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

  • 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
    © USTRATEGY LLC, 2008-2011
  • Ford then…
    http://en.wikipedia.org/wiki/File:Ford_Motor_Company_assembly_line.jpg
    © USTRATEGY LLC, 2008-2011
  • Ford today
    © USTRATEGY LLC, 2008-2011
  • Old spice then…
    http://www.youtube.com/user/OldSpice
    © USTRATEGY LLC, 2008-2011
  • Old Spice today
    © USTRATEGY LLC, 2008-2011
  • News today
    © USTRATEGY LLC, 2008-2011
  • …still a disjointed experience
  • Leading companies will be shifting their wholeidentities to better fit our social evolution
  • Transformation through action
  • Transformation through action
  • 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
    © USTRATEGY LLC, 2008-2011
  • 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
    © USTRATEGY LLC, 2008-2011
  • 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
    © USTRATEGY LLC, 2008-2011
  • 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.
    http://www.eurovision.tv/tag/photos/Vilnius?gal=11933
  • Alignment is key to continuity
    Have common goals, objectives, metrics
    Solve real pain points
    Fit into the dashboard
    Deploy across the company
    © USTRATEGY LLC, 2008-2011
  • 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.
    http://www.eurovision.tv/tag/photos/Vilnius?gal=11933
  • 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
    © USTRATEGY LLC, 2008-2011
  • 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
    © USTRATEGY LLC, 2008-2011
  • CHECKLIST: Stakeholder buy-in
    Has your organization:
    • 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.
    http://www.eurovision.tv/tag/photos/Vilnius?gal=11933
  • 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
    © USTRATEGY LLC, 2008-2011
  • CHECKLIST: Strategy and Execution
    Has your organization:
    • 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.
    http://www.eurovision.tv/tag/photos/Vilnius?gal=11933
  • 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!
    © USTRATEGY LLC, 2008-2011
  • CHECKLIST: Technologies in service of customer-centric experiences
    Has your organization:
    • 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/
    © USTRATEGY LLC, 2008-2011
  • Learning and connecting through games
  • Teaches basics of hotel management
    © USTRATEGY LLC, 2008-2011
  • Social media in the enterprise
    Social enablement framework
    Customer Life Cycle
    Innovation through action
    Best practices
    © USTRATEGY LLC, 2008-2011
  • Connect:
    RAVIT LICHTENBERG
    USTRATEGY LLC
    ravit@ustrategy.com
    www.ustrategy.com
    www.ravitlichtenbreg.com
    www.twitter.com/ravit_ustrategy