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Speech by Charlene Li "Winning in a World Transformed by Social Media" at the Simmons Leadership Conference, April 2, 2013 in Boston, MA Full report is available at http://www.altimetergroup.com/research/reports/evolution-social-business

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Simmons Leadership Conf - Charlene Li


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    winning in a world transformed by social media

    Winning in a World Transformed

    by Social Media

    Charlene Li, Founder & Analyst, Altimeter Group

    @charleneli | charlene@altimetergroup.com

    April 2, 2013 | Simmons Leadership Conference

    social is about

    Social is About

    RELATIONSHIPS

    Not Technology

    strategy

    STRATEGY

    ORGANIZATION

    PREPARE

    © 2011 Altimeter Group

    why most social strategies fail

    Why Most Social Strategies Fail

    No Clear

    Business

    Impact

    slide8

    1

    Planning

    “Listen to Learn”

    8

    red cross monitors social channels during

    Red Cross monitors social channels during

    disasters to direct relief efforts

    During disasters, the Red Cross is able to find out about specific incidents,

    spot trends, and anticipate public needs. Red Cross representatives can use

    the command center to quickly match disaster victims with aid relief.

    9

    slide10

    2

    Presence

    “Stake Our Claim.”

    10

    have the courage to take the leap

    Have The Courage

    to Take the Leap

    © 2011 Altimeter Group

    slide13

    3

    Engagement

    “Dialog Deepens

    Relationships”

    13

    slide14

    14

    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

    slide15

    4

    Formalized

    “Organize For Scale”

    15

    ebay s global coe coordinates across functions

    Ebay’s Global CoE 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

    slide17

    5

    Strategic

    “Become a Social Business”

    17

    sephora integrates social digital in communities

    Sephora integrates

    social + digital in

    communities as

    well as in stores.

    Goal: Understand

    their “superfans”

    who spend 10X.

    customer spending

    average customer

    2.5x

    community user

    10x

    superfan

    slide19

    6

    Transformation

    “Business is social.”

    19

    slide20

    20

    ARAMARK must contend with separate

    businesses and differing goals and objectives

    ARAMARK’s challenges:

    1. Over 255K employees

    2. Organized into separate

    businesses by industry

    3. 1000s of client locations

    4. Different client goals and

    objectives

    5. Ingredient brand

    slide21

    21

    It’s equipped and enabled over 400+ locations

    to manage social media – within parameters

     Rebranded for social

    engagement, around

    voice, purpose, and

    image.

     Previously siloed, now

    creating new processes

    that result in improved

    customer satisfaction and

    sales across the value

    chain

    strategy 1

    STRATEGY

    ORGANIZATION

    PREPARE

    © 2011 Altimeter Group

    re organize marketing for agility and resilience

    (re)Organize Marketing for Agility

    and Resilience

    Rigid Organizations

    Adaptive Organizations

    strategy is what you decide to do

    Strategy is What

    You Decide To Do

    And What You

    Decide NOT To Do

    social business initiatives framework

    Social Business Initiatives Framework

    • Learn: What can be learned

    from customers and community

    Dialog

    • Dialog: The nature of our

    interactions with customers

    Advocate

    • Advocate: How to build

    advocacy among customers

    and community

    Learn

    Support

    • Support: How to provide

    support via social channels

    Innovate

    • Innovate: Using customer and

    community to drive innovation

    plan out what will happen over time

    Plan out what will happen over time

    Year One

    Year Two

    Year Three

    MONTHS 1-6 MONTHS 7-12

    MONTHS 1-6 MONTHS 7-12

    MONTHS 1-6 MONTHS 7-12

    example social business initiatives organized

    Example: Social Business Initiatives, organized

    by Goals into a 3 Year Roadmap

    28

    Now – 6

    months

    6-12

    months

    12-18

    months

    18-24

    months

    24-30

    months

    30-36

    months

    Category

    Create greater loyalty to drive sales

    Advocate Initiative

    Support

    Initiative

    Advocate Initiative

    Advocate Initiative

    Advocate Initiative

    Increase share in SMB market

    Learn

    Initiative

    Dialog

    Initiative

    Dialog

    Initiative

    Advocate Initiative

    Create four new products

    Innovate

    Initiative

    Innovate

    Initiative

    Learn

    Initiative

    Reduce customer service costs

    Learn

    Initiative

    Dialog

    Initiative

    Support

    Initiative

    Support

    Initiative

    Support

    Initiative

    Initiative

    most companies organize as hub spoke

    Most companies organize as Hub & Spoke,

    but are moving toward Multiple Hub & Spoke

    9.4%

    29.1%

    35.4%

    23.6%

    2.4%

    slide30

    30

    Create Discipline In Engagement

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

    social media training is about developing

    Social Media Training is About Developing

    Judgment -- and the Confidence to Use It

    What you

    should do

    What you

    shouldn’t do

    Judgment is needed in between

    strategy 2

    STRATEGY

    ORGANIZATION

    PREPARE

    © 2011 Altimeter Group

    2 ask the right questions about value

    #2 Ask the Right Questions

    About Value

    34

    “We tend to overvalue the things

    we can measure, and undervalue

    the things we cannot.”

    - John Hayes, CMO of American Express

    © 2011 Altimeter Group

    slide35

    35

    #3 Create a Culture of Sharing

    slide36

    36

    #4 Master the Art of Failure

    No relationships are perfect

    Google’s mantra:

    “Fail fast, fail smart”

    © 2011 Altimeter Group

    slide39

    39

    …and personal passions

    social is about relationships not technology

    Social is About

    RELATIONSHIPS

    Not Technology