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Community in the Enterprise <ul><li>February 3, 2011 </li></ul>Building Communities Using the Power of Social Media- Kick Off Event 2011

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Paul Stillmank President & CEO, 7Summits 7SummitsAgency.com @7SummitsAgency This Presentation has been modified to protect proprietary information.

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<ul><li>7Summits Overview </li></ul><ul><li>Social Media Defined </li></ul><ul><li>Our Perspective </li></ul><ul><li>Applied Social Media </li></ul><ul><li>Business Uses of Social Media for You </li></ul>agenda

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“ We create online community experiences that transform businesses and enhance people’s lives” - Paul Stillmank, CEO 7Summits

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Social Media Social Business

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Forrester: “Social Networking will be the biggest enterprise 2.0 priority by 2013” Dominance of Social Context will drive unprecedented spend across all areas of business.

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Enterprise 2.0 to become $4.6Billion Industry by 2013 with the top spending category to be social networking tools Dominance of Social Context will drive unprecedented spend across all areas of business.

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Just completied Seed Round Shifts in media always lead to New Market Leaders

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Who is 7Summits? Strategy Experience Technology + + + Social Media Agency 2009 20 + FOUNDED TEAM CURRENT AUDIENCE REACH 398,000 PREMIER PARTNER

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7Summits

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7Summits

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Enable Customers, Employees, and Partners to Build your Business SOCIAL MEDIA FOR BUSINESS Customers Employees / Enterprise Partners <ul><li>Brand and Reputation Management </li></ul><ul><li>Social Marketing </li></ul><ul><li>Social Commerce </li></ul><ul><li>Customer Support Communities </li></ul><ul><li>Events </li></ul><ul><li>Customer Loyalty &Retention </li></ul><ul><li>Corporate Communication </li></ul><ul><li>Social Collaboration </li></ul><ul><li>Sales Enablement </li></ul><ul><li>Product / Service Development </li></ul><ul><li>HR, Recruiting, and Employee Development </li></ul><ul><li>Intranet / Portal Evolution </li></ul><ul><li>Social Press Room </li></ul><ul><li>Sales Enablement </li></ul><ul><li>Channel Enablement </li></ul><ul><li>Community Extranets </li></ul><ul><li>Brand Affinity Programs </li></ul><ul><li>Influence Marketing </li></ul>Destination Communities

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Jive Software Premiere Partner <ul><li>Jive is THE leader in Social Business Software according to both Gartner and Forrester </li></ul><ul><ul><li>For Workplace Social Software </li></ul></ul><ul><ul><li>For Externally Facing Social Software </li></ul></ul><ul><ul><li>For Social CRM </li></ul></ul><ul><li>7Summits is the Premiere Partner for Jive Software in the Central Region </li></ul>7Summits

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Strictly Confidential 7Summits “ We are pleased to have an industry visionary in 7Summits to help us provide a complete solution for our customers“ Robert Brown, Senior Vice President, Jive Software “ As a partner, 7Summits is the poster child for Jive in the best way” Bill Ziske, Regional VP, Jive Software

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agenda <ul><li>7Summits Overview </li></ul><ul><li>Social Media Defined </li></ul><ul><li>Our Perspective </li></ul><ul><li>Applied Social Media </li></ul><ul><li>Business Uses of Social Media for You </li></ul>

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7Summits “ Social Media” is a phrase that has been over-hyped, obscuring its definition and confusing its meaning with many other terms. Social Media Defined

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Therefore Social Media is a set of technologies being used to accumulate and distribute information or data (content) to members of a community that have congealed around a common purpose. Social Media Defined S o c i a l M e d i a Relating to human society and its members 1 ; of and pertaining to the life, welfare and relations of human beings in a community 2 (singular medium) The storage and transmission tools used to accumulate and distribute information, or data 1 1 en.wikipedia.org/wiki/Media_(communication) 2 http://dictionary.reference.com/browse/soci al Social Media’s more precise definition can be found by looking more closely at the original definition of is root words:

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<ul><li>Understand your audience: </li></ul><ul><li>Customers & Prospects </li></ul><ul><li>Employees </li></ul><ul><li>Partners </li></ul><ul><li>Social Media helps us here as well: </li></ul><ul><ul><li>We can now look more closely at how our target audience behaves through participation in these open networks. </li></ul></ul><ul><ul><li>This provides valuable insights on how to engage them to increase our revenues and optimize costs. </li></ul></ul>Social Media Defined So it’s the left hand side of this equation that we must focus on first. S o c i a l Relating to human society and its members 1 ; of and pertaining to the life, welfare and relations of human beings in a community 2

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agenda <ul><li>7Summits Overview </li></ul><ul><li>Social Media Defined </li></ul><ul><li>Our Perspective </li></ul><ul><li>Applied Social Media </li></ul><ul><li>Business Uses of Social Media for You </li></ul>

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Our Perspective Social Media technologies are proliferating at rapid rate causing confusion over which solutions are best for your business.

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7Summits Our Perspective This rampant technology growth is driving companies to react prematurely: Most brands’ focus is how to use social media sites like Facebook, Twitter, and YouTube: This is the wrong focus! “ How do we create a fan page on Facebook?” “ Which sites and tools should we be using?” “ How do I use Twitter?” “ Do we need to be on Twitter and Friendfeed?” “ We have several videos on Youtube, how do we get someone to watch them?”

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<ul><li>How do we establish and maintain a positive online reputation? </li></ul><ul><li>How do we provide a consistent customer support experience at a reduced cost? </li></ul><ul><li>How do we increase sales and market share? </li></ul><ul><li>Where are customers going for answers and to research companies, products and services? </li></ul><ul><li>How do we improve time-to-productivity for new employees? </li></ul><ul><li>How can we better align innovation with market demand? </li></ul><ul><li>How can we increase customer retention? </li></ul><ul><li>What audience are we trying to reach and what are our objectives with that audience? </li></ul>Our Perspective The focus should be on prioritizing which aspects of social media are right based on what you’re trying to do. The questions that should be asked:

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agenda <ul><li>7Summits Overview </li></ul><ul><li>Social Media Defined </li></ul><ul><li>Our Perspective </li></ul><ul><li>Applied Social Media </li></ul><ul><li>Business Uses of Social Media for You </li></ul>

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Applied Social Media SM How does social media add measurable value to these relationships?

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7Summits The Business Case for Social Media

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Representative Outcomes – Recent Survey of Community Benefits <ul><li>Survey of more than 500 Jive customers conducted by an independent, third-party customer research firm McKinsey, Market Tools in December 2010. </li></ul><ul><li>Majority of responses came from companies with over 5,000 employees. 26% have over 50,000 employees. </li></ul><ul><li>Substantiates the effectiveness and business benefits of a collaborative, community model to drive employee engagement </li></ul>Collaboration / Productivity Sale Enablement Communications / Culture Customer Support

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Bringing the community together as a whole

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<ul><ul><li>Social Marketing </li></ul></ul><ul><ul><li>Customer Support Communities </li></ul></ul><ul><ul><li>Product Management </li></ul></ul><ul><ul><li>Sales Enablement </li></ul></ul><ul><ul><li>Corporate Communications </li></ul></ul><ul><ul><li>Social Collaboration </li></ul></ul>Applied Social Media SM Sales Enablement Lead Gen Rel Mgt Biz Dev Commercial Marketing Feedback Product Support Specialists CSRs Product Marketing Employees Engineers Product Developers Public Relations Commercial Marketing Product Marketing Listening Platforms KOL

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Social Marketing What if you could turn your brand’s most enthusiastic fans into your best sales people? Public Relations Commercial Marketing Product Marketing Listening Platforms c Advocates c c c

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Social Marketing What if you could engage customers wherever they were online, and put those conversations at the center of your marketing strategy? Public Relations Commercial Marketing Product Marketing Listening Platforms c Advocates c c c

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Social Marketing <ul><li>Use Community to: </li></ul><ul><li>Increase market awareness to fuel plans </li></ul><ul><li>Increase brand awareness to attract new customers </li></ul><ul><li>Convert leads into paying customers </li></ul><ul><li>Convert customers into advocates </li></ul><ul><li>Get feedback from your most valuable customers before you launch a product or a campaign </li></ul>Advocates Public Relations Commercial Marketing Product Marketing Listening Platforms c c c c

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<ul><li>Setup a place to share market perspectives. </li></ul><ul><li>Turn insights into action. </li></ul><ul><ul><li>Share insights with key partners, OEMs and Mass Merchants to better position sales execution in your downstream supply-chain. </li></ul></ul>Social Marketing <ul><li>Increase market awareness to fuel plans </li></ul><ul><li>Use a listening platform embedded in a small internal community to better understand what is being said about your company, brands, and products / services, and competitors throughout the social web. </li></ul>

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Use integrated social media monitoring and engagement solutions to help you discover and engage with prospects and customers wherever they are on the social web. Social Marketing <ul><li>Increase brand awareness to attract new customers </li></ul><ul><li>34% increase in brand awareness </li></ul><ul><li>33% increase in click-throughs from Google searches </li></ul>

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Your prospects are most influenced by customers like themselves. You can increase conversion rates by connecting potential customers with trusted recommendations and discussions from similar people. Social Marketing <ul><li>Community connects advocates with prospects </li></ul><ul><li>Convert leads into paying customers </li></ul><ul><li>26% increase in website sales </li></ul>

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<ul><li>Successes: </li></ul><ul><li>Community content integrated with product content driving eCommerce transactions </li></ul><ul><li>Product feedback through socially engaged “test drives” </li></ul><ul><li>Advocates engaging new customers and prospects </li></ul>Overview Created an exclusive community for engineers to increase brand affinity, garner product feedback for themselves and their suppliers, and provide a true social commerce solution. Case Study: Element 14 Value Lever Product Management – Customer Feedback and Ideation Value Lever Sales – Increasing Number of Transactions

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Driving engagement post sale turns your customers into powerful advocates. Advocates create content that can be seeded to drive more awareness and leads. Social Marketing <ul><li>Convert customers into advocates </li></ul><ul><li>31% increase in customer retention </li></ul>

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<ul><li>Successes: </li></ul><ul><li>Utilized challenges, competitions, and badging to encourage and support user participation. </li></ul><ul><li>Activated heavy users to interact and create content. </li></ul>Overview: Intel and ASUS teamed up to launch a community where their 3 main user groups could connect and interact to create a stronger brand experience. Case Study: WEPC.com Value Lever Marketing– Building Brand Centered Community Value Lever PR– Monitoring and Engaging

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<ul><li>Successes: </li></ul><ul><li>Campaign was a cool, highly visible & tangible way to pay off the “promise” of special perks for being a member of the WePC “Inner Circle”; </li></ul><ul><li>Offered viral components to create social buzz and fresh news stories for bloggers and traditional media. </li></ul>Overview: At launch WEPC ran a contest for the “Next WePC Community Journalist,” giving users a chance to be spokesperson for the community at an upcoming event. Case Study: WEPC Contest Value Lever Marketing- Customer Awareness

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Create an easy-to-access, always-on focus group. Marketers can understand customers’ changing needs, act on their feedback, and test new product and marketing concepts. Social Marketing <ul><li>Get feedback from your most valuable customers before you launch a product or a campaign </li></ul><ul><li>34% increase in product feedback and ideas </li></ul>

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<ul><li>Successes: </li></ul><ul><li>Helping their SMB clients grow </li></ul><ul><li>Increased SMB market share </li></ul><ul><li>Gaining real-time intelligence on topics that offerings can be created around </li></ul>Overview Bank of America is supporting and embracing the needs and ideas of their customers. The company’s website has become the meeting point for small business. Case Study: Bank of America http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa Value Lever Marketing– Market Intelligence Value Lever Sales – Increasing Number of Transactions

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Customer Support <ul><li>Use Community to: </li></ul><ul><li>Reduce Service Operating Costs </li></ul><ul><li>Increase Customer Satisfaction </li></ul><ul><li>Create a More Authentic Two-way Dialogue with Customers </li></ul><ul><li>Provide an Easier Way for Customers to Share Feedback and Ideas </li></ul>Commercial Marketing Feedback Product Support Specialists CSRs

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Sales Enablement <ul><li>Use Community to: </li></ul><ul><li>Get Sale Reps on-boarded and selling as quickly as possible </li></ul><ul><li>Give time back to sales staff so they spend less time searching for information and more time selling </li></ul><ul><li>Help Sales Reps find and collaborate with experts within your organization </li></ul><ul><li>Close deals faster </li></ul>Sales Enablement Lead Gen Rel Mgt Biz Dev

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Corporate Communications <ul><li>Use Community to: </li></ul><ul><li>Keep the company better aligned with corporate goals </li></ul><ul><li>Increase employee engagement </li></ul><ul><li>Help employees find, connect and communicate more effectively throughout the organization </li></ul><ul><li>Reduce onboarding and training costs </li></ul>Sales Enablement Lead Gen Rel Mgt Biz Dev Commercial Marketing Feedback Product Support Specialists CSRs Product Marketing Employees Engineers Product Developers Public Relations Commercial Marketing Product Marketing Listening Platforms KOL

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Social Collaboration <ul><li>Use Community to: </li></ul><ul><li>Centralize company knowledge, facilitate sharing </li></ul><ul><li>Increase employee engagement </li></ul><ul><li>Enable distributed workforce to find the people, content, and expertise they need </li></ul><ul><li>Rethink intranets/ portals to engage all employees </li></ul><ul><li>Cultivate innovation </li></ul>Sales Enablement Lead Gen Rel Mgt Biz Dev Commercial Marketing Feedback Product Support Specialists CSRs Product Marketing Employees Engineers Product Developers Public Relations Commercial Marketing Product Marketing Listening Platforms KOL

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agenda <ul><li>7Summits Overview </li></ul><ul><li>Social Media Defined </li></ul><ul><li>Our Perspective </li></ul><ul><li>Applied Social Media </li></ul><ul><li>Business Uses of Social Media for You </li></ul>

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So What Does This Mean For You? 7Summits Recommends: <ul><ul><li>Have a Strategy/Plan that works for your business – don’t use everyone elses! </li></ul></ul><ul><ul><li>Social Marketing - Keep it integrated! </li></ul></ul><ul><ul><ul><li>For Ex: combine vertical search, social listening, and content seeding, organic search and a little paid media </li></ul></ul></ul><ul><ul><li>Enable Product / Service Reviews! </li></ul></ul>

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1. Social Media Strategy Many companies are experimenting with Social Media and Communities and missing the real opportunity to setup a foundation for doing business in the future. Investing in a Social Media Strategy will help with business alignment and determining near term priorities and a roadmap. <ul><li>Determine how Social Media aligns with Your Business Goals. </li></ul><ul><li>Align Community and Member Objectives with Business Objectives </li></ul><ul><li>Focus on prioritizing “What” first, then “How” - pick Strategies and Channels </li></ul><ul><li>Focus on creating a Social Media roadmap that enriches your business and sets you up for continued success </li></ul><ul><li>Develop an Operational Model </li></ul>

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Activation & Adoption Strategies It can be challenging to garner the community adoption levels needed to drive a successful business result. Best practices should be applied for every new community launch to support robust end-user adoption. Best Practices Summary

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2. Empower Customers Dissatisfied customers can be very vocal, passionate, and involved. Just the kind of qualities we would love to see in brand advocates and ambassadors. How can we channel all this energy for good? <ul><li>Give customers the power to rate products, services, and partners. </li></ul><ul><li>Operationalize your problem response model. Let customers vote on appropriate responses (refund, quick triage of problem, or refusal if unreasonable). Let them be involved in the process and be problem solvers. </li></ul><ul><li>Solicit reviews post-conversion and seed across the social web. </li></ul>

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3. Create Connected Social Campaigns Many Campaign and Promotional Landing pages lack sophistication and personalization. Promoting your products and services in both search and social furthers brand awareness and content saturation to improve competitive position <ul><li>Implement connected Social Campaigns with SocialPages SM </li></ul><ul><li>Drive qualified leads and sales </li></ul><ul><li>Improve product and service seeding on social and search </li></ul><ul><li>Optimize campaign landing pages with rich content – reviews, multimedia </li></ul><ul><li>Own mid- and long-tail search </li></ul><ul><li>Improve Online Reputation by de-emphasizing negative sentiment </li></ul><ul><li>Optimize campaigns by aligning Products and Services with Target Audiences and Regions </li></ul><ul><li>Improve reputation management </li></ul>

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4. Social Contests Content creation and syndication are key in creating a balanced brand view. Social Contests are a great way to drive awareness and increase your overall social index compared to competitors. <ul><li>Create Marketing campaigns that focus on driving consumer-generated content </li></ul><ul><li>It also leverages contestants’ friend networks for voting to gain brand awareness and customer leads socially. </li></ul><ul><li>This is a great way to create surprise and delight and countermand any noise or negativity about your brand. </li></ul>

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5. Marketing Integration Companies invest in a number of online marketing channels including Email, Social Media and Search as well as Traditional Media There is a unique opportunity to unify these digital assets so they work together. <ul><li>Meet users in their media </li></ul><ul><li>Introduce ratings and reviews on all product pages </li></ul><ul><li>Unify your digital assets and create a social shopping experience </li></ul><ul><li>Focus on aligning all marketing channels with your website </li></ul><ul><li>Ensure all elements are tracked with effective analytics to guide investment </li></ul><ul><li>Integration = Force Multiplier </li></ul>

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6. Social Sales Enablement Focus on mapping your digital media to your sales process. Integrating all your sales efforts online is key to success <ul><li>Analyze your sales funnel as it relates to online media </li></ul><ul><li>Focus on investing in areas that shorten the sales cycle </li></ul><ul><li>Invest in tactics that attract and influence leads </li></ul><ul><li>Analyze and improve website conversation funnels </li></ul><ul><li>Reduce barrier to entry for getting a quote </li></ul><ul><li>Introduce a social referral model </li></ul><ul><li>Solicit customers post install for feedback and review </li></ul><ul><li>Focus on Sales Enablement by Fostering Advocates </li></ul>

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Thank you.