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Social Relationship Management and Global Brands
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Social Relationship Management and Global Brands

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A proposal for SXSW Panel Picker 2014. Vote here: http://spr.ly/srmsxsw ...

A proposal for SXSW Panel Picker 2014. Vote here: http://spr.ly/srmsxsw

This is a SXSW panel proposal about Social Relationship Management and How Big Brands Can Organize For Long-Term Success.

Hashtag: #srmsxsw

Panelists: Michelle Kostya (BlackBerry),
Richard Binhammer (Binhammer Social Business),
Esteban Contreras (Sprinklr),
Frank Eliason (citi)

Panel description:

As corporate social media management matures, brands are taking their social media efforts to a new level while experimenting with different structures, processes and strategies.The fast pace and new threats posed by social media have created challenges when it comes to managing the madness. This has led to tug-of-wars across product teams, departments, regions and partners such as agencies. Empowered consumers, new technology, C-suite pressure, the proliferation of channels, and global/local sensitivities are adding to the complexity; forcing the enterprise ecosystem to adapt. It's time for brands to have a social relationship roadmap.

The panel will share insights from first-hand experience at brands like Blackberry, Dell, Citi and Samsung on:

1) how to align strategy with business goals
2) why scaling globally also means optimizing locally
3) how to integrate social media insights across the organization
4) how social media management has evolved and will continue to evolve

Other key topics to be addressed:
- How do large organizations set up an operational infrastructure to manage the complexity, volume and unpredictability of social media? What are the best models to communicate and collaborate internally, create/curate content externally, and cultivate meaningful social relationships?
- How is new social relationship technology enabling brands to manage and scale social media efforts effectively across large global organizations? And how do you navigate the proliferation of social technology?
- How important is governance and process? And, how do you get social media practitioners to buy in – when often process is seen as “slowing down” work?
- How can large brands ensure the right strategies translate to the right tactics?
- How should practitioners balance between creative and innovative programs vs. day-to-day optimization across their social channels?

Vote on SXSW's Panel Picker 2014 http://panelpicker.sxsw.com/vote/20702

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Social Relationship Management and Global Brands Social Relationship Management and Global Brands Presentation Transcript

  • SOCIAL RELATIONSHIP MANAGEMENT: HOW BIG BRANDS CAN ORGANIZE FOR LONG-TERM SUCCESS BINHAMMER + CONTRERAS + ELIASON + KOSTYA
  • “Traditionally, Business and Technology: aimed to deliver efficient organization of work through specialization of labor.” 1776, Adam Smith, Wealth of Nations http://spr.ly/srmsxsw
  • The World Has Changed. Business and Technology Must Once Again Converge. A New Infrastructure Is Needed… http://spr.ly/srmsxsw
  • Consumers are now in control. Consumers now drive influence. Control is not as successful as influence. Mass advertising no longer drives influence. http://spr.ly/srmsxsw
  • 20MM+ users 225MM+ members 130MM+ active users 359MM+ monthly active users 118MM+ blogs 70MM+ monthly active users 1.1 B+ monthly active users 200MM+ monthly active users 1 B+ monthly visitors 530MM+ registered users 368MM+ registered users 300MM+ registered users 133MM+ active users 14MM+ registered users 130MM+ users 13MM+ registered users THE WEB HAS GONE SOCIAL http://spr.ly/srmsxsw
  • SOCIAL MEDIA IS (ALMOST) UBIQUITOUS 1.82 B2014 Projected Social Network Users http://spr.ly/srmsxsw
  • SOCIAL MEDIA IS DISRUPTIVE http://spr.ly/srmsxsw
  • BRANDS ARE ADAPTING http://spr.ly/srmsxsw
  • BRANDS ARE INNOVATING http://spr.ly/srmsxsw
  • BRANDS ARE OPTIMIZING http://spr.ly/srmsxsw
  • NOW WHAT? http://spr.ly/srmsxsw
  • DOES YOUR BRAND HAVE A LONG-TERM SOCIAL RELATIONSHIP STRATEGY? http://spr.ly/srmsxsw
  • Content Management Collaboration Management Listening & Monitoring Publishing & Engagement Campaign Management Audience Management TECH INFRASTRUCTURE One Vision 2 31GOALS VISION Shared Values Global Teams Processes Regional and Local Teams Skill Sets Business Unit Teams Reporting & Analytics Community Management Paid Media Management Integration Management Knowledge Management Social Curation and Syndication HUMAN INFRASTRUCTURE Brand and Product Teams Guidelines 4 TACTICS STRATEGIES 2 31 4 2 31 4
  • ARE YOU SURE? http://spr.ly/srmsxsw
  • Content Management Collaboration Management Listening Publishing & Engagement Campaign Management Audience Management TECH INFRASTRUCTURE One Vision 2 31GOALS VISION Shared Values Global Teams Process Regional and Local Teams Skill Sets Business Unit Teams Reporting & Analytics Community Management Paid Media Management Integration Management Knowledge Management Social Curation and Syndication HUMAN INFRASTRUCTURE Brand and Product Teams Guidelines 4 TACTICS STRATEGIES 2 31 4 2 31 4 LONG-TERM MEANS 100X MORE INBOUND VOLUME 100X MORE COMPLEXITY 100X MORE UNPREDICTABILIITY
  • Content Management Collaboration Management Listening Publishing & Engagement Campaign Management Audience Management TECH INFRASTRUCTURE One Vision 2 31GOALS VISION Shared Values Global Teams Process Regional and Local Teams Skill Sets Business Unit Teams Reporting & Analytics Community Management Paid Media Management Integration Management Knowledge Management Social Curation and Syndication HUMAN INFRASTRUCTURE Brand and Product Teams Guidelines 4 TACTICS STRATEGIES 2 31 4 2 31 4 LONG-TERM MEANS ONE SCALABLE + GLOBAL BRAND DIRECTION & ONE UNIFIED VIEW OF EACH CUSTOMER
  • LET’S TALK ABOUT IT.
  • PANELISTS: Richard Binhammer is one of the early adopters of social media for business. In 2006, he became active in the social media field by engaging with bloggers who were using their new-found influence to impact brands and corporate reputations. Binhammer joined Dell in corporate communications as a member of the public affairs team in 2005, managing its community efforts in North America and Asia Pacific. His background includes more than 20 years of experience in issue management, public positioning, media relations and stakeholder outreach. Binhammer earned bachelor’s and master’s degrees in political science from Queen’s University in Canada. Esteban Contreras is the Director of Strategy at Sprinklr, a leading enterprise Social Relationship Platform powering many of the world's top brands. Esteban is the author of "SOCIAL STATE: Thoughts, Stats and Stories about the State of Social Media in 2013," and the President of Social Nerdia Consulting. Esteban is also the former Social Media Manager for Samsung USA, where he led the social media strategy for the Samsung brand in the United States. Born in Guatemala City, Guatemala, he spent a decade in various cities in the U.S. before moving to New Westminster, BC, where he lives today with his wife and two dogs. Michelle Kostya is the Senior Manager, Social Media at BlackBerry in this role Michelle manages global social platforms including community management and content strategy. Previously she worked at Rogers Communications in the Social Media Centre of Excellence to provide guidelines, best practices as well as a framework for measurement and social media insights for the company. Prior to moving to Rogers she was also integral in setting the road map and direction for social customer service at BlackBerry. Michelle’s background in customer service as well as marketing, product management provides her with a unique perspective on social media in business. Frank Eliason Frank Eliason, Citibank’s Director of Global Social Media, has been described as the “most famous customer service manager in the U.S., possibly the world.” By expanding the reach of customer service via social media, and taking the simple approach of asking "Can we help?” he repositioned the relationship between Comcast and its customers. His efforts at Comcast inspired a global wave of innovation in the way businesses communicate and engage with their customers—using new communication channels to improve customer experience. In April 2012, Wiley published his first book, @YourService. The book is a look at the intersection of Customer Service, PR and marketing. BINHAMMER + CONTRERAS + ELIASON + KOSTYA
  • VOTE TO SEE US AT SXSW: http://spr.ly/srmsxsw BINHAMMER + CONTRERAS + ELIASON + KOSTYA