Accenture Social Media Round Table 6 march 2013

  • Published on
    14-Jul-2015

  • View
    740

  • Download
    0

DESCRIPTION

Social Media Roundtable Amsterdam, March 6, 2013 Welcome 17:00 Opening & introductions 17:30 Introduction to the themes 18:00 Round table dinner 18:30 Wrap-up 20:45 Closing…

Transcript

Social Media Roundtable Amsterdam, March 6, 2013 Welcome 17:00 Opening & introductions 17:30 Introduction to the themes 18:00 Round table dinner 18:30 Wrap-up 20:45 Closing & drinks 21:00 Agenda 2 3 Introductions Whatâs on your LinkedIn profile? What would you like to contribute to this group? What would you like to get out of this group? Attendees 4 Marjolein Poot KPN Social Media Strateeg Kors van Wyngaarden Philips Sr. Marketing Director Imaging Systems Clive Roach Philips Senior Web Program Manager Patrick Hart Philips M2O Business Platform Lead Blake Cahill Philips Head of Digital & Social Marketing Sander Nube ABN AMRO Social Media Manager Particulier Frank Jan Riseeuw ING Social Media Manager Maarten Keijser Onderlinge Manager Communicatie Pascal Hopman BMW Social Media Mgr Tom Zwart NS Social Media Manager Mark Bastiaans Argos Online Marketeer Fedor van Herpen Eneco social media manager Hilde Albregts Shell Global Loyalty/B2C payment operations team lead 5 The pitches Social Media & Customer Service (webcare) Social Media Roundtable Amsterdam, March 6, 2013 Should webcare be a full service channel? What are the key challenges? 7 8 Should webcare be a full service channel? Do my customers really want to engage on social media? 9 Is social customer service relevant for all industries? 10 What is the goal of social customer service? Customer Acquisition Using Social Media to Market and Sell your products & services Customer Experience Using Social Media to Serve, Grow, and Retain your customers Customer Innovation Using Social Media to Solicit Ideas and Collaborate with your customers Engage Customer Insight Using Social Media to Listen to and Understand your customers Listen Goal: decrease service costs while delivering a service experience that not only fulfills your request, but that is personalized, is delivered when and where you want it â at speed 11 How are other companies doing social customer servicing? Giffgaff outsourced their webcare to their customer community, with a small customer service team which provides further support when issues cannot be directly resolved 12 13 How are other companies doing social customer servicing? AirAsia manages all Tweets directly on their main profile, using a singular point of contact 9 14 How are other companies doing social customer servicing? AT&T makes their social media interactions personal by adding the name of the customer service agent to their replies How are other companies doing social customer servicing? UWV is very active on other forums instead of sticking to their own social accounts 15 16 What are the key challenges? What are the key challenges in social customer service? 1. Choosing a monitoring & engaging tool for your webcare team 2. Recognizing your customer on social media channels (e.g. link usernames on twitter to customers) 3. Defining KPIâs for the webcare team & measuring the success of the webcare team in both customer satisfaction and efficiency (e.g. costs per webcare contact versus costs per call) 4. Organizing the webcare team within the organization (part of the contact center or not?) 17 Social Media & Corporate Communications Social Media Roundtable Amsterdam, March 6, 2013 Monitor and manage reputation Generate insights from listening Become a media agency 19 20 Monitor and manage reputation What to do when⦠Your brand is associated with unwanted events ? 21 What to do when⦠You receive 100.000+ new slogans consumer created slogans and they get upset theirs is not chosen? 22 What to do when⦠A fake account of your brand is created or your account is being hacked? 23 What to do when⦠Activists claim your Facebook page? 24 What to do when⦠Your employees create some buzz for you? http://www.youtube.com/watch?v=C5uIH0V Tg_o http://www.youtube.com/watch?v=4ESU _PcqI38 25 Generating insights from listening 26 Event Observation Top Story Identification Reputation Alert Topic Seismograph 4 3 2 1 Monitoring methodology Insights by listening on different levels 27 Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 28 Isolated customer Customer and environment Social media helps to identify networks Traditional Social Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 29 Relationships Who communicates with whom? How do information and influence flow? 1 What is the structure of existing relationships? Who is influential? Who is influentiable? Key questions Communities Influence dynamics Individual roles 2 3 4 Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 30 Business Community Direct Community Residential Community Bridge Community Identify several types of communities Becoming a media agency 31 Becoming a media agency 32 Social Media: Change and Governance in organisations Social Media Roundtable Amsterdam, March 6, 2013 Key Questions 34 Operating model How do we organise Social reactions to be treated by the appropriate department? How do we bring about change with our people and our ways of working? 1 How do we develop efficient workflows for Social activities within the organisation? How do we set up R&R which are scalable, flexible and are well coordinated and get executive support? Processes Change management Roles & Responsibiliti es 2 3 4 34 Social Media contributes to several business goals, which makes governance and change a greater challenge Increase Customer Satisfaction Increase Sales Innovate Influence Customer Behavior Reduce Costs Enhance Brand 35 35 The more types of Social interactions, the more profound impact of Social on your organisation Peer-Peer Interaction Information sharing Relationship building Opinion sharing Discussion Idea sharing Complaints Questions Jokes Gossip News, etc Employee-Employee Interaction Information sharing Relationship building Opinion sharing Discussion Idea sharing Questions News Employee-Customer Interaction Information sharing Relationship building Opinion sharing Discussion Idea sharing Complaints Questions Data Collection/Mining Sentiment Monitoring Brand association monitoring Marketing ROI assessment Which interactions are you looking to enable, support and manage? Outside Company Inside Company 36 36 Social Media Capability Overview React PR, IR, Com Drive Marketing (op) Sales, Recruiting Support Customer Care Learn R&D, Marketing Customer Insight Serve IT, multichannel Social CRM Transformation Program Social media monitoring & alerts Social media analysis Engagement management On-board Social Media Off-board Social Media CRM integration Seed tracking & attribution (ROI) Profile-based optimization Multichannel integration Listen Engage Optimize WHY? HOW? HOW? Your Social Media strategy identifies business opportunities and defines the prioritized capabilities to be developed 37 37 Organizational Design â How do you organize your social media capability and how are resources allocated? Source: Altimeter Group 38 38 From CoE > inability to scale, few experts and âone trick ponyâ To Distributed model > ⢠greater efficiences & benefits ⢠define broader social agenda ⢠increased adoption & social courage Enablers: ⢠C-suite prioritization ⢠Shared objectives and responsibilities ⢠Integrated KPIs and keep focus Case : Fedex transitioning from a Centre of Excellence to a Distributed model 39 39 40 Copyright © 2012 Accenture All Rights Reserved. Social Medias Change Current Situation Future Situation Traditional Change Management Approach âvalley of despairâ Organizational Performance in Changing Times p er fo rm an ce time Organizational performance in changing times 40 40 Collaboration Change Measurement Employee Involvement Communications Learning & Training Social Media Knowledge Capital How to adopt Social Media for Change Management capabilities 41 41 Social Media integration with ATL Marketing campaigns Social Media Roundtable Amsterdam, March 6, 2013 43 1. ATL â BTL; What are Marketeers doing? 2. Why integrate ATL with Social Media? 3. What are successfull examples? There is a progressive shift across industries towards a more customer-insight-driven marketing 44 Indirect Consumer Relationship Direct Customer Relationship Product-Centric Marketing Customer-Centric Marketing Brand and Creativity Above The Line Above + Below The Line âHistoricalâ FMCG Marketing School Customer Insight Marketing School Brand & Creativity + Data-driven Insight From name-less Consumers to Named Customers The shift to customer-insight-driven Marketing is supported by an increase in BTL spending 45 1. BTL spending grew relatively harder than ATL 2. Digital spending has grown the most 3. Highest growth in spending for Mobile and Social * * *Source: Winterberry Group, 2013 What can be the role of Social Media in a successful TV commercial? 46 + Likeability of TV comm. Conversation Impact on Sales Source: InSites Consulting samen and Vlaamse Media Maatschappij , 2011 Case 1: Krave by Kelloggâs 47 Case 2: The Great Football Experiment by Nivea for Men 48 Conclusion 1. Accelerates the conversation your adds initiate 2. Increases brand engagement 3. Generates customer insight 4. Improves customer relevancy 49 Social Media integration with ATL Marketing.. ..But what are your experiences? 1. Success stories or failures? 2. Potential challenges? 3. Results? Thank you! 50 51 Accenture & Social Media Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 52 Download all PoVâs via our new Accenture Interactive iPad app Copyright © 2013 Accenture. All rights reserved. Accenture Confidential Information. 53