William Buist MD, Abelard Management Services Social Networking for Business  - How to Turn Contact into Customers
Social Networking for Business: How to Turn Contact into Customers  - from Conversation to Results William Buist
What is the  Business Case? <ul><li>400 million worldwide Facebook users (that’s 120 every minute since launch) </li></ul>...
Consciousness to Cohesion Cohesion Collaboration Cooperation Conversation Consciousness Initial awareness and understandin...
Consciousness <ul><li>Awareness </li></ul><ul><li>You become aware of what your customers are saying that they need. </li>...
Conversation Cohesion Collaboration Cooperation Conversation Consciousness
Conversation <ul><li>Engagement (not broadcasting) with others – customers, suppliers, partners </li></ul><ul><li>Identifi...
Cooperation <ul><li>Your goals become important to your customers, suppliers, partners and other stakeholders. </li></ul><...
Collaboration Cohesion Collaboration Cooperation Conversation Consciousness Awareness <ul><li>Your goals and those of your...
Cohesion <ul><li>Embedding Processes into BaU </li></ul><ul><li>Common measurement and feedback </li></ul><ul><li>Desire t...
Key Messages <ul><li>Your customers are already engaged in the Societal Web </li></ul><ul><li>This is project work so trea...
Social Networking for Business: How to Turn Contact into Customers  - from Conversation to Results William Buist  Website:...
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[William Buist] Social Networking for Business - Houw to Turn Contacts in to Customers

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WIlliam Buist, Societal Web Expert & MD of Aberlard Management Services - presented at Hit Me! Social Media and Search @ Microsoft HQ

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[William Buist] Social Networking for Business - Houw to Turn Contacts in to Customers

  1. 1. William Buist MD, Abelard Management Services Social Networking for Business - How to Turn Contact into Customers
  2. 2. Social Networking for Business: How to Turn Contact into Customers - from Conversation to Results William Buist
  3. 3. What is the Business Case? <ul><li>400 million worldwide Facebook users (that’s 120 every minute since launch) </li></ul><ul><li>50 million tweets per day (that’s more than 1.5M during this presentation). </li></ul><ul><li>A third of adults post at least once a week to social sites like Facebook or Twitter. </li></ul><ul><li>A quarter of adults publish a blog and upload video/audio they created. </li></ul><ul><li>Nearly 60% maintain a profile on a social networking site. </li></ul><ul><li>70% read blogs, tweets and watch UGC video. </li></ul><ul><li>Visiting social sites is more popular than checking personal email. </li></ul><ul><li>The average time spent on social sites is 5½ hrs per month, rising fast. </li></ul><ul><li>Over 70% of companies are planning NEW social media initiatives in 2010 </li></ul><ul><li>Trust in company information is low (16%) but personal recommendation is highly trusted (77%). </li></ul><ul><li>“ Social Media is like word of mouth on steroids” </li></ul>It’s where your customers are! It’s what your competitors are doing!
  4. 4. Consciousness to Cohesion Cohesion Collaboration Cooperation Conversation Consciousness Initial awareness and understanding of the marketing challenge Customer, supplier and partner engagement and exploration Interaction and agreement between key parties Development of new working practices, alignment of goals Integration into the business operation
  5. 5. Consciousness <ul><li>Awareness </li></ul><ul><li>You become aware of what your customers are saying that they need. </li></ul><ul><li>Current marketing activity is leading to diminishing results for the same inputs E.g. Advertising. </li></ul><ul><li>Competitor Activity </li></ul><ul><li>Market Commentary </li></ul><ul><li>Focus on ‘me’ </li></ul><ul><li>Action </li></ul><ul><li>Strategic Review </li></ul><ul><li>Gap Analysis </li></ul><ul><li>Business Case </li></ul><ul><li>Project Initiation </li></ul><ul><li>Establish a baseline for measurement </li></ul>Cohesion Collaboration Cooperation Conversation Consciousness Results <ul><li>Brand presence </li></ul>
  6. 6. Conversation Cohesion Collaboration Cooperation Conversation Consciousness
  7. 7. Conversation <ul><li>Engagement (not broadcasting) with others – customers, suppliers, partners </li></ul><ul><li>Identification of your audience </li></ul><ul><li>Positive references to your brand increase </li></ul><ul><li>Customers and suppliers recognise alternative routes to reach you and know you </li></ul><ul><li>Mostly listening </li></ul><ul><li>Focus on ‘you’ </li></ul><ul><li>Needs analysis </li></ul><ul><li>Audience identification </li></ul><ul><li>Requirements defined </li></ul><ul><li>Objectives defined </li></ul><ul><li>Measure hits, visitors, mentions </li></ul>Cohesion Collaboration Cooperation Conversation Consciousness Awareness Action Results <ul><li>Brand awareness </li></ul><ul><li>Increased transactions </li></ul>
  8. 8. Cooperation <ul><li>Your goals become important to your customers, suppliers, partners and other stakeholders. </li></ul><ul><li>When others come in to bat on your behalf. </li></ul><ul><li>You are identifying how to support your supporters and potential supporters. </li></ul><ul><li>Balanced feedback. </li></ul><ul><li>Focus on ‘us’. </li></ul><ul><li>Communicate goals. </li></ul><ul><li>Choose Channels (be where your audience is). </li></ul><ul><li>Identifying supporters. </li></ul><ul><li>Project delivery. </li></ul><ul><li>Measure top line impacts - revenue, customer comments. </li></ul>Cohesion Collaboration Cooperation Conversation Consciousness Awareness Action Results <ul><li>Brand advocates. </li></ul><ul><li>Quality sales. </li></ul><ul><li>Customer understanding. </li></ul>
  9. 9. Collaboration Cohesion Collaboration Cooperation Conversation Consciousness Awareness <ul><li>Your goals and those of your collaborators change and align </li></ul><ul><li>Focus on the few, radar on the many </li></ul><ul><li>Focus on ‘we’ </li></ul>Action <ul><li>Strategic Partner identification </li></ul><ul><li>Strategy revision and amendment </li></ul><ul><li>Business Case </li></ul><ul><li>Demonstrate real purpose, with passion </li></ul><ul><li>Measure strategic goals </li></ul>Results <ul><li>Total consistency </li></ul><ul><li>Customer retention </li></ul><ul><li>Strategic execution </li></ul>
  10. 10. Cohesion <ul><li>Embedding Processes into BaU </li></ul><ul><li>Common measurement and feedback </li></ul><ul><li>Desire to merge (whether financial or contractual) </li></ul><ul><li>Instinctive action in the common good </li></ul><ul><li>Focus on ‘we’ </li></ul><ul><li>Process redesign </li></ul><ul><li>Project completion </li></ul><ul><li>Strategic review </li></ul><ul><li>Measure bottom line results </li></ul>Cohesion Collaboration Cooperation Conversation Consciousness Awareness Action Results <ul><li>High effectiveness </li></ul><ul><li>Satisfied, engaged customers </li></ul><ul><li>Strategic delivery </li></ul>
  11. 11. Key Messages <ul><li>Your customers are already engaged in the Societal Web </li></ul><ul><li>This is project work so treat it like a project </li></ul><ul><ul><li>If you don’t have strong project skills – get them early on. </li></ul></ul><ul><li>This is Strategic work, and part of your marketing strategy </li></ul><ul><ul><li>If you need to develop a strategy – do it early on. </li></ul></ul><ul><li>You have to measure what you are doing </li></ul><ul><ul><li>If you don’t know what to measure – find out what makes a difference to your business early on. </li></ul></ul><ul><li>Have a passion, have a purpose </li></ul><ul><ul><li>If you aren’t passionate why should others be passionate for you? </li></ul></ul><ul><li>Recognise that this is not free </li></ul><ul><ul><li>Make appropriate people, technology and time available. </li></ul></ul><ul><li>Your on-line “tone of voice” is all that others see </li></ul><ul><ul><li>it can’t be outsourced, it needs to be consistent, especially if many people are using it. </li></ul></ul>
  12. 12. Social Networking for Business: How to Turn Contact into Customers - from Conversation to Results William Buist Website: www.Societal-web.com Phone: +44 (0)1291 622598 Email: wmb@societal-web.com

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