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Social Media at ScaleMarije GastThe Social ConferenceFebruary 14th Amsterdam
Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.   2
Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.   3
Download all PoV’s via our new Accenture Interactive iPad appCopyright © 2013 Accenture. All rights reserved. Accenture Co...
Download all PoV’s via our new Accenture Interactive iPad appCopyright © 2013 Accenture. All rights reserved. Accenture Co...
Engage             Optimise                                                                Listen                Plan     ...
ScaleCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.           7
Social is not marketing-only anymore                                                                                      ...
Social brand = Social enterpriseSource: Chess Media GroupCopyright © 2013 Accenture. All rights reserved. Accenture Confid...
Components of Social media at scale•    Channels•    Content•    Monitoring & Insights•    Webcare•    PR•    Collaboratio...
ChannelsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.              11
Over 65                     country versions living on the same Facebook page1 fan count, 1 timeline, localized contentCop...
Multiple Facebook pages to express the unique identityLocal pages and local fans for 100+ upscale hotels & resortsCopyrigh...
Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.   14
ContentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.             15
1 Content strategy“Liquid & Linked” serving all channelsCopyright © 2013 Accenture. All rights reserved. Accenture Confide...
Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.   17
Source:numan2chicago.blogspot.comCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.   18
Monitoring & InsightsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.                 ...
SMM                                                                             9                6Monitoring of user      ...
SMM                                                                                       Business             Value      ...
Monitoring methodology                                   Wide Lens                                               Narrow Le...
WebcareCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.             23
PRPhoto: Mu-43.comCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.        24
Trusted advisorTraditional                                                                            Social              ...
Key questions 1      Relationships                               Who communicates with whom? 2      Communities           ...
Penetration of new products and servicesTraditional                                                                       ...
Customer retentionTraditional                                                                            Social           ...
CollaborationCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.                   29
RecruitmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.                 30
1. Define                                                       Generate                                     Source       ...
Social media at scale key take aways•    Organize and keep organized•    One overarching content strategy supported by sha...
Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information.   33
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Social at scale@tsc13

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Social at scale@tsc13

  1. 1. Social Media at ScaleMarije GastThe Social ConferenceFebruary 14th Amsterdam
  2. 2. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 2
  3. 3. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 3
  4. 4. Download all PoV’s via our new Accenture Interactive iPad appCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 4
  5. 5. Download all PoV’s via our new Accenture Interactive iPad appCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 5
  6. 6. Engage Optimise Listen Plan Capability Building Strategy Managed ServiceStrategy Listening Social Media Social Media• Social Media • Social Media Enablement Performance Diagnostics Monitoring • On-board Optimisation• Social Media • Voice of the • Off-board • Viral Conversion Strategy Customer Analysis Optimisation • Social Commerce• Vendor • Predictive • Social Assessment Influence Analytics Collaboration Social Media Integration • Social CRM IntegrationCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 6
  7. 7. ScaleCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 7
  8. 8. Social is not marketing-only anymore Marketing PR/ Customer Corporate Service Comms Social Enterprise Sales Research Product HR & development RecruitmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 8
  9. 9. Social brand = Social enterpriseSource: Chess Media GroupCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 9
  10. 10. Components of Social media at scale• Channels• Content• Monitoring & Insights• Webcare• PR• Collaboration• RecruitmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 10
  11. 11. ChannelsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 11
  12. 12. Over 65 country versions living on the same Facebook page1 fan count, 1 timeline, localized contentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 12
  13. 13. Multiple Facebook pages to express the unique identityLocal pages and local fans for 100+ upscale hotels & resortsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 13
  14. 14. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 14
  15. 15. ContentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 15
  16. 16. 1 Content strategy“Liquid & Linked” serving all channelsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 16
  17. 17. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 17
  18. 18. Source:numan2chicago.blogspot.comCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 18
  19. 19. Monitoring & InsightsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 19
  20. 20. SMM 9 6Monitoring of user Markets Languagesgenerated content • US • ENG• Blogs • UK • GER• Forums • APAC (SG & HK) • FRA• Comments • CH • IT• Facebook, Twitter, etc. • GER • PORT with a focus on • ITA • SPA communication • FRA • (JPN) steering and reputation • BRA • (CHN) management • LATAM • (JPN) • (CHN)Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 20
  21. 21. SMM Business Value = Approach x Tool x Integration Objectives Methods ProductsCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 21
  22. 22. Monitoring methodology Wide Lens Narrow Lenses 1 Top Story Identification 3 Topic Seismograph 2 Reputation Alert 4 Event ObservationCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 22
  23. 23. WebcareCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 23
  24. 24. PRPhoto: Mu-43.comCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 24
  25. 25. Trusted advisorTraditional Social Isolated customer Customer and environmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 25
  26. 26. Key questions 1 Relationships Who communicates with whom? 2 Communities What is the structure of existing relationships? 3 Influence dynamics How do information and influence flow? 4 Individual roles Who is influential? Who is influentiable?Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 26
  27. 27. Penetration of new products and servicesTraditional Product penetration: Two cases Starting with alpha-customers # CustomersSocial Starting with Offer random customers Time Similar penetration curves, six-month differenceCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 27
  28. 28. Customer retentionTraditional Social Retention 1 Retention 2Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 28
  29. 29. CollaborationCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 29
  30. 30. RecruitmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 30
  31. 31. 1. Define Generate Source 2. Listen insights tracking 5. Apply Recruiter awareness & recognition campaign Advanced reporting 3. Source 4. EngageCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 31
  32. 32. Social media at scale key take aways• Organize and keep organized• One overarching content strategy supported by shared insights• Consider monitoring & webcare: “as a (temporarily) service”• Develop your influencer strategy for PR and marketing• Use your internal network smart for collaboration and recruitmentCopyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 32
  33. 33. Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 33

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