The Social Value Chain Ytzik Aranov Feb 2010 V2

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The real impact of Social Media and Social Communities lies hidden inside a corporation's Value Chain and in their operational efficiencies. To implement an effective Social Media & Community …

The real impact of Social Media and Social Communities lies hidden inside a corporation's Value Chain and in their operational efficiencies. To implement an effective Social Media & Community strategy, Social2B's Social Value Chain Methodology delivers improved Sales, Marketing, Operational, Customer Loyalty and Financial results - throughout the entire Value/Supply Chain.

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  • 1. Social Media Marketing Blueprint
    Executive Overview
    Ytzik Aranov
    Consulting Advisor
    Social2B
    February 2010
  • 2. Table of Contents
    What is the Social Web?
    The New Rules of Social Media Engagement
    The Social2B Methodology
    Social2B Value Chain Strategy
    Q&A
  • 3. What Is The Social Web
    An online place where people with a common interest can gather to share thoughts, comments and opinions
    A new world of unpaid
    media created by
    individuals or
    enterprises on the web
  • 4. Doing Social Media Right… Then, numbers and opportunity
    346,000,000 number of people globally who read blogs
    700,000,000 number of photos added to Facebook monthly
    273.1 minutestime on average spent watching online video each month
    55% internet users who have uploaded and shared photos
    57% internet users who have joined a social network
    93% Americans online expect companies to have a social media
    presence
  • 5. Leveraging Social Media Marketing
    Brand Building
    Lead Generation
    Research and Development
    Product or Service Launch (Media)
    Customer Retention
    Partner and Channel Communications
    Thought Leadership
    Internal Communications
    Media Relations
    Crisis Management
  • 6. Social Media ROI: how do you measure it and compare it?
    Traditional Measurement:
    Marketing Investment = $30,000
    # of Leads Generated = 1000
    Cost per Lead = $30
    Social Media Measurement:
    Blog Comments + Conversation + LinkedIn x Twitter = Success (quantitative) +
    Loyalty + Increased Sales + Decreased Returns
  • 7. New Rules of Engagement
    Old Marketing
    New Marketing
    Brand is dialogue
    Customers determine brand value
    Group customers by behavior
    Enterprise + user-generated content
    Virality based on content
    Amazon: user reviews
    Publishers build relationships
    Bottom-up strategy
    Information on demand
    Invest for growth – Measurable ROI
    One-way communication
    Brand recall is holy grail
    Group customers by demographics
    Content controlled by marketers
    Virality driven by flash
    Michelin Guide: expert reviews
    Publishers control channels
    Top-down strategy
    Information hierarchy
    Emphasis on cost – CPM
  • 8. Step 1: Observe the Conversations
    Blogs and
    Communities
  • 9. Step 2: Recruit Community Members
    Digital Media Marketing
    Create branded online community experiences and invite others to come to them
    Digital Media Relations
    Engage in and influence conversations
    • Value-added content
    • 10. New insights
    • 11. Engaging dialogues
  • Step 3: Evaluate Online Conduit Strategies
    Blogs and News Sites
    Reputation
    Aggregators
    Social Networks
    E-Communities
  • 12. Step 4a: Engage Communities in ConversationTake it to the Consumer: Address needs and inspire viral perpetuation
    Digital Media Marketing
    XML, Embed Code, Viral
    distribution
  • 13. Step 4b: Engage Communities in ConversationsTake it to the Influencers: Build content that facilitates a conversation
    Digital Media Relations
    discussion
  • 14. lower
    value
    higher
    value
    Prospects and
    Customers
    Customers
    The Sales and Marketing Funnel – Traditional
    Prospect
    Awareness
    TV
    Radio
    Newspaper
    Magazines
    Outdoor
    Cinema
    Events
    Interest
    Consideration
    Preference
    Direct & digital
    media
    Traditional ad &
    branding media
    Purchase
    Upsell
    Direct Mail
    Email
    Search & Web
    Social Media
    Web 2.0
    Mobile/SMS
    DRTV
    DR Print
    CPC
    Games
    Cross Sell
    Loyalty
  • 15. lower
    value
    higher
    value
    Prospects and
    Customers
    Customers
    The Sales and Marketing Funnel - New
    Prospect
    Awareness
    TV
    Radio
    Newspaper
    Magazines
    Outdoor
    Cinema
    Events
    Interest
    Consideration
    Preference
    Direct & digital
    media
    Traditional ad &
    branding media
    Purchase
    Upsell
    Direct Mail
    Email
    Search & Web
    Social Media
    Web 2.0
    Mobile/SMS
    DRTV
    DR Print
    CPC
    Games
    Cross Sell
    Loyalty
  • 16. lower
    value
    higher
    value
    Prospects and
    Customers
    Customers
    The Sales and Marketing Funnel – New Integrated Funnel
    Prospect
    TV
    Radio
    Newspaper
    Magazines
    Outdoor
    Cinema
    Events
    Email
    $
    eRFP request
    Pass
    link
    Research a product
    Direct & digital
    media
    Traditional ad &
    branding media
    Info request
    Click
    email
    Transact
    M
    commerce
    Interact with ad
    $
    Rate a
    Product
    Direct Mail
    Email
    Search & Web
    Social Media
    Web 2.0
    Mobile/SMS
    DRTV
    DR Print
    CPC
    Games
    Select Partner
    Register account
    View Facebook
    Search brand
    Qualify Lead
    Write a review
    Social bookmark
    Register account
    Nurture lead
    Close lead
    Blog
    entry
    View ad
  • 17. A Social Media Platform: How Do You Build It?
    To build an effective Social Media Strategy & Platform that produces quantifiable results impacting, Sales, Operations & Performance, you need a:
    Social Media Strategy Blueprint
    Industrial-grade Social Media Platform
    Roadmap to manage the ongoing Social Media Landscape
  • 18. The Social2B Methodology Overview
    A proven, robust Methodology – core IP has been implemented at a number of firms
    Track record of successes & measurable results
    NOT a lengthy “analysis-build-implement” approach
    Fast-track Component Rollout, then allow the community to fine-tune
    Relevant Content is again, King
    Proactive & Responsive Listening to the Community
  • 19. Social2B Methodology Overview, cont.
    A proven, robust Methodology – core IP has been implemented at a number of firms
    Track record of successes & measurable results
    NOT a lengthy “analysis-build-implement” approach
    Fast-track Component Rollout, then allow the community to fine-tune
    Relevant Content is again, King
    Proactive & Responsive Listening to the Community
  • 20. The Social2B Methodology
    The Social Media Strategy Blueprint
    Ongoing Social Media Management Roadmap
  • 21. Phase I
  • 22. Phase II
  • 23. Phase III
  • 24. Phase IV
  • 25. Phase V
  • 26. Ongoing Social Media Management
  • 27. The Social Value Chain (SVC) Lens from Social2B
    • Branding and SMM Methodology employing different strategies for different social networks
    • 28. Digs deeper into value chain – operations, HR, legal, distribution/channel – and assesses the impact of Social Media on the overall enterprise
  • The Social2B Social Value Chain
    • Every Department in the Company has a Social Value Chain Index
    • 29. The external world directly impacts each Department
    • 30. Every Business Processes has a Social Media impact
    • 31. Cross-Departmental inter-dependencies exist
    • 32. Social Media by Department finds its Community organically
    • 33. New strategic alliances (internal & external) and improved Operations occur based on efficient Social Communities interacting
  • Social2B Social Value Chain - Analysis
    • Proprietary Social2B Social Value Chain Analysis
    • 34. Map Operational Department to their respective Social Communities
    • 35. Establish Social Community Value Chain Index
    • 36. Project Value Chain increase of Social Community
    • 37. Map cross-Departmental Social value
    • 38. Implement internal, external & B2B Social linkages
    28
  • 39. Contact
    YtzikAranov
    Consulting Advisor
    Social2B
    212.658.9744 (Direct)646.808.6045 (Mobile) 646.619.4405 (V-Fax)
    ytzik@aranov.com