social: a ceo perspective
Post on 18-Nov-2014
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@GordonMakryllos @GordonMakryllos
The CEO Dilemma -‐ Social Media
@GordonMakryllos #KINSHIP
Agenda
• Why Social? • The Reality? • The Opportunities?
• Discussion
Warning: More Ques/ons than Answers.
@GordonMakryllos #KINSHIP
Why Social?
@GordonMakryllos #KINSHIP
Is Social a fad? Will Social repeat this “disruptive technology” history in Business?
• Mid 1980’s – No reason for a “personal computer”.
• Mid 1990’s – No reason to connect to the “Internet”.
• Late 2000’s – No reason to bring your own “personal devices” to work.
• Early 201o’s -‐ No reason to access “Social Networks”.
• Today – No reason for CXO to be active on “Social Media”.
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The Social Media Industry is not helping.
@GordonMakryllos #KINSHIP
The Social Reality for Business.
ü Your Employees are already on social
ü Your Customers are already on social
ü Your Community stakeholders are on social
ü Your Customer’s customers are on social
ü Your Partners are on social ü Your Future Employees are on social
ü Your Future Customers are on social
You’re already on Social
Are you driving Your Social Strategy ?
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The Brand Reality?
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The Brand Reality
What does the 1st page of Google say about your brand?
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The Social Reality – Google Page 1 “Case Study – Me – 5,030 search results”
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My Conversation My Followers Bio
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The Social Reality How much are you investing in promoting & protecting your brand?
The Reality: The 1st page of Google is your brand • Google searches & indexes comments in Social. • Your brand is impacted by all comments– both negative & positive.
• First page of Google for your brand is what counts as your brand.
• Comments on Social networks influence Google’s rankings.
@GordonMakryllos #KINSHIP
The Social Reality
Implications of not managing Social?
• Surrender your online brand perception to anyone in social media who cares to have a voice?
• Squander your efforts to build brand values and brand equity?
• Failing to effectively connect your corporate values with the community, customers and employees?
Are you optimising your ROI ?
@GordonMakryllos #KINSHIP
The Opportunities?
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@GordonMakryllos #KINSHIP
The Customer Journey has changed Across B2B and B2C Social is playing a major part
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B2B are Actively Deploying Social
• B2B firms are actively using a range of social platforms.
• 83% of B2B buyers research online before making a purchase decision.
• Perceptions of CxO re Social Media is not aligned to the facts of how successful B2B businesses are using it.
@GordonMakryllos #KINSHIP
Global Investment in a Digital World Where the investment is going
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Benefits of Digital / Social Investment
Impacts the bottom line: • Customer Sat • Loyalty • Lead generation • Conversion
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Opportunities Exist Across Ecosystem Challenge is to prioritise
OPERA
TIONAL
EXCE
LLEN
CE
INTERNAL (Employees)
EXTERNAL (Customers, Partners, Media)
SOCIAL TECHNOLOGIES INSIDE & OUTSIDE THE ENTERPRISE
BRAND PROMOTION / PROTECTION CAUSE MARKETING CRISIS MANAGEMENT CUSTOMER SUPPORT
SOCIAL SALES / REVENUE PARTNER ENGAGEMENT PRODUCT / SERVICE IDEAS TALENT ACQUISITION
COLLABORATION CUSTOMER CENTRICITY TALENT RETENTION
PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY
SOCIAL BRA
ND
1
2
4
3
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Social Strategy an ongoing journey
Social Strategy Governance Program
• Single strategy framework
• Architecture, Technologies, and Analytics centrally implemented
• Social assets governance
• Integrated into operational processes
• Process based execution
• Managed content
Online Reputation Management
Cause Marketing
Protect
Promote
Divisional Customer Support Connect
Connect staff, supply-chain, customers and their customers
Organisational-wide customer support inclusive of C-level
Targeted promotion
Owned & Earned Marketing
Crisis Management
Proactive Protection
Increase advocacy
Integrated & consolidated transactional SCRM capability
Incorporate Big Data into sales
Establish Enhance Evolve
Transact
@GordonMakryllos @GordonMakryllos
Discussion?
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Social Networking is Big and Active
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@GordonMakryllos #KINSHIP
@GordonMakryllos
Follower Gender Follower Growth
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CEO Global and Australian Conversation
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Australian CEO’s on Twitter
KINSHIP and Social Media
Executive Overview
KINSHIP is the web of social rela/onships that form an important part of the lives of most humans in
most socie/es
@michae1green
@Michae1Green"#KINSHIP
SOCIAL MEDIA
THE BRIGHT & SHINY “THING” CALLED ….
#KINSHIP
CORE BUSINESS REMAINS THE SAME
Implications on you • Social is about engagement and relationships • Fit social into your business - not the other way around • Social is not a Silo • Social involves your entire Organisation • Engagement cannot be Outsourced • Success requires Engagement without Fear • Social is based on Sharing • Social is Not Ad Hoc • Fish where the fish are • Social is Measurable
YOU MUST BE PREPARED TO TRANSFORM YOUR BUSINESS AT THE SPEED OF CHANGE
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How The Center of Excellence Integrates Within The Organisation
STRATEGY & USE CASE DEFINITION! EXECUTION! MEASUREMENT!
Mar
ketin
g &
Org
anis
atio
nal R
eadi
ness!
Training!
Policies!
Technology!
Content Plan! Soci
al In
tegr
atio
n!
Mea
sure
men
t Fra
mew
ork
& R
epor
ting!Campaigns &
Initiatives!
General Community
Management!
Paid, Owned and Earned
Media!
Customer Support!
Competitor, Market &
Campaign Reporting!
Maturity Model (CMM)
Benchmarking!
Customer Management
Insights!!!
PR and Corporate !
Communications!(ORM)!
!!Customer!Support!
Marketing &!Product/Service !
Operations !!!!Ecosystem!
(Partners, "Influencers"Industry) "
Engagement!
Digital Media Center of Excellence"
Knowledge Management & CMM Best Practice Sharing"
@Michae1Green"
!!
Sales and !Revenue!
Generation!! !
#KINSHIP
Questions of us?
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