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Manage social media conversations across all brands and locationsGovern local employees engagement with customersSchedulin...
Ninja                   GuruHurry up and fire them
Long way to go……..    57% of businesses currently monitor online conversations    20% do not listen at all    23% of respo...
By the time a big company figures out social media, I come in about here
Big Enterprise Company       Customers
This Joke is On YouKnock KnockWho’s there?It’s me, a likely customerI can’t answer the door until we figure out who in our...
Big vs. SmallEnterprise                                 Small Business                                Swift and tacticalSl...
How to speed things up for the enterprise?                                          Act like a smaller company      Small ...
How to speed things up for the enterprise?Large enterprises take over 1 year to deployTrust and assign key peopleIt ain’t ...
Large enterprises need to open the social door
This is on the other side                customer               employee   How to deal with inside your company?
1.  Alert to customer complaints every 10 min by location2.  Alert to curse, SPAM, images, links, etc for removal3.  Monit...
Obstacles and BarriersWe are a regulated industry, its not easyBS, control the message just like you would an ad in the pa...
Obstacles and BarriersWe are a service company and don’t sell anything on the webFacebook itself creates confusion when th...
Infrastructure
Get to a Hub and Spoke model nowMove from fragmentation and decentralization to coordination      where business units can...
InfrastructureYou need to be where your customers areSet your structure accordinglyDo not reinvent the wheel. Use the mark...
NATIONAL BRANDS (TOP 25)TOTAL FANS 77,000,000 FansACTIVE FANS 169,000 FansLOCAL RESTAURANTS (150)TOTAL FANS 67,000 FansACT...
OwnershipEarly social adopters in enterprise organizations, circa 2010
OwnershipSo who owns social? Marketing? IT? PR? Customer Service?Enterprises need to integrate social into Marketing and P...
ROI is real and here       Measure the right things       Have you saved a customer       Are your employees enabled      ...
Dell certifies social employees who are trained and awarded certificates so theycan participate in the companys social med...
Demonstrate SuccessEmpower   Centralize       Localize
Challenge of Social Media for Enterprise Business
Challenge of Social Media for Enterprise Business
Challenge of Social Media for Enterprise Business
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Challenge of Social Media for Enterprise Business

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Large Enterprises face unique challenges and obstacles with Social Media. Expion's centralized platform empowers retailers, brands and agencies to localize and manage their social marketing efforts.

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Challenge of Social Media for Enterprise Business

  1. 1. Manage social media conversations across all brands and locationsGovern local employees engagement with customersScheduling, alerts, and pre-packaged content improves efficiencyReal time alerts identify service and product sentimentSharing ideas across all locations and corporate
  2. 2. Ninja GuruHurry up and fire them
  3. 3. Long way to go…….. 57% of businesses currently monitor online conversations 20% do not listen at all 23% of respondents weren’t sure whether or not the company is listening to online conversationsAccording to a recent study by Capgemini, Brian Solis Sep 2011
  4. 4. By the time a big company figures out social media, I come in about here
  5. 5. Big Enterprise Company Customers
  6. 6. This Joke is On YouKnock KnockWho’s there?It’s me, a likely customerI can’t answer the door until we figure out who in ourorganization is responsible to answer you. I have to findout who that is and let them know you want to talk tothem. They will check with their managersand get back to you when they know what to say.When we do, you ‘ll still be there right?
  7. 7. Big vs. SmallEnterprise Small Business Swift and tacticalSlow to react
  8. 8. How to speed things up for the enterprise? Act like a smaller company Small companies generated 64 percent of net new jobs over the past 15 years Since January 2010, small and medium firms generated 98% of the nearly 2 million private-sector jobs created Decide, Deliver and Deployhttp://www.sba.gov/advocacy/7495/8420Automatic Data Processing Inc. August 2011http://blogs.wsj.com/economics/2011/08/31/jobs-bill-needs-to-target-small-businesses/
  9. 9. How to speed things up for the enterprise?Large enterprises take over 1 year to deployTrust and assign key peopleIt ain’t social if you can’t socialize internallyDo what others have doneUse vendors that have successfully deployed in different verticalsTake on education and set up architecture
  10. 10. Large enterprises need to open the social door
  11. 11. This is on the other side customer employee How to deal with inside your company?
  12. 12. 1. Alert to customer complaints every 10 min by location2. Alert to curse, SPAM, images, links, etc for removal3. Monitor all employee conversations (posting and commenting)4. Store all conversations (including deleted ) permanently for HR5. Require all employee photo/video uploads to be approved6. Optional process that requires employee posts to be approved7. Company can provide pre-approved content to all locations8. Accounts are set up as business not personal for control - Employees are no longer administrators of page9. Restrict employee usage to only access Facebook business page - IT can block access to Facebook, Twitter, etc10. User roles can be customized for specific permissions and access
  13. 13. Obstacles and BarriersWe are a regulated industry, its not easyBS, control the message just like you would an ad in the paperDraft, collaborate, approve. Check, check, checkMy executive management team doesn’t understand socialThey probably don’t know how to load a tractor trailer eitherGet your best people on it and they will deliverWe don’t have anyone trained in social mediaAre your employees living in a cave? They understand social just fineThey just need to understand how YOU want them to play in social
  14. 14. Obstacles and BarriersWe are a service company and don’t sell anything on the webFacebook itself creates confusion when they update services withoutcommunicatingWe can’t get approval to move a desk or have a company picnicYour problem isn’t social, it’s your companyWe can’t afford to spend the money, no budgetIs this the answer when a crisis hits? We didn’t have the budget?Take the pie you already have and share it with all marketing channels
  15. 15. Infrastructure
  16. 16. Get to a Hub and Spoke model nowMove from fragmentation and decentralization to coordination where business units can deploy own their own. 18
  17. 17. InfrastructureYou need to be where your customers areSet your structure accordinglyDo not reinvent the wheel. Use the marketing structure that WORKSGet there with the best, don’t put your B team on itSet it and forget it? Yes with your workflow, review and approval process
  18. 18. NATIONAL BRANDS (TOP 25)TOTAL FANS 77,000,000 FansACTIVE FANS 169,000 FansLOCAL RESTAURANTS (150)TOTAL FANS 67,000 FansACTIVE FANS 6,831 Fans
  19. 19. OwnershipEarly social adopters in enterprise organizations, circa 2010
  20. 20. OwnershipSo who owns social? Marketing? IT? PR? Customer Service?Enterprises need to integrate social into Marketing and PROutsource or not? Get your best people on itTrend we see is large enterprises consulting for strategy and developmentInsourcing tools to socialize, control workflow and scale
  21. 21. ROI is real and here Measure the right things Have you saved a customer Are your employees enabled Are your customers impressed Has your productivity increased Leads to conversions Direct>Correlated>Relative>Proxyhttp://www.ignitesocialmedia.com/social-media-measurement/social-media-roi-revisited-4-ways-to-measure/
  22. 22. Dell certifies social employees who are trained and awarded certificates so theycan participate in the companys social mediahttp://www.thehindubusinessline.com/industry-and-economy/info-tech/article2433326.eceBrands that have been punkdhttp://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-mediaSocial + IT= FAIL Gartner predicts 70 per cent of IT–dominated social mediainitiatives will fail by 2012 http://technologyspectator.com.au/emerging-tech/cloud-computing/all-aboard-enterprise-social-mediaSocial Business Readiness: How Advanced Companies Prepare Internallyhttp://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare
  23. 23. Demonstrate SuccessEmpower Centralize Localize

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