Canobie Landing LLC
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This document discusses scaling social media efforts within large organizations. It provides an overview of Tanya Donnelly's experience and strategies for developing a multi-year social media plan. The document outlines steps to start such as assessing the current state, gaining executive support, and identifying business milestones. It also discusses establishing central oversight and metric tools to track performance across business units over time. The goal is to evolve from decentralized efforts to an integrated social media approach managed holistically across the organization.
Canobie Landing LLC
- 1. Social Media Moving from Industry Disconnect to Executing at Scale Tanya Donnelly, President Canobie Landing LLC
- 2. My Story IT Management Data Center Management Business Process Management Social Media Management 25 Years 10 Years 15 Years 10 Years Tanya Donnelly, President Canobie Landing LLC
- 3. Strategy IT Sales Finance Marketing New Product Dev PRM HR Supply Chain Customer Care Quality IT NAM LAM EMEA Africa APAC CEE Nordics Baltics © 2016 Sprinklr, Inc. All rights reserved. Customer Store / Branch Phone TV Print Radio Social Media Mobile Email Web Strategy IT Sales Finance Marketing New Product Dev PRM HR Supply Chain Customer Care Quality NAM LAM EMEA Africa APAC CEE Nordics Baltics Brand Customer Experience: Awareness = Engagement
- 4. Social Media influences customers. Consumers are 71% more likely to make a purchase based on social media referrals. - Hubspot 78% of respondents said that companies’ social media posts impact their purchases. - Forbes 71% 78% 58% of Facebook users expect offers, events or promotions when they become fans. - Hubspot 58% 15,000,000 consumers go to social media Channels before making purchase decisions. - Knowledge Networks Out of 53% of consumers who said they use Twitter to recommend companies or products, 48% bought those products or services. - SproutSocial 53% 48% 48% of consumers say that brands should listen to them in order to improve products. - SalesForce
- 5. Who are Millennials? Largest Generation Yet 2.5 Billion Worldwide Digital Natives Grew up alongside technology Hyperconnected Dominance of social networks 50% 75% Entering Workforce 50% of workforce by 2020 75% of workforce by 2030 Achievement Oriented Confident High Expectations
- 6. Millennial Career Path Learner Contributor Manager Leader Today’s Buyer Lifecycle vs. Learner Consumer Influencer Buyer Evangelist
- 7. Millennials want social customer service Sept. 9, 2016 MS Blog: https://community.dynamics.com/b/msftdynamicsblog/archive/2016/09/02/64-of-millennials-say-social-media-is-an-effective-customer-service-channel In a survey of 5,000 consumers across Brazil, Germany, Japan, the United Kingdom and the US, 64% of consumers ages 18 - 34 said they view social media as an effective channel for customer service, compared to just 27% of consumers ages 55+. In fact, 67% of all consumers in Microsoft’s survey say they expect a response on social media within 24 hours, and again, that percentage only increases for next-gen customers, 78% of which expect a response within a day.
- 8. Social Media connects you with future buyers now.
- 9. Case Study Steps to Scalability Lessons Learned Future Things to Think About
- 10. Social Business Evolution Goal Year 1 Year 2 Year 3 Year 5 Year 5+ Decentralized Centralized Hub & Spoke Multiple Hub & Spoke Holistic No one department manages or coordinates; efforts bubble up from the edges of the company. Single department manages all social activities. Centralized, cross- functional team managing various nodes, business units. Expanded Hub & Spoke, applicable to large companies, Subset organizations act independently under a common brand. Company wide use of social media, safely and consistently across all organizations.
- 11. Steps to Start Current State Assessment Identify current infrastructure, processes, performers and metrics Starting Point Listening, Executive Leadership Support, multi-year strategy and vision Business Milestones Time, budget and resources needed to carry out vision and strategy Change Management Remove silos, integrate social media into existing business processes Time Break down of time Oversight & Metric Management Tools Track successes and failures, keep local operations on the highway
- 12. Stalk before you Talk Where…. are customers are talking about your brands. are competitors talking. are industry trends are being talked about.
- 13. Starting Point Executive leadership support, multi-year strategy & vision Identify Strategy Where to start… Marketing, HR, Customer Service, Sales Performance based metrics Budget Processes, Peoples and Platform Architecture Existing measures to be integrated
- 14. Current State Assessment Audit of current resources and leadership buy-in Identify Current content flow Performers Budget Metrics
- 15. Current State Assessment: Lesson Learned Busting down silos positions, groups and tools. Local Social Media Advocate Marketing Leader by country Customer Care Subject Matter Experts Marcom Manager Event Coordinator Media Buyer Sales Center of Social Excellence Customer
- 16. Marketing HR Customer Care Sales New Prod Dev Social Monitoring / Publishing Social Content Curation / Thought Leadership Social KPIs Social Content Development / Optimization / Strategy Social Ads Segmenting Audience & Specifically Target Social Employee Advocacy (C-Suite to All Employees) Social Customer Care Social Partner Relationship Management / Education B2B2C Social Selling Social Profile Editing for Employees Dynamic Content Creation & Display Social Cultivating & Nurturing Advocates Social Product Crowd Sourcing Social Data Gathering / Mobile Apps Facebook Publishing / Sprinklr, Hootsuite, Brand Watch etc. Publishing / Tracking Social Listening Tools / Google Alerts, Analytics, Trends Blogging / Website Facebook, Linkedin, Twitter Ads / Marketing Automation Re-Publish / Advocacy Linkedin Navigator Linkedin Personal Profiles Content Curation Advocacy / Content Marketing re-distribution Listening / Product Intelligence Social Single Sign-in Social Business Milestones Leveraging Technology CRM Integration / Website Activities Year 1 Year 1 Year 2 Year 2 Year 3 Re-share Post
- 17. Strategy Social Business Strategy Marketing Sales Customer Care Employer Branding Employee Advocacy Includes change management Removing silos to building bridges Integrating social media Repurposing time Integrate Social Media into Existing Business Processes
- 18. Time Category Task Frequency Average Time (hour) Average h/month Social Media Outbound Weekly Content Curation & posting Planning editorial calendar FB: 5 post per week Twitter: 10 post per week Linkedin: 5 post per week Youtube: 1 post per month Instagram: 1 post week 5hr/week 20hr/month Translating & localizing 1hr/week 4hr/month Third Party Research #h per week 1hour 4hour Third Party Resharing 5 post per week 1hour 4hour SM Media Buying #h per week 1hr/week 4hr/month Social Media Inbound Triage ~# of inbound FB: # post per day Twitter: # post per day Linkedin: # post per day Youtube: # post per X Instagram: # post per X Vary 10 hr/month Profile tagging #weekly .5 hr/week Following other accounts #h per week .5 hr/week Assigning to CCC/HR #weekly .5 hr/week Social Reporting Creating reports #h per week 15 minutes 1 hours Meeting/Email Meeting/emailing #h per week 15 hr/week 60 hr/month Training/Advocacy #h per week 1hour 4hours Personal SM Education #h per week 1hour 4hours
- 19. Oversight & Metric Management Tools Track successes and failures, keep local operations on the highway. Social Media Management Tools Local Social Media Advocates Milestones Highway
- 20. Visitors share content Social media sites Visitors find content PROFIT Leads We post content SALE content Oversight & Metric Management Tools Report on campaign generating: Impressions = 2.9M Shares = 250 Click throughs = 5,000 Opportunities = 25 Closed = 5 = $2M
- 21. Lessons Learned Social Platform Types Select platforms that are most important to your business, where your customer engages Start Small Select one business and/or country. Show small wins quickly. Gain Buy-in Partner with external consultant(s) to help with business value strategy, mapping social customer journey, Social content workflow strategy, social customer care, social selling, employee branding. Identify Key Metrics KPIs showcase cost vs value, share of conversation, brand evangelists, reach, click-throughs, engagement, leads. Expect & Plan for Change All social media platforms and management tools are startups!
- 22. Things to Think About Social Handle Portability Consider future integration into CRMs, websites, mobile apps, marketing automation, CC support, product development, quality. Identity-Based Marketing Targeting specific people, social graph Social Ads >1% of organic post from company pages are seen in people social streams. Languages How to build out a social media architecture to support multiple languages
- 23. Thank You Questions? Contact me: Tanya@canobielanding.com www.canobielanding.com twitter.com/canobielanding linkedin.com/in/tanyadonnelly Tanya Donnelly, President Canobie Landing LLC
Editor's Notes
- #2: Last spring spoke as a panelist at MCAA on social media. Learned a lot from many of the people I had cocktails with, dinners, and lunch. I was over whelmed by the positive response to wanting to learn more about my journey spearheading social media strategy and vision globally at Schneider Electric. After returning from the conference, I was looking at what a huge opportunity to help other companies and learn about their business. I left to help multiple companies in the industrial process automation and controls. My vision and strategy helped grow Schneider Electric employees engage with social media at an operation level executing social media in 150 countries and 30 language and across 7 Bus. With a great employee advocacy
- #3: Built out 3 data centers in office buildings In my twenties and thirty’s I worked for one of the founders and CTO of APC and he shared with me how a systematic approach to making an organization's workflow more effective, more efficient and more capable of adapting to an ever-changing environment. business process enables employees to think, procedures enable them to do tasks Spearheading social media at Schneider Electric for 6 years, it showcased how this two way media allow the customers to communicate back to the company from the customer’s lens. Speak at social business conferences dozen’s of times. Speaking at 2 this Oct. Oct 18th in Boston Social Tools Summit and Panel monitrator Marketing Summit in NYC Oct. 24 & 25 During the BPM days, I worked across new product development, marketing, supply chain, sales, customer service, IT, HR, etc. The biggest problem we always had was Silo Busting across business functions/business processes
- #4: Change management: How do you go from Brand awareness to brand engagement? Going from Brand focus one way communication outbound to customers through To two way communication and inbound customers asking for their problems to be solved Today we are talking about our brand using all these devices, in all the regions, siloed across all these function to eventually reach the customer on one or more of the medias. Now think about it from the customers view point when they do business with you today in this same workflow. They need to play CIS investigator to reach which department to help them. Think about if I called into NH Utilities or sent an email. I have to google the website navigate their site to find the right phone number or email based on my issue. UGH! For me Now let change the lens to be the customer in the center. Brands become more human
- #5: Cocktail story How is social media different than email or phone. New neighbor in my neighborhood I see social media for B2B companies as B2B2C Facebook has 2 Billion monthly active users 7.4 B in the whole world 1.2B YouTube 1.2B FB Messenger 328M Twitter ~500M Linkedin Traditional medias are loosing readership Wall street journal 10M in 2009 to 2017 8.5m read
- #6: 80 Million in the US Born between 1980 – 2000 I’ve worked with over 100 Millennial’s globally around the world. They see it as natural to use social media to make connections, share their preferences, follow brands they like, direct message companies through their facebook or twitter handle, As Peter Martin chairman of the MCAA Board just wrote an article on The challenges of attracting millennials to Industrial Careers “Millennials seem to desire careers that truly have a positive impact on the world. Industrial production is the key to solving many of the most challenging problems humankind is facing. It is through industry and industrial automation that world problems regarding energy, clean water, hunger, housing, and health can be improved and—in some cases—solved I agree with Peter! Millennials are the future workers of the industrial production.
- #7: Think about the future buyer vs millennial career path. I’ve worked with over 100 Millennials in my career and with my own child and his friends.
- #8: NH Utilities Tweet Total time it took Millennials have abandoned traditional forms of media and entertainment. Spending an average of 3 hours daily on there smartphones.
- #11: Random acts of Kindness People need to buy-into a vision and strategy. Who’s going to help? I do not speak 30 languages! What teams will need to change and adapt? How will we measure and make this efficient Cost Vs Value? Creating social media accounts are just the tip of the iceberg If you build them, they will come. Field of Dreams
- #13: If you do not find any information about your brand or competitors in your industry trends… that’s an opportunity! Google: How many people come to your website from social media platforms Which of your customers are on social media Which of your competitors have social media channels Which groups and forums are there talking about your industry Who are the industry experts we need to connect with socially Who in our company are the experts we need to promote their thought leadership Share these findings with leadership, helps with creating your business case Cocktail party anology
- #14: How will social media help with your companies business objectives? Helping build brand awareness Increase customer satisfaction rating Grow revenue Reach new customers Brand loyalty Existing measures to be integrated: This is important, Email, phone, website, sales person, or social where they first heard about you. True story… One BU I worked with asked where did you first learn about the company tracked every new customer who did business with them 2012 only 1% of closed business found then through social channel 2013 5% to 7% Globally Before social ad buying
- #15: Tell the story of all marketing functions sitting in a room and tell you nope it’s all up to you to do. Lesson learned… getting buyin, is hard. Leverage third party consultants. Denmark trip Tell stories about how to one person can’t be at every event, press conference, while buying ads, writing blogs, and posting and engaging in 30 different languages. Current business processes audit. How does content for whitepapers, newsletters, campaigns, product launches flow across 7 BU out to 150+ countries and in 30 languages Where are the opportunities for change Performers. Who will help do the work, how much time will it take, Budget. Social ads are the key to reaching your customers today at the average rate of $3 per 1,000 vs $16 for newspaper/mag Direct Mail $57 Metrics. How will I prove it’s worth the effort, money, & time, quick wins. BP = marketing, new product dev., supply chain, customer care, sales, quality, IT, Finance, HR People skill, learn, change, adapt
- #16: Company wide use of social media, safely and consistently across all organization functions I was dreaming this would work fluidly, until we changed who made the request for help and started showing Tweets, FB post, Linkedin comments, This helps leaders start to see the changes needed in the teams, tools they used, and how to work across functions bring better metrics for all. Because “ Your company becomes easier to do business with”
- #17: Inside champion in your org. to help with spear heading this effort Look for earlier on Return on investments but remember you can’t plant a tree and pull it up the next day because it didn’t show growth the next day. Thailand NAM click through Made a bet over who buys the beer… Portugal Spend $400 on Facebook ad = $2M in lead opportunities Brand Engagement, Customer Testimonials Employee Branding, Employee Testimonials Quicker Issue to Resolution, Brand Repair/Reputation Digital first dating, No blind dates Real time feedback, New uses, Human to Machine Learning, (Engineering vs product management design requirements)
- #18: Number 1 question / roadblock people have. Where do I find the time to do this? Take 10% of your time and move it to doing social media activities. Time is interesting… you will find time to do things that are important to you. This is the future
- #19: Every region and down to country took a different acceleration. Started with NAM
- #20: This helps with keeping steady progress and allowing people to learn the value of a two way conversation with customer on social media. Digital Media management tools is a whole other webinar! When I started in 2011 150 tools today we are at over 5,000 I’ve lead several RFP and lead dozens of tool rollouts into companies
- #21: Content including your website, third party websites,
- #23: Social graph representation of the interconnection of relationships in an online social network