Expion Keynote: Accelerating your Social Strategy to Performance
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Expion Keynote: Accelerating your Social Strategy to Performance

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Thanks to Andrew Jones @andrewjns for assistance on this deck. This was presented in Sept 11, 2012 in Raleigh at the Expion Conference.

Thanks to Andrew Jones @andrewjns for assistance on this deck. This was presented in Sept 11, 2012 in Raleigh at the Expion Conference.

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  • Full Name Full Name Comment goes here.
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  • Bonjour
    Mon nom est Mlle merci hassan j'ai vu votre profil aujourd'hui et je
    est devenu intéressé à vous, je tiens également à vous en savez plus
    et je veux que vous envoyez un e-mail à mon adresse email afin que je puisse vous donner ma photo
    votre nouvel ami.

    mercy_hassan22@yahoo.in

    =====================================================================

    Hello
    My name is Miss mercy hassan I saw your profile today and i
    became interested in you, I will also want to know you more
    and I want you to send an email to my mailbox so that I can give you my picture
    yours new friend.

    mercy_hassan22@yahoo.in
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  • @stephanie855 Converged media is one of the natural evolution points out of social. Get advertising skills or partner with those that do.
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  • Wish I could have heard it. Are you suggesting that Converged Media is a created a a natural overlap or that it is possible that there would be platforms that provide/sell space for Converged Media?
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  • Thanks Jeremiah. Very Helpful - As always
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  • Nice work Jeremiah! Thanks for sharing. I enjoy your presentations and look forward to more of your work!
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  • image source: http://1.bp.blogspot.com/-DIrlys_r_pM/Tz1jDX3yQfI/AAAAAAAAAOg/TH8GxeRHBdk/s1600/checkered+flag.JPG
  • http://en.wikipedia.org/wiki/File:The_Cow_Boy_1888.jpg
  • 1924 Ford Model T truck belonging to the Texas Transportation Museum at the Texas Olive Ranch near Asherton.http://www.txtransportationmuseum.org/history-rr-asherton-gulf.php
  • Background: http://mi9.com/800x600/green-field-under-blue-sky_24581.html
  • Judge Harry Pregerson Interchange in LAhttp://img.desktopwallpapers.ru/world/pics/902938124f80b9d205ef5-1600.jpg
  • http://fishki.net/comment.php?id=16048
  • http://www.seriouswheels.com/2008/2008-Bentley-Brooklands-Brooklands-Racetrack-1280x960.htm
  • http://blogs.wsj.com/marketbeat/2011/09/26/facebook-sucks-up-a-ridiculously-huge-and-growing-share-of-our-time-wasted-online/
  • http://simplymeasured.com/blog/2012/08/how-top-brands-are-using-instagram-study/More information on the Interbrand 100: http://www.interbrand.com/EN/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx
  • AG logo this slide, as we’re transitioning to our data
  • http://www.slate.com/blogs/future_tense/2012/08/16/united_airlines_loses_10_year_old_girl_enters_social_media_hell.htmlhttp://www.marketingpilgrim.com/2012/08/walmart-removes-fb-update-about-store-mugging-creates-even-more-trouble.html
  • The Social Media Governance website has over 160 Social Media policy documents from a wide variety of companies
  • http://www.army.mil/media/socialmedia/
  • http://www.army.mil/media/socialmedia/
  • Results: Applebee’s retains control over messaging and content, while dramatically improving ROI by connecting with customers at the local community level. With over 7,000 employees using Expion to manage 1000+ locations, Applebee’s has increased its engagement with their customers by building on their brand promise as your “Neighborhood Bar and Grill.”DATE: September 8, 2011Source: Expion deck sent to Christine#foodbev #restaurant #retail#learn #support #dialog#christine#facebook #twitter#smms #listening
  • http://www.slideshare.net/zenaweist/hrblockresponseprocess
  • http://www.intel.com/sites/sitewide/en_US/social-media.htm
  • Five future trends, should all be 5 different slides. Use graphics after text title

Expion Keynote: Accelerating your Social Strategy to Performance Expion Keynote: Accelerating your Social Strategy to Performance Presentation Transcript

  • 1 Accelerating your Social Strategy to PerformanceSeptember, 2012Jeremiah OwyangPartner, Industry Analyst
  • 2 Agenda  Social Media Proliferation  Industry Overview  Develop a Strategy  The right technology: SMMS  Future Trends© 2012 Altimeter Group
  • 3 Transportation has evolved over the years. First, people walked; some rode horses.© 2012 Altimeter Group View slide
  • 4 Then came the car, which made transportation faster.© 2012 Altimeter Group View slide
  • Market Library People spread out and traveled to places further away. Distributed networks formed.© 2012 Altimeter Group
  • 6 However, these advances required a more complex infrastructure.© 2012 Altimeter Group
  • 7 As speed and complexity increase, so does the risk of a „Whoops‟.© 2012 Altimeter Group
  • 8 Social media is similar. It began organically and small-scale. But today there is a vast network of people and businesses. Navigating the social infrastructure also involves increasing complexity and risk. How can brands be successful?© 2012 Altimeter Group
  • Image by wjklosused with Attribution as directed by Creative Commons http://www.flickr.com/photos/wjklos/196781213 9 Industry Overview: Brands are Jumping In© 2012 Altimeter Group
  • 10 Social networks dominate time spent online Source: Citi Investment Research and Analysis, September 2011© 2012 Altimeter Group
  • 11 98% of the top 100 brands are on Facebook, with significant adoption of other social networks Interbrand 100 Adoption by Social Network 100% 98% 94% % With Active Profile 80% 60% 64% 51% 40% 40% 20% 0% Facebook Twitter Google+ Pinterest Instagram Source: Simply Measured, August 2012 http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study© 2012 Altimeter Group
  • 12 Companies now average an overwhelming number of corporate-owned accounts© 2012 Altimeter Group
  • 13 Companies not only have more accounts than ever, but more people publishing on them “Approximately how many employees post content to official social accounts?” Total Employees Avg. Number of Employees Posting 2,500 13 7,500 22 30,000 83 75,000 182 100,000+ 280 Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees© 2012 Altimeter Group
  • 14 Plus, social media crises have been on the rise© 2012 Altimeter Group
  • 15 Many react inappropriately, late, or not at all© 2012 Altimeter Group
  • 16 Three-fourths of social media crises could have been diminished or averted© 2012 Altimeter Group
  • 17 How do social media program managers plan to deal with increase in customer conversations? (Respondents were allowed to select up to three choices) Top Priorities are Scalable Deployments Base: 144 global corporate social media program managers at companies with over 1000 employees (Q2 2011)© 2012 Altimeter Group
  • Develop a Strategy Now© 2012 Altimeter Group
  • 19 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
  • 20 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
  • 21 Coke planned objectives specific to social media first – before engaging Source: “Cokes fans first approach in social communities,” Michael Donnelly, February 12, 2010© 2012 Altimeter Group
  • 22 Kodak understands and measures against business goals Source: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf© 2012 Altimeter Group
  • 23 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
  • 24 Define expectations for associates with an internal Social Media Policy Examples of Social Media Guidelines created by Intel and Cisco‟s Centers of Excellence© 2012 Altimeter Group
  • 25 Protect the company with external-facing Community Policies Yahoo! publishes simple yet Even SeaWorld defines clear community guidelines community expectations on its social media properties© 2012 Altimeter Group
  • 26 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
  • 27 Conduct a social media account audit© 2012 Altimeter Group
  • 28 US Army lists approved social media accounts; requires submission for approval© 2012 Altimeter Group
  • 29 US Army lists approved social media accounts; requires submission for approval “This site is designed to serve as a consolidated registry and resource for all information regarding official Army presences on public social media sites…”© 2012 Altimeter Group
  • 30 A social asset audit provides a comprehensive view of corporate-owned accounts For each asset (Facebook, Twitter, Community, YouTube, etc.) verify the following:  Date created  # of fans, followers, subscribers, members, etc.  Last interaction date  Frequency of interactions (From “Daily” to “No longer updated”)  Last post date  Frequency of posts  Health status  Owner and contact information© 2012 Altimeter Group
  • 31 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
  • 32 Applebee‟s supports 7000 employees in 1K locations to monitor and respond in social media Source: Expion, Disclosure: An Altimeter client© 2012 Altimeter Group
  • 33 Map permissions and workflow: see H&R Block triage map Source: “H&R Block‟s Response Process” David Armano, Edelman 2010© 2012 Altimeter Group
  • 34 Plan for crises: e.g. FireBell simulates social media crises in a safe environment Weber Shandwick offers FireBell a private crises simulation tool enabling brands to practice in real time in safe environment.© 2012 Altimeter Group
  • 35 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
  • 36 Develop a content strategy Source: “Cokes fans first approach in social communities,” Michael Donnelly, February 12, 2010© 2012 Altimeter Group
  • 37 Coke developed a content strategy, including using consumer content – and not to simply advertise Source: “Cokes fans first approach in social communities,” Michael Donnelly, February 12, 2010© 2012 Altimeter Group
  • 38 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
  • 39 Organize in a scalable way: formalize a Hub and Spoke model Move from fragmentation and decentralization to coordination where business units can deploy own their own.© 2012 Altimeter Group
  • 40 Have a trained team Average Size of a Corporate Social Media Team: 11 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)© 2012 Altimeter Group
  • 41 Anatomy of a Social Media “Center of Excellence” Program Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)© 2012 Altimeter Group
  • 42 Intel empowers employees through education “Digital IQ”; has certified more than 1000 employees Intel was one of the first companies to publish Social Media Guidelines and provide employee certification. Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,” Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011© 2012 Altimeter Group
  • 43 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
  • The right technology: SMMS© 2012 Altimeter Group
  • 45 Social Media Management Systems (SMMS) provide, at a minimum: 1) Governance • Account control • Cascading permissions • Compliance and Archiving 2) Workflow • Tag, flag, route • Followup 3) Intelligence • Reporting: Master view of all accounts • Analytics: Predictive, hot spot measurement© 2012 Altimeter Group
  • 46 SMMS Adoption Is Growing Rapidly – Even Outpacing Predictions Base: 2010, 2011 (Estimated): 140 global corporate social media program managers at companies with over 1000 employees (Q4 2010) 2011 (Actual): 144 global corporate social media program managers at companies with over 1000 employees (Q2 2011)© 2012 Altimeter Group
  • 47 Five Use Cases for Social Media Management Case #1: Case #2: Case #3: Intense Response Social Broadcasting Platform Campaign Marketing Case #4: Case #5: Distributed Brand Presence Tailored Service & Support Source: “A Strategy for Managing Social Media Proliferation,” Altimeter Group (January 5, 2012)© 2012 Altimeter Group
  • Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253 Future Trends© 2012 Altimeter Group
  • 49© 2012 Altimeter Group
  • 50© 2012 Altimeter Group
  • 51 American Eagle converges media –and displays© 2012 Altimeter Group
  • 52 Four Future Market Trends for the Social Management Space 1. Corporate lead compliance and risk audits will mandate social media managements systems. 2. Beyond agency adoption, outsourced call centers fuel new growth. 3. Integration of Paid, Owned, and Earned leads “Converged Media”. 4. The next phase is Social Performance which will automate workflows, responses, and reporting.© 2012 Altimeter Group
  • THANK YOU Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyangDisclaimer: Although the information and data used in this report have been produced and processed fromsources believed to be reliable, no warranty expressed or implied is made regarding the completeness,accuracy, adequacy or use of the information. The authors and contributors of the information and datashall have no liability for errors or omissions contained herein or for interpretations thereof. Referenceherein to any specific product or vendor by trade name, trademark or otherwise does not constitute or implyits endorsement, recommendation or favoring by the authors or contributors and shall not be used foradvertising or product endorsement purposes. The opinions expressed herein are subject to change withoutnotice.