[Slides] The Social Business Journey: Creating a Coherent, Sustainable Strategy, by Charlene Li and Brian Solis

1. The Social Business Journey Creating A Coherent Sustainable Strategy Charlene Li, Founder & Analyst, Altimeter Group - @charleneli Brian Solis, Principal Analyst, Altimeter Group - @briansolis

2. 34% Only 34% of social marketers use clear metrics to associate social activities with business outcomes Source: Altimeter Group. Social Business Survey, Q4 2012.

3. Why Most Social Strategies Fail No Clear Business Impact

4. THE JOURNEY PREPARE ALTIMETER © 2011 Altimeter Group

5. Strategy Requires Planning

7. Stage 1: Listen to Learn • Goals: • Understand how customers use social channels • Prioritize strategic goals where social can have the most impact • Initiatives: • Listening/monitoring • Internal audits • Metrics: • Mentions, sentiment

8. Customers want to be known 25-55 years old, analyst, graduate degree, reads Real Simple & Wired

9. What would you do with a Watson in your pocket? “By the end of this decade, the equivalent of Watson will fit in our pocket.” – Dr. John Kelly

10. Stage 1: Best Practices Define specific business goals and objectives for listening Select metrics based on those business goals Select and invest in a monitoring platform Disseminate your learnings Identify opportunities for the future

11. Stage 2: Stake our Claim • Goals: • Amplify existing marketing efforts • Encourage sharing • Initiatives: • Social content • Risk Management • Training • Metrics: • Share of voice, Fans, Shares, Brand metrics, traffic

12. Shell Tracks Reputation Impact…Daily

13. Stage 2: Best Practices Link your social presence to business objectives Pass on engagement – for now Develop sharable content Establish governance with an eye to the future

14. Stage 3: “Dialog Deepens Relationships” • Goals: • Drive considerations to purchase • Provide direct support • Internal employee engagement • Initiatives: • Longer term campaigns • Social support communities • Metrics: • Path to purchase, lower support cost, Customer Satisfaction

15. Maersk Line maps and plans engagement by type of relationship

16. Stage 3: Best Practices Take strategic steps to engagement Create rules and processes for engagement Look beyond engagement activity metrics to understand value creation Communicate the impact of engagement broadly To scale, invest in a SMMS Audit regularly for new social media usage

17. Stage 4: Organized for Scale • Goals: • Set governance for social • Create discipline and process • Strategic business goals • Initiatives: • Create Center of Excellence • Enterprise Social Network • Metrics: • Process efficiency, link to department business goals, customer satisfaction

18. Social Business Exists Across the Enterprise Human Resources Sales Marketing Innovation Supply Chain

19. 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

20. Kelly Services uses ESN to cultivate internal culture among its distributed workforce • "We are trying to build an inside culture that encourages risk-taking and more innovation at the front lines. It's critical to enable people, at all levels, who have an interest on a topic to be able to communicate without going through a chain of command. • Carl CamdenCEO of Kelly Services

21. Stage 4: Best Practices BEWARE OF THE COE PITFALL Develop a formal social business organizational model Define the role of the CoE Continue to coordinate strategy through the CoE Develop stronger connections to business metrics

22. Stage 5: Becoming a Social Business • Goals: • Scale across business units • Moves into HR, sales, finance, supply chain • C-level involvement • Initiatives: • SMMS to scale employees • Social part of planning process • Metrics: • Enterprise metrics like NPS, LTV

24. Autodesk’s online community deflects 25% of support calls, delivers $6.8M ROI in one year

25. Stage 5: Best Practices Engage executives beyond the champion with focused pilots Integrate CoE into core business functions Mastering big data for customer intelligence Leverage the enterprise social networking platform

26. Stage 6: Business is Social • Goals: • Social drives transformation • Integrates social philosophy into all aspects of enterprise • Initiatives: • Redefine processes • Enterprise-wide training • One strategy managed through disparate but complementary teams • Metrics: • Deep analytics tied to functions and LoB • Insights lead to adaptive and predictive strategies

27. ARAMARK must contend with separate businesses and differing goals and objectives ARAMARK’s challenges: • Over 255K employees • Organized into separate businesses by industry • 1000s of client locations • Different client goals and objectives • Ingredient brand

28. 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

29. Stage 6: Best Practices Redefine the company’s vision to integrate social Align incentives around convergence Redefine the role of the CoE

30. THE JOURNEY PREPARE ALTIMETER © 2011 Altimeter Group

31. #1 Ask the Right Questions About Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express

32. # 2 Create a Culture of Sharing

33. #3 Master the Art of Failure Innovate! Google’s mantra:“Fail fast, fail smart”

34. THE JOURNEY PREPARE ALTIMETER © 2011 Altimeter Group

35. SBS Advisory Training Stakeholder Engagement Governance Opportunity Analysis Strategy Roadmap Vision

36. Social Business Initiatives Framework • Learn: What can be learned from customers and community • Dialog: The nature of our interactions with customers • Advocate: How to build advocacy among customers and community • Support: How to provide support via social channels • Innovate: Using customer and community to drive innovation

37. Prioritize Initiatives 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

38. Example Social Business Strategy Initiative Roadmap

39. #5 Establish Governance and Process

40. Define Key Processes and Create Supporting Materials

41. At the end of the day… …you are not alone. These are the steps to drive your customers, employees, and relationships forward in a meaningful way. We can help you.

42. Brian Solis brian@altimetergroup.com briansolis.com Twitter: @briansolis Charlene Li charlene@altimetergroup.com charleneli.com Twitter: @charleneli