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Aitp Strategic Power Of Social Media For The Supply Chain
 

Aitp Strategic Power Of Social Media For The Supply Chain

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This presentation was done for the AITP Supply Chain SIG on November 18, 2009. If was very well received.

This presentation was done for the AITP Supply Chain SIG on November 18, 2009. If was very well received.

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  • From Gartner: Social Software Suites. Awareness of social technology is high because of the popularity of related consumer social software and Web 2.0 services. Within businesses, there is strong and rapidly growing evidence of experimentation and early production deployments. The movement from point tools to integrated suites has brought broader adoption but also high expectations. Disillusionment is beginning based on the realization that, even with a suite, much work must be done to build an effective social software deployment.
  • Bounce rate is how soon someone leaves your site. Hard to know why!

Aitp Strategic Power Of Social Media For The Supply Chain Aitp Strategic Power Of Social Media For The Supply Chain Presentation Transcript

  • SOCIAL MEDIA:Connecting with Partners and Consumers the new-fashioned way!
    www.sprcompanies.com
  • About SPR Companies
    • IT Professional Services Firm
    • Over 35 years in the Midwest
    2
  • SPR Companies
    Leadership Impact
  • Agenda
    True Issues facing the Supply Chain.
    What role does Social Media play in the Strategy of the Business?
    Overview of key Social Media Tools.
    Overview of key Social Media Listening Tools.
    How can Social Media play a role in the solution of the issues facing the Supply Chain?
    Interactive example.
    4
  • Supply Chain Challenges
    Because of the relative economic instability, the typical trend analysis and projection models are not meeting business requirements. Simply said, predictive analytics, by definition, do not function well in times that are unpredictable. When you can’t predict the future with some level of reliability, it is even more important that the business knows exactly what is going on in real time or near real time. With this in mind, we can think of two areas of importance where social media might provide value to improving supply chain performance and risk avoidance:
    Monitoring both planned and actual consumer behavior (I’m gonna buy vs. I just bought) is critical. What value does a social media solution bring in comparison to POS information?
    Brand reputation is always critical, but even more so now with top-tier CPG brands losing market share to less costly private label products. It is critical to have immediate responses to customer feedback, issues, concerns, and complaints. Is there a role for social media here?
    Are there any privacy issues around the commercial utilization of social media information gathering and how can they be minimized?
    Supply chain professionals are concerned with the customer “population” as opposed to a “sample.” What are the current and projected representative demographics of those participating in the area of social media
    5
  • Supply Chain Challenges
    Increasing supply chain responsiveness leading to a more customer-driven process: The ability to treat inventory in transit as available for the safety stock calculations and have the ability to make mid-course changes to shipments.
    Third-party logistics outsourcing. Re-negotiating partner agreements. Innovate with the tools you have or take those same activities and hand them off to a 3PL, and let them do the innovating. The risk of becoming too reliant on outsourcing is allowing ourselves to be less alert and aware of changes. When contracting with a 3PL, we expect them to provide expertise in areas of importing and exporting for example -- specifically in regulatory matters, such as the Transportation Safety Administration's new cargo screening regulations and 10+2 regulations on shipment documentation. There is a need to keep up to date on the latest regulations affecting international trade. http://logipi.com/public/item/244464
    C-Level involvement in supply chain: There is much more attention on the C-suite—with the chief operating officer, your chief executive officer—there’s more recognition on their part of the impact of logistics and supply chain, whether it’s managing the inventory, managing the sourcing, managing the transportation. It’s now more and more that the C-suite executives are starting to really get the impact of supply chain.
    OTHERS??
    6
  • SOCIAL MEDIA
    Get Past the Hype…. Get Down to Business
  • SOCIAL MEDIA
  • Leadership Impact of Social Media
    Innovation
    • Ahead of Competition
    • Out of Price Wars
    Differentiation
    Mission & Vision
    • Direction
    • Focus
    • Flexibility
    Engagement
    Execution Framework
    • Delivery to Goals
    • Accountability
    • Ownership
    • ROI
    Strategic Plan
    Metrics for Accountability
    • Feedback
    • Achievement Targets
    • Guidance
    Net Promoter
    Social Solution Suites
    Marketplace Message
    • Communication
    • Memorable & Impact
    • Value
    • Influence
    Influence Market
  • Many Moving Parts make up a Successful
    SOCIAL SOLUTION SUITE.
  • SOCIAL SOLUTION SUITE Definition….
    A set of social media channels and the means of measuring actionable outcomes so that you can adjust your market messages to best effect and maximize your Strategic Objectives.
  • Social Solution Suite
    Market Place
    Message
    Social
    Web
    Promoter
    Buzz
    Campaign
    Monitor
    Metrics
  • SOCIAL
    SOLUTION
    SUITE
    Strategic Objective
    • Key Metric Target
    Net Score
    • Key Metric Result
    Influence
    Feedback
    PROMOTER
    BUZZ
    MARKET PLACE
    MESSAGE
    • Demographics
    • Psychographics
    • Industry
    MONITOR
    METRICS
    SOCIAL WEB
    CAMPAIGN
    • Social Channels
    • Set Metric Targets
    • Timing
  • What tools will drive your success?
    Social networks
    Video sharing
    Photo sharing
    Micro blogging
    Blogging
    Link sharing
    Social calendaring
  • Social Media Listening Tools
  • Listening Tools
    Free
    Pay
  • Key Metrics
    Unique visitors
    Pages visited
    Time on site
    Bounce rate
    Posts
    Comments
    Post:Comment ratio
    Search engine ranking
    Sentiment (NPS)
    Reviews
    Recommendations
    Referrals
    Tweets
    Retweets (RT)
    Mentions
    Connections
    Followers
  • September 2008 to September 2009 visits to social networks were up 62%
  • Social Network Demographics
  • Facebook owns 58.59% of social network market
    (MySpace visits down 55% in 2009)
  • Twitter (1,170% gain in market)
    Size of Network
    20M
    Gender
    Male: 43%; Female: 57%
    Age
    Largest age group of users…
    35 to 44 (29%)
    Next largest 45 to 54 (20%)
    Average Household Income
    • 25-50K (30%); next largest 50-75K (27%)
  • Connecting with Partners and Consumers the new-fashioned way!
  • Who are your buyers?
  • What are your buyers talking about?
  • When and Where are your consumers talking about your product?
  • Why are your consumers talking about your product?
  • Supply Chain Challenge
    Where should you distribute your product?
  • What should my safety stock be?
    Supply Chain Challenge
  • Brand reputation is always critical, but even more so now with top-tier CPG brands losing market share to less costly private label products. It is critical to have immediate responses to customer feedback, issues, concerns, and complaints.
    Strategic Objective
    • Key Metric Target
    Net Score
    • Key Metric Result
    Influence
    Feedback
    PROMOTER
    BUZZ
    MARKET PLACE
    MESSAGE
    • Demographics
    • Psychographics
    • Industry
    MONITOR
    METRICS
    SOCIAL WEB
    CAMPAIGN
    • Social Channels
    • Set Metric Targets
    • Timing
  • Step 1 – Strategic Objective
    Immediate responses to customer feedback, issues, concerns, and complaints.
    Key Metric Target
    Customer Satisfaction
    Sales Volume
    34
    Strategic Objective
    • Key Metric Target
    Product : 20Q
    It is a mind reading game based
    On 20 questions. Everyone will
    love it especially your tween.
    Perfect stocking stuffer.
  • Step 2 – Market Place Message
    Demographics
    Children between the ages of 10 – 12.
    Psychographics
    Inquisitive children
    Children that like puzzles
    Industry
    Electronics
    35
    MARKET PLACE
    MESSAGE
    • Demographics
    • Psychographics
    • Industry
  • Step 3 – Campaign
    Social Channels
    Twitter
    FaceBook
    Set Metric Targets
    90% Customer Feedback Positive
    24 Hour Response Turnaround
    Timing
    Holiday Delivery
    36
    CAMPAIGN
    • Social Channels
    • Set Metric Targets
    • Timing
  • Step 4 – Social Web
    Establish Presence
    Message
    Set Up
    Update Frequency
    Monitoring of Content
    Governance
    Who owns it.
    Who decides what posts
    Who replies
    Who responds to metrics
    Who owns response times
    37
    SOCIAL WEB
  • Step 5 – Promoter Buzz
    Influence
    Message to guide response
    Feedback
    Love It, Great, Awesome, 
    Hate It, Bad, SUX, 
    Magnitude
    Numbers of Responses
    Location
    38
    PROMOTER
    BUZZ
  • Step 6 – Metrics Monitoring
    Tools to Use
    Hootsuite
    Facebook Analytics
    Results
    Positive Feedback
    Negative Feedback
    Turnaround on Issues
    39
    MONITOR
    METRICS
  • Step 7 – Net Score
    Immediate responses to customer feedback, issues, concerns, and complaints.
    Key Metric Target
    % Positive Responses
    Average Response Time to customer
    40
    Net Score
    • Key Metric Result
  • Strategic Objective
    • Key Metric Target
    Increasing supply chain responsiveness leading to a more customer-driven process: The ability to treat inventory in transit as available for the safety stock calculations and have the ability to make mid-course changes to shipments.
    Net Score
    • Key Metric Result
    Influence
    Feedback
    PROMOTER
    BUZZ
    MARKET PLACE
    MESSAGE
    • Demographics
    • Psychographics
    • Industry
    MONITOR
    METRICS
    SOCIAL WEB
    CAMPAIGN
    • Social Channels
    • Set Metric Targets
    • Timing
  • Mood
    Madness
    Punch
  • Step 1 – Strategic Objective
    Where should I send the product and how much safety stock should I have?
    Key Metric Target
    Geographic Volume Forecast Accuracy
    Sales Volume (Internal System)
    43
    Strategic Objective
    • Key Metric Target
    Product - Mood Madness Punch
    This punch turns colors based on the temperature it encounters. Kids love it. It is a great summer treat for both indoors and outdoors alike. You can buy it in a grocery store near you.
  • Step 2 – Market Place Message
    Demographics
    Children between the ages of 5 - 8
    Parents
    Psychographics
    All children that can drink sugar flavored beverages.
    Industry
    Grocery
    44
    MARKET PLACE
    MESSAGE
    • Demographics
    • Psychographics
    • Industry
  • Step 3 – Campaign
    Social Channels
    Facebook
    Twitter
    Set Metric Targets
    Geographic Feedback
    Sales Volume (Non Social Media)
    Timing
    Spring Months
    45
    CAMPAIGN
    • Social Channels
    • Set Metric Targets
    • Timing
  • Step 4 – Social Web
    Establish Presence
    Message
    Set Up
    Update Frequency
    Monitoring of Content
    Governance
    Who owns it.
    Who decides what posts
    Who replies
    Who responds to metrics
    Who owns response times
    46
    SOCIAL WEB
  • Step 5 – Promoter Buzz
    Influence
    Feedback
    Love It, Great, Awesome, 
    Hate It, Bad, SUX, 
    Unexpected uses
    Mood Madness Punch
    Moody Mojitos
    Magnitude
    Geography of largest volume of feedback
    Audience Segmentation
    47
    PROMOTER
    BUZZ
  • Step 6 – Metrics Monitoring
    Tools to Use
    Hootsuite
    Facebook Analytics
    Omniture
    Networked Insights
    Results
    Geography
    Quantity of Responses
    48
    MONITOR
    METRICS
  • Step 7 – Net Score
    Immediate responses to customer feedback, issues, concerns, and complaints.
    Key Metric Target
    % Positive Responses
    Average Response Time to customer
    49
    Net Score
    • Key Metric Result
  • Strategic Objective
    • Key Metric Target
    Net Score
    • Key Metric Result
    C-Level involvement in supply chain: More recognition on their part of the impact of the supply chain, whether it’s managing the inventory, managing the sourcing, managing the transportation.
    Influence
    Feedback
    PROMOTER
    BUZZ
    MARKET PLACE
    MESSAGE
    • Demographics
    • Psychographics
    • Industry
    MONITOR
    METRICS
    SOCIAL WEB
    CAMPAIGN
    • Social Channels
    • Set Metric Targets
    • Timing
  • THANK YOU!
    Questions:
    Kathie.topel@mpspartners.com
    Questions:
    tnilson@sprcompanies.com
    @talentline411
    Join our LinkedIn Group:
    http://tinyurl.com/spr-leadership