2. Agenda
• The Social Media Revolution
• Social Media in Action – Examples
• Key Things to Remember about Social Media
• Social Media Listening System
• ‘Getting There’ – Social Media Planning Pays
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6. Web 2.0/Social Media
Business Impact Web 2.0 Applications
Mindset Open source
Business Intelligence Online Applications/ Web Services
Customer Insight and Understanding Social Network Sites
Customer Interaction Social Content – Social Bookmarking
Enhanced Customer Experience – Blogs or Weblogs
Rich Internet Applications Wikis
Reputation Management Podcasts/ Vodcasts
Sales and Marketing Virtual Realities
Product Development and R&D e.g. Mash Ups
engage and co-create RSS Feeds
IT/Software/Applications Mobile Web; Internet Telephony
Operations, Internal Processes and Characteristics Twitter
HRM
Communities and Networks
Openness
Sharing
Peering
Hosted Services – online
applications; the Internet as
the platform
Interactivity
Social Element
Mass Collaboration
Empowerment
Global
19. From the web site
• This 5-star hotel and residence offers European hospitality with an
unmistakable French touch. The hotel consists of 318 beautifully
appointed guest rooms/suites, while the residence offers 112 fully
furnished and equipped deluxe Studios and 1-3 bedroom
apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant rooms and
suites.
• Take a trip. Escape. Go and visit somewhere new and see if we are
there… Give in to that irresistible wanderlust. Discovering and
staying in the most exceptional hotels in the world has become the
modern-day Graal, a game, a quest…
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21. From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be more
than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy'
unfortunately we were let down. The rooms, although comfortable
and clean, were not of the standard we expected and were
definately not what we expected after looking at the photos on the
hotel's website.
• Booking my stay via the Sofitel website after a pleasant experience
at several other Sofitel locations over the past 2 years with my new
job I was looking forward to a 5 star luxury stay after a stressful
business trip. My expectations were reasonable, however certainly
not met by this hotel
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28. Response Policy
• Monitor what is being said, where….
• Thank them for taking the time to leave a review
• Highlight any positive aspects first
• Emphasis your customer centricity
• Atypical experience
• Apologize (if it’s a legitimate complaint)
• Your action on their feedback. How you address it
• Provide an offline channel for continuing the conversation. Ask
them to call or e-mail
• Send strong positive message to readers…..
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39. The Roger Smith Hotel New York - the
World’s most social media savvy hotel?
http://econsultancy.com/blog/4586-q-a-the-marketing-duo-behind-new-
york-s-social-media-hotel-3
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43. Key Things to Remember
about Social Media
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44. 1. It’s a Revolution
A fundamental and revolutionary change
in online behaviour, expectations and
the online customer experience.
The end of the ‘read only’ Internet
Content generated by the network for
the network
We are no longer passive consumers of
content/brand messages
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45. 2. It’s Social
A conversation
not a broadcast
platform
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46. It’s Social
Marketing as a
conversation;
two-way dialogue
Conversations are already
taking place on the cloud
relevant to your brand –
how well are you listening?
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48. 3. Power Shift
Social media empowers
customers, empowers the
network
We no longer control the brand
The brand becomes the customer
experience of the brand –
experiences that are widely
shared online
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49. Customer Experience and WOM
How well are we using SM to enhance the customer
experience, especially at ‘key moments of truth’?
How strong is our SM WOM?
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50. 4. Declining Effectiveness
Declining effectiveness of traditional
approaches to sales and marketing
Does anyone listen any more?
We are no longer passive sheep
waiting to be ‘driven’ to web sites
If you treat us like sheep, we will tell you
to ‘flock off’
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52. 5. The End of Business as Usual
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53. The End of Business as Usual
‘Winners’ will be those
organisations who fully utilise the
interactive power of Web 2.0
technology for engaging with
and energising customer and
network relationships
How strong is the quality of our online network?
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55. The End of Business as Usual
• Rise of the social consumer
• Fundamentally different from traditional consumers
• Emphasis is on the shared experiences of those they trust on
social networks rather than corporate driven brand messages
• Expect brands to respond to their socialized questions
• This will require businesses to rethink their traditional
approach to sales, service, marketing and customer
relationship management
• ‘Being Social’ will become the new key to consumer
connection and success
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61. Business Benefits
• Market Knowledge
• Customer Insight and Understanding
• Customer Interaction
• Enhanced Customer Experience
• Business Intelligence
• Reputation Management
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62. Business Benefits
• Improved Sales and Marketing
• Identify and network with high value, high growth prospects
• Product Development and R&D e.g. engage and co-create
• Internal cost savings
• Improved Operations and Internal Processes
• Increased ROI
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63. Potential Business Benefits
5 main areas:
• Market/Customer Knowledge & Insight
• Engagement & Reputation Management
• Enhanced Customer Experience and Loyalty
• Sales/Marketing Effectiveness, Efficiency and ROI
• Operations/ Internal Processes (open source and hosted apps)
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64. Social Media
Listening
http
://energise2-0.com/2012/01/20/the-importance-of-so
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76. Five Key Areas
• External Analysis: Evaluate Your Social Media
Landscape
• Internal Audit: Evaluate Your ‘Readiness to Engage’
• Develop Your Social Media Strategy and Action Plans
for ‘Getting There’
• Evaluate Your Social Media Performance and ROI
• Organization, People and Resource Issues
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78. Use a Simplified Balanced Scorecard
• Will ensure that the social media actions and initiatives you
take are fully aligned with and supportive of your overall
business goals and objectives; that KPIs are agreed for
monitoring and evaluating social media performance,
business impact and ROI; and all key success factors are
considered, especially the organization, people and resource
aspects critical to successful strategy implementation
• A Scorecard approach can also be very useful for internal and
external communications – a simple framework to present
social media goals, objectives, key actions and initiatives to
colleagues, partners and other stakeholders
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79. Social Media Balanced Scorecard
• Not ‘paralysis by analysis’. By providing an agreed framework
to follow, the Balanced Scorecard considerably speeds up
strategy development and implementation
• The steps involved can be captured in a Social Media Strategy
Map
• Five key questions to address……
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80. Social Media Balanced Scorecard
• What is the overall social media vision for your organization?
• What are the key objectives and targets to be achieved?
• Who are your customers?
• Key Actions and Initiatives
• Organisation, Resource and People Issues
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81. Social Media Strategy Map
Brief statement of your overall 2.0/Social Media Vision and Mission
Strategic Objectives
Strategic Objectives
KPIs / Targets KPIs / Targets
KPIs / Targets KPIs / Targets
Customer Perspective
Customer Customer Customer Customer
Group 1 Group 2 Group 3 Group 4
Internal Management Perspective
2.0/Social Media 2.0/Social Media 2.0/Social Media 2.0/Social Media
Initiative 1 Initiative 2 Initiative 3 Initiative 4
- Objectives - Objectives - Objectives - Objectives
- KPIs - KPIs - KPIs - KPIs
- Targets - Targets - Targets - Targets
- Actions - Actions - Actions - Actions
Organisation Perspective
Organisation Resource People
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82. Key Questions to Address
• What is the overall social media vision for your organisation?
• What are the key objectives and targets to be achieved from
social media? Are these fully aligned with and supportive of
your overall business goals and objectives?
• Who are your customers? Where do you find them ‘hanging
out’ on social media? How can you best engage with them?
• What are the main Social Media Actions and Initiatives you
need to take – short, medium and longer term?
• What generic social media strategy should you follow
(number of channels used/ depth of engagement in each
channel)?
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83. Key Questions to Address
• For each priority Social Media Channel, what are your core
objectives for that channel; what KPIs will be used for
measuring on-going channel performance; what are your
targets for each KPI; what key tasks are needed to achieve
these targets?
• Do we have the right organisational ‘culture’ and ‘mindset’ for
Social Media? ‘Be social before doing social! Is the right
organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?
• Who will be responsible for your social media activities? What
balance has been agreed between internal and external roles
and responsibilities?
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84. Key Questions to Address
• Who is the Social Media Champion?
• Do you have agreed Social Media Policies and Guidelines in
place covering ‘Proper Use’, ‘Content Management’,
‘Customer Response Times/Quality’ and ‘Legal’ aspects?
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87. Be Customer Led
• Who are our customers, community, tribe?
• Where do they hang out in social media?
• How can we best engage with and energise them?
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89. Performance Measurement
To ensure that your Social Media activities deliver high ROI, it is
important to monitor, measure and evaluate your social media
performance on an on-going basis. Key questions to address:
•What social media performance measures and KPIs should be
used – both in terms of the overall ‘buzz’ created and measures
for individual channels?
•What tools/software will be used to assist performance
measurement?
•What reports will be produced, for who and how frequently?
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90. Performance Measurement
Should be undertaken at three main levels:
•Individual social media channels
•Overall ‘buzz’
•Business Impact
Using the 6Is approach
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91. Organization, Resource and People Issues
• Organization, resource and people issues sit at the bottom of
your SM Balanced Scorecard NOT because they are the least
important issues to address. In fact, the exact opposite is true.
The success of your social media strategy is very much
dependent upon appropriate decisions being made in the
areas listed below:
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92. Organization, Resource and People Issues
• Do we have the right organisational ‘culture’ and ‘mindset’ for
Social Media? ‘Be social before doing social!’ Is the right
organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?
• Who will be responsible for your social media activities?
• Do you have agreed Social Media Policies and Guidelines in
place covering ‘Proper Use’, ‘Content Management’,
‘Customer Response Times/Quality’ and ‘Legal’ aspects?
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94. Bob Dylan
Come gather 'round people
Wherever you roam
And don’t criticise
What you can't understand
Your sons and your daughters
Are beyond your command
Your old road is
Rapidly agin‘
Then you better start swimmin’
Or you'll sink like a stone
For the times they are a-changin’
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ICT Strategy Development and the Balanced Scorecard
ICT Strategy Development and the Balanced Scorecard
ICT Strategy Development and the Balanced Scorecard
ICT Strategy Development and the Balanced Scorecard
Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market. Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’ Customer Interaction: the tools exist to not only listen and observe but also to discuss and converse Business Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be. Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base). Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up. Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site. Internal cost savings. No 10 Downing Street example… Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate. Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.