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The days of traditional brick and mortar expansion based on predictable ROI has been replaced with fast-paced online expansion at a fraction of the cost but with less certain ROI. How do you define your market and how far do you want to reach? What does success look like for your website -- is a basic customer service tool enough, or do you want a sales generation machine? Michael Brito, author of the book "Smart Business, Social Business," will provide insight into how search engine marketing, web/mobile presence and social media all intertwine from a content perspective. He'll also help identify ways that electrical manufacturers and distributors can make their products stand apart from the competition by leveraging a mix of Internet strategies.
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ReThinking Your
Go-To-Market Strategy Michael Brito
SVP, Social Business
Edelman Digital
WE LIVE IN THE CONNECTED ECONOMY
REAL TIME LISTENING AND MONITORING
COMMUNCATION REACHES AFAR
EVERYONE HAS A VOICE, INFLUENTIAL
THE RISE OF SOCIAL BUSINESS
CORE BUSINESS OBJECTIVES REMAIN THE SAME
How Important Is Social Media to B2B
Organizations (STUDY)
• Over 56% of B2B marketers
acquired new business
partnerships through social media
(compared to 45% of B2C
marketers)
• Nearly 60% of B2B marketers saw
improved search rankings from
their social efforts (compared to
50% of B2C marketers)
• B2B marketers are more able to
gather marketplace insights from
their social efforts (nearly 69% vs.
60% of B2C marketers)their
message heard
Who Is The Social Customer And Why
Are They Important?
Did you hear
about
@Netflix?
I am not
happy
either!
I am not
happy!
I am cancelling
my @netflix
account
The Customer Journey Is Dynamic;
Inundated With Messages
• A customer journey is dynamic;
they live in the their streams
(Twitter, News feed)
• People need to hear things up to 5
times before they actually believe
it (Edelman Trust Barometer)
• Due to the high degree of noise in
the market, it’s imperative that a
brand has multiple communication
channels in order to get their
message heard
Majority of Daily Interactions With Media
Are Screen Based (Google Study)
Our Time Is Spent On 4 Primary Media
Devices
People Rely On Search When Moving
Between Devices
Omnipresence & Consistent Messaging
Is A Business Imperative
Leveraging The Hub & Spoke To Maximize
Reach & Engagement
• The content hub is the website, blog, content aggregator
• Content should be optimized for search w/terms that are relevant to your business
• Should be convenient for users to consume content within the channels that they are comfortable with
• Facebook status
updates that promote blog content
• Other content shared NEEDS to add value to the conversation and community
The Hub
• Occasional tweets on promoting blog content
• Cross promoting other social channels, when relevant
• Needs to be unique; not the same on FB
• Optimize Youtube channel
and new videos to link back hub/blog
• Videos can be shared on Facebook, YouTube or through editorial
• Optimize Google+ page with
relevant links and content back to other channels
• Should not duplicate content • Add Google+ icons to hub
From Friends, Fans And Followers To
Customer Advocacy
Advocacy
Share
Participate
Research GOOGLE PRODUCTS & SERVICES
MINIMAL PARTICIPATION (FRIENDS, FANS AND FOLLOWERS
SHARE CONTENT WHEN CONVENIENT MAY POST A REVIEW (POSITIVE AND NEGATIVE)
AID AND INFLUENCE THEIR MICROCOMMUNITIES DOWN THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS
INCREASED ENGAGEMENT
RELEVANT CONTENT HUMAN VOICE
Advocates Affect The Purchase Funnel
Via Organic Conversations
Social Media Has Caused Marketing
Challenges
Lack of Marketing
Integration
Challenges With
Scaling Social Media
Programs Globally
Disjointed Content
Marketing & Community
Management Practices
Inconsistent Social
Media Measurement
Practices 1
2
3
4
Social Business Planning Can Help
Solve These Problems
Social business planning is the blueprint for the transformation of an
organization—BRIDGING THE EXTERNAL WITH INTERNAL, resulting in a
more connected way of doing business and shared value for all stakeholders. “
”
Delivering Value Across The Stakeholder
Ecosystem Is Key
OP
ERA
TIO
NA
L EX
CEL
LEN
CE
INTERNAL (employees)
EXTERNAL (customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE
CUSTOMER ADVOCACY
PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT
CUSTOMER/SALES SUPPORT
CUSTOMER SATISFACTION
COLLABORATION
KNOWLEDGE SHARING
SOCIAL ENABLEMENT
PROCESS IMPROVEMENT
PRODUCT INNOVATION
EMPLOYEE ADVOCACY
SOC
IAL
BR
AN
D
1
2
4
3
The Difference Between A Social Brand
And Social Business Planning
Community Management Marketing
Customer Service Communications
Events Campaigns Advocacy
Crisis
SOCIAL BRAND (External)
SOCIAL BUSINESS(Internal)
BUSINESS
RESULTS
Training Process
Collaboration Organization Models
Research & Development Policies & Guidelines Knowledge Sharing
Culture
Programs
Infrastructure
Content Marketing / Community
Management Framework
External
Listening
Community Engagement
News Articles
Online Monitoring
Search Engine Behavior
Internal
Listening
Corporate
Communications
Internal Communications
Product Organizations
Subject Matter Experts
Audit the content that current fans are sharing within their social channels
Plan for relevant content that drives maximum engagement – the right content, at the right time in the right channel to the right customer
Bi-Weekly and Daily Content Calendars
6 Month Thematic Content Calendars
Daily “Tips” And Product News Based On Real Time Listening and Feedback From The Community
Inspirational content
Company News & Events
3rd Party Article & Blog Post Mentions
Contests, Quotes, Surveys & Other Content That Spurs Engagement
Inform the community
Solve customer problems
@reply influencers
Ask questions
Respond to questions, comments and concerns
Connect community members with each other via @replies
Just say “thank you”
Month to Month Growth Community Membership
Month to Month Growth In Engagement
External Benchmark Metrics – Share Of Voice/Engagement
CREATE ENGAGE MEASURE PLAN/
RESEARCH
ITERATION
Robust Content Marketing Requires
Operational Excellence
External
Listening
Technology
Collaboration Workflows
Feedback Processes
Escalation Path
Internal
Listening
Technology
Collaboration Workflows
Feedback Processes
Escalation Path
Identifying Roles & Responsibilities
Content Publishing Platform
Collaboration between organizations (Marketing, PR, Support, Product, Regional teams
Social CRM technology investments & Deployment (Publishing, Customer Data, Measurement)
Customer Support Integration & Workflows
Global Scalability of Social Programs
Social Media Training
CREATE ENGAGE MEASURE PLAN/
RESEARCH
ITERATION
OPERATONAL INITATIVES
Start Thinking Like A Media Company
MESSAGING PLANNING CREATION | CURATION
OPTIMIZATION
DISTRIBUTION
MEASUREMENT
Brand Narrative/Messaging
Target Segmentation
Community Insights (how do
they view the brand, how do
they talk about it?
Search Behavior
Web Analytics
Identifying Roles &
Responsibilities
Process & Workflows For
Approvals
Employee And Customer
Participation
Internal Collaboration With
Support and Other Teams
Determining Financial
Investment For Content
Creation
Supportive Technology
Programs, Campaigns,
Product Launches
Social CRM
Real Time Analytics
Escalation Work Flows
Identifying the Right Platforms
Global Expansion
Governance
COMMUNITY MANAGEMENT
Command Center Operations
Solving Customer Problems
Reciprocal Altruism
Engagement Metrics
Clicks, Page Views,
Downloads, Sales, Community
Growth
Behavior Change
Brand Sentiment And
Awareness
INTEGRATION
Paid / Earned / Owned Media
3rd Party Content
Global Integration (programs &
campaigns)
5 Smart Things To Remember
1. Start thinking like a media company
2. Have an internal plan that can help you scale
3. Content is not king – the Right content, at the Right
time, in the Right channel to the Right customer is
king
4. Integration is key to conversion
5. Listen before anything
