Polycom social media project smacad fall 2011
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A social media strategy presentation, as part of our course.
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Polycom social media project smacad fall 2011
- 1. Rena Ripp, Ronald Kantor, Peter Finney, Billy Stewart, Linus Kjellqvist, Niklas Trieb, and Juan Manuel Rodriguez Valle SMACAD Fall 2011
- 2. Polycom Social Media Assessment and SWOT analysis Strategy Initiatives by department Resources & Budgets
- 3. Polycom Social Media ECO system Customer Brand Strengths Weakness Partner Competition Opportunity Threats
- 5. Polycom Cisco followers, likes, subscribers followers, likes, subscribers 10740 2121 875 3600 325 1,560,541 18,912 10300 1422876 4687 Facebook Twitter YouTube YouTube Twiter Facebook Linkedin Linkedin
- 6. Wide Social Brand LOW to NO Engagement 18,912 BROADCAST, Push info out “Polycom Community” Low Brand visibility Strengths Recognise customer Little interaction Weakness contribution Low C-Level presence Global Partner ECO NO team member visibility system Negative sentiment ENGAGE, also in 3rd party CISCO Social ECO system WIDE active Social ECO Cleanse old social site system 1,560,541 Opportunity artefacts (TANDBERG) Voice of CISCO + Threats PROMOTE Partner ECO Customer/Partners system High Engagement C-Level Engagement CTO Twitter presence AGILE Response 1.3M
- 7. Goal Strengths Weakness Strategy Opportunity Threats Resources
- 9. B Polycom is hearing R me! A W A R E N E S S N D
- 11. Marketing, Product Management, Support, Sales Goal Strategy Resources
- 16. ROI
- 17. Social Media Services Team
- 19. Polycom - Social Media Budget Planning & ROI Initial & Annual Budget Requirements Requirements Cost ($) Cost ($) Internal Resources Phase 4 25 Full time Focus: people 200K per person load labour Phase 3 Resources: rate 5,000,000 Focus: Cost: External Phase 2 Resources: ROI: Resources Focus: Cost: Outsourcing 100,000 Phase 1 External Content 50,000 Resources: ROI: System Costs Focus: Cost: Community Resources: ROI: system 80,000 Cost: Annual service ROI: fees 80,000 Education Expense Team Education 10K per person 250,000 Incubate, propagate, continuously improve 5,560,000 Cost:6,541,176 Consulting Costs (Each phase paid for by preceding one) ~15% 981,176 981,176 Resulting ROI: Initial costs (16%) 156,988 Project Management (84%) 824,188 6,541,176
- 21. Polycom - Social Media Budget Planning & ROI Initial & Annual Budget Requirements Requirements Cost ($) Cost ($) Internal Resources Could grow to 50+ 25 Full time people 200K per person load labour rate 5,000,000 External Resources Outsourcing 100,000 External Content 50,000 System Costs These costs maybe Community system 80,000 higher for Hosting … Annual service fees 80,000 # servers required Education Expense Team Education and outbound 10K per person 250,000 internet traffic 5,560,000 volume Consulting Costs ~15% 981,176 981,176 Initial costs (16%) 156,988 Project Management (84%) 824,188 6,541,176
- 22. Polycom - Social Media Budget Planning & ROI Est. ROI (1) Assumptions Contribution Margin (CM) = our estimated savings from social media without customer/partner sales of 1% 11,170,110 Interaction Costs (IC) = Budget Plan costs ROI = ((CM - IC) / IC) * 100) ROI = 71 % Polycom - Social Media Budget Planning & ROI Est. ROI (2) Assumptions Contribution Margin = a Increase in revenue by 1% 12,184,890 Interaction Costs (IC) = Budget Plan costs ROI = ((CM - IC) / IC) * 100) ROI = 86 %
Notas do Editor
- BRAND Summary Corporate Polycom page have 3600 likes. Some markets represented through local pages. No team members visible and limited interaction. 309 subscribers, 150 uploads and 105 000 views on YouTube. Polycom holds at least four corporate accounts on Twitter with a substantial number of followers. Management is represented but the activity level differs. One-way communication. 3300 employees on LinkedIn. Management is represented. Company page have 7000 followers. 27 groups related to Polycom. Low degree of conversation. Corporate website links to five blogs. Most are inactive and do not stimulate dialogue. One-way communication no or very limited interaction. Polycom Press Releases, News Articles and Podcasts available via RSS. It is possible to connect with Polycom in a wide selection of social media including Twitter, Facebook, LinkedIn, YouTube as well as management blogs. Substantial number of followers. One-way communtication no or very limited interaction. The different channels are used for information – not communication, interaction or dialogue. Limited local presence. CUSTOMERPARTNERPolycom has specific partners they sell their products to. Those partner’s sell B2B and also B2C. Thousands of the customers are just like you and I. Individuals that use one of their products on a daily basis. The immediate partners have a range of visibility scores, with presence on many different sites. Emotions and sentiments are fairly neutral with some negative comments. Example Broadsoft had 63 positive, 381 neutral, along with 4 negative. Companies need to be actively monitoring their online presence, the neutrals can quickly turn into negatives.
- Tandberg Social ECO sites/places have LOW Customer and Tandberg engagement, No engagement from Tandberg on YouTube, last video post 2 years agoSome Tandberg Social sites/places have moved to Cisco sites/places and branding notably the Tandberg FB page, although the old page remainsCISCO and Customer engagement in the CISCO Social ECO system is highDual branding and mix of social presence could be viewed as somewhat confusing to the customer in the Social space, when old Tandberg sites have low or no engagementThe active brand is “Cisco TelePresence”Tandberg / Cisco Exec’s impressions in Social spaces/places generate 1.5M impressions across Twitter, YouTube, Facebook and LinkedinTOP impression is via the Cisco CTO with 1.3M ! Twitter followersFew twitter mentions of #tandberg as a brandMany mentions of #telepresence + #ciscoTelePresence FB information pushed from CiscoFB Customer posts and sentiment is generally very positive with customer, partner actively promoting Cisco TelePresence solutions, no explicit product mention of TandbergFB Cisco engage in public dialogue on issuesFB Cisco promoting partnersInfluencer? FB wall post from Guy Kawasaki Co-Founder alltop.comFB lots of posts by Solutionz (Partner of both Tandberg and Polycom)Most active sentiment wrt Tandberg is on the Ex-employees Linkedin groupWainhouse Research, Polyom prominent in search TAG Cloud?Social media strategy requires companies to:Clean up any irrelevant or out of date references that result from product updates, acquisitions and mergersFocus on providing value in the social web to power users and interested parties without overdoing the marketing angleUnderstand the threat of a “reputational” risk if they don’t take social media interactions outside of their own ecosystem seriouslyVolume of “hits” and interactions is sometimes much less important than meaningful discourse with decision makers and key influencers
- SWOT Analysis in the context of Social Media based upon our group Social Media Assessment of Polycom (Brand, Customer, Partner, and Competition)STRENGTHSWide BRAND representation across Twitter, YouTube, Facebook, Linkedin, and blogsLots of followersPolycom reach out to customers on channels, e.g. "Polycom community"Polycom recognise customer case studies and promotion with benefitsEstablished Global partner presence, Polycom’s second degree ecosystem is vastWEAKNESSLOW to NO Polycom engagement on Social Media channelsBROADCAST, it is ALL a PUSH outLow BRAND visibility in Search results.Little interaction on social media channelsTwitter low C-level engagement, little channel activityLinkedin - no status updates, no conversationsFB NO Polycom team member visibility and engagement with customersCustomer questions go unanswered, no Polycom engagement, and negative sentiment on 3rd party sites OPPORTUNITYCISCO is not actively engaging in 3rd party social media sites (Linked in ex-employee group)Polycom should engage in the external social Eco systemTandberg BRAND low social places/places engagement, old sites not cleansed. Tandberg/CISCO Telepresence BRAND confusion wrt active social media spaces/places from the merger and acquisition of TandbergPolycom needs to ENGAGE with their customersPolycom needs to PROMOTE their PARNER eco systemPolycom needs to embrace their KEY influencers (??)Polycom C-level execs, need to be heard (Engage)Polycom must be AGILE in there engagement and response to customers THREATSCISCO – has a WIDE active Social ECO system presence, with the voice of CISCO is the voice of the customer and partnersCISCO promote their partner ECO systemCISCO engage in customer dialogue and discourseCISCO CTO (1.3M twitter followers), SVPs active on TwitterCISCO Agile response to issues and questions
- Social Media Services Team -- Role & ResponsibilitiesInitial assessment and strategy developmentTeam support and strategy oversight (training and guiding)Creating social media recommendationsOrchestrating internal and external resourcesPlatform managementOngoing social media monitoring and reportingMarketing - Role & ResponsibilitiesPlan and execute social media product launchesStimulate customer and partner conversationsEngagement recommendations we want to encourage active engagementEncourage and enable sharing of experiences and contentAmplify positive mentions in appropriate social spaces / placesProduct Management -- Role & ResponsibilitiesListen to product improvement ideas, feature requestsHandle product feedbackLink product defect feedback to Incident Management processLink product ideas to Change management and Continuous improvement planMonitor market and industry trendsBuild and monitor product design communitiesEncourage co-creationR&D, Marketing participation in the forum, FB GroupEngagement recommendations we want to encourage active engagementSales -- It is not for selling, it is for informing, educating, learning and connecting. Role and ResponsibilitiesCampaignsCustomer Data and lead generation Develop Social selling techniquesOne thing to keep in mind is that it does not matter who is reaching out on behalf of your company, your customers and community aren’t segmenting you by department and they don’t care about your job titles. They’re looking at you as a unified, cohesive team that they can count on to meet their needs. We are ALL stewards of said company and their brand, and by participating in social media, you’re setting new expectations for accessibility and availability. And you’re all in it togetherSupport -- Role and ResponsibilitiesTraining of departmentsSocial media monitoringtroubleshooting or technical/product support issuescustomer complaintsaccounting/billing questions (to route to appropriate people)compliments and kudos (there’s no such thing as too many people saying thank you)
- Marketing KPInumber of #mentions of the product launchedIncrease in number of facebook LIKESnumber of unique (different people) facebook LIKESnumber of Polycom Twitter, YouTube, Linkedin group followersmembership of forumsnumber of customer, partner forums, FB / linkedin groupscustomer posted product review Videos on YouTubeposted Videos on YouTube (product, solution, training)Positive customer sentimentTrend ranking (Google)Product Management KPInumber of #mentions of the product launchedIncrease in number of facebook LIKESnumber of unique (different people) facebook LIKESnumber of Polycom Twitter, YouTube, Linkedin group followersmembership of forumsnumber of customer, partner forums, FB / linkedin groupscustomer posted product review Videos on YouTubeposted Videos on YouTube (product, solution, training)Positive customer sentimentTrend ranking (Google)
- Polycom - Social Media Budget Planning & ROI Est. SavingsRef: POLYCOM 2010_10K FormOperating ExpensesEst. Savings Sales and marketing 387,208,0003%9,680,200R&D148,991,0001%1,489,910Social Media Savings11,170,1102010_10K Form Total Revenues 1,218,489,000 + Social Media Savings1%1,229,659,110