Accenture Social Media Analysis

Accenture neighborly Media abridgment MKT 436 Ian Cartmill Zach Crawford Edwin Huang Tyler Whitsett Introduction Accenture PLC is one of the leading consulting firms in the ground and has developed an extensive amic qualified media plat constellation to expand its progress to in the bank line world. Accenture underwayly has a interlocking of well-disposed media across umpteen platforms including Facebook, cheep, YouTube, and LinkedIn. through with(predicate) with(predicate) Facebook and chirrup, Accenture segments its markets by region, type of service, and c beer options by making a Facebook summon or chirrup draw exclusively for that market.With Accentures YouTube page, a wide diverseness of boob tubes ranging from video blogs to educational substance on ac friendship growth. Fin wholey, through LinkedIn, Accenture profiles its diametric service as well as connects with professionals who would be facial expression for their function. In increment to the tradi tional neighborly media sites, Accenture operates legion(predicate) contrasting applications through Facebook, iTunes, Google sour as well as its bring on got on line of credit publication, Outlook. after(prenominal) a description, an analysis leave be given to measure the public presentation of Accentures fond medias efforts.Finally, recommendations testament be given on how Accenture give the axe improve their efforts to reach a wider audience. Social Media Description Accentures Facebook and Twitter heraldic bearing is extremely mountainous which is ushern by the legion(predicate) pages on these sites. Currently, Accenture has oer 40 disparate pages on Facebook and 30 different Twitter handles (A1), each catering to a point market. Ab appear half of these pages argon targeted base on the region or country in decree to entrust nurture exactly aimed a countrys business environment.Within each of the countrys pages, discussions and interactions occur with kn obs and users through contests, interviews, philanthropic endeavors in the region done by Accenture, and reading the compevery translates on different industries. normally the countrys page give display resume opportunity associationsin parliamentary procedure to salve acquiring new endowment fund for the phoner. If c beer opportunities ar non listed on this page, an individual career page is listed to provide information on career opportunities at Accenture in that region.On Accentures of import Facebook and Twitter pages, different examples of management, operations, market, and other strategies are presented so all customers shadower see the take of analysis they allow receive from an Accenture team. Also, articles compose by Accenture are sh take on the pages that mark from work events to in depth stories on industry trends constantly are affix calendar workweekly. Finally, the last sets of pages on Facebook and Twitter are used to provide customers with an in-depth look into the different work provided by Accenture.For example, the Sustainability function Facebook page provides links to articles and case studies on sustainability in a business in order to expurgate cost and create efficiencies (http//www. facebook. com/accenturesustainability go). They too engage their customers and users through surveys, games and other actions that keep users coming back to their page. In addition to Accentures Facebook and Twitter pages, YouTube and LinkedIn provide a unique and different way to reach out to their customers.Through their YouTube account, Accenture is able to provide different types of new information to both(prenominal) current and effectiveness new customers with its 251 videos (A1). For example, a nifty Markets video blog is used to chance on different topics related to capital markets and the touch of managing the risks with them. In another set of videos, a video podcast shows different traits of a last performance bu siness model that can be emulated by other companies.All content that is put up on the YouTube account is used to attract new customers to what Accenture does and provide existing thickeningele insights as to how Accentures strategies can better their companies. This is a more(prenominal)(prenominal) than than casual look at Accentures customer attraction actions. For a more formal approach to collide withing new customers and staying attached with current clients, LinkedIn is utilized. With LinkedIn, Accenture can professionally show their core competencies as well as present customer recommendations and feedback (LinkedIn). They similarly set up their corporate culture through employee reviews and insight.To go along with Facebook and Twitter, they also have a careers page to continue acquiring talent in every medium possible. beyond the typical companionable media realms in which more or less companies are involved in, Accenture has also braggy into new areas that di fferentiate themselves in the sociable media merchandising. This is done through Accentures online journal, Outlook, and the victimisation of apps to further their marketing efforts. Outlook provides a unique connection to existing and possible customers by giving articles that can be anything from industry precise trends or news program to skill and service actions.This demonstrates the level of expertise Accenture can provide to new customers, and dish out in providing additional gos to their current customers. Finally, by and by all traditional online forms of social media are exhausted Accenture also provides many of the homogeneous marketing sites in the form of planetary apps for the iTunes and Google Play markets. This gives customers the ability to see all content and information on the go as most business mass are. These applications allow a mobile stochastic variable of Outlook and other service specific applications (Google Play). Social Media AnalysisAlthoug h Accenture has tapped into the most popular social ne 2rks, they dont utilize them to their salutary potential. Their main strength across the social networking platforms is the ability to reach current and potential customers, employees, future hires, students, and anyone who might be fire in what Accenture has to tin. An example is their applications through iTunes and Google play. On iTunes they have 14 mobile apps and on Google Play they have 11 apps compared to Ernst & news 6 apps on iTunes and 3 apps on Google Play (A1). Some apps are duplicates some are strictly for employees, plot of land others are for the public.The apps range from a depicted object Postal Forum to Financial Services to Lux in Arcana. Since it is available on iPhone and Android platform, they are targeting the most popular smartphone users. another(prenominal) metric to consider how large their social network presence is their main Facebook page, Accenture has over 145,000 likes compared to E & Y with 15,000 likes (A1). With these many options and a well-known presence, they are able to increase their brand awareness and vex themselves as knowledge experts in that field. Another strength Accenture has with their social platforms is that they are endlessly adding content to them.On their Twitter feed, they tweet an intermediate of 66 times a week along with additional links in the message compared to E & Ys 20 tweets a week (A1). On their Facebook , they post 39 times a week compared to E & Ys 2 times a week (A1). More tweets and posts, enables them the opportunity to be spy more by the market. This is shown through how many Facebook users are talking intimately(predicate) them. Accenture has over 2,000 users posting about them compared to E & Ys 390 users talking about them (A1). A weakness of their social networks is the lack of integrating across the different platforms.An example is their YouTube and Twitter page. In their description, it scarce provides a link t o their foot page instead of including their Facebook, Twitter, LinkedIn, iTunes store, and Google Play. ( somewhat Accenture). After an analysis of their YouTube channel, we determined that they could include more in their descriptions by including a thick of the video, tags, and follow up information. They assume to bear it easier for users to dive further into Accenture if necessary. Another weakness of their social networking outline is that it does not interconnected a form of a excite/pull outline.Their current push strategy is not creating an atmosphere of a two way interaction. On their pages, they do not engage or follow up with the users to keep them coming back. Although they ask questions in their tweets, they are not going out of their way to search for potential topics they could straighten a user about. From comparing Accentures social media networks to Ernst and girlishs networks, they both use the same platforms but Accenture has a big social media prese nce with more content. In Twitter, Accenture has over 62,000 following with over 5500 tweets compared to E & Ys 37,000 followers and 2,600 tweets.On LinkedIn, Accenture has over 600,000 followers with 179,000 employees on it compared to E & Ys 364,000 followers and 114,000 employees on LinkedIn. Accenture has the most presence and content in every category except for the keep down of YouTube videos they have. Accenture has 251 compared to E & Ys 485. managerial Recommendations The heart of a successful e-commerce strategy is the ability to attract and engage a potential customer by offering easy bother to a variety of different information channels about your company.Although Accenture offers many different informational channels that merelyify who they are and what services they can offer to potential clients, these channels are not easily admissionible. When doing a honest search of Accenture on Google, you initially see a link to Accentures meshingsite along with a few key rowing with light descriptions. In order for Accenture to attract and gain new clients they need to have access points to all of their different social networks.These social media access points will allow Accenture to uphold its marketing message to a larger business demographic who will ol itemory perception more comfortable operating in one of these social media domains. Accenture also necessitate to do a better barter at educating its customer base by explaining who Accenture is as a company and what winning of services they offer to potential clients. As it stands now customers who go on Accentures company website have to navigate through web page after web page to find a simple description on which the company is and what services they offer.Accentures homepage is full of key words and links to other parts of the companys website. I would recommend that the include information on abide by added services that would differentiate itself for contests. Accenture should el aborate on its many value added services that it has done in the past on projects that reduced cost, amend performance, innovative features, speed responsiveness and customization. These value added services will not only attract and sustain customers it will also help Accentures bottom line by causing customers to pay a higher premium for services rendered.Since most of the services that Accenture offers to its customers are intangible they need to do a better subcontract at trying to make their services feel more tangible, instead of just offering detailed, long worded business plans and short, non-descriptive statements on services provided. Accenture could further demonstrate services that they provided to past customers through cost nest egg graphs, cleverness improvement charts, and customer testimonials. Also, to reduce customer uncertainty and address any questions a potential customer might have I would recommend that Accenture have a live web patron messaging service on their home page.This service would allow the customers to speak in real time to a customer service representative. These simple tweaks to Accentures homepage will reduce some of the unknowns and risk that all customers undoubtedly face when searching for a new company to do business with. In order to improve the efficiency and effectiveness of B2B marketing Accenture should adopt a CRM system like its lead competitor Ernst & Young did to manage its client customer base.Ernst & Young adopted a CRM software program called Aprimo to perform the following functions targeted direct e-mails, on-going lead management, inbound interactions via Web form submission, Webcast registration and follow-up, and project management (task duty assignment and follow-up) for their national and regional marketing teams (Shadick, 2012). many a(prenominal) of the components of the information within Ernst & Youngs Aprimo CRM system are shared with customer relationship departments within the firm.Fo r example, opportunities are collected from events, tradeshows, sponsorships, webcast and direct communications, which are then distributed to the appropriate individuals for follow-up (Shadick, 2012). With the toleration of CRM systems like Aprimo, Accenture would have real-time access to clients interest and inquires allowing them to thin their response to new and existing clients needs. ratiocination In Conclusion Accenture is a very dynamic B2B company that utilizes virtually all of the media outlets available to modernize and attract new customers.Accentures B2B marketing campaign is unique in the fact that it leverages its current ongoing business initiatives with its own customer base through an online diary called Outlook. This journal boldly talks about what Accenture is doing now and in the future for its client base. This and many other creative marketing/informational channels that Accenture has created brings assurance and a grit of trust to customers who are unce rtain with partaking in a service that really doesnt produce a tangible solvent and cost thousands, if not millions, of dollars to perform. Works Cited Shadick, David (2011).Ernst & Young Better Manages B2B Marketing with Aprimo Marketing, Sun. 17 Nov. 2012. . Services. Linkedin n. pag. LinkedIn. Web. 17 Nov 2012. . Apps by Accenture. Google play n. pag. Google play. Web. 17 Nov 2012. . Accenture. About Accenture n. pag. YouTube. Web. 17 Nov 2012. . Appendix A1 Social entanglement Metrics