Social Media: <br />National Brands with Local Engagement<br />As brands seek to obtain better returns from their social m...
Prioritizing to Scale:<br />Moving Engagement Closer to the Customer<br />“Localized Engagement”<br />May 24, 2011 Webinar...
FACEBOOK = COMMUNITIES OF INTEREST<br />Most business have not fulfilled the value proposition of a social network<br />
HUB AND SPOKE MODEL<br />Must move to this model to maximizesthe value of customer connections<br />HUB:  National Brand o...
GETTING CLOSER  FOR MORE ENGAGEMENT<br />NATIONAL BRANDS (TOP 25)<br />TOTAL FANS  77,000,000 Fans<br />ACTIVE FANS      1...
HUB AND SPOKE BENEFITS<br />Higher active engagement which leads to improved frequency and loyalty<br />Collaborate with e...
STRUCTURED SCALABLE HUB AND SPOKE<br />Eliminate fragmentation while providing alignment, sharing, and guardrails<br />GOV...
CONSUMER BRAND HUB AND SPOKE<br />Align Brand Products and Agencies to Scale <br />GOVERNANCE<br />ALIGNMENT<br />SHARING<...
INDUSTRY CHALLENGE <br />Fragmentation. Business units can either be coordinated in their efforts or fragmented.<br />Lack...
GUARDRAILS, COMPLIANCE, AND<br />EFFICIENCIES TO SCALE<br /><ul><li>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
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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.

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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Transcript of "Social Media: National Brands with Local Engagement"

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

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