simmons leadership conf - charlene li
TRANSCRIPT
Winning in a World Transformed by Social Media
April 2, 2013 | Simmons Leadership Conference
Charlene Li, Founder & Analyst, Altimeter Group@charleneli | [email protected]
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Red Cross monitors social channels during disasters to direct relief efforts During disasters, the Red Cross is able to find out about specific incidents, spot trends, and anticipate public needs. Red Cross representatives can use the command center to quickly match disaster victims with aid relief.
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Develop rules for engagement
Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,”
Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011
Ebay’s Global CoE coordinates across functions, properties, and geographies
• Responsible for social strategy
• Alignment of roadmaps and plans
• Analytics and reporting infrastructure
• Monthly Social Media Council meetings, with knowledge sharing initiatives
Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay
Sephora integrates social + digital in communities as well as in stores. Goal: Understand their “superfans” who spend 10X. average customer
community user
superfan10x
2.5x
customer spending
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ARAMARK must contend with separate businesses and differing goals and objectives
ARAMARK’s challenges:
1. Over 255K employees
2. Organized into separate businesses by industry
3. 1000s of client locations
4. Different client goals and objectives
5. Ingredient brand
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It’s equipped and enabled over 400+ locations to manage social media – within parameters
Rebranded for social engagement, around voice, purpose, and image.
Previously siloed, now creating new processes that result in improved customer satisfaction and sales across the value chain
• Learn: What can be learned from customers and community
• Dialog: The nature of our interactions with customers
• Advocate: How to build advocacy among customers and community
• Support: How to provide support via social channels
• Innovate: Using customer and community to drive innovation
Social Business Initiatives Framework
Learn
Dialog
Advocate
Support
Innovate
Plan out what will happen over time
MONTHS 1-6 MONTHS 7-12
Year One
MONTHS 1-6 MONTHS 7-12
Year Two
MONTHS 1-6 MONTHS 7-12
Year Three
28Example: Social Business Initiatives, organized by Goals into a 3 Year Roadmap
Category InitiativeNow – 6 months
6-12 months
12-18 months
18-24 months
24-30 months
30-36 months
Create greater loyalty to drive salesAdvocate InitiativeSupport InitiativeAdvocate InitiativeAdvocate InitiativeAdvocate InitiativeIncrease share in SMB marketLearn Initiative
Dialog InitiativeDialog InitiativeAdvocate InitiativeCreate four new productsInnovate InitiativeInnovate InitiativeLearn Initiative
Reduce customer service costsLearn InitiativeDialog InitiativeSupport InitiativeSupport InitiativeSupport Initiative
Most companies organize as Hub & Spoke, but are moving toward Multiple Hub & Spoke
9.4% 29.1% 35.4% 23.6% 2.4%
Social Media Training is About Developing Judgment -- and the Confidence to Use It
What you should do
What you shouldn’t do
Judgment is needed in between
#2 Ask the Right Questions About Value
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“We tend to overvalue the
things
we can measure, and
undervalue the things we
cannot.”
- John Hayes, CMO of American
Express© 2011 Altimeter Group
#4 Master the Art of Failure36
No relationships are perfect
Google’s mantra: “Fail fast, fail
smart”
© 2011 Altimeter Group
Charlene Li
charleneli.com/blog
Twitter: charleneli
For slides and reports, send an email
For more information & visit
charleneli.com
© 2012 Altimeter Group