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Integrated Social Networks Strategy      Ali Anani
The whole Strategy is more important than the part (SocialNetwork Strategy)
Where           to go?       How to get         there?      What are your       SMARTER         Goals?  Social Network Str...
Where to go?
Increaseawareness  Increase salesDistribute offersIncreaseawareness
How to get there?Your steps to your corporate goals
SpecificMeasurableA ttainable                     SMARTERRealistic              GoalsTime-BoundExiting or EthicalRecorded
Customers SMARTER Goals
http://socialmedia.typepad.com/blog/2008/03/communication-a.html
Define Channels to Reach Customers
Attract customers to your flowery offers
Pheromones that attractyour target customers
Establish credibilityProve your value as a worthy flower to attracthoney-making customersConsultative Selling
Credibility             Social Media             PheromonesEngagement                  Relevance
Establish consultativecredibility before your       offer sales
The Pyramid of Anani Consultative            Selling Skills- 8 Cs Modelhttp:/ / www.docstoc.c                             ...
Trustful CommunicationSchoaling, schooling and flocking requirecommunication.Remember similar customers flocktogether
Apply concepts of BlueO cean Strategy to customerservice
Exploiting customers                to the last drop is a               truly bad example of               Blue O cean Str...
Use Blue O cean             WhereStrategy to                 to go?eliminate                 How to getunnecessary        ...
Do not swim in the sea of socialmedia while closing your eyes
Know you’re the purpose of yoursocial media and align your activitiesaccordingly
Keep your message consistent on all channels.The content emphasis may change, depending onthe channel of choice
Address the needs of your customers. Give themthe food they like.
Trigger the emotions of your clients.Words have hearts as well that shouldpulsate in phase with the clients’ hearts
Do not assumeMeasure
TheTelecommunicationExample
How to Extract Sentiments?
http://www.sentiment140.com/search?hl=en&query=telec om%20companies    Sentiment analysis for   telecom   companiesThe obj...
Give the customers their asking
Give customers their asking andhelp them go where they want togo
A top objective will be toimprove trust, transparency andpositive sentiments accordingly
Making offers to unhappy customers is notgoing to workMake customers happy and only then makeoffers
Customers want to listen to songs of theirchoice; to offers that appeal to them. Howdistant are you from them?
Introduce the idea of customer-company gap.The wider the gap is, the more distant yourcustomer is.
Map your offers againstyour aspired clientsexpectations
SlideShare is a good example.follow as many people as you can,but how many benefit you? There isnot enough pull in this ap...
You need triggered readerswho follow you becausethey like your content andits relevance to their needs.Masses of followers...
Integrated social networks strategy
Integrated social networks strategy
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Integrated social networks strategy

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The presentation offers an integrated approach to accommodate social networks strategy within the corporate strategy

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  • @RodKing
    Dear Rod, reading your comment filled me with joy simply because you pinpointed the important topics of the presentation. I really do not have to comment hoping the readers will read and enjoy the depth of your comment. Yes, I am particularly satisfied with your reference to the negative blue ocean strategy. I do appreciate the richness of your comment. That is enough for me.
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  • Dear Ali,
    For me, three things stand out in your approach of Integrated Social Networks Strategy. The first is your holistic approach that emphasizes the maxim of the whole being greater than the parts. That's the essence of strategy. Far too often, people focus on details and tactics at the expense of the big picture. Of course, both are necessary. However, since many have an inclination towards being focused on details, we need to be reminded of the need and importance of a holistic strategy.

    I also like your Pyramid of 8C's. Nowadays, it's the approach to selling that's proving to be very effective. Consultative selling really works! Your systematization using the 8C's brings much clarity and coherence to the concept of consultative selling which makes sense at a strategic level but is not often translated into tactics that people can systematically follow.

    Perhaps, I have saved the best for last. But, I really like what you call 'Negative Blue Ocean Strategy (BOS).' Negative BOS is a powerful concept and is another form of traditional root-cause analysis or what in the Theory of Inventive Problem Solving ('TRIZ') is known as subversion analysis. The advantage of Negative BOS is that it presents an easy-to-understand cause-and-effect model: a team can easily brainstorm ideas using the 4 actions or Negative Blue Ocean Strategy to discover factors that lead to failure in customer service and consequently, disappointing sales.

    I hope many readers take the time to go through the slides because Ali's Integrated Social Networks Strategy applies to endeavors in business as well as personal life.
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  • @xiby
    Dear Gorg, it is nice to read your comments again as they are idea-rich. I appreciate the value of your comment and the lovely quote of Einstein.
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  • @Beerli
    Thanks Cathy for your lovely comment. In fact you highlight the point that Juao Maya referred to. Your depth of analysis prompts me to expand on the presentation with 1-2 more slides to elaborate more on what you have said. I like comments that are call-to-action and yours is one of them. Much appreciated
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  • The last point of annoying and frustrating customers seems to be something some companies refuse to acknowledge as something offputting. There are also those that cannot get the balance right with generated /automated responses. Some just sound fake and so you have no respect for the company/business. It is about all the things you have said - giving people reasons to believe you are really, enthusiastic and genuinely care about what you are doing.The fact you mention the things people get wrong si a real plus in this presentation because you counterbalance it with how they can improve their reach by genuine engagement in social media. This looks good and sounds good...and actually is good!
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Transcript of "Integrated social networks strategy"

  1. 1. Integrated Social Networks Strategy Ali Anani
  2. 2. The whole Strategy is more important than the part (SocialNetwork Strategy)
  3. 3. Where to go? How to get there? What are your SMARTER Goals? Social Network Strategy as Daughter of overall strategySocial Network SMARTER GoalsCustomers SMARTER Goals KPIs
  4. 4. Where to go?
  5. 5. Increaseawareness Increase salesDistribute offersIncreaseawareness
  6. 6. How to get there?Your steps to your corporate goals
  7. 7. SpecificMeasurableA ttainable SMARTERRealistic GoalsTime-BoundExiting or EthicalRecorded
  8. 8. Customers SMARTER Goals
  9. 9. http://socialmedia.typepad.com/blog/2008/03/communication-a.html
  10. 10. Define Channels to Reach Customers
  11. 11. Attract customers to your flowery offers
  12. 12. Pheromones that attractyour target customers
  13. 13. Establish credibilityProve your value as a worthy flower to attracthoney-making customersConsultative Selling
  14. 14. Credibility Social Media PheromonesEngagement Relevance
  15. 15. Establish consultativecredibility before your offer sales
  16. 16. The Pyramid of Anani Consultative Selling Skills- 8 Cs Modelhttp:/ / www.docstoc.c Commit Continueom/ docs/ 5639366/ Consultative-Selling- Serving the client. Be reliable and fulfilland-Customers- Create your promises. Adapt to the customers’ needsNeeds-Identification Joint vision Capitalize Classify On the strengthened relationship Information into needs Make the customer feel safe working with you Collect Cultivate Collect information to strengthen connection The 3rd bondage Strengthen the Connect bridge by your looks, behavior and timely Establish credibility and acceptance service Presale Post Sale
  17. 17. Trustful CommunicationSchoaling, schooling and flocking requirecommunication.Remember similar customers flocktogether
  18. 18. Apply concepts of BlueO cean Strategy to customerservice
  19. 19. Exploiting customers to the last drop is a truly bad example of Blue O cean Strategy. Create problems for I call it Negative customers Blue O cean Strategy Create methods of sucking customers’ bloodEliminatecustomersatisfaction Raise customers’ frustration
  20. 20. Use Blue O cean WhereStrategy to to go?eliminate How to getunnecessary there?actions, reducethem while What are yourincreasing SMARTER Goals?welcomed actions Social Network Strategy asand create new Daughter of overall strategysupported actions Social Network SMARTER Goals Customers SMARTER Goals KPIs
  21. 21. Do not swim in the sea of socialmedia while closing your eyes
  22. 22. Know you’re the purpose of yoursocial media and align your activitiesaccordingly
  23. 23. Keep your message consistent on all channels.The content emphasis may change, depending onthe channel of choice
  24. 24. Address the needs of your customers. Give themthe food they like.
  25. 25. Trigger the emotions of your clients.Words have hearts as well that shouldpulsate in phase with the clients’ hearts
  26. 26. Do not assumeMeasure
  27. 27. TheTelecommunicationExample
  28. 28. How to Extract Sentiments?
  29. 29. http://www.sentiment140.com/search?hl=en&query=telec om%20companies Sentiment analysis for telecom companiesThe objective is to improve sentiment first
  30. 30. Give the customers their asking
  31. 31. Give customers their asking andhelp them go where they want togo
  32. 32. A top objective will be toimprove trust, transparency andpositive sentiments accordingly
  33. 33. Making offers to unhappy customers is notgoing to workMake customers happy and only then makeoffers
  34. 34. Customers want to listen to songs of theirchoice; to offers that appeal to them. Howdistant are you from them?
  35. 35. Introduce the idea of customer-company gap.The wider the gap is, the more distant yourcustomer is.
  36. 36. Map your offers againstyour aspired clientsexpectations
  37. 37. SlideShare is a good example.follow as many people as you can,but how many benefit you? There isnot enough pull in this approach
  38. 38. You need triggered readerswho follow you becausethey like your content andits relevance to their needs.Masses of followers willonly create crowdinesswith no real value.
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