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Welcome to the real Business!Management, Utilization and Integrationof Social Media for Businesses
Agenda: Management, Utilization andIntegration of Social Media for Businesses  00        New Media – New Intelligence?  01...
Corporate Social Media ManagementLoop: Turning social media into actions                    Social Media Cockpit          ...
The true value of Social Media….Facebook makes the difference…there seem to be differentlikes, social graphs, ……          ...
Agenda: Management, Utilization andIntegration of Social Media for Businesses  00        New Media – New Intelligence?  01...
Corporate Social Media Management:Best Practices                 Social Media Marketing                      Social Media ...
Social Media Marketing/Recommendation Marketing
Analysis of product perception and qualityassessment by social swarm intelligenceSEITE 8   22.11.2011
iBVS TOP: Social Media Monitoring    KPIs                                                                                 ...
iBVS TOP: Social Media Monitoring Recommendations/ Product Quality Perception Score/ Social NPS                           ...
Turning data into insight and insightsinto actions       Recommendation KPI   Recommendation Share =            Positive O...
Social Media Monitoring beyond Share ofBuzz and Tonality                            Social NPS                       Brand...
Social Media Marketing triggered bycommunication events   Welcome when checked            Welcome of 100.000     in on fou...
Social Media Marketing Management Systems:Smart and active communication based onevents and triggers            Detection ...
Social Customer Serviceand Interaction
Corporate Social Media Management                                                Listen     Act                           ...
Social CRM@Deutsche Post/ DHLSocial Media MonitoringPAGE 18 28/09/2011
Social CRM@Deutsche Post/ DHLInteraction im Customer Service BIG Customer Care 2.0 mit dem BIG SCREEN FrameworkPAGE 19 28/...
Shit happens!PAGE 20 28/09/2011
Business Metrics for Social MediaCustomer Service       Inquiries                  Complains       # Inquiries received   ...
Social Media Issue and ReputationMonitoring and Measurement
Shitstorms – overhyped or realistic worst case scenario?   Emerging phenomenon                                           ...
Corporate Social Media Intelligence:Issue/ Early Warning Systems                 room for action                          ...
Reputation managementExcerpts B.I.G. Shitstorm study                                  Classical crisis cycle              ...
KPI comparison of the Shitstorm   KPI                                   Definition                                Wiesenho...
Der Fall Gutjahr – Reaktionen auf die Reports andSocial Media Goverance: Processes,Reaktionen derDP DHLGuidelines   Standa...
Agenda: Management, Utilization andIntegration of Social Media for Businesses  00        New Media – New Intelligence?  01...
Social Media Excellence Club – Powered by B.I.G.http://www.social-media-excellence.com    Participating Companies         ...
Social Media Maturity Model: A systematic approachto developing successful Social Media ManagementWeb 2.0                 ...
Social Media Maturity Model:Degree of maturity and phase models                     No dedicated Social Media strategy    ...
Social Media Readiness and Maturity:                       Assessment and benchmark based on internal                     ...
Agenda: Management, Utilization andIntegration of Social Media for Businesses  00        New Media – New Intelligence?  01...
The data privacy debate – itdepends on the perspective!SEITE 35 22.11.2011
For feedback and furtherinformation:            Prof. Dr. Peter Gentsch            Founder & CEO            Business Intel...
Digital Media Excellence –Empowering Companies for digital leadership!                                dmEX –              ...
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Peter Gentsch - Welcome to the real business: Management, Utilization and Integration of Social Media for business

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Depending on their maturity level and the desired social media impact, companieshave to manage digital media professionally in order to unleash their socialvalue. That implies the integration of social media into business processes andinfrastructures. Social media intelligence and social media governance become keydrivers for digital excellence and leadership. This process can be supported by theSocial Media Excellence Model that provides measurements and metrics as well asindustry benchmarks.

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Peter Gentsch - Welcome to the real business: Management, Utilization and Integration of Social Media for business

  1. 1. Welcome to the real Business!Management, Utilization and Integrationof Social Media for Businesses
  2. 2. Agenda: Management, Utilization andIntegration of Social Media for Businesses 00 New Media – New Intelligence? 01 Corporate Social Media Management - Best Practices 02 SM3 Model: Roadmap and Social Media Maturity Model 03 Summary & OutlookSEITE 2 22.11.2011
  3. 3. Corporate Social Media ManagementLoop: Turning social media into actions Social Media Cockpit Listen Influencer 1:1 Objective Setting Trends Preferences Insights Products …. Social Media Scorecard Act Analyze Influencer Marketing Intervention Social Commerce Service Interaction Seeding Testing CampaigningPAGE 3 28/09/2011
  4. 4. The true value of Social Media….Facebook makes the difference…there seem to be differentlikes, social graphs, …… Person 1 Person 2  Born 1948; grew up in  Born 1948; grew up in England England  Married the second time  Married the second time  2 children  2 children  successful in business  successful in business  Wealthy  Wealthy  Spend their winter  Spend their winter holidays in the Alps holidays in the Alps  Likes dogs  Likes dogs Prince Charles Ozzy OsbourneSEITE 4 4
  5. 5. Agenda: Management, Utilization andIntegration of Social Media for Businesses 00 New Media – New Intelligence? 01 Corporate Social Media Management - Best Practices 02 SM3 Model: Roadmap and Social Media Maturity Model 03 Summary & OutlookSEITE 5 22.11.2011
  6. 6. Corporate Social Media Management:Best Practices Social Media Marketing Social Media Service Social Media Issue & Reputation ManagementPAGE 6 28/09/2011
  7. 7. Social Media Marketing/Recommendation Marketing
  8. 8. Analysis of product perception and qualityassessment by social swarm intelligenceSEITE 8 22.11.2011
  9. 9. iBVS TOP: Social Media Monitoring KPIs With RQ(s): Relevance of sources n: number of sources s: source KPI Description Formula n R ( s) mean ratings( Bosch ) Q s 1 mean ratings( Bosch Competitors ) RQPproduct group n n (positive + neutral entries (Bosch)) mean ratings( Bosch ) Positive & Neutral How often is my brand/ my RQRQ) s ) (s ( Brand Share products mentioned in a positive s 1s 1 mean entries ((Bosch+Competitors) s ) total ratings Bosch Competitor RQPproduct group n or at least neutral way? PNBS= n mean ratings( Bosch )RQ ( s ) ( screening of all relevant sources) RQ ( s ) s 1 s 1 mean ratings( Bosch Competitors ) RQPproduct Net Promotor Score group n n mean RRecommendation entries (Bosch) ratings( Bosch ) Q ( s) “Likelihood to recommend“ RQ ( s ) mean ratings( Bosch Competitors ) s 1 RQPproduct group s 1 Social NPS= n - ( screening of all relevant sources) R Distracters Bosch ) (Bosch) entries n meanQ ( s ) ratings( RQ ( s ) s 1 s 1 mean ratings( Bosch Competitors ) RQP Recommendation How often is my brand/ my product group n n recommendations((Bosch) mean ratings Bosch ) Share products recommended for RQRQ) s ) total recos (Bosch+Competitors) (s ( s 1s 1 mean ratings( Bosch Competitors ) purchase? RQPproduct group n RS= ( screening of all relevant sources) RQ ( s ) n mean ratings( Bosch )1 s RQ ( s ) s 1 mean ratings( Bosch Competitors ) Product Quality How often is my brand/RQPproduct group my n n mean-ratings (Bosch) mean ratings( Bosch ) Perception Share products perceived as positive at RQRQ) s ) (s ( the POS? mean-ratings (Bosch+Competitors) mean ratings( Bosch Competitors ) PQPSproduct-group s s 1 RQPproduct group = 1 n (e.g. Amazon, other portals for product assessment) RQ ( s ) s 1 Power Tools 00 Strictly PT/MKR | 20/10/2011 PT/MKR | 22/11/2011 | ©2011. All rights GmbH 2011. All rights reserved, also regarding any disposal, confidential | PT/MK, | © Robert Bosch GmbH Robert Bosch reserved, also regarding any exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights. property rights. disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial
  10. 10. iBVS TOP: Social Media Monitoring Recommendations/ Product Quality Perception Score/ Social NPS Bosch Black&Decke Kumuliert DE Gesamt Total Bosch PT Bosch Bosch green Bosch blue green Skil Dremel Ryobi Metabo Makita DeWalt Black&Decker r Amount Anzahl Bewertungen Recommendations 290 398 52 160 69 69 39 1 10 1 29 68 13 8 Shares on Anteil an 100% 100% 18% 40% 24% 17% 13% 10 % 0,3% <1% 3% 0,3% <1% 10% 7% 23% 17% 4% 3% 3% 1% Recommendations Gesamtbewertungen Recommendations Marktanteil in % * without 1-2-do.com 66,3% 271 34,8%** 46 19,8% 68 15,0% 31 1,1% 1 1,0% 10 0,5% 1 0,5% 26 14,3% 68 4,1% 12 2,2% 8 and Bob Community Shares on Recommendations 100% 17% 25% 11% 0,4% 4% 0,4% 10% 25% 4% 3% (without 1-2-do.com and Bob Community) Market Share in % * 66,3% - 20% 15% 1% 1% 0,5% 0,5% 14% 4% 2% US Total Bosch PT Skil Dremel Ryobi Makita DeWalt Black&Decker Amount Recommendations 950 151 30 183 42 145 210 189 Shares on 100% 16% 3% 19% 4% 15% 22% 20% Recommendations Market Share in % * 58% - 3% 4% 14% 8% 19% 10% * Shares in whole market, not only competitors noticed in monitoring Power Tools100 Strictly confidential | PT/MK, PT/MKR | 22/11/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
  11. 11. Turning data into insight and insightsinto actions Recommendation KPI Recommendation Share = Positive Own Brand Mentions made by Opinion Leaders e.g. Bosch > Makita (weighted per source relevance) Positive Mentions of all brands made by Opinion Leaders 0,4 > 0,3 Action Standard Reality Check Target: Increase Recommendation Compare If own share smaller than share of main Awareness competitors and underperforming - = own share smaller Share with according to actual market position: share of main actual Take measures: competitors Market Position: e.g. Am I Under- - Identification of power poster & = own share bigger or Over- recommendation relevant topics! + share of main Performing? - Get in contact with opinion leaders! competitors
  12. 12. Social Media Monitoring beyond Share ofBuzz and Tonality Social NPS Brand Perception Index Product Quality IndexSEITE 13 22.11.2011
  13. 13. Social Media Marketing triggered bycommunication events Welcome when checked Welcome of 100.000 in on fourthsquare Facebook Fan User retention post when user “unlikes” Thank you post for brand ambassador Welcome/ Congratulation Post Thank you becoming a “Fan”SEITE 14 22.11.2011
  14. 14. Social Media Marketing Management Systems:Smart and active communication based onevents and triggers Detection of communication events Definition of events  Action of users – Retweets – Likes, Shares – App usage …  Crossing a KPI threshold – Channel KPIs – Authors KPIs – Buzz KPI – Sentiment  combinationSEITE 15 23.04.2012
  15. 15. Social Customer Serviceand Interaction
  16. 16. Corporate Social Media Management Listen Act AnalyzeB.I.G. Picture | Berlin | 30th September 2011 Deutsche Post DHL | Page 17
  17. 17. Social CRM@Deutsche Post/ DHLSocial Media MonitoringPAGE 18 28/09/2011
  18. 18. Social CRM@Deutsche Post/ DHLInteraction im Customer Service BIG Customer Care 2.0 mit dem BIG SCREEN FrameworkPAGE 19 28/09/2011
  19. 19. Shit happens!PAGE 20 28/09/2011
  20. 20. Business Metrics for Social MediaCustomer Service Inquiries Complains # Inquiries received # Complains received Customer # Inquiries answered # Complains resolved Service # Leads generated out of # Leads generated out of answered inquiries resolved complains # sales done out of the # sales done out of the Sales triggered leads stemmed triggered leads stemmed from inquiries from complains Reach of inquiries Reach of complains Marketing Findability of inquiries Findability of complainsPAGE 21 11.07.2012
  21. 21. Social Media Issue and ReputationMonitoring and Measurement
  22. 22. Shitstorms – overhyped or realistic worst case scenario?  Emerging phenomenon Daimler ergo Nestle United Airlines British Airways Apple WalMart JambaKFC2004 2005 2006 2007 2008 2009 2010 2011 2012
  23. 23. Corporate Social Media Intelligence:Issue/ Early Warning Systems room for action Early Warning Indicator Issue Likelihood Index Virality IndexSEITE 24 11.07.2012
  24. 24. Reputation managementExcerpts B.I.G. Shitstorm study Classical crisis cycle Example of the acute phasePAGE 25 11.07.2012
  25. 25. KPI comparison of the Shitstorm KPI Definition Wiesenhof Ergo Deutsche Deutsche Bahn - ICE Post - E- Postbrief Number of storm days1 Emerging entries via normal Buzz, 10 39 30 32 however less than at peaks Number of peak days2 Days with extreme Buzz 6 17 7 10 appearances Peak timeframe3 Duration in days from the first to last 18 79 64 71 peak Source increase Percentage increase in the number (in comparison with pre-phase) KPI patterns reveal early -24% +264% of sources where the business is +92% -42% named Author increase warning indicators! Percentage increase in the number1.853% +153% +136% +8% (in comparison with pre-phase) of users commenting above average User-Participation-Rate4 Activation of the user mass media (on the most important press / news report generator to distribute and platforms) 0,05 0,17 0,10 0,58 comment (0 minimum activation up to 1 maximum activation) Sentiment development5 Tonality changes based on the -0,08 -0,02 -0,15 +0,01 (in comparison with pre-phase) normal value Definition of critical virality KPIs which permit an early estimation. (e.g. increase in websites, increase in authors, posts in the first 2 hours, tonality in the first 2 hours, etc.)PAGE 26 11.07.2012
  26. 26. Der Fall Gutjahr – Reaktionen auf die Reports andSocial Media Goverance: Processes,Reaktionen derDP DHLGuidelines Standardized Process
  27. 27. Agenda: Management, Utilization andIntegration of Social Media for Businesses 00 New Media – New Intelligence? 01 Corporate Social Media Management - Best Practices 02 SM3 Model: Roadmap and Social Media Maturity Model 03 Summary & OutlookSEITE 28 22.11.2011
  28. 28. Social Media Excellence Club – Powered by B.I.G.http://www.social-media-excellence.com Participating Companies  Quarterly meetings since 2010 for corporate users about the main topics of Social Media  Goals: exchange of experience/ optimisation of the use of social media applications in companies  Creating joint solutions for critical issues and key challenges  Exclusive and confidential exchange of information  Participating companies include German and international Blue Chips „Great event, highly interesting „The format was just great!“„Today, I attended one of the best discussions and people. Thank youconferences ever: the meeting of the B.I.G. for the invitation.“Social Media Excellence Initiative“ Mirko Lange, Talkabout Emily Coley, E-Plus Corinna Conradi, Deutsche Bank 29
  29. 29. Social Media Maturity Model: A systematic approachto developing successful Social Media ManagementWeb 2.0 Integrated BusinessEnterprise 2.0 reactive active interactive adaptive Explorer Optimizer Enabler Champion $ tactical strategic Business Impact Investments Customer Centricity …… SEITE 30 11.07.2012 Viessmann WS1
  30. 30. Social Media Maturity Model:Degree of maturity and phase models No dedicated Social Media strategy Social Media strategy for individual Area holistic; goals exist; Social Company holistic: uses and goals are areas; strategies are communicated Media as an enabler for stronger integrated into business less; Social Media is operated in market oriented business design / planning, Social Media as an enabler isolation management; strategy is for new business models; communicated in a targeted way strategically wide communication Fundamentally (event driven) single Sales based on the strategy; content Efficiency of implementation is Fast feedback system between actions with other media is exchanges; tools implemented Systematic as-it-is analysis checked; fast reaction to new specifications, systematic implementation of IT tools & content strategy and implementation for rapid adjustment, integrated CMS with integrated Social Media through dynamic qustionaire sharing Improvised tasks and responsibilities; Individual employees assume Social Area holistic agreement of Company-wide and independent no matched technical areas.. No Media activities (other responsibilities, dedicated Social Media Organization; clear match with legal. channels), training offered. First personnel, areas & budgets; integration into performance meetings with legal. guidelines /mandatory trainings management. Dedicated legal implemented. Dedicated legal concept (with certification). concept. No monitoring system; possibly Professional monitoring system for Real time monitoring, campaigns and Systematic use of results for the different freeware tools used continuous monitoring competitor monitoring; integration business; integration with other (uncontrolled tool selection) with a focus on issue and brand with other applications systems tracking No analysis, no reporting Simple reports and analyses for Reporting is differentiated according Integrated scorecard reports; technical departments to stakeholders; expanded business predictive Social Media Analytics; characteristics; integration of KPIs Real time Analysis / Reporting; into business scorecards; Social systematic use of Social Media Media scorecard; expanded analysis results for business decisions Individual, non matched interactions Professional, tool supported Professional, tool supported Expansion of long tail; global (fragmentation) interaction concentrated on customer interaction into other areas and interaction concept; automation of service (Twitter and Facebook); channels; proactive interaction the interaction passive interactionPAGE 31 11.07.2012
  31. 31. Social Media Readiness and Maturity: Assessment and benchmark based on internal and external perspective Model Champion Computer Social Media MaturityEnabler (SM3)Internal perspective Retail Utility You? Optimizer ? Automotive Insurance Explorer Social Media Monitoring & Measurement (Basement Measurement) Low Medium High External perspective SEITE 32 7/11/2012
  32. 32. Agenda: Management, Utilization andIntegration of Social Media for Businesses 00 New Media – New Intelligence? 01 Corporate Social Media Management - Best Practices 02 SM3 Model: Roadmap and Social Media Maturity Model 03 Summary & OutlookSEITE 33 22.11.2011
  33. 33. The data privacy debate – itdepends on the perspective!SEITE 35 22.11.2011
  34. 34. For feedback and furtherinformation: Prof. Dr. Peter Gentsch Founder & CEO Business Intelligence Group GmbH Charlottenstr. 24 10117 Berlin +49 (0) 30 896 778 87 0 +49 (0) 177 453 453 0 www.intelligence-group.com gentsch@intelligence-group.com
  35. 35. Digital Media Excellence –Empowering Companies for digital leadership! dmEX – Best of Breed Network Research- Akademie Working- Summit Labs Labs & mehrSEITE 37 11.07.2012

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