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Hayden Sutherland  Ideal Interface                    © 2011
What I hear all the time…                            © 2011
What I hear all the time…  We wantcustomers to  ‘Like’ us                            © 2011
What I hear all the time…  We wantcustomers to  ‘Like’ us        We need to      engage with our      target audience     ...
What I hear all the time…  We wantcustomers to  ‘Like’ us        We need to      engage with our      target audience     ...
What I hear all the time…  We want                We’d like tocustomers to              share our  ‘Like’ us             c...
What I hear all the time…  We want                We’d like tocustomers to              share our  ‘Like’ us             c...
What I hear all the time…  We want                We’d like tocustomers to              share our  ‘Like’ us             c...
Sound familiar?                  © 2011
Sound familiar?  So they‘Liked’ us,now what?                           © 2011
Sound familiar?  So they‘Liked’ us,now what?       We regularly         blog, but          nobody        comments         ...
Sound familiar?  So they‘Liked’ us,now what?       We regularly         blog, but          nobody        comments       I ...
Sound familiar?  So they                How do I know‘Liked’ us,             if this is makingnow what?                 a ...
Sound familiar?  So they                How do I know‘Liked’ us,             if this is makingnow what?                 a ...
Sound familiar?  So they                How do I know‘Liked’ us,             if this is makingnow what?                 a ...
Let’s changeour perspective                  © 2011
SocialMedia18.11.11           © 2011
Social Business                  © 2011
The days of  ad-hoc and chaoticSocial Media initiatives are coming to an end                           © 2011
Business ‘absorbs’ technology• It always has  – To give competitive advantage  – To reduce costs  – Until it becomes part ...
social needs integration across multiple business functions                                  © 2011
But Social Media as aneCommerce sales channel?                           © 2011
Why buy via Social Media when its  there to for a ‘relationship’?                                    © 2011
Maturity Matrix  The organisational path to thecomprehensive and effective use of          Social Media                   ...
1.             Assessing              Nothing             structuredACTIVITIES              Following               ‘Likin...
1.              2.             Assessing    Participating                              Listening:              Nothing    ...
1.              2.                       3.             Assessing    Participating               Engaging                 ...
1.              2.                       3.                       4.             Assessing    Participating               ...
1.              2.                       3.                       4.             Assessing    Participating               ...
Gartner predicts       Over 70% of    “IT-dominated”social media initiatives will fail through 2012                       ...
Social BusinessWho’s doing it?                  © 2011
Facebook           © 2011
© 2011
© 2011
Twitter          © 2011
DistressedInventory             © 2011
Last minute  (24 hours)JetBlue Airlines   $9 tickets                   © 2011
© 2011
But its expensive right?                           © 2011
€59/month   © 2011
$59/month   © 2011
In summary             © 2011
There’s a difference     between   Social Media        and Social Business                       © 2011
Measure:Value vs. Effort                   © 2011
Compare with ‘traditional’   channels    (email)                 © 2011
1.              2.                       3.                       4.             Assessing    Participating               ...
Thank youwww.idealinterface.co.uk     @haydens30                           © 2011
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Hayden Sutherland iShopKent 2011

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Transcript of "Hayden Sutherland iShopKent 2011"

  1. 1. Hayden Sutherland Ideal Interface © 2011
  2. 2. What I hear all the time… © 2011
  3. 3. What I hear all the time… We wantcustomers to ‘Like’ us © 2011
  4. 4. What I hear all the time… We wantcustomers to ‘Like’ us We need to engage with our target audience © 2011
  5. 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. 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. 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. 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. 9. Sound familiar? © 2011
  10. 10. Sound familiar? So they‘Liked’ us,now what? © 2011
  11. 11. Sound familiar? So they‘Liked’ us,now what? We regularly blog, but nobody comments © 2011
  12. 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. 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. 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. 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. 16. Let’s changeour perspective © 2011
  17. 17. SocialMedia18.11.11 © 2011
  18. 18. Social Business © 2011
  19. 19. The days of ad-hoc and chaoticSocial Media initiatives are coming to an end © 2011
  20. 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. 21. social needs integration across multiple business functions © 2011
  22. 22. But Social Media as aneCommerce sales channel? © 2011
  23. 23. Why buy via Social Media when its there to for a ‘relationship’? © 2011
  24. 24. Maturity Matrix The organisational path to thecomprehensive and effective use of Social Media © 2011
  25. 25. 1. Assessing Nothing structuredACTIVITIES Following ‘Liking’ Etc.KPI’s N/ADEPT’S © 2011
  26. 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. 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. 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. 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. 30. Gartner predicts Over 70% of “IT-dominated”social media initiatives will fail through 2012 © 2011
  31. 31. Social BusinessWho’s doing it? © 2011
  32. 32. Facebook © 2011
  33. 33. © 2011
  34. 34. © 2011
  35. 35. Twitter © 2011
  36. 36. DistressedInventory © 2011
  37. 37. Last minute (24 hours)JetBlue Airlines $9 tickets © 2011
  38. 38. © 2011
  39. 39. But its expensive right? © 2011
  40. 40. €59/month © 2011
  41. 41. $59/month © 2011
  42. 42. In summary © 2011
  43. 43. There’s a difference between Social Media and Social Business © 2011
  44. 44. Measure:Value vs. Effort © 2011
  45. 45. Compare with ‘traditional’ channels (email) © 2011
  46. 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. 47. Thank youwww.idealinterface.co.uk @haydens30 © 2011
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