Social Leadership Series: Today's Connected Enterprise
 

Social Leadership Series: Today's Connected Enterprise

on

  • 1,960 views

Connected social organizations better understand, execute, and win in today's fundamentally changed business environment. Altimeter Group's Jeremiah Owyang and Spredfast's Rod Favaron discuss the 6 ...

Connected social organizations better understand, execute, and win in today's fundamentally changed business environment. Altimeter Group's Jeremiah Owyang and Spredfast's Rod Favaron discuss the 6 signs of the connected social enterprise, share best practices and examples, and explore the role of technology in achieving superior outcomes in today's business environment.

Statistics

Views

Total Views
1,960
Views on SlideShare
1,813
Embed Views
147

Actions

Likes
5
Downloads
70
Comments
0

9 Embeds 147

https://twitter.com 54
http://tvdev 45
http://tv 36
http://dealerdaily.tms.toyota.com 4
http://dealer.lexus.com 3
http://www.leaninfo.se 2
https://web.tweetdeck.com 1
http://ddqadfr.tms.toyota.com 1
http://hqdev.lexus.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • We are going to get into a lot of really important details about what you need to do to connect social into your enterprise and drive business impact. But I want to start by challenging you to document why you are doing social in the first place. I suspect that to answer this question, you will actually need to go back to why your company is in business in the first place. It turns out you have to answer the WHY if you want to have any lasting impact in social and as a business.Why?
  • Look at REI’s mission … the power words of inspiring, educating and outfitting its members (this is a co-op) and the community for a LIFETIME of adventure and stewardship.Guess what happens on their social/digital?
  • WF is a perfect example of this equation at work.With core values like satisfy, delight and nourish customers … as well as we serve and support our local and global communities … two things are clear:Social is going to be incredibly important to this company .. And connecting the whole ecosystem is how this is going to be done …
  • Notice how all their social reflects directly back to their WHYs
  • Hat tip to Simon SinekIn business we have to fight against our desire to tell people WHAT we do (the facts). A far better way of connecting with prospects, markets, employees is to explain WHY you are in business. People will develop an emotional connection to WHY – they will not do that to WHAT. So, start with WHY .. And then work on the HOWS and WHATS – which are also vitally important.If you look at many of the companies doing social in an interesting way, their WHY jumps through at you … and makes you want to be a part … if you like their cause …
  • You might be wondering what our WHY is? Here you go …At Spredfast, our enterprise is connected around the following Why: we believe great social experiences create lasting relationships. We invest to create these experiences – like today – because they drive social that has business impact for our customers. Of course it is marketing, but it is also customer care. Experiences like this webinar are designed to make our customers more successful. Success breeds lasting relationships.By now, I know you are craving some more facts .. Lets move from the emotional to the rational … HOW and WHAT do you need to do to connect social to your enterprise and drive business impact.
  • You might be wondering what our WHY is? Here you go …At Spredfast, our enterprise is connected around the following Why: we believe great social experiences create lasting relationships. We invest to create these experiences – like today – because they drive social that has business impact for our customers. Of course it is marketing, but it is also customer care. Experiences like this webinar are designed to make our customers more successful. Success breeds lasting relationships.By now, I know you are craving some more facts .. Lets move from the emotional to the rational … HOW and WHAT do you need to do to connect social to your enterprise and drive business impact.
  • Transition: Let’s look at the strategist role …Dedicated team is about 11 people on average, for companies with over 1000 employees. Some ppl are in multiple rolesReview each role …This is NOT a reporting structure org chart, these roles often sit in different parts of the org.This is for more mature companies. At the very least companies need a Strategist and Community Managers.What about your business, what roles are missing? Why?
  • http://blog.getsponge.com/case-study-charles-schwab-online-community/http://www.wallstreetandtech.com/trading-technology/209800444?pgno=2Charles Schwab’s mission: offer clients the collaborative space they seek, without all the noiseGOALS: Capture feedback: clients and prospects were already venting about the company in independent forumsProvide a unique platform: Investments have always relied on collaboration, recommendationsReferrals account for 40% of new customers at Charles Schwab Investments have always relied on personal recommendations. This just brings things up to date.Referrals account for 40% of new customers at Charles Schwab and that’s not unusual in an industry that lives and breathes on peer to peer recommendations. After all, when your money’s at stake you like to take some advice from those you trust.Far from changing investment marketing, rate and review simply transfers the word of mouth recommendations that happened anyway onto the web so that they can be seen by 10 million people instead of the 10 people someone might actually tell, face to face.http://blog.getsponge.com/case-study-charles-schwab-online-community/http://www.wallstreetandtech.com/trading-technology/209800444?pgno=2A business decision: With some 40% of new customers coming from referral accounts, Schwab touts their socially integrated community as a natural extension of online WOM, exposing reviews to a much greater audience while allowing them a central place to listen and respond. investors who trade online are more likely to use social networks than the general population. While consumer sites such as Facebook, Linkedin and My Space are attracting millions of people every day, Wall Street firms are adopting Web 2.0 technologies — including wikis, blogs, RSS feeds — to nurture online communities and collaboration.“Clients told us they’re not very comfortable with public message boards. There’s a lot of noise in these public boards,” says Levine.Rate and review brings customer feedback to a central point. Customers were already venting their thoughts on Charles Schwab, long before the launch of Clients Speak. The chances are they’re talking about you too. Rate and review simply helps bring all that chatter to one central place where it is easier to listen to and easier to respond too. Choosing community platforms which include social integration and let users connect via their existing Twitter or Facebook log-ins significantly encourages this.Investments have always relied on personal recommendations. This just brings things up to date. Referrals account for 40% of new customers at Charles Schwab and that’s not unusual in an industry that lives and breathes on peer to peer recommendations. After all, when your money’s at stake you like to take some advice from those you trust.Far from changing investment marketing, rate and review simply transfers the word of mouth recommendations that happened anyway onto the web so that they can be seen by 10 million people instead of the 10 people someone might actually tell, face to face.http://blog.getsponge.com/case-study-charles-schwab-online-community/http://www.wallstreetandtech.com/trading-technology/209800444?pgno=2The bottom lineIn the 3 months post launch of their client ratings and review service, Charles Schwab:Attracted more than 1,000, mostly positive, client reviewsRaised their customer advocacy score to 46%Used referrals to drive 40% of their new customersProved that financial organizations can build compliant communities within a regulated environmentAchieved an average rating of 4.3+ out of 5Begun to act on what they’ve learnt from analyzing the few negative reviews that have cropped up
  • http://www.slideshare.net/zenaweist/hrblockresponseprocess
  • http://www.slideshare.net/zenaweist/hrblockresponseprocess
  • IMPORTANT
  • http://www.socialmediaexaminer.com/reaching-millions-with-twitter-the-whole-foods-story/

Social Leadership Series: Today's Connected Enterprise Social Leadership Series: Today's Connected Enterprise Presentation Transcript

  • Today’s Connected Enterprise How Social is Impacting the Business Rod Favaron, CEO, Spredfast Jeremiah Owyang, Industry Analyst, Altimeter Group
  • Today’s Presenters Rod Favaron President & CEO Spredfast @rodfav Jeremiah Owyang Industry Analyst and Partner Altimeter Group @jowyang #SFLeaders
  • Start with … Why does your company do social? #SFLeaders
  • …. Dedicated to inspiring, educating and outfitting ….Its members and community …. For a lifetime of outdoor adventure and stewardship #SFLeaders
  • Outfitting Stewardship Inspiration #SFLeaders
  • …. Satisfy, delight, nourish our customers …. Serve and support local and global communities …. Practice and advance environmental stewardship #SFLeaders
  • Satisfy, Delight and Nourish our Customers Local and Global Communities Environmental Stewardship #SFLeaders
  • The Golden Circle “People don’t buy what you do, they buy why you do it. And what you do simply proves what you believe.” – Simon Sinek Start with the Why #SFLeaders
  • We believe great social experiences create lasting relationships #SFLeaders
  • #SFLeaders Lasting Relationships Great Social Experiences
  • A Connected Enterprise Business With Spredfast | August 20, 2013 Jeremiah Owyang, Industry Analyst, Partner
  • Agenda 12 What does it take? 1 Internal organization 2 Audience identification 3 Engagement 4 Collaboration 5 Integration 6 Content Strategy Contents © 2013 Altimeter Group
  • 13 What does it take? Internal organization Audience Engagement 1 2 3 4 Collaboration Integration Content Strategy 5 6
  • ONE Internal Organization
  • More people are getting involved in corporate social efforts Approximately how many full-time equivalent staff currently support social efforts in your organization, for external and internal engagement? Employees in Company Average # of Staff 2010 2012 1,000 to < 5,000 3.1 3.1 5,000 to < 10,000 5.2 19.4 10,000 to < 50, 000 5.4 12.0 50,000 to < 100,000 23.8 27.9 More than 100,000 20.4 49.4 Source: Altimeter Group. Social Business Survey, Q4 2012.
  • Most companies organize as Hub & Spoke, but are moving toward Multiple Hub & Spoke 9.4% 29.1% 35.4% 23.6% 2.4% 2010 2012 Source: Altimeter Group. Social Business Survey, Q4 2012.
  • The Composition of a Social Media Team Base: 144 global corporate social media program managers at companies with over 1000 employees Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011) Average Size of a Corporate Social Media Team: 11
  • EBay's CoE (Global Hub) coordinates across functions, properties, and geographies  Responsible for • Social Strategy • Alignment of roadmaps and plans • Analytics and reporting infrastructure  Monthly Social Media Council meetings, with knowledge sharing initiatives Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay
  • Client/Field Locations: Community Managers Line of Business: Social Delegates Digital Center of Excellence Center of Excellence Vision & Strategy Resources & Tools Governance Training Social Delegates Business-specific Strategy Content Strategy Business Objectives Monitoring/Measurement Management Community Managers Content Development Channel engagement Customer Service Strategy Consumers Data Insights ARAMARK’s Center of Excellence is the hub between LOB and client/field locations
  • 47%Social media marketers who plan to increase spending on social media management systems (SMMS) in 2013 Source: Altimeter Group. Social Business Survey, Q4 2012.20 Technology is part of the solution:
  • TWO Audience
  • Schwab targets and empowers key user segments Schwab realized conversations were taking place whether it liked it or not. They created a community platform to centralize the conversation. Within 3 months: • Raised their customer advocacy score 46% • Used referrals to drive 40% of new customers • Achieved an average rating of 4.3/5 • Generated thousands of reviews • Implemented customer feedback in broker relations and product development • Centralized the conversation to proprietary, controlled community
  • Sephora kicked off its first official social media presences in 2008 on Facebook and YouTube. The two networks were a natural fit for the brand’s target audience and instantly became forums for customer conversation around Sephora’s products. 23
  • THREE Engagement
  • People are broadcasting intent – if you know how to listen The Wynn monitors related keywords (e.g. “Vegas”) to find and engage new prospects.
  • Listen to relevant conversations. Understand pains – address them selectively Last year, H&R Block reached out to those tweeting about #taxes, potentially reaching new customers. (Tip: understand the context first)
  • Participate in dialog: gain loyal customers Toyota highlights customers with “Featured Fans.” Pampers comments directly on fan photo contributions.
  • FOUR Collaboration
  • Develop rules for engagement Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,” Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011
  • Map permissions and workflow Source: “H&R Block’s Response Process” David Armano, Edelman 2010
  • FIVE Integration
  • At least 13 different business units across the enterprise may deploy social media 7.8% 9.4% 10.9% 14.1% 14.8% 16.4% 16.4% 28.9% 35.2% 36.7% 39.8% 65.6% 73.4% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Market Research Legal Executive IT Customer/User experience Advertising Product development/R&D HR Social Media Digital Customer Support Corporate Communications/PR Marketing "In which of the following departments are there dedicated people (can be less than one FTE) executing social?" Source: Altimeter Group. Social Business Survey, 2012.
  • Only 26% of companies approach social media holistically, operating against enterprise vision 9% 18% 20% 26% 27% 0% 5% 10% 15% 20% 25% 30% Customer-service focus: Emphasis is on listening to customer conversations and resolving customer issues Marketing/Communications single-channel focus: Creates individual content plans for specific social sites and channels like Facebook, Twitter, LinkedIn, YouTube, blogs, etc. Marketing/Communications multi-channel approach: Where activity is based on a one-to-many distribution – i.e. same content calendar for every social network and controlled centrally Holistic social media approach: Where lines of business and business functions operate against an enterprise-level vision and strategy – they act independently, but in a unified and complementary fashion Distributed social media approach: Where lines of business and business functions independently manage and fund social media strategies to create departmental outcomes, i.e. sales, service, marketing, HR Which of the following statements best match your organization’s definition of social strategy? Source: Altimeter Group. Social Business Survey, Q4 2012.
  • The Dynamic Customer Journey requires an integrated approach that spans departments, channels and technology
  • SIX Content Strategy
  • Develop a content strategy Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010
  • Coke developed a content strategy, including consumer content – and not just to advertise Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010
  • For Whole Foods, Local stores manage their own accounts: content is relevant and specific to the area For the most part, we’ve pretty much let [local stores] run with it. A tight control from a corporate level would be exactly the opposite of what we were trying to achieve. - Marla Erwin, Whole Foods
  • It’s not about advertising – entertaining, fun, and useful content can be effective for building relationships
  • 40 What does it take? Internal organization Audience identification Engagement 1 2 3 4 Collaboration Integration Content Strategy 5 6
  • Thank You! Rod Favaron President & CEO Spredfast @rodfav Jeremiah Owyang Industry Analyst and Partner Altimeter Group @jowyang #SFLeaders Slides from today’s presentation can be found at http://www.slideshare.net/Spredfast/