S OCIAL M EDIA M ARKETING FOR B USINESS P ROCESS I MPROVEMENT Joanne Jacobs Interaction Design &...
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Transcript of S OCIAL M EDIA M ARKETING FOR B USINESS P ROCESS I MPROVEMENT Joanne Jacobs Interaction Design &...
SOCIAL MEDIA
MARKETING
FOR BUSINESS
PROCESS
IMPROVEMENT
Joanne JacobsInteraction Design
& Technology Strategy
Image source: http://commons.wikimedia.org/wiki/File:Goursat_benedictine.jpg
Seminar objectives
To show:how social media is
commonly deployed;why social media makes
sense for business process improvement;
what tools and methods can be used for business process improvement activities;
how to overcome barriers to adoption.
Image source: http://commons.wikimedia.org/wiki/File:Objectives_of_the_Joint_War_Production_drive_-_NARA_-_534597.jpg
Social media roles
Brand awareness
Direct Sales
Customer service
Product development
Market research
Community building
Company storyFind partnersIndustry research
Recruitment
Stock managementKnowledge management
Workforce management
Customer loyaltyCustomer acquisition
Most social media deployment is focused on brand awareness, customer acquisitionImage source: http://commons.wikimedia.org/wiki/File:Bitter_Oriental.jpg
Social media marketing objectives
Image source: http://www.emarketer.com/Article.aspx?R=1007934 – Copyright, eMarketer
BPI opportunity for social media
Product development;
Knowledge management;
Workforce management;
Stock management;
Recruitment;
Other BPI.
Socially mediated BPI benefits
Impact of social on sales is difficult to demonstrate.
Impact of social on BPI is easy to demonstrate.
Image source: http://commons.wikimedia.org/wiki/File:Flickr_-_%E2%80%A6trialsanderrors_-_Regate_et_chapeau_%C3%A0_plumes,_advertising_poster,_ca._1895.jpg
BPI and social marketing mixTesting, Product development,
customer service (Eg: Facebook)
Stock tracking,
traffic and local distributio
n problem
resolution(Eg:
Foursquare)
Industrial research,
price comparison, ROI for customer
acquisition, resource
use/ sustainabili
ty(Eg:
Analytics)
Company expertise/story, testimonials, community building
(Eg: blogs, communities)
Promotion
Social MediaPrice
Product
Place
Business Process Improvement
Image source: http://en.wikipedia.org/wiki/File:PDCA_Cycle.svg
Use of social media must reflect this process of generating efficiency and effectiveness improvements
BPI and social media
Using existing social media communication tools in a manner not yet widely considered.
Using monitoring software and resources for research and product development rather than page views/mentions.
Image source: Wikimedia Commons at http://tinyurl.com/ccsz2pv
Social media for SCM
Demand forecastingExpert access
Risk identificationCycle acceleration
Team buildingContinuous
improvement
Research in the social networks; with consumersSupply and order tracking in private networks or in codeWithin the distribution team; among suppliers
Private network tweets
indicating order
shipment/ supply
Free messaging system
Cross platform
Available to all stakeholders
Reception device flexible
Social media for BPR
Feedback on interactionsCustomer product
experience
Supply chain activity logging
Employee activity logging
Dashboard of mentionsRisk response
Request of consumer and supplier feedbackAuto archiving of activities for later optimisationAt headquarters, allowing quick response to crises
Measuring performance
Cycle improvementsSentiment of social
feedbackRisk aversion assessmentImproved demand
forecasting
NOT: standard social measures of dwell time, brand mentions and support interactions.
Image source: http://commons.wikimedia.org/wiki/File:Flickr_-_%E2%80%A6trialsanderrors_-_John_is_not_really_dull,_WPA_poster,_ca._1937.jpg
Warning on BPI and social
Social aspects of tools should not be ignored in deployment for BPI objectives.
Must be able to sustain conversations arising from BPI activities.
Image source: http://commons.wikimedia.org/wiki/File:Don%27t_kill_our_wild_life,_WPA_poster,_1936-40.jpg
Overcoming barriers to adoptionConfidentiality: messages can
be coded by product and order IDs; messages do not have to be public; access to messages, archives can be restricted.
Corporate bars to networks: RSS of messages can be accessed through dashboards; messages can be accessed via private mobile devices; bar should be removed for consumer feedback.
Image source: http://commons.wikimedia.org/wiki/File:Andrew_Mack_in_The_Rebel,_Broadway_poster,_1900.jpg
Overcoming barriers to adoption
Usability & staff training: Minimal training and no device or platform integration issues; existing high staff use of messaging systems outside the office.
Cost of integration: Short term high cost capital expenditure on set up of dashboards and investing in behaviour change; low ongoing costs of maintenance.
Image source: http://commons.wikimedia.org/wiki/File:Be_wise,_don%27t_play_with_firecrackers,_WPA_poster,_ca._1937.jpg
Questions
Joanne JacobsTech Strategy & Interaction
DesignPh: 07 948 318 298Email:
[email protected]: http://joannejacobs.net/Twitter: @joannejacobsSkype: bgsbjj
Unless otherwise specified, all images used in this presentation are Creative Commons images, under an Attribution Licence.
Image source: http://commons.wikimedia.org/wiki/File:Federal_Art_Project_forum_poster.jpg