Social Leadership Series: Today's Connected Enterprise

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Today’s Connected Enterprise How Social is Impacting the Business Rod Favaron, CEO, Spredfast Jeremiah Owyang, Industry Analyst, Altimeter Group

description

Connected social organizations better understand, execute, and win in today's fundamentally changed business environment. Altimeter Group's Jeremiah Owyang and Spredfast's Rod Favaron discuss the 6 signs of the connected social enterprise, share best practices and examples, and explore the role of technology in achieving superior outcomes in today's business environment.

Transcript of Social Leadership Series: Today's Connected Enterprise

Page 1: Social Leadership Series: Today's Connected Enterprise

Today’s Connected EnterpriseHow Social is Impacting the Business

Rod Favaron, CEO, SpredfastJeremiah Owyang, Industry Analyst, Altimeter Group

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Today’s Presenters

Rod FavaronPresident & CEOSpredfast@rodfav

Jeremiah OwyangIndustry Analyst and Partner Altimeter Group@jowyang

#SFLeaders

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Start with …

Why does your company do

social?

#SFLeaders

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…. Dedicated to inspiring, educating and outfitting

….Its members and community

…. For a lifetime of outdoor adventure and stewardship

#SFLeaders

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Outfitting

Stewardship

Inspiration

#SFLeaders

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…. Satisfy, delight, nourish our customers

…. Serve and support local and global communities

…. Practice and advance environmental stewardship

#SFLeaders

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Satisfy, Delight and Nourish our Customers Local and Global

Communities

Environmental Stewardship

#SFLeaders

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The Golden Circle

“People don’t buy what you do, they buy why you do it. And what you do simply proves what you believe.”

– Simon SinekStart with the Why

#SFLeaders

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We believe great social experiences

create lasting relationships

#SFLeaders

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#SFLeaders

Lasting RelationshipsGreat Social Experiences

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A Connected Enterprise BusinessWith Spredfast | August 20, 2013

Jeremiah Owyang,Industry Analyst, Partner

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Agenda12

What does it take?

1 Internal organization

2 Audience identification

3 Engagement

4 Collaboration

5 Integration

6 Content Strategy

Contents

© 2013 Altimeter Group

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What does it take?

Internal organization

Audience

Engagement

1

2

3

4 Collaboration

Integration

Content Strategy

5

6

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ONEInternal Organization

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More people are getting involved in corporate social effortsApproximately how many full-time equivalent staff currently support social efforts in your organization, for external and internal engagement?

Employees in Company Average # of Staff

2010 2012

1,000 to < 5,000 3.1 3.1

5,000 to < 10,000 5.2 19.4

10,000 to < 50, 000 5.4 12.0

50,000 to < 100,000 23.8 27.9

More than 100,000 20.4 49.4

Source: Altimeter Group. Social Business Survey, Q4 2012.

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Most companies organize as Hub & Spoke, but are moving toward Multiple Hub & Spoke

9.4% 29.1% 35.4% 23.6% 2.4%

2010

2012

Source: Altimeter Group. Social Business Survey, Q4 2012.

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The Composition of a Social Media Team

Base: 144 global corporate social media program managers at companies with over 1000 employeesSource: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)

Average Size of a Corporate Social Media Team: 11

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EBay's CoE (Global Hub) coordinates across functions, properties, and geographies Responsible for

• Social Strategy

• Alignment of roadmaps and plans

• Analytics and reporting infrastructure

Monthly Social Media Council meetings, with knowledge sharing initiatives

Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay

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Client/Field Locations: Community Managers

Line of Business:

Social Delegates

Digital

Center of Excellence

Center of Excellence

Vision & StrategyResources & Tools

GovernanceTraining

Social DelegatesBusiness-specific

StrategyContent Strategy

Business ObjectivesMonitoring/Measurement

Management

Community Managers

Content DevelopmentChannel engagement

Customer Service

Strategy

Consumers

Dat

a

Insights

ARAMARK’s Center of Excellence is the hub between LOB and client/field locations

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47% Social media marketers who plan to increase spending on social media management systems (SMMS) in 2013

Source: Altimeter Group. Social Business Survey, Q4 2012.20

Technology is part of the solution:

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TWOAudience

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Schwab targets and empowers key user segments

Schwab realized conversations were taking place whether it liked it or not. They created a community platform to centralize the conversation. Within 3 months:• Raised their customer advocacy

score 46%• Used referrals to drive 40% of new

customers• Achieved an average rating of

4.3/5• Generated thousands of reviews• Implemented customer feedback

in broker relations and product development

• Centralized the conversation to proprietary, controlled community

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Sephora kicked off its first official social media presences in 2008 on Facebook and YouTube. The two networks were a natural fit for the brand’s target audience and instantly became forums for customer conversation around Sephora’s products.

23

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THREEEngagement

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People are broadcasting intent – if you know how to listen

The Wynn monitors related keywords (e.g. “Vegas”) to find and engage new prospects.

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Listen to relevant conversations. Understand pains – address them selectively

Last year, H&R Block reached out to those tweeting about #taxes, potentially reaching new customers. (Tip: understand the context first)

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Participate in dialog: gain loyal customers

Toyota highlights customers with “Featured Fans.”Pampers comments directly on fan photo contributions.

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FOURCollaboration

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Develop rules for engagement

Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,”

Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011

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Map permissions and workflow

Source: “H&R Block’s Response Process” David Armano, Edelman 2010

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FIVEIntegration

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At least 13 different business units across the enterprise may deploy social media

Market Research

Legal

Executive

IT

Customer/User experience

Advertising

Product development/R&D

HR

Social Media

Digital

Customer Support

Corporate Communications/PR

Marketing

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

7.8%

9.4%

10.9%

14.1%

14.8%

16.4%

16.4%

28.9%

35.2%

36.7%

39.8%

65.6%

73.4%

"In which of the following departments are there dedicated people (can be less than one FTE) executing social?"

Source: Altimeter Group. Social Business Survey, 2012.

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Only 26% of companies approach social media holistically, operating against enterprise vision

Customer-service focus: Emphasis is on listening to customer conversations and resolving customer issues

Marketing/Communications single-channel focus: Creates individual content plans for specific social sites and channels like Facebook, Twitter, LinkedIn, YouTube, blogs, etc.

Marketing/Communications multi-channel approach: Where activity is based on a one-to-many distribution – i.e. same content calendar for every social network and controlled centrally

Holistic social media approach: Where lines of business and business functions operate against an enterprise-level vision and strategy – they act independently, but in a unified and complementary fashion

Distributed social media approach: Where lines of business and business functions independently manage and fund social media strategies to create departmental outcomes, i.e. sales, service, marketing, HR

0% 5% 10% 15% 20% 25% 30%

9%

18%

20%

26%

27%

Which of the following statements best match your organization’s definition of social strategy?

Source: Altimeter Group. Social Business Survey, Q4 2012.

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The Dynamic Customer Journey requires an integrated approach that spans departments, channels and technology

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SIXContent Strategy

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Develop a content strategy

Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010

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Coke developed a content strategy, including consumer content – and not just to advertise

Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010

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For Whole Foods, Local stores manage their own accounts: content is relevant and specific to the area

For the most part, we’ve pretty much let [local stores] run with it. A tight control from a corporate level would be exactly the opposite of what we were trying to achieve.- Marla Erwin, Whole Foods

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It’s not about advertising – entertaining, fun, and useful content can be effective for building relationships

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What does it take?

Internal organization

Audience identification

Engagement

1

2

3

4 Collaboration

Integration

Content Strategy

5

6

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Thank You!

Rod FavaronPresident & CEOSpredfast@rodfav

Jeremiah OwyangIndustry Analyst and Partner Altimeter Group@jowyang

#SFLeaders

Slides from today’s presentation can be found at http://www.slideshare.net/Spredfast/