COLLABORATION
CROWDSOURCING
AND THE CROSS-CHANNEL CONVERSATION
BRANDI BOATNER

@ThinkBluePR
www.ibm.com/csuite
Digital Experience at IBM
Mentorship Chair for PRSA New Professionals Sect...
NICK LUCIDO

@NickLucido
www.edelmandigital.com
Account Supervisor at Edelman Digital
PRSSA Chair for PRSA New Professiona...
AMY BISHOP
@AmyL_Bishop
www.amylbishop.com
Digital PR & Marketing at DigitalRelevance
Social Chair for PRSA New Profession...
BUILD SOCIAL STRATEGIES
THAT CREATE MEANINGFUL
BUSINESS VALUE
THE BUSINESS OF
SOCIAL BUSINESS
To gain competitive advantage,
companies must focus on making
transformational shifts in h...
THE CROSS-CHANNEL
CONVERSATION
Companies can create unique customer experiences
by listening to and engaging customers. Fa...
THE CROSS-CHANNEL
CONVERSATION
New tools and strategies are necessary for organizations
to fully understand and engage wit...
CASE STUDY: LEGO
Problem: Facing declining market share, LEGO identified several
growth opportunities and introduced opera...
FOSTER COLLABORATION
TO DRIVE INNOVATION
& BUSINESS RESULTS
72%

OF WORKERS ARE
NOT ENGAGED IN
THEIR WORK

EACH YEAR, LOST
PRODUCTIVITY OF
DISENGAGED EMPLOYEES
COSTS THE ECONOMY

370...
COLLABORATION
AMONG CONSUMERS
The Collaborative Economy:
An economic model where ownership
and access are shared between p...
COLLABORATION
IN THE ENTERPRISE
Individuals and organizations are embracing the
collaborative economy and the sharing revo...
SOURCE: CHESS MEDIA GROUP / JACOB MORGAN
ANALYZE SOCIAL DATA TO MAKE
STRATEGIC BUSINESS DECISIONS
& MANAGE RISK
SOCIAL BUSINESS
MEASUREMENT FACTORS
PEOPLE
• Online Monitoring
• Analytics Platform
• Internal Collaboration
• Community P...
SOCIAL BUSINESS
MEASUREMENT FACTORS
PROCESS
• Social Media Policies
• Technology Integration
• Customer Support & Sales Wo...
SOCIAL BUSINESS
MEASUREMENT FACTORS
PLATFORMS
• Behavior Change
• Cross Silo Collaboration
• Executive Support & Participa...
SOCIAL BUSINESS
SUCCESS INDICATORS
CONSISTENCY
• Able to compare data year over year
• Allows for social programs to scale...
SOCIAL BUSINESS
SUCCESS INDICATORS
BUSINESS GOAL ALIGNMENT
• Build public relations programs to drive business results
• E...
SOCIAL BUSINESS
SUCCESS INDICATORS
METRIC HIERARCHY
• Facebook Likes > Engagement Rate > Engagement > ROI
• Impressions > ...
IDENTIFY BROADER KPIs
AWARENESS
ENGAGEMENT
ADVOCACY
PURCHASE INTENT
QUESTIONS?
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Enterprise Collaboration & Social Business Measurement

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As major disruptions continue to force the business world to innovate and adapt like never before, social business is changing the way businesses communicate and engage with constituencies. Learn how to harness trends of the collaborative economy, big data and social business in the enterprise to inspire your teams to innovate and collaborate in a way that drives meaningful business value and tangible outcomes.

Presented at the PRSA 2013 International Conference on October 28, 2013 in Philadelphia.

Published in: Business, Technology

Enterprise Collaboration & Social Business Measurement

  1. 1. COLLABORATION CROWDSOURCING AND THE CROSS-CHANNEL CONVERSATION
  2. 2. BRANDI BOATNER @ThinkBluePR www.ibm.com/csuite Digital Experience at IBM Mentorship Chair for PRSA New Professionals Section PRSA Diversity Committee Chair
  3. 3. NICK LUCIDO @NickLucido www.edelmandigital.com Account Supervisor at Edelman Digital PRSSA Chair for PRSA New Professionals Section
  4. 4. AMY BISHOP @AmyL_Bishop www.amylbishop.com Digital PR & Marketing at DigitalRelevance Social Chair for PRSA New Professionals Section
  5. 5. BUILD SOCIAL STRATEGIES THAT CREATE MEANINGFUL BUSINESS VALUE
  6. 6. THE BUSINESS OF SOCIAL BUSINESS To gain competitive advantage, companies must focus on making transformational shifts in how work is accomplished. Companies will succeed when they embed social into their core business processes and capabilities.
  7. 7. THE CROSS-CHANNEL CONVERSATION Companies can create unique customer experiences by listening to and engaging customers. Failing to communicate with customers in their preferred way creates an engagement gap that is difficult to overcome.
  8. 8. THE CROSS-CHANNEL CONVERSATION New tools and strategies are necessary for organizations to fully understand and engage with customers across all touchpoints. Marketing will continue to expand beyond promotion to include customer experience management and organizations will be required to use social approaches to sales and service.
  9. 9. CASE STUDY: LEGO Problem: Facing declining market share, LEGO identified several growth opportunities and introduced operational improvements. Social Business Solution: LEGO's marketing & IT teams used a comprehensive set of processes, tools and systems thinking to determine the effectiveness of campaigns. Social Business Value: Products in the build-yourself board games line captured 12.6 percent market share. Sales increased by 17 percent.
  10. 10. FOSTER COLLABORATION TO DRIVE INNOVATION & BUSINESS RESULTS
  11. 11. 72% OF WORKERS ARE NOT ENGAGED IN THEIR WORK EACH YEAR, LOST PRODUCTIVITY OF DISENGAGED EMPLOYEES COSTS THE ECONOMY 370 BILLION DOLLARS SOURCE: GALLUP
  12. 12. COLLABORATION AMONG CONSUMERS The Collaborative Economy: An economic model where ownership and access are shared between people, startups and corporations. [Jeremiah Owyang, Crowd Companies]
  13. 13. COLLABORATION IN THE ENTERPRISE Individuals and organizations are embracing the collaborative economy and the sharing revolution is unstoppable. Harness trends of the collaborative economy to enable your team to build products and services as partners not just employees.
  14. 14. SOURCE: CHESS MEDIA GROUP / JACOB MORGAN
  15. 15. ANALYZE SOCIAL DATA TO MAKE STRATEGIC BUSINESS DECISIONS & MANAGE RISK
  16. 16. SOCIAL BUSINESS MEASUREMENT FACTORS PEOPLE • Online Monitoring • Analytics Platform • Internal Collaboration • Community Platform Selection • Social CRM
  17. 17. SOCIAL BUSINESS MEASUREMENT FACTORS PROCESS • Social Media Policies • Technology Integration • Customer Support & Sales Workflows • Measurement Framework & Rollout • Global & Enterprise Expansion
  18. 18. SOCIAL BUSINESS MEASUREMENT FACTORS PLATFORMS • Behavior Change • Cross Silo Collaboration • Executive Support & Participation • Organizational Models • Employee & Partner Participation
  19. 19. SOCIAL BUSINESS SUCCESS INDICATORS CONSISTENCY • Able to compare data year over year • Allows for social programs to scale • Harness the massive amount of available content and data to rethink and re-equip business operations •Advance and align the entire organization
  20. 20. SOCIAL BUSINESS SUCCESS INDICATORS BUSINESS GOAL ALIGNMENT • Build public relations programs to drive business results • Earn bigger budgets and more credibility internally • PR is competing against marketing, advertising, etc.; need to speak the same language
  21. 21. SOCIAL BUSINESS SUCCESS INDICATORS METRIC HIERARCHY • Facebook Likes > Engagement Rate > Engagement > ROI • Impressions > Awareness > ROI • Clear path to defining success for various programs • Allows social/PR to play in the same space as advertising and marketing
  22. 22. IDENTIFY BROADER KPIs AWARENESS ENGAGEMENT ADVOCACY PURCHASE INTENT
  23. 23. QUESTIONS?
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