Sports Marketing 2.0, Treviso, Italy, December 2012

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Presentation slides for the forthcoming workshop on 'Sports Marketing 2.0', Treviso, Italy

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  • Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market. Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’ Customer Interaction: the tools exist to not only listen and observe but also to discuss and converse Business Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be. Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
  • We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base). Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up. Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site. Internal cost savings. No 10 Downing Street example… Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate. Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market. Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’ Customer Interaction: the tools exist to not only listen and observe but also to discuss and converse Business Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be. Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
  • We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base). Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up. Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site. Internal cost savings. No 10 Downing Street example… Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate. Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.
  • Sports Marketing 2.0, Treviso, Italy, December 2012

    1. 1. ENERGISE2-0.COM Sports Marketing 2.0 ‘The times they are a changing’Dr. Jim Hamilljim.hamill@energise2-0.com@drjimhamill December, 2012
    2. 2. A conversationnot a broadcastpresentation ENERGISE2-0.COM
    3. 3. Agenda• Morning – ‘Lecture’ and class discussion• Afternoon – Group work and group presentations ENERGISE2-0.COM
    4. 4. Group WorkGroups of 4/5 studentsTaking a sports marketing organisation ofyour own choice, evaluate the progressmade in adopting Web 2.0/social media and make strategicrecommendations for improvement.Your evaluation should cover use of Web 2.0/social mediaon their own web site and the extent of their involvementin external Web 2.0/social media sites ENERGISE2-0.COM
    5. 5. Agenda• Opportunities and threats for sports marketing organisations from the rapid growth of Web 2.0/social media• Content – Social media – an overview – Social media in action – examples (non-sports) – Key things to remember about social media – Social media and sports marketing – Social media in action - examples (sports marketing) – Sports Marketing 2.0: strategy development, implementation and performance measurement ENERGISE2-0.COM
    6. 6. Continue the conversation at www.energise2-0.com ENERGISE2-0.COM
    7. 7. www.energise2-0.com ENERGISE2-0.COM
    8. 8. Let’s start with afew questions? ENERGISE2-0.COM
    9. 9. Social Media: The State of PlayWhere are sports marketingorganisations (SMO) withsocial media? What progress has been made? Where are they going? ENERGISE2-0.COM
    10. 10. What road are they on? ENERGISE2-0.COM
    11. 11. Our View on Progress MadeInterest and enthusiasm has grown rapidlyChannels are being set upBut lack of strategic planning leads toproblems down the line - resourcing,content, customers, performancemeasurement, business impact and ROIA broadcast mentality prevails……. ENERGISE2-0.COM
    12. 12. Is there something fundamentally wrong with our approach to Social Media? ENERGISE2-0.COM
    13. 13. Something Wrong…..Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are?Is anyone listeninganymore?Have the rules of businesschanged? ENERGISE2-0.COM
    14. 14. Be Social ENERGISE2-0.COM
    15. 15. Be ‘Customer Led’Talking WITH rather thanAT your customers is thecore foundation of asuccessful social mediastrategyThe basis of a goodconversation isto listen first ENERGISE2-0.COM
    16. 16. Social MediaA Quick Overview ENERGISE2-0.COM
    17. 17. ENERGISE2-0.COM
    18. 18. ENERGISE2-0.COM
    19. 19. Web 2.0/Social Media An Overview »Applications »Features and Characteristics »Implications ENERGISE2-0.COM
    20. 20. Business/Marketing 2.0Impact – Wikibusiness Web 2.0 ApplicationsMindset Open sourceBusiness Intelligence Online Applications/ Web ServicesCustomer Insight and Understanding Social/ Prof Network SitesCustomer Interaction Social Content – Social BookmarkingEnhanced Customer Experience – Blogs or Weblogs Rich Internet Applications WikisReputation Management Podcasts/ VodcastsSales and Marketing Virtual RealitiesProduct Development and R&D e.g. Mash Ups engage and co-create RSS FeedsIT/Software/Applications Mobile Web; Internet TelephonyOperations, Internal Processes and Characteristics Twitter HRM Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
    21. 21. Social Media in Plain English ENERGISE2-0.COM
    22. 22. How importanthas it become? ENERGISE2-0.COM
    23. 23. The Social Media Revolution ENERGISE2-0.COM
    24. 24. Potential Business Benefits of Social Media ENERGISE2-0.COM
    25. 25. Business Benefits• Market Knowledge• Customer Insight and Understanding• Customer Interaction• Enhanced Customer Experience• Business Intelligence• Reputation Management ENERGISE2-0.COM
    26. 26. Business Benefits• Improved Sales and Marketing• Identify and network with high value, high growth prospects• Product Development and R&D e.g. engage and co-create• Internal cost savings• Improved Operations and Internal Processes• Increased ROI ENERGISE2-0.COM
    27. 27. Potential Business Benefits5 main areas:• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps) ENERGISE2-0.COM
    28. 28. The rules of the game have changedThe 5 key things to remember about Social Media ENERGISE2-0.COM
    29. 29. 1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the ‘read only’ internetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM
    30. 30. 2. It’s SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening? ENERGISE2-0.COM
    31. 31. The Connected Consumer ENERGISE2-0.COM
    32. 32. 3. Power ShiftSocial media empowerscustomers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
    33. 33. ENERGISE2-0.COM
    34. 34. 4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to your web siteIf you treat us like sheep, we will tell youto ‘flock off’. ENERGISE2-0.COM
    35. 35. Do You Listen?Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com) ENERGISE2-0.COM
    36. 36. Do You Listen? ENERGISE2-0.COM
    37. 37. 5. The End of Business as Usual ENERGISE2-0.COM
    38. 38. The End of Business as Usual‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
    39. 39. New Performance Measures• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship• In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage The 6Is Approach ENERGISE2-0.COM
    40. 40. Performance Measurement Involvement – network/community numbers/quality, time spent, frequency, geography Interaction – actions they take – read, post, comment, reviews, recommendations Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Insight – customer insight Impact – business impact Social Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
    41. 41. The ‘6Is’ Approach ENERGISE2-0.COM
    42. 42. Bob Dylan Come gather round people Wherever you roam And don’t criticise What you cant understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or youll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
    43. 43. A note onInbound Marketing ENERGISE2-0.COM
    44. 44. Inbound Marketing Spread your content as widely as possible to get found Pull people to your web site, blog etc Flood your ‘funnel’ with suspects Analyse and Convert ENERGISE2-0.COM
    45. 45. Inbound Marketing ENERGISE2-0.COM
    46. 46. Inbound Marketing ENERGISE2-0.COM
    47. 47. What’s wrong with this approach? ENERGISE2-0.COM
    48. 48. Drowning in an Sea of Noise ENERGISE2-0.COM
    49. 49. Our Response ENERGISE2-0.COM
    50. 50. The Customer ManifestoWe are not sales suspects,prospects or leads. We do notwant to be convertedWe are no longer an ‘audience’We are people. In fact,‘We Are The People’We are your customers andwe are King! Social mediaempowers us. We control theInformation Age.Welcome to our world, not yours! ENERGISE2-0.COM
    51. 51. The Customer ManifestoDon’t treat us like passive sheepwaiting to be driven to your web site or blogUse social media to deliver exceptionalCustomer ExperiencesThat way, we will become brandadvocates and ‘spread the word’ for youOur network will listen more to us than you ENERGISE2-0.COM
    52. 52. We are the Children of the Revolution ENERGISE2-0.COM
    53. 53. Social Media in Action Quick Examples (Non Sports Marketing) ENERGISE2-0.COM
    54. 54. ENERGISE2-0.COMIn a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    55. 55. ENERGISE2-0.COM
    56. 56. ENERGISE2-0.COM
    57. 57. ENERGISE2-0.COM
    58. 58. ENERGISE2-0.COM
    59. 59. ENERGISE2-0.COM
    60. 60. From the web site• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest… ENERGISE2-0.COM
    61. 61. The Customer Experience of the Brand Tripadvisor ENERGISE2-0.COM
    62. 62. From Tripadvisor• Its getting old, the rooms are unappealing and it will never be more than a business hotel• Being a Sofitel hotel we expected something quite flashy unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotels website.• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel ENERGISE2-0.COM
    63. 63. ENERGISE2-0.COM
    64. 64. ENERGISE2-0.COM
    65. 65. 11 Million Views ENERGISE2-0.COM
    66. 66. United Breaks Guitars ENERGISE2-0.COM
    67. 67. 10.2 Million Views ENERGISE2-0.COM
    68. 68. Crowdsourced NPD ENERGISE2-0.COM
    69. 69. 266,555 on Facebook ENERGISE2-0.COM
    70. 70. 1.6 Million Twitter Followers ENERGISE2-0.COM
    71. 71. www.skittles.com ENERGISE2-0.COM
    72. 72. Social Media andSports Marketing ENERGISE2-0.COM
    73. 73. Sports Marketing 2.0• Business benefits for sports marketing organisations (SMO)• What progress has been made? How well are sports marketing organisations utilising the power of Web 2.0 for building community and network relationships with their tribe?• Emerging ‘best practice’ examples• Social media strategy development ENERGISE2-0.COM
    74. 74. ‘Football is nothingwithout the fans’Jock SteinManager of Celtic FC1965 to 1978 ENERGISE2-0.COM
    75. 75. Social media and sportsmarketingA marriage made inheaven? ENERGISE2-0.COM
    76. 76. A Marriage Made in Heaven Social Media Sports Fans• Information ‘pull’ rather than • The ‘Tribe’ ‘push’ • Passion• User generated content • Loyalty• Openness • Commitment• Sharing • Desire• Collaboration • Involvement• Interaction • Community• Communities • Belonging• Networking • Family ENERGISE2-0.COM
    77. 77. Business Benefits to SMO• Enhanced marketing effectiveness• Marketing efficiency• Improved ROI• Relationships and networking effects – engage and energise – increased fan loyalty and commitment ENERGISE2-0.COM
    78. 78. Internal Use of Social Media*• Increased visits to the official site• Increase ‘stickiness’ (length) of site visits• Divert traffic from unofficial fanzine sites• Increased advertising revenue• Increased e-commerce sales for the official site• Actionable customer insight, knowledge and understanding• A channel for responding to customer comments and feedback• Enhanced online customer experience• Build community and leverage network effects - engage, energise* Use of social media on the SMO’s own web site ENERGISE2-0.COM
    79. 79. Use of ‘External’ Social Media• Social Networking Sites: Sports Marketing Organisation becomes a ‘community aggregator’ - ‘Talk with rather than at fans’ - actionable customer insights• Blog – for ‘telling the story’• Multimedia Sharing Sites - a very powerful marcoms channel leveraging networking and ‘word of mouth’ effects• Podcast Sites: Provides the SMO with a rich media channel for maintain on-going dialogue with customers/fans• Virtual Reality: ‘virtual stadium’ allowing fans to interact with each other in a virtual space• Mapping Tools: - satellite images of the Stadium etc. Can enhance the online customer experience leading to increased site visits, advertising revenue and e-commerce sales• Mobile apps ENERGISE2-0.COM
    80. 80. What progresshas been made? ENERGISE2-0.COM
    81. 81. Progress Made• 2008 Study – evaluation of the Web 2.0 progress made by the top 20 football teams in Europe• 2011/2012 update ENERGISE2-0.COM
    82. 82. Internal Use (own web site)• UGC (User Generated Content) – text, images, video, wiki• User FOD (Feedback, Opinion, Discussion) – blog, forum, ratings, favourites, online chat• RIA (Rich Internet Applications) – widgets, mash-ups, podcasts/vodcasts• Folksonomies – social tagging, social bookmarking, tag cloud• Feeds – content feeds in and out• Community – site community• External Links – to other 2.0 sites ENERGISE2-0.COM
    83. 83. External 2.0• Social Network Sites – facebook• Multimedia Sharing Sites – Youtube, flickr• Podcast Sites – Itunes• Twitter• Linkedin ENERGISE2-0.COM
    84. 84. 2008 Results – very limited progress ENERGISE2-0.COM
    85. 85. 2008 Results – very limited progress ENERGISE2-0.COM
    86. 86. 2012 Update Top European Football Clubs –Facebook/Twitter League Tables, 2011/2012 ENERGISE2-0.COM
    87. 87. Some Useful Links ENERGISE2-0.COM
    88. 88. Some Useful Links ENERGISE2-0.COM
    89. 89. October 2011 ENERGISE2-0.COM
    90. 90. October 2011 ENERGISE2-0.COM
    91. 91. EPL Clubs – High Numbers ENERGISE2-0.COM
    92. 92. Few ‘Replies’ ENERGISE2-0.COM
    93. 93. 67% are ‘Replies’ ENERGISE2-0.COM
    94. 94. Progress?Good progress in channels beingused and number of ‘followers’/‘fans’But are they using it in the rightway?Fan engagement or broadcasting? ENERGISE2-0.COM
    95. 95. Broadcasting or Engagement? ENERGISE2-0.COM
    96. 96. Twitter Profiles ENERGISE2-0.COM
    97. 97. Column 6 – only 6% are ‘replies’ ENERGISE2-0.COM
    98. 98. Stats from twtrland.com ENERGISE2-0.COM
    99. 99. A Broadcast Mentality ENERGISE2-0.COM
    100. 100. Is fan engagement enough?What about fan ownership? ENERGISE2-0.COM
    101. 101. Fan Ownership? ENERGISE2-0.COM
    102. 102. Crowd Power• The ‘crowdsourcing’ movement - could this help to break down barriers to fan ownership of clubs?• ‘Crowdfunding’ is the collective cooperation, attention and trust by people who network and pool their money and other resources together, usually via the Internet, to support a ‘common cause’. Why can’t football clubs be funded this way through an online community membership scheme?• ‘Crowdsourcing’ could also provide a solution for decentralised, democratic fan control ENERGISE2-0.COM
    103. 103. Crowd Power• Rather than a decision-making structure where total power lies with a small wealthy elite, in a crowdsourcing model power would lie with the community (or crowd)• Mass collaboration, rather than leading to anarchy, will often result in better decision-making building on the collective intelligence of the crowd.• Why does control have to be in the hands of a small number of oligarchs when the collective intelligence of the masses will always be greater than that of the few? ENERGISE2-0.COM
    104. 104. Emerging ‘Best Practice’Examples in Sports Marketing ENERGISE2-0.COM
    105. 105. Ebbsfleet Utd 2007 Fan Takeover ENERGISE2-0.COM
    106. 106. MyFootballClub.co.uk ENERGISE2-0.COM
    107. 107. Examples Chelseawww.chelseafc.com ENERGISE2-0.COM
    108. 108. Standard Home Page ENERGISE2-0.COM
    109. 109. The Shed ENERGISE2-0.COM
    110. 110. Chat ENERGISE2-0.COM
    111. 111. Fan Blog ENERGISE2-0.COM
    112. 112. Images ENERGISE2-0.COM
    113. 113. Player Ratings ENERGISE2-0.COM
    114. 114. Pick the Team ENERGISE2-0.COM
    115. 115. Rumours ENERGISE2-0.COM
    116. 116. Facebook – 7.6 million ENERGISE2-0.COM
    117. 117. Youtube ENERGISE2-0.COM
    118. 118. Twitter ENERGISE2-0.COM
    119. 119. Flickr ENERGISE2-0.COM
    120. 120. Many other interesting developments ENERGISE2-0.COM
    121. 121. Others ENERGISE2-0.COM
    122. 122. A good site ENERGISE2-0.COM
    123. 123. Run by a Celtic Supporter  ENERGISE2-0.COM
    124. 124. Mission Control – Fan Management ENERGISE2-0.COM
    125. 125. Euroleague Case Evaluation How effective are Euroleagueusing social media – internally and externally? ENERGISE2-0.COM
    126. 126. Web Site - little evidence of SM ENERGISE2-0.COM
    127. 127. Its under fun ENERGISE2-0.COM
    128. 128. 130,469 Twitter Followers ENERGISE2-0.COM
    129. 129. twtrland score – high engagement ENERGISE2-0.COM
    130. 130. Live Score Updates ENERGISE2-0.COM
    131. 131. 114,000 Facebook ‘Likes’ ENERGISE2-0.COM
    132. 132. Use of QR Codes ENERGISE2-0.COM
    133. 133. 45m YouTube Views ENERGISE2-0.COM
    134. 134. Limited Use of Google + ENERGISE2-0.COM
    135. 135. Mobile ENERGISE2-0.COM
    136. 136. EuroleagueWhat ‘Buzz’ is being created? ENERGISE2-0.COM
    137. 137. Social Mention ENERGISE2-0.COM
    138. 138. Social Mention ENERGISE2-0.COM
    139. 139. Topsy ENERGISE2-0.COM
    140. 140. Shows Trend in ‘Mentions’ ENERGISE2-0.COM
    141. 141. Fewer ‘mentions’ than SPL? ENERGISE2-0.COM
    142. 142. Influence ENERGISE2-0.COM
    143. 143. ‘Getting There’ ENERGISE2-0.COM
    144. 144. Practical Adviceand Next Steps toAvoid the Road toNowhere‘Social Media Planning Pays’ ENERGISE2-0.COM
    145. 145. ‘Getting There’• Get more involved• Learn more• Develop a strategy• Implement• Monitor performance and business impact ‘Be Customer Led’ ENERGISE2-0.COM
    146. 146. Get more involved and learn more ENERGISE2-0.COM
    147. 147. Develop a Strategy ENERGISE2-0.COM
    148. 148. Social Media Strategy and Action Plans ENERGISE2-0.COM
    149. 149. Social Media Strategy and Action Plans• Use a simplified Balanced Scorecard approach to social media strategy development and implementation• Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects ENERGISE2-0.COM
    150. 150. Develop a Strategy• What is the overall social media vision for your organization?• What are the key objectives and targets to be achieved?• Who are your customers?• What are the key actions and initiatives you need to take?• Organisation, resource and people issues ENERGISE2-0.COM
    151. 151. Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and MissionStrategic Objectives Strategic Objectives KPIs / Targets KPIs / Targets KPIs / Targets KPIs / TargetsCustomer Perspective Customer Customer Customer Customer Group 1 Group 2 Group 3 Group 4Internal Management Perspective 2.0/Social Media 2.0/Social Media 2.0/Social Media 2.0/Social Media Initiative 1 Initiative 2 Initiative 3 Initiative 4 - Objectives - Objectives - Objectives - Objectives - KPIs - KPIs - KPIs - KPIs - Targets - Targets - Targets - Targets - Actions - Actions - Actions - ActionsOrganisation Perspective Organisation Resource People ENERGISE2-0.COM
    152. 152. Key Questions to Address• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives?• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)? ENERGISE2-0.COM
    153. 153. Key Questions to Address• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities? ENERGISE2-0.COM
    154. 154. Key Questions to Address• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?• Performance evaluation and business impact ENERGISE2-0.COM
    155. 155. Potential Business Benefits of Social Media ENERGISE2-0.COM
    156. 156. Business Benefits• Market Knowledge• Customer Insight and Understanding• Customer Interaction• Enhanced Customer Experience• Business Intelligence• Reputation Management ENERGISE2-0.COM
    157. 157. Business Benefits• Improved Sales and Marketing• Identify and network with high value, high growth prospects• Product Development and R&D e.g. engage and co-create• Internal cost savings• Improved Operations and Internal Processes• Increased ROI ENERGISE2-0.COM
    158. 158. Potential Business Benefits5 main areas:• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps) ENERGISE2-0.COM
    159. 159. ‘Be Customer Led’ ENERGISE2-0.COM
    160. 160. Be Customer Led• Who are our customers, community, tribe?• Where do they hang out in social media?• How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle? ENERGISE2-0.COM
    161. 161. www.mashable.com ENERGISE2-0.COM
    162. 162. Who Are Your Customers?• Your Social Media Strategy should be aimed at building a ‘quality’ customer base i.e. a strong online network of high value, high growth potential customers providing your company with a strong foundation for achieving sustained growth and profitability• First step: – Undertake a detailed Customer Mapping and Segmentation Analysis to identify your ‘Most Valuable’ and ‘Most Growable’ customers (actual and potential) ENERGISE2-0.COM
    163. 163. Strategically position your customerson a Customer Value Matrix based on Customer Attractiveness Probability of Success ENERGISE2-0.COM
    164. 164. Customer Value Matrix ENERGISE2-0.COM
    165. 165. Strategic Implications ENERGISE2-0.COM
    166. 166. Quality Customer Growth Programme ENERGISE2-0.COM
    167. 167. Business Benefits of this Approach• Concentration of effort and resource on `quality’ customers – your ‘Most Valuable’ and ‘Most Growable’ customers• Improved value delivery to existing high value customers. Build learning relationships with them allowing you to better service their emerging needs and wants through highly customised and personalised products and services• Maximise customer retention, loyalty and advocacy; ‘Up’ and ‘Cross’ selling opportunities• Maximise customer profitability and lifetime value ENERGISE2-0.COM
    168. 168. Business Benefits of this Approach• Acquiring new `quality’ customers becomes easier because you have got it right for existing customers• Cost savings and improved marketing/sales efficiency through targeting limited resources on `quality’ customers (actual and potential)• Building sustained customer and competitive advantage through customer differentiation and brand advocacy• Erection of loyalty barriers preventing your competitors from stealing your `best’ customers ENERGISE2-0.COM
    169. 169. Social Media Monitoring ENERGISE2-0.COM
    170. 170. Monitoring the Conversations• Use Social Media Monitoring Tools to identify where your customers ‘hang-out’ online and to monitor the conversations relevant to your brand – also for measuring the ‘buzz’ about your brand• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar ENERGISE2-0.COM
    171. 171. Social Media Monitoring ENERGISE2-0.COM
    172. 172. The Customer Experience Use Social Media to enhance thecustomer experience at all stages of the Customer Life Cycle ENERGISE2-0.COM
    173. 173. Customer Lifecycle ENERGISE2-0.COM
    174. 174. Action Plans Key issues in implementing your social media strategy– Channel Action Plans– Performance Measurement ENERGISE2-0.COM
    175. 175. Channel Action Plans• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc• But not ‘Paralysis by Analysis’• The Action Plan for each channel should include a clear statement of….. ENERGISE2-0.COM
    176. 176. Channel Action Plans• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s ENERGISE2-0.COM
    177. 177. Performance MeasurementTo ensure that your Social Media activities deliver high ROI, it isimportant to monitor, measure and evaluate your social mediaperformance on an on-going basis. Key questions to address:•What social media performance measures and KPIs should beused – both in terms of the overall ‘buzz’ created and measuresfor individual channels?•What tools/software will be used to assist performancemeasurement?•What reports will be produced, for who and how frequently? ENERGISE2-0.COM
    178. 178. Performance MeasurementShould be undertaken at three main levels:•Individual social media channels•Overall ‘buzz’•Business ImpactUsing the 6Is approach ENERGISE2-0.COM
    179. 179. Organization, Resource and People Issues• Organization, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below: ENERGISE2-0.COM
    180. 180. Organization, Resource and People Issues• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place?• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities?• Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? ENERGISE2-0.COM
    181. 181. In Summary……..‘Social Media Planning Pays’ ENERGISE2-0.COM
    182. 182. Thank You Questionswww.energise2-0.com ENERGISE2-0.COM

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