Uploaded byEsteban Contreras
Social Relationship Management and Global Brands
The document discusses the evolution of social relationship management for big brands, emphasizing the necessity for businesses to adapt to a consumer-driven landscape where traditional advertising is less effective. It highlights the need for an integrated strategy encompassing content management, audience engagement, and a unified brand vision to thrive in a complex and unpredictable environment. The piece features insights from industry experts on the importance of leveraging social media to enhance customer relationships and corporate reputations.
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Social Relationship Management and Global Brands
- 1. SOCIAL RELATIONSHIP MANAGEMENT: HOW BIG BRANDS CANORGANIZE FOR LONG-TERM SUCCESS BINHAMMER + CONTRERAS + ELIASON + KOSTYA
- 2. “Traditionally, Business and Technology: aimedto deliver efficient organization of work through specialization of labor.” 1776, Adam Smith, Wealth of Nations http://spr.ly/srmsxsw
- 3. The World Has Changed. Businessand Technology Must Once Again Converge. A New Infrastructure Is Needed… http://spr.ly/srmsxsw
- 4. Consumers are now incontrol. Consumers now drive influence. Control is not as successful as influence. Mass advertising no longer drives influence. http://spr.ly/srmsxsw
- 5. 20MM+ users 225MM+ members 130MM+active users 359MM+ monthly active users 118MM+ blogs 70MM+ monthly active users 1.1 B+ monthly active users 200MM+ monthly active users 1 B+ monthly visitors 530MM+ registered users 368MM+ registered users 300MM+ registered users 133MM+ active users 14MM+ registered users 130MM+ users 13MM+ registered users THE WEB HAS GONE SOCIAL http://spr.ly/srmsxsw
- 6. SOCIAL MEDIA IS(ALMOST) UBIQUITOUS 1.82 B2014 Projected Social Network Users http://spr.ly/srmsxsw
- 7. SOCIAL MEDIA ISDISRUPTIVE http://spr.ly/srmsxsw
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- 12. DOES YOUR BRAND HAVEA LONG-TERM SOCIAL RELATIONSHIP STRATEGY? http://spr.ly/srmsxsw
- 13. Content Management Collaboration Management Listening & Monitoring Publishing & Engagement Campaign Management Audience Management TECH INFRASTRUCTURE OneVision 2 31GOALS VISION Shared Values Global Teams Processes Regional and Local Teams Skill Sets Business Unit Teams Reporting & Analytics Community Management Paid Media Management Integration Management Knowledge Management Social Curation and Syndication HUMAN INFRASTRUCTURE Brand and Product Teams Guidelines 4 TACTICS STRATEGIES 2 31 4 2 31 4
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- 15. Content Management Collaboration Management Listening Publishing & Engagement Campaign Management Audience Management TECH INFRASTRUCTURE One Vision 231GOALS VISION Shared Values Global Teams Process Regional and Local Teams Skill Sets Business Unit Teams Reporting & Analytics Community Management Paid Media Management Integration Management Knowledge Management Social Curation and Syndication HUMAN INFRASTRUCTURE Brand and Product Teams Guidelines 4 TACTICS STRATEGIES 2 31 4 2 31 4 LONG-TERM MEANS 100X MORE INBOUND VOLUME 100X MORE COMPLEXITY 100X MORE UNPREDICTABILIITY
- 16. Content Management Collaboration Management Listening Publishing & Engagement Campaign Management Audience Management TECH INFRASTRUCTURE One Vision 231GOALS VISION Shared Values Global Teams Process Regional and Local Teams Skill Sets Business Unit Teams Reporting & Analytics Community Management Paid Media Management Integration Management Knowledge Management Social Curation and Syndication HUMAN INFRASTRUCTURE Brand and Product Teams Guidelines 4 TACTICS STRATEGIES 2 31 4 2 31 4 LONG-TERM MEANS ONE SCALABLE + GLOBAL BRAND DIRECTION & ONE UNIFIED VIEW OF EACH CUSTOMER
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- 18. PANELISTS: Richard Binhammer isone of the early adopters of social media for business. In 2006, he became active in the social media field by engaging with bloggers who were using their new-found influence to impact brands and corporate reputations. Binhammer joined Dell in corporate communications as a member of the public affairs team in 2005, managing its community efforts in North America and Asia Pacific. His background includes more than 20 years of experience in issue management, public positioning, media relations and stakeholder outreach. Binhammer earned bachelor’s and master’s degrees in political science from Queen’s University in Canada. Esteban Contreras is the Director of Strategy at Sprinklr, a leading enterprise Social Relationship Platform powering many of the world's top brands. Esteban is the author of "SOCIAL STATE: Thoughts, Stats and Stories about the State of Social Media in 2013," and the President of Social Nerdia Consulting. Esteban is also the former Social Media Manager for Samsung USA, where he led the social media strategy for the Samsung brand in the United States. Born in Guatemala City, Guatemala, he spent a decade in various cities in the U.S. before moving to New Westminster, BC, where he lives today with his wife and two dogs. Michelle Kostya is the Senior Manager, Social Media at BlackBerry in this role Michelle manages global social platforms including community management and content strategy. Previously she worked at Rogers Communications in the Social Media Centre of Excellence to provide guidelines, best practices as well as a framework for measurement and social media insights for the company. Prior to moving to Rogers she was also integral in setting the road map and direction for social customer service at BlackBerry. Michelle’s background in customer service as well as marketing, product management provides her with a unique perspective on social media in business. Frank Eliason Frank Eliason, Citibank’s Director of Global Social Media, has been described as the “most famous customer service manager in the U.S., possibly the world.” By expanding the reach of customer service via social media, and taking the simple approach of asking "Can we help?” he repositioned the relationship between Comcast and its customers. His efforts at Comcast inspired a global wave of innovation in the way businesses communicate and engage with their customers—using new communication channels to improve customer experience. In April 2012, Wiley published his first book, @YourService. The book is a look at the intersection of Customer Service, PR and marketing. BINHAMMER + CONTRERAS + ELIASON + KOSTYA
- 19. VOTE TO SEEUS AT SXSW: http://spr.ly/srmsxsw BINHAMMER + CONTRERAS + ELIASON + KOSTYA