social business through applied social media
Post on 13-Sep-2014
6.991 views
DESCRIPTION
The social context has rapidly evolved from "friending" to mainstream media. Its rapid evolution has set in motion of series of business applications that are demanding more of technology and delivering more to the bottom line.TRANSCRIPT
17Summits
Applied Social MediaSM
Creating ASocially Designed Business
Customers
C
C
ProductSupport
Specialists
CSRs
CC C
CKOL
KOL
ProductMarketing
Lead Gen
PublicRelations
CommercialMarketing
ProductMarketing
Rel Mgt
Biz Dev
Employees
Engineers
ProductDevelopers
Lis
ten
ing
Pla
tfo
rms
27Summits
Paul StillmankPresident & CEO, 7Summits
7SummitsAgency.com@7SummitsAgency
Hello
37Summits
Social Business is like…
…adults making money.
47Summits
Social Context Evolution
Extent of Applied Social MediaSM
Bus
ines
s V
alue
57Summits
Number of Social
Networking Users Has
Doubled Since 2007!
Social Media Has Rapidly Evolved From Friending to Preferred Media
Social Context Evolution
67Summits
Social Context Evolution
Extent of Applied Social MediaSM
Bus
ines
s V
alue
Rapid Evolution of Social MediaFrom Friending to Preferred Media
77Summits
Social network growth is strong across all segments & generations
Pro
fess
iona
l int
ent
Ability to define prospects
NINGFacebook
MySpace
Source: Compete.com, August 2009
REGISTERED USERS
UNIQUE MONTHLY VISITORS
6.1 Million
23 Million
55.6 Million
185 Million122.2 Million
300 Million
13 Million23.6 Million
14.2 Million
43 Million
Social Context Evolution
87Summits
• Influence brand reputation• Increase brand awareness• Improve SEO• Increase Website traffic• Generate Leads• Improve internal communications• Increase online sales
Social Context Evolution
Social Media Now Dominates As Preferred Media for Consumers
97Summits
Social Context Evolution
Extent of Applied Social MediaSM
Bus
ines
s V
alue
Social Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other Media
Rapid Evolution of Social MediaFrom Friending to Preferred Media
107Summits
Marketing Evolves To Meet The Social Context
Social Context Evolution
117Summits
Affecting Advertising Campaigns Giving Way to Ongoing Brand Conversations
Social Context Evolution
127Summits
Social Context Evolution
Extent of Applied Social MediaSM
Bus
ines
s V
alue
Companies Pursue Consumers ViaIntegrated Social Marketing &Connected Social Campaigns
Social Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other Media
Rapid Evolution of Social MediaFrom Friending to Preferred Media
137Summits
The Social Context Will Become Mainstream
Forrester: “Social Networking will be the biggest enterprise 2.0 priority by 2013”
Social Context Evolution
147Summits
Mainstream Needs Drive Rapid Maturing of Social Business Software
Social Context Evolution
157Summits
Social Context Evolution
Extent of Applied Social MediaSM
Bus
ines
s V
alue
Companies Pursue Consumers ViaIntegrated Social Marketing &Connected Social Campaigns
Social Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other Media
Extensive Needs DrivesRapid Maturing of Social Business Software
Rapid Evolution of Social MediaFrom Friending to Preferred Media
167Summits
Other Parts of the Organization Benefit From Applied Social MediaSM As Well
Social Context Evolution
177Summits
Scattered Energy and Focus Applied Social Media
Customers, Partners, Employees pulling in different directions
Integrated, Focused Energy &Connected Efforts =
Force Multiplier
Companies Are Ready For The Benefits of a Socially Designed Business
Social Context Evolution
187Summits
Social Context Evolution
Extent of Applied Social MediaSM
Bus
ines
s V
alue
Companies Pursue Consumers ViaIntegrated Social Marketing &Connected Social Campaigns
Business Imperatives &Value Levers Driven by Social Solutions
Social Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other Media
Extensive Needs DrivesRapid Maturing of Social Business Software
Rapid Evolution of Social MediaFrom Friending to Preferred Media
197Summits
Social Context Evolution
Extent of Applied Social MediaSM
Bus
ines
s V
alue
Companies Pursue Consumers ViaIntegrated Social Marketing &Connected Social Campaigns
Business Imperatives &Value Levers Driven by Social Solutions
Social Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other Media
Extensive Needs DrivesRapid Maturing of Social Business Software
Rapid Evolution of Social MediaFrom Friending to Preferred Media
So What’s Next?
207Summits
Social Context EvolutionThe Next Step In This Evolution: A Socially Designed Business
217Summits
Social Context Evolution
Let’s build out this example to help understand this idea.
227Summits
PublicRelations
CommercialMarketing
Marketing has been the path-finder for Applied Social Media.
Marketing
237Summits
PublicRelations
CommercialMarketing
Lis
ten
ing
Pla
tfo
rms
Here, Marketing uses a listening platform and other techniques to better understand what is being said about their company, brands, and products / services throughout the social web.
Marketing
247Summits
CC C
C
CC
CC
KOL
KOL
PublicRelations
CommercialMarketing
Lis
ten
ing
Pla
tfo
rms
Key Opinion Leaders (KOLs) share insights regarding customer needs as well.
Marketing
Here, Marketing uses a listening platform and other techniques to better understand what is being said about their company, brands, and products / services throughout the social web.
257Summits
CC C
C
CC
CC
KOL
KOL
PublicRelations
CommercialMarketing
Lis
ten
ing
Pla
tfo
rms
Marketing shares the information in a Market Engagement Space, eliminating the need for repeated Google alerts, disparate feeds and relentless email forwarding…
Key Opinion Leaders (KOLs) share insights regarding customer needs as well.
Here, Marketing uses a listening platform and other techniques to better understand what is being said about their company, brands, and products / services throughout the social web.
267Summits Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
PublicRelations
CommercialMarketing
Lis
ten
ing
Pla
tfo
rms
Customer Service has been using community as well…to drive down call volumes by leveraging customers and partners to help each other.
277Summits Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
PublicRelations
CommercialMarketing
Lis
ten
ing
Pla
tfo
rms
Attrition goes down as customer service representatives support each other in a community: tagging and rating information they capture so that everyone can surface results more efficiently.
287Summits Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
PublicRelations
CommercialMarketing
Lis
ten
ing
Pla
tfo
rms
297Summits Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
PublicRelations
CommercialMarketing
Lis
ten
ing
Pla
tfo
rms
Feedback
Something sparks.
Community is taking off…
307Summits Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
PublicRelations
CommercialMarketing
ProductMarketing
Lis
ten
ing
Pla
tfo
rms
Feedback
Marketing and Customer Service share a community where product feedback and new ideas are surfaced and discussed until well understood.
Marketing polls KOLs and customers to better understand those needs…
317Summits Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
PublicRelations
CommercialMarketing
ProductMarketing
Lis
ten
ing
Pla
tfo
rms
Feedback
327Summits Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
ProductMarketing
PublicRelations
CommercialMarketing
ProductMarketing
Employees
Engineers
ProductDevelopers
Lis
ten
ing
Pla
tfo
rms
Feedback
Product Marketing along with key customer advocates work in a community with product development to more effectively derive new products…
337Summits Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
ProductMarketing
PublicRelations
CommercialMarketing
ProductMarketing
Employees
Engineers
ProductDevelopers
Lis
ten
ing
Pla
tfo
rms
Feedback
…a customer-submitted idea is taken to market and takes off, capturing a stronger share of the market.
347Summits
Sales
Enablement
Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
Lead Gen
PublicRelations
CommercialMarketing
ProductMarketing
Rel Mgt
Biz Dev
Lis
ten
ing
Pla
tfo
rms
Feedback
Customer Service and Sales learn about the new product offering and collaborate to generate leads, measure conversion behaviors and drive more business.
357Summits
Sales
Enablement
Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
Lead Gen
PublicRelations
CommercialMarketing
ProductMarketing
Rel Mgt
Biz Dev
Lis
ten
ing
Pla
tfo
rms
Feedback
Marketing and Sales work together to identify which sales materials and campaigns are most effective.
367Summits
Sales
Enablement
Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
ProductMarketing
Lead Gen
PublicRelations
CommercialMarketing
ProductMarketing
Rel Mgt
Biz Dev
Employees
Engineers
ProductDevelopers
Lis
ten
ing
Pla
tfo
rms
Feedback
377Summits Customers
C
C
ProductSupport
Specialists
CSRs
CC C
C
CC
CC
KOL
KOL
ProductMarketing
Sales
Enablement
Lead Gen
PublicRelations
CommercialMarketing
ProductMarketing
Rel Mgt
Biz Dev
Employees
Engineers
ProductDevelopers
Lis
ten
ing
Pla
tfo
rms
Feedback
Bringing the community together as a whole…
387SummitsProprietary & Confidential
…for a more socially designed business.
Social Context Evolution
This model extends to a more fully integrated community driving ongoing, positive business change. This includes remaining areas: HR . . . Operations . . . Finance . . . and more. Customer, partner, and employee integration become pervasive across the model as well.
397Summits
Social Context Evolution
Extent of Applied Social MediaSM
Bus
ines
s V
alue
Companies Pursue Consumers ViaIntegrated Social Marketing &Connected Social Campaigns
Business Imperatives &Value Levers Driven by Social Solutions
Socially DesignedBusinesses BeginTo Evolve
Social Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other Media
Extensive Needs DrivesRapid Maturing of Social Business Software
Rapid Evolution of Social MediaFrom Friending to Preferred Media
Socially Designed Business
407Summits
Paul StillmankPresident & CEO, 7Summits
7SummitsAgency.com@7SummitsAgency
Thank You
417Summits
Applied Social MediaSM
Creating ASocially Designed Business