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 […]
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 […]
Government Case Study: Social Business Governance Program for Local Government Business Challenge
Local government had a conservative culture and formal organization that strove to hold itself accountable for its actions and work processes. As do all governments, it faced several vocal political factions that were active online and ready to criticize decisions.
Having delayed its entrance to major social (media) venues, management was committed to building their social business capabilities, so they asked CSRA to build the foundation of social business governance.
Role
As engagement partner, worked with the Communications team to develop its four-legged social business governance platform: social business policy; social media monitoring, social business competency and social business management.
Rollout
Led formation of the client’s social business policy using SNR’s collaborative approach. Diligenced and synthesized local government social media risks, and surveyed internal community to learn their perceived risks. Designed various social business roles for employee types and the public, and created policies for each based on rights and responsibilities.
Built social business monitoring console by reusing high-priority stakeholder and workstream filters, and automated searching and responding. Designed analytics to educate the client about what metrics had business importance. Designed workstreams that made it easy for […]
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 […]
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 […]
Social Business Strategy Case Studies and Clients 
Results from select client work (as a consultant) and from transformational initiatives I’ve led (as marketing executive)
Dozens of executives in global enterprises, government, nonprofits, hightech startups, local businesses, and professional associations in multiple industries have trusted me to lead high-stakes initiatives over the years. In some of these, I’ve led on the inside as an executive while in others I’ve advised management as a consultant. Access case studies individually via the links by each client.
Nonprofit, Higher Education & Government Global Nonprofit/Non-governmental Organization [case study1: strategy] College with creative and media arts, liberal arts and business programs [case study] Local government of major metro exurb [case study1: strategy] [case study2: facebook page] [case study3: fitness program platform migration] [case study4: social event calendar] [case study5: social business governance] Cabinet official of state executive branch Consumer, Retail & Entertainment Top3 smoke alarm manufacturer [case study] Top3 fitness equipment retailer [case study] National (U.S.) toys retailer [case study] National (U.S.) indoor sports & game retailer [case study] Big Three automaker [case study] Top […]
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