8. White Paper Social Networking for Competitive Advantage How professional services firms differentiate themselves to win work, recruit, and retain talent Regina M. Connell Barbara D. Shuck, FSMPS, CPSM Marion Thatch, FSMPS, CPSM July 2009 The content in this White Paper applies primarily to the following SMPS Domains of Practice: Domain 1: Marketing Research Domain 2: Strategic/Business/Marketing Planning Domain 3: Client and Business Development Domain 5: Promotional Activity
9. How Do Firms Use Social Networking? SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch Marketing Professionals are using social media
10. What Social Networking Tools Are Used? What sites are you using? SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch
11. What Prevents Firms from Using Social Media? What are your concerns about social media in your company? SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch
12. What social networking sites are being used? 40% of respondents used social networking for recruiting SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch
15. More than 100 Million videos played daily 100,000 New videos added
16. 21+ Million (+187% Growth in 2008) 1+ Million Joining Monthly 2008 Revenue: $75-$100 Million 21+ Million (+187% Growth in 2008) 1+ Million Joining Monthly 2008 Revenue: $75-$100 Million
17. 21+ Million (+187% Growth in 2008) 21+ Million (+187% Growth in 2008) 1+ Million Joining Monthly 2008 Revenue: $75-$100 Million
18. 21+ Million (+187% Growth in 2008) 1+ Million Joining Monthly 2008 Revenue: $75-$100 Million
23. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. Wide Net = Interrupt Messaging
24. Prospects using search tools for info Experts on Social Media platforms Customer habits changing Our techniques must change MUCH better than interrupting! Be Where They Want, When They Want
25. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. Whose Responsibility is Social Media?
26. ScanSource, Inc. Look Overwhelming? Custom mix for your company Where are your partners communicating?
37. The Customer is in Charge What Happens in Vegas… • Fish Bowl • Evaluate • How you run your business becomes your marketing campaign.
38. The Customer is in Charge! (Fix your website) 80% of Decision Makers and 75% of Contributors believe THEY found their Solution Provider! 25% Solution Provider found us 75% We found Solution Provider 20% Solution Provider found us 80% We found Solution Provider
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41. THANK YOU William Paolillo, 917-423-5653 [email_address] Jennifer Turner, 516-808-3826 webtique@yahoo.com @webtique
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43. To view the interactive page go to: http://www.mashme.info/
Editor's Notes
Agenda for presentation…tell them what you are going to tell them.
Social Media, So what? Social Media, your business, Why does it matter? Net Promoter, why you came…
Ultimate question Bulls eye, dollars, book title of slide how you drive your business would you recommend my company to a friend Net Promoter, benefits: improve scores, rating fans, refer a friend to your business, people are doing business with people. Are you using it to market your firm? 50% of firms are using it! When bulls eye comes in a note also should say, it’s where ever you get your $$$ from What tools do we have to get us there? Animate this as the last piece.
society of marketing …they have a white paper, reference the white paper New way of marketing – social media How do you get invited to the dance? Talk about how quickly this has spread… DOES THIS SIMPLY IF FOR YOU? Are you ready to jump in? Social Networking can be overwhelming social network tsunami?
Society of …lead my Ron Worth, sponsored white papers…
How do firms use social networking. Marketing firms are using Ask: If you are , How are you using it? Inform or educate the public and your current customers Provide customer service or help using a product or service Convey a sense of company personality and Culture Entertain readers and customers Drive users to take action Encourage dialogue with current and potential customers
Social media allows 2 way conversation. Utilizing free social media tools and placements is more timely and cost effective than traditional advertising. Companies should leverage the “Tom Sawyer approach” like CNN and ESPN have and let fanatics contribute to your product show or service. Coke and Mentos Define closed social network Private networks Broad Social Broad Professional networks Blogs, Vlogs or podcasts
Social media enables frustrated customer to instantly post their frustrations Negative comments and posts are easier for companies to find with social media. Hence those companies have more time to focus on the solution rather than spending time finding the problem. Social media is helping to drive the transformation of mobile devices being the dominant internet access point instead of computers. Inferior companies can no longer hide behind massive marketing budgets.
Linked In Dominates ! 40% of respondents used social networking for recruiting, Not all marketers are knowledgeable or familiar about their firms’ recruiting practices Not all marketers are knowledgeable or familiar about their firms’ recruiting practices.
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Use this talk about twitter About ½ hour, Old rule of thumb was that a person who had a bad experience would tell 6-10 people about it. If you take that and assume that 10% of the people following someone will pass it along, then you get the # 10 (100x.10 = 10) 10 people will be influenced directly If those 10 also have 100 followers and only 5% pick it up, then another 50 will be influenced indirectly, and so it goes on down the line.
So what? The U tube video, how could you use instructional video’s, to drive your brand …competitive advantage, brand
Linked in, drives brand people, use Ron Worth’s profile…
Use Ron Worth for Twitter use him and his followers and show the exponential growth…
So what?
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Change graphics change the orange
eMail Marketing Employees are bombarded with eMails What do you do with all these emails? You Delete them!
Doesn’t’ like this slide, whose responsibility is social media Use handheld device image, job sites, construction images change image on right
Good slide
Life at HOK Blog: received inquiries from people looking for jobs. Online friendships and conversations are better connecting HOK’s people around the firm – fostering collaboration. Facebook – HOK Careers on Facebook has 400 fans, designed to give recruits an opportunity to be a part of HOK’s Facebook Community and ask questions about what it’s like to work there LinkedIn: Secondary tool to Facebook, allows employees to professionally network with each other and potential clients VisualCV: is a supplementary recruiting tool to the firms careers homepage. Allows applicants to submit interactive multimedia resumes.
Facebook Queen Chief Executive Tweeter Lord of the Flickr
We want to have a public life and a private life, social media does away with that. What should you do? At least fix your web site. What can you do? Like Coke/Mentos The good get better, the bad get found out.
Social Media puts your firm where customers can find you, talk about you, buy from you • The right location, the right story, the right tactics = profits • From seekers of customers, to seekers of solutions! • Online and Word of Mouth
How Social Networking can be used by your firm Monitor and stay abreast of social media in general, and social media in your industry in particular . Monitor your reputation online Establish policies, guidelines, and training.
Foster open, two way conversations than unilateral …put in speakers notes, Social media enables a 2 way conversation (key point) Consumers are looking for recommendations…. Today 76% of consumers rely on what others say, while 15% rely on advertising. How Social Networking can be used by your firm Monitor and stay abreast of social media in general, and social media in your industry in particular . Monitor your reputation online Establish policies, guidelines, and training. p. 59, points 3 and 6 social media is the new inbox Consumers want to take ownership of your brand and brag about your products, let them P. 87, point 1, open, two way conversations than unilateral …put in speakers notes, Social media enables a 2 way conversation (key point) P 118, consumers are looking for recommendations…. Today 76% of consumers
Add image of all the web sites Add pic of each of HOK’s sites.
To view the interactive page go to: http://www.mashme.info/
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