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TSC15-Oracle & Nikon Europe- Adam Gray & Renate Wijma
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Transcript of TSC15-Oracle & Nikon Europe- Adam Gray & Renate Wijma
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted
Matching social strategy with execution
Adam Gray, Client Social Engagement Lead EMEA - Oracle
Renate Wijma, Social Media Specialist - Nikon Europe BV
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Adam Gray, Client Social Engagement Lead, EMEA - Oracle
• crystallizing strategy & vision
• creating internal desire
• identifying KPIs
• setting success criteria
• measuring ROI
• identifying roadblocks
• empowering
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Renate Wijma, Social Media Specialist@ Nikon Europe BV
• rolling-out vision
• multiple product groups
• multiple territories/languages
• overcoming roadblocks
• reporting
• advocacy
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Areas touched by social
• marketing
• brand
• research & development
• customer care
• benchmarking & positioning
• human resources
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Identifying
• benefits
• risks
• changes required
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 8
Identify roadblocks
• organisation
• people
• process
• technology
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Nikon’s Social Transformation
The Path from a Social Brand to a Social Business
In our flat world, we need to engage as one company throughout the world. On
the other hand we need to be relevant to our local customers, and as a business
driving more profit. In order to make this a success, Nikon Europe BV had to
professionalize their marketing and communication.
An Act global - Think local strategy, in which Nikon monitors product launches
real-time, sharing content via SRM tool and keep an eye on competitors and
listen in real-time to our target audience and interact with them.
“Nikon must engage more photographers, more
effectively, and with more passion than ever before.”
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Nikon Social Relationship Management Project OVERVIEW
Project
approval
Project kick-
off
Vendor
selection
Contract
finalisation
Implementation Run
Gained
approval from
NC, BV, Core
countries, All
countries
Requirements
set. Vendor
long list
created.
Vendor short
list. Vendor
assessment.
Final
decision.
Upgrade
license.
Finalise
contract
Configuration.
Roll-out.
Training.
Roll-out per country.
Train-the-trainer
Improve UI
Roadmap and Nikon’s
wishlist
KPI’s
Business Integration
Dec 2012 Jan 2013
Feb 2013
Oct 2013
Oct 2013
May 2014
Jul to Sept 2014 Sept to Oct 2014
BV project has taken 21months to deliver
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
SRM BUNDLE STRUCTURE - HIERARCHICAL
Den
ma
rk
Level 1
Level 2
Esto
nia
No
rwa
y
Ice
lan
d
Sw
ed
en
Au
stria
Hun
ga
ry
Italy
Mo
rocco
Ne
the
rlan
ds
Po
lan
d
Po
rtug
al
Ro
ma
nia
Russia
Slo
ve
nia
Sp
ain
Sw
itze
rlan
d
Tu
rke
y
Ukra
ine
UK
Nikon Europe BV
Fin
lan
d
Be
lgiu
m
Cze
ch
rep
ub
lic
Isra
el
Ka
za
kh
sta
n
Fra
nce
Ge
rma
ny
Gre
ece
Eu
rop
e
Bu
lga
ria
Cro
atia
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
2
2. Listen & Analyze
3. Engage
5. Workflow & Automation
Filter data to focus on ‘pure signal’; instantly to make faster decisions based on customized, actionable social indicators
1. Publish
4. Content & Apps
Publish targeted content across social channels, scaling content globally and across social networks
Create customized content to enable greater consumer participation, and to sustain deeper brand experiences
Monitor, segment & respond in real-time, with optional auto-routing of content to appropriate teams for action
Oracle SRM uses a powerful method called “Latent Semantic Analysis” or LSA to quickly identify key themes
3
4
5
1
NIKON SRM - SOCIAL RELATIONSHIP MANAGEMENT TOOL ROLL-OUT
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
• Sponsorship Management
• SRM tiered trainings on weekly base
• Integrate with other Nikon Business services and departments –> S&S (RightNow) & CRM
• Involved countries and business departments have varying degrees of maturity and different ways of working with social media.
• a SRM overall project owner is needed to integrate all business services and to move forwards.
• Setup and implement processes for user mgt, content mgt, reporting, service requests and incident mgt
Learnings Nikon Europe BV
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Key initiative – Training & Guidelines
• Social Media BV Training
Generate internal awareness for BV stakeholders to increase engagement and cultivate social media brand ambassadors.-> Turn Employees Into Brand Ambassadors-> Recruiting by Linkedin
• Social Media Guidelines
To support and facilitate all EU countries (stakeholders) with tools, guidelines and knowledge to increase Engagement with our target audience and improve sales & market share
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
KEY INITIATIVE: Global SOCIAL Strategy
Define Nikon Global social media direction
We recognize importance of Social media along the whole value chain: Human resources management and Operations, Service&Support, Product and technology development, Sales and Marketing.
That is why we want to start integrating social media not only into our marketing activities, but all Nikon business activities. We see Social owned media as an instrument eventually adopted by the whole business.
This means not only integration of social, web and mobile, but bringing webcare and ecommerce to the mix and uniting Nikon business services under the Social Business strategy.
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Key initiative – Social media analytics
• Leveraging Social Media Analytics for Competitive Advantage
• Create internal EU (global) Social Media Center to increase knowledge and facilitate countries at different levels with relevant data.
• Centralize and constantly drive research, monitoring, listening, analytics on social media, blogs, fora, news sites, consumer review sites, videos for business improvement and share with all EU stakeholders.
• Share social data information more internally across all Nikon businesses to create more awareness and full use of the power of all data and encourage its use.
• Listening to our consumers and target audience to outsource ideas for improving our business and the product.
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Tremendous reduce outsourcing costs of Research, Monitoring, Analytics
& Reporting by all business departments – by using SRM analytics &
listening capabilities
Key initiative – Social media Listen & Command Center
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Barriers to successful implementation
• corporate inertia
• lack of sponsorship
• shared vision
• inspiration
• “just doing it”
• workflow & sign-off