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Living the culture                     © Scenario Consulting Private Limited   1
ZapposAugust 26, 2012   © Scenario Consulting Private Limited   2
SummarySuccess of Zappos depends on two elements – Service & culture  • Belief – their company culture is unique and it of...
Who is Zappos? Business – Online retailing Founded – June 1, 1999 Main product – Shoes Ambition – To build a collectio...
10 core values of Zappos     1) Deliver WOW Through Service     2) Embrace and Drive Change     3) Create Fun and A Little...
CEO Tony Hsieh leads from the front Digitally wired from top CEO Tony Hsieh has  1,850,862 followers on  Twitter Believ...
Tony Hsieh talks about how they build brand Zappos using the Happiness mantra.     August 26, 2012                  © Scen...
Twitter - Building emotional connections &     relationships      Most Zappos employees (500          out of 1500) have a...
Zappos.tv – Making every employee a micro star Five person AV team       Dedicated full time to        conceptualizing, ...
Zappos Blog    Mix of work and play       CEO & COO Blog            − Shares latest updates – update on projects, new   ...
How Zappos works hard at building culture $2,000 to quit work       The company regularly offers workers $2,000 to quit,...
How do they measure success? Zappos measures social media on the parameters of culture &  service They don’t calculate i...
The journey from a shaky start to, processintegration globally                 © Scenario Consulting Private Limited   13
How it all started     Early 2005    “DELL SUCKS.DELL LIES. Put    that in your Google and    smoke it,”       - Jeff Jar...
Finally, Dell respondedLaunched Direct2Dell blog to respond to and engage customers.    August 26, 2012               © Sc...
Source: Embracing & Sustaining Your Community Ecosystem by Dell Social Media August 26, 2012                         © Sce...
TodayRanked #1 most social brand in ranking of top 100 brands in a study by Headstream in 2011    August 26, 2012         ...
Source: Embracing & Sustaining Your Community Ecosystem by Dell Social MediaAugust 26, 2012                         © Scen...
Social Media Use Cases as defined by DellAugust 26, 2012   © Scenario Consulting Private Limited   19
Framework for mapping presence   Source: Embracing & sustaining your community ecosystem by Dell IncAugust 26, 2012       ...
Mapping Dell’s presence                                                                                              Faceb...
Hosted Communities       Support       Mastery & Use                       Affinity       Ideation• Dell - Support   • Gro...
Dell’s framework – Listen, Engage, ActAugust 26, 2012   © Scenario Consulting Private Limited   23
Community – Customer-ideationDell Ideastorm Launched in Feb 2007 Objective       To encourage ideas,        feedback, i...
Learnings from IdeaStorm for Dell Spike of ideas occurred in the first few days       Dell received 2,000 ideas in first...
Challenges faced by Dell & proposed solutions   Type of entries recieved      Understanding the ideas posted            ...
Ideas breakdown Breakdown of ideas     received       12% unusable – no        action needed       4% innovative – poss...
Promotions Integration with social networks as Facebook       Interacting with people in their own environment       En...
Similarly, ideation community for employees Launched in June 2007 Objective       Encourage ideas,        feedback, inp...
Key Learning – Building Advocates 1% advocates will drive 90% content & engagement Source: Embracing & sustaining your co...
Dell on Twitter2007                                                                  2010 Exploratory                    ...
Dell on FacebookDell has several pages on Facebook spanning several geographies and business functions. Use it tolend supp...
Internal - Embedding Social Media into fabric of thecompany                                                               ...
Dell’s journey on Social ListeningLearning – With 4,000-5,000 online conversations everyday, there was need to scale up be...
Launch of Social Media Command Centre in     December 2010Role – Support listeners and responders across Dell. Contain vir...
Training & Events – SMaC University Established Social Media     & Community team     (SMaC) in 2010       Governance   ...
Training & Events – SMaC Talk Unconferences   Established Social Media       & Community team       (SMaC) established in...
Impact of Social Media on Dell’s customer lifecycle Source: Paving the way to social business by Dell IncAugust 26, 2012  ...
Dell’s thoughts on ROI   Source: Embracing & sustaining your community ecosystem by Dell IncAugust 26, 2012               ...
Source: Paving the way to social business by Dell IncAugust 26, 2012                                   © Scenario Consulti...
Metrics for tracking performance Business Value (examples)        Brand: Net promoter score, sentiment, satisfaction, ad...
Strengthening Corporate Reputation using SocialMedia                 © Scenario Consulting Private Limited   42
Major SM interventions; 3 key segments Enterprise Collaboration   Corporate Reputation            Consumer Marketing      ...
#1 Enterprise Collaboration – A Leader                 © Scenario Consulting Private Limited   44
Enterprise Collaboration at GE 1999, built an internal network called SupportCentral       which hosts             − 100...
#2 Corporate Reputation – had more than a fewglitches                © Scenario Consulting Private Limited   46
Key challenges      Early 2000            Strongly associated with its lighting and appliance products which            ...
In 2008-09 front page stories in national business publications questioning viability of the company. Profits atGE Capital...
Gary Sheffer, GE‟s head of corporate communications realized they needed to communicate their story better.     August 26,...
Solution?            © Scenario Consulting Private Limited   50
GE Reports     “This is a tough     environment, a lot of     misinformation in the     market place. This is just a     f...
GE Reports – Current Scenario Format       Is an online blog that gives        viewers an inside glimpse at        perso...
GE Reports – What works    Content configuration       Breakthroughs & science       Applied technology       People b...
Showcasing GE                © Scenario Consulting Private Limited   54
Edison’s Desk launched in 2005Showcasing the best of R&D work led by the Global Research Centre. Giving promising PhD cand...
GE ShowShowcasing the GE product portfolio in an informal, friendly and conversational tone. Users can sharefeedback in th...
Aggregating the expert networkOver 40 experts across 8 businesses are showcased as part of the expert network on Innovatio...
#3 Consumer marketing               © Scenario Consulting Private Limited   58
GE Healthymagination campaign with YouTubeinfluencers in 2010  Activity - Reached out to six YouTube stars to make videos ...
GE Healthymagination campaign with YouTube     influencers        Outcome               Combined the clips received over...
“Get Fit” campaign by GE Healthcare on Twitter      Global competition      Encouraging people to “Get Fit”          and...
#4 Community               © Scenario Consulting Private Limited   62
August 26, 2012   © Scenario Consulting Private Limited   63
Ecomagination Challenge         Invited businesses, entrepreneurs, innovators and students from around the world to join ...
Community driven brand presence8/26/2012        © Scenario Consulting Private Limited   65
Why chose the vicious cycle, when you can chose thevirtuous oneAugust 26, 2012   © Scenario Consulting Private Limited   66
http://twitter.com/saynotoairtel8/26/2012        © Scenario Consulting Private Limited   67
http://saynotoairtel.com8/26/2012       © Scenario Consulting Private Limited   68
The importance of Har Friend Zaroori Hota HaiAugust 26, 2012   © Scenario Consulting Private Limited   69
The lack of story telling opportunitiesAugust 26, 2012   © Scenario Consulting Private Limited   70
The cost of “faking it”8/26/2012         © Scenario Consulting Private Limited   71
The cost of “faking it”8/26/2012         © Scenario Consulting Private Limited   72
Pantene fakes an interviewAugust 26, 2012   © Scenario Consulting Private Limited   73
Pantene published questions, NOT, coined by NainaAugust 26, 2012   © Scenario Consulting Private Limited   74
Twitter and blogs abuzz with postsAugust 26, 2012   © Scenario Consulting Private Limited   75
Annexure           © Scenario Consulting Private Limited   76
Framework for Social Business objectives & KPIs Business Objective            Key Performance Indicators Foster Dialog    ...
Fostering Dialogue – measuring August 26, 2012   © Scenario Consulting Private Limited   78
Promoting Advocacy August 26, 2012   © Scenario Consulting Private Limited   79
Facilitating Support August 26, 2012   © Scenario Consulting Private Limited   80
Spurring Innovation August 26, 2012   © Scenario Consulting Private Limited   81
Measuring customer value in social age      Traditional scenario                               New-age scenario     Life...
Thank you!8/26/2012      © Scenario Consulting Private Limited   83
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Social Media Case Studies

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Some case studies that depict social media usage.

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  • http://postadage.wordpress.com/2011/06/13/dell-from-hell-to-ideastorm/
  • Transcript of "Social Media Case Studies"

    1. 1. Living the culture © Scenario Consulting Private Limited 1
    2. 2. ZapposAugust 26, 2012 © Scenario Consulting Private Limited 2
    3. 3. SummarySuccess of Zappos depends on two elements – Service & culture • Belief – their company culture is unique and it offers them a competitive advantageThey use social media to project their unique culture to the world • Work hard at building emotional connections in the otherwise cold online experienceHonest & transparent approach makes them realAn online retailer, but do not use online to hard sell • Email & telephone – primary ways of engaging customers for sales • Social media – managing culture, engaging & measuring reactionsCEO sets the tone • Tony Hsieh uses social media to communicate his passions • Honest & TransparentMeasures of social media success • Does not measure ROI in terms of revenue or savings • Measures on parameters of service and cultureAugust 26, 2012 © Scenario Consulting Private Limited 3
    4. 4. Who is Zappos? Business – Online retailing Founded – June 1, 1999 Main product – Shoes Ambition – To build a collection of businesses “powered by customer service.” 2009  listed as one of Fortune magazines top 25 companies to work for  Acquired by Amazon for over $1.2 billionAugust 26, 2012 © Scenario Consulting Private Limited 4
    5. 5. 10 core values of Zappos 1) Deliver WOW Through Service 2) Embrace and Drive Change 3) Create Fun and A Little Weirdness 4) Be Adventurous, Creative, and Open-Minded 5) Pursue Growth and Learning 6) Build Open and Honest Relationships With Communication 7) Build a Positive Team and Family Spirit 8) Do More With Less 9) Be Passionate and Determined 10) Be HumbleInvited every Zappos employee to participate in defining values. Zappos uses social media to live thesevalues. August 26, 2012 © Scenario Consulting Private Limited 5
    6. 6. CEO Tony Hsieh leads from the front Digitally wired from top CEO Tony Hsieh has 1,850,862 followers on Twitter Believes that happy customers help deliver great customer service  Fun & exceptional customer service ingrained in corporate culture Consciously built a personality for the company that is friendly, helpful, funny & trustworthyAugust 26, 2012 © Scenario Consulting Private Limited 6
    7. 7. Tony Hsieh talks about how they build brand Zappos using the Happiness mantra. August 26, 2012 © Scenario Consulting Private Limited 7
    8. 8. Twitter - Building emotional connections & relationships  Most Zappos employees (500 out of 1500) have an active account on Twitter, and the Zappos site has a page that aggregates all the streams  Aggregates not just Zappos related conversations but all conversations by the employees on Twitter  Built initially to help employees get a perspective on each other outside of office  Now a way for customers to get insight into Zappos personality & cultureTalking to Zappos is like talking to a friend that happens to sell shoes August 26, 2012 © Scenario Consulting Private Limited 8
    9. 9. Zappos.tv – Making every employee a micro star Five person AV team  Dedicated full time to conceptualizing, blogging, shooting & editing what goes on at Zappos, at work and play  Cross between comedy improvisation sketch crew and news team  Gets staff to talk extempore and does editing later Type of content  Planned – head-shaving day  Spontaneous – „what super power would you like to have‟  Latest developments – “bunk” desksAugust 26, 2012 © Scenario Consulting Private Limited 9
    10. 10. Zappos Blog Mix of work and play  CEO & COO Blog − Shares latest updates – update on projects, new locations, business deals − Periodically posts internal emails – Email about having to lay off 8% of employees in 2008 – Implications of Amazon‟s buying Zappos  Zappos Family − Zapponian Spotlight – fun interview with employees − Latest events − Team activities  Inside Zappos − Action inside the Zappos office  More than shoes − Latest style, trends, tips  Technology − Latest enhancements on Zappos site − Technology enhancements and partnershipsAugust 26, 2012 © Scenario Consulting Private Limited 10
    11. 11. How Zappos works hard at building culture $2,000 to quit work  The company regularly offers workers $2,000 to quit, "to make sure that employees are here for more than just a paycheck” Match name with photo of the colleague  When Zappos employees log onto their computers, they dont just enter a login and password. They also have to try to match a name with a photo of a randomly selected colleague. The company keeps a record of everyones score Ask Anything newsletter  Employees are invited to post questions for the monthly newsletter Zappos culture book  Describes the ethos of the company  Features 100- to 500-word essays by current employeesAugust 26, 2012 © Scenario Consulting Private Limited 11
    12. 12. How do they measure success? Zappos measures social media on the parameters of culture & service They don’t calculate its ROI on sales; they don’t consider it a traditional marketing channelAugust 26, 2012 © Scenario Consulting Private Limited 12
    13. 13. The journey from a shaky start to, processintegration globally © Scenario Consulting Private Limited 13
    14. 14. How it all started  Early 2005 “DELL SUCKS.DELL LIES. Put that in your Google and smoke it,” - Jeff Jarvis on his blog, BuzzMachine  Core issue – bad customer serviceCompany policy to not respond meant that Dell remained silent despite bad online press andnegative blogs. The negative outage hurt their stock price and reputation. Michael Dell returnedto run the company after 3 years. August 26, 2012 © Scenario Consulting Private Limited 14
    15. 15. Finally, Dell respondedLaunched Direct2Dell blog to respond to and engage customers. August 26, 2012 © Scenario Consulting Private Limited 15
    16. 16. Source: Embracing & Sustaining Your Community Ecosystem by Dell Social Media August 26, 2012 © Scenario Consulting Private Limited 16
    17. 17. TodayRanked #1 most social brand in ranking of top 100 brands in a study by Headstream in 2011 August 26, 2012 © Scenario Consulting Private Limited 17
    18. 18. Source: Embracing & Sustaining Your Community Ecosystem by Dell Social MediaAugust 26, 2012 © Scenario Consulting Private Limited 18
    19. 19. Social Media Use Cases as defined by DellAugust 26, 2012 © Scenario Consulting Private Limited 19
    20. 20. Framework for mapping presence Source: Embracing & sustaining your community ecosystem by Dell IncAugust 26, 2012 © Scenario Consulting Private Limited 20
    21. 21. Mapping Dell’s presence Facebook Blogs Corporate Support Blog Forums (Direct2Dell) External Communities (Networking) Twitter LinkedIn Dell.com Groups YouTube Employee • Dell Software News Storm • Dell Shares IdeaStorm Blogs • Education Blog • Enterprise External • Healthcare Studio Communities Dell (Content) Flickr SlideshareAugust 26, 2012 © Scenario Consulting Private Limited 21
    22. 22. Hosted Communities Support Mastery & Use Affinity Ideation• Dell - Support • Groups • Direct2Dell • IdeaStorm Forums • Dell Blogs • Facebook for • EmployeeStorm• Twitter - • Studio Dell Small Business @DellCares• Facebook SupportKey Programs for Community-Listening- Management & Moderation- Advocacy- Reputation ManagementAugust 26, 2012 © Scenario Consulting Private Limited 22
    23. 23. Dell’s framework – Listen, Engage, ActAugust 26, 2012 © Scenario Consulting Private Limited 23
    24. 24. Community – Customer-ideationDell Ideastorm Launched in Feb 2007 Objective  To encourage ideas, feedback, input and dialog from customers Results  15,000 ideas generated by the community  750,000 promotion of ideas  84,000 comments  400 ideas implemented by DellAugust 26, 2012 © Scenario Consulting Private Limited 24
    25. 25. Learnings from IdeaStorm for Dell Spike of ideas occurred in the first few days  Dell received 2,000 ideas in first 2 weeks Community expected immediate response/engagement  Beginning – their updates were sporadic  Today – they have a dedicated blog with updates every 2 weeks Expectations of two key stakeholders & addressing them  Customers − Positive experience – timely feedback − Action taken on ideas – clear status updates − Recognition – thank you mechanisms  Business partners − Positive experience – timely/accurate reporting − Executive support – alignment with strategy − Defined process – communication support Source: IdeaStorm Overview by Dell IncAugust 26, 2012 © Scenario Consulting Private Limited 25
    26. 26. Challenges faced by Dell & proposed solutions Type of entries recieved  Understanding the ideas posted Create a User Toolkit –  Poorly formulated ideas Do’s and Don’ts  Ambiguity about scope of its proposed Tools for developing Solutions application, Volume of entries consensus – Vote up and  Determining the best ideas down, Comments Voting mechanism  Duplicate ideas splintered votes Respond Quickly, Ask  Excessive influence of unrepresentative Questions minority Bottlenecks in engagement If You Let Them Vote,  Transparency vs Business confidentiality Make It Count  Presenting ideas “accurately” on the community  Limited resources and confidentiality concern hindered engagement Present Your Progress Clearly and Openly to the Community © Scenario Consulting Private Limited 26
    27. 27. Ideas breakdown Breakdown of ideas received  12% unusable – no action needed  4% innovative – possible game changing ideas  80% improvements − Incremental ideas for next gen products & improvements for existing products & services Source: IdeaStorm Overview by Dell IncAugust 26, 2012 © Scenario Consulting Private Limited 27
    28. 28. Promotions Integration with social networks as Facebook  Interacting with people in their own environment  Encouraging friends to participate in ideasAugust 26, 2012 © Scenario Consulting Private Limited 28
    29. 29. Similarly, ideation community for employees Launched in June 2007 Objective  Encourage ideas, feedback, input and dialogue from employees Results  4,800 ideas generated  250,000 promotions of ideas  22,000 comments  150 ideas implemented by DellAugust 26, 2012 © Scenario Consulting Private Limited 29
    30. 30. Key Learning – Building Advocates 1% advocates will drive 90% content & engagement Source: Embracing & sustaining your community ecosystem by Dell IncAugust 26, 2012 © Scenario Consulting Private Limited 30
    31. 31. Dell on Twitter2007 2010 Exploratory  Formalised Source: The Evolution of Dell on Twitter by Dell IncAugust 26, 2012 © Scenario Consulting Private Limited 31
    32. 32. Dell on FacebookDell has several pages on Facebook spanning several geographies and business functions. Use it tolend support to the community and build affinity. August 26, 2012 © Scenario Consulting Private Limited 32
    33. 33. Internal - Embedding Social Media into fabric of thecompany Internal Social Training & Councils Communication Listening Media Events Blogs SMaC Council SMaC university Chatter Social Media Weekly Smac Command Digest Centre EmployeeStorm Community SMaC Talk Leadership Unconferences Council SharepointAugust 26, 2012 © Scenario Consulting Private Limited 33
    34. 34. Dell’s journey on Social ListeningLearning – With 4,000-5,000 online conversations everyday, there was need to scale up beyondcentralised social media efforts August 26, 2012 © Scenario Consulting Private Limited 34
    35. 35. Launch of Social Media Command Centre in December 2010Role – Support listeners and responders across Dell. Contain viral issues, coordinate on-boarding, maintainstandards, share best practices August 26, 2012 © Scenario Consulting Private Limited 35
    36. 36. Training & Events – SMaC University Established Social Media & Community team (SMaC) in 2010  Governance  Setting infrastructure  Training SMaC University  Over 10 training modules  Community, Facebook, Twitter Outcome  Certified: 2357  5000 unique members trained by end of yearAugust 26, 2012 © Scenario Consulting Private Limited 36
    37. 37. Training & Events – SMaC Talk Unconferences  Established Social Media & Community team (SMaC) established in 2010  Governance  Setting infrastructure  Training  Certified: 2357  5000 unique members trained by end of yearAugust 26, 2012 © Scenario Consulting Private Limited 37
    38. 38. Impact of Social Media on Dell’s customer lifecycle Source: Paving the way to social business by Dell IncAugust 26, 2012 © Scenario Consulting Private Limited 38
    39. 39. Dell’s thoughts on ROI Source: Embracing & sustaining your community ecosystem by Dell IncAugust 26, 2012 © Scenario Consulting Private Limited 39
    40. 40. Source: Paving the way to social business by Dell IncAugust 26, 2012 © Scenario Consulting Private Limited 40
    41. 41. Metrics for tracking performance Business Value (examples)  Brand: Net promoter score, sentiment, satisfaction, advocacy  Support: Questions, answers, time to answer, % answered by you, views of answered content  Content: Content created, views of content, comments  Web Traffic: Pageviews, uniques, referrers, domains  Innovation: ideas Community Health  Velocity of Change: Registrations, content creation, content consumption  Population Segmentation: 90/9/1  Creators: posts, answers, comments  Watchers: views, page depth, time on site, bounce rate Global MarketingSource: Embracing & sustaining your community ecosystem by Dell IncAugust 26, 2012 © Scenario Consulting Private Limited 41
    42. 42. Strengthening Corporate Reputation using SocialMedia © Scenario Consulting Private Limited 42
    43. 43. Major SM interventions; 3 key segments Enterprise Collaboration Corporate Reputation Consumer Marketing CommunitySupportCentral GE Reports Ecomagination Ecomagination Challenge• Internal wikis• Blogs GE Expert network Healthymagination GE ShowAugust 26, 2012 © Scenario Consulting Private Limited 43
    44. 44. #1 Enterprise Collaboration – A Leader © Scenario Consulting Private Limited 44
    45. 45. Enterprise Collaboration at GE 1999, built an internal network called SupportCentral  which hosts − 100,000 wikis − 30 million documents − 40,000 blogs  Employee usage − 25 million web hits everyday − 5 million page views − 500,000 downloads everydayAugust 26, 2012 © Scenario Consulting Private Limited 45
    46. 46. #2 Corporate Reputation – had more than a fewglitches © Scenario Consulting Private Limited 46
    47. 47. Key challenges  Early 2000  Strongly associated with its lighting and appliance products which formed only a small percentage of the company business  Stakeholders were unaware of the diversified portfolio at GE − Understood in parts but not as a complete whole  Late 2000  Negative stories by mainstream media on the future of the company − Financial difficulties in 2008-09 started casting aspersion on the future outlookRepositioned from „We bring good things to life‟ to „Imagination at work‟ in January 2003. August 26, 2012 © Scenario Consulting Private Limited 47
    48. 48. In 2008-09 front page stories in national business publications questioning viability of the company. Profits atGE Capital had dropped by 80% in Q2 August 26, 2012 © Scenario Consulting Private Limited 48
    49. 49. Gary Sheffer, GE‟s head of corporate communications realized they needed to communicate their story better. August 26, 2012 © Scenario Consulting Private Limited 49
    50. 50. Solution? © Scenario Consulting Private Limited 50
    51. 51. GE Reports “This is a tough environment, a lot of misinformation in the market place. This is just a fast and simple way to punch through it and to make sure that you tell your story in a simple and engaging way.” - Gary Sheffer on launch of GE ReportsWidely heralded as a new form of communicating with the investors on the Wall Street. August 26, 2012 © Scenario Consulting Private Limited 51
    52. 52. GE Reports – Current Scenario Format  Is an online blog that gives viewers an inside glimpse at personalities, breakthroughs and technology  serves as a news channel blog Audience  Mainstream media  Bloggers - news and financial sites/blogs  Investors  Employees – current & potential  Tech & Science enthusiastsAugust 26, 2012 © Scenario Consulting Private Limited 52
    53. 53. GE Reports – What works Content configuration  Breakthroughs & science  Applied technology  People behind innovation  Big and small stories − Steady stream of interesting news − Showcases a diversified portfolio Customised consumption  Content can be accessed basis reader‟s preferred channel Distinct personality  Passion for cool technology  Unearthing lost stories  Making big stories accessible  Humor occasionallyAugust 26, 2012 © Scenario Consulting Private Limited 53
    54. 54. Showcasing GE © Scenario Consulting Private Limited 54
    55. 55. Edison’s Desk launched in 2005Showcasing the best of R&D work led by the Global Research Centre. Giving promising PhD candidates aview into work happening at GE labs August 26, 2012 © Scenario Consulting Private Limited 55
    56. 56. GE ShowShowcasing the GE product portfolio in an informal, friendly and conversational tone. Users can sharefeedback in the comments section. August 26, 2012 © Scenario Consulting Private Limited 56
    57. 57. Aggregating the expert networkOver 40 experts across 8 businesses are showcased as part of the expert network on Innovation. August 26, 2012 © Scenario Consulting Private Limited 57
    58. 58. #3 Consumer marketing © Scenario Consulting Private Limited 58
    59. 59. GE Healthymagination campaign with YouTubeinfluencers in 2010 Activity - Reached out to six YouTube stars to make videos about healthy living as part of its Healthymagination programmeAugust 26, 2012 © Scenario Consulting Private Limited 59
    60. 60. GE Healthymagination campaign with YouTube influencers  Outcome  Combined the clips received over 12 million views  Value  Delivered corporate message in an authentic voice that‟s more powerful than traditional advertising  Leveraged their built-in distribution network − Message percolated other networks as Facebook, Twitter via devoted subscribers  Helped reach a younger audience  When traditional advertising stopped, this campaign lived and continued to growReplicated the same programme for GE Ecomagination with 15 YouTube stars. Brief – challenge people tolead a greener life. August 26, 2012 © Scenario Consulting Private Limited 60
    61. 61. “Get Fit” campaign by GE Healthcare on Twitter  Global competition  Encouraging people to “Get Fit” and join the fight against cancer  Share their healthy lifestyle choices on Twitter  Each country to have its own hash tag. E.g. #GetFit_IND  $20,000 donation from GE healthcare to be given to Red Cross in the winning country  Over 700 participants from 55 countries generated 5,500 GetFit tweetsInnovative campaign at a global scale but did the different hashtag for each country approach really work? August 26, 2012 © Scenario Consulting Private Limited 61
    62. 62. #4 Community © Scenario Consulting Private Limited 62
    63. 63. August 26, 2012 © Scenario Consulting Private Limited 63
    64. 64. Ecomagination Challenge  Invited businesses, entrepreneurs, innovators and students from around the world to join the $200 million challenge and share solutions for worlds energy problems  Tied up with 4 well-known venture capital firms to fund the winning ideas  3 categories  Create - Renewable Energy  Connect - Grid Efficiency  Use - EcoHomes/EcoBuildings  Selected winners offered opportunity to develop commercial relationship with GE  Investment, Strategy, Development, Distribution and Growth  Selection  Public vote but final decision to be made by the jury  Cash award of $50,000 for entry with most user-submitted votes  Participation  70,000 visits  800 ideas submitted  10,000 comments  1,500 established companies participated -- 25 percent of which already generate at least $2 million in annual revenueUnlike Dell Ideastorm, community involved in sharing ideas. Selection done by the experts. August 26, 2012 © Scenario Consulting Private Limited 64
    65. 65. Community driven brand presence8/26/2012 © Scenario Consulting Private Limited 65
    66. 66. Why chose the vicious cycle, when you can chose thevirtuous oneAugust 26, 2012 © Scenario Consulting Private Limited 66
    67. 67. http://twitter.com/saynotoairtel8/26/2012 © Scenario Consulting Private Limited 67
    68. 68. http://saynotoairtel.com8/26/2012 © Scenario Consulting Private Limited 68
    69. 69. The importance of Har Friend Zaroori Hota HaiAugust 26, 2012 © Scenario Consulting Private Limited 69
    70. 70. The lack of story telling opportunitiesAugust 26, 2012 © Scenario Consulting Private Limited 70
    71. 71. The cost of “faking it”8/26/2012 © Scenario Consulting Private Limited 71
    72. 72. The cost of “faking it”8/26/2012 © Scenario Consulting Private Limited 72
    73. 73. Pantene fakes an interviewAugust 26, 2012 © Scenario Consulting Private Limited 73
    74. 74. Pantene published questions, NOT, coined by NainaAugust 26, 2012 © Scenario Consulting Private Limited 74
    75. 75. Twitter and blogs abuzz with postsAugust 26, 2012 © Scenario Consulting Private Limited 75
    76. 76. Annexure © Scenario Consulting Private Limited 76
    77. 77. Framework for Social Business objectives & KPIs Business Objective Key Performance Indicators Foster Dialog Share of Voice Audience Engagement Conversation Reach Promote Advocacy Active Advocates Advocate Influence Advocacy Impact Facilitate Support Resolution Rate Resolution Time Satisfaction Score Spur Innovation Topic Trends Sentiment Ratio Idea Impact Source: Altimeter Group and Web Analytics DemystifiedAugust 26, 2012 © Scenario Consulting Private Limited 77
    78. 78. Fostering Dialogue – measuring August 26, 2012 © Scenario Consulting Private Limited 78
    79. 79. Promoting Advocacy August 26, 2012 © Scenario Consulting Private Limited 79
    80. 80. Facilitating Support August 26, 2012 © Scenario Consulting Private Limited 80
    81. 81. Spurring Innovation August 26, 2012 © Scenario Consulting Private Limited 81
    82. 82. Measuring customer value in social age  Traditional scenario  New-age scenario Lifetime value of the customer Lifetime social influence an (LVC) metric – a financial activity of the customer measure - Level of influence in context of Products &services bought by our products, services, Customer X – cost of servicing competitors or overall industry Customer X = value added by - Participation in customer the customer X on the company support communities, bottom line knowledge shared to resolve tier one issues (lowering service Those who spend more = A-list costs) customersRole of social influence and activity on customer valuation August 26, 2012 © Scenario Consulting Private Limited 82
    83. 83. Thank you!8/26/2012 © Scenario Consulting Private Limited 83
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