Jason Breed
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Transcript of Jason Breed
Social Media PlusSocial Monitoring & Analysis Overview
Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
• Intro – A Social Perspective
• Re-Imagine Your Business
• Social on Purpose
Agenda
Copyright © 2011 Accenture All Rights Reserved. 2
173million
126million
11511560
360million
284million
500million
Digital Landscape
Social Media • 7 new Internet users per second versus 2.3 births
per second globally
• 346 million people globally read blogs
• 200+ million tweets on Twitter per day
• 57% of Twitter’s users located in USA
• 740 million on Facebook, 200+m on Twitter
• 80% of Gen Y versus 20% of Boomers connect with people on Social Media
• 25% of search engine results for top 25 brands link to user generated content
• 78% trust peer recommendations
US Internet users• 240 MM users in USA 77% of population
• Internet penetration hits 90%: 100 MM USA household
• 67% are broadband connections
eCommerce• USA Web sales $253 Billion in 2010
• Forecast $1 trillion globally by 2013
• 30% of offline sales are influenced onlineSources: UK Independent, CIA Factbook, compete.com
220
110
The Geosocial Universe
4.6 BillionMobile devices globally
780
590million
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US Share of Time Spent OnlineSource: Citi Investment, Research and Analysis (September 2011)
Q3 2006 Q3 2011
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Hyper Growth of “Social Operating Systems”
Google + Cumulative Worldwide & US Unique Visitor TrendSource: comScore, Worldwide and US, home & Work Computers (excl. Mobile)
Worldwide U.S.
6/29/2011 7/19/2011
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New Social Operating Systems Growing Even Faster
Tablet Usage in the Enterprise
Source: AlphaWise CIO survey
2010 2011
Do Not Allow
Allow Employee Owned Tablets on Network
Purchase For Employees
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Where Does That Put Us
Ten Year Computing Cycles10x more users with each cycle
1970s Mini Computing Business Logic Apps
1980s Client/server Computing Process Automation Apps
1990s Desktop Computing Web Apps
2000s Mobile Cloud Computing Mobile Apps
2010 Post PC Revolution Social Apps
1960s Mainframe Computing
Data Management Apps
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Source: Salesforce.com 2011
What is Social Media? (Technology Enabled Interactions)
Social media is an umbrella term used to describe the various technology enabled interactions within organizations as well as with customers and stakeholders.
Peer-Peer InteractionInformation sharingRelationship buildingOpinion sharingDiscussionIdea sharingComplaintsQuestionsJokesGossipNews, etc
Employee-Employee InteractionInformation sharingRelationship buildingOpinion sharingDiscussionIdea sharingQuestionsNews
Which interactions are you looking to enable, support and manage
Outside Company Inside Company
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Social Media is permeating your business.....
• Power in Your Networks (VARs, Employees, Customers, Influencers...) have become networks….networks of peers, online communities, opinion leaders
• Call Centers could disappear as your customers get answers from peers and your Facebook page
• Recruiters are being replaced by LinkedIn for finding and assessing talent
• And, Chief Strategy Officers no longer generate ideas, but instead take the million of ideas available and turn them into products that test market through these networks
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Our Perspective – Landscape is changing
Social Media is permeating business.....
• Rise of the Water Cooler Manager: Organizational structures are being empowered (emergent vs. imposed)
• Shift in Employee importance – Individual competence is difficult to compete on. Organizational effectiveness determined by how well social capital is managed as a core competency in knowledge based organizations
• Ownership is 1/10th of the law – not about what you control, Agility requires finding the right assets, combined w/ right structure, right time
• Content is no longer a competitive advantage, Context is
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Our Perspective – Change across the Enterprise
Social media should be changing your perspective
Traditional Actions Emerging Actions
Sales Conversion & Relationships
Marcom/ Branding Relevance
Service Experience
Employees Social Capital
Innovation Outcomes (not Ideas)
Research Insights
Social media is driving efficiencies by better utilizing our networks of employees, customers, suppliers, distributors….
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The New Enterprise Social Business
• Intro – A Social Perspective
• Re-Imagine Your Business
• Social on Purpose
Agenda
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1. Social By Design
Enterprise Social Business Components
Response Guidelines
Social Training / Social Learning
Technical Design
(Consistent Data/Social/Analytics Platforms, Systems
Integrations)
GovernanceProcess
Risk Mitigation Process
(Crisis Management, Escalation
Procedures)
Social Business Maturity Modeling (Roadmap)
Corporate Social Playbook
(Coordinated, Activated and Accountable) (Evaluator)
Organizational Modeling
Employee Enablement
(Certification Levels, Compensation/Behavioral, Purpose Driven)
Brand Social Playbook
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2. Internal Collaboration
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Low Productivity• Inboxes are flooded• Best practices silo’d• Employees not connected
Low Engagement
Slow Processes
No Knowledge Sharing
Social Collaboration Playbook
Develop a Collaboration Playbook
Chapters: Purpose / Context
Content
Technology / Capabilities
Process
Organization
Culture & Behavior
3. Employee Recruitment
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4. Social Innovation
Assets, technologies and Support Processes
Business Models
Customer ExperienceProductsSupply
Chain
ChannelsServices Platforms Brands &
Marketing Channels
New models for sourcing, development and / or manufacturing
New services which expand the market and create more value
Integrated set of offerings, drawing from common capabilities
New ways of reaching and delivering value to customers and consumers
Value creation through unique customer experience: pre, during and post sale.
Value creation though brand image and intent
New ways to generate and capture value
Superior functionality per unit of cost
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• Silos of Information and Islands of Ideas
• Communication between ideas is linear, Chance plays large role
• Middle Management are gate-keepers… Often constrain change• Different Process, Diverse rules, Duplicate efforts – Little governance.
Ad Hoc Innovation
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Requires More Than Tools
• Experts collaborate on solutions not just departments
• Continuous loop of communication, pipeline of innovation creates predictability
• Culture and process encourages and enables change
• Transparency mitigates risks
Ad Hoc Innovation
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People and Process Need to Change Too
Personalized 1-Click Solution
Wiki Category, Real-time Monitoring and Search Community Intelligence
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5. NextGen Helpdesk Portal
Collaborative Content Building: Wiki, Tagging, Rating, Tasks, Discussion
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NextGen Helpdesk – Topic Detail Page
Target on Facebook Pages.
Target based on Facebook Data: LocationAgeGenderLikes/InterestsProfessionRelationship StatusNumber of FriendsEducationReligionCurrent Apps Downloaded on Facebook
Track Facebook Engagement:LikesVideo Engagement (click capture)Surveys / Contest Engagements (click capture)
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BONUS: Targeting/Personalization on Facebook
daily deal Gender Target Gender Target
Interest Target Family Target
Present personalized content based on pre-defined targeting rules.
Offer
Refer a friend and get $10 coupon
Purchase a Groupon as a Present
Referrer a 10 friends and get $50 coupon
Target: visitor with 100 + friends
Target: visitor with 500 + friends
Target: visitor aged between 40+
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Relevance in Marketing
Agenda
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• Intro – A Social Perspective
• Re-Imagine Your Business
• Social on Purpose
Drive to an Iterative Social Media Vision
Copyright © 2011 Accenture All Rights Reserved. 24
Listen and Learn Engage Optimize
Plan and Measure
LearnR&D, Marketing, Customer Insight
ReactPR,IR, COM
SupportCustomer Care
DriveMarketing (Ops), Sales, Recruiting,
ServeIT, Multichannel
Social Media Monitoring and Alerts
Social Media Analysis
Off-Board Social Media
On-Board Social Media
Tracking (enthusiasts, influencers, customers etc) Profile Based
Optimization
CRM Integration
Seed Tracking and Attribution (ROI)
Multi-Channel Integration
Risk Management and Policy Development
Engagement Management
Content Management
Internal Education
Social Media Strategy and Roadmap (Metrics, KPI’s, Analytics, Organization and Governance, Change Mgmt, Technology
Needs etc.)
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Social Media Framework
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QuestionsJason Breed
Social Media Practice Lead
Accenture
Thank You!