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At Valtech's latest breakfast meeting, Jonathan Astor (Social Business Director) presented Valtech's stepwise approach to building a social business strategy. In this presentation you will also......

At Valtech's latest breakfast meeting, Jonathan Astor (Social Business Director) presented Valtech's stepwise approach to building a social business strategy. In this presentation you will also learn from Chr. Hansen's first hand experience. Interested in knowing more? Please contact jonathan.astor@valtech.com

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  • 1. Founded Employees worldwide Employees in DK Offices worldwide
  • 2. We design, build and nurture your digital ecosystem!!Execute  your  strategy  using  technology      !Redefine  your  business  strategy  !!Transform  your  organisa1on  !!  Innovate  your  customer  touch  points    •  Content  Management  •  Customer  Engagement    •  B2B  &  B2C  E-­‐Commerce  •  Mobile  Solu1ons  •  Enterprise  IT  •  Digital  Strategy  •  Business  case  and  KPIs  •  Customer  Insights  •  Analy1cs  •  Social  Business  •  Organisa1onal  transforma1on  •  Applica1on  development  •  Agile  coaching  •  Agile  tes1ng  •  Concept  Development  •  Branding  &  Design  •  Customer  Experience  •  Content  Crea1on  •  Digital  Marke1ng  •  ArtDirec1on  and  Webdesign  STRATEGY! CREATIVITY! TECHNOLOGY! AGILITY!
  • 3. May 2013
Social Business @Chr. Hansen
!
  • 4. Agenda##•  Approach to Social Business#•  Chr. Hansen_Strategy and Organization#•  Next Steps_Q&A?##
  • 5. STARTING POINT!
  • 6. Meet Steve#
  • 7. Steve had an idea#
  • 8. Product Development#
  • 9. Sales#
  • 10. OPERATIONAL EFFICIENCY#Risk Reduction!Zero Cost Market Research#Low Cost Prototyping#Low Cost Investor Relations#Low Cost Marketing#MARKET RESEARCH_INNOVATION#Crowdsourced product development#User Testing#Community Participation ##BRAND HEALTH#High Brand Recognition#High Brand Recall#Positive Word of Mouth#MARKETINGOPTIMIZATION#10,854 Brand Advocates!Word of Mouth#Viral Spread##REVENUE GENERATION!10,854 Sales (Pre-production)!$759,422 Turnover#Short Sales Cycle (27 days)!Apple Store Distribution 2 Months!BUSINESS#GOAL#
  • 11. ANYTHING MORE RELEVANT TO!THE CULTURES AND ENYMES!BUSINESS?!
  • 12. Meet David !
  • 13. Fold.it_240,000 Registered Users#
  • 14. !PROBLEM:!TIME TO MARKET!
  • 15. Fold.it_240,000 Registered Users#
  • 16. THE JOURNEY HAS STARTED!WE ARE LISTENING TO A NEW!TREND_KEFIR.!
  • 17. Social Listening
Kefir Yoghurt: Picking up the Trend Early#Regional Differences Purchasing DriversUnmet NeedPurchasing Barriers
  • 18. a data driven process!Let the data do the talking!
  • 19. Data Driven Process!Internal#Data#Social #Data#Identifying#project#focus#areas###Strategic#Engagement#Identifying high value opportunities# Identifying engagement plan#Internal  Stakeholder  Analysis  Identifyingrelevanttouchpoints  Inside Out  Outside In  Social#Insights##Business#Insights#Internal  Stakeholder  Analysis  
  • 20. Answering– where would you like to gain value?!where can social media impact Chr Hansen’s SPM Process?!Prospecting(new customers)LearnStimulate &Qualify Diagnose& DevelopSupportChr.Han!Lifecycle !(Selling)!Develop Business StrategyDetermine Needs.High Level ExplorationIdentify SolutionQualify SolutionConduct TrialImplementCustomer
lifecycle!(Buying)!RaiseAwarenessCloseTechnical &CommercialProof UpsellAdvocacySelect SolutionsEvaluationMarketResearchMarketing Business DevelopmentSupportSalesMktgCommsMarketingR&D?#?#
  • 21. Social Data_!Social Listening!
  • 22. valtech!-! Focused Strategic Listening!Insights and opportunities pulled from social media and pushed to internal stakeholders.#PRODUCT INFO
CENTER!SOCIALSOURCES!!SPECIALIST!COMMUNITIES!Social  Media  Monitoring  Tool  Strategic recommendation:
!USE OF A SOCIAL“PULL INSIGHTS”SERVICE TO !CHR.HAN.!SOCIAL
LISTENING!Segment  Data  SOCIAL
ANALYSIS!Extract  Insights  SALESFORCE!MARKETING!R&D!CORP COMMS!MARKET RESEARCH!SUPPORT!!Pulling  insights  from  social  web  DASHBOARDCUSTOMIZEDFOR SPECIFICDIVISIONALNEED.!
  • 23. valtech!-! How Much Conversation is out there?!Blogs!Forums!Twitter!Blogs!Forums!Twitter!11,634#28,302#86,454#6,366#1,255#1,345#Food and Beverage#In relation to coloring #in general#Food and Beverage focused on #Artificial and Synthetic Coloring vs. Natural #
  • 24. valtech!-! Are our buyers Active?!hIp://molecularbiology.forums.biotechniques.com      hIp://www.dairyscience.info/forum/    hIp://www.facebook.com/DairyFoods    839 membersBlog on fermented foods, dairy6,590 membershIp://www.nourishingdays.com/2009/07/the-­‐benefits-­‐of-­‐fermented-­‐food-­‐dairy/    Consumer Forums and Blogs623 members12,065+ members
  • 25. valtech!-! Chr. Hansen – Are our customers actually using social media?!Current Customer Contacts Footprint#Member of following open groups on Linkedin              MAPPING EXISTING CUSTOMERS SOCIAL FOOTPRINTS!
  • 26. *Dairy Science & Food Technology Forum brings in dialogue from the wider scientific community and industry.valtech!-! Can we generate leads?#
  • 27. valtech!-! Can we find partners?#Brian is looking for collaboration on LinkedIn to manufacture probiotic drinks !It turns out that Brian is working with strategicconsultancy on Product Sourcing andTechnology for big companies like (Wyeth)Pfizer and GlaxoSmithKline. ##STC are now looking for a contractor to helpmanufacture probiotic drinks.#About STC!STC was founded in 2009 by Brian Foxand Robert Baker, based on 25 years’experience in technical regulatory anddesign for the pharmaceutical industry. Thecompany is designed to be flexible andresponsive, delivering our clients exactlythe right expertise at exactly the right time.#
  • 28. Big Challenge!Chr. Hansen aren’t part of the conversation!
  • 29. valtech!-! Our Share of Voice?!##  Danisco, 26069, 32%!Cargill, 16812, 20%!BASF, 10313, 13%!DSM, 9384, 11%!WILD, 6030, 7%!Sacco, 4778, 6%!Chr. Hansen, 4659, 6%!GNT, 1228, 2%!Sensient, 1133, 1%!DDWilliamson, 975, 1%! Naturex,959, 1%! CSK, 324, 0%!Institut Rosell, 116, 0%!
  • 30. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.37Chr. HansenSocial Media BICHY-MAX enzymes
  • 31. 38Today’s key pointsnatural colors from tumeric,grape skin and annatto# Who we are# B2B goes social?# Organizational challenges# Moving forward
  • 32. 39We are# A global supplier of bioscience basedingredients to the food, health,pharmaceutical and agricultural industries# We mainly produce cultures and dairyenzymes, probiotics and natural colors# Our leading market positions stem frominnovative products and productionprocesses, long-term customerrelationships and intellectual propertyChr. Hansen scientists
  • 33. 40Chr. Hansen in briefChr. Hansen HQHørsholm, Denmark# Founded in 1874 in Copenhagen by Danishpharmacist Christian D.A. Hansen# Listed on NASDAQ OMX Copenhagen# 2011/12 turnover EUR 699 million# Organic growth ambitions of 7-9% annually# Approx. 2,450 employees
  • 34. 41Chr. Hansen globally# Customers in approx. 140 countries# Production facilities on five continents# Subsidiaries and representative offices in 30 countries
  • 35. Email Blasts! Email Blasts!IndustryMagazines!Online businessdirectoryPeer and expertsforum anddicussions!B2B goes social?
  • 36. # --Organiza1onal  challenges    
  • 37. Barriers: Low Probiotic Count 
!
  • 38. milk45# We develop and produce cultures, enzymesand probiotics for the dairy industry inparticular# … and for the food industry ingeneral – e.g. for wine and meat# Our ingredients determine taste,appearance, nutritional value and healthbenefits# We are the global market leader in dairyingredients# Actually… every other cheese in the worldcontains our enzymesCultures & EnzymesDivision
  • 39. # We develop and produce natural colors forthe food industry# We focus on natural colors in:# Beverages# Confectionery# Ice cream# Dairy and fruit preparations# Prepared Food# Our colors originate from natural sourceslike berries, roots and seeds# We are global frontrunners inencapsulation and stabilization techniquesNatural ColorsDivisionnatural color46
  • 40. probiotic tablets47# We develop and produce products fordietary supplements, pharmaceuticals,infant formula and animal feed# Our key offering is probiotic cultures withdocumented effect# For humans# For animals# We believe in strong research anddocumentation through clinical studyprogram trialsHealth & NutritionDivision
  • 41. Global SalesCorporateCommunicationsMarketing
  • 42. Industry  Chr.  Hansen  Product  Area  Food  Science  &  Technology  Food  &  Health  
  • 43. Research  &    Development  Supply  chain  &    Plant  management  MarkeHng  &    Category  management  
  • 44. # --Unified  Pilots  ü  Unified  Vision  ü  Unified  Strategy  ü  Unified  Tac1cs  ü  Unified  Workflow  ü  Individual  Goals  
  • 45. Open organization?•  Giving the party•  IP issues•  Who to include?•  Open innovation
  • 46. Chr.  Hansen’s    Social  Business  ini1a1ve  will:      ü  deliver  measurable  contribu1on  today  to  build  the  case  ü  provide  1mely  intelligence  to  core  business  func1ons  ü  educate  as  to  ‘digital-­‐mindset’  ü  build  the  infrastructure  for  sustainable  success  ü  contribute  to  our  customer-­‐centric  vision  ü  inspire  influencers  to  become  ac1ve  advocates  ü  open  Chr.  Hansen  up  to  new  key  stakeholders  
  • 47. # --Unified  Strategy  LISTENENGAGEMEASURE
  • 48. Ac1on  Advocacy  Engagement  Awareness  Support  AcHon  Advocacy  Engagement  Awareness  Support  Ac1on  Advocacy  Engagement  Awareness  Support  
  • 49. 1:1  Forums+LinkedIn  1:Many  TwiMer+YouTube  
  • 50. 1:MANY  Opportuni1es  to  engage    34,560    Food  &  Beverage  Brand  Managers  206  Marke1ng  Managers  in  the  Infant  Nutri1on    1061  FMCG  &  CPG  Groups  
  • 51. 1:MANY  Opportuni1es  to  engage  -­‐  SALT    1822  
  • 52. 1:Many  Content  Development  
  • 53. 1:1  Opportuni1es  to  engage  -­‐  SALES    It turns out that he works on Product Sourcing and Technology for companies like(Wyeth) Pfizer and GlaxoSmithKline. ##STC are now looking for a contractor to help manufacture probiotic drinks.#
  • 54. WHAT  WE  WILL  MEASURE  # Category & Marketing Managers Identified and Engaged# Category & Marketing Managers following CH Channels# Category & Marketing Managers / KOL’s sharing CH Content# Leads Filtered to Sales# Technology Requests filtered to R&D# Share of voice – Probiotics / Salt etc..etc..# Influencer Share of VoiceCompetitor IntelligenceConsumer Insights
  • 55. Recap_Next Steps#
  • 56. valtech!-! Objectives!OBJECTIVES:!•  Set a direction for social media engagement geared towards individual business unit needs. #•  Align social media goals with business unit goals.#•  Establish the infrastructure necessary to succeed. (Social Business Planning)#– tools, training, organization, roles and responsibilities, workflows & KPI Frameworks.#•  Give experience to capitalize on business opportunities acquired through social media. #•  Actively improve internal skillsets to respond and engage.#•  Establish a measureable pilot project(s)#  
  • 57. valtech!-! Let the data do the talking!Stakeholder#input#Social
Listening#Identifying#project#focus#areas###Strategic#Engagement#Identifying high value opportunities# Identifying engagement plan#Identifying#Where#to focus  Identifyingrelevanttouchpoints  Empiric data  Analysis of data  Social#Business#Intelligence#Strategic#Focus#
  • 58. KPI’s Set!Marketing & Communications##!Awareness KPI’s!#Unique Visitors#Impressions#Reach#Share of Voice#Influencer SOV#Mentions#Search Rankings#Cost per impression###################!Engagement KPI’s!!# shares / reshares## influencer shares## comments## discussion threads## @Replies / DM’s ## positive Comments## views## downloads## subscribers## new fans and followers#Cost per engagement#Cost per page view#Cost per follower#Cost per play##########################!Lead Gen KPI’s!## Leads generated## Emails Captured## Website Referrals ## Clickthroughs## Requests for contact## Requests for more info#Cost per Lead################!Advocacy KPI’s!## embeds## bookmarks#Share this metrics## inbound links## retweets## inbound links## high ranked influencers#Press coverage#Blog posts#Cost per referral###############
  • 59. valtech!-! Governance#OVERALL STRATEGY: GOVERNANCE, PLANNING AND INFRASTRUCTURE!
  • 60. SMBG / CORPORATERole!Local!Role !2012-13#1. Develop Pilots! 2. Build! 3. Integrate! 4. Optimize!We arehere!Prove  business  potenHal   •  Create  business  value    in  focued  areas  •  Build  industry/funcHon  social  media  experHze      •  Embed  social  media  in  product  area  •  Consolidate  industry/funcHon  social  media  experHze    Social  becomes  a  natural  part  of  all  business  process  across  the  organizaHon  Governance #&#Support#Training#&#Governance#Roadmap#Develop#& #Implement#Define#& #Execute#ProductAreaIntegration#CustomerCentricityCenter#CrossfunctionalUnits /WorkingGroups#2013-14# 2014-15#Execution#Support#CrossfunctionalUnits /WorkingGroups#Innovation &#Customer#Platforms#Roadmap_!develop_build_integrate_optimize_#
  • 61. START BY LISTENING AND !GETTING THE RIGHT PEOPLE!ON THE BUS.!!VALTECH LISTENING !EYE-OPENER ACHIEVED IN !50HRS.!
  • 62. valtech!-! Focused Strategic Listening!Insights and opportunities pulled from social media and pushed to internal stakeholders.#PRODUCT INFO
CENTER!SOCIALSOURCES!!SPECIALIST!COMMUNITIES!Social  Media  Monitoring  Tool  Strategic recommendation:
!USE OF A SOCIAL“PULL INSIGHTS”SERVICE.!SOCIAL
LISTENING!Segment  Data  SOCIAL
ANALYSIS!Extract  Insights  SALESFORCE!MARKETING!R&D!CORP COMMS!MARKET RESEARCH!SUPPORT!!Pulling  insights  from  social  web  DASHBOARDCUSTOMIZEDFOR SPECIFICDIVISIONALNEED.!
  • 63. Awareness#Consideration#Intent#Support#Loyalty#Advocacy#Barriers#Pains#Unmet Needs#Raising Awareness#Education#Engagement#Lead Generation#Sales Cycle#Risk Mgmt#Support#Retention#Advocacy#User Insights#Consumer#BtB Buyer#Partners#Competitors#Niche Communities#Key Opinion Leaders#Investors#Media#KOL’s#Empowered Specialists#Media#Channels##Share of Voice#Volumes#Impressions#Authority#Advocacy#Activity Levels##Interests#Influences#Personas#Twitter#Forums#Blogs#F Facebook#Niche#valtech!-! Listening to?_!Strategic & Tactical Insights#SOCIAL!LISTENING!Channel!Identiification!Demographics&!Psychographics!Audience!Segmentation !Sales Cycle!Segmentation!Influencers!Real!opportunities!Identified!That cancontribute to!strategic goals!Total!Volumes!(Social Analytics)!
  • 64. Thank you#Thank you !