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Driving Sales Exec Summit - Using Social to Drive Business


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This the presentation I gave today at the DrivingSales Executive Summit (group of smart, ex-JD Powers folks). The focus is on how to companies big and small (and in this case, dealerships) can think about driving leads, awareness and loyalty with customers.

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Driving Sales Exec Summit - Using Social to Drive Business

  1. 1. Social Media – Where it Works in Business and Does it Fit in Automotive? <br />October 14, 2009<br />
  2. 2. What We’ll Cover<br />What is social?<br />What isn’t social<br />Best practices<br />Strategy<br />Listening<br />Great content<br />Ongoing management / fostering of conversation<br />Measurement<br />Case studies<br />Edmunds<br />Sony<br />Breaking Point Systems<br />Getting started<br />
  3. 3. Who Am I and Why do You Care?<br />I work for a company called, Powered. We’ve been buildingbranded online communities and delivering social strategies that drive <br />measureable business results for 10+ years.<br /><ul><li>Est. 1999, headquartered in Austin, TX
  4. 4. Expertise in marketing, social strategy & community development
  5. 5. Full-service consulting & execution
  6. 6. Integrate social marketing as a central component of the marketing mix to optimize overall marketing spend</li></li></ul><li>Who We Work With<br />
  7. 7. What is Social Media?<br />
  8. 8. It Feels Like it’s All About the Tools…<br />Image courtesy Brian Solis<br />
  9. 9. Definition According to Wikipedia<br />Social media: content created by people using highly accessible and scalable publishing technologies. At its most]<br />basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]<br />
  10. 10. The REALLY Important Words<br />Social media: content created by people using highly accessible and scalable publishing technologies. At its most]<br />basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]<br />
  11. 11. What isn’t Social Media?<br />
  12. 12. This is NOT Social<br />
  13. 13. This is ALSO Not Social<br />
  14. 14. Nor is this Social<br />
  15. 15. Some Best Practices<br />
  16. 16. In “social,” there are2critical factors that separate:<br />This….<br />& THIS<br />Audience-focused Strategy<br />It’s not about you. It’s about them.<br />Killer Content<br />NOT: ‘copy,’ messaging, press releases, product demos<br />
  17. 17. “Social” strategy involves planning<br /><ul><li>Align with business goals
  18. 18. Content map (what, where, how often, by whom)
  19. 19. User experience
  20. 20. Calls to action
  21. 21. Development plan
  22. 22. Social syndication & promotion
  23. 23. Measurement & data collection</li></li></ul><li>Listening is VERY Important<br />Why can’t I ever get through to customer service?!?<br /> We like you but…<br />I’m recommending you to everyone I know. ;)<br /> What is wrong with you guys?<br /> You are 100X better than the competition!!!<br />You suck!<br />
  24. 24. Content: Diversify based on audience needs<br />Sample subject: Running<br />Subject Breadth<br />article<br />tutorial<br />video<br />workshop<br />Subject Depth<br />If you don’t know your audience’s preferences, start small and test - or just ask them.<br />
  25. 25. Content: The 7 commandments<br />To create killer content, thou shalt…..<br />never (ever, ever, ever) create infomercials.<br />align content strategy to (community) business objectives.<br />be realistic about the community’s propensity to contribute content and commune.<br />offer depth and breadth of content topics.<br />acknowledge differences in learning styles and diversify formats.<br />keep the content fresh and relevant but create (some) content that will have a long life.<br />listen to your audience and optimize to meet their needs.<br />
  26. 26. Successful communities must be nurtured<br />February 2008 Forrester: “Online Community Best Practices”<br />
  27. 27. And then Comes Measurement<br />Community Key Performance Indicators<br /><ul><li>% of clicks to brand products
  28. 28. % More likely to purchase
  29. 29. % Planning to purchase
  30. 30. Community registrations
  31. 31. E-mail opt-ins
  32. 32. Time per visit
  33. 33. % more likely to recommend your brand
  34. 34. Community referrals
  35. 35. Social syndication
  36. 36. Actual online transactions & revenue
  37. 37. Reported purchases
  38. 38. % return visitors
  39. 39. % retention year to year
  40. 40. Share of household/wallet
  41. 41. Planned brand purchases</li></ul>Content optimization measures: Views, clicks on calls-to-action, ratings, survey feedback<br />
  42. 42. How About a Few Case Studies?<br />
  43. 43. Case Study<br />Good example of a dealership using Dealer Ratings & Reviews. They regularly send out emails to new customers asking them to write a review. They currently have 22 sales reviews and 2 service reviews <br />
  44. 44. Case Study<br />Where many salespeople engaging in conversations (not soliciting but really helping people understand pricing and packages).  There are customers that actually go out of state to buy from a salesperson who&apos;s been a regular helper in the Forums.  People go with who they trust! <br />
  45. 45. Case Study<br />Customers can see profiles of the other customers or sales people from whom they are getting answers<br />
  46. 46. Edmunds Case Study<br />Goal<br />Dealers can drive trust and engagement leading to increased sales.<br />Results<br /><ul><li>Increased reviews on dealership and service
  47. 47. Direct leads resulting from online relationship building
  48. 48. Better understanding of what customers are looking for</li></ul>Why<br /><ul><li>Edmunds focuses on creating valuable content and meaningful conversations where brands, dealers, experts and customers can come together
  49. 49. Sales and service people like because they can subscribe to alerts on specific categories they like to answer questions on.  They can also build their own Expert widget to have on their dealership site or blog. </li></li></ul><li>Sony Case Study<br />
  50. 50. Sony Case Study<br />Goal<br />Establish deep relationships, accelerate consideration & drive loyalty&advocacy<br />Results<br /><ul><li>388% increase in the number of user engagements
  51. 51. 34% growth in member registration / 31% increase in unique visits
  52. 52. 179% more repeat visits
  53. 53. 78% of users report that they are more likely to purchase a Sony product as a result of Backstage 101
  54. 54. 59% of users are likely to recommend Sony to a family member, friend, or coworker</li></ul>Why<br /><ul><li>Customer-centric content
  55. 55. Opportunity to engage in conversations with other customers & Sony employees
  56. 56. Clear and relevant merchandising against pre-selected segments</li></li></ul><li>BreakingPointCase Study<br />
  57. 57. BreakingPoint Case Study<br />Goal<br />Drive leads and awareness through their blog, Twitter, LinkedIn, Facebook, and Youtube<br />Result<br /><ul><li>Less reliance on traditional marketing channels
  58. 58. Triple digit growth in 2009
  59. 59. Loyal base of advocates
  60. 60. Direct relationships with press and analysts</li></ul>Why<br /><ul><li>Explicit value in the content BreakingPoint delivers
  61. 61. Team of developers, marketers, product people and executives that provide ongoing access to their expertise</li></li></ul><li>Other Bene’s: Engaged Community & SEO Juice<br />
  62. 62. Getting Started<br />
  63. 63. Getting Started<br />Listen – what are your customers saying? Where are they saying it (think: Google Alerts, Radian6, Techrigy, BuzzGain)<br />Align – What do you want to use social for? Customer research? Sales? Product innovation. Make sure your social efforts align with your corporate goals<br />Include – Make sure you get Legal/Compliance on board early and often. They can help you guide & craft your social policy.<br />Join – are your customers on Facebook? Twitter? Get Satisfaction? Sign up (but learn the etiquette first).<br />Engage – Talk to your customers, prospects, partners and even detractors.<br />Create – Don’t forget the “Killer Content.”<br />Measure – Ignore this step at your peril. You may be doing a great job but you’ll never know if you don’t measure.<br />
  64. 64. THANK YOU!<br />Aaron Strout<br />CMO, Powered Inc.<br />Blog:<br />Twitter:<br />E-mail:<br />