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Social business intelligence and Social Strategy
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Transcript of Social business intelligence and Social Strategy
Social Business Intelligence
Assessing Your Social Strategy
“If you don’t know where you are going any road will get you there”
- Anon
“Logic will get you from A to B. Imagination will get you anywhere”
- Will B
“Strategy without execution is just an hallucination”
- Albert Einstein
Date Title Completed Social Business Intelligence – An Introduc0on Today Social Business Intelligence – Assessing your
Social Strategy Thursday 21/06 1pm Social Business Intelligence – Assessing your
Compe00on Thursday 05/07 1pm Social Business Intelligence – Monitoring to
Engagement Thursday 19/07 1pm Social Business Intelligence – Assessing the
Major SMM Tools
Webinar Series
Ø Crisis Management Ø PR & Reputation
Management Ø Influencer Programs
Ø Improve customer service Ø Competitor intelligence Ø Partner intelligence
Use Cases for Social Business Intelligence
Ø Improve product and service development Ø Improve target marketing Ø New Product Launch research Ø Improve Customer Loyalty Ø Policy or initiative review
Use Cases for Social Business Intelligence
Ø An Eight Point Framework for Social Business Ø Business Goals for Social Strategy Ø The role of Assessment in Strategy Ø Recommended scope of Assessment Ø Role of Social Business Intelligence Ø Summary Ø More Resources
Agenda
8 Point Framework for Social Business
1.Assess
2.Strategise
3.Create
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
Social Business
Framework
Ø “A plan of action or policy designed to achieve a major or overall goal or aim”
Ø “A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem”
Ø Requires two key pieces of information: • Understanding of the goal or aim • Understanding of where you are now
What is a Strategy?
‘Your business doesn’t plug into social media, you plug social media into your business’
Organisations that take this approach achieve: Ø Executive support to incorporate social media into the mix of tactics,
spend and programs across the board. Ø Targets associated with the business goals. Ø Can always show the ROI of a program Ø Gets way beyond the buzzwords to focus on the outcomes. Ø Adding value way beyond marketing to customer service and
support; product innovation, talent acquisition, employee satisfaction and more.
http://igo2group.com/blog/fools-gold-5-ways-social-business-strategy-beats-social-media-strategy/
Fools Gold
Business Goals for Social Strategy
Customer Service & Support
Brand Health Marketing
Optimisation
Innovation Management
Employee Engagement
Operational Efficiency
Revenue Generation
Ecosystem Engagement
Ø Establish a baseline of current data and intelligence • What conversations? • Where are they occurring? • Who is influential? • Why are they happening? • What is being said? • What is the sentiment ? • What is my share of voice?
Ø Where am I now and how far is that from my current goals?
Ø Periodic reassessment current in relation to goals and objectives
Ø How has this position changed since the last assessment?
Role of an Assessment
Corporate Social Media Assessment
Ø The assessment helps to understand the current and potential level of SOCIAL ENGAGEMENT .
Ø Understanding the socio- economic landscape of: Ø Current and prospective customers Ø Your own brand and team Ø Partners Ø Competitors
Assessment Scope
Customers Brand (You)
Partners Competitors
2.Strategise
3.Create
4.Protect
5.Participate
6.Share
7.Engage
8.Monitor
1. Assess
Ø Brand: company or organisation, products and services, team
Ø Competitors Ø Partners Ø Customers Ø Keywords Plus: Ø Presence Ø Social architecture Ø Engagement
Assessing your brand
Customers
Brand (company or organisation, products and
services, team)
Partner Competitor
Brand assessment
Ø Places and spaces brand is discussed
Ø Brand reflection and sentiment
Ø Team identification and engagement
Ø Product and/or service-specific brand assessment
Ø Brand presence, identifying brand managed places and team presence
Ø Text Analytics to identify key words and
phrases used in conjunction with the brand, products and services
Results to search for…
Customer Brand (You)
Partner Competitor
Ø Emotions and sentiments around general brand: • How is your company seen in the market? • What are the emotions around specific product
lines?
Ø Specific feedback: • Actual statements – important for improving or
advocating your brand presence
Ø Team-mates/executive presences in the social web: • Approachability, network strength
Ø Places & spaces where team is active and engaged: • This may be used to make a coverage
comparison with the customer analysis.
Customer landscape Ø Identify relevant places and spaces - search for
existing, previous or future customers in person: • Look for people you know (first, last name) • Look for networks of relevant people • Look for people in relevant companies • BUT LOOK FOR PEOPLE
Ø Identify your customers’ challenges, topics, excitement and frustrations, the issues and sentiment – based on the people you defined
Ø Identify the key influencers
Ø Seek relevant industry influencers for future engagement
Customer Brand (You)
Partner Competitor
Results to search for…. Ø Names of people who are vocal about what
they want and what they are frustrated with …“need help with”
Ø Active users, respected experts, trusted influencers and other relevant people in your ecosystem …“experience with”
Ø Specific feedback, inputs, statements relevant to improving or advocating your products and services …”not as good as” #fail
Ø Specific issues your customers and prospects have - directly related or completely unrelated to your products and services
Ø Insight in how people use your products and services, why they use it that way and insight into adjacent products and services
Ø A list of places and spaces where your market is really active in the social web
Customer Brand (You)
Partner Competitor
Partner Assessment
Ø Places and spaces where partners are present
Ø Partners often manage the end customer relationship
• Their social presence consistent with your own?
• Social architecture aligned? Ø Identify partners’ topics and 2nd degree
ecosystem (the partners’ customers), those discussions and sentiments
Ø Identify the key individuals per partners and main influencers (teams and individuals)
Ø Review amplification and links
Customer Brand (You)
Partners Competitor
Results to search for…..
Ø Names of people from partners and alliances who are vocal in the social web • Get active contributors, respected
experts and influential opinion leaders Ø Understand the issues your partners are
dealing with – their own and their customers’ issues
Ø Emotions, sentiments around partners Ø Specific feedback, inputs and statements
relevant to improving or advocating your brand and partner presence
Ø Places and spaces partners and their customers (your indirect customers) are active and engaged
Ø Alignment of overall social presence
Customer Brand (You)
Partners Competitor
Competition Assessment
Ø Places and spaces competitors are active Ø Competitors’ customers activity, sentiment
and discussion Ø Identify the influencers of the competitors’
teams and those of their partners Ø Identify the competitors’ partners activities Ø Facts supporting competitive SWOT Ø Identify key employees of competitors and
the key social profiles Ø Identify competitors keyword terms and
campaigns
Customer Brand (You)
Partner Competitor
Results to search for…
Ø Competitors’ most active team members, names customer & partners & alliances i.e. contributors, users, influencers etc.
Ø Understanding issues your competitors are dealing with – their own and their customers’ issues
Ø Emotions, sentiments around their brand, products, services, teams
Ø Places and spaces they and their entire ecosystem is present
Customer Brand (You)
Partner
Competitor
Role of Social Business Intelligence
Ø Good tools will…. • Simplify your research • Guide the assessment of keywords and terms
through Text Analytics • Identify key influencers • Provide Share of Voice analysis • Provide engagement metrics
Ø If a first time assessment you will need historical capability
Why is the Assessment so important?
Ø We need to know where our customers are before we define how we engage with them - especially if at the beginning of the social business journey
Ø We need to understand what our customers really care about before we tell them what our solution may be – how we explain our value
Ø We need to understand the reality of our brand perception before we try to grow brand recognition
Ø We need to understand what partners, competitors and other market constituencies do before we create a strategy.
Assessment Outcomes
Ø What are we going to do with the results? Ø Create a social media SWOT analysis
• What does the market say is our strength • What appears to be a weakness • Identify opportunities • Discovering threats
Ø Define or refine our Social Business Strategy Ø Develop or refine our Social Business Plan Ø Execute the plan together with the ecosystem
Ø What do we expect? Ø Names and photos, users, influencers, stars Ø Statements, sentiments, opinions, feedback Ø Places and spaces, usage and importance Ø Alignment / divergence with corporate
directions Ø Partner potential Ø Competitive landscape
ü A superior social assessment will encompass all elements of your ecosystem
ü An assessment will result in lots of data – focus on key elements like sentiment and influencers
ü It’s all about your goals ü Do not confuse a social assessment with a business
review ü Good Social Business Intelligence tools will make your
assessment more effective.
Summary
Suggested Supplementary Analysis
Ø We supplement analysis with interviews of key stakeholders
Ø We review the brand’s social presence by looking at the consistency of presence and linkage for amplification
Ø Review social architecture
• Many organisations have lots of ‘real estate’ – is it aligned?
Ø Review social governance • policy, coordination, risk management • how to prevent “social disasters” • what the Board needs to know each month
Ø Link back to business goals and objectives.
Contact Us Address: iGo2 Group Pty Ltd
153 Walker Street, Level 8 North Sydney 2060 Australia
Email: [email protected] Phone: +61 2 9954 0070 Website: www.iGo2group.com
Thank You