Loras College 2014 Business Analytics Symposium | Greg Hedges: Social Risk or Consulting Impossible
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The document discusses the importance of leveraging social technologies for relationship building and customer engagement, emphasizing that every action should focus on advancing relationships. It highlights the role of various professionals in managing community interactions and the metrics used to assess the effectiveness of these social efforts. Additionally, it raises questions about the risks and opportunities present when integrating social strategies into corporate culture.
Loras College 2014 Business Analytics Symposium | Greg Hedges: Social Risk or Consulting Impossible
- 1. Social Risk or “Consulting:Impossible?”
- 2. The Reveal
- 4. acquire and serve customers improve collaboration and in new ways passing up opportunities to Major Risk with Social Technologies?
- 5. Recognition (Initial) Engagement (Repeatable) Friendship (Defined) Collaboration (Managed) Social Media (Content-Based) Community (Relationship-Based) Engagement Direct Engagement Everything we do needs to advance a relationship…or we shouldn’t bother. Relationships Take Time and Resources The Role of Social in Strengthening Relationships Inexpensive and Fast Cost Effective and Faster Expensive and Slow
- 7. Recognition (Initial) Engagement (Repeatable) Friendship (Defined) Collaboration (Managed) Social Media (Content-Based) Everything we do needs to advance a relationship…or we shouldn’t bother. Inexpensive and Fast
- 8. Use platforms for their intended purpose and choose platforms that are most likely to reach your intended audience.
- 9. Consulting: Impossible...Downside creates Upside? • Employees • Community Managers • Financial Advisors • Crisis Managers • Metrics Experts
- 10. Appalling– might as well re-title it: “how Not to embed social into your company culture”
- 11. • Employees • Community Managers • Financial Advisors • Crisis Managers • Metrics Experts Consulting: Impossible...Downside creates Upside?
- 12. Community Management Playbook Let’s cross paths with our customers Social media is a path to achieving a valuable information exchange with our customers — To unveil patterns of customer interactions, build commonality of interests, and deepen our relationships with them.
- 13. • Employees • Community Managers • Financial Advisors • Crisis Managers • Metrics Experts Consulting: Impossible...Downside creates Upside?
- 14. • Employees • Community Managers • Financial Advisors • Crisis Managers • Metrics Experts Consulting: Impossible...Downside creates Upside?
- 15. Crises Science of Social When and How Should We Respond? Decide Decide Always Always Always Always Emergency, Serious, Important Serious, Important Serious Important Important Important Inappropriate content Attack on social property Potential social/media/PR disaster Complaint Guideline issue General inquiry
- 16. • Employees • Community Managers • Financial Advisors • Crisis Managers • Analytics Experts Consulting: Impossible...Downside creates Upside?
- 17. Relationships Take Time and Resources Metrics Find Risk of Wasted Resources…. • # of Followers / Friends • # of Posts / Tweets • # of Policy Violations • # of Links Visited • # of Inquiries / Response • # of Downloads • Effort Spent Learning • Effectiveness of Training • Effort Building Initial Properties • # of Mentions • # of Re-tweets • # of Links • # of Shares • # of Comments • # of Registrations • Types of content that drives the most interest • Employee activity and use patterns • # of Referrals • # of Prospects identified • % of Reach (Share of Voice) • Pilot Success • Customer Feedback • Customer Sentiment • # of prospects converted into customers • Cost Savings Realized Qualitative Quantitative Recognition (Initial) Engagement (Repeatable) Friendship (Defined) Collaboration (Managed)
- 19. Q & A
Editor's Notes
- #18: Social media is the topic – 300 of themFlash in the metrics