Building your social business strategy on customer behavior By: Gerry MoranPresentation Transcript
10 Native Customer Behaviors
And Your Social Business Strategy
Gerry Moran | Head of Social Media for SAP in NA | @GerryMoran
My plan is to have you walk away with an understanding of
how to leverage native customer behavior to build your
social business strategy.
Social business … is transforming the way your
employees work by collaborating, improving customer
engagement, and accelerating the flow of information and
We Should Be Asking
1. What is our business goal?
2. What do we want our audience
and customer to do to help us
achieve our goal?
3. What is our customer’s or
audience’s native behavior?
4. How do we use our social
business to co-opt this
5. How do I do all of this?
Native behavior … is transforming the way employees
work by eliminating barriers to collaboration,
improving customer engagement, and accelerating the
flow of information and ideas.
Simple And On Their Terms
Connect on the customer’s
terms to make more simple
more likely than
those in the to
you if it’s simple
B2B buyers have
less time to
social media to
How ProServe Uses Social Media
of the buying
journey is done
before you are
rely on content
than they did
70% of professional service customers using
social to ‘check out’ a company use LinkedIn
Everything starts with ‘search’
How many professional service customers use search to check you out?
Be ‘findable’ on these channels
Share & collaborate with others
How can we leverage our knowledge and
expertise to partner with our customers to help
them identify their challenges, frame their
solutions and move toward closure.
How can we leverage our cross-function and
cross-organizational resources to reach more
customers, relevantly engage with them and
accelerate the sale?
77% of IT & business leaders say their
organizations use enterprise social
82% using already social collaboration tools
say they want more!
More! More! More!
By fully implementing social technologies, companies have
an opportunity to raise the productivity of interaction
workers—high-skill knowledge workers, including
managers and professionals—by 20 to 25 percent.
Watching and Viewing
42% of B2B buyers have made a purchase after
watching videos online, which makes using videos as part
of a social-business strategy, very enticing.
Consumers are sharing twice as many videos
as the did in 2009 (Pew)
Voicing Opinions & Customer Service
55% of customers share a bad
customer-service experience on social media.
88% of customers are influenced
by an online product or service review.
Incorporate ‘helping’ at the enterprise- or employee-level
into their strategy, to turn customer service into a
Social media is a pathway to content consumption.
Socializing & networking
40% of LinkedIn members use this networking platform
daily to follow thought leaders, consume content and
network with peers.
Create and be present in familiar social
watering holes to ensure consideration.
Average sales cycle has increased 22% over the past 5
years due to the amount of additional decision-makers
involved with the purchase.
3 ideas to to transform a customer service touch points
into a business opportunity using content and social media
• What is your goal?
• How are you going to use social media, content and your team?
• What do you want people to do?
• What does success look like?
Senior Director, NA Social Media Marketing
1. One-way sign.
2. Left hand. http://geogee.wordpress.com/2012/11/05/the-pros-and-cons-of-being-left-handed/
3. Elevator. http://bronxbanter.arneson.name/wordpress/wp-content/uploads/2009/04/img_0207.jpg
4. Texting while driving. http://www.bryanterrill.com/wp-content/uploads/2013/10/Texting-while-driving.jpg