7Summits - Marquette University: Insight Summit Series - Spotlight on Social Business

Confidential 1

Spotlight on Social Business

October 9 2013

Confidential 2Confidential 2

–“A new class of company is emerging – one that uses collaborative technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners and suppliers....”

Mckinsey Global Institute“The Social Economy: Unlocking value and productivity through Social Technologies” July 2012

SOCIAL MEDIA IS DISRUPTING BUSINESS

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Speaker: Rob Murray, 7Summits

Senior Vice President, Sales

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Web: 7summitsagency.com

Email: [email protected]

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Speaker: James Davidson, 7Summits

Vice President Digital Strategy

LinkedIn:linkedin.com/in/jamesdavidson79

Twitter:@jdavidson

Web:7summitsagency.com

Email:[email protected]

http://www.linkedin.com/in/jamesdavidson79

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Confidential & Proprietary

2009 60+FOUNDED TEAM OUR MISSION CLIENTS SERVED

81+Creating online communities that transform business and enhance people’s lives

Strategy

Experience

Technology

+

+

+

PARTNERED WITH SOCIAL INDUSTRY LEADERS

COMPREHENSIVE CAPABILITIES

Milwaukee, WISchaumburg, IL

National Client Reach

OFFICE LOCATIONSFOCUS ON SOCIAL BUSINESS

AWARDS / RECOGNITIONS

Jive 2012 MVP

7Summits At A Glance


Select 7Summits Clients

Confidential 7

TODAY• Before Bridge (Context)• The Media Shift• Building Bridge• Business Value Delivered• What’s Next• Getting Started

•Market Perspective•Social Business Model•MSOE Case Study: B2C•SAP Hana Case Study: B2B•Questions

Today

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MARKET PERSPECTIVE

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Social transformation is expected to continue to grow significantly for the next several years:

Mckinsey Global Institute“The Social Economy: Unlocking value and productivity through Social Technologies” July 2012

We are still at the beginning

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Where Value is being Created

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SOCIAL BUSINESS MODEL

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Social Marketing

and Outreach

CustomerCentric

Communities

Internal: Business to Employee

Employee to Employee

SocialBusiness

Processes

EmployeeCentric

Communities

SocialBusiness

Management

7Summits Social Business Solution Model

ENGAGING CUSTOMERS, EMPLOYEES, AND PARTNERS TO BUILD YOUR BUSINESS

External: Business to BusinessBusiness to Consumer

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MSOE CASE STUDY: B2C


Key Trends and Concepts

Social media is the default state and media for Millennials1

They rely on user generated content for major life and financial decisions1

Millennials share good and bad information freely (living life out loud) 1

They place a high value on reputation derived from social media 1

Millennials absorb and manage information differently than other generations1

Universities that create their own open communities have a much greater degree of credibility with Millennials 2

Social business enablement in higher education demonstrates an immediate, measurable impact on engagement and reputation 2

Sources: 1Bazaarvoice. 2 Onlinecolleges.net

source:%20http://www.bazaarvoice.com/files/whitepapers/BV_whitepaper_millenials.pdf

http://www.onlinecolleges.net/2012/08/09/social-media-and-college-admissions/


Communications Misaligned

High School Students

E-mailPrint Phone Social Media Mobile

Communication Channels

MSOE Admissions


People Behave Socially

MSOE CommunityOpportunity?

Facebook LinkedIn

PersonallySocial

ProfessionallySocial

Academically Social

Student lifecycle continuum

Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni


Consider School

Research School Options

Inquiry

Application

Acceptance

Deposit

Financial Aid

Enrolled/ Matriculated

Active Student

Seek & Find Employment

Graduate

Alumni

Awareness / Reputation

(“unidentified prospects”)

Relevancy(“named prospects”)

Engage / Retain

Thinking about being a student

Which school should I go to?

I should consider MSOE

Where do I stand?Is it right for me?

I can go – but is it my best option?

I’m considering

I’m intending to go

I’m there

I’m staying

I’m Preparing for my Career

I’m Starting my Career

I’m Sharing My Success Story

Stud

ent L

ifecy

cle

Focus Areas: Drive Impact Across Student Life Cycle

Our Focus with MSOE


Popular Examples include:

• Apple Support Communities

• Yahoo Answers

• WebMD Communities

Popular Examples include:

• Facebook

• LinkedIn

• Twitter

Online Community 101Social Network vs. Online Community

Social Network Online Community

The primary purpose of social networks & online communities is different

Business Objectives

PPrimary PurposeRelationships


Integrated Social Website

• Young and fresh look & feel

• Site appears more social from the first impression

• Website and User Generated Content are integrated side by side

• Ability to find what you are looking for quickly

• User experience and design is organize around primary audiences


Open Forums and Discussions

• Questions can be asked any time

• Answers can be provided by anyone

• Find out what others are interested in

• Confirm deeper fit with MSOE through personal insights and interactions


Integrated Application Form

• Less overwhelming application form

• LinkedIn style completeness gauge drove more application form submits

• Application integrated with back office ERP improved end to end analytics

• Allowed admissions counselors to see who started the application but did not submit

• Streamlined internal processes


Profile and Progress Tracker

• Students and parents can see what the next steps are in the admission process

• Private area to communicate with admission counselor

• To Do list available and updated due to data integration

• Badges earned as prospective students interact with others and move through the process

• Streamlined Notifications


Business Value & Results

SOURCE: Jive customer survey, (November 2012)

30%Admissions teamproductivity

Admission counselors spent less time chasing the student and more time interacting with them increasing productivity 30%.

Deposit Melt Overall accepted student summer melt decreased by 5% 5%

Electrical engineering saw almost double enrollment2XEnrollment Numbers

OutboundCall volume

Admission counselors reduced outbound calls by 66% freeing up time to interact with prospective students in community.

66%

Reached ‘13 application goal nine months early and acceptance goal five months early. 7000+ registered members and growing!

Application and acceptance goal

Application turnaround time

Admission counselors spent less time chasing documents down. We went from months to weeks!

Retention rate from accepted to deposit jumped from 30% to 38% in one year for our Fall 2012 (In a down economy!)

Accepted to Deposit

8%

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SAP HANA CASE STUDY: B2B


SAPHANA.com: Social Website + Community

Social media applied across the customer lifecycle within a single site experience.

MarketingContent

SOCIAL CONTENT

DeveloperCommunity

SUPPORT COMMUNITY

Marketplace

SOCIAL COMMERCE

Private Customer

Groups

SOCIAL COLLABORATION

AWARENESS CONSIDERATION TRANSACTION POST-PURCHASE


Marketing Content

• Marketing content to build awareness for SAP HANA features, capabilities and competitive differentiation

• Interactive modules that allow users to explore SAP HANA technical details


Test Drives

• Developers can view demos and download trial versions ofSAP HANA

• Industry-specific example solutions are provided


Developer Discussions & Support

• SAP experts monitor discussions and provide support to developers

• Peer support is also provided, developer-to-developer


Marketplace

• Commerce-enabled apps marketplace

• Helps customers and partners commercialize their SAP HANA creations

• Social content includes ratings and reviews


Training

• 300+ hands-on, how-to training videos for developers

• Supports developers’ self-directed discovery and evaluation process

• Developers learn from each other in discussion forums


Customer Collaboration

• Private groups enable customer collaboration

• Customers self-manage SAP HANA environments

• Live chat provides intimate, personalized customer support


Business Value & Results

160%Active commt’ymembers

The number of active community members has increased 160% since Q1 2012.

Training & support costs

SAP HANA Academy delivered via community, reducing training and support costs for SAP HANA developers.

Avg. 1.5MM monthly page-views in Q2-Q3 2013.6XSiteTraffic

More than 1,000 customers running SAP HANA in less than 18 months, the fastest uptake in SAP’s 40-year history.

Fastest-growingSAP product

Research costs The community is a source of customer insight, eliminating the need for some research expenditures.

Community improves efficiency and collaboration with SAP Partners and Customers.

Efficiencygains

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QUESTIONS?

Web

Facebook

Twitter

7SummitsAgency.com

facebook.com/7SummitsAgency

7SummitsAgency@7SummitsAgency Your Guide to Social Media Success©

Thank you

Davidson

7Summits - Marquette University: Insight Summit Series - Spotlight on Social Business

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