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

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A presentation given at the 2011 ReadWriteWeb 2-Way summit. …

A presentation given at the 2011 ReadWriteWeb 2-Way summit.

Social media strategy, marketing, evolution, social enterprise, frameworks and tips.

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  • 1. Social Media in the Enterprise – <br />Today’s best practices for tomorrow<br />Ravit Lichtenberg, Ustrategy LLC<br />June 14, 2011<br />
  • 2. A specialized boutique consultancy helping companies connect with customers in the social digital age:<br />Customer marketing strategy<br />Social media strategy and execution<br />Digital experience research and <br />recommendations<br />New product launch <br />SaaS customer experience<br />Melding Psychology + Business expertise for maximum results <br />WE ARE:<br />SAMPLE PROJECTS:<br />www.ustrategy.com | www.ravitlichtenberg.com<br />@ravit_ustrategy<br />USTRATEGY LLC, www.ustrategy.com<br />
  • 3. A specialized boutique consultancy helping companies connect with customers in the social digital age:<br />Customer marketing strategy<br />Social media strategy and <br />execution<br />Digital experience research and <br />recommendations<br />New product launch <br />SaaS customer experience<br />Melding Psychology + Business expertise for maximum results <br />ABOUT RAVIT:<br />OUR CLIENTS SAY:<br />WE ARE:<br />Ravit is a top notch strategic marketer, understanding the requirements complex organizations. I would highly recommend Ravit! <br />-David Kilby, Director, UCSF<br />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<br />- Giuliano Di-Vitantonio, <br /> VP Marketing, HP Software <br />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.<br />©USTRATEGY LLC 2008-2011 | www.ustrategy.com | www.ravitlichtenberg.com<br />
  • 4. About this presentation<br />This presentation was give at the 2001 ReadWriteWeb 2-Way summit in NYC, NY.<br />It has been modified from its original version to exclude material not released for electronic sharing.<br />You are free to use this presentation, or any portions of it, with attribution to Ustrategy LLC www.ustrategy.com<br />Enjoy! <br />
  • 5. “Social media” has gone mainstream<br />89% of US population is using social technologies<br />88% of companies use social media channels<br />71% of US population is on Facebook<br />Maturing – vertical integrations, acquisitions, IPOs<br />© USTRATEGY LLC, 2008-2011<br />
  • 6. Companies are evolving<br />New skills<br />New talent<br />Metrics<br />Budgets<br />Campaigns<br />Internal tools<br />© USTRATEGY LLC, 2008-2011<br />
  • 7. Ford then…<br />http://en.wikipedia.org/wiki/File:Ford_Motor_Company_assembly_line.jpg<br />© USTRATEGY LLC, 2008-2011<br />
  • 8. Ford today<br />© USTRATEGY LLC, 2008-2011<br />
  • 9. Old spice then…<br />http://www.youtube.com/user/OldSpice<br />© USTRATEGY LLC, 2008-2011<br />
  • 10. Old Spice today<br />© USTRATEGY LLC, 2008-2011<br />
  • 11. News today<br />© USTRATEGY LLC, 2008-2011<br />
  • 12. …still a disjointed experience<br />
  • 13. Leading companies will be shifting their wholeidentities to better fit our social evolution<br />
  • 14. Transformation through action<br />
  • 15. Transformation through action<br />
  • 16. Transformation through action<br />
  • 17. Transformation through action – the zone<br />Innovate<br />Innovate<br />Personalize<br />Learn <br />eROI<br />Personalize<br />Apply<br />Innovate<br />Personalize<br />Apply<br />Apply<br />Learn <br />Try<br />Learn<br />Actions, Risk, Investment, Time<br />© USTRATEGY LLC, 2008-2011<br />
  • 18. Transformation through action – the zone<br />
  • 19. Leading companies have best practices in common<br />Going beyond experimentation<br />Alignment with organizational and marketing objectives<br />Emphasis on stakeholder buy-in<br />Separate strategy and execution<br />Using technology as means to an end<br />© USTRATEGY LLC, 2008-2011<br />
  • 20. Becoming a social company is not experimental<br />1.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<br />
  • 21. Complex process, planning, structure, commitments<br />Revised company objectives and metrics<br />Internal alignment across divisions<br />Updated skill-sets<br />Learning and education<br />© USTRATEGY LLC, 2008-2011<br />
  • 22. CHECKLIST: Establishing a social identity<br />Has your company:<br /><ul><li> Revised its corporate social objectives to </li></ul> benefit the customer and the employees?<br /><ul><li> Assigned specific metrics?
  • 23. Hired or contracted new skills?
  • 24. Provided education and learning </li></ul> opportunities?<br /><ul><li> Implemented supporting processes, tools, </li></ul> policies?<br />
  • 25. Align with corporate and marketing objectives <br />2.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<br />
  • 26. Alignment is key to continuity<br />Have common goals, objectives, metrics<br />Solve real pain points<br />Fit into the dashboard<br />Deploy across the company<br />© USTRATEGY LLC, 2008-2011<br />
  • 27. CHECKLIST: Aligning with corporate and marketing objectives<br />Has your organization:<br /><ul><li> Been able to demonstrate how its social media </li></ul> objectives tie directly to the larger objectives?<br /><ul><li>Defined clear metrics?
  • 28. Social programs been added to the marketing </li></ul>dashboard?<br /><ul><li> Provided ways for others in the organization to </li></ul> learn about your activities?<br /><ul><li> Put a process in place for regular updates?</li></li></ul><li>Get stakeholders buy-in<br />3.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<br />
  • 29. Internal stakeholder buy-in is essential!<br />Executive support<br />Team engagement<br />Cross organization recognition<br /><ul><li>Dashboard
  • 30. Funding
  • 31. Resources
  • 32. Content assets
  • 33. Passionate SME involvement
  • 34. Closest to the customer
  • 35. Contribution
  • 36. Joint initiatives
  • 37. Learn and teach</li></ul>© USTRATEGY LLC, 2008-2011<br />
  • 38. External stakeholders are still as important<br />Customers<br /><ul><li>Do they like the messaging?
  • 39. Does communication </li></ul>resonate?<br /><ul><li>Do they like the company's </li></ul>Social identity <br /><ul><li>Is negative social </li></ul>engagement impacting <br />them?<br />Partners<br />Analysts<br />Bloggers <br />© USTRATEGY LLC, 2008-2011<br />
  • 40. CHECKLIST: Stakeholder buy-in<br />Has your organization:<br /><ul><li> Identified and mobilized an executive sponsor?
  • 41. Conducted a Stakeholder Analysis?
  • 42. Developed Stakeholder Engagement plan?
  • 43. Shared its strategy and planning with the </li></ul>extended team?<br /><ul><li>Set regular feedback loop system?
  • 44. Shared plans and successes with related </li></ul>departments?<br /><ul><li>Demonstrated it has implemented feedback?</li></li></ul><li>Strategy ≠ Execution<br />4.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<br />
  • 45. Leading companies know the difference<br />Social media strategy <br />A guiding document, sets a foundation<br />Answers “What” “Why”<br />Connected directly to the organization’s mission, goals, measurements<br />Provides rationale<br />Includes actionable recommendations (channels, brand, identity, scope, intensity) based on research and analysis<br />Social media execution <br />An action plan<br />Answers “how” “when” “who”<br />Builds directly on top of the strategy <br />Sets clear actions, timeline, resources <br />Can be adjusted and changed<br />© USTRATEGY LLC, 2008-2011<br />
  • 46. CHECKLIST: Strategy and Execution<br />Has your organization:<br /><ul><li>Developed and shared its social media strategy?
  • 47. Communicated its strategy is a foundation; </li></ul>execution plan adjustable?<br /><ul><li>Developed and shared its execution plan?
  • 48. Demonstrated how execution ties to the strategy?
  • 49. Evolves its execution plan regularly based on </li></ul> learning and feedback?<br />
  • 50. Use technologies as means to an end<br />5.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<br />
  • 51. People-focus is the driver for technology use<br />In service of customers, brand relationship<br />A way to empower customers to not only curate, but to Create on behalf of a brand<br />Seamless multidirectional communication channel, engagement, connection<br />Use technologies selectively!<br />© USTRATEGY LLC, 2008-2011<br />
  • 52. CHECKLIST: Technologies in service of customer-centric experiences<br />Has your organization:<br /><ul><li>Conducted customer research before determining </li></ul>its next technology move?<br /><ul><li>Demonstrated how the technology will benefit </li></ul>customers? <br /><ul><li>Provided solid rationale for its choices?
  • 53. Was able to put hard metrics around the </li></ul>experience?<br /><ul><li>Demonstrated how execution ties to the strategy?</li></li></ul><li>Case Study: Marriott, Juhu Beach Mumbai<br />
  • 54. Marriott Hotels - # 1 in its category<br />Challenge:<br />Massive expansion plans<br />Not known outside of the US, not sure how relevant their offer today<br />Not sure how it communicates its social identity core value<br />Process: <br />Study brand position, business strategy, interview global leadership<br />Conduct market research (China, Thailand, Egypt, India, Emirates, US, UK, Germany)<br />Findings: <br />Master brand key source of pride among key talent and a stunning referral driver<br />Brand equity strongly ties to “here, there, and everywhere” ubiquity of career opportunities<br />Employees’ loyalty is #1 driver of guest experience<br />Solution: <br />Start with brand’s core service promise and leverage employee loyalty, mobilize<br />Make visible truths and pride points evident in the heart of the house<br />Build master platform on brand’s unique blend of ubiquity and differentiation<br />
  • 55. The View from Juhu Beach<br />http://evvivabrands.com/<br />© USTRATEGY LLC, 2008-2011<br />
  • 56. Learning and connecting through games<br />
  • 57. Teaches basics of hotel management<br />© USTRATEGY LLC, 2008-2011<br />
  • 58. Social media in the enterprise<br />Social enablement framework<br />Customer Life Cycle<br />Innovation through action<br />Best practices<br />© USTRATEGY LLC, 2008-2011<br />
  • 59. Connect:<br />RAVIT LICHTENBERG<br />USTRATEGY LLC<br />ravit@ustrategy.com<br />www.ustrategy.com<br />www.ravitlichtenbreg.com<br />www.twitter.com/ravit_ustrategy<br />

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