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Canobie Landing LLC
1. Social Media
Moving from Industry Disconnect to Executing at Scale
Tanya Donnelly, President
Canobie Landing LLC
2. My Story
IT Management
Data Center Management
Business Process Management
Social Media Management
25 Years
10 Years
15 Years
10 Years
Tanya Donnelly, President
Canobie Landing LLC
4. Social Media
influences customers.
Consumers are 71% more likely to make
a purchase based on social media referrals.
- Hubspot
78% of respondents said that companiesâ
social media posts impact their purchases.
- Forbes
71%
78%
58% of Facebook users expect offers, events
or promotions when they become fans.
- Hubspot
58%
15,000,000 consumers go to social media
Channels before making purchase decisions.
- Knowledge Networks
Out of 53% of consumers who said they use
Twitter to recommend companies or products,
48% bought those products or services.
- SproutSocial
53%
48%
48% of consumers say that brands should
listen to them in order to improve products.
- SalesForce
5. Who are Millennials?
Largest Generation Yet
2.5 Billion Worldwide
Digital Natives
Grew up alongside technology
Hyperconnected
Dominance of social networks
50%
75%
Entering Workforce
50% of workforce by 2020
75% of workforce by 2030
Achievement Oriented
Confident
High Expectations
6. Millennial Career Path
Learner Contributor Manager Leader
Todayâs Buyer Lifecycle
vs.
Learner Consumer Influencer Buyer Evangelist
7. Millennials want social customer service
Sept. 9, 2016 MS Blog: https://community.dynamics.com/b/msftdynamicsblog/archive/2016/09/02/64-of-millennials-say-social-media-is-an-effective-customer-service-channel
In a survey of 5,000
consumers across
Brazil, Germany,
Japan, the United
Kingdom and the US,
64% of consumers
ages 18 - 34 said they
view social media as
an effective channel
for customer service,
compared to just 27%
of consumers ages
55+.
In fact, 67% of all consumers in
Microsoftâs survey say they
expect a response on social
media within 24 hours, and again,
that percentage only increases for
next-gen customers, 78% of
which expect a response within a
day.
10. Social Business
Evolution Goal
Year 1 Year 2 Year 3 Year 5 Year 5+
Decentralized Centralized Hub & Spoke Multiple
Hub & Spoke
Holistic
No one
department
manages or
coordinates;
efforts bubble up
from the edges of
the company.
Single department
manages all social
activities.
Centralized, cross-
functional team
managing various
nodes, business
units.
Expanded
Hub & Spoke,
applicable to large
companies,
Subset organizations
act independently
under a common
brand.
Company wide use
of social media,
safely and
consistently across
all organizations.
11. Steps to Start
Current State Assessment
Identify current infrastructure, processes, performers and metrics
Starting Point
Listening, Executive Leadership Support, multi-year strategy and vision
Business Milestones
Time, budget and resources needed to carry out vision and strategy
Change Management
Remove silos, integrate social media into existing business processes
Time
Break down of time
Oversight & Metric Management Tools
Track successes and failures, keep local operations on the highway
12. Stalk before you Talk
WhereâŠ.
are customers are talking about your brands.
are competitors talking.
are industry trends are being talked about.
13. Starting Point
Executive leadership support, multi-year strategy & vision
Identify
Strategy
Where to start⊠Marketing, HR, Customer Service, Sales
Performance based metrics
Budget
Processes, Peoples and Platform Architecture
Existing measures to be integrated
14. Current State Assessment
Audit of current resources and leadership buy-in
Identify
Current content flow
Performers
Budget
Metrics
15. Current State Assessment: Lesson Learned
Busting down silos positions, groups and tools.
Local
Social Media
Advocate
Marketing Leader
by country
Customer Care
Subject Matter Experts
Marcom Manager
Event Coordinator
Media Buyer
Sales
Center of
Social Excellence
Customer
16. Marketing HR Customer Care Sales New Prod Dev
Social Monitoring /
Publishing
Social Content Curation
/ Thought Leadership
Social KPIs
Social Content
Development /
Optimization /
Strategy
Social Ads Segmenting
Audience & Specifically
Target
Social Employee Advocacy
(C-Suite to All Employees)
Social
Customer Care
Social Partner
Relationship
Management /
Education
B2B2C
Social Selling
Social Profile Editing
for Employees
Dynamic Content
Creation & Display
Social Cultivating
& Nurturing
Advocates
Social Product
Crowd Sourcing
Social Data Gathering /
Mobile Apps
Facebook Publishing
/ Sprinklr, Hootsuite,
Brand Watch etc.
Publishing / Tracking
Social Listening Tools
/ Google Alerts, Analytics,
Trends
Blogging / Website
Facebook, Linkedin, Twitter
Ads / Marketing Automation
Re-Publish / Advocacy
Linkedin Navigator
Linkedin Personal
Profiles
Content Curation
Advocacy /
Content Marketing
re-distribution
Listening / Product
Intelligence
Social Single Sign-in
Social Business Milestones
Leveraging Technology
CRM Integration / Website
Activities
Year 1 Year 1 Year 2 Year 2 Year 3
Re-share Post
18. Time
Category Task Frequency Average Time (hour) Average
h/month
Social Media
Outbound
Weekly Content Curation
& posting Planning
editorial calendar
FB: 5 post per week
Twitter: 10 post per week
Linkedin: 5 post per week
Youtube: 1 post per month
Instagram: 1 post week
5hr/week 20hr/month
Translating & localizing 1hr/week 4hr/month
Third Party Research #h per week 1hour 4hour
Third Party Resharing 5 post per week 1hour 4hour
SM Media Buying #h per week 1hr/week 4hr/month
Social Media
Inbound Triage
~# of inbound FB: # post per day
Twitter: # post per day
Linkedin: # post per day
Youtube: # post per X
Instagram: # post per X
Vary 10
hr/month
Profile tagging #weekly .5 hr/week
Following other accounts #h per week .5 hr/week
Assigning to CCC/HR #weekly .5 hr/week
Social Reporting Creating reports #h per week 15 minutes 1 hours
Meeting/Email Meeting/emailing #h per week 15 hr/week 60
hr/month
Training/Advocacy #h per week 1hour 4hours
Personal SM Education #h per week 1hour 4hours
19. Oversight & Metric Management Tools
Track successes and failures, keep local operations on the highway.
Social Media
Management Tools
Local
Social Media
Advocates
Milestones Highway
20. Visitors share
content
Social media sites
Visitors
find content
PROFIT
Leads
We post
content
SALE
content
Oversight & Metric Management Tools
Report on campaign generating:
Impressions = 2.9M
Shares = 250
Click throughs = 5,000
Opportunities = 25
Closed = 5 = $2M
21. Lessons Learned
Social Platform Types
Select platforms that are most important to your business, where your customer engages
Start Small
Select one business and/or country. Show small wins quickly.
Gain Buy-in
Partner with external consultant(s) to help with business value strategy, mapping social customer journey,
Social content workflow strategy, social customer care, social selling, employee branding.
Identify Key Metrics
KPIs showcase cost vs value, share of conversation, brand evangelists, reach, click-throughs, engagement, leads.
Expect & Plan for Change
All social media platforms and management tools are startups!
22. Things to Think About
Social Handle Portability
Consider future integration into CRMs, websites, mobile apps, marketing automation, CC support, product development, quality.
Identity-Based Marketing
Targeting specific people, social graph
Social Ads
>1% of organic post from company pages are seen in people social streams.
Languages
How to build out a social media architecture to support multiple languages
Last spring spoke as a panelist at MCAA on social media. Learned a lot from many of the people I had cocktails with, dinners, and lunch. I was over whelmed by the positive response to wanting to learn more about my journey spearheading social media strategy and vision globally at Schneider Electric.
After returning from the conference, I was looking at what a huge opportunity to help other companies and learn about their business.
I left to help multiple companies in the industrial process automation and controls. My vision and strategy helped grow Schneider Electric employees engage with social media at an operation level executing social media in 150 countries and 30 language and across 7 Bus. With a great employee advocacy
Built out 3 data centers in office buildings
In my twenties and thirtyâs I worked for one of the founders and CTO of APC and he shared with me how a systematic approach to making an organization's workflow more effective, more efficient and more capable of adapting to an ever-changing environment.  business process enables employees to think, procedures enable them to do tasks
Spearheading social media at Schneider Electric for 6 years, it showcased how this two way media allow the customers to communicate back to the company from the customerâs lens.
Speak at social business conferences dozenâs of times. Speaking at 2 this Oct. Oct 18th in Boston Social Tools Summit and Panel monitrator Marketing Summit in NYC Oct. 24 & 25
During the BPM days, I worked across new product development, marketing, supply chain, sales, customer service, IT, HR, etc. The biggest problem we always had was Silo Busting across business functions/business processes
Change management: How do you go from Brand awareness to brand engagement?
Going from Brand focus one way communication outbound to customers through
To two way communication and inbound customers asking for their problems to be solved
Today we are talking about our brand using all these devices, in all the regions, siloed across all these function to eventually reach the customer on one or more of the medias.
Now think about it from the customers view point when they do business with you today in this same workflow. They need to play CIS investigator to reach which department to help them. Think about if I called into NH Utilities or sent an email. I have to google the website navigate their site to find the right phone number or email based on my issue. UGH! For me
Now let change the lens to be the customer in the center. Brands become more human
Cocktail story
How is social media different than email or phone. New neighbor in my neighborhood
I see social media for B2B companies as B2B2C
Facebook has 2 Billion monthly active users 7.4 B in the whole world
1.2B YouTube
1.2B FB Messenger
328M Twitter
~500M Linkedin
Traditional medias are loosing readership Wall street journal 10M in 2009 to 2017 8.5m read
80 Million in the US
Born between 1980 â 2000
Iâve worked with over 100 Millennialâs globally around the world. They see it as natural to use social media to make connections, share their preferences, follow brands they like, direct message companies through their facebook or twitter handle,
As Peter Martin chairman of the MCAA Board just wrote an article on The challenges of attracting millennials to Industrial Careers âMillennials seem to desire careers that truly have a positive impact on the world. Industrial production is the key to solving many of the most challenging problems humankind is facing. It is through industry and industrial automation that world problems regarding energy, clean water, hunger, housing, and health can be improved andâin some casesâsolved
I agree with Peter! Millennials are the future workers of the industrial production.
Think about the future buyer vs millennial career path.
Iâve worked with over 100 Millennials in my career and with my own child and his friends.
NH Utilities Tweet
Total time it took
Millennials have abandoned traditional forms of media and entertainment. Spending an average of 3 hours daily on there smartphones.
Random acts of Kindness
People need to buy-into a vision and strategy.
Whoâs going to help? I do not speak 30 languages!
What teams will need to change and adapt?
How will we measure and make this efficient Cost Vs Value?
Creating social media accounts are just the tip of the iceberg
If you build them, they will come. Field of Dreams
If you do not find any information about your brand or competitors in your industry trends⊠thatâs an opportunity!
Google:
How many people come to your website from social media platforms
Which of your customers are on social media
Which of your competitors have social media channels
Which groups and forums are there talking about your industry
Who are the industry experts we need to connect with socially
Who in our company are the experts we need to promote their thought leadership
Share these findings with leadership, helps with creating your business case
Cocktail party anology
How will social media help with your companies business objectives?
Helping build brand awareness
Increase customer satisfaction rating
Grow revenue
Reach new customers
Brand loyalty
Existing measures to be integrated: This is important, Email, phone, website, sales person, or social where they first heard about you.
True story⊠One BU I worked with asked where did you first learn about the company tracked every new customer who did business with them
2012 only 1% of closed business found then through social channel2013 5% to 7% Globally
Before social ad buying
Tell the story of all marketing functions sitting in a room and tell you nope itâs all up to you to do.
Lesson learned⊠getting buyin, is hard. Leverage third party consultants. Denmark trip
Tell stories about how to one person canât be at every event, press conference, while buying ads, writing blogs, and posting and engaging in 30 different languages.
Current business processes audit. How does content for whitepapers, newsletters, campaigns, product launches flow across 7 BU out to 150+ countries and in 30 languages
Where are the opportunities for change
Performers. Who will help do the work, how much time will it take,
Budget. Social ads are the key to reaching your customers today at the average rate of $3 per 1,000 vs $16 for newspaper/mag Direct Mail $57
Metrics. How will I prove itâs worth the effort, money, & time, quick wins.
BP = marketing, new product dev., supply chain, customer care, sales, quality, IT, Finance, HR
People skill, learn, change, adapt
Company wide use of social media, safely and consistently across all organization functions
I was dreaming this would work fluidly, until we changed who made the request for help and started showing Tweets, FB post, Linkedin comments,
This helps leaders start to see the changes needed in the teams, tools they used, and how to work across functions bring better metrics for all.
Because â Your company becomes easier to do business withâ
Inside champion in your org. to help with spear heading this effort
Look for earlier on Return on investments but remember you canât plant a tree and pull it up the next day because it didnât show growth the next day.
Thailand
NAM click through
Made a bet over who buys the beer⊠Portugal Spend $400 on Facebook ad = $2M in lead opportunities
Brand Engagement, Customer Testimonials
Employee Branding, Employee Testimonials
Quicker Issue to Resolution, Brand Repair/Reputation
Digital first dating, No blind dates
Real time feedback, New uses, Human to Machine Learning, (Engineering vs product management design requirements)
Number 1 question / roadblock people have. Where do I find the time to do this? Take 10% of your time and move it to doing social media activities. Time is interesting⊠you will find time to do things that are important to you. This is the future
Every region and down to country took a different acceleration.
Started with NAM
This helps with keeping steady progress and allowing people to learn the value of a two way conversation with customer on social media.
Digital Media management tools is a whole other webinar! When I started in 2011 150 tools today we are at over 5,000 Iâve lead several RFP and lead dozens of tool rollouts into companies
Content including your website, third party websites,
Social graph representation of the interconnection of relationships in an online social network