Jason Breed

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Social Media Plus Social Monitoring & Analysis Overview Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

Transcript of Jason Breed

Page 1: Jason Breed

Social Media PlusSocial Monitoring & Analysis Overview

Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

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• Intro – A Social Perspective

• Re-Imagine Your Business

• Social on Purpose

Agenda

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173million

126million

11511560

360million

284million

500million

Digital Landscape

Social Media • 7 new Internet users per second versus 2.3 births

per second globally

• 346 million people globally read blogs

• 200+ million tweets on Twitter per day

• 57% of Twitter’s users located in USA

• 740 million on Facebook, 200+m on Twitter

• 80% of Gen Y versus 20% of Boomers connect with people on Social Media

• 25% of search engine results for top 25 brands link to user generated content

• 78% trust peer recommendations

US Internet users• 240 MM users in USA 77% of population

• Internet penetration hits 90%: 100 MM USA household

• 67% are broadband connections

eCommerce• USA Web sales $253 Billion in 2010

• Forecast $1 trillion globally by 2013

• 30% of offline sales are influenced onlineSources: UK Independent, CIA Factbook, compete.com

220

110

The Geosocial Universe

4.6 BillionMobile devices globally

780

590million

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US Share of Time Spent OnlineSource: Citi Investment, Research and Analysis (September 2011)

Q3 2006 Q3 2011

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Hyper Growth of “Social Operating Systems”

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Google + Cumulative Worldwide & US Unique Visitor TrendSource: comScore, Worldwide and US, home & Work Computers (excl. Mobile)

Worldwide U.S.

6/29/2011 7/19/2011

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New Social Operating Systems Growing Even Faster

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Tablet Usage in the Enterprise

Source: AlphaWise CIO survey

2010 2011

Do Not Allow

Allow Employee Owned Tablets on Network

Purchase For Employees

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Where Does That Put Us

Ten Year Computing Cycles10x more users with each cycle

1970s Mini Computing Business Logic Apps

1980s Client/server Computing Process Automation Apps

1990s Desktop Computing Web Apps

2000s Mobile Cloud Computing Mobile Apps

2010 Post PC Revolution Social Apps

1960s Mainframe Computing

Data Management Apps

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Source: Salesforce.com 2011

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What is Social Media? (Technology Enabled Interactions)

Social media is an umbrella term used to describe the various technology enabled interactions within organizations as well as with customers and stakeholders.

Peer-Peer InteractionInformation sharingRelationship buildingOpinion sharingDiscussionIdea sharingComplaintsQuestionsJokesGossipNews, etc

Employee-Employee InteractionInformation sharingRelationship buildingOpinion sharingDiscussionIdea sharingQuestionsNews

Which interactions are you looking to enable, support and manage

Outside Company Inside Company

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Social Media is permeating your business.....

• Power in Your Networks (VARs, Employees, Customers, Influencers...) have become networks….networks of peers, online communities, opinion leaders

• Call Centers could disappear as your customers get answers from peers and your Facebook page

• Recruiters are being replaced by LinkedIn for finding and assessing talent

• And, Chief Strategy Officers no longer generate ideas, but instead take the million of ideas available and turn them into products that test market through these networks

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Our Perspective – Landscape is changing

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Social Media is permeating business.....

• Rise of the Water Cooler Manager: Organizational structures are being empowered (emergent vs. imposed)

• Shift in Employee importance – Individual competence is difficult to compete on. Organizational effectiveness determined by how well social capital is managed as a core competency in knowledge based organizations

• Ownership is 1/10th of the law – not about what you control, Agility requires finding the right assets, combined w/ right structure, right time

• Content is no longer a competitive advantage, Context is

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Our Perspective – Change across the Enterprise

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Social media should be changing your perspective

Traditional Actions Emerging Actions

Sales Conversion & Relationships

Marcom/ Branding Relevance

Service Experience

Employees Social Capital

Innovation Outcomes (not Ideas)

Research Insights

Social media is driving efficiencies by better utilizing our networks of employees, customers, suppliers, distributors….

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The New Enterprise Social Business

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• Intro – A Social Perspective

• Re-Imagine Your Business

• Social on Purpose

Agenda

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1. Social By Design

Enterprise Social Business Components

Response Guidelines

Social Training / Social Learning

Technical Design

(Consistent Data/Social/Analytics Platforms, Systems

Integrations)

GovernanceProcess

Risk Mitigation Process

(Crisis Management, Escalation

Procedures)

Social Business Maturity Modeling (Roadmap)

Corporate Social Playbook

(Coordinated, Activated and Accountable) (Evaluator)

Organizational Modeling

Employee Enablement

(Certification Levels, Compensation/Behavioral, Purpose Driven)

Brand Social Playbook

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2. Internal Collaboration

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Low Productivity• Inboxes are flooded• Best practices silo’d• Employees not connected

Low Engagement

Slow Processes

No Knowledge Sharing

Social Collaboration Playbook

Develop a Collaboration Playbook

Chapters: Purpose / Context

Content

Technology / Capabilities

Process

Organization

Culture & Behavior

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3. Employee Recruitment

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4. Social Innovation

Assets, technologies and Support Processes

Business Models

Customer ExperienceProductsSupply

Chain

ChannelsServices Platforms Brands &

Marketing Channels

New models for sourcing, development and / or manufacturing

New services which expand the market and create more value

Integrated set of offerings, drawing from common capabilities

New ways of reaching and delivering value to customers and consumers

Value creation through unique customer experience: pre, during and post sale.

Value creation though brand image and intent

New ways to generate and capture value

Superior functionality per unit of cost

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• Silos of Information and Islands of Ideas

• Communication between ideas is linear, Chance plays large role

• Middle Management are gate-keepers… Often constrain change• Different Process, Diverse rules, Duplicate efforts – Little governance.

Ad Hoc Innovation

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Requires More Than Tools

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• Experts collaborate on solutions not just departments

• Continuous loop of communication, pipeline of innovation creates predictability

• Culture and process encourages and enables change

• Transparency mitigates risks

Ad Hoc Innovation

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People and Process Need to Change Too

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Personalized 1-Click Solution

Wiki Category, Real-time Monitoring and Search Community Intelligence

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5. NextGen Helpdesk Portal

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Collaborative Content Building: Wiki, Tagging, Rating, Tasks, Discussion

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NextGen Helpdesk – Topic Detail Page

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Target on Facebook Pages.

Target based on Facebook Data: LocationAgeGenderLikes/InterestsProfessionRelationship StatusNumber of FriendsEducationReligionCurrent Apps Downloaded on Facebook

Track Facebook Engagement:LikesVideo Engagement (click capture)Surveys / Contest Engagements (click capture)

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BONUS: Targeting/Personalization on Facebook

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daily deal Gender Target Gender Target

Interest Target Family Target

Present personalized content based on pre-defined targeting rules.

Offer

Refer a friend and get $10 coupon

Purchase a Groupon as a Present

Referrer a 10 friends and get $50 coupon

Target: visitor with 100 + friends

Target: visitor with 500 + friends

Target: visitor aged between 40+

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Relevance in Marketing

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Agenda

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• Intro – A Social Perspective

• Re-Imagine Your Business

• Social on Purpose

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Drive to an Iterative Social Media Vision

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Listen and Learn Engage Optimize

Plan and Measure

LearnR&D, Marketing, Customer Insight

ReactPR,IR, COM

SupportCustomer Care

DriveMarketing (Ops), Sales, Recruiting,

ServeIT, Multichannel

Social Media Monitoring and Alerts

Social Media Analysis

Off-Board Social Media

On-Board Social Media

Tracking (enthusiasts, influencers, customers etc) Profile Based

Optimization

CRM Integration

Seed Tracking and Attribution (ROI)

Multi-Channel Integration

Risk Management and Policy Development

Engagement Management

Content Management

Internal Education

Social Media Strategy and Roadmap (Metrics, KPI’s, Analytics, Organization and Governance, Change Mgmt, Technology

Needs etc.)

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Social Media Framework

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QuestionsJason Breed

Social Media Practice Lead

Accenture

@[email protected]

Thank You!