Pascal Hary - Oracle - HUBFORUM Paris 2013


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Panel : Social Trends 2014
Intervenant : Pascal Hary - Directeur du Développement des Ventes eXperience Client & Social Europe - Oracle

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  • Consumers continue to spend more time on social networks than on any other category of sites—roughly 20 percent of their total time online via personal computer (PC), and 30 percent of total time online via mobile. (Nielsen)
  • The world’s best brands aren’t built on clicks. They are built by creating meaningful relationships with real people. So don’t stop at like. Go for love.
    Social is no longer simply about amassing fans and followers;
    it’s about cultivating engagement among your social relationships;
    creating trust and value; and hopefully developing brand ambassadors that are freely liking,
    sharing, commenting and spreading “love” for your brand or organization.
    It’s really uniqueness of social when done right – creating real, two-way relationships.
  • This takes time! Takes resources!
    Don’t go for the “sale” in the first interactions
    (hard for companies worrying about shareholder value)
    Business decision makers have more access information to make buying decisions, more interaction with peers and influencers on social media, less need for info straight from vendors “trying to sell me something” and less reliance on salespeople because they have “done their homework” and come prepared
  • Looking at the consumer this way – as not a funnel but connected, ongoing communications – can deliver some powerful results, especially where social is considered. Why is it important to strive to build your brand and hopefully brand ambassadors? 90% of all purchases are subject to social influence, according to Social Annex as well as Nielsen. 90%. And consider these stats, too:
    Cambridge Group (2013): Study called ‘Engaging your Super Consumers.”
    These ‘Super Consumers’ drive 50% of the profit in most categories. They are often the smartest, most engaged and articulate consumers in the category.  
    Today’s reality suggests that it’s 10% of your consumers that really matter. 
    Starwood Preferred Guest: Rebecca McCullough (Loyalty Marketing @ Starwood): "A guest tweeted that he took the coffee from his room because he loved it so much. So for his next stay, we covered his room in coffee packets. He tweeted back, 'What would you do if I said I wanted an iPad?'“ Personalized, loyal consumer interaction – talk about generating brand loyalty and respect!
  • So Petco is a brand that certainly knows a thing or two about building their brand on social and generate millions of passionate brand ambassadors
    Petco has created a vibrant and passionate social community doing all the right things – using the right technology, listening, learning, sharing, engaging, empowering – and, of course, creating incredibly content that really connects.
  • So let’s talk about these social fans and followers… Discuss not only #s but the passionate people behind them.
    FB : 2.3 Million Fans - Twitter : 82k+ Followers – Youtube : 4 Million Views
    FB : Facebook fans grew 1,315% from July 2011 (175k)
    Twitter : Added 68K Twitter followers from July 2011 (14k)
    YouTube views skyrocketed 1,951% from July 2011 (205K)
    Director of Social Media & Commerce + Community Manager + Content Strategist + Campaigns Manager + Digital Producer
    + Patners (Agency Partners + Internal Cross-Functional Partners + Resellers)
    Contenu est important : 30 facebook posts a week, up to 100 tweets a week or more, 2 blogs a week and 2 videos a month.
    Toute bonne conversation commence par une bonne écoute : We’re taking that data to better understand, engage and create relationships with our customers—truly targeting. Putting our customers at the center of everything we do.
  • Today we are starting to see a shift in social… Companies are moving from merely using social as a broadcasting channel to really listening, learning and engaging in order to cultivate relationships. Social’s power lies in the ability to develop customer relationships – a two-way communication channel…no more one-way communications. It’s a crucial shift in how we listen, learn, adapt and engage with our customers—forever!
  • Social’s power is that influences and powers so many different aspects of the enterprise—internally and externally—especially the coveted “Customer Experience”. An Oracle global survey of 1,300 senior-level executives from 18 countries in North America, Europe, Asia Pacific and Latin America yields new insights on the challenges, strategies and lessons learned for succeeding in the customer experience (CX) era. One interesting insight: “91% wish to be considered a customer experience leader in their industry and They really consider Social Strategy as an essential part of it”.
  • Increasing Sales
    Improve marketing Efficiency
    Building Brand Affinity
    Damage control / Real time
  • Increasing Sales
    Improve marketing Efficiency
    Building Brand Affinity
    Damage control / Real time
  • Most companies have seen the benefits of “external” social media and are beginning to apply those principals and insights “internally” and across the enterprise. Today customers expect a seamless brand experience across every touch point – they don’t expect ‘siloed’ and different experiences. More than ever it’s vital to remember: Customers don’t do business with your org chart, they do business with your brand.
    Social’s benefits—insights, interactions, engagements—should be extended across the enterprise to touch all consumer interactions – marketing, service, commerce, selling, HR and more.
    Successful companies are moving from “siloed” social approaches to holistic approaches. We are moving from just “social marketing” to “social business”. Customers expect a seamless brand experience.
    Cutting-edge businesses are moving from merely using social channels as a broadcasting platforms to really listening and monitoring to better understand, target and create value with customers. This shift is helping other business units see social’s powerful data insights.
  • Here are customers using SRM.
    We work with customers across all industries – whether it’s consumer packaged goods, media, quick serve restaurants, technology, financial, resort/hotel, beverage, or retail.
    SRM will work with your company in your industry.
    Your customers are on social, your customers are talking about you on social, and we have a product that will help you manage your relationship with customers on social.
  • World leader in spirit and wine - How to “Think Global and Act Local” in branding strategy
    350 users dans 45 équipes - 310 social streams (253 pages FB, 46 comptes TW, 2 comptes G+, 10 canaux Youtube)
    Près de 400 onglets FB réalisés, plus de 13 000 posts publiés
    Plus de 9,3 millions de fans sur 25 de leurs principales pages pages FB - Plus de 127 000 followers sur 25 de leurs principaux comptes TW
    Quickly and easily address challenges for 36 Brands in more than 50 Markets
    IIncreased engagement on more than 400 Social properties (global and local pages, specific events pages, distilleries)
    8.1+ Million fans monitored via Oracle Social CX Analytics (70+% of total Pernod Ricard Fans))
    At first glance, Pernod’s desire to have brands take a global approach whilst also being regionalized, appears contradictory. But what they mean is they want global consistency, a global strategy, the benefits of aggregating users, yet they also want content to relate to each user according to their specific location. Cunningham says their mantra is “think global, act local”. Some may say that Pernod want to eat the proverbial cake.
    Yet this approach makes a lot of sense. As a user I may want to experience the global brand that is Champagne Perrier-Jouët, but also want to hear about what they are doing in the UK. As a business, it makes even more sense. It is suggested that pages delivering content specific to a user’s locality get 36% higher engagement than a single global page. Also, by having only one FB Page for a brand, the brand aggregates fans, creating momentum and making it much easier to find in a search. As an example, imagine if a brand was to have a separate FB Page for 20 different regions (think Perrier-Jouët US, Perrier-Jouët UK, Perrier-Jouët Germany, Perrier-Jouët Australia, etc). Each Page might have 2,000 fans and, when a user searched for the brand, they’d see 20 different pages to choose from. Compare this to a single brand Page for Perrier-Jouët which would centralise the 40,000 fans and return a clear, single page to follow in a search.
    Unfortunately, a single global Page usually means losing that local feeling. To avoid this, Pernod Ricard chose Vitrue to power their social media. Their software allows a brand like Perrier-Jouët to deliver global content AND some local content too. What many of the Pernod Ricard brands use is a single global Page, but with geo-targeted content on top. This means, as Cunningham explained, that “in markets where they have sufficient resource, the region takes control; where they don’t have sufficient resource, it will default to the global page.” So, for example, UK users will usually see the global content for Perrier-Jouët but, in the summer, they may receive UK-specific content to promote the brand in association with certain events. Then, once summer’s over, it reverts back to the global content without the users ever knowing this is going on. I’m sure the London-based software company isn’t the only creator of such software, but it’s certainly not a standard offering from the providers I’ve looked at recently.
  • McDonald’s is one of the world’s leading food service retailers
    33,000 restaurants in over 119 countries, they serve 68 million people daily.
    To effectively manage a globally franchised brand and centralize the marketing message while maintaining community management locally
    Using Oracle Social Marketing McDonald’s was able to have a single corporate Page while allowing market managers to engage fans in their local markets.
    Oracle Social Marketing put the power in the local marketers’ hands to customize content for their segment based on zip code.
    Oracle Social Marketing includes over 50 modules, allows McDonald’s to fully customize the fan experience.
    « McDonald's is a very unique account for us. They are a legacy Vitrue client, and they currently are still on legacy pricing and the legacy structure. They are not on a "per user" pricing model. They use our platform for their North America Facebook page - They leverage our platform to give their COOP markets across the US a social presence on Facebook through their "Local" tab here: Each Franchise group here in the states is part of a COOP, and each COOP has a local agency representing them who will build content for their Facebook tab. "Freedom" is relatively limited right now…the COOPs can only build tabs. We're working on an expansion to allow for these COOPs to be able to publish to their FB channels which would extend our platform to over 14K Facebook places pages.
    OMD owns our contract with McD's. DDB manages their Facebook presence for McD's through our platform.”
  • Microsoft had 40-plus Facebook pages around the world for its Windows product.
    It seemed like every market was creating their own Facebook page.
    Each page had a different navigation, calls-to-action, brand images and messaging, so their Facebook experience was wildly inconsistent with customers.
    So Microsoft used our Social Marketing product to combine all these Facebook pages into one.
    Corporate marketing created a master template to control the look and feel of the pages, but the template had edible areas for local content owners to contribute to their respective pages.
    Microsoft was able to achieve brand consistency and scale using Oracle Social Marketing Cloud Service.
    This page now attracts 9 million visitors across 49 countries.
    All these visitors have a consistent brand experience wherever they visit.
    And these visitors receive content customized for their geography, age, and occupation – creating a more personalized experience.
    Since we have analytics built into this product, Microsoft is able to track their ROI in social media.
    In 6 months, Microsoft attracted. 710 million impressions to the page, which is equivalent to $33M USD of television advertising
    So Microsoft’s investment in Oracle really paid off.
    Had c. 2m fans when we started; now, approaching 15m. 
    Our platform played a key role in launch of Windows 8
  • Build a Multi-talented Team: Not just “marketing” people anymore; your social team should have strong writing and content-creation skills, creativity, curiosity, and a digital/technical knowledge. Today’s marketing department looks much different than even just five years ago.
    Right Technology is Essential: Moving from disconnected ‘point solutions’ to a complete, unified and integrated technology – especially as social spreads across the enterprise
    Content is Indeed King: Brands live and die by the content they produce across their social communities.
    Real-time Response & Relevance: Tied closely to content, of course, is the real-time nature of social and how to capitalize on that whether that’s responding to a customer complaint or piggy-backing content off a big event, real-time and relevance matters.
    Listen & Learn: The old saying goes, “Every good conversation starts with good listening” – that’s show true on social. A great listening tool can help you understand your customer better; respond more efficiently; provide better service; create better content; get a leg up on the competition; develop better products and so much more.
    Be Authentic & Open: We’ve heard this often but it’s so true. You must have your authentic, open and honest brand voice on social. Always.
    Recognize & Reward: Whether you call it “Recognize & Reward” or “Surprise & Delight” just make sure you let your customers know they matter, your are listening, and you appreciate them. Go the extra mile. Incentivize your fans to be your brand ambassadors – share and engage.
    Empower Employees: Your employees can be some of your most powerful and influential ‘brand ambassadors”. We talk a lot about customers as ambassadors, and of course that’s key, but don’t forget to empower your employees. And that starts with a social corporate culture that encourages participation and doesn’t throw down rigid, strict “social rules”. Of course every organization must have social ‘guidance’ for employees but don’t make it not fun.
    Keep Innovating: Technology today moves at a lightning quick pace with new data, tools, and platforms popping up every day. Keep abreast and alert. Embrace innovation and change. Be an industry news junkie. And learn from others in the space. Find out what other brands are doing that works – and doesn’t work. Never stop learning.
    Share the Social Wealth: Extend social across the enterprise. Whether it’s for service, commerce, product development or marketing, social data and channels should be woven across departments and throughout every consumer touch point. Be the champion that helps create a social business!
  • Maesrk : World’s largest shipping company
    Pure play B2B organisation
    25,000 Employees
    150 Countries; 325 Offices
    2.5 million containers shipped
    Average score for ten latest FB post (in June) : Lego 1er et Maersk 2nd
    Etre plus proche des clients : Passer du client Me, Here, Now à la culture du WE
    2012 Nommée entreprise la
    plus influente Online de l’industrie
    Des 100aines de leads suite à #wintermaersk campagne sur Twitter
    Augmentation de l’ efficacité
    du marketing, service client et vendeurs
  • Pascal Hary - Oracle - HUBFORUM Paris 2013

    1. 1. 1Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    2. 2. Going from Likes to Love: Unlocking the Power of Social Pascal Hary Customer eXperience & Social Sales Development Director 2Copyright © 2013, Oracle and/or its affiliates. All rights reserved. @PascalHary
    3. 3. Sure… We know thatSocial Media is Popular Sure….we All Know Customer is now in Control is changing Customer Behavior can be reached by Social Networks 82% of the world’s population 3Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    4. 4. Like Can Never Replace Love  Don’t just collect large numbers of Likes go for Love  Like can be just for once – Love is (usually) for longer 
    5. 5. BUT at the end…Social Media is People & Customer Relationships Don’t Try to Propose on the First Date 5Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    6. 6. You need to build Relationships and Trust of all purchases are subject to social influence
    7. 7. Social Brand Building & Ambassadors 7Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    8. 8. 8Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    9. 9. Social is Everywhere and Anytime  Push is not good if it is done alone Broadcasting Listening & Engaging Relationships
    10. 10. You need to have a Social Governance 10Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    11. 11. You need some Social Control / Monitoring 11Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    12. 12. To Become a … 12Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    13. 13. Social Enterprise – Remove Silos & Create Bridges 13Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    14. 14. 14Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    15. 15. 15Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    16. 16. 14.174 Likes 5.594 shares Viral Reach Above 1 million 8.378 users to e-shop Revenue: $10.136 Investment: 15 minutes of work
    17. 17. Oracle Social Cloud Only Unified, Comprehensive & Integrated Social Solution Social Marketing Social Engagement & Monitoring Social Network Social Data $500M Social Acquisitions +$4B / Year in R&D 18Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    18. 18. Social Enterprise – Remove Silos & Create Bridges Social Marketing Social Customer Service Social HR Social Selling Social Commerce Social Networking & Collaboration Social essential to Oracle Customer eXperience Strategy
    19. 19. 20Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    20. 20. Think Global and Act Local 350 Users in 45 Teams - 36 Brands in more than 50 Markets 253 FB pages (9M fans) & 46 Twitter Accounts 21Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    21. 21. Geotargeting & Personalization Previously had +40 FB Pages around the world Now one single FB page with Local editing capabilities / +100 Users +9M visitors across 49 countries Personalized content based on their geography, age and occupation 23Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    22. 22. One of the largest brand pages on Facebook Number of Share is THE KPI due to the viral nature of YouTube Monitoring of Social Marketing Campaigns effectiveness Geotargeting of posts and user permission workflow 24Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    23. 23. Create and build connections and relationships Create and implement a true social strategy and team Right Technology is essential – no more social silos Social is everywhere/anytime & part of Customer eXperience 25Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    24. 24. Pascal Hary Customer eXperience & Social Sales Development Director 26Copyright © 2013, Oracle and/or its affiliates. All rights reserved. @PascalHary
    25. 25.  Site Web :  YouTube :  Blog :  Facebook :  Twitter :  Le coin business : Pascal Hary Customer eXperience & Social Sales Development Director @PascalHary