Succeed or Fail @NikonEurope: Matching Social Strategy with Execution Renate Wijma & Adam Gray
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The document discusses matching social media strategy with execution. It provides examples of how Nikon Europe BV professionalized their social media marketing and communication through an "Act global - Think local" strategy. This involved monitoring product launches in real-time, sharing content across regions, and listening to target audiences. Nikon implemented an Oracle social relationship management tool to publish content across networks, analyze data to make decisions, engage audiences, and automate workflows. The rollout of the tool required training, guidelines, and overcoming barriers to successful long-term implementation.
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Succeed or Fail @NikonEurope: Matching Social Strategy with Execution Renate Wijma & Adam Gray
- 1. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted Matching social strategy with execution Adam Gray, Client Social Engagement Lead EMEA - Oracle Renate Wijma, Social Media Specialist - Nikon Europe BV
- 2. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Introductions:
- 3. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Adam Gray, Client Social Engagement Lead, EMEA - Oracle • crystallizing strategy & vision • creating internal desire • identifying KPIs • setting success criteria • measuring ROI • identifying roadblocks • empowering
- 4. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Renate Wijma, Social Media Specialist @ Nikon Europe BV • rolling-out vision • multiple product groups • multiple territories/languages • overcoming roadblocks • reporting • advocacy
- 5. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 5 Planning
- 6. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Areas touched by social • marketing • brand • research & development • customer care • benchmarking & positioning • human resources
- 7. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Identifying • benefits • risks • changes required
- 8. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 8 Identify roadblocks • organisation • people • process • technology
- 9. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 9 Execution
- 10. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
- 11. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Nikon’s Social Transformation The Path from a Social Brand to a Social Business In our flat world, we need to engage as one company throughout the world. On the other hand we need to be relevant to our local customers, and as a business driving more profit. In order to make this a success, Nikon Europe BV had to professionalize their marketing and communication. An Act global - Think local strategy, in which Nikon monitors product launches real-time, sharing content via SRM tool and keep an eye on competitors and listen in real-time to our target audience and interact with them. “Nikon must engage more photographers, more effectively, and with more passion than ever before.”
- 12. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Nikon Social Relationship Management Project OVERVIEW Project approval Project kick- off Vendor selection Contract finalisation Implementation Run Gained approval from NC, BV, Core countries, All countries Requirements set. Vendor long list created. Vendor short list. Vendor assessment. Final decision. Upgrade license. Finalise contract Configuration. Roll-out. Training. Roll-out per country. Train-the-trainer Improve UI Roadmap and Nikon’s wishlist KPI’s Business Integration Dec 2012 Jan 2013 Feb 2013 Oct 2013 Oct 2013 May 2014 Jul to Sept 2014 Sept to Oct 2014 BV project has taken 21months to deliver
- 13. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | SRM BUNDLE STRUCTURE - HIERARCHICAL Denmark Level 1 Level 2 Estonia Norway Iceland Sweden Austria Hungary Italy Morocco Netherlands Poland Portugal Romania Russia Slovenia Spain Switzerland Turkey Ukraine UK Nikon Europe BV Finland Belgium Czechrepublic Israel Kazakhstan France Germany Greece Europe Bulgaria Croatia
- 14. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 2 2. Listen & Analyze 3. Engage 5. Workflow & Automation Filter data to focus on ‘pure signal’; instantly to make faster decisions based on customized, actionable social indicators 1. Publish 4. Content & Apps Publish targeted content across social channels, scaling content globally and across social networks Create customized content to enable greater consumer participation, and to sustain deeper brand experiences Monitor, segment & respond in real-time, with optional auto- routing of content to appropriate teams for action Oracle SRM uses a powerful method called “Latent Semantic Analysis” or LSA to quickly identify key themes 3 4 5 1 NIKON SRM - SOCIAL RELATIONSHIP MANAGEMENT TOOL ROLL-OUT
- 15. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | • Sponsorship Management • SRM tiered trainings on weekly base • Integrate with other Nikon Business services and departments –> S&S (RightNow) & CRM • Involved countries and business departments have varying degrees of maturity and different ways of working with social media. • a SRM overall project owner is needed to integrate all business services and to move forwards. • Setup and implement processes for user mgt, content mgt, reporting, service requests and incident mgt Learnings Nikon Europe BV
- 16. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Key initiative – Training & Guidelines • Social Media BV Training Generate internal awareness for BV stakeholders to increase engagement and cultivate social media brand ambassadors. -> Turn Employees Into Brand Ambassadors -> Recruiting by Linkedin • Social Media Guidelines To support and facilitate all EU countries (stakeholders) with tools, guidelines and knowledge to increase Engagement with our target audience and improve sales & market share
- 17. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | KEY INITIATIVE: Global SOCIAL Strategy Define Nikon Global social media direction We recognize importance of Social media along the whole value chain: Human resources management and Operations, Service&Support, Product and technology development, Sales and Marketing. That is why we want to start integrating social media not only into our marketing activities, but all Nikon business activities. We see Social owned media as an instrument eventually adopted by the whole business. This means not only integration of social, web and mobile, but bringing webcare and ecommerce to the mix and uniting Nikon business services under the Social Business strategy.
- 18. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Key initiative – Social media analytics • Leveraging Social Media Analytics for Competitive Advantage • Create internal EU (global) Social Media Center to increase knowledge and facilitate countries at different levels with relevant data. • Centralize and constantly drive research, monitoring, listening, analytics on social media, blogs, fora, news sites, consumer review sites, videos for business improvement and share with all EU stakeholders. • Share social data information more internally across all Nikon businesses to create more awareness and full use of the power of all data and encourage its use. • Listening to our consumers and target audience to outsource ideas for improving our business and the product.
- 19. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Tremendous reduce outsourcing costs of Research, Monitoring, Analytics & Reporting by all business departments – by using SRM analytics & listening capabilities Key initiative – Social media Listen & Command Center
- 20. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 20 Barriers to successful implementation • corporate inertia • lack of sponsorship • shared vision • inspiration • “just doing it” • workflow & sign-off
- 21. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | questions?
- 22. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted thank you Adam Gray & Renate Wijma
Hinweis der Redaktion
- This is a Title Slide with Picture slide ideal for including a picture with a brief title, subtitle and presenter information. To customize this slide with your own picture: Right-click the slide area and choose Format Background from the pop-up menu. From the Fill menu, click Picture and texture fill. Under Insert from: click File. Locate your new picture and click Insert. To copy the Customized Background from Another Presentation on PC Click New Slide from the Home tab's Slides group and select Reuse Slides. Click Browse in the Reuse Slides panel and select Browse Files. Double-click the PowerPoint presentation that contains the background you wish to copy. Check Keep Source Formatting and click the slide that contains the background you want. Click the left-hand slide preview to which you wish to apply the new master layout. Apply New Layout (Important): Right-click any selected slide, point to Layout, and click the slide containing the desired layout from the layout gallery. Delete any unwanted slides or duplicates. To copy the Customized Background from Another Presentation on Mac Click New Slide from the Home tab's Slides group and select Insert Slides from Other Presentation… Navigate to the PowerPoint presentation file that contains the background you wish to copy. Double-click or press Insert. This prompts the Slide Finder dialogue box. Make sure Keep design of original slides is unchecked and click the slide(s) that contains the background you want. Hold Shift key to select multiple slides. Click the left-hand slide preview to which you wish to apply the new master layout. Apply New Layout (Important): Click Layout from the Home tab's Slides group, and click the slide containing the desired layout from the layout gallery. Delete any unwanted slides or duplicates.
- In our flat world, we need to engage as one company throughout the world. On the other hand we need to be relevant to our local customers, and as a business driving more profit. In order to make this a success, Nikon Europe had to professionalize their marketing and communication. Some practical results: An Act global - Think local strategy, in which Nikon monitors product launches realtime, and keep an eye on their competitors.
- The benefits of all countries using a central SRM tool is: consolidated analytics and economies of scale in content and social media app creation. Economies of scale – schaalvoordeel behalen The benefits of a centralized SRM tool: More opportunities to share content and posts Consistency in messaging Real time reporting over and analytics on the social media platforms over Europe Listening & monitoring our customers, competitors and markets
- Would you like your employees to be brand ambassadors on social media? Do your employees feel confident sharing on social media about Nikon? EXPAND THE POOL OF SOCIAL OWNED STAKEHOLDERS • Run education program for the employee base. Social Media BV Training to generate internal awareness of Nikon Social owned channels and company’s goals that might be realized through those channels. Start cultivating your internal brand ambassadors among Nikon employees to advocate for the brand.
- hhttp://youtu.be/TS7_a0XX6qA?t=5m57s
- Social data can give much more information about customers, products and brands than traditional market research and focus groups.
- This is a Title Slide with Picture slide ideal for including a picture with a brief title, subtitle and presenter information. To customize this slide with your own picture: Right-click the slide area and choose Format Background from the pop-up menu. From the Fill menu, click Picture and texture fill. Under Insert from: click File. Locate your new picture and click Insert. To copy the Customized Background from Another Presentation on PC Click New Slide from the Home tab's Slides group and select Reuse Slides. Click Browse in the Reuse Slides panel and select Browse Files. Double-click the PowerPoint presentation that contains the background you wish to copy. Check Keep Source Formatting and click the slide that contains the background you want. Click the left-hand slide preview to which you wish to apply the new master layout. Apply New Layout (Important): Right-click any selected slide, point to Layout, and click the slide containing the desired layout from the layout gallery. Delete any unwanted slides or duplicates. To copy the Customized Background from Another Presentation on Mac Click New Slide from the Home tab's Slides group and select Insert Slides from Other Presentation… Navigate to the PowerPoint presentation file that contains the background you wish to copy. Double-click or press Insert. This prompts the Slide Finder dialogue box. Make sure Keep design of original slides is unchecked and click the slide(s) that contains the background you want. Hold Shift key to select multiple slides. Click the left-hand slide preview to which you wish to apply the new master layout. Apply New Layout (Important): Click Layout from the Home tab's Slides group, and click the slide containing the desired layout from the layout gallery. Delete any unwanted slides or duplicates.