TSC15-Oracle & Nikon Europe- Adam Gray & Renate Wijma

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Matching social strategy with execution

Adam Gray, Client Social Engagement Lead EMEA - Oracle

Renate Wijma, Social Media Specialist - Nikon Europe BV

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

Introductions:


Adam Gray, Client Social Engagement Lead, EMEA - Oracle

• crystallizing strategy & vision

• creating internal desire

• identifying KPIs

• setting success criteria

• measuring ROI

• identifying roadblocks

• empowering


Renate Wijma, Social Media Specialist@ Nikon Europe BV

• rolling-out vision

• multiple product groups

• multiple territories/languages

• overcoming roadblocks

• reporting

• advocacy

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 5

Planning


Areas touched by social

• marketing

• brand

• research & development

• customer care

• benchmarking & positioning

• human resources


Identifying

• benefits

• risks

• changes required


Identify roadblocks

• organisation

• people

• process

• technology


Execution



Nikon’s Social Transformation

The Path from a Social Brand to a Social Business

In our flat world, we need to engage as one company throughout the world. On

the other hand we need to be relevant to our local customers, and as a business

driving more profit. In order to make this a success, Nikon Europe BV had to

professionalize their marketing and communication.

An Act global - Think local strategy, in which Nikon monitors product launches

real-time, sharing content via SRM tool and keep an eye on competitors and

listen in real-time to our target audience and interact with them.

“Nikon must engage more photographers, more

effectively, and with more passion than ever before.”


Nikon Social Relationship Management Project OVERVIEW

Project

approval

Project kick-

off

Vendor

selection

Contract

finalisation

Implementation Run

Gained

approval from

NC, BV, Core

countries, All

countries

Requirements

set. Vendor

long list

created.

Vendor short

list. Vendor

assessment.

Final

decision.

Upgrade

license.

Finalise

contract

Configuration.

Roll-out.

Training.

Roll-out per country.

Train-the-trainer

Improve UI

Roadmap and Nikon’s

wishlist

KPI’s

Business Integration

Dec 2012 Jan 2013

Feb 2013

Oct 2013

Oct 2013

May 2014

Jul to Sept 2014 Sept to Oct 2014

BV project has taken 21months to deliver


SRM BUNDLE STRUCTURE - HIERARCHICAL

Den

ma

rk

Level 1

Level 2

Esto

nia

No

rwa

y

Ice

lan

d

Sw

ed

en

Au

stria

Hun

ga

ry

Italy

Mo

rocco

Ne

the

rlan

ds

Po

lan

d

Po

rtug

al

Ro

ma

nia

Russia

Slo

ve

nia

Sp

ain

Sw

itze

rlan

d

Tu

rke

y

Ukra

ine

UK

Nikon Europe BV

Fin

lan

d

Be

lgiu

m

Cze

ch

rep

ub

lic

Isra

el

Ka

za

kh

sta

n

Fra

nce

Ge

rma

ny

Gre

ece

Eu

rop

e

Bu

lga

ria

Cro

atia


2

2. Listen & Analyze

3. Engage

5. Workflow & Automation

Filter data to focus on ‘pure signal’; instantly to make faster decisions based on customized, actionable social indicators

1. Publish

4. Content & Apps

Publish targeted content across social channels, scaling content globally and across social networks

Create customized content to enable greater consumer participation, and to sustain deeper brand experiences

Monitor, segment & respond in real-time, with optional auto-routing of content to appropriate teams for action

Oracle SRM uses a powerful method called “Latent Semantic Analysis” or LSA to quickly identify key themes

3

4

5

1

NIKON SRM - SOCIAL RELATIONSHIP MANAGEMENT TOOL ROLL-OUT


• Sponsorship Management

• SRM tiered trainings on weekly base

• Integrate with other Nikon Business services and departments –> S&S (RightNow) & CRM

• Involved countries and business departments have varying degrees of maturity and different ways of working with social media.

• a SRM overall project owner is needed to integrate all business services and to move forwards.

• Setup and implement processes for user mgt, content mgt, reporting, service requests and incident mgt

Learnings Nikon Europe BV


Key initiative – Training & Guidelines

• Social Media BV Training

Generate internal awareness for BV stakeholders to increase engagement and cultivate social media brand ambassadors.-> Turn Employees Into Brand Ambassadors-> Recruiting by Linkedin

• Social Media Guidelines

To support and facilitate all EU countries (stakeholders) with tools, guidelines and knowledge to increase Engagement with our target audience and improve sales & market share


KEY INITIATIVE: Global SOCIAL Strategy

Define Nikon Global social media direction

We recognize importance of Social media along the whole value chain: Human resources management and Operations, Service&Support, Product and technology development, Sales and Marketing.

That is why we want to start integrating social media not only into our marketing activities, but all Nikon business activities. We see Social owned media as an instrument eventually adopted by the whole business.

This means not only integration of social, web and mobile, but bringing webcare and ecommerce to the mix and uniting Nikon business services under the Social Business strategy.


Key initiative – Social media analytics

• Leveraging Social Media Analytics for Competitive Advantage

• Create internal EU (global) Social Media Center to increase knowledge and facilitate countries at different levels with relevant data.

• Centralize and constantly drive research, monitoring, listening, analytics on social media, blogs, fora, news sites, consumer review sites, videos for business improvement and share with all EU stakeholders.

• Share social data information more internally across all Nikon businesses to create more awareness and full use of the power of all data and encourage its use.

• Listening to our consumers and target audience to outsource ideas for improving our business and the product.


Tremendous reduce outsourcing costs of Research, Monitoring, Analytics

& Reporting by all business departments – by using SRM analytics &

listening capabilities

Key initiative – Social media Listen & Command Center


Barriers to successful implementation

• corporate inertia

• lack of sponsorship

• shared vision

• inspiration

• “just doing it”

• workflow & sign-off


questions?

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

thank you

Adam Gray & Renate Wijma

Date post:	15-Jul-2015
Category:	Presentations & Public Speaking
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TSC15-Oracle & Nikon Europe- Adam Gray & Renate Wijma

Presentations & Public Speaking