capgemini social media strategy success factors
Post on 14-Sep-2014
984 views
DESCRIPTION
Presentation to the University of Sydney on the value and success factors of Social Media strategy design and implementationTRANSCRIPT
Social Mediastrategy
Hi! Jean-Baptiste Vincent
French / Australian
12+ year of experience in the industry and in consulting
Co-founder of the digital practice at Capgemini and Mobility Lead
[email protected]: jb_vincent
A bit about me About Capgemini
10 years ago… 2004
2014
What is the valueof Social Media?(for your customers, your employees and your business)
From Social Media
Communities &
Forums
Co-creation &
fansourcing
Social Support
Social Media
Marketing
Social Media
Monitoring & Analytics
SocialCommerce
Level of Control Level of Integration (and benefits)
• Discussion boards• Forum• Kudos & contributor ratings
EngagementBrand advocacyReduced cost to serve
• Polls & voting• Codesign• Fansourcing
Reduced product development costBrand advocacy
• Workflow & response to customer challenges• Peer-to-peer customer service
Reduced cost to serveBrand advocacy
• Corporate and products comms• Campaigns & events• Blogs
Brand awareness
• Monitoring• Unstructured analytics• Dashboards
Customer insights / segmentation
• Product reviews & ratings• Crowd sourced recommendations• Social shopping• Content creation and sharing e.g. Videos, photos
Increased cross-sellIncreased up-sellReduced cost to sell
To Social CRM
What are the benefits?(for your customers, your employees and your business)
Understanding digital starts with determining “what” an organisation is doing with digital and social
Digital Maturity & The Digital Advantage
DIG
ITAL
INTE
NSI
TY
WHATthe company is
doing (digital
investments & assets)
Investment in technology
enabled initiatives to
change how an organisation
operates CUSTOMER & OPERATIONS
Sources: Digital Transformation : A Road-Map for Billion Dollar Organizations; joint MIT - Capgemini publication; Capgemini – MIT, Creating a Digital Transformation Vision, 2013; Capgemini – MIT, The Digital Advantage, 2012.
The second perspective is understanding “how” the organisation is approaching digital and social
Copyright © 2014 Capgemini Consulting. All rights reserved.
Digital Maturity & The Digital Advantage
DIG
ITAL
INTE
NSI
TY
WHATthe company is
doing (digital
investments & assets)
Investment in technology
enabled initiatives to
change how an organisation
operates CUSTOMER & OPERATIONS
TRANSFORMATION MANAGEMENT INTENSITY
HOWthe company is
doing it(vision, governance
& roadmap)
Creating the capabilities
necessary to drive digital
transformation)
Sources: Digital Transformation : A Road-Map for Billion Dollar Organizations; joint MIT - Capgemini publication; Capgemini – MIT, Creating a Digital Transformation Vision, 2013; Capgemini – MIT, The Digital Advantage, 2012.
The ‘Digirati’ manage both dimensions of digital
Digital Maturity & The Digital Advantage
BEGINNERS
This is not for us!
CONSERVATIVES
Analogue focus
FASHIONISTAS
DigitalDigital
Digital
DigitalDigital
DIGIRATI
DIG
ITAL
INTE
NSI
TY
WHATthe company is
doing (digital
investments & assets)
Investment in technology
enabled initiatives to
change how an organisation
operates CUSTOMER & OPERATIONS
TRANSFORMATION MANAGEMENT INTENSITY
HOWthe company is
doing it(vision, governance
& roadmap)
Creating the capabilities
necessary to drive digital
transformation)
Sources: Digital Transformation : A Road-Map for Billion Dollar Organizations; joint MIT - Capgemini publication; Capgemini – MIT, Creating a Digital Transformation Vision, 2013; Capgemini – MIT, The Digital Advantage, 2012.
Strong vision, invest in and manage
digital quickly and effectively
Copyright © 2014 Capgemini Consulting. All rights reserved.
The ‘Digirati’ get the best financial results
Digital Maturity & The Digital Advantage
BEGINNERS
This is not for us!
CONSERVATIVES
Analogue focus
FASHIONISTAS
DigitalDigital
Digital
DigitalDigital
DIGIRATI
DIG
ITAL
INTE
NSI
TY
TRANSFORMATION MANAGEMENT INTENSITY
Sources: Digital Transformation : A Road-Map for Billion Dollar Organizations; joint MIT - Capgemini publication; Capgemini – MIT, Creating a Digital Transformation Vision, 2013; Capgemini – MIT, The Digital Advantage, 2012.
Strong vision, invest in and manage
digital quickly and effectively
Copyright © 2014 Capgemini Consulting. All rights reserved.
Revenue Creation
Profitability
Revenue Creation
Profitability
Revenue Creation
Profitability
Revenue Creation
Profitability
+9%
+26%
-11%
+6%
+9%
-10%-4%
-24%
Our client case studyHow Capgemini helped a traditional organisation in its journey to become a digital and social enterprise)
Challenge #1
Where to start?
Lessons learnt
Identify clear social objectivesGet Leadership support
Measure success
Challenge #2
Who is your audience?
Lessons learnt
Identify and understand your audienceDefine cross-channel journeyGenuinely give before taking
Empower your customers
17
Burberry Body exclusive launch on Facebook
The Art of the Trench
16MIL FANS ON FACEBOOK. LIVE-STREAMED A/W13 on TWITTER. LEADING BRAND ON INSTAGRAM.ALL SUPPORTED BY NEW CAPABILITIES IN DIGITAL ASSET MANAGEMENT.
Challenge #3
Avoid the Island effect
Lessons learntIntegrate social with other digital and non-digital
channelsIntegrate business processes and policies
Integrate company silos
Customer Experience
CUSTOMER-FACING PROCESSES
Analytics
Data Integration
Process Digitization
Internal Collaboration
OPERATIONAL –FACING PROCESSES
Technology
Social Media
Mobile Channel
Online
Stores
CLOTHES SEEN ON THE RUNWAY ARE IMMEDIATELY AVAILABLE FOR PURCHASE VIA IPAD APP AND WEBSITE. CAN ALSO SHOP MARKETING VIDEOS. PERSONALISED ENGRAVING CAN BE ADDED.
Runway to reality
Blurring digital and physical in store
BRAND CONTENT CONTINUOUSLY PROJECTED ON OVER 100 SCREENS THROUGHOUT THE STORE, INCLUDING PRODUCT-SPECIFIC CONTENT TRIGGERED BY RFID-ENABLED MERCHANDISE ON MIRRORS THAT TURN INSTANTLY TO SCREENS. IN-STORE AUDIENCES CAN WATCH KEY BRAND MOMENTS LIVE FROM OTHER LOCATIONS. RETAIL THEATRE AVAILABLE IN NEARLY 100 STORES.
Challenge #4
People and culture
Lessons learnt
Become a Social EnterpriseEmpower employees
Break internal silosBusiness and IT collaboration
The Social Enterprise: Burberry Chat
Challenge #5
Managing technology complexity
Lessons learnt
Think Big, Start SmallIntegrate dataBecome agile
Burberry Results, 2009 - 2013
Since starting their digital journey they’ve realised significant benefits
Thanks!Any questions?