Ben Kay, Head of Digital Strategy and Adoption, EE View video here: http://vimeo.com/63160747 Social business means more than being on Facebook and Twitter and operating an internal social network. Here's the question: do you help all the individuals associated with your organisation to build richer, more productive relationships with each other, coalescing by need and desire, knowledge and capability, shared values and shared value, or don't you? In this session, Philip discusses aspects of organisational design, business performance management, marketing, public relations, branding and the imminent empowerment of the individuals that make up organisations. - See more at: http://oursocialtimes.com/event/socialcrmlondon/#programme

1. Bringing social to the
heart of the company
Ben Kay
Head of Digital Strategy
@Benjamin_Kay

2. SMARTPHONES RULE
With increasing digital
connectivity, and the
huge upswing in mobile
connected devices,
consumer have
unprecedented access
to information to make
rationale decisions.
@Benjamin_Kay

3. THE EMERGENCE OF SOCIAL
ADDED A NEW DYNAMIC
The world we know and
operate in has changed,
fuelled by the
continuing growth and
adoption of social
platforms and the real
time dialogue
audiences now expect
to have with companies.
@Benjamin_Kay

4. WE WERE SEEING SIGNIFICANT
CHANGES IN BEHAVIOURS
77% Search for a product
or service via a Search
Engine
71% visit the company’s
website
48% read about
products/services on a
review site
13% talk about a
product/service on a
social network
12% visit the company’s
facebook page
6% Chat live with a
customer service
company representative
Source : Mintel Digital Winter trends December 2011
@Benjamin_Kay

5. OUR WORLD HAS CHANGED
Mobile is our heartland..
But..
…we need to weave social tools, best practices and
techniques into the very DNA of our organisation to
survive and thrive.
And..
… our products are real-time, used real-time, but do we
operate real-time?
@Benjamin_Kay

6. SOCIAL + MOBILE = ???
@Benjamin_Kay

7. WELCOME TO EE
The most advanced digital
communications company in
the UK, with superfast 4G
and fibre broadband.
3 brands – 1 network
27 million customers
15,000 employees
Over 600 retail stores
@Benjamin_Kay

8. A CLEAR FOCUS
@Benjamin_Kay

9. A UNIFIED SOCIAL AMBITION
“To socially enable EE”
Turn social from being
something we do to the
way we do business.
@Benjamin_Kay

10. SOCIAL BUSINESS FRAMEWORK
Socially enable EE
Clear measures of
success
A set of objectives
accelerated by us acting
faster and smarter
Mission
Objectives
Improve
brand
health
Optimise
marketing
activity
Improve
revenue
generation
Create
operational
efficiencies
Improve
customer
experience
Innovate
products &
services
KPIs
Volume
(Following & Activity)
Quality
(Sentiment)
Money
(Revenue & Operational
Savings)
Five cross organisational work
streams that deliver the social
experience
Work streams
Enablers
Sales
&Value
Growth
Brand Engagement
Beyond core
services
Service
The Social Hub
A physical central
management capability
Measured
by
Aligned behind
Brought to life by
Underpinned by
@Benjamin_Kay

11. AMBITION SUPPORTED BY EXECUTION
PRINCIPLES
• We will deliver relevant, valuable and useful social communities for like-
minded participants.
• We will always know, and actively manage, our social reputation.
• We will educate, align and empower the organisation to embed social
media into our DNA.
• We will always aim for brilliant executions. There will be no compromise.
• Given the pace of social change, we will always have one eye on the
future, building relationships and partnering with key platform owners
and third parties to achieve this.
@Benjamin_Kay

12. A CHANGE IN BEHAVIOUR
@Benjamin_Kay

13. Social is more than just media.
It’s a way of doing business.
(and it’s not just about
Facebook and Twitter!)
@Benjamin_Kay

14. ACT SMARTER. ACT FASTER
Competitive advantage can be made by making immediate decisions
using information and knowledge sourced via our social platforms –
ultimately delivering greater shareholder value.
Competitor
activity
Consumer
behaviour
Product
development Campaign
optimisation
In-life
comms
Loyalty /
rewards
Crisis
management
Internal
comms
Act smarter. Act faster.
Influencing business intelligence
Media
spend
To do this, we need to act smarter and act faster. But how?@Benjamin_Kay

15. INTRODUCING THE
SOCIAL HUB
@Benjamin_Kay

16. See link in description for video.
SOCIAL HUBVIDEO
@Benjamin_Kay

17. THE SOCIAL HUB
The Social Hub is our new
physical ‘facility’ that tracks and
monitors EE and competitor
mentions in social.
It’s purpose is to:
- continually present a real-time
picture of how EE is performing
in a social universe
- monitor, co-ordinate and
evaluate all social activity
- feed social info & insight to the
organisation
- house our Community
Management Engagement team
- become our EE ‘centre of social
excellence’
@Benjamin_Kay

18. A TOUGH JOURNEY
We have:
- Empowered a cross functional team to engage across
platforms
- Built a support network around the team
Brought the organisation together
- Senior steering
- Operational alignment
- Regular informal stand-ups
Pushed ourselves to transparency
Becoming more agile is challenging
@Benjamin_Kay

19. MEASURING SUCCESS
Insight driven action
• Identifying gaps in internal data
• Measuring ‘success’ of proactive
communications
• Reactive (crisis)
• Proactive (reach & conversion)
• Identifying social risks before the event
Reducing operational costs through
coordinated approach
• Cutting down time to market
• One version of truth
@Benjamin_Kay

20. Thank you
Questions?@Benjamin_Kay