1
10 Native Customer Behaviors
And Your Social Business Strategy
Gerry Moran | Head of Social Media for SAP in NA | @Gerry...
2
3
My plan is to have you walk away with an understanding of
how to leverage native customer behavior to build your
social ...
4
Social business … is transforming the way your
employees work by collaborating, improving customer
engagement, and accel...
5
6
7
8
9
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 ...
10
Native behavior … is transforming the way employees
work by eliminating barriers to collaboration,
improving customer e...
11
Simple And On Their Terms
1
12
13
Connect on the customer’s
terms to make more simple
86%
more likely than
those in the to
purchase from
you if it’s simp...
14
How ProServe Uses Social Media
15
Always-on Learning
2
16
67%
of the buying
journey is done
digitally
70%
of purchases
complete
before you are
contacted
68%
rely on content
than...
17
18
70% of professional service customers using
social to ‘check out’ a company use LinkedIn
19
20
Everything starts with ‘search’
3
21
How many professional service customers use search to check you out?
63.2%
22
• Profiles
• Groups
• Blogs
• Content
• Hashtags
• Cadence
• Structure
• Distribution
• Cadence
• Google
• Authorship
•...
23
Share & collaborate with others
4
24
25
External Collaboration
How can we leverage our knowledge and
expertise to partner with our customers to help
them ident...
26
77% of IT & business leaders say their
organizations use enterprise social
collaboration.
27
82% using already social collaboration tools
say they want more!
More! More! More!
28
By fully implementing social technologies, companies have
an opportunity to raise the productivity of interaction
worke...
29
Watching and Viewing
5
30
42% of B2B buyers have made a purchase after
watching videos online, which makes using videos as part
of a social-busin...
31
Consumers are sharing twice as many videos
as the did in 2009 (Pew)
32
33
Voicing Opinions & Customer Service
6
34
55% of customers share a bad
customer-service experience on social media.
35
36
Helping Others
7
37
88% of customers are influenced
by an online product or service review.
38
Incorporate ‘helping’ at the enterprise- or employee-level
into their strategy, to turn customer service into a
busines...
39
Consuming content
8
40
41
Social media is a pathway to content consumption.
42
43
44
Socializing & networking
9
45
40% of LinkedIn members use this networking platform
daily to follow thought leaders, consume content and
network with ...
46
Create and be present in familiar social
watering holes to ensure consideration.
47
Buying
10
48
Average sales cycle has increased 22% over the past 5
years due to the amount of additional decision-makers
involved wi...
49
20-minute Workshop
50
3 ideas to to transform a customer service touch points
into a business opportunity using content and social media
20 m...
51
Thank You!
@GerryMoran
Senior Director, NA Social Media Marketing
Gerry.Moran@sap.com
/GerryMoran
Blog: MarketingThink....
52
Picture Sources
1. One-way sign.
2. Left hand. http://geogee.wordpress.com/2012/11/05/the-pros-and-cons-of-being-left-h...
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Building your social business strategy on customer behavior By: Gerry Moran

  1. 1. 1 10 Native Customer Behaviors And Your Social Business Strategy Gerry Moran | Head of Social Media for SAP in NA | @GerryMoran
  2. 2. 2
  3. 3. 3 My plan is to have you walk away with an understanding of how to leverage native customer behavior to build your social business strategy.
  4. 4. 4 Social business … is transforming the way your employees work by collaborating, improving customer engagement, and accelerating the flow of information and ideas.
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. 8
  9. 9. 9 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 behavior? 5. How do I do all of this?
  10. 10. 10 Native behavior … is transforming the way employees work by eliminating barriers to collaboration, improving customer engagement, and accelerating the flow of information and ideas.
  11. 11. 11 Simple And On Their Terms 1
  12. 12. 12
  13. 13. 13 Connect on the customer’s terms to make more simple 86% more likely than those in the to purchase from you if it’s simple to engage. 78% B2B buyers have less time to devote to reading and research 60% ProServe customers use social media to “check out” companies
  14. 14. 14 How ProServe Uses Social Media
  15. 15. 15 Always-on Learning 2
  16. 16. 16 67% of the buying journey is done digitally 70% of purchases complete before you are contacted 68% rely on content than they did last year DemandGen ReportForresterSiriusDecisions
  17. 17. 17
  18. 18. 18 70% of professional service customers using social to ‘check out’ a company use LinkedIn
  19. 19. 19
  20. 20. 20 Everything starts with ‘search’ 3
  21. 21. 21 How many professional service customers use search to check you out? 63.2%
  22. 22. 22 • Profiles • Groups • Blogs • Content • Hashtags • Cadence • Structure • Distribution • Cadence • Google • Authorship • Audience Be ‘findable’ on these channels
  23. 23. 23 Share & collaborate with others 4
  24. 24. 24
  25. 25. 25 External Collaboration 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. Internal Collaboration How can we leverage our cross-function and cross-organizational resources to reach more customers, relevantly engage with them and accelerate the sale?
  26. 26. 26 77% of IT & business leaders say their organizations use enterprise social collaboration.
  27. 27. 27 82% using already social collaboration tools say they want more! More! More! More!
  28. 28. 28 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.
  29. 29. 29 Watching and Viewing 5
  30. 30. 30 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.
  31. 31. 31 Consumers are sharing twice as many videos as the did in 2009 (Pew)
  32. 32. 32
  33. 33. 33 Voicing Opinions & Customer Service 6
  34. 34. 34 55% of customers share a bad customer-service experience on social media.
  35. 35. 35
  36. 36. 36 Helping Others 7
  37. 37. 37 88% of customers are influenced by an online product or service review.
  38. 38. 38 Incorporate ‘helping’ at the enterprise- or employee-level into their strategy, to turn customer service into a business opportunity.
  39. 39. 39 Consuming content 8
  40. 40. 40
  41. 41. 41 Social media is a pathway to content consumption.
  42. 42. 42
  43. 43. 43
  44. 44. 44 Socializing & networking 9
  45. 45. 45 40% of LinkedIn members use this networking platform daily to follow thought leaders, consume content and network with peers.
  46. 46. 46 Create and be present in familiar social watering holes to ensure consideration.
  47. 47. 47 Buying 10
  48. 48. 48 Average sales cycle has increased 22% over the past 5 years due to the amount of additional decision-makers involved with the purchase.
  49. 49. 49 20-minute Workshop
  50. 50. 50 3 ideas to to transform a customer service touch points into a business opportunity using content and social media 20 min. • 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?
  51. 51. 51 Thank You! @GerryMoran Senior Director, NA Social Media Marketing Gerry.Moran@sap.com /GerryMoran Blog: MarketingThink.com
  52. 52. 52 Picture Sources 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
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