2010 777: The Social Business: What's Now, What's New and What's Next?

7 Experts – 7 Tips – 7 Minutes
The Social Business:
What’s Now? What’s New? What’s Next?

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Ground rules for 777
Each EXPERT will have SEVEN MINUTES to share their TIP.
A one-minute warning will sound.
Once the signal sounds, no more TIPS!
Please hold all questions until the end.
There will be approximately 30 minutes for questions and answers after all have shared.
Questions should be directed to the moderator.
Please keep track of TIPS on the back of your info sheet.

Today’s moderator
Veronica Williams
hmc2 advertising
www.hmc2agency.com
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Joe Mescher
Social Media Commando
www.socialmediacommando.com
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Social Media KPI's
Measuring Engagement

How & Why We Measure Engagement
Why?

Without goals and tracking, social media is just another 'shiny object'

How to Measure Success?

Pageviews

Unique visitors
Time spent on site
New 'friends' after 30/60/90 days

Return On Investment
ROI = (Gain from investment - Cost of investment)/Cost of investment
Social media metrics like increased views, visitors and friends are NOT measurements of ROI

Set specific baselines, such as increased transactions and numbers of new customers

Track your sales, retention and transactions, then overlay all timelines to identify trends

Ex. Increases in blog comments, website visits and social mentions correspond to higher profits

Karen O’Neill
Gravel and Shea
www.gravelshea.com
8

9
Traditional Rules Apply

Traditional Rules
Laws prohibiting:
False advertising
Misleading investors
Defamation
Copyright and trademark infringement
Invasion of privacy
Doctrine of respondeate superior (company can be liable for actions of agents and employees)
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Guidance from Regulators
Federal Trade Commission: employees and bloggers receiving compensation must disclose relationship
Securities and Exchange Commission: anti-fraud provisions apply to statements made in online communications
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Enforcement & Lawsuits
“Company Settles Case of Reviews It Faked,” New York Times, July 14, 2009
“Online Electronics Stores Caught in Consumer Fraud,” New York Times, June 25, 2009
“Notice Those Ads on Blogs? Regulators Do, Too,” New York Times, August, 10, 2009
“Controversial Blog on Patent Suits Is Authored by Cisco Executive,” Wall Street Journal, February 25, 2008
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Summary
The old rules apply,
You may be liable for the internet activities of your employees and agents that relate to your company, its products or services, and
The government and your competitors are watching.
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TO DO:
Design social media campaigns to comply with old rules
Don’t fake it or act secretly
Establish guidelines for employees and bloggers you hire
Monitor compliance
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John Burton
Network Performance, Inc.
www.npi.net
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Increase “people proximity” by overcoming communication barriers with cloud computing & remote access

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NPI is focused on excellence in voice and data network services and security.
We help businesses succeed by ensuring…
High performance communications
Business continuity
Privacy & Security
Comprehensive & Flexible IT support
NPI was founded in 1988, based in South Burlington, Vermont with customers throughout the Northeast.
Our staff is certified by major vendors like Microsoft - Cisco – Juniper – RSA – Dell - VMware – Shoretel -

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Key Barriers to Business Communications
Geography
Time
Social

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Geographic Barrier
Accelerate communications to anyone anywhere, using the social network features of cloud apps like Salesforce Chatter, SugarCRM Sugar On-Demand.
Assure that everyone has mobile devices so everyone anywhere can participate. Subsidize the use by paying part of the bill.
Use new powerful sharing features in MS Office 2010 and Sharepoint to breakdown geographic barriers to sharing core work.

“Every 10 years a major innovation takes place in computing – cloud computing combined with social networking is one of these. The future of enterprise software looks more like Facebook on the iPod than anything “ - Marc Benioff (Salesforce)

Time Barrier
Live in the “now” by leveraging the cloud and mobile devices to instantly complete tasks rather than putting them off until later.
Move from email to texting to pick up your pace and gain from the power of real-time collaboration.
Create your own “dashboard” using mobile apps on your smartphone or tablet to get instant feeds of “real time” critical data.
Leverage mobile tech to “manufacture” the extra time needed for business social networking.

“Mobile apps open a window of advantage by adding surprising speed and efficiencies. - Mark Jordan Sybase

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Social Barrier
54% of CIOs prohibit employees from using social networking. Trust “business identified” employees to use social networks so the business can harvest the great content coming from this unstructured tool.
Build a Wiki to harness the creative, ”wisdom of the crowd”.
Create a CEO blog to share the vision and provide “high touch” to your customers.
Reach out to generation i by using their own tools and methods.
“What determines our inventiveness is the amount of interaction. Right now our ideas are making love with each other like never before.” – Matt Ridley WSJ

Jessie Angus
Angus Media Services
www.angusmediaservices.com
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Locate Yourself

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Phone Book

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What are Geo-Social Networks? Why Do We Care?
(
)
+
+
=

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Geo-social Networks

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A Game
Checking in multiple times
Overshare badge
Photogenic badge

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Tips

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Burlington Foursquare Day
Participants:
The Scuffer and Magic Hat: free t-shirts
Red Square: waived cover charge
Lake Champlain Chocolates: free truffle
August First: $4 every check-in to King Street Youth Center
Candles & Creations and 156 Bistro: 10% off all day.
Facebook.com/BTVfoursquare
DeepDishCreative.com (BTV Foursquare case study)

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Geo-Social Networking Challenges
Advantages can be limited depending on geography
Oversharing and privacy
PleaseRobMe.com
Etiquette
OldMediaNewTricks.com/foursquare-etiquette-guide/

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Locate Yourself
Value = CONNECTION
List your business. Google Local, Foursquare, join Twitter
Get FREE feedback
Examine your marketing strategy
Business goals
Audience
Tone of Voice

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Just for Retail?
No!
Education (Harvard and UNC)
Travel (Lufthansa, SCVNGR)
Services (Community-giving)
Be Creative

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Check-in on Foursquare …
… for the Swarm badge!

Mitch Lieberman
Comity Technology Advisors
www.comityadvisors.com
34

35
Social CRM It is all about the Customer
your

First - What is CRM?
(Customer Relationship Management)
Contact management, only it costs more?
Name, Address, Phone #
A place to manage transactions?
Orders, Invoices, Issues
A place to manage potential customers
Prospects, Leads, Opportunities
Something sales people complain about?
Because they do not understand what’s in it for them!

Social CRM is an extension of CRM, the biggest change is a
focus on your Customers, not a focus on you

CRM
Social CRM
Sales, Support &
Marketing
+ Customer
Dynamic
Processes
Static
Processes
1 to 1
Private channel
Many to Many
Public Channel
Technology
Culture and
Technology

Different parts of the organization are not aligned, a
Social CRM strategy includes strong guidelines for alignment

Social CRM is based on the simple principle that you will invite your customer into
the ecosystem and interact with them based on their needs, not your rules.
Image by:
Textualcreations.ca

TIPS – 1 each
Support - Keep the ordinary, ordinary; Social includes public channels; more personality needed
Sales – The value-add of you and your company’s expertise, not just your product are important,
Marketers – Learn to listen, engage and create with your customers, add facts with personality,
Social CRM can be done without technology – trucks and delivery personnel can be a great social network

42
Evaluate Your Mobile Strategy Now
7 minutes to being a …
Predictions
Rationale
Options
… inMobility

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Prediction
Mobile Internet Users>Desktop Internet Users … within5 years.
Fact
Mobile Internet is ramping faster than Desktop Internet did.
- Both Prediction & Fact from Report by Mary Meeker of Morgan Stanley
“April 2010 Internet Trends”

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Prediction
Demand for mobile content > carrier capacity …within 5 years.
Fact
Mobile data traffic surpasses voice demand for 1st time in Dec 2009.
Prediction from RYSAVY Research Paper Feb 2010 using AT&T data for FCC
Factfrom Ericsson at CTIA Wireless Mar 2010 Conference

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Prediction
Hybrid Apps > Web Apps > Standalone Apps …within 5 years.
Fact
More Users + Slower Pipes = Poor User Experience
Prediction from Tom Jaros, Empower Mobility
Fact supported by trends in Apple iPhone OS 1.0 to 4.0 Evolution

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Rationale
Solve Pain Points
Improve Productivity
Increase Efficiency
Secure More Customers
Ensure Less Errors
Utilize Better Metrics
Leverage Expansive Market
Make Direct Connections
Obtain Immediate Feedback
Enable Collaboration

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Options
Current
Lots of Social Media Tools
Mobile Websites / Web Apps
Inexpensive RAD Tools
Custom App Development
Emerging
Expanding Ad Channels
Location-Based Services / RFID
Augmented Reality / Interactive
Collaborative / Context-Aware

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Will You Be Ready?

Rachel Carter
Rachel Carter PR
www.rachelcarterpr.com
49

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Keep It Real

In keeping it real…
Be Relevant
Listen
Brand = Business Personality
Target Audiences ARE NOT Clones!
Stop Communicating to the Masses!
Professional & Amateur Media BOTH use Social Media Tools
Relationships Built using Social Media Tools helps Word of Mouth Marketing Work Effectively
Keep Listening & Changing to Keep It Real!

Questions and comments?
Direct your question at a specific panelist, or ask generally
Moderator will help to clarify the question or ask follow up
Please be considerate of others
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2010 777: The Social Business: What's Now, What's New and What's Next?

by The Family Business Initiative at UVM on May 25, 2010

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2010 777: The Social Business: What’s Now, What’s New and What’s Next? — Presentation Transcript