This is what this presentation has to offer you:

A clear & pragmatic roadmap to integrate social media in yourorganization and to become more consumer centric.The roadmap consists of 13 strategic projects.

This roadmap is based upon interviews with 25 companies from different sectors, different countries and different phases in their own integration flow.

This is not a visionary document. This is a hands-on, pragmatic guide of what to do, to make things happen. Good luck.

Capability building

The integration roadmap consists Of 4 different stages.

Pilot mode

Integration mode

Leverage mode

Each stage has specific projects & goals.

The very first step is building internal belief & knowledge.

The objective of this phase is to get everyone in the company

aligned on the importance and value of social media and

customer centricity, and setting up the right infrastructure to

succeed

Capability building

Pilot mode

Integration mode

Leverage mode

In this phase pilot projects are defined. Concrete projects are set

up which should lead to immediate business results. Next, these

projects need to increase the learning curve of your organization.

Further, two structural projects need implementing: installing a

centre of excellence and a company-wide listening culture.

Each stage has specific projects & goals.

Capability building

Pilot mode

Integration mode

Leverage mode

During this phase, we bring the entire organization closer to the

customer. By adapting the structure from a silo to a network

organization, we create benefits for clients. Clients are more

involved. Further, an important change is the installation of new

business KPIs to measure success.

Each stage has specific projects & goals.

Capability building

Pilot mode

Integration mode

Leverage mode

The last phase is about making your company more flexible on

the one hand and, due to the integration of social media, we want to increase the return on

investment of all our marketing and communication efforts on

the other hand. At this point, the real ROI of social media pops up:

leveraging on investments.

Each stage has specific projects & goals.

Capability building

Pilot mode

Integration mode

Leverage mode

Let’s take a closer look to the

13

strategic projects.

1. Internal and external audit.

Capability building

Internal:

Measure attitude & behavior of your employees with regards to social media.

External:

Measure existing conversations. Who speaks about you, where, why and

about what?

Diageo mapped conversations about their category, liquors, with other categories. This helped them to understand the dynamics of conversations

across categories. This was part of their external audit.

2. Set-up structural & ongoing training.

Capability building

In general, knowledge about social media is too

low in most companies.

Good decisions can only be taken if

enough knowledge is present.

The management of AB InBev wants to learn from the best in class. Their top executives were the first ones trained. Their trainers during

the social media boothcamp were for instance Marc Zuckerberg.

3. Adapt the HR strategy.

1. Provide employees access to social media

2. Hire a Conversation Manager

3. Write a Conversation guide

4. Add new recruitment criteria

5. Adapt certain job descriptions

6. Include new, social media relatated, KPIs in the annual evaluation

7. Facilitate your employees in the usage of social media

Capability building

Cisco has adapted a number of HR policies like integrating use social media in objectives and evaluations. There is a global social media

team, which evolved towards three teams by now. Their conversation guide is based on the usage of common sense of their employees.

4. Set-up the right infrastructure

Capability building

Create social media

presence and start to build reach.

KLM invested in different social media channels to connect with their target group. By combining a number of larger campaigns but also creating a number of smaller interactions, their reach grew rapidly.

1. Create a center of excellence.

The main goals are:- Setting up the overall vision and

strategy- Finalizing & updating the conversation

guide in close cooperation with HR- Role out of the training program- Collecting all learnings- Leading flagship projects- Be an internal consultant

The center of excellence is managed by the Conversation Manager.

Pilot mode

Intel has a center of excellence installed which leads the global integration of social media into their other activities. Their challenge is to train as many employees as possible to make sure Intel is an innovator and though leader in the field of social media. The center is lead by Ekaterina Walter.

2. Execute pilot projects.

When choosing pilots, consider this:- Have more than 1 pilot project- Center of excellence is informed &

consulted- Different people & departments

involved- Create business impact- Create learnings

Final selection of projects is made by using this feasibility/return matrix.

Pilot mode

Telenet(a Belgian telco company) launched an unfinished new technology (Yelo). They wanted to capture feedback from the market and integrate this feedback in the second version of the service. This form of public co-creation was one of their pilot projects to integrate social media in their organization.

3. Create a listening culture

Pilot mode

Conversations become a KPI.

Need for an innovative

research toolbox

Translate conversations into actions of marketing & R&D teams

Kodak was de first company in the world to install a chief listening officer. This was an important milestone to show their company that they really wanted to have a listening culture.

Listen to feedback during launch,adapt the product based on thefeedback and become market leader.At least, that’s what Kodak did.

1. Re-Design overall company structure

From silo’s to networks of people

Integration mode

We at InSites Consulting decided to create networks who work closely together and are linked with each other. Examples of our networks are client happiness, employee happiness and innovation services.

2. Implement external collaboration

Create brand fan communities to build your brand

together.

Integration mode

Consider them as your most

valuable asset.

ben & Jerry’s created a brand fan community. It gives their fans the opportunity to think about innovations for their favorited brand. This is a structural way of collaboration.

3. Install a content strategy

Industry & Category content

Company content

Productcontent

Create a content strategythat goes beyond marketing& sales.

It is ok to have a limited numberof product (sales) related messages, as long as the majority is about your industry, your clients and relevant trends in the market.

Integration mode

4. Conversion thinking & new KPIs

Increase in

revenueSavings Leads NPS Knowled

ge

Need for a number of company wide KPIs related to social media.E.g. when we mention savings, it implies savings due to the usage of social

media, possible less media budget.

Next to these company wide KPIs, there is a strong need for KPIs per department (next slide)

Integration mode

Marketing metrics Awareness Conversion

rates Advocacy

Customer services metrics

Client happiness

level

Quality of service

Centre of excellence

Volume of conversation

s

Sentiment of conversation

s

Counts: number of followers,

fans…

Impact: business KPIs

HR Employer branding

Employee happiness

People recruited through

social dynamics

Number of internal

‘superstars’

R&D

Quantity and quality of generated

insights

Overall time to market

To integrate social media in your organization, every department should have a set of new KPIs. These are suggestions that each of the different departments can use.

1. Leverage on investments

reach savings

When social media is integrated in all marketing thinking and acting, there should be a leverage on all your marketing investments.

Reaching more people, with less money is the leverage we are looking for.

Integration mode

Kodak invests a lot of money in events & trade shows. They use their existing social media reach to leverage this investment. By telling people who are not present about the event, the reach increases. They make it easy for people who came to the fair, to tell others how great Kodak was doing.

2. Become agile

Being fast and flexible are the key challenges for company’s

today.

Integration mode

“One of our key challenges is to reduce the cycle times of marketing and R&D projects. Customers are giving feedback every day, they are not willing to wait 6 months before we do something with it. That is the REAL challenge all companies are facing because of the rise of social media.”

Ekaterina Walter.

What is the impact of going through these four stages?

One of the key effects of integrating social media and becoming more customer centric, is that your clients will become happier. Best buy created a small army of Twitter service people to help their clients: amazing story.

If your clients are happy, so are your employees. Zappos is one of those places where people love to work. Every is benefiting from this great atmosphere.

By connecting through social media with external people,your company gets a face.A face that becomes very approachable and open for feedback from everybody.

The final goal is that every customer interaction leads towards

a positive conversation.

And by the way, I am Steven, hope you liked my work.

I am managing partner of a pretty cool market research & consultancy agency InSites Consulting.We re-connect companies with their consumers.

I’m also a marketing professor at the Vlerick Management School.

I wrote the award winning bestseller ‘The Conversation Manager’ and travel around the world to inspire people with this story.

Thank you!

Let’s connect on LinkedIn

Follow me on Twitter @steven_insites

For questions & feedback:Steven@insites.eu