S OCIAL M EDIA M ARKETING FOR B USINESS P ROCESS I MPROVEMENT Joanne Jacobs Interaction Design & Technology Strategy Image source:

Overview Seminar objectives Social media marketing : usual deployment Marketing mix and social media Social media and SCM & BPR : tools & opportunities How to deploy social media for SCM How to deploy social media for BPR Measuring performance Impact on the rest of the marketing mix Overcoming limitations in deployment Questions

Seminar objectives To show : how social media is commonly deployed ; why social media makes sense for business process improvement ; what tools and methods can be used for business process improvement activities ; how to overcome barriers to adoption. Image source:

Social media roles Brand awareness Direct Sales Customer service Product development Market research Community building Company story Find partners Industry research Recruitment Stock management Knowledge management Workforce management Customer loyalty Customer acquisition

Most social media deployment is focused on brand awareness, customer acquisition Image source:

Social media marketing objectives Image source: – Copyright, eMarketerhttp://

BPI opportunity for social media Product development ; Knowledge management ; Workforce management ; Stock management ; Recruitment ; Other BPI.

Socially mediated BPI benefits Impact of social on sales is difficult to demonstrate. Impact of social on BPI is easy to demonstrate. Image source:

BPI and social marketing mix Testing, Product development, customer service ( Eg : Facebook ) Stock tracking, traffic and local distributi on problem resolution ( Eg : Foursquare ) Industrial research, price comparison, ROI for customer acquisition, resource use / sustainabil ity ( Eg : Analytics ) Company expertise / story, testimonials, community building ( Eg : blogs, communities ) Promotion Social Media Price Product Place

Business Process Improvement Image source: Use of social media must reflect this process of generating efficiency and effectiveness improvements

BPI and social media Using existing social media communication tools in a manner not yet widely considered. Using monitoring software and resources for research and product development rather than page views / mentions. Image source: Wikimedia Commons at

Social media for SCM Demand forecasting Expert access Risk identification Cycle acceleration Team building Continuous improvement Research in the social networks ; with consumers Supply and order tracking in private networks or in code Within the distribution team ; among suppliers

Private network tweets indicating order shipment / supply Free messaging system Cross platform Available to all stakeholders Reception device flexible

Social media for BPR Feedback on interactions Customer product experience Supply chain activity logging Employee activity logging Dashboard of mentions Risk response Request of consumer and supplier feedback Auto archiving of activities for later optimisation At headquarters, allowing quick response to crises

Single customisable interface Device flexible World accessible More details : How to build a dashboard How to build a dashboard

Measuring performance Cycle improvements Sentiment of social feedback Risk aversion assessment Improved demand forecasting NOT : standard social measures of dwell time, brand mentions and support interactions. Image source:

Sentiment analysis tools : FREE : Social mention, PeopleBrowsr PAID : Radian 6, Lithium

Warning on BPI and social Social aspects of tools should not be ignored in deployment for BPI objectives. Must be able to sustain conversations arising from BPI activities. Image source:

Overcoming barriers to adoption Confidentiality : messages can be coded by product and order IDs ; messages do not have to be public ; access to messages, archives can be restricted. Corporate bars to networks : RSS of messages can be accessed through dashboards ; messages can be accessed via private mobile devices ; bar should be removed for consumer feedback. Image source:

Overcoming barriers to adoption Usability & staff training : Minimal training and no device or platform integration issues ; existing high staff use of messaging systems outside the office. Cost of integration : Short term high cost capital expenditure on set up of dashboards and investing in behaviour change ; low ongoing costs of maintenance. Image source:

Questions Joanne Jacobs Tech Strategy & Interaction Design Ph : joannejacobs. net joannejacobs. net Web : http :// joannejacobs. net / http :// joannejacobs. net / Twitter joannejacobs Skype : bgsbjj Unless otherwise specified, all images used in this presentation are Creative Commons images, under an Attribution Licence. Image source: