Hayden Sutherland iShopKent 2011
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  • 1. Hayden Sutherland Ideal Interface © 2011
  • 2. What I hear all the time… © 2011
  • 3. What I hear all the time… We wantcustomers to ‘Like’ us © 2011
  • 4. What I hear all the time… We wantcustomers to ‘Like’ us We need to engage with our target audience © 2011
  • 5. What I hear all the time… We wantcustomers to ‘Like’ us We need to engage with our target audience We need a presence in Social Media © 2011
  • 6. What I hear all the time… We want We’d like tocustomers to share our ‘Like’ us content more We need to engage with our target audience We need a presence in Social Media © 2011
  • 7. What I hear all the time… We want We’d like tocustomers to share our ‘Like’ us content more We need to engage with our target audience We must update our We need a followers presence in Social Media © 2011
  • 8. What I hear all the time… We want We’d like tocustomers to share our ‘Like’ us content more Social Media We need to gives us a 1-2-1 engage with our relationship with target audience our customers We must update our We need a followers presence in Social Media © 2011
  • 9. Sound familiar? © 2011
  • 10. Sound familiar? So they‘Liked’ us,now what? © 2011
  • 11. Sound familiar? So they‘Liked’ us,now what? We regularly blog, but nobody comments © 2011
  • 12. Sound familiar? So they‘Liked’ us,now what? We regularly blog, but nobody comments I built a Facebook Page, is that it? © 2011
  • 13. Sound familiar? So they How do I know‘Liked’ us, if this is makingnow what? a difference? We regularly blog, but nobody comments I built a Facebook Page, is that it? © 2011
  • 14. Sound familiar? So they How do I know‘Liked’ us, if this is makingnow what? a difference? We regularly blog, but nobody comments our CEO tweets from the golf I built a course now Facebook Page, is that it? © 2011
  • 15. Sound familiar? So they How do I know‘Liked’ us, if this is makingnow what? a difference? This Social We regularly Media stuff is blog, but taking up a lot of nobody my time right now comments our CEO tweets from the golf I built a course now Facebook Page, is that it? © 2011
  • 16. Let’s changeour perspective © 2011
  • 17. SocialMedia18.11.11 © 2011
  • 18. Social Business © 2011
  • 19. The days of ad-hoc and chaoticSocial Media initiatives are coming to an end © 2011
  • 20. Business ‘absorbs’ technology• It always has – To give competitive advantage – To reduce costs – Until it becomes part of normal business• But… now adopted at a slower rate than consumers• Social Media is already absorbed by – Marketing, Customer Services, PR © 2011
  • 21. social needs integration across multiple business functions © 2011
  • 22. But Social Media as aneCommerce sales channel? © 2011
  • 23. Why buy via Social Media when its there to for a ‘relationship’? © 2011
  • 24. Maturity Matrix The organisational path to thecomprehensive and effective use of Social Media © 2011
  • 25. 1. Assessing Nothing structuredACTIVITIES Following ‘Liking’ Etc.KPI’s N/ADEPT’S © 2011
  • 26. 1. 2. Assessing Participating Listening: Nothing Feeds, alerts, structured monitoring,ACTIVITIES prioritisation, etc. Following Posting: ‘Liking’ Facebook status Etc. & Org. Pages, Tweeting, Etc. Blogging FollowsKPI’s N/A ‘Likes’ Traffic MarketingDEPT’S PR © 2011
  • 27. 1. 2. 3. Assessing Participating Engaging Listening: Focused PR Nothing Feeds, alerts, activity (e.g. blogs), structured monitoring, Responding toACTIVITIES prioritisation, etc. +/- sentiment, Following Building Posting: ‘Liking’ community, Facebook status Etc. Customer Service & Org. Pages, Tracking links, Tweeting, Etc. Offers/Deals Blogging Follows In-bound linkKPI’s N/A ‘Likes’ Customer Sat Traffic Traffic/postings Sales Marketing Marketing eCommerceDEPT’S PR Customer Service PR © 2011
  • 28. 1. 2. 3. 4. Assessing Participating Engaging Integrating Listening: Focused PR Social Business, Nothing Feeds, alerts, activity (e.g. blogs), Connected structured monitoring, Responding to API’s & GraphACTIVITIES prioritisation, etc. +/- sentiment, (Facebook store) Following Building Social CRM Posting: ‘Liking’ community, Inventory & offer Facebook status Etc. Customer Service management by & Org. Pages, Tracking links, social channel, Tweeting, Etc. Offers/Deals Etc. Blogging In-bound link Retention FollowsKPI’s Customer Sat CLV N/A ‘Likes’ Traffic/postings Conversion by Traffic Sales Social Channel Marketing Marketing eCommerce Marketing eCommerceDEPT’S PR Customer Service PR Customer Service PR Information Technology © 2011
  • 29. 1. 2. 3. 4. Assessing Participating Engaging Integrating Listening: Focused PR Social Business, Nothing Feeds, alerts, activity (e.g. blogs), Connected structured monitoring, Responding to API’s & GraphACTIVITIES prioritisation, etc. +/- sentiment, (Facebook store) Following Building Social CRM Posting: ‘Liking’ community, Inventory & offer Facebook status Etc. Customer Service management by & Org. Pages, Tracking links, social channel, Tweeting, Etc. EFFORT (£) Blogging Offers/Deals Etc. In-bound link Retention FollowsKPI’s Customer Sat CLV N/A ‘Likes’ Traffic/postings Conversion by Traffic Sales Social Channel Marketing Marketing eCommerce Marketing eCommerceDEPT’S PR Customer Service PR Customer Service PR Information Technology © 2011
  • 30. Gartner predicts Over 70% of “IT-dominated”social media initiatives will fail through 2012 © 2011
  • 31. Social BusinessWho’s doing it? © 2011
  • 32. Facebook © 2011
  • 33. © 2011
  • 34. © 2011
  • 35. Twitter © 2011
  • 36. DistressedInventory © 2011
  • 37. Last minute (24 hours)JetBlue Airlines $9 tickets © 2011
  • 38. © 2011
  • 39. But its expensive right? © 2011
  • 40. €59/month © 2011
  • 41. $59/month © 2011
  • 42. In summary © 2011
  • 43. There’s a difference between Social Media and Social Business © 2011
  • 44. Measure:Value vs. Effort © 2011
  • 45. Compare with ‘traditional’ channels (email) © 2011
  • 46. 1. 2. 3. 4. Assessing Participating Engaging Integrating Listening: Focused PR Social Business, Nothing Feeds, alerts, activity (e.g. blogs), Connected structured monitoring, Responding to API’s & GraphACTIVITIES prioritisation, etc. +/- sentiment, (Facebook store) Following Building Social CRM Posting: ‘Liking’ community, Inventory & offer Facebook status Etc. Customer Service management by & Org. Pages, Tracking links, social channel, Tweeting, Etc. Offers/Deals Etc. Blogging In-bound link Retention FollowsKPI’s Customer Sat CLV N/A ‘Likes’ Traffic/postings Conversion by Traffic Sales Social Channel Marketing Marketing eCommerce Marketing eCommerceDEPT’S PR Customer Service PR Customer Service PR Information Technology © 2011
  • 47. Thank youwww.idealinterface.co.uk @haydens30 © 2011