Break – 15 minutes

Social: How does it impact your business?

Leverage technology to get a handle on your social community.

What is the big deal?

Why is there so much interest in extending

CRM to external social networks?

“The organizations of the future are filled with

smart, fast, flexible people on a mission” ~Seth

Godin

The world is changing…

“We can’t solve today’s problems by using the same

thinking that created them” ~Albert Einstein

“Your most unhappy customers are your greatest source

of learning.” ~Bill Gates

Connecting to customers… getting more complicated?

Where are our clients spending their time…

6

A huge geography to watch…What are they saying about you?How can you influence them?

Before Online Social NetworksVoicing Concern About Product

Service

…but with online social networks…

Buying Something

Might tell a neighbor, friend, relative, co-worker, etc…

Might ask a neighbor, friend, relative, co-worker, etc…

Might just do research via dealership visits, publications, etc…

20%of customers who complain via social media expect a response within one hour

of consumers today complain about products and services via their social networks

44%

Amplified Voice & Reach

Online Research & Opinion of Friends & Influencers

Trust, RecommendationsA 2nd degree connection via LinkedIn has

67%response rate!

A cold email sent by

marketing/sales has less than 3% response

rate

1.0

In case it needs to be answered: Why online?

55% use social

9 out of 10 buyers say that when they’re ready to buy, they’ll find you.

93%of B2B buyers start online

A Buyers World

Sources: DemandGen Report 2011; Toolbox.com: iMEDIA CONNECTION.

The Social ArenaLISTEN INFORM

INFLUENCE ENGAGE

ATTRACT

RETAIN

Invest Be Found Be [In]Credible

Transform Your Marketing Engine

Source: MarketingSherpa

Smart Websites and SEO Tactics PayoffBe Found

70%

Of links clicked on are organic—not paid

55%More website visitors for companies that Blog

Source: Hubspot, 2012

LinkedIn ranking among social channels for new business leads

#1Source: Hubspot, 2012

• CLEAR differentiation• On-site tracking • A reason to stay – a reason to raise a hand• Optimized and updated (If they can’t find you – they can’t engage)

Social: your opportunity

84% of organizations

have remote workers

Changes in howwe work

65% of

companies are deploying at least one social software tool

20% expect a

responsewithin 1 hour via social media

Rise of the social customer

Average of 4 consumer devices used every day

44% of

consumers complain via social media

Be Found

Content Must Have’s for Digital Marketing

Blog WeeklySupports SEO, creates inbound links

Thought LeadershipArticles, whitepapers, infographicsIdeal: 1 per month, Worst case: 1 per quarter

CredibilityTestimonials and quotes (all over the site) Case studies

“Either write something worth reading or do something worth writing.”

Benjamin Franklin

“Selling is 10x easier…once you have established trust.”

David Skok, Building the Machine

Be [In]Credible

Infographics:Visual & Informative

Remember to build for your audience

Your online presence: Be “the place to be”

• Design your site to be interactive and easy to navigate

• Keep it easy to read – short, bullets, whitespace and graphics. Save the text for downloads.

• Have multiple AND clear calls to action

• Keep it FRESH!

• Watch your bounce / conversion rates

Be [In]Credible

Era of the Customers

Social is a two-way street – when the time is right you can use these tools to have meaningful conversations with your stakeholders.

An avenue by which you can listen and really hear what it is your customers are thinking and saying, to uncover trends and identify key influencers.

ENGAGE

LISTEN

Garner insights by monitoring buzz, understanding sentiment and measuring impact. Share impactful and valuable information and help them learn and connect with experts.INFLUEN

CE

Acquire

Acquiring customers today and in the future will require companies to have the right insights that drive the right action and ability to close business

57%thru buying cycle before sales contact

2017CMO

spending on technology will exceed that of the CIO

By

50/50 CMO rule.

50% of technology and marketing spend is driving results, 50% is not, but which?

We Must Listen But how can we do that?

See your connections social in Outlook, listen to what they are saying

Listen to company buzz, and what is being said about them

Collaborate, share, connect on a private social network

Engage more deeply in the social marketplace

Use social tools as an additional channel to reach and inform employees, partners and customers with the latest news and hone your actions to perfection

Campaign responses are analyzed to determine effectiveness across all audiences.

With positive real-time feedback, your marketing team can replicate their success in other markets.

Your marketing team launches a new product campaign, readying sales and partner channels via social networks.

106%Increase in the # of Americans following a brand on social networks since 2010

McKinsey, The Social Economy, July 2012

It’s easier if we can listen and publish in the same tool

Butterfly Publisher

27

Turn your customers into loyal advocates

Listen and analyze social conversations to find opportunities to engage customers in the channel they prefer, use internal social tools to create a connected response.

The marketing team sees the comment on their social dashboard where they can collaborate on a response plan. They bring the customer care team into the conversation.

The care team escalates the issue to the right expert who reaches out to the customer on twitter to solve problem. The solution is then shared back via the internal network.

A high value customer comments on Twitter about an issue with your service.

78% of survey respondents believe social media is the future of customer service.

Top 3 Take-Aways

Social is important to business - Invest Get started today Start with the basics and grow Have people focus on building meaningful content and being

found

1

Be Found Customers will find you when they have done their research Be easy to find Help them with their process

2

Be (in)Credible Become part of their community, part of their tribe Market through, not to… let their connections promote you Make their connections want to promote you

3

questions? final thoughts?

Closing Remarks

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