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Experiential social media case study for USI Alarms

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.

Profile

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).

Business Challenges

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 […]

Social Media-Powered Event Calendar Uses Web 2.0 & Promotes Community [Case Study]

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.

Role

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.

Rollout

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 […]

Local Government Fitness Program Grows from Facebook to WordPress [Case Study]

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 […]

Facebook Page Launch for Local Government [Case Study]

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 […]

Social Business Strategy for Computer Components Brand [Case Study]

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 […]

PricewaterhouseCoopers Social Business Case Study

Salvatore Reina shares insights about PricewaterhouseCoopers’ global social networking initiatives.. highlights of internal projects and client engagements […]

CSRA Milestones: Ten Years of Experiential Social Media

CSRA Milestones: The First Ten YearsCSRA milestones reflects on my first ten years of experiential social media, seen through the eyes of clients I’ve served. I’ll share what I learned about what outcomes we got in each engagement as well as how it happened that I developed and pioneered experiential, which if a repeatable process for developing trust and profit at scale.

If you’d like to watch this post instead, just click the thumbnail button.

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Drive to Trust: Rare Opportunity to Build Strength and Profit

Drive to Trust #drivetotrustDrive 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 use experiential social media to build trust, and they’ll become much, much more competitive.

Drive to Trust is not a business initiative: it’s a people initiative with fantastic business benefits. The Trust Business Chain Reaction shows how trust monetizes.

Need for Trust

While practicing and refining experiential social media since 2006, I’ve developed a repeatable efficient 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, […]

Ethnographic Research of Social Media for Social Media Initiatives

Ethnographic Research for Social Media Initiatives avatarEthnographic research for social media initiatives shows how ethnography can change the rules of social media programs in marketing, customer service, product development, recruiting and others. Ethnographic research enables teams to understand the people who are most important to your firm so they can relate to them at a completely different level. Moreover, interacting in digital public activates the network effect and the annuity effect, so it’s very scalable. Since your teams interact in digital public, where a far larger group of like people observes the interactions, they influence a large group of people and build relationships with them. People start trusting your firm, preferring your firm, and doing more business with you. See the Trust Business Chain Reaction and infographic for how it monetizes.

Ethnographic research for social media initiatives is a game-changer for customer experience and digital transformation programs in multiple phases. It’s faster, less costly, and scalable. It provides an unprecedented combination of qualitative and quantitative research.

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The Social Network Roadmap(SM)

The Social Network Roadmap Social Business Transformation & Experiential Social Media MethodologyThe 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 […]