building your social business strategy on customer behavior by: gerry moran

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10 Native Customer Behaviors And Your Social Business StrategyGerry Moran | Head of Social Media for SAP in NA | @GerryMoran

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My plan is to have you walk away with an understanding of how to leverage native customer behavior to build your social business strategy.

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Social business … is transforming the way your employees work by collaborating, improving customer engagement, and accelerating the flow of information and ideas.

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We Should Be Asking1. What is our business goal?

2. What do we want our audience and customer to do to help us achieve our goal?

3. What is our customer’s or audience’s native behavior?

4. How do we use our social business to co-opt this behavior?

5. How do I do all of this?

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Native behavior … is transforming the way employees work by eliminating barriers to collaboration, improving customer engagement, and accelerating the flow of information and ideas.

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Simple And On Their Terms

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Connect on the customer’s terms to make more simple

86% more likely than those in the to purchase from

you if it’s simple to engage.

78% B2B buyers have

less time to devote to

reading and research

60% ProServe

customers use social media to

“check out” companies

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How ProServe Uses Social Media

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Always-on Learning

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67%of the buying journey is done digitally

70%of purchases complete before you are contacted

68%rely on content than they did last year

DemandGen Report ForresterSiriusDecisions

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70% of professional service customers using social to ‘check out’ a company use LinkedIn

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Everything starts with ‘search’

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How many professional service customers use search to check you out?

63.2%

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• Profiles

• Groups

• Blogs

• Content

• Hashtags

• Cadence

• Structure

• Distribution

• Cadence

• Google

• Authorship

• Audience

Be ‘findable’ on these channels

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Share & collaborate with others

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External CollaborationHow can we leverage our knowledge and expertise to partner with our customers to help them identify their challenges, frame their solutions and move toward closure.

Internal CollaborationHow can we leverage our cross-function and cross-organizational resources to reach more customers, relevantly engage with them and accelerate the sale?

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77% of IT & business leaders say their organizations use enterprise social collaboration.

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82% using already social collaboration tools say they want more!

More! More! More!

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By fully implementing social technologies, companies have an opportunity to raise the productivity of interaction workers—high-skill knowledge workers, including managers and professionals—by 20 to 25 percent.

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Watching and Viewing

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42% of B2B buyers have made a purchase after watching videos online, which makes using videos as part of a social-business strategy, very enticing.

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Consumers are sharing twice as many videos as the did in 2009 (Pew)

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Voicing Opinions & Customer Service

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55% of customers share a bad customer-service experience on social media.

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Helping Others

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88% of customers are influenced by an online product or service review.

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Incorporate ‘helping’ at the enterprise- or employee-level into their strategy, to turn customer service into a business opportunity.

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Consuming content

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Social media is a pathway to content consumption.

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Socializing & networking

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40% of LinkedIn members use this networking platform daily to follow thought leaders, consume content and network with peers.

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Create and be present in familiar social watering holes to ensure consideration.

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Buying

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Average sales cycle has increased 22% over the past 5 years due to the amount of additional decision-makers involved with the purchase.

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20-minute Workshop

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3 ideas to to transform a customer service touch points into a business opportunity using content and social media

20 min.

• What is your goal?• How are you going to use social media, content and your team?• What do you want people to do?• What does success look like?

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Thank You!

@GerryMoranSenior Director, NA Social Media MarketingGerry.Moran@sap.com

/GerryMoran

Blog: MarketingThink.com

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Picture Sources

1. One-way sign. 2. Left hand. http://geogee.wordpress.com/2012/11/05/the-pros-and-cons-of-being-left-handed/3. Elevator. http://bronxbanter.arneson.name/wordpress/wp-content/uploads/2009/04/img_0207.jpg4. Texting while driving. http://www.bryanterrill.com/wp-content/uploads/2013/10/Texting-while-driving.jpg