A fundamental shift in business communications is taking place. Technology is changing rapidly, real-time discussions are having more impact on business and the global economy is moving toward greater efficiency and austerity. In this environment, it is critical to maximize effective communication and build a sustainable approach to customer retention. Lean startups appreciate that social media is inherently inexpensive. But it is also key to recognize that it takes time and much effort―part of the “sweat equity” that many businesses require. Join us as we discuss developing and implementing a social media and customer relationship management (CRM) business strategy. Learn about building a presence, maintaining a reputation and creating a sustainable business for the long term.

1. Prepared for: MaRS Discovery
District
Social Business: An Evolution in
Developing Sustainability
February 28, 2013
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3. we are on the verge of
major disruption…
fundamental global
changes are happening
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4. an unstable world economy
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5. an unstable world economy
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6. mass customization
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7. the balance of power is shifting
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8. employees have no loyalty
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9. companies are making mistakes
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10. companies are making mistakes
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11. reputation is increasingly vulnerable - @BurgerKing
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12. reputation is increasingly vulnerable
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13. reputation is increasingly vulnerable - @Jeep
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14. marketing is dead
the customer is in control
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15. Value is the New Norm
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16. …to massmoving from
we are engagement
mass marketing
…at an individual level
…among millions at one
time
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17. Start-ups are poised to do this
Cost: Benefits:
Ø Nominal marketing Ø Improved organic search engine
investment ranking
Ø Insight tools Ø Increased brand visibility
Ø Research Ø Thought leadership development
Ø Comprehensive market insights
Ø Employee effort Ø Increased network opportunities:
Ø Understanding partners, clients, amplification
Ø Desire Ø Support development of products
Ø Consistency Ø Gain competitive intelligence
Ø Analysis Ø Retain clients
Ø Engagement Ø Sustainability
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18. conversation data is abundant
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19. “
that’s being said about ourselves, our
Technology can help us listen to everything
company, our brand…….
But finding that one key, that game-changing
insight in a sea of chatter and then actually
doing something about it is another story.
David Armano
”
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20. control your message
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21. news travels fast…search and social are connected
Increasingly,
product quality and
what a brand
stands for are
determined by
Google
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22. tell your story from the beginning
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23. develop thought leadership: Indium Corp
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24. develop thought leadership: Indium Corp
Ø Content – Contact -
Cash
Ø 600% increase in
lead generation
from 1 quarter to
the next
Ø Social Media sales
leads “are the best
leads ever
received”
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25. establish community from
the get-go
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26. advocacy starts with employees
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27. use video to tell your story: khanacademy.org
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28. be organized and
consistent
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29. schedule posts ahead of time
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30. know when people are talking about you
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31. measure your engagement
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32. determine the health of your tweets
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33. be interested and
interesting in social
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34. image footprints - @JESS3
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35. adapt and allow for co-creation @threadless
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36. target smartly
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37. find the right people to follow
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38. target through conversation
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39. know your audience
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40. be relevant
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41. content is king: from curation….
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42. …to organized stories
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43. humanize
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44. personal stories: Lockheed Martin
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45. turn detractors into promoters: Harry Winsor and
Boeing
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49. social CRM is about
building advocacy and
business sustainability
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50. sCRM: Amplified
Old School The Social Way
Main Driver Transaction Conversation
Marketing planned, one-way, nimble, hyper-responsible,
Inflexible dialogue, insights
Sales black book and interaction-based,
transaction-driven sourced from insights
Customer Support limited hours, script- dynamic, “always on”,
based multiple platforms
Feedback occasional surveys, multiple platforms that
quarterly customer feedback into Sales,
insights Marketing, Support in real
time
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51. Thank you
hessie.jones@thearccompany.com
@hessiejones
647-999-2348
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