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Pascal Hary - Oracle 1 - HUBFORUM Paris 2013

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HUBFORUM PARIS 2013 ...

HUBFORUM PARIS 2013
Panel : Social Trends 2014
Intervenant : Pascal Hary - Directeur du Développement des Ventes eXperience Client & Social Europe - Oracle

http://www.hubforum.com/paris/2013/
www.hubinstitute.com

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  • {"5":"Most companies have seen the benefits of “external” social media and are beginning to apply those principals and insights “internally” and across the enterprise. Today customers expect a seamless brand experience across every touch point – they don’t expect ‘siloed’ and different experiences. More than ever it’s vital to remember: Customers don’t do business with your org chart, they do business with your brand. \nSocial’s benefits—insights, interactions, engagements—should be extended across the enterprise to touch all consumer interactions – marketing, service, commerce, selling, HR and more. \nSuccessful companies are moving from “siloed” social approaches to holistic approaches. We are moving from just “social marketing” to “social business”. Customers expect a seamless brand experience.\nCutting-edge businesses are moving from merely using social channels as a broadcasting platforms to really listening and monitoring to better understand, target and create value with customers. This shift is helping other business units see social’s powerful data insights. \n","6":"Social’s power is that influences and powers so many different aspects of the enterprise—internally and externally—especially the coveted “Customer Experience”. An Oracle global survey of 1,300 senior-level executives from 18 countries in North America, Europe, Asia Pacific and Latin America yields new insights on the challenges, strategies and lessons learned for succeeding in the customer experience (CX) era. One interesting insight: “91% wish to be considered a customer experience leader in their industry and They really consider Social Strategy as an essential part of it”.\n","12":"World leader in spirit and wine - How to “Think Global and Act Local” in branding strategy\n350 users dans 45 équipes - 310 social streams (253 pages FB, 46 comptes TW, 2 comptes G+, 10 canaux Youtube)\nPrès de 400 onglets FB réalisés, plus de 13 000 posts publiés\nPlus de 9,3 millions de fans sur 25 de leurs principales pages pages FB - Plus de 127 000 followers sur 25 de leurs principaux comptes TW\nQuickly and easily address challenges for 36 Brands in more than 50 Markets\nIIncreased engagement on more than 400 Social properties (global and local pages, specific events pages, distilleries)\n8.1+ Million fans monitored via Oracle Social CX Analytics (70+% of total Pernod Ricard Fans))\nAt first glance, Pernod’s desire to have brands take a global approach whilst also being regionalized, appears contradictory. But what they mean is they want global consistency, a global strategy, the benefits of aggregating users, yet they also want content to relate to each user according to their specific location. Cunningham says their mantra is “think global, act local”. Some may say that Pernod want to eat the proverbial cake.\nYet this approach makes a lot of sense. As a user I may want to experience the global brand that is Champagne Perrier-Jouët, but also want to hear about what they are doing in the UK. As a business, it makes even more sense. It is suggested that pages delivering content specific to a user’s locality get 36% higher engagement than a single global page. Also, by having only one FB Page for a brand, the brand aggregates fans, creating momentum and making it much easier to find in a search. As an example, imagine if a brand was to have a separate FB Page for 20 different regions (think Perrier-Jouët US, Perrier-Jouët UK, Perrier-Jouët Germany, Perrier-Jouët Australia, etc). Each Page might have 2,000 fans and, when a user searched for the brand, they’d see 20 different pages to choose from. Compare this to a single brand Page for Perrier-Jouët which would centralise the 40,000 fans and return a clear, single page to follow in a search.\nUnfortunately, a single global Page usually means losing that local feeling. To avoid this, Pernod Ricard chose Vitrue to power their social media. Their software allows a brand like Perrier-Jouët to deliver global content AND some local content too. What many of the Pernod Ricard brands use is a single global Page, but with geo-targeted content on top. This means, as Cunningham explained, that “in markets where they have sufficient resource, the region takes control; where they don’t have sufficient resource, it will default to the global page.” So, for example, UK users will usually see the global content for Perrier-Jouët but, in the summer, they may receive UK-specific content to promote the brand in association with certain events. Then, once summer’s over, it reverts back to the global content without the users ever knowing this is going on. I’m sure the London-based software company isn’t the only creator of such software, but it’s certainly not a standard offering from the providers I’ve looked at recently.\n","14":"Here are customers using SRM.\nWe work with customers across all industries – whether it’s consumer packaged goods, media, quick serve restaurants, technology, financial, resort/hotel, beverage, or retail.\nSRM will work with your company in your industry.\nYour customers are on social, your customers are talking about you on social, and we have a product that will help you manage your relationship with customers on social.\n","9":"Increasing Sales\nImprove marketing Efficiency\nBuilding Brand Affinity\nDamage control / Real time\n","10":"Increasing Sales\nImprove marketing Efficiency\nBuilding Brand Affinity\nDamage control / Real time\n"}

Pascal Hary - Oracle 1 - HUBFORUM Paris 2013 Pascal Hary - Oracle 1 - HUBFORUM Paris 2013 Presentation Transcript

  • Going from Likes to Love: Unlocking the Power of Social Pascal Hary Customer eXperience & Social Sales Development Director 1Copyright © 2013, Oracle and/or its affiliates. All rights reserved. pascal.hary@oracle.com @PascalHary
  • You need to have a Social Media Governance 2Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  • External : You need some Social Monitoring & Control 3Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  • Internal : Remove Silos & Create Bridges 4Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  • Towards the Social Enterprise Social Marketing Social Customer Service Social HR Social Sales lead Social Commerce Social Networking & Collaboration
  • To Become a … 6Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  • Oracle Social Cloud : An Unified, Comprehensive & Integrated Social Solution Social Marketing Social Engagement & Monitoring Social Network Social Data 7Copyright © 2013, Oracle and/or its affiliates. All rights reserved. $4B / Year in R&D +$1B Social Acquisitions
  • 8Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  • 9Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  • 14.174 Likes 5.594 shares Viral Reach Above 1 million 8.378 users to e-shop Revenue: $10.136 Investment: 15 minutes of work
  • International Social Management 253 FB pages (9M fans) & 46 Twitter Accounts 350 Users in 45 Teams - 36 Brands in more than 50 Markets 60% of Online traffic is done via Social Networks 12Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  • And even YouTube is using our platform ;) 13Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  • Oracle Social : the perfect solution for Social Media Governance 14Copyright © 2012, Oracle and/or its affiliates. All rights reserved.