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Social at Scale, presentation by
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Social Media at Scale Marije Gast The Social Conference February 14th Amsterdam
Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 2
Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 3
Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 4
Download all PoV’s via our new Accenture Interactive iPad app
Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 5
Download all PoV’s via our new Accenture Interactive iPad app
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Strategy
• Social Media Diagnostics
• Social Media Strategy
• Vendor Assessment
Listening
• Social Media Monitoring
• Voice of the Customer Analysis
Social Media Enablement
• On-board
• Off-board
• Social Commerce
• Social Collaboration
Social Media Performance Optimisation
• Viral Conversion Optimisation
• Predictive Influence Analytics
Social Media Integration
• Social CRM Integration
Capability Building
Managed Service Strategy
Plan Listen Engage Optimise
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Scale
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Social is not marketing-only anymore
Social Enterprise
Customer Service
Sales
Product development
HR & Recruitment
Research
PR/ Corporate
Comms
Marketing
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Source: Chess Media Group
Social brand = Social enterprise
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• Channels
• Content
• Monitoring & Insights
• Webcare
• PR
• Collaboration
• Recruitment
Components of Social media at scale
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Channels
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Over 65 country versions living on the same Facebook page
1 fan count, 1 timeline, localized content
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Multiple Facebook pages to express the unique identity
Local pages and local fans for 100+ upscale hotels & resorts
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Content
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1 Content strategy
“Liquid & Linked” serving all channels
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Source:numan2chicago.blogspot.com
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Monitoring & Insights
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SMM 9 6
Monitoring of user generated content
• Blogs
• Forums
• Comments
• Facebook, Twitter, etc. with a focus on communication steering and reputation management
Markets
• US
• UK
• APAC (SG & HK)
• CH
• GER
• ITA
• FRA
• BRA
• LATAM
• (JPN)
• (CHN)
Languages
• ENG
• GER
• FRA
• IT
• PORT
• SPA
• (JPN)
• (CHN)
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SMM Value
Approach Tool Business
Integration
Objectives
= x x
Methods
Products
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Event Observation
Top Story Identification
Reputation Alert
Topic Seismograph
Wide Lens
4
3
2
1
Monitoring methodology
Narrow Lenses
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Webcare
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Photo: Mu-43.com
PR
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Isolated customer Customer and environment
Trusted advisor
Traditional Social
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Relationships Who communicates with whom?
How do information and influence flow?
1
What is the structure of existing relationships?
Who is influential? Who is influentiable?
Key questions
Communities
Influence dynamics
Individual roles
2
3
4
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# Customers
Time
Starting with random customers
Starting with alpha-customers
Similar penetration curves, six-month difference
Penetration of new products and services
Traditional Product penetration: Two cases
Social
Offer
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Customer retention
Traditional Social
Retention 1
Retention 2
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Collaboration
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Recruitment
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1. Define
Recruiter awareness & recognition campaign
Generate insights
Source tracking
Advanced reporting
2. Listen
3. Source 4. Engage
5. Apply
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• Organize and keep organized
• One overarching content strategy supported by shared insights
• Consider monitoring & webcare: “as a (temporarily) service”
• Develop your influencer strategy for PR and marketing
• Use your internal network smart for collaboration and recruitment
Social media at scale key take aways
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