Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Laura Fitton, CEO of oneforty at #RLTM NY 11

1,207 views

Published on

Laura Fitton, CEO of oneforty.com, presents the opening keynote at #RLTM Realtime NY 11 on June 6th.

  • Be the first to comment

  • Be the first to like this

Laura Fitton, CEO of oneforty at #RLTM NY 11

  1. 1. Social Business… <br />Starting with Twitter<br />
  2. 2.
  3. 3.
  4. 4. Founder/CEO oneforty.com<br />
  5. 5. How Did THAT <br />Happen??!!<br />
  6. 6.
  7. 7.
  8. 8. “Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” <br />-Seth Godin, Tribes<br />
  9. 9. So Twitter…<br />What’s the Big Deal?<br />
  10. 10.
  11. 11. Global Sensing and Signaling Network<br />
  12. 12.
  13. 13.
  14. 14.
  15. 15. The Message is the Influencer.<br />
  16. 16.
  17. 17. Any to Many<br />
  18. 18.
  19. 19. Only connect!<br />- E.M. Forster<br />
  20. 20.
  21. 21.
  22. 22. People with more connections have more options<br />
  23. 23.
  24. 24. What does it Do?<br />
  25. 25. Top Reasons Consumers Follow Brands<br />Updates on future products (#1: 38%)<br />Stay informed about company activities<br />Discounts and promotions <br />Updates on upcoming sales <br />Samples/coupons <br />Fun/entertainment <br />Exclusive content <br />Learn more about the company <br />Show others my support for the company<br />Share ideas/provide feedback (#10: 20%)<br />CoTweet ExactTarget 2010<br />
  26. 26. “Just for PR & Marketing, Right?”<br />Marketing<br />Advertising<br />PR/word of mouth<br />Social CRM<br />Sales<br />Contests & offers<br />News & trends<br />Customer Service<br />Brand Monitoring<br />SEO & Traffic<br />Promote events<br />Create & share content<br />Build community<br />Earn social capital<br />Networking<br />
  27. 27. Everything Email Touches, Social Will<br />Decentralized teams<br />Employee support<br />Mentoring<br />Problem-solving<br />Purely social<br />Knowledge management<br />Sourcing solutions<br />Events backchannel<br />Research<br />Collaboration<br />Innovation<br />Recruiting<br />Best practices<br />Project status<br />
  28. 28. Influence (was)<br />Attract attention to yourself<br />
  29. 29. Influence (is)<br />Provide attention & value to others<br />
  30. 30. How Does it Work?<br />
  31. 31. Listen.Learn.Care.Serve.<br />
  32. 32. SMM Survey<br />http://bit.ly/bestsmmtools<br />
  33. 33. SMM Survey<br />
  34. 34. Listen.<br />
  35. 35. Learn.<br />Act on what you’re hearing<br />Shine a light on others’ ideas<br />Innovate<br />Measure and notice what’s working<br />Apologize when you screw up<br />Encourage your team to explore and take risks<br />Try new stuff. Repeat.<br />35<br />
  36. 36. Care.<br />Your Mother Taught You How To Tweet<br />Dress nicely<br />Background & avatar<br />Introduce yourself<br />Complete profile, link on your site<br />Be a good conversationalist<br />Listen. Respond. Be relevant. Be useful.<br />
  37. 37. Care.<br />Manage Customer Relationships<br />Get involved where customers already are<br />Build relationships and keep in touch throughout the Customer Lifecycle<br /> -- save searches, track deals, manage contacts & projects<br />TIP: Try a Social CRM tool with many different integrations<br />37<br />
  38. 38. Serve.<br />Create great content<br />Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars<br />Cover things your prospective customer cares about and needs to know. <br />Tool tip: Try Disqus for blog comments: <br />encourage social sharing<br />engage prospects <br />organize email addresses<br />38<br />
  39. 39. Serve.<br />Curate great content<br />Be a one-stop-shop for everything customers need<br />“Do what you do best and link to the rest!” -@jeffjarvis<br />Resist “NIH” (not invented here) don’t try to generate all the content yourself<br />http://14t.me/curatecontent<br />
  40. 40. Myths/What NOT to do.<br />
  41. 41. We Need More Followers!<br />Clickthrus? <br />Fans? <br />Friends? <br />Traffic? <br />Klout? <br />Influentials?<br />SOMETHINGS? Right?Don’t we? Hello?<br />
  42. 42. You Need Business Objectives.<br />Then, measure what you’re actually trying to do.<br />
  43. 43. We Need Social Campaigns!<br />not so much.<br />Invest in Socialliteracy.<br />
  44. 44. The ROI is Unproven!<br />+<br />
  45. 45. The ROI is THERE<br />Track conversions from social media<br />Build and track relationships and leads<br />Track converstions with in-page analytics <br />Retain customers and create fans<br />Save costs - customer support, lead generation<br />
  46. 46. Right tasks. Right tools.<br />
  47. 47. Learn More…<br />
  48. 48. Learn More…<br />
  49. 49. Confused?<br />1000+ how-to guides <br />http://oneforty.com/i/toolkits<br />Add YOUR company’s story<br />
  50. 50. Toolkits…<br />
  51. 51.
  52. 52.
  53. 53.
  54. 54. http://bit.ly/socbasebeta<br />
  55. 55. Introducing… SocialBase<br />Everything in one place. Any tool. Any workflow.<br />BENEFITS<br /><ul><li>Expert training and guidance
  56. 56. Customizable workflow management
  57. 57. Brings order and expertise immediately
  58. 58. Company wide scale and collaboration</li></ul>55<br />
  59. 59. Thanks!<br />http://bit.ly/socbasebeta<br />

×