Social Customer Management 101
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Social Customer Management 101

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This is a foundation-level talk on social customer management and social CRM, aimed at small businesses *under $10-50M in revenue*.

This is a foundation-level talk on social customer management and social CRM, aimed at small businesses *under $10-50M in revenue*.

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  • 2 minute intro: Hi, I&#x2019;m Adam Metz, and I&#x2019;m your neighbor, and a fellow Berkeley business owner. I run a small consulting firm ten blocks down the street. My dad was a management consultant, and my mom was a children&#x2019;s librarian. I grew up in a middle-class home in Palo Alto, and I mowed the lawn to earn my allowance. I&#x2019;ve been helping companies modify their business process around the social customer for four years now. I like my job, because I enjoy helping people succeed in their businesses, and making their customers really happy. <br /> Today we&#x2019;re going to learn three things. I used to be a high school teacher, and the way that I teach is in big takeaways (BTs) and big usable actions (BUAs). If you want to manage the social customer in a way that allows you to spend the rest of your time running your business and generally just having a life, stick to these steps. <br /> <br /> It&#x2019;s my promise to you not to talk your ear off. In fact, I&#x2019;m not even going to talk for half of the time that I&#x2019;ve been allotted, because you all will need lots of time for Q&A. Here&#x2019;s what you&#x2019;ll need to know, up front. 72-80% of your customers are on the social web, on a daily-to-monthly basis, right now. That means that your brand no longer has control of the conversation about your brand. 10 years ago, in the year 2000, this wasn&#x2019;t the case. Times have changed. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • I&#x2019;m going to give you a real quick run-down of the nine buckets of consumer tools on the social web. You don&#x2019;t need to memorize these, but you do need to know what they are. We&#x2019;re going to stop and define each one, for about three minutes. These are tools, and tools are not strategy. We&#x2019;ll give you a totally usable social web strategy, in about five minutes. If you don&#x2019;t know how to use some of these tools but you want to know, go to our bookstore. <br />
  • This is the bookstore, and this is where you can get any of the books I reference. Since I&#x2019;m not here to show you how to use social media tools, you&#x2019;ll want to pick up a copy of Tamar&#x2019;s book to do that. A lot of small businesses make the mistake of paying a consultant $5000 or $100,000 to teach them the things they could learn in a $16 book. I&#x2019;m not one of those consultants. Buy Tamar&#x2019;s book to learn tactics. I teach strategy. <br />
  • Tools are not a strategy. Having a Facebook page is not a social customer management strategy. Starting a Twitter account is not a strategy. Your customers will say: STOP. We do not want to be sold to. Do you want to know what is a strategy? It&#x2019;s really simple. POSTm. Charlene Li and Josh Bernoff made that up when they wrote Groundswell, a good book on the social customer. It&#x2019;s in the bookstore. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • Big Takeaway 1 <br />
  • We now begin Segment Two of our talk. This is the part where you learn how small businesses are spending money on the social web. You see this brand VerticalResponse mentioned over and over. They are a tool, not a strategy - their product allows you to do email marketing, postcards and surveys. These tools are not social media tools, but sometimes social customers use non-social media tools too. You have to account for all kinds, because you will want to hit ALL of your social customers. If you need a vertical response account, just email christina@adammetz.com, and she&#x2019;ll get you set up. <br />
  • We now begin Segment Two of our talk. This is the part where you learn how small businesses are spending money on the social web. You see this brand VerticalResponse mentioned over and over. They are a tool, not a strategy - their product allows you to do email marketing, postcards and surveys. These tools are not social media tools, but sometimes social customers use non-social media tools too. You have to account for all kinds, because you will want to hit ALL of your social customers. If you need a vertical response account, just email christina@adammetz.com, and she&#x2019;ll get you set up. <br />
  • We now begin Segment Two of our talk. This is the part where you learn how small businesses are spending money on the social web. You see this brand VerticalResponse mentioned over and over. They are a tool, not a strategy - their product allows you to do email marketing, postcards and surveys. These tools are not social media tools, but sometimes social customers use non-social media tools too. You have to account for all kinds, because you will want to hit ALL of your social customers. If you need a vertical response account, just email christina@adammetz.com, and she&#x2019;ll get you set up. <br />
  • If you&#x2019;re wondering if and when we get to the part where your brand decides what to do WITH the social customer, this is it. Let&#x2019;s take a look at this awesome eMarketer study to examine 16 possible things that you could do with the social customer. Remember, these are not strategies, these are planning, that enable you to target business objectives with the social customer. Each one has an outcome. Let&#x2019;s collectively brainstorm some of these outcomes. <br />
  • If you&#x2019;re wondering how consumers are interacting with brands, check out these two graphs. You might notice a little disparity between the chart on the left and the 72-80% statistic that I told you about in the very first slide. You&#x2019;re probably wondering: If only 40% of these customers are friending brands, what are the other 32% doing? They&#x2019;re probably interacting with their friends (and brands they like using tools other than social networks). If you&#x2019;re wondering why they&#x2019;re doing it, let&#x2019;s take a look at this awesome survey that Razorfish did, last year. <br />
  • If you need a quick idea of which social networks, globally, are big ones, here&#x2019;s a good place to look. These numbers change every quarter. To assume that you can depend on these numbers staying constant is not a good idea. Just like you would stay on top of trends in your industry to stay on top of things, you&#x2019;ll need to stay on top of these figures, to iterate your tools. Strategies and objectives won&#x2019;t change a ton over time, but tools definitely will. I guarantee it. <br />
  • If you want to know if micro-blogs (short status updates) are a big deal, take a look at these numbers. Again, these are just a tool, but something to be aware of. <br />
  • One more quick thing to be aware of. Consumers are reviewing you, almost everywhere. Let&#x2019;s take a quick stroll through some of the places that they&#x2019;re doing this. <br />
  • I&#x2019;d be remiss if we didn&#x2019;t get into social mobile. How many of you have a mobile phone? How many of you have a smart phone? How many of you have interacted with a brand on your phone, in the last 24 hours? What is your brand doing on this platform? <br />
  • I&#x2019;d be remiss if we didn&#x2019;t get into social mobile. How many of you have a mobile phone? How many of you have a smart phone? How many of you have interacted with a brand on your phone, in the last 24 hours? What is your brand doing on this platform? <br />
  • I&#x2019;d be remiss if we didn&#x2019;t get into social mobile. How many of you have a mobile phone? How many of you have a smart phone? How many of you have interacted with a brand on your phone, in the last 24 hours? What is your brand doing on this platform? <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • If you&#x2019;re going to write stuff down, write this down. This is the big thing that you learned today. If you forget everything about 9/2/10, what you wore today, what you said to your significant other as you left the house, remember one thing. This slide. Today was the day that you learned social customer strategy, and how to write a social customer strategy that worked. <br />
  • Big Takeaway 2: I&#x2019;m going to show you a great slide from a whitepaper written by Ray Wang and Jeremiah Owyang at the Altimeter Group. You can grab this whitepaper, on our SlideShare page. The Social Customer touches your business across six different areas, and we&#x2019;re gonna walk through them right now. You sure don&#x2019;t need to doo all of these use cases. But how about picking 1-2 of them, and being amazing at them? From the last slide, Sol&#x2019;s was using Social Marketing Insights and Social Sales Insights, as well as VIP Experience. There are actually a few more things you can do with the social customer, but you&#x2019;ll have to pick up my new book, to find out what they are. <br />
  • <br />
  • Big Takeaway 3: Unless there is some place to put all of your customer data that can interface with the social web, then you&#x2019;re not going to have a way to reach out to your social customers, and grow the base, to create greater and larger outcomes. For example, let&#x2019; say that you&#x2019;re reaching out to the social customer on Twitter, and you have 500 customers following you. You successfully get 10% of them (50) to send your coupon to their mobile phone, and then 25 of them actually redeem it. You better be keeping track of this stuff, so you&#x2019;ll know which promotions, offers and types of engagement are worth it. What good is your business, without your book of business? <br />
  • Let&#x2019;s get real here. This step takes about 40 to 160 hours, to do correctly. The return is really, really high, as long as you do this correctly, because, when done properly, it can replace an employee or two. The total annual cost will range from about $300 to a very, very bare-bones solution that will require a lot of cut-and-paste to $20,000 for something that&#x2019;s decent enough to handle your average $10M small business. <br />
  • Let&#x2019;s get real here. This step takes about 40 to 160 hours, to do correctly. The return is really, really high, as long as you do this correctly, because, when done properly, it can replace an employee or two. The total annual cost will range from about $300 to a very, very bare-bones solution that will require a lot of cut-and-paste to $20,000 for something that&#x2019;s decent enough to handle your average $10M small business. <br />
  • Let&#x2019;s get real here. This step takes about 40 to 160 hours, to do correctly. The return is really, really high, as long as you do this correctly, because, when done properly, it can replace an employee or two. The total annual cost will range from about $300 to a very, very bare-bones solution that will require a lot of cut-and-paste to $20,000 for something that&#x2019;s decent enough to handle your average $10M small business. <br />
  • Let&#x2019;s get real here. This step takes about 40 to 160 hours, to do correctly. The return is really, really high, as long as you do this correctly, because, when done properly, it can replace an employee or two. The total annual cost will range from about $300 to a very, very bare-bones solution that will require a lot of cut-and-paste to $20,000 for something that&#x2019;s decent enough to handle your average $10M small business. <br />
  • 2 minute close: <br /> Our team primarily consults with consumer-facing brands, and we work with clients to develop strategies to drive business from the social internet. <br /> We then conduct business development with our clients to build our their partner ecosystem on the social web, and make sure that they&#x2019;re integrated with the right brands. To learn more about us, feel free to pick up a copy of our first book, There Is No Secret Sauce, available after the talk, or our forthcoming book, The Social Customer, which will be at a bookstore near you in about six months, on McGraw Hill Professional. One more cool thing before we begin the Q&A portion of our webinar. <br />
  • 2 minute close: <br /> Our team primarily consults with consumer-facing brands, and we work with clients to develop strategies to drive business from the social internet. <br /> We then conduct business development with our clients to build our their partner ecosystem on the social web, and make sure that they&#x2019;re integrated with the right brands. To learn more about us, feel free to pick up a copy of our first book, There Is No Secret Sauce, available after the talk, or our forthcoming book, The Social Customer, which will be at a bookstore near you in about six months, on McGraw Hill Professional. One more cool thing before we begin the Q&A portion of our webinar. <br />
  • If you&#x2019;re a business owner, and you&#x2019;d like to come to scrm University, our full-day workshop, just apply online at www.scrmuniversity.com. Past and current attendees have included Peets Coffee, Wente Vineyards, WCG Hotels, Hollywood Park Racetrack, and many other great consumer brands. <br />

Social Customer Management 101 Social Customer Management 101 Presentation Transcript

  • Adam Metz, Principal Social Media Customer Managment 101
  • The Nine Buckets of Consumer Social Web Tools Blogs
  • The Nine Buckets of Consumer Social Web Tools Blogs
  • The Nine Buckets of Consumer Social Web Tools Blogs Podcasts
  • The Nine Buckets of Consumer Social Web Tools Blogs Podcasts
  • The Nine Buckets of Consumer Social Web Tools Social Blogs Podcasts Network Services
  • The Nine Buckets of Consumer Social Web Tools Social Blogs Podcasts Network Services
  • The Nine Buckets of Consumer Social Web Tools Social Blogs Podcasts Network Wikis Services
  • The Nine Buckets of Consumer Social Web Tools Social Blogs Podcasts Network Wikis Services
  • The Nine Buckets of Consumer Social Web Tools Social MicroBlog Blogs Podcasts Network Wikis s Services
  • The Nine Buckets of Consumer Social Web Tools Social MicroBlog Blogs Podcasts Network Wikis s Services
  • The Nine Buckets of Consumer Social Web Tools Social MicroBlog Blogs Podcasts Network Wikis s Video Services
  • The Nine Buckets of Consumer Social Web Tools Social MicroBlog Blogs Podcasts Network Wikis s Video Services
  • The Nine Buckets of Consumer Social Web Tools Social MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Services
  • The Nine Buckets of Consumer Social Web Tools Social MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Services
  • The Nine Buckets of Consumer Social Web Tools Social MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Services
  • The Nine Buckets of Consumer Social Web Tools Social Online MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Reviews & Services Ratings
  • The Nine Buckets of Consumer Social Web Tools Social Online MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Reviews & Widgets Services Ratings
  • The Nine Buckets of Consumer Social Web Tools Social Online MicroBlog Discussio Blogs Podcasts Network Wikis s Video n Forums Reviews & Widgets Services Ratings
  • tinyurl.com/ metzbooks
  • Starting With The Tools = Not Viable Strategy
  • Big Takeaway #1: The Methodology
  • Big Takeaway #1: The Methodology • LPOSTm Methodology
  • Big Takeaway #1: The Methodology • LPOSTm Methodology • Listen: Get a social media management system and listen for 30 days.
  • 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?
  • 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.
  • 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.
  • 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.
  • Big Usable Action #1: 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. 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.
  • Small Business Social Web Spend (1-200 employees)
  • 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)
  • 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)
  • 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
  • Brands Taking Action
  • Friending: Who’s Doing It, Why?
  • Social Network Services Facebook worldwide users MySpace U.S. users LinkedIn worldwide users U.S. Blog readers 70.255 500 million 50 million 96.6 million million (Q2 (Q2 2010) (Q4 2009) (Q2 2009) 2009)
  • Social Network Services Facebook worldwide users MySpace U.S. users LinkedIn worldwide users U.S. Blog readers 70.255 500 million 50 million 96.6 million million (Q2 (Q2 2010) (Q4 2009) (Q2 2009) 2009)
  • Microblogs Monthly Visitors Twitter has grown the fastest in 2009, growing Twitter.com Jaiku.com Plurk.com Facebook.com unique visitors more than 550% from Oct ’08 to Oct ’09 About 23.0 0.032 0.206 300 million million million million
  • Microblogs Monthly Visitors Twitter has grown the fastest in 2009, growing Twitter.com Jaiku.com Plurk.com Facebook.com unique visitors more than 550% from Oct ’08 to Oct ’09 About 23.0 0.032 0.206 300 million million million million
  • Online Reviews/Ratings/Forums Monthly Visitors - General Yelp.com Amazon.com consumersearch.com Epinions.com 27.4 million 70.8 million 2.32 million 3.96 million (up 8.3% from Q2) (up 6.7% from Q2)
  • Online Reviews/Ratings/Forums Monthly Visitors - General Yelp.com Amazon.com consumersearch.com Epinions.com 27.4 million 70.8 million 2.32 million 3.96 million (up 8.3% from Q2) (up 6.7% from Q2)
  • Social Mobile
  • Social Mobile • Brands (even bands) are making mobile content for the social web cheaply and quickly
  • 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+)
  • 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
  • LPOSTm: An Example
  • LPOSTm: An Example • LPOSTm Methodology: Saul’s Restaurant & Deli
  • LPOSTm: An Example • LPOSTm Methodology: Saul’s Restaurant & Deli • Listen: Do this for 30 days.
  • 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.
  • 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.
  • 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.
  • 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
  • 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.
  • Big Take-away #2: Engage Across Multiple Business Functions, To Create Visibility Into The Social Customer
  • Big Take-away #2: Engage Across Multiple Business Functions, To Create Visibility Into The Social Customer slideshare.com/
  • 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.”
  • 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 Jeremiah manager to quickly publish from one location to each of those Owyang, channels, some provide ability to customize to each channel 3) jeremiah_owy Aggregate and Manage social data. The system allows the ang@yahoo.co manager to see an aggregated view of what’s happening (from m views to comments) and may offer some form of analytics and conversion metrics.”
  • Big Take-away #3: Without Some Form Of sCRM and Social Media Monitoring, There Is No Way To Track Business Outcomes sCRM Social Media Monitoring System
  • Big Usable Action #3: Buy The sCRM and Social Media Monitoring and Set It Up
  • Recap
  • Recap • BTA 1: Use POSTm to write your strategy with your team.
  • Recap • BTA 1: Use POSTm to write your strategy with your team. • BTA 2: Engage across multiple business functions, with the social customer, to create business outcomes.
  • Recap • BTA 1: Use POSTm 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).
  • Strategic Consulting
  • Strategic Consulting http://tinyurl.com/ www.adammetz.com
  • Past Attendees Last Thursday Of the Month