Tools, Tech, and Processes to Scale Your Enterprise Social Media Programs
•Descargar como PPTX, PDF•
2 recomendaciones•1,922 vistas
Want an in-depth look at how integrating the right tools and processes can help you scale your social media program? Check out Megan' Conley's presentation from #SMMW18!
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Tools, Tech, and Processes to Scale Your Enterprise Social Media Programs
Similar a Tools, Tech, and Processes to Scale Your Enterprise Social Media Programs (20)
Último
Último (20)
Tools, Tech, and Processes to Scale Your Enterprise Social Media Programs
- 1. @megconley www.social-tribe.com/smmw18 Tools, Tech, and Processes to Scale Your Enterprise Social Media Programs Megan Conley CEO + Founder
- 2. @megconley www.social-tribe.com/smmw18@megconley www.social-tribe.com/smmw18 Disclaimer • All knowledge, no pitch. I promise • Use the hashtag #SMMW18, but please take good photos #kthanks • Ask questions! I’m friendly • Get the goods www.social-tribe.com/smmw18 • Let’s be friends @megconley @socltribe
- 3. @megconley www.social-tribe.com/smmw18@megconley www.social-tribe.com/smmw18 Social is the foundation for a great customer experience
- 4. @megconley www.social-tribe.com/smmw18 Your customers don’t care • How big your company is • The complexities of your organization • Where you are in the world • What you want @megconley www.social-tribe.com/smmw18
- 5. @megconley www.social-tribe.com/smmw18 Customers expect • Seamless experiences • Hyper-relevant information • Personalized interactions • Real-time communication And that’s just the basics @megconley www.social-tribe.com/smmw18
- 6. @megconley www.social-tribe.com/smmw18 80% of CEOs believe they deliver a superior customer experience Less than 10% of their customers agree
- 7. @megconley www.social-tribe.com/smmw18@megconley www.social-tribe.com/smmw18 Over the next 3-5 years, 75% of marketers say they will be responsible for the end-to-end experience over a customer’s lifetime Marketers are the heroes of today’s customer experience
- 8. @megconley www.social-tribe.com/smmw18 Why do so many enterprise brands fail to deliver the experience customers expect?
- 10. @megconley www.social-tribe.com/smmw18 The good guys of scaleThe good guys of scale • Stakeholders • Processes • Workflow • Technology @megconley www.social-tribe.com/smmw18 • Data
- 11. @megconley www.social-tribe.com/smmw18 The good guys of scaleThe bad guys of scale • Disjointed data • Silo’d teams • Disparate processes • Point solution tools @megconley www.social-tribe.com/smmw18
- 12. @megconley www.social-tribe.com/smmw18 Scaling is an inside job 1. Strategy 2. Infrastructure 3. Collaboration Customer journey (Strategy) Get rid of silos (Collaboration ) Build the team (Infrastructure ) Determine the channels + platforms (Strategy) Develop the process (Collaboration ) Find the right tools (Infrastructure )
- 13. @megconley www.social-tribe.com/smmw18 Strategy: Flying Blind Ain’t Fun
- 14. @megconley www.social-tribe.com/smmw18 Know thy customers If you don’t know who your customers are – stop. Do not pass go, do not collect 200 dollars.
- 15. @megconley www.social-tribe.com/smmw18 Do your homework Age, gender, household income, location Attitudes, interests, hobbies Demographics Psychographics Buyer persona WHO? Pain points + challenges Goals + Objectives Industry trends Where do they collect information? Online conversations Social buzz Relevance WHAT? Social listening Content strategy Social strategy Influencers Digital ‘watering holes’ WHERE?
- 16. @megconley www.social-tribe.com/smmw18 Tactics + tools • Demographics Pro– demographics + competitive insights • FollowerWonk– demographics + competitive insights • Audiences – demographics + psychographics + competitive analysis • Social Mention – social listening + sentiment analysis • MakeMyBuyerPersona – step-by-step online wizard to create a buyer persona
- 17. @megconley www.social-tribe.com/smmw18 Obsess over your customers ANDRE WILLIAMS Online Retail Merchandiser DEMOGRAPHIC INFO Gender: Age Group: Location: Income: Marital Status: Household Size: Male 25-29 Major City $30k - $39k / year Single 2-3 people ACTIVITIES & HOBBIES Fashion, Music, Writing/Blogging, Going to Clubs/Bars WHERE TO FIND THEM Social Media: Websites: Magazines: Instagram, Snapchat GQ, Genius, Hypebeast Rolling Stone, Esquire BUYING HABITS Sole decision maker. Researches and reads reviews. Prefers quality over economy. ATTITUDE & VALUES Prefers to shop with ethical brands. Values time spent with friends. GOALS & CHALLENGES Wants to be as informed as possible, but short on free-time due to work.
- 19. @megconley www.social-tribe.com/smmw18 If you want to go fast, go alone. If you want to go far, go together. – African proverb
- 20. @megconley www.social-tribe.com/smmw18 Your job (at first)
- 21. @megconley www.social-tribe.com/smmw18 Global • Social governance • Best practices Regional • In country marketing leads • Lead gen Align key stakeholders Immediate • Product Marketing • Sales • Comms • AR + PR • Lead Gen • Partners
- 22. @megconley www.social-tribe.com/smmw18 Build a collaboration hub Team Alignment Campaign Tagging Approval Process Topic Partner Ecosystem Employee Advocacy Amplification Tracking
- 23. @megconley www.social-tribe.com/smmw18 Collaboration Tools Transparent Accessible Self-service Real-time
- 25. @megconley www.social-tribe.com/smmw18 Develop a repeatable, scalable process Collaboration hub Community Management Editorial + social management system Local Regional Global Social Promotion Stakeholder alignment Regular meetings Content planning Performance review Transparent Accessible Self-service Day-to-day execution Local, regional + global activation Amplificatio n Employee Advocacy Regional Activation Influencer Networks
- 26. @megconley www.social-tribe.com/smmw18 Key functionalities + tools Multi-channel management Best-in-class enterprise solutions Cross-functional capabilities Scalability Social governance Customized reporting
- 27. @megconley www.social-tribe.com/smmw18 Recap The disconnect is real Marketers are the hero’s of today’s customer experience Scaling is an inside job Collaboration is key – don’t go it alone Tech + tools to accelerate – not replace
- 28. @megconley www.social-tribe.com/smmw18 More goodies! What more tools? Take our tailored online assessment to find out which social, content + influencer tools are right for your program Expert guidance. After taking the assessment – set up a 15 min chat more about how these tools can work for your biz Free collaboration template! Get a jump start on scaling with our custom designed collaboration template – ready for download www.social-tribe.com/smmw18
Notas del editor
- Hi there! And thank you for attending my session!
- The early days of social marketing was just about being in the same boat as the customer, and the more people in the boat, the better. Things have changed dramatically. Now, customers expect more. They’re doing the paddling and they’re choosing who’s along for their ride. Stuck on a boat together, you better make the experience stellar. 66% of consumers say they are likely to switch brands if they are treated like a number instead of an individual (salesforce) CUT: a one-way conversation – from brands to consumers – and customers didn’t really have a voice. Things today have changed dramatically. Customers not only demand that brands – they expect a stellar customer experience.
- One of the biggest and most difficult challenges for marketers and brands to overcome is one simple reality: you’re customers don’t care how special you think you are. They expect the same level of experience from a large global company as they do from their favorite neighborhood café. In fact, often they expect more from you – you have the resources and expertise to provide it. Customers aren’t going to cut you a break because you can’t get headcount or have too much data to process [PAUSE] – that’s your problem. If you want to attract, convert and retain your customers in today’s marketplace, you have to figure out how to build and run a social program that is going to meet (and hopefully exceed) their expectations. CUT: to synthesize vast amounts of data
- And let’s great clear about what those expectations are – because, like the digital landscape, they’re constantly evolving. Keep your finger on the pulse. Today, customers expect: Seamless experiences: 75% of people now expect a consistent experience wherever they engage with brands. [salesforce] Hyper-relevant information: They want you addressing THEIR needs and wants (not yours) Personalized interactions: They expect an emotional connection. This is key to conversion and retention. Real-time responses: And they don’t want you wasting their time... In fact, 64% of consumers (B2C) and 80% of business buyers (B2B) expect real time communication with companies. (salesforce) CUT: - be it through social media, mobile, or even in person. The more you can personalize your relationship, the deeper and more loyal that relationship will be. Thanks to technology, we’re all trained to expect everything instantaneously – that includes responses
- Bottom line, customer expectations are high. But here’s the scary part – 80% of CEO’s believe they’re delivering a superior customer experience. But only 10% of their customers agree. That means there’s a HUGE disconnect.
- This isn’t just a business problem – it’s a marketing problem – and digital marketers are at the forefront of this shift – getting the chance to be the hero’s of today’s customer experience, if you do what’s right.
- So how do we do it right? If we know that customer make purchasing decisions based on their experiences, making customer experience the #1 competitive advantage for any business, why are so many brands falling short?
- The answer is simple: scale. Delivering a consistent customer experience across the board isn’t about adding more bells and whistles to your program – it’s about building a fully integrated, scalable engine
- Easier said than done – there are a lot of barriers that get in the way. Disjointed data: Data has to pull, integrate and analyzed from numerous, often disjointed, sources to be able to tell what’s working and what's not (and then you have to communicate everything up to your stakeholders?) Silo’d teams: How many of you are working with local, global and regional teams and campaigns that need to be aligned? Disparate processes: There are multiple editorial calendars, different collaboration hubs, misaligned workflows… the list goes on and on Point solutions: And then there’s the tendency to solve for specific projects – which don’t necessarily relate or integrate to any other parts of your program.
- If you walk away from this presentation with nothing else – leave with this. Scaling is an inside job. You’re ability to effectively grow your program – along side your business – is dependent on your ability to “get your house in order” and it starts with: Designing a strong strategy that is in lock step with the customer journey Building a strong infrastructure – to get the right resources, processes + workflows to ensure your program runs like a well oiled machine Collaborating – to ensure you and your stakeholders are bought into the same vision and understand what roles to play.
- So without further ado – let’s dive into strategy, and how to design it…
- [MONOPOLY GIF] How many of you have seen or been provided with a clearly articulated buyer / customer persona? If you have not – stop. Do not pass go, do not collect $200 dollars. I can’t tell you the number of times we’ve started working with clients on building their social strategy only to realize that we’ve got a big gaping hole – they don’t know who their customers are. If you don’t have a good handle on your customers, there’s no way you can deliver an exceptional customer experience on social or anywhere else. And when I talk about understanding your customers – I don’t just mean targeting demographics (although those are important). I’m talking about really understanding their values, behaviors, lifestyle preferences – the psychographics are key to designing your strategy to create a deeper, emotional connection to the audiences…that’s the stuff that stellar customer experience is made of.
- [FIX ANIMATION] Unlocking your customer persona is step one – but that’s just the beginning. Next you want to understand the “what”: What do they care about? What are their challenges or struggles? What are they trying to achieve? This is where social listening comes in and gives you valuable insight into how to become more relevant to your audience. That should inform the foundation for your content strategy and gives your brand the opportunity to be a ‘hero’ to your audience. So once you understand what matters to your customers and why – now you’re primed to find them so you can start engaging with them. Where do they ‘live’ online? Where are they harvesting information? What conversations are they having? Who do they go to as credible, reliable resources for information? These are what we call the ”digital watering holes” – the places online were your customers congregate and interact with one another- exactly the place you’re brand needs and wants to be.
- At this point you’re probably wondering how you’re going to collect all these insights? Well, I’ve got you covered. Here are some tools that will give you the insights you need to make sure your social strategy is truly aligned with your customers. No enterprise social management platform is comprehensive – you’ll always need to supplement to get the deep level of customer insight we talked about earlier. Unfortunately, there really isn’t a one-size-fits all platform that will give you everything you need. Most every social media management tools will give you a few pieces of the puzzle, but in order to get the full picture you’re probably going to need to augment the info you already have with supplementary insights from tools like these.
- And in the end, you should end up with a buyer / customer persona that looks something like this. You should feel like you could go grab an organic micro-brew with Andre, anticipate how he spent his day, where he bought his hat and what’s stressing him out. Before he even asks for your help (because sometimes he hesitates to admit he needs it), you know exactly the right thing to say – giving him the resources to overcome his challenges -- and you’ve even got him laughing. Heck, the next round is on him.
- Now that you know who you’re targeting as the foundation of the social strategy you’ve built – you need to take that in-house and figure out how to execute it.
- ”If you want to go fast, go alone. If you want to go far, go together.” I love this quote, showing the importance of collaboration. Collaboration is essential to scale, period. There’s no way you can grow your program without buy-in and participation from other stakeholders in your business. But often, especially in enterprise businesses, that’s easier said than done.
- Let’s be honest, your job is gonna feel like this (at first)
- So, don’t go it alone. Get allies. First start with your immediate team of stakeholders – these are the people who: have direct touch points with customers do the product marketing, and other key players in your marketing / communications mix Then, look past your immediate circle to take into consideration those who are invested in the same outcomes from the regions. And the global teams. You want to think of them as your internal customers. But, before you start asking for their participation, make sure you understand: What’s in it for them? What are their goals? How can you help them? Knowing these answers helps you get their buy-in -- because you can create a win-win situation that helps them achieve their goals. And, with that, you’ve got something even better than a collaborator – you’ve got a partner. CUT: Partners are multipliers and the more multipliers you’ve got – the further your reach and the bigger your impact.
- The number one most effective way you can make collaboration a reality is by building a collaboration hub. This is an internal platform that gives all your relevant stakeholders line of sight into what’s happening and also acts as a “single source of truth” – ensuring everyone has access to the same information and is on the same page, no matter where they are. A lot of enterprise social management tools will boost that this part of the process can be managed within their technology platform – but in my experience you really need this piece to live outside so it can support a broader group of stakeholders (many of who won’t be social media experts). We use this to align inputs across many functions of the marketing / comms organization – local, regional and global. Key attributes Transparent Accessible Real time Self-service And, best of all, a process like this can save us all from one of our worst nightmares…
- The Excel Spreadsheet. Can we all agree to STOP the circulation of column-lined pit of despair?! Instead, there are a lot of tools that can help facilitate the process I just outlined – here are a few of my favorites. The key attributes to look for are: Transparent Accessible (cloud hosted) Self-service (permissions based) Real-time My favorite is Smartsheet -- an interactive, cloud hosted content calendar. And if you go to the url below you can download a template of our social – editorial collaboration hub to get you started. MUST STILL LINK URL.
- All the strategy in the world isn’t going to help if you can’t effectively execute.
- Tools are key to collaboration and scalability – but don’t forgot that we’re all humans! Organizing and leading regular meetings to drive alignment (and report back on results) are key to making sure your stakeholders are on the same page and see the value of their participation. Use the collaboration technology and processes to keep the engine running in between your meetings and to keep the execution pieces flowing together