Charlene Li Presentation


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Charlene Li Presentation

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  • How much do you really know about me? If we are going to be in a relationship, then I expect that you’ve taken the time to get to know me before we even meet. Trust becomes a significant issue. Relationship between privacy and permission
  • ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
  • The SRR’s 45 points fall under the following categories:Customer ProfileMarket AnalysisAuditOrganizational ModelProcessesPoliciesRoad MapEducationCommunicationRolesStakeholdersMonitoringReporting
  • SolutionA self-contained online training module was selected as the ideal means for delivering training to North American employees. (PepsiCo recognized that this would limit presentation of the training to employees with access to the MyPepsiCo portal, but plans were set in motion to incorporate social media policy training into the annual face-to-face Code of Conduct training all of these employees receive.)The online module would contain a mix of text, graphics, audio and video, leveraging each based on its strengths, combining to offer a compelling and entertaining training module that employees could complete in no more than 45 minutes.The training concludes with a quiz that tests employees on their understanding of the issues presented in the training module. Upon successful completion of the quiz, employees are directed to an online survey where they are able to share their thoughts about the effectiveness of the training.Articulate, a Learning Management System (LMS)-compliant training software package, was selected as the platform for the training. Articulate is presented as a Flash element on a web page and requires no special add-ons or software (other than a web browser and Flash) for employees to use it.
  • Charlene Li Presentation

    1. 1. Creating A Coherent SocialBusiness StrategyCharlene Li, Founder & Analyst, Altimeter Group@charleneli | charlene@altimetergroup.comFebruary 7, 2013 | Expion Summit
    2. 2. 2
    3. 3. Social WillBe Like Air
    4. 4. FUTURE STRATEGY PREPARE© 2011 Altimeter Group
    5. 5. 5What do you really know about yourcustomers? 25-55 years old, married, kids, working, graduate degree, reads Real Simple & Wired
    6. 6. 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525
    7. 7. What Kind of Relationship Do YouWant? Short -term Long- term Transactional Two-way Occasional Constant Impersonal Authentic
    8. 8. Social Business Exists Across the Enterprise Sales Recruitment Performance Reviews Innovation Supply Chain
    9. 9. 9Social as Connective Tissue Provides ContextRigid Organizations Adaptive Organizations
    10. 10. FUTURE STRATEGY PREPARE© 2011 Altimeter Group
    11. 11. Why Most Social Strategies Fail No Clear Business Impact
    12. 12. Strategy Requires Planning
    13. 13. 6 Stages of Social Business Maturity 1. Planning 2. Presence Goals 3. Engagement Metrics Initiatives 4. Formalized Org & Resources 5. Strategic 6. Converged
    14. 14. 1 Planning “Listen to Learn”14
    15. 15. Planning: “Listen to Learn” Learn how customers use social channels.Typical Goals Prioritize strategic goals where social can have the most impact.Metrics Initiatives Organization and ResourcesMentions Listening / MonitoringSentiment Internal Audits Monitoring Platform Pilots Part-time Headcount Long-term Vision Agency Support
    16. 16. Red Cross monitors social channels duringdisasters to direct relief effortsDuring disasters, the Red Cross is able to find out about specificincidents, spot trends, and anticipate public needs. Red Crossrepresentatives can use the command center to quickly match disastervictims with aid relief.16
    17. 17. 17Conduct Internal and Competitive Audits Source: Altimeter Group
    18. 18. 2 Presence “Stake Our Claim.”18
    19. 19. Presence: “Stake Our Claim” Amplify existing marketing efforts.Typical Goals Encourage sharing.Metrics Initiatives Organization and ResourcesShare of Voice Social ContentFans, Followers, Shares Risk Management Dedicated Manager, PTBrand Metrics Training Content ManagementTraffic 4 Levels of Community Management
    20. 20. Shell Tracks Reputation Impact…Daily
    21. 21. Have The Courage to Take the Leap© 2011 Altimeter Group
    22. 22. 3 Engagement “Dialog Deepens Relationships”22
    23. 23. Engagement: “Dialog Deepens Relationships” Drive consideration to purchase.Typical Goals Provide direct support. Internal employee engagement.Metrics Initiatives Organization and ResourcesPath to Purchase. Campaigns  Long Term ProgramsLower Support Costs Social Strategist Social SupportCustomer Satisfaction. Small, dedicated team. Communities. SMMS 4 Levels of Community Management
    24. 24. 24Develop rules for engagement Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,” Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011
    25. 25. EnthusiasmLeads toUncoordinatedEfforts
    26. 26. 4 Formalized “Organize For Scale”26
    27. 27. Formalized: “Organize For Scale” Set governance for social.Typical Goals Create discipline & process. Strategic business goalsMetrics Initiatives Organization and ResourcesEfficient Process Create Center of Excellence.Link to Department Enterprise Social Network Staffing up CoEBusiness Goals & ROI Tech Investment 4 Levels of Community Management
    28. 28. 28Ebay’s Global CoE coordinates acrossfunctions, properties, and geographies • Responsible for social strategy • Alignment of roadmaps and plans • Analytics and reporting infrastructure • Monthly Social Media Council meetings, with knowledge sharing initiatives Source:
    29. 29. 29Kelly Services uses ESN to cultivate internalculture among its distributed workforce "We are trying to build an inside culture that encourages risk-taking and more innovation at the front lines. Its critical to enable people, at all levels, who have an interest on a topic to be able to communicate without going through a chain of command. Carl Camden CEO of Kelly Services
    30. 30. 5 Strategic “Become a Social Business”30
    31. 31. Strategic: “Become A Social Business” Scale across business units.Typical Goals Moves into HR, Sales, Finance, Supply Chain. C-Level coordination required.Metrics Initiatives Organization and ResourcesDept. Metrics SMMS to ScaleEnterprise Metrics like Net CoE Coordinates Hubs Social is part of planningPromoter Score, LTV process. Dedicated Spoke Headcount 4 Levels of Community Management
    32. 32. Sephoraintegrates social+ digital incommunities aswell as in stores. customer spendingGoal: average customerUnderstand their“superfans” who 2.5x community userspend 10X. 10x superfan32
    33. 33. 6 Converged “Business is social.”33
    34. 34. Transformation: “Business Is Social” Social drives transformation.Typical Goals Integrate deeply into all aspects the enterprise.Metrics Initiatives Organization and ResourcesDeep Analytics Redefine ProcessesPredictive Training Social is everyone’s responsibility One Strategy 4 Levels of Community Management
    35. 35. FUTURE STRATEGY PREPARE© 2011 Altimeter Group
    36. 36. #1 Align Executives With ClearBusiness Goals
    37. 37. #2 Ask the Right Questions 37 About Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express© 2011 Altimeter Group
    38. 38. 38# 3 Create a Culture of Sharing
    39. 39. 39#4 Develop Discipline and Process Source: “H&R Block’s Response Process” David Armano, Edelman 2010
    40. 40. 40 #5 Master the Art of Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart”© 2011 Altimeter Group
    41. 41. Social WillBe Like Air
    42. 42. © 2013 Altimeter Group