Contact:	
  	
  Leahanne.Hobson@Alinea-­‐Partners.com	
  
Social Media!
Our Approach is Better for You!
Biggest	
  CMO	
  Challenges	
  
•  Explosion	
  of	
  data	
  
–  Understand	
  individuals	
  as	
  well	
  as	
  market...
Banks	
  are	
  at	
  risk	
  of	
  losing	
  +50	
  %	
  of	
  customers	
  
as	
  they	
  struggle	
  to	
  provide	
  m...
71% data explosion!
68% social media!
65% growth of channel!
63% shifting customer
demographics !
Common Social Errors!
•  Not knowing how to start – not doing anything!
•  Limited understanding about the principles, opt...
SNAP	
  SHOT:	
  	
  Status	
  Que	
  –	
  Blind	
  Sample	
  
PRINCIPLES
Company 1
Company	
  2	
  
Company	
  3	
  
Comp...
Goal:	
  	
  Referrals	
  
	
  “The	
  Wharton	
  School	
  of	
  Business	
  found	
  that	
  a	
  
referred	
  customer	...
Our	
  Approach	
  is	
  Different	
  
Rather	
  than	
  outsourcing	
  
everything,	
  	
  
Teach	
  them	
  to	
  fish	
  ...
  Shares!
  Fans & Followers ‘Likes’ ‘Retweets’
  Dialogue, Engagement & Reach
Referral	
  Success	
  
Goal: 3rd Circle...
Service is the new Value Proposition …. !
…. Oh yes….wasn’t it always ??!
The	
  new	
  Buying	
  Process	
  
Research	
  
Shop	
  
Select	
  
Purchase	
  Use	
  
Recommend	
  
Repurchase	
  
Supp...
All about Service!
Improvement Innovation!
A few ideas …!
•  Use social media to create buyer and customer
communities, en...
Temperature Check – what about you? !
•  Are your partners confident, measuring and excelling in social
media?!
•  Do you/...
Scary?
And a bit uncomfortable?
Need Help?
Alinea	
  Partners	
  ConsulDng	
  
•  2005:	
  	
  HQ:	
  	
  Vienna,	
  Austria	
  (circa.	
  30	
  SMEs	
  European-­‐w...
Competencies	
  
•  Strategy,	
  Business	
  Model	
  Design	
  and	
  Go-­‐to-­‐Market	
  
•  MulDchannel	
  Sales	
  Ena...
Alinea
Partners
Consulting!
Cloud Computing!
B2B!
Telecommunications!
Operators!
Small and Medium
Businesses!
Start-
Ups!
...
Alinea
Partners
Consulting!
Strategy, Business
Model Design !
and Go-to-Market!
Multichannel Sales
Enablement!
Channel
Gro...
Strategy, Business
Model Design !
and Go-to-Market!
• Due Diligence!
• Research!
• Value Proposition
Development!
• Realti...
Multichannel Sales
Enablement!
•  Business Transformation!
•  Outsourced Partner
Programs/MDF!
•  Partner/Sales Programs –...
Marketing!
•  Leverage asset value of mountains of customer data!
• Monitoring & Measurement!
• Traffic Handling/Lead Mana...
Social Media !
Mentoring
Programs and
Analytics!
• Getting Started!
• Tips & Tricks!
• Mentoring!
• Content Development!
•...
Special!
Programs!
• Financing and Management for ‘Orphan’
Projects/Services/Products!
• Nearshore Fufillment!
Addendum	
  
 Workgroups!
Face the
Challenge!
•  Identification of potential solutions!
•  Requirements for solution!
•  Quantification...
 Integrated
Marketing " !
and
Communication!
Working !
Value
Propositions!
Ensure you are getting the most out of
your mar...
 Improving
Relationships
Marketing &
Sales!
Using Social
Media Wisely!
Training !
And !
1:1 Mentoring Options	
  
• Unders...
Cloud !
Decision Making!
Navigating the Cloud!
• Is there a ‘Cloud Option’ for your
company?!
• What are your options?!
• ...
Alinea Partners Social Media - Why it's Different with Us!
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Alinea Partners Social Media - Why it's Different with Us!

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Our approach to social media - for you and your partners - is different. We give you the skills you need, rather than taking over your corporate or personal identity by doing it all for you. Contact us to hear more ... office@alinea-partners.com

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Alinea Partners Social Media - Why it's Different with Us!

  1. 1. Contact:    Leahanne.Hobson@Alinea-­‐Partners.com   Social Media! Our Approach is Better for You!
  2. 2. Biggest  CMO  Challenges   •  Explosion  of  data   –  Understand  individuals  as  well  as  markets   –  Mine  new  digital  data  sources  to  discover  what  individual  customers  want     •  Social  media   –  What  is  your  Corporate  Character?   –  How  can  you  use  that  to  create  relaDonships?   –  Invest  in  the  right  technologies  to  support  you   •  The  proliferaDon  of  channels  and  devices   –  Mix  of  on  and  offline  community  development     •  ShiHing  consumer  demographics   –  At  least  80%  of  CMOs  rely  on  tradiDonal  sources  of  informaDon  such  as  market   research  &  compeDDve  benchmarking  to  make  strategic  decisions.    +  60%  rely   on  sales,  campaign  analysis,  etc.   –  Less  than  40%  are  tracking  social  media  dialogue    
  3. 3. Banks  are  at  risk  of  losing  +50  %  of  customers   as  they  struggle  to  provide  more  personal  customer  experiences.    Within  the  next  six  months,  10%  of  retail  banking  customers   surveyed  globally  are  likely  to  leave  their  bank     &  an  addiDonal  41%  of  customers    say  they  are     unsure  if  they  will  stay  or  go.     Social Media is where Buyers are today – in marketing, management & through your customer service organisation Buyers have more choice & control than ever…
  4. 4. 71% data explosion! 68% social media! 65% growth of channel! 63% shifting customer demographics !
  5. 5. Common Social Errors! •  Not knowing how to start – not doing anything! •  Limited understanding about the principles, options of Social Media Marketing ! •  Treating social media as an activity vs. a behaviour! •  Lack of knowledge about what constitutes engaging content! •  Overwhelmed with content development needs! •  Limited or no company identity/personality! •  The same differentiator (USP) as everyone else!! •  Treating your target audience as a group vs. a person! •  Too much outsourcing to agencies!! •  Limited experience and expertise! •  Relegating to a person vs. a team or department/organisaiton!
  6. 6. SNAP  SHOT:    Status  Que  –  Blind  Sample   PRINCIPLES Company 1 Company  2   Company  3   Company  4   Company  4   •  No links to social media on any of the websites*" •  No social media Share Buttons that would help to encourage referrals" • No evidence of social media use" • Pages not easily found with Search" •  Suspect a limited Search (SEO) program. HUGE missing opportunity! " • Very limited or no Partner Company Branding!" • Value Propositions = technology/price" •  Or, are the same as the competition down the street – or the Partner Company "
  7. 7. Goal:    Referrals    “The  Wharton  School  of  Business  found  that  a   referred  customer  has  a  16%  higher  life-­‐;me   value.”   “People  trust  friends  and     family  more  than  virtually  any     other  informa;on  source,     and  pay  2x  more  aEen;on  to    recommenda;ons  that     come  from  friends  than     other  sources.”  
  8. 8. Our  Approach  is  Different   Rather  than  outsourcing   everything,     Teach  them  to  fish  …      Make  Partners  authenDc      Develop  their  own  personality   •     Coach:    Social  Media  EducaDon   •     IdenDfy  correct  targets   •     IdenDfy  influencers   •     Put  the  necessary  social  tools  in  place   -­‐  Channels,  Homepage,  Shares,   SEOAssist  with  value  proposiDon   improvement   •     Coach:  idenDfy/develop  relevant  content   •     Coach:  develop  repeatable  content   •     Assist  them  in  building  a  relevant   community   •     Provide  a  remote  review,  advisory  and   support  service  
  9. 9.   Shares!   Fans & Followers ‘Likes’ ‘Retweets’   Dialogue, Engagement & Reach Referral  Success   Goal: 3rd Circle & ongoing referral business Create  a  Dashboard     Local language text analysis and feedback!   Latest SEO optimisation for vendors and partners – developed with Google!
  10. 10. Service is the new Value Proposition …. ! …. Oh yes….wasn’t it always ??!
  11. 11. The  new  Buying  Process   Research   Shop   Select   Purchase  Use   Recommend   Repurchase   Support   Potential Relationship End!
  12. 12. All about Service! Improvement Innovation! A few ideas …! •  Use social media to create buyer and customer communities, encourage referrals & raise awareness – social is not just for marketing!! •  Create a customer service Team! •  Truly understand the customer journey! –  Use analytics to understand behaviours! •  Support self service, mobile & web interactions! –  Retain context across channels! •  Bridge gap between customers & your business!
  13. 13. Temperature Check – what about you? ! •  Are your partners confident, measuring and excelling in social media?! •  Do you/your partners know how to get started with social media?! •  Do you know which social media channels are the best for you?! •  Do you have a content strategy? Enough resources?! •  Do you/your partners have a truly unique differentiator? ! •  What does your partners’ hiring funnel for sales & marketing professionals look like? ! •  How strong is marketing? ! •  Who thinks this is a phase? !
  14. 14. Scary? And a bit uncomfortable? Need Help?
  15. 15. Alinea  Partners  ConsulDng   •  2005:    HQ:    Vienna,  Austria  (circa.  30  SMEs  European-­‐wide)   •  2013:    MarkeDng  campaign,  lead  generaDon  and  nurturing  capabiliDes  are  a  global   capability  and  run  through  a  preferred  partner  (Offices:  Brussels,  Sofia,  Singapore   circa.  60  SMEs).   A  European  Business  Services  Network     We  offer  strategic  go-­‐to-­‐market  programs  that  help  companies   achieve  new  levels  of  growth  –  changing  or  evolving  business   models  to  more  effec;vely  compete  in  new  markets,  posi;on   more  compe;;vely,  partner  and  sell  beEer  and  define  new   revenue  opportuni;es.  
  16. 16. Competencies   •  Strategy,  Business  Model  Design  and  Go-­‐to-­‐Market   •  MulDchannel  Sales  Enablement   •  Channel  Growth   –  New,  nontradiDonal  channel  development/partnering   •  MarkeDng   •  Social  Media  Mentoring  Programs  and  AnalyDcs   •  Big  Data  Crunching,  Analysis  and  Persona  Development   •  Lean  Start-­‐ups   –  Business  planning,  customer  feedback,  Board   development,  funding  contact  support   •  Cloud  CompuDng:    High  Technology,  TelecommunicaDons  –   organisaDons  of  all  sizes  
  17. 17. Alinea Partners Consulting! Cloud Computing! B2B! Telecommunications! Operators! Small and Medium Businesses! Start- Ups! Salesforce! Partners/Channel Alliances!
  18. 18. Alinea Partners Consulting! Strategy, Business Model Design ! and Go-to-Market! Multichannel Sales Enablement! Channel Growth! Marketing! Social Media ! Mentoring Programs and Analytics! Data Crunching, Analysis ! Segmentation and Persona Development! Special Programs!
  19. 19. Strategy, Business Model Design ! and Go-to-Market! • Due Diligence! • Research! • Value Proposition Development! • Realtime Customer Feedback ! • Product/Service Requirements ! • Business Plan Deveopment / Evolution! • Interm Management ! • Project Management! • Lean Start-Up !
  20. 20. Multichannel Sales Enablement! •  Business Transformation! •  Outsourced Partner Programs/MDF! •  Partner/Sales Programs – revenue share, certification, training, incentives, marketing, etc. ! •  Customer Touchpoint Service Evaluation! •  Channel Mapping! • Strategic Alliance/Partner Relationship Management! •  Telesales! •  Channel Audits! • ERP Process Analysis! • Cloud, Solution, Innovation Workshops! Channel Growth!
  21. 21. Marketing! •  Leverage asset value of mountains of customer data! • Monitoring & Measurement! • Traffic Handling/Lead Management! •  Marketing Planning & Impact Potential! •  Impact Campaigns! •  Adoption Push Campaigns! •  Competitive Campaigns! •  Loyalty Campaigns! •  Optimizing resource allocation across channels & silos! •  Sales-Marketing Alignment! •  Telemarketing! •  Lead Nurturing! •  Mentoring! •  Interim Management Data Crunching, Analysis ! Segmentation and Persona Development!
  22. 22. Social Media ! Mentoring Programs and Analytics! • Getting Started! • Tips & Tricks! • Mentoring! • Content Development! • Creating Impact Moments! • Using Video Effectively! • Referrals/ Influencers! • Website Improvements! • Monitoring & Measurement! • Traffic Handling/Lead Management!
  23. 23. Special! Programs! • Financing and Management for ‘Orphan’ Projects/Services/Products! • Nearshore Fufillment!
  24. 24. Addendum  
  25. 25.  Workgroups! Face the Challenge! •  Identification of potential solutions! •  Requirements for solution! •  Quantification of measureable recovery! •  ! • Overview of innovation challenge ! • Definition of loss (Metric)! • Identification of value chain involved! • Measures to overcome to date & results! •  Timing! •  Questions ! Innovation Workshops! SAMPLE:Combined Community of biased/nonbiased Subject Matter Experts from Ecosystem! For new product/service launches, go-to-market and other innovation experiences!  Presentation of Solutions! •  Present! •  Vote! •  Award ! •  Plan of Action led by Winner (Actions, Timelines, Owners, etc.) !
  26. 26.  Integrated Marketing " ! and Communication! Working ! Value Propositions! Ensure you are getting the most out of your marketing spend. Make sure sales and marketing are aligned and results are being achieved.! •  What is an integrated approach?! •  Best Practices! •  How to say ‘No’ and to what! •  Sample Plans       Develop a winning value proposition –! Not just Brochureware.’ ! • What are you building and for whom? ! • It is about satisfying a customer need. ! • It is not about your product/service.! Marketing Step Change – Training Overview! SAMPLE:
  27. 27.  Improving Relationships Marketing & Sales! Using Social Media Wisely! Training ! And ! 1:1 Mentoring Options   • Understand the possibilities & define your goal! • How to get started! • Tips & Tricks! • B2B Successes! • Content Ideas! • Traffic Management! Marketing Step Change – Training Overview! SAMPLE:
  28. 28. Cloud ! Decision Making! Navigating the Cloud! • Is there a ‘Cloud Option’ for your company?! • What are your options?! • What are other companies doing?! • Overview of the affect the Cloud in having on ! • Business Design! • Traditional Channels! • Buyers! • Trends to watch for! • Companies to watch ! Cloud Step Change – Training Overview! SAMPLE: Designing an agile, scalable Cloud Business Model ! • Value Proposition! • Customer Segments! • Go-to-Market! • Customer Relationships ! • Revenue Streams! • Etc….!
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