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Charlene Li Presentation

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Charlene Li Presentation

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Charlene Li Presentation

  1. 1. Creating A Coherent SocialBusiness StrategyCharlene Li, Founder & Analyst, Altimeter Group@charleneli | charlene@altimetergroup.comFebruary 7, 2013 | Expion Summit
  2. 2. 2
  3. 3. Social WillBe Like Air
  4. 4. FUTURE STRATEGY PREPARE© 2011 Altimeter Group
  5. 5. 5What do you really know about yourcustomers? 25-55 years old, married, kids, working, graduate degree, reads Real Simple & Wired
  6. 6. 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525
  7. 7. What Kind of Relationship Do YouWant? Short -term Long- term Transactional Two-way Occasional Constant Impersonal Authentic
  8. 8. Social Business Exists Across the Enterprise Sales Recruitment Performance Reviews Innovation Supply Chain
  9. 9. 9Social as Connective Tissue Provides ContextRigid Organizations Adaptive Organizations
  10. 10. FUTURE STRATEGY PREPARE© 2011 Altimeter Group
  11. 11. Why Most Social Strategies Fail No Clear Business Impact
  12. 12. Strategy Requires Planning
  13. 13. 6 Stages of Social Business Maturity 1. Planning 2. Presence Goals 3. Engagement Metrics Initiatives 4. Formalized Org & Resources 5. Strategic 6. Converged
  14. 14. 1 Planning “Listen to Learn”14
  15. 15. Planning: “Listen to Learn” Learn how customers use social channels.Typical Goals Prioritize strategic goals where social can have the most impact.Metrics Initiatives Organization and ResourcesMentions Listening / MonitoringSentiment Internal Audits Monitoring Platform Pilots Part-time Headcount Long-term Vision Agency Support
  16. 16. Red Cross monitors social channels duringdisasters to direct relief effortsDuring disasters, the Red Cross is able to find out about specificincidents, spot trends, and anticipate public needs. Red Crossrepresentatives can use the command center to quickly match disastervictims with aid relief.16
  17. 17. 17Conduct Internal and Competitive Audits Source: Altimeter Group
  18. 18. 2 Presence “Stake Our Claim.”18
  19. 19. Presence: “Stake Our Claim” Amplify existing marketing efforts.Typical Goals Encourage sharing.Metrics Initiatives Organization and ResourcesShare of Voice Social ContentFans, Followers, Shares Risk Management Dedicated Manager, PTBrand Metrics Training Content ManagementTraffic 4 Levels of Community Management
  20. 20. Shell Tracks Reputation Impact…Daily
  21. 21. Have The Courage to Take the Leap© 2011 Altimeter Group
  22. 22. 3 Engagement “Dialog Deepens Relationships”22
  23. 23. Engagement: “Dialog Deepens Relationships” Drive consideration to purchase.Typical Goals Provide direct support. Internal employee engagement.Metrics Initiatives Organization and ResourcesPath to Purchase. Campaigns  Long Term ProgramsLower Support Costs Social Strategist Social SupportCustomer Satisfaction. Small, dedicated team. Communities. SMMS 4 Levels of Community Management
  24. 24. 24Develop rules for engagement Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,” Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011
  25. 25. EnthusiasmLeads toUncoordinatedEfforts
  26. 26. 4 Formalized “Organize For Scale”26
  27. 27. Formalized: “Organize For Scale” Set governance for social.Typical Goals Create discipline & process. Strategic business goalsMetrics Initiatives Organization and ResourcesEfficient Process Create Center of Excellence.Link to Department Enterprise Social Network Staffing up CoEBusiness Goals & ROI Tech Investment 4 Levels of Community Management
  28. 28. 28Ebay’s Global CoE coordinates acrossfunctions, properties, and geographies • Responsible for social strategy • Alignment of roadmaps and plans • Analytics and reporting infrastructure • Monthly Social Media Council meetings, with knowledge sharing initiatives Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay
  29. 29. 29Kelly Services uses ESN to cultivate internalculture among its distributed workforce "We are trying to build an inside culture that encourages risk-taking and more innovation at the front lines. Its critical to enable people, at all levels, who have an interest on a topic to be able to communicate without going through a chain of command. Carl Camden CEO of Kelly Services
  30. 30. 5 Strategic “Become a Social Business”30
  31. 31. Strategic: “Become A Social Business” Scale across business units.Typical Goals Moves into HR, Sales, Finance, Supply Chain. C-Level coordination required.Metrics Initiatives Organization and ResourcesDept. Metrics SMMS to ScaleEnterprise Metrics like Net CoE Coordinates Hubs Social is part of planningPromoter Score, LTV process. Dedicated Spoke Headcount 4 Levels of Community Management
  32. 32. Sephoraintegrates social+ digital incommunities aswell as in stores. customer spendingGoal: average customerUnderstand their“superfans” who 2.5x community userspend 10X. 10x superfan32
  33. 33. 6 Converged “Business is social.”33
  34. 34. Transformation: “Business Is Social” Social drives transformation.Typical Goals Integrate deeply into all aspects the enterprise.Metrics Initiatives Organization and ResourcesDeep Analytics Redefine ProcessesPredictive Training Social is everyone’s responsibility One Strategy 4 Levels of Community Management
  35. 35. FUTURE STRATEGY PREPARE© 2011 Altimeter Group
  36. 36. #1 Align Executives With ClearBusiness Goals
  37. 37. #2 Ask the Right Questions 37 About Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express© 2011 Altimeter Group
  38. 38. 38# 3 Create a Culture of Sharing
  39. 39. 39#4 Develop Discipline and Process Source: “H&R Block’s Response Process” David Armano, Edelman 2010
  40. 40. 40 #5 Master the Art of Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart”© 2011 Altimeter Group
  41. 41. Social WillBe Like Air
  42. 42. © 2013 Altimeter Group

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