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TSC13 - Marije Gast - Accenture
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TSC13 - Marije Gast - Accenture

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  • 1. Social Media at ScaleMarije GastThe Social ConferenceFebruary 14th Amsterdam
  • 2. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 2
  • 3. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 3
  • 4. Download all PoV’s via our new Accenture Interactive iPad appCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 4
  • 5. Download all PoV’s via our new Accenture Interactive iPad appCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 5
  • 6. Engage Optimise Listen Plan Capability Building Strategy Managed ServiceStrategy Listening Social Media Social Media• Social Media • Social Media Enablement Performance Diagnostics Monitoring • On-board Optimisation• Social Media • Voice of the • Off-board • Viral Conversion Strategy Customer Analysis Optimisation • Social Commerce• Vendor • Predictive • Social Assessment Influence Analytics Collaboration Social Media Integration • Social CRM IntegrationCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 6
  • 7. ScaleCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 7
  • 8. Social is not marketing-only anymore Marketing PR/ Customer Corporate Service Comms Social Enterprise Sales Research Product HR & development RecruitmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 8
  • 9. Social brand = Social enterpriseSource: Chess Media GroupCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 9
  • 10. Components of Social media at scale• Channels• Content• Monitoring & Insights• Webcare• PR• Collaboration• RecruitmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 10
  • 11. ChannelsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 11
  • 12. Over 65 country versions living on the same Facebook page1 fan count, 1 timeline, localized contentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 12
  • 13. Multiple Facebook pages to express the unique identityLocal pages and local fans for 100+ upscale hotels & resortsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 13
  • 14. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 14
  • 15. ContentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 15
  • 16. 1 Content strategy“Liquid & Linked” serving all channelsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 16
  • 17. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 17
  • 18. Source:numan2chicago.blogspot.comCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 18
  • 19. Monitoring & InsightsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 19
  • 20. SMM 9 6Monitoring of user Markets Languagesgenerated content • US • ENG• Blogs • UK • GER• Forums • APAC (SG & HK) • FRA• Comments • CH • IT• Facebook, Twitter, etc. • GER • PORT with a focus on • ITA • SPA communication • FRA • (JPN) steering and reputation • BRA • (CHN) management • LATAM • (JPN) • (CHN)Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 20
  • 21. SMM Business Value = Approach x Tool x Integration Objectives Methods ProductsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 21
  • 22. Monitoring methodology Wide Lens Narrow Lenses 1 Top Story Identification 3 Topic Seismograph 2 Reputation Alert 4 Event ObservationCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 22
  • 23. WebcareCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 23
  • 24. PRPhoto: Mu-43.comCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 24
  • 25. Trusted advisorTraditional Social Isolated customer Customer and environmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 25
  • 26. Key questions 1 Relationships Who communicates with whom? 2 Communities What is the structure of existing relationships? 3 Influence dynamics How do information and influence flow? 4 Individual roles Who is influential? Who is influentiable?Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 26
  • 27. Penetration of new products and servicesTraditional Product penetration: Two cases Starting with alpha-customers # CustomersSocial Starting with Offer random customers Time Similar penetration curves, six-month differenceCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 27
  • 28. Customer retentionTraditional Social Retention 1 Retention 2Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 28
  • 29. CollaborationCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 29
  • 30. RecruitmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 30
  • 31. 1. Define Generate Source 2. Listen insights tracking 5. Apply Recruiter awareness & recognition campaign Advanced reporting 3. Source 4. EngageCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 31
  • 32. Social media at scale key take aways• Organize and keep organized• One overarching content strategy supported by shared insights• Consider monitoring & webcare: “as a (temporarily) service”• Develop your influencer strategy for PR and marketing• Use your internal network smart for collaboration and recruitmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 32
  • 33. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 33