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9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
9/16 - PCMA Talk: Social Media Customer Management 101
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9/16 - PCMA Talk: Social Media Customer Management 101

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You know how hospitality brands don’t really know how to use social media to drive revenue from and create happy relationships with the social customer? …

You know how hospitality brands don’t really know how to use social media to drive revenue from and create happy relationships with the social customer?

Adam Metz delivers talks that teach businesses, in plain language, how to monetize the social customer and revamp ALL company business processes around managing an amazing customer experience that drives profit.

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  • 1. Adam Metz, Principal Social Media Customer Management 101
  • 2. The Nine Buckets of Consumer Social Web Tools Blogs
  • 3. The Nine Buckets of Consumer Social Web Tools Blogs
  • 4. The Nine Buckets of Consumer Social Web Tools Blogs Podcasts
  • 5. The Nine Buckets of Consumer Social Web Tools Blogs Podcasts
  • 6. The Nine Buckets of Consumer Social Web Tools Social Blogs Podcasts Network Services
  • 7. The Nine Buckets of Consumer Social Web Tools Social Blogs Podcasts Network Services
  • 8. The Nine Buckets of Consumer Social Web Tools Social Blogs Podcasts Network Wikis Services
  • 9. The Nine Buckets of Consumer Social Web Tools Social Blogs Podcasts Network Wikis Services
  • 10. The Nine Buckets of Consumer Social Web Tools Social MicroBlog Blogs Podcasts Network Wikis s Services
  • 11. The Nine Buckets of Consumer Social Web Tools Social MicroBlog Blogs Podcasts Network Wikis s Services
  • 12. The Nine Buckets of Consumer Social Web Tools Social MicroBlog Blogs Podcasts Network Wikis s Video Services
  • 13. The Nine Buckets of Consumer Social Web Tools Social MicroBlog Blogs Podcasts Network Wikis s Video Services
  • 14. The Nine Buckets of Consumer Social Web Tools Social MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Services
  • 15. The Nine Buckets of Consumer Social Web Tools Social MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Services
  • 16. The Nine Buckets of Consumer Social Web Tools Social MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Services
  • 17. The Nine Buckets of Consumer Social Web Tools Social Online MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Reviews & Services Ratings
  • 18. The Nine Buckets of Consumer Social Web Tools Social Online MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Reviews & Widgets Services Ratings
  • 19. The Nine Buckets of Consumer Social Web Tools Social Online MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Reviews & Widgets Services Ratings
  • 20. tinyurl.com/ metzbooks
  • 21. Starting With The Tools = Not Viable Strategy
  • 22. Big Takeaway #1: The Methodology
  • 23. Big Takeaway #1: The Methodology • LPOSTm Methodology
  • 24. Big Takeaway #1: The Methodology • LPOSTm Methodology • Listen: Get a social media management system and listen for 30 days.
  • 25. Big Takeaway #1: The Methodology • LPOSTm Methodology • Listen: Get a social media management system and listen for 30 days. • People: We pick our stakeholder set first. Who are the people, inside and outside our company that we want to engage and create outcomes with?
  • 26. Big Takeaway #1: The Methodology • LPOSTm Methodology • Listen: Get a social media management system and listen for 30 days. • People: We pick our stakeholder set first. Who are the people, inside and outside our company that we want to engage and create outcomes with? • Objectives: We decide upon a business objective, and the metrics by which success will be measured. Fans & followers are not business objectives.
  • 27. Big Takeaway #1: The Methodology • LPOSTm Methodology • Listen: Get a social media management system and listen for 30 days. • People: We pick our stakeholder set first. Who are the people, inside and outside our company that we want to engage and create outcomes with? • Objectives: We decide upon a business objective, and the metrics by which success will be measured. Fans & followers are not business objectives. • Strategy: We write a strategic document, and execute against it. Planning and strategy are not the same thing. This is where we plan to be different, and absolutely amazing. Without WOW, this is pointless. Don’t do it.
  • 28. Big Takeaway #1: The Methodology • LPOSTm Methodology • Listen: Get a social media management system and listen for 30 days. • People: We pick our stakeholder set first. Who are the people, inside and outside our company that we want to engage and create outcomes with? • Objectives: We decide upon a business objective, and the metrics by which success will be measured. Fans & followers are not business objectives. • Strategy: We write a strategic document, and execute against it. Planning and strategy are not the same thing. This is where we plan to be different, and absolutely amazing. Without WOW, this is pointless. Don’t do it. • Tools: We pick our tools last.
  • 29. Big Takeaway #1: The Methodology • LPOSTm Methodology • Listen: Get a social media management system and listen for 30 days. • People: We pick our stakeholder set first. Who are the people, inside and outside our company that we want to engage and create outcomes with? • Objectives: We decide upon a business objective, and the metrics by which success will be measured. Fans & followers are not business objectives. • Strategy: We write a strategic document, and execute against it. Planning and strategy are not the same thing. This is where we plan to be different, and absolutely amazing. Without WOW, this is pointless. Don’t do it. • Tools: We pick our tools last. • Measure: We measure the key metrics every 3 months, and iterate the plan based on our measurements.
  • 30. Big Usable Action #1: Make The Methodology
  • 31. Big Usable Action #1: Make The Methodology 1. Sit down with your team and order a bunch of pizzas and write the strategy.
  • 32. Big Usable Action #1: Make The Methodology 1. Sit down with your team and order a bunch of pizzas and write the strategy. 2. It will take t wo or three meetings.
  • 33. Big Usable Action #1: Make The Methodology 1. Sit down with your team and order a bunch of pizzas and write the strategy. 2. It will take t wo or three meetings. 3. Always have food. If there is no food, no one will come.
  • 34. Big Usable Action #1: Make The Methodology 1. Sit down with your team and order a bunch of pizzas and write the strategy. 2. It will take t wo or three meetings. 3. Always have food. If there is no food, no one will come. 4. Have someone run the meeting, with a fancy gavel, if possible.
  • 35. Big Usable Action #1: Make The Methodology 1. Sit down with your team and order a bunch of pizzas and write the strategy. 2. It will take t wo or three meetings. 3. Always have food. If there is no food, no one will come. 4. Have someone run the meeting, with a fancy gavel, if possible. 5. Have someone else (who doesn’t talk much) take notes on a computer.
  • 36. Big Usable Action #1: Make The Methodology 1. Sit down with your team and order a bunch of pizzas and write the strategy. 2. It will take t wo or three meetings. 3. Always have food. If there is no food, no one will come. 4. Have someone run the meeting, with a fancy gavel, if possible. 5. Have someone else (who doesn’t talk much) take notes on a computer. 6. Post the results on a wiki like PBWorks or Google Docs, so everyone can see them (and change them)
  • 37. Big Usable Action #1: Make The Methodology 1. Sit down with your team and order a bunch of pizzas and write the strategy. 2. It will take t wo or three meetings. 3. Always have food. If there is no food, no one will come. 4. Have someone run the meeting, with a fancy gavel, if possible. 5. Have someone else (who doesn’t talk much) take notes on a computer. 6. Post the results on a wiki like PBWorks or Google Docs, so everyone can see them (and change them) 7 Divide up who will do what, and start executing, immediately. If . anyone doesn’t do their job, change their job duties to include this.
  • 38. Small Business Social Web Spend (1-200 employees)
  • 39. Small Business Social Web Spend (1-200 employees) • 66% of Small Business plan to increase spend on email marketing and social media in 2010 (source: Vertical Response survey, Nov. 2009)
  • 40. Small Business Social Web Spend (1-200 employees) • 66% of Small Business plan to increase spend on email marketing and social media in 2010 (source: Vertical Response survey, Nov. 2009) • 2010 Plans: 35.1% of Small Business plan to increase spend on social media a little, 33.3% plan to increase spend “a lot” (source: Vertical Response survey, Nov. 2009)
  • 41. Small Business Social Web Spend (1-200 employees) • 66% of Small Business plan to increase spend on email marketing and social media in 2010 (source: Vertical Response survey, Nov. 2009) • 2010 Plans: 35.1% of Small Business plan to increase spend on social media a little, 33.3% plan to increase spend “a lot” (source: Vertical Response survey, Nov. 2009) • 79.6% are not planning to use TV, and 72.7% are not planning on using radio
  • 42. Brands Taking Action
  • 43. Social Mobile
  • 44. Social Mobile • Brands (even bands) are making mobile content for the social web cheaply and quickly
  • 45. Social Mobile • Brands (even bands) are making mobile content for the social web cheaply and quickly • Collateral contains ability to click-through to medium-to- high priced items ($100+)
  • 46. Social Mobile • Brands (even bands) are making mobile content for the social web cheaply and quickly • Collateral contains ability to click-through to medium-to- high priced items ($100+) • Number of branded social mobile apps are higher than ever: the number of mobile payment users worldwide will total 73.4 million in 2009, up 70.4 percent from 2008 when there were 43.1 million users; Source: Cellluar News 6/2/09
  • 47. Big Take-away #2: Engage Across Multiple Business Functions, To Create Outcomes WITH The Social Customer
  • 48. Big Take-away #2: Engage Across Multiple Business Functions, To Create Outcomes WITH The Social Customer slideshare.com/metzconsulting
  • 49. Big Usable Action#2: Pick 1 or 2 of these Use Cases & Begin!
  • 50. Big Usable Action#2: Pick 1 or 2 of these Use Cases & Begin!
  • 51. Big Usable Action#2: Pick 1 or 2 of these Use Cases & Begin!
  • 52. LPOSTm: An Example
  • 53. LPOSTm: An Example • LPOSTm Methodology: Saul’s Restaurant & Deli
  • 54. LPOSTm: An Example • LPOSTm Methodology: Saul’s Restaurant & Deli • Listen: Do this for 30 days.
  • 55. LPOSTm: An Example • LPOSTm Methodology: Saul’s Restaurant & Deli • Listen: Do this for 30 days. • People: We want to work with our employees, prospective customers and customers in the Oakland, Berkeley, Albany and El Cerrito market. They are adults and children ages 0-65.
  • 56. LPOSTm: An Example • LPOSTm Methodology: Saul’s Restaurant & Deli • Listen: Do this for 30 days. • People: We want to work with our employees, prospective customers and customers in the Oakland, Berkeley, Albany and El Cerrito market. They are adults and children ages 0-65. • Objectives: Our business objective is to add new sales, increase same-store sales, and protect the brand.
  • 57. LPOSTm: An Example • LPOSTm Methodology: Saul’s Restaurant & Deli • Listen: Do this for 30 days. • People: We want to work with our employees, prospective customers and customers in the Oakland, Berkeley, Albany and El Cerrito market. They are adults and children ages 0-65. • Objectives: Our business objective is to add new sales, increase same-store sales, and protect the brand. • Strategy: We will WOW our best repeat customers with a VIP experience. We will also manage all social customer channels to derive social sales and marketing insights, and then act on them.
  • 58. LPOSTm: An Example • LPOSTm Methodology: Saul’s Restaurant & Deli • Listen: Do this for 30 days. • People: We want to work with our employees, prospective customers and customers in the Oakland, Berkeley, Albany and El Cerrito market. They are adults and children ages 0-65. • Objectives: Our business objective is to add new sales, increase same-store sales, and protect the brand. • Strategy: We will WOW our best repeat customers with a VIP experience. We will also manage all social customer channels to derive social sales and marketing insights, and then act on them. • Tools: For the next 90 days, we will use Context Optional, Facebook, Yelp, our InfusionSoft CRM, Twitter and for books, we’ll use There Is No Secret Sauce and The New Community Rules
  • 59. LPOSTm: An Example • LPOSTm Methodology: Saul’s Restaurant & Deli • Listen: Do this for 30 days. • People: We want to work with our employees, prospective customers and customers in the Oakland, Berkeley, Albany and El Cerrito market. They are adults and children ages 0-65. • Objectives: Our business objective is to add new sales, increase same-store sales, and protect the brand. • Strategy: We will WOW our best repeat customers with a VIP experience. We will also manage all social customer channels to derive social sales and marketing insights, and then act on them. • Tools: For the next 90 days, we will use Context Optional, Facebook, Yelp, our InfusionSoft CRM, Twitter and for books, we’ll use There Is No Secret Sauce and The New Community Rules • Measure: We measure the key metrics every 3 months, and iterate the plan based on our measurements.
  • 60. Other Social Facebook Yelp Media
  • 61. Other Social Facebook Yelp Media Context Optional Social Media Management System InfusionSoft Social CRM
  • 62. Other Social Facebook Yelp Media Context Optional Social Media Management System InfusionSoft Social CRM Email Marketing Other Marketing
  • 63. SMMS: What The Heck Is It? “Definition: Social Media Management Systems are collection of procedures used to manage work flow in a disparate social media environment. These procedures can be manual or computer-based and enable the manager to listen, aggregate, publish, and manage multiple social media channels from one tool. How it works: Three simple features In the most basic sense, these management tools do the following: 1) connect with social media channels like Facebook, Twitter, LinkedIn. 2) Allow the manager to quickly publish from one location to each of those channels, some provide ability to customize to each channel 3) Aggregate and Manage social data. The system allows the manager to see an aggregated view of what’s happening (from views to comments) and may offer some form of analytics and conversion metrics.”
  • 64. SMMS: What The Heck Is It? “Definition: Social Media Management Systems are collection of procedures used to manage work flow in a disparate social media environment. These procedures can be manual or computer-based and enable the manager to listen, aggregate, publish, and manage multiple social media channels from one tool. How it works: Three simple features In the most basic sense, these management tools do the following: 1) connect with social media channels like Facebook, Twitter, LinkedIn. 2) Allow the manager to quickly publish from one location to each of those Jeremiah channels, some provide ability to customize to each channel 3) Owyang, Altimeter Aggregate and Manage social data. The system allows the Group manager to see an aggregated view of what’s happening (from views to comments) and may offer some form of analytics and conversion metrics.”
  • 65. Big Take-away #3: Without Some Form Of sCRM and Social Media Monitoring, There Is No Way To Track Business Outcomes Social Media Monitoring System (SMMS) sCRM
  • 66. Big Usable Action #3: Buy The sCRM and Social Media Monitoring and Set It Up
  • 67. Recap
  • 68. Recap • BTA 1: Use LPOSTm to write your strategy with your team.
  • 69. Recap • BTA 1: Use LPOSTm to write your strategy with your team. • BTA 2: Engage across multiple business functions, WITH the social customer, to create business outcomes.
  • 70. Recap • BTA 1: Use LPOSTm to write your strategy with your team. • BTA 2: Engage across multiple business functions, WITH the social customer, to create business outcomes. • BTA 3: Record everything and run everything on your social Customer Relationship Management system (sCRM), and monitor everything on your social media management system (SMMS).
  • 71. Strategic Consulting
  • 72. Strategic Consulting www.adammetz.com
  • 73. The First Easy Social Media Strategy Book There Is No Secret Sauce Adam Metz FastPencil.com
  • 74. The First Easy Social Media Strategy Book http:// There Is No Secret Sauce tinyurl.com/ metzbook Adam Metz FastPencil.com
  • 75. The First Easy Social Media Strategy Book http:// There Is No Secret Sauce tinyurl.com/ metzbook Free eBook? Give Christina business card. $5 off the WHOLE book? Give Adam Metz FastPencil.com Christina biz card and VISA/MC.
  • 76. Past Attendees Last Thursday Of the Month www.scrmuniversity.com

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