Sergio Cutrera<br />http://xeesm.com/sergiogcutrera/<br />http://sergiocutrera.wordpress.com/<br />Social Media Introducti...
Agenda - Social Media Introduction<br />Introduction<br />Social Media Process & Strategy<br />Social Media Presence Devel...
Introduction<br />
Social Media Revolution <br />Social Media Revolution    (4.23)<br />Social Media Revolution 2 (4:26) <br />Party like it’...
The selling and buying disconnect<br />The way most people buy today<br />You read blogs<br />You check forums or online g...
Shift in customer education processes<br />UP UNTIL RECENTLY<br />The experts in stores, industry analysts and the “specia...
Social Media is where customers meet customers forexperience, skill development, failure prevention....<br />
Why social media means business <br />The most asked question: “Has anybody experience with…”<br />60%-80% of purchases ar...
Social Media Process & Strategy<br />
The Core of the social business process<br />Assessment<br />SWOTAnalysis<br />Strategy<br />Social MediaPlan<br />Organiz...
Social Media Presence Development <br />
Social Media Tools universe<br />LinkedIn, Facebook, Twitter<br />The profile is so much more than your picture and your r...
Some tools 	<br />LinkedIn http://www.linkedin.com/<br />Facebookhttp://www.facebook.com/<br />Twitter https://twitter.com...
Reporting and Analytics<br />
Radian 6<br />Adquired by Salesforce on 31 March 2011<br />
Techrigy/ AlterianSM2<br />
Sysomos<br />
Twitter Tools<br />
Social Media assessment<br />
The assessment method<br />SMA developed the four quadrant social media assessment model and methods to understand:<br />C...
The assessment Report<br />Executive Introduction<br />The company’s social media landscape<br />Identifying customers, pr...
Social CRM (Sales, Marketing & Services)<br />
Social CRM<br />Oracle coined the term (http://www.oracle.com/us/products/applications/social-crm/index.html ) <br />Sales...
The conversation age<br />
Social Marketing – Brand association<br />If nothing else – Social Media is a huge brand amplifier<br />
Social Media & the Support Center<br />Online support, bulleting boards, technology forums, developer forums, technology g...
The Social Media Support Strategy<br />Businesses need to create their own online community and provide support forums <br...
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Social media introduction generic

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Social Media Strategy Introduction

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Social media introduction generic

  1. 1.
  2. 2. Sergio Cutrera<br />http://xeesm.com/sergiogcutrera/<br />http://sergiocutrera.wordpress.com/<br />Social Media Introduction<br />
  3. 3. Agenda - Social Media Introduction<br />Introduction<br />Social Media Process & Strategy<br />Social Media Presence Development<br />Social Media assessment <br />Social CRM (Sales, Marketing & Services)<br />
  4. 4. Introduction<br />
  5. 5. Social Media Revolution <br />Social Media Revolution (4.23)<br />Social Media Revolution 2 (4:26) <br />Party like it’s 1999<br />&<br />
  6. 6. The selling and buying disconnect<br />The way most people buy today<br />You read blogs<br />You check forums or online groups<br />You get some feedback in Twitter or other tools<br />You ask friends in your social network<br />When you are “ready to buy” your brand and product decision is pretty much set in stone<br />Most of us ignore advertising<br />Most of us hate cold calls<br />Most of us throw mail in the waste basket<br />Most of us have spam filters<br />Most of us have changed<br />The way most companies sell today:<br />Buy contact lists, do mail shots<br />From small Google ads to bill boards<br />Augment lead generation with cold calls<br />Qualify, engage, try selling …<br />Compete harder then ever –lower profits than ever<br />Most businesses didn’t change<br />
  7. 7. Shift in customer education processes<br />UP UNTIL RECENTLY<br />The experts in stores, industry analysts and the “specialists” from the respective manufacturers were KEY in customer education.<br />Whether is was a consumer good or a new IT infrastructure project; the decision was mainly influenced by those experts.<br />AND THAT HAS CHANGED<br />The most influential force in the customer education process is the Internet –more precisely the social web.<br />Vendors, channels and industry experts including industrial media lost their influence. Consumers and corporate buyers moved on to new spaces for product education –in ALL Industries.<br />
  8. 8. Social Media is where customers meet customers forexperience, skill development, failure prevention....<br />
  9. 9. Why social media means business <br />The most asked question: “Has anybody experience with…”<br />60%-80% of purchases are based on recommendations. A business need to be part of that “recommendation chain”<br />The second most searched term: “I have problems with…”<br />Over 80% of user problems are solved in groups. Businesses need to be part of that service circle.<br />New products are primarily discussed in the social web –not based on a TV commercial.<br />Product management need to understand the dynamics in the social web<br />Future buying trends are discussed in social media –here and now<br />Logistics managers need to understand how to identify influencer and read trends early on<br />
  10. 10. Social Media Process & Strategy<br />
  11. 11. The Core of the social business process<br />Assessment<br />SWOTAnalysis<br />Strategy<br />Social MediaPlan<br />OrganizationDevelopment<br />Execution/Reporting<br />Purpose driven, cross functional social media engagement<br />Cross functional business approach<br />Social media assessment method<br />Social media strategy development<br />Function specific implication in sales, marketing, support, product development<br />Tools, places & communities<br />Detailed presence & execution plan<br />Reporting & analytics<br />Organization development / team building<br />
  12. 12.
  13. 13. Social Media Presence Development <br />
  14. 14. Social Media Tools universe<br />LinkedIn, Facebook, Twitter<br />The profile is so much more than your picture and your real name<br />The profiles will need to evolve over time with your network<br />Time is of essence –because you can’t establish a profile when you need it.<br />
  15. 15. Some tools <br />LinkedIn http://www.linkedin.com/<br />Facebookhttp://www.facebook.com/<br />Twitter https://twitter.com/<br />Blogs http://wordpress.com/ , http://www.blogger.com/<br />Slidesharehttp://www.slideshare.net/<br />Youtubehttp://www.youtube.com/<br />Flickrhttp://www.flickr.com/<br />Foursquare http://foursquare.com/<br />Quorahttp://www.quora.com/<br />Xeesmhttp://xeesm.com/<br />
  16. 16. Reporting and Analytics<br />
  17. 17. Radian 6<br />Adquired by Salesforce on 31 March 2011<br />
  18. 18. Techrigy/ AlterianSM2<br />
  19. 19. Sysomos<br />
  20. 20. Twitter Tools<br />
  21. 21. Social Media assessment<br />
  22. 22. The assessment method<br />SMA developed the four quadrant social media assessment model and methods to understand:<br />Customer landscape<br />All about our customers and prospects<br />Brand<br />Our company, our teams, our brand<br />Partners<br />Our alliances, partners, resellers<br />Competitors<br />Our competitors, their partners and their customers<br />
  23. 23. The assessment Report<br />Executive Introduction<br />The company’s social media landscape<br />Identifying customers, prospects, market player<br />Identifying the places and spaces<br />Identifying the issues and sentiment<br />Factual analysis (explanations and screenshots)<br />The brand representation<br />Identifying the brand presences (brand, product, teams, leadership)<br />Identifying the brand sentiment (reflection from the market)<br />Factual analysis (explanations and screenshots)<br />The partner landscape<br />Identifying contributor, influencer, experts<br />Identifying the places and spaces, geographic differences<br />Identifying main topics <br />Factual analysis (explanations and screenshots)<br />The competition<br />Identifying vocal contributor, influencer (brand, customer, partners)<br />Identifying the places and spaces<br />Identifying the issues and sentiment<br />Factual analysis (explanations and screenshots)<br />Summary<br />
  24. 24. Social CRM (Sales, Marketing & Services)<br />
  25. 25. Social CRM<br />Oracle coined the term (http://www.oracle.com/us/products/applications/social-crm/index.html ) <br />SalesForce.com introduced chatter (http://www.salesforce.com/chatter/whatischatter/ ) <br />SugarCRM will introduce a system (http://www.sugarcrm.com/crm/products/demo-play/social ) <br />Other vendors are about to bolt on social media related tools<br />
  26. 26.
  27. 27.
  28. 28.
  29. 29. The conversation age<br />
  30. 30. Social Marketing – Brand association<br />If nothing else – Social Media is a huge brand amplifier<br />
  31. 31. Social Media & the Support Center<br />Online support, bulleting boards, technology forums, developer forums, technology groups… probably the oldest version of “social media technology”<br />Support communities get more and more “non tech” and easy to use –attractive to join<br />Offloading support with online available manuals, FAQ, tips and tricks was the starting point<br />Social media has empowered even the smallest user groups to build efficient support organizations –to the (often unknown) benefit of the producers. <br />
  32. 32. The Social Media Support Strategy<br />Businesses need to create their own online community and provide support forums <br />Motivate their customers to join the community and “relocate their conversation” in a more protected environment<br />Task support teams to help but also motivate other customers to help<br />Make support a pleasant experience and set a communication tone: Our customers will always be more knowledgeable as they have more variety in usage than we [company] ever will be able to have.<br />Allow all customers, even prospects, to join the community.<br />
  33. 33. Q & A<br />

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