This document discusses strategies for businesses to succeed in a world transformed by social media. It provides a six-phase framework for developing social business maturity: 1) Planning, 2) Presence, 3) Engagement, 4) Formalized, 5) Strategic, and 6) Transformation. The key lessons are that social strategies often fail due to a lack of clear business goals; strategy requires planning initiatives across departments and over multiple years; and transforming the business fully is the ultimate goal, where business itself is social.
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Winning in a World Transformed by Social Media
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
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
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
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
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
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
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
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.
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.