competing in a social economy
TRANSCRIPT
Competing in a Social Economy
IMPACT Session ID 2872A
Alan See
Chief Marketing Officer
Berry Network Inc., an AT&T Company
IBM IMPACT 2011
4/12/2011
Agenda
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• The Challenge:
– Reposition the Brand
– Implement New Lead Generation Strategy
• Building a Social-Ready Organization
– Storm Clouds and Stress
– The Role of Chief X Officer’s
The Challenge
3
Brand Transformation and Lead Generation Strategy
Berry Network Inc., an AT&T CompanyBrand Transformation
4
Sales ProcessLead Generation and Nurturing
5
ProspectSources
ProspectGeneration
ProspectQualification
QualifyOpportunity
Analyze SpecificNeeds in
DetailPresentation
Build BusinessCase
Proposal /Quote
RefineMarket
Specifications
ActualMarket Study
Testimonials /Case Study
OpportunityManagement
(other content: White paper,
etc)
PostMortem
ContractNegotiation
Acceptable?
Sale
OrderProcessing
PublicationBooked
Revenue
Post SalesService
AccountManagement
Cross-SellBase
Sales Pipeline Sales Forecast
Yes
No No
Sales Funnel
L
6
Social Media Marketing IntegrationAccelerated branding and lead generation strategy roadmap
Nurture Community
Linking & Feeding
Start Conversation
Linking & Feeding
Building a Social-Ready Organization
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“The National Doppler Radar System has indicated that local conditions are
right to produce severe weather.
High winds, damaging hail, and flash floods are likely products of this storm.
Seek immediate shelter moving away from doors and windows.”
When Storm Clouds Build my Weather Alert Radio Calls for Action …
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Social MediaGenerating the perfect executive storm …
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Social MediaHigh stress, damaging assumptions, and flash flood buzz words …
“The CMO Alert System has indicated
that conditions are right to produce
severe C-Suite turbulence. High stress,
damaging assumptions, and flash flood
buzz words are likely elements of your
next meeting.
Seek cross-functional support
immediately.”
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Helpful for Integrating Social Media in Your Organization!
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Social Media Sparks Interesting C-Suite Conversations
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The Chief Executive Officer
CEO: I hear about social media all the time now; but does Wall Street really care if we get social? I thought this would only involve your PR department. What’s our competition doing?
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The Chief Financial Officer
CFO: Are we talking about decreasing expenses or increasing revenues with this strategy? On a side note; someone told me that Twitter and Facebook are free … that’s great, no cost!
15
The Chief Information Officer
CIO: What about network security? By the way, we can’t allow everyone to be downloading all these new untested desktop social apps. And don’t even get me going about the mobile angle.
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The Corporate Legal Counsel
Legal: I’ll need to consider our risk and exposure. Who did you say was going to be blogging and tweeting?
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The Chief Sales Officer
Sales: Are we using this to generate sales leads or is it about customer service? If it’s about leads, will the quality be any good? Should sales really be involved with this stuff? How does this impact my call center?
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The Chief Human Resource Officer
HR: Are we going to allow all employees access? If so, what about productivity? Are we using this for recruiting?
Social-Ready Marketing
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Strategy
ProcessesTechnology
0
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40
60
80
100
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Strategy – Technology - ProcessesHave you established standards and procedures?
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Strategy – Technology - ProcessesHave you created a social media education process? Every employee is a marketer …
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Strategy – Technology - ProcessesWill you allow platform access at work? If so, which platforms? Will everyone have access?
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Strategy – Technology - ProcessesWho will monitor activity? What technology will they use to monitor?
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Strategy – Technology - ProcessesWill you allow platform and applications exceptions? If so, who can grant the exception?
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Strategy – Technology - ProcessesWill you allow platform and applications exceptions? If so, who can grant the exception?
Denied!
Customer interaction
Prospect interaction
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Strategy – Technology - ProcessesHow will social media interaction impact your sales process? Corporate communications?
Partner interaction
Dupont ChartThe relationship between key ratios and components of a business
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“The Only Profit Center is the Customer” ~ Peter Drucker
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Thank You!
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Alan See
CMO
Berry Network Inc., an AT&T Company
Twitter: @AlanSee
Email: [email protected]