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Challenge of Social Media for Enterprise Business

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Large Enterprises face unique challenges and obstacles with Social Media. Expion's centralized platform empowers retailers, brands and agencies to localize and manage their social marketing efforts.

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Page 1: Challenge of Social Media for Enterprise Business
Page 2: Challenge of Social Media for Enterprise Business
Page 3: Challenge of Social Media for Enterprise Business

Manage social media conversations across all brands and locations

Govern local employees engagement with customers

Scheduling, alerts, and pre-packaged content improves efficiency

Real time alerts identify service and product sentiment

Sharing ideas across all locations and corporate

Page 4: Challenge of Social Media for Enterprise Business

Hurry up and fire them

Guru

Ninja

Page 5: Challenge of Social Media for Enterprise Business

57% of businesses currently monitor online conversations 20% do not listen at all 23% of respondents weren’t sure whether or not the company is listening to online conversations

According to a recent study by Capgemini, Brian Solis Sep 2011

Long way to go……..

Page 6: Challenge of Social Media for Enterprise Business

By the time a big company figures out social media, I come in about here

Page 7: Challenge of Social Media for Enterprise Business

Customers

Big Enterprise Company

Page 8: Challenge of Social Media for Enterprise Business

Knock Knock

Who’s there?

It’s me, a likely customer

I can’t answer the door until we figure out who in our organization is responsible to answer you. I have to find out who that is and let them know you want to talk to them. They will check with their managers and get back to you when they know what to say.

When we do, you ‘ll still be there right?

This Joke is On You

Page 9: Challenge of Social Media for Enterprise Business

Enterprise

Small Business

Slow to react

Swift and tactical

Big vs. Small

Page 10: Challenge of Social Media for Enterprise Business

Act like a smaller company Small companies generated 64 percent of net new jobs over the past 15 years Since January 2010, small and medium firms generated 98% of the nearly 2 million private-sector jobs created

http://www.sba.gov/advocacy/7495/8420 Automatic Data Processing Inc. August 2011

http://blogs.wsj.com/economics/2011/08/31/jobs-bill-needs-to-target-small-businesses/

How to speed things up for the enterprise?

Decide, Deliver and Deploy

Page 11: Challenge of Social Media for Enterprise Business

Large enterprises take over 1 year to deploy Trust and assign key people It ain’t social if you can’t socialize internally Do what others have done Use vendors that have successfully deployed in different verticals Take on education and set up architecture

How to speed things up for the enterprise?

Page 12: Challenge of Social Media for Enterprise Business

Large enterprises need to open the social door

Page 13: Challenge of Social Media for Enterprise Business

How to deal with inside your company?

This is on the other side

customer

employee

Page 14: Challenge of Social Media for Enterprise Business

1. Alert to customer complaints every 10 min by location

2. Alert to curse, SPAM, images, links, etc for removal

3. Monitor all employee conversations (posting and commenting)

4. Store all conversations (including deleted ) permanently for HR

5. Require all employee photo/video uploads to be approved

6. Optional process that requires employee posts to be approved

7. Company can provide pre-approved content to all locations

8. Accounts are set up as business not personal for control

- Employees are no longer administrators of page

9. Restrict employee usage to only access Facebook business page

- IT can block access to Facebook, Twitter, etc

10. User roles can be customized for specific permissions and access

Page 15: Challenge of Social Media for Enterprise Business

Obstacles and Barriers We are a regulated industry, its not easy BS, control the message just like you would an ad in the paper Draft, collaborate, approve. Check, check, check

My executive management team doesn’t understand social They probably don’t know how to load a tractor trailer either Get your best people on it and they will deliver

We don’t have anyone trained in social media Are your employees living in a cave? They understand social just fine They just need to understand how YOU want them to play in social

Page 16: Challenge of Social Media for Enterprise Business

We are a service company and don’t sell anything on the web Facebook itself creates confusion when they update services without communicating

We can’t get approval to move a desk or have a company picnic Your problem isn’t social, it’s your company

We can’t afford to spend the money, no budget Is this the answer when a crisis hits? We didn’t have the budget? Take the pie you already have and share it with all marketing channels

Obstacles and Barriers

Page 17: Challenge of Social Media for Enterprise Business

Infrastructure

Page 18: Challenge of Social Media for Enterprise Business

Get to a Hub and Spoke model now

18

Move from fragmentation and decentralization to coordination where business units can deploy own their own.

Page 19: Challenge of Social Media for Enterprise Business

Infrastructure

You need to be where your customers are Set your structure accordingly Do not reinvent the wheel. Use the marketing structure that WORKS Get there with the best, don’t put your B team on it Set it and forget it? Yes with your workflow, review and approval process

Page 20: Challenge of Social Media for Enterprise Business

NATIONAL BRANDS (TOP 25)

TOTAL FANS 77,000,000 Fans ACTIVE FANS 169,000 Fans

LOCAL RESTAURANTS (150)

TOTAL FANS 67,000 Fans ACTIVE FANS 6,831 Fans

Page 21: Challenge of Social Media for Enterprise Business

Ownership

Early social adopters in enterprise organizations, circa 2010

Page 22: Challenge of Social Media for Enterprise Business

Ownership

So who owns social? Marketing? IT? PR? Customer Service? Enterprises need to integrate social into Marketing and PR Outsource or not? Get your best people on it Trend we see is large enterprises consulting for strategy and development Insourcing tools to socialize, control workflow and scale

Page 23: Challenge of Social Media for Enterprise Business

Measure the right things Have you saved a customer Are your employees enabled Are your customers impressed Has your productivity increased Leads to conversions Direct>Correlated>Relative>Proxy

ROI is real and here

http://www.ignitesocialmedia.com/social-media-measurement/social-media-roi-revisited-4-ways-to-measure/

Page 24: Challenge of Social Media for Enterprise Business

Dell certifies social employees who are trained and awarded certificates so they can participate in the company's social media http://www.thehindubusinessline.com/industry-and-economy/info-tech/article2433326.ece Brands that have been punkd http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-media Social + IT= FAIL Gartner predicts 70 per cent of IT–dominated social media initiatives will fail by 2012 http://technologyspectator.com.au/emerging-tech/cloud-computing/all-aboard-enterprise-social-media Social Business Readiness: How Advanced Companies Prepare Internally http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare

Page 25: Challenge of Social Media for Enterprise Business

Empower Centralize Localize

Demonstrate Success

Page 26: Challenge of Social Media for Enterprise Business