2020 Social Workshop on Social Media For B2B Marketers

How Can B2B Marketers
Benefit From Being Social?
#smb2b

gaurav@2020social.com
@gauravonomics

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
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

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.

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 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

1

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

Source: William Gibson

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?

 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?

Session 2: Strategy, Tactics,
Measurement

1.1

Who are our evangelists?

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

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?

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

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 lifestyle

2. Our
5. Their own
personalized Social Objects interest
support

3. Our mind- 6. Our shared
blowing TVC cause

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

2

How to organize and energize
evangelists?

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

Five Core Social Dynamics
Invisible

Collective Intelligence

Ease of Community
Understanding Collaboration

Conversation

Consumer Generated Content
Visible

Easy Ease of Difficult
Implementing

Five Reasons Why
Business is Social
       !
  
Consumer Conversation Collaboration Community Collective
Generated Intelligence
Content

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

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

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!

 

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

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

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!

 

Dell Support Community
 User driven
support community
to increase
customer
satisfaction and
drive down support
costs.

Source: http://en.community.dell.com

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



Dell Digital Nomad
 Community built
around the idea of
being a digital
nomad.
 Targeted at highly
mobile laptop
users.

Source: http://www.digitalnomads.com/

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

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!



Dell Ideastorm
 User driven
ideation
community to
listen to
customer’s ideas
on product
improvement and
new product
development.

Source: http://ideastorm.com/

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/

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

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

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

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

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/

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

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

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

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

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/

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

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

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

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

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

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

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

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

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

NASSCOM Emerge
 Community for
emerging IT
companies hosted
by NASSCOM.

Source: http://communities.nasscom.in/

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/

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/

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
/

Infosys Blogs
 A collection of
thirty blogs
 Focused on
showcasing the
company’s thought
leadership product
and business areas

 Source: http://infosysblogs.com

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/

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/

Wipro Blog
 Wipro corporate
blog
 Focused on
showcasing
corporate culture,
thought leadership
and CSR initiatives

 Source: http://www.blog.wipro.com

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.)

 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?

Session 3: Facebook, LinkedIn,
Twitter

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
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

Decoding a social platform in
three simple steps:

User
{Relationship}
Social Object
Source: Jyri Engestrom

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

LinkedIn
 Popular
professional
networking
platform.
worldwide.
 2.5 million users in
India.
 Users {exchange}
information, ideas
and opportunities.

Source: http://linkedin.com

Twitter
 Popular micro-
sharing platform.
 Likes to call itself
“real-time
information
network”.
worldwide.
 1.8 million users in
India.
 Users {share and
discover} what’s
happening right
now.

Source: http://twitter.com

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

Flickr
 Popular photo-
sharing platform.
 Users {share}
photos and {watch}
the world.

Source: http://flickr.com

YouTube
 Popular video-
sharing platform.
 Users {broadcast}
yourself.

Source: http://youtube.com

SlideShare
 Popular document-
sharing platform
 Users {upload and
share}
presentations and
documents

Source: http://slideshare.net

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.

Source: http://deicious.com

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
you trust.

Source: http://dopplr.com

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.

Source: http://ning.com

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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/

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

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

Increase transparency
 Dell Outlet uses
the sidebar to talk
about their
business and
introduce the
person handling
the account

Source: http://twitter.com/DellOutlet

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

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

Aggregate testimonials
 Radian6 favorites
all positive
mentions of the
brand to aggregate
testimonials in one
place

Source: http://twitter.com/radian6/favorites

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/

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
Professionals
globally

Source:
http://www.linkedin.com/groups?gid=38891&trk=anetsrc
h_name&goback=.gdr_1271929488880_1

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-

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

Company Page
 Company page
should include –
basic Information,
company logo,
location,
financials,
company blog

Source: http://www.linkedin.com/companies/1009

LinkedIn Ad
 Targeted CPC
LinkedIn ads to
drive leads to
expert profile.
 Microsoft ad on
LinkedIn

Source: Microsoft Bizspark linkedIn Ad

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.”

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
network on the
community
platform

Source: http://2020social.com/

 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?

Session 4: Tying It All Together

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

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

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/

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

Radian6
 Social media
analytics tool
targeted at
agencies and
enterprises.
 Keyword tracking,
sentiment,
analytics,
profiling, workflow
management.
 Integration with
Saleforce CRM.
Webtrends and
Omniture web
analytics.  Source:
http://radian6.com/integration/social
-crm

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/

 How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Syncing contact
record between
Radian6 and
Salesforce.

 Source:

 How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Tracking contact
history in
Salesforce.

 Source:

 How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Tracking impact on
web traffic with
Webtrends &
Omniture.

 Source:

 How can a cable
company manage
customer support
in real time?
Tracking
conversations
related to select
keywords in
Radian6.

 Source:
http://radian6.com/applications/custo
mer-service-outreach/

 How can a cable
company manage
customer support
in real time?
Identifying
conversations
related to
potential customer
support problems
in Radian6.

 Source:

 How can a cable
company manage
customer support
in real time?
Assigning problems
to customer
support team using
the workflow
features in
Radian6.

 Source:

 How can a cable
company manage
customer support
in real time?
Syncing case with
Salesforce CRM and
tracking case
history in
Salesforce.

 Source:

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

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

Salesforce Service Cloud
 Full suite of social
and community
solutions
integrated with
SaaS-based CRM.
 Community
features like ideas
and answers.
knowledge base
and CRM.
 Deep Twitter
integration.
 Force.com and
Facebook API.
 Source:
http://salesforce.com/in/crm/custom
er-service-support/

Chatter Collaboration Cloud
 Facebook for the
enterprise.
 Members can
create personal
profile, public
groups, monitor
projects and share
content.
Twitter and
Facebook.

 Source:
http://salesforce.com/in/chatter/app
s/

Chatter Collaboration Platform
 APIs for developers
to create new
social applications
connected with
Chatter.

 Source:
http://salesforce.com/in/chatter/plat
form/

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

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

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

 B2B companies
have identified
more reasons to
engage with social
media activities
than B2C
companies.

Benchmarking Study

 B2B companies are
able to measure
results from more
social media
activities than B2C
companies.

Benchmarking Study

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

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.)

 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.

2020 Social:
Because Business is Social

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

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

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

RCB Fan Community
 Client: USL

 Plan + Build +
Engage

 Strategy for the
Royal Challengers
Bangalore cricket
fan club.

 Source: http://royalchallengers.com

Spiritz & More Community
 Client: USL

 Plan + Build +
Engage

Spiritz & More
lifestyle
community.

 Source:
http://www.spiritzandmore.com

iJanaagraha Citizen Community
 Client: Janaagraha

 Plan + Build +
Engage

iJanaagraha citizen
action community
and the Jaagte
Raho campaign.

 Source: http://ijanaagraha.org

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

Case Studies from
Other Avatars

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

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

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

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

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

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

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

Uhuroo
 Kaushal: Own
project

 Plan + Build +
Engage

 SaaS-based
enterprise
collaboration
platform.

 Source: http://uhuroo.com

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

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

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

2020 Social Workshop on Social Media For B2B Marketers

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