2. #scalingsocial
#ScalingSocial
Ben Watson
VP of Marketing, HootSuite
@bitpakkit
Merlyn Gordon
Sr. Product Marketing Manager, Webtrends
@merlyngordon
3. #scalingsocial
#ScalingSocial
1. Why social
2. Social within the enterprise
3. Brands vs. consumers
4. Marketing is Social
5. The social business pain map
6. Top 10
7. Scaling throughout the enterprise
4. #scalingsocial
Why Social – Bottom Line
1. Effective collaboration Effectiveness
2. Knowledge worker productivity Productivity
3. Shared knowledge Governance
4. Informed decisions Risk
5. Contextual workflow for business process Workflow
6. Internal communications Compliance
5. #scalingsocial
Why Social – Top Line
1. New markets Growth
2. Competitive and marketplace intelligence Competition
3. Increased revenue per transaction LTV
4. Advance demand for new products and services Demand
5. Referral and influencer marketing Expansion
6. Rapid time-to-revenue Revenue
8. #scalingsocial
Five Steps to Social Success
1. Determine leadership and organize your teams
2. Audit and validate use cases you will support
3. Satisfy business needs through provision of tools
4. Tap in to social ecosystem inside and out
5. Enable systematic rollout and success through:
• Education and training
• Thorough testing
• Measurement and Insight
12. #scalingsocial
Your Ecosystem is Social
Organize your
Social Business
Branded Pages,
Managed Accounts
Networks, Channels Participate with
Your Partners and Peers
and Ecosystem
Customers & Engage Your
Fans & Neighbors
Community
13. #scalingsocial
Mediating Social Business
1. Listening 2. Engaging 3. Analyzing
Listen to your Engage with Understand the
customers, comp your audience in results and
etitors, and their platform of engineer better
influencers. choice. outcomes.
14. #scalingsocial
The Real Value of Influence
• Introduce new teams
• Share new ideas
• Document best practices
• Understand communities
15. #scalingsocial
Why do people follow brands?
Reasons US Social Network Users* “Like”/Follow Brands on
Social Networks, by Product Category – April 2011
% of respondents
*access at least one social network regularly
Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” Aug 2011
16. #scalingsocial
Why do People like Brands?
Global Average North America Europe
Source: Nielsen, Global Online Survey (Q1 2011)
17. #scalingsocial
Marketing is Social
Social Media Marketing Objectives According to Marketers
and Agencies in North America, May 2011
% of respondents
Note: amount respondents currently conducting social advertising Source: Pivot Conference, “Te Rise of the Social Advertiser” Aug 1, 2011
18. #scalingsocial
Social is CRM
• Proven channel for
customer support
• Easy to scale and
distribute load
• Asynchronous
model similar to
email
• Customers feel
empowered
• Integrate to CRM
and Support
systems
19. #scalingsocial
Sales is Social
• Connect CRM to
social tools
• Collaborate across
large account teams
• Research and
understand customer
needs
“Conversations among the
• Understand members of your marketplace
competitive threats happen whether you like it
• Work directly with or not.”
– Seth Godin
customer teams
20. #scalingsocial
HR is Social
• Significant shifts in
recruiting business
• Engage potential
employees immediately
• Social resumes and job
search tools
• Social performance
management systems
• Amplify the culture
22. #scalingsocial
Customer Experience
• Communications
• Sales & Marketing
• Support
• HR & Culture
• Advocacy
Source: Jacob Morgan, Chess Media Group
23. #scalingsocial
Business is Social
• Building social capital
• Cultivating Influence
• Managing communities
of interest
• Mediation and
engagement
• Deeper insights
• Constant feedback
Finance &
Accounting
57. #scalingsocial
End to End Tracking
HootSuite Integrates with Webtrends to Connect Social Media Messages to
Website Conversion Metrics
58. #scalingsocial
How to Scale
Top 3 factors leading to the adoption of social software
1. Clear vision of how social media supports business strategy
2. Senior management support
3. Good fit with organization’s culture
59. #scalingsocial
Q&A
Learn more about HootSuite & Webtrends
• hootsuite.com/webtrends
• hootsuite.com/enterprise
• webtrends.com/products/analytics/social/
60. #scalingsocial
Thank You
Ben Watson
VP of Marketing, HootSuite
@bitpakkit
Merlyn Gordon
Sr. Product Marketing Manager, Webtrends
@merlyngordon