This document summarizes a presentation about how companies can build social media readiness. It discusses the challenges of repositioning a brand and implementing a new lead generation strategy. It also addresses how to build a social-ready organization by integrating social media into processes and getting buy-in from different executives. The presentation provides tips on establishing social media policies and procedures and using social media across an organization in a productive way.

1. Competing in a Social Economy
IMPACT Session ID 2872A
Alan See
Chief Marketing Officer
Berry Network Inc., an AT&T Company
IBM IMPACT 2011
4/12/2011

2. Agenda
2
•The Challenge:
–Reposition the Brand
–Implement New Lead Generation Strategy
•Building a Social-Ready Organization
–Storm Clouds and Stress
–The Role of Chief X Officer’s

3. The Challenge
3
Brand Transformation and Lead Generation Strategy

4. Berry Network Inc., an AT&T CompanyBrand Transformation
4

5. Sales ProcessLead Generation and Nurturing
5
Prospect
Sources
Prospect
Generation
Prospect
Qualification
Qualify
Opportunity
Analyze Specific
Needs in
Detail
Presentation
Build Business
Case
Proposal /
QuoteRefineMarket Specifications
Actual
Market Study
Testimonials /
Case Study
Opportunity
Management
(other content:
White paper,
etc)
Post
Mortem
Contract
Negotiation
Acceptable? Sale
Order
Processing
Publication
Booked
Revenue
Post Sales
Service
Account
Management
Cross-Sell
Base
Sales Pipeline
Sales ForecastYes
No
No
Sales Funnel
L

6. 6
Social Media Marketing IntegrationAccelerated branding and lead generation strategy roadmapNurture Community
Linking & Feeding
Start Conversation
Linking & Feeding

7. Building a Social-Ready Organization
7

8. 8
“The National Doppler Radar System has indicated that local conditions are
right to produce severe weather.
High winds, damaging hail, and flash floods are likely products of this storm.
Seek immediate shelter moving away from doors and windows.”
When Storm Clouds Build my Weather Alert Radio Calls for Action …

9. 9
Social Media
Generating the perfect executive storm …

10. 10
Social Media
High stress, damaging assumptions, and flash flood buzz words …
“The CMO Alert System has indicated that conditions are right to produce severe C-Suite turbulence. High stress, damaging assumptions, and flash flood buzz words are likely elements of your next meeting.
Seek cross-functional support immediately.”

11. 11
Helpful for Integrating Social Media in Your Organization!

12. 12
Social Media Sparks Interesting C-Suite Conversations

13. 13
The Chief Executive Officer
CEO: I hear about social media all the time now; but does Wall Street really care if we get social? I thought this would only involve your PR department.What’s our competition doing?

14. 14
The Chief Financial Officer
CFO:Are we talking about decreasing expenses or increasing revenues with this strategy? On a side note; someone told me that Twitter and Facebookare free … that’s great, no cost!

15. 15The Chief Information Officer
CIO:What about network security?By the way, we can’t allow everyone to be downloading all these new untested desktop social apps.And don’t even get me going about the mobile angle.

16. 16
The Corporate Legal Counsel
Legal:I’ll need to consider our risk and exposure.Who did you say was going to be blogging and tweeting?

17. 17
The Chief Sales Officer
Sales:Are we using this to generate sales leads or is it about customer service?If it’s about leads, will the quality be any good?Should sales really be involved with this stuff?How does this impact my call center?

18. 18
The Chief Human Resource Officer
HR:Are we going to allow all employees access?If so, what about productivity?Are we using this for recruiting?

19. Social-Ready Marketing
19
Strategy
Processes
Technology
0
20
40
60
80
100

20. 20
Strategy –Technology -ProcessesHave you established standards and procedures?

21. 21
Strategy –Technology -ProcessesHave you created a social media education process? Every employee is a marketer …

22. 22
Strategy –Technology -ProcessesWill you allow platform access at work? If so, which platforms? Will everyone have access?

23. 23
Strategy –Technology -ProcessesWho will monitor activity? What technology will they use to monitor?

24. 24
Strategy –Technology -ProcessesWill you allow platform and applications exceptions? If so, who can grant the exception?

25. 25
Strategy –Technology -ProcessesWill you allow platform and applications exceptions? If so, who can grant the exception?
Denied!

26. Customer interaction
Prospect interaction
26
Strategy –Technology -ProcessesHow will social media interaction impact your sales process? Corporate communications? Partner interaction

27. DupontChart
The relationship between key ratios and components of a business
27

28. “The Only Profit Center is the Customer” ~ Peter Drucker
28

29. Thank You!
29
Alan See
CMO
Berry Network Inc., an AT&T Company
Twitter: @AlanSee
Email: Alan.See@BerryNetwork.com