Enterprise Collaboration & Social Business Measurement

CROWDSOURCING

COLLABORATION

AND THE CROSS-CHANNEL CONVERSATION

@ThinkBluePR

Digital Experience at IBM

Mentorship Chair for PRSA New Professionals Section

www.ibm.com/csuite

BRANDI BOATNER

PRSA Diversity Committee Chair

@NickLucido

Account Supervisor at Edelman Digital

PRSSA Chair for PRSA New Professionals Section

www.edelmandigital.com

NICK LUCIDO

@AmyL_Bishop

Digital PR & Marketing at DigitalRelevance

Social Chair for PRSA New Professionals Section

www.amylbishop.com

AMY BISHOP

BUILD SOCIAL STRATEGIES THAT CREATE MEANINGFUL

BUSINESS VALUE

THE BUSINESS OF SOCIAL BUSINESS

To gain competitive advantage,companies must focus on makingtransformational shifts in how work isaccomplished.

Companies will succeed when theyembed social into their core businessprocesses and capabilities.

THE CROSS-CHANNELCONVERSATION

Companies can create unique customer experiencesby listening to and engaging customers. Failing tocommunicate with customers in their preferred waycreates an engagement gap that is difficult toovercome.

THE CROSS-CHANNELCONVERSATION

New tools and strategies are necessary for organizationsto fully understand and engage with customers acrossall touchpoints. Marketing will continue to expandbeyond promotion to include customer experiencemanagement and organizations will be required to usesocial approaches to sales and service.

CASE STUDY: LEGO

Problem: Facing declining market share, LEGO identified severalgrowth opportunities and introduced operational improvements.

Social Business Solution: LEGO's marketing & IT teams used acomprehensive set of processes, tools and systems thinking todetermine the effectiveness of campaigns.

Social Business Value: Products in the build-yourself boardgames line captured 12.6 percent market share. Sales increasedby 17 percent.

FOSTER COLLABORATIONTO DRIVE INNOVATION

& BUSINESS RESULTS

72%OF WORKERS ARE NOT ENGAGED IN THEIR WORK

EACH YEAR, LOSTPRODUCTIVITY OF

DISENGAGED EMPLOYEESCOSTS THE ECONOMY

SOURCE: GALLUP

BILLIONDOLLARS370

COLLABORATIONAMONG CONSUMERS

The Collaborative Economy: An economic model where ownershipand access are shared between people,startups and corporations. [Jeremiah Owyang, Crowd Companies]

COLLABORATION IN THE ENTERPRISE

Individuals and organizations are embracing thecollaborative economy and the sharing revolution isunstoppable. Harness trends of the collaborativeeconomy to enable your team to build products andservices as partners not just employees.

SOURCE: CHESS MEDIA GROUP / JACOB MORGAN

ANALYZE SOCIAL DATA TO MAKESTRATEGIC BUSINESS DECISIONS

& MANAGE RISK

SOCIAL BUSINESSMEASUREMENT FACTORS

PEOPLE• Online Monitoring• Analytics Platform• Internal Collaboration• Community Platform Selection• Social CRM

SOCIAL BUSINESSMEASUREMENT FACTORS

PROCESS• Social Media Policies• Technology Integration• Customer Support & Sales Workflows• Measurement Framework & Rollout• Global & Enterprise Expansion

SOCIAL BUSINESSMEASUREMENT FACTORS

PLATFORMS• Behavior Change• Cross Silo Collaboration• Executive Support & Participation• Organizational Models• Employee & Partner Participation

SOCIAL BUSINESSSUCCESS INDICATORS

CONSISTENCY

• Able to compare data year over year• Allows for social programs to scale• Harness the massive amount of available content and data to rethink and re-equip business operations•Advance and align the entire organization

SOCIAL BUSINESSSUCCESS INDICATORS

BUSINESS GOAL ALIGNMENT

• Build public relations programs to drive business results• Earn bigger budgets and more credibility internally• PR is competing against marketing, advertising, etc.; need to speak the same language

SOCIAL BUSINESSSUCCESS INDICATORS

METRIC HIERARCHY

• Facebook Likes > Engagement Rate > Engagement > ROI• Impressions > Awareness > ROI• Clear path to defining success for various programs• Allows social/PR to play in the same space as advertisingand marketing

IDENTIFY BROADER KPIs

AWARENESS

ENGAGEMENT

ADVOCACY

PURCHASE INTENT

QUESTIONS?