Social Media Road Show Risks & Rewards for Marketers Baltimore, MD September 26, 2009
 
Social Media Road Show Welcome Remarks Jeffery Jackson, CSE Chairman of the Board
Social Media Overview: Getting to Know Your Customers Better Barton Goldenberg ISM, Inc. September 26, 2009
<ul><li>Barton Goldenberg </li></ul><ul><li>President & Founder </li></ul><ul><li>Social Media, CRM and Contact Center </l...
AAA/CAA Abbey National Amtrak Argus Bank of Montreal BF&M Canon Capella University Ceridian Comdisco Conexant CSE Delta Fa...
Three Part Presentation Part 1:   What is social media? Part 2:  Who is using social media? Part 3:  How to implement soci...
Social Media Overview <ul><li>A set of highly interactive  technology </li></ul><ul><li>tools  that leverage the fundament...
Where Does Social Media Fit? <ul><li>Social media allow organizations to both serve and leverage their constituencies in n...
Social Media Statistics <ul><li>1.3 billion people are online  ( Groundswell ) </li></ul><ul><li>Community members spend 5...
#1 Interactive Source for Buyers Source: MarketingSherpa, March 2008 0% 20% 40% 60% 80% Online user community Vendor sales...
Sample Social Media Vendors
<ul><li>Customer feedback </li></ul><ul><li>eCommerce </li></ul><ul><li>Online collaboration </li></ul><ul><li>Real-Time C...
Three Part Presentation Part 1:  What is social media? Part 2:  Who is using social media? Part 3:  How to implement socia...
Digital Clients
Always-on, Always-Connected Digital Ecosystem
Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>W...
Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>W...
Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>W...
Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>W...
Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>W...
Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>W...
Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>W...
Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>W...
Fastest-growing US networking site for doctors, endorsed by the American Medical Association (AMA) Goal:  Work together to...
Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>W...
Procter & Gamble’s Vocalpoint: 600K moms each with a network of 25 or more of their own (i.e., 15 million members in total...
Outreach Initiative <ul><li>Concept </li></ul><ul><ul><li>-  Engage in a conversation with members around how they can sav...
AAA Website
Multiple Club Sites
Three Part Presentation Part 1:  What is social media? Part 2:  Who is using social media? Part 3:  How to implement socia...
ISM Social Media Credentials <ul><li>Acknowledged expert in customer outreach and intimacy </li></ul><ul><li>Extensive exp...
<ul><li>Determine goals </li></ul><ul><li>Understand audience </li></ul><ul><li>Lock on strategy </li></ul><ul><li>Leverag...
<ul><li>Social media must support business goals: </li></ul><ul><ul><li>Increase customer satisfaction/retention </li></ul...
Understand Audience <ul><li>What purpose does your social media communities serve for customers/prospects? </li></ul><ul><...
<ul><li>Why use social media?  What is the primary reason for customers/prospects to visit the site? </li></ul><ul><ul><li...
<ul><li>What type of experience can we offer to the customer/prospect, and what resources do we have that can be leveraged...
Engage Customers <ul><li>How will we draw customers to the site? </li></ul><ul><ul><li>Content seeding </li></ul></ul><ul>...
Set Metrics <ul><li>How to measure success? </li></ul><ul><ul><li>User Engagement </li></ul></ul><ul><ul><li>Customer Inte...
Implementing Social Media <ul><li>Determine goals </li></ul><ul><li>Understand audience </li></ul><ul><li>Lock on strategy...
<ul><li>Ensure that social media initiatives supports business goals </li></ul><ul><li>Define success with clear metrics  ...
Social Media Metrics <ul><li>Community Metrics </li></ul><ul><ul><li>Growth in Participation : Registered Members </li></u...
Brand Leadership  (connection to the customer) Ignite the organization’s growth engine! Enhance operational efficiencies D...
Summary Part 1:   What is social media? Part 2:   Who is using social media? Part 3:   How to implement social media?
Part 1:   What is Social Media? <ul><li>A set of highly interactive  technology </li></ul><ul><li>tools  that leverage the...
Part 2:  Who is Using Social Media?
<ul><li>Determine goals </li></ul><ul><li>Understand audience </li></ul><ul><li>Lock on strategy </li></ul><ul><li>Leverag...
Copy of ISM Presentation Tracey Hoston (301) 656-8448 [email_address]
Meet Your New Customer: The Digital Client October 13, 2008 (1:00 p.m. EDT) The Growing Impact of Social Media on your Cus...
Tips for Negotiating/Re-Negotiating the Best Deal with Your CRM Vendor  January 12, 2010 (1:00 p.m. EDT) User Adoption: Se...
Stay Current www.ismguide.com Join ISM's monthly e-newsletter
Discussion
ISM’s Services Offering <ul><li>One-Day CRM Executive Briefing </li></ul><ul><li>CRM Strategy & Implementation Roadmap </l...
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Business Social Media Overview

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

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Transcript of "Business Social Media Overview"

  1. 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
  3. 4. Social Media Overview: Getting to Know Your Customers Better Barton Goldenberg ISM, Inc. September 26, 2009
  4. 5. <ul><li>Barton Goldenberg </li></ul><ul><li>President & Founder </li></ul><ul><li>Social Media, CRM and Contact Center </li></ul><ul><li>Strategic Advisor to global, best-in-class </li></ul><ul><li>organizations since 1985 </li></ul><ul><li>Author: “CRM in Real-Time” (2008) </li></ul><ul><ul><ul><ul><li>“ CRM Automation” (2003) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ The Guide to CRM Automation” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>(annual publication since 1989) </li></ul></ul></ul></ul>
  5. 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
  6. 7. Three Part Presentation Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?
  7. 8. Social Media Overview <ul><li>A set of highly interactive technology </li></ul><ul><li>tools that leverage the fundamental </li></ul><ul><li>human desire to interact with others </li></ul><ul><li>A new way for organizations to communicate with and relate to employees, consumers, partners and other stakeholders </li></ul><ul><li>On-line communities that allow people to get information, opinions, solutions and ratings directly from each other rather than from organizations </li></ul>
  8. 9. Where Does Social Media Fit? <ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>Technology can’t replace good planning </li></ul>
  9. 10. Social Media Statistics <ul><li>1.3 billion people are online ( Groundswell ) </li></ul><ul><li>Community members spend 54% more </li></ul><ul><li>than non-members (e-bay) </li></ul><ul><li>Live support costs $12 per call versus $.25 for self-service (Forrester) </li></ul><ul><li>56% of on-line community members log on once-a-day or more (Center for Digital Future) </li></ul><ul><li>Members visit your site 9 times as often and view 4 times the pages as non-members (McKinsey) </li></ul>
  10. 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%
  11. 12. Sample Social Media Vendors
  12. 13. <ul><li>Customer feedback </li></ul><ul><li>eCommerce </li></ul><ul><li>Online collaboration </li></ul><ul><li>Real-Time CRM </li></ul><ul><li>Social media </li></ul>Embedding Social Media
  13. 14. Three Part Presentation Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?
  14. 15. Digital Clients
  15. 16. Always-on, Always-Connected Digital Ecosystem
  16. 17. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networks </li></ul><ul><li>Other (ratings, polls, forums, idea sharing) </li></ul>
  17. 18. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networks </li></ul><ul><li>Other (ratings, polls, forums, idea sharing) </li></ul>
  18. 19. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networks </li></ul><ul><li>Other (ratings, polls, forums, idea sharing) </li></ul>
  19. 20. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networks </li></ul><ul><li>Other (ratings, polls, forums, idea sharing) </li></ul>
  20. 21. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networks </li></ul><ul><li>Other (ratings, polls, forums, idea sharing) </li></ul>
  21. 22. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networks </li></ul><ul><li>Other (ratings, polls, forums, idea sharing) </li></ul>
  22. 23. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networks </li></ul><ul><li>Other (ratings, polls, forums, idea sharing) </li></ul>
  23. 24. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networks </li></ul><ul><li>Other (ratings, polls, forums, idea sharing) </li></ul>
  24. 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
  25. 26. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Video </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networks </li></ul><ul><li>Other (ratings, polls, forums, idea sharing) </li></ul>
  26. 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
  27. 28. Outreach Initiative <ul><li>Concept </li></ul><ul><ul><li>- Engage in a conversation with members around how they can save using AAA SYC&S and other special deals </li></ul></ul><ul><li>Target Audience </li></ul><ul><ul><li>- Members/prospects of all ages in a multi-state geography, particularly people with a strong focus on savings </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>- Expand its relationship with members, increase the perceived value of an AAA membership, support sales </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>- Blog by Subject Matter experts </li></ul></ul><ul><ul><li>- Contest: who saved the most with the card/has the best savings story </li></ul></ul><ul><ul><li>- Forums re: member experiences using their AAA card & new vendors </li></ul></ul>
  28. 29. AAA Website
  29. 30. Multiple Club Sites
  30. 31. Three Part Presentation Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?
  31. 32. ISM Social Media Credentials <ul><li>Acknowledged expert in customer outreach and intimacy </li></ul><ul><li>Extensive experience with corporate branding and integrated marketing </li></ul><ul><li>Strategic approach to community success based on integration of people/process/technology </li></ul><ul><li>Focus on business social media space and business critical metrics </li></ul><ul><li>Experience implementing cost-effective </li></ul><ul><li>corporate social media sites </li></ul><ul><li>Partnerships with social media vendors </li></ul>
  32. 33. <ul><li>Determine goals </li></ul><ul><li>Understand audience </li></ul><ul><li>Lock on strategy </li></ul><ul><li>Leverage resources </li></ul><ul><li>Engage customers </li></ul><ul><li>Set metrics </li></ul><ul><li>Execute against plan </li></ul><ul><li>Compile & assess results </li></ul>Implementing Social Media
  33. 34. <ul><li>Social media must support business goals: </li></ul><ul><ul><li>Increase customer satisfaction/retention </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul><ul><ul><li>Decrease costs </li></ul></ul>Determine Goals
  34. 35. Understand Audience <ul><li>What purpose does your social media communities serve for customers/prospects? </li></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Connection </li></ul></ul><ul><ul><li>Commerce </li></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><li>Which constituency should we be targeting? </li></ul><ul><li>What are their techno-graphic profiles? </li></ul>
  35. 36. <ul><li>Why use social media? What is the primary reason for customers/prospects to visit the site? </li></ul><ul><ul><li>Research (Listening) </li></ul></ul><ul><ul><li>Marketing (Talking) </li></ul></ul><ul><ul><li>Sales (Energizing) </li></ul></ul><ul><ul><li>Support (Supporting) </li></ul></ul><ul><ul><li>Product Development (Embracing) </li></ul></ul>Lock on Strategy
  36. 37. <ul><li>What type of experience can we offer to the customer/prospect, and what resources do we have that can be leveraged? </li></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Subject matter experts </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><ul><li>Customer base </li></ul></ul>Leverage Resources
  37. 38. Engage Customers <ul><li>How will we draw customers to the site? </li></ul><ul><ul><li>Content seeding </li></ul></ul><ul><ul><li>Marketing on homepage </li></ul></ul><ul><ul><li>Adwords </li></ul></ul><ul><ul><li>Links from other internet sites </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><ul><li>Emails to customer base &/or prospects </li></ul></ul>
  38. 39. Set Metrics <ul><li>How to measure success? </li></ul><ul><ul><li>User Engagement </li></ul></ul><ul><ul><li>Customer Interest </li></ul></ul><ul><ul><li>Revenue impact </li></ul></ul>
  39. 40. Implementing Social Media <ul><li>Determine goals </li></ul><ul><li>Understand audience </li></ul><ul><li>Lock on strategy </li></ul><ul><li>Leverage resources </li></ul><ul><li>Engage customers </li></ul><ul><li>Set metrics </li></ul><ul><li>Execute against plan </li></ul><ul><li>Compile & assess results </li></ul>
  40. 41. <ul><li>Ensure that social media initiatives supports business goals </li></ul><ul><li>Define success with clear metrics </li></ul><ul><li>Link to existing customer programs and outreach </li></ul><ul><li>Integrate social media with other marketing programs </li></ul><ul><li>Draw on existing organizational resources and initiatives </li></ul><ul><li>Leverage your partners </li></ul><ul><li>Monitor the community carefully </li></ul><ul><li>Be prepared to respond to community input </li></ul><ul><li>Pick something you are passionate about! </li></ul>Key Success Factors
  41. 42. Social Media Metrics <ul><li>Community Metrics </li></ul><ul><ul><li>Growth in Participation : Registered Members </li></ul></ul><ul><ul><li>G rowth in Content : Number of Posts </li></ul></ul><ul><ul><li>G rowth in traffic : Page Views </li></ul></ul><ul><ul><li>R esponsiveness : Amount of time between a post and the first reply </li></ul></ul><ul><ul><li>T opic Interaction : Number of posts per thread </li></ul></ul><ul><ul><li>E ngagement : Level of Activity </li></ul></ul><ul><li>Business Benefit Metrics </li></ul><ul><ul><li>Cost avoidance or reduction </li></ul></ul><ul><ul><li>Increased revenue </li></ul></ul><ul><ul><li>Improved customer satisfaction and loyalty </li></ul></ul><ul><ul><li>Better products and services </li></ul></ul><ul><ul><li>Higher and more positive profile </li></ul></ul>
  42. 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
  43. 44. Summary Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?
  44. 45. Part 1: What is Social Media? <ul><li>A set of highly interactive technology </li></ul><ul><li>tools that leverage the fundamental </li></ul><ul><li>human desire to interact with others </li></ul><ul><li>A new way for organizations to communicate with and relate to employees, consumers, partners and other stakeholders </li></ul><ul><li>On-line communities that allow people to get information, opinions, solutions and ratings directly from each other rather than from organizations </li></ul>
  45. 46. Part 2: Who is Using Social Media?
  46. 47. <ul><li>Determine goals </li></ul><ul><li>Understand audience </li></ul><ul><li>Lock on strategy </li></ul><ul><li>Leverage resources </li></ul><ul><li>Engage customers </li></ul><ul><li>Set metrics </li></ul><ul><li>Execute against plan </li></ul><ul><li>Compile & assess results </li></ul>Part 3: How to Implement Social Media?
  47. 48. Copy of ISM Presentation Tracey Hoston (301) 656-8448 [email_address]
  48. 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)
  49. 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)
  50. 51. Stay Current www.ismguide.com Join ISM's monthly e-newsletter
  51. 52. Discussion
  52. 53. ISM’s Services Offering <ul><li>One-Day CRM Executive Briefing </li></ul><ul><li>CRM Strategy & Implementation Roadmap </li></ul><ul><li>Social Media Strategy & Implementation </li></ul><ul><li>Call/Contact Center Strategy & Implementation </li></ul><ul><li>Business Intelligence Strategy & Implementation </li></ul><ul><li>Engagement Management/Implementation Services </li></ul>

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