Social Business - Pubcon Austin 2011

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Presentation on Social Business given by Adam Proehl at Pubcon South in Austin, Tx on March 8, 2011

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Social Business - Pubcon Austin 2011

  1. 1. Social Business Best Practices Presented by: Adam Proehl @adamproehl
  2. 2. About Me <ul><li>Online marketer since 1998 </li></ul><ul><li>Worked with a Gazillion different client large and small </li></ul><ul><li>Founding Partner – NordicClick Interactive </li></ul><ul><li>Glutton for punishment: - Hopeless MN Viking Fan </li></ul><ul><li>Twitter: @adamproehl </li></ul>
  3. 3. Topics <ul><li>Social Business: What & Why? </li></ul><ul><li>Measurements </li></ul><ul><li>Real Life Examples </li></ul><ul><li>Practical Advice & Tools </li></ul><ul><li>Traps to Avoid </li></ul>
  4. 4. Social Business – What it isn’t Tweeting all day does NOT make your business social
  5. 5. Social Business – What it isn’t <ul><li>Customers & employees checking in does NOT (necessarily) make your business social </li></ul>
  6. 6. Social Business – What it isn’t <ul><li>A Facebook page with a ton of “Likes” does NOT make your business social </li></ul>
  7. 7. Social Business – What it is
  8. 8. Social Business – Why? <ul><li>Large companies leveraging their online community to improve Customer Service: </li></ul><ul><li>2010........................5% </li></ul><ul><li>2012………………………………30% </li></ul>Source: Gartner, Inc February 2011
  9. 9. Social Business – Why? <ul><li>Retailers – Holiday 2010 </li></ul><ul><li>68% who posted a negative review got a response. </li></ul><ul><li>Of the 68%: </li></ul>33% reposted a POSITIVE review 34% DELETED their original negative review Source: Right Now & Harris Interactive January 2011
  10. 10. Examples
  11. 11. Example : AT&T
  12. 12. Free Tool: Geo Tweets <ul><li>Applications: </li></ul><ul><li>Delivery Services </li></ul><ul><li>Utilities </li></ul><ul><li>Franchises </li></ul><ul><li>Chains (retail, food, etc) </li></ul><ul><li>Service Industries </li></ul><ul><li>www.geotwt.com </li></ul>
  13. 13. Example: GoMockingBird <ul><li>Description: </li></ul><ul><li>Small Shop (2) </li></ul><ul><li>No big support budgets </li></ul><ul><li>They code </li></ul>
  14. 14. Example: GoMockingBird Crowdsource market research Simple Twitter Conversations
  15. 15. Cheap Tool: User Voice Between $5 & $35 / mo Listen & Interact with your customers Support Features www.uservoice.com
  16. 16. Example: Crashplan Support Thanks
  17. 17. Example: Crashplan Prospecting:
  18. 18. Example: Crashplan <ul><li>90% @replies </li></ul><ul><li>Simple tools </li></ul>
  19. 19. Example: Crashplan Their fancy tool: Cost: $0
  20. 20. (Non-Social Business) Example: iTunes Music
  21. 21. (Non-Social Business) Example: iTunes Music (Frequent) Broadcast No interaction No @replies
  22. 22. “ Well, they’re trying” example: Southwest At 30k feet?
  23. 23. Example: Reviews <ul><li>Highly Measurable </li></ul><ul><li>Great interaction opportunity </li></ul><ul><li>SEO Benefits – Crowdsource your longtail </li></ul>
  24. 24. Review Tools $50 a year www.review-script.com Free www.citricle.com www.bazaarvoice.com www.powerreviews.com Cheap Enterprise
  25. 25. Quick Audit Tools: Website Grader www.websitegrader.com
  26. 26. Quick Audit Tools: Heardable www.heardable.com Quick Audit Tools:
  27. 27. Tools: 48ers <ul><li>Search & Filter Multiple Networks </li></ul>http://48ers.com
  28. 28. Tools: Who’s Talkin <ul><li>Search Multiple platforms </li></ul><ul><li>Narrow/Filter by platform </li></ul>www.whostalkin.com
  29. 29. Tools: BackType <ul><li>Engagement Comparisons Chart </li></ul><ul><li>Audience / Link Metrics </li></ul>www.backtype.com
  30. 30. Tools: Keotag <ul><li>Multiple Engines </li></ul>www.keotag.com
  31. 31. Thank You <ul><li>Adam Proehl </li></ul><ul><li>@adamproehl </li></ul><ul><li>[email_address] </li></ul>

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