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Enterprise 2.0 - TAG: Customer Centric Social Media
 

Enterprise 2.0 - TAG: Customer Centric Social Media

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Social Media isn't just about marketing, in fact it is increasingly less about marketing than it is about customer service and improving a companies position in the marketplace. Product Managers are ...

Social Media isn't just about marketing, in fact it is increasingly less about marketing than it is about customer service and improving a companies position in the marketplace. Product Managers are seeing social media as a great way to engage customers and improve their products. Customer support leaders are seeing social media as a way to improve customer satisfaction levels across the board. The new engagement models presented by social media are providing new opportunities to increase share of wallet and your companies relevance
for your customers.

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  • Examples of this are multiple data centers, multiple business units or business partners and business processes across systems. No easy task for visibility. Any one box may have visinbility, but as a process or data set leaves from inside the business to outside, 1 data center to another visibility diminishes – so does control.

Enterprise 2.0 - TAG: Customer Centric Social Media Enterprise 2.0 - TAG: Customer Centric Social Media Presentation Transcript

  • Leveraging social media to develop customer centric business processes
    Jon Gatrell
    VP, Product Management
    Stonebranch
    10.7.2009
  • Twitter
    Heard about Twitter?
    www.scribbos.com | Secure Business Communications | www.stonebranch.com | Secure Automation
  • We aren’t going to talk about it
  • What is social media?
  • …it’s a way of learning, participating & sharing
  • Who, what, where …
  • BLOGS
    Buyers
    products
    everyone
    everyone
    PROSPECTS
    the market
    influencers
    customers
    relationships
    people
    brands
    employees
    analyst
    competitors
  • Basically…..Something has changed
    Customers are getting smarter
    Capturing attention is getting harder
    Reducing barriers to entry
    Constant innovation is key to survival
  • Marketing
    Search &
    Online Web Marketing
    Operational
    Social
    Media
    Onsite
    Experience &
    Conversion
  • People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally.*
    If Facebook were a country—it would be the5th largest country in the world.
    *David Armano
    **may actually be 4th Largest now per discussion with the Enterprise 2.0 Group in Atlanta where this was presented
  • Why social media?
  • …to stand out
  • B2B Uses
    Thought Leadership
    Lead Generation
    Communication
    Knowledge Management
    Service
  • Let’s see the research!
  • “Of the following interactive marketing tactics, which ones are you using or piloting?”
    Using
    Piloting
    Email newsletters
    2%
    86%
    Webinars and/or teleconferencing
    75%
    8%
    72%
    11%
    Microsites, landing pages, or personal URLs
    Online display ads (static or dynamic)
    66%
    4%
    Rich media demonstrations/apps
    60%
    10%
    Video marketing (brand, product, or testimonial
    39%
    10%
    33%
    13%
    RSS feeds
    Blogs
    31%
    17%
    Podcasts
    29%
    12%
    Online communities or forums
    15%
    28%
    Social Networks (e.g., LinkedIn, Facebook)
    25%
    17%
    Customer (or partner) contributed content
    10%
    23%
    Virtual tradeshows or conference
    21%
    10%
    Contextual or behavioral targeting of ads
    19%
    6%
    Base: 189 B2B marketers
    Source: Forrester’s Q1 2008 B2B Online Social Computing Survey
  • There Is Another Option.
  • How can I participated in social media?
  • …don’t be that guy – err, brand
    Observe and learn
    Share things of value
    Engage your customers
  • So How am I using Social Media?
  • Community as Differentiation
  • Community for Requirements
  • Blogging for fun...and SEO
  • …Ok, I lied
  • …definitely not talkin - The Hoff
  • Thanks – questions?
  • Contact:
    E: Jon.Gatrell@stonebranch.com
    T: @spatially
    www.scribbos.com | Secure Business Communications | www.stonebranch.com | Secure Automation