Learn how you can launch and scale your social marketing operations. What pitfalls to avoid, how you can optimize for upside, and what are the key KPIs to guide your journey.
#CNX14 - Use Chatter and Communities to Drive Stronger Customer Engagement
#CNX14 - Social Listening: From Getting Started to Executing at Scale
1. Track: Social Marketing
#CNX14
#CNX14
Social Marketing: from Getting
Started to Executing at Scale
Tanya Donnelly
Global Social Media Director at Schneider Electric
@tanyadonnellyse
3. Track: Social Marketing
#CNX14
2012 only 1% of closed business
first heard of Schneider Electric
through social channel
2013 5% to 7% Globally
4. Track: Social Marketing
#CNX14
The global specialist in energy management
23 billion
Euro in sales
27%
18%
30%
Western
Europe
25%
North
America Asia Pacific
Rest of the world
By REGION
By BUSINESS
SEGMENT
Power
Infrastructure
Industry
IT
Buildings
160,000+
employees in 100+ countries
5. Track: Social Marketing
#CNX14
Goals
1 2 3
6 steps to success How to scale globally How to pick tools
6. Track: Social Marketing
#CNX14
Year 1 Year 1.5 Year 2 Year 2.5 Year 3 +
Decentralized Centralized Hub and Spoke Multiple
Hub and Spoke
Holistic
Schneider Electric’s social business evolution
How did we do it?
7. Track: Social Marketing
#CNX14
First – LISTEN!
Find out WHERE…
… your CUSTOMERS are talking about your brands
… your COMPETITORS are talking
… your INDUSTRY TRENDS are being talked about
8. Track: Social Marketing
#CNX14
How we did it – 6 steps
• STARTING POINT: Executive leadership support, multi-year strategy, & policy – Stop
the unmanaged proliferation of social media accounts bearing our logo
• Roles and responsibilities for content providers, content publishers, and
engagement nurturing
• Social media platform architecture – Funnel customers, partners, & employees to
the correct sites
• Open communication – Bust silos, integrate social media into existing business
processes
• Enforce the roadmap – The 3-lane highway for global direction and local execution
• Management tools for oversight and metrics – Track successes and failures, keep
local operations on the highway
1
2
3
4
5
6
9. Track: Social Marketing
#CNX14
• STARTING POINT: Executive leadership support, multi-year strategy, & policy –
Stop the unmanaged proliferation of social media accounts bearing your logo
1
How we did it – 6 steps
● Identify and deactivate/repurpose existing branded accounts
● Establish approved social accounts and campaign
internally/externally
10. Track: Social Marketing
#CNX14
How we did it – 6 steps
2 Roles and responsibilities for content creators and content publishers
11. Track: Social Marketing
#CNX14
70 Local
Social Media Advocates
Cluster Marcom Director
Country
Country
Country
Customer Care
BU Subject
matter experts
(SMEs)
Listening
analyst
HR
Sales
Country
Country
Event
coordinator
Country Center of Social
Excellence
12. Track: Social Marketing
#CNX14
How we did it – 6 steps
Social media platform architecture – Funnel customers, partners, & employees
3 to the correct sites
14. Track: Social Marketing
#CNX14
How we did it – 6 steps
Open communication – Bust silos, integrate social media into existing
business processes 4
15. Track: Social Marketing
#CNX14
Social business strategy
INTEGRATE it into our
existing business processes
Social Media Rev 1 Feb 2012
Marketing
Sales
Customer
Care
HR
SMEs
MERGE
16. Track: Social Marketing
#CNX14
How we did it – 6 steps
Enforce the roadmap – The 3-lane highway: Global direction with local
execution 5
● Expect different implementation speed and skill from local social
media managers
● All follow SAME highway – No off-road trailblazing!
17. Track: Social Marketing
#CNX14
How we did it – 6 steps
• Management tools for oversight and metrics – Track successes and failures,
6 keep local operations on the “highway”
18. Track: Social Marketing
#CNX14
Platforms – internal and external
ADMINISTRATIVE
platforms
ENDPOINT
platforms
• Warehouse of content for our ENDPOINT sites to
select from
• Analytics for our ENDPOINT sites
• Facebook, Linkedin, Twitter, Google+, YouTube
supported
• Global Facebook with Geo targeting
• Our “eye in the sky” to watch the Web for chatter
about us, our brands, the competition, industry
topics, etc.
(many others worldwide)
AND…
our corporate blog & forums
blog.schneider-electric.com
19. Track: Social Marketing
#CNX14
Social media tool selecting
• Social Platform types – Which social media platforms are most important to
your business and how many will need management
• Don’t choose based online reviews – None are perfect and none do it all. Ask
other companies who have implemented it first.
• Big-picture strategy – How does social tie into your marketing mix, content
strategy, customer care, sales, and buyers journey.
• Key Performance Indicators to meet the strategy – What KPIs do you want the
tool to give you: share-of-conversation, followers, impressions, click-throughs,
engagement, social contest management, etc.
• Expect and plan for change – They are all startups!
20. Track: Social Marketing
#CNX14
Social media tool selecting
• Post portability - Consider future integration into CRMs, websites, marketing automation,
customer care support, HR, new product development, etc.
• Internal support – Who will help with posting, neutering engagement, ad buying,
leads and customer service. How many user licenses?
• Budget – What’s your budget for spend on management tools?
• Languages – How global are you and how many languages do you need to
engage in?
21. Track: Social Marketing
#CNX14
Visitors share
content
Social media sites
Visitors
find our
content
Leads
PROFIT
We post
content
SALE
content
23. Track: Social Marketing
#CNX14
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2014 Mobile App
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Gift Card Session speaker info
@tanyadonnellyse
24. Track: Social Marketing
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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES
In 1820 John McCormick settled here built cabin and tavern combined where a meeting held at the tavern, the capital of Indiana to Indianapolis.
Presentation
We want presentations to outline a complete story arc including
Initial goals
Iterations/pain points
Lessons learned
Success
Future plans
NOTE TO PRESENTERS ABOUT THE LOGOS:
The eye in the middle is the popular Chinese equivalent of Twitter (which is banned in China) – called Wiebo - pronounced WEE-bwah
The orange logo is Google’s “Blogger” platform
The W is the WordPress blog platform
The “eye” icon is the Chinese social media site Weibo (pronounced WEE-bwah) – the equivalent of Twitter.
There are may other social media platforms in China – our familiar Western social media platforms are all banned.