Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...
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Simmons Leadership Conf - Charlene Li
- Winning in a World Transformed by Social Media Charlene Li, Founder & Analyst, Altimeter Group @charleneli | charlene@altimetergroup.com April 2, 2013 | Simmons Leadership Conference
- 2
- Social is About RELATIONSHIPS Not Technology
- STRATEGY ORGANIZATION PREPARE © 2011 Altimeter Group
- Why Most Social Strategies Fail No Clear Business Impact
- Strategy Requires Planning
- Six Phases of Social Business Maturity
- 1 Planning “Listen to Learn” 8
- Red Cross monitors social channels during disasters to direct relief efforts During disasters, the Red Cross is able to find out about specific incidents, spot trends, and anticipate public needs. Red Cross representatives can use the command center to quickly match disaster victims with aid relief. 9
- 2 Presence “Stake Our Claim.” 10
- Shell Tracks Reputation Impact…Daily
- Have The Courage to Take the Leap © 2011 Altimeter Group
- 3 Engagement “Dialog Deepens Relationships” 13
- 14 Develop 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
- 4 Formalized “Organize For Scale” 15
- Ebay’s Global CoE coordinates across functions, 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: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay
- 5 Strategic “Become a Social Business” 17
- Sephora integrates social + digital in communities as well as in stores. Goal: Understand their “superfans” customer spending who spend 10X. average customer 2.5x community user superfan 10x
- 6 Transformation “Business is social.” 19
- 20 ARAMARK must contend with separate businesses and differing goals and objectives ARAMARK’s challenges: 1. Over 255K employees 2. Organized into separate businesses by industry 3. 1000s of client locations 4. Different client goals and objectives 5. Ingredient brand
- 21 It’s equipped and enabled over 400+ locations to manage social media – within parameters Rebranded for social engagement, around voice, purpose, and image. Previously siloed, now creating new processes that result in improved customer satisfaction and sales across the value chain
- STRATEGY ORGANIZATION PREPARE © 2011 Altimeter Group
- (re)Organize Marketing for Agility and Resilience Rigid Organizations Adaptive Organizations
- Success Factors of A Social Business
- Strategy is What You Decide To Do And What You Decide NOT To Do
- Social Business Initiatives Framework • Learn: What can be learned from customers and community Dialog • Dialog: The nature of our interactions with customers Advocate • Advocate: How to build advocacy among customers Learn and community Support • Support: How to provide support via social channels • Innovate: Using customer and Innovate community to drive innovation
- Plan out what will happen over time Year One Year Two Year Three MONTHS 1-6 MONTHS 7-12 MONTHS 1-6 MONTHS 7-12 MONTHS 1-6 MONTHS 7-12
- Example: Social Business Initiatives, organized 28 by Goals into a 3 Year Roadmap Now – 6 6-12 12-18 18-24 24-30 30-36 Category Initiative months months months months months months Create greater loyalty to drive sales Advocate Initiative Support Initiative Advocate Initiative Advocate Initiative Advocate Initiative Increase share in SMB market Learn Initiative Dialog Initiative Dialog Initiative Advocate Initiative Create four new products Innovate Initiative Innovate Initiative Learn Initiative Reduce customer service costs Learn Initiative Dialog Initiative Support Initiative Support Initiative Support Initiative
- Most companies organize as Hub & Spoke, but are moving toward Multiple Hub & Spoke 9.4% 29.1% 35.4% 23.6% 2.4%
- 30 Create Discipline In Engagement Source: “H&R Block’s Response Process” David Armano, Edelman 2010
- Social Media Training is About Developing Judgment -- and the Confidence to Use It What you What you Judgment is needed in between should do shouldn’t do
- STRATEGY ORGANIZATION PREPARE © 2011 Altimeter Group
- #1 Align Executives With Clear Business Goals
- #2 Ask the Right Questions 34 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
- 35 #3 Create a Culture of Sharing
- 36 #4 Master the Art of Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart” © 2011 Altimeter Group
- #5 Determine Your Personal Social Strategy
- Warrior engages colleagues and friends through both work…
- 39 …and personal passions
- Social is About RELATIONSHIPS Not Technology
- © 2012 Altimeter Group
