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Prepared for: MaRS Discovery                DistrictSocial Business: An Evolution in   Developing Sustainability          ...
Confidential ArCompany Inc. — February 27,   Slide · 2
we are on the verge of   major disruption…  fundamental globalchanges are happening      Confidential ArCompany Inc. — Feb...
an unstable world economy            Confidential ArCompany Inc. — February 27,   Slide · 4
an unstable world economy            Confidential ArCompany Inc. — February 27,   Slide · 5
mass customization            Confidential ArCompany Inc. — February 27,   Slide · 6
the balance of power is shifting              Confidential ArCompany Inc. — February 27,   Slide · 7
employees have no loyalty             Confidential ArCompany Inc. — February 27,   Slide · 8
companies are making mistakes            Confidential ArCompany Inc. — February 27,   Slide · 9
companies are making mistakes            Confidential ArCompany Inc. — February 27,   Slide · 10
reputation is increasingly vulnerable - @BurgerKing                Confidential ArCompany Inc. — February 27,   Slide · 11
reputation is increasingly vulnerable              Confidential ArCompany Inc. — February 27,   Slide · 12
reputation is increasingly vulnerable - @Jeep              Confidential ArCompany Inc. — February 27,   Slide · 13
marketing is deadthe customer is in control       Confidential ArCompany Inc. — February 27,   Slide · 14
Value is the New NormConfidential ArCompany Inc. — February 27,   Slide · 15
…to massmoving from  we are engagement    mass marketing …at an individual level…among millions at one       time       Co...
Start-ups are poised to do this Cost:                             Benefits: Ø  Nominal marketing             Ø  Improved...
conversation data is abundant             Confidential ArCompany Inc. — February 27,   Slide · 18
“	   that’s being said about ourselves, ourTechnology can help us listen to everything           company, our brand…….But ...
control your message     Confidential ArCompany Inc. — February 27,   Slide · 20
news travels fast…search and social are connected                                                            Increasingly,...
tell your story from the beginning              Confidential ArCompany Inc. — February 27,   Slide · 22
develop thought leadership: Indium Corp             Confidential ArCompany Inc. — February 27,   Slide · 23
develop thought leadership: Indium Corp                                                Ø Content – Contact -             ...
establish community from        the get-go       Confidential ArCompany Inc. — February 27,   Slide · 25
advocacy starts with employees             Confidential ArCompany Inc. — February 27,   Slide · 26
use video to tell your story: khanacademy.org              Confidential ArCompany Inc. — February 27,   Slide · 27
be organized and   consistent   Confidential ArCompany Inc. — February 27,   Slide · 28
schedule posts ahead of time             Confidential ArCompany Inc. — February 27,   Slide · 29
know when people are talking about you             Confidential ArCompany Inc. — February 27,   Slide · 30
measure your engagement           Confidential ArCompany Inc. — February 27,   Slide · 31
determine the health of your tweets             Confidential ArCompany Inc. — February 27,   Slide · 32
be interested andinteresting in social    Confidential ArCompany Inc. — February 27,   Slide · 33
image footprints - @JESS3            Confidential ArCompany Inc. — February 27,   Slide · 34
adapt and allow for co-creation @threadless             Confidential ArCompany Inc. — February 27,   Slide · 35
target smartly Confidential ArCompany Inc. — February 27,   Slide · 36
find the right people to follow               Confidential ArCompany Inc. — February 27,   Slide · 37
target through conversation             Confidential ArCompany Inc. — February 27,   Slide · 38
know your audience            Confidential ArCompany Inc. — February 27,   Slide · 39
be relevantConfidential ArCompany Inc. — February 27,   Slide · 40
content is king: from curation….              Confidential ArCompany Inc. — February 27,   Slide · 41
…to organized stories             Confidential ArCompany Inc. — February 27,   Slide · 42
humanizeConfidential ArCompany Inc. — February 27,   Slide · 43
personal stories: Lockheed Martin             Confidential ArCompany Inc. — February 27,   Slide · 44
turn detractors into promoters: Harry Winsor andBoeing                Confidential ArCompany Inc. — February 27,   Slide ·...
Confidential ArCompany Inc. — February 27,   Slide · 46
Confidential ArCompany Inc. — February 27,   Slide · 47
Confidential ArCompany Inc. — February 27,   Slide · 48
social CRM is aboutbuilding advocacy andbusiness sustainability      Confidential ArCompany Inc. — February 27,   Slide · 49
sCRM: Amplified                          Old School                      The Social WayMain Driver        Transaction     ...
Thank youhessie.jones@thearccompany.com            @hessiejones            647-999-2348 Confidential ArCompany Inc. — Febr...
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Social Business: An evolution in developing sustainability - MaRS Best Practices

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A fundamental shift in business communications is taking place. Technology is changing rapidly, real-time discussions are having more impact on business and the global economy is moving toward greater efficiency and austerity. In this environment, it is critical to maximize effective communication and build a sustainable approach to customer retention.

Lean startups appreciate that social media is inherently inexpensive. But it is also key to recognize that it takes time and much effort―part of the “sweat equity” that many businesses require.

Join us as we discuss developing and implementing a social media and customer relationship management (CRM) business strategy. Learn about building a presence, maintaining a reputation and creating a sustainable business for the long term.

Published in: Business
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Social Business: An evolution in developing sustainability - MaRS Best Practices

  1. 1. Prepared for: MaRS Discovery DistrictSocial Business: An Evolution in Developing Sustainability February 28, 2013 Confidential ArCompany Inc. — February 27, Slide · 1
  2. 2. Confidential ArCompany Inc. — February 27, Slide · 2
  3. 3. we are on the verge of major disruption… fundamental globalchanges are happening Confidential ArCompany Inc. — February 27, Slide · 3
  4. 4. an unstable world economy Confidential ArCompany Inc. — February 27, Slide · 4
  5. 5. an unstable world economy Confidential ArCompany Inc. — February 27, Slide · 5
  6. 6. mass customization Confidential ArCompany Inc. — February 27, Slide · 6
  7. 7. the balance of power is shifting Confidential ArCompany Inc. — February 27, Slide · 7
  8. 8. employees have no loyalty Confidential ArCompany Inc. — February 27, Slide · 8
  9. 9. companies are making mistakes Confidential ArCompany Inc. — February 27, Slide · 9
  10. 10. companies are making mistakes Confidential ArCompany Inc. — February 27, Slide · 10
  11. 11. reputation is increasingly vulnerable - @BurgerKing Confidential ArCompany Inc. — February 27, Slide · 11
  12. 12. reputation is increasingly vulnerable Confidential ArCompany Inc. — February 27, Slide · 12
  13. 13. reputation is increasingly vulnerable - @Jeep Confidential ArCompany Inc. — February 27, Slide · 13
  14. 14. marketing is deadthe customer is in control Confidential ArCompany Inc. — February 27, Slide · 14
  15. 15. Value is the New NormConfidential ArCompany Inc. — February 27, Slide · 15
  16. 16. …to massmoving from we are engagement mass marketing …at an individual level…among millions at one time Confidential ArCompany Inc. — February 27, Slide · 16
  17. 17. Start-ups are poised to do this Cost: Benefits: Ø  Nominal marketing Ø  Improved organic search engine investment ranking Ø Insight tools Ø  Increased brand visibility Ø Research Ø  Thought leadership development Ø  Comprehensive market insights Ø  Employee effort Ø  Increased network opportunities: Ø Understanding partners, clients, amplification Ø Desire Ø  Support development of products Ø Consistency Ø  Gain competitive intelligence Ø Analysis Ø  Retain clients Ø Engagement Ø  Sustainability Confidential ArCompany Inc. — February 27, Slide · 17
  18. 18. conversation data is abundant Confidential ArCompany Inc. — February 27, Slide · 18
  19. 19. “   that’s being said about ourselves, ourTechnology can help us listen to everything company, our brand…….But finding that one key, that game-changing insight in a sea of chatter and then actually doing something about it is another story. David Armano ”   Confidential ArCompany Inc. — February 27, Slide · 19
  20. 20. control your message Confidential ArCompany Inc. — February 27, Slide · 20
  21. 21. news travels fast…search and social are connected Increasingly, product quality and what a brand stands for are determined by Google Confidential ArCompany Inc. — February 27, Slide · 21
  22. 22. tell your story from the beginning Confidential ArCompany Inc. — February 27, Slide · 22
  23. 23. develop thought leadership: Indium Corp Confidential ArCompany Inc. — February 27, Slide · 23
  24. 24. develop thought leadership: Indium Corp Ø Content – Contact - Cash Ø 600% increase in lead generation from 1 quarter to the next Ø Social Media sales leads “are the best leads ever received” Confidential ArCompany Inc. — February 27, Slide · 24
  25. 25. establish community from the get-go Confidential ArCompany Inc. — February 27, Slide · 25
  26. 26. advocacy starts with employees Confidential ArCompany Inc. — February 27, Slide · 26
  27. 27. use video to tell your story: khanacademy.org Confidential ArCompany Inc. — February 27, Slide · 27
  28. 28. be organized and consistent Confidential ArCompany Inc. — February 27, Slide · 28
  29. 29. schedule posts ahead of time Confidential ArCompany Inc. — February 27, Slide · 29
  30. 30. know when people are talking about you Confidential ArCompany Inc. — February 27, Slide · 30
  31. 31. measure your engagement Confidential ArCompany Inc. — February 27, Slide · 31
  32. 32. determine the health of your tweets Confidential ArCompany Inc. — February 27, Slide · 32
  33. 33. be interested andinteresting in social Confidential ArCompany Inc. — February 27, Slide · 33
  34. 34. image footprints - @JESS3 Confidential ArCompany Inc. — February 27, Slide · 34
  35. 35. adapt and allow for co-creation @threadless Confidential ArCompany Inc. — February 27, Slide · 35
  36. 36. target smartly Confidential ArCompany Inc. — February 27, Slide · 36
  37. 37. find the right people to follow Confidential ArCompany Inc. — February 27, Slide · 37
  38. 38. target through conversation Confidential ArCompany Inc. — February 27, Slide · 38
  39. 39. know your audience Confidential ArCompany Inc. — February 27, Slide · 39
  40. 40. be relevantConfidential ArCompany Inc. — February 27, Slide · 40
  41. 41. content is king: from curation…. Confidential ArCompany Inc. — February 27, Slide · 41
  42. 42. …to organized stories Confidential ArCompany Inc. — February 27, Slide · 42
  43. 43. humanizeConfidential ArCompany Inc. — February 27, Slide · 43
  44. 44. personal stories: Lockheed Martin Confidential ArCompany Inc. — February 27, Slide · 44
  45. 45. turn detractors into promoters: Harry Winsor andBoeing Confidential ArCompany Inc. — February 27, Slide · 45
  46. 46. Confidential ArCompany Inc. — February 27, Slide · 46
  47. 47. Confidential ArCompany Inc. — February 27, Slide · 47
  48. 48. Confidential ArCompany Inc. — February 27, Slide · 48
  49. 49. social CRM is aboutbuilding advocacy andbusiness sustainability Confidential ArCompany Inc. — February 27, Slide · 49
  50. 50. sCRM: Amplified Old School The Social WayMain Driver Transaction ConversationMarketing planned, one-way, nimble, hyper-responsible, Inflexible dialogue, insightsSales black book and interaction-based, transaction-driven sourced from insightsCustomer Support limited hours, script- dynamic, “always on”, based multiple platformsFeedback occasional surveys, multiple platforms that quarterly customer feedback into Sales, insights Marketing, Support in real time Confidential ArCompany Inc. — February 27, Slide · 50
  51. 51. Thank youhessie.jones@thearccompany.com @hessiejones 647-999-2348 Confidential ArCompany Inc. — February 27, Slide · 51

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