Social Media Strategy, HSM Italia

1. 1 Creating A Coherent Social Media Strategy Charlene Li Altimeter Group 2011 May 30 Twitter: @charleneli Email: charlene@altimetergroup.com

2. 2 © 2011 Altimeter Group

3. 3 It’s time to move past experiments © 2011 Altimeter Group

4. It’s about RELATIONSHIPS © 2011 Altimeter Group © 2011 Altimeter Group

5. 5 Agenda  Strategy  Lead  Prepare © 2011 Altimeter Group

6. 6 Agenda  Strategy  Lead  Prepare © 2011 Altimeter Group

7. 7 Strategy Process Stages Formulation & Alignment Discovery Ideation Planning Roadmap © 2011 Altimeter Group

8. 8 Strategy Process Stages Formulation & Alignment Discovery Ideation Planning Roadmap Set context • Determine key objectives • Level of strategy (corporate, biz unit, brand) • Identify key metrics • Assess readiness © 2011 Altimeter Group

9. 9 Align social with key strategic goals Examine your 2011 goals Pick ones where social will have an impact © 2011 Altimeter Group

10. 10 Objectives differ by level Corporate Business unit Risk management Consistency across brands Leadership development & culture Brand Social strategist & COE Community manager & education Engagement metrics Channel focus ROI metrics Value metrics © 2011 Altimeter Group

11. 11 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 © 2011 Altimeter Group © 2011 Altimeter Group

12. 12 Use appropriate metrics at each level Business metrics: revenue, CSAT, reputation. Corporate Social media analytics: Insights, share of voice, resonance, WOM. LOB/Geo Stakeholders Social Strategist/Community Manager Engagement metrics: fans, followers, clicks. © 2011 Altimeter Group

13. 13 Assess your readiness to be social  Highlight where you are strong, where you need to develop.  Don’t create strategies that you can’t execute.  Demonstrate impact of strategic work.  Categories for readiness assessment Customer Profile Communication • • Market Analysis Mindset • • Processes Roles • • Organizational Model Stakeholders • • Education Monitoring • • Reporting • © 2011 Altimeter Group

14. 14 Benchmarking Social Readiness (Before) December 2009 © 2011 Altimeter Group

15. 15 Benchmarking Social Readiness (After) April 2010 © 2011 Altimeter Group

16. 16 Strategy Process Stages - Discovery Formulation & Alignment Discovery Ideation Planning Roadmap Collect and prioritize strategic options • Metrics-based value assessment • Prioritize against objectives © 2011 Altimeter Group

17. 17 Evaluate each initiative Impact • How does it support an objective? • What metrics matter? Readiness • Are there people who can do this? • Is there budget? Risks • What are the risks if we do this? • What if we don’t? Priority • Does this initiative enable other work? © 2011 Altimeter Group

18. 18 Define Your Strategy With Objectives Dialog Learn Support Innovate © 2011 Altimeter Group

19. How does social media matter to B2B? Chief stakeholders may not be using social media. • But lieutenants will be. Social media is impacting how B2B decisions are being made. • Background research • Expertise • Search results impact © 2011 Altimeter Group

20. 20 People in B2B use social media for work Read user ratings/reviews for … 62% Visit company profiles on social … 62% Visit company blogs 55% Participate in online business … 51% Ask questions on Q&A sites 49% Use Twitter to find or request … 29% Source: 2009 Business.com Business Social Media Benchmarking Study (n=2,393) © 2011 Altimeter Group

21. 21 Agenda  Strategy • Learn • Dialog • Support • Innovate  Lead  Prepare © 2011 Altimeter Group

22. 22 Track brand mentions with basic tools What would happen if every employee could learn from customers? © 2011 Altimeter Group

23. 23 Integrate monitoring with workflow Other providers Alterian BrandsEye Buzzmetrics Cymfony Sysmos Visible Tech. From Radian 6, to be acquired by Salesforce.com © 2011 Altimeter Group

24. 24 Be sure to track the actual conversations, not just the tweets @JaimieH is a top diabetics advisor who was talking with an insulin pump maker © 2011 Altimeter Group

25. 25 How KLM listened and surprised flyers © 2011 Altimeter Group

26. 26 Go beyond basic monitoring to analytics Monitoring & analytics support integrated into everyday workflow Deep monitoring to prep & support campaigns Centralized monitoring but not actionable in business unites Tracks brand mentions using basic tools (Google, Twitter) Make course corrections nearly real-time. Use predictive analytics to anticipate demand. No monitoring in place © 2011 Altimeter Group

27. 27 Shoppers want to be “known” I walk into the store Store knows it’s me Give me offers And plans my visit © 2011 Altimeter Group

28. 28 Community insight platforms » Communispace and Passenger offer online focus groups solutions. © 2011 Altimeter Group

29. 29 Pros and cons of private communities  Private communities give better control • Get input from specific communities • Can target specific hard-to-reach communities  But they are hard to create – and maintain • Who needs to be included? Excluded? • Provide non-monetary incentives/rewards for participating in the community • Deserves and requires dedicated community manager • Integrate into your company’s support and innovation process © 2011 Altimeter Group

30. 30 Learn also from your employees © 2011 Altimeter Group

31. 31 Go beyond traditional data to understand your customers Demographic Geographic Psychographic Behavioral Socialgraphic © 2011 Altimeter Group

32. 32 Socialgraphics asks key questions 1. Where are your customers online? 2. What social information or people do your customers rely on? 3. What is your customers’ social influence? Who trusts them? 4. What are your customers’ social behaviors online? 5. How do your customers use social technologies in the context of your products. © 2011 Altimeter Group

33. 33 Engagement Pyramid Curating Producing Commenting Sharing Watching © 2011 Altimeter Group

34. 34 Engagement Pyramid - Watching Watch videos Read blog posts Listen to podcasts Read tweets Read discussion forum posts Curating Producing Commenting Sharing Watching © 2011 Altimeter Group

35. 35 Engagement Pyramid - Sharing Share a link Share photos Share videos Write a status update Retweet Curating Producing Commenting Sharing Watching © 2011 Altimeter Group

36. 36 Engagement Pyramid - Commenting Curating Comment on a blog Write a review Rate a product Participate in a discussion forum @Reply on Twitter Producing Commenting Sharing Watching © 2011 Altimeter Group

37. 37 Engagement Pyramid - Producing Write a blog Create videos or podcasts Tweet for an audience Curating Producing Commenting Sharing Watching © 2011 Altimeter Group

38. 38 Engagement Pyramid - Curating Curating Moderate a wiki or discussion forum Curate a Facebook fan page Producing Commenting Sharing Watching © 2011 Altimeter Group

39. 39 Engagement Pyramid Data United States Italy Germany UK Curating <1% <1% <1% <1% Producing 38.7% 21.1% 52.7% 26.1% Commenting 37.4% 31.9% 54.0% 34.4% Sharing 63.6% 61.8% 79.3% 63.0% Watching 77.3% 78.9% 89.3% 78.1% Source: Global Wave Index Wave 2, Trendstream.net, January 2010 © 2011 Altimeter Group

40. 40 Putting socialgraphics to work Conduct research to identify the social behaviors of your target customer  Also identify:  Where are they online: Surveys or brand monitoring • Who do they trust: Surveys • Who do they influence: Survey or brand monitoring • How they use these tools in context of your products: Most often surveys. • When you first understand your customers, your marketing efforts will naturally unfold.  © 2011 Altimeter Group

41. 41 Summary - Learn  Listen and learn from your customers.  Start with basic monitoring tools, but quickly evolve them.  Invest in analytics that matter. Use metrics that are relevant to your business.  Understand the socialgraphics of your customers. © 2011 Altimeter Group

42. 42 Agenda  Strategy • Learn • Dialog • Support • Innovate  Lead  Prepare © 2011 Altimeter Group

43. 43 The New Normal  Conversations, not messages  Human, not corporate  Continuous, not episodic © 2011 Altimeter Group

44. 44 Blogs establish thought leadership CEO Richard Edelman has been blogging consistently since September 2004. © 2011 Altimeter Group

45. 45 SonyEurope rewards Twitter followers with discount that drives significant sales SonyEuropes 10% off VAIO laptops deal to celebrate their 1,000 Twitter follower lead to over €1m worth of product ordered. © 2011 Altimeter Group

46. 46 VW inserted a tweet analyzing tool into their banner ad to suggest a specific model © 2011 Altimeter Group

47. 47 Spain Tourism used multiple channels to encourage dialog/sharing © 2011 Altimeter Group

48. 48 Kohl’s engages directly with customers © 2011 Altimeter Group

49. 49 B2B can also use Facebook Develop relationships with job candidates, prospects, and current employees Insert your content into newsfeed of fans B2B is really people to people • • • © 2011 Altimeter Group

50. 50 Encourage commenting to get into the Facebook news feed © 2011 Altimeter Group