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Winning in a World Transformed
by Social Media
Charlene Li, Founder & Analyst, Altimeter Group
@charleneli | charlene@altimetergroup.com




April 2, 2013 | Simmons Leadership Conference
2
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
1   Planning
        “Listen to Learn”




8
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.
9
2   Presence
         “Stake Our Claim.”




10
Shell Tracks Reputation Impact…Daily
Have The Courage
                         to Take the Leap




© 2011 Altimeter Group
3   Engagement
         “Dialog Deepens
         Relationships”




13
14


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
4   Formalized
         “Organize For Scale”




15
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
5   Strategic
         “Become a Social Business”




17
Sephora integrates
social + digital in
communities as
well as in stores.
Goal: Understand
their “superfans”            customer spending

who spend 10X.                  average customer



                      2.5x          community user



                                  superfan
                                               10x
6   Transformation
         “Business is social.”




19
20


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
21


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
(re)Organize Marketing for Agility
and Resilience




Rigid Organizations          Adaptive Organizations
Success Factors of A Social Business
Strategy is What
You Decide To Do

And What You
Decide NOT To Do
Social Business Initiatives Framework
• Learn: What can be learned
  from customers and community             Dialog

• Dialog: The nature of our
  interactions with customers
                                          Advocate
• Advocate: How to build
  advocacy among customers        Learn
  and community                           Support
• Support: How to provide
  support via social channels
• Innovate: Using customer and            Innovate
  community to drive innovation
Plan out what will happen over time

       Year One                   Year Two                  Year Three




MONTHS 1-6   MONTHS 7-12   MONTHS 1-6   MONTHS 7-12   MONTHS 1-6   MONTHS 7-12
Example: Social Business Initiatives, organized                                      28


by Goals into a 3 Year Roadmap
                                         Now – 6 6-12  12-18  18-24  24-30   30-36
   Category            Initiative        months months months months months months
 Create greater loyalty to drive sales
 Advocate Initiative
 Support Initiative
 Advocate Initiative
 Advocate Initiative
 Advocate Initiative
 Increase share in SMB market
 Learn      Initiative
 Dialog     Initiative
 Dialog     Initiative
 Advocate Initiative
 Create four new products
 Innovate Initiative
 Innovate Initiative
 Learn      Initiative
 Reduce customer service costs
 Learn      Initiative
 Dialog     Initiative
 Support Initiative
 Support Initiative
 Support Initiative
Most companies organize as Hub & Spoke,
but are moving toward Multiple Hub & Spoke




  9.4%     29.1%    35.4%   23.6%    2.4%
30



Create Discipline In Engagement




                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                                     What you
            Judgment is needed in between
should do                                   shouldn’t do
STRATEGY

                         ORGANIZATION

                         PREPARE




© 2011 Altimeter Group
#1 Align Executives With Clear
Business Goals
#2 Ask the Right Questions                                     34




   About Value

                         “We tend to overvalue the things
                         we can measure, and undervalue
                         the things we cannot.”
                              - John Hayes, CMO of American Express




© 2011 Altimeter Group
35



#3 Create a Culture of Sharing
36



   #4 Master the Art of Failure



                         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…
39



…and personal passions
Social is About
RELATIONSHIPS
Not Technology
© 2012 Altimeter Group

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Simmons Leadership Conf - Charlene Li

  • 1. Winning in a World Transformed by Social Media Charlene Li, Founder & Analyst, Altimeter Group @charleneli | charlene@altimetergroup.com April 2, 2013 | Simmons Leadership Conference
  • 2. 2
  • 4. STRATEGY ORGANIZATION PREPARE © 2011 Altimeter Group
  • 5. Why Most Social Strategies Fail No Clear Business Impact
  • 7. Six Phases of Social Business Maturity
  • 8. 1 Planning “Listen to Learn” 8
  • 9. 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. 9
  • 10. 2 Presence “Stake Our Claim.” 10
  • 11. Shell Tracks Reputation Impact…Daily
  • 12. Have The Courage to Take the Leap © 2011 Altimeter Group
  • 13. 3 Engagement “Dialog Deepens Relationships” 13
  • 14. 14 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
  • 15. 4 Formalized “Organize For Scale” 15
  • 16. 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
  • 17. 5 Strategic “Become a Social Business” 17
  • 18. Sephora integrates social + digital in communities as well as in stores. Goal: Understand their “superfans” customer spending who spend 10X. average customer 2.5x community user superfan 10x
  • 19. 6 Transformation “Business is social.” 19
  • 20. 20 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
  • 21. 21 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
  • 22. STRATEGY ORGANIZATION PREPARE © 2011 Altimeter Group
  • 23. (re)Organize Marketing for Agility and Resilience Rigid Organizations Adaptive Organizations
  • 24. Success Factors of A Social Business
  • 25. Strategy is What You Decide To Do And What You Decide NOT To Do
  • 26. Social Business Initiatives Framework • Learn: What can be learned from customers and community Dialog • Dialog: The nature of our interactions with customers Advocate • Advocate: How to build advocacy among customers Learn and community Support • Support: How to provide support via social channels • Innovate: Using customer and Innovate community to drive innovation
  • 27. Plan out what will happen over time Year One Year Two Year Three MONTHS 1-6 MONTHS 7-12 MONTHS 1-6 MONTHS 7-12 MONTHS 1-6 MONTHS 7-12
  • 28. Example: Social Business Initiatives, organized 28 by Goals into a 3 Year Roadmap Now – 6 6-12 12-18 18-24 24-30 30-36 Category Initiative months months months months months months Create greater loyalty to drive sales Advocate Initiative Support Initiative Advocate Initiative Advocate Initiative Advocate Initiative Increase share in SMB market Learn Initiative Dialog Initiative Dialog Initiative Advocate Initiative Create four new products Innovate Initiative Innovate Initiative Learn Initiative Reduce customer service costs Learn Initiative Dialog Initiative Support Initiative Support Initiative Support Initiative
  • 29. Most companies organize as Hub & Spoke, but are moving toward Multiple Hub & Spoke 9.4% 29.1% 35.4% 23.6% 2.4%
  • 30. 30 Create Discipline In Engagement Source: “H&R Block’s Response Process” David Armano, Edelman 2010
  • 31. Social Media Training is About Developing Judgment -- and the Confidence to Use It What you What you Judgment is needed in between should do shouldn’t do
  • 32. STRATEGY ORGANIZATION PREPARE © 2011 Altimeter Group
  • 33. #1 Align Executives With Clear Business Goals
  • 34. #2 Ask the Right Questions 34 About Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express © 2011 Altimeter Group
  • 35. 35 #3 Create a Culture of Sharing
  • 36. 36 #4 Master the Art of Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart” © 2011 Altimeter Group
  • 37. #5 Determine Your Personal Social Strategy
  • 38. Warrior engages colleagues and friends through both work…

Notas del editor

  1. http://www.slideshare.net/zenaweist/hrblockresponseprocess
  2. http://www.sncr.org/node/445#.ULahXdPjmXgThe SolutionA self-contained online training module was selected as the ideal means for delivering training to North American employees. (PepsiCo recognized that this would limit presentation of the training to employees with access to the MyPepsiCo portal, but plans were set in motion to incorporate social media policy training into the annual face-to-face Code of Conduct training all of these employees receive.)The online module would contain a mix of text, graphics, audio and video, leveraging each based on its strengths, combining to offer a compelling and entertaining training module that employees could complete in no more than 45 minutes.The training concludes with a quiz that tests employees on their understanding of the issues presented in the training module. Upon successful completion of the quiz, employees are directed to an online survey where they are able to share their thoughts about the effectiveness of the training.Articulate, a Learning Management System (LMS)-compliant training software package, was selected as the platform for the training. Articulate is presented as a Flash element on a web page and requires no special add-ons or software (other than a web browser and Flash) for employees to use it.
  3. http://socialmediatoday.com/briansolis/497006/they-all-laughed-road-becoming-social-enterprisehttp://www.spredfast.com/social-media-resources/webinars/
  4. http://www.spredfast.com/social-media-resources/webinars/
  5. Transition: Here are your instructions …This is an example of what you’ll end up with … Your initiative cards placed on a 3-year roadmap for when you will implement.Draw this framework on your Post-it Note Pads to plot your initiatives. You each have a chart on the wall to use.Year 3 is HARD. Go back to the vision and focus on the client relationships you want … push yourselves. Could be wild ideas, but helpful to be proactively getting ready for it now. Yes, things will change, but that doesn’t mean you shouldn’t take your best stab at planning now. You can always revise the plan.
  6. http://www.slideshare.net/zenaweist/hrblockresponseprocess
  7. http://newsroom.cisco.com/padmasree-warrior?articleId=34150https://twitter.com/Padmasree
  8. http://newsroom.cisco.com/padmasree-warrior?articleId=34150https://twitter.com/Padmasree
  9. http://newsroom.cisco.com/padmasree-warrior?articleId=34150https://twitter.com/Padmasree