1. Track: Social Marketing#CNX14#CNX14Social Marketing: from GettingStarted to Executing at ScaleTanya DonnellyGlobal Social Media Director at Schneider Electric@tanyadonnellyse

2. Track: Social Marketing#CNX14 3. Track: Social Marketing#CNX142012 only 1% of closed businessfirst heard of Schneider Electricthrough social channel2013 5% to 7% Globally 4. Track: Social Marketing#CNX14The global specialist in energy management23 billionEuro in sales27%18%30%WesternEurope25%NorthAmerica Asia PacificRest of the worldBy REGIONBy BUSINESSSEGMENTPowerInfrastructureIndustryITBuildings160,000+employees in 100+ countries 5. Track: Social Marketing#CNX14Goals1 2 36 steps to success How to scale globally How to pick tools 6. Track: Social Marketing#CNX14Year 1 Year 1.5 Year 2 Year 2.5 Year 3 +Decentralized Centralized Hub and Spoke MultipleHub and SpokeHolisticSchneider Electrics social business evolutionHow did we do it? 7. Track: Social Marketing#CNX14First LISTEN!Find out WHERE your CUSTOMERS are talking about your brands your COMPETITORS are talking your INDUSTRY TRENDS are being talked about 8. Track: Social Marketing#CNX14How we did it 6 steps STARTING POINT: Executive leadership support, multi-year strategy, & policy Stopthe unmanaged proliferation of social media accounts bearing our logo Roles and responsibilities for content providers, content publishers, andengagement nurturing Social media platform architecture Funnel customers, partners, & employees tothe correct sites Open communication Bust silos, integrate social media into existing businessprocesses Enforce the roadmap The 3-lane highway for global direction and local execution Management tools for oversight and metrics Track successes and failures, keeplocal operations on the highway123456 9. Track: Social Marketing#CNX14 STARTING POINT: Executive leadership support, multi-year strategy, & policy Stop the unmanaged proliferation of social media accounts bearing your logo1How we did it 6 steps Identify and deactivate/repurpose existing branded accounts Establish approved social accounts and campaigninternally/externally 10. Track: Social Marketing#CNX14How we did it 6 steps2 Roles and responsibilities for content creators and content publishers 11. Track: Social Marketing#CNX1470 LocalSocial Media AdvocatesCluster Marcom DirectorCountryCountryCountryCustomer CareBU Subjectmatter experts(SMEs)ListeninganalystHRSalesCountryCountryEventcoordinatorCountry Center of SocialExcellence 12. Track: Social Marketing#CNX14How we did it 6 stepsSocial media platform architecture Funnel customers, partners, & employees3 to the correct sites 13. Track: Social Marketing#CNX14Platform architecture we used 14. Track: Social Marketing#CNX14How we did it 6 stepsOpen communication Bust silos, integrate social media into existingbusiness processes 4 15. Track: Social Marketing#CNX14Social business strategyINTEGRATE it into ourexisting business processesSocial Media Rev 1 Feb 2012MarketingSalesCustomerCareHRSMEsMERGE 16. Track: Social Marketing#CNX14How we did it 6 stepsEnforce the roadmap The 3-lane highway: Global direction with localexecution 5 Expect different implementation speed and skill from local socialmedia managers All follow SAME highway No off-road trailblazing! 17. Track: Social Marketing#CNX14How we did it 6 steps Management tools for oversight and metrics Track successes and failures,6 keep local operations on the highway 18. Track: Social Marketing#CNX14Platforms internal and externalADMINISTRATIVEplatformsENDPOINTplatforms Warehouse of content for our ENDPOINT sites toselect from Analytics for our ENDPOINT sites Facebook, Linkedin, Twitter, Google+, YouTubesupported Global Facebook with Geo targeting Our eye in the sky to watch the Web for chatterabout us, our brands, the competition, industrytopics, etc.(many others worldwide)ANDour corporate blog & forumsblog.schneider-electric.com 19. Track: Social Marketing#CNX14Social media tool selecting Social Platform types Which social media platforms are most important toyour business and how many will need management Dont choose based online reviews None are perfect and none do it all. Askother companies who have implemented it first. Big-picture strategy How does social tie into your marketing mix, contentstrategy, customer care, sales, and buyers journey. Key Performance Indicators to meet the strategy What KPIs do you want thetool to give you: share-of-conversation, followers, impressions, click-throughs,engagement, social contest management, etc. Expect and plan for change They are all startups! 20. Track: Social Marketing#CNX14Social media tool selecting Post portability - Consider future integration into CRMs, websites, marketing automation,customer care support, HR, new product development, etc. Internal support Who will help with posting, neutering engagement, ad buying,leads and customer service. How many user licenses? Budget Whats your budget for spend on management tools? Languages How global are you and how many languages do you need toengage in? 21. Track: Social Marketing#CNX14Visitors sharecontentSocial media sitesVisitorsfind ourcontentLeadsPROFITWe postcontentSALEcontent 22. Track: Social Marketing#CNX14Questions? 23. Track: Social Marketing#CNX14Take the after-session survey!Take the Survey inthe Connections2014 Mobile AppJoin theConversation!Prizes!$50Starbucks#CNX14Gift Card Session speaker info@tanyadonnellyse 24. Track: Social Marketing#CNX14CUSTOMER JOURNEYSHOWCASEMARKETINGTHOUGHT LEADERSEMAIL MARKETING PRODUCT STRATEGY& ROADMAPPERSONALTRANSFORMATION& GROWTHSOCIAL MARKETING MOBILE & WEBMARKETINGDEVELOPERS HANDS-ONTRAININGINDUSTRYTRENDSETTERSCREATIVITY &INNOVATIONSALESFORCE FORMARKETERSROUNDTABLES 25. Track: Social Marketing#CNX14