3. Social Media Challenges
10%
14%
15%
16%
19%
19%
19%
20%
23%
27%
28%
30%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Employee concern over privacy
Lack of employee participation
Lack of analytics
Tracking cross-channel interactions
Lack of support
Lack of skills
Industry regulation
Not realizing ROI
Public concern over privacy
Lack of strategy
Negative brand exposure
Monitoring employees’ social media use
Establishing ROI strategy
Source:IBM-FromsocialmediatosocialCRM
4. From Social Media Projects to Social CRM Strategy
1. Social media
projects
•Silo’d initiatives
•Project-level objectives
•Few guidelines
•No governance
•Metrics, if any, at
project-level
2. Social media
programs
•Multiple initiatives
within a function
•Defined mission
•Guidelines, processes,
policies
•Governance
•Shared metrics
•Shared insights
3. Social CRM
strategy
•Network of social media
programs, across customer-facing
functions
•Integration with CRM and other
business strategies
•Integrated insights to improve
customer experience
•Development of new models for
customer engagement
Project-level sponsorship Executive sponsorship
Source:IBM-FromsocialmediatosocialCRM
5. Elements of a Social Business Strategy
Planning Presence Engagement Formalised Strategic Converged
Listen & Learn Stake Our claim Dialog Deepens
Relationships
Organise For
Scale
Become A
Social Business
Business Is Social
Goals
• Understand how
customers use social
channels
• Prioritise strategic
goals where social can
have the most impact
• Amplify existing
efforts
• Encourage
sharing
• Drive
consideration
to purchase
• Provide direct
support
• Internal
employee
engagement
• Set governance
for social
• Create
discipline &
process
• Strategic
business goals
• Scale across
business units
• Moves into HR,
Sales, Finance,
Supply Chain
• C-level
involvement
• Social drives
transformation
• Integrates social
philosophy into all
aspects of the
enterprise
Metrics
• Mentions
• Sentiment
• Share of voice
• Fans, followers,
shares
• Brand metrics
• Traffic
• Path to
purchase
• Lower support
costs
• Customer
satisfaction
• Process
efficiency
• Link to
department
• Business goals
& ROI
• Enterprise
metrics like Net
Promoter, LTV
• Deep analytics tied
to functions and
lines of business
• Insights lead to
adaptive &
predictive strategies
Initiatives
• Listening / monitoring
• Internal audits
• Pilot
• Social content
• Risk
management
• Training
• Campaigns long
term programs
• Social support
• Communities
• Create centre of
excellence
• SMMS to scale
employees
• Social part of
planning
process
• Redefine processes
• One strategy
managed through
disparate but
complementary
teams and efforts
Organisation
&Resources
• Monitoring platform
• Part-time headcount
• Agency support
• Dedicated
manager
• Content
management
• Social strategist
• Small dedicated
team
• SMMS
• Staffing up
• CoE investment
• COE co-
ordinates hubs
• Dedicated
spoke
headcount
• Social is everyone’s
responsibility
Attribution:AltimeterGroup
7. Social Business Strategy Success
Factors
Social
Business
Business
Goal
Definition
Strategy
first,
technology
later
Long Term
Vision To
Become A
Social
Business
Key
Executive
Support
Initiate
Roadmap
Outside-in
Thinking
Process
Discipline
Ongoing
Education
Staffing &
Culture
Attribution: Derived from
original work by Altimeter
9. Touchstone Foundation Services
Business Case Development & Review
Outcomes & Benefits RisksROI Validation Recommendations
Requirements &
Scope
High Level Design Project PlanningReadiness Assessment
Hinweis der Redaktion
following nine success factors are common elements that extend across all social business maturity stages and are deeply integrated into business vision across the enterprise . Organizations that master these elements will be able to fully maximize business value potential, regardless of which stage they are in.