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#CNX14 - Social Listening: From Getting Started to Executing at Scale

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Learn how you can launch and scale your social marketing operations. What pitfalls to avoid, how you can optimize for upside, and what are the key KPIs to guide your journey.

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#CNX14 - Social Listening: From Getting Started to Executing at Scale

  1. 1. Track: Social Marketing #CNX14 #CNX14 Social Marketing: from Getting Started to Executing at Scale Tanya Donnelly Global Social Media Director at Schneider Electric @tanyadonnellyse
  2. 2. Track: Social Marketing #CNX14
  3. 3. Track: Social Marketing #CNX14 2012 only 1% of closed business first heard of Schneider Electric through social channel 2013 5% to 7% Globally
  4. 4. Track: Social Marketing #CNX14 The global specialist in energy management 23 billion Euro in sales 27% 18% 30% Western Europe 25% North America Asia Pacific Rest of the world By REGION By BUSINESS SEGMENT Power Infrastructure Industry IT Buildings 160,000+ employees in 100+ countries
  5. 5. Track: Social Marketing #CNX14 Goals 1 2 3 6 steps to success How to scale globally How to pick tools
  6. 6. Track: Social Marketing #CNX14 Year 1 Year 1.5 Year 2 Year 2.5 Year 3 + Decentralized Centralized Hub and Spoke Multiple Hub and Spoke Holistic Schneider Electric’s social business evolution How did we do it?
  7. 7. Track: Social Marketing #CNX14 First – LISTEN! Find out WHERE… … your CUSTOMERS are talking about your brands … your COMPETITORS are talking … your INDUSTRY TRENDS are being talked about
  8. 8. Track: Social Marketing #CNX14 How we did it – 6 steps • STARTING POINT: Executive leadership support, multi-year strategy, & policy – Stop the unmanaged proliferation of social media accounts bearing our logo • Roles and responsibilities for content providers, content publishers, and engagement nurturing • Social media platform architecture – Funnel customers, partners, & employees to the correct sites • Open communication – Bust silos, integrate social media into existing business processes • Enforce the roadmap – The 3-lane highway for global direction and local execution • Management tools for oversight and metrics – Track successes and failures, keep local operations on the highway 1 2 3 4 5 6
  9. 9. Track: Social Marketing #CNX14 • STARTING POINT: Executive leadership support, multi-year strategy, & policy – Stop the unmanaged proliferation of social media accounts bearing your logo 1 How we did it – 6 steps ● Identify and deactivate/repurpose existing branded accounts ● Establish approved social accounts and campaign internally/externally
  10. 10. Track: Social Marketing #CNX14 How we did it – 6 steps 2 Roles and responsibilities for content creators and content publishers
  11. 11. Track: Social Marketing #CNX14 70 Local Social Media Advocates Cluster Marcom Director Country Country Country Customer Care BU Subject matter experts (SMEs) Listening analyst HR Sales Country Country Event coordinator Country Center of Social Excellence
  12. 12. Track: Social Marketing #CNX14 How we did it – 6 steps Social media platform architecture – Funnel customers, partners, & employees 3 to the correct sites
  13. 13. Track: Social Marketing #CNX14 Platform architecture we used
  14. 14. Track: Social Marketing #CNX14 How we did it – 6 steps Open communication – Bust silos, integrate social media into existing business processes 4
  15. 15. Track: Social Marketing #CNX14 Social business strategy INTEGRATE it into our existing business processes Social Media Rev 1 Feb 2012 Marketing Sales Customer Care HR SMEs MERGE
  16. 16. Track: Social Marketing #CNX14 How we did it – 6 steps Enforce the roadmap – The 3-lane highway: Global direction with local execution 5 ● Expect different implementation speed and skill from local social media managers ● All follow SAME highway – No off-road trailblazing!
  17. 17. Track: Social Marketing #CNX14 How we did it – 6 steps • Management tools for oversight and metrics – Track successes and failures, 6 keep local operations on the “highway”
  18. 18. Track: Social Marketing #CNX14 Platforms – internal and external ADMINISTRATIVE platforms ENDPOINT platforms • Warehouse of content for our ENDPOINT sites to select from • Analytics for our ENDPOINT sites • Facebook, Linkedin, Twitter, Google+, YouTube supported • Global Facebook with Geo targeting • Our “eye in the sky” to watch the Web for chatter about us, our brands, the competition, industry topics, etc. (many others worldwide) AND… our corporate blog & forums blog.schneider-electric.com
  19. 19. Track: Social Marketing #CNX14 Social media tool selecting • Social Platform types – Which social media platforms are most important to your business and how many will need management • Don’t choose based online reviews – None are perfect and none do it all. Ask other companies who have implemented it first. • Big-picture strategy – How does social tie into your marketing mix, content strategy, customer care, sales, and buyers journey. • Key Performance Indicators to meet the strategy – What KPIs do you want the tool to give you: share-of-conversation, followers, impressions, click-throughs, engagement, social contest management, etc. • Expect and plan for change – They are all startups!
  20. 20. Track: Social Marketing #CNX14 Social media tool selecting • Post portability - Consider future integration into CRMs, websites, marketing automation, customer care support, HR, new product development, etc. • Internal support – Who will help with posting, neutering engagement, ad buying, leads and customer service. How many user licenses? • Budget – What’s your budget for spend on management tools? • Languages – How global are you and how many languages do you need to engage in?
  21. 21. Track: Social Marketing #CNX14 Visitors share content Social media sites Visitors find our content Leads PROFIT We post content SALE content
  22. 22. Track: Social Marketing #CNX14 Questions?
  23. 23. Track: Social Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! Prizes! $50 Starbuck s #CNX14 Gift Card Session speaker info @tanyadonnellyse
  24. 24. Track: Social Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
  25. 25. Track: Social Marketing #CNX14

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