for their twitter handles. You might not know what to do with it right now, but you’ll eventually want it.
• Ticketing Tools:
• Awareness
• CodeTweets
• Radiant6 Engagement Manager
• Questions
• Q: How do you manage twitter identity?
• Use your company name. 
• Maybe have a name per global region: BusinessNameChina, BusinessNameUS
• Maybe have a name per key brand (e.g. the way HP does for printers vs. computers, for consumer vs. commercial brands)
• ROI
• ROI is not just activity, it’s the value of the impact.
• Impact on web traffic
• projected sales from an engaged customer
• impact on cost of marketing
• impact on cost of lead generation
• impact on cost of support
• impact on length of the sales cycle
• What is the value of an engaged customer versus an unengaged customer?
• HTC product support wiki
• drastically reduced cost of support for HTC
• especially because, only the most advanced users made it past the carrier’s customer support to HTC customer support.
• these customers benefited most from the technical information and contributed tips and hacks
• Potential points of debate
• unified strategy or functional strategies