Electronic consumer products Case Study: Experiential Social Media for USI Alarms
Experiential social media case study for USI Alarms shows how interaction-based experiential social media performed against content-based experiential social media and against traditional content-focused social media.
Universal Security Instruments (“USI Alarms”) was founded in 1969. The company has a conservative, engineering culture that is dedicated to smoke alarms and other home safety devices, and management had been frustrated that smoke alarm buyers and influencers were largely unaware of the technical superiority of its products. The company holds 11 patents on detection technologies, based on its proprietary research into the science of fire and fire detection. It invented and launched the first “smart” smoke alarm in 2011, but newcomer Nest has more smart home awareness. USI Alarms was ranked #56 fastest-growing business in Fortune Small Business Magazine’s “Top 100 Fastest-Growing Public Small Companies” in 2007. In 2003 it went public on the American Stock Exchange (UUU).
The consumer market for smoke alarms in the U.S. and Canada is dominated by Kidde and First Alert, which are owned by separate business conglomerates, and Nest and other app-based entrants threaten to disrupt the market. Market leaders have very […]
Government Case Study: Social Media-Powered Event Calendar Uses Web 2.0 & Promotes Community Business Challenge
This local government produces and promotes numerous events oriented to business, arts, family, culture, development and fitness interests. The client’s Organization Audit had revealed the community’s frustration with having no unified “event calendar,” so this pilot provided one.
As engagement partner, worked with the Communications Department team to plan, launch and evaluate an eight-week pilot, a unified calendar that we deployed on WordPress to encourage community feedback on events.
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.
The government produces an amazing depth and breadth of cultural, athletic, educational and social events, while other local groups and organizations have their own events, as did myriad other organizations. Therefore, the unified calendar had two principal goals: 1) syndicate in numerous sources of events that were aligned with stakeholders and 2) make the unified calendar equally accessible via Web and mobile. Another secondary goal was to get people talking about events; i.e. reviewing them.
CSRA served […]
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.
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.
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.
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.
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.
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.
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 […]
Drive to Trust is CSRA’s new initiative for partnering with firms to build trust at scale. These daring organizations will learn how to change how they relate to people. They’ll learn how to interact to build trust, and they’ll become much, much more competitive.
Drive to Trust is not a business initiative: it’s a people initiative that has fantastic business benefits.
Need for Trust
While practicing and refining experiential social media since 2006, I’ve developed a reliable way to build trust at scale. Trust building in digital public is a new powerful, authentic way to strengthen businesses because it harmonizes with the digital empowerment of the people who are most important to firms—customers, employees, business partners, regulators, government officials, and their influencers. Trust building is the heart of successful initiatives in employee engagement and customer experience. I built the Social Channel App to explain why and how digital trust building works.
Trust builds strong businesses because people want to buy from them, to work with them, to support them. That means they have lower churn, less price/pay sensitivity, […]
The Social Network Roadmap(SM) is a full life cycle methodology that accelerates and de-risks social business, social media marketing, and digital transformation. Designed by Christopher S. Rollyson and launched in 2008, the Social Network Roadmap (SNR) has been used by businesses, governments and nonprofits to fix situations like these:
Costly social media initiatives that don’t measurably impact profit or mission. “Me too” social media that focuses on not looking bad instead of making money. Factions that vie to “own social” by launching competing initiatives. Fluffy “results” that lead executives to think “there’s no there there” in social. Punitive social policies that prevent employees from interacting and adding value.
SNR is a modular agile framework that uses best-in-class fast-cycle methods to help organizations succeed with ambitious social business projects. You can use this page to significantly improve your social business results. It can help you explore how you can best adopt social business, which applies peer-to-peer (“social”) technologies to business processes. The SNR is useful for assessing, testing, scaling and integrating […]