social leadership series: today's connected enterprise
DESCRIPTION
Connected social organizations better understand, execute, and win in today's fundamentally changed business environment. Altimeter Group's Jeremiah Owyang and Spredfast's Rod Favaron discuss the 6 signs of the connected social enterprise, share best practices and examples, and explore the role of technology in achieving superior outcomes in today's business environment.TRANSCRIPT
Today’s Connected EnterpriseHow Social is Impacting the Business
Rod Favaron, CEO, SpredfastJeremiah Owyang, Industry Analyst, Altimeter Group
Today’s Presenters
Rod FavaronPresident & CEOSpredfast@rodfav
Jeremiah OwyangIndustry Analyst and Partner Altimeter Group@jowyang
#SFLeaders
Start with …
Why does your company do
social?
#SFLeaders
…. Dedicated to inspiring, educating and outfitting
….Its members and community
…. For a lifetime of outdoor adventure and stewardship
#SFLeaders
Outfitting
Stewardship
Inspiration
#SFLeaders
…. Satisfy, delight, nourish our customers
…. Serve and support local and global communities
…. Practice and advance environmental stewardship
#SFLeaders
Satisfy, Delight and Nourish our Customers Local and Global
Communities
Environmental Stewardship
#SFLeaders
The Golden Circle
“People don’t buy what you do, they buy why you do it. And what you do simply proves what you believe.”
– Simon SinekStart with the Why
#SFLeaders
We believe great social experiences
create lasting relationships
#SFLeaders
#SFLeaders
Lasting RelationshipsGreat Social Experiences
A Connected Enterprise BusinessWith Spredfast | August 20, 2013
Jeremiah Owyang,Industry Analyst, Partner
Agenda12
What does it take?
1 Internal organization
2 Audience identification
3 Engagement
4 Collaboration
5 Integration
6 Content Strategy
Contents
© 2013 Altimeter Group
13
What does it take?
Internal organization
Audience
Engagement
1
2
3
4 Collaboration
Integration
Content Strategy
5
6
ONEInternal Organization
More people are getting involved in corporate social effortsApproximately how many full-time equivalent staff currently support social efforts in your organization, for external and internal engagement?
Employees in Company Average # of Staff
2010 2012
1,000 to < 5,000 3.1 3.1
5,000 to < 10,000 5.2 19.4
10,000 to < 50, 000 5.4 12.0
50,000 to < 100,000 23.8 27.9
More than 100,000 20.4 49.4
Source: Altimeter Group. Social Business Survey, Q4 2012.
Most companies organize as Hub & Spoke, but are moving toward Multiple Hub & Spoke
9.4% 29.1% 35.4% 23.6% 2.4%
2010
2012
Source: Altimeter Group. Social Business Survey, Q4 2012.
The Composition of a Social Media Team
Base: 144 global corporate social media program managers at companies with over 1000 employeesSource: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)
Average Size of a Corporate Social Media Team: 11
EBay's CoE (Global Hub) 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
Client/Field Locations: Community Managers
Line of Business:
Social Delegates
Digital
Center of Excellence
Center of Excellence
Vision & StrategyResources & Tools
GovernanceTraining
Social DelegatesBusiness-specific
StrategyContent Strategy
Business ObjectivesMonitoring/Measurement
Management
Community Managers
Content DevelopmentChannel engagement
Customer Service
Strategy
Consumers
Dat
a
Insights
ARAMARK’s Center of Excellence is the hub between LOB and client/field locations
47% Social media marketers who plan to increase spending on social media management systems (SMMS) in 2013
Source: Altimeter Group. Social Business Survey, Q4 2012.20
Technology is part of the solution:
TWOAudience
Schwab targets and empowers key user segments
Schwab realized conversations were taking place whether it liked it or not. They created a community platform to centralize the conversation. Within 3 months:• Raised their customer advocacy
score 46%• Used referrals to drive 40% of new
customers• Achieved an average rating of
4.3/5• Generated thousands of reviews• Implemented customer feedback
in broker relations and product development
• Centralized the conversation to proprietary, controlled community
Sephora kicked off its first official social media presences in 2008 on Facebook and YouTube. The two networks were a natural fit for the brand’s target audience and instantly became forums for customer conversation around Sephora’s products.
23
THREEEngagement
People are broadcasting intent – if you know how to listen
The Wynn monitors related keywords (e.g. “Vegas”) to find and engage new prospects.
Listen to relevant conversations. Understand pains – address them selectively
Last year, H&R Block reached out to those tweeting about #taxes, potentially reaching new customers. (Tip: understand the context first)
Participate in dialog: gain loyal customers
Toyota highlights customers with “Featured Fans.”Pampers comments directly on fan photo contributions.
FOURCollaboration
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
Map permissions and workflow
Source: “H&R Block’s Response Process” David Armano, Edelman 2010
FIVEIntegration
At least 13 different business units across the enterprise may deploy social media
Market Research
Legal
Executive
IT
Customer/User experience
Advertising
Product development/R&D
HR
Social Media
Digital
Customer Support
Corporate Communications/PR
Marketing
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
7.8%
9.4%
10.9%
14.1%
14.8%
16.4%
16.4%
28.9%
35.2%
36.7%
39.8%
65.6%
73.4%
"In which of the following departments are there dedicated people (can be less than one FTE) executing social?"
Source: Altimeter Group. Social Business Survey, 2012.
Only 26% of companies approach social media holistically, operating against enterprise vision
Customer-service focus: Emphasis is on listening to customer conversations and resolving customer issues
Marketing/Communications single-channel focus: Creates individual content plans for specific social sites and channels like Facebook, Twitter, LinkedIn, YouTube, blogs, etc.
Marketing/Communications multi-channel approach: Where activity is based on a one-to-many distribution – i.e. same content calendar for every social network and controlled centrally
Holistic social media approach: Where lines of business and business functions operate against an enterprise-level vision and strategy – they act independently, but in a unified and complementary fashion
Distributed social media approach: Where lines of business and business functions independently manage and fund social media strategies to create departmental outcomes, i.e. sales, service, marketing, HR
0% 5% 10% 15% 20% 25% 30%
9%
18%
20%
26%
27%
Which of the following statements best match your organization’s definition of social strategy?
Source: Altimeter Group. Social Business Survey, Q4 2012.
The Dynamic Customer Journey requires an integrated approach that spans departments, channels and technology
SIXContent Strategy
Develop a content strategy
Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010
Coke developed a content strategy, including consumer content – and not just to advertise
Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010
For Whole Foods, Local stores manage their own accounts: content is relevant and specific to the area
For the most part, we’ve pretty much let [local stores] run with it. A tight control from a corporate level would be exactly the opposite of what we were trying to achieve.- Marla Erwin, Whole Foods
It’s not about advertising – entertaining, fun, and useful content can be effective for building relationships
40
What does it take?
Internal organization
Audience identification
Engagement
1
2
3
4 Collaboration
Integration
Content Strategy
5
6
Thank You!
Rod FavaronPresident & CEOSpredfast@rodfav
Jeremiah OwyangIndustry Analyst and Partner Altimeter Group@jowyang
#SFLeaders
Slides from today’s presentation can be found at http://www.slideshare.net/Spredfast/