Social Media Marketing The Next Generation of Business Engagement Dave Evans December 16th, Orange County45
The Business of Social Media Social Business• Social Components• Collaboration Work Society• Real-time Updates• Tags and Filters Technology Copyright, 2009 Dachis Group Social Business Design is the intentional creation of dynamic and socially calibrated systems, process, and culture. Its goal is helping organizations improve value exchange among constituents. -- Peter Kim, Dachis Group http://www.beingpeterkim.com/2009/10/social-business-design-definition.html
Social Business: Indium• Thought Leadership Blog – Platform: Blog – Marketing Cost Reduction – 25% Savings on Tradeshows“[Being a Thought Leader] is beingconsidered the best, mostauthoritative, trusted source. It meansbeing the organization that othersMUST HAVE involved with a project.And it all leads to increasedsales, profits, and image or it simplydidn’t matter.”-- Rick Short, Indium
Social Business: Amex• Customer Community – Platform: Oracle – +1 million monthly unique visitors“The legal department can be helpful. Weinvolve them early and often. Whenanything is new, questions are asked.”--Jason Rudman, AMEX Open Forum http://www.openforum.com/
Social Business: Ford• Supplier Portal – Platform: Covisint – Facilitates business partner and supplier collaoration “The Ford Supplier Portal allows Ford and its suppliers to share information in a secure environment…”
Social Business: Coke• Social Activity – Platform: Social Networks – Create participative activities – Eliminate use of microsites – Replace with social sites
Social Business: Cisco• Created by Cisco for networking professionals who work with Cisco technology: – More than 200,000+ registered members – Provides learning resources, job openings and networking for members https://learningnetwork.cisco.com
The Purchase Funnel be aware consider buybrand awareness keyword relative media spending
The Feedback Cycle marketer-generated consumer-generated (Think “funnel”) (Think “megaphone”) be aware talk consider form opinion buy use word-of-mouth Social content, networks, and interactionsbrand awareness keyword relative media spending
The Old Organization Operations Marketing X Departmental segregation – aka “silos.”
The New Organization Operations MarketingThe challenges that CMOs are tasked with are often moreoperational than “marketing.” This has direct impact on the design of a social media and social business program.
Case: Home Depot• Home Depot – CMO Turnover• What Drives Traffic? – It’s in stock – I can find it – The Associates The “marketing” results (e.g., traffic and sales) at Home Depot are as much the result of Operations decisions as Marketing.
Mary Beth Kemp/ Forrester• Playing to Wrong Tune• Connect the Dots• Disparate to Holistic• Prepare for Innovation “Take the reins of the brand experience and ensure that all of the touch points in the company -- operations, retail, sales teams, the call center -- adhere to and promote that brand experience consistently.”
Case: Brooklyn Museum TV and Radio MagazinesIntegrated Social MediaCampaigns Direct Online Mail Advertising http://www.brooklynmuseum.org
Redefining Engagement• More than consumption Evangelization Purchase• Starts with curation Trial• Creation is part of it Collaboration• Collaboration defines it. Creation Curation Consumption
Example: Boingo/ Support• Twitter is a Customer Support Channel. Service process combines telephone and Twitter-based resources; the result is public credit to Boingo for resolution.
Case: Starbucks• Business Objectives: – Brand Recovery• Approach Used: – Ideation, Re-orientation• What Was Done: – “Stopped the Line” – My Starbucks Idea• Results vs. Objectives – 100 innovations since 2008 “This is not about training. This is about the love and compassion and commitment that we all need to have for the customer.” --Howard Schultz, Founder, CEO, Starbucks
Case: StarbucksSince 2008, Starbucks has implemented 100“My Ideas” innovations
Case: Threadless• Business Objectives: – “New” T-shirt Business• Approach Used: – Customer Contests• What Was Done: – Customer Curation• Results vs. Objectives – Customer-driven design builds direct product value – Profitable online business since launch about ten years ago.
Case: The Good Guide• Lifestyles, Causes, Pas sions:• How do you connect at a deep level and build life-time ambassadors?• How does your brand understand and participate in these platforms?
Case: Dell• Customer Support – Customers stood up for DELL – DELL connected with customers, created tools to drive advocacy; – Built on Lithium Technologies discussion forums platform, Dell Support reduced costs and improved support experience.
Case: Dell• IdeaStorm – Solicits ideas directly from customers.
Case: Dell• Employee Storm – Employee community that facilitates collaboration and response to customer issues
Case: Dell• Customer Communities – Built around lifestyle of “mobile” – Indirectly promotes Dell hardware. – Built around lifestyle of small biz owners, rather than Dell. – Operated by Dell Small Biz team.
Case: Dell• SMB Business Page – Facebook Social Media for Small Business: Conveys what DELL has learnt to its Small Business customers. – Connects to DELL’s Slideshare and related content.
Case: Dell• Dell “Go Green” – Consumer generated content contest where consumers submit ideas to redesign, reuse of recycle hardware. http://dellgogreen.com
Case: Dell• SMB Twitter – +5 million followers – +$3,000,000 sales Dell Outlet – +$5,000,000 sales Dell Small Biz Offers
Case: Dell• Employee Collaboration – Platform: Lithium – Complements Idea Storm “Employee Storm has generated 2,700 ideas and seen visits from 22% of Dells employees.” Josh Bernoff, Forrester Research
Case: Dell• Business Objectives: – Customer Innovation• Approach Used: – Ideation• What Was Done: – IdeaStorm• Results vs. Objectives• Linux preinstalled (Promoted on Digg)• Extension: Knowledge shared with SMB via Facebook
Case: Nokia• Nokia Ideas: – Direct solicitation of new ideas – Sponsorship of interns/fellows – Ongoing innovation program
Active Listening• Raw Data – Google Alerts• Conversational Data – Alterian SM2 – Netbase – Radian6 – BlogPulse – Cymfony – Collective Intellect• Diagnostic Data – Net Promoter Score
Active Listening: Responding Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Assess the Does customer Do you want Evaluate the need/deserve more to respond? message purpose info? Yes Yes Are the No Unhappy Gently correct the No Response facts Customer? facts correct? No Yes No Yes Are the No Can you add Dedicated facts value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issueSource: USAF, modified by Altimeter Group Yes No Let post stand and monitor
Active Listening: Tracking• BudURL: Track shortened URLs across Social Web• Infinigraph: Track all the way through to conversion• Buzzstream: Identify and connect with influencers
Active Listening: Reacting• Look for the little things that matter to your customers• Do them well• These are the things they’ll talk about.
Case: Domino’s• Rebuilt their Pizza• Re-visited “holdouts”• Used the video as the basis for campaign
Building Your Team• Brand management on the social web means collaboration with customers: – Legal issues – Operations issues – Supply Chain – More…• Social technology necessarily involves the entire business.
Transparency and Disclosure• Belkin• Prowler• Walmart• DELL
Social Computing Policies• Who can post• What is off limits• Process for disclosure http://www.ibm.com/blogs/zz/en/guidelines.html
Tips and Best Practices• Listen, Respond• Encourage Collaboration• Measure Everything• (Don’t) Ignore Change• (Don’t) Use Social Media Alone• Build a Team – Customers – Employees – Partners and Suppliers• Implement Policies• Practice Transparency