What has Facebook ever done for Business (Roger Christie - Propel)
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Transcript of What has Facebook ever done for Business (Roger Christie - Propel)
What has Facebook ever done for business?Roger Christie (Managing Director, Propel)@rogerchristie
How can we garner this sort of response from executives?
@rogerchristie2
Image: Yahoo
Image: Yahoo
Stop talking about channels – start talking about capabilities.
@rogerchristie3
1. “They’re just good for cat memes.”2. “They’re only used by my teenagers.”3. “I don’t need to hear about what
someone’s having for lunch.”
@rogerchristie4
Business leaders perceive ‘social media’ as ‘channels’:
I became an ALDI lover when I tasted the first time.
@rogerchristie5
Understandable when they are influenced by industry discussion: risk
@rogerchristie6
Image: Design Bolts
And media obsession with channels
• ‘Facebook users surpass 1 billion.’• ‘Microsoft acquires LinkedIn.’• ‘Snapchat valued at $20b.’
@rogerchristie
Image: South Park
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It’s no wonder business leaders feel channels are the answer to success
@rogerchristie
“We need more likes.”“Surely the intern can do that.”
“Have you heard about Snapchat? We should get on to that.”“I thought social media was free?”
“Can someone put that on social media right now?”“It’s only 140 characters, so it shouldn’t take long to write.”
“Why do you need more content? We have a TVC ready to go.”“Customers are saying negative things – can you turn them off?”
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But, it is because of these experiences we need to shift away from channels
@rogerchristie
Social media channels alone will not deliver business outcomes.
Social capabilities will.
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@rogerchristie10
Social intelligence
Social customer care
Social media marketing Social sales Social
production Social HR
Real-time customer data
and insights captured via
online conversations.
Responsive customer service solutions across technology and
processes.
Targeted and responsive marketing solutions
leveraging customer data.
Customer lifecycle
management using social data,
tools and processes.
Products and services
developed and optimised by
real-time customer data.
Knowledge and talent
management via social data, tools and processes.
Social capabilities equip organisations to perform more effectively in the digital age
@rogerchristie11
Social intelligence
Social customer care
Social media marketing Social sales Social
production Social HR
How much more precise and responsive
would you be if finding
prospective customers
involved real-time information
gathered, aggregated and analysed from
social channels?
How much more personalised and efficient would your
service interactions be if
you could manage multiple
interactions at one time, in a channel many
customers prefer?
How much more targeted would
your communications
be if you drew on existing
social customer data to reach people at the
right time in the right place?
How much more powerful would
your sales conversations be if you had up to date prospect
information and the ability to
engage them in the forums, and with the content,
they value?
How much more relevant would your products
and services be if you received, analysed and
embedded customer
feedback in updates or new product lines?
How much more efficient would your workforce be if knowledge management was real-time,
and client opportunities
could be converted faster
through crowdsourced
insights?
Social capabilities improve all business functions rather than adding new channels
@rogerchristie12
Social capabilities align initiatives with org. strategy and org. goals
@rogerchristie13
How KLM delivers value through social capabilities
@rogerchristie14
How QGov delivers value through social capabilities
What can you do to reset organisation expectations?1. Become intimately familiar with organisation goals, strategy and language2. Become intimately familiar with your customers and prospects3. Find a senior sponsor (or two)4. Define the role of social capabilities5. Build and execute your strategy
@rogerchristie15
Questions?Roger ChristieManaging Director+61 431 718 [email protected]
propelgroup.com.au
@rogerchristie16