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Social Mediastrategy
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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
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10 years ago… 2004
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2014
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What is the valueof Social Media?(for your customers, your employees and your business)
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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
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What are the benefits?(for your customers, your employees and your business)
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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.
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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.
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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.
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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%
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Our client case studyHow Capgemini helped a traditional organisation in its journey to become a digital and social enterprise)
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Challenge #1
Where to start?
Lessons learnt
Identify clear social objectivesGet Leadership support
Measure success
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Challenge #2
Who is your audience?
Lessons learnt
Identify and understand your audienceDefine cross-channel journeyGenuinely give before taking
Empower your customers
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17
Burberry Body exclusive launch on Facebook
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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.
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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
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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
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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.
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Challenge #4
People and culture
Lessons learnt
Become a Social EnterpriseEmpower employees
Break internal silosBusiness and IT collaboration
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The Social Enterprise: Burberry Chat
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Challenge #5
Managing technology complexity
Lessons learnt
Think Big, Start SmallIntegrate dataBecome agile
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Burberry Results, 2009 - 2013
Since starting their digital journey they’ve realised significant benefits
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Thanks!Any questions?