2010 777: The Social Business: What's Now, What's New and What's Next?


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The popular marketing panel returns for another exciting year. In this fast-paced seminar, leaders from seven innovative Vermont businesses will offer their expert tips on the evolution of the "social business." Find out what's new, what's next and what you need to know about how social networking and media is changing and how to harness what is relevant for your business. Tips will focus on local networks, company policies, measuring ROI and mobile resources. Each panelist has precisely seven minutes to share their tip and explain why it matters to you. You will leave this panel with a plethora if valuable information that you can implement immediately. The tips shared will be of value for all business owners, as well as PR and marketing professionals.

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2010 777: The Social Business: What's Now, What's New and What's Next?

  1. 1. 7 Experts – 7 Tips – 7 Minutes <br />The Social Business:<br />What’s Now? What’s New? What’s Next? <br />
  2. 2. 2<br />Ground rules for 777<br />Each EXPERT will have SEVEN MINUTES to share their TIP.<br />A one-minute warning will sound. <br />Once the signal sounds, no more TIPS! <br />Please hold all questions until the end. <br />There will be approximately 30 minutes for questions and answers after all have shared. <br />Questions should be directed to the moderator. <br />Please keep track of TIPS on the back of your info sheet. <br />
  3. 3. Today’s moderator<br />Veronica Williams<br />hmc2 advertising<br />www.hmc2agency.com<br />3<br />
  4. 4. Joe Mescher<br />Social Media Commando<br />www.socialmediacommando.com<br />4<br />
  5. 5. Social Media KPI's<br />Measuring Engagement<br />
  6. 6. How & Why We Measure Engagement<br />Why?<br /> <br /><ul><li>Without goals and tracking, social media is just another 'shiny object'</li></ul> <br />How to Measure Success?<br /> <br /><ul><li>Pageviews</li></ul> <br /><ul><li>Unique visitors
  7. 7. Time spent on site
  8. 8. New 'friends' after 30/60/90 days</li></ul> <br /> <br />
  9. 9. Return On Investment<br />ROI = (Gain from investment - Cost of investment)/Cost of investment<br />Social media metrics like increased views, visitors and friends are NOT measurements of ROI<br /> <br />Set specific baselines, such as increased transactions and numbers of new customers<br /> <br />Track your sales, retention and transactions, then overlay all timelines to identify trends<br /> <br /><ul><li>Ex. Increases in blog comments, website visits and social mentions correspond to higher profits</li></li></ul><li>Karen O’Neill<br />Gravel and Shea<br />www.gravelshea.com<br />8<br />
  10. 10. 9<br />Traditional Rules Apply<br />
  11. 11. Traditional Rules<br />Laws prohibiting:<br />False advertising<br />Misleading investors<br />Defamation<br />Copyright and trademark infringement<br />Invasion of privacy<br />Doctrine of respondeate superior (company can be liable for actions of agents and employees)<br />10<br />
  12. 12. Guidance from Regulators<br />Federal Trade Commission: employees and bloggers receiving compensation must disclose relationship <br />Securities and Exchange Commission: anti-fraud provisions apply to statements made in online communications<br />11<br />
  13. 13. Enforcement & Lawsuits<br />“Company Settles Case of Reviews It Faked,” New York Times, July 14, 2009<br />“Online Electronics Stores Caught in Consumer Fraud,” New York Times, June 25, 2009<br />“Notice Those Ads on Blogs? Regulators Do, Too,” New York Times, August, 10, 2009<br />“Controversial Blog on Patent Suits Is Authored by Cisco Executive,” Wall Street Journal, February 25, 2008<br />12<br />
  14. 14. Summary<br />The old rules apply,<br />You may be liable for the internet activities of your employees and agents that relate to your company, its products or services, and<br />The government and your competitors are watching.<br />13<br />
  15. 15. TO DO:<br />Design social media campaigns to comply with old rules<br />Don’t fake it or act secretly<br />Establish guidelines for employees and bloggers you hire<br />Monitor compliance<br />14<br />
  16. 16. John Burton<br />Network Performance, Inc. <br />www.npi.net<br />15<br />
  17. 17. 16<br />Increase “people proximity” by overcoming communication barriers with cloud computing & remote access<br />
  18. 18. 17<br />NPI is focused on excellence in voice and data network services and security.<br />We help businesses succeed by ensuring…<br /> High performance communications<br /> Business continuity<br /> Privacy & Security<br /> Comprehensive & Flexible IT support <br />NPI was founded in 1988, based in South Burlington, Vermont with customers throughout the Northeast.<br />Our staff is certified by major vendors like Microsoft - Cisco – Juniper – RSA – Dell - VMware – Shoretel -<br />
  19. 19. 18<br />Key Barriers to Business Communications<br />Geography <br />Time <br />Social <br />
  20. 20. 19<br /> Geographic Barrier<br />Accelerate communications to anyone anywhere, using the social network features of cloud apps like Salesforce Chatter, SugarCRM Sugar On-Demand.<br />Assure that everyone has mobile devices so everyone anywhere can participate. Subsidize the use by paying part of the bill.<br />Use new powerful sharing features in MS Office 2010 and Sharepoint to breakdown geographic barriers to sharing core work.<br /> <br />“Every 10 years a major innovation takes place in computing – cloud computing combined with social networking is one of these. The future of enterprise software looks more like Facebook on the iPod than anything “ - Marc Benioff (Salesforce)<br />
  21. 21. Time Barrier<br />Live in the “now” by leveraging the cloud and mobile devices to instantly complete tasks rather than putting them off until later.<br />Move from email to texting to pick up your pace and gain from the power of real-time collaboration.<br />Create your own “dashboard” using mobile apps on your smartphone or tablet to get instant feeds of “real time” critical data. <br />Leverage mobile tech to “manufacture” the extra time needed for business social networking.<br /> <br />“Mobile apps open a window of advantage by adding surprising speed and efficiencies. - Mark Jordan Sybase<br />
  22. 22. 21<br />Social Barrier<br />54% of CIOs prohibit employees from using social networking. Trust “business identified” employees to use social networks so the business can harvest the great content coming from this unstructured tool. <br />Build a Wiki to harness the creative, ”wisdom of the crowd”.<br />Create a CEO blog to share the vision and provide “high touch” to your customers.<br />Reach out to generation i by using their own tools and methods. <br />“What determines our inventiveness is the amount of interaction. Right now our ideas are making love with each other like never before.” – Matt Ridley WSJ <br />
  23. 23. Jessie Angus<br />Angus Media Services<br />www.angusmediaservices.com<br />22<br />
  24. 24. 23<br />Locate Yourself<br />
  25. 25. 24<br />Phone Book<br />
  26. 26. 25<br />What are Geo-Social Networks? Why Do We Care?<br />(<br />)<br />+<br />+<br />=<br />
  27. 27. 26<br />Geo-social Networks<br />
  28. 28. 27<br />A Game<br />Checking in multiple times<br />Overshare badge<br />Photogenic badge<br />
  29. 29. 28<br />Tips<br />
  30. 30. 29<br />Burlington Foursquare Day<br />Participants:<br />The Scuffer and Magic Hat: free t-shirts<br />Red Square: waived cover charge<br />Lake Champlain Chocolates: free truffle<br />August First: $4 every check-in to King Street Youth Center<br />Candles & Creations and 156 Bistro: 10% off all day.<br />Facebook.com/BTVfoursquare<br />DeepDishCreative.com (BTV Foursquare case study)<br />
  31. 31. 30<br />Geo-Social Networking Challenges<br />Advantages can be limited depending on geography<br />Oversharing and privacy<br />PleaseRobMe.com<br />Etiquette<br />OldMediaNewTricks.com/foursquare-etiquette-guide/<br />
  32. 32. 31<br />Locate Yourself<br />Value = CONNECTION<br />List your business. Google Local, Foursquare, join Twitter<br />Get FREE feedback<br />Examine your marketing strategy<br />Business goals<br />Audience<br />Tone of Voice<br />
  33. 33. 32<br />Just for Retail?<br />No!<br />Education (Harvard and UNC)<br />Travel (Lufthansa, SCVNGR)<br />Services (Community-giving)<br />Be Creative<br />
  34. 34. 33<br />Check-in on Foursquare …<br />… for the Swarm badge!<br />
  35. 35. Mitch Lieberman<br />Comity Technology Advisors <br />www.comityadvisors.com<br />34<br />
  36. 36. 35<br />Social CRM It is all about the Customer<br />your<br />
  37. 37. First - What is CRM?<br />(Customer Relationship Management)<br /><ul><li> Contact management, only it costs more?</li></ul>Name, Address, Phone #<br /><ul><li> A place to manage transactions?</li></ul>Orders, Invoices, Issues<br /><ul><li> A place to manage potential customers </li></ul>Prospects, Leads, Opportunities<br /><ul><li> Something sales people complain about?</li></ul>Because they do not understand what’s in it for them!<br />
  38. 38. Social CRM is an extension of CRM, the biggest change is a <br />focus on your Customers, not a focus on you<br />
  39. 39. CRM<br />Social CRM<br />Sales, Support & <br />Marketing<br />+ Customer<br />Dynamic <br />Processes<br />Static <br />Processes<br />1 to 1<br />Private channel<br />Many to Many<br />Public Channel<br />Technology<br />Culture and <br />Technology<br />
  40. 40. Different parts of the organization are not aligned, a<br /> Social CRM strategy includes strong guidelines for alignment<br />
  41. 41. Social CRM is based on the simple principle that you will invite your customer into<br />the ecosystem and interact with them based on their needs, not your rules.<br />Image by:<br />Textualcreations.ca<br />
  42. 42. TIPS – 1 each <br />Support - Keep the ordinary, ordinary; Social includes public channels; more personality needed<br />Sales – The value-add of you and your company’s expertise, not just your product are important,<br />Marketers – Learn to listen, engage and create with your customers, add facts with personality,<br />Social CRM can be done without technology – trucks and delivery personnel can be a great social network<br />
  43. 43. 42<br />Evaluate Your Mobile Strategy Now<br /> 7 minutes to being a …<br />Predictions<br />Rationale<br />Options<br /> … inMobility <br />
  44. 44. 43<br />Evaluate Your Mobile Strategy Now<br />Prediction<br />Mobile Internet Users>Desktop Internet Users … within5 years.<br />Fact<br />Mobile Internet is ramping faster than Desktop Internet did.<br />- Both Prediction & Fact from Report by Mary Meeker of Morgan Stanley<br />“April 2010 Internet Trends”<br />
  45. 45. 44<br />Evaluate Your Mobile Strategy Now<br />Prediction<br />Demand for mobile content > carrier capacity …within 5 years.<br />Fact<br />Mobile data traffic surpasses voice demand for 1st time in Dec 2009.<br /><ul><li> Prediction from RYSAVY Research Paper Feb 2010 using AT&T data for FCC
  46. 46. Factfrom Ericsson at CTIA Wireless Mar 2010 Conference</li></li></ul><li>45<br />Evaluate Your Mobile Strategy Now<br />Prediction<br />Hybrid Apps > Web Apps > Standalone Apps …within 5 years.<br />Fact<br />More Users + Slower Pipes = Poor User Experience<br /><ul><li> Prediction from Tom Jaros, Empower Mobility
  47. 47. Fact supported by trends in Apple iPhone OS 1.0 to 4.0 Evolution</li></li></ul><li>46<br />Evaluate Your Mobile Strategy Now<br />Rationale<br />Solve Pain Points<br />Improve Productivity<br />Increase Efficiency<br />Secure More Customers<br />Ensure Less Errors <br />Utilize Better Metrics<br />Leverage Expansive Market<br />Make Direct Connections<br />Obtain Immediate Feedback<br />Enable Collaboration<br />
  48. 48. 47<br />Evaluate Your Mobile Strategy Now<br />Options<br />Current <br />Lots of Social Media Tools<br />Mobile Websites / Web Apps<br />Inexpensive RAD Tools<br />Custom App Development<br />Emerging <br />Expanding Ad Channels<br />Location-Based Services / RFID<br />Augmented Reality / Interactive<br />Collaborative / Context-Aware<br />
  49. 49. 48<br />Evaluate Your Mobile Strategy Now<br />Will You Be Ready?<br />
  50. 50. Rachel Carter<br />Rachel Carter PR<br />www.rachelcarterpr.com<br />49<br />
  51. 51. 50<br />Keep It Real<br />
  52. 52. In keeping it real…<br />Be Relevant<br />Listen<br />Brand = Business Personality<br />Target Audiences ARE NOT Clones!<br />Stop Communicating to the Masses!<br />Professional & Amateur Media BOTH use Social Media Tools<br />Relationships Built using Social Media Tools helps Word of Mouth Marketing Work Effectively<br />Keep Listening & Changing to Keep It Real!<br />
  53. 53. Questions and comments? <br />Direct your question at a specific panelist, or ask generally<br />Moderator will help to clarify the question or ask follow up<br />Please be considerate of others<br />52<br />
  54. 54. THANK YOU! <br />Please complete the evaluation form. <br />Please connect with us. <br />Slides are available for download at: www.slideshare.com/dvdv<br />53<br />