Transcript of "The Social Enterprise: How Leading Companies are Evolving their Social Media practices"
Social Media in the Enterprise – <br />Today’s best practices for tomorrow<br />Ravit Lichtenberg, Ustrategy LLC<br />June 14, 2011<br />
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 />
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 />
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?
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?
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 />
Shared its strategy and planning with the </li></ul>extended team?<br /><ul><li>Set regular feedback loop system?
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 />
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?
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 />
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 />