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Presented at the SMEI 2009 Social Media Road Show, Baltimore, MD …

Presented at the SMEI 2009 Social Media Road Show, Baltimore, MD
Barton Goldenberg, ISM

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  • 1. Social Media Road Show Risks & Rewards for Marketers Baltimore, MD September 26, 2009
  • 2.  
  • 3. Social Media Road Show Welcome Remarks Jeffery Jackson, CSE Chairman of the Board
  • 4. Social Media Overview: Getting to Know Your Customers Better Barton Goldenberg ISM, Inc. September 26, 2009
  • 5.
    • Barton Goldenberg
    • President & Founder
    • Social Media, CRM and Contact Center
    • Strategic Advisor to global, best-in-class
    • organizations since 1985
    • Author: “CRM in Real-Time” (2008)
          • “ CRM Automation” (2003)
          • “ The Guide to CRM Automation”
          • (annual publication since 1989)
  • 6. AAA/CAA Abbey National Amtrak Argus Bank of Montreal BF&M Canon Capella University Ceridian Comdisco Conexant CSE Delta Faucet Company Deutsche Bank DHL DoD Education Lending ETA Exabyte ExxonMobil Farm Credit Canada Flagstar Advising Best-In-Class Organizations Since 1985 Frank Russell Hollingsworth & Vose Hill-Rom Houghton Mifflin Hydro Quebec IBM International Truck ISP Johnson & Johnson LAM Lucent McGraw-Hill Ned Davis Research Nestle Nike NYSE OPPD Pfizer PJM PepsiCo QIAGEN Quest Diagnostics Radio Systems Corporation Raymond James Reed/Elsevier Roche Royal Mail (UK Post Office) Shield Healthcare Sigma Financial Schering Plough Standard & Poor’s Superior Essex SVB Financial Tamrock Tripos T. Rowe Price USPS United Way Vantage Credit Union Verizon Victaulic Vision Service Plan Wells Fargo Xerox
  • 7. Three Part Presentation Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?
  • 8. Social Media Overview
    • A set of highly interactive technology
    • tools that leverage the fundamental
    • human desire to interact with others
    • A new way for organizations to communicate with and relate to employees, consumers, partners and other stakeholders
    • On-line communities that allow people to get information, opinions, solutions and ratings directly from each other rather than from organizations
  • 9. Where Does Social Media Fit?
    • Social media allow organizations to both serve and leverage their constituencies in new ways; however, they should be integrated into an overall plan around an organization’s goals and objectives for those constituencies
    • Social media can be very powerful tools, but they can also allow missteps to be seen by a far larger audience in a very short timeframe
    • Technology can’t replace good planning
  • 10. Social Media Statistics
    • 1.3 billion people are online ( Groundswell )
    • Community members spend 54% more
    • than non-members (e-bay)
    • Live support costs $12 per call versus $.25 for self-service (Forrester)
    • 56% of on-line community members log on once-a-day or more (Center for Digital Future)
    • Members visit your site 9 times as often and view 4 times the pages as non-members (McKinsey)
  • 11. #1 Interactive Source for Buyers Source: MarketingSherpa, March 2008 0% 20% 40% 60% 80% Online user community Vendor sales reps Vendor webcasts Vendor tradeshows / conferences B2B Events (Tradeshows and conferences) Industry webcasts (i.e., analyst or other B2B source 6% 9% 7% 10% 15% 14% 21% 17% 40% 38% Influencer Decision maker 44% 45%
  • 12. Sample Social Media Vendors
  • 13.
    • Customer feedback
    • eCommerce
    • Online collaboration
    • Real-Time CRM
    • Social media
    Embedding Social Media
  • 14. Three Part Presentation Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?
  • 15. Digital Clients
  • 16. Always-on, Always-Connected Digital Ecosystem
  • 17. Social Media Tools
    • Blogs
    • Wikis
    • Video
    • RSS
    • Widgets
    • Podcasts
    • Social networks
    • Other (ratings, polls, forums, idea sharing)
  • 18. Social Media Tools
    • Blogs
    • Wikis
    • Video
    • RSS
    • Widgets
    • Podcasts
    • Social networks
    • Other (ratings, polls, forums, idea sharing)
  • 19. Social Media Tools
    • Blogs
    • Wikis
    • Video
    • RSS
    • Widgets
    • Podcasts
    • Social networks
    • Other (ratings, polls, forums, idea sharing)
  • 20. Social Media Tools
    • Blogs
    • Wikis
    • Video
    • RSS
    • Widgets
    • Podcasts
    • Social networks
    • Other (ratings, polls, forums, idea sharing)
  • 21. Social Media Tools
    • Blogs
    • Wikis
    • Video
    • RSS
    • Widgets
    • Podcasts
    • Social networks
    • Other (ratings, polls, forums, idea sharing)
  • 22. Social Media Tools
    • Blogs
    • Wikis
    • Video
    • RSS
    • Widgets
    • Podcasts
    • Social networks
    • Other (ratings, polls, forums, idea sharing)
  • 23. Social Media Tools
    • Blogs
    • Wikis
    • Video
    • RSS
    • Widgets
    • Podcasts
    • Social networks
    • Other (ratings, polls, forums, idea sharing)
  • 24. Social Media Tools
    • Blogs
    • Wikis
    • Video
    • RSS
    • Widgets
    • Podcasts
    • Social networks
    • Other (ratings, polls, forums, idea sharing)
  • 25. Fastest-growing US networking site for doctors, endorsed by the American Medical Association (AMA) Goal: Work together to establish how drug-makers can best communicate with physicians online, and provide drug & disease information to physicians on-demand. Medical Community
  • 26. Social Media Tools
    • Blogs
    • Wikis
    • Video
    • RSS
    • Widgets
    • Podcasts
    • Social networks
    • Other (ratings, polls, forums, idea sharing)
  • 27. Procter & Gamble’s Vocalpoint: 600K moms each with a network of 25 or more of their own (i.e., 15 million members in total) Goal: Propagate non-P&G products to the network – for a price of course. CPG Community Initiative
  • 28. Outreach Initiative
    • Concept
      • - Engage in a conversation with members around how they can save using AAA SYC&S and other special deals
    • Target Audience
      • - Members/prospects of all ages in a multi-state geography, particularly people with a strong focus on savings
    • Goals
      • - Expand its relationship with members, increase the perceived value of an AAA membership, support sales
    • Tools
      • - Blog by Subject Matter experts
      • - Contest: who saved the most with the card/has the best savings story
      • - Forums re: member experiences using their AAA card & new vendors
  • 29. AAA Website
  • 30. Multiple Club Sites
  • 31. Three Part Presentation Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?
  • 32. ISM Social Media Credentials
    • Acknowledged expert in customer outreach and intimacy
    • Extensive experience with corporate branding and integrated marketing
    • Strategic approach to community success based on integration of people/process/technology
    • Focus on business social media space and business critical metrics
    • Experience implementing cost-effective
    • corporate social media sites
    • Partnerships with social media vendors
  • 33.
    • Determine goals
    • Understand audience
    • Lock on strategy
    • Leverage resources
    • Engage customers
    • Set metrics
    • Execute against plan
    • Compile & assess results
    Implementing Social Media
  • 34.
    • Social media must support business goals:
      • Increase customer satisfaction/retention
      • Increase sales
      • Decrease costs
    Determine Goals
  • 35. Understand Audience
    • What purpose does your social media communities serve for customers/prospects?
      • Entertainment
      • Knowledge
      • Connection
      • Commerce
      • Influence
    • Which constituency should we be targeting?
    • What are their techno-graphic profiles?
  • 36.
    • Why use social media? What is the primary reason for customers/prospects to visit the site?
      • Research (Listening)
      • Marketing (Talking)
      • Sales (Energizing)
      • Support (Supporting)
      • Product Development (Embracing)
    Lock on Strategy
  • 37.
    • What type of experience can we offer to the customer/prospect, and what resources do we have that can be leveraged?
      • Information
      • Research
      • Subject matter experts
      • Video
      • Partners
      • Customer base
    Leverage Resources
  • 38. Engage Customers
    • How will we draw customers to the site?
      • Content seeding
      • Marketing on homepage
      • Adwords
      • Links from other internet sites
      • Contests
      • Emails to customer base &/or prospects
  • 39. Set Metrics
    • How to measure success?
      • User Engagement
      • Customer Interest
      • Revenue impact
  • 40. Implementing Social Media
    • Determine goals
    • Understand audience
    • Lock on strategy
    • Leverage resources
    • Engage customers
    • Set metrics
    • Execute against plan
    • Compile & assess results
  • 41.
    • Ensure that social media initiatives supports business goals
    • Define success with clear metrics
    • Link to existing customer programs and outreach
    • Integrate social media with other marketing programs
    • Draw on existing organizational resources and initiatives
    • Leverage your partners
    • Monitor the community carefully
    • Be prepared to respond to community input
    • Pick something you are passionate about!
    Key Success Factors
  • 42. Social Media Metrics
    • Community Metrics
      • Growth in Participation : Registered Members
      • G rowth in Content : Number of Posts
      • G rowth in traffic : Page Views
      • R esponsiveness : Amount of time between a post and the first reply
      • T opic Interaction : Number of posts per thread
      • E ngagement : Level of Activity
    • Business Benefit Metrics
      • Cost avoidance or reduction
      • Increased revenue
      • Improved customer satisfaction and loyalty
      • Better products and services
      • Higher and more positive profile
  • 43. Brand Leadership (connection to the customer) Ignite the organization’s growth engine! Enhance operational efficiencies Drive product innovation Deepen the customer relationship Social Media Impact Product Leadership Operational Excellence Customer Intimacy
  • 44. Summary Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?
  • 45. Part 1: What is Social Media?
    • A set of highly interactive technology
    • tools that leverage the fundamental
    • human desire to interact with others
    • A new way for organizations to communicate with and relate to employees, consumers, partners and other stakeholders
    • On-line communities that allow people to get information, opinions, solutions and ratings directly from each other rather than from organizations
  • 46. Part 2: Who is Using Social Media?
  • 47.
    • Determine goals
    • Understand audience
    • Lock on strategy
    • Leverage resources
    • Engage customers
    • Set metrics
    • Execute against plan
    • Compile & assess results
    Part 3: How to Implement Social Media?
  • 48. Copy of ISM Presentation Tracey Hoston (301) 656-8448 [email_address]
  • 49. Meet Your New Customer: The Digital Client October 13, 2008 (1:00 p.m. EDT) The Growing Impact of Social Media on your Customer Relationships November 17, 2009 (1:00 p.m. EDT) Multi-Channel Customer Strategy December 15, 2009 (1:00 p.m. EDT) ISM Webinar Series (2009)
  • 50. Tips for Negotiating/Re-Negotiating the Best Deal with Your CRM Vendor January 12, 2010 (1:00 p.m. EDT) User Adoption: Securing this Critical Success Factor Once and For All! February 16, 2010 (1:00 p.m. EDT) CRM Implementation Excellence: Coming In On Time & Under Budget March 16, 2010 (1:00 p.m. EDT) Using Social Media and CRM Tools to Deepen Customer Relationships April 13, 2010 (1:00 p.m. EDT) The 5 CRM Training Imperatives May 11, 2010 (1:00 p.m. EDT) ISM Webinar Series (2010)
  • 51. Stay Current www.ismguide.com Join ISM's monthly e-newsletter
  • 52. Discussion
  • 53. ISM’s Services Offering
    • One-Day CRM Executive Briefing
    • CRM Strategy & Implementation Roadmap
    • Social Media Strategy & Implementation
    • Call/Contact Center Strategy & Implementation
    • Business Intelligence Strategy & Implementation
    • Engagement Management/Implementation Services