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RISE University Day - Social Business: Why it is important and here to stay

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My RISE University Talk on Social Business – Why it is important, why it is not a fad and here to stay. "Social business, as defined by Dave Evans, is the application of social technologies as a …

My RISE University Talk on Social Business – Why it is important, why it is not a fad and here to stay. "Social business, as defined by Dave Evans, is the application of social technologies as a formal component of business processes – revolves around understanding how your customers or stakeholders connect to Your business to understand, accept, and innovate based on their involvement.

Social Business IS about integrating all your business functions: customer support, marketing, the executive team and everyone else for the purpose of creating collaborative innovation And engagement at meaningful, measurable levels tied clearly and directly to your company’s BUSINESS OBJECTIVES."

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  • Most die-hard fans are simply looking for people who share in their interests. Help them come together with events, online groups, email lists -- anything that makes it easy for them to meet one another. Once you've made the meet-up possible (online or off), you can get out of the way and let them do the talking.
  • Transcript

    • 1. As told by Elizabeth Quintanilla a fearless Business Detective, and Marketing Gunslinger!
      @equintanilla
    • 2. Sea of Shared Knowledge
      I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friendshave seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.
      Tim Berners-Lee (1995 @MIT)
    • 3. “Social Business – the application of social technologies as a formal component of business processes – revolves around understanding how your customers or stakeholders connect to Your business to understand, accept, and innovate based on their involvement.
      Social Business IS about integrating all your business functions: customer support, marketing, the executive team and everyone else for the purpose of creating collaborative innovation And engagement at meaningful, measurable levels tied clearly and directly to your company’s BUSINESS OBJECTIVES.”
      – Dave Evans
      Social Business - Definition
    • 4.
    • 5.
    • 6. Funnel – “Social Word of Mouth”
      – Dave Evans
    • 7. Help
      People Come Together!
    • 8. Not a Fish but What is this?
    • 9. EQ where?
      @cafecaffeine @greenmusecafe @KickButtCoffee @gahcc @PCAustin
      Fault Line Flyers Pure Austin Lake Travis and places that accept GoLocal
    • 10. Content: Not just words
      Content: Any form of published information
      Not just what is written in the paper!
      Don’t expect PRIVACY IN SOCIAL MEDIA!!!
    • 11. Do I want MY Pic saying this on Google?
    • 12. Content: Not just online
      Touch Point: interface of a product, a service or a brandwith customers, non-customers, employees and other stakeholders – before, during and after a transaction respectively a purchase.
      Don’t overlook your receipts!
    • 13. Remind Customers What We Do and Want Them TO DO …
    • 14. CASE STUDY: Old Spice
      3 Days, 180 Video created by team, Highly Interactive Engaging Team – Respond to Fans in Real Time
      Day 1: Received almost 6 million views(that’s more than Obama’s victory speech)
      Day 2: old spice had 8 of the 11 most popular videos online
      Day 3: Had reached over 20 million views
      Week 2: Old spice had over 40 million views
      The old spice twitter following increased 2700%
      Facebook fan interaction was up 800%
      Oldspice.com website traffic was up 300%
      Generated 1.4 billion impressions since launching the ads 6 months ago
      The campaign increased sales by 27% over 6 months since launching (year on year)
      Total Sales were up 107% from the social responses campaign work
      Old spice is now the #1 body wash brand for men.
    • 15. CASE STUDY: Taco Journalism
      4 Guys – 1 Taco Blog
      => New York Times!
    • 16. Engagement – Not just a ring
    • 17. Small businesses depend greatly on relationships with their customers. Besides some search engine optimization (SEO) that can come with the use of social media, the primary benefit can be to deepen relationships with existing customers and finding new customers whom you might not have been able to reach otherwise. Additionally, identifying customers who are evangelists for your business and strengthening that bond can help promote your business further. In advertising the common adage is that it takes seven impressions for someone to decide to buy your product. Social media can help you gain those impressions by providing more visibility to your audience. The downside? Yes, some time, but this can be managed so it might take as little as a half hour per day. The important thing is to have a social media strategy and implementation that is best suited to your business.
      SocialMediaDynamo.com – Ricardo Guerrero
    • 18.
    • 19. 19
      Engagement
      Relevant (Timely and interesting)
      The audience cares about and enjoys this content
      Messages are on brand and reflect the core benefits of the organization in audience perspective
      Commitment
      Time and resources are devoted to building a foundation – content, community, feedback
      The internal team is invested in the effort, helps generate conversation and feels the benefits of a growing community
      Talkable: Have a conversation
      People are interacting more frequently, or more deeply
      Connection: Build your community
      Builds connections: People are sharing and make recommendations daily
      People try things from peer recommendations
    • 20. Creating Advocates
      MOBILIZE
      Mobilize people & networks to take action.
      INSPIRE
      Inspire people to take action that changes the world
      EQUIP
      Equip people with skills, knowledge & abilities
      Source: Cultural Strategies - www.cultural-strategies.com
      Armando Rayo, VP, Engagement - arayo@cultural-strategies.com
    • 42. # 1: Never the product always the passion!!
      Reframe conversation
      Not about the product
      Is about the customer
      What role does product play in customer lives?
    • 43. # 2: Empower People!!
      More than just content
      People want to know the good, the bad, and the ugly
      Give them what they need to know to talk about you
      Create Ambassadors
    • 44. # 3: Know Thyself Well
      Old Spice has a powerful identity
      Your identity is not the same as your competition
      Not everyone will like you.
      Find your #11(s)
    • 45. # 4: Never is it just online
      Buzz is not Twitter
      Tweets don’t matter
      Find all Customer Touch Points
      People believe those recommendations from peeps they know, like, and trust!
    • 46. # 5: Make your advocates feel like Rock Stars!!
      Lift up your customers
      Show your appreciation by acknowledgment
      Say “Gracias, Merci, …”
      Not just free trips on American Airlines
    • 47. Experts POV: Know Thyself & Customer
    • 48.
    • 49. RECAP: EACH oF the FOLLOWING SLIDEs WILL APPEAR FOR 20 secs
    • 50. A is for Advocacy!
      B is for Blog!
    • 51. C is for Community!
    • 52. D is for
      Detective
      Deliver
      and
      Drupal!
    • 53. E is for
      Engagement
      and
      eNewsletters!
    • 54. F is for FREEdom!
      G is for Google … =)
    • 55. H is for Hosts both kinds!
      I is for identifying your influencers!!
    • 56. K is for KLOUT!
      know your influencers …
      L is for Listening … Are you really listening?
    • 57. M is for
      measuring!
      N is for numbers!
    • 58. O is for
      observations!
    • 59. P is for
      Participate!
      Q is for QR codes!
    • 60. R is for ROI!
      Return
      on
      Investment
    • 61. S is for …. Search, Social Media
      &
      Social Business!!!
    • 62. T is for Twitter!
    • 63. U is for Unique & Unburritable!
    • 64. V is for Video!
    • 65. W is for Wonder!
      Never forget what is possible ….
    • 66. X is for Marketing miX!
    • 67. Y is for YOU!
      Z is for Zen!
    • 68. What will you do to engage your clients and leave the world a better place?