The Business of Social Media<br />Jeremy Seow<br />Text 100 Public Relations<br />
Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social m...
Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social m...
Since the dawn of time<br />Prehistoric cave paintings in "Barranco de la Valltorta", Family Seguí-Vilar, http://picasaweb...
“There's going to be an opportunity over the next five years or so to pick any industry and rethink it in a social way...w...
Loyalty<br />Visit a site 9x more stay 5x as long <br />(McKinsey)<br />
Acquisition<br />$0-10 vs. $10-$400 per customer acquisition<br />
Support<br />5x-10x more cost effective than phone support<br />
Meet Offline<br />One fifth (20.3%) meet at least once a year <br />(Center for Digital Futures)<br />
Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social m...
“What do you want to sell?”<br />
“Who do you want toinfluence?”<br />
“Who do you want tosupport?”<br />
“Who do you want tohire?”<br />
Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social m...
Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
Assess your owned media properties to determine their social readiness<br />Agree on a discreet  business priority that ha...
Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social m...
1. Real-time<br />
450 most recent  purchases<br />Vote an order up or down<br />Real time tally of top styles<br />Instant purchase<br />
2. Brands have to find customers<br />Photo by:   Greything, (Creative Commons NC ND)<br />
Offers<br />Location<br />Check ins<br />Mayor<br />Recommendations<br />
3. WRITE GOOD STUFF<br />All the news that’s fit to sell.<br />8 June 2010 Nr.923,248<br />Text 100 social media lead<br /...
4. The Customer is AWAYS right<br />
5. Listen and react<br />
Nokia Rangers Programme<br />
Anatomy of a real time crisis<br />
Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social m...
Increase revenue from reactive leads<br />Reduce recruitment costs<br />Increase revenue from training sessions<br />Secur...
Increase revenue from reactive leads<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<b...
Increase revenue from reactive leads<br />I want an agency I’ve heard of<br />I want a partner who understands my needs<br...
Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Blueprint, Will Scullin<br />http...
Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware...
Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware...
Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware...
Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware...
Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware...
Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware...
Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware...
In summary<br /><ul><li>Irrespective of your business function, your audiences are likely to be influenced by social media...
Social media is a long term play (not a 13 week marketing campaign)
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The Business of Social Media

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Presented at Social Media Marketing Conference Singapore (17 Jan 2011), organised by Pacific Conferences

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The Business of Social Media

  1. 1. The Business of Social Media<br />Jeremy Seow<br />Text 100 Public Relations<br />
  2. 2. Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social media into traditional marketing programmes<br />Getting social: 5 key lessons from B2C and taking it B2B<br />The Business of Social Media<br />
  3. 3. Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social media into traditional marketing programmes<br />Getting social: 5 key lessons from B2C and taking it B2B<br />The Business of Social Media<br />
  4. 4. Since the dawn of time<br />Prehistoric cave paintings in "Barranco de la Valltorta", Family Seguí-Vilar, http://picasaweb.google.com/lh/photo/AYqWmF_3kBZZ47TpZ9i26A<br />
  5. 5.
  6. 6.
  7. 7.
  8. 8. “There's going to be an opportunity over the next five years or so to pick any industry and rethink it in a social way...we think that every industry is going to be fundamentally re-thought and designed around people.”<br />Mark Zuckerberg<br />CEO, Facebook<br />Photo by:  World Economic Forum (Creative Commons Attribution-ShareAlike 2.0 Generic)<br />
  9. 9. Loyalty<br />Visit a site 9x more stay 5x as long <br />(McKinsey)<br />
  10. 10. Acquisition<br />$0-10 vs. $10-$400 per customer acquisition<br />
  11. 11. Support<br />5x-10x more cost effective than phone support<br />
  12. 12. Meet Offline<br />One fifth (20.3%) meet at least once a year <br />(Center for Digital Futures)<br />
  13. 13.
  14. 14.
  15. 15.
  16. 16. Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social media into traditional marketing programmes<br />Getting social: 5 key lessons from B2C and taking it B2B<br />The Business of Social Media<br />
  17. 17. “What do you want to sell?”<br />
  18. 18. “Who do you want toinfluence?”<br />
  19. 19. “Who do you want tosupport?”<br />
  20. 20. “Who do you want tohire?”<br />
  21. 21.
  22. 22.
  23. 23. Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social media into traditional marketing programmes<br />Getting social: 5 key lessons from B2C<br />Measuring B2B marketing programmes<br />The Business of Social Media<br />
  24. 24.
  25. 25. Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
  26. 26. Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
  27. 27. Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
  28. 28. Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
  29. 29. Text 100 Owned Media<br />twitter<br />blog<br />.com<br />
  30. 30.
  31. 31.
  32. 32.
  33. 33. Assess your owned media properties to determine their social readiness<br />Agree on a discreet business priority that has planned marketing support<br />Define the social media landscape around this business priority<br />Identify priority social media channels <br />Identify and train ambassadors for channels ownership roles<br />Build a goal-based marketing program that includes integrated social media activity through the defined channels, led by the ambassador<br />From theory to reality<br />
  34. 34. Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social media into traditional marketing programmes<br />Getting social: 5 key lessons from B2C and taking it B2B<br />The Business of Social Media<br />
  35. 35. 1. Real-time<br />
  36. 36. 450 most recent purchases<br />Vote an order up or down<br />Real time tally of top styles<br />Instant purchase<br />
  37. 37. 2. Brands have to find customers<br />Photo by:   Greything, (Creative Commons NC ND)<br />
  38. 38. Offers<br />Location<br />Check ins<br />Mayor<br />Recommendations<br />
  39. 39. 3. WRITE GOOD STUFF<br />All the news that’s fit to sell.<br />8 June 2010 Nr.923,248<br />Text 100 social media lead<br />Text 100 is the world’s only global boutique PR consultancy--what we sometimes call big agency 2.0. <br />Social media @text100<br />Every second of every day we combine deep industry insight with analyst, social media and traditional media reach and a best-in-class service ethic. And we do this in all the major cities around the world. <br />This approach has won us many awards, but more importantly, it has won us the trust of clients that include some of the most powerful brands in the world,<br />Jeremy Woolf<br />
  40. 40.
  41. 41.
  42. 42. 4. The Customer is AWAYS right<br />
  43. 43.
  44. 44. 5. Listen and react<br />
  45. 45. Nokia Rangers Programme<br />
  46. 46. Anatomy of a real time crisis<br />
  47. 47. Social Media’s transformational potential<br />Being social: Social Media in the B2B sales cycle<br />Integrating social media into traditional marketing programmes<br />Getting social: 5 key lessons from B2C …. and taking it B2B<br />The Business of Social Media<br />
  48. 48. Increase revenue from reactive leads<br />Reduce recruitment costs<br />Increase revenue from training sessions<br />Secure better qualified candidates<br />Increase revenue from speaking opportunities<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  49. 49. Increase revenue from reactive leads<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  50. 50. Increase revenue from reactive leads<br />I want an agency I’ve heard of<br />I want a partner who understands my needs<br />I don’t have time to manage a pro-longed review process<br />I need consultancy and arms and legs<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  51. 51. Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  52. 52. Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware of my perspective on PR<br />Be visible in relevant discussions<br />Build credibility and trust by providing the right information<br />Become a trusted advisor by interacting 1-1 with prospects online / offline<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  53. 53. Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware of my perspective on PR<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  54. 54. Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware of my perspective on PR<br />Contribute a column to an industry publication<br />Maintain active relationships with industry commentators<br />Provide reactive commentary in local industry discussions<br />Maintain an active blog<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  55. 55. Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware of my perspective on PR<br />Provide reactive commentary on local industry social networks<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  56. 56. Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware of my perspective on PR<br />Provide reactive commentary in local industry discussions<br />Track conversations in local LinkedIn groups and respond / link<br />Track daily news / blog updates from trade publications and comment / link<br />Monitor local news sites / papers for relevant keywords and comment / link<br />Monitor industry blogs / tweets and comment / link<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  57. 57. Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware of my perspective on PR<br />Provide reactive commentary in local industry discussions<br />Track conversations in local LinkedIn groups and respond / link<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  58. 58. Increase revenue from reactive leads<br />I want a partner who understands my needs<br />Ensure the right people are aware of my perspective on PR<br />Provide reactive commentary in local industry discussions<br />Track conversations in local LinkedIn groups and respond / link<br />Monitor the three most critical groups and respond to at least three discussion threads per week<br />Link to key people within the groups<br />Track reactive leads from other group members<br />Blueprint, Will Scullin<br />http://www.flickr.com/photos/wscullin/3770015203/<br />
  59. 59. In summary<br /><ul><li>Irrespective of your business function, your audiences are likely to be influenced by social media channels
  60. 60. Social media is a long term play (not a 13 week marketing campaign)
  61. 61. Social media happens in real time – be ready to take advantage / respond
  62. 62. You can create great content that appeals to your audiences
  63. 63. Plan to measure
  64. 64. Resource with an eye on the future
  65. 65. Process and practice make perfect</li></li></ul><li>THANK YOU!<br />Changing the way you think about communications<br />Email: Jeremy.seow@text100.com.sg<br />Linkedin: http://sg.linkedin.com/in/jemseow<br />

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