The Social Enterprise: How Leading Companies are Evolving their Social Media practices

Social Media in the Enterprise –
Today’s best practices for tomorrow
Ravit Lichtenberg, Ustrategy LLC
June 14, 2011

A specialized boutique consultancy helping companies connect with customers in the social digital age:
Customer marketing strategy
Social media strategy and execution
Digital experience research and
recommendations
New product launch
SaaS customer experience
Melding Psychology + Business expertise for maximum results
WE ARE:
SAMPLE PROJECTS:
www.ustrategy.com | www.ravitlichtenberg.com
@ravit_ustrategy
USTRATEGY LLC, www.ustrategy.com

A specialized boutique consultancy helping companies connect with customers in the social digital age:
Customer marketing strategy
Social media strategy and
execution
Digital experience research and
recommendations
New product launch
SaaS customer experience
Melding Psychology + Business expertise for maximum results
ABOUT RAVIT:
OUR CLIENTS SAY:
WE ARE:
Ravit is a top notch strategic marketer, understanding the requirements complex organizations. I would highly recommend Ravit!
-David Kilby, Director, UCSF
Ustrategyhelped the Business Intelligence Solutions division of HP develop a thorough strategy to leverage social media as a key vehicle for increasing market awareness and customer engagement
- Giuliano Di-Vitantonio,
VP Marketing, HP Software
Ustrategy’s Founder & Chief Strategist Ravit Lichtenberg has consulted to a variety of startups and Fortune 500 companies in the hi-tech, retail, financial and automotive sectors. Ravit holds an MBA from UCLA Anderson School of Management and a Master in Human Factors and Applied Experimental Psychology.
©USTRATEGY LLC 2008-2011 | www.ustrategy.com | www.ravitlichtenberg.com

About this presentation
This presentation was give at the 2001 ReadWriteWeb 2-Way summit in NYC, NY.
It has been modified from its original version to exclude material not released for electronic sharing.
You are free to use this presentation, or any portions of it, with attribution to Ustrategy LLC www.ustrategy.com
Enjoy!

“Social media” has gone mainstream
89% of US population is using social technologies
88% of companies use social media channels
71% of US population is on Facebook
Maturing – vertical integrations, acquisitions, IPOs
© USTRATEGY LLC, 2008-2011

Companies are evolving
New skills
New talent
Metrics
Budgets
Campaigns
Internal tools

Ford then…
http://en.wikipedia.org/wiki/File:Ford_Motor_Company_assembly_line.jpg

Ford today

Old spice then…
http://www.youtube.com/user/OldSpice

Old Spice today

News today

…still a disjointed experience

Leading companies will be shifting their wholeidentities to better fit our social evolution

Transformation through action

Transformation through action – the zone
Innovate
Innovate
Personalize
Learn
eROI
Personalize
Apply
Innovate
Personalize
Apply
Apply
Learn
Try
Learn
Actions, Risk, Investment, Time

Transformation through action – the zone

Leading companies have best practices in common
Going beyond experimentation
Alignment with organizational and marketing objectives
Emphasis on stakeholder buy-in
Separate strategy and execution
Using technology as means to an end

Becoming a social company is not experimental
1.
http://www.eurovision.tv/tag/photos/Vilnius?gal=11933

Complex process, planning, structure, commitments
Revised company objectives and metrics
Internal alignment across divisions
Updated skill-sets
Learning and education

CHECKLIST: Establishing a social identity
Has your company:
Revised its corporate social objectives to
benefit the customer and the employees?
Assigned specific metrics?
Hired or contracted new skills?
Provided education and learning
opportunities?
Implemented supporting processes, tools,
policies?

Align with corporate and marketing objectives
2.

Alignment is key to continuity
Have common goals, objectives, metrics
Solve real pain points
Fit into the dashboard
Deploy across the company

CHECKLIST: Aligning with corporate and marketing objectives
Has your organization:
Been able to demonstrate how its social media
objectives tie directly to the larger objectives?
Defined clear metrics?
Social programs been added to the marketing
dashboard?
Provided ways for others in the organization to
learn about your activities?
Put a process in place for regular updates?

Get stakeholders buy-in
3.

Internal stakeholder buy-in is essential!
Executive support
Team engagement
Cross organization recognition
Dashboard
Funding
Resources
Content assets
Passionate SME involvement
Closest to the customer
Contribution
Joint initiatives
Learn and teach

External stakeholders are still as important
Customers
Do they like the messaging?
Does communication
resonate?
Do they like the company's
Social identity
Is negative social
engagement impacting
them?
Partners
Analysts
Bloggers

CHECKLIST: Stakeholder buy-in
Identified and mobilized an executive sponsor?
Conducted a Stakeholder Analysis?
Developed Stakeholder Engagement plan?
Shared its strategy and planning with the
extended team?
Set regular feedback loop system?
Shared plans and successes with related
departments?
Demonstrated it has implemented feedback?

Strategy ≠ Execution
4.

Leading companies know the difference
Social media strategy
A guiding document, sets a foundation
Answers “What” “Why”
Connected directly to the organization’s mission, goals, measurements
Provides rationale
Includes actionable recommendations (channels, brand, identity, scope, intensity) based on research and analysis
Social media execution
An action plan
Answers “how” “when” “who”
Builds directly on top of the strategy
Sets clear actions, timeline, resources
Can be adjusted and changed

CHECKLIST: Strategy and Execution
Developed and shared its social media strategy?
Communicated its strategy is a foundation;
execution plan adjustable?
Developed and shared its execution plan?
Demonstrated how execution ties to the strategy?
Evolves its execution plan regularly based on
learning and feedback?

Use technologies as means to an end
5.

People-focus is the driver for technology use
In service of customers, brand relationship
A way to empower customers to not only curate, but to Create on behalf of a brand
Seamless multidirectional communication channel, engagement, connection
Use technologies selectively!

CHECKLIST: Technologies in service of customer-centric experiences
Conducted customer research before determining
its next technology move?
Demonstrated how the technology will benefit
customers?
Provided solid rationale for its choices?
Was able to put hard metrics around the
experience?
Demonstrated how execution ties to the strategy?

Case Study: Marriott, Juhu Beach Mumbai

Marriott Hotels - # 1 in its category
Challenge:
Massive expansion plans
Not known outside of the US, not sure how relevant their offer today
Not sure how it communicates its social identity core value
Process:
Study brand position, business strategy, interview global leadership
Conduct market research (China, Thailand, Egypt, India, Emirates, US, UK, Germany)
Findings:
Master brand key source of pride among key talent and a stunning referral driver
Brand equity strongly ties to “here, there, and everywhere” ubiquity of career opportunities
Employees’ loyalty is #1 driver of guest experience
Solution:
Start with brand’s core service promise and leverage employee loyalty, mobilize
Make visible truths and pride points evident in the heart of the house
Build master platform on brand’s unique blend of ubiquity and differentiation

The View from Juhu Beach
http://evvivabrands.com/

Learning and connecting through games

Teaches basics of hotel management

Social media in the enterprise
Social enablement framework
Customer Life Cycle
Innovation through action
Best practices

Connect:
RAVIT LICHTENBERG
USTRATEGY LLC
ravit@ustrategy.com
www.ustrategy.com
www.ravitlichtenbreg.com
www.twitter.com/ravit_ustrategy

http://ravitlichtenberg.typepad.com	457
http://www.ravitlichtenberg.typepad.com	96
http://serve4impact.com	7
http://translate.googleusercontent.com	5
http://paper.li	2

The Social Enterprise: How Leading Companies are Evolving their Social Media practices

by Ravit Lichtenberg on Jun 16, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 567

Statistics

The Social Enterprise: How Leading Companies are Evolving their Social Media practices — Presentation Transcript