the social era and your business

The Social Era and Your Business

Workshop (sort of)

28 November, 2012

Eric SwainClient Services DirectorEquinet Media

Today

WHY

WHAT

HOW

Soci

al Te

chno

logi

es To

day

Unt

appe

d Po

tenti

al

http://bit.ly/GCPaZB

The power lies in the creation of self-organised communities of like-minded people

...We grew up with the Internet and on the Internet. This is what makes us different; this is what makes the crucial, although surprising from your point of view, difference: we do not ‘surf’ and the internet to us is not a ‘place’ or ‘virtual space’. The Internet to us is not something external to reality but a part of it: an invisible yet constantly present layer intertwined with the physical environment. We do not use the Internet, we live on the Internet and along it. If we were to tell our bildnungsroman to you, the analog, we could say there was a natural Internet aspect to every single experience that has shaped us. We made friends and enemies online, we prepared cribs for tests online, we planned parties and studying sessions online, we fell in love and broke up online. The Web to us is not a technology which we had to learn and which we managed to get a grip of. The Web is a process, happening continuously and continuously transforming before our eyes; with us and through us. Technologies appear and then dissolve in the peripheries, websites are built, they bloom and then pass away, but the Web continues, because we are the Web; we, communicating with one another in a way that comes naturally to us, more intense and more efficient than ever before in the history of mankind...

http://bit.ly/FQlJND

We, the Web Kids

Tell people so they can buy it and then tell everyone

else!Stop

shouting!

Strategy?

Culture eats strategy

Culture Eats Strategy for Breakfast

Zappos

• Alan Moore

Craft “why” people should care

Start with Why

Remarkable Product

Remarkable marketing is the art of building things worth noticing right into your product or service.

Relationship with you

Interactions build relationships

1.

2.

More the better

3.

Three myths about what customers want

Social is big but still untapped by business

Marketing is hyper-everything in the social era

Communities of PEOPLE = move to social business

The Web Kids will inherit the earth

Culture Eats Strategy

People buy “why” you do it

Build the marketing into the product

3 Myths

Why

CUSTOMER SERVICE

PRODUCT DEVELOPMENT

LEAD GENERATION

Could targeted social media generate 350 leads?

Integrated with other marketing

Videos, Facebook, Twitter, LinkedIn

1.

723 leads114% increase in sales (YoY)2.

3.

Content

Expert

Show (not) Tell

Relationships

Trust

Soften & Support

Network

Connections

Knowledge base

Story

Framework

Humans

B2B

EDITORS

THE SOCIAL CREATIVE

NEWSROOM

CREATIVE PRODUCERSCOMMUNITY MANAGERS

Companies must build their own media empires

Editorial sensibilitiesCultural relevancyBrand and content strategy

Content form production (visual, etc)Formatting (social, web, traditional)Content optimisation

EngagementMedia distribution (earned, paid & owned)Measurement and analytics

The “newsroom” produces a continual stream of timely, relevant, content – optimised for sharing

There is both an opportunity for a great organization to communicate and to have their

knowledge impact the world.

Altimeter Group – The Social Media ROI Cookbook: http://slidesha.re/Tg1uAt

ROI

FRY

Frequency

Reach

Yield

FRY metrics by Olivier Blanchard

SALES

A recommendation from a friend would make 71% of people more comfortable with a product or service – more so than advertising (15%) or even personal experience (63%)MediaLab

71%

“The Social Web is distributing influence beyond the customer landscape, allocating authority amongst stakeholders, prospects, and peers.” – Brian Solis

Customer

Lifetime Value

Social Landscap

e

Customer

Referral Value

Customer Social Customer

Gary Vaynerchuk grew his family wine shop from $3 million to $60 million using content & social media.

$0 Twitter = 1,800 new customers

$7.5k Billboards = 300 new customers

$15k Direct Mail = 200 new customers

$0 Twitter = 1,800 new customers

Twitter customers out-perform by 60%

NEW BUSINESS MODELS

The most responsive company in the world

Decisions are effortless

Better decisions faster

1.

2.

Democratic3.

There’s no such thing as a “social media strategy”

END TO END

Your “Why” Your “One Thing”

End to End

Core

In Your Products?Your Behaviour?

End to End

Pitch – short & sharpWhat you do

Business

What type of programme?Support biz goals

End to End

What does audience know?Nothing | Aware, No Action | Single Action | Repeat/Enthusiasts | Advocates

Research

How do they use social media?Listen

Buyer personaeMap demographics, socialgraphics, usage

Creators

Critics

Collectors

Joiners

Spectators

Inactives

End to End

StrategySupport the business goal

Plan

TacticsHow will you be human?

Identify successKPIs, ground zero status

End to End

Plug plan into the organisationImplement

People, roles, communications, workflowTools, integration, training & guidelines

End to End

Day to day executionManage

Content, community engagement, cust support, brand mgmt, measurement/analytics

End to End

Are objectives being met?Measure

If yes, carry onIf no, explore and make changes

Manufacture widgets for the consumer and industrial electronics industry

Bedford, UK based, customers in UK and EU

Growing reputation for innovative widget solutions

Growing business, looking to expand in 2013

Why

Acme Widgets

Core

In Products?Behaviour?

Innovation

Built reputation on innovative, boundary-pushing new widgetsWe openly encourage our people to try new things

Pitch

Acme Widgets

Business

What programme?Support biz?

Ground breaking widgets for the electronics industry

Goal to open a new market (US) in 20131st customer by Q3

Awareness programme

Audience know?

Acme Widgets

Research

How do they use social

media?

Nothing | Aware, No Action

Buyer PersonaDesign Engineers in large electronics manufacturersMale, 25-40, charged with designing new products

Critics and CollectorsComment on Groups and forums

Pinterest pages for innovative products

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Strategy

Acme Widgets

Plan

Tactics(human?)

Raise awareness about ACME in key markets in the USto create beach head for expansion next year

by demonstrating our expertise and passion on LinkedInCreate a financial plan – what will it costs?

Identify subject matter experts internallyHave them join LI Groups – answer questions

Start blog about engineering/innovationCreate a LI Group dedicated to our type of engineering

ID successKPIs

5 MQLs by end of Q2, 20 by end of 2013Secondary: conversions, web visits from US/LI, blog subs/comments, LI Group membership/discussions

Plug in plan

Acme Widgets

Implement

SM/Community Mgr – Agency helpChoose experts, training, create policy

Content calendarSelect target LI GroupsSet up blog platform

Day to dayManage content creation (herd engineers)

Monitor LinkedIn, social spacesMeasure against milestones, report regularly

Manage

Investment:£85,000

Action:Operation Expert

Engineer

Reaction:Target group responds +

Secondary Indicators:

Leads – 10 (Q1), 20 (Q2), 35 (Q3)

KPIs:7 MQLs (Q2)28 end 2013

Acme Widgets

Thank you!

Eric SwainClient Services DirectorEquinet Media+44 1234 262262

eric@equinetmedia.com@ericswain

www.equinetmedia.com

Credits – images, docs and statsMcKinsey Report: http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economyEverything is Marketing – Hugh McLeod: http://www.gapingvoidart.com/everything-marketing-p-1917.htmlCrowd Kiss: http://www.flickr.com/photos/acousticskyy/3651475141/We, the Web Kids – Piotr Czerski: http://pastebin.com/0xXV8k7kShouting boy by fotologic: http://www.flickr.com/photos/fotologic/242616844/Social Media Strategy Mind Map: http://www.automotivesocial.com/Big Sandwich: UnknownJetfighter by familymwr: http://www.flickr.com/photos/familymwr/4929686927/Simon Sinek: http://www.startwithwhy.com/Seth Godin: http://www.fastcompany.com/46049/praise-purple-cowCorporate Executive Board – 3 Myths: http://blogs.hbr.org/cs/2012/05/three_myths_about_customer_eng.htmlEdelman – Social Creative Newsroom: http://darmano.typepad.com/logic_emotion/2012/11/brand_media.htmlROI - Altimeter Group – The Social Media ROI Cookbook: http://slidesha.re/Tg1uAt Olivier Blanchard – FRY metrics: http://thebrandbuilder.wordpress.com/2009/05/22/real-social-media-r-o-i-part-4-fry-metrics/MediaLab study: http://www.buzzador.com/pressdocuments/Wheres_Debbie_MediaEdge.pdf“End to End” concepts were informed by Jay Baer and Olivier BlanchardACME factory: Balwin Piano factory - http://www.cincinnativiews.net/pianos.htm

For further reading for new business model discussions: The New Capitalist Manifesto by Umair Haque : http://www.amazon.co.uk/New-Capitalist-Manifesto-Building-Disruptively/dp/1422158586No Straight Lines by Alan Moore : http://www.no-straight-lines.com/

Further reading for Social Media ROI:Social Media ROI by Olivier Blanchard: http://smroi.net/