Enterprise Collaboration & Social Business Measurement
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Transcript of Enterprise Collaboration & Social Business Measurement
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CROWDSOURCING
COLLABORATION
AND THE CROSS-CHANNEL CONVERSATION
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@ThinkBluePR
Digital Experience at IBM
Mentorship Chair for PRSA New Professionals Section
www.ibm.com/csuite
BRANDI BOATNER
PRSA Diversity Committee Chair
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@NickLucido
Account Supervisor at Edelman Digital
PRSSA Chair for PRSA New Professionals Section
www.edelmandigital.com
NICK LUCIDO
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@AmyL_Bishop
Digital PR & Marketing at DigitalRelevance
Social Chair for PRSA New Professionals Section
www.amylbishop.com
AMY BISHOP
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BUILD SOCIAL STRATEGIES THAT CREATE MEANINGFUL
BUSINESS VALUE
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THE BUSINESS OF SOCIAL BUSINESS
To gain competitive advantage,companies must focus on makingtransformational shifts in how work isaccomplished.
Companies will succeed when theyembed social into their core businessprocesses and capabilities.
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THE CROSS-CHANNELCONVERSATION
Companies can create unique customer experiencesby listening to and engaging customers. Failing tocommunicate with customers in their preferred waycreates an engagement gap that is difficult toovercome.
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THE CROSS-CHANNELCONVERSATION
New tools and strategies are necessary for organizationsto fully understand and engage with customers acrossall touchpoints. Marketing will continue to expandbeyond promotion to include customer experiencemanagement and organizations will be required to usesocial approaches to sales and service.
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CASE STUDY: LEGO
Problem: Facing declining market share, LEGO identified severalgrowth opportunities and introduced operational improvements.
Social Business Solution: LEGO's marketing & IT teams used acomprehensive set of processes, tools and systems thinking todetermine the effectiveness of campaigns.
Social Business Value: Products in the build-yourself boardgames line captured 12.6 percent market share. Sales increasedby 17 percent.
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FOSTER COLLABORATIONTO DRIVE INNOVATION
& BUSINESS RESULTS
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72%OF WORKERS ARE NOT ENGAGED IN THEIR WORK
EACH YEAR, LOSTPRODUCTIVITY OF
DISENGAGED EMPLOYEESCOSTS THE ECONOMY
SOURCE: GALLUP
BILLIONDOLLARS370
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COLLABORATIONAMONG CONSUMERS
The Collaborative Economy: An economic model where ownershipand access are shared between people,startups and corporations. [Jeremiah Owyang, Crowd Companies]
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COLLABORATION IN THE ENTERPRISE
Individuals and organizations are embracing thecollaborative economy and the sharing revolution isunstoppable. Harness trends of the collaborativeeconomy to enable your team to build products andservices as partners not just employees.
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SOURCE: CHESS MEDIA GROUP / JACOB MORGAN
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ANALYZE SOCIAL DATA TO MAKESTRATEGIC BUSINESS DECISIONS
& MANAGE RISK
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SOCIAL BUSINESSMEASUREMENT FACTORS
PEOPLE• Online Monitoring• Analytics Platform• Internal Collaboration• Community Platform Selection• Social CRM
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SOCIAL BUSINESSMEASUREMENT FACTORS
PROCESS• Social Media Policies• Technology Integration• Customer Support & Sales Workflows• Measurement Framework & Rollout• Global & Enterprise Expansion
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SOCIAL BUSINESSMEASUREMENT FACTORS
PLATFORMS• Behavior Change• Cross Silo Collaboration• Executive Support & Participation• Organizational Models• Employee & Partner Participation
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SOCIAL BUSINESSSUCCESS INDICATORS
CONSISTENCY
• Able to compare data year over year• Allows for social programs to scale• Harness the massive amount of available content and data to rethink and re-equip business operations•Advance and align the entire organization
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SOCIAL BUSINESSSUCCESS INDICATORS
BUSINESS GOAL ALIGNMENT
• Build public relations programs to drive business results• Earn bigger budgets and more credibility internally• PR is competing against marketing, advertising, etc.; need to speak the same language
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SOCIAL BUSINESSSUCCESS INDICATORS
METRIC HIERARCHY
• Facebook Likes > Engagement Rate > Engagement > ROI• Impressions > Awareness > ROI• Clear path to defining success for various programs• Allows social/PR to play in the same space as advertisingand marketing
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IDENTIFY BROADER KPIs
AWARENESS
ENGAGEMENT
ADVOCACY
PURCHASE INTENT
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QUESTIONS?