How Can B2B Marketers
Benefit From Being Social?
            #smb2b


          gaurav@2020social.com
          @gauravono...
Why should
 B2B marketers
even think about
  Being Social?
To begin with,
what is (or isn’t)
  Being Social?
Being Social
        is not about
      social networks
(Facebook, Twitter, LinkedIn)
Being Social
         is not about
         social media
(blogs, forums, communities)
Being Social
   is not even about
internet, mobile, digital
Being Social
      is about
   word of mouth
(being talked about)
Being Social
         is about
    being talkworthy
(read: being remarkable)
Being Social
      is about
   relationships
(building, enabling)
Being Social
  is about
evangelists
(read: fans)
Being Social
        is about
 converting customers,
partners and employees
    into evangelists
Being Social
         is about
organizing and energizing
       evangelists
Being Social
        is about
identifying, igniting and
    scaling passion
Being Social
     is about
reviews, referrals,
recommendations
So, why should
 B2B marketers
even think about
  Being Social?
Introductions:
Share your most embarrassing
   social media experience
9:30 am to 11:00 am
Session 1: Introduction to
(Being) Social Media
11:30 am to 1:00 pm
Session 2: Strategy, Tactics,
Measurement
2:00 pm to 3:30 pm
Session 3: Facebook, LinkedIn,
Twitter
4:00 pm to 5:30 pm
Session 4: Tying It All Together
http://2020social.com/
2020social_nasscom_b2b.pdf
Session 1: Introduction to
(Being) Social Media
Social Media Response Matrix
                                                                                             ...
Three Rules
For Negative Conversations
1

The only solution for negative
conversations is more positive
       conversations.
2

 Responding to and resolving
negative conversations is table
           stakes.
3

 The prize is in inspiring your
evangelists to start and spread
 more positive conversations.
Three Questions
1

    Who are our evangelists and
    why will they talk about us?
2

    How can we organize and
        energize them?
3

    How can we (help them)
       spread the word?
None of these questions
are about social media
But social media is
a big part of the answer
The Next Big Question:
           How To Scale Passion?
            The BIG question for
            businesses in the 21s...
Three Mantras
1

      The future has already
    arrived. It’s just not evenly
          distributed yet.


         Source: William Gi...
2

 The tools are transient. The
values embedded in them are
         persistent.
3
To understand how technology
  is changing organizations,
   begin by asking how it is
       changing people.
Key Takeaways From Session 1
 Who are our evangelists and why will they talk about us?
 Or, how to identify passion?

 ...
Session 2: Strategy, Tactics,
       Measurement
Key Takeaways From Session 1
 Who are our evangelists and why will they talk about us?
 Or, how to identify passion?

 ...
1

    Who are our evangelists and
    why will they talk about us?
1.1

  Who are our evangelists?
Six Types of Evangelists
    1. Present or
    past customer,                 4. Partner
    or prospect



2. End        ...
Who Are Our Evangelists?
Worksheet 1: Who Are Our Evangelists?            Persona 1   Persona 2   Persona 3
Who are our pr...
Exercise
Comments
Questions
Technology Decision Makers
 Forrester Social
  Technographics
  Profile of North
  American and
  European
  technology
 ...
1.2

 Why will they talk about us?
Satchi & Saatchi:
       Lovemarks
(brands that you love and
         respect)

  Source: http://lovemarks.com
Publicis:
   Contagious Idea
(an idea that spreads)


Source: http://contagious-stuff.com
Seth Godin:
       Ideavirus
(an idea that spreads)


Source: http://www.sethgodin.com/ideavirus
Jyri Engestrom:
       Social Object
 (the idea around which a
community comes together)
Gaurav Mishra:
        Ideasliver
(a thin slice of the world
      that you own)
Six Types of Social Objects
    1. Our unique                    4. Their own
    product                          lifesty...
Why Will Our Evangelists Talk
            About Us?
Worksheet 2: Why Will Our Evangelists Talk   Persona 1   Persona 2   P...
Exercise
Comments
Questions
2

How to organize and energize
        evangelists?
Five Core Social Dynamics
                  Social
                                                   You can look at
   ...
Five Core Social Dynamics
      Invisible


                                           Collective Intelligence

   Ease of...
Five Reasons Why
            Business is Social
        !
             
Consumer    Conversation   Collaboratio...
Consumer Generated Content
    Your consumers are
    authors, photographers
    and filmmakers, all       Tap into their
...
Dell Go Green
 Dell Go Green is a
  consumer
  generated content
  contest where
  consumers submit
  ideas to redesign,
...
Conversations
Your customers,
partners and
employees are talking   Listen to them, reach
about you, in public.   out to th...
Dell Small Business on
               Facebook
 Dell’s Small
  Business Facebook
  page, structured as
  a resource for
 ...
Dell Outlet on Twitter
 Dell uses Twitter as
  a channel to sell
  refurbished
  computers to
  corporate purchase
  mana...
Collaboration
People work together
in flow when they
connect with each        Create rich profiles
other as people.       ...
Dell Support Community
 User driven
  support community
  to increase
  customer
  satisfaction and
  drive down support
...
Community
 Communities come
 together around a
 shared social object: a     Build and nurture a
 lifestyle, cause or      ...
Dell Digital Nomad
 Community built
  around the idea of
  being a digital
  nomad.
 Targeted at highly
  mobile laptop
...
Dell Take Your Own Path
 Community where
  users shared
  inspiring stories of
  entrepreneurship.
 Driven by the Dell
 ...
Collective Intelligence
 Customers, employees
 and partners can give     Observe their behavior,
 you new ideas and       ...
Dell Ideastorm
 User driven
  ideation
  community to
  listen to
  customer’s ideas
  on product
  improvement and
  new...
Dell Employee Storm
 Internal ideation
  platform to enable
  Dell’s worldwide
  community of
  more than 80,000
  employ...
B2B Communities
     1. Targeted
                                      4. Partner
     communities of
                    ...
AMEX Open Forum
   Provides business
    advice and insight to
    AMEX consumers
   Idea Hub for
    members to network...
Visa Business Network
 SMB community for
  networking and
  business solutions
 SMBs connect with
  businesses that
  he...
HSBC Business Network
   HSBC’s community
    for business
    entrepreneurs
   It is a community
    focused on busines...
Microsoft MVP
   Microsoft’s long-
    running Microsoft
    Most Valued
    Professional program
   Recognizes the most...
Microsoft adCenter Community
   Microsoft adCenter
    Community for
    advertising and
    publishing
    professionals...
Farnell- Element 14
   Community for
    electronic engineers
    by Premier Farnell,
    an online retailer of
    elect...
Archer Exchange Marketplace
   Archer
    Community for
    customers to:
     – Submit Ideas for
        product
       ...
Commonground By EDR
   Community by
    environmental
    information services
    firm EDR for
    environmental
    com...
MetricStream Compliance
   Community by
    MetricStream, a risk
    and compliance
    solutions provider
   Sends 2 mi...
National Instruments
   National Instruments
    offers hardware and
    software products for
    engineers and
    scie...
Philips Healthcare
 Community for
  healthcare
  professionals to
  share knowledge,
  experiences and
  best practices
...
ACT By SAGE Community
 Community for
  customers of ACT
  software by SAGE
 Consumers share
  product ideas with
  the d...
Salesforce.com IdeaExchange
   Community for
    Salesforce customers
   Members submit
    product ideas for
    Salesf...
Cisco Learning Network
   Community by Cisco
    for networking
    professionals who
    work on Cisco’s
    technologie...
Pitney Bowes User Forums
   Pitney Bowes
    provides a support
    community for it’s
    consumers
   The forum works ...
Intel Communities
   Intel supports
    communities for
    computer design and
    software
    professionals
   Commun...
Intel Software Network
   Community for
    developers on the
    Intel platforms
   Black belt program:
    reputation ...
Nokia Symbian & Maemo
 Nokia supports
  developer
  communities for
  the Symbian and
  Maemo software
  platforms
 Comm...
NASSCOM Emerge
 Community for
  emerging IT
  companies hosted
  by NASSCOM.




          Source: http://communities.nas...
Sun Microsystems Blog
 Sun Microsystems
  encourages all
  employees to start
  their blog
 High volume of
  contributor...
Intel- Inside Scoop Blog
 Conversational
  blog that hosts a
  panel of Intel
  evangelists and
  external industry
  exp...
Lenovo Blogs
 Hosts Design
  Matters- One of
  the most
  influential blogs on
  design and
  usability
 Integrates soci...
Infosys Blogs
 A collection of
  thirty blogs
 Focused on
  showcasing the
  company’s thought
  leadership product
  an...
Tata Interactive Systems Blog
 Tata Interactive
  Systems corporate
  blog
 Posts to establish
  thought leadership
  on...
Tech Mahindra Blog
 Tech Mahindra
  corporate blog
 Focused on the
  challenges and
  opportunities for
  the IT service...
Wipro Blog
 Wipro corporate
  blog
 Focused on
  showcasing
  corporate culture,
  thought leadership
  and CSR initiati...
How Can We Organize and
       Energize Our Evangelists?
Worksheet 3: How Can We Organize and               Persona 1   Pe...
Exercise
Comments
Questions
Key Takeaways From Session 2
 Worksheet 1: Who are our evangelists?

 Worksheet 2: Why will our evangelists talk about u...
Session 3: Facebook, LinkedIn,
            Twitter
Key Takeaways From Session 2
 Worksheet 1: Who are our evangelists?

 Worksheet 2: Why will our evangelists talk about u...
3

   How can we help our
evangelists spread the word?
World Map of Social Media




    Source: http://globalwebindex.net
Social Platforms in India

40
     34.2
35
30
                24.4
25
                             19.6
20
               ...
Decoding a social platform in
    three simple steps:

               User
          {Relationship}
          Social Objec...
Facebook
 World’s leading
  social networking
  platform.
 400 million users
  worldwide.
 12.4 million users
  in Indi...
LinkedIn
 Popular
  professional
  networking
  platform.
 60 million users
  worldwide.
 2.5 million users in
  India....
Twitter
 Popular micro-
  sharing platform.
 Likes to call itself
  “real-time
  information
  network”.
 75 million us...
Google Buzz
 Google’s own
  social network
  integrated with
  GMail.
 Users {start}
  conversations
  about the things
...
Flickr
 Popular photo-
  sharing platform.
 Users {share}
  photos and {watch}
  the world.




          Source: http:/...
YouTube
 Popular video-
  sharing platform.
 Users {broadcast}
  yourself.




           Source: http://youtube.com
SlideShare
 Popular document-
  sharing platform
 Users {upload and
  share}
  presentations and
  documents




       ...
Digg
 Popular social
  voting platform.
 Users {discover and
  share} content.




           Source: Digg.com
Delicious
 Popular social
  bookmarking
  platform.
 Users {save} your
  bookmarks or {see}
  what's fresh now.




    ...
Wordpress
 Popular blogging
  platform.
 Users {express}
  yourself.




           Source: http://wordpress.com
Dopplr
 Popular travel
  sharing platform.
 Users {share} your
  personal and
  business travel
  plans with people
  yo...
Wikipedia
 Popular wiki
  platform.
 Users {edit} free
  encyclopedia.




           Source: http://wikipedia.com
Ning
 Popular white label
  social networking
  platform.
 Users {create} your
  own social
  network.




           So...
Focus on People vs. Content
           Most social platforms are
           including rich user
           profiles, to sh...
Social Web Content Strategy
      Internal                                                              External
      foc...
How Can We Help Our
   Evangelists Spread the Word?
Worksheet 4: How Can We Help Our Evangelists   Persona 1   Persona 2  ...
Exercise
Comments
Questions
Tips For Facebook
Events tab
 Use Events tab if
  you host offline
  events for your
  fans
 Forrester Research
  uses the Events tab
  to...
Discussions tab
 Use Discussions tab
  for conversations
  with fans
 SAP uses
  Discussions tab for
  conversations
  a...
Notes tab
 Use the Notes tab
  to send automatic
  updates to the
  page wall
 Forrester imports
  its corporate blog
  ...
Video tab
 Use Video tab to
  aggregate all video
  content in one
  place
 Mailchimp uses
  Video tab to
  display
  in...
Photo tab
 Use Photo tab to
  aggregate images
  in one place
 GSD&M Idea City
  uses its Photo tab
  to show off its
  ...
Posterous tab
 Combine Posterous
  blog with
  Facebook app to
  display blog on a
  separate tab
 Zoho uses
  Posterous...
Aggregating Twitter stream
 Display stream of
  Twitter activity
 Cisco uses
  Involver’s
  professional suite
  of appl...
Aggregating YouTube channel
 Display videos from
  YouTube channel
 Cisco uses
  Involver's Facebook
  application suite...
Static FBML Interactive Wall
 Use static FBML to
  create interactive
  forms
 Blue Sky Factory
  has an e-mail
  subscr...
Static FBML Interactive Tabs
 Use Static FBML to
  create interactive
  tabs
 Sodexo Careers has
  created a tab with
  ...
Networked Blogs
 Import blog to
  Facebook tab
 Fans get updates
  on their news feed
 Webtrends uses
  NetworkedBlogs ...
Multimedia Landing Tab
 Display images,
  videos and links on
  landing page
 Cisco uses its
  Boxes tab as
  landing pa...
Integrate Support Community
 Bring support
  community to
  Facebook page
  using Get
  Satisfaction
 Fans activity on
 ...
Integrate Support Community
 Showcase content
  from existing
  community on
  Facebook page
 Dell’s support tab
  displ...
Showcase Promotions
 Use promotions
  and events to
  direct Facebook
  fans to community
 Intuit’s Facebook
  landing p...
Showcase Testimonials
 Collect and display
  testimonials from
  clients
 eMarketer takes
  quotes from client
  feedbac...
Create a Community Resource
 Create page to
  serve the needs of
  core consumer
  segment
 Dell provides
  guides for a...
Tips For Twitter
Increase transparency
 Dell Outlet uses
  the sidebar to talk
  about their
  business and
  introduce the
  person handl...
Account for event coverage
 Lenovo – sponsors
  of Olympic 2008 –
  created a separate
  account to post
  updates from t...
Create and manage lists of
            employees on Twitter
 Gartner has
  created a list of all
  its analysts on
  Twit...
Aggregate testimonials
 Radian6 favorites
  all positive
  mentions of the
  brand to aggregate
  testimonials in one
  p...
Aggregate influencers on
              Twitter
 Microsoft has
  leveraged the
  Twitter API to
  create a dynamic
  listi...
Tips For LinkedIn
Intel & HP Group for SMB
 Intel and HP is
  using Linkedin
  groups to engage
  SME Businesses on
  Linkedin
SAP Network Groups
 SAP Network (not
  affliated to
  SAP.com/ Sap
  AG)Uses LinkedIn
  groups to reach
  out to SAP
  Pr...
CIO Forum Groups
 The CIO Forum,
  facilitated by
  CIO.com/CIO
  magazine, is where
  members of the
  CIO community can...
Haas/Berkeley Alumni Group
 The official
  Haas/Berkeley
  Alumni group for
  the UC Berkeley
  Haas School of
  Business...
Company Page
 Company page
  should include –
  basic Information,
  company logo,
  location,
  financials,
  company bl...
LinkedIn Ad
 Targeted CPC
  LinkedIn ads to
  drive leads to
  expert profile.
 Microsoft ad on
  LinkedIn




         ...
LinkedIn Ad for Questions
 Southwest Airlines
  decided to engage
  the LinkedIn
  community by
  having CEO Gary
  Kelly...
Answers Sponsorship
 Philips Healthcare
  uses answers
  sponsorship to
  connect with its
  prospects
LinkedIn API Integration
 Linkedin API
  integration to
  provide status of
  no of people from
  member’s LinkedIn
  net...
Comments
Questions
Key Takeaways From Session 3
 Different social platforms have different souls and roles.

 Decoding a social platform in...
Session 4: Tying It All Together
Key Takeaways From Session 3
 Different social platforms have different souls and roles.

 Decoding a social platform in...
Campaigns + Community + CRM
        The big idea is to build
        a community platform
        to connect multiple     ...
The Social & CRM Sides of SCRM
            Some players are
            approaching Social CRM
            from the Social...
HootSuite
 Provides workflow,
  analytics, for
  teams to manage
  multiple Twitter
  accounts and
  distribute
  message...
CoTweet
 Enable teams to
  monitor, manage,
  and triage
  conversations in
  Twitter, analyze
  keywords and
  trends, a...
Radian6
 Social media
  analytics tool
  targeted at
  agencies and
  enterprises.
 Keyword tracking,
  sentiment,
  ana...
Radian6 Case Study 1
 How can a
  landscaping
  company find
  “point of need”
  sales leads on
  Twitter and the
  socia...
Radian6 Case Study 1
 How can a
  landscaping
  company find
  “point of need”
  sales leads on
  Twitter and the
  socia...
Radian6 Case Study 1
 How can a
  landscaping
  company find
  “point of need”
  sales leads on
  Twitter and the
  socia...
Radian6 Case Study 1
 How can a
  landscaping
  company find
  “point of need”
  sales leads on
  Twitter and the
  socia...
Radian6 Case Study 2
 How can a cable
  company manage
  customer support
  in real time?
 Screenshot 1 of 4:
  Tracking...
Radian6 Case Study 2
 How can a cable
  company manage
  customer support
  in real time?
 Screenshot 2 of 4:
  Identify...
Radian6 Case Study 2
 How can a cable
  company manage
  customer support
  in real time?
 Screenshot 3 of 4:
  Assignin...
Radian6 Case Study 2
 How can a cable
  company manage
  customer support
  in real time?
 Screenshot 4 of 4:
  Syncing ...
Lithium
 Full-featured
  enterprise social
  computing
  platform for large
  enterprises.
 Deep integration
  with Twit...
Lithium
 Blogs, forums,
  idea, chat, mobile.
 Reputation system,
  tribal knowledge
  base, command
  center, content
 ...
Salesforce Service Cloud
 Full suite of social
  and community
  solutions
  integrated with
  SaaS-based CRM.
 Communit...
Chatter Collaboration Cloud
 Facebook for the
  enterprise.
 Members can
  create personal
  profile, public
  groups, m...
Chatter Collaboration Platform
 APIs for developers
  to create new
  social applications
  connected with
  Chatter.



...
In Summary
The Experience Ecosystem Toolkit
                The toolkit for creating
                                              Sa...
Social CRM Use Cases
            Marketing      Sales          Support        Innovation     Collaborati
                 ...
B2B Social Media Study
 B2B companies are
  more involved in
  several social
  media activities
  than B2C
  companies.
...
B2B Social Media Study
 B2B companies
  have identified
  more reasons to
  engage with social
  media activities
  than ...
B2B Social Media Study
 B2B companies are
  able to measure
  results from more
  social media
  activities than B2C
  co...
Three Types of Metrics

                           2. WEB
                           ANALYTICS
                           ...
How Can We Measure the
        Success of Our Strategy?
Worksheet 5: How Can We Measure the Success       Persona 1   Pers...
Exercise
Comments
Questions
Key Takeaways From Session 4
 Social CRM will help firms integrate the full range of social media
  activities.

 The So...
Session 1: Introduction to
(Being) Social Media
Session 2: Strategy, Tactics,
Measurement
Key Takeaways From Session 1
 Who are our evangelists and why will they talk about us?
 Or, how to identify passion?

 ...
Key Takeaways From Session 2
 Worksheet 1: Who are our evangelists?

 Worksheet 2: Why will our evangelists talk about u...
Who Are Our Evangelists?
Worksheet 1: Who Are Our Evangelists?            Persona 1   Persona 2   Persona 3
Who are our pr...
Why Will Our Evangelists Talk
            About Us?
Worksheet 2: Why Will Our Evangelists Talk   Persona 1   Persona 2   P...
How Can We Organize and
       Energize Our Evangelists?
Worksheet 3: How Can We Organize and               Persona 1   Pe...
Session 3: Facebook, LinkedIn,
Twitter
Key Takeaways From Session 3
 Different social platforms have different souls and roles.

 Decoding a social platform in...
How Can We Help Our
   Evangelists Spread the Word?
Worksheet 4: How Can We Help Our Evangelists   Persona 1   Persona 2  ...
Session 4: Tying It All Together
Key Takeaways From Session 4
 Social CRM will help firms integrate the full range of social media
  activities.

 The So...
How Can We Measure the
        Success of Our Strategy?
Worksheet 5: How Can We Measure the Success       Persona 1   Pers...
2020 Social:
Because Business is Social
Who Are We
              Creating                   Nurturing
              brand                      one-to-one
        ...
The Next Big Question:
           How To Scale Passion?
            The BIG question for
            businesses in the 21s...
What Do We Do
Competency        1. Plan          2. Build       3. Engage
Areas            (Project)        (Project)    ...
Client Case Studies
Intel AppUp Developer Community
 Client: Intel

 Plan + Build +
  Engage

 Strategy for Intel
  Atom developer
  commun...
RCB Fan Community
 Client: USL

 Plan + Build +
  Engage

 Strategy for the
  Royal Challengers
  Bangalore cricket
  f...
Spiritz & More Community
 Client: USL

 Plan + Build +
  Engage

 Strategy for the
  Spiritz & More
  lifestyle
  commu...
iJanaagraha Citizen Community
 Client: Janaagraha

 Plan + Build +
  Engage

 Strategy for the
  iJanaagraha citizen
  ...
Dell Go Green Community
 Client: Dell

 Plan + Build +
  Engage

 Strategy and
  execution of the
  Dell Go Green
  ide...
Case Studies from
  Other Avatars
Xeta Shootout Contest
 Gaurav: For Tata
  Motors

 Plan + Build +
  Engage

 Consumer
  generated content
  contest (sh...
Indica Vista Launch Campaign
 Gaurav: For Tata
  Motors

 Plan + Build +
  Engage

 Social media
  program (serialized
...
Vote Report India
 Gaurav: Own
  project

 Plan + Build +
  Engage

 Citizen-driven
  election
  monitoring
  platform ...
Meredith Women’s Network
 Dave: For Meredith
  Publishing

 Plan + Build +
  Engage

 Social publishing
  platform for ...
PGI Connect
 Dave: For Premier
  Global

 Plan + Build +
  Engage

 Community
  platform for
  developers building
  Sa...
PGA Tour Cobranding
 Dave: For PGA Tour

 Plan + Build +
  Engage

 Social platform to
  connect and
  service PGA tour...
Friend2Friend: ProductPulse
 Dave:
  Friend2Friend

 Plan + Build +
  Engage

 Social media
  application to
  vote, co...
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2020 Social Workshop on Social Media For B2B Marketers

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Slides from the 2020 Social workshop on Social Media for B2B Marketers.

This deck has been used for the following workshops:

- NASSCOM Emerge Workshop, New Delhi, April 2010.

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- April 2010

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2020 Social Workshop on Social Media For B2B Marketers

  1. 1. How Can B2B Marketers Benefit From Being Social? #smb2b gaurav@2020social.com @gauravonomics
  2. 2. Why should B2B marketers even think about Being Social?
  3. 3. To begin with, what is (or isn’t) Being Social?
  4. 4. Being Social is not about social networks (Facebook, Twitter, LinkedIn)
  5. 5. Being Social is not about social media (blogs, forums, communities)
  6. 6. Being Social is not even about internet, mobile, digital
  7. 7. Being Social is about word of mouth (being talked about)
  8. 8. Being Social is about being talkworthy (read: being remarkable)
  9. 9. Being Social is about relationships (building, enabling)
  10. 10. Being Social is about evangelists (read: fans)
  11. 11. Being Social is about converting customers, partners and employees into evangelists
  12. 12. Being Social is about organizing and energizing evangelists
  13. 13. Being Social is about identifying, igniting and scaling passion
  14. 14. Being Social is about reviews, referrals, recommendations
  15. 15. So, why should B2B marketers even think about Being Social?
  16. 16. Introductions: Share your most embarrassing social media experience
  17. 17. 9:30 am to 11:00 am Session 1: Introduction to (Being) Social Media
  18. 18. 11:30 am to 1:00 pm Session 2: Strategy, Tactics, Measurement
  19. 19. 2:00 pm to 3:30 pm Session 3: Facebook, LinkedIn, Twitter
  20. 20. 4:00 pm to 5:30 pm Session 4: Tying It All Together
  21. 21. http://2020social.com/ 2020social_nasscom_b2b.pdf
  22. 22. Session 1: Introduction to (Being) Social Media
  23. 23. Social Media Response Matrix Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Does customer Do you want Assess the Evaluate the need/deserve more to respond? message purpose info? Yes Yes Are the No Unhappy Gently correct the No Response facts Customer? facts correct? No Yes No Yes Are the No Can you add Dedicated facts value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issue Yes No Let post stand and Source: USAF, modified by Altimeter Group monitor
  24. 24. Three Rules For Negative Conversations
  25. 25. 1 The only solution for negative conversations is more positive conversations.
  26. 26. 2 Responding to and resolving negative conversations is table stakes.
  27. 27. 3 The prize is in inspiring your evangelists to start and spread more positive conversations.
  28. 28. Three Questions
  29. 29. 1 Who are our evangelists and why will they talk about us?
  30. 30. 2 How can we organize and energize them?
  31. 31. 3 How can we (help them) spread the word?
  32. 32. None of these questions are about social media
  33. 33. But social media is a big part of the answer
  34. 34. The Next Big Question: How To Scale Passion? The BIG question for businesses in the 21st century: how to convert We help organizations build employees, partners and and nurture communities to customers into evangelists? connect (with) evangelists and scale their passion. Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion Select a BIG lifestyle, Build a focused community Build scale by leveraging interest, or cause around it existing social platforms
  35. 35. Three Mantras
  36. 36. 1 The future has already arrived. It’s just not evenly distributed yet. Source: William Gibson
  37. 37. 2 The tools are transient. The values embedded in them are persistent.
  38. 38. 3 To understand how technology is changing organizations, begin by asking how it is changing people.
  39. 39. Key Takeaways From Session 1  Who are our evangelists and why will they talk about us?  Or, how to identify passion?  How can we organize and energize them?  Or, how to ignite passion?  How can we (help them) spread the word?  Or, how to scale passion?
  40. 40. Session 2: Strategy, Tactics, Measurement
  41. 41. Key Takeaways From Session 1  Who are our evangelists and why will they talk about us?  Or, how to identify passion?  How can we organize and energize them?  Or, how to ignite passion?  How can we (help them) spread the word?  Or, how to scale passion?
  42. 42. 1 Who are our evangelists and why will they talk about us?
  43. 43. 1.1 Who are our evangelists?
  44. 44. Six Types of Evangelists 1. Present or past customer, 4. Partner or prospect 2. End Present or 5. Co-worker consumer Potential or employee Evangelists 3. Analyst or 6. Enthusiast influencer
  45. 45. Who Are Our Evangelists? Worksheet 1: Who Are Our Evangelists? Persona 1 Persona 2 Persona 3 Who are our present and potential evangelists? Who do they talk to? Who talks to them? What else do they talk about? What are their triggers to talk? Why do we want them to talk about us?
  46. 46. Exercise Comments Questions
  47. 47. Technology Decision Makers  Forrester Social Technographics Profile of North American and European technology decision makers  High use of social media both for personal and business purposes Source: http://forrester.typepad.com/groundswell/2009/02/new-research- b2.html
  48. 48. 1.2 Why will they talk about us?
  49. 49. Satchi & Saatchi: Lovemarks (brands that you love and respect) Source: http://lovemarks.com
  50. 50. Publicis: Contagious Idea (an idea that spreads) Source: http://contagious-stuff.com
  51. 51. Seth Godin: Ideavirus (an idea that spreads) Source: http://www.sethgodin.com/ideavirus
  52. 52. Jyri Engestrom: Social Object (the idea around which a community comes together)
  53. 53. Gaurav Mishra: Ideasliver (a thin slice of the world that you own)
  54. 54. Six Types of Social Objects 1. Our unique 4. Their own product lifestyle 2. Our 5. Their own personalized Social Objects interest support 3. Our mind- 6. Our shared blowing TVC cause
  55. 55. Why Will Our Evangelists Talk About Us? Worksheet 2: Why Will Our Evangelists Talk Persona 1 Persona 2 Persona 3 About Us? Our unique product Our personalized support Our mind-blowing TVC Their own lifestyle Their own interest Our shared cause
  56. 56. Exercise Comments Questions
  57. 57. 2 How to organize and energize evangelists?
  58. 58. Five Core Social Dynamics Social You can look at networking social technologies Blogging By Tool through many Microblogging lenses. Photo-sharing Consumer Video-sharing Product design generated Sales and content marketing Conversations By Core Decoding By Customer Collaboration Dynamic Social Function support Community Public relations Collective Partner relations intelligence Employee Business-to- relations By Type of business We like to focus on Organiza- Business-to- the core dynamic. tion consumer Government Non-profit
  59. 59. Five Core Social Dynamics Invisible Collective Intelligence Ease of Community Understanding Collaboration Conversation Consumer Generated Content Visible Easy Ease of Difficult Implementing
  60. 60. Five Reasons Why Business is Social        !    Consumer Conversation Collaboration Community Collective Generated Intelligence Content
  61. 61. Consumer Generated Content Your consumers are authors, photographers and filmmakers, all Tap into their rolled into one. creativity. Ask them to interpret your brand. I made a how-to I love my tutorial video I also new CRM designed a software!  IX logo
  62. 62. Dell Go Green  Dell Go Green is a consumer generated content contest where consumers submit ideas to redesign, reuse of recycle gadgets to make them go green. Source: http://dellgogreen.com
  63. 63. Conversations Your customers, partners and employees are talking Listen to them, reach about you, in public. out to them, engage them in a two-way conversation. Have you used this Yes! It software? rocks!  
  64. 64. Dell Small Business on Facebook  Dell’s Small Business Facebook page, structured as a resource for small businesses to use social media, has more than 37,000 fans. Source: http://www.facebook.com/dellsocialmedia
  65. 65. Dell Outlet on Twitter  Dell uses Twitter as a channel to sell refurbished computers to corporate purchase managers.  @delloutlet has 1.5 million followers and has resulted in sales of more than $6 million. Source: http://twitter.com/delloutlet
  66. 66. Collaboration People work together in flow when they connect with each Create rich profiles other as people. and reputation systems to encourage people to help each other. How do I fix this Let me tell problem? you how!  
  67. 67. Dell Support Community  User driven support community to increase customer satisfaction and drive down support costs. Source: http://en.community.dell.com
  68. 68. Community Communities come together around a shared social object: a Build and nurture a lifestyle, cause or community platform to interest. host your customers, partners, employees, and evangelists. I’ve I have Here are worked learnt a lot some tips hard on my for you business 
  69. 69. Dell Digital Nomad  Community built around the idea of being a digital nomad.  Targeted at highly mobile laptop users. Source: http://www.digitalnomads.com/
  70. 70. Dell Take Your Own Path  Community where users shared inspiring stories of entrepreneurship.  Driven by the Dell SME team.  Now replicated internationally. Source: http://takeyourownpath.com
  71. 71. Collective Intelligence Customers, employees and partners can give Observe their behavior, you new ideas and ask for their ideas, insights. recognize and reward them for their contribution. Here’s ! Here’s how we It worked! an can make Thank you! idea! it better! 
  72. 72. Dell Ideastorm  User driven ideation community to listen to customer’s ideas on product improvement and new product development. Source: http://ideastorm.com/
  73. 73. Dell Employee Storm  Internal ideation platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas on topics ranging from product innovation to company HR policies. Source: http://thesocialworkplace.com/featured/1558/
  74. 74. B2B Communities 1. Targeted 4. Partner communities of communities practice 2. Customer- Business-to- Business 5. Corporate and driven support Communities employee blogs communities 3. Ideation and 6. Social media research contests communities
  75. 75. AMEX Open Forum  Provides business advice and insight to AMEX consumers  Idea Hub for members to network around content based on their interests  Business directory to help connect SMBs looking for clients or partners  Unique visitors increased by 525% year on year – from 160,000 in 2008 to nearly 1 million in 2009 Source: http://www.openforum.com
  76. 76. Visa Business Network  SMB community for networking and business solutions  SMBs connect with businesses that help them grow and meet targets  Set a goal and get support from the community  Leverage tools and get expert help Source: http://www.visabusinessnetwork.com
  77. 77. HSBC Business Network  HSBC’s community for business entrepreneurs  It is a community focused on business networking  Members engage through blogs to share their personal experiences with other entrepreneurs  Almost 148 active member blogs Source: http://network.hsbc.co.uk
  78. 78. Microsoft MVP  Microsoft’s long- running Microsoft Most Valued Professional program  Recognizes the most engaged and influential members of the community  Provide online and offline recognition and insider access to turn them into evangelists Source: http://www.microsoft.com/india/mvp/
  79. 79. Microsoft adCenter Community  Microsoft adCenter Community for advertising and publishing professionals  Engages community through community blogs, Twitter and Facebook  Active listening program and community management to respond to member communities Source: https://adcenter.microsoft.com
  80. 80. Farnell- Element 14  Community for electronic engineers by Premier Farnell, an online retailer of electronics hardware  Ties in community with online store by involving members for product reviews, recommendations  Company to merge the online store into the community to better leverage the community members, who are end consumers also Source: www.element-14.com
  81. 81. Archer Exchange Marketplace  Archer Community for customers to: – Submit Ideas for product development – Collaborate on solutions – Share best practices  Archer Exchange is an online marketplace for applications  2400 members contributed 1529 ideas resulting in new mobile and https://community.archer-tech.com/ Source: continuitySource: https://exchange.archer-tech.com/ products
  82. 82. Commonground By EDR  Community by environmental information services firm EDR for environmental compliance professionals  Members can network for business services and list themselves as solution providers  Resulted in retaining over 90% of EDR’s customers Source: http://commonground.edrnet.com
  83. 83. MetricStream Compliance  Community by MetricStream, a risk and compliance solutions provider  Sends 2 million visitors annually to corporate site  500000 registered members  Profitable after six months  Led to partnership with NASDAQ to provide training, alerts, and content for compliance Source: http://complianceonline.com Source: http://www.metricstream.com/
  84. 84. National Instruments  National Instruments offers hardware and software products for engineers and scientists  Members share development techniques, and connect with product experts working on similar applications worldwide  Connects 28000+ engineers and scientists worldwide Source: http://zone.ni.com
  85. 85. Philips Healthcare  Community for healthcare professionals to share knowledge, experiences and best practices  Supports continuing education through learning resources  Over 265,000 registrants are participating in online learning activities Source: https://www.theonlinelearningcenter.com/ Source: http://netforum.medical.philips.com
  86. 86. ACT By SAGE Community  Community for customers of ACT software by SAGE  Consumers share product ideas with the development team  Forums and blogs guide users through support issues and act as how-to guides Source: http://community.act.com
  87. 87. Salesforce.com IdeaExchange  Community for Salesforce customers  Members submit product ideas for Salesforce.com services and solutions  Member participation is very high as it reaches out to more than 72,000+ customers of Salesforce  1000+ ideas submitted since end- 2009 Source: http://sites.force.com/ideaexchange
  88. 88. Cisco Learning Network  Community by Cisco for networking professionals who work on Cisco’s technologies  More than 200,000+ registered members  Also provides learning resources, job openings and networking opportunities for members Source: https://learningnetwork.cisco.com
  89. 89. Pitney Bowes User Forums  Pitney Bowes provides a support community for it’s consumers  The forum works as a conversational channel with potential customers  Existing consumers also submit ideas for product development and new solutions Source: http://forums.pb.com
  90. 90. Intel Communities  Intel supports communities for computer design and software professionals  Communities act as support forums and learning centers  Members use features like blogs, forums, ideation platform tied in with offline events to engage  Regular contests to engage members Source: http://community.edc.intel.com/ Source: http://software.intel.com
  91. 91. Intel Software Network  Community for developers on the Intel platforms  Black belt program: reputation system to recognize community influencers and active members Source: http://software.intel.com
  92. 92. Nokia Symbian & Maemo  Nokia supports developer communities for the Symbian and Maemo software platforms  Community acts as learning resource for developers and enables collaboration Source: http://maemo.org Source: www.symbian.org
  93. 93. NASSCOM Emerge  Community for emerging IT companies hosted by NASSCOM. Source: http://communities.nasscom.in/
  94. 94. Sun Microsystems Blog  Sun Microsystems encourages all employees to start their blog  High volume of contributors and their contributions – 5500+ blogs – 4500+ bloggers – 140,000+ blog posts  Source: http://blogs.sun.com/
  95. 95. Intel- Inside Scoop Blog  Conversational blog that hosts a panel of Intel evangelists and external industry experts called ‘Intel Insiders’  Intel’s own social media experts and evangelists blog on Intel products, technologies and other initiatives  Source: http://scoop.intel.com/
  96. 96. Lenovo Blogs  Hosts Design Matters- One of the most influential blogs on design and usability  Integrates social feeds into the blog  Blog is divided into content focused on a variety of areas- design, mobility, product evangelism, etc  Source: http://lenovoblogs.com/designmatters /
  97. 97. Infosys Blogs  A collection of thirty blogs  Focused on showcasing the company’s thought leadership product and business areas  Source: http://infosysblogs.com
  98. 98. Tata Interactive Systems Blog  Tata Interactive Systems corporate blog  Posts to establish thought leadership on e-learning  Posts to showcase the company’s corporate culture  Source: http://blog.tatainteractive.com/
  99. 99. Tech Mahindra Blog  Tech Mahindra corporate blog  Focused on the challenges and opportunities for the IT services industry  Source: http://blog.techmahindra.com:8080/wordp ress/
  100. 100. Wipro Blog  Wipro corporate blog  Focused on showcasing corporate culture, thought leadership and CSR initiatives  Source: http://www.blog.wipro.com
  101. 101. How Can We Organize and Energize Our Evangelists? Worksheet 3: How Can We Organize and Persona 1 Persona 2 Persona 3 Energize Our Evangelists? Consumer generated content (contests etc.) Conversations (corporate blog etc.) Collaboration (support forum etc.) Community (community of practice etc.) Collective intelligence (ideation platform etc.)
  102. 102. Exercise Comments Questions
  103. 103. Key Takeaways From Session 2  Worksheet 1: Who are our evangelists?  Worksheet 2: Why will our evangelists talk about us?  Worksheet 3: How can we organize and energize our evangelists?
  104. 104. Session 3: Facebook, LinkedIn, Twitter
  105. 105. Key Takeaways From Session 2  Worksheet 1: Who are our evangelists?  Worksheet 2: Why will our evangelists talk about us?  Worksheet 3: How can we organize and energize our evangelists?
  106. 106. 3 How can we help our evangelists spread the word?
  107. 107. World Map of Social Media Source: http://globalwebindex.net
  108. 108. Social Platforms in India 40 34.2 35 30 24.4 25 19.6 20 15.5 15 10.9 10.3 10 8.5 5 2.9 2.2 1.7 1.3 0 Orkut Yahoo GMail Google YouTube Flickr Blogger LinkedIn Wordpress Twitter Facebook Source: Monthly unique users in millions from http://www.vizisense.com
  109. 109. Decoding a social platform in three simple steps: User {Relationship} Social Object Source: Jyri Engestrom
  110. 110. Facebook  World’s leading social networking platform.  400 million users worldwide.  12.4 million users in India.  Users {connect and share with} people. Source: http://facebook.com
  111. 111. LinkedIn  Popular professional networking platform.  60 million users worldwide.  2.5 million users in India.  Users {exchange} information, ideas and opportunities. Source: http://linkedin.com
  112. 112. Twitter  Popular micro- sharing platform.  Likes to call itself “real-time information network”.  75 million users worldwide.  1.8 million users in India.  Users {share and discover} what’s happening right now. Source: http://twitter.com
  113. 113. Google Buzz  Google’s own social network integrated with GMail.  Users {start} conversations about the things you find interesting. Source: http://www.google.com/buzz
  114. 114. Flickr  Popular photo- sharing platform.  Users {share} photos and {watch} the world. Source: http://flickr.com
  115. 115. YouTube  Popular video- sharing platform.  Users {broadcast} yourself. Source: http://youtube.com
  116. 116. SlideShare  Popular document- sharing platform  Users {upload and share} presentations and documents Source: http://slideshare.net
  117. 117. Digg  Popular social voting platform.  Users {discover and share} content. Source: Digg.com
  118. 118. Delicious  Popular social bookmarking platform.  Users {save} your bookmarks or {see} what's fresh now. Source: http://deicious.com
  119. 119. Wordpress  Popular blogging platform.  Users {express} yourself. Source: http://wordpress.com
  120. 120. Dopplr  Popular travel sharing platform.  Users {share} your personal and business travel plans with people you trust. Source: http://dopplr.com
  121. 121. Wikipedia  Popular wiki platform.  Users {edit} free encyclopedia. Source: http://wikipedia.com
  122. 122. Ning  Popular white label social networking platform.  Users {create} your own social network. Source: http://ning.com
  123. 123. Focus on People vs. Content Most social platforms are including rich user profiles, to shift the Instead, content-centric focus towards people. platforms should build deep integration with people-centric platforms. Focus on Focus on Content People
  124. 124. Social Web Content Strategy Internal External focused focused 1. Company 2. Industry 3. Customer 4. One-to-One 5. Social Hub News Trends Stories Conversations Announcements POV on Customer Open threads for Excerpts from from corporate, business, stories, case ideas, suggestions relevant business units, technology and studies, and feedback on conversations country and consumer trends interviews and product or from external product teams POV on industry testimonials process blogs, forums Leadership issues and Call for Contests and and social interviews and government customers to polls linked to networks profiles policies share their own marketing Conversations Showcase for stories campaigns may relate to corporate One-to-one elements in 1-4 culture and CSR interactions in initiatives comments
  125. 125. How Can We Help Our Evangelists Spread the Word? Worksheet 4: How Can We Help Our Evangelists Persona 1 Persona 2 Persona 3 Spread the Word? Facebook strategy LinkedIn strategy Twitter strategy YouTube strategy X social network strategy Y social network strategy Z social network strategy Integration with master strategy
  126. 126. Exercise Comments Questions
  127. 127. Tips For Facebook
  128. 128. Events tab  Use Events tab if you host offline events for your fans  Forrester Research uses the Events tab to notify and invite fans to join seminars, conferences, webinars and other events Source: http://www.facebook.com/forrester#!/forrester?v=wall&viewas= 813350136
  129. 129. Discussions tab  Use Discussions tab for conversations with fans  SAP uses Discussions tab for conversations around support and job openings Source: http://www.facebook.com/SAPSoftware#!/SAPSoftware? v=app_2373072738
  130. 130. Notes tab  Use the Notes tab to send automatic updates to the page wall  Forrester imports its corporate blog into the Notes tab Source: http://www.facebook.com/forrester?v=app_2347471856
  131. 131. Video tab  Use Video tab to aggregate all video content in one place  Mailchimp uses Video tab to display informational material on how products work and benefits provided Source: http://www.facebook.com/mailchimp#!/mailchimp?v=ap p_2392950137
  132. 132. Photo tab  Use Photo tab to aggregate images in one place  GSD&M Idea City uses its Photo tab to show off its work, employees and workplace culture Source: http://www.facebook.com/ideacity?v=photos
  133. 133. Posterous tab  Combine Posterous blog with Facebook app to display blog on a separate tab  Zoho uses Posterous to publish media mentions and other tidbits Source: http://www.facebook.com/pages/Zoho/231460215383?v= app_6694405826
  134. 134. Aggregating Twitter stream  Display stream of Twitter activity  Cisco uses Involver’s professional suite of applications to integrate its Twitter account with its Facebook page Source: http://www.facebook.com/Cisco#!/Cisco?v=app_5326736 8995
  135. 135. Aggregating YouTube channel  Display videos from YouTube channel  Cisco uses Involver's Facebook application suite to aggregate videos from its YouTube channel on a Facebook page tab Source: http://www.facebook.com/Cisco#!/Cisco?v=app_5767575 5167
  136. 136. Static FBML Interactive Wall  Use static FBML to create interactive forms  Blue Sky Factory has an e-mail subscription form in the sidebar for lead generation Source: http://www.facebook.com/blueskyfactory
  137. 137. Static FBML Interactive Tabs  Use Static FBML to create interactive tabs  Sodexo Careers has created a tab with searchable listing of its current job openings Source: http://www.facebook.com/SodexoCareers#!/SodexoCare ers?v=app_7146470109
  138. 138. Networked Blogs  Import blog to Facebook tab  Fans get updates on their news feed  Webtrends uses NetworkedBlogs to import its corporate blog on Facebook page Source: http://www.facebook.com/webtrends?v=app_9953271133
  139. 139. Multimedia Landing Tab  Display images, videos and links on landing page  Cisco uses its Boxes tab as landing page to present links to current initiatives and other social platforms Source: http://www.facebook.com/Cisco
  140. 140. Integrate Support Community  Bring support community to Facebook page using Get Satisfaction  Fans activity on Facebook page gets synched with support community on Get Satisfaction Source: http://www.facebook.com/getsatisfaction
  141. 141. Integrate Support Community  Showcase content from existing community on Facebook page  Dell’s support tab displays recent conversations from its support community Source: http://www.facebook.com/dell#!/dell?v=app_117445821 606036
  142. 142. Showcase Promotions  Use promotions and events to direct Facebook fans to community  Intuit’s Facebook landing page highlights ongoing events and promotions from its SMB community Source: http://www.facebook.com/intuit Source: http://community.intuit.com/
  143. 143. Showcase Testimonials  Collect and display testimonials from clients  eMarketer takes quotes from client feedback and showcases them on a separate tab in their Facebook page Source: http://www.facebook.com/eMarketer#!/eMarketer?v=ap p_6009294086
  144. 144. Create a Community Resource  Create page to serve the needs of core consumer segment  Dell provides guides for and hosts conversations between SMBs to leverage social media for business purposes Source: http://www.facebook.com/#!/dellsocialmedia?v=wall&re f=ts
  145. 145. Tips For Twitter
  146. 146. Increase transparency  Dell Outlet uses the sidebar to talk about their business and introduce the person handling the account Source: http://twitter.com/DellOutlet
  147. 147. Account for event coverage  Lenovo – sponsors of Olympic 2008 – created a separate account to post updates from the Olympic games Source: http://twitter.com/lenovo2008
  148. 148. Create and manage lists of employees on Twitter  Gartner has created a list of all its analysts on Twitter making it easy for others to follow them Source: http://twitter.com/Gartner_inc/gartner- analysts/members
  149. 149. Aggregate testimonials  Radian6 favorites all positive mentions of the brand to aggregate testimonials in one place Source: http://twitter.com/radian6/favorites
  150. 150. Aggregate influencers on Twitter  Microsoft has leveraged the Twitter API to create a dynamic listing of business executives from various industries on Twitter Source: http://exectweets.com/
  151. 151. Tips For LinkedIn
  152. 152. Intel & HP Group for SMB  Intel and HP is using Linkedin groups to engage SME Businesses on Linkedin
  153. 153. SAP Network Groups  SAP Network (not affliated to SAP.com/ Sap AG)Uses LinkedIn groups to reach out to SAP Professionals globally Source: http://www.linkedin.com/groups?gid=38891&trk=anetsrc h_name&goback=.gdr_1271929488880_1
  154. 154. CIO Forum Groups  The CIO Forum, facilitated by CIO.com/CIO magazine, is where members of the CIO community can connect and collaborate to move their business technology initiatives and careers forward. Source: http://www.linkedin.com/groups?about=&gid=48613&goback=.gd r_1271929488882_1&report.success=r3Tayp0nRRro3Er8iWS8vO-
  155. 155. Haas/Berkeley Alumni Group  The official Haas/Berkeley Alumni group for the UC Berkeley Haas School of Business.  Allows Haas/ Berkley to extend their brand’s reach and strengthen the brand with existing users Source: http://www.linkedin.com/groups?gid=113
  156. 156. Company Page  Company page should include – basic Information, company logo, location, financials, company blog Source: http://www.linkedin.com/companies/1009
  157. 157. LinkedIn Ad  Targeted CPC LinkedIn ads to drive leads to expert profile.  Microsoft ad on LinkedIn Source: Microsoft Bizspark linkedIn Ad
  158. 158. LinkedIn Ad for Questions  Southwest Airlines decided to engage the LinkedIn community by having CEO Gary Kelly ask users “how can an airline make you more productive.”
  159. 159. Answers Sponsorship  Philips Healthcare uses answers sponsorship to connect with its prospects
  160. 160. LinkedIn API Integration  Linkedin API integration to provide status of no of people from member’s LinkedIn network on the community platform Source: http://2020social.com/
  161. 161. Comments Questions
  162. 162. Key Takeaways From Session 3  Different social platforms have different souls and roles.  Decoding a social platform in three simple steps: User {Relationship} Social Object  Worksheet 4: How Can We Help Our Evangelists Spread the Word?
  163. 163. Session 4: Tying It All Together
  164. 164. Key Takeaways From Session 3  Different social platforms have different souls and roles.  Decoding a social platform in three simple steps: User {Relationship} Social Object  Worksheet 4: How Can We Help Our Evangelists Spread the Word?
  165. 165. Campaigns + Community + CRM The big idea is to build a community platform to connect multiple The campaigns recruits campaigns. community members; the CRM program retains them. Campaign 3 Campaign 2 Community Attention Campaign 1 platform + CRM programs Time
  166. 166. The Social & CRM Sides of SCRM Some players are approaching Social CRM from the Social-side, The Social and CRM others from the CRM-side. approaches are rooted in different value systems and might not converge. 1. Social media 2. Community 3. Community 4. CRM tools with CRM platforms with platforms with solutions with features CRM connectors CRM core social features Hootsuite Jive Salesforce MS Dynamics Radian6 Lithium RightNow Oracle Buzzstream ENgage Helpstream Social CRM Public Private Many-to-many One-to-one Emergent Rule-driven
  167. 167. HootSuite  Provides workflow, analytics, for teams to manage multiple Twitter accounts and distribute messages across multiple networks. Other features are influence rating, custom URL for analytics, regional tracking.  Source: http://hootsuite.com/
  168. 168. CoTweet  Enable teams to monitor, manage, and triage conversations in Twitter, analyze keywords and trends, assign updates to team members and schedule responses  Source: http://cotweet.com
  169. 169. Radian6  Social media analytics tool targeted at agencies and enterprises.  Keyword tracking, sentiment, analytics, profiling, workflow management.  Integration with Saleforce CRM.  Integration with Webtrends and Omniture web analytics.  Source: http://radian6.com/integration/social -crm
  170. 170. Radian6 Case Study 1  How can a landscaping company find “point of need” sales leads on Twitter and the social web?  Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6.  Source: http://radian6.com/applications/sales -and-lead-generation/
  171. 171. Radian6 Case Study 1  How can a landscaping company find “point of need” sales leads on Twitter and the social web?  Screenshot 2 of 4: Syncing contact record between Radian6 and Salesforce.  Source: http://radian6.com/applications/sales -and-lead-generation/
  172. 172. Radian6 Case Study 1  How can a landscaping company find “point of need” sales leads on Twitter and the social web?  Screenshot 3 of 4: Tracking contact history in Salesforce.  Source: http://radian6.com/applications/sales -and-lead-generation/
  173. 173. Radian6 Case Study 1  How can a landscaping company find “point of need” sales leads on Twitter and the social web?  Screenshot 4 of 4: Tracking impact on web traffic with Webtrends & Omniture.  Source: http://radian6.com/applications/sales -and-lead-generation/
  174. 174. Radian6 Case Study 2  How can a cable company manage customer support in real time?  Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6.  Source: http://radian6.com/applications/custo mer-service-outreach/
  175. 175. Radian6 Case Study 2  How can a cable company manage customer support in real time?  Screenshot 2 of 4: Identifying conversations related to potential customer support problems in Radian6.  Source: http://radian6.com/applications/custo mer-service-outreach/
  176. 176. Radian6 Case Study 2  How can a cable company manage customer support in real time?  Screenshot 3 of 4: Assigning problems to customer support team using the workflow features in Radian6.  Source: http://radian6.com/applications/custo mer-service-outreach/
  177. 177. Radian6 Case Study 2  How can a cable company manage customer support in real time?  Screenshot 4 of 4: Syncing case with Salesforce CRM and tracking case history in Salesforce.  Source: http://radian6.com/applications/custo mer-service-outreach/
  178. 178. Lithium  Full-featured enterprise social computing platform for large enterprises.  Deep integration with Twitter, Omniture, Salesforce and Rightnow.  Source: http://lithium.com/what-we- offer/social-crm-suite
  179. 179. Lithium  Blogs, forums, idea, chat, mobile.  Reputation system, tribal knowledge base, command center, content discovery, content syndication.  Source: http://lithium.com/what-we- offer/social-crm-suite
  180. 180. Salesforce Service Cloud  Full suite of social and community solutions integrated with SaaS-based CRM.  Community features like ideas and answers.  Integration with knowledge base and CRM.  Deep Twitter integration.  Force.com and Facebook API.  Source: http://salesforce.com/in/crm/custom er-service-support/
  181. 181. Chatter Collaboration Cloud  Facebook for the enterprise.  Members can create personal profile, public groups, monitor projects and share content.  Integration with Twitter and Facebook.  Source: http://salesforce.com/in/chatter/app s/
  182. 182. Chatter Collaboration Platform  APIs for developers to create new social applications connected with Chatter.  Source: http://salesforce.com/in/chatter/plat form/
  183. 183. In Summary
  184. 184. The Experience Ecosystem Toolkit The toolkit for creating Salesforce seems to be a talkworthy best positioned to offer experience ecosystem an end-to-end solution. is coming together. The Conversation Feedback Loop Social Media Social Collaboration Social Commerce Community Analytics Applications Solutions & CRM Solutions Platforms Solutions Listening Sharing Collaborating Converting Energizing Profiling Connecting Co-creating Supporting Retaining Radian6 Facebook API SocialText Bazaarvoice Jive Sysomos OpenSocial API SF Chatter SF Sales Cloud Lithium Alterian SM2 Twitter API Accept Ideas RightNow INgage Buzzstream LinkedIn API SF Service Cloud Talkworthy Experience Ecosystem
  185. 185. Social CRM Use Cases Marketing Sales Support Innovation Collaborati on Brand Identifying Identifying Identifying Profiles, Insights tracking leads problems trends and groups and Research ideas activity communities streams Changing Converting Solving Acknowledgi Shared Response medium or leads problems ng ideas workspaces message Viral Referral Suggestion Suggestion Blogs and Proactive marketing campaigns campaigns campaigns wikis campaigns Evangelist Evangelist Self-service Ideation Employee Crowd- communities communities communities communities and partner sourcing communities Adapted from: http://slideshare.net/jeremiah_owyang/social-crm- the-new-rules-of-relationship-management
  186. 186. B2B Social Media Study  B2B companies are more involved in several social media activities than B2C companies. Source: Business.com 2009 B2B Social Media Benchmarking Study
  187. 187. B2B Social Media Study  B2B companies have identified more reasons to engage with social media activities than B2C companies. Source: Business.com 2009 B2B Social Media Benchmarking Study
  188. 188. B2B Social Media Study  B2B companies are able to measure results from more social media activities than B2C companies. Source: Business.com 2009 B2B Social Media Benchmarking Study
  189. 189. Three Types of Metrics 2. WEB ANALYTICS RELEVANCE Relate PURCHASE SOCIAL PIPELINE WEB 1. SOCIAL Awareness Consideration Purchase CONTENT MEDIA ANALYTICS Try Share IMPACT 3. BUSINESS ANALYTICS
  190. 190. How Can We Measure the Success of Our Strategy? Worksheet 5: How Can We Measure the Success Persona 1 Persona 2 Persona 3 of Our Strategy? Social media analytics (+ive mentions etc.) Web analytics (registrations etc.) Business analytics (leads and conversions etc.)
  191. 191. Exercise Comments Questions
  192. 192. Key Takeaways From Session 4  Social CRM will help firms integrate the full range of social media activities.  The Social CRM toolkit is still coming together but several individual tools already work.  You should measure ROI by combining three types of metrics: social media analytics, web analytics and business analytics.
  193. 193. Session 1: Introduction to (Being) Social Media
  194. 194. Session 2: Strategy, Tactics, Measurement
  195. 195. Key Takeaways From Session 1  Who are our evangelists and why will they talk about us?  Or, how to identify passion?  How can we organize and energize them?  Or, how to ignite passion?  How can we (help them) spread the word?  Or, how to scale passion?
  196. 196. Key Takeaways From Session 2  Worksheet 1: Who are our evangelists?  Worksheet 2: Why will our evangelists talk about us?  Worksheet 3: How can we organize and energize our evangelists?
  197. 197. Who Are Our Evangelists? Worksheet 1: Who Are Our Evangelists? Persona 1 Persona 2 Persona 3 Who are our present and potential evangelists? Who do they talk to? Who talks to them? What else do they talk about? What are their triggers to talk? Why do we want them to talk about us?
  198. 198. Why Will Our Evangelists Talk About Us? Worksheet 2: Why Will Our Evangelists Talk Persona 1 Persona 2 Persona 3 About Us? Our unique product Our personalized support Our mind-blowing TVC Their own lifestyle Their own interest Our shared cause
  199. 199. How Can We Organize and Energize Our Evangelists? Worksheet 3: How Can We Organize and Persona 1 Persona 2 Persona 3 Energize Our Evangelists? Consumer generated content (contests etc.) Conversations (corporate blog etc.) Collaboration (support forum etc.) Community (community of practice etc.) Collective intelligence (ideation platform etc.)
  200. 200. Session 3: Facebook, LinkedIn, Twitter
  201. 201. Key Takeaways From Session 3  Different social platforms have different souls and roles.  Decoding a social platform in three simple steps: User {Relationship} Social Object  Worksheet 4: How Can We Help Our Evangelists Spread the Word?
  202. 202. How Can We Help Our Evangelists Spread the Word? Worksheet 4: How Can We Help Our Evangelists Persona 1 Persona 2 Persona 3 Spread the Word? Facebook strategy LinkedIn strategy Twitter strategy YouTube strategy X social network strategy Y social network strategy Z social network strategy Integration with master strategy
  203. 203. Session 4: Tying It All Together
  204. 204. Key Takeaways From Session 4  Social CRM will help firms integrate the full range of social media activities.  The Social CRM toolkit is still coming together but several individual tools already work.  You should measure ROI by combining three types of metrics: social media analytics, web analytics and business analytics.
  205. 205. How Can We Measure the Success of Our Strategy? Worksheet 5: How Can We Measure the Success Persona 1 Persona 2 Persona 3 of Our Strategy? Social media analytics (+ive mentions etc.) Web analytics (registrations etc.) Business analytics (leads and conversions etc.)
  206. 206. 2020 Social: Because Business is Social
  207. 207. Who Are We Creating Nurturing brand one-to-one evangelists relationships Gaurav Mishra Dave Evans CEO Consulting Director IIMB, Tata Group, Yahoo! Author of ‘Social Media Fellow at Georgetown Marketing: An Hour a Day’ Enabling Building employee community collaboration platforms Gautam Ghosh Kaushal Sarda Consultant Consultant XLRI, Deloitte, HP, Dell Capgemini CRM, Uhuroo Founder
  208. 208. The Next Big Question: How To Scale Passion? The BIG question for businesses in the 21st century: how to convert We help organizations build employees, partners and and nurture communities to customers into evangelists? connect (with) evangelists and scale their passion. Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion Select a BIG lifestyle, Build a focused community Build scale by leveraging interest, or cause around it existing social platforms
  209. 209. What Do We Do Competency 1. Plan 2. Build 3. Engage Areas  (Project) (Project) (Retainer) Research Communities Content Practice Strategy Social apps Conversations Areas  Workshops Social APIs Community engagement 1. Business to Communities Lithium Contests Consumer of interest Drupal Ning 2. Business to Communities Lithium Content Business of practice Drupal aggregation Groupsite 3. Employees Collaboration SocialText Coaching and Partners platforms
  210. 210. Client Case Studies
  211. 211. Intel AppUp Developer Community  Client: Intel  Plan + Build + Engage  Strategy for Intel Atom developer community and the Intel Netbook applications marketplace.  Source: http://intelappup.com
  212. 212. RCB Fan Community  Client: USL  Plan + Build + Engage  Strategy for the Royal Challengers Bangalore cricket fan club.  Source: http://royalchallengers.com
  213. 213. Spiritz & More Community  Client: USL  Plan + Build + Engage  Strategy for the Spiritz & More lifestyle community.  Source: http://www.spiritzandmore.com
  214. 214. iJanaagraha Citizen Community  Client: Janaagraha  Plan + Build + Engage  Strategy for the iJanaagraha citizen action community and the Jaagte Raho campaign.  Source: http://ijanaagraha.org
  215. 215. Dell Go Green Community  Client: Dell  Plan + Build + Engage  Strategy and execution of the Dell Go Green ideation platform to support Dell’s recycling program.  Source: http://dellgogreen.com
  216. 216. Case Studies from Other Avatars
  217. 217. Xeta Shootout Contest  Gaurav: For Tata Motors  Plan + Build + Engage  Consumer generated content contest (shoot your own Xeta ad film) to reinforce Xeta’s young and fun positioning.  Source: http://thexetashootout.com
  218. 218. Indica Vista Launch Campaign  Gaurav: For Tata Motors  Plan + Build + Engage  Social media program (serialized graphic novel, viral video, multi-player game) to associate Indica Vista with the youth.  Source: http://changeseverything.in
  219. 219. Vote Report India  Gaurav: Own project  Plan + Build + Engage  Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.  Source: http://votereport.in
  220. 220. Meredith Women’s Network  Dave: For Meredith Publishing  Plan + Build + Engage  Social publishing platform for the Meredith Women’s Network websites serving 15 million unique users.  Source: http://bhg.com
  221. 221. PGI Connect  Dave: For Premier Global  Plan + Build + Engage  Community platform for developers building SaaS applications using the Premiers Global Services Communications Systems APIs.  Source: http://pgiconnect.com
  222. 222. PGA Tour Cobranding  Dave: For PGA Tour  Plan + Build + Engage  Social platform to connect and service PGA tour co-branding partners.  Source: http://pgatourcobranding.com
  223. 223. Friend2Friend: ProductPulse  Dave: Friend2Friend  Plan + Build + Engage  Social media application to vote, comment and share products with friends.  Source: http://friend2friend.com & http://productpulse.com
  224. 224. Uhuroo  Kaushal: Own project  Plan + Build + Engage  SaaS-based enterprise collaboration platform.  Source: http://uhuroo.com
  225. 225. HR Professionals Community  Gautam: Own project  Plan + Build + Engage  Social networking platform for HR professionals to connect, share knowledge and learn.  Source: http://hrpeople.ning.com
  226. 226. Social Media in India Wiki  2020 Social: Own project  Plan + Build + Engage  Wiki-based definitive resource on social media practitioners and case studies in India.  Source: http://community.2020social.com
  227. 227. Ask Us How 2020social.com | contact@2020social.com| @2020social gaurav@2020social.com dave@2020social.com @gauravonomics @evansdave gautam@2020social.com kaushal@2020social.com @gautamghosh @ksarda
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