Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
level, the need for robust tools, good planning and the ability to dig deeply into data to support and build its case is growing right along with it. Like the proverbial journey of a thousand miles, or kilometers if you prefer, the evolution from a single social advocate to the social enterprise that is revolutionizing the way businesses communicate each and every day has a very logical first footfall. As David Armano, EVP, Global Innovation & Integration, Edelman Digital stated succinctly, Getting organized around social is the most important first step towards social success.5
new product development or human resources? In what areas can you establish meaningful two-way relationships with the consumers who most crave dialogue?
A social business is something altogether different as it embraces introspection and extrospection to reevaluate internal and external processes, systems, and opportunities to transform into a living, breathing entity that adapts to market conditions and opportunities
- Brian Solis, Principal, Altimeter Group, May 2, 2012.
Social is helping people get their work done more efficiently, amplifying corporate culture on behalf of HR, powering thought around R&D, developing and nurturing leads for sales and keeping management informed about the success or failure of initiatives. Whether your organization is trying to build greater social capital, engage with influencers or manage and build communities around specific areas of interest, 3
social gives you more feedback and drives deeper insight than ever before. You get a constant stream of thoughts from your community and have the potential to tap in to greater competitive understanding because youre hearing what your consumers say as they say it, directly from their own fingers. Ultimately social gives you the power to use this information and insight to mediate your own conversations and reengage with your consumers with increasing sensitivity and empathy.
profiles. Though they operate independently, there is free sharing and exchange of information across Teams as well as the ability to assign tasks to one another. Team Members are each given independentlyassigned and appropriate access to create or publish content across their designated social profiles by their Team Leader. Organized and provisioned, your teams are ready to tap in to the real value of social influence. Much of the most valuable new information and ideas you collect from social media come from the people with whom you have the weakest ties6. They are also known as your new friends. As you create more ongoing conversation outside your closest social circles, you gather more meaningful information you can pull into your established networks for discussion. You introduce new knowledge and information to your existing ecosystem while at the same time expanding it. The power of this new information is amplified by the strength of the bonds you share with your established groups and increases the potency of its referral and recommendation. As youre able to have more dialogue with your new friends and acquaintances, youre constantly feeding new knowledge back into your networks and business, sharing what you find most engaging and keeping everyone equally informed and up-to-date. So why do people follow brands online? The reasons are myriad. A recent study from Performics7 shows some are looking for coupons or discounts, to get advice on a purchase or connect with customer service, while others identify with the brand or want to feel connected to others with similar interests. Broken down by industry vertical we see high demand (67 percent) for discounts in Personal Care but relatively low demand (24 percent) in Financial Services. The desire for access to Customer Service is highest in automotive (26 percent) and financial (30 percent), but much less so in Healthcare (6 percent) and Travel (9 percent). 4
Social networks are now the operating systems for consumers lives. They have rapidly become indispensable.
Booz&Co./Buddy Media, From Campaigns to Capabilities - The Impact of Social Media on Marketing and Beyond. March 13, 2012.
A study from Nielsen8 looked at why people like brands on Facebook specifically. The strength of the lure of discounts and special offers was seen to be especially strong on Facebook and, interestingly, significantly stronger in North America than in Europe. North American consumers are looking to their affinity for a brand to have some return on their investment for time spent with it. Ive paid attention to you, now reward me. There are also drivers like being first to get updates or simply showing support for a brand and interestingly Europeans are more likely to like a brand because a friend does than North Americans.
North America
Marketing is Social
There is an interesting disharmony when you look at the reasons marketing, who led the charge into social media for business, is using social versus why their customers are engaging with it. A 2011 study9 conducted with marketers currently using social found that the primary reason they were engaged in social was to build brand awareness (17 percent) rather than offer coupons and discounts. If you take the top four activities of social marketers polled, nearly 50 percent of online programs are engaged in matters other than what social consumers are requesting. Does this mean all social programs should be centered on coupons and discounts? Not at all, but clearly there is some guidance to be taken from the data.
Customers need to be at the center of their own experiences. It may seem obvious to state, but marketers often mistakenly try to put their products at the center of the customers world or try to move the customer into the center of the brand experience. The reality is that customer is in the middle of their own world, some of which may include experiences with brands and products. Social only heightens the effect of this disconnect when it occurs. Brands need to look for ways to move into their customers world and engage them in meaningful conversations. Surround your customer with marketing and pr, service and support, sales or any of your customer-facing roles in an integrated manner. Nurture, build and manage your customer relationship to a rewarding place. If you do it well, you elicit allimportant customer advocacy.
Social Media Marketing Objectives According to Marketers and Agencies in North America, May 2011
In order to manage this new world of customer experience, you need to understand all of the personalized touchpoints a customer has with your brand and how your messaging can be adjusted and refined to reflect the sensitivities of each instance. Then you want to empower your employees to deliver on these optimized messages to reduce friction around customers who are just trying to get what they need to do, done. When you reduce friction and you take a step closer to increasing retention, but more importantly, you begin to create truly empathetic customer experiences that bring to life your organizations true value.
tool across the sales or acquisition funnel, and its important not to think of it just as a proven channel for support. Social is a way to empower your customers to communicate both positive and negative experiences with your brand and to have you help them. For that to be effective, social needs to be integrated into your current CRM and support systems.
Conversations among the members of the marketplace happen whether you like it or not.
Seth Godin
Sales is Social
Customers with unified sets of interests are going to discuss them online. Shoe people are going to talk to shoe people. Restaurant lovers will engage with restaurant lovers. In the technology sector, every new release and firmware update is scrutinized and analyzed, shared and discussed. Hence sales and 7
sales intelligence is increasingly social. Social helps you research and better understand customer needs, collaborate and share learning across large account teams. It positions you to evaluate and dig in to competitive threats. It helps sales communicate better with other customer-facing teams like marketing or customer service to better integrate your offering.
most significant role is as our own Director of HR, Ambrosia Humphrey puts it, To amplify the culture of an organization. Instagram and flickr are formidable tools for allowing future prospects to peer into an organization and see the environment and culture of the people who work there. Outside of a social media environment, a Wipro study from 201211 looked at uses for social media by industry. The study showed active use across the banking and financial services, IT, manufacturing, retail and telecom sectors. Not surprisingly IT was particularly engaged in social from an HR perspective, but the numbers across all verticals werent far removed from ITs level of integration. No less than 55 percent of surveyed organizations use social for sourcing (with IT at 64 percent), 49 percent use social for pre-joining engagement (IT, 57 percent) and 45 percent use social for induction and orientation of new employees (IT, 50 percent).
HR is Social
Some of socials biggest strides outside of marketing are taking place in the HR department. At HootSuite, by nature of our business, weve seen an explosion in the social rsum where candidates are reaching out to us via Twitter, videos posted to YouTube and any number of displays of creativity placed within the social sphere. Social is used powerfully as a recruiting tool and as a way to engage future employees. Perhaps its
What were building toward is what we call Full Path ROI. Where did the traffic come from? What did they do click-wise? What was their overall pattern of movement? Were there purchases or trials and if so did they trigger any amplification in terms of shares, likes, referrals or recommendations? When they shared it, what was the sentiment around it and what did they say, specifically, about it? Finally what countries or regions did they share it across?
We created a simple tool to measure the benefits of your increased investment in social and quantify its outcomes. It takes into account the number of employees working on social media, their average salary and social media accounts managed as well as percentage of time spent on social. If you consolidate all your programs into one effective platform, get all of your data into one place, get this connected to your CRM system and your support teams empowered and in place, what kind of cost savings will you realize? If you like new iPads, we measure it in numbers of shiny new Retina displays, but more germanely, how many new employees could you hire with the money that youre saving? You can find it here.
Social Advocate
The most common first stage in the evolution toward a Social Enterprise is the emergence and identification of the Social Advocate. Often a passionate and successful social media user on a personal level, the Social Advocate brings a natural and intuitive understanding of social and social tools to your organization. However a single Social Advocate is obviously limiting in terms of scalability, which makes necessary the creation of Social Teams.
Social Team
Groups of Social Advocates working departmentally or cross-functionally are defined as Social Teams. Team members work collaboratively and are able to assign and delegate social messaging tasks. Questions of organizational transparency arise and discussions around employee empowerment begin. Resources like time and tools are allocated to allow Social Teams to dig deeper into analytics to measure key performance indicators.
Social Enterprise
Once youve standardized process, empowered teams, added tools and put policy in place governing social engagement, you begin to reveal yourself as a Social Enterprise. Perhaps the final stage of this transformation is the point at which all of the process, which has been directed outward toward the customer, is turned inward to fuel better internal collaborative practices. The level of social engagement is now equal both inside and outside the firewall.
Social Business
The shift from the Social Team to Social Business stage is accompanied by an organization-wide shift in consciousness around social. For the Social Business, social tools come first. Employees are educated and empowered to engage customers in two-way dialogue. There is a thorough integration companywide of the concepts of transparency and openness. The organization is comfortable having naked conversations in front of its customers, partners and even competitors.
Learn More
Rest easy, there are those who have gone before you and from them weve gathered a series of cases in areas such as education, manufacturing and technology. Find them on our resources page. For a free trial: hootsuite.com For enterprise users: hootsuite.com/enterprise For agencies: hootsuite.com/agencies For tips, tools and up-to-the-minute information: blog.hootsuite.com
Endnotes
1. Booz&Co, From Campaigns to Capabilities, The Impact of Social Media on Marketing and Beyond, 2011. 2. Harvard Business Review Analytics Services, The New Conversation: Taking Social Media from Talk to Action, 2010. 3. MITSloan Management Review/Deloitte, Social Business: What are Companies Really Doing, 2012. 4. Wipro, Impact and Relevance in Managing Human Resources in India, 2012. 5. David Armano, Logic + Emotion, http://darmano.typepad.com/logic_emotion/ 2012. 6. The Real Value of Influence Slide: http://lowrie-chin.blogspot.ca/2012/02/strength-of-weak-ties-in-social-media.html 7. ROI Research Inc./Performics, S-Net: A Study in Social Media Usage & Behavior, 2012. 8. Nielsen, Social Media Report, Q1 2011. 9. Pivot Conference, The Rise of the Social Advertiser, 1 August 2011. 10. Jacob Morgan, Chess Media Group, 2012. 11. Wipro, Impact and Relevance in Managing Human Resources in India, 2012.
12
13
Collaboration Build out teams from 10 to 1000s of users under global governance that scales and mirrors the structure of your org. Tracking Track volume and engagement metrics while you measure social media ROI on campaign specific conversions on your web properties. Integrations Exclusive Integrations and Apps Specifically for the Enterprise: LinkedIn Company Pages, Google+ Pages, SocialFlow, Adobe Genesis... Features Branded Shorteners, Geo & Language Targeting on Facebook, Archiving and more!
14