Social Leadership Series: Today's Connected Enterprise

Today’s Connected EnterpriseHow Social is Impacting the Business

Rod Favaron, CEO, SpredfastJeremiah Owyang, Industry Analyst, Altimeter Group

Today’s Presenters

Rod FavaronPresident & CEOSpredfast@rodfav

Jeremiah OwyangIndustry Analyst and Partner Altimeter Group@jowyang

#SFLeaders

Start with …

Why does your company do

social?

#SFLeaders

…. Dedicated to inspiring, educating and outfitting

….Its members and community

…. For a lifetime of outdoor adventure and stewardship

#SFLeaders

Outfitting

Stewardship

Inspiration

#SFLeaders

…. Satisfy, delight, nourish our customers

…. Serve and support local and global communities

…. Practice and advance environmental stewardship

#SFLeaders

Satisfy, Delight and Nourish our Customers Local and Global

Communities

Environmental Stewardship

#SFLeaders

The Golden Circle

“People don’t buy what you do, they buy why you do it. And what you do simply proves what you believe.”

– Simon SinekStart with the Why

#SFLeaders

We believe great social experiences

create lasting relationships

#SFLeaders

#SFLeaders

Lasting RelationshipsGreat Social Experiences

A Connected Enterprise BusinessWith Spredfast | August 20, 2013

Jeremiah Owyang,Industry Analyst, Partner

Agenda12

What does it take?

1 Internal organization

2 Audience identification

3 Engagement

4 Collaboration

5 Integration

6 Content Strategy

Contents

© 2013 Altimeter Group

13

What does it take?

Internal organization

Audience

Engagement

1

2

3

4 Collaboration

Integration

Content Strategy

5

6

ONEInternal Organization

More people are getting involved in corporate social effortsApproximately how many full-time equivalent staff currently support social efforts in your organization, for external and internal engagement?

Employees in Company Average # of Staff

2010 2012

1,000 to < 5,000 3.1 3.1

5,000 to < 10,000 5.2 19.4

10,000 to < 50, 000 5.4 12.0

50,000 to < 100,000 23.8 27.9

More than 100,000 20.4 49.4

Source: Altimeter Group. Social Business Survey, Q4 2012.

Most companies organize as Hub & Spoke, but are moving toward Multiple Hub & Spoke

9.4% 29.1% 35.4% 23.6% 2.4%

2010

2012

Source: Altimeter Group. Social Business Survey, Q4 2012.

The Composition of a Social Media Team

Base: 144 global corporate social media program managers at companies with over 1000 employeesSource: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)

Average Size of a Corporate Social Media Team: 11

EBay's CoE (Global Hub) 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

Client/Field Locations: Community Managers

Line of Business:

Social Delegates

Digital

Center of Excellence

Center of Excellence

Vision & StrategyResources & Tools

GovernanceTraining

Social DelegatesBusiness-specific

StrategyContent Strategy

Business ObjectivesMonitoring/Measurement

Management

Community Managers

Content DevelopmentChannel engagement

Customer Service

Strategy

Consumers

Dat

a

Insights

ARAMARK’s Center of Excellence is the hub between LOB and client/field locations

47% Social media marketers who plan to increase spending on social media management systems (SMMS) in 2013

Source: Altimeter Group. Social Business Survey, Q4 2012.20

Technology is part of the solution:

TWOAudience

Schwab targets and empowers key user segments

Schwab realized conversations were taking place whether it liked it or not. They created a community platform to centralize the conversation. Within 3 months:• Raised their customer advocacy

score 46%• Used referrals to drive 40% of new

customers• Achieved an average rating of

4.3/5• Generated thousands of reviews• Implemented customer feedback

in broker relations and product development

• Centralized the conversation to proprietary, controlled community

Sephora kicked off its first official social media presences in 2008 on Facebook and YouTube. The two networks were a natural fit for the brand’s target audience and instantly became forums for customer conversation around Sephora’s products.

23

THREEEngagement

People are broadcasting intent – if you know how to listen

The Wynn monitors related keywords (e.g. “Vegas”) to find and engage new prospects.

Listen to relevant conversations. Understand pains – address them selectively

Last year, H&R Block reached out to those tweeting about #taxes, potentially reaching new customers. (Tip: understand the context first)

Participate in dialog: gain loyal customers

Toyota highlights customers with “Featured Fans.”Pampers comments directly on fan photo contributions.

FOURCollaboration

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

Map permissions and workflow

Source: “H&R Block’s Response Process” David Armano, Edelman 2010

FIVEIntegration

At least 13 different business units across the enterprise may deploy social media

Market Research

Legal

Executive

IT

Customer/User experience

Advertising

Product development/R&D

HR

Social Media

Digital

Customer Support

Corporate Communications/PR

Marketing

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

7.8%

9.4%

10.9%

14.1%

14.8%

16.4%

16.4%

28.9%

35.2%

36.7%

39.8%

65.6%

73.4%

"In which of the following departments are there dedicated people (can be less than one FTE) executing social?"

Source: Altimeter Group. Social Business Survey, 2012.

Only 26% of companies approach social media holistically, operating against enterprise vision

Customer-service focus: Emphasis is on listening to customer conversations and resolving customer issues

Marketing/Communications single-channel focus: Creates individual content plans for specific social sites and channels like Facebook, Twitter, LinkedIn, YouTube, blogs, etc.

Marketing/Communications multi-channel approach: Where activity is based on a one-to-many distribution – i.e. same content calendar for every social network and controlled centrally

Holistic social media approach: Where lines of business and business functions operate against an enterprise-level vision and strategy – they act independently, but in a unified and complementary fashion

Distributed social media approach: Where lines of business and business functions independently manage and fund social media strategies to create departmental outcomes, i.e. sales, service, marketing, HR

0% 5% 10% 15% 20% 25% 30%

9%

18%

20%

26%

27%

Which of the following statements best match your organization’s definition of social strategy?

Source: Altimeter Group. Social Business Survey, Q4 2012.

The Dynamic Customer Journey requires an integrated approach that spans departments, channels and technology

SIXContent Strategy

Develop a content strategy

Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010

Coke developed a content strategy, including consumer content – and not just to advertise

Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010

For Whole Foods, Local stores manage their own accounts: content is relevant and specific to the area

For the most part, we’ve pretty much let [local stores] run with it. A tight control from a corporate level would be exactly the opposite of what we were trying to achieve.- Marla Erwin, Whole Foods

It’s not about advertising – entertaining, fun, and useful content can be effective for building relationships

40

What does it take?

Internal organization

Audience identification

Engagement

1

2

3

4 Collaboration

Integration

Content Strategy

5

6

Thank You!

Rod FavaronPresident & CEOSpredfast@rodfav

Jeremiah OwyangIndustry Analyst and Partner Altimeter Group@jowyang

#SFLeaders

Slides from today’s presentation can be found at http://www.slideshare.net/Spredfast/