2020 Social Workshop on Social Media For B2B Marketers

How Can B2B Marketers Benefit From Being Social?

#smb2b

gaurav@2020social.com@gauravonomics

Why should B2B marketers

even think aboutBeing Social?

To begin with,what is (or isn’t)

Being Social?

Being Social is not about

social networks(Facebook, Twitter, LinkedIn)

Being Social is not about social media

(blogs, forums, communities)

Being Social is not even about

internet, mobile, digital

Being Socialis about

word of mouth (being talked about)

being talkworthy(read: being remarkable)

relationships(building, enabling)

evangelists(read: fans)

converting customers, partners and employees

into evangelists

organizing and energizing evangelists

identifying, igniting and scaling passion

reviews, referrals, recommendations

So, why should B2B marketers

even think aboutBeing Social?

Introductions: Share your most embarrassing

social media experience

9:30 am to 11:00 am Session 1: Introduction to (Being) Social Media

11:30 am to 1:00 pmSession 2: Strategy, Tactics, Measurement

2:00 pm to 3:30 pm Session 3: Facebook, LinkedIn, Twitter

4:00 pm to 5:30 pm Session 4: Tying It All Together

http://2020social.com/2020social_nasscom_b2b.pdf

Session 1: Introduction to (Being) Social Media

Social Media Response Matrix

Can you add value?

Evaluate the purpose

Respond in kind & share

Thank the person

Unhappy Customer?

DedicatedComplainer?

Comedian Want-to-Be?

NegativePositive

Yes No

Do you want to respond?

No Response

Take reasonable action to fix issue and let customer

know action taken

Are the facts

correct?

Gently correct the facts

Are the facts

correct?

Does customer need/deserve more

Explain what is being done to correct the

Is the problem

being fixed?

Let post stand and monitor

Assess the message

Source: USAF, modified by Altimeter Group

Three Rules For Negative Conversations

The only solution for negative conversations is more positive

conversations.

Responding to and resolving negative conversations is table

stakes.

The prize is in inspiring your evangelists to start and spread more positive conversations.

Three Questions

Who are our evangelists and why will they talk about us?

How can we organize and energize them?

How can we (help them) spread the word?

None of these questionsare about social media

But social media is a big part of the answer

The Next Big Question: How To Scale Passion?

We help organizations build and nurture communities to connect (with) evangelists and scale their passion.

The BIG question for businesses in the 21st

century: how to convert employees, partners and customers into evangelists?

Step 1: Identify PassionSelect a BIG lifestyle,

interest, or cause

Step 2: Ignite PassionBuild a focused community

around it

Step 3: Scale PassionBuild scale by leveraging existing social platforms

Three Mantras

The future has already arrived. It’s just not evenly

distributed yet.

Source: William Gibson

The tools are transient. The values embedded in them are

persistent.

To understand how technology is changing organizations, begin by asking how it is

changing people.

Key Takeaways From Session 1 Who are our evangelists and why will they talk about us? Or, how to identify passion?

How can we organize and energize them? Or, how to ignite passion?

How can we (help them) spread the word? Or, how to scale passion?

Session 2: Strategy, Tactics, Measurement

Who are our evangelists and why will they talk about us?

Who are our evangelists?

Six Types of Evangelists

1. Present or past customer, or prospect

2. End consumer

3. Analyst or influencer

4. Partner

5. Co-worker or employee

6. Enthusiast

Present or Potential

Evangelists

Who Are Our Evangelists?Worksheet 1: Who Are Our Evangelists? Persona 1 Persona 2 Persona 3

Who are our present and potential evangelists?

Who do they talk to?

Who talks to them?

What else do they talk about?

What are their triggers to talk?

Why do we want them to talk about us?

ExerciseCommentsQuestions

Technology Decision Makers Forrester Social

TechnographicsProfile of North American and European technology decision makers

High use of social media both for personal and business purposes

Source: http://forrester.typepad.com/groundswell/2009/02/new-research-b2.html

Why will they talk about us?

Satchi & Saatchi: Lovemarks

(brands that you love and respect)

Source: http://lovemarks.com

Publicis: Contagious Idea

(an idea that spreads)

Source: http://contagious-stuff.com

Seth Godin: Ideavirus

(an idea that spreads)

Source: http://www.sethgodin.com/ideavirus

Jyri Engestrom:Social Object

(the idea around which a community comes together)

Gaurav Mishra:Ideasliver

(a thin slice of the world that you own)

Six Types of Social Objects

1. Our unique product

2. Our personalized support

3. Our mind-blowing TVC

4. Their own lifestyle

5. Their own interest

6. Our shared cause

Social Objects

Why Will Our Evangelists Talk About Us?

Worksheet 2: Why Will Our Evangelists Talk About Us?

Persona 1 Persona 2 Persona 3

Our unique product

Our personalized support

Our mind-blowing TVC

Their own lifestyle

Their own interest

Our shared cause

How to organize and energize evangelists?

Five Core Social Dynamics

Decoding Social

By Tool

By Function

By Type of Organiza-

By Core Dynamic

Social networkingBloggingMicrobloggingPhoto-sharingVideo-sharing

Business-to-businessBusiness-to-consumerGovernmentNon-profit

Consumer generated contentConversationsCollaborationCommunityCollective intelligence

Product design Sales and marketingCustomer supportPublic relationsPartner relationsEmployee relations

We like to focus on the core dynamic.

You can look at social technologies through many lenses.

Five Core Social Dynamics

Invisible

Visible

Easy Difficult

Consumer Generated Content

Collaboration

Community

Collective Intelligence

Conversation

Ease of Understanding

Ease of Implementing

Five Reasons Why Business is Social

ConversationConsumer

Generated Content

Collaboration Collective Intelligence

Community

Consumer Generated Content

I made a how-to tutorial video

I love my new CRM software!

Tap into their creativity. Ask them to interpret your brand.

Your consumers are authors, photographers and filmmakers, all rolled into one.

I also designed a IX logo

Dell Go Green Dell Go Green is a

consumer generated content contest where consumers submit ideas to redesign, reuse of recycle gadgets to make them go green.

Source: http://dellgogreen.com

Conversations

Listen to them, reach out to them, engage them in a two-way conversation.

Your customers, partners and employees are talking about you, in public.

Have you used this software?

Yes! It rocks!

Dell Small Business on Facebook

Dell’s Small Business Facebook page, structured as a resource for small businesses to use social media, has more than 37,000 fans.

Source: http://www.facebook.com/dellsocialmedia

Dell Outlet on Twitter Dell uses Twitter as

a channel to sell refurbished computers to corporate purchase managers.

@delloutlet has 1.5 million followers and has resulted in sales of more than $6 million.

Source: http://twitter.com/delloutlet

Collaboration

Create rich profiles and reputation systems to encourage people to help each other.

People work together in flow when they connect with each other as people.

How do I fix this

problem?Let me tell you how!

Dell Support Community User driven

support community to increase customer satisfaction and drive down support costs.

Source: http://en.community.dell.com

Community

Build and nurture a community platform to host your customers, partners, employees, and evangelists.

Communities come together around a shared social object: a lifestyle, cause or interest.

Here are some tips for you

I’ve worked

hard on my business

I have learnt a lot

Dell Digital Nomad Community built

around the idea of being a digital nomad.

Targeted at highly mobile laptop users.

Source: http://www.digitalnomads.com/

Dell Take Your Own Path Community where

users shared inspiring stories of entrepreneurship.

Driven by the Dell SME team.

Now replicated internationally.

Source: http://takeyourownpath.com

Collective Intelligence

Observe their behavior, ask for their ideas, recognize and reward them for their contribution.

Customers, employees and partners can give you new ideas and insights.

Here’s how we

can make it better!

It worked! Thank you!

Here’s an

idea! !

Dell Ideastorm User driven

ideation community to listen to customer’s ideas on product improvement and new product development.

Source: http://ideastorm.com/

Dell Employee Storm Internal ideation

platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas on topics ranging from product innovation to company HR policies.

Source: http://thesocialworkplace.com/featured/1558/

B2B Communities1. Targeted communities of practice

2. Customer-driven support communities

3. Ideation and research communities

4. Partner communities

5. Corporate and employee blogs

6. Social media contests

Business-to-Business

Communities

AMEX Open Forum Provides business

advice and insight to AMEX consumers

Idea Hub for members to network around content based on their interests

Business directory to help connect SMBs looking for clients or partners

Unique visitors increased by 525% year on year – from 160,000 in 2008 to nearly 1 million in 2009 Source: http://www.openforum.com

Visa Business Network SMB community for

networking and business solutions

SMBs connect with businesses that help them grow and meet targets

Set a goal and get support from the community

Leverage tools and get expert help

Source: http://www.visabusinessnetwork.com

HSBC Business Network HSBC’s community

for business entrepreneurs

It is a community focused on business networking

Members engage through blogs to share their personal experiences with other entrepreneurs

Almost 148 active member blogs

Source: http://network.hsbc.co.uk

Microsoft MVP Microsoft’s long-

running Microsoft Most Valued Professional program

Recognizes the most engaged and influential members of the community

Provide online and offline recognition and insider access to turn them into evangelists

Source: http://www.microsoft.com/india/mvp/

Microsoft adCenter Community Microsoft adCenter

Community for advertising and publishing professionals

Engages community through community blogs, Twitter and Facebook

Active listening program and community management to respond to member communities

Source: https://adcenter.microsoft.com

Farnell- Element 14 Community for

electronic engineers by Premier Farnell, an online retailer of electronics hardware

Ties in community with online store by involving members for product reviews, recommendations

Company to merge the online store into the community to better leverage the community members, who are end consumers also

Source: www.element-14.com

Archer Exchange Marketplace Archer

Community for customers to:– Submit Ideas for

product development

– Collaborate on solutions

– Share best practices

Archer Exchange is an online marketplace for applications

2400 members contributed 1529 ideas resulting in new mobile and continuity products

Source: https://community.archer-tech.com/Source: https://exchange.archer-tech.com/

Commonground By EDR Community by

environmental information services firm EDR for environmental compliance professionals

Members can network for business services and list themselves as solution providers

Resulted in retaining over 90% of EDR’s customers

Source: http://commonground.edrnet.com

MetricStream Compliance Community by

MetricStream, a risk and compliance solutions provider

Sends 2 million visitors annually to corporate site

500000 registered members

Profitable after six months

Led to partnership with NASDAQ to provide training, alerts, and content for compliance

Source: http://complianceonline.comSource: http://www.metricstream.com/

National Instruments National Instruments

offers hardware and software products for engineers and scientists

Members share development techniques, and connect with product experts working on similar applications worldwide

Connects 28000+ engineers and scientists worldwide

Source: http://zone.ni.com

Philips Healthcare Community for

healthcare professionals to share knowledge, experiences and best practices

Supports continuing education through learning resources

Over 265,000 registrants are participating in online learning activities

Source: https://www.theonlinelearningcenter.com/Source: http://netforum.medical.philips.com

ACT By SAGE Community Community for

customers of ACT software by SAGE

Consumers share product ideas with the development team

Forums and blogs guide users through support issues and act as how-to guides

Source: http://community.act.com

Salesforce.com IdeaExchange Community for

Salesforce customers Members submit

product ideas for Salesforce.com services and solutions

Member participation is very high as it reaches out to more than 72,000+ customers of Salesforce

1000+ ideas submitted since end-2009

Source: http://sites.force.com/ideaexchange

Cisco Learning Network Community by Cisco

for networking professionals who work on Cisco’s technologies

More than 200,000+ registered members

Also provides learning resources, job openings and networking opportunities for members

Source: https://learningnetwork.cisco.com

Pitney Bowes User Forums Pitney Bowes

provides a support community for it’s consumers

The forum works as a conversational channel with potential customers

Existing consumers also submit ideas for product development and new solutions

Source: http://forums.pb.com

Intel Communities Intel supports

communities for computer design and software professionals

Communities act as support forums and learning centers

Members use features like blogs, forums, ideation platform tied in with offline events to engage

Regular contests to engage members

Source: http://community.edc.intel.com/Source: http://software.intel.com

Intel Software Network Community for

developers on the Intel platforms

Black belt program: reputation system to recognize community influencers and active members

Source: http://software.intel.com

Nokia Symbian & Maemo Nokia supports

developer communities for the Symbian and Maemo software platforms

Community acts as learning resource for developers and enables collaboration

Source: http://maemo.orgSource: www.symbian.org

NASSCOM Emerge Community for

emerging IT companies hosted by NASSCOM.

Source: http://communities.nasscom.in/

Sun Microsystems Blog

Source: http://blogs.sun.com/

Sun Microsystems encourages all employees to start their blog

High volume of contributors and their contributions– 5500+ blogs– 4500+ bloggers– 140,000+ blog

Intel- Inside Scoop Blog

Source: http://scoop.intel.com/

Conversational blog that hosts a panel of Intel evangelists and external industry experts called ‘Intel Insiders’

Intel’s own social media experts and evangelists blog on Intel products, technologies and other initiatives

Lenovo Blogs

Source: http://lenovoblogs.com/designmatters/

Hosts Design Matters- One of the most influential blogs on design and usability

Integrates social feeds into the blog

Blog is divided into content focused on a variety of areas-design, mobility, product evangelism, etc

Infosys Blogs

Source: http://infosysblogs.com

A collection of thirty blogs

Focused on showcasing the company’s thought leadership product and business areas

Tata Interactive Systems Blog

Source: http://blog.tatainteractive.com/

Tata Interactive Systems corporate blog

Posts to establish thought leadership on e-learning

Posts to showcase the company’s corporate culture

Tech Mahindra Blog

Source: http://blog.techmahindra.com:8080/wordpress/

Tech Mahindra corporate blog

Focused on the challenges and opportunities for the IT services industry

Wipro Blog

Source: http://www.blog.wipro.com

Wipro corporate blog

Focused on showcasing corporate culture, thought leadership and CSR initiatives

How Can We Organize and Energize Our Evangelists?

Worksheet 3: How Can We Organize and Energize Our Evangelists?

Consumer generated content (contests etc.)

Conversations (corporate blog etc.)

Collaboration (support forum etc.)

Community (community of practice etc.)

Collective intelligence (ideation platform etc.)

Key Takeaways From Session 2 Worksheet 1: Who are our evangelists?

Worksheet 2: Why will our evangelists talk about us?

Worksheet 3: How can we organize and energize our evangelists?

Session 3: Facebook, LinkedIn, Twitter

How can we help our evangelists spread the word?

World Map of Social Media

Source: http://globalwebindex.net

10.9 10.38.5

2.9 2.2 1.7 1.30

Social Platforms in India

Source: Monthly unique users in millions from http://www.vizisense.com

Decoding a social platform in three simple steps:

User {Relationship} Social Object

Source: Jyri Engestrom

Facebook World’s leading

social networking platform.

400 million users worldwide.

12.4 million users in India.

Users {connect and share with} people.

Source: http://facebook.com

LinkedIn Popular

professional networking platform.

Users {exchange} information, ideas and opportunities.

Source: http://linkedin.com

Twitter Popular micro-

sharing platform. Likes to call itself

“real-time information network”.

Users {share and discover} what’s happening right now.

Source: http://twitter.com

Google Buzz Google’s own

social network integrated with GMail.

Users {start} conversations about the things you find interesting.

Source: http://www.google.com/buzz

Flickr Popular photo-

sharing platform. Users {share}

photos and {watch} the world.

Source: http://flickr.com

YouTube Popular video-

sharing platform. Users {broadcast}

yourself.

Source: http://youtube.com

SlideShare Popular document-

sharing platform Users {upload and

share} presentations and documents

Source: http://slideshare.net

Digg Popular social

voting platform. Users {discover and

share} content.

Source: Digg.com

Delicious Popular social

bookmarking platform.

Users {save} your bookmarks or {see} what's fresh now.

Source: http://deicious.com

Wordpress Popular blogging

platform. Users {express}

yourself.

Source: http://wordpress.com

Dopplr Popular travel

sharing platform. Users {share} your

personal and business travel plans with people you trust.

Source: http://dopplr.com

Wikipedia Popular wiki

platform. Users {edit} free

encyclopedia.

Source: http://wikipedia.com

Ning Popular white label

social networking platform.

Users {create} your own social network.

Source: http://ning.com

Focus on People vs. Content

Focus on People

Focus on Content

Instead, content-centric platforms should build deep integration with people-centric platforms.

Most social platforms are including rich user profiles, to shift the focus towards people.

Social Web Content Strategy

Announcements from corporate, business units,country and product teamsLeadership interviews and profilesShowcase for corporate culture and CSR initiatives

POV on business, technology and consumer trendsPOV on industry issues and government policies

Customer stories, case studies, interviews and testimonialsCall for customers to share their own stories

Open threads for ideas, suggestions and feedback on product or processContests and polls linked to marketing campaignsOne-to-one interactions in comments

Excerpts from relevant conversations from external blogs, forums and social networksConversations may relate to elements in 1-4

3. Customer Stories

1. Company News

2. Industry Trends

5. Social Hub4. One-to-One Conversations

Internal focused

External focused

How Can We Help Our Evangelists Spread the Word?

Worksheet 4: How Can We Help Our Evangelists Spread the Word?

Facebook strategy

LinkedIn strategy

Twitter strategy

YouTube strategy

X social network strategy

Y social network strategy

Z social network strategy

Integration with master strategy

Tips For Facebook

Events tab Use Events tab if

you host offline events for your fans

Forrester Research uses the Events tab to notify and invite fans to join seminars, conferences, webinars and other events

Source: http://www.facebook.com/forrester#!/forrester?v=wall&viewas=813350136

Discussions tab Use Discussions tab

for conversations with fans

SAP uses Discussions tab for conversations around support and job openings

Source: http://www.facebook.com/SAPSoftware#!/SAPSoftware?v=app_2373072738

Notes tab Use the Notes tab

to send automatic updates to the page wall

Forrester imports its corporate blog into the Notes tab

Source: http://www.facebook.com/forrester?v=app_2347471856

Video tab Use Video tab to

aggregate all video content in one place

Mailchimp uses Video tab to display informational material on how products work and benefits provided

Source: http://www.facebook.com/mailchimp#!/mailchimp?v=app_2392950137

Photo tab Use Photo tab to

aggregate images in one place

GSD&M Idea City uses its Photo tab to show off its work, employees and workplace culture

Source: http://www.facebook.com/ideacity?v=photos

Posterous tab Combine Posterous

blog with Facebook app to display blog on a separate tab

Zoho uses Posterous to publish media mentions and other tidbits

Source: http://www.facebook.com/pages/Zoho/231460215383?v=app_6694405826

Aggregating Twitter stream Display stream of

Twitter activity Cisco uses

Involver’s professional suite of applications to integrate its Twitter account with its Facebookpage

Source: http://www.facebook.com/Cisco#!/Cisco?v=app_53267368995

Aggregating YouTube channel Display videos from

YouTube channel Cisco uses

Involver's Facebookapplication suite to aggregate videos from its YouTube channel on a Facebook page tab

Source: http://www.facebook.com/Cisco#!/Cisco?v=app_57675755167

Static FBML Interactive Wall Use static FBML to

create interactive forms

Blue Sky Factory has an e-mail subscription form in the sidebar for lead generation

Source: http://www.facebook.com/blueskyfactory

Static FBML Interactive Tabs Use Static FBML to

create interactive tabs

Sodexo Careers has created a tab with searchable listing of its current job openings

Source: http://www.facebook.com/SodexoCareers#!/SodexoCareers?v=app_7146470109

Networked Blogs Import blog to

Facebook tab Fans get updates

on their news feed Webtrends uses

NetworkedBlogs to import its corporate blog on Facebook page

Source: http://www.facebook.com/webtrends?v=app_9953271133

Multimedia Landing Tab Display images,

videos and links on landing page

Cisco uses its Boxes tab as landing page to present links to current initiatives and other social platforms

Source: http://www.facebook.com/Cisco

Integrate Support Community Bring support

community to Facebook page using Get Satisfaction

Fans activity on Facebook page gets synched with support community on Get Satisfaction

Source: http://www.facebook.com/getsatisfaction

Integrate Support Community Showcase content

from existing community on Facebook page

Dell’s support tab displays recent conversations from its support community

Source: http://www.facebook.com/dell#!/dell?v=app_117445821606036

Showcase Promotions Use promotions

and events to direct Facebookfans to community

Intuit’s Facebooklanding page highlights ongoing events and promotions from its SMB community

Source: http://www.facebook.com/intuitSource: http://community.intuit.com/

Showcase Testimonials Collect and display

testimonials from clients

eMarketer takes quotes from client feedback and showcases them on a separate tab in their Facebookpage

Source: http://www.facebook.com/eMarketer#!/eMarketer?v=app_6009294086

Create a Community Resource Create page to

serve the needs of core consumer segment

Dell provides guides for and hosts conversations between SMBs to leverage social media for business purposes

Source: http://www.facebook.com/#!/dellsocialmedia?v=wall&ref=ts

Tips For Twitter

Increase transparency Dell Outlet uses

the sidebar to talk about their business and introduce the person handling the account

Source: http://twitter.com/DellOutlet

Account for event coverage Lenovo – sponsors

of Olympic 2008 –created a separate account to post updates from the Olympic games

Source: http://twitter.com/lenovo2008

Create and manage lists of employees on Twitter

Gartner has created a list of all its analysts on Twitter making it easy for others to follow them

Source: http://twitter.com/Gartner_inc/gartner-analysts/members

Aggregate testimonials Radian6 favorites

all positive mentions of the brand to aggregate testimonials in one place

Source: http://twitter.com/radian6/favorites

Aggregate influencers on Twitter

Microsoft has leveraged the Twitter API to create a dynamic listing of business executives from various industries on Twitter

Source: http://exectweets.com/

Tips For LinkedIn

Intel & HP Group for SMB Intel and HP is

using Linkedingroups to engage SME Businesses on Linkedin

SAP Network Groups SAP Network (not

affliated to SAP.com/ Sap AG)Uses LinkedIn groups to reach out to SAP Professionals globally

Source: http://www.linkedin.com/groups?gid=38891&trk=anetsrch_name&goback=.gdr_1271929488880_1

CIO Forum Groups The CIO Forum,

facilitated by CIO.com/CIO magazine, is where members of the CIO community can connect and collaborate to move their business technology initiatives and careers forward.

Source: http://www.linkedin.com/groups?about=&gid=48613&goback=.gdr_1271929488882_1&report.success=r3Tayp0nRRro3Er8iWS8vO-

Haas/Berkeley Alumni Group The official

Haas/Berkeley Alumni group for the UC Berkeley Haas School of Business.

Allows Haas/ Berkley to extend their brand’s reach and strengthen the brand with existing users

Source: http://www.linkedin.com/groups?gid=113

Company Page Company page

should include –basic Information, company logo, location, financials, company blog

Source: http://www.linkedin.com/companies/1009

LinkedIn Ad Targeted CPC

LinkedIn ads to drive leads to expert profile.

Microsoft ad on LinkedIn

Source: Microsoft Bizspark linkedIn Ad

LinkedIn Ad for Questions Southwest Airlines

decided to engage the LinkedIn community by having CEO Gary Kelly ask users “how can an airline make you more productive.”

Answers Sponsorship Philips Healthcare

uses answers sponsorship to connect with its prospects

LinkedIn API Integration Linkedin API

integration to provide status of no of people from member’s LinkedIn network on the community platform

Source: http://2020social.com/

CommentsQuestions

Key Takeaways From Session 3 Different social platforms have different souls and roles.

Decoding a social platform in three simple steps: User {Relationship} Social Object

Session 4: Tying It All Together

Campaigns + Community + CRM

The campaigns recruits community members; the CRM program retains them.

The big idea is to build a community platform to connect multiple campaigns.

Attention Campaign 1

Campaign 2

Campaign 3

Community platform + CRM programs

The Social & CRM Sides of SCRM

CRMPrivateOne-to-oneRule-driven

SocialPublicMany-to-manyEmergent

The Social and CRM approaches are rooted in different value systems and might not converge.

Some players are approaching Social CRM from the Social-side, others from the CRM-side.

1. Social media tools with CRM features

HootsuiteRadian6Buzzstream

2. Community platforms with CRM connectors

JiveLithiumENgage

3. Community platforms with CRM core

SalesforceRightNowHelpstream

4. CRM solutions with social features

MS DynamicsOracle

HootSuite

Source: http://hootsuite.com/

Provides workflow, analytics, for teams to manage multiple Twitter accounts and distribute messages across multiple networks. Other features are influence rating, custom URL for analytics, regional tracking.

CoTweet

Source: http://cotweet.com

Enable teams to monitor, manage, and triage conversations in Twitter, analyze keywords and trends, assign updates to team members and schedule responses

Radian6

Source: http://radian6.com/integration/social-crm

Social media analytics tool targeted at agencies and enterprises.

Keyword tracking, sentiment, analytics, profiling, workflow management.

Integration with Saleforce CRM.

Integration with Webtrends and Omniture web analytics.

Radian6 Case Study 1

Source: http://radian6.com/applications/sales-and-lead-generation/

How can a landscaping company find “point of need” sales leads on Twitter and the social web?

Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6.

Screenshot 2 of 4: Syncing contact record between Radian6 and Salesforce.

Screenshot 3 of 4: Tracking contact history in Salesforce.

Screenshot 4 of 4: Tracking impact on web traffic with Webtrends & Omniture.

Source: http://radian6.com/applications/customer-service-outreach/

How can a cable company manage customer support in real time?

Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6.

Screenshot 2 of 4: Identifying conversations related to potential customer support problems in Radian6.

Screenshot 3 of 4: Assigning problems to customer support team using the workflow features in Radian6.

Screenshot 4 of 4: Syncing case with Salesforce CRM and tracking case history in Salesforce.

Lithium

Source: http://lithium.com/what-we-offer/social-crm-suite

Full-featured enterprise social computing platform for large enterprises.

Deep integration with Twitter, Omniture, Salesforce and Rightnow.

Lithium

Source: http://lithium.com/what-we-offer/social-crm-suite

Blogs, forums, idea, chat, mobile.

Reputation system, tribal knowledge base, command center, content discovery, content syndication.

Salesforce Service Cloud

Source: http://salesforce.com/in/crm/customer-service-support/

Full suite of social and community solutions integrated with SaaS-based CRM.

Community features like ideas and answers.

Integration with knowledge base and CRM.

Deep Twitter integration.

Force.com and Facebook API.

Chatter Collaboration Cloud

Source: http://salesforce.com/in/chatter/apps/

Facebook for the enterprise.

Members can create personal profile, public groups, monitor projects and share content.

Integration with Twitter and Facebook.

Chatter Collaboration Platform

Source: http://salesforce.com/in/chatter/platform/

APIs for developers to create new social applications connected with Chatter.

In Summary

The Experience Ecosystem Toolkit

Social Media Analytics Solutions

Social Commerce & CRM Solutions

Community Platforms

ListeningProfiling

Radian6SysomosAlterian SM2Buzzstream

ConvertingSupporting

BazaarvoiceSF Sales CloudRightNow

EnergizingRetaining

JiveLithiumINgage

CollaboratingCo-creating

SocialTextSF ChatterAccept IdeasSF Service Cloud

Collaboration Solutions

The Conversation Feedback Loop

Social Applications

SharingConnecting

Facebook APIOpenSocial APITwitter APILinkedIn API

Talkworthy Experience Ecosystem

Salesforce seems to be best positioned to offer an end-to-end solution.

The toolkit for creating a talkworthy experience ecosystem is coming together.

Social CRM Use Cases

Adapted from: http://slideshare.net/jeremiah_owyang/social-crm-the-new-rules-of-relationship-management

Brand trackingResearch communities

Identifying leads

Identifying problems

Identifying trends and ideas

Profiles, groups and activity streams

Changing medium or message

Converting leads

Solving problems

Acknowledging ideas

Shared workspaces

Viral marketing campaigns

Referralcampaigns

Suggestion campaigns

Blogs and wikis

Evangelist communities

Self-service communities

Ideation communities

Employee and partner communities

Insights

Response

Proactive

Crowd-sourcing

Marketing Sales Support Innovation Collaboration

B2B Social Media Study B2B companies are

more involved in several social media activities than B2C companies.

Source: Business.com 2009 B2B Social Media Benchmarking Study

B2B Social Media Study B2B companies

have identified more reasons to engage with social media activities than B2C companies.

B2B Social Media Study B2B companies are

able to measure results from more social media activities than B2C companies.

Three Types of Metrics

Awareness Consideration Purchase

RELEVANCE

IMPACT

CONTENT

TryShare

RelatePURCHASE PIPELINE

SOCIAL WEB

2. WEB ANALYTICS

1. SOCIAL MEDIA ANALYTICS

3. BUSINESS ANALYTICS

How Can We Measure the Success of Our Strategy?

Worksheet 5: How Can We Measure the Success of Our Strategy?

Social media analytics (+ive mentions etc.)

Web analytics (registrations etc.)

Business analytics (leads and conversions etc.)

Key Takeaways From Session 4 Social CRM will help firms integrate the full range of social media

activities.

The Social CRM toolkit is still coming together but several individual tools already work.

You should measure ROI by combining three types of metrics: social media analytics, web analytics and business analytics.

Session 1: Introduction to (Being) Social Media

Session 2: Strategy, Tactics, Measurement

Who Are Our Evangelists?Worksheet 1: Who Are Our Evangelists? Persona 1 Persona 2 Persona 3

Who are our present and potential evangelists?

Who do they talk to?

Who talks to them?

What else do they talk about?

What are their triggers to talk?

Why do we want them to talk about us?

Why Will Our Evangelists Talk About Us?

Worksheet 2: Why Will Our Evangelists Talk About Us?

Our unique product

Our personalized support

Our mind-blowing TVC

Their own lifestyle

Their own interest

Our shared cause

How Can We Organize and Energize Our Evangelists?

Worksheet 3: How Can We Organize and Energize Our Evangelists?

Consumer generated content (contests etc.)

Conversations (corporate blog etc.)

Collaboration (support forum etc.)

Community (community of practice etc.)

Collective intelligence (ideation platform etc.)

Session 3: Facebook, LinkedIn, Twitter

How Can We Help Our Evangelists Spread the Word?

Facebook strategy

LinkedIn strategy

Twitter strategy

YouTube strategy

X social network strategy

Y social network strategy

Z social network strategy

Integration with master strategy

Session 4: Tying It All Together

Key Takeaways From Session 4 Social CRM will help firms integrate the full range of social media

activities.

The Social CRM toolkit is still coming together but several individual tools already work.

You should measure ROI by combining three types of metrics: social media analytics, web analytics and business analytics.

How Can We Measure the Success of Our Strategy?

Worksheet 5: How Can We Measure the Success of Our Strategy?

Social media analytics (+ive mentions etc.)

Web analytics (registrations etc.)

Business analytics (leads and conversions etc.)

2020 Social: Because Business is Social

Who Are We

Gaurav Mishra CEOIIMB, Tata Group, Yahoo! Fellow at Georgetown

Dave Evans Consulting DirectorAuthor of ‘Social Media Marketing: An Hour a Day’

Gautam Ghosh ConsultantXLRI, Deloitte, HP, Dell

Creating brand evangelists

Nurturingone-to-one relationships

Enabling employee collaboration

Kaushal SardaConsultantCapgemini CRM, UhurooFounder

Building community platforms

The Next Big Question: How To Scale Passion?

We help organizations build and nurture communities to connect (with) evangelists and scale their passion.

The BIG question for businesses in the 21st

century: how to convert employees, partners and customers into evangelists?

Step 1: Identify PassionSelect a BIG lifestyle,

interest, or cause

Step 2: Ignite PassionBuild a focused community

around it

Step 3: Scale PassionBuild scale by leveraging existing social platforms

What Do We Do

3. Engage(Retainer)

1. Plan (Project)

2. Build (Project)

ContentConversationsCommunity engagement

ResearchStrategyWorkshops

CommunitiesSocial appsSocial APIs

1. Business to Consumer

2. Business to Business

3. Employees and Partners

ContestsCommunities of interest

LithiumDrupalNing

Content aggregation

Communities of practice

LithiumDrupalGroupsite

CoachingCollaboration platforms

SocialText

Competency Areas

Practice Areas

Client Case Studies

Intel AppUp Developer Community

Source: http://intelappup.com

Client: Intel

Plan + Build + Engage

Strategy for Intel Atom developer community and the Intel Netbookapplications marketplace.

RCB Fan Community

Source: http://royalchallengers.com

Client: USL

Strategy for the Royal Challengers Bangalore cricket fan club.

Spiritz & More Community

Source: http://www.spiritzandmore.com

Client: USL

Strategy for the Spiritz & More lifestyle community.

iJanaagraha Citizen Community

Source: http://ijanaagraha.org

Client: Janaagraha

Strategy for the iJanaagraha citizen action community and the JaagteRaho campaign.

Dell Go Green Community

Source: http://dellgogreen.com

Client: Dell

Strategy and execution of the Dell Go Green ideation platform to support Dell’s recycling program.

Case Studies from Other Avatars

Xeta Shootout Contest

Source: http://thexetashootout.com

Gaurav: For Tata Motors

Consumer generated content contest (shoot your own Xeta ad film) to reinforce Xeta’syoung and fun positioning.

Indica Vista Launch Campaign

Source: http://changeseverything.in

Gaurav: For Tata Motors

Social media program (serialized graphic novel, viral video, multi-player game) to associate Indica Vista with the youth.

Vote Report India

Source: http://votereport.in

Gaurav: Own project

Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.

Meredith Women’s Network

Source: http://bhg.com

Dave: For Meredith Publishing

Social publishing platform for the Meredith Women’s Network websites serving 15 million unique users.

PGI Connect

Source: http://pgiconnect.com

Dave: For Premier Global

Community platform for developers building SaaS applications using the Premiers Global Services Communications Systems APIs.

PGA Tour Cobranding

Source: http://pgatourcobranding.com

Dave: For PGA Tour

Social platform to connect and service PGA tour co-branding partners.

Friend2Friend: ProductPulse

Source: http://friend2friend.com & http://productpulse.com

Dave: Friend2Friend

Social media application to vote, comment and share products with friends.

Uhuroo

Source: http://uhuroo.com

Kaushal: Own project

SaaS-based enterprise collaboration platform.

HR Professionals Community

Source: http://hrpeople.ning.com

Gautam: Own project

Social networking platform for HR professionals to connect, share knowledge and learn.

Social Media in India Wiki

Source: http://community.2020social.com

2020 Social: Own project

Wiki-based definitive resource on social media practitioners and case studies in India.

Ask Us How2020social.com | contact@2020social.com| @2020social

gaurav@2020social.com@gauravonomics

gautam@2020social.com@gautamghosh

dave@2020social.com@evansdave

kaushal@2020social.com@ksarda

2020 Social Workshop on Social Media For B2B Marketers

Business

How do B2B Marketers Engage on Social Media?

Metrics that matter for B2B marketers

Program Plan for B2B Marketers Marketo

Can B2B marketers show ROI?

B2B Marketers Planning Workbook - usdatavault.comusdatavault.com/library/B2B Planning Workbook.pdfB2B Marketers Planning Workbook ... deep personalization and dynamic content that

Program Plan For B2B Marketers

Top 6 Reasons B2B Marketers Should Use Social Media

7 Habits of Best B2B Digital Marketers

Why B2B Marketers Must Adopt Social Media

How B2B Marketers Use Social - 04/23/2013

2015 SURVEY OF B2B MARKETERScontent.6sense.com/.../6sense-survey-b2b-marketers-web.pdf · 2015. 11. 18. · The survey highlights B2B marketers’ continuing struggle to generate

The Social Media Way of Life for B2B Experts and Content Marketers

"Game plan"- Professional Development for B2B Marketers

How to Engage B2B Marketers Using Social Media

What B2B Marketers Can Learn From B2C Marketers and Vice Versa

Benchmark B2B Social Marketing Efforts...Benchmark B2B Social Marketing Efforts by Kim Celestre, anuary , 2 For Marketing Leadership Professionals Key TaKeaways B2B Marketers embrace

Top 10 Reasons Why B2B Marketers Need a B2B Agency

Metrics That Matter For B2B Marketers - EverStringpages.everstring.com/.../Metrics-that-matter-for-b2b-marketers.pdf · Metrics that Matter For B2B Marketers ... While these metrics

Managing Social Media: A Guide for B2B Marketers

5 Things B2B Marketers Need to Fear with Social Media