2. 2LITHIUM CONFIDENTIAL
10.30 Registration, coffee, networking
11.00 Keynote: Using social to re-invent how brands connect with
their customers
11.30 Vortrag & Diskussion: Learnings aus der Studie "Challenges &
Opportunities of Social Business Solutions" - wo stehen DACH-
Unternehmen und was sind ihre Herausforderungen?
12.15 Discussion/ Q&A
12.30 Lunch
18. 18LITHIUM CONFIDENTIAL
socialwebsite
in-store phoneCompanies spend millions
every year improving
traditional channels.
Meanwhile their customers
increasing use social
channels!
Social is more than a
channel: it’s a new kind of
relationship with customers.
20. Lithium Confidential
“Challenges & Opportunities of Social Business
Solutions of the Largest Organizations in DACH”
Andreas Nicklas
11:30
21. 21LITHIUM CONFIDENTIAL
Less then 5% fully agree that
their social media strategy is
deeply integrated into their
core business processes.
22.
23. 23LITHIUM CONFIDENTIAL
▪ Why are organizations hesitant to social business?
▪ While organizations think social business don’t they talk about social media in reality?
▪ Is the value add of social media in comparison to traditional media understood (push
versus pull; paid media versus earned media)?
▪ Are the distinctions between reach, activation and engagement are known?
▪ What is the importance of user generated content and communities for social business
processes and social customer experience?
▪ Is the business value of social and the related KPIs understood?
24. 24LITHIUM CONFIDENTIAL
▪ Prof. Dr. René Algesheimer, Chair of Marketing and Market Research UZH: Europe’s most
renowned expert for social media and social business.
▪ René and his chair got selected for a multi year research project about social media from
the Swiss government.
▪ René built a social media competence center incl. project manager Margot Löwenberg.
▪ With SAP, netconomy, coUNDco und Ogilvy/Etecture additional holder of competence
joined.
▪ Start February 2013. Finish February 2014.
▪ Participated organizations selected out of: Dax30, SMI20, ATX20, TOP 30 German Brands,
TOP 50 Swiss Brands, TOP 10 Austrian Brands.
▪ B2C; B2C & B2B; B2B
25. 25LITHIUM CONFIDENTIAL
▪ What are the objectives organizations follow with social media?
▪ Do they have a social media strategy? Which?
▪ How do they implement the strategy into activities?
▪ How do they measure social media success?
26. 26LITHIUM CONFIDENTIAL
▪ On average, social media is important for organizations.
▪ Many firms state that they do not have clearly defined social media objectives.
▪ Customers are the most important social media target group.
▪ Organizations are very heterogeneous when it comes to precise definition of social media
objectives.
▪ The most important objectives across organizations are:
• To increase brand awareness for the organization and for the brand(s)
• To inform customers about products and services
• To increase customer loyalty and retention.
▪ Organizations who have clearly defined objectives either
• don’t measure them
• don’t measure those who are important to them
• or seem to measure them in a wrong way.
28. 28LITHIUM CONFIDENTIAL
Customers are the most
important social media target
group.
… why not unknown targets
and prospects as social media
is strong in reach,
relationship building and
activation?
29. 29LITHIUM CONFIDENTIAL
▪ The majority of organizations state to have a clearly defined social media strategy.
▪ Strategy is not integrated deeply into core business processes in most organizations.
▪ Surprisingly, of the firms with no highly defined strategy, about half considers themselves
intensively involved in social media channels.
▪ Firms attributing the highest importance to social media predict lowest future social
media budget.
▪ Strategies are predominantly formulated by the marketing or corporate communications
department. Senior management is sometimes involved.
30. 30LITHIUM CONFIDENTIAL
Less then 5% fully agree that
their social media strategy is
deeply integrated into their
core business processes.
… how valuable is a social
media strategy if it does not
support core business
processes and success?
31. 31LITHIUM CONFIDENTIAL
▪ Organizations are on average active on 6 social media channels.
▪ Organizations tend to be most active on those platforms most users reach. Facebook is
most important.
▪ Social marketing and social support are perceived as most important activities.
▪ Activities seem to often work as separated from each other, rather than connected and
linked to an overall strategy.
▪ Communities, which are – contrary to other social media channels - suited for
engagement are only provided by a few firms.
32. 32LITHIUM CONFIDENTIAL
Social Marketing
Social Support
Social Recruiting
Social Innovation
Social Commerce
Importance of different
social business
processes.
… why is the social
business process
providing monetary
contribution rated last ?
33. 33LITHIUM CONFIDENTIAL
Only 17% are deploying
forums and
communities.
… how can you run social
business processes and
deliver a social customer
journey without
communities producing
user generated content ?
34. 34LITHIUM CONFIDENTIAL
▪ Most firms measure and report their social media activities.
▪ Many firms fail to measure metrics they consider important.
▪ Only a few organizations use specific social media KPIs and embed them in overall
company metrics.
▪ Reach, interaction, and traffic on homepage are perceived as most important KPIs to
measure social media success.
▪ A tendency to move from mere reach metrics towards engagement and qualitative KPIs is
perceived by organizations.
▪ Monetary benefits of social media activities only seen by 10% of respondents.
35. 35LITHIUM CONFIDENTIAL
Reach (No. of fans / followers / subscribers / video or photo view)
Interaction (No. of comments / retweets /@replies)
Traffic on own homepage (hits, visits, page views)
Search engine optimization (SEO)
Sentiment (overall image on social media platforms)
Conversion rates
Buzz indicators (web mentions)
Text analysis ratings (others than sentiment)
Net Promoter Score (NPS)
Call deflection
37. 37LITHIUM CONFIDENTIAL
13:30 – 15:45 Deep Dive and Solutions
2 hours Dave and Joe, Lithium Platform
15:45 – 16:00
Final wrap, thank you, next steps (fall certification workshop,
etc.)
16:00 end
39. 39LITHIUM CONFIDENTIAL
13:30 – 15:45 Deep Dive and Solutions
2 hours Dave and Joe, Lithium Platform
15:45 – 16:00
Final wrap, thank you, next steps (fall certification workshop,
etc.)
16:00 end
41. 41LITHIUM CONFIDENTIAL
socialwebsite
in-store phoneCompanies spend millions
every year improving
traditional channels.
Meanwhile their customers
increasing use social
channels!
Social is more than a
channel: it’s a new kind of
relationship with customers.
43. 43LITHIUM CONFIDENTIAL
Objective: ____________________________________________________________________
Target Result: ____________________________________________________________________
Measured How: ____________________________________________________________________
Objective: ____________________________________________________________________
Target Result: ____________________________________________________________________
Measured How: ____________________________________________________________________
Objective: ____________________________________________________________________
Target Result: ____________________________________________________________________
Measured How: ____________________________________________________________________
Given your specific organizational goals, connect your business objectives with the opportunities you’ve discovered.
Define a basic outcome and provide a basis for measurement for each objective.
45. 45LITHIUM CONFIDENTIAL
Social objects are created and published through social applications.
The social graph drives conversation through the sharing of these objects.
46. 46LITHIUM CONFIDENTIAL
▪ Who is doing what right now
▪ Who is connecting with whom
▪ Who is influencing what?
▪ Metrics
• Members
• Clicks
• Activities
• Follows, Likes, RTs
47. 47LITHIUM CONFIDENTIAL
▪ Organized discussions are:
• Built around a directory of topics
• Organized by interest, product,
application
▪ Common applications:
• Support forums
• Innovation and idea sharing
• Enthusiasts communities
▪ Metrics
• Posts, Views, Kudos
• Ratio: comments/posts
• Trackbacks, references
• Accepted Solutions
48. 48LITHIUM CONFIDENTIAL
▪ “Help” is a core use case
• “help” includes pre-sales!
▪ B2B dealer networks,
supply chain
▪ Metrics
• Members
• Projects
• Posts
▪ Lifestyle, passion or
cause-oriented
50. 50LITHIUM CONFIDENTIAL
▪ Business blogs are generally
focused by the objectives of
the author(s)
▪ Blogs are often run by thought
leaders and influencers
▪ Metrics
• Posts
• Comments
• Ratio: comments/posts
• Trackbacks, references
51. 51LITHIUM CONFIDENTIAL
▪ Executive blogging program
• Created by Marketing champion
• 25% reduction in spend
• Major account wins
• Entire organization now involved
52. 52LITHIUM CONFIDENTIAL
▪ Real-time, short posts
▪ Ideal uses
• For users: “what I need right now”
• For brands:
• Address issues in real-time
• Link to detailed solutions
• Link to promotional offers
▪ Use proper etiquette in private
channels (DM)
▪ Metrics
• Comments
• Replies
• Followers
56. 56LITHIUM CONFIDENTIAL
▪ Drive consensus through an
open, visible and curated
process
▪ Useful internally as a
personal publishing
platform, where ideas can
be presented and shaped
57. 57LITHIUM CONFIDENTIAL
▪ Etsy built its member
“how-to” docs on a wiki:
• easy to maintain;
• distribute the work
• wiki acts as publishing
platform and content
management system
58. 58LITHIUM CONFIDENTIAL
▪ Comprehensive web
presence
• website
• event marketing
• forums and idea exchange
• mobile tools
• standard social channels
▪ Social channels drive
product design and provide
feedback points (Migros
listens to customers)
60. 60LITHIUM CONFIDENTIAL
Current: ______________________________________________________________________________
How It Fits: ______________________________________________________________________________
Current: _____________________________________________________________________________
How It Fits : _____________________________________________________________________________
Current: _____________________________________________________________________________
How It Fits : _____________________________________________________________________________
New Idea: _____________________________________________________________________________
How It Fits : _____________________________________________________________________________
Based on what you’ve seen in this section and your business objectives, make a list of what you are doing now, and
then add one thing that you’d like to be doing.
64. 64LITHIUM CONFIDENTIAL
individual conversations require responding, not just monitoring
• 57% of CEOs expect social to be a primary way of
engaging customers within five years1
• 70% of Tweets to brands go unanswered2
• 88% of consumers are less likely to buy from companies
who don’t respond on Twitter3
66. 66LITHIUM CONFIDENTIAL
▪ What do customers care about?
▪ What do customers say about you?
▪ What do they find talk-worthy?
▪ How likely are they to recommend you?
People experience different aspects of brands in different ways and in
different places. Understanding these experience drivers is the first step
in tapping word-of-mouth. Doing something with them is the second step.
experiences that get
talked about add up to
conversations.
67. 67LITHIUM CONFIDENTIAL
deep dive: touchpoint analysis
Sentiment
talk-value
Performanceoftouchpoint
Value
talk-valueImportanceoftouchpoint
Consistency
talk-value
consistencyoftouchpoint
There are multiple views of touchpoint analysis. Choose the
one(s) that expose the aspects of your business that matter to
your customers, and that you can control.
0 10
10
0 10
10
0 10
10
68. 68LITHIUM CONFIDENTIAL
▪ Journey maps show
the essential
touchpoints from
discovery and
onboarding to upsell
and renewal
▪ Journey maps are
useful when
constructing social
customer experience
programs.
69. 69LITHIUM CONFIDENTIAL
Touchpoint: _______________________________
Your Evaluation: ______
Talk-worthiness Score: ______
Touchpoint: _______________________________
Your Evaluation: ______
Talk-worthiness Score: ______
Touchpoint: _______________________________
Your Evaluation: ______
Talk-worthiness Score: ______
Touchpoint: _______________________________
Your Evaluation: ______
Talk-worthiness Score: ______
Touchpoint: _______________________________
Your Evaluation: ______
Talk-worthiness Score: ______
Touchpoint: _______________________________
Your Evaluation: ______
Talk-worthiness Score: ______
List the important contact points—touchpoints—for your brand. Score each of them according to
how your customers rate their interaction at that touchpoint.
79. 79LITHIUM CONFIDENTIAL
Measure : ______________________________________________________________________________
Data Source: ______________________________________________________________________________
Success Value: _____________________________________________________________________________
Measure : _____________________________________________________________________________
Data Source: _____________________________________________________________________________
Success Value: _____________________________________________________________________________
Measure : _____________________________________________________________________________
Data Source: _____________________________________________________________________________
Success Value:_____________________________________________________________________________
Based on what you’ve seen in this section and your business objectives, what are the primary metrics or success
measures that you will track to determine success?
82. 82LITHIUM CONFIDENTIAL
Objective: ____________________________________________________________________
Target Result: ____________________________________________________________________
Measured How: ____________________________________________________________________
Objective: ____________________________________________________________________
Target Result: ____________________________________________________________________
Measured How: ____________________________________________________________________
Objective: ____________________________________________________________________
Target Result: ____________________________________________________________________
Measured How: ____________________________________________________________________
Given your specific organizational goals, connect your business objectives with the opportunities you’ve discovered.
Define a basic outcome and provide a basis for measurement for each objective.
