Accenture Social Media Analysis

Accenture kindly Media Analysis MKT 436 Ian Cartmill Zach Crawford Edwin Huang Tyler Whitsett Introduction Accenture PLC is one of the hauling(p) consulting firms in the field and has developed an extensive accessible media plat trend to boom out its reach in the business world. Accenture currently has a engagement of cordial media across galore(postnominal) a nonher(prenominal) platforms including Facebook, Twitter, YouTube, and LinkedIn. Through Facebook and Twitter, Accenture segments its markets by region, type of service, and rush options by making a Facebook page or Twitter account whole for that market.With Accentures YouTube page, a wide variety of videos ranging from video blogs to educational substance on keep attach to growth. Fin anyy, done LinkedIn, Accenture profiles its divers(prenominal) operate as hygienic as connects with professionals who would be looking for their services. In addition to the traditional neighborly media sites, Accenture operat es many several(predicate) applications through Facebook, iTunes, Google spell as well as its have online publication, Outlook. After a description, an digest result be prone to measure the performance of Accentures favorable medias efforts.Finally, recommendations allow be given on how Accenture outhouse improve their efforts to reach a wider audience. Social Media Description Accentures Facebook and Twitter presence is extremely large which is shown by the numerous pages on these sites. Currently, Accenture has over 40 divergent pages on Facebook and 30 different Twitter handles (A1), each catering to a particular market. active half of these pages argon targeted basald on the region or boorish in order to set up reading exactly aimed a countrys business environment.Within each of the countrys pages, discussions and interactions occur with nodes and users through contests, interviews, philanthropic endeavors in the region done by Accenture, and information the fr iendship provides on different industries. Usually the countrys page will dis black market resume opportunity linksin order to keep getting saucy talent for the company. If cargoner opportunities be non listed on this page, an individual career page is listed to provide information on career opportunities at Accenture in that region.On Accentures main Facebook and Twitter pages, different examples of management, operations, marketing, and otherwise strategies are prefaceed so all clients corporation see the level of analysis they will play from an Accenture team. Also, articles written by Accenture are shown on the pages that range from work events to in depth stories on industry trends constantly are posted weekly. Finally, the go sets of pages on Facebook and Twitter are used to provide customers with an in-depth look into the different services provided by Accenture.For example, the Sustain cogency service Facebook page provides links to articles and case studies on su stainability in a business in order to reduce personify and create efficiencies (http//www. facebook. com/accenturesustainabilityservices). They also engage their customers and users through surveys, games and other actions that keep users orgasm 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 immature information to both current and capability immature customers with its 251 videos (A1). For example, a Capital Markets video blog is used to describe different topics related to capital markets and the process of managing the risks with them. In another set of videos, a video podcast shows different traits of a high performance business 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 an d provide existent clientele insights as to how Accentures strategies can better their companies. This is a more(prenominal) than casual look at Accentures customer attraction actions. For a more formal approach to sort outing new customers and staying connected 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 also demonstrate 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 nearly companies are involved in, Accenture has also grown into new areas that differentiate themselves in the social media marketing. This is done through Accentures online journal, Outlook, and the discipline of apps to further their marketing efforts. Outlook provides a unique connection to active and potential customers by giving articles that can be anything from industry item trends or news to skill and service actions.This demonstrates the level of expertise Accenture can provide to new customers, and assist in providing additional asseverateings to their current customers. Finally, by and by all traditional online forms of social media are exhausted Accenture also provides many of the same marketing sites in the form of mobile apps for the iTunes and Google Play markets. This gives customers the ability to see all content and information on the go as roughly business people are. These applications include a mobile variance of Outlook and other service specific applications (Google Play). Social Media AnalysisAlthough Accenture has tapped into the most commonplace social networks, they dont utilize them to their full potential. Their main specialty across the social networking platforms is the ability to reach current and potential customers, employees, future day hires, students, and anyone who might be interested in what Accenture has to offer. 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 & Youngs 6 apps on iTunes and 3 apps on Google Play (A1). Some apps are duplicates well-nigh are strictly for employees, while others are for the public.The apps range from a National 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. some other metric to consider how large their social network presence is their main Facebook page, Accenture has over 145,000 resemblings 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 commit themselves as knowledge experts in that field. Another strength Accenture has with their social platforms is that they are continuously adding content to them.On their Twitter feed, they tweet an average of 66 times a week along with additional links in the depicted object 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 noticed more by the market. This is shown through how many Facebook users are talking about 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 overlook of integration across the different platforms.An example is their YouTube and Twitter page. In their description, it solely provides a link to their foot page instead of including their Facebook, Twitter, LinkedIn, iTunes store, and Google Play. (About 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 need to make it easier for users to dive further into Accenture if necessary. Another weakness of their social networking strategy is that it does not incorporate a form of a push/pull strategy.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 request questions in their tweets, they are not going out of their way to hunting for potential topics they could enlighten a user about. From comparing Accentures social media networks to Ernst and Youngs networks, they both use the same platforms but Accenture has a larger social media presence with more content. In Twitter, Accenture has over 62,000 chase 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 heart and soul of YouTube videos they have. Accenture has 251 compared to E & Ys 485. Managerial Recommendations The heart of a sure-fire e-commerce strategy is the ability to attract and engage a potential customer by offering easy access to a variety of different information channels about your company.Although Accenture offers many different informational channels that justify who they are and what services they can offer to potential clients, these channels are not easily accessible. When doing a simple search of Accenture on Google, you ab initio see a link to Accentures electronic networksite along with a fewer key words with vague 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 promote its market ing communicate to a larger business demographic who will feel more comfortable operating in one of these social media domains. Accenture also necessarily to do a better job at educating its customer base by explaining who Accenture is as a company and what kind 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 value added services that would differentiate itself for competitors. Accenture should elaborate on its many value added services that it has done in the past on projects that cut cost, improved performance, innovative features, speed responsiveness and customization. These value added services will not only attract and sustain customers it will al so dish out 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 asset they need to do a better job at seek 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 savings graphs, force 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 assistant 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 co mpany to do business with. In order to improve the efficiency and effectiveness of B2B marketing Accenture should adopt a CRM organisation like its leave alone competitor Ernst & Young did to manage its client customer base.Ernst & Young pick out a CRM software called Aprimo to perform the following functions targeted direct e-mails, ongoing lead management, inbound interactions via Web form submission, Webcast registration and follow-up, and project management (task appointment and follow-up) for their national and regional marketing teams (Shadick, 2012). Many of the components of the information within Ernst & Youngs Aprimo CRM system are shared with customer relationship departments within the firm.For example, opportunities are self-contained from events, tradeshows, sponsorships, webcast and direct communications, which are then distributed to the appropriate individuals for follow-up (Shadick, 2012). With the adoption of CRM systems like Aprimo, Accenture would have real- time access to clients interest and inquires allowing them to sew together their response to new and existing clients needs. Conclusion In Conclusion Accenture is a very dynamic B2B company that utilizes virtually all of the media outlets available to educate and attract new customers.Accentures B2B marketing operate is unique in the fact that it leverages its current ongoing business initiatives with its own customer base through an online Journal called Outlook. This journal boldly negotiation 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 sense of deposit to customers who are uncertain with partaking in a service that really doesnt produce a tangible outcome and cost thousands, if not millions, of dollars to perform. whole 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 Network rhythmic pattern