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Enterprise 2.0 - TAG: Customer Centric Social Media

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Social Media isn't just about marketing, in fact it is increasingly less about marketing than it is about customer service and improving a companies position in the marketplace. Product Managers are seeing social media as a great way to engage customers and improve their products. Customer support leaders are seeing social media as a way to improve customer satisfaction levels across the board. The new engagement models presented by social media are providing new opportunities to increase share of wallet and your companies relevance
for your customers.

Published in: Technology
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Enterprise 2.0 - TAG: Customer Centric Social Media

  1. 1. Leveraging social media to develop customer centric business processes<br />Jon Gatrell<br />VP, Product Management<br />Stonebranch<br />10.7.2009<br />
  2. 2. Twitter<br />Heard about Twitter? <br />www.scribbos.com | Secure Business Communications | www.stonebranch.com | Secure Automation<br />
  3. 3. We aren’t going to talk about it<br />
  4. 4. What is social media?<br />
  5. 5. …it’s a way of learning, participating & sharing<br />
  6. 6. Who, what, where …<br />
  7. 7. BLOGS<br />Buyers<br />products<br />everyone<br />everyone<br />PROSPECTS<br />the market<br />influencers<br />customers<br />relationships<br />people<br />brands<br />employees<br />analyst<br />competitors<br />
  8. 8. Basically…..Something has changed<br />Customers are getting smarter<br />Capturing attention is getting harder<br />Reducing barriers to entry<br />Constant innovation is key to survival<br />
  9. 9. Marketing<br />Search &<br />Online Web Marketing<br />Operational<br />Social <br />Media<br />Onsite<br />Experience &<br />Conversion<br />
  10. 10. People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally.* <br />If Facebook were a country—it would be the5th largest country in the world.<br />*David Armano<br />**may actually be 4th Largest now per discussion with the Enterprise 2.0 Group in Atlanta where this was presented<br />
  11. 11. Why social media?<br />
  12. 12. …to stand out<br />
  13. 13. B2B Uses<br />Thought Leadership<br />Lead Generation<br />Communication<br />Knowledge Management<br />Service<br />
  14. 14. Let’s see the research!<br />
  15. 15. “Of the following interactive marketing tactics, which ones are you using or piloting?”<br />Using<br />Piloting<br />Email newsletters<br />2%<br />86%<br />Webinars and/or teleconferencing<br />75%<br />8%<br />72%<br />11%<br />Microsites, landing pages, or personal URLs<br />Online display ads (static or dynamic)<br />66%<br />4%<br />Rich media demonstrations/apps<br />60%<br />10%<br />Video marketing (brand, product, or testimonial<br />39%<br />10%<br />33%<br />13%<br />RSS feeds<br />Blogs<br />31%<br />17%<br />Podcasts<br />29%<br />12%<br />Online communities or forums<br />15%<br />28%<br />Social Networks (e.g., LinkedIn, Facebook)<br />25%<br />17%<br />Customer (or partner) contributed content<br />10%<br />23%<br />Virtual tradeshows or conference<br />21%<br />10%<br />Contextual or behavioral targeting of ads<br />19%<br />6%<br />Base: 189 B2B marketers<br />Source: Forrester’s Q1 2008 B2B Online Social Computing Survey<br />
  16. 16. There Is Another Option.<br />
  17. 17. How can I participated in social media?<br />
  18. 18. …don’t be that guy – err, brand<br />Observe and learn<br />Share things of value<br />Engage your customers<br />
  19. 19.
  20. 20. So How am I using Social Media?<br />
  21. 21. Community as Differentiation<br />
  22. 22. Community for Requirements<br />
  23. 23. Blogging for fun...and SEO<br />
  24. 24. …Ok, I lied<br />
  25. 25. …definitely not talkin - The Hoff<br />
  26. 26.
  27. 27.
  28. 28.
  29. 29. Thanks – questions?<br />
  30. 30. Contact:<br />E: Jon.Gatrell@stonebranch.com<br />T: @spatially<br />www.scribbos.com | Secure Business Communications | www.stonebranch.com | Secure Automation<br />

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