gaining customers via social media slides

Leaders Develop Here

www.stlawrencecollege.caCentre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011

CENTRE FOR CORPORATE LEARNING AND PERFORMANCE IMPROVEMENTGaining Customers via Social Media



AGENDA

Time Focus

8:30 – 9:00 Arrival and Welcome

9:00 – 9:45 Social Media Planning Framework

9:45 – 10:45 PART 1 – Using LinkedIn to Drive Results

10:45 – 11:00 Break

11:00 – 11:30 PART II – Personal Online Branding (POB)

11:30 – 12:00 PART III – Customer Managed Relationships (CMR)

12:00 – 13:00 Q&A Session over Lunch in Essence


www.stlawrencecollege.caCentre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011

Fewer than one-fifth (17%) of Canadian companies consistently post to social media sites and also monitor them for mentions

The online survey was conducted from January 6 to 27, 2011 among a representative sample of 1,000 Canadian executives of medium and large businesses.[1] http://www.sas.com/offices/NA/canada/en/news/preleases/social-media-2011.html

HOW DO YOU COMPARE?



10% regularly monitor conversations while rarely, if ever, posting to social media sites

49% of respondents whose companies do not monitor for mentions cite a lack of resources

The online survey was conducted from January 6 to 27, 2011 among a representative sample of 1,000 Canadian executives of medium and large businesses.[1] http://www.sas.com/offices/NA/canada/en/news/preleases/social-media-2011.html

HOW DO YOU COMPARE?



"We don’t have a choice on whether we do social media, the question is how well we do it .“

Erik Qualman, Socialnomics



“Don’t fix the marketing first, fix your product. Once you’ve got a good product to talk about, the marketing is going to flow from that.”

Scott Monty, Ford social-media chief

THREE QUICK CAVEATS … #1



“Pushing a company agenda on social media is like throwing water balloons at a porcupine.”

Erik Qualman, Socialnomics

… #2



“Social media isn’t an event, it’s a process . It’s part of your life like a fitness regimen. You’ve got to keep going.“

Linda Coles, CEO of BlueBanana

… #3



OK, You get it ....



Nice if you can get lots of these …..



BUT ALSO REALLY NEED THIS ….



What does gaining “customers” mean to you?_____________________

More revenue?

More companies & jobs?

More partners/channels?

More contracts? More listings?

More tenants?

More bidders? More ….?

More employees?



Question of the Day: How can social media enable you/your organization to achievethese growth objectives?_____________________



SOCIAL MEDIA CAN ENABLE

• Awareness/Identification

• Communication/Dialog

• Support/Service Delivery

• Advocacy/Word of Mouth

• Research/Product Development

At a fractionof the cost compared to trying tocontrol it yourself!



As with all business critical efforts,it must be supported by a plan?

_____________________



A SOCIAL MEDIA PLANNING FRAMEWORK

Component Description

1 Audience Analysis Includes understanding the online (if, where, what)

behavior of employees, business partners

(suppliers, channel members, ..) customers or

prospects, social web or collective at large

2 Objectives What do you want to achieve in terms of results?

3 Strategy What approach will you take – monitor, discover,

analyze, share, participate, co-create

4 Tactics/Tools What social media marketing tactics & tools –

blogging (wordpress), microblogging (twitter), social

networks (facebook, linkedin), video (youtube,

vimeo), forums, SEO, POEM, blogger relations …

5 Metrics What are the metrics and what tools (vendors) will

you use to measure performance?

Source: www.toprankblog.com/2008/12/social-media-marketing-strategy-2/



HOW DO YOUR “CUSTOMERS” BEHAVE ONLINE

21%

57%

18%What is your mix?

---------------

Insights for your social media strategy?

Source: Forrester (2010)

64%



E.G. SOCIAL MEDIA PLANNING FRAMEWORK

New Business

Increase # of new customers acquired by 10% this year

Co-Create Customer Community Jive Software

Strategy Tactic Tools

ParticipateParticipate

ShareShare

DiscoverDiscover

MonitorMonitor

Increasing levels of participation,

interaction,and

complexity

GroupsGroups LinkedIn GroupsLinkedIn Groups

Blogs, Video, Photos,

Answers & Microblogging



Youtube, Quora,

Twitter ..

Youtube, Quora,

Twitter ..

Social NetworkingSocial NetworkingLinkedIn Connections,

Facebook Fan Page

LinkedIn Connections,

Facebook Fan Page

SearchSearchGoogle, LinkedIn,

directories….

Google, LinkedIn,

directories….

Source: Revised from Gartner (August 2010)

Brand Advocates

Related Metric

Problem SolvingProblem Solving

Thought LeadershipThought Leadership

ProspectingProspecting

Lead GenerationLead Generation



E.G. SOCIAL MEDIA PLANNING FRAMEWORK

New Business

Increase # of new customers acquired by 10% this year

Co-Create Customer Community Jive Software

Strategy Tactic Tools

ParticipateParticipate

ShareShare

DiscoverDiscover

MonitorMonitor

Increasing levels of participation,

interaction,and

complexity

GroupsGroups LinkedIn GroupsLinkedIn Groups





Youtube, LinkedIn

Answers, Twitter ..

Youtube, LinkedIn

Answers, Twitter ..

Social NetworkingSocial NetworkingLinkedIn Connections,

Facebook Fan Page

LinkedIn Connections,

Facebook Fan Page

SearchSearchGoogle, Trade

directories….

Google, Trade

directories….

Brand Advocates

Related Metric

Problem SolvingProblem Solving

Thought LeadershipThought Leadership

ProspectingProspecting

Lead GenerationLead Generation

Shortening

the

sales cycle for

more

valuable

customers




GARTNER BENEFIT/RISK MATRIX ….

LowLow High

High

Anticipated Risk

ExpectedBusinessBenefit


Monitor

Discover

Share

Participate

Co-Create



• Complete Worksheet #1(5 min)• Discuss with table (5-10 min)

– Which stakeholders?– Level of engagement? Tactics/tools?– Metrics?– Levels of risk in social media priorities?– Testing without strategy?

SMALL GROUP DISCUSSION



• Testing without a strategy is gambling

• Strategy requires in-depth understanding of your audiences

• Implementation without metrics is risky

• Consistent effort, authentic engagement and disciplined monitoring is paramount

SUMMARY OBSERVATIONS



Part 1Using LinkedIn to Drive Results



QUESTIONS

Does your stakeholder audience consist of professionals located primarily across our region?

Is it important/valuable for you to connect with them? Global collective?

What about Facebook instead?



120 Million Globally

LINKEDIN MEMBERS WITHIN 55KM

23,000



83% check ina min. of few times a month



CUSTOMER STRATEGY AND LINKEDIN’S POSSIBLE ROLE

Strategy Tactics and Tools within LinkedIn

Co-create LinkedIn Apps & Gadgets – Polls/Surveys/Events

Participate LinkedIn Groups – engage your audience and the social

collective in discussions on the industry

LinkedIn Recommendations – validation of thought leadership

Share LinkedIn Answers – establish yourself as an authority/expert

Integrated Content Marketing - Twitter, Slideshare, Blog, ..

Discover LinkedIn Connections – find expertise, leads, and employees

LinkedIn Inmaps – visual display of your network (http://inmaps.linkedinlabs.com/)

Monitor LinkedIn Company -- search and follow companies

LinkedIn Signal – search for updates/news across your primary

and extended network

And you can also pay for advertising!

Shortensalescycle



LINKEDIN HOME PAGE



LINKEDIN INMAPS

FamilySLC

Business

QSB

QSB MBA

Ivey MBA



1. Acquire new customers through online recommendati ons & word of mouth.

2. Keep in touch with people who care most about you r business.

3. Find the right vendors to outsource services you’ re not an expert on.

4. Build your industry network—online and in person.

5. Get answers to business questions with a little h elp from your real friends.

6. Win new business by answering questions in your a rea of expertise.

7. Raise funding.

8. Network with peers in your industry for repeat bu siness referrals.

9. Convince potential customers of your expertise by sharing unique content.

10. Keep your friends close and your competition clo ser.

10 SPECIFIC WAYS TO USE LINKEDIN

Source: http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/trackback/



• LinkedIn cases reviewed online in-class

WORKSHOP: USING LINKEDIN



At what stage are you with LinkedIn?

1. No account2. Have an account and a few connections, but rarely log in3. Have more than 50 connections, but unsure what to do now4. Have more than 200 connections, but they are really just

sort of “sitting there”5. Have lots of connections and are rather active but without

strategy6. LinkedIn Master, I manage a group, I respond to questions,

I’m developing my name as a thought leader in my field… I don’t need this course ☺

Where are you?

What can it do for me? For my business?

WORKSHOP: STAGE OF ADOPTION



KEYS TO LINKEDIN

Component Why

Profile Optimization First impressions and depth in experience lead to

strong network building

Connections Actively mine, personalize, organize

Recommendations Validation leads to credibility/opportunity

SM Integration Content marketing via Twitter, Blog, Website and

Slideshare

Groups Lead industry discussions and builds personal brand

Answers Demonstrate expertise to build personal and

company brand

Applications & Gadgets Productivity tools to drive high level engagement

Advertising Drive lead generation in a very targeted manner

Premium Inmail, Profiler to name a few



Part 2Personal Online Branding (POB)

NEW BUSINESS

REPEAT BUSINESSREFERRALS



WHAT COMES TO MIND WHEN YOU SEE THE PHRASE "PERSONAL ONLINE BRANDING?“

• People interested in promoting themselves instead of the company they work for

• Creating a consistent positioning message that best represents one's personal and professional background and interests

• What you are known for• image; what you portray• My image• Identification of how I come across in

online search and social media.• The package--look, feel, values it

communicates• The way you are branded and

perceived in the online world.• A website with someone's face and

accomplishments• an online 'resume' which markets the

person• online profiling

• The importance of having and maintaining a professional image on-line via tools like LinkedIn in order to capitalize on networking and other potential opportunities.

• Corporate buzzword

• How do I make myself (who I am, how I operate, etc.) translate to those who don't know me.

• Marketing myself through the internet

• The impressions you leave with others when they see you/ your services listed somewhere on the internet

• safeguarding, controlling / managing the image and information that comes across about me online

• Providing information about one's professional services in as efficient an online manner as possible.



• Conduct the following Google searches:– Your first and last name– Your industry– Your industry & Kingston– Products/Services you sell – Product/Services you sell & Kingston

• Discuss what you find on first page?• What about LinkedIn, Facebook, Google+

WORKSHOP: POB EXERCISE



• 75% of US online adults are active online social participators. 6

• 69% of internet users have searched for information about others online 2

• Searches for social networking profiles have grown rapidly in the past three years to 48% in 2009.

SOCIAL MEDIA AND PERSONAL EVALUATION



• Most people are not effectively monitoring their online presence.

• In 2009, just 2% said they used a search engine to look up information about themselves on a regular basis. 2

• When self-searchers query their name using a search engine, 62% say the first page of results is mostly about someone else with a name very similar or identical to theirs. 2

PEOPLE ARE LOOKING BUT …



• The amount of “ online clutter ” will grow exponentially, creating a greater need for a tight, concise POB.

• But the number of social media sites will drop , effectively consolidating POB’s

• The importance of visual presence (photos and video) will increase 8

• The old fashioned resume will be replaced by the online personal presence 11

ADDITIONAL DRIVERS/ASSUMPTIONS



STAGES OF ADOPTION

Experienced Users

• TV/Movie Celebrities

• Musicians

• Sports Figures

• Authors

• Music/tv/film support personnel

Emerging Users

• C-Level Executives

• Public Speakers

• High-Level Academics

• Real Estate Agents

• Freelancers

• Matchmakers

Future Users

• Students

• Entrepreneurs

• Middle Managers

• Entry-level job applicants



C- Level Executives– According the to the 2011

Edelman Trust Barometer CEOs now rank among the top credible spokespeople globally5

– Businesses are more tightly linked to the CEO and his or her ability to be perceived as a leader in the industry and to their staff.

WHAT IS DRIVING EMERGING USERS?



Entrepreneurs & Managers– Social Media and blogs are

rapidly expanding category3

– Inbound marketing has a 60% lower cost per lead3

– 45% using social networks to screen job candidates11

WHAT IS DRIVING FUTURE USERS?



• Show various examples online

WORKSHOP: POB EXAMPLES



OK so customers are searching foryou, what is your strategy

to ensure that you are both found and

well represented online?_____________________

Is doing nothing an option?



What can it POB do for youand your company?

_____________________

possible conflict here?



• Increased visibility : A POB drives your name recognition and increases awareness of your achievements and credentials. It helps you stand out in the clutter of people trying to secure business & get jobs. Your POB makes you memorable and differentiates you from the competition.

• Increased reach : An online presence helps transfer your real world reputation online for all to see, increasing your sphere of networking possibilities by effectively allowing more people to get to know you.

• Credibility : An online presence can help create trust; it shows the person behind the business and helps mitigate risk by providing potential clients/employers information via recommendations, referrals, and commentary that show you are the real deal.

• Influence the market : A solid online presence allows you to become the expert; the authority that others look to for guidance and recommendations in your industry. This in turn increases the PR opportunities for you and your company.

THE VALUE OF A POB



• Search for experts in your field.• Type the kind of expert that you

consider yourself into the following:– Google– LinkedIn– Facebook

• Who and what do you find?

WORKSHOP: SEARCH FOR EXPERTS



COMMON ELEMENTS OF POB

Brand

Strategy

Planning & Messaging

Development

Visual

Elements

SEO

Monitor

&

Measure

Social Media

Strategy

Content

Marketing

Strategy

Online

Hub



• Brand Strategy: Definition of brand equity, key messaging, determination of communication channels

• Visual: Develop and maintain logo, photography and color scheme. Ensures accuracy of use of visual elements relative to graphic standards. Often extends offline (i.e. business cards)

• SEO: Improving the visibility of the POB in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Augmented by search engine marketing (SEM) or paid listings.

• Monitoring & Measurement : Monitoring includes “listening” to select online channels for key words (name mention, industry or topics) and assisting customers by quickly responding & contributing to discussions. Measuring focuses on evaluating key metrics over a specified time period to assess which channels and messages are working best to reach the client’s goals.

• Social Media Strategy: Define appropriate social media channels and build and maintain consistent presence on each.

• Content Marketing Strategy: Publishing calendar and promotion strategy for types/formats/messages of original and curated content

• Online Content Hub : Development and maintenance of personal website and BLOG

COMMON ELEMENTS OF POB

Establishing your thought leadershipis a key goal



• Going dark. Establishing a presence and then letting it slip. No updates, mo monitoring, no improvement

• Lack of authenticity : Not matching the offline you with the online you

• Forgetting your audience : As networks grow its hard to remember who is following you. Keep personal info for close friends and family, play it professional for the rest of the world.

• Lack of Monitoring : Not keeping abreast of what is said about you/your industry and responding in a timely manner and/or especially failing to manage negative reputation incidents

• Spreading yourself too thin : Being unable to keep up with all the POB channels frequently enough to keep people engaged

• No Home Base: Failing to have a personal website or BLOG that is the official home for accurate information about your brand

COMMON PITFALLS IN POB



• Inconsistency: In messaging and look & feel

• No strategy : No definition of a key message or planned media channel strategy and/ or lack of measurement goals and metrics. Where and when will you blog and why? What will your look/design be? Why? What is your unique selling point? How are you differentiated? What is your elevator statement about your self? What are your goals for POB? How will you measure them?

• Too much self-promotion : Forgetting to help others by providing valuable content or mentoring to others in your field hurts your credibility.

• Overshadowing your company’s brand . Or not being good representative of your company’s brand.

• Forgetting to establish your credibility . Going “live” with your POB before you are ready with meaningful messages, recommendations from others, etc.

COMMON PITFALLS IN POB



• www.klout.com

• www.peerindex.com

• www.doimatter.com

POPULAR TOOLS FOR MEASURING YOUR POB



• 1 Kaplan’s “2010 College Admissions Officers Survey”http://www.kaptest.com/pdf_files/Highlights-from-Kaplans-2010-College-Admissions-Officers-Survey.pdf

• 2 Pew Internet “Survey on Reputation Management and Social Media” http://pewinternet.org/Reports/2010/Reputation-Management.aspx

• 3 Hubspot “State of Inbound Marketing Report” http://www.hubspot.com/Portals/53/docs/resellers/reports/state_of_inbound_marketing.pdf

• 4 Knowledge Network survey “How People Use Social Media” http://www.knowledgenetworks.com/ganp/reviewer-info.htmlreport can be purchased at http://mediastore.knowledgenetworks.com/index.php?page=shop.product_details&flypage=yagendoo_VaMazing_2.tpl&product_id=10&category_id=1&option=com_virtuemart&Itemid=12

• 5 2011 Edleman Trust Barometer http://voices.washingtonpost.com/davos-diary/2011/01/the_united_states_and_the_trus.html

PART 1 REFERENCES



• 6 Forrester Research, “2009 The Broad Reach of Social Technologies”, http://www.forrester.com/rb/Research/broad_reach_of_social_technologies/q/id/55132/t/2

• 7 The comScore 2010 U.S. Digital Year in Review http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_US_Digital_Year_in_Review

• 8 Internet Retailer, June 2010 Magazine www.internetretailer.com• 9 Office Team HR Manger Survey

http://officeteam.rhi.mediaroom.com/OnlineProfiles• 10 CrossTab “Online Reputation in a Connected World”

http://www.marketingtecnologico.com/ad2006/adminsc1/app/marketingtecnologico/uploads/Estudos/dpd_online%20reputation%20research_overview.pdf

• 11 Career Builder.com HR Manager Survey http://www.careerbuilder.com/share/aboutus/pressreleasesdetail.aspx?id=pr519&sd=8/19/2009&ed=12/31/2009&siteid=cbpr&sc_cmp1=cb_pr519_&cbRecursionCnt=1&cbsid=8412d5b32ef54ce6854a035cf3a59d12-303995843-x3-6-

PART 1 REFERENCES



– 12 Marcus, Bernd; Machilek, Franz; Schütz, Astrid (2006), "Personality in cyberspace: Personal web sites as media for personality expressions and impressions", Journal of Personality and Social Psychology 90 (6): 1014–1031, doi:10.1037/0022-3514.90.6.1014, PMID 16784349

– 13 Facebook Statistics: www.facebook.com/press/info.php?statistics– 14 Twitter Statistics: http://blog.twitter.com/2011/03/numbers.html– 15 Neilson’s BlogPulse http://www.blogpulse.com/

PART 1 REFERENCES



Part 3Customer Managed Relationships



A VIEW: THE SOCIAL CUSTOMER MANIFESTO

1. I want to have a say.2. I don't want to do business with idiots.3. I want to know when something is wrong, and what you're going to do to fix it.4. I want to help shape things that I'll find useful.5. I want to connect with others who are working on similar problems.6. I don't want to be called by another salesperson. Ever. (Unless they have something

useful. Then I want it yesterday.)7. I want to buy things on my schedule, not yours. I don't care if it's the end of your

quarter.8. I want to know your selling process.9. I want to tell you when you're screwing up. Conversely, I'm happy to tell you the

things that you are doing well. I may even tell you what your competitors are doing.10. I want to do business with companies that act in a transparent and ethical manner.11. I want to know what's next. We're in partnership…where should we go?

Source: http://www.socialcustomer.com/2011/09/reflections-on-the-social-customer.html



OK this may not be a lot of yourcustomers yet, but isn’t it

reasonable to assume that overthe next 10 years it likely will be?

_____________________

If so, what does that mean for organizations/business?



“Instead of companies managing their relationships with customers,

we need to create platforms to allowcustomers to manage their relationships

with companies. We need to forge “customer managed relationships””.

Jerry Wind, MIT Sloan Management Review, Summer 2008



BENEFITS TO CUSTOMERS USING SOCIAL CRM

• Access to more trusted and independent information on products, services and organizations through many-to-many participation.

• Greater control over their own level of engagement with an organization

• Greater control over the information they want, rather than being pushed information promoted by a company.

• A buying process that aligns with a buyer's needs assessments, information gathering, evaluation, transaction and post-purchase activities.

• Fulfilling emotional needs, such as self-esteem, respect, belonging and friendship.

CMR or CustomerManaged Relationships

Is commonly calledSocial CRM



Implications for SMEs in Eastern Ontario?

What can we learn from the experiences of larger companies/organizations?



USE CASES: MARKETING

Use Case Explanation

Idea Management Engaging community to share, capture, vote on an idea (e.g.

http://www.mystarbucksidea.force.com )

New Product Service

Market Research

Testing of concepts and prototypes using close and open

communities

New Product or

Service Launch

Engaging select target audiences at point of launch

(http://www.fordvehicles.com/fiestamovement/)

Social Campaigns Ability to make real-time changes to campaigns (e.g. Facebook

Like Button; tourism campaign

http://islandreefjob.com.au/about-the-best-job/)

Social Event

Networking

Networking communities that are coordinated to meet before,

during and after meeting (e.g

http://northamerica.msteched.com/teched-

bloggers?fbid=TYiIxBzEJ6B )

PR Crisis (e.g. @BP_America lampooned by @BPGlobalPR

Brand/Reputation

Promotion &Defense

Using Social Media Monitoring tools (e.g. Radian6) to listen;

Understanding and fostering wom, viral on social media

Tools Utilized:

Social-media monitoring (e.g., Compete, Nielsen BuzzMetrics, Radian6 and TNS Cymfony)

-----------------------------Hosted community platforms (e.g., Communispace, Jive, LiveWorld, Mzinga and Pluck



USE CASES: SALES


Prospecting and

Research

maintaining up-to-date contact information for prospecting,

profiling prospects and frontline research, real-time feeds on

contacts and/or accounts (from the Web,

external social communities, proprietary contact data

communities, sales information services providers, etc.).

Collaboration Tools for internal discussion with peer support organization

and external collaboration/conferencing between sales and

prospects

Benefits:

Increase in sales ready leads-----------------------------Decreased order to sales cycle times

Source: Gartner (December 2010)

Tools utilized:Social contact management, with data derived from communities (e.g., InsideView, salesforce.com Jigsaw and ZoomInfo)

Sales content management, with social software providing a collaborative environment (e.g., salesforce.com Chatter and Savo Group)

Proposal management, with social software providing a collaborative environment (e.g., Brightidea Switchboard)Social network analysis (e.g., 7 Degrees, Saba and Trampoline Systems)



USE CASES: CUSTOMER SERVICE


Community P2P

Support

HP launched the consumer support forum in seven languages

for over 20 countries. More than 4.6 million HP customers

have had their issues resolved through the forum to date

Service feedback Customer complaints, personalized surveys for each

community member, forum topic-based surveys/polls, and

general satisfaction surveys and comments. The results from

the later two need to be visible to community members and

facilitate associated social dialogue.

Service listen and

respond

e.g. Tweeting customers can be detected and diverted to a

chat session with a contact center agent.

Service process

analysis

These tools analyze and report on social service performance.

Aspects such as the time to inquiry resolution, the number of

posts, the accuracy of responses, and the number of

participants are all captured and displayed.

Benefits:

Deflected or decrease call volumes

-----------------------------Improved CSAT

Source: Gartner (December 2010)



• Customers are in charge

• Tools are available at low to no cost

• Processes and Learning curve are the investment/work

• Monitoring and Adapting are key

SUMMARY POINTS

Social CRM



• Framework is a good starting point

• LinkedIn can drive results$

• POB is good for business$

• Social CRM is upon us– Go past CRM go right to Social– Facebook and Twitter drive down costs

OVERALL SUMMARY



THANK YOU!

__________________

Jim [email protected]

613-544-5400 ext. 1139