social: a ceo perspective

@GordonMakryllos @GordonMakryllos

The CEO Dilemma -‐ Social Media

@GordonMakryllos #KINSHIP

Agenda

•  Why Social? •  The Reality? •  The Opportunities?

•  Discussion

Warning: More Ques/ons than Answers.


Why Social?


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”.


The Social Media Industry is not helping.


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 ?


The Brand Reality?


The Brand Reality

What does the 1st page of Google say about your brand?


The Social Reality – Google Page 1 “Case Study – Me – 5,030 search results”


My Conversation My Followers Bio


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.


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 ?


The Opportunities?


The Customer Journey has changed Across B2B and B2C Social is playing a major part


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.


Global Investment in a Digital World Where the investment is going


Benefits of Digital / Social Investment

Impacts the bottom line: •  Customer Sat •  Loyalty •  Lead generation •  Conversion


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


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?


Social Networking is Big and Active


@GordonMakryllos

Follower Gender Follower Growth


CEO Global and Australian Conversation


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

33 #KINSHIP

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?

36