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Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
Enterprise Social Network: Marketing Use Case
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Enterprise Social Network: Marketing Use Case

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A compelling use case for implementing an Enterprise Social Network in the Marketing arena.

A compelling use case for implementing an Enterprise Social Network in the Marketing arena.

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  • 1. Clearvale Use Case: Marketing Integrated Precision Marketing Internet Network
  • 2. Who Works for This Company? <ul><li>Marv is the marketing manager at Nuevo Games, a medium sized game developer. </li></ul><ul><li>They have a public Clearvale network set up by their Support department. </li></ul><ul><li>Marketing can influence these users by adding content to the network. </li></ul>
  • 3. <ul><li>Limited interactions with customers. </li></ul><ul><li>Static information on websites; no real-time interaction with customers. </li></ul><ul><li>Hard to generate sales leads. </li></ul><ul><li>Customers looking for better deals and extra value. </li></ul><ul><li>Challenging economic climate makes all of these tasks harder. </li></ul>What are the Marketing Challenges?
  • 4. <ul><li>Web 1.0 </li></ul><ul><li>Old-fashioned communication method alienates young gamers. Customers are used to using technology to express their opinions. </li></ul><ul><li>Collaboration with Support, who works closely with customers, is thwarted; this results in incomplete market intelligence. </li></ul><ul><li>An easy-to-access community—loyal gamers—is not tapped to its full ability. </li></ul><ul><li>Loyal customers may not be acknowledged or are rewarded by using a cumbersome mechanism that they dislike, such as mail-in rebates for games. </li></ul>Why Clearvale Instead of Web 1.0?
  • 5. <ul><li>Clearvale </li></ul><ul><li>Many-to-many and interactive communication with customers, who express their opinions in your environment. </li></ul><ul><li>Direct collaboration with Support. Clearer insights into how customers respond to various marketing programs, games, and features. </li></ul><ul><li>Potential customers targeted within an ideal environment—your network; loyal customers become your advocates. </li></ul><ul><li>Good customers are rewarded for interacting on the network, fostering a richer partnership. No need for them to perform extra steps to gain benefits for spending money with you. </li></ul>Why Clearvale Instead of Web 1.0?
  • 6. When Can He Implement Clearvale? <ul><li>With Clearvale, Marv can simply join a network that his colleague already created. Because Clearvale is extensible, it can grow as your company grows and your needs change. </li></ul>
  • 7. Who Else Works for This Company? <ul><li>Ginger is a marketing specialist and responsible for adding marketing content to Nuevo Games network. </li></ul>
  • 8. Who Uses the Network? <ul><li>Eiko is a customer and Power Player who knows everything about the game. She does not work for the company. </li></ul><ul><li>Sam is a customer and new player learning about the game. She does not work for the company. </li></ul><ul><li>Jeremy is a potential customer and follows Eiko on Twitter. </li></ul>
  • 9. How Does Marketing Do It? <ul><li>Join Network </li></ul><ul><li>Marv joins the network that the support team created. </li></ul><ul><li>Marv gets administrative permission from Support for Ginger, who must add marketing content to the network. </li></ul>
  • 10. How Does Marketing Do It? <ul><li>Add Content </li></ul><ul><li>Ginger places a blog widget on the home page and publishes blog entries. Eiko wrote a blog on a gaming convention. Ginger bumps this entry up to the Home page for visibility. </li></ul><ul><li>Ginger updates the blog entries so the content remains fresh. </li></ul>
  • 11. How Does Marketing Do It? <ul><li>Add Content </li></ul><ul><li>Ginger sets up a link to her gaming contest. The contest is open to all gamers, not just customers. </li></ul><ul><li>She adds a countdown clock for the contest. </li></ul><ul><li>She sets up a video block where she runs a video showing the contest prizes. </li></ul>
  • 12. How Does Marketing Do It? <ul><li>Add Content </li></ul><ul><li>Ginger adds a Forum to the home page and every week adds new forum entries to get information from network visitors. </li></ul><ul><li>She adds a poll to gather user preferences. </li></ul>
  • 13. How Does Marketing Do It? <ul><li>Collaborate </li></ul><ul><li>Sam responds to a question in the forum, giving Ginger direct feedback from her customer. </li></ul><ul><li>Ginger can continue the conversation by posting a message on Sam’s profile page. </li></ul>
  • 14. How Does Marketing Do It? <ul><li>Collaborate </li></ul><ul><li>Eiko uses Twitter to share gaming tips with her followers. She sends a Tweet about her most recent blog entry. </li></ul><ul><li>Jeremy, one of her followers, can click to the home page of the Nuevo Games network to read the blog. </li></ul>
  • 15. How Does Marketing Do It? <ul><li>Find New Customers </li></ul><ul><li>Jeremy can browse content and register for the contest. </li></ul><ul><li>Ginger receives his registration and invites him to join the network. </li></ul><ul><li>Jeremy joins and interacts with other gamers. </li></ul><ul><li>Ginger adds him to the list of potential customers. </li></ul>
  • 16. Marketing After Clearvale <ul><li>Marketing develops a closer relationship with customers and potential customers. </li></ul><ul><li>Marv and his team gather feedback that is consolidated in one place. </li></ul><ul><li>Continual updates rather than interim or formal communication helps keep staff members informed. </li></ul><ul><li>Customers help to generate valid leads for sales. </li></ul><ul><li>Expanded delivery mechanisms for communicating with customers. </li></ul><ul><li>Because Clearvale is based on Web 2.0, IT has no tasks pertaining to managing the networks. </li></ul>
  • 17. Clearvale Advantages <ul><li>Create a community for your customers and potential customers. </li></ul><ul><li>Interact personally with customers and potential customers through the network. </li></ul><ul><li>Generate leads for your sales team. </li></ul><ul><li>Use customer feedback to improve your product and build brand loyalty. </li></ul>

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