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

7

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?”

8

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.

9

@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 018rchristie@propelgroup.com.au

propelgroup.com.au

@rogerchristie16