Social at scale@tsc13

Social Media at Scale Marije Gast The Social Conference February 14th Amsterdam

Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 2



Download all PoV’s via our new Accenture Interactive iPad app

https://itunes.apple.com/us/app/accenture-interactive-ipad/id589066894


Download all PoV’s via our new Accenture Interactive iPad app

https://itunes.apple.com/us/app/accenture-interactive-ipad/id589066894


Strategy

• Social Media Diagnostics

• Social Media Strategy

• Vendor Assessment

Listening

• Social Media Monitoring

• Voice of the Customer Analysis

Social Media Enablement

• On-board

• Off-board

• Social Commerce

• Social Collaboration

Social Media Performance Optimisation

• Viral Conversion Optimisation

• Predictive Influence Analytics

Social Media Integration

• Social CRM Integration

Capability Building

Managed Service Strategy

Plan Listen Engage Optimise


Scale


Social is not marketing-only anymore

Social Enterprise

Customer Service

Sales

Product development

HR & Recruitment

Research

PR/ Corporate

Comms

Marketing


Source: Chess Media Group

Social brand = Social enterprise


• Channels

• Content

• Monitoring & Insights

• Webcare

• PR

• Collaboration

• Recruitment

Components of Social media at scale


Channels


Over 65 country versions living on the same Facebook page

1 fan count, 1 timeline, localized content


Multiple Facebook pages to express the unique identity

Local pages and local fans for 100+ upscale hotels & resorts



Content


1 Content strategy

“Liquid & Linked” serving all channels



Source:numan2chicago.blogspot.com

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&docid=qthT8QNf9KAP1M&tbnid=gDEeLmoTUmanaM:&ved=0CAQQjB0&url=http://numan2chicago.blogspot.com/2007/02/deeltjesversneller-particle-accelerator.html&ei=S3kZUfvJGajM0AXKo4GYCg&psig=AFQjCNHenhZpyI68wf7ux5U86DfcQkn7Gg&ust=1360710342645422


Monitoring & Insights


SMM 9 6

Monitoring of user generated content

• Blogs

• Forums

• Comments

• Facebook, Twitter, etc. with a focus on communication steering and reputation management

Markets

• US

• UK

• APAC (SG & HK)

• CH

• GER

• ITA

• FRA

• BRA

• LATAM

• (JPN)

• (CHN)

Languages

• ENG

• GER

• FRA

• IT

• PORT

• SPA

• (JPN)

• (CHN)


SMM Value

Approach Tool Business

Integration

Objectives

= x x

Methods

Products


Event Observation

Top Story Identification

Reputation Alert

Topic Seismograph

Wide Lens

4

3

2

1

Monitoring methodology

Narrow Lenses


Webcare


Photo: Mu-43.com

PR


Isolated customer Customer and environment

Trusted advisor

Traditional Social


Relationships Who communicates with whom?

How do information and influence flow?

1

What is the structure of existing relationships?

Who is influential? Who is influentiable?

Key questions

Communities

Influence dynamics

Individual roles

2

3

4


# Customers

Time

Starting with random customers

Starting with alpha-customers

Similar penetration curves, six-month difference

Penetration of new products and services

Traditional Product penetration: Two cases

Social

Offer


Customer retention

Traditional Social

Retention 1

Retention 2


Collaboration


Recruitment


1. Define

Recruiter awareness & recognition campaign

Generate insights

Source tracking

Advanced reporting

2. Listen

3. Source 4. Engage

5. Apply


• Organize and keep organized

• One overarching content strategy supported by shared insights

• Consider monitoring & webcare: “as a (temporarily) service”

• Develop your influencer strategy for PR and marketing

• Use your internal network smart for collaboration and recruitment

Social media at scale key take aways


Documents

Social at scale@tsc13