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Webforward Mark Parker Smart Selling
 

Webforward Mark Parker Smart Selling

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    Webforward Mark Parker Smart Selling Webforward Mark Parker Smart Selling Presentation Transcript

    • Social Media Analytics Beyond the Numbers Mark Parker 2010 Smart Social Media – www.smartsocialmedia.com.au mparker@smartsocialmedia.com.au
    • Today’s Objectives • How is social media impacting the enterprise • Start by Listening • Social Media and the Enterprise • Are traditional KPI’s still relevant – Measuring ROI 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Part 1 What’s Changing 2010 Smart Social Media – www.smartsocialmedia.com.au
    • What is Changing Two things stand out for me • Trust • Behaviour 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Is this a Revolution A revolution doesn’t happen when society adopts new tools, it happens when society adopts new behaviours C. Shirky 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Part 2 Start Listening 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Texas Tea Anyone? 2010 Smart Social Media – www.smartsocialmedia.com.au
    • So if we listen – that’s good? • The best communicators start as listeners • Social Listening is emerging as one of the most important skills for an enterprise to master • I’m suggesting to you that this has enterprise wide application • Most people perceive someone who listens as someone who cares • Requires an almost “sales funnel” like approach to engagement – the move to conversational listening 2010 Smart Social Media – www.smartsocialmedia.com.au
    • How Do We Manage the Volume? • Take a sales funnel type approach to managing the volume • You want to filter and funnel the information until you get to actionable insights 2010 Smart Social Media – www.smartsocialmedia.com.au
    • How Do We Manage the Volume? 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Part 3 Enterprise Wide Application of Social Media 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Social Media and Sales • Buyers seek information they can trust to support their decision making process • This means they are not searching for brands, but for information and user opinion • You, the seller, need to be better prepared to bring value to the interaction But… • Social media will not replace face to face selling • A social sales model is required so as to align the enterprise 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Social Media and Service • The greatest impact social media is having in service is self-help • Some social media tools like Twitter can promote queue jumping Key Point • Profit may mean a reduction in costs 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Social Media and R&D • Significant opportunity for product managers – R&D managers, the innovators • Tap into the crowd • Harness their enthusiasm, their advocacy 2010 Smart Social Media – www.smartsocialmedia.com.au
    • A Field Example – TEC • The Executive Connection (www.tec.com.au) • Social media allows TEC to tap into business sentiment around key issues • For example – Tax reform • TEC can capture knowledge, opinions, and content and deliver this to their members • This is adding value in new ways for members • The measurable impact is member retention 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Part 4 Measuring the Unmeasurable Going Beyond the Numbers 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Are Traditional Metrics Still Relevant? • Yes. • But you need to adapt your thinking. • The data isn’t as obvious • Seriously, drop the focus on followers, re-tweets, fans etc • These are corrupt measures Is what you are doing having a direct and positive impact on buyer/customer behaviour? 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Influence + Engagement • Influence • Start looking at the spread of your information, the connects and disconnects • Engagement • Are you doing things that make people react? (i.e. measure the # comments per blog post) 2010 Smart Social Media – www.smartsocialmedia.com.au
    • ROI in the new world • ROI is still at the point of transaction – this business fundamental won’t change 2010 Smart Social Media – www.smartsocialmedia.com.au
    • ROI in the new world • Define the objective • Benchmark before you start • Track the right metrics • Track activities that measure $ 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Influence Visualisation 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Summary • To measure you must begin by listening and engaging • Driving ROI from using social media will require effort – don’t be afraid to immerse yourself in the data • This is strategic – there are many ways you can use these tools – listening is just the beginning 2010 Smart Social Media – www.smartsocialmedia.com.au
    • Thank You & Questions • Mark Parker • +61 (414) 72 5549 • mparker@smartsocialmedia.com.au • http://www.xeesm.com/smartsocialmedia Acknowledgements – Mike, Marta, Marcel, Jerimiah, Olivier 2010 Smart Social Media – www.smartsocialmedia.com.au