Leaders Develop HereCENTRE FOR CORPORATE LEARNING AND PERFORMANCE IMPROVEMENTGaining Customers via Social Media      www.s...
Leaders Develop Here                                                                                                      ...
Leaders Develop Here   www.stlawrencecollege.ca                              Centre for Corporate Learning and Performance...
Leaders Develop Here                                                                        HOW DO YOU COMPARE?           ...
Leaders Develop Here                                                                         HOW DO YOU COMPARE?          ...
Leaders Develop Here                              "We don’t have a choice                              on whether we do so...
Leaders Develop Here                                                                 THREE QUICK CAVEATS … #1             ...
Leaders Develop Here                                                                                                      ...
Leaders Develop Here                                                                                                      ...
Leaders Develop Here                       OK, You get it ....   www.stlawrencecollege.ca                              Cen...
Leaders Develop Here                  Nice if you can get lots of these …..   www.stlawrencecollege.ca                    ...
Leaders Develop Here                                                      BUT ALSO REALLY NEED THIS ….   www.stlawrencecol...
Leaders Develop Here                                   What does gaining                                “customers” mean t...
Leaders Develop Here                       Question of the Day: How can                       social media enable you/your...
Leaders Develop Here                                                                  SOCIAL MEDIA CAN ENABLE             ...
Leaders Develop Here                       As with all business critical efforts,                        it must be suppor...
Leaders Develop Here                                                 A SOCIAL MEDIA PLANNING FRAMEWORK                    ...
Leaders Develop Here                                HOW DO YOUR “CUSTOMERS” BEHAVE ONLINE   What is               18%   yo...
Leaders Develop Here   www.stlawrencecollege.ca                              Centre for Corporate Learning and Performance...
Leaders Develop Here                                              E.G. SOCIAL MEDIA PLANNING FRAMEWORK                    ...
Leaders Develop Here                                              E.G. SOCIAL MEDIA PLANNING FRAMEWORK                    ...
Leaders Develop Here                                                               GARTNER BENEFIT/RISK MATRIX ….         ...
Leaders Develop Here                                                                      SMALL GROUP DISCUSSION          ...
Leaders Develop Here                                                                    SUMMARY OBSERVATIONS              ...
Leaders Develop Here                       Part 1                       Using LinkedIn to Drive Results   www.stlawrenceco...
Leaders Develop Here                                                                                                  QUES...
Leaders Develop Here                                                   LINKEDIN MEMBERS WITHIN 55KM                       ...
Leaders Develop Here83% check ina min. of fewtimes a month   www.stlawrencecollege.ca                              Centre ...
Leaders Develop Here   www.stlawrencecollege.ca                              Centre for Corporate Learning and Performance...
Leaders Develop Here   www.stlawrencecollege.ca                              Centre for Corporate Learning and Performance...
Leaders Develop Here                          CUSTOMER STRATEGY AND LINKEDIN’S POSSIBLE ROLE                       Strateg...
Leaders Develop Here                                                                            LINKEDIN HOME PAGE   www.s...
Leaders Develop Here                                                                                  LINKEDIN INMAPS     ...
Leaders Develop Here                                                          10 SPECIFIC WAYS TO USE LINKEDIN            ...
Leaders Develop Here                                                            WORKSHOP: USING LINKEDIN                  ...
Leaders Develop Here                                                        WORKSHOP: STAGE OF ADOPTION                   ...
Leaders Develop Here                                                                                                      ...
Leaders Develop Here                       Part 2                       Personal Online Branding (POB)               REFER...
WHAT COMES TO MIND WHEN YOU SEE THELeaders Develop Here                                               PHRASE "PERSONAL ONL...
Leaders Develop Here                                                                 WORKSHOP: POB EXERCISE               ...
Leaders Develop Here                                 SOCIAL MEDIA AND PERSONAL EVALUATION                       • 75% of U...
Leaders Develop Here                                                                PEOPLE ARE LOOKING BUT …              ...
Leaders Develop Here                                                ADDITIONAL DRIVERS/ASSUMPTIONS                       •...
Leaders Develop Here                                                                                    STAGES OF ADOPTION...
Leaders Develop Here                                            WHAT IS DRIVING EMERGING USERS?                       C- L...
Leaders Develop Here                                                 WHAT IS DRIVING FUTURE USERS?                       E...
Leaders Develop Here                                                             WORKSHOP: POB EXAMPLES                   ...
Leaders Develop Here                       OK so customers are searching for                           you, what is your s...
Leaders Develop Here                        What can it POB do for you                           and your company?        ...
Leaders Develop Here                                                                                         THE VALUE OF ...
Leaders Develop Here                                      WORKSHOP: SEARCH FOR EXPERTS                       • Search for ...
Leaders Develop Here                                                                  COMMON ELEMENTS OF POB              ...
Leaders Develop Here                                                                          COMMON ELEMENTS OF POB      ...
Leaders Develop Here                                                                            COMMON PITFALLS IN POB    ...
Leaders Develop Here                                                                             COMMON PITFALLS IN POB   ...
Leaders Develop Here                              POPULAR TOOLS FOR MEASURING YOUR POB                       • www.klout.c...
Leaders Develop Here                                                                                     PART 1 REFERENCES...
Leaders Develop Here                                                                                       PART 1 REFERENC...
Leaders Develop Here                                                                                     PART 1 REFERENCES...
Leaders Develop Here                       Part 3                       Customer Managed Relationships   www.stlawrencecol...
Leaders Develop Here                                              A VIEW: THE SOCIAL CUSTOMER MANIFESTO                   ...
Leaders Develop Here                        OK this may not be a lot of your                            customers yet, but...
Leaders Develop Here                        “Instead of companies managing their                             relationships...
Leaders Develop Here                                   BENEFITS TO CUSTOMERS USING SOCIAL CRM                       •   Ac...
Leaders Develop Here                       Implications for SMEs in Eastern Ontario?                       What can we lea...
Leaders Develop Here                                                                                       USE CASES: MARK...
Leaders Develop Here                                                                                                  USE ...
Leaders Develop Here                                                                 USE CASES: CUSTOMER SERVICE          ...
Leaders Develop Here                                                                               SUMMARY POINTS         ...
Leaders Develop Here                                                                            OVERALL SUMMARY           ...
Leaders Develop Here                            THANK YOU!                        __________________                      ...
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Gaining customers via social media slides

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Slides from the October 25, 2011 workshop at St. Lawrence College.

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Gaining customers via social media slides

  1. 1. Leaders Develop HereCENTRE FOR CORPORATE LEARNING AND PERFORMANCE IMPROVEMENTGaining Customers via Social Media www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  2. 2. Leaders Develop Here AGENDA Time Focus 8:30 – 9:00 Arrival and Welcome 9:00 – 9:45 Social Media Planning Framework 9:45 – 10:45 PART 1 – Using LinkedIn to Drive Results 10:45 – 11:00 Break 11:00 – 11:30 PART II – Personal Online Branding (POB) 11:30 – 12:00 PART III – Customer Managed Relationships (CMR) 12:00 – 13:00 Q&A Session over Lunch in Essence www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  3. 3. Leaders Develop Here www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  4. 4. Leaders Develop Here HOW DO YOU COMPARE? Fewer than one-fifth (17%) of Canadian companies consistently post to social media sites and also monitor them for mentions The online survey was conducted from January 6 to 27, 2011 among a representative sample of 1,000 Canadian executives of medium and large businesses. [1] http://www.sas.com/offices/NA/canada/en/news/preleases/social-media-2011.html www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  5. 5. Leaders Develop Here HOW DO YOU COMPARE? 10% regularly monitor conversations while rarely, if ever, posting to social media sites 49% of respondents whose companies do not monitor for mentions cite a lack of resources The online survey was conducted from January 6 to 27, 2011 among a representative sample of 1,000 Canadian executives of medium and large businesses. [1] http://www.sas.com/offices/NA/canada/en/news/preleases/social-media-2011.html www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  6. 6. Leaders Develop Here "We don’t have a choice on whether we do social media, the question is how well we do it.“ Erik Qualman, Socialnomics www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  7. 7. Leaders Develop Here THREE QUICK CAVEATS … #1 “Don’t fix the marketing first, fix your product. Once you’ve got a good product to talk about, the marketing is going to flow from that.” Scott Monty, Ford social-media chief www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  8. 8. Leaders Develop Here … #2 “Pushing a company agenda on social media is like throwing water balloons at a porcupine.” Erik Qualman, Socialnomics www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  9. 9. Leaders Develop Here … #3 “Social media isn’t an event, it’s a process. It’s part of your life like a fitness regimen. You’ve got to keep going.“ Linda Coles, CEO of BlueBanana www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  10. 10. Leaders Develop Here OK, You get it .... www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  11. 11. Leaders Develop Here Nice if you can get lots of these ….. www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  12. 12. Leaders Develop Here BUT ALSO REALLY NEED THIS …. www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  13. 13. Leaders Develop Here What does gaining “customers” mean to you? _____________________ More revenue? More contracts? More listings? More partners/channels? More tenants? More employees? More companies & jobs? More bidders? More ….? www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  14. 14. Leaders Develop Here Question of the Day: How can social media enable you/your organization to achieve these growth objectives? _____________________ www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  15. 15. Leaders Develop Here SOCIAL MEDIA CAN ENABLE • Awareness/Identification At a fraction of the cost • Communication/Dialog compared to trying to control it • Support/Service Delivery yourself! • Advocacy/Word of Mouth • Research/Product Development www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  16. 16. Leaders Develop Here As with all business critical efforts, it must be supported by a plan? _____________________ www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  17. 17. Leaders Develop Here A SOCIAL MEDIA PLANNING FRAMEWORK Component Description 1 Audience Analysis Includes understanding the online (if, where, what) behavior of employees, business partners (suppliers, channel members, ..) customers or prospects, social web or collective at large 2 Objectives What do you want to achieve in terms of results? 3 Strategy What approach will you take – monitor, discover, analyze, share, participate, co-create 4 Tactics/Tools What social media marketing tactics & tools – blogging (wordpress), microblogging (twitter), social networks (facebook, linkedin), video (youtube, vimeo), forums, SEO, POEM, blogger relations … 5 Metrics What are the metrics and what tools (vendors) will you use to measure performance? Source: www.toprankblog.com/2008/12/social-media-marketing-strategy-2/ www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  18. 18. Leaders Develop Here HOW DO YOUR “CUSTOMERS” BEHAVE ONLINE What is 18% your mix? 57% --------------- Insights for 64% your social media strategy? 21% Source: Forrester (2010) www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  19. 19. Leaders Develop Here www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  20. 20. Leaders Develop Here E.G. SOCIAL MEDIA PLANNING FRAMEWORK New Business Increase # of new customers acquired by 10% this year Strategy Tactic Tools Related Metric Co-Create Customer Community Jive Software Brand Advocates Increasing levels of participation, interaction, Participate Groups LinkedIn Groups Problem Solving and complexity Share Blogs, Video, Photos, Youtube, Quora, Thought Leadership Answers & Microblogging Twitter .. LinkedIn Connections, Discover Social Networking Prospecting Facebook Fan Page Google, LinkedIn, Monitor Search Lead Generation directories…. Source: Revised from Gartner (August 2010) www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  21. 21. Leaders Develop Here E.G. SOCIAL MEDIA PLANNING FRAMEWORK New Business Increase # of new customers acquired by 10% this year Strategy Tactic Tools Related Metric Co-Create Customer Community Jive Software Brand Advocates Increasing levels of participation, Shortening interaction, Participate Groups LinkedIn Groups Problem Solving and the complexity Blogs, Video, Photos, Youtube, LinkedIn sales cycle for Share Thought Leadership Answers & Microblogging Answers, Twitter .. more Discover Social Networking LinkedIn Connections, valuable Prospecting Facebook Fan Page customers Google, Trade Monitor Search Lead Generation directories…. Source: Revised from Gartner (August 2010) www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  22. 22. Leaders Develop Here GARTNER BENEFIT/RISK MATRIX …. High Co-Create Participate Expected Business Benefit Share Discover Monitor Low Low High Anticipated Risk Source: Revised from Gartner (August 2010) www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  23. 23. Leaders Develop Here SMALL GROUP DISCUSSION • Complete Worksheet #1(5 min) • Discuss with table (5-10 min) – Which stakeholders? – Level of engagement? Tactics/tools? – Metrics? – Levels of risk in social media priorities? – Testing without strategy? www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  24. 24. Leaders Develop Here SUMMARY OBSERVATIONS • Testing without a strategy is gambling • Strategy requires in-depth understanding of your audiences • Implementation without metrics is risky • Consistent effort, authentic engagement and disciplined monitoring is paramount www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  25. 25. Leaders Develop Here Part 1 Using LinkedIn to Drive Results www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  26. 26. Leaders Develop Here QUESTIONS Does your stakeholder audience consist of professionals located primarily across our region? Is it important/valuable for you to connect with them? Global collective? What about Facebook instead? www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  27. 27. Leaders Develop Here LINKEDIN MEMBERS WITHIN 55KM 120 Million Globally 23,000 www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  28. 28. Leaders Develop Here83% check ina min. of fewtimes a month www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  29. 29. Leaders Develop Here www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  30. 30. Leaders Develop Here www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  31. 31. Leaders Develop Here CUSTOMER STRATEGY AND LINKEDIN’S POSSIBLE ROLE Strategy Tactics and Tools within LinkedIn Co-create LinkedIn Apps & Gadgets – Polls/Surveys/Events Participate LinkedIn Groups – engage your audience and the social collective in discussions on the industry LinkedIn Recommendations – validation of thought leadership Share LinkedIn Answers – establish yourself as an authority/expert Integrated Content Marketing - Twitter, Slideshare, Blog, .. Discover LinkedIn Connections – find expertise, leads, and employees LinkedIn Inmaps – visual display of your network (http://inmaps.linkedinlabs.com/) Shorten Monitor LinkedIn Company -- search and follow companies sales LinkedIn Signal – search for updates/news across your primary cycle and extended network And you can also pay for advertising! www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  32. 32. Leaders Develop Here LINKEDIN HOME PAGE www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  33. 33. Leaders Develop Here LINKEDIN INMAPS Ivey MBA Business QSB MBA QSB SLC Family www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  34. 34. Leaders Develop Here 10 SPECIFIC WAYS TO USE LINKEDIN 1. Acquire new customers through online recommendations & word of mouth. 2. Keep in touch with people who care most about your business. 3. Find the right vendors to outsource services you’re not an expert on. 4. Build your industry network—online and in person. 5. Get answers to business questions with a little help from your real friends. 6. Win new business by answering questions in your area of expertise. 7. Raise funding. 8. Network with peers in your industry for repeat business referrals. 9. Convince potential customers of your expertise by sharing unique content. 10. Keep your friends close and your competition closer. Source: http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/trackback/ www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  35. 35. Leaders Develop Here WORKSHOP: USING LINKEDIN • LinkedIn cases reviewed online in-class www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  36. 36. Leaders Develop Here WORKSHOP: STAGE OF ADOPTION At what stage are you with LinkedIn? 1. No account 2. Have an account and a few connections, but rarely log in 3. Have more than 50 connections, but unsure what to do now 4. Have more than 200 connections, but they are really just sort of “sitting there” 5. Have lots of connections and are rather active but without strategy 6. LinkedIn Master, I manage a group, I respond to questions, I’m developing my name as a thought leader in my field… I don’t need this course ☺ Where are you? What can it do for me? For my business? www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  37. 37. Leaders Develop Here KEYS TO LINKEDIN Component Why Profile Optimization First impressions and depth in experience lead to strong network building Connections Actively mine, personalize, organize Recommendations Validation leads to credibility/opportunity SM Integration Content marketing via Twitter, Blog, Website and Slideshare Groups Lead industry discussions and builds personal brand Answers Demonstrate expertise to build personal and company brand Applications & Gadgets Productivity tools to drive high level engagement Advertising Drive lead generation in a very targeted manner Premium Inmail, Profiler to name a few www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  38. 38. Leaders Develop Here Part 2 Personal Online Branding (POB) REFERRALS REPEAT BUSINESS NEW BUSINESS www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  39. 39. WHAT COMES TO MIND WHEN YOU SEE THELeaders Develop Here PHRASE "PERSONAL ONLINE BRANDING?“ • People interested in promoting • The importance of having and themselves instead of the company maintaining a professional image on- they work for line via tools like LinkedIn in order to • Creating a consistent positioning capitalize on networking and other message that best represents ones potential opportunities. personal and professional background • Corporate buzzword and interests • How do I make myself (who I am, how • What you are known for I operate, etc.) translate to those who • image; what you portray dont know me. • My image • Marketing myself through the internet • Identification of how I come across in • The impressions you leave with others online search and social media. when they see you/ your services • The package--look, feel, values it listed somewhere on the internet communicates • The way you are branded and perceived in the online world. • safeguarding, controlling / managing the image and information that comes • A website with someones face and across about me online accomplishments • an online resume which markets the person • Providing information about ones • online profiling professional services in as efficient an online manner as possible. www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  40. 40. Leaders Develop Here WORKSHOP: POB EXERCISE • Conduct the following Google searches: – Your first and last name – Your industry – Your industry & Kingston – Products/Services you sell – Product/Services you sell & Kingston • Discuss what you find on first page? • What about LinkedIn, Facebook, Google+ www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  41. 41. Leaders Develop Here SOCIAL MEDIA AND PERSONAL EVALUATION • 75% of US online adults are active online social participators. 6 • 69% of internet users have searched for information about others online 2 • Searches for social networking profiles have grown rapidly in the past three years to 48% in 2009. www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  42. 42. Leaders Develop Here PEOPLE ARE LOOKING BUT … • Most people are not effectively monitoring their online presence. • In 2009, just 2% said they used a search engine to look up information about themselves on a regular basis. 2 • When self-searchers query their name using a search engine, 62% say the first page of results is mostly about someone else with a name very similar or identical to theirs. 2 www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  43. 43. Leaders Develop Here ADDITIONAL DRIVERS/ASSUMPTIONS • The amount of “online clutter” will grow exponentially, creating a greater need for a tight, concise POB. • But the number of social media sites will drop, effectively consolidating POB’s • The importance of visual presence (photos and video) will increase 8 • The old fashioned resume will be replaced by the online personal presence 11 www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  44. 44. Leaders Develop Here STAGES OF ADOPTION Experienced Emerging Future Users Users Users • Students • TV/Movie Celebrities • C-Level Executives • Entrepreneurs • Musicians • Public Speakers • Middle Managers • Sports Figures • High-Level Academics • Entry-level job • Authors • Real Estate Agents applicants • Music/tv/film support • Freelancers personnel • Matchmakers www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  45. 45. Leaders Develop Here WHAT IS DRIVING EMERGING USERS? C- Level Executives – According the to the 2011 Edelman Trust Barometer CEOs now rank among the top credible spokespeople globally5 – Businesses are more tightly linked to the CEO and his or her ability to be perceived as a leader in the industry and to their staff. www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  46. 46. Leaders Develop Here WHAT IS DRIVING FUTURE USERS? Entrepreneurs & Managers – Social Media and blogs are rapidly expanding category3 – Inbound marketing has a 60% lower cost per lead3 – 45% using social networks to screen job candidates11 www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  47. 47. Leaders Develop Here WORKSHOP: POB EXAMPLES • Show various examples online www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  48. 48. Leaders Develop Here OK so customers are searching for you, what is your strategy to ensure that you are both found and well represented online? _____________________ Is doing nothing an option? www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  49. 49. Leaders Develop Here What can it POB do for you and your company? _____________________ possible conflict here? www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  50. 50. Leaders Develop Here THE VALUE OF A POB • Increased visibility: A POB drives your name recognition and increases awareness of your achievements and credentials. It helps you stand out in the clutter of people trying to secure business & get jobs. Your POB makes you memorable and differentiates you from the competition. • Increased reach: An online presence helps transfer your real world reputation online for all to see, increasing your sphere of networking possibilities by effectively allowing more people to get to know you. • Credibility: An online presence can help create trust; it shows the person behind the business and helps mitigate risk by providing potential clients/employers information via recommendations, referrals, and commentary that show you are the real deal. • Influence the market: A solid online presence allows you to become the expert; the authority that others look to for guidance and recommendations in your industry. This in turn increases the PR opportunities for you and your company. www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  51. 51. Leaders Develop Here WORKSHOP: SEARCH FOR EXPERTS • Search for experts in your field. • Type the kind of expert that you consider yourself into the following: – Google – LinkedIn – Facebook • Who and what do you find? www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  52. 52. Leaders Develop Here COMMON ELEMENTS OF POB Visual Elements Online Hub SEO Brand Strategy Planning & Messaging Development Content Monitor Marketing & Strategy Measure Social Media Strategy www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
  53. 53. Leaders Develop Here COMMON ELEMENTS OF POB • Brand Strategy: Definition of brand equity, key messaging, determination of communication channels • Visual: Develop and maintain logo, photography and color scheme. Ensures accuracy of use of visual elements relative to graphic standards. Often extends offline (i.e. business cards) Establishing your thought • SEO: Improving the visibility of the POB in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Augmented by search engine marketing leadership (SEM) or paid listings. is a key goal • Monitoring & Measurement: Monitoring includes “listening” to select online channels for key words (name mention, industry or topics) and assisting customers by quickly responding & contributing to discussions. Measuring focuses on evaluating key metrics over a specified time period to assess which channels and messages are working best to reach the client’s goals. • Social Media Strategy: Define appropriate social media channels and build and maintain consistent presence on each. • Content Marketing Strategy: Publishing calendar and promotion strategy for types/formats/messages of original and curated content • Online Content Hub: Development and maintenance of personal website and BLOG www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  54. 54. Leaders Develop Here COMMON PITFALLS IN POB • Going dark. Establishing a presence and then letting it slip. No updates, mo monitoring, no improvement • Lack of authenticity: Not matching the offline you with the online you • Forgetting your audience: As networks grow its hard to remember who is following you. Keep personal info for close friends and family, play it professional for the rest of the world. • Lack of Monitoring: Not keeping abreast of what is said about you/your industry and responding in a timely manner and/or especially failing to manage negative reputation incidents • Spreading yourself too thin: Being unable to keep up with all the POB channels frequently enough to keep people engaged • No Home Base: Failing to have a personal website or BLOG that is the official home for accurate information about your brand www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  55. 55. Leaders Develop Here COMMON PITFALLS IN POB • Inconsistency: In messaging and look & feel • No strategy: No definition of a key message or planned media channel strategy and/ or lack of measurement goals and metrics. Where and when will you blog and why? What will your look/design be? Why? What is your unique selling point? How are you differentiated? What is your elevator statement about your self? What are your goals for POB? How will you measure them? • Too much self-promotion: Forgetting to help others by providing valuable content or mentoring to others in your field hurts your credibility. • Overshadowing your company’s brand. Or not being good representative of your company’s brand. • Forgetting to establish your credibility. Going “live” with your POB before you are ready with meaningful messages, recommendations from others, etc. www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  56. 56. Leaders Develop Here POPULAR TOOLS FOR MEASURING YOUR POB • www.klout.com • www.peerindex.com • www.doimatter.com www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  57. 57. Leaders Develop Here PART 1 REFERENCES • 1 Kaplan’s “2010 College Admissions Officers Survey” http://www.kaptest.com/pdf_files/Highlights-from-Kaplans-2010- College-Admissions-Officers-Survey.pdf • 2 Pew Internet “Survey on Reputation Management and Social Media” http://pewinternet.org/Reports/2010/Reputation- Management.aspx • 3 Hubspot “State of Inbound Marketing Report” http://www.hubspot.com/Portals/53/docs/resellers/reports/state_ of_inbound_marketing.pdf • 4 Knowledge Network survey “How People Use Social Media” http://www.knowledgenetworks.com/ganp/reviewer-info.html report can be purchased at http://mediastore.knowledgenetworks.com/index.php?page=sho p.product_details&flypage=yagendoo_VaMazing_2.tpl&product _id=10&category_id=1&option=com_virtuemart&Itemid=12 • 5 2011 Edleman Trust Barometer http://voices.washingtonpost.com/davos- diary/2011/01/the_united_states_and_the_trus.html www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  58. 58. Leaders Develop Here PART 1 REFERENCES • 6 Forrester Research, “2009 The Broad Reach of Social Technologies”, http://www.forrester.com/rb/Research/broad_reach_of_social_technologie s/q/id/55132/t/2 • 7 The comScore 2010 U.S. Digital Year in Review http://www.comscore.com/Press_Events/Presentations_Whitepapers/201 1/2010_US_Digital_Year_in_Review • 8 Internet Retailer, June 2010 Magazine www.internetretailer.com • 9 Office Team HR Manger Survey http://officeteam.rhi.mediaroom.com/OnlineProfiles • 10 CrossTab “Online Reputation in a Connected World” http://www.marketingtecnologico.com/ad2006/adminsc1/app/marketingtec nologico/uploads/Estudos/dpd_online%20reputation%20research_overvie w.pdf • 11 Career Builder.com HR Manager Survey http://www.careerbuilder.com/share/aboutus/pressreleasesdetail.aspx?id= pr519&sd=8/19/2009&ed=12/31/2009&siteid=cbpr&sc_cmp1=cb_pr519_ &cbRecursionCnt=1&cbsid=8412d5b32ef54ce6854a035cf3a59d12- 303995843-x3-6- www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  59. 59. Leaders Develop Here PART 1 REFERENCES – 12 Marcus, Bernd; Machilek, Franz; Schütz, Astrid (2006), "Personality in cyberspace: Personal web sites as media for personality expressions and impressions", Journal of Personality and Social Psychology 90 (6): 1014–1031, doi:10.1037/0022- 3514.90.6.1014, PMID 16784349 – 13 Facebook Statistics: www.facebook.com/press/info.php?statistics – 14 Twitter Statistics: http://blog.twitter.com/2011/03/numbers.html – 15 Neilson’s BlogPulse http://www.blogpulse.com/ www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  60. 60. Leaders Develop Here Part 3 Customer Managed Relationships www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  61. 61. Leaders Develop Here A VIEW: THE SOCIAL CUSTOMER MANIFESTO 1. I want to have a say. 2. I dont want to do business with idiots. 3. I want to know when something is wrong, and what youre going to do to fix it. 4. I want to help shape things that Ill find useful. 5. I want to connect with others who are working on similar problems. 6. I dont want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.) 7. I want to buy things on my schedule, not yours. I dont care if its the end of your quarter. 8. I want to know your selling process. 9. I want to tell you when youre screwing up. Conversely, Im happy to tell you the things that you are doing well. I may even tell you what your competitors are doing. 10. I want to do business with companies that act in a transparent and ethical manner. 11. I want to know whats next. Were in partnership…where should we go? Source: http://www.socialcustomer.com/2011/09/reflections-on-the-social-customer.html www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  62. 62. Leaders Develop Here OK this may not be a lot of your customers yet, but isn’t it reasonable to assume that over the next 10 years it likely will be? _____________________ If so, what does that mean for organizations/business? www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  63. 63. Leaders Develop Here “Instead of companies managing their relationships with customers, we need to create platforms to allow customers to manage their relationships with companies. We need to forge “customer managed relationships””. Jerry Wind, MIT Sloan Management Review, Summer 2008 www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  64. 64. Leaders Develop Here BENEFITS TO CUSTOMERS USING SOCIAL CRM • Access to more trusted and independent information on products, services and organizations through many-to-many participation. • Greater control over their own level of engagement with an CMR or Customer organizationManaged Relationships Is commonly called Social CRM • Greater control over the information they want, rather than being pushed information promoted by a company. • A buying process that aligns with a buyers needs assessments, information gathering, evaluation, transaction and post-purchase activities. • Fulfilling emotional needs, such as self-esteem, respect, belonging and friendship. www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  65. 65. Leaders Develop Here Implications for SMEs in Eastern Ontario? What can we learn from the experiences of larger companies/organizations? www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  66. 66. Leaders Develop Here USE CASES: MARKETING Use Case Explanation Idea Management Engaging community to share, capture, vote on an idea (e.g. http://www.mystarbucksidea.force.com )Tools Utilized: New Product Service Testing of concepts and prototypes using close and open Market Research communitiesSocial-media monitoring New Product or Engaging select target audiences at point of launch(e.g., Compete, Nielsen Service Launch (http://www.fordvehicles.com/fiestamovement/)BuzzMetrics, Radian6and TNS Cymfony) Social Campaigns Ability to make real-time changes to campaigns (e.g. Facebook Like Button; tourism campaign----------------------------- http://islandreefjob.com.au/about-the-best-job/)Hosted community Social Event Networking communities that are coordinated to meet before,platforms (e.g., Networking during and after meeting (e.gCommunispace, Jive, http://northamerica.msteched.com/teched-LiveWorld, Mzinga and bloggers?fbid=TYiIxBzEJ6B )Pluck PR Crisis (e.g. @BP_America lampooned by @BPGlobalPR Brand/Reputation Using Social Media Monitoring tools (e.g. Radian6) to listen; Promotion &Defense Understanding and fostering wom, viral on social media www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  67. 67. Leaders Develop Here USE CASES: SALES Use Case Explanation Prospecting and maintaining up-to-date contact information for prospecting, Research profiling prospects and frontline research, real-time feeds on contacts and/or accounts (from the Web,Benefits: external social communities, proprietary contact data communities, sales information services providers, etc.).Increase in sales readyleads Collaboration Tools for internal discussion with peer support organization----------------------------- and external collaboration/conferencing between sales andDecreased order to prospectssales cycle times Tools utilized: Social contact management, with data derived from communities (e.g., InsideView, salesforce.com Jigsaw and ZoomInfo) Sales content management, with social software providing a collaborative environment (e.g., salesforce.com Chatter and Savo Group) Proposal management, with social software providing a collaborative environment (e.g., Brightidea Switchboard) Social network analysis (e.g., 7 Degrees, Saba and Trampoline Systems) Source: Gartner (December 2010) www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  68. 68. Leaders Develop Here USE CASES: CUSTOMER SERVICE Use Case Explanation Community P2P HP launched the consumer support forum in seven languages Support for over 20 countries. More than 4.6 million HP customers have had their issues resolved through the forum to dateBenefits: Service feedback Customer complaints, personalized surveys for eachDeflected or decrease community member, forum topic-based surveys/polls, andcall volumes general satisfaction surveys and comments. The results from the later two need to be visible to community members and----------------------------- facilitate associated social dialogue.Improved CSAT Service listen and e.g. Tweeting customers can be detected and diverted to a respond chat session with a contact center agent. Service process These tools analyze and report on social service performance. analysis Aspects such as the time to inquiry resolution, the number of posts, the accuracy of responses, and the number of participants are all captured and displayed. Source: Gartner (December 2010) www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  69. 69. Leaders Develop Here SUMMARY POINTS • Customers are in charge Social CRM • Tools are available at low to no cost • Processes and Learning curve are the investment/work • Monitoring and Adapting are key www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  70. 70. Leaders Develop Here OVERALL SUMMARY • Framework is a good starting point • LinkedIn can drive results$ • POB is good for business$ • Social CRM is upon us – Go past CRM go right to Social – Facebook and Twitter drive down costs www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
  71. 71. Leaders Develop Here THANK YOU! __________________ Jim Hamilton jghamilton@sl.on.ca 613-544-5400 ext. 1139 www.stlawrencecollege.ca Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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