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How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.
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How to do Social Media for Business Right in 2014? Based on Fortune 500 to Start-up Experience.

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Social Media in 2014 is very different from even 2 years ago. Majority of social media strategies at organizations are failing. Here's why. …

Social Media in 2014 is very different from even 2 years ago. Majority of social media strategies at organizations are failing. Here's why.

Learn the best practices and tips from my years of running social business programs at IBM, Bell and Extreme Networks.

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  • The digital world has evolved to a social world – social networks are prolific.
    If you are on the Internet, you are connected to a social network – 82% of the Internet population
    Content is overwhelmingly being created by people, not companies – 70% of information on the Internet
    More online time is being spent on social networks – 22% of all online time – that’s 1 out of every 4.5 minutes

    The task is now on companies to determine how and what they will do with social:
    How to leverage social and make it work for them

    Picture: Actual sign in New York City.
  • How we engage and consume the brand has significantly changed.
    We live in a 4 screen world in which consumers decide how they want to consume content and engage with the brand.
    As a result: Not only has the content changed, but the way people access content has also changed.
    Example: They are surfing while TV is in the background.

    Poses new challenges to businesses:
    PVRs enable customers to fast forward through TV commercials
    Online TV/Apple TV etc.
    When people watch TV, they are also surfing online.

    Businesses now have to be present on 4 different screens.
    Deliver consistent ‘experience’ and ‘message’
    Crafting a unique “Brand” experience, no matter the channel/medium.

    Quote: The only screen that matters is the one infront of the user. ~ Mitch Joel, Google Performance Conference, 2012.
  • Social and digital has undergone 4 distinct phases, involving different parts of a company at the different stages:

    In mid 90s, the web was a place to publish content, very little (if any at all) impact on companies – at the time, was purely a marketing and advertising vehicle
    With the birth of eCommerce and eBusiness in the late 90s the web became a new way for companies to transact – now, involving an entire company as it enabled a new sales channel
    By 2004, the concept of sharing was born – what is this here? Facebook? What?
    Today we are in the 4th phase – where social is becoming a layer to our existing business processes – letting sales, marketing, service, product, supply chain use it in their own context through improved collaboration, insights, and better touchpoints with the customer.
    The holistic experience delivers an improved customer experience which results in better leads, conversion and ultimately sales.
    Forrester study indicates higher revenue, increased sales and retention when online experience improves.
  • Before social, companies had more control over the information and content that existed about them – both online and across traditional media.
    Companies could create their brand and image and dialogue was essentially one way from the company to consumers.
    Today, consumers are at the centre of a brand– a brand is what people say it is based on their experiences and perceptions of a company.
    This is why each and every interaction with a customer matters. Make a mistake and everyone knows about it.
    Consumers look more to each other.
  • The Flaw in our Social Marketing Model
    We use old measures of success in new paradigms. We see social media as simply another way to drive traffic to our traditional conversion funnels.
    With this model, we try to cram our social strategies into the Awareness portion of the marketing funnel. While this is a valid use of social marketing, it is it’s most limited.
    We try to stuff our social media strategies into the top of the marketing funnel.
    When we realize that there is a whole world of conversion after the purchase we begin to use our social marketing more strategically.
    Strategic Social Marketing
    We can use social media strategically when we apply it to the post-purchase portion of the funnel
    This expanded model for social media let’s us use social channels more strategically.
    Instead of asking, “How can we use video to drive more traffic to us?” we can instead ask, “How can we use video to increase use of our offering?”
    Instead of asking, “How can we use Facebook to build a list of prospects?” we can ask, “How can we use Facebook to get people talking about our product?”
    Can you see how we would apply social marketing in a more purposeful way when we change our point of view?
    Doesn’t it become clearer how we would measure the success of our social campaigns beyond just traffic and page views?
    If you answered “Well, kinda,” don’t worry.
    I’ll be exploring best practices for some of the strategies mentioned in the Social Conversion article, including:
    Use of notification emails which “are among the most overlooked opportunities for engaging new product users.”
    Designing a blog that converts buyers to users, users to opinion, and opinion to talk.
    B2B implementation circles
    Keep up with the conversation. Subscribe to The Conversion Scientist and the Conversion Scientist Podcast. Don’t miss a post.
    Read more: http://conversionscientist.com/wordpress/audio-available/drilling-in-on-social-conversion-strategies/#ixzz1lLWDPaUq
  • Plan to meet the expectations of the customer in 2014
    Implement immediately and manage in a efficient manner.
    Measure things that matter and re-think and iterate the plan.

    Keep educating yourself to remain relevant.
    This space is moving fast. Faster than our ability to adapt easily.
  • Organizations need to become nimble, agile and transparent.
    Always challenge the existing and innovate to ‘survive’.

  • Transcript

    • 1. NORTH AMERICA PARTNER CONFERENCE Las Vegas | July 2014 The evolution of Social Business @BilalJaffery Senior Director, Digital Strategy Create individual value Design for constituency Engage with authenticity Listen, Engage, Measure and Optimize People don’t do business with companies. People do business with people. #earnedweb
    • 2. Social is prolific • Social networks reach 82% of the world’s internet population - over 1.1 billion users. • 70% of all information on the internet is created by individuals. (IBM Research) • The size of the digital universe doubles every 2 years. • 22% of all online time is spent on social networks. Social has fundamentally disrupted our how we connect with each other.
    • 3. We live in a four screen world Consumer behaviors are evolving faster than business’s ability to transform and scale. Media is being consumed on 4 different screens: 1. Computers 2. TVs 3. Tablets 4. Smartphones And, stats around social media are dizzying too. In just 1 day, • Facebook users post 4.75 billion items of content • Twitter users send 400 million tweets • Instagram users “like” 1.2 billion photos • YouTube users watch 4 billion videos
    • 4. In 2014, let’s do it differently A recent survey by Altimeter of nearly 700 social media professionals yielded that:  Only 34% of businesses feel that their social strategy is connected to business outcomes.  28% of companies feel that they have a holistic approach to social media, where lines of business and business functions work together under a common vision.  A mere 12% are confident they have a plan that looks beyond the next year.  Only half said that top executives were "informed, engaged and aligned with their companies' social strategy." Extreme Networks | North America Partner Conference | Las Vegas | July 20144 Social is no longer a “thing”. We have to look at its integration and connections across the channels.
    • 5. 400% higher visit-to-lead conversion rate 41% lower page abandonment rate 16.6% more recommendations by customers for products and services 15.8% fewer customers lost to competitors 14.4% repeat purchase interest by customers Forrester Research, Inc. When all facets work together, digital performance increases: Social is not just for marketers anymore Everyone in an organization needs to consider how social fits into and impacts their functional area. 1995 1999 2004 2014
    • 6. Social enables an empowered dialogue From Company-Controlled To People Centric Facilitate conversations to build your network. One way dialogue is resented by consumers.
    • 7. Flawed Social Marketing Approach Strategic Social Business Approach Content leads to Conversation Conversation leads to Relationships Relationships leads to Business Business leads to ROI Evolved Strategy for 2014 Users choose how to connect with content today. Context is KING.
    • 8. 3 Key factors for success in social  1. Authentic – Social media sites are highly personal & conversational. Social Networkers do not want to hear sales pitches. – They are more likely to listen and respond to companies that seem genuine and personable. They want to interact with a human, not a brand.  2. Responsive – The social world is 24/7, and consumers expect timely responses — even on nights and weekends. – Companies must be available to answer questions and reply to complaints and criticisms.  3. Compelling – Content is everywhere, and consumers have the ability to pick and choose what they like. – Create compelling, interesting content that appeals to busy, picky social media users. Extreme Networks | North America Partner Conference | Las Vegas | July 20148
    • 9. Social disrupts the traditional The social revolution is challenging the traditional processes and approaches. Traditional Business Social Business Marketing Losing control over message and brand Deeper levels of engagement with the social customer through consistent and relevant content; the ability to scale. Customer Service Customers flocking over social media to share bad experiences. The ability to treat customers personally due to better customer insights via listening. Fostering communities to help themselves. Sales Exhausted lists, lacking understanding of customer challenges Increased collaboration between sales and marketing. Social feeds into CRM systems to build deeper insights allowing sales to nurture relationships. Product Unable to adapt to evolving consumer demands and buying behavior Product and process innovation using collective wisdom of the online communities. HR High turnover, low employee engagement, unable to govern Ability to retain talent as they are engaged. Easier recruitment.
    • 10. Extreme Networks | North America Partner Conference | Las Vegas | July 2014 4 Phases to a Social Business Program Great, so what do I do now? Extreme Networks | North America Partner Conference | Las Vegas | July 201410
    • 11. Take the pragmatic approach to scale Like other aspects in communications, social follows a similar methodology to approach new areas in digital engagement. Adapted from Altimeter Social Business Study Research Strategy Planning Implement Manage Social Measure Iterate Education
    • 12. It takes time! Business Value 100 0 Business Risk Social Business Adoption Phases PHASE 1 Listening PHASE 2 Act / Experimentation PHASE 3 Operationalizing PHASE 4 Integration & Optimization Business has begun listening programs but no commitment to action Unconnected experiments on social media arise across the org.. Activity on twitter, Maybe a Linkedin Group. HR using Linkedin to post jobs. Business has applied governance and brand management Fully connected, internally and externally. Confusion. Nervousness. 1. Listen 2. Act / Experiment 3. Scale 4. Optimize
    • 13. Thank You

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