Winning in a World Transformedby Social MediaCharlene Li, Founder & Analyst, Altimeter Group@charleneli | charlene@altimet...
2
Social is AboutRELATIONSHIPSNot Technology
STRATEGY                         ORGANIZATION                         PREPARE© 2011 Altimeter Group
Why Most Social Strategies Fail                        No Clear                        Business                         Im...
Strategy Requires Planning
Six Phases of Social Business Maturity
1   Planning        “Listen to Learn”8
Red Cross monitors social channels duringdisasters to direct relief effortsDuring disasters, the Red Cross is able to find...
2   Presence         “Stake Our Claim.”10
Shell Tracks Reputation Impact…Daily
Have The Courage                         to Take the Leap© 2011 Altimeter Group
3   Engagement         “Dialog Deepens         Relationships”13
14Develop rules for engagement       Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,” ...
4   Formalized         “Organize For Scale”15
Ebay’s Global CoE coordinates acrossfunctions, properties, and geographies                                               •...
5   Strategic         “Become a Social Business”17
Sephora integratessocial + digital incommunities aswell as in stores.Goal: Understandtheir “superfans”            customer...
6   Transformation         “Business is social.”19
20ARAMARK must contend with separatebusinesses and differing goals and objectives                      ARAMARK’s challenge...
21It’s equipped and enabled over 400+ locationsto manage social media – within parameters                           Rebra...
STRATEGY                         ORGANIZATION                         PREPARE© 2011 Altimeter Group
(re)Organize Marketing for Agilityand ResilienceRigid Organizations          Adaptive Organizations
Success Factors of A Social Business
Strategy is WhatYou Decide To DoAnd What YouDecide NOT To Do
Social Business Initiatives Framework• Learn: What can be learned  from customers and community             Dialog• Dialog...
Plan out what will happen over time       Year One                   Year Two                  Year ThreeMONTHS 1-6   MONT...
Example: Social Business Initiatives, organized                                      28by Goals into a 3 Year Roadmap     ...
Most companies organize as Hub & Spoke,but are moving toward Multiple Hub & Spoke  9.4%     29.1%    35.4%   23.6%    2.4%
30Create Discipline In Engagement                Source: “H&R Block’s Response Process” David Armano, Edelman 2010
Social Media Training is About DevelopingJudgment -- and the Confidence to Use ItWhat you                                 ...
STRATEGY                         ORGANIZATION                         PREPARE© 2011 Altimeter Group
#1 Align Executives With ClearBusiness Goals
#2 Ask the Right Questions                                     34   About Value                         “We tend to overva...
35#3 Create a Culture of Sharing
36   #4 Master the Art of Failure                         No relationships are perfect                         Google’s ma...
#5 Determine Your PersonalSocial Strategy
Warrior engages colleagues and friendsthrough both work…
39…and personal passions
Social is AboutRELATIONSHIPSNot Technology
© 2012 Altimeter Group
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Simmons Leadership Conf - Charlene Li

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Speech by Charlene Li "Winning in a World Transformed by Social Media" at the Simmons Leadership Conference, April 2, 2013 in Boston, MA

Full report is available at http://www.altimetergroup.com/research/reports/evolution-social-business

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  • http://www.slideshare.net/zenaweist/hrblockresponseprocess
  • http://www.sncr.org/node/445#.ULahXdPjmXgThe SolutionA self-contained online training module was selected as the ideal means for delivering training to North American employees. (PepsiCo recognized that this would limit presentation of the training to employees with access to the MyPepsiCo portal, but plans were set in motion to incorporate social media policy training into the annual face-to-face Code of Conduct training all of these employees receive.)The online module would contain a mix of text, graphics, audio and video, leveraging each based on its strengths, combining to offer a compelling and entertaining training module that employees could complete in no more than 45 minutes.The training concludes with a quiz that tests employees on their understanding of the issues presented in the training module. Upon successful completion of the quiz, employees are directed to an online survey where they are able to share their thoughts about the effectiveness of the training.Articulate, a Learning Management System (LMS)-compliant training software package, was selected as the platform for the training. Articulate is presented as a Flash element on a web page and requires no special add-ons or software (other than a web browser and Flash) for employees to use it.
  • http://socialmediatoday.com/briansolis/497006/they-all-laughed-road-becoming-social-enterprisehttp://www.spredfast.com/social-media-resources/webinars/
  • http://www.spredfast.com/social-media-resources/webinars/
  • Transition: Here are your instructions …This is an example of what you’ll end up with … Your initiative cards placed on a 3-year roadmap for when you will implement.Draw this framework on your Post-it Note Pads to plot your initiatives. You each have a chart on the wall to use.Year 3 is HARD. Go back to the vision and focus on the client relationships you want … push yourselves. Could be wild ideas, but helpful to be proactively getting ready for it now. Yes, things will change, but that doesn’t mean you shouldn’t take your best stab at planning now. You can always revise the plan.
  • http://www.slideshare.net/zenaweist/hrblockresponseprocess
  • http://newsroom.cisco.com/padmasree-warrior?articleId=34150https://twitter.com/Padmasree
  • http://newsroom.cisco.com/padmasree-warrior?articleId=34150https://twitter.com/Padmasree
  • http://newsroom.cisco.com/padmasree-warrior?articleId=34150https://twitter.com/Padmasree
  • Simmons Leadership Conf - Charlene Li

    1. 1. Winning in a World Transformedby Social MediaCharlene Li, Founder & Analyst, Altimeter Group@charleneli | charlene@altimetergroup.comApril 2, 2013 | Simmons Leadership Conference
    2. 2. 2
    3. 3. Social is AboutRELATIONSHIPSNot Technology
    4. 4. STRATEGY ORGANIZATION PREPARE© 2011 Altimeter Group
    5. 5. Why Most Social Strategies Fail No Clear Business Impact
    6. 6. Strategy Requires Planning
    7. 7. Six Phases of Social Business Maturity
    8. 8. 1 Planning “Listen to Learn”8
    9. 9. Red Cross monitors social channels duringdisasters to direct relief effortsDuring disasters, the Red Cross is able to find out about specific incidents,spot trends, and anticipate public needs. Red Cross representatives can usethe command center to quickly match disaster victims with aid relief.9
    10. 10. 2 Presence “Stake Our Claim.”10
    11. 11. Shell Tracks Reputation Impact…Daily
    12. 12. Have The Courage to Take the Leap© 2011 Altimeter Group
    13. 13. 3 Engagement “Dialog Deepens Relationships”13
    14. 14. 14Develop 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
    15. 15. 4 Formalized “Organize For Scale”15
    16. 16. Ebay’s Global CoE coordinates acrossfunctions, 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
    17. 17. 5 Strategic “Become a Social Business”17
    18. 18. Sephora integratessocial + digital incommunities aswell as in stores.Goal: Understandtheir “superfans” customer spendingwho spend 10X. average customer 2.5x community user superfan 10x
    19. 19. 6 Transformation “Business is social.”19
    20. 20. 20ARAMARK must contend with separatebusinesses and differing goals and objectives ARAMARK’s challenges: 1. Over 255K employees 2. Organized into separate businesses by industry 3. 1000s of client locations 4. Different client goals and objectives 5. Ingredient brand
    21. 21. 21It’s equipped and enabled over 400+ locationsto manage social media – within parameters  Rebranded for social engagement, around voice, purpose, and image.  Previously siloed, now creating new processes that result in improved customer satisfaction and sales across the value chain
    22. 22. STRATEGY ORGANIZATION PREPARE© 2011 Altimeter Group
    23. 23. (re)Organize Marketing for Agilityand ResilienceRigid Organizations Adaptive Organizations
    24. 24. Success Factors of A Social Business
    25. 25. Strategy is WhatYou Decide To DoAnd What YouDecide NOT To Do
    26. 26. Social Business Initiatives Framework• Learn: What can be learned from customers and community Dialog• Dialog: The nature of our interactions with customers Advocate• Advocate: How to build advocacy among customers Learn and community Support• Support: How to provide support via social channels• Innovate: Using customer and Innovate community to drive innovation
    27. 27. Plan out what will happen over time Year One Year Two Year ThreeMONTHS 1-6 MONTHS 7-12 MONTHS 1-6 MONTHS 7-12 MONTHS 1-6 MONTHS 7-12
    28. 28. Example: Social Business Initiatives, organized 28by Goals into a 3 Year Roadmap Now – 6 6-12 12-18 18-24 24-30 30-36 Category Initiative months months months months months months Create greater loyalty to drive sales Advocate Initiative Support Initiative Advocate Initiative Advocate Initiative Advocate Initiative Increase share in SMB market Learn Initiative Dialog Initiative Dialog Initiative Advocate Initiative Create four new products Innovate Initiative Innovate Initiative Learn Initiative Reduce customer service costs Learn Initiative Dialog Initiative Support Initiative Support Initiative Support Initiative
    29. 29. Most companies organize as Hub & Spoke,but are moving toward Multiple Hub & Spoke 9.4% 29.1% 35.4% 23.6% 2.4%
    30. 30. 30Create Discipline In Engagement Source: “H&R Block’s Response Process” David Armano, Edelman 2010
    31. 31. Social Media Training is About DevelopingJudgment -- and the Confidence to Use ItWhat you What you Judgment is needed in betweenshould do shouldn’t do
    32. 32. STRATEGY ORGANIZATION PREPARE© 2011 Altimeter Group
    33. 33. #1 Align Executives With ClearBusiness Goals
    34. 34. #2 Ask the Right Questions 34 About Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express© 2011 Altimeter Group
    35. 35. 35#3 Create a Culture of Sharing
    36. 36. 36 #4 Master the Art of Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart”© 2011 Altimeter Group
    37. 37. #5 Determine Your PersonalSocial Strategy
    38. 38. Warrior engages colleagues and friendsthrough both work…
    39. 39. 39…and personal passions
    40. 40. Social is AboutRELATIONSHIPSNot Technology
    41. 41. © 2012 Altimeter Group
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