2020 social workshop on social media for b2b marketers
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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 Socialis about
being talkworthy(read: being remarkable)
Being Socialis about
relationships(building, enabling)
Being Socialis about
evangelists(read: fans)
Being Socialis about
converting customers, partners and employees
into evangelists
Being Socialis about
organizing and energizing evangelists
Being Socialis about
identifying, igniting and scaling passion
Being Socialis about
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
No
Yes
Take reasonable action to fix issue and let customer
know action taken
Are the facts
correct?
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Does customer need/deserve more
info?
Yes
Explain what is being done to correct the
issue
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor
NoYes
NoYes
Yes
Assess the message
Source: USAF, modified by Altimeter Group
Three Rules For Negative Conversations
The only solution for negative conversations is more positive
conversations.
1
Responding to and resolving negative conversations is table
stakes.
2
The prize is in inspiring your evangelists to start and spread more positive conversations.
3
Three Questions
Who are our evangelists and why will they talk about us?
1
How can we organize and energize them?
2
How can we (help them) spread the word?
3
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.
1
Source: William Gibson
The tools are transient. The values embedded in them are
persistent.
2
To understand how technology is changing organizations, begin by asking how it is
changing people.
3
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
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?
Who are our evangelists and why will they talk about us?
1
Who are our evangelists?
1.1
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?
1.2
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
ExerciseCommentsQuestions
How to organize and energize evangelists?
2
Five Core Social Dynamics
Decoding Social
By Tool
By Function
By Type of Organiza-
tion
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
posts
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?
Persona 1 Persona 2 Persona 3
Consumer generated content (contests etc.)
Conversations (corporate blog etc.)
Collaboration (support forum etc.)
Community (community of practice etc.)
Collective intelligence (ideation platform etc.)
ExerciseCommentsQuestions
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
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?
How can we help our evangelists spread the word?
3
World Map of Social Media
Source: http://globalwebindex.net
34.2
24.4
19.6
15.5
10.9 10.38.5
2.9 2.2 1.7 1.30
5
10
15
20
25
30
35
40
Goo
gle
Yaho
o
GM
ail
Ork
ut
YouT
ube
Face
book
Blog
ger
Wor
dpre
ss
Link
edIn
Flic
kr
Twit
ter
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.
60 million users worldwide.
2.5 million users in India.
Users {exchange} information, ideas and opportunities.
Source: http://linkedin.com
Twitter Popular micro-
sharing platform. Likes to call itself
“real-time information network”.
75 million users worldwide.
1.8 million users in India.
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?
Persona 1 Persona 2 Persona 3
Facebook strategy
LinkedIn strategy
Twitter strategy
YouTube strategy
X social network strategy
Y social network strategy
Z social network strategy
Integration with master strategy
ExerciseCommentsQuestions
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
Worksheet 4: How Can We Help Our Evangelists Spread the Word?
Session 4: Tying It All Together
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
Worksheet 4: How Can We Help Our Evangelists Spread the Word?
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.
Time
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.
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 2 of 4: Syncing contact record between Radian6 and Salesforce.
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 3 of 4: Tracking contact history in Salesforce.
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 4 of 4: Tracking impact on web traffic with Webtrends & Omniture.
Radian6 Case Study 2
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.
Radian6 Case Study 2
Source: http://radian6.com/applications/customer-service-outreach/
How can a cable company manage customer support in real time?
Screenshot 2 of 4: Identifying conversations related to potential customer support problems in Radian6.
Radian6 Case Study 2
Source: http://radian6.com/applications/customer-service-outreach/
How can a cable company manage customer support in real time?
Screenshot 3 of 4: Assigning problems to customer support team using the workflow features in Radian6.
Radian6 Case Study 2
Source: http://radian6.com/applications/customer-service-outreach/
How can a cable company manage customer support in real time?
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
Suggestion campaigns
Blogs and wikis
Evangelist communities
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.
Source: Business.com 2009 B2B Social Media Benchmarking Study
B2B Social Media Study B2B companies are
able to measure results from more social media activities than B2C companies.
Source: Business.com 2009 B2B Social Media Benchmarking Study
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?
Persona 1 Persona 2 Persona 3
Social media analytics (+ive mentions etc.)
Web analytics (registrations etc.)
Business analytics (leads and conversions etc.)
ExerciseCommentsQuestions
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
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?
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?
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?
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 Can We Organize and Energize Our Evangelists?
Worksheet 3: How Can We Organize and Energize Our Evangelists?
Persona 1 Persona 2 Persona 3
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
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
Worksheet 4: How Can We Help Our Evangelists Spread the Word?
How Can We Help Our Evangelists Spread the Word?
Worksheet 4: How Can We Help Our Evangelists Spread the Word?
Persona 1 Persona 2 Persona 3
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?
Persona 1 Persona 2 Persona 3
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
Plan + Build + Engage
Strategy for the Royal Challengers Bangalore cricket fan club.
Spiritz & More Community
Source: http://www.spiritzandmore.com
Client: USL
Plan + Build + Engage
Strategy for the Spiritz & More lifestyle community.
iJanaagraha Citizen Community
Source: http://ijanaagraha.org
Client: Janaagraha
Plan + Build + Engage
Strategy for the iJanaagraha citizen action community and the JaagteRaho campaign.
Dell Go Green Community
Source: http://dellgogreen.com
Client: Dell
Plan + Build + Engage
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
Plan + Build + Engage
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
Plan + Build + Engage
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
Plan + Build + Engage
Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.
Meredith Women’s Network
Source: http://bhg.com
Dave: For Meredith Publishing
Plan + Build + Engage
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
Plan + Build + Engage
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
Plan + Build + Engage
Social platform to connect and service PGA tour co-branding partners.
Friend2Friend: ProductPulse
Source: http://friend2friend.com & http://productpulse.com
Dave: Friend2Friend
Plan + Build + Engage
Social media application to vote, comment and share products with friends.
Uhuroo
Source: http://uhuroo.com
Kaushal: Own project
Plan + Build + Engage
SaaS-based enterprise collaboration platform.
HR Professionals Community
Source: http://hrpeople.ning.com
Gautam: Own project
Plan + Build + Engage
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
Plan + Build + Engage
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
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