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Exploiter le potentiel des médias sociaux - Accenture Interactive
1. Accenture Interactive Point of View Series
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Social Media
Enabling relevance at scale in an always-on,
always-connected world
2. Social Media
Enabling relevance at scale in an always-on, always-connected world
In an age of information media can fundamentally change what Companies that make it easier for their
overload and unlimited choices, it means for them to be engaged. customers to integrate these types of
any marketer worth their salt activities are better able to deliver a
To date, general appreciation of social
singularly satisfying and multi-faceted
knows that brand engagement media’s power has rarely translated into
experience—one that should keep
is driven by providing precisely dynamic strategies that lead to relevance
customers coming back again and again.
relevant experiences that attract at scale. That may soon change as
Amazon shows how this can be done with
companies learn to use social media
and hold the attention of to transform how they engage with
a scalable platform that provides integrated
each consumer. customers, collaborate with internal
access to information, recommendations,
reviews, and other products and resellers—
Consumer relevance cannot be episodic. and external partners, and align their
all geared toward millions of consumers’
Maintaining relevance continuously as operations to a common purpose and
unique interests.
consumers move seamlessly from one a new vision for high performance.
interaction point to the next is a new Here’s what they can do to embrace There’s no reason other companies can’t
demand of the digital age. The imperative ocial media’s potential. use the power and reach of social media in
for consumer relevance requires a brand to a similar fashion to harness insights, create
Industrialize engagement
harness deep contextual knowledge about relevance, hone relationships and target
In addition to enabling breathtaking
each consumer and apply it intelligently to stakeholders in more meaningful ways.
numbers of simultaneous interactions,
create persuasive experiences at every While every company can’t become
social media allows users to draw
touchpoint. This ability to be “relevant at another Amazon, every company can move
unprecedented volumes of content and
scale”, will determine which brands win beyond using social media simply as a tool
ideas from trusted sources. News is one
and which brands get lost in the for monitoring their customers’
example. Not long ago, people relied on
war for consumer attention. preferences. There is no shortage
television to provide them with what local
of data or opportunities to “listen”, but
stations believed was relevant information.
To deliver relevant experiences at scale how many actionable insights are driving
Today consumers are as likely to pull news
companies need to be able to tap into change? As outlined in Accenture
from the Twitter feeds and Facebook pages
the wealth of data sources that provide Technology Vision 20121, the potential for
of people in their networks, or set up “like”
valuable signals on what can attract and providing context-based connections for
preferences, Google+ or RSS feeds to
hold consumer attention at any moment both existing and new customers is fast
personalize their news. News consumption
in time—not just data about geo-location, becoming a reality, making the
has, in a sense, become a “curated” activity
gender and age, product preference or opportunities to engage stakeholders as
that is ultimately under one’s own control.
purchase, but also more importantly likes, pervasive as social media itself. Companies
interests and who they talk and listen to. Shopping has evolved in a similar way. that clearly articulate their social purpose
With the explosive growth in the use Consumers control more of the experience and harness the potential of the data
of social media, social networks provide by being able to quickly compare prices captured by aligning their actions
a richness of data that can help build more online to find the best deals. They use accordingly, stand to benefit most.
precise insights into consumer context devices in multiple ways—from scanning
Supercharge collaboration
and will allow companies to tailor brand barcodes for additional information,
Workplace access to information has
experiences making them more compelling, to photographing items for further
historically been dictated by hierarchical
more persuasive and more relevant. consideration, to completing transactions
organizational structures. In this
with the swipe of their phone. Perhaps
paradigm—and under the watchful eye of
Tapping the social media opportunity most important, they can use social media
the IT organization—senior executives are
That social media allows us to connect to shape or confirm their preferences.
trusted with sensitive data and insights,
with others in new and meaningful ways Who has not sought out reviews and
while lower-ranking employees generally
is evident to anyone with a Facebook, recommendations or asked friends for
must secure various permissions first. It’s
Twitter or LinkedIn account. Importantly, feedback when making a purchase—from
no surprise that employees routinely look
it’s not just the hundreds of millions of apparel, to home appliances, financial
for ways to circumvent barriers to access.
individual users who are lured to the investments or insurance policies? Social
If their company won’t grant access to the
always-on, always-connected world. networks enable this on a scale previously
data that will help them perform their jobs
Companies, too, are recognizing that social not possible.
3. more effectively and efficiently, they will For companies that don’t have a social around a common purpose. And all
find it elsewhere—namely, in the vast media presence, those comments go employees must support the creation of a
knowledge and data repositories of their unheeded. Even when companies do relevance-driven business in a social world.
social networks. monitor social networking sites—a task that
typically falls to the marketing Building social scale
Rather than fearing the use of social media The social media phenomenon has not just
department—the comments often don’t
in their organizations, business and IT created a new channel to communicate;
reach the group that can resolve the issue.
leaders should manage and encourage it has fundamentally changed the ways
This is because many organizations still
it as a way to service customers more in which people interact. As companies
operate as a series of unconnected silos.
effectively. A number of companies have expand their focus from being relevant to
shown what is possible when key For social media to contribute to an being relevant at scale, they would be wise
stakeholders from within and outside the organization’s pursuit of relevance at scale, to consider the role that social media could
organization are allowed to generate and information can no longer remain packed play in enabling that transition. Just
share ideas in an open, unfettered away in different functional areas. as Google has adapted its ranking
environment. Dell’s Social Media and Companies increasingly need to integrate prioritization algorithm to include social
Community Teams strengthen the multiple sources of customer data using context, companies that harness social
company’s social innovation capabilities real-time analytics, and then make sure the media will have the ability to deliver
by engaging a number of stakeholders right people are able to use the knowledge up-to-the-second customer preferences,
via blogs, wikis and networking groups.2 generated to support ongoing relationships greater levels of trust, a mechanism
In another example, a global communications and more personalized products and for direct and dynamic interaction, and
company built an internal social sales services.4 Companies that want to get more—and more usable—data upon which
capability for 3,000 sales and marketing serious about delivering a precise and business decisions can be made. Armed
professionals. The company saw relevant experience to their customers with these advantages, social media can
improvements in both sales performance need to create a social media-ready allow any company to not only engage,
and employee engagement after organization. This could mean: collaborate and operate in entirely new
implementing the capability and was ways, but also achieve high performance
• stablishing customer relevance as the
E
positioned as an innovator in workforce in a networked world.
business function that matters—and
collaboration.3
organizing the enterprise to scale around
These and many other companies have that. Options might include combining To learn more about how social
recognized that social media can change marketing and IT activities to create a media can enable relevance at
the traditional ecosystem of the workplace comprehensive approach to customer scale, contact:
and can allow employees to work better management, or integrating traditional
Jason Breed
and smarter. The key is to incent, empower customer data systems with social media
jason.breed@accenture.com
and encourage employees so they can platforms such as Facebook, which has
become the listening posts for consumer arguably become the largest customer Tel:
signals to ensure a precise and timely preference database in the world. U.S. +1 877 609 8723
experience is provided at every brand International +1 312 842 5337
• reaking down barriers that exist
B
touchpoint.
between functional areas. The goal is
Transform operations to create new ways of working based
Social media is making one thing crystal on alliances with previously isolated
clear: Customers do not care how a parts of the organization such as sales,
business is organized. It doesn’t matter service or RD.
1
A
ccenture Technology Vision 2012: Emerging
Technology Trends for IT Leaders
to them that their negative shopping
The chief marketing officer is often the
experience is due to a logistics problem, 2
www.slideshare.net/billjohnston/keynote-from-social-
right person to take the lead in making business-forum-2011
a production hitch or an RD issue.
these changes. But he or she can’t do it
What matters is that the company 3
Accenture. “Social sales: Collaborating for high
alone. CEOs must be engaged in driving performance,” 2011
responds appropriately. Increasingly,
change, empowering cross-functional
customers air their complaints (and, to be 4
Accenture. “Melding marketing and IT: Are you ready
collaboration and aligning incentives
fair, their praise) via social media channels. for the digital revolution?” Outlook, February 2011
