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Building a Superior SocialBusinessCombining Social Technology with Social Business
Today’s Presenters             Ken Cho                  Austin Lytle             Chief Strategy Officer   Social Business ...
Today’s Discussion    1. Using social media to impact business goals    2. How a social media management systems like     ...
Your “Social Customer”     80% of your customers use social     networks     50% of your Facebook fans will unlike     you...
Business Motivations for Social                     Engagement• Social media can impact a  variety of business goals      ...
Where Social CRM Comes In   • Social is part of the marketing mix: more activity     requires more structure.   • No one r...
Combining Social Strategy         with the Right Technology   Achieving social business success requires four things:   1....
Build a Superior Social Business by….             Organizing for Success                       &             Operationaliz...
Organizations are                   Experiencing… •   Large and growing teams embracing social media •   Different teams u...
Organizing Activity By Use Case                     Initiatives for Brands, Geos …#socialbiz
Managing Teams from One Location                  Team Management#socialbiz
Ability to Approve and Oversee Activity               Approval Paths & Workflow#socialbiz
One System to Manage All               Social Media Activity                     System of Record                      Org...
Build a Superior Social Business by….                  Proactively               Communicating &             Creating Conv...
Organizations are Planning… •   Sharing of messages on corporate     channels, online and offline,     to share with custo...
A Centralized Social Editorial Calendar                     Editorial Calendar#socialbiz
Planned Engagement Across all Major               Channels               Expansive publishing options#socialbiz
Simultaneous Engagement                   Choose multiple channels#socialbiz
Build a Superior Social Business by…. Monitoring     &Responding to Customers
Organizations Need… •   To monitor relevant conversations about their brand and     industry •   To understand more about ...
Monitoring Relevant Conversations                 Social Media Monitoring#socialbiz
Insight into the Conversation History                  Your Social Customer#socialbiz
Listening to What Matters                    Personalized Search                         Streams#socialbiz
Context of Your Social Customer                       The Social Profile#socialbiz
Build a Superior Social Business by….Measuring the Impact  of Social Media
Organizations Have To… •   Have the ability to see all social metrics from one location •   Drill into how many people are...
All the Granular Metrics Under one                       Roof                 Aggregated Social Metrics#socialbiz
Measuring What You Care About                     Custom Views & Charts#socialbiz
Build a Superior Social Business by….   Uncovering SocialIntelligence about your   Social Customers
Organizations Wish For… •   An analyzed view of what all the social     media metrics they gather actually     mean •   Th...
High Level Trends of Social Initiatives                  Social Activity Trends#socialbiz
Content Effectiveness to Inform                        Strategy                       Engaging Content#socialbiz
Finding Advocates and Potential                       Influencers                     Retweeters and Audiences#socialbiz
Insight into Tactical Implementation                  Engagement & Channels#socialbiz
Why Choose Spredfast?    Our platform can handle your brand and    organizational complexity    Our platform supports the ...
Start Down the Road to              Social Business Success         Start planning to be a Smart Business,         Social ...
Social Business Spotlight: Strategy & Technology for Social Success
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Social Business Spotlight: Strategy & Technology for Social Success

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  • The social customer is a growing segment across all demographics.80% of consumers have social accounts; 89% of GenY, 79% of GenX, and 74% of Baby BoomersBrands can’t behave like individuals on social sites. Presence is not good enough to develop a lasting brand connection.48% of Facebook fans unlike a brand because they didn’t offer enough deals or promotionsSocial is not a mass communication platform – it is the most targeted communication platform ever created, if used properly.71% of followers expect to receive marketing messages from companies through Twitter.Companies that reward social customers with great engagement have a competitive advantage in the market.53% of Twitter users recommend companies/products in their Tweets.
  • As your social media initiatives grow across your company, your technology partner needs to be able to scale with you. Our product lets you scale through built-in organizational workflows, approval paths and a complete system of record for an audit of all social activities. 1. Preamble 2. Orgnization We allow all of your employees who use social to access all of your organizations social media. 3. Initiatives What exactly is an initiative? Simply a set of activity that helps achieve a business goal. All companies, organization and agencies approach this differently, so we give you the flexibility to organize initiatives in the structure by which you are organized. This may include: -Geography -Department -Business objective -Campaign4. Team Management 5. Approval Path 6. System Of Record
  • Regardless of your community, there are certain things and types of content you will want to share. We call this proactive engagement, from sharing planned content to proactively mentioning and reaching out to people in your social network. 1. Editorial calendar - Schedule content as far in advance as you need. At Spredfast, we may put things in as far as a month in the future for events and special programs. - Create “shell” content to remind you and other content contributors of when things should be published. - Allow more people to help with creating and sharing content in social media by allowing a larger number of users to access the system.
  • 2. Scheduling/posting multiple types
  • 3. Easily choose your network - Also, we see agencies adding content on behalf of clients who then simply approve the promotions and news.
  • 1. Easily respond Reactive engagement. In addition to proactively publishing content and engaging with your community, every organization will need to be ready to react and respond to real-time activity. The Social Inbox was designed with reactive engagement in mind, to help companies scale more efficiently and effectively. -The Social Inbox helps monitor activity most pertinent to as organization. At Spredfast, we monitor references to Spredfast, important social media outlets and content creators,as well as popular hashtags. -To help percolate the elements that elicit an actual response, activity like @spredfast mentions, direct messages and Facebook comments are added directly to the Initiative Inbox to highlight the most important content at any given time. Here, engagement is made more effective due to a few key elements: Engagement is easier with response opportunities directly in the Inbox items Multiple contributors can access the Inbox and response activity can actually be assigned to team members And you won’t have to worry double responding or accidentally not responding, because everything has an audit trail. Other key elements to point out in the Inbox: Highlighting items for team members Notes
  • Beyond pre-scheduling activity for your social channels around events, news and campaigns, organizations need to have a grasp of what’s being said about them and relevant topics. Rather than mining for all the possible conversations taking place around everything happening in social media, organizations should practice what we refer to as “actionable monitoring” – or rather, monitoring for the keywords, brand names and people that are highest priority to acknowledge. Spredfast’s Social Inbox helps you organize your monitoring efforts in an effective way. As a Spredfast user, you can create streams based on keywords, brand names, competitors, specific users or specifiC accounts.
  • A more complete understanding of who is saying what about you – to also help prioritize the need for reaction – the Social Profile pulls in i. Network sizeii. Kloutiii. General infoiv. Interaction historyv. Notes
  • As Ken mentioned earlier, before you start implementing social campaigns, you need to know what your goals are to be able to measure the campaign’s effectiveness. Knowing what your organization’s KPIs are for using social to accomplish a certain business objective will help you analyze success and adjust a campaign accordingly once it’s kicked off. Spredfast can help you gain social intelligence about the impact of your social media activities through a variety of analytics built into the platform,etc, etc. Our data allows you to monitor effectiveness, gain insight and then use those insights to course correct activity if need be. Detailed measurements on ideal time of day for publishing and engagement are clearly shown to help guide content contributors and editors scheduling content. For web and business analysts, detailed metrics can be seen on the Analytics tab. Here, each comment, click and conversion are accounted for.
  • Charts and Reports
  • High level trends 1.DashboardThe Initiative dashboard gives a rolling snapshot of trends in network growth, engagement and activity from your team (CMO view)2. WidgetsAnalysis of effective content and community members is illustrated in the Top Ten widgets. These widgets can help you become more intelligent in creating social media content and building relationships with the right community members to help amplify your message.
  • Create flexible approval paths and audit trails to meet legal or regulatory requirementsSchedule and assign content creation months in advance across all key social channelsUtilize diverse engagement options and content sharing systemListen, monitor, triage and route inbound inquiries to the right groups at the right timesConfigure analytics to measure social media at any levelLeverage integrations with Google Analytics and OmnitureBuild your social database to receive fine-turned recommendationsINNOVATORSpredfast was the first SMMS provider and have been shaping the space since 2008We focus on finding solutions for the enterpriseWe’re paving the way for the next set of social capabilitiesOur advanced capability set offers your organization a competitive advantage
  • Transcript of "Social Business Spotlight: Strategy & Technology for Social Success"

    1. 1. Building a Superior SocialBusinessCombining Social Technology with Social Business
    2. 2. Today’s Presenters Ken Cho Austin Lytle Chief Strategy Officer Social Business and Co-Founder Strategist Spredfast Spredfast#socialbiz
    3. 3. Today’s Discussion 1. Using social media to impact business goals 2. How a social media management systems like Spredfast helps scale and operationalize social media across the business 3. The different aspects of managing social business: • Organizing for Success • Proactive Communication • Monitoring and Responding to Social Customers • Measuring Impact of Social Media • Uncovering Social Intelligence#socialbiz
    4. 4. Your “Social Customer” 80% of your customers use social networks 50% of your Facebook fans will unlike you if you do not offer enough deals or promotions 71% of people following a brand expect to receive marketing messages from the company 53% of Twitter users recommend companies or products publicly#socialbiz
    5. 5. Business Motivations for Social Engagement• Social media can impact a variety of business goals Brand Community Awareness• When developing a social strategy, identify what business objectives you’re Customer Sales trying to achieve through Service social channels before diving into a program#socialbiz
    6. 6. Where Social CRM Comes In • Social is part of the marketing mix: more activity requires more structure. • No one relies on just one network: a Social CRM helps manage these. • Increasing need for scalability: Social CRM systems are designed specifically to help scale and grow programs.#socialbiz
    7. 7. Combining Social Strategy with the Right Technology Achieving social business success requires four things: 1. A social strategy that clearly maps to larger organizational goals 2. A social media management system that helps navigate the complexity of managing an organization’s social media presence across channels 3. Measurement of both the strategy and the technology being used to analyze the success of social media campaigns and adjust quickly 4. Scalability. An organization cannot become a social business if social isn’t embraced across departments. A social media management platform can enable a company to effectively scale initiatives and coordinate workflows that are inherent to running multi-department social media campaigns#socialbiz
    8. 8. Build a Superior Social Business by…. Organizing for Success & Operationalizing Social#socialbiz
    9. 9. Organizations are Experiencing… • Large and growing teams embracing social media • Different teams using social accounts to tackle different business goals • The need for different rights and privileges for different sets of users • A growing numbers of social accounts, on multiple platforms, that need central oversight#socialbiz
    10. 10. Organizing Activity By Use Case Initiatives for Brands, Geos …#socialbiz
    11. 11. Managing Teams from One Location Team Management#socialbiz
    12. 12. Ability to Approve and Oversee Activity Approval Paths & Workflow#socialbiz
    13. 13. One System to Manage All Social Media Activity System of Record Organization * Multiple brands, geos, functions * Demand real time response * All engagement in one place#socialbiz
    14. 14. Build a Superior Social Business by…. Proactively Communicating & Creating Conversation#socialbiz
    15. 15. Organizations are Planning… • Sharing of messages on corporate channels, online and offline, to share with customers • To use this content that is relevant to social media communities • Proactively engaging across multiple social channels in a concerted way for Marketing, PR, Sale, Recruiting and more#socialbiz
    16. 16. A Centralized Social Editorial Calendar Editorial Calendar#socialbiz
    17. 17. Planned Engagement Across all Major Channels Expansive publishing options#socialbiz
    18. 18. Simultaneous Engagement Choose multiple channels#socialbiz
    19. 19. Build a Superior Social Business by…. Monitoring &Responding to Customers
    20. 20. Organizations Need… • To monitor relevant conversations about their brand and industry • To understand more about the people talking about them in social • To prioritize the opportunities for response and reactionary engagement • Engage with customers when and where they prefer to communicate to take advantage of organic conversations taking place in social media#socialbiz
    21. 21. Monitoring Relevant Conversations Social Media Monitoring#socialbiz
    22. 22. Insight into the Conversation History Your Social Customer#socialbiz
    23. 23. Listening to What Matters Personalized Search Streams#socialbiz
    24. 24. Context of Your Social Customer The Social Profile#socialbiz
    25. 25. Build a Superior Social Business by….Measuring the Impact of Social Media
    26. 26. Organizations Have To… • Have the ability to see all social metrics from one location • Drill into how many people are being reached, the activity of the internal team and how much engagement is taking place • Create custom views of data and channels measurements#socialbiz
    27. 27. All the Granular Metrics Under one Roof Aggregated Social Metrics#socialbiz
    28. 28. Measuring What You Care About Custom Views & Charts#socialbiz
    29. 29. Build a Superior Social Business by…. Uncovering SocialIntelligence about your Social Customers
    30. 30. Organizations Wish For… • An analyzed view of what all the social media metrics they gather actually mean • The ability to extract strategic takeaways for content and messaging decisions • To know who their brand advocates and potential influencers are • An understanding of what tactical decisions are helping their brand#socialbiz
    31. 31. High Level Trends of Social Initiatives Social Activity Trends#socialbiz
    32. 32. Content Effectiveness to Inform Strategy Engaging Content#socialbiz
    33. 33. Finding Advocates and Potential Influencers Retweeters and Audiences#socialbiz
    34. 34. Insight into Tactical Implementation Engagement & Channels#socialbiz
    35. 35. Why Choose Spredfast? Our platform can handle your brand and organizational complexity Our platform supports the “Big 5” today Our organization is focused on enabling our customers We are a recognized social CRM and SMMS innovator We are trusted by the biggest brands and the agencies that support them#socialbiz
    36. 36. Start Down the Road to Social Business Success Start planning to be a Smart Business, Social Business over the holidays Connect with us for ongoing insights See Spredfast in action @Spredfast | info@spredfast.com#socialbiz
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