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

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.

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

  • As told by Elizabeth Quintanilla a fearless Business Detective, and Marketing Gunslinger!
    @equintanilla
  • 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)
  • “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
  • Funnel – “Social Word of Mouth”
    – Dave Evans
  • Help
    People Come Together!
  • Not a Fish but What is this?
  • EQ where?
    @cafecaffeine @greenmusecafe @KickButtCoffee @gahcc @PCAustin
    Fault Line Flyers Pure Austin Lake Travis and places that accept GoLocal
  • 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!!!
  • Do I want MY Pic saying this on Google?
  • 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!
  • Remind Customers What We Do and Want Them TO DO …
  • 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.
  • CASE STUDY: Taco Journalism
    4 Guys – 1 Taco Blog
    => New York Times!
  • Engagement – Not just a ring
  • 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
  • 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
  • Creating Advocates
    MOBILIZE
    Mobilize people & networks to take action.
    • Call to Action
    • Resources
    • Step by step
    • Online/offline Transition
    • Incentives
    • Create Advocates
    INSPIRE
    Inspire people to take action that changes the world
    • Engage
    • Passion
    • Story
    • Create Possibilities
    • Connect
    • Open Doors
    • Be Relevant
    • Diverse & Inclusive
    • Innovate
    • Create Relationships
    EQUIP
    Equip people with skills, knowledge & abilities
    • Educate
    • Skills
    • Abilities
    • knowledge
    • Information
    • How to’s
    • Leadership
    • Talking Points
    Source: Cultural Strategies - www.cultural-strategies.com
    Armando Rayo, VP, Engagement - arayo@cultural-strategies.com
  • # 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?
  • # 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
  • # 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)
  • # 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!
  • # 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
  • Experts POV: Know Thyself & Customer
  • RECAP: EACH oF the FOLLOWING SLIDEs WILL APPEAR FOR 20 secs
  • A is for Advocacy!
    B is for Blog!
  • C is for Community!
  • D is for
    Detective
    Deliver
    and
    Drupal!
  • E is for
    Engagement
    and
    eNewsletters!
  • F is for FREEdom!
    G is for Google … =)
  • H is for Hosts both kinds!
    I is for identifying your influencers!!
  • K is for KLOUT!
    know your influencers …
    L is for Listening … Are you really listening?
  • M is for
    measuring!
    N is for numbers!
  • O is for
    observations!
  • P is for
    Participate!
    Q is for QR codes!
  • R is for ROI!
    Return
    on
    Investment
  • S is for …. Search, Social Media
    &
    Social Business!!!
  • T is for Twitter!
  • U is for Unique & Unburritable!
  • V is for Video!
  • W is for Wonder!
    Never forget what is possible ….
  • X is for Marketing miX!
  • Y is for YOU!
    Z is for Zen!
  • What will you do to engage your clients and leave the world a better place?