Nikon social media master class nijenrode 9 dec 2014 rwa
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Nikon - MasterClass Social Media & Oracle SRM at Nijenrode 9 december 2014 door Renate Wijma van de TwitterKliniek
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Nikon social media master class nijenrode 9 dec 2014 rwa
- 1. Think Global - Act Local Renate Wijma – Nikon Europe BV
- 2. NIKON – AT THE HEART OF THE IMAGE AGENDA • Introduction • Customer Journey • Business Case Social Media Relationship • Project Goals & Objectives • Benefits • Challenge • Next step
- 3. RENATE WIJMA – SOCIAL MEDIA SPECIALIST NIKON – AT THE HEART OF THE IMAGE
- 4. NIKON – AT THE HEART OF THE IMAGE NIKON
- 5. NIKON – AT THE HEART OF THE IMAGE NIKON #IAMDIFFERENT
- 6. NIKON IMAGING - THE LEADER OF PHOTOGRAPHIC IMAGING 1917~ 1980~ 2000~ 2010~ 2014~ NIKON – AT THE HEART OF THE IMAGE The customer decision journey has evolved faster than most organisations have been able to keep up with, making the traditional, linear customer journey funnel model irrelevant. Facebook.com/nikon
- 7. “Nikon’s marketing must engage more photographers, more effectively, and with more passion than ever before.” NIKON – AT THE HEART OF THE IMAGE 1. Discover Photography with NIKON Increase desire for our products 2. Buy into Photography with NIKON Increase purchase of our products 3. Explore Photography with NIKON Engage more with existing users 4. Talk about Photography with NIKON Drive higher levels of advocacy Strategic framework: phase & objectives
- 8. NIKON – AT THE HEART OF THE IMAGE COMMUNICATION MIX DISCOVER BUY EXPLORE TALK Increase desire for our products Increase purchase of our products Engage more with existing users Drive higher levels of advocacy Advertising PR Sponsorship/brand partnerships Trade marketing Digital CRM Digital Social Social PR Exhibition & events Performance media Consumer promotions Content
- 9. Existing service propositions/sub brands + key platform drivers INSPIRE NIKON – AT THE HEART OF THE IMAGE SUPPORT ENABLE • Nikon School • Nikon Image Space • Nikon Life • Service & Support (website section with manual downloads, FAQ, chat, phone, and email) • Nikon Facebook • Nikon Twitter • Nikon Flickr • Nikon YouTube • Nikon Life CRM + SOCIAL OWNED + WEBSITE
- 10. NIKON – AT THE HEART OF THE IMAGE NIKON’S PROJECT OBJECTIVES • To distribute the Nikon brand’s presence on various social networks, managed by a community of Nikon internal users from various locations and with different permissions. • Give the ability to manage, distribute and publish central content and campaigns (including app, competitions, interactive modules, etc.) on multiple social networks and target locations and users, while empowering local community managers to engage with their local communities.
- 11. NIKON – AT THE HEART OF THE IMAGE GOALS • Professionalize marketing and communication, cooperating more efficiently with the other country offices. 35 country offices and 141 users involved. • Manage presence in social media and engage with our communities. • Change the processes around working with social media. • Gain time and optimise in publishing, monitoring, analytics and engagement. • Create a Social Media content Library for countries to use • Costs Benefits
- 12. NIKON – AT THE HEART OF THE IMAGE SRM PROJECT OVERVIEW Project approval Project kick-off Vendor selection Contract finalization Implementation Gained approval from NC, BV, Core countries, All countries Requirements set. Vendor long list created. Vendor short list. Vendor assessment. Final decision. Upgrade license. Finalize contract Configuration. Roll-out. Training. Feb 2013 Oct 2013 Oct 2013 May 2014 Jul to Sept 2014
- 13. NIKON – AT THE HEART OF THE IMAGE KEY INITIATIVE - SRM Support SRM usage and adoption - Set up level based trainings program - EU Roadshow - Yearly SRM Event - Provide support 3. Listen & Analyze 4. Engage 2. Workflow & Automation Filter data to focus on ‘pure signal’; instantly to make faster decisions based on customized, actionable social indicators 1. Publish 5. Content & Apps 3 4 5 1 2
- 14. NIKON – AT THE HEART OF THE IMAGE SRM BUNDLE STRUCTURE - HIERARCHICAL Nikon Global UK Ukraine Turkey Switzerland Spain Slovenia Russia Romania Portugal Poland Netherlands Morocco Kazakhstan Italy Israel Hungary Greece Germany France Europe Czech republic Croatia Bulgaria Belgium Austria Sweden Iceland Norway Denmark Level 1 Level 2 Level 3 Estonia Rest of EU Finland
- 15. NIKON – AT THE HEART OF THE IMAGE ADOPTION TO DATE 160 140 120 100 80 60 40 20 0 8 December 2014 KPI Users Social Properties Topics Teams/Bundles Further research to understand why countries opted-in and not using. Adoption of alternative tools and outsourcing may be a reason.
- 16. NIKON – AT THE HEART OF THE IMAGE ANECDOTAL COUNTRY FEEDBACK ADVANCED: I started using it right away, as I made today's Facebook post through it. Analytics are awesome and they will surely come in help, and the listening tool looks very interesting. INTERMEDIATE: Yes, we most certainly will use the tool, especially the listening & analytics features. We would consider using the publishing feature once our social media activities for Nikon expand on more SM-channels. BEGINNER: Analytics becomes more and more important to help us work smarter. WE are just trying to get a grip on what is possible.
- 17. NIKON – AT THE HEART OF THE IMAGE CHALLENGES • The duration, issues and the run up to the project has caused some frustration with the end users. • In the meantime Core Market countries set up their own Social Media Dashboard (paid & free). • Taken into account the different situations and social media level per country. Assessment is needed per office/country. • No requirement for countries to adopt the SRM tool. • Social Media activities are outsourced to agencies. No internal owners. Management support needed to ensure universal system adoption – like Outlook
- 18. PHASE 2 - SOCIAL TRANSFORMATION NIKON – AT THE HEART OF THE IMAGE
- 19. NIKON – AT THE HEART OF THE IMAGE SOCIAL TO SOCIAL BUSINESS • Social media owned Global: define Nikon Global social media direction • Focusing on business service integration f.e. Right Now to manage all digital interactions from a single platform • Listening to our consumers and target audience to outsource ideas for improving our business and the product.
- 20. NIKON – AT THE HEART OF THE IMAGE TRAINING & GUIDELINES • Social Media BV Training - Create internal awareness for BV stakeholders to increase engagement and cultivate social media brand ambassadors. -> Turn Employees Into Brand Ambassadors -> Recruiting by Linkedin • Social Media Guidelines • To support and facilitate all EU countries (stakeholders) with tools, guidelines and knowledge to increase Engagement with our target audience and improve sales & market share
- 21. SOCIAL MEDIA (OWNED) STRATEGY NIKON – AT THE HEART OF THE IMAGE 8 million
- 22. NIKON SOCIAL LISTENING & COMMAND CENTER Tremendous reduce outsourcing costs of Research, Monitoring, Analytics & Reporting by all business departments NIKON – AT THE HEART OF THE IMAGE
- 23. KEY INITIATIVE – SOCIAL MEDIA ANALYTICS Leveraging Social Media Analytics for Competitive Advantage • Create internal EU Social Media Center to increase knowledge and facilitate countries at NIKON – AT THE HEART OF THE IMAGE different levels with relevant data. • Centralize and constantly drive research, monitoring, listening, analytics on social media, blogs, fora, news sites, consumer review sites, videos for business improvement and share with all EU stakeholders. • Share social data information more internally across all Nikon businesses to create more awareness and full use of the power of all data and encourage its use.
- 24. Contact Information Renate Wijma Social Media Specialist Nikon Europe BV renate.wijma@nikonbv.nl 06-46078487
Editor's Notes
- In our flat world, we need to engage as one company throughout the world. On the other hand we need to be relevant to our local customers, and as a business driving more profit. In order to make this a success, Nikon Europe had to professionalize their marketing and communication. Some practical results: An Act global - Think local strategy, in which Nikon monitors product launches realtime, and keep an eye on their competitors.
- The customer decision journey has evolved faster than most organisations have been able to keep up with, making the traditional, linear customer journey funnel model irrelevant. Now, there are multiple factors that come into play to affect customer behaviour and content engagement
- Build stronger relationships with N users
- 105 users 38 teams 70 social properties
- because it depends on current versus new situation and maturity level of the social media experience
- hhttp://youtu.be/TS7_a0XX6qA?t=5m57s
- Would you like your employees to be brand ambassadors on social media? Do your employees feel confident sharing on social media about Nikon?
- Listening to our consumers and target audience to outsource ideas for improving our business and the product.
- Social data can give much more information about customers, products and brands than traditional market research and focus groups.