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SOCIAL MEDIA FOR SALES SUPPORT<br />Leveraging <br />Social Media Platforms to Distribute and Collect Micro-Content <br />...
THINK OF YOUR CONTENT AS A STREAM<br />People are moving away from static sites and content libraries and towards the feed...
THINK IN TERMS OF MICRO-CONTENT<br />People are consuming content in smaller chunks (more frequently)<br />Segment your pr...
THINK OF YOUR AUDIENCE AS CREATORS<br />People are drawn to what other people like them …<br />(doing the same thing, solv...
THINK OF ALL CONTENT AS A BLOG POST<br />Each post in a blog has all the necessary elements for a content management syste...
GO WHERE PEOPLE TALK & LISTEN<br />Find out how and where people are most comfortable exchanging content, and develop micr...
DEVELOP AN SM-BASED CONTENT CYCLE …<br />OUTPUT<br />INPUT<br />Actively solicit input<br />Make available through structu...
… USING COMMON TOOLS & PLATFORMS<br />OUTPUT<br />INPUT<br />Iterative investment in platform development<br />Manual proc...
HOW WE CAN HELP<br />We’ve developed workshops and methodologies that help plan and implement an SM-based content cycle fo...
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Social Media For Sales Support

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Leveraging social media to capture, organize, edit and distribute narrative content within an extended community. Enterprise 2.0 concept for community-based collection and editing of critical content (success stories, product scenarios, customer quotes, competitive intelligence).

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Social Media For Sales Support

  1. 1. SOCIAL MEDIA FOR SALES SUPPORT<br />Leveraging <br />Social Media Platforms to Distribute and Collect Micro-Content <br />for Product Marketing<br />SM is not just for customers anymore … <br />Success Stories<br />Customer Insights<br />Sales Tactics<br />Competitive Info<br />New Application Ideas<br />September 2009<br />
  2. 2. THINK OF YOUR CONTENT AS A STREAM<br />People are moving away from static sites and content libraries and towards the feed, stream, and channel<br />Publishing and broadcasting rest in peace, long live the micro-channel!<br />
  3. 3. THINK IN TERMS OF MICRO-CONTENT<br />People are consuming content in smaller chunks (more frequently)<br />Segment your product info, sales training and market intelligence into smaller chunks and tag (add metadata) to make it easy to find<br />Produce and distribute often, even if production value is simpler<br />
  4. 4. THINK OF YOUR AUDIENCE AS CREATORS<br />People are drawn to what other people like them …<br />(doing the same thing, solving the same problems)<br />… say and think<br />Your target audience (sales force) has a lot of on-the-ground intelligence that should be part of your “content stream”<br />success stories<br />customer insights<br />sales tactics<br />competitive info<br />new potential applications<br />
  5. 5. THINK OF ALL CONTENT AS A BLOG POST<br />Each post in a blog has all the necessary elements for a content management system <br />Title<br />Author and date<br />Link to external media (document, image, video, audio, etc.)<br />Brief text (can be description or abstract)<br />Tags for categorization<br />Thinking of content as blog posts allows us to integrate (conceptually and technically) social media with digital content management<br />It’s an opportunity to unify content created by product marketing staff with insight, customer intelligence and “proto-content” (e.g. success stories) collected from the target community<br />It gives us access to a wide range of SM-related tools that are feed-oriented, open-source and conversation-friendly<br />
  6. 6. GO WHERE PEOPLE TALK & LISTEN<br />Find out how and where people are most comfortable exchanging content, and develop micro-content channels based on those platforms<br />(Rather than building a new place / method and then expecting people to come to you)<br />email<br />micro-blogging<br />mobile messaging<br />blogging<br />
  7. 7. DEVELOP AN SM-BASED CONTENT CYCLE …<br />OUTPUT<br />INPUT<br />Actively solicit input<br />Make available through structured interface (e.g. KM library) or intranet site<br />Aggregate<br />(from a variety of input streams)<br />Collect community- generated micro-content via SM channels & interfaces<br />Stream through SM interfaces & channels<br />Tag<br />(shared, bulk and auto tagging)<br />email<br />Upload staff -produced content in micro-segments through SM interface<br />mobile messaging<br />blogging<br />Edit<br />(shared editing and re-purposing)<br />micro-blogging<br />mobile messaging<br />micro-blogging<br />Collect feedback and continue cycle<br />blogging<br />Package<br />(.pdf, .ppt, .html, etc.)<br />email<br />
  8. 8. … USING COMMON TOOLS & PLATFORMS<br />OUTPUT<br />INPUT<br />Iterative investment in platform development<br />Manual processes based on generic SM platforms<br />PUBLIC<br />Twitter<br />Facebook<br />Blogspot<br />Standard Blog Interface<br />Configurable blog or wiki platforms<br />Customized Blog or CMS Interface<br />RSS<br />XML<br />POP<br />RSS<br />XML<br />POP<br />Standard Email Platforms<br />FEEDS<br />to<br />Email<br />Mobile Messaging<br />Private Microblog Streams<br />Customized Content Management (CMS) platforms<br />PRIVATE<br />Yammer<br />Indenti.ca<br />Present.ly<br />WordPress<br />Server-based scripts that automate formatting and format conversion<br />
  9. 9. HOW WE CAN HELP<br />We’ve developed workshops and methodologies that help plan and implement an SM-based content cycle for product marketing / sales support. For example … <br />PREPARATION<br />ROLL-OUT<br />Assessment & Planning<br />Design Rollout<br />Self-Reinforcement<br />Pilot Program<br /><ul><li>Validate and/or revise tools and platforms
  10. 10. Validate and/or revise manual processes
  11. 11. Validate and/or revise promotional and training strategy
  12. 12. Launch
  13. 13. Track progress of rollout
  14. 14. Evaluate and adjust
  15. 15. Define your goals in terms of product marketing content and sales support
  16. 16. Assess current content cycles
  17. 17. Investigate current communications channels and SM use by sales force (and organization as a whole)
  18. 18. Develop a strategy for expanding the use of SM in collecting and distributing product marketing micro-content
  19. 19. Pick a bounded area (specific topic, geography, division, channel, etc.)
  20. 20. Set goals for achievement
  21. 21. Pick tools and platforms, and customize if necessary
  22. 22. Develop manual processes
  23. 23. Develop internal promotional strategy and/or training package
  24. 24. Launch
  25. 25. Evaluate
  26. 26. Continuously improve tools and processes based on feedback within cycle</li>

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