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Empowering your business with social media

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Empowering your business with social media

  1. 1. Empower your Business with Social Media Prepared by Muhamad Shabarek, SEF Damascus 11.11.2013
  2. 2. Before to start!...
  3. 3. Why Social Media?
  4. 4. People ask me if their business should be embracing social media ◼ And I say, I don’t know, is there more business near the freeway? WE KNOW WHAT HAPPENED TO BUSINESSES THAT DIDN’T THINK ABOUT THE FREEWAY 18
  5. 5. INJECT YOUR CUSTOMERS’ DESIRES, COCREATION AND FEEDBACK INTO THE ENTIRE VALUE CHAIN HR & TRAINING, INFRASTRUCTURE, IT SUPPLY CHAIN OPS SHIP & DISTRIB SALES, MRKTG, PR CUST CARE 19
  6. 6. MARKETING 20
  7. 7. YEARS WE’VE BEEN APPROACHING THE MARKET WITH AN OUTBOUND MESSAGE 150 Marketers are following an outbound methodology that has existed for centuries. Because for centuries…it worked. 21
  8. 8. WINSTON TASTES GOOD LIKE A ______________________ 22
  9. 9. When I was a kid, we had 3 channels that shut down at midnight. We had one newspaper. Work was over at 5pm. No info overload. We could remember a tagline. 23
  10. 10. MAXWELL HOUSE: GOOD TO _________ 24
  11. 11. MONOLITHIC MESSAGES WORKED WHEN WE HAD: Limited product choice Limited media channels Longer brand interactions Higher barriers to entry (?) 25
  12. 12. ORGANIC, SOCIALLY-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV… Monolithic messages no longer work in a world of a bajillion choices. We can get anything we want, whenever, however. That expectation is set. And you’ve likely seen how some people come completely unglued when their Starbucks latte is made “wrong.” 26
  13. 13. THE CONSUMER IS NOW FIRMLY IN CONTROL Time and attention are HUGE asks now. People are time-starved and avoid your attention-getters. There’s only one lever we can pull: TRUST. We can also leverage consumer publishing, which is, umm, more trusted than we are. ORIGINAL VERSION: AGENT WILDFIRE 27
  14. 14. MARKETING OFTEN STUCK IN THE PAST Those LED billboards that blind you at night: when advertisers are willing to put their offer above the safety of your family, there’s a problem. 28
  15. 15. MARKETING OFTEN STUCK IN THE PAST When airlines put ads on every seatback or overhead bin so that you can’t turn away, there’s a problem. 29
  16. 16. MARKETING OFTEN STUCK IN THE PAST OMG, it’s Oprah’s last show! You find the link, click it...but instead you get 30 seconds of something you didn’t want. She looks like she’s happy she denied you your show, doesn’t she? Marketing need trumps consumer desire. 30
  17. 17. 91% OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST 77% PEOPLE WHO REFUSE TO BUY FROM COMPANIES EDELMAN PR, 2009 THEY DISTRUST 31
  18. 18. GROWING REVENUE IS NOT ABOUT TAGLINES, LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT USING YOUR SOCIALLY POWERED MARKETING EFFORTS TO GAIN TRUST. FLICKR.COM/PHOTOS/POWERBOOKTRANCE 32
  19. 19. BRANDED SITE EXTERNAL MKTG-MANAGED PRESENCE EXTERNAL THIRD-PARTY SITE Integrated Traditional/Social Marketing Mix DOT-COM SITE COMPANY BLOG (IP) YOUTUBE CHANNEL: STORYTELLING, IP ONLINE SAMPLING EXTERNAL BLOGS: IP, TIPS OUTDOOR PR SAMPLING PGMS RECIPES COMMENTS E-COMMERCE PARTNER L O Y A L T Y HELPFUL RESOURCES AMAZON S T O R Y T E L L I N G P U R C H A S E PRINT N E E D D E T E R M I N A T I O N ONLINE A W A R E N E S S EVENTS SEO E V A L U A T I O N / C O M P A R I S O N Social touchpoints can help build trust, thus propelling a customer through the purchase funnel. TOPICAL COMMUNITIES: IP, HELPFUL TIPS PRODUCT LAUNCH MICROSITE TRADITIONAL MEDIA/PR FACEBOOK FAN PAGE RETAIL 33
  20. 20. PR 34
  21. 21. Use social media as a trust-builder to put out reputational wildfires. “THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza 35
  22. 22. HUMAN RESOURCES 36
  23. 23. 2,000,000 IMPRESSIONS 2,300 NEW ACCOUNTS $4,000,000 IN NEW DEPOSITS Why did they experience this kind of growth? Prospects TRUSTED her. 37
  24. 24. PRODUCT MANAGEMENT 38
  25. 25. Prior to the 2010 CES, Kodak CMO Jeffrey Hayzlett asked consumers to name a new camera over Twitter. The winner(s) would win a trip to Vegas and help him launch it. “I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK 39
  26. 26. INVESTOR RELATIONS 40
  27. 27. 41
  28. 28. SALES 42
  29. 29. WHAT IF CUSTOMERS COULD DOWNLOAD HELPFUL TOOLS AND USE THEM AT POINT OF PURCHASE? 43
  30. 30. $15K ON DIRECT MAIL = 200 NEW CUSTOMERS $7,500 ON OUTDOOR = 300 NEW CUSTOMERS $0 ON TWITTER = 1800 NEW CUSTOMERS BUSINESS GROWTH: $4MM -> $50MM IN 3 YRS 44
  31. 31. EMPLOYEE & CUSTOMER TRAINING 45
  32. 32. WHAT IF YOUR SALES TEAM HAD NEW SALES TRAINING PROGRAMS AND NEW PRODUCT LAUNCH INFORMATION AUTOMATICALLY DOWNLOADED TO IPODS? 46
  33. 33. CUSTOMER CARE 47
  34. 34. TAKING THE LOAD OFF OF CUSTOMER CARE VIA UNPAID ARMIES 48
  35. 35. ROUTING SITE COMMENTS TO CUSTOMER CARE 49
  36. 36. STILL SKEPTICAL? Many baby boomers are skeptical of the efficacy of social efforts because we were trained to be guarded—and proper—in our business dealings. PHOTO: FLICKR.COM/PHOTOS/YUGENRO 50
  37. 37. BOOMERS All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness. GENS X&Y All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy. 2010 THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE PHOTO: FLICKR.COM/PHOTOS/KATINALYNN 51
  38. 38. This can feel like an “add-on” for overworked marketers. But consider the designers who refused to convert to Mac. The CFOs who asked why we needed internet email. The marketers who balked at hiring programmers. Think substitution, not addition. Marketing energy vs. spend. “BUT I DON’T HAVE TIME FOR ONE MORE THING.” Computer-based graphic design, 1986 Email marketing, 1996 Web marketing, 1997 52
  39. 39. OKAY, OKAY. SO HOW DO I FURTHER SOCIALIZE MY BUSINESS? 53
  40. 40. SUMMARY POINTS 88
  41. 41. FIND WAYS TO INTERNALIZE CUSTOMER ENGAGEMENT FISH WHERE THE FISH ARE FOCUS ON MARKETING ENERGY, NOT MARKETING SPEND 89
  42. 42. WHEN CONTENT IS ENGAGING, IT CAN BE SHARED, TRUSTED AND CREATE INFLUENCE RESPECT TIME STARVATION GIVE YOURSELF TIME TRUST DRIVES TRANSACTIONS, REPUTATION DRIVES REVENUE 90

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