Manage social media conversations across all brands and locations
Govern local employees engagement with customers
Scheduling, alerts, and pre-packaged content improves efficiency
Real time alerts identify service and product sentiment
Sharing ideas across all locations and corporate
Hurry up and fire them
Guru
Ninja
57% of businesses currently monitor online conversations 20% do not listen at all 23% of respondents weren’t sure whether or not the company is listening to online conversations
According to a recent study by Capgemini, Brian Solis Sep 2011
Long way to go……..
By the time a big company figures out social media, I come in about here
Customers
Big Enterprise Company
Knock Knock
Who’s there?
It’s me, a likely customer
I can’t answer the door until we figure out who in our organization is responsible to answer you. I have to find out who that is and let them know you want to talk to them. They will check with their managers and get back to you when they know what to say.
When we do, you ‘ll still be there right?
This Joke is On You
Enterprise
Small Business
Slow to react
Swift and tactical
Big vs. Small
Act like a smaller company Small companies generated 64 percent of net new jobs over the past 15 years Since January 2010, small and medium firms generated 98% of the nearly 2 million private-sector jobs created
http://www.sba.gov/advocacy/7495/8420 Automatic Data Processing Inc. August 2011
http://blogs.wsj.com/economics/2011/08/31/jobs-bill-needs-to-target-small-businesses/
How to speed things up for the enterprise?
Decide, Deliver and Deploy
Large enterprises take over 1 year to deploy Trust and assign key people It ain’t social if you can’t socialize internally Do what others have done Use vendors that have successfully deployed in different verticals Take on education and set up architecture
How to speed things up for the enterprise?
Large enterprises need to open the social door
How to deal with inside your company?
This is on the other side
customer
employee
1. Alert to customer complaints every 10 min by location
2. Alert to curse, SPAM, images, links, etc for removal
3. Monitor all employee conversations (posting and commenting)
4. Store all conversations (including deleted ) permanently for HR
5. Require all employee photo/video uploads to be approved
6. Optional process that requires employee posts to be approved
7. Company can provide pre-approved content to all locations
8. Accounts are set up as business not personal for control
- Employees are no longer administrators of page
9. Restrict employee usage to only access Facebook business page
- IT can block access to Facebook, Twitter, etc
10. User roles can be customized for specific permissions and access
Obstacles and Barriers We are a regulated industry, its not easy BS, control the message just like you would an ad in the paper Draft, collaborate, approve. Check, check, check
My executive management team doesn’t understand social They probably don’t know how to load a tractor trailer either Get your best people on it and they will deliver
We don’t have anyone trained in social media Are your employees living in a cave? They understand social just fine They just need to understand how YOU want them to play in social
We are a service company and don’t sell anything on the web Facebook itself creates confusion when they update services without communicating
We can’t get approval to move a desk or have a company picnic Your problem isn’t social, it’s your company
We can’t afford to spend the money, no budget Is this the answer when a crisis hits? We didn’t have the budget? Take the pie you already have and share it with all marketing channels
Obstacles and Barriers
Infrastructure
Get to a Hub and Spoke model now
18
Move from fragmentation and decentralization to coordination where business units can deploy own their own.
Infrastructure
You need to be where your customers are Set your structure accordingly Do not reinvent the wheel. Use the marketing structure that WORKS Get there with the best, don’t put your B team on it Set it and forget it? Yes with your workflow, review and approval process
NATIONAL BRANDS (TOP 25)
TOTAL FANS 77,000,000 Fans ACTIVE FANS 169,000 Fans
LOCAL RESTAURANTS (150)
TOTAL FANS 67,000 Fans ACTIVE FANS 6,831 Fans
Ownership
Early social adopters in enterprise organizations, circa 2010
Ownership
So who owns social? Marketing? IT? PR? Customer Service? Enterprises need to integrate social into Marketing and PR Outsource or not? Get your best people on it Trend we see is large enterprises consulting for strategy and development Insourcing tools to socialize, control workflow and scale
Measure the right things Have you saved a customer Are your employees enabled Are your customers impressed Has your productivity increased Leads to conversions Direct>Correlated>Relative>Proxy
ROI is real and here
http://www.ignitesocialmedia.com/social-media-measurement/social-media-roi-revisited-4-ways-to-measure/
Dell certifies social employees who are trained and awarded certificates so they can participate in the company's social media http://www.thehindubusinessline.com/industry-and-economy/info-tech/article2433326.ece Brands that have been punkd http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-media Social + IT= FAIL Gartner predicts 70 per cent of IT–dominated social media initiatives will fail by 2012 http://technologyspectator.com.au/emerging-tech/cloud-computing/all-aboard-enterprise-social-media Social Business Readiness: How Advanced Companies Prepare Internally http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare
Empower Centralize Localize
Demonstrate Success
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