Leverage the Power of Social Media for Your Business: Presented by Cisco

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Basic overviews of social media, definition, case studies, great tools and exmples

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  • This is a good example of more engagement around the consumer, and to drive operational efficiencies – leveraging ONE platform to gather ideas, understand what customers like and not like in one place- as well as be able to broadcast the solution BACK to the group quickly and easily
  • BBUY uses the BUYY Connect to aggregate comments from the discussion board, including the TWELPFORCE feeds. Twelpforce is how BBUY is leveraging Twitter to provide real time assistance and question-answering capabilities – leveraging twitter means quick easy questions, quick easy answers, leveraging mobile, desktop
  • A QR Code is a matrix barcode (or two-dimensional code ), readable by QR scanners , mobile phones with a camera , and smartphones . The code consists of black modules arranged in a square pattern on white background. The information encoded can be text, URL or other data. Qr= quick response , initially used in the auto industry for tracking Can handle up to hundreds of pieces of data vs 20 for bar code (not as much as RFID) Doesn’t require a separate READER – just camera phone w/software Used for phone numbers, address, URLS for online coupons QR code generator tools online
  • A QR Code is a matrix barcode (or two-dimensional code ), readable by QR scanners , mobile phones with a camera , and smartphones. The code consists of black modules arranged in a square pattern on white background. The information encoded can be text, URL or other data. Qr= quick response , initially used in the auto industry for tracking Can handle up to hundreds of pieces of data vs 20 for bar code (not as much as RFID) Doesn’t require a separate READER – just camera phone w/software Used for phone numbers, address, URLS for online coupons QR code generator tools online
  • This is the twitter chatter around twelpforce- providing BBUY feedback and information about how TWEPFORCE is doing – the GOOD the BAD AND THE UGLY- there are no watered down corporate interpretations – it’s real feedback from real users
  • BrandTags, BlogPulse (BuzzMetrics) GoogleBlogs, ViralHeat, PeopleBrowsr, SocialSeek, SalesForce.com Look for: Actvity, Participants, Sentiment, Stickiness,
  • took a set of benchmark results using one globally recognised traditional brand and gave it a score of 1000.
  • took a set of benchmark results using one globally recognised traditional brand and gave it a score of 1000.
  • Twitter lists, more robust privacy/protection… aggregating around groups Scalability : Wachovia (CoTweet) / Twelpforce
  • Leverage the Power of Social Media for Your Business: Presented by Cisco

    1. 1. Presenter: Susan Burton Lowry Vice President Strategic Services Square One | Consulting
    2. 2. <ul><li>Overview of social media, definition and platforms </li></ul><ul><li>What Small Business is doing </li></ul><ul><li>Industry Best Practices </li></ul><ul><li>Case Studies </li></ul><ul><li>Strategic Approach and Tools </li></ul>What we will cover
    3. 3. <ul><li>Analysis </li></ul><ul><li>Strategy Development </li></ul><ul><li>Implementation </li></ul><ul><li>Training </li></ul><ul><li>Holistic </li></ul><ul><li>By Property: Facebook, Twitter, LinkedIn </li></ul><ul><li>Clients </li></ul>social media expertise & services
    4. 4. social media why?
    5. 5. social media Why not? “… The statement at 1:34 about Boston College is false. Incoming freshmen still get @bc .edu e-mail addresses. The school just stopped hosting these accounts on its own server, so the students have to use mail forwarding. Personally, I think the comment about  e-mail being passe is absurd. I am firmly embedded in Gen Y and use e-mail constantly” “… I think you’re pathetic if you  need to use facebook or twitter or whatever to keep up your social life. Just go out and make friends and find out who people really are rather than just like them for who they pretend to be…”
    6. 6. Social media tools and online communities are how and where your customers are talking about you . It's a conversation that you need to be aware of, understand, and, in some cases, participate in.   definition
    7. 7. social media definition
    8. 10. <ul><li> </li></ul>social media sites contain rich fields of customer data.
    9. 11. top trending words and phrases in U.S. status updates for 2009 .
    10. 12. 350 MM 100 MM 50 MM 7-20 MM 13 MM Blogs 84 MM Readers 6 MM members in 45,000 cities
    11. 13. a little more detail …
    12. 16. Newer Developments
    13. 17. <ul><li>LinkedIn has over 60 million members in over 200 countries and territories around the world. </li></ul><ul><li>A new member joins LinkedIn approximately every second. </li></ul><ul><li>Half of LinkedIn members are outside the U.S. </li></ul><ul><li>Executives from all Fortune 500 companies are LinkedIn members . </li></ul>
    14. 18. <ul><li>30% users are savvy networkers who earn nearly $93,500 per year </li></ul><ul><li>28% are senior executives earning a mean of just over $104,000 per year </li></ul><ul><li>20% use LinkedIn because friends convinced them to sign up, earnings are nearly $88,000 per year </li></ul><ul><li>22% are the hard-core job searchers -(most are employed full time, looking for another position- mostly young and female) </li></ul><ul><li>Recruiters </li></ul>
    15. 24. >150 MM Bookmarked URLS
    16. 25. the power of communities
    17. 26. so what have we learned so far?
    18. 28. University of Maryland Study : Social Media Adoption By U.S. Small Businesses Doubles Since 2009 Nearly one out of five small business owners are actively using social media in their business. Small businesses are increasingly investing in social media applications including blogs, Facebook pages and LinkedIn profiles. Small Businesses Mainly Use Social Media to Identify and Attract New Customers Small Business
    19. 29. Small Business 75% surveyed have a company page on a social networking site 61% use social media for identifying and attracting new customers 57% have built a network through a site like LinkedIn 45% expect social media to be profitable in the next twelve months
    20. 30. Small Business <ul><li>Top Small Business Concerns with Social Media: </li></ul><ul><li>It takes more time, energy and effort than expected </li></ul><ul><li>It gives people a chance to criticize their business on the Internet </li></ul><ul><li>Some feel that social media use has hurt the image of the business more than helped it </li></ul>
    21. 31. Small Business Strategic Areas of Focus <ul><li>Building online presence continues to be key focus for small businesses: </li></ul><ul><ul><li>Company Web sites seem to be the top technology investment in the next two years, with small businesses either adding new features/functionality to their existing Web sites or building one from scratch </li></ul></ul><ul><ul><li>The ability to showcase their products and services online to attract new customers is second in the hierarchy of technology investments </li></ul></ul><ul><ul><li>Social media investments rank third in small business investments to be made in the next two years </li></ul></ul>
    22. 32. <ul><li>Customer service the biggest strength of small business owners: </li></ul><ul><ul><li>Small businesses are highly successful at answering customer questions, ensuring customer satisfaction, showing empathy, providing consistent service, resolving problems and winning repeat business </li></ul></ul><ul><ul><li>Four of the six customer service dimensions have gotten stronger compared to a year ago, and one of these, ensuring customer satisfaction, is significantly higher </li></ul></ul>Small Business Strategic Areas of Focus
    23. 33. best practices|industry
    24. 34. Alignment with Business Objectives Sample Social Objectives Functional Alignment Value LISTENING & INSIGHTS Marketing, PR, Internal Communications <ul><li>Insight/Issues – damage control </li></ul><ul><li>Improved segmentation </li></ul><ul><li>Alignment of solution/offering with need </li></ul>SEEDING & PARTICIPATING Marketing, Support, Advocacy <ul><li>Increased visibility </li></ul><ul><li>Increased velocity of communications across internal </li></ul><ul><li>departments and customers </li></ul><ul><li>Increased internal awareness , collaboration </li></ul>VISIBILITY Lead generation, SEO <ul><li>Higher online awareness </li></ul><ul><li>Increased engagement </li></ul>EDUCATION& COMMUNICATION Internal External <ul><li>Internal education/field updates, sharing across </li></ul><ul><li>chapters and audiences </li></ul><ul><li>Leveraging best practices , lower training costs </li></ul>SUPPORTING Outreach, Online Communities, Q & A <ul><li>Reduced support costs </li></ul><ul><li>Higher engagement </li></ul><ul><li>Less use of traditional tools (800#) </li></ul>CROWDSOURCING Raising Awareness, Operational Efficiencies <ul><li>More subject matter expert involvement and </li></ul><ul><li>collaboration </li></ul><ul><li>Better solutions , INNOVATION </li></ul>
    25. 35. Listening|Insights Comcast Approach on Listening and on reputation management: “ Two key factors: Searchability and Timeliness. We can not continually look at the same website to see if anything is being said, so we use a variety of search techniques . “
    26. 36. Listening|Insights
    27. 37. Seeding & Participating
    28. 38. Seeding & Participating
    29. 39. Seeding & Participating American Express
    30. 40. Visibility
    31. 41. Visibility
    32. 42. Visibility
    33. 43. Visibility Small businesses have been especially aggressive in adopting inbound techniques Companies with less than 50 employees earmarked more than three times as much of spending on blogging and social media than larger ones, and 36% more on SEO .
    34. 44. Employee Education | Knowledge Management | Networked Learning <ul><li>CityPulse Training Community </li></ul><ul><li>Peer to Peer training </li></ul><ul><li>‘ Answers’ functionality </li></ul><ul><li>Manufacturer documentation </li></ul><ul><li>Core selling skills </li></ul><ul><li>Searchable </li></ul><ul><li>Upload capability </li></ul><ul><li>Sort (tagging) </li></ul><ul><li>Provide feedback </li></ul><ul><li>Platform for corporate campaigns </li></ul>
    35. 45. Education & Communication <ul><li>Google Video Dashboard for employees </li></ul><ul><li>Executive Communication </li></ul><ul><li>Training </li></ul><ul><li>Peer to Peer Communications </li></ul><ul><li>Share events </li></ul><ul><li>Searchable </li></ul><ul><li>Upload </li></ul><ul><li>Sort (tagging) </li></ul><ul><li>Provide feedback </li></ul>
    36. 46. New Communications Channel Social Media Tools: Most business comes from people who follow him on Twitter as it’s only way you can find the cart’s location for the day. Approximately 12,000 followers Yelp has also been a valuable source of referrals: The cart has 224 reviews and is rated with 4 and a half stars. The crème brulee man A former construction worker turned crème brulee expert.
    37. 47. Even more reach Leverages Collective Buying Power If the minimum number of people sign up, the deal is tendered.
    38. 48. Internal Collaboration|Customer Support
    39. 49. <ul><li>Launched a contest. </li></ul><ul><li>Invited the world to drive a 10 percent improvement to </li></ul><ul><li>the accuracy of software that makes additional </li></ul><ul><li>viewing </li></ul><ul><li>recommendations for the company’s online DVD rental </li></ul><ul><li>subscribers. </li></ul><ul><li>Prize: $ 1 MM </li></ul>Crowdsourcing
    40. 50. Q & A
    41. 51. Check In location-sharing with friends on the same service or via social network distribution .
    42. 52. QR Codes
    43. 53. QR Codes
    44. 54. Check In/QR/Rewards
    45. 55. Getting Real Feedback & Social CRM A hub for social engagement with customers Members help members, Employees help members
    46. 56. Training staff and volunteers
    47. 57. So Where do You Go From Here?
    48. 58. Approach <ul><li>LISTENING / Look at best practices from other industries and competitions </li></ul><ul><li>LEARNING Know who is already using social media in all company departments </li></ul><ul><li>As well as external agencies, volunteers, etcon the company’s behalf </li></ul><ul><li>PLANNING Ensure that plan is aligned and supporting Business Goals Establish Governance and Curation policies </li></ul><ul><li>Assess the audience for each initiative </li></ul><ul><ul><li>Create Goals for each initiative and how each will be measured Have a Resource Management Plan </li></ul></ul><ul><li>TOOL SELECTON Leverage the right tool for the right audience; consider mobile and LiveChat </li></ul><ul><li>PARTICIPATION Start small – take a pilot approach and a learning approach </li></ul><ul><li>TACTICS Have a communication Plan : Editorial Calendar, Communication </li></ul><ul><li>Rinse. Repeat. </li></ul>
    49. 59. Listening holistic tools
    50. 60. Gain Insights using multiple data points
    51. 62. Listening personal reputation management
    52. 63. Listening
    53. 64. Measuring by property
    54. 65. Real time
    55. 68. Social Media Risks <ul><li>Facebook owns all your company’s content on Facebook </li></ul><ul><li>LinkedIn owns all your company’s content on LinkedIn </li></ul><ul><li>eDiscovery implications </li></ul><ul><li>Employees’ usage at work can result in social engineering, malware and other security risks </li></ul><ul><ul><li>Providing work information on personal profiles </li></ul></ul><ul><ul><li>Open emails from social media properties and click on links </li></ul></ul><ul><li>Employees use of social media at home </li></ul><ul><li>Employees use of social media on mobile device </li></ul><ul><li>Employees thinking that IT doesn’t track social media usage </li></ul><ul><li>Perception that use of social media at work isn’t an issue </li></ul>
    56. 69. Social Media Risks Your Reputation The lesson : Take into consideration when creating events that are designed for blogging women from all walks of life .
    57. 70. Social Media Risks Your Reputation
    58. 71. Social Media Risks Web 2.0-driven social networking sites like Facebook and Twitter have become attractive targets for phishing and scamming attacks as online criminals follow the latest internet trends that are attracting the most users.
    59. 72. Social Media Risks
    60. 73. Cisco survey Social media policy <ul><li>100 companies surveyed </li></ul><ul><li>75 percent admitted to using Facebook and other consumer-facing social networks </li></ul><ul><li>50 percent of respondents admitted to using Twitter extensively in the workplace. Only one in seven of the companies that participated in the research admitted to having a formal process associated with using consumer-facing social networking tools for business purposes . </li></ul>
    61. 74. <ul><li>1. Do not mix the professional and the personal in ways likely to bring the ABC into disrepute. </li></ul><ul><li>2. Do not undermine your effectiveness at work. </li></ul><ul><li>3. Do not imply ABC endorsement of your personal views. </li></ul><ul><li>4. Do not disclose confidential information obtained through work. </li></ul><ul><li>5. ABC will add user-generated content to its online presence in the future and may launch a nation-wide program to help communities generate their own media content </li></ul>social media policy
    62. 75. Social Media Trends <ul><li>Social Media integration with legacy tactics and data </li></ul><ul><li>Brands/Companies Scaling Up </li></ul><ul><li>Social Business becomes Serious </li></ul><ul><li>Security, Corporate Risk leads to Policy Making, Greater Transparency </li></ul><ul><li>Mobile </li></ul><ul><li>Sharing with Networks (not eMail ) </li></ul>
    63. 76. social media Questions? Susan Burton Lowry Vice President Strategic Services square one | consulting

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