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Social Media: National Brands with Local Engagement
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Social Media: National Brands with Local Engagement

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As brands seek to obtain better returns from their social media efforts, it is critical that conversations become more relevant for the consumer. This is far easier said than done. ...

As brands seek to obtain better returns from their social media efforts, it is critical that conversations become more relevant for the consumer. This is far easier said than done.

Altimeter’s Jeremiah Owyang will discuss the challenges today and steps required to prepare for more localized engagement and activation of your entire customer facing team.

Expion’s Peter Heffring and Erica McClenny will join Jeremiah to explain the infrastructure and building blocks needed to be successful when moving to a localized model.

This was Peter Heffrings deck from the call.

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Social Media: National Brands with Local Engagement Social Media: National Brands with Local Engagement Presentation Transcript

  • Social Media:
    National Brands with Local Engagement
    As brands seek to obtain better returns from their social media efforts, it is critical that conversations become more relevant for the consumer. This is far easier said than done.
     
    Altimeter’s Jeremiah Owyang will discuss the challenges today and steps required to prepare for more localized engagement and activation of your entire customer facing team.
     
    Expion’s Peter Heffring will explain the infrastructure and building blocks needed to be successful when moving to a localized model.
     
  • Prioritizing to Scale:
    Moving Engagement Closer to the Customer
    “Localized Engagement”
    May 24, 2011 Webinar with Jeremiah Owyang
    Peter Heffring, CEO Expion
  • FACEBOOK = COMMUNITIES OF INTEREST
    Most business have not fulfilled the value proposition of a social network
  • HUB AND SPOKE MODEL
    Must move to this model to maximizesthe value of customer connections
    HUB: National Brand or Chain
    SPOKE: Locations, Products, Departments
    Applebee’s with 2000 restaurants
    AE Television with 18 unique shows
    Georgia Tech with over 100 dept/clubs
    Kraft with over 80 brand products *
    * Not a customer
  • GETTING CLOSER FOR MORE ENGAGEMENT
    NATIONAL BRANDS (TOP 25)
    TOTAL FANS 77,000,000 Fans
    ACTIVE FANS 169,000 Fans
    .2% (0.1% to 1.0%)
    50X MORE ENGAGEMENT
    LOCAL RESTAURANTS (150)
    TOTAL FANS 67,000 Fans
    ACTIVE FANS 6,831 Fans
    10.1%(1% to 85%)
  • HUB AND SPOKE BENEFITS
    Higher active engagement which leads to improved frequency and loyalty
    Collaborate with employee andcustomers for more relevant marketing
    Get real time market intelligence onproduct and service issues
    Improved accountability when employeesown customer relationship
  • STRUCTURED SCALABLE HUB AND SPOKE
    Eliminate fragmentation while providing alignment, sharing, and guardrails
    GOVERNANCE
    ALIGNMENT
    SHARING
    REAL TIME INTELLIGENCE
  • CONSUMER BRAND HUB AND SPOKE
    Align Brand Products and Agencies to Scale
    GOVERNANCE
    ALIGNMENT
    SHARING
    Agency CTX
    Agency ZYS
    REAL TIME INTELLIGENCE
  • INDUSTRY CHALLENGE
    Fragmentation. Business units can either be coordinated in their efforts or fragmented.
    Lack of Accountability. Companies may have hundreds of social assets and difficulty tracking.
    Unable to Defend Brand. Companies needs processes and policies to handle negative situations and mitigate potential PR crises in social
    Inability to Scale. Without a guide to coordinate and support social business, companies will not be able to scale efforts to respond to increasing internal/external demands.
    Lack of Efficiency.The cost will only increase as more business units develop social efforts on their own without proper “guardrails.”
    .
    Jeremiah Owyang , Industry Analyst Altimeter April 2011
  • GUARDRAILS, COMPLIANCE, AND
    EFFICIENCIES TO SCALE
    • Monitoring of all employee conversations
    • Store all conversations (included deleted )
    • Require employee photo/video to be approved
    • Provide pre-approved content to “spokes”
    • Customized user roles for permissions and access
    • Alerts to any level in the company from customer posts
    • Alerts with decision tree for triage response
    • Performance metrics by each “spoke”
  • CUSTOMER INTELLIGENCE TO SCALE
    • Unified database aggregates all employee andcustomer interactions for centralized intelligence
    • Identify ‘hot spots’ in conversations for improved marketing and customer response
    • Use this intelligence to create best practice content library and share these messages across enterprise to maximize productivity, consistency and engagement.
  • COMPETITIVE INTELLIGENCE
    Moving beyond your customer base to take your social media efforts to the next level
    INNOVATION
    ENGAGEMENT
    REACH
    SERVICE
    • Understand who is most effective at created active fan base
    • Discover most engaging posts in your industry so you stop guessing
    • Benchmark customer satisfaction by sentiment and response time
    • Innovate products & services based on fan likes and dislikes
  • Five Keys to Localized Engagement
    • Standardize your social media process and SMMS system
    • Ensure your guardrails and compliance are in place
    • Automated alert response system for customer triage
    • Use SMMS technology to scale to thousands of spokes
    • Use analytics to improve communication performance
     
  • Expion offers a social media solution that can SCALE to coordinate, align, govern, and protect businesses with potentially thousands of social connections WHILE empowering your customer facing employees
  • Q&A
    15
    Jeremiah Owyang
    jeremiah@altimetergroup.com
    web-strategist.com/blog
    Twitter: jowyang
    Peter Heffring
    pheffring@expion.com
    www.expion.com
    Twitter: expion