integrating digital and traditional marketing · integrating digital and traditional marketing at...
TRANSCRIPT
Integrating Digital and
Traditional Marketing
at Schneider Electric
Tanya Donnelly
Global Social Media Director
@TanyaDonnellySE
2
1999
Groupe Schneider becomes
Schneider Electric,
focused on Power & Control
1975
Merlin Gerin joins
Groupe Schneider
1988
Telemecanique joins
Groupe Schneider
1991
Square D joins
Groupe Schneider
1996
Modicon, historic leader in
Automation, becomes a
Schneider brand
2007 Acquisition of
APC corp. and Pelco
Schneider Electric more than 175 years
of history
1836
Creation of Schneider
at Le Creusot, France
19th century 20th century 21st century
2000 Acquisition of
MGE UPS Systems
2003 Acquisition of
T.A.C
2005 Acquisition of
Power Measurement Inc.
2003-2008 Targeted acquisitions in wiring devices
and home automation
(Lexel, Clipsal, Merten, Ova, GET, etc.)
2008 Acquisition of
Xantrex
Steel
Industry
Power &
Control
2011 Acquisition of Telvent
2010 Acquisition of Areva’s distribution
activity
Energy
Management
3
Schneider Electric at a glance The global specialist in energy management
billion € of sales in 2012
North
America
25% Asia
Pacific 27% Rest of
World 18%
Western
Europe
30%
28 300
44 200
42 600
22 000
employees in 100+ countries
of sales devoted to R&D
Large company
of sales in new economies Balanced Geographies
FY 2012 sales
Year-end 2012 employees
Diversified end markets FY 2012 Sales
(billion €)
Residential 9%
Utilities & Infrastructure 25%
Industrial & machines 22%
Data centres 15%
Non-residential buildings 29%
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Energy production
& transmission
Energy
Usage
Energy Management •Making energy…
Safe, Reliable, Efficient, Productive and Green
…with 30-70% savings everywhere
5
Providing integrated solutions
Reliable Prevent from power outage & quality
variance
Safe •Protect people and assets
•Transform and distribute power safely
Efficient & productive: • Measure and control energy,
automate, provide relevant diagnosis
• Manage processes
• Make all the utilities of any
Infrastructure more efficient
Green: Make the connection of
renewable energy sources easy, reliable
and cost-effective
Make energy visible Make systems work together Integration
HVAC control
Lighting control
Access control
Video security
Electrical distribution
Energy monitoring
Motor control
Critical power
Renewable energies
IT data
6
•Framework
•Lessons Learned
•Metrics & Tool
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Marketing
2.5 years ago…
10 Marketing Function
Leaders & Tanya
8
Social media is not an independent strategy
We’ll integrate it into our
existing business processes
Social Media Rev 1 Feb 2012
Marketing
Sales
Customer Care
HR
OCP
MERGE
9
10
How did we do it?
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Getting started…
●Executive Leadership Support & Policy – stop the boom of social
accounts with our logo on it!
●Roles and Responsibilities for Marketing’s Countries & Business Units –
Rock Concert
●Social Media platform architecture – Funnel customers, partners, &
employees to the correct sites
●Open Communication – Bust silos & ask for integrate into their business
process
●Develop a Roadmap – 3 lane highway… Global with local execution
●Metrics – the stick that keeps them on the highway
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Are Social Media Platforms Successful
in influencing Customers?
●Social Media impacts purchasing behavior ● Consumers are 71% more likely to make a purchase based on social media
referrals(Hubspot)
● 15,100,000 consumers go to social media channels before making
purchase decisions(Knowledge Networks)
● 78% of respondents said that companies’ social media posts impact their
purchases (Forbes)
●Social Media impacts brand recognition and loyalty ● Out of 53% of consumers who said they use Twitter to recommend
companies or products in their Tweets, 48% bought that product or
service (SproutSocial)
● 58% of Facebook users expect offers, events or promotions when they
become fans(Hubspot)
● 48% of consumers say that brands should listen in order to improve
products http://www.salesforcemarketingcloud.com/blog/2012/11/20-stats-about-
how-social-media-influences-purchasing-decisions/
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Started with One Country
Local
Social Media Advocates
Cluster Marcom Director
Country
Country
Country
Customer Care BU Subject matter experts (SMEs)
Radian6 analyst
PR
Website owner
Country
Region
Social Media Rev 1 Feb 2012
Event coordinator
Country Center of Social Excellence
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Platform Creation is the Tip of the Iceberg
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Do you like hearing
the same thing
over and over?
NOPE!
Neither do
our customers or
search engines.
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Blog
Whitepaper
Newsletter - > Digital Mag. -> social post
18
#B 2 B 2 C
Partners, distributors – Leverage, amplify!
Critical connections for the Local Social Media Advocate
Customers
Customers
Customers
Distributor
Electrician
Panel Builder
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Our Partners Amplifying the SE Brand
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Events, Campaigns, Traditional Media Ads, DM,
EDM & Apps
Foster Conversation
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Social Media: Part of the Marketing
Campaign Process
Awareness
Acceleration
Retention
2012
Q2 Q3 Q4
Advertising (Print, Web, SEM, Retargeting
EDM EDM
EDM EDM EDM
EDM
EDM EDM EDM
Interactive Demos
Social Media
Social Media
Public Relations
Open World Event
SE Experience
Efficiency Event
Breakfast
Briefing
Webcast \Event
DM
DM
DM DM
Evidence Based Marketing Program
Ambassador Club
Social Media
Campaign Events:
•iTech Conference
•Solar Decathlon
•Hannover Messe
•Cisco House
•Paris Marathon
•Go Green in the City
•SBIE 2013
•Experience Efficiency
Countries Engage:
•All countries trained and
can post in local
language globally on
Social Platforms
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Track it! Just like Traditional Marketing
#SchneiderXE 3,345 tweets contained the official hashtag
Drivers 60% of conversation was driven by public
accounts
Retweets
Mentions
117 Retweets of Schneider Electric posts
791 Mentions of Schneider Electric
Twitter was the #1 conversation driver
of all social
platforms
4,303 Total Tweets for Xperience Efficiency
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And what results are we getting?
● Increase in our search
engine ranking from 7 to 3
●2 years 450,000 followers
engage and following us
worldwide.
● Integration reaching into
other Business Processes
●Blogging program with
more than 130 bloggers
from 11 countries
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Tools & Metrics….
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Platforms – internal and external
ADMINISTRATIVE
platforms
Tools to MANAGE, WAREHOUSE,
DISTRIBUTE, and MONITOR content and
activity on our ENDPOINT platforms
ENDPOINT platforms
The familiar social media and blog
sites where we connect with our
public marketplace
• Warehouse of content for our ENDPOINT sites
to select from
• Analytics for our ENDPOINT sites
• Facebook, Linkedin, Twitter, Google+, YouTube
supported
• Global Facebook with Geo targeting
(many others worldwide)
Our “eye in the sky” to watch the Web for chatter
about us, our brands, the competition, industry
topics, etc.
AND… our corporate blog & forums
blog.schneider-electric.com
Social Media Rev 1 Feb 2012
Behind the scenes Our public face
Buddy Media
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Some Social Media KPI’s Today
• Is the Local social media advocate role assigned within country/region?
(Manual)
•Followers & Reach- followers by platform & country rolled up to zone
(Buddy Media)
•Share of Voice - SE volume next to competitors by BU within each
region/country (R6)
•Amplification effect - # of Posts by region/country, reshares, click through
(Buddy Media)
•Blogging - # of blogs by theme/language, comments, number of social
shares (Google Analytics)
•External Community Engagement - # of communities outside of SE
engaged with locally & assigned SMEs (by the end of the year)
•Top Talkers of Schneider Electric & by brands (R6)
•Sales Leads from social. (SalesForce)
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Followers by Social Media Platform
0
100000
200000
300000
400000
500000
Jun'12 Jul'12 Aug'12 Sep'12 Oct'12 Nov'12 Dec'12 Jan'13 Feb'13 Mar'13 Apr'13 May'13
YouTube
YoukuVideoblog
Viadeo
Twi er
TencentMicroblog
SohuMicroblog
Slideshare
SinaWeibo
LinkedinCompany
Google+
Volume Jul/Aug 2012
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Campaigns Driving New Followers
Paris
Marathon
Go Green in
the City
Experience
Efficiency
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Event Metric
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Visitors share content
Social media sites
Harvesting social media influence
Visitors find our content
PROFIT
Leads
We post content
The harvesting COST must be less than sales PROFIT
SALE
Social Media Rev 1 Feb 2012
content
31
Social media is not an independent strategy
We’ll integrate it into our
existing business processes
Social Media Rev 1 Feb 2012
Marketing
Sales
Customer Care
HR
OCP
MERGE
32
Make the most of your energy™
schneider-electric.com
@SchneiderElec
Facebook.com/SchneiderElectric