SOCIAL MEDIA:
Connecting with Partners and Consumers the
           new-fashioned way!




                               ...
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?
• Over...
Supply Chain Challenges
Because of the relative economic instability, the typical trend analysis and projection models
   ...
Supply Chain Challenges
•   Increasing supply chain responsiveness leading to a more customer-driven process:
    The abil...
SOCIAL MEDIA
Get Past the Hype…. Get Down to Business
SOCIAL MEDIA
Leadership Impact of Social Media
Innovation                                                               •Ahead of Compe...
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 y...
Social Solution Suite

Market Place
 Message

                          Social
                                    Promote...
Strategic Objective
  •Key Metric Target
                                SOCIAL              Net Score
                   ...
What tools will drive your success?
•   Social networks
•   Video sharing
•   Photo sharing
•   Micro blogging
•   Bloggin...
Social Media Listening Tools
Listening Tools

• Free   • Pay
Key Metrics

•   Unique visitors      •   Sentiment (NPS)
•   Pages visited        •   Reviews
•   Time on site         • ...
September 2008 to September 2009 visits to

social networks were up   62%
Social Network Demographics


Statistic     Facebook      LinkedIn      MySpace       Twitter       YouTube
Monthly       ...
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…
...
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?
Supply Chain Challenge
What should my safety stock be?
Brand reputation is
Strategic Objective            always critical, but even            Net Score
  •Key Metric Target    ...
Step 1 – Strategic Objective

• Immediate responses       Product : 20Q
  to customer feedback,     It is a mind reading g...
Step 2 – Market Place Message

• Demographics
   Children between the
    ages of 10 – 12.
• Psychographics
   Inquisiti...
Step 3 – Campaign

• Social Channels
   Twitter
   FaceBook
• Set Metric Targets         CAMPAIGN
                      ...
Step 4 – Social Web

• Establish Presence
     Message
     Set Up                           SOCIAL WEB

     Update Fr...
Step 5 – Promoter Buzz

• Influence
   Message to guide
                                   PROMOTER
    response
        ...
Step 6 – Metrics Monitoring

• Tools to Use
   Hootsuite
                                MONITOR
   Facebook Analytics  ...
Step 7 – Net Score

• Immediate responses
  to customer feedback,
  issues, concerns, and
  complaints.
• Key Metric Targe...
Strategic Objective             Increasing supply chain            Net Score
  •Key Metric Target            responsivenes...
Step 1 – Strategic Objective

• Where should I send           Product - Mood Madness Punch
                             Th...
Step 2 – Market Place Message

• Demographics
   Children between the
    ages of 5 - 8
   Parents
• Psychographics
   ...
Step 3 – Campaign

• Social Channels
   Facebook
   Twitter
• Set Metric Targets           CAMPAIGN
                    ...
Step 4 – Social Web

• Establish Presence
     Message
     Set Up                           SOCIAL WEB

     Update Fr...
Step 5 – Promoter Buzz
• Influence
• Feedback
   Love It, Great,                PROMOTER
                                ...
Step 6 – Metrics Monitoring

• Tools to Use
     Hootsuite
                                  MONITOR
     Facebook Analy...
Step 7 – Net Score

• Immediate responses
  to customer feedback,
  issues, concerns, and
  complaints.
• Key Metric Targe...
Strategic Objective              C-Level involvement in           Net Score
  •Key Metric Target                          ...
THANK YOU!   Questions:
             Kathie.topel@mpspartners.com


             Questions:
             tnilson@sprcompan...
AITP strategic power of social media for the supply chain
AITP strategic power of social media for the supply chain
AITP strategic power of social media for the supply chain
AITP strategic power of social media for the supply chain
AITP strategic power of social media for the supply chain
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AITP strategic power of social media for the supply chain

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Implications of social media for the supply chain. A presentation given to the Chicago Association for IT Professionals SIG on supply chain in the enterprise.

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AITP strategic power of social media for the supply chain

  1. 1. SOCIAL MEDIA: Connecting with Partners and Consumers the new-fashioned way! www.sprcompanies.com
  2. 2. About SPR Companies  IT Professional Services Firm  Over 35 years in the Midwest 2
  3. 3. SPR Companies Leadership Impact
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. SOCIAL MEDIA Get Past the Hype…. Get Down to Business
  8. 8. SOCIAL MEDIA
  9. 9. Leadership Impact of Social Media Innovation •Ahead of Competition Differentiation •Out of Price Wars Execution Framework •Direction Mission & Vision •Focus Engagement •Flexibility •Delivery to Goals •Accountability Strategic Plan •Ownership •ROI Social Solution Suites Net Promoter •Feedback •Achievement Targets Metrics for Accountability •Guidance •Communication Influence Market •Memorable & Impact Marketplace Message •Value •Influence
  10. 10. Many Moving Parts make up a Successful SOCIAL SOLUTION SUITE.
  11. 11. 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.
  12. 12. Social Solution Suite Market Place Message Social Promoter Web Buzz Campaign Monitor Metrics
  13. 13. Strategic Objective •Key Metric Target SOCIAL Net Score •Key Metric Result SOLUTION SUITE I F n MONITOR f e METRICS l e u d e b n c a e c k PROMOTER SOCIAL WEB BUZZ CAMPAIGN • Social Channels • Set Metric Targets • Timing
  14. 14. What tools will drive your success? • Social networks • Video sharing • Photo sharing • Micro blogging • Blogging • Link sharing • Social calendaring
  15. 15. Social Media Listening Tools
  16. 16. Listening Tools • Free • Pay
  17. 17. Key Metrics • Unique visitors • Sentiment (NPS) • Pages visited • Reviews • Time on site • Recommendations • Bounce rate • Referrals • Posts • Tweets • Comments • Retweets (RT) • Post:Comment ratio • Mentions • Search engine • Connections ranking • Followers
  18. 18. September 2008 to September 2009 visits to social networks were up 62%
  19. 19. Social Network Demographics Statistic Facebook LinkedIn MySpace Twitter YouTube Monthly 129M 15M 49M 23M 84M Unique Visitors Gender % 43M/57F 50M/50F 36M/54F 43M/57F 50M/50F Largest Age 45-54 (24%) 35-44 (31%) 0-17 (34%) 35-44 (29%) 18-34 (35%) Group (% of whole) 2nd Largest 36 -44 (20%) 45-54 (28%) 45-54 (19%) 45-54 (20%) 35-49 (24%) Age Group Average 50-75K 75-100K 25-50K 25-50K 30-60K Household (36%) (23%) (39%) (30%) 60-100K Income 50-75K 50-75K 100K+ (27%) (35%) (27%)
  20. 20. Facebook owns 58.59% of social network market (MySpace visits down 55% in 2009)
  21. 21. 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%)
  22. 22. Connecting with Partners and Consumers the new-fashioned way!
  23. 23. Who are your buyers?
  24. 24. What are your buyers talking about?
  25. 25. When and Where are your consumers talking about your product?
  26. 26. Why are your consumers talking about your product?
  27. 27. Supply Chain Challenge Where should you distribute your product?
  28. 28. Supply Chain Challenge What should my safety stock be?
  29. 29. Brand reputation is Strategic Objective always critical, but even Net Score •Key Metric Target •Key Metric Result more so now with top-tier CPG brands losing market share to less I costly private label F n products. It is critical to MONITOR f e METRICS have immediate l e responses to customer u d e feedback, issues, b n concerns, and c a complaints. e c k PROMOTER SOCIAL WEB BUZZ CAMPAIGN • Social Channels • Set Metric Targets • Timing
  30. 30. Step 1 – Strategic Objective • Immediate responses Product : 20Q to customer feedback, It is a mind reading game based On 20 questions. Everyone will issues, concerns, and love it especially your tween. complaints. Perfect stocking stuffer. • Key Metric Target  Customer Satisfaction  Sales Volume • Strategic Objective • Key Metric Target 34
  31. 31. Step 2 – Market Place Message • Demographics  Children between the ages of 10 – 12. • Psychographics  Inquisitive children  Children that like puzzles • Industry  Electronics 35
  32. 32. Step 3 – Campaign • Social Channels  Twitter  FaceBook • Set Metric Targets CAMPAIGN • Social Channels  90% Customer • Set Metric Targets Feedback Positive • Timing  24 Hour Response Turnaround • Timing  Holiday Delivery 36
  33. 33. Step 4 – Social Web • Establish Presence  Message  Set Up SOCIAL WEB  Update Frequency  Monitoring of Content  Governance — Who owns it. — Who decides what posts — Who replies — Who responds to metrics — Who owns response times 37
  34. 34. Step 5 – Promoter Buzz • Influence  Message to guide PROMOTER response BUZZ • Feedback  Love It, Great, Awesome,   Hate It, Bad, SUX,  • Magnitude  Numbers of Responses  Location 38
  35. 35. Step 6 – Metrics Monitoring • Tools to Use  Hootsuite MONITOR  Facebook Analytics METRICS • Results  Positive Feedback  Negative Feedback  Turnaround on Issues 39
  36. 36. Step 7 – Net Score • Immediate responses to customer feedback, issues, concerns, and complaints. • Key Metric Target • Net Score  % Positive Responses • Key Metric Result  Average Response Time to customer 40
  37. 37. Strategic Objective Increasing supply chain Net Score •Key Metric Target responsiveness leading •Key Metric Result to a more customer- driven process: The ability to treat inventory I in transit as available for F n MONITOR f the safety stock e METRICS l calculations and have e u the ability to make mid- d e course changes to b n c shipments. a e c k PROMOTER SOCIAL WEB BUZZ CAMPAIGN • Social Channels • Set Metric Targets • Timing
  38. 38. Step 1 – Strategic Objective • Where should I send Product - Mood Madness Punch This punch turns colors based on the product and how the temperature it encounters. Kids much safety stock love it. It is a great summer treat for both indoors and outdoors alike. should I have? You can buy it in a grocery store • Key Metric Target near you. • Strategic Objective  Geographic Volume • Key Metric Target Forecast Accuracy  Sales Volume (Internal System) 43
  39. 39. 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
  40. 40. Step 3 – Campaign • Social Channels  Facebook  Twitter • Set Metric Targets CAMPAIGN • Social Channels  Geographic Feedback • Set Metric Targets  Sales Volume (Non • Timing Social Media) • Timing  Spring Months 45
  41. 41. Step 4 – Social Web • Establish Presence  Message  Set Up SOCIAL WEB  Update Frequency  Monitoring of Content  Governance — Who owns it. — Who decides what posts — Who replies — Who responds to metrics — Who owns response times 46
  42. 42. Step 5 – Promoter Buzz • Influence • Feedback  Love It, Great, PROMOTER BUZZ Awesome,   Hate It, Bad, SUX,   Unexpected uses  Mood Madness Punch  Moody Mojitos • Magnitude  Geography of largest volume of feedback  Audience Segmentation 47
  43. 43. Step 6 – Metrics Monitoring • Tools to Use  Hootsuite MONITOR  Facebook Analytics METRICS  Omniture  Networked Insights • Results  Geography  Quantity of Responses 48
  44. 44. Step 7 – Net Score • Immediate responses to customer feedback, issues, concerns, and complaints. • Key Metric Target • Net Score  % Positive Responses • Key Metric Result  Average Response Time to customer 49
  45. 45. Strategic Objective C-Level involvement in Net Score •Key Metric Target •Key Metric Result supply chain: More recognition on their part of the impact of the supply chain, whether it’s I F n managing the inventory, MONITOR f managing the sourcing, e METRICS l managing the e u transportation. d e b n c a e c k PROMOTER SOCIAL WEB BUZZ CAMPAIGN • Social Channels • Set Metric Targets • Timing
  46. 46. THANK YOU! Questions: Kathie.topel@mpspartners.com Questions: tnilson@sprcompanies.com @socialsyntax Join our LinkedIn Group: http://tinyurl.com/spr-leadership

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