Applied Social MediaSMCreating ASocially Designed Business

HelloPaul StillmankPresident & CEO, 7Summits7SummitsAgency.com@7SummitsAgency

Social Business is like… …adults making money.

Social Context EvolutionBusiness ValueExtent of Applied Social MediaSM

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

Social Context EvolutionBusiness ValueRapid Evolution of Social MediaFrom Friending to Preferred MediaExtent of Applied Social MediaSM

Social Context EvolutionSocial network growth is strong across all segments & generationsUNIQUE MONTHLY VISITORSREGISTERED USERSLinkedIn14.2 Million43 MillionProfessional intentMySpaceFacebook13 Million23.6 MillionNING55.6 Million6.1 Million185 Million23 Million122.2 Million300 MillionAbility to define prospectsSource: Compete.com, August 2009

Social Context EvolutionSocial 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

Influence brand reputation

Increase brand awareness

Improve SEO

Increase Website traffic

Generate Leads

Improve internal communications

Increase online sales

Social Context EvolutionBusiness ValueSocial Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other MediaRapid Evolution of Social MediaFrom Friending to Preferred MediaExtent of Applied Social MediaSM

Social Context EvolutionMarketing Evolves To Meet The Social Context

Social Context EvolutionAffecting Advertising Campaigns Giving Way to Ongoing Brand Conversations

Social Context EvolutionBusiness ValueCompanies Pursue Consumers ViaIntegrated Social Marketing &Connected Social CampaignsSocial Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other MediaRapid Evolution of Social MediaFrom Friending to Preferred MediaExtent of Applied Social MediaSM

Social Context EvolutionThe Social Context Will Become MainstreamForrester: “Social Networking will be the biggest enterprise 2.0 priority by 2013”

Social Context EvolutionMainstream Needs Drive Rapid Maturing of Social Business Software

Social Context EvolutionBusiness ValueExtensive Needs DrivesRapid Maturing of Social Business SoftwareCompanies Pursue Consumers ViaIntegrated Social Marketing &Connected Social CampaignsSocial Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other MediaRapid Evolution of Social MediaFrom Friending to Preferred MediaExtent of Applied Social MediaSM

Social Context EvolutionOther Parts of the Organization Benefit From Applied Social MediaSM As Well

Social Context EvolutionCompanies Are Ready For The Benefits of a Socially Designed BusinessApplied Social MediaScattered Energy and FocusCustomers, Partners, Employees pulling in different directionsIntegrated, Focused Energy &Connected Efforts = Force Multiplier

Social Context EvolutionBusiness Imperatives &Value Levers Driven by Social SolutionsBusiness ValueExtensive Needs DrivesRapid Maturing of Social Business SoftwareCompanies Pursue Consumers ViaIntegrated Social Marketing &Connected Social CampaignsSocial Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other MediaRapid Evolution of Social MediaFrom Friending to Preferred MediaExtent of Applied Social MediaSM

Social Context EvolutionSo What’s Next?Business Imperatives &Value Levers Driven by Social SolutionsBusiness ValueExtensive Needs DrivesRapid Maturing of Social Business SoftwareCompanies Pursue Consumers ViaIntegrated Social Marketing &Connected Social CampaignsSocial Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other MediaRapid Evolution of Social MediaFrom Friending to Preferred MediaExtent of Applied Social MediaSM

Social Context EvolutionThe Next Step In This Evolution: A Socially Designed Business

Social Context EvolutionLet’s build out this example to help understand this idea.

PublicRelationsMarketingCommercialMarketingMarketing has been the path-finder for Applied Social Media.

ListeningPlatformsPublicRelationsMarketingCommercialMarketingHere, 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.

CCListeningPlatformsCKey Opinion Leaders (KOLs) share insights regarding customer needs as well.KOLCPublicRelationsCMarketingCKOLCommercialMarketingCCHere, 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.

CCListeningPlatformsCKey Opinion Leaders (KOLs) share insights regarding customer needs as well.KOLCMarketingPublicRelationsCCMarketing shares the information in a Market Engagement Space, eliminating the need for repeated Google alerts, disparate feeds and relentless email forwarding…KOLCommercialMarketingCCHere, 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.

CCListeningPlatformsCKOLCIntegratedMarketingPublicRelationsCCKOLCommercialMarketingCCCustomer Service has been using community as well…to drive down call volumes by leveraging customers and partners to help each other. Customer ServiceProductSupportSpecialistsCSRsCCCustomers

CCListeningPlatformsCKOLCIntegratedMarketingPublicRelationsCCKOLCommercialMarketingAttrition 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.CCCustomer ServiceProductSupportSpecialistsCSRsCCCustomers

CCListeningPlatformsCKOLCIntegratedMarketingPublicRelationsCCKOLCommercialMarketingCCCustomer ServiceProductSupportSpecialistsCSRsCCCustomers

CCListeningPlatformsCKOLCIntegratedSomething sparks. Community is taking off…MarketingPublicRelationsCCKOLCommercialMarketingCCommunityCFeedbackCustomer ServiceProductSupportSpecialistsCSRsCCCustomers

CCListeningPlatformsCKOLMarketing 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…CIntegratedMarketingPublicRelationsCProductMarketingCKOLCommercialMarketingCCFeedbackCustomer ServiceProductSupportSpecialistsCSRsCCCustomers

CCListeningPlatformsCKOLCIntegratedMarketingPublicRelationsCProductMarketingCKOLCommercialMarketingCCommunityCFeedbackCustomer ServiceProductSupportSpecialistsCSRsCCCustomers

CCListeningPlatformsCKOLCProduct DevelopmentMarketingEmployeesPublicRelationsCProductMarketingProductMarketingEngineersCKOLCommercialMarketingProductDevelopersCCFeedbackProduct Marketing along with key customer advocates work in a community with product development to more effectively derive new products…Customer ServiceProductSupportSpecialistsCSRsCCCustomers

CCListeningPlatformsCKOLCProduct DevelopmentMarketingEmployeesPublicRelationsCProductMarketingProductMarketingEngineersCKOLCommercialMarketingProductDevelopersCCFeedbackCustomer Service…a customer-submitted idea is taken to market and takes off, capturing a stronger share of the market. ProductSupportSpecialistsCSRsCCCustomers

CCListeningPlatformsCCustomer Service and Sales learn about the new product offering and collaborate to generate leads, measure conversion behaviors and drive more business.KOLCMarketingPublicRelationsCProductMarketingCKOLCommercialMarketingCCFeedbackSalesEnablementCustomer ServiceProductSupportSpecialistsSalesRel MgtLead GenBiz DevCSRsCCCustomers

CCListeningPlatformsCMarketing and Sales work together to identify which sales materials and campaigns are most effective. KOLCMarketingPublicRelationsCProductMarketingCKOLCommercialMarketingCCFeedbackSalesEnablementCustomer ServiceProductSupportSpecialistsSalesRel MgtLead GenBiz DevCSRsCCCustomers

CCListeningPlatformsCKOLCProduct DevelopmentMarketingEmployeesPublicRelationsCProductMarketingProductMarketingEngineersCKOLCommercialMarketingProductDevelopersCCFeedbackSalesEnablementCustomer ServiceProductSupportSpecialistsSalesRel MgtLead GenBiz DevCSRsCCCustomers

CCBringing the community together as a whole…ListeningPlatformsCKOLCProduct DevelopmentIntegratedMarketingEmployeesPublicRelationsCProductMarketingProductMarketingEngineersCKOLCommercialMarketingProductDevelopersCCommunityCFeedbackSalesEnablementCustomer ServiceProductSupportSpecialistsSalesRel MgtLead GenBiz DevCSRsCCCustomers

Social Context Evolution…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

Social Context EvolutionSocially Designed BusinessSocially DesignedBusinesses BeginTo EvolveBusiness Imperatives &Value Levers Driven by Social SolutionsBusiness ValueExtensive Needs DrivesRapid Maturing of Social Business SoftwareCompanies Pursue Consumers ViaIntegrated Social Marketing &Connected Social CampaignsSocial Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other MediaRapid Evolution of Social MediaFrom Friending to Preferred MediaExtent of Applied Social MediaSM

Thank YouPaul StillmankPresident & CEO, 7Summits7SummitsAgency.com@7SummitsAgency

Applied Social MediaSMCreating ASocially Designed Business