Enterprise Social 2.0 Conference – Day 2

After covering the first day, we are starting with a new list of amazing speeches this morning at the Enterprise Social 2.0 Conference in Bruxelles. I’ll leave my comments to a final post, while providing here the notes for today’s sessions.

Going back to basics – Building a customer centric company, philosopy and profitable customer relationships (Nicolai Dwinger – Head of eBusiness, Electro & Communication business, 3M Germany)

  • The actual stage of social media in Germany (based on a recent study on 200 company) seems to be that everybody things is important but nobody put their money on it
  • So social media is still full of hype. To ask for money, company want to see the money
  • 3M is a $26.6B company, with 80K employees across 65 countries and more than 35 business units. Given the diversity and scientific approach, the company is really ran by engineers
  • Connect strategy with operations: an ebusiness framework. The conversation has to start with a why (corporate goals and business strategy) but also with a what should we do (marketing plans). Corporate goals, business strategy and marketing strategy.
  • They tried to build the bigger picture integrating e-business and social,
  • He sees social media mainly as a distribution channel [I really don’t agree with this one! where is engagement in this case?]
  • They built a social media development plan: social media policy at 3M, social media training and experimentation in a B2B environment
  • They trialed Salesforce internally as an innovation platform (Innovation Live) putting together more than 700 ideas. The issue is converting a one time event into an ongoing process
  • They experimented with Yammer. Before opening external channels, you have to try internally to learn
  • After that 3M wanted to become more open towards the customers
  • The first question was about the internal structure: are marketing/ebusiness ,communication, marketing research, PR in different silos in your company? the answer is mostly yes..
  • Using social media monitoring they tried to put together PR and experts (data collection, data cleansing, evaluation data analysis, development of responses, active participants). You can do the same for market research mixing traditional methods for quantitative analysis and new social means for qualitative analysis and voice of the customers.
  • 3M experimented with opinion leaders but also launched external innovation management they had an external
  • Before jumping on social media you have to fix the foundations both in terms of content and access to experts

Using social media to react to customer complaints (Colin Hensley, Former General Manager of Corporate Affairs & Planning – Toyota)

  • Online in troubled times
  • Communication objectives: increase knowledge and awareness, enhance brand personality and position in environment and corporate citizenship and using social media to stimulate user engagement
  • Looking at reach and speed they had websites on the reach and press releases on the speed sides but with blog and rss feeds, twitter the got them both with synergies between social media and websites
  • Objectives for sm: be an effective antenna in Europe, understand priorities, variations in perceptions (culture, geography) and overall trends, detect future risks and challenges
  • But they had the recall…. the acceleration pedal didn’t come back completely + issue with brakes + other problems
  • The recall pushed the organization to change its mind because it was impacting quality, their most basic principle. In 2010 Toyota suffered major recalls and very bad publicity in media in US and Europe
  • How to handle such a bad crisis they didn’t anticipate. They weren’t ready (8 million cars recalled)
  • Their reputation about quality went really bad
  • Online was a great resource to match the demand for information. They used videos and blogs to engage and added information even on the site in very visible positions. Toyota needed to reassure their car was safe otherwise they had failed. Easy to access answers in different channels
  • Blogs, twitter, feeds worked pretty well. They understood that even if they were transparent company, they weren’t transparent enough.
  • Then mention in social media went down and it came time to respond through a campaign “your toyota is my toyota” exposing employees. The image slowly came back
  • Lessons learned
    • be credible and believable through mutual trust
    • social media present risks: globalisation of info, uncontrollable info
    • response assessment: create a standard process ad follow through
    • Define the rules of engagement building guidance and governance. Establish responsibilities and protect your people
    • Where to start: listening, engaging, measuring (audience, engagement, loyalty, influence)
    • Think conversation not campaign and don’t be afraid to ask for help!

From fan generation to lead generation (Michael Braekler – CRM Director – BMW)

  • Social media for BMW is not BMW at the center, but the customer at the center. Their content is not visible. User generated content is much more visible
  • They have a bunch of brand generated social media channels: international website, communities, BMW.tv, youtube, twitter, facebook (+4M fans with 2 post/week with 2M impressions and 10K likes, estimated value per post 30K), offsite campaigns, topic blogs, event blogs
  • But in the end.. is a facebook friend a lead? This is the first question of the senior management. The answer is it is only a proxy
  • BMW 1 Series M Coupe online lead generation, the first of this kind. They used social media to engage traditional media starting from youtube, facebook, etc. The goal was generating a full registration at M-Power.com. They kept pushing out videos, even not professional quality videos, to multiply visibility in blog and online magazines. They used social ads and generated 300 very specific leads (at 6euros each). They also allowed prospective buyers to drive the car for PR. At the end 3M video videos, 268K unique visitors to m-power and 20K leaders and 3762 cars sold (model is sold-out).
  • So yes you can generate leads through Facebook. The same is true for M-Power, 500 users actually bought the car

Successfully managing social media in a world-wide multi-brand company (Vinciane Masure, Online Relationship Marketing Director, Accor Hotels)

  • 90 countries with 4K hotels and 500K rooms with many brands from economic to luxury. $5B of turn over
  • A new vision of the customer: tripadvisor has 20M members, 40M reviews posted, 50M unique visitors/month, 91% of european business travellers are online and 70% of leisure travellers. Many of them are starting to use geolocation
  • Reason to become a fan: exclusive deals, to keep in touch as a customer in a long term relationship, fun content, talk to other fans, get support service. From fan to the involvement
  • Objectives of social media use for a Accor: innovation, awareness and PR, SEO, link with the customers. They want to become the destination advisor to increase traffic & notoriety (pages in 4 languages, twitter accounts in 3 languages), security loyalty bringing customer closer to the brand, communicate news & initiatives, relay the brand positioning, relay a campaign on social network, creating a community highlighting hot content about the hotel
  • They are focused only on Twitter and Facebook with 30 FB paces and 37 versions. 80K fans, +2K posts, +5K tweets
  • The organization: marketing team (manage brands & events page), e-commerce team (global strategy, consulting for marketing team, countries coordination, hotel guidelines), local team (contributors for global page and account), agency (creation, community management, market monitoring)
  • Use case 1. Facebook & Twitter. highlighting relevant content, integrating booking engine, sharing tips & advice, helping customer to discover accor hotel portfolio + game APP + Luggage tap APP + partnership with Facebook places
  • Use case 2. Sofitel Hotel Sheet Facebook to develop a community for their premium hotel

Successful B2B Social Media Marketing (Christopher Wellbelove – Head of Social Media – BT Global Services)

  • How people consume information is dramatically changing. Look at newspapers
  • Where people consume information has dramatically change as well
  • Start thinking about the message not pushing messages but interacting and responding: website, newsletters, events, emails, intranet, social media engagement, social channels. They integrated social into their site from what they wanted to say to what matters to customers
  • From the blog to twitter, facebook, linkedin. They are experimenting and learning
  • Not only launching their messages but also what relaunching other users’ messages. BT is getting trusted this way and people are more likely to click links
  • Starting from the content and not from the platform, they used rss feeds to republish information
  • BT is monitoring and responding to comments of course
  • They are also measuring views/click throughs reported to refine the content and close the loop
  • Employees are important and have to be trained to engage responsibly in social networks. These people can help you in case of a crisis. They need guidance, encouragement and trust
  • Measuring success: looking for ROI. They are measuring activity (it seems not measuring business) in terms of comments, mentions, followes, fans, links, subscribers, traffic, clickthroughs, embeds, downloads, members, visits. But also the no presence is a cost. You are no longer in a silo, you have to be there

    Emanuele Quintarelli

    Entrepreneur and Org Emergineer at Cocoon Projects | Associate Partner at Peoplerise | LSP and Holacracy Facilitator

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