7 summits insight summit series - spotlight on social business
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Confidential 1
Spotlight on Social Business
October 9 2013
Confidential 2Confidential 2
–“A new class of company is emerging – one that uses collaborative technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners and suppliers....”
Mckinsey Global Institute“The Social Economy: Unlocking value and productivity through Social Technologies” July 2012
SOCIAL MEDIA IS DISRUPTING BUSINESS
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Speaker: Rob Murray, 7Summits
Senior Vice President, Sales
LinkedIn:linkedin.com/in/robemurray
Twitter: @robertemurray
Web: 7summitsagency.com
Email: [email protected]
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Speaker: James Davidson, 7Summits
Vice President Digital Strategy
LinkedIn:linkedin.com/in/jamesdavidson79
Twitter:@jdavidson
Web:7summitsagency.com
Email:[email protected]
Confidential & Proprietary
2009 60+FOUNDED TEAM OUR MISSION CLIENTS SERVED
81+Creating online communities that transform business and enhance people’s lives
Strategy
Experience
Technology
+
+
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PARTNERED WITH SOCIAL INDUSTRY LEADERS
COMPREHENSIVE CAPABILITIES
Milwaukee, WISchaumburg, IL
National Client Reach
OFFICE LOCATIONSFOCUS ON SOCIAL BUSINESS
AWARDS / RECOGNITIONS
Jive 2012 MVP
7Summits At A Glance
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Select 7Summits Clients
Confidential 7
TODAY• Before Bridge (Context)• The Media Shift• Building Bridge• Business Value Delivered• What’s Next• Getting Started
•Market Perspective•Social Business Model•MSOE Case Study: B2C•SAP Hana Case Study: B2B•Questions
Today
Confidential 8
MARKET PERSPECTIVE
Confidential 9
Social transformation is expected to continue to grow significantly for the next several years:
Mckinsey Global Institute“The Social Economy: Unlocking value and productivity through Social Technologies” July 2012
We are still at the beginning
Confidential 10
Where Value is being Created
Confidential 11
SOCIAL BUSINESS MODEL
Confidential 12
Social Marketing
and Outreach
CustomerCentric
Communities
Internal: Business to Employee
Employee to Employee
SocialBusiness
Processes
EmployeeCentric
Communities
SocialBusiness
Management
7Summits Social Business Solution Model
ENGAGING CUSTOMERS, EMPLOYEES, AND PARTNERS TO BUILD YOUR BUSINESS
External: Business to BusinessBusiness to Consumer
Confidential 13
MSOE CASE STUDY: B2C
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Key Trends and Concepts
Social media is the default state and media for Millennials1
They rely on user generated content for major life and financial decisions1
Millennials share good and bad information freely (living life out loud) 1
They place a high value on reputation derived from social media 1
Millennials absorb and manage information differently than other generations1
Universities that create their own open communities have a much greater degree of credibility with Millennials 2
Social business enablement in higher education demonstrates an immediate, measurable impact on engagement and reputation 2
Sources: 1Bazaarvoice. 2 Onlinecolleges.net
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Communications Misaligned
High School Students
E-mailPrint Phone Social Media Mobile
Communication Channels
MSOE Admissions
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People Behave Socially
MSOE CommunityOpportunity?
Facebook LinkedIn
PersonallySocial
ProfessionallySocial
Academically Social
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
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Consider School
Research School Options
Inquiry
Application
Acceptance
Deposit
Financial Aid
Enrolled/ Matriculated
Active Student
Seek & Find Employment
Graduate
Alumni
Awareness / Reputation
(“unidentified prospects”)
Relevancy(“named prospects”)
Engage / Retain
Thinking about being a student
Which school should I go to?
I should consider MSOE
Where do I stand?Is it right for me?
I can go – but is it my best option?
I’m considering
I’m intending to go
I’m there
I’m staying
I’m Preparing for my Career
I’m Starting my Career
I’m Sharing My Success Story
Stud
ent L
ifecy
cle
Focus Areas: Drive Impact Across Student Life Cycle
Our Focus with MSOE
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Popular Examples include:
• Apple Support Communities
• Yahoo Answers
• WebMD Communities
Popular Examples include:
Online Community 101Social Network vs. Online Community
Social Network Online Community
The primary purpose of social networks & online communities is different
Business Objectives
PPrimary PurposeRelationships
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Integrated Social Website
• Young and fresh look & feel
• Site appears more social from the first impression
• Website and User Generated Content are integrated side by side
• Ability to find what you are looking for quickly
• User experience and design is organize around primary audiences
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Open Forums and Discussions
• Questions can be asked any time
• Answers can be provided by anyone
• Find out what others are interested in
• Confirm deeper fit with MSOE through personal insights and interactions
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Integrated Application Form
• Less overwhelming application form
• LinkedIn style completeness gauge drove more application form submits
• Application integrated with back office ERP improved end to end analytics
• Allowed admissions counselors to see who started the application but did not submit
• Streamlined internal processes
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Profile and Progress Tracker
• Students and parents can see what the next steps are in the admission process
• Private area to communicate with admission counselor
• To Do list available and updated due to data integration
• Badges earned as prospective students interact with others and move through the process
• Streamlined Notifications
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Business Value & Results
SOURCE: Jive customer survey, (November 2012)
30%Admissions teamproductivity
Admission counselors spent less time chasing the student and more time interacting with them increasing productivity 30%.
Deposit Melt Overall accepted student summer melt decreased by 5% 5%
Electrical engineering saw almost double enrollment2XEnrollment Numbers
OutboundCall volume
Admission counselors reduced outbound calls by 66% freeing up time to interact with prospective students in community.
66%
Reached ‘13 application goal nine months early and acceptance goal five months early. 7000+ registered members and growing!
Application and acceptance goal
Application turnaround time
Admission counselors spent less time chasing documents down. We went from months to weeks!
Retention rate from accepted to deposit jumped from 30% to 38% in one year for our Fall 2012 (In a down economy!)
Accepted to Deposit
8%
Confidential 24
SAP HANA CASE STUDY: B2B
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SAPHANA.com: Social Website + Community
Social media applied across the customer lifecycle within a single site experience.
MarketingContent
SOCIAL CONTENT
DeveloperCommunity
SUPPORT COMMUNITY
Marketplace
SOCIAL COMMERCE
Private Customer
Groups
SOCIAL COLLABORATION
AWARENESS CONSIDERATION TRANSACTION POST-PURCHASE
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Marketing Content
• Marketing content to build awareness for SAP HANA features, capabilities and competitive differentiation
• Interactive modules that allow users to explore SAP HANA technical details
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Test Drives
• Developers can view demos and download trial versions ofSAP HANA
• Industry-specific example solutions are provided
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Developer Discussions & Support
• SAP experts monitor discussions and provide support to developers
• Peer support is also provided, developer-to-developer
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Marketplace
• Commerce-enabled apps marketplace
• Helps customers and partners commercialize their SAP HANA creations
• Social content includes ratings and reviews
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Training
• 300+ hands-on, how-to training videos for developers
• Supports developers’ self-directed discovery and evaluation process
• Developers learn from each other in discussion forums
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Customer Collaboration
• Private groups enable customer collaboration
• Customers self-manage SAP HANA environments
• Live chat provides intimate, personalized customer support
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Business Value & Results
160%Active commt’ymembers
The number of active community members has increased 160% since Q1 2012.
Training & support costs
SAP HANA Academy delivered via community, reducing training and support costs for SAP HANA developers.
Avg. 1.5MM monthly page-views in Q2-Q3 2013.6XSiteTraffic
More than 1,000 customers running SAP HANA in less than 18 months, the fastest uptake in SAP’s 40-year history.
Fastest-growingSAP product
Research costs The community is a source of customer insight, eliminating the need for some research expenditures.
Community improves efficiency and collaboration with SAP Partners and Customers.
Efficiencygains
Confidential 35
QUESTIONS?
Web
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7SummitsAgency@7SummitsAgency Your Guide to Social Media Success©
Thank you
Davidson