The document discusses how social media can support business activities. It outlines the main categories of social media including social networking sites, blogs and wikis, and microblogging. It then discusses seven corporate capabilities that can be unlocked with social media: internal and external content creation, market leadership positioning, customer relationship support, customer service support, business community building, content monitoring, and decision support. The document raises initial discussion issues about which of these purposes are providing value and the key cost-benefit issues of maintaining participation in various social media approaches. It provides a brief biography of the author, Kim Proctor, CEO of Customers That Click.

1. How Social Media Supports
Business Activities
Kim Proctor
CEO, Customers That Click
© 2009 Copyright Customers That Click

2. Main Categories of
Social Media
1. Social Networking Sites
– Facebook, Linkedin
2. Blogs & Wikis
– Internal and external
3. Micro-Blogging
– Twitter
4. Bookmarking/Tagging Sites
– Digg
– Delicious

3. Corporate Capabilities Unlocked
w/ Social Media (Page 1)
Internal External
Business Internal content creation Facilitate collaboration with
-Share & codify best practices partners
Content -Employee recognition/ incented -Participate in development
Creation content creation -Provide feedback
Intranet, wiki Intranet, wiki
Market Issues important to employee SEO & other “rankings”
& partners
Purpose?
For What
-Top of search results
Leader -“Great place to work” -Inc 500 -Fast 50
Positioning -Innovation -Green -Abbies -Cleos, etc.
Specialized HR consulting firms SEO firms, PR firms
Customer Capture comments made Support best customers
about your company through -Special services/promos
Relationship social media in CRM system or -”Be the first to know”
other feedback system
Support messages
CRM systems -Support evangelism
Various social media platforms
Who Is Participating?

4. Corporate Capabilities Unlocked
w/ Social Media (Page 2)
Internal External
Customer Train/ prepare Customer service outlet
-Collectively create FAQs -Immediate communication and
Service problem solving
-How to best service new
Support channels -Respond to comments visible
Customer service systems in social media (Twitter, FB, etc)
Business Large-scale networks of Brand affinity groups
Purpose?
experts
For What
-Hosted brand communities
Community -Facilitate community creation -Marketing messages
Wiki, blog, intranet Wiki, blogs, forums
Content Web use / Monitor email Image & competitor tracking
-Protection from lawsuits -Stay abreast & track
Monitoring -Watch company culture
Use specialized software (Ask Marshall T.)
Decision Tapping into information Aggregate opinions for
markets strategic insights & idea
Support -Aggregate opinions generation (internal & external)
Online survey tools Online survey tools
Who Is Participating?

5. Initial Discussion Issues
• Which of these purposes are truly working for you
in providing you and your companies, with
value:
1) Business Content Generation?
2) Market Leadership Positioning?
3) Customer Relationship Support?
4) Customer Service Support?
5) Business Community Building?
6) Content Monitoring” and
7) Decision Support?
• What do you see as the key cost-benefit issues in
maintaining your participation in these various
approaches to the Social Web?
• What other issues would you like to pose to the group
for their feedback?

6. • Next generation web and marketing services firm
• Focus on better customer understanding
and communication
• Specialties include:
– using social media to build greater awareness
and connectivity with potential
and existing customers,
– driving traffic to your content via
internet marketing,
fueling customer word of mouth and referrals,
– creating and executing digital strategy
Kim Proctor that supports business goals.
CEO
Customers That Click • Extensive background in this area
www.CustomersThatClick.com
• Moved to Southern California in the last year