social media case studies
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Some case studies that depict social media usage.TRANSCRIPT
Living the culture
1© Scenario Consulting Private Limited
Zappos
April 7, 2023 © Scenario Consulting Private Limited 2
Summary
Success of Zappos depends on two elements – Service & culture• Belief – their company culture is unique and it offers them a competitive advantage
They use social media to project their unique culture to the world• Work hard at building emotional connections in the otherwise cold online experience
Honest & transparent approach makes them real
An online retailer, but do not use online to hard sell• Email & telephone – primary ways of engaging customers for sales• Social media – managing culture, engaging & measuring reactions
CEO sets the tone• Tony Hsieh uses social media to communicate his passions• Honest & Transparent
Measures of social media success• Does not measure ROI in terms of revenue or savings• Measures on parameters of service and culture
April 7, 2023 © Scenario Consulting Private Limited 3
Who is Zappos? Business – Online retailing Founded – June 1, 1999 Main product – Shoes Ambition – To build a collection of
businesses “powered by customer service.”
2009 listed as one of Fortune magazine's top 25
companies to work for Acquired by Amazon for over $1.2
billion
April 7, 2023 © Scenario Consulting Private Limited 4
10 core values of Zappos
1) Deliver WOW Through Service2) Embrace and Drive Change3) Create Fun and A Little Weirdness4) Be Adventurous, Creative, and Open-Minded5) Pursue Growth and Learning6) Build Open and Honest Relationships With
Communication7) Build a Positive Team and Family Spirit8) Do More With Less9) Be Passionate and Determined10) Be Humble
April 7, 2023 © Scenario Consulting Private Limited 5
Invited every Zappos employee to participate in defining values. Zappos uses social media to live these values.
CEO Tony Hsieh leads from the front
Digitally wired from top
CEO Tony Hsieh has 1,850,862 followers on Twitter
Believes that happy customers help deliver great customer service Fun & exceptional
customer service ingrained in corporate culture
Consciously built a personality for the company that is friendly, helpful, funny & trustworthy
April 7, 2023 © Scenario Consulting Private Limited 6
April 7, 2023 © Scenario Consulting Private Limited 7
Tony Hsieh talks about how they build brand Zappos using the Happiness mantra.
Twitter - Building emotional connections & relationships
Most Zappos employees (500 out of 1500) have an active account on Twitter, and the Zappos site has a page that aggregates all the streams Aggregates not just Zappos
related conversations but all conversations by the employees on Twitter
Built initially to help employees get a perspective on each other outside of office
Now a way for customers to get insight into Zappos personality & culture
April 7, 2023 © Scenario Consulting Private Limited 8
Talking to Zappos is like talking to a friend that happens to sell shoes
Zappos.tv – Making every employee a micro star Five person AV team
Dedicated full time to conceptualizing, blogging, shooting & editing what goes on at Zappos, at work and play
Cross between comedy improvisation sketch crew and news team
Gets staff to talk extempore and does editing later
Type of content Planned – head-shaving day Spontaneous – ‘what super
power would you like to have’
Latest developments – “bunk” desks
Five person video team profiles Zappos employees & their eccentricities
April 7, 2023 © Scenario Consulting Private Limited 9
Zappos Blog Mix of work and play
CEO & COO Blog− Shares latest updates – update on
projects, new locations, business deals− Periodically posts internal emails
– Email about having to lay off 8% of employees in 2008
– Implications of Amazon’s buying Zappos
Zappos Family− Zapponian Spotlight – fun interview with
employees− Latest events− Team activities
Inside Zappos− Action inside the Zappos office
More than shoes− Latest style, trends, tips
Technology− Latest enhancements on Zappos site− Technology enhancements and
partnershipsApril 7, 2023 © Scenario Consulting Private Limited 10
How Zappos works hard at building culture $2,000 to quit work
The company regularly offers workers $2,000 to quit, "to make sure that employees are here for more than just a paycheck”
Match name with photo of the colleague When Zappos employees log onto their computers, they don't
just enter a login and password. They also have to try to match a name with a photo of a randomly selected colleague. The company keeps a record of everyone's score
Ask Anything newsletter Employees are invited to post questions for the monthly
newsletter Zappos culture book
Describes the ethos of the company Features 100- to 500-word essays by current employees
April 7, 2023 © Scenario Consulting Private Limited 11
How do they measure success?
Zappos measures social media on the parameters of culture & service
They don’t calculate its ROI on sales; they don’t consider it a traditional marketing channel
April 7, 2023 © Scenario Consulting Private Limited 12
The journey from a shaky start to, process integration globally
13© Scenario Consulting Private Limited
How it all started
Early 2005 “DELL SUCKS.DELL LIES.
Put that in your Google andsmoke it,”
- Jeff Jarvis on his blog, BuzzMachine
Core issue – bad customer service
April 7, 2023 © Scenario Consulting Private Limited 14
Company policy to not respond meant that Dell remained silent despite bad online press and negative blogs. The negative outage hurt their stock price and reputation. Michael Dell returned to run the company after 3 years.
Finally, Dell responded
April 7, 2023 © Scenario Consulting Private Limited 15Launched Direct2Dell blog to respond to and engage customers.
April 7, 2023 © Scenario Consulting Private Limited 16
Source: Embracing & Sustaining Your Community Ecosystem by Dell Social Media
Today
April 7, 2023 © Scenario Consulting Private Limited 17
Ranked #1 most social brand in ranking of top 100 brands in a study by Headstream in 2011
April 7, 2023 © Scenario Consulting Private Limited 18
Source: Embracing & Sustaining Your Community Ecosystem by Dell Social Media
Social Media Use Cases as defined by Dell
April 7, 2023 © Scenario Consulting Private Limited 19
Framework for mapping presence
April 7, 2023 © Scenario Consulting Private Limited 20
Source: Embracing & sustaining your community ecosystem by Dell Inc
Mapping Dell’s presence
April 7, 2023 © Scenario Consulting Private Limited 21
Dell.com
Support Forums
Blogs
Groups
Corporate Blog
(Direct2Dell)
• Dell Software News• Dell Shares• Education Blog• Enterprise• Healthcare
Studio Dell
IdeaStorm
EmployeeStorm
External Communities(Networking)
LinkedInTwitter
External Communities
(Content)
YouTube
SlideshareFlickr
Blogs
Hosted Communities
Support
• Dell - Support Forums
• Twitter - @DellCares
• Facebook Support
Mastery & Use
• Groups• Dell Blogs• Studio Dell
Affinity
• Direct2Dell• Facebook for
Small Business
Ideation
• IdeaStorm• EmployeeStorm
April 7, 2023 © Scenario Consulting Private Limited 22
Key Programs for Community- Listening- Management & Moderation- Advocacy- Reputation Management
Dell’s framework – Listen, Engage, Act
April 7, 2023 © Scenario Consulting Private Limited 23
Community – Customer-ideation
April 7, 2023 © Scenario Consulting Private Limited 24
Dell Ideastorm Launched in Feb
2007 Objective
To encourage ideas, feedback, input and dialog from customers
Results 15,000 ideas
generated by the community
750,000 promotion of ideas
84,000 comments 400 ideas
implemented by Dell
Learnings from IdeaStorm for Dell Spike of ideas occurred in the first few days
Dell received 2,000 ideas in first 2 weeks Community expected immediate
response/engagement Beginning – their updates were sporadic Today – they have a dedicated blog with updates every 2
weeks Expectations of two key stakeholders & addressing
them Customers
− Positive experience – timely feedback− Action taken on ideas – clear status updates− Recognition – thank you mechanisms
Business partners− Positive experience – timely/accurate reporting− Executive support – alignment with strategy− Defined process – communication supportApril 7, 2023 © Scenario Consulting Private Limited 25
Source: IdeaStorm Overview by Dell Inc
Challenges faced by Dell & proposed solutions Type of entries recieved
Understanding the ideas posted Poorly formulated ideas Ambiguity about scope of its
proposed application, Volume of entries
Determining the best ideas Voting mechanism
Duplicate ideas splintered votes Excessive influence of
unrepresentative minority Bottlenecks in engagement
Transparency vs Business confidentiality Presenting ideas “accurately” on the
community Limited resources and confidentiality
concern hindered engagement
© Scenario Consulting Private Limited 26
Create a User Toolkit – Do’s and Don’ts
Tools for developing consensus – Vote up and
down, Comments
Respond Quickly, Ask Questions
If You Let Them Vote, Make It Count
Present Your Progress Clearly and Openly to
the Community
Solu
tion
s
Ideas breakdown
Breakdown of ideas received 12% unusable – no
action needed 4% innovative –
possible game changing ideas
80% improvements − Incremental ideas
for next gen products & improvements for existing products & services
April 7, 2023 © Scenario Consulting Private Limited 27
Source: IdeaStorm Overview by Dell Inc
Promotions
Integration with social networks as Facebook Interacting with people in their own environment Encouraging friends to participate in ideas
April 7, 2023 © Scenario Consulting Private Limited 28
Similarly, ideation community for employees Launched in June
2007 Objective
Encourage ideas, feedback, input and dialogue from employees
Results 4,800 ideas
generated 250,000 promotions
of ideas 22,000 comments 150 ideas
implemented by Dell
April 7, 2023 © Scenario Consulting Private Limited 29
Key Learning – Building Advocates
1% advocates will drive 90% content & engagement
April 7, 2023 © Scenario Consulting Private Limited 30
Source: Embracing & sustaining your community ecosystem by Dell Inc
Dell on Twitter
2007 Exploratory
2010 Formalised
April 7, 2023 © Scenario Consulting Private Limited 31
Source: The Evolution of Dell on Twitter by Dell Inc
Dell on Facebook
April 7, 2023 © Scenario Consulting Private Limited 32
Dell has several pages on Facebook spanning several geographies and business functions. Use it to lend support to the community and build affinity.
Internal - Embedding Social Media into fabric of the company
Councils
SMaC Council
Community Leadership
Council
Communication
Weekly Smac Digest
Listening
Social Media Command Centre
Internal Social Media
Blogs
Chatter
EmployeeStorm
Sharepoint
Training & Events
SMaC university
SMaC Talk Unconferences
April 7, 2023 © Scenario Consulting Private Limited 33
Dell’s journey on Social Listening
April 7, 2023 © Scenario Consulting Private Limited 34
Learning – With 4,000-5,000 online conversations everyday, there was need to scale up beyond centralised social media efforts
Launch of Social Media Command Centre in December 2010
April 7, 2023 © Scenario Consulting Private Limited 35
Role – Support listeners and responders across Dell. Contain viral issues, coordinate on-boarding, maintain standards, share best practices
Training & Events – SMaC University
Established Social Media & Community team (SMaC) in 2010 Governance Setting infrastructure Training
SMaC University Over 10 training
modules Community,
Facebook, Twitter Outcome
Certified: 2357 5000 unique
members trained by end of year
April 7, 2023 © Scenario Consulting Private Limited 36
April 7, 2023 © Scenario Consulting Private Limited 37
Established Social Media & Community team (SMaC) established in 2010 Governance Setting infrastructure Training
Certified: 2357 5000 unique
members trained by end of year
Training & Events – SMaC Talk Unconferences
Impact of Social Media on Dell’s customer lifecycle
April 7, 2023 © Scenario Consulting Private Limited 38
Source: Paving the way to social business by Dell Inc
Dell’s thoughts on ROI
April 7, 2023 © Scenario Consulting Private Limited 39
Source: Embracing & sustaining your community ecosystem by Dell Inc
April 7, 2023 © Scenario Consulting Private Limited 40
Source: Paving the way to social business by Dell Inc
Metrics for tracking performance Business Value (examples)
Brand: Net promoter score, sentiment, satisfaction, advocacy Support: Questions, answers, time to answer, % answered by
you, views of answered content Content: Content created, views of content, comments Web Traffic: Pageviews, uniques, referrers, domains Innovation: ideas
Community Health Velocity of Change: Registrations, content creation, content
consumption Population Segmentation: 90/9/1 Creators: posts, answers, comments Watchers: views, page depth, time on site, bounce rate Global
Marketing
April 7, 2023 © Scenario Consulting Private Limited 41
Source: Embracing & sustaining your community ecosystem by Dell Inc
Strengthening Corporate Reputation using Social Media
42© Scenario Consulting Private Limited
Major SM interventions; 3 key segments
Enterprise Collaboration
SupportCentral• Internal wikis• Blogs
Corporate Reputation
GE Reports
GE Expert network
GE Show
Consumer Marketing
Ecomagination
Healthymagination
Community
Ecomagination Challenge
April 7, 2023 © Scenario Consulting Private Limited 43
#1 Enterprise Collaboration – A Leader
44© Scenario Consulting Private Limited
Enterprise Collaboration at GE
1999, built an internal network called SupportCentral which hosts
− 100,000 wikis− 30 million documents− 40,000 blogs
Employee usage− 25 million web hits everyday − 5 million page views− 500,000 downloads everyday
April 7, 2023 © Scenario Consulting Private Limited 45
#2 Corporate Reputation – had more than a few glitches
46© Scenario Consulting Private Limited
Key challenges
Early 2000 Strongly associated with its lighting and appliance products
which formed only a small percentage of the company business
Stakeholders were unaware of the diversified portfolio at GE− Understood in parts but not as a complete whole
Late 2000 Negative stories by mainstream media on the future of the
company− Financial difficulties in 2008-09 started casting aspersion on the
future outlook
April 7, 2023 © Scenario Consulting Private Limited 47
Repositioned from ‘We bring good things to life’ to ‘Imagination at work’ in January 2003.
April 7, 2023 © Scenario Consulting Private Limited 48
In 2008-09 front page stories in national business publications questioning viability of the company. Profits at GE Capital had dropped by 80% in Q2
April 7, 2023 © Scenario Consulting Private Limited 49
Gary Sheffer, GE’s head of corporate communications realized they needed to communicate their story better.
Solution?
50© Scenario Consulting Private Limited
GE Reports
April 7, 2023 © Scenario Consulting Private Limited 51
“This is a tough environment, a lot of misinformation in the market place. This is just a fast and simple way to punch through it and to make sure that you tell your story in a simple and engaging way.”
- Gary Sheffer on launch of GE Reports
Widely heralded as a new form of communicating with the investors on the Wall Street.
GE Reports – Current Scenario
Format Is an online blog that gives
viewers an inside glimpse at personalities, breakthroughs and technology
serves as a news channel blog
Audience Mainstream media Bloggers - news and
financial sites/blogs Investors Employees – current &
potential Tech & Science enthusiasts
April 7, 2023 © Scenario Consulting Private Limited 52
GE Reports – What works Content configuration
Breakthroughs & science Applied technology People behind innovation Big and small stories
− Steady stream of interesting news
− Showcases a diversified portfolio
Customised consumption Content can be accessed
basis reader’s preferred channel
Distinct personality Passion for cool technology Unearthing lost stories Making big stories accessible Humor occasionally
April 7, 2023 © Scenario Consulting Private Limited 53
Showcasing GE
54© Scenario Consulting Private Limited
Edison’s Desk launched in 2005
April 7, 2023 © Scenario Consulting Private Limited 55
Showcasing the best of R&D work led by the Global Research Centre. Giving promising PhD candidates a view into work happening at GE labs
GE Show
April 7, 2023 © Scenario Consulting Private Limited 56
Showcasing the GE product portfolio in an informal, friendly and conversational tone. Users can share feedback in the comments section.
Aggregating the expert network
April 7, 2023 © Scenario Consulting Private Limited 57
Over 40 experts across 8 businesses are showcased as part of the expert network on Innovation.
#3 Consumer marketing
58© Scenario Consulting Private Limited
GE Healthymagination campaign with YouTube influencers in 2010
April 7, 2023 © Scenario Consulting Private Limited 59
Activity - Reached out to six YouTube stars to make videos about healthy living as part of its Healthymagination programme
GE Healthymagination campaign with YouTube influencers
April 7, 2023 © Scenario Consulting Private Limited 60
Outcome Combined the clips received over 12 million views
Value Delivered corporate message in an authentic voice
that’s more powerful than traditional advertising Leveraged their built-in distribution network
− Message percolated other networks as Facebook, Twitter via devoted subscribers
Helped reach a younger audience When traditional advertising stopped, this campaign
lived and continued to grow
Replicated the same programme for GE Ecomagination with 15 YouTube stars. Brief – challenge people to lead a greener life.
“Get Fit” campaign by GE Healthcare on Twitter
Global competition Encouraging people to
“Get Fit” and join the fight against cancer Share their healthy lifestyle
choices on Twitter Each country to have its
own hash tag. E.g. #GetFit_IND
$20,000 donation from GE healthcare to be given to Red Cross in the winning country
Over 700 participants from 55 countries generated 5,500 GetFit tweetsApril 7, 2023 © Scenario Consulting Private Limited 61
Innovative campaign at a global scale but did the different hashtag for each country approach really work?
#4 Community
62© Scenario Consulting Private Limited
April 7, 2023 © Scenario Consulting Private Limited 63
Ecomagination Challenge Invited businesses, entrepreneurs, innovators and students from around
the world to join the $200 million challenge and share solutions for world's energy problems
Tied up with 4 well-known venture capital firms to fund the winning ideas 3 categories
Create - Renewable Energy Connect - Grid Efficiency Use - EcoHomes/EcoBuildings
Selected winners offered opportunity to develop commercial relationship with GE Investment, Strategy, Development, Distribution and Growth
Selection Public vote but final decision to be made by the jury Cash award of $50,000 for entry with most user-submitted votes
Participation 70,000 visits 800 ideas submitted 10,000 comments 1,500 established companies participated -- 25 percent of which already
generate at least $2 million in annual revenue
April 7, 2023 © Scenario Consulting Private Limited 64
Unlike Dell Ideastorm, community involved in sharing ideas. Selection done by the experts.
04/07/2023 65© Scenario Consulting Private Limited
Community driven brand presence
April 7, 2023 © Scenario Consulting Private Limited 66
Why chose the vicious cycle, when you can chose the virtuous one
http://twitter.com/saynotoairtel
04/07/2023 © Scenario Consulting Private Limited 67
http://saynotoairtel.com
04/07/2023 © Scenario Consulting Private Limited 68
The importance of Har Friend Zaroori Hota Hai
April 7, 2023 © Scenario Consulting Private Limited 69
The lack of story telling opportunities
April 7, 2023 © Scenario Consulting Private Limited 70
The cost of “faking it”
04/07/2023 71© Scenario Consulting Private Limited
The cost of “faking it”
04/07/2023 72© Scenario Consulting Private Limited
Pantene fakes an interview
April 7, 2023 © Scenario Consulting Private Limited 73
Pantene published questions, NOT, coined by Naina
April 7, 2023 © Scenario Consulting Private Limited 74
Twitter and blogs abuzz with posts
April 7, 2023 © Scenario Consulting Private Limited 75
Annexure
76© Scenario Consulting Private Limited
Framework for Social Business objectives & KPIs
April 7, 2023 © Scenario Consulting Private Limited 77
Business Objective
Key Performance Indicators
Foster Dialog Share of Voice
Audience Engagement
Conversation Reach
Promote Advocacy Active Advocates
Advocate Influence
Advocacy Impact
Facilitate Support Resolution Rate
Resolution Time
Satisfaction Score
Spur Innovation Topic Trends
Sentiment Ratio
Idea ImpactSource: Altimeter Group and Web Analytics Demystified
Fostering Dialogue – measuring
April 7, 2023 © Scenario Consulting Private Limited 78
Promoting Advocacy
April 7, 2023 © Scenario Consulting Private Limited 79
Facilitating Support
April 7, 2023 © Scenario Consulting Private Limited 80
Spurring Innovation
April 7, 2023 © Scenario Consulting Private Limited 81
Measuring customer value in social age
Traditional scenarioLifetime value of the
customer(LVC) metric – a financial measure
Products &services bought by Customer X – cost of servicing Customer X = value added by the customer X on the company bottom line
Those who spend more =
A-list customers
New-age scenarioLifetime social influence anactivity of the customer
- Level of influence in context of our products, services, competitors or overall industry
- Participation in customer support communities, knowledge shared to resolve tier one issues (lowering service costs)
April 7, 2023 © Scenario Consulting Private Limited 82
Role of social influence and activity on customer valuation
04/07/2023 © Scenario Consulting Private Limited 83
Thank you!