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Charlene Li Presentation

  1. Creating A Coherent Social Business Strategy Charlene Li, Founder & Analyst, Altimeter Group @charleneli | February 7, 2013 | Expion Summit
  2. 2
  3. Social Will Be Like Air
  4. FUTURE STRATEGY PREPARE © 2011 Altimeter Group
  5. 5 What do you really know about your customers? 25-55 years old, married, kids, working, graduate degree, reads Real Simple & Wired
  6. 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75 awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525
  7. What Kind of Relationship Do You Want? Short -term Long- term Transactional Two-way Occasional Constant Impersonal Authentic
  8. Social Business Exists Across the Enterprise Sales Recruitment Performance Reviews Innovation Supply Chain
  9. 9 Social as Connective Tissue Provides Context Rigid Organizations Adaptive Organizations
  10. FUTURE STRATEGY PREPARE © 2011 Altimeter Group
  11. Why Most Social Strategies Fail No Clear Business Impact
  12. Strategy Requires Planning
  13. 6 Stages of Social Business Maturity 1. Planning 2. Presence Goals 3. Engagement Metrics Initiatives 4. Formalized Org & Resources 5. Strategic 6. Converged
  14. 1 Planning “Listen to Learn” 14
  15. Planning: “Listen to Learn” Learn how customers use social channels. Typical Goals Prioritize strategic goals where social can have the most impact. Metrics Initiatives Organization and Resources Mentions Listening / Monitoring Sentiment Internal Audits Monitoring Platform Pilots Part-time Headcount Long-term Vision Agency Support
  16. Red Cross monitors social channels during disasters to direct relief efforts During disasters, the Red Cross is able to find out about specific incidents, spot trends, and anticipate public needs. Red Cross representatives can use the command center to quickly match disaster victims with aid relief. 16
  17. 17 Conduct Internal and Competitive Audits Source: Altimeter Group
  18. 2 Presence “Stake Our Claim.” 18
  19. Presence: “Stake Our Claim” Amplify existing marketing efforts. Typical Goals Encourage sharing. Metrics Initiatives Organization and Resources Share of Voice Social Content Fans, Followers, Shares Risk Management Dedicated Manager, PT Brand Metrics Training Content Management Traffic 4 Levels of Community Management
  20. Shell Tracks Reputation Impact…Daily
  21. Have The Courage to Take the Leap © 2011 Altimeter Group
  22. 3 Engagement “Dialog Deepens Relationships” 22
  23. Engagement: “Dialog Deepens Relationships” Drive consideration to purchase. Typical Goals Provide direct support. Internal employee engagement. Metrics Initiatives Organization and Resources Path to Purchase. Campaigns  Long Term Programs Lower Support Costs Social Strategist Social Support Customer Satisfaction. Small, dedicated team. Communities. SMMS 4 Levels of Community Management
  24. 24 Develop rules for engagement Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,” Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011
  25. Enthusiasm Leads to Uncoordinated Efforts
  26. 4 Formalized “Organize For Scale” 26
  27. Formalized: “Organize For Scale” Set governance for social. Typical Goals Create discipline & process. Strategic business goals Metrics Initiatives Organization and Resources Efficient Process Create Center of Excellence. Link to Department Enterprise Social Network Staffing up CoE Business Goals & ROI Tech Investment 4 Levels of Community Management
  28. 28 Ebay’s Global CoE coordinates across functions, properties, and geographies • Responsible for social strategy • Alignment of roadmaps and plans • Analytics and reporting infrastructure • Monthly Social Media Council meetings, with knowledge sharing initiatives Source:
  29. 29 Kelly Services uses ESN to cultivate internal culture among its distributed workforce "We are trying to build an inside culture that encourages risk-taking and more innovation at the front lines. It's critical to enable people, at all levels, who have an interest on a topic to be able to communicate without going through a chain of command. Carl Camden CEO of Kelly Services
  30. 5 Strategic “Become a Social Business” 30
  31. Strategic: “Become A Social Business” Scale across business units. Typical Goals Moves into HR, Sales, Finance, Supply Chain. C-Level coordination required. Metrics Initiatives Organization and Resources Dept. Metrics SMMS to Scale Enterprise Metrics like Net CoE Coordinates Hubs Social is part of planning Promoter Score, LTV process. Dedicated Spoke Headcount 4 Levels of Community Management
  32. Sephora integrates social + digital in communities as well as in stores. customer spending Goal: average customer Understand their “superfans” who 2.5x community user spend 10X. 10x superfan 32
  33. 6 Converged “Business is social.” 33
  34. Transformation: “Business Is Social” Social drives transformation. Typical Goals Integrate deeply into all aspects the enterprise. Metrics Initiatives Organization and Resources Deep Analytics Redefine Processes Predictive Training Social is everyone’s responsibility One Strategy 4 Levels of Community Management
  35. FUTURE STRATEGY PREPARE © 2011 Altimeter Group
  36. #1 Align Executives With Clear Business Goals
  37. #2 Ask the Right Questions 37 About Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express © 2011 Altimeter Group
  38. 38 # 3 Create a Culture of Sharing
  39. 39 #4 Develop Discipline and Process Source: “H&R Block’s Response Process” David Armano, Edelman 2010
  40. 40 #5 Master the Art of Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart” © 2011 Altimeter Group
  41. Social Will Be Like Air
  42. © 2013 Altimeter Group

Notas do Editor

  1. How much do you really know about me? If we are going to be in a relationship, then I expect that you’ve taken the time to get to know me before we even meet. Trust becomes a significant issue. Relationship between privacy and permission
  2. ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
  3. The SRR’s 45 points fall under the following categories:Customer ProfileMarket AnalysisAuditOrganizational ModelProcessesPoliciesRoad MapEducationCommunicationRolesStakeholdersMonitoringReporting
  5. SolutionA self-contained online training module was selected as the ideal means for delivering training to North American employees. (PepsiCo recognized that this would limit presentation of the training to employees with access to the MyPepsiCo portal, but plans were set in motion to incorporate social media policy training into the annual face-to-face Code of Conduct training all of these employees receive.)The online module would contain a mix of text, graphics, audio and video, leveraging each based on its strengths, combining to offer a compelling and entertaining training module that employees could complete in no more than 45 minutes.The training concludes with a quiz that tests employees on their understanding of the issues presented in the training module. Upon successful completion of the quiz, employees are directed to an online survey where they are able to share their thoughts about the effectiveness of the training.Articulate, a Learning Management System (LMS)-compliant training software package, was selected as the platform for the training. Articulate is presented as a Flash element on a web page and requires no special add-ons or software (other than a web browser and Flash) for employees to use it.