Enterprise Social
Market Leadership
    David Nour, CEO
  The Nour Group, Inc.
Social Market Leaders…

  are “catalysts” who precipitate a fundamental
change in their business and/or technology


  f...
Strategic Alignment…
Transformation!

  MINDSET

  TOOLSET
            Different State of Mind
  ROADMAP     On- or off-line,
                 ...
Listen Louder™…
1.  Influence: The New Driver & Leading Indicator
     of Market Valuation
2.  Manage Influence = Market L...
Impact of Technology Disruption

                                                 Web              Social
                ...
Social Market Leaders
                                  …socially enable
                         Social
                 ...
Social Search
“Solution” versus “Pain” Driven


         I know what I
         am looking
         for… looking       Int...
David Nour - “Google Me”
Social Networking Strategy
Engage & Influence
    – often without Authority…

1. Identify Relevant Stakeholders
2. Sources...
Social Networking…
Video Distribution…   5min
                      Blip.tv blip.tv
                      Break break.com
                   ...
Customer Experience
                     Social Customer Lifecycle
Ocean Fishing    Fish Farming    Fish Store    Fish Tan...
Social Enabled Customer Lifecycle
            Customer                 Market
           Evangelism               Educatio...
Social Intelligence
Relationships


    Roles


 Interactions


  Processes


 Transactions


Demographics
Social Enterprise Maturity Model
                                                                       Visionary
        ...
Social Enterprise Scorecard
 Attribute        Description               Measurement
 Reputation       Market Perception   ...
Enterprise Social Architecture
                                                            • Applications
                ...
Enterprise Social Roadmap
 Every Organization Evolves Differently

  Social Networks         Corporate Community         B...
Social Market Case Study
Office Product Wholesaler / Dealer Identification and
Support
Public-Domain Information Only
Office Supply Market Overview

Crowded, Fragmented Market
National, regional and local retailers, wholesalers,
manufacture...
Social Frequency

   Key Social Search     Blog       Social Media
   Term                  Mentions   Mentions
   Office ...
Competitive Frequency

    Competitor          Blog       Social
                        Mentions   Media
                ...
Dealer Social Participation
Quality vs. Quantity
•  “Megas” Mentions
    –  Self-generated press
       releases and
     ...
Dealer Social Participation
•  Independent Dealers    (cont.)

Good News: Many have online
   presence on social platforms...
Dealer Comparison Example
             •    Shoplet.com – socially enabled website

                   –    Consumer outre...
How Deep Can You Go?
With Better Information, Comes Better Analysis
                      Public Domain Information

     ...
Web 2.0




          Source: McKinsey Survey
Social Market Leadership… NEXT?
     Strategic Advisory
          6-8 weeks

                                       Pilot ...
Nour Group Strategic Advisory
1.  Prioritization

2.  Cultural Impact / Lasting Change Management

3.  Market Value / Retu...
Thank You!

David Nour
Relationship Economics®
Atlanta, GA

888-339-1333
RelationshipEconomics.NET

@davidnour

Relationsh...
David Nour on Enterprise Social Market Leadership   6.10
David Nour on Enterprise Social Market Leadership   6.10
David Nour on Enterprise Social Market Leadership   6.10
David Nour on Enterprise Social Market Leadership   6.10
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David Nour on Enterprise Social Market Leadership 6.10

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David Nour, author of Relationship Economics on Enterprise Social Market Leadership. Social Networking is about "presence;" Social Market Leadership is about "purpose."

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David Nour on Enterprise Social Market Leadership 6.10

  1. 1. Enterprise Social Market Leadership David Nour, CEO The Nour Group, Inc.
  2. 2. Social Market Leaders…   are “catalysts” who precipitate a fundamental change in their business and/or technology   facilitate “value” for their stakeholders who need each other in some way but can’t capture the value on their own
  3. 3. Strategic Alignment…
  4. 4. Transformation! MINDSET TOOLSET Different State of Mind ROADMAP On- or off-line, building relationships is not a “patch” of time, but rather the dye of the fabric.
  5. 5. Listen Louder™… 1.  Influence: The New Driver & Leading Indicator of Market Valuation 2.  Manage Influence = Market Leadership 3.  Direct & Indirect Influence: one more expensive, the other more valuable 4.  Evangelize: The New Business Model 5.  Reinvent Relationships – Digitally 6.  Relationship-Centric Organizations 7.  Rethink the Value of Information 8.  Linear Mindset: Why This is Difficult to Implement 9.  A New Roadmap: The Market Leadership Scorecard 10. Retrain The Organization - What's Next?
  6. 6. Impact of Technology Disruption Web Social Personal Web Applications Marketing Computer Semantic Client Social eCommerce Server Media Web 1969-1979 1979-1989 1989-1999 1999-2009 2009-2019 15 New How many Companies 29 New 62 New 29 New companies Entered & Companies Companies Companies with Social & Exited the Semantic Fortune 100 Web? list
  7. 7. Social Market Leaders …socially enable Social the customer Market lifecycle to better Leaders deliver a holistic customer Markets experience …provide a better experience = higher retention rates, stronger margins, brand Products equity, and market valuation
  8. 8. Social Search “Solution” versus “Pain” Driven I know what I am looking for… looking Intellectual versus Emotional for a particular solution. I don’t know what I am looking for…. I start with my pain… I am looking for people who understand and can point me in the right direction.
  9. 9. David Nour - “Google Me”
  10. 10. Social Networking Strategy Engage & Influence – often without Authority… 1. Identify Relevant Stakeholders 2. Sources of Insights 3. Engage with Unique Value-Add 4. Deliver Exceptional Experiences! 5. Influence Best Practices
  11. 11. Social Networking…
  12. 12. Video Distribution… 5min Blip.tv blip.tv Break break.com Brightcove brightcove.com Crackle crackle.com DailyMotion dailymotion.com eBaum's World ebaumsworld.com Google Video Graspr graspr.com GrindTV grindtv.com Howcast howcast.com i2TV tellytopia.com Imeem imeem.com Metacafe metacafe.com MySpace myspace.com Revver revver.com Sclipo sclipo.com sevenload sevenload.com Streetfire streetfire.net StupidVideos stupidvideos.com TubeMogul Veoh veoh.com Viddler viddler.com Vimeo vimeo.com Webcastr Yahoo Video video.yahoo.com YouTube youtube.com USTREAM.TV
  13. 13. Customer Experience Social Customer Lifecycle Ocean Fishing Fish Farming Fish Store Fish Tank Fish Bowl Customer Public Corporate Prospective Base Customer Social Online Sales Business Experience Networks Community Process Management Intelligence
  14. 14. Social Enabled Customer Lifecycle Customer Market Evangelism Education Customer Community Customer Prospect Empowerment Engagement Sales Identification
  15. 15. Social Intelligence Relationships Roles Interactions Processes Transactions Demographics
  16. 16. Social Enterprise Maturity Model Visionary Predictive Proactive Risk / Reward Opportunity Creation Reactive Inactive Do Nothing Tactical Strategic
  17. 17. Social Enterprise Scorecard Attribute Description Measurement Reputation Market Perception Frequency and Sentiment of Independent Mention Influence Importance of Market Influencer Mapping Relationships Relationships Breadth of Market Percentage of Market Penetration Relationships Evangelism Contribution to Market Provide Accessibility to Market Education Thought Depth of Information Perceived Value of Content Leadership Search-ability Presence in Market Search Rankings, Social Search, Brand Presence Referential Customer Perception Referral Rates Credibility Market Receptiveness to Redistribution of Messaging Message Responsiveness To Feedback, Issues Customer Satisfaction Empowerment Enablement of Control Customer Retention
  18. 18. Enterprise Social Architecture • Applications • Data • Members • Process • Collaboration Groups • Content Public Social Networks • Dashboard • Relationships Corporate • Profile Community • Calendar • Messaging Users • Bookmarking Enterprise Integration Training Business Enterprise Enterprise Business CRM Knowledge Intelligence Search Content Systems Support
  19. 19. Enterprise Social Roadmap Every Organization Evolves Differently Social Networks Corporate Community Business Integration • Market Leadership • Prospect Qualification • CRM • Influencer Marketing • Sales Conversion • Business Intelligence • Lead Generation • Partner Management • Enterprise Search • Partner Recruitment • Thought Leadership • Content Management • SEO • Customer Support • Process Management • Customer Referrals Run Crawl Walk
  20. 20. Social Market Case Study Office Product Wholesaler / Dealer Identification and Support Public-Domain Information Only
  21. 21. Office Supply Market Overview Crowded, Fragmented Market National, regional and local retailers, wholesalers, manufacturers and buying groups Stagnant economic condition trends:   Consolidation –  Staples purchased Corporate Express –  United Stationers purchased MBS Dev   Cannibalizing Competitors –  Staples suite of “Solutions” packages for “one stop shopping” –  Larger companies now offering expanded product lines including Break Room and Jan- San supplies in additional to core SKUs
  22. 22. Social Frequency Key Social Search Blog Social Media Term Mentions Mentions Office Supplies ~ 3 min ~ 7 min Office Products ~ 5 min ~ 29 min Office Cleaning ~ 1 hour ~ 2 days Supplies Office Cleaning ~ 47 min ~ 9 days Products Break Room Supplies ~ 17 hrs ~ 22 hours Break Room Products ~ 2 days ~ 8 hours
  23. 23. Competitive Frequency Competitor Blog Social Mentions Media Mentions Office Supplies ~ 3 min ~ 7 min Staples ~ 8 min ~ 8 min Office Depot ~ 8 min ~ 7 min Office Max ~ 33 min ~ 17 min United Stationers ~ 12 hrs ~ 2 day Shoplet.com ~ 2 day ~ 1 day Quill.com ~ 3 days ~ NA XYZ Company ~ 5 day ~ NA
  24. 24. Dealer Social Participation Quality vs. Quantity •  “Megas” Mentions –  Self-generated press releases and advertisement –  High traffic social sites •  Independent Dealers –  Perception around Scams –  Inconsistent quality/ experience –  Can’t Be Found online and/or no reviews  Locals against big box can’t find independent dealers and are forced to go to another big box (Target / Wal-Mart) for office supply
  25. 25. Dealer Social Participation •  Independent Dealers (cont.) Good News: Many have online presence on social platforms but: –  Violating social media “spam” rules –  Not optimized/low participation on several networks –  Not leveraging Google search –  No thought leadership regarding advantages to dealers vs. Megas
  26. 26. Dealer Comparison Example •  Shoplet.com – socially enabled website –  Consumer outreach with Facebook and Twitter –  Corporate blog with thought leadership and audience interaction •  Unique approach to LinkedIn –  Using Question/Answer section to gain consumer insights and better understanding of their market •  Increased social mentions and better social awareness vs. local Atlanta brick and mortar office product stores Key Social Search Blog Social Media Term Mentions Network Mentions Shoplet.com ~ 2 day ~ 1 day Artlite Office ~4 ~ NA Products months Alpha Office ~2 ~ NA Products months Minton-Jones ~ NA ~ NA
  27. 27. How Deep Can You Go? With Better Information, Comes Better Analysis Public Domain Information 1   Business Intelligence   Customer Segmentation Market 2 Analysis Executional Planning   Market Plans   Product Roadmap   Partnerships Internal 3   Employee Programs Organizational Planning   Organization Structure   Retention Programs
  28. 28. Web 2.0 Source: McKinsey Survey
  29. 29. Social Market Leadership… NEXT? Strategic Advisory 6-8 weeks Pilot Programs 3-6 Months Customer Lifecycle Social Market Integration Research Business Initiatives Social Marketing 1-3 Yr Plan Private Community Social Optimization Social Marketing Programs
  30. 30. Nour Group Strategic Advisory 1.  Prioritization 2.  Cultural Impact / Lasting Change Management 3.  Market Value / Return on Influence™ 4.  Executive Sponsorship / Leadership 5.  Risk Mitigation / Management
  31. 31. Thank You! David Nour Relationship Economics® Atlanta, GA 888-339-1333 RelationshipEconomics.NET @davidnour Relationship Economics Group

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