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Social Business through Applied Social Media
 

Social Business through Applied Social Media

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The social context has rapidly evolved from "friending" to mainstream media. Its rapid evolution has set in motion of series of business applications that are demanding more of technology and ...

The social context has rapidly evolved from "friending" to mainstream media. Its rapid evolution has set in motion of series of business applications that are demanding more of technology and delivering more to the bottom line.

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Social Business through Applied Social Media Social Business through Applied Social Media Presentation Transcript

  • 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 Context Evolution
    Social Media Has Rapidly Evolved From Friending to Preferred Media
    Number of Social Networking Users Has Doubled Since 2007!
  • Social Context Evolution
    Business Value
    Rapid Evolution of Social Media
    From Friending to Preferred Media
    Extent of Applied Social MediaSM
  • Social Context Evolution
    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 Context Evolution
    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
  • Social Context Evolution
    Business Value
    Social Network Growth Strong
    Across All Segments & Generations
    Social Networks Overtake Other Media
    Rapid Evolution of Social Media
    From Friending to Preferred Media
    Extent of Applied Social MediaSM
  • Social Context Evolution
    Marketing Evolves To Meet The Social Context
  • Social Context Evolution
    Affecting Advertising Campaigns Giving Way to Ongoing Brand Conversations
  • Social Context Evolution
    Business Value
    Companies Pursue Consumers Via
    Integrated Social Marketing &
    Connected Social Campaigns
    Social Network Growth Strong
    Across All Segments & Generations
    Social Networks Overtake Other Media
    Rapid Evolution of Social Media
    From Friending to Preferred Media
    Extent of Applied Social MediaSM
  • Social Context Evolution
    The Social Context Will Become Mainstream
    Forrester: “Social Networking will be the biggest enterprise 2.0 priority by 2013”
  • Social Context Evolution
    Mainstream Needs Drive Rapid Maturing of Social Business Software
  • Social Context Evolution
    Business Value
    Extensive Needs Drives
    Rapid Maturing of
    Social Business Software
    Companies Pursue Consumers Via
    Integrated Social Marketing &
    Connected Social Campaigns
    Social Network Growth Strong
    Across All Segments & Generations
    Social Networks Overtake Other Media
    Rapid Evolution of Social Media
    From Friending to Preferred Media
    Extent of Applied Social MediaSM
  • Social Context Evolution
    Other Parts of the Organization Benefit From Applied Social MediaSM As Well
  • Social Context Evolution
    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
  • Social Context Evolution
    Business Imperatives &
    Value Levers Driven by
    Social Solutions
    Business Value
    Extensive Needs Drives
    Rapid Maturing of
    Social Business Software
    Companies Pursue Consumers Via
    Integrated Social Marketing &
    Connected Social Campaigns
    Social Network Growth Strong
    Across All Segments & Generations
    Social Networks Overtake Other Media
    Rapid Evolution of Social Media
    From Friending to Preferred Media
    Extent of Applied Social MediaSM
  • Social Context Evolution
    So What’s Next?
    Business Imperatives &
    Value Levers Driven by
    Social Solutions
    Business Value
    Extensive Needs Drives
    Rapid Maturing of
    Social Business Software
    Companies Pursue Consumers Via
    Integrated Social Marketing &
    Connected Social Campaigns
    Social Network Growth Strong
    Across All Segments & Generations
    Social Networks Overtake Other Media
    Rapid Evolution of Social Media
    From Friending to Preferred Media
    Extent of Applied Social MediaSM
  • Social Context Evolution
    The Next Step In This Evolution: A Socially Designed Business
  • Social Context Evolution
    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
    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
    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
    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
    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
  • 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 Evolution
    Socially Designed Business
    Socially Designed
    Businesses Begin
    To Evolve
    Business Imperatives &
    Value Levers Driven by
    Social Solutions
    Business Value
    Extensive Needs Drives
    Rapid Maturing of
    Social Business Software
    Companies Pursue Consumers Via
    Integrated Social Marketing &
    Connected Social Campaigns
    Social Network Growth Strong
    Across All Segments & Generations
    Social Networks Overtake Other Media
    Rapid Evolution of Social Media
    From Friending to Preferred Media
    Extent of Applied Social MediaSM
  • Thank You
    Paul Stillmank
    President & CEO, 7Summits
    7SummitsAgency.com
    @7SummitsAgency
  • Applied Social MediaSM
    Creating A
    Socially Designed Business