Social Media Marketing     The Next Generation of Business Engagement                    Dave Evans           December 16t...
The Business of Social Media                                                               Social Business•   Social Compo...
Social Business: Indium• Thought Leadership Blog   – Platform: Blog   – Marketing Cost Reduction   – 25% Savings on Trades...
Social Business: Amex• Customer Community  – Platform: Oracle  – +1 million monthly unique    visitors“The legal departmen...
Social Business: Ford• Supplier Portal   – Platform: Covisint   – Facilitates business partner     and supplier collaorati...
Social Business: Coke• Social Activity   –   Platform: Social Networks   –   Create participative activities   –   Elimina...
Social Business: Cisco• Created by Cisco for  networking professionals  who work with Cisco  technology:   – More than 200...
SOCIAL MEDIA      IN BUSINESS40
The Purchase Funnel   be aware                  consider                             buybrand awareness                   ...
The Feedback Cycle        marketer-generated                       consumer-generated          (Think “funnel”)           ...
The Old Organization Operations                   Marketing                X Departmental segregation – aka “silos.”
The New Organization                 Operations MarketingThe challenges that CMOs are tasked with are often moreoperationa...
Case: Home Depot• Home Depot   – CMO Turnover• What Drives Traffic?   – It’s in stock   – I can find it   – The Associates...
Mary Beth Kemp/ Forrester•   Playing to Wrong Tune•   Connect the Dots•   Disparate to Holistic•   Prepare for Innovation ...
Case: Brooklyn Museum     TV and      Radio      MagazinesIntegrated           Social                     MediaCampaigns  ...
ENGAGEMENT AND      COLLABORATION35
Advertiser Engagement   +            =
Customer Engagement
Fan Engagement
Redefining Engagement•   More than consumption       Evangelization                                Purchase•   Starts wi...
Markets are Conversations  marketer-generated   consumer-generated   (Think “funnel”)    (Think “megaphone”)              ...
Example: Boingo/ Support• Twitter is a Customer Support Channel.   Service process combines telephone and Twitter-based   ...
Case: Starbucks• Business Objectives:   – Brand Recovery• Approach Used:   – Ideation, Re-orientation• What Was Done:   – ...
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:   ...
Case: The Good Guide• Lifestyles, Causes, Pas  sions:• How do you connect at  a deep level and build  life-time ambassador...
Case: Dell• Customer Support  – Customers stood up    for DELL  – DELL connected with    customers, created    tools to dr...
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.  – Bui...
Case: Dell• SMB Business Page  – Facebook Social    Media for Small    Business: Conveys    what DELL has learnt    to its...
Case: Dell• Dell “Go Green”   – Consumer generated     content contest where     consumers submit ideas     to redesign, r...
Case: Dell• SMB Twitter   – +5 million followers   – +$3,000,000 sales     Dell Outlet   – +$5,000,000 sales     Dell Smal...
Case: Dell• Employee  Collaboration   – Platform:     Lithium   – Complements     Idea Storm   “Employee Storm has generat...
Case: Dell• Business Objectives:   – Customer Innovation• Approach Used:   – Ideation• What Was Done:   – IdeaStorm• Resul...
Case: Nokia• Nokia Ideas:   – Direct solicitation of new ideas   – Sponsorship of interns/fellows   – Ongoing innovation p...
BUILDING A     SOCIAL BUSINESS20
Active Listening• Raw Data   – Google Alerts• Conversational Data   –   Alterian SM2   –   Netbase   –   Radian6   –   Blo...
Active Listening: Responding                                                                      Take reasonable         ...
Active Listening: Tracking• BudURL: Track  shortened URLs  across Social Web• Infinigraph: Track  all the way through  to ...
Case: The Network Hub
Active Listening: Reacting• Look for the little things  that matter to your  customers• Do them well• These are the things...
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   –   Ope...
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...
SUMMARY    BEST PRACTICES5
Tips and Best Practices•   Listen, Respond•   Encourage Collaboration•   Measure Everything•   (Don’t) Ignore Change•   (D...
THANK YOU    Questions and Answers0
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Digital Eye Media Social Media Seminar

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The Next Generation of Business Engagement

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Digital Eye Media Social Media Seminar

  1. 1. Social Media Marketing The Next Generation of Business Engagement Dave Evans December 16th, Orange County45
  2. 2. 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
  3. 3. 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
  4. 4. 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/
  5. 5. 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…”
  6. 6. Social Business: Coke• Social Activity – Platform: Social Networks – Create participative activities – Eliminate use of microsites – Replace with social sites
  7. 7. 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
  8. 8. SOCIAL MEDIA IN BUSINESS40
  9. 9. The Purchase Funnel be aware consider buybrand awareness keyword relative media spending
  10. 10. 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
  11. 11. The Old Organization Operations Marketing X Departmental segregation – aka “silos.”
  12. 12. 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.
  13. 13. 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.
  14. 14. 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.”
  15. 15. Case: Brooklyn Museum TV and Radio MagazinesIntegrated Social MediaCampaigns Direct Online Mail Advertising http://www.brooklynmuseum.org
  16. 16. ENGAGEMENT AND COLLABORATION35
  17. 17. Advertiser Engagement + =
  18. 18. Customer Engagement
  19. 19. Fan Engagement
  20. 20. Redefining Engagement• More than consumption Evangelization Purchase• Starts with curation Trial• Creation is part of it Collaboration• Collaboration defines it. Creation Curation Consumption
  21. 21. Markets are Conversations marketer-generated consumer-generated (Think “funnel”) (Think “megaphone”) word-of-mouth
  22. 22. 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.
  23. 23. 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
  24. 24. Case: StarbucksSince 2008, Starbucks has implemented 100“My Ideas” innovations
  25. 25. 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.
  26. 26. 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?
  27. 27. 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.
  28. 28. Case: Dell• IdeaStorm – Solicits ideas directly from customers.
  29. 29. Case: Dell• Employee Storm – Employee community that facilitates collaboration and response to customer issues
  30. 30. 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.
  31. 31. 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.
  32. 32. Case: Dell• Dell “Go Green” – Consumer generated content contest where consumers submit ideas to redesign, reuse of recycle hardware. http://dellgogreen.com
  33. 33. Case: Dell• SMB Twitter – +5 million followers – +$3,000,000 sales Dell Outlet – +$5,000,000 sales Dell Small Biz Offers
  34. 34. 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
  35. 35. 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
  36. 36. Case: Nokia• Nokia Ideas: – Direct solicitation of new ideas – Sponsorship of interns/fellows – Ongoing innovation program
  37. 37. BUILDING A SOCIAL BUSINESS20
  38. 38. Active Listening• Raw Data – Google Alerts• Conversational Data – Alterian SM2 – Netbase – Radian6 – BlogPulse – Cymfony – Collective Intellect• Diagnostic Data – Net Promoter Score
  39. 39. 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
  40. 40. Active Listening: Tracking• BudURL: Track shortened URLs across Social Web• Infinigraph: Track all the way through to conversion• Buzzstream: Identify and connect with influencers
  41. 41. Case: The Network Hub
  42. 42. Active Listening: Reacting• Look for the little things that matter to your customers• Do them well• These are the things they’ll talk about.
  43. 43. Case: Domino’s• Rebuilt their Pizza• Re-visited “holdouts”• Used the video as the basis for campaign
  44. 44. 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.
  45. 45. Transparency and Disclosure• Belkin• Prowler• Walmart• DELL
  46. 46. Social Computing Policies• Who can post• What is off limits• Process for disclosure http://www.ibm.com/blogs/zz/en/guidelines.html
  47. 47. SUMMARY BEST PRACTICES5
  48. 48. 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
  49. 49. THANK YOU Questions and Answers0

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