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The Social Value Chain   Ytzik Aranov   Feb 2010 V2
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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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    The Social Value Chain   Ytzik Aranov   Feb 2010 V2 The Social Value Chain Ytzik Aranov Feb 2010 V2 Presentation Transcript

    • Social Media Marketing Blueprint
      Executive Overview
      Ytzik Aranov
      Consulting Advisor
      Social2B
      February 2010
    • Table of Contents
      What is the Social Web?
      The New Rules of Social Media Engagement
      The Social2B Methodology
      Social2B Value Chain Strategy
      Q&A
    • 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
    • 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
    • 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
    • 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
    • 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
    • Step 1: Observe the Conversations
      Blogs and
      Communities
    • 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
      • New insights
      • Engaging dialogues
    • Step 3: Evaluate Online Conduit Strategies
      Blogs and News Sites
      Reputation
      Aggregators
      Social Networks
      E-Communities
    • Step 4a: Engage Communities in ConversationTake it to the Consumer: Address needs and inspire viral perpetuation
      Digital Media Marketing
      XML, Embed Code, Viral
      distribution
    • Step 4b: Engage Communities in ConversationsTake it to the Influencers: Build content that facilitates a conversation
      Digital Media Relations
      discussion
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • The Social2B Methodology
      The Social Media Strategy Blueprint
      Ongoing Social Media Management Roadmap
    • Phase I
    • Phase II
    • Phase III
    • Phase IV
    • Phase V
    • Ongoing Social Media Management
    • The Social Value Chain (SVC) Lens from Social2B
      • Branding and SMM Methodology employing different strategies for different social networks
      • 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
      • The external world directly impacts each Department
      • Every Business Processes has a Social Media impact
      • Cross-Departmental inter-dependencies exist
      • Social Media by Department finds its Community organically
      • 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
      • Map Operational Department to their respective Social Communities
      • Establish Social Community Value Chain Index
      • Project Value Chain increase of Social Community
      • Map cross-Departmental Social value
      • Implement internal, external & B2B Social linkages
      28
    • Contact
      YtzikAranov
      Consulting Advisor
      Social2B
      212.658.9744 (Direct)646.808.6045 (Mobile) 646.619.4405 (V-Fax)
      ytzik@aranov.com