Connie Bensen
@cbensen
ReThink Conference Oslo, Norway
March 19, 2014
The internet has disrupted
business as we knew it.
Brands have the opportunity
to create experiences and
build relationshi...
Defined Community Manager Role across business functions (2006)
Pioneered big data by recognizing that insights from socia...
• Business functions, regions and business units operate in silos
• Vertical management structure
• Brand-centric
• Custom...
Visibility
Focus
How
What
Documentation vs Ambiguity
Skillsets
Technical
Cultural
Political
Reliance on opinion and recommendations of peers and friends
• Research before purchasing
• Ability to share experiences o...
[noun]
definition: the person
responsible for guiding
the integration of social into
the business functions of an
organiza...
Emerging
Media
Traditional
Media
Owned
PaidEarned
TheProduct
Social
Customer-centric
Conversion
SEO Optimized
Integrated Marketing
Compelling and shareable
Brand promise
rethink
Inbound Marketing
• Ebooks
• Infographics
• Influencer relations
• Customer videos
• Thought leadership
webinars
• Organic...
Traditional Roles
Marketing
Digital marketing*
Product marketing
Media buyer
Journalist
Tech Writer
Analyst Relations
Publ...
Traditional Roles
Consultants
Agencies
Partners
Retargeting
Traditional media - tv ads
New Roles
Social Platforms
Facebook...
Journalist Marketer
David Armano
Source: Sprinklr’s Social@Scale ebook
PR
Influencers
Brand & Marcom
Communications
Marketing
Product Marketing
Sales
Customer Support
Advocacy
Loyalty
Pre-Aware...
North America
Emerging
Asia Pacific
Europe
CustomerCare
TalentAcqusition
IT
MarketingLegal
Sales
Communications
Action: Cr...
? ? ?
Action: Gather stakeholders in a weekly, cross-functional core team.
Brainstorm, share strategies, celebrate wins an...
Big data
What you don’t know
Industry info:
- search trends
- Influencers
- Trending topics
Trends in social:
- communitie...
Digital asset manager
Extranet
Sales Enablement Platform
(Sharepoint)
Blog or Digital magazine
Corporate CMS(s)
Marketing ...
Owned
PaidEarned
Social
Value Proposition
Differentiators
Community
adoption
Consider and/or
Purchase
Share info
Brand upl...
Current trends
Identify through:
• Social insights
• Search
Leaders
Competitors
Influencers:
• Advocates
• Neutrals
• Detr...
• 1. Social Governance
 Policies and training (On demand virtual training)
Bonus: Social Center of Excellence
• 2. Conten...
Action: Gently help people move out of their comfort zones.
Innovation can’t happen unless people move out of their comfor...
There is an opportunity to …
Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Steven Woods, CTO Eloqua
The End of Business as Usual
by Brian ...
Image Courtesy of Alexander Wregge
How To Make Business Social
How To Make Business Social
How To Make Business Social
How To Make Business Social
How To Make Business Social
How To Make Business Social
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How To Make Business Social

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The social web requires companies to rethink how they approach content across the customer journey. We have evolved beyond the community manager and social strategist... A Social Bizologist leads the integration of social across business functions.

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  • Skill set required to integrate social into a company of any size
  • Chris Brogan, “Community Managers are product managers’
  • Requires a new roleHolistic viewCollaborate effort across all business functions
  • Used to think that Community was the foundation.Without good content,There is nothing to share, nothing to find, nothing to engage with
  • Retargeting (10 years old) no new customer acquisition
  • Ebook: http://www.sprinklr.com/social-scale-blog/social-business-not-if-but-when/
  • Not become a social business, but use Social to solve business problems
  • Vertical leadership is still required, but horizontal leadership is the implementation methodacrossthe customer journeyEveryone needs to measure
  • Vertical leadership is still required, but horizontal leadership is the implementation methodacrossthe customer journey
  • Focus content and influence where our internal priorities and perspective overlap with the market
  • Lack of vertical alignmentLack of horizontal alignmentRefusal to collaborate
  • How To Make Business Social

    1. 1. Connie Bensen @cbensen ReThink Conference Oslo, Norway March 19, 2014
    2. 2. The internet has disrupted business as we knew it. Brands have the opportunity to create experiences and build relationships directly.
    3. 3. Defined Community Manager Role across business functions (2006) Pioneered big data by recognizing that insights from social data apply across business functions (2008) Joined Dell, the world’s largest social business, working globally across all business functions (2011) rethink Social Bizologist 2014
    4. 4. • Business functions, regions and business units operate in silos • Vertical management structure • Brand-centric • Customers are expected to connect via channels provided • Advertising and marketing are separate efforts • The Brand is in control.
    5. 5. Visibility Focus How What Documentation vs Ambiguity Skillsets Technical Cultural Political
    6. 6. Reliance on opinion and recommendations of peers and friends • Research before purchasing • Ability to share experiences on social channels • The customer journey is complex • Alignment with and support of brands that are humanized • Expectation to communicate in the channel of their choice • Assumption that feedback will be integrated into products/services • Customers are in control. review
    7. 7. [noun] definition: the person responsible for guiding the integration of social into the business functions of an organization react
    8. 8. Emerging Media Traditional Media Owned PaidEarned TheProduct Social
    9. 9. Customer-centric Conversion SEO Optimized Integrated Marketing Compelling and shareable Brand promise rethink
    10. 10. Inbound Marketing • Ebooks • Infographics • Influencer relations • Customer videos • Thought leadership webinars • Organic keywords Traditional • Tv, print and radio • Pay per click • Retargeting • Banner ads • Direct mail • Cold calling Off line • Brick and mortar Digital (Emerging) • Social channels • Paid social • Digital magazine • Corporate blog • Website • Community • Ecommerce site • Landing pages • White papers rethink $$$
    11. 11. Traditional Roles Marketing Digital marketing* Product marketing Media buyer Journalist Tech Writer Analyst Relations Public relations New Roles Community Manager Social media marketing Social marketing Social strategist ‘Product’ evangelist Content strategist Bloggers Influencer relations Emerging media Social Bizologist
    12. 12. Traditional Roles Consultants Agencies Partners Retargeting Traditional media - tv ads New Roles Social Platforms Facebook Twitter LinkedIn Ability to - target audiences - custom audiences YouTube (Google)
    13. 13. Journalist Marketer
    14. 14. David Armano Source: Sprinklr’s Social@Scale ebook
    15. 15. PR Influencers Brand & Marcom Communications Marketing Product Marketing Sales Customer Support Advocacy Loyalty Pre-Awareness Awareness Consideration Trial Conversion Sharing
    16. 16. North America Emerging Asia Pacific Europe CustomerCare TalentAcqusition IT MarketingLegal Sales Communications Action: Create an org chart listing early adopters. Meet with them individually and talk about how social can help meet their business objectives. Marketing
    17. 17. ? ? ? Action: Gather stakeholders in a weekly, cross-functional core team. Brainstorm, share strategies, celebrate wins and build on them.
    18. 18. Big data What you don’t know Industry info: - search trends - Influencers - Trending topics Trends in social: - communities - actions Customer data What you do know Gather data from: - Demand gen vehicles - Marketing campaigns - Inbound marketing - Search data - Social footprint Action: Create a social insights team to support business needs. Personalization requires a database that melds customer information with social profile data and actions.
    19. 19. Digital asset manager Extranet Sales Enablement Platform (Sharepoint) Blog or Digital magazine Corporate CMS(s) Marketing automation Community Platform Social Channels Action: Audit your digital presence and content workflows. Meet with all content creators and learn their business op’s. Content Tool
    20. 20. Owned PaidEarned Social Value Proposition Differentiators Community adoption Consider and/or Purchase Share info Brand uplifted Bonus! Coin a phrase
    21. 21. Current trends Identify through: • Social insights • Search Leaders Competitors Influencers: • Advocates • Neutrals • Detractors Content “Sweet Spot” Focus content on topics that satisfy BOTH market trends AND internal priorities Influence Requires: • Strategic presence • Engagement • Community Brand Market Point-of-view Value proposition Differentiators Internal priorities Focus on which • Products • Solutions • Services
    22. 22. • 1. Social Governance  Policies and training (On demand virtual training) Bonus: Social Center of Excellence • 2. Content Governance  Standardized organic keywords  Style guides & processes for infographics, ebooks, blogs, etc  Integrated planning based on data • 3. Social Roadmap  Global content calendar  Cross-functional visibility  Asset inventory  Repurpose  Localization Tool simplification  Platform integration
    23. 23. Action: Gently help people move out of their comfort zones. Innovation can’t happen unless people move out of their comfort zones 1. Stakeholder refuses to collaborate • Pitfall: Failure sometimes happens 2. Lack of horizontal alignment • Pitfall: Teams remain in silos 3. Lack of vertical alignment • Pitfall: Parallel efforts at grassroots and executive level
    24. 24. There is an opportunity to …
    25. 25. Optimize by Lee Odden, TopRank Marketing Revenue Engine by Steven Woods, CTO Eloqua The End of Business as Usual by Brian Solis Your Brand, the Next Media Company by Michael Brito Logic+Emotion, David Armano’s blog It’s Not About The Tights by Chris Brogan
    26. 26. Image Courtesy of Alexander Wregge

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