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Simmons Leadership Conf - Charlene Li

Speech by Charlene Li "Winning in a World Transformed by Social Media" at the Simmons Leadership Conference, April 2, 2013 in Boston, MA Full report is available at http://www.altimetergroup.com/research/reports/evolution-social-business

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Simmons Leadership Conf - Charlene Li

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  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

  3. Social is About RELATIONSHIPS Not Technology

  4. STRATEGY ORGANIZATION PREPARE © 2011 Altimeter Group

  5. Why Most Social Strategies Fail No Clear Business Impact

  6. Strategy Requires Planning

  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” who spend 10X. customer spending average customer 2.5x community user 10x superfan

  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 and community Learn Support • Support: How to provide support via social channels Innovate • Innovate: Using customer and 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 by Goals into a 3 Year Roadmap 28 Now – 6 months 6-12 months 12-18 months 18-24 months 24-30 months 30-36 months Category 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 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 should do What you shouldn’t do Judgment is needed in between

  32. STRATEGY ORGANIZATION PREPARE © 2011 Altimeter Group

  33. #1 Align Executives With Clear Business Goals

  34. #2 Ask the Right Questions About Value 34 “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…

  39. 39 …and personal passions

  40. Social is About RELATIONSHIPS Not Technology

  41. © 2012 Altimeter Group

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