Winning Business Faster with Social Business Technology - Jive Software & Millward Brown Case Study
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With clients’ expecting "real-time" responses to RFPs, marketing agencies have to act fast to find experts and develop innovative solutions that win new business. But with agency teams distributed globally, it is increasingly difficult to coordinate a comprehensive response that incorporates relevant case studies, employee backgrounds, and 'elegant solutions' for each opportunity within a few days. In this webcast, Jackie Bartolotta from Millward Brown and Elizabeth Brigham from Jive Software will share how Millward Brown is generating new business by using social business technology to find internal experts, collaborate on proposals, and reduce the time it takes to respond to RFPs. Learn more about Jive Software: http://bit.ly/1aTo6Vq
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Winning Business Faster with Social Business Technology - Jive Software & Millward Brown Case Study
- 1. How Social Business Tools Are Accelerating Sales & Marketing U S I N G S O C I A L B U S I N E S SE L I Z A B E T H B R I G H A M , P R O D U C T M A R K E T I N G M A N A G E R J I V E S O F T WA R E
- 2. Today’s Speakers © Jive confidential 2 Jackie Bartolotta Director, Knowledge Services Millward Brown Elizabeth Brigham Product Marketing Manager Jive Software Deepa Ramesh Global Greenhouse Manager Millward Brown
- 3. Common Challenges Document- focused tools Marketing discipline silos Client meetings Conference Calls Travel Creative: Development Design Review Iteration Internal team dispersed globally Last Minute fire drills
- 4. FROM TO Mechanization Transactions Records Processes CRM ERP ECM Social Capital People Conversations Ideas Expertise Decisions Relationships What is Social Business Technology? The biggest from > to in a generation.
- 5. 5 © Jive confidential People are the platform.
- 6. SO CIAL BUSINESS L EADS TO REAL VAL UE McKinsey estimates: • Social business technology can unlock $900B-$1.3T annual value • $500B from marketing, sales and after-sales support • 45% reduction in marketing costs • 29% decrease in time to market
- 7. Social Business is transforming Marketing & Agency Teams • Responding to RFPs: Find experts and get input from colleagues globally to deliver RFP responses faster • Marketing Campaigns: Tear down walls between teams in silos, making cross-functional team projects more efficient • On-Boarding & Project Ramp Time: Get project teams up to speed and on the same page faster, regardless of where they’re located
- 8. The Greenhouse: Harvesting Millward Brown’s Collective Knowledge To Create Meaningful Impact MAY 2013
- 9. 9 W E A R E THE WORLD’S LEADING EXPERT helping clients GROW great brands IN
- 10. MILLWARD BROWN
- 11. • Multiple, disconnected intranets • Too many places to go • Limited search functionality • Duplication of efforts • Mass emails • Collaboration across global teams was difficult • Knowledge sharing and communications were siloed Our challenges at project kickoff (January 2011) Our Task: Redevelop MB Online into a social intranet
- 12. Intranet objectives 12 Create a MB Company hub where all regions, divisions and business units can gain access to our collective knowledge Improve community across the company by fostering dialogue, sharing and learning Improve access to knowledge and collaboration features will give staff a tool to tell a better story and create more meaningful impact on our clients
- 13. Our solution 13 Our home to cultivate knowledge and grow ideas that will impact Millward Brown’s community, business and brand.
- 14. What is the Greenhouse? 14 One Front Door Connecting Learning Communication Community
- 15. Generating pre-launch buzz among staff 15 Stakeholder Interviews Internal IdeaBlog® MB Board Pilot Senior Execs Regional Ambassadors Content Owners Office Champions All Staff Teaser Campaign Getting buy-in at every stage throughout the development process was critical to employee engagement. The Greenhouse was built by our employees, not for them.
- 16. February 15, 2012: 24 hour global Greenhouse launch! 16 Sydney Vietnam Boston Brazil Korea South Africa 80%+ logged in during 1st month
- 17. Greenhouse at a Glance 17
- 19. Usage Top Spaces Top Social Groups Highest viewed pieces of content Total Content 1297 Views Document on Millward Brown solution responding to a press article 1706 Views Solution Fact Sheet Greenhouse at a glance 19 Local Country/Office Group Account Servicing Team Thought Leadership 93% Total Logged-in ~4,000 Users per month Practice Areas 4% 22% 1% 4% 14% Status Updates Videos Polls Blog Posts Discussions56% Documents Total Content = 50,045 Thought Leadership Solutions Getting started in the Greenhouse Knowledge 2255 Views Document on career progression Regional Spaces Working Groups
- 20. Daily Activity over the past year 20
- 21. Case Studies 21
- 22. Case 1: Solving problems through knowledge sharing 22 Client wanted Millward Brown’s POV on ‘consumption shots’ in ads. Posted question in the Greenhouse Feedback from 16 colleagues from 7 countries (178 views) Team had been facing this question across all client brands for a few months (both client team and ad agencies) and had struggled to give a clear answer on pros and cons. “I feel like this is a great example of the Greenhouse in action. We will definitely be using some of the POVs from this discussion to build an answer for our client and being able to draw from everyone's experience gives us a very powerful answer.” - Account Director Found relevant and useful answers to client questions from others experiencing similar challenges.
- 23. Case 2: Cross departmental collaboration 23 Used the Greenhouse to find experts in different offices and leverage global expertise. Team working on a proposal for a client in South Africa, requested highly specific examples. Posted in our ‘Can You Help?’ space. 7 responses from 5 countries within 11 hours with names of experts around the globe who could help.
- 24. Case 3: Winning new business 24 Saved time gathering the right information from the right people, some of whom they had never known before. Help with a proposal for a client looking for industry specific experience and in their request, team mentioned could potentially become Australia’s largest client Feedback from 10 colleagues from 3 countries within 2 days (186 views) Built into their proposal a couple of slides about Greenhouse and how it can be used to leverage global expertise Won the pitch and this is now the second largest client in Australia. “The Greenhouse replies were helpful - and we incorporated this in the proposal. We were actually using Greenhouse to demonstrate how we can reach out to our global community… There were obviously lots of other elements involved in the pitch, but I'm confident this was a part of what highlighted our competitive edge.” - Account Director
- 25. Response from Employees and continued engagement 25
- 26. What employees are saying about Greenhouse? 26
- 27. We continue to engage employees and drive adoption What’s your favorite brand Europe photo competition tied to our BrandZ Top 100 launch. Feature Greenhouse Stars on our homepage Interview series that give other users ideas on how to stay engaged in the community Global Scavenger hunt Can You Help: Highly visible cross collaboration platform for questions across the globe.Anyone can post a question and answer. Moderated by our Knowledge leaders. ‘Best Use of Greenhouse’ competition tied to our 1 year anniversary ‘Year in Review’ Infographic
- 28. How has knowledge sharing changed with Greenhouse? 28 “With our old system, the small team of Knowledge Managers were a bottle neck in terms of knowledge sharing; now there is an increasing sense of a global community, sharing ideas and experiences.” -- Dominic Twose, Millward Brown’s Global Head of Knowledge Management
- 29. Thank you! 29 Jackie Bartolotta Director, Knowledge Services Jackie.Bartolotta@MillwardBrown.com Deepa Ramesh Global Community Manager Deepa.ramesh@millwardbrown.com
- 30. Panel Discussion and Q&A © Jive confidential 30 Jackie Bartolotta Millward Brown Elizabeth Brigham Jive Software @esbrigham Deepa Ramesh Millward Brown
Notas del editor
- Agenda:What is our Q3 Marketing ProgramGoals, size of the opportunity, targets, typical campaign processHow Jive can help Customer examplesBenefitsFAQ
- I imagine many of you are planning a campaign or in a campaign mid-flight. You put together your plan in Excel, draft a creative brief in Word, save to Sharepoint, email a link around and then morph everyone’s feedback into a slide deck for leadership. On top of that, you’re spending about 80% of your day in meetings rather than actually getting your deliverables out the door. This is what I lived every day at Disney as a marketer before I knew about social business.Time wasted in tools focused on documents instead of peopleEvery day spent going from meeting to meeting talking about work instead of getting it done No good way to collaborate with External PartnersTurn it over to Scott to talk through his experiences within his marketing team at UBM Tech Web to illustrate how Social Business technology has changed the way his team works
- Today we want to talk about the intersection of social business technology and marketing. So what do we mean by social business technology? All of you are familiar with how social media has influenced your lives as consumers and how your customers “own” your brand –the usual suspects: facebook, twitter, + social network flavor of the month.For 20+ years, we’ve been using tools that are focused on mechanization and automation. However, those tools are table stakes. To build a competitive advantage, we need to move toward tools that help us harness social capital.
- What that means is focusing on the people in our network to create a working platform. That said, social business technology won’t completely remove email or Excel or PowerPoint. However, it does bring all of those deliverables into one place where you can easily collaborate with your cross-functional team to get work done. So the emphasis for social business technology is on connecting people to get work done, rather than a system that’s just a container for documents.
- We’ve been talking thus far at a high level which makes social business technology sound like a nice to have. But I’m arguing that social business technology is a disruption to marketing operations and can generate real value.For example, overall, McKinsey is estimating the potential to unlock 900B - $1.3T ANNUAL value. For marketing alone, there’s the potential for $500B – namely through reduction in operational costs (fewer meetings trying to wrangle buy in from stakeholders all over the world) and decreased time to market which leads to beating the competition.
- To wrap things up concretely and to set up Scott’s case study, I wanted to highlight a few of the top use cases for specifically how marketers can use social business to collaborate in their daily lives.Marketing campaigns:You have to work in cross-functional teams across the org and outside (e.g. agencies) to get strong campaigns to market. Social business brings all of that work into one place, rather than having to chase down spreadsheets and stakeholders across the worldPartners:Agency work involves many meetings/conf calls/travel and sending large files back and forth via email for feedback. Again, social technology gives you a platform with one place to store all this data and have active discussions/provide feedback.Sales enablement:A major focus of our job is to ensure sales has the right product material and has access to us as subject matter experts for questions. Streamline conversations about deals, distribute the latest collateral and close more with social business.
- Who we are: We are the world’s leading expert in helping clients grow great brands that thrive in even the most challenging market placesWe do this through our people and solutionsThe Impact is helping our clients brands grow financial value
- In development with Stephanie
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