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Social in B2B.ppt
 

Social in B2B.ppt

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Marketing Mix Event on Social B2B Marketing

Marketing Mix Event on Social B2B Marketing

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    Social in B2B.ppt Social in B2B.ppt Presentation Transcript

    • How to leverage & Build a Social B2B Community Yaron  Assabi   yaron@dsg.co.za   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
    • Social Content is everywhere
    • Youth entering workplace prefer social to email
    • Social Business Design /Enterprise 2.0
    • Create your Social Network
    • Impact of Digital on different business functions? Source: Econsultancy / BlueLatitude Report: The Impact of Digital Beyond Sales and Marketing http://econsultancy.com/reports/impact-of-digital
    • How to win the war for talent?
    • 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
    • Crowd sourcing – your next Ad
    • INNOVATION IN THE SOCIAL WEBWe will get past the endless babble about social media platforms, and more companies will begin embedding it into practices, strategies and workflows
    • Apps are taking over web browsing
    • Mobile Apps bringing print advertising to life
    • Mobile Learning -Learning Anywhere
    • 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
    • Crowd -sourcing usability
    • 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.
    • It  is  all  about  EXPERIENCE