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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Social is About
RELATIONSHIPS
Not Technology
STRATEGY
ORGANIZATION
PREPARE
© 2011 Altimeter Group
Why Most Social Strategies Fail
No Clear Business Impact
Strategy Requires Planning
Six Phases of Social Business Maturity
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Planning“Listen to Learn”
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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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Presence“Stake Our Claim.”2
Shell Tracks Reputation Impact…Daily
© 2011 Altimeter Group
Have The Courage to Take the Leap
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Engagement“Dialog Deepens Relationships”
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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
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Formalized“Organize For Scale”4
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
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Strategic“Become a Social Business”5
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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Transformation“Business is social.”
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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
STRATEGY
ORGANIZATION
PREPARE
© 2011 Altimeter Group
Rigid Organizations Adaptive Organizations
(re)Organize Marketing for Agility and Resilience
Success Factors of A Social Business
Strategy is What You Decide To Do
And What You Decide NOT To Do
• 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%
Create Discipline In Engagement30
Source: “H&R Block’s Response Process” David Armano, Edelman 2010
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
STRATEGY
ORGANIZATION
PREPARE
© 2011 Altimeter Group
#1 Align Executives With Clear Business Goals
#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
#3 Create a Culture of Sharing35
#4 Master the Art of Failure36
No relationships are perfect
Google’s mantra: “Fail fast, fail
smart”
© 2011 Altimeter Group
#5 Determine Your Personal Social Strategy
Warrior engages colleagues and friends through both work…
…and personal passions39
Social is AboutRELATIONSHIPSNot Technology
Charlene Li
charleneli.com/blog
Twitter: charleneli
For slides and reports, send an email
For more information & visit
charleneli.com
© 2012 Altimeter Group