Retail & Entertainment Case Study: Ecosystem Audit for Leading Toy Retailer Business Challenge
Leading toy retailer wanted to explore how to use social media sites to engage with toy collectors in several businesses: model trains, slotcar racing, diecast and dolls. Customized an ecosystem audit to identify and analyze feasibility of engaging collectors with diverse interests in social media venues.
Role
As engagement partner, advised CMO (Chief Marketing Officer) on optimal social business engagement approach for model railroad, slotcar, diecast, doll and action figure businesses. Made specific recommendations based on ecosystem audit findings.
Rollout
In rapid iterations, developed stakeholder profiles for various types of collectors with diverse interests, and worked with client engagement team to prioritize them in terms of importance to the business.
Developed each stakeholder’s key characteristics, and used them to design filters that would find them online. Programmed, tested and iterated each stakeholder filter in tight cycles. Utilized SNR Analytics tools and processes to rank highest priority digital social venues that would enable the brand to interact most efficiently.
Worked with engagement team to conceptualize and rank importance of stakeholders’ key activities (“workstreams”) most relevant to the brand. Programmed, tested and iterated filters for each workstream. Workstreams […]
Retail & Entertainment Case Study: Ecosystem Audit for Indoor Sports and Game Retailer Business Challenge
Top indoor sports and game retailer wanted to explore opportunities for building interest and business in social media sites, so they measured the opportunity with an ecosystem audit.
Role
As engagement partner, advised CMO (Chief Marketing Officer) on sports and games business’s optimal social media engagement approach. Designed and conducted abbreviated ecosystem audit to determine feasibility to engage stakeholders and workstreams. Made general recommendations based on ecosystem audit findings.
Rollout
In rapid iterations, developed stakeholder profiles, and worked with client engagement team to prioritize them in terms of importance to the brand. Developed each stakeholder’s key characteristics, and used them to design filters that would find them online. Programmed, tested and iterated each stakeholder filter in tight cycles. Utilized SNR Analytics tools and processes to rank highest priority digital social venues that would enable the brand to interact most efficiently.
Worked with engagement team to conceptualize and rank importance of stakeholders’ key activities (“workstreams”) most relevant to the brand. Programmed, tested and iterated filters for each workstream. Workstreams involved stakeholders’ motivations for game rooms, which ranged from “keeping our kids at home” and “connecting […]
Retail & Entertainment Case Study: Ecosystem Audit for Fitness Equipment Retailer Business Challenge
Top five U.S. fitness equipment retailer wanted to “break through the clutter” and boost its relevance to customers and prospects by maturing its nascent social media efforts.
Role
As engagement partner, advised CMO (Chief Marketing Officer) on fitness business’s optimal social media engagement approach. Designed and conducted ecosystem audit to pinpoint stakeholders and their workstreams. Made recommendations based on ecosystem audit findings.
Rollout
In rapid iterations, developed stakeholder profiles, and worked with client engagement team to prioritize them in terms of importance to the brand. Developed each stakeholder’s key characteristics, and used them to design filters that would find them online. Programmed, tested and iterated each stakeholder filter in tight cycles. Utilized SNR Analytics tools and processes to rank highest priority digital social venues that would enable the brand to interact most efficiently.
Worked with engagement team to conceptualize and rank importance of stakeholders’ key activities (“workstreams”) most relevant to the brand. Programmed, tested and iterated filters for each workstream. Synthesized workstream and stakeholder filters to rank digital social venues (sites) based on high priority stakeholders and their workstreams. Developed Top10 and Top20 rankings of digital […]
Government Case Study: Local Government Fitness Program Grows from Facebook to WordPress Business Challenge
This local government’s community has an unusually high interest in health and wellness, and its Ecosystem Audit revealed extensive opportunity online. In addition, the government operates fitness centers and has a business interest in engaging the community around fitness. Moreover, the community has numerous health and wellness experts and related businesses the client wanted to support by inviting their participation.
Role
As engagement partner, worked with the Communications Department team to plan, launch and evaluate an eight-week pilot, a branded fitness tips campaign that launched on Facebook and, since response was very enthusiastic, expanded to its own presence on WordPress.
CSRA developed the pilot charter (project plan) that included specific goals, resource requirements, timelines, content strategies, community collaboration process and measurements. Developed several pilot templates that explicitly outlined specific goals, workflows and tools for Champion, Manager and Contributor roles. Notably, community wellness experts were contributors in that they submitted tips in their areas of expertise, which this site publicized.
Rollout
This was the client’s second pilot. It provided daily practical fitness tips that were aligned with three fitness profiles, workout (serious), recreation (social, weekend) and […]
Government Case Study: Facebook Page Launch for Local Government Business Challenge
Local government was significantly behind some of the community’s social media early adopters in fielding a presence, so management knew that their social media presences would be closely scrutinized. Therefore, management wanted to choose the optimal venue in which to launch and build the foundation for expansion. This pilot had two goals: to test the strategy and to build the client’s social business competency. Competency had two facets: hands-on experience with social and technical nuances of using the platforms as well as a management capability for planning, launching and evaluating social business projects.
Role
As engagement partner, worked with the Communications Department team to plan, launch and evaluate an eight-week Facebook pilot and to seed the government’s social business team. CSRA developed the pilot charter (project plan) that included specific goals, resource requirements, timelines, content strategies and measurements. Developed several pilot templates that explicitly outlined specific goals, workflows and tools for Champion, Manager and Contributor roles. Used the Social Network Roadmap(SM)’s social business management framework to manage the growth of the client’s social business competencies.
Rollout
The Facebook Page was the client’s first social media presence. Their team […]
Hightech Case Study: Social Business Strategy for Computer Components Brand Business Challenge
Market leading computer components business and ecommerce retailer had several highly visible social media presences but felt they were not tapping social business’s potential. They wanted to be more confident of their purpose: what they were doing, where, how and when. The Social Business Strategy provided an in-depth Ecosystem Audit as well as an Organization Audit to measure the firm’s unique assets. It recommended several pilots to implement the strategy.
Role
As engagement partner, led Social Business Strategy using the Social Network Roadmap(SM). Advised global marketing, public relations and social business team on optimizing social business investment.
Rollout
Produced the Social Business Strategy in two phases, the Ecosystem Audit (external focus) and the Organization Audit (internal focus).
For the Ecosystem Audit, developed stakeholder profiles, and worked with multidiscinplinary client team to prioritize them in terms of importance to the business.
Developed each stakeholder’s key characteristics, and used them to design filters that would find them online. Programmed, tested and iterated each stakeholder filter in tight cycles. Utilized SNR Analytics tools and processes to rank highest priority digital social venues that would enable the brand to interact most […]
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