Social Business through Applied Social Media

Applied Social MediaSM
Creating A
Socially Designed Business

Hello
Paul Stillmank
President & CEO, 7Summits
7SummitsAgency.com
@7SummitsAgency

Social Business is like…
…adults making money.

Social Context Evolution
Business Value
Extent of Applied Social MediaSM

Social Media Has Rapidly Evolved From Friending to Preferred Media
Number of Social Networking Users Has Doubled Since 2007!

Business Value
Rapid Evolution of Social Media
From Friending to Preferred Media

Social network growth is strong across all segments & generations
UNIQUE MONTHLY VISITORS
REGISTERED USERS
LinkedIn
14.2 Million
43 Million
Professional intent
MySpace
Facebook
13 Million
23.6 Million
NING
55.6 Million
6.1 Million
185 Million
23 Million
122.2 Million
300 Million
Ability to define prospects
Source: Compete.com, August 2009

Social Media Now Dominates As Preferred Media for Consumers
Influence brand reputation
Increase brand awareness
Improve SEO
Increase Website traffic
Generate Leads
Improve internal communications
Increase online sales

Business Value
Social Network Growth Strong
Across All Segments & Generations
Social Networks Overtake Other Media

Marketing Evolves To Meet The Social Context

Affecting Advertising Campaigns Giving Way to Ongoing Brand Conversations

Business Value
Companies Pursue Consumers Via
Integrated Social Marketing &
Connected Social Campaigns

The Social Context Will Become Mainstream
Forrester: “Social Networking will be the biggest enterprise 2.0 priority by 2013”

Mainstream Needs Drive Rapid Maturing of Social Business Software

Business Value
Extensive Needs Drives
Rapid Maturing of
Social Business Software

Other Parts of the Organization Benefit From Applied Social MediaSM As Well

Companies Are Ready For The Benefits of a Socially Designed Business
Applied Social Media
Scattered Energy and Focus
Customers, Partners, Employees pulling in different directions
Integrated, Focused Energy &
Connected Efforts = Force Multiplier

Business Imperatives &
Value Levers Driven by
Social Solutions
Business Value
Rapid Maturing of

So What’s Next?
Social Solutions
Business Value
Rapid Maturing of

The Next Step In This Evolution: A Socially Designed Business

Let’s build out this example to help understand this idea.

Public
Relations
Marketing
Commercial
Marketing
Marketing has been the path-finder for Applied Social Media.

Listening
Platforms
Public
Relations
Marketing
Commercial
Marketing
Here, Marketing uses a listening platform and other techniques to better understand what is being said about their company, brands, and products / services throughout the social web.

C
C
Listening
Platforms
C
Key Opinion Leaders (KOLs) share insights regarding customer needs as well.
KOL
C
Public
Relations
C
Marketing
C
KOL
Commercial
Marketing
C
C

C
C
Listening
Platforms
C
Key Opinion Leaders (KOLs) share insights regarding customer needs as well.
KOL
C
Marketing
Public
Relations
C
C
Marketing shares the information in a Market Engagement Space, eliminating the need for repeated Google alerts, disparate feeds and relentless email forwarding…
KOL
Commercial
Marketing
C
C

C
C
Listening
Platforms
C
KOL
C
Integrated
Marketing
Public
Relations
C
C
KOL
Commercial
Marketing
C
C
Customer Service has been using community as well…to drive down call volumes by leveraging customers and partners to help each other.
Customer Service
Product
Support
Specialists
CSRs
C
C
Customers

C
C
Listening
Platforms
C
KOL
C
Integrated
Marketing
Public
Relations
C
C
KOL
Commercial
Marketing
Attrition goes down as customer service representatives support each other in a community: tagging and rating information they capture so that everyone can surface results more efficiently.
C
C
Customer Service
Product
Support
Specialists
CSRs
C
C
Customers

C
C
Listening
Platforms
C
KOL
C
Integrated
Marketing
Public
Relations
C
C
KOL
Commercial
Marketing
C
C
Customer Service
Product
Support
Specialists
CSRs
C
C
Customers

C
C
Listening
Platforms
C
KOL
C
Integrated
Something sparks.
Community is taking off…
Marketing
Public
Relations
C
C
KOL
Commercial
Marketing
C
Community
C
Feedback
Customer Service
Product
Support
Specialists
CSRs
C
C
Customers

C
C
Listening
Platforms
C
KOL
Marketing and Customer Service share a community where product feedback and new ideas are surfaced and discussed until well understood.
Marketing polls KOLs and customers to better understand those needs…
C
Integrated
Marketing
Public
Relations
C
Product
Marketing
C
KOL
Commercial
Marketing
C
C
Feedback
Customer Service
Product
Support
Specialists
CSRs
C
C
Customers

C
C
Listening
Platforms
C
KOL
C
Integrated
Marketing
Public
Relations
C
Product
Marketing
C
KOL
Commercial
Marketing
C
Community
C
Feedback
Customer Service
Product
Support
Specialists
CSRs
C
C
Customers

C
C
Listening
Platforms
C
KOL
C
Product Development
Marketing
Employees
Public
Relations
C
Product
Marketing
Product
Marketing
Engineers
C
KOL
Commercial
Marketing
Product
Developers
C
C
Feedback
Product Marketing along with key customer advocates work in a community with product development to more effectively derive new products…
Customer Service
Product
Support
Specialists
CSRs
C
C
Customers

C
C
Listening
Platforms
C
KOL
C
Product Development
Marketing
Employees
Public
Relations
C
Product
Marketing
Product
Marketing
Engineers
C
KOL
Commercial
Marketing
Product
Developers
C
C
Feedback
Customer Service
…a customer-submitted idea is taken to market and takes off, capturing a stronger share of the market.
Product
Support
Specialists
CSRs
C
C
Customers

C
C
Listening
Platforms
C
Customer Service and Sales learn about the new product offering and collaborate to generate leads, measure conversion behaviors and drive more business.
KOL
C
Marketing
Public
Relations
C
Product
Marketing
C
KOL
Commercial
Marketing
C
C
Feedback
Sales
Enablement
Customer Service
Product
Support
Specialists
Sales
Rel Mgt
Lead Gen
Biz Dev
CSRs
C
C
Customers

C
C
Listening
Platforms
C
Marketing and Sales work together to identify which sales materials and campaigns are most effective.
KOL
C
Marketing
Public
Relations
C
Product
Marketing
C
KOL
Commercial
Marketing
C
C
Feedback
Sales
Enablement
Customer Service
Product
Support
Specialists
Sales
Rel Mgt
Lead Gen
Biz Dev
CSRs
C
C
Customers

C
C
Listening
Platforms
C
KOL
C
Product Development
Marketing
Employees
Public
Relations
C
Product
Marketing
Product
Marketing
Engineers
C
KOL
Commercial
Marketing
Product
Developers
C
C
Feedback
Sales
Enablement
Customer Service
Product
Support
Specialists
Sales
Rel Mgt
Lead Gen
Biz Dev
CSRs
C
C
Customers

C
C
Bringing the community together as a whole…
Listening
Platforms
C
KOL
C
Product Development
Integrated
Marketing
Employees
Public
Relations
C
Product
Marketing
Product
Marketing
Engineers
C
KOL
Commercial
Marketing
Product
Developers
C
Community
C
Feedback
Sales
Enablement
Customer Service
Product
Support
Specialists
Sales
Rel Mgt
Lead Gen
Biz Dev
CSRs
C
C
Customers

…for a more socially designed business.
This model extends to a more fully integrated community driving ongoing, positive business change. This includes remaining areas: HR . . . Operations . . . Finance . . . and more. Customer, partner, and employee integration become pervasive across the model as well.
Proprietary & Confidential

Socially Designed
Businesses Begin
To Evolve
Social Solutions
Business Value
Rapid Maturing of

Thank You
Paul Stillmank
President & CEO, 7Summits
7SummitsAgency.com
@7SummitsAgency

Applied Social MediaSM
Creating A

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Social Business through Applied Social Media

by 7Summits

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