Soc med and med biz content world 2012

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my talk at content world 2011

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Soc med and med biz content world 2012

  1. 1. Social Media and the Mid- Sized Business Deb Lavoy Director, Engagement Marketing Dlavoy@opentext.com @deb_lavoy ProductFour.wordpress.com November 2011
  2. 2. Social Media
  3. 3. ImmediateRelevantHonest Many to ManyPersonal Convenient
  4. 4. RELATIONSHIPS
  5. 5. Suppliers Customers PartnersEmployees ProspectsMarket Investors Media
  6. 6. GOALS
  7. 7. Get new customersDelight customers Make things easier Strengthen brand Improve offering & outcomes
  8. 8. Social Business
  9. 9. Process, structure andtechnology supportingthe work of people(rather than vice versa).
  10. 10. Show me!
  11. 11. Business to Consumer
  12. 12. Every industry
  13. 13. Business to business
  14. 14. Even highly secure, Regulated ones
  15. 15. 60% time savingsfrom internal social collaboration
  16. 16. Employee satisfaction up notably.
  17. 17. Do you see a pattern here?
  18. 18. Try new things!HoganWillig LLP devised a new promotion called Offthe Clock. Beginning Monday and running throughFriday, the Amherst firm has 50 attorneys available toanswer legal questions posted by people on itsFacebook page.No billable hour, no attorney client relationship – justanswers or, at least, direction when it comes to a legalquandary.http://www.bizjournals.com/buffalo/news/2011/09/26/law-firm-using-social-media-as.html 18
  19. 19. Practicum:Social Marketing
  20. 20. PullDestinationConversion
  21. 21. Pull Go to them, be of use, be of good character.Paid searchOrganic SearchBlogs, fora, linkedIn, Twitter
  22. 22. Destination Bring them to a website or other destination that you own, and where they can discover more, begin the conversion process – whatever that is.WebsiteBlog, Social toolsOffering infoCONTACT INFO
  23. 23. Conversion Now you can sell. Make sure its delightful to buy.Website, foraSocial toolsBlog on corpsiteValuable info or capability
  24. 24. Practicum:Social Collaboration
  25. 25. CreateConnectCompound
  26. 26. CreateA team needs toproduce something.
  27. 27. ConnectDiscovering thecapabilities andresources of theorganization. Theright person andinformation shows upat the right time.
  28. 28. CompoundBuilding on work thathas already beendone.
  29. 29. SUCCESS
  30. 30. Purpose is yourmost importantsuccess factor.
  31. 31. CapabilityMaturityand Delivering Good Project Gone Bad: Planning, Managing Model Complex Technology ProjectsGood Project Gone Bad: Planning, Managing and Delivering Complex Technology Projects 5. Optimizing 4. Quantitatively Managed 3. Defined 2. Managed 1. Initial
  32. 32. The first timecan bedisappointing.Don’t stop.
  33. 33. http://vimeo.com/24715531
  34. 34. http://www.stumbleupon.com/su/ATpD9I/www.streetartutopia.com/%253Fp%253D2014
  35. 35. Thank You. Deb LavoyDirector, Engagement Marketing Dlavoy@opentext.com @deb_lavoy ProductFour.wordpress.com November 2011

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