Embed Size (px)
DESCRIPTION
A fundamental shift in business communications is taking place. Technology is changing rapidly, real-time discussions are having more impact on business and the global economy is moving toward greater efficiency and austerity. In this environment, it is critical to maximize effective communication and build a sustainable approach to customer retention. Lean startups appreciate that social media is inherently inexpensive. But it is also key to recognize that it takes time and much effort―part of the “sweat equity” that many businesses require. This presentation provides guidance in developing and implementing a social media and customer relationship management (CRM) business strategy: Building a presence, maintaining a reputation and creating a sustainable business for the long term.
Citation preview
Confidential ArCompany Inc. — February 27, 2013
Slide · 1
Social Business: An Evolution in Developing Sustainability
Prepared for: MaRS Discovery District
February 27, 2013
Confidential ArCompany Inc. — February 27, 2013
Slide · 2
we are on the verge of major disruption… fundamental global
changes are happening
Confidential ArCompany Inc. — February 27, 2013
Slide · 3
an unstable world economy
Confidential ArCompany Inc. — February 27, 2013
Slide · 4
an unstable world economy
Confidential ArCompany Inc. — February 27, 2013
Slide · 5
mass customization
Confidential ArCompany Inc. — February 27, 2013
Slide · 6
the balance of power is shifting
Confidential ArCompany Inc. — February 27, 2013
Slide · 7
employees have no loyalty
Confidential ArCompany Inc. — February 27, 2013
Slide · 8
companies are making mistakes
Confidential ArCompany Inc. — February 27, 2013
Slide · 9
companies are making mistakes
Confidential ArCompany Inc. — February 27, 2013
Slide · 10
reputation is increasingly vulnerable - @BurgerKing
Confidential ArCompany Inc. — February 27, 2013
Slide · 11
reputation is increasingly vulnerable
Confidential ArCompany Inc. — February 27, 2013
Slide · 12
reputation is increasingly vulnerable - @Jeep
Confidential ArCompany Inc. — February 27, 2013
Slide · 13
marketing is dead
the customer is in control
Confidential ArCompany Inc. — February 27, 2013
Slide · 14
Value is the New Norm
Confidential ArCompany Inc. — February 27, 2013
Slide · 15
we are moving from mass marketing
…at an individual level
…to mass engagement
…among millions at one time
Confidential ArCompany Inc. — February 27, 2013
Slide · 16
Start-ups are poised to do thisCost:
Nominal marketing investment Insight toolsResearch
Employee effortUnderstandingDesireConsistencyAnalysisEngagement
Benefits: Improved organic search
engine ranking Increased brand visibility Thought leadership
development Comprehensive market insights Increased network
opportunities: partners, clients, amplification
Support development of products
Gain competitive intelligence Retain clients Sustainability
Confidential ArCompany Inc. — February 27, 2013
Slide · 17
conversation data is abundant
Confidential ArCompany Inc. — February 27, 2013
Slide · 18
Technology can help us listen to everything that’s being said about
ourselves, our company, our brand…….
But finding that one key, that game-changing insight in a sea of chatter and then actually doing something
about it is another story.
David Armano
“
”
Confidential ArCompany Inc. — February 27, 2013
Slide · 19
control your message
Confidential ArCompany Inc. — February 27, 2013
Slide · 20
news travels fast…search and social are connected
Increasingly, product quality and what a brand stands for are determined by Google
Confidential ArCompany Inc. — February 27, 2013
Slide · 21
tell your story from the beginning
Confidential ArCompany Inc. — February 27, 2013
Slide · 22
develop thought leadership: Indium Corp
Confidential ArCompany Inc. — February 27, 2013
Slide · 23
develop thought leadership: Indium Corp
Content – Contact - Cash
600% increase in lead generation from 1 quarter to the next
Social Media sales leads “are the best leads ever received”
Confidential ArCompany Inc. — February 27, 2013
Slide · 24
establish community from the get-go
Confidential ArCompany Inc. — February 27, 2013
Slide · 25
advocacy starts with employees
Confidential ArCompany Inc. — February 27, 2013
Slide · 26
use video to tell your story: khanacademy.org
Confidential ArCompany Inc. — February 27, 2013
Slide · 27
be organized and consistent
Confidential ArCompany Inc. — February 27, 2013
Slide · 28
schedule posts ahead of time
Confidential ArCompany Inc. — February 27, 2013
Slide · 29
know when people are talking about you
Confidential ArCompany Inc. — February 27, 2013
Slide · 30
measure your engagement
Confidential ArCompany Inc. — February 27, 2013
Slide · 31
determine the health of your tweets
Confidential ArCompany Inc. — February 27, 2013
Slide · 32
be interested and interesting in social
Confidential ArCompany Inc. — February 27, 2013
Slide · 33
image footprints - @JESS3
Confidential ArCompany Inc. — February 27, 2013
Slide · 34
adapt and allow for co-creation @threadless
Confidential ArCompany Inc. — February 27, 2013
Slide · 35
target smartly
Confidential ArCompany Inc. — February 27, 2013
Slide · 36
find the right people to follow
Confidential ArCompany Inc. — February 27, 2013
Slide · 37
target through conversation
Confidential ArCompany Inc. — February 27, 2013
Slide · 38
know your audience
Confidential ArCompany Inc. — February 27, 2013
Slide · 39
be relevant
Confidential ArCompany Inc. — February 27, 2013
Slide · 40
content is king: from curation….
Confidential ArCompany Inc. — February 27, 2013
Slide · 41
…to organized stories
Confidential ArCompany Inc. — February 27, 2013
Slide · 42
humanize
Confidential ArCompany Inc. — February 27, 2013
Slide · 43
personal stories: Lockheed Martin
Confidential ArCompany Inc. — February 27, 2013
Slide · 44
turn detractors into promoters: Harry Winsor and Boeing
Confidential ArCompany Inc. — February 27, 2013
Slide · 45
Confidential ArCompany Inc. — February 27, 2013
Slide · 46
Confidential ArCompany Inc. — February 27, 2013
Slide · 47
Confidential ArCompany Inc. — February 27, 2013
Slide · 48
social CRM is about building advocacy and business sustainability
Confidential ArCompany Inc. — February 27, 2013
Slide · 49
sCRM: AmplifiedOld School The Social Way
Main Driver Transaction Conversation
Marketing planned, one-way, Inflexible
nimble, hyper-responsible, dialogue, insights
Sales black book and transaction-driven
interaction-based, sourced from insights
Customer Support
limited hours, script-based
dynamic, “always on”, multiple platforms
Feedback occasional surveys, quarterly customer insights
multiple platforms that feedback into Sales, Marketing, Support in real time
Confidential ArCompany Inc. — February 27, 2013
Slide · 50
Thank you
@hessiejones
647-999-2348
![Sixth International Conference on Mars (2003) 3268 · 3268.pdf. SECONDARY CRATERING ON MARS: A. McEwen 3. Discovery of a Large Rayed Crater on Mars. McEwen et al. [2003, ref. 13]](https://img.pdfslide.net/doc/110x75/6024beb9d5a2ec58a047314e/sixth-international-conference-on-mars-2003-3268-3268pdf-secondary-cratering.jpg)
