social governance j boye 2014
DESCRIPTION
What we call social is used across the enterprise and needs to be governed so that every business group takes full advantage of what the social universe offers the brandTRANSCRIPT
Social Governance - How to manage the unmanageable
Presented by John Kottcamp!J. Boye Web & Intranet Conference!
Philadelphia, PA – May 7, 2014!
Who am I?
Where do I come from
What do we do In the era of an ever connected culture, we help our
Global 2000 clients with the digital transformation required to deliver highly relevant and personalized
experiences across any channel or device. !!
We are a business strategy led consultancy that is focused on optimizing customer experiences,
increasing sales, and improving customer service !
Who we work with
Technology B2B Healthcare
Financial Services
What’s important to us
The art and science of balancing the needs and desires of the always connected, fully empowered customer with the business requirements and
commercial outcomes which define success for the enterprise !in the 21st century.!
The Fair Exchange!
The Modern Marketing Budget
The Roles of Social in a modern business
Customer Service
Client is interested in March Madness
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FAVORITE!March
Madness!
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1. Search!2. Retained Favorite!3. Rules-based!
1. Faceted Results!2. Past Behavior!3. Current Popularity!
Crisis Management
Brand Marketing
Digital Marketing
Social’s role within the Markitecture
Conte
nt
Send
Analy
tics
Campaign
Send
Analy
tics
Business Intelligence
Leads
EBC(Event Based
Communication)
Prospect / Customer
Mobile/TouchDirect Mail WebContactCenter SMSEmailVRU
Siebel(CRM)
(Email Service Provider)
Branch
(Direct Mail)
(Rewards)(Voice Portal/IVR)
CampaignData
EDW
Campaign Management
Key Relationship Rewards
(iLog/Abinitio)
OBI / Key.COM / KBO
(Social Media Monitoring)
Social Media
Teller 21 / CE Desktop
(Channel Analytics)
CIX
OTM(Outbound Telesales
Marketing)
(Analytics Data Mart)
Rel. Managers
Manual Originated Leads
Key VRUCampaign
Leads
Push Offers / Get Leads
Offers
Fulfil
l Poin
ts
OffersOffer
s / Le
ads
Prospects
Web/M
obile
Analy
tics
Campaign
Prospects
Leads
(Mobile SMS)
Key Bank Application
PersonalizationRules
Insight /Analytics
Lead/ProspectData
Customer Segmentation
Marketing Operations Lead Management
WCM Smart Target
Offer Content Mgmt.
Offer Content Mgmt.
Send Analytics
Updates
Send
Analy
tics
Offer/Segments
Marketing Architecture Future State
Insight and Innovation
58% 18%
13%
11% 0%
Twi+er Forum Blog Facebook Others (Review & Video/Photo)
Popular forum domains: • Roadbikereview • LetsRun.com • Bodybuilding
Popular blog domains: • Running Diva Mon • Fit Approach • Women’s Running Community
Popular Facebook domains: • CompeBtor Running • Strava Cycling • Slow is the New Fast
Popular Twi+er domains: • Runner’s World • Pace Per Mile • Nike Running Popular Hashtags: • Mostly about the sports they are playing or the events they aFend: #cardio #zumba #run #triathlon #running #5k #10k #marathon #biking #cycling #bpms150 #everymomentcount
• Others: #fitness #workout #iworkout #runchat #RWRunStreak #RunKeeper #ironman #inspiraBon #moBvaBon #goals #training #myfitnesspal #fiPam #gePit #healthy #relaxed #stressrelief #geSngbackinshape
24
N=2,850,000 , (6/8/2013 – 12/8/2013)
Social as a part of organization
Source – Forrester Research, Reboot Your Organization for Modern Marketing,” May 2014!
Source – Forrester Research, Reboot Your Organization for Modern Marketing,” May 2014!
It starts with knowing where you are
Decide where you want to go
