How to leverage & Build a Social B2B Community Yaron Assabi firstname.lastname@example.org www.dsg.co.za yaronassabi
Hidden Agenda Ø How to find and deliver compelling contentØ How to combine social media and traditional marketing techniquesØ How to mobilize your communityØ The role of Apps
Key Trends in Social B2B ü Social becomes part of job description not job title’ ü Content marketing strategy more important than ever ü Bought media to earned media ü Video, apps, tools etc. ü Content creation and curation ü Social permeates commerce (e.g. F-commerce) ü Online customer service through social media becomes key conversion rate optimisation tool 51% of companies use social networks for customer support improvement, up from 36% last year. Source:Econsultancy / cScape 2011 Customer Engagement Report
Pull vs. Push Marketing Traditional “Push Marketing”: Digital “Pull Marketing”: You are in control of the message Your customers are in control. you push out along with how or They search for your products or when it is received by prospects. services online at that exact moment they HAVE a need. But those prospects may not NEED what you sell at that If they find your site, they decide moment. how and when to act.
Social Work Place & Social Market Place collide Social Market Place Social Social Work Place Work Place Business Content
3 Experiences that MatterIn this complex ever changing World where every interactionmatters, there are 3 experiences that matter most…
Social Experience Management Listen and Par7cipate Conversa7ons in the Connect & Engage social cloud Branded business community
Cloud MonitorHear what customers & employees are saying & respond appropriately ü Gain real-‐/me visibility into the social web ü View relevant content from mul/ple channels in one interface ü Priori/ze your responses at a glance with patented SmartSense sen*ment detec*on ü Make it easy for agents to monitor and respond
Build and grow Community with flexibility USER MARKET INNOVATION SUPPORT EVENT SUPPORT COMMUNITY GROUP RESEARCH COMMUNITY COMMUNITY COMMUNITY COMMUNITY COMMUNITY “Templates” Community describedApplications through ASSOCIATION metadata CUSTOM CUSTOM CUSTOM CUSTOM & INNOVATION COMMUNITY COMMUNIT COMMUNIT COMMUNIT COMMUNIT SUBSCRIBER Y Y Y Y COMMUNITY Focus Media Concept Feature Forum Ideas Events Groups Share Test Requests Applets “Interaction Patterns” Best described Resource Design Job Custom Blog Q&A Practices through Library Reviews Boards Applets metadata USER TYPES POST TYPES APP TYPES PAGES SETTINGDesigner SElements GROUP TYPES RESPONSE PERMISSIONS WIDGETS SKINS TYPES ROLES & FIELD TYPES REPUTATION NAVIGATION VIEWS POWERS
Top Reasons to increase communities Increase customer loyalty 48% Increase product/brand awareness 47%Increase customer advocacy / word of mouth 45% Increase customer retention 27% Increase customer acquisition 26% Improve customer support capabilities 19% Improve customer research capabilities 17% 0% 10% 20% 30% 40% 50% 60% Percentage of Respondents, n = 301
UGC –User generated Content & Self assessmenttem features:ü Share & collaborate with videos,Podcasts, blog postsü Deploy mobile content to usersü Create questionnaires, receiveuploads of user-made media our approachü Create reports with specified filtersü Create and control virtual usergroupsü Integrate to social network servicesü Notify users with sms messages
Digital PublicationsA digital publishing solu7on that uses the latest technologies to turn sta/c, print-‐ready PDF ﬁles into digital publica7ons, digital magazines, digital catalogs and more! The result is an interac/ve and search op/mized version of your print materials that provide your readers with an enhanced experience. Our unique interface emulates common page turning soBware features and allows publishers to further enrich the overall experience for their readers by incorpora/ng search, links, video and other great func/onality. With DSG, you can now quickly and easily oﬀer your readers an enhanced online version of your publica/on all the while they enjoy the ﬂexibility, interac/vity and rich media features associated with each digital edi7on. Addi/onally, publishers can create an instant web presence and introduce new revenue streams, while signiﬁcantly lowering costs. Publication “Anything you use to communicate to Catalogs Magazines your audience can be converted into a digital version like newsleDers, catalogs, magazines, ﬂyers, brochures and annual reports just to name a few”. Brochures Flyers Reports
Features § Video § Customise Skin § Insert a background image/ welcome text § Music and Sound eﬀects § Series (back copies) § Bookmark pages § Search publica/on § Zoom and magnifying glass § Jump to a speciﬁc page § Share with friends § Shopping cart integra/on § Mul/ language § Pop ups § Internal links (between pages in publica/on) § SEO Friendly § Download as PDF § Print pages or-‐ we would prefer you to make it a WWF download “Your digital publica7ons are hosted solu7ons, all you do is simply paste a link on your Web site, e-‐mail or newsleDer campaigns and you’re ready to go. And best of all, you don’t have to worry about your readers needing to download any third-‐party soBware or plug-‐ins for them to view your digital publica7ons”.
Digital Publications Benefitsü Attract more readers and better engage them with interactivecollateral elements such as video and audio.ü Get detailed insight about readers’ behavior, ranging from simple statistics such as readership to detailed analytics that show where readers zoomed in most frequently.ü Expand your readership by offering a flexible delivery model foryour collateral that includes social networking, email, web andmobile.ü Cut costs from print and distribution.ü By offering digital equivalents you can get your message out toyour audience in a much more cost-efficient way.ü Our customers have been proven to deliver cost-savings of up to95% while increasing overall readership.ü Achieve rapid ROI. 80% of our customers report that their digitalpublication investment paid for itself within five months by loweringcosts and driving more revenue.
Enterprise Mobility #1 Reason: Increase customer satisfaction #2 Reason: Increase productivity #3 Reason: Reduce cost ü Lack of Management visibility of mobile operations ü Inability to manage physical assets in the field ü Improved customer response times ü Integrate & extend back office functionality
Work Order & workflow à Web-based real-time dispatching à Everything is one click away à Mobile work orders à Mobile time cards à Customer definable forms (SmartFORMS) à Real-time job status updates à Free, non-SMS messaging à Definable & enforceable business processes à Integration with back office systems Standalone Product No GPS Required!!
Configurable Mobile Formsà Unlimited number of formsà Unlimited number of fields per form • Photo & Signature Capture • Barcode Scan (1D & 2D) • Formulas • Branching Logic • Search & Select Field Entry • Text / Numbers • Yes/No • Radio Buttons • Drop Down List • Mobile Printingà Attached to work orders or used as a standalone formà Easy to create & deploy Automatically Included with SmartDISPATCH and SmartWORKS
Location Tracking : Employees ,Vehicles and Assets à Web-based GPS tracking à Breadcrumb trails • On the map • Exportable file à Mobile time cards à Vehicle maintenance à Free messaging (non SMS) à Map overlays à Import landmarks/customers à Geofencing with alerts Available as a Standalone Product à SOS distress alerts or Included in SmartWORKS
Customer Benefits T ransfoReduce Expenses p ro d u rm o u à Complete more jobs per day ct i n n r into y ovatio à Complete jobs quicker our m n à Reduce equipment lifecycle costs leade arket à Ensure job accuracy rship! à Eliminate missed service calls à Eliminate/reduce unauthorized vehicle use à Eliminate paper-based reporting à Reduce mobile talk timeIncrease Cash Flow à Increase market share, customer service & revenue à Optimize inventory levels à Increase revenue per driver à Faster & more accurate invoicingImprove Safety/Security à Faster emergency response times
Mobile Solution Objectives Deliver web applications to any device Reach the maximum number of users Regardless of their choice of device Browsing, Messaging, Clients, USSD… Mobiles, PDA’s, PC, Games Consoles… With minimum effort Adopt a “Write Once, Deliver Anywhere” strategy Standards based integration – W3C DIAL (XDIME) Re-use branding templates across multiple systems Automated support for new devices With high quality user experience “Optimize Up” to the capabilities of each device Take advantage of latest device capabilities Graceful fall-back for older devices Use device knowledge within applications e.g. dont offer video if the phone doesnt support it 31
Crowd -sourcing usabilityTesting types – Mobile, Web, Desktopü Exploratoryü Functionalü Usabilityü Hybrid-load testingü Localization and internationalizationReal-world coverage – broad matrixü OS/Browser/3rd Party Appsü Location-basedü Language-basedü Handset maker, model and wireless carrier (for mobile)ü “In-the-wild” testing vs. “In-the-lab" testingConsumer & SMB-facing applicationsü Web, Desktop and Mobile
Communityü Our global community is made up of software testersü Have backgrounds in functional, usability, performance, internationalization, security, & black box testingü Vast majority have test-related jobs or are test freelancers/contractorsü Love to work on the latest apps and defect detection (aka “bugs”)ü Are not merely beta usersü We actively manage the communityü 30,000+ membersü Community management teamü Recruit for hard-to-find coverage needsü Provide training programsü Reputation-built, and based on customer feedback
How it works? Choose what to test Choose who will test -‐ Test Cycle Deﬁni7on -‐ Select Test Engineers 24 Hours to 2 Weeks (depending upon customer needs) Get immediate results Choose when to test -‐ Real-‐Time Tes7ng -‐ Manage Test Cycle
7 Steps to Social 1. Start with a plan, not tactics. Research and build a Social Media Roadmap involving: Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics. 2. “Give to get” – Successful social media marketing programs involve listening and participation. 3. Commit resources & time to be successful or you may very well fail. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting. 4. Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with. 5. Understand, you do not control the message. Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm. 6. Welcome participation, feedback and co-creation. As comfort levels rise with social web participation, companies will see opportunities to encourage participation with communications, especially with brand evangelists. 7. Metrics should roll up to objectives and objectives should be relevant to the channel.