Winning new business through Enterprise Social Media at Lowe & Partners Rhiannon Hughe
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This document discusses how Lowe and Partners uses enterprise social media to win new business. It outlines their social media strategy and channels including Facebook, YouTube, Pinterest, and Yammer. It also describes how they used these channels for a new business pitch in the Philippines which they ultimately won. The document provides tips for using social media and next steps to create an expertise hub and engage champions.
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Winning new business through Enterprise Social Media at Lowe & Partners Rhiannon Hughe
- 1. W in n in g n e w b u s in e s s t h r o u g h E n t e r p r is e S o c ia l M e d ia @ h i _H u g h e s R
- 2. A lit t le b it a b o u t u s . . . L o w e a nd p a rtne rs .c o m @o w e a n d p a r tn e r s l F a c e b o o k . c o m /l o w e a n d p a r t n e r s Y o u T u b e . c o m /l o w e a n d p a r t n e r s P i n t e r e s t . c o m /l o w e a n d p a r t n e r s
- 3. M o s t s h a r e d v i d e o o f 2 0 11 g lo b a lly
- 4. O u r s o c ia l s tra te g y
- 5. How w e us e Ya m m e r P it c h In t e r n a l d e v e lo p m c o m m u n ic a t i e nt on E x p e r t is e S h a r e in d u s t lo c a t io n ne w s / tre nd s E xte rna l ne tw o rk s E ve nts
- 6. L o w e P h ilip p in e s n e w b u s in e s s p it c h
- 7. S h a r in g c o n s u m e r in s ig h t s a n d c o nc e p ts
- 8. D e v e lo p in g t h e c o n c e p t Ta s k ma na g e me nt S e le c t in g m o d e ls fo r s ho o t R e v ie w in g a u d it io n ta p e s
- 9. O utc o me : w e w o n the p it c h !
- 11. T h in g s t o c o n s id e r
- 12. T o p Ya m m e r t ip s
- 13. N e x t S t e p s : C r e a t in g a h u b f o r e x p e r t is e
- 14. N e x t S te p s : E n g a g e yo u r c h a m p io n s
Editor's Notes
- Unilever = we are the main agency for Unilever, one of the largest spenders in advertising Local clients = Morrison's, VW, Playsation3, Magnum Ice cream, OMO, Axe Axe = The axe effect HSBC = Worlds local bank Stella Artois – Reassuringly expensive (help identify Stella are a premier beer) Smirnoff = help made Smirnoff into a market leader
- An advertising agency's "creativity" is at the core of the business that helps distinguish it from the competition. Lowe strives to apply unparalleled creative thinking to help its clients meet their business objectives through nurturing work that delivers Populist Creativity. For an agency such as Lowe, that believes so strongly on its creative beliefs and developing work that changes culture, it is essential that these credentials are portrayed through our social media channels , enhancing the brand and philosophy of the network through it ’ s social presence. Populist creativity: it means work that is built for some, but loved by all.
- Objectives Audience Brief explanation about Yammer – in pilot stage
- Internal social media strategy Used for Collaboration and communication Final documents or creative assets (DAM) stored in myLowe
- Pitch photo, Leigh Reyes CEO
- Used Yammer for this pitch because of the involvement of other Lowe offices. 1) Crowdsourced ideas 2) Quicker turnarounds of artwork reviews Used it mainly to send files, especially research and consumer/market data to and from contact persons from Lowe Singapore and Lowe Vietnam Saving time with previews esp. with slower connections Central repository of files – helped decrease number of emails & also kept everyone updated The core pitch team were invited to the group and added various resource persons from the region and other Lowe offices as the pitch developed.
- Pitch photo, Leigh Reyes CEO
- Won the pitch!!
- Winning the pitch
- Difficult to get time with the CEO Management / key people are always “ too busy ” or its “ additional work ” One of the big problems that companies are faced with is a lack of information sharing across an organisation – getting to share briefs, artwork etc through Yammer is a major challenge – ie cultural Hardest challenge is moving people away from email to social media; changing a behaviour that has become the normal Cultural change is the hardest and longest business change, use to working in set ways, using ftp drives, email, multiple extranets etc Cultural Change & Resistance: Fear of the unknown (ie – not fully understanding social media) Not seeing a cost justification or ROI Privacy concerns Lack of trust toward employees Laziness to change the status quo Disinterest in participating
- Vision = Make sure people know what yammer is and importantly…what most people forget…what it isn't Vision = ensure vision statement is small, quick to the point and can be understood by everyone User champions = try and find people who are influential and are proactive Real case studies = shows the value of Yammer and importantly allows people to relate to real work issues Mobile = people are busy, executives travel, Yammer have invested millions in mobile apps so you don ’ t need to worry Exclusive = more exclusive information you put on Yammer, more people will go there “ freely ” thane being forced
- Digital team workload Institute Creative Counsel
- Digital team workload Institute Creative Counsel
- Digital team workload Institute Creative Counsel