Social Media in the Enterprise – <br />Today’s best practices for tomorrow<br />Ravit Lichtenberg, Ustrategy LLC<br />June...
A specialized boutique consultancy helping companies connect with customers in the social digital age:<br />Customer marke...
A specialized boutique consultancy helping companies connect with customers in the social digital age:<br />Customer marke...
About this presentation<br />This presentation was give at the 2001 ReadWriteWeb 2-Way summit in NYC, NY.<br />It has been...
“Social media” has gone mainstream<br />89% of US population is using social technologies<br />88% of companies use social...
Companies are evolving<br />New skills<br />New talent<br />Metrics<br />Budgets<br />Campaigns<br />Internal tools<br />©...
Ford then…<br />http://en.wikipedia.org/wiki/File:Ford_Motor_Company_assembly_line.jpg<br />© USTRATEGY LLC,  2008-2011<br />
Ford today<br />© USTRATEGY LLC,  2008-2011<br />
Old spice then…<br />http://www.youtube.com/user/OldSpice<br />© USTRATEGY LLC,  2008-2011<br />
Old Spice today<br />© USTRATEGY LLC,  2008-2011<br />
News today<br />© USTRATEGY LLC,  2008-2011<br />
…still a disjointed experience<br />
Leading companies will be shifting their wholeidentities to better fit our social evolution<br />
Transformation through action<br />
Transformation through action<br />
Transformation through action<br />
Transformation through action – the zone<br />Innovate<br />Innovate<br />Personalize<br />Learn <br />eROI<br />Personali...
Transformation through action – the zone<br />
Leading companies have best practices in common<br />Going beyond experimentation<br />Alignment with organizational and m...
    Becoming a social company is not     experimental<br />1.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<b...
Complex process, planning, structure, commitments<br />Revised company objectives and metrics<br />Internal alignment acro...
CHECKLIST:  Establishing a social identity<br />Has your company:<br /><ul><li> Revised  its corporate social objectives t...
 Hired or contracted new skills?
 Provided education and learning   </li></ul> opportunities?<br /><ul><li> Implemented supporting processes, tools,  </li>...
Align with corporate and marketing     objectives <br />2.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<br />
Alignment is key to continuity<br />Have common goals, objectives, metrics<br />Solve real pain points<br />Fit into the d...
CHECKLIST: Aligning with corporate and marketing objectives<br />Has your organization:<br /><ul><li> Been able to demonst...
 Social programs been added to the marketing </li></ul>dashboard?<br /><ul><li> Provided ways for others in the organizati...
Internal stakeholder buy-in is essential!<br />Executive support<br />Team engagement<br />Cross organization recognition<...
Funding
Resources
Content assets
Passionate SME involvement
Closest to the customer
Contribution
Joint initiatives
Learn and teach</li></ul>© USTRATEGY LLC,  2008-2011<br />
External stakeholders are still as important<br />Customers<br /><ul><li>Do they like the messaging?
Does communication </li></ul>resonate?<br /><ul><li>Do they like the company's </li></ul>Social identity <br /><ul><li>Is ...
CHECKLIST: Stakeholder buy-in<br />Has your organization:<br /><ul><li> Identified and mobilized an executive sponsor?
Conducted a Stakeholder Analysis?
Developed Stakeholder Engagement plan?
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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.

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

Published in: Business

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

  1. 1. Social Media in the Enterprise – <br />Today’s best practices for tomorrow<br />Ravit Lichtenberg, Ustrategy LLC<br />June 14, 2011<br />
  2. 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. 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. 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. 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. 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. 7. Ford then…<br />http://en.wikipedia.org/wiki/File:Ford_Motor_Company_assembly_line.jpg<br />© USTRATEGY LLC, 2008-2011<br />
  8. 8. Ford today<br />© USTRATEGY LLC, 2008-2011<br />
  9. 9. Old spice then…<br />http://www.youtube.com/user/OldSpice<br />© USTRATEGY LLC, 2008-2011<br />
  10. 10. Old Spice today<br />© USTRATEGY LLC, 2008-2011<br />
  11. 11. News today<br />© USTRATEGY LLC, 2008-2011<br />
  12. 12. …still a disjointed experience<br />
  13. 13. Leading companies will be shifting their wholeidentities to better fit our social evolution<br />
  14. 14. Transformation through action<br />
  15. 15. Transformation through action<br />
  16. 16. Transformation through action<br />
  17. 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. 18. Transformation through action – the zone<br />
  19. 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. 20. Becoming a social company is not experimental<br />1.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<br />
  21. 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. 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. 23. Hired or contracted new skills?
  24. 24. Provided education and learning </li></ul> opportunities?<br /><ul><li> Implemented supporting processes, tools, </li></ul> policies?<br />
  25. 25. Align with corporate and marketing objectives <br />2.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<br />
  26. 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. 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. 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. 29. Internal stakeholder buy-in is essential!<br />Executive support<br />Team engagement<br />Cross organization recognition<br /><ul><li>Dashboard
  30. 30. Funding
  31. 31. Resources
  32. 32. Content assets
  33. 33. Passionate SME involvement
  34. 34. Closest to the customer
  35. 35. Contribution
  36. 36. Joint initiatives
  37. 37. Learn and teach</li></ul>© USTRATEGY LLC, 2008-2011<br />
  38. 38. External stakeholders are still as important<br />Customers<br /><ul><li>Do they like the messaging?
  39. 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. 40. CHECKLIST: Stakeholder buy-in<br />Has your organization:<br /><ul><li> Identified and mobilized an executive sponsor?
  41. 41. Conducted a Stakeholder Analysis?
  42. 42. Developed Stakeholder Engagement plan?
  43. 43. Shared its strategy and planning with the </li></ul>extended team?<br /><ul><li>Set regular feedback loop system?
  44. 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. 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. 46. CHECKLIST: Strategy and Execution<br />Has your organization:<br /><ul><li>Developed and shared its social media strategy?
  47. 47. Communicated its strategy is a foundation; </li></ul>execution plan adjustable?<br /><ul><li>Developed and shared its execution plan?
  48. 48. Demonstrated how execution ties to the strategy?
  49. 49. Evolves its execution plan regularly based on </li></ul> learning and feedback?<br />
  50. 50. Use technologies as means to an end<br />5.<br />http://www.eurovision.tv/tag/photos/Vilnius?gal=11933<br />
  51. 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. 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. 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. 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. 55. The View from Juhu Beach<br />http://evvivabrands.com/<br />© USTRATEGY LLC, 2008-2011<br />
  56. 56. Learning and connecting through games<br />
  57. 57. Teaches basics of hotel management<br />© USTRATEGY LLC, 2008-2011<br />
  58. 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. 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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