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/