Cactus staffers Norm and Mike headed to Boulder Digital Works' Making Digital Work. Here is there take on the 2-day workshop. Norm's through his sketchpad, Mike's through his iPad.
Ibm social business jam camp 2011 vp sandy carter get bold social business ag...Friedel Jonker
The document discusses how social business can align organizational goals and culture, gain social trust, and engage customers through experiences. It provides examples of how companies like IBM, Bank of NY Mellon, BASF, RIM, Sennheiser, Sun Life, RBC, and Celestica have networked their business processes through social media to improve customer service, research and development, and human resources. Integrating social throughout the organization can yield benefits like 18% increased customer satisfaction and 20% reduced time to market.
This document summarizes Enterprise 2.0, which refers to the use of social media, cloud computing, and mobile technologies by organizations. It discusses how these tools allow for increased collaboration, communication, and knowledge sharing within and outside organizations. While offering opportunities, Enterprise 2.0 also presents risks that must be managed through training and governance policies. The document provides examples of how different business functions can utilize Enterprise 2.0 and stresses the importance of monitoring and analytics to understand impacts and inform strategies.
Tips on How to Integrate Print with other ChannelsinterlinkONE
This document provides tips on integrating print with other marketing channels. It discusses how print can be used with mobile, social media, email, and websites. Print is still valuable when combined with digital channels as it can increase awareness and drive traffic. Specific ideas are provided like using QR codes and URLs in print to link to digital content or capture email addresses. The key is taking an integrated, multi-channel approach to reach audiences across different mediums.
The document discusses the evolution of public relations from traditional PR 1.0 to modern hybrid PR and PR 2.0 approaches. PR 1.0 relied on traditional media outlets while PR 2.0 allows brands to directly reach audiences through social media and online content. The hybrid approach combines traditional and digital tactics to reach target markets. The document advocates optimizing websites, content, and press releases for search engines and social media to engage in online conversations and better promote brands.
Crowdsourcing and social media provide new opportunities for companies to engage customers. Social networks allow users to discuss, review, and generate knowledge about products. Companies can use crowdsourcing platforms and social media to gain insights, generate ideas from customers, and test products and promotions. While consumers are increasingly active online generating content and reviewing products, companies must tap into this potential through social media engagement.
Social media has transformed how people consume and share information. It allows many-to-many conversations rather than one-way broadcasts. Big brands use social media to target customers, create buzz, learn from customers, and align online strategy. Why brands should use social media is to multiply reach, align strategy with one online channel, generate more traffic, humanize the brand, and increase awareness. Effective social media strategies involve monitoring conversations, responding rapidly, designing campaigns to encourage sharing, and leading consumers toward long-term changes. Measuring social media impact requires coordinating data, tools, technology, and talent across functions.
COGO is a leading provider of internet marketing expertise headquartered in Herndon, VA. They offer full-service internet marketing consulting with over 25 years of experience in marketing, management, and business development. Their services include expert internet marketing strategy, email campaigns, social media marketing, search engine optimization, blog development, and multimedia content like videos and podcasts.
Your brand isn’t just what you say it is. It’s also about what your employees, customers, prospects, competitors, and world at large say it is.
As we like to say, a brand is the sum of all conversations, and in the fast-moving and dynamic world of social media, you want to have a handle on how your brand is being perceived out there.
Knowledge360 helps you get better grip on your online brand. In other words we provide you “Social Branding” solutions.
The document discusses the need for changes in the advertising industry to adapt to digital technologies and consumer behaviors. It notes that traditional creative agencies need to invest more in experience design, user experience strategies, and integrating those specialists throughout agencies. The brief also needs to change to focus less on traditional marketing goals like reach and messages, and more on building communities, adding value for users, and facilitating ongoing participation and sharing. Agencies also need cross-functional teams with a wider range of digital skills like programming, mobile development, content strategy, and analytics.
091123 Shanghai Spanish Chamber Of Commerce Event 0.2Text100
- Bloggers are increasingly influential voices that companies can no longer ignore. While traditionally seen as unprofessional, bloggers expect to be engaged with as potential partners, not just outlets for press releases.
- Most bloggers are part-time and welcome contact from PR firms to provide information and suggest potential connections. Younger bloggers in Asia Pacific are more open to contact than those in Europe and USA.
- RSS feeds, corporate websites, and other bloggers are important information sources for bloggers, more so than traditional media. Providing content through these channels is key to reaching bloggers.
This document discusses the changing consumer landscape and how marketing must adapt. It notes that today's Consumer 2.0 is emotional, interconnected, and trusts word-of-mouth over ads. This represents a shift away from the efficient, rational Consumer 1.0 of the past. The document recommends engaging customers on their own terms through an ongoing dialogue on social media. It also emphasizes the importance of brand advocates and mobilizing existing customers through social communities and mobile applications. Location-based services and contextual marketing are presented as ways to provide more relevant experiences to consumers.
Case Study Creating a Social CRM Strategy That Spans The Value Chain - Alexa...Our Social Times
1) The document discusses end-to-end social CRM, which is the ability to engage customers across all channels continuously to drive insights, innovation, marketing, sales and service.
2) It provides examples of how companies can use social media research communities, private dialogue panels, and open engagement to better understand customers and influence prospects.
3) The key is to leverage social media conversations to drive conversions by amplifying customer content and activating brand ambassadors across online and offline channels.
B2B companies are looking beyond conventional marketing communications and using social media to engage directly with their audiences, build trust and gather customer insight. But many companies are struggling to do this in a meaningful way. They’re prioritising marketing rhetoric over content creation, community building, and problem solving. This means that businesses are missing the opportunity to turn prospects into customers and customers into advocates. In this workshop, Text100’s Global Digital and Social Media Lead Jeremy Woolf will present the case for B2B social media and methodology for driving results. The delegation will then be split into four groups, each tasked with creatively responding to aB2B social media brief. Text100 experts will guide the groups, with each presenting their strategy back to the delegation.
Fallon Brainfood x Planning-ness 2010: How To Plan AppsAki Spicer
Aki Spicer, Fallon's Director of Digital Strategy will reveal some learnings and tips for account planners trying to operationalize the process of concepting, selling and building applications and digital tools.
Learn some pitfalls to avoid, shortcuts for bridging the gap between "start-up" culture and agency culture, guidance for selling apps to clients who are "bottom-line" or "ad message" minded, and shifting your teams from campaign thinking to service mentality.
http://planningness.com
September 30th – October 1st at Denver’s, Space Gallery.
El documento presenta un resumen de los conceptos clave relacionados con los proyectos de inversión. Explica que un proyecto de inversión puede referirse a un documento, un satisfactor de necesidades o la parte mínima del presupuesto de capital de una organización. Describe además las cuatro etapas del ciclo de vida de un proyecto de inversión: preinversión, decisión, inversión y recuperación. Finalmente, destaca la importancia de realizar estudios de mercado, técnicos y financieros durante la etapa de
Creative Commons License and Semantic Web TechnologyJungpyo, JP Lee
* Korean Semantic Web Conference 2009
* Powerpoint 2007 version (*.pptx)
* 다음 글꼴이 있어야 제대로 보실 수 있습니다.
(Below font is needed for see the presentation_
- 서울서체(free) http://design.seoul.go.kr/main.php
- 나눔글꼴 (free) http://hangeul.naver.com/share.nhn
- 나눔코딩글꼴(free) http://dev.naver.com/projects/nanumfont/download/note/214
Als u wilt weten of uw investering hiervoor in aanmerking komt, dan kunt u de Milieulijst raadplegen. Deze lijst wordt jaarlijks door de overheid geactualiseerd en u vindt er het aftrekpercentage per bedrijfsmiddel. Overigens biedt de Nederlandse overheid ook fiscaal voordeel aan via de Energie Investeringsaftrek (EIA), bedoeld voor investeringen in energiebesparende bedrijfsmiddelen.
Durkheim emile lecciones de sociologiaRafael Yusti
1) Émile Durkheim fue uno de los fundadores de la sociología moderna y utilizó métodos científicos para estudiar grupos sociales. 2) Creía que los individuos son producto de fuerzas sociales complejas y no pueden entenderse fuera de su contexto social. 3) Introdujo el concepto de "conciencia colectiva" para describir la naturaleza de una sociedad y aplicó este concepto en su estudio de las tasas de suicidio.
Marcogeneral politica curricular todos los nivelesAna María Zima
Este documento establece el marco general de política curricular para la provincia de Buenos Aires. Explica que la educación es una prioridad del estado provincial y constituye una política de estado para construir una sociedad justa. Presenta los principios y criterios que orientan los documentos curriculares de los diferentes niveles y modalidades del sistema educativo provincial. Su objetivo es explicitar las concepciones teóricas que sustentan la política pública educativa en el marco de la Ley de Educación Provincial.
Este documento presenta un proyecto de formación propuesto por un grupo de estudiantes basado en su programa de estudios. El proyecto consiste en una empresa que brindará oportunidades laborales a personas que normalmente no las tienen, como recién egresados, personas sin educación formal o que estuvieron involucradas en actividades ilegales. La empresa ofrecerá capacitación, orientación y vinculará a estas personas con empresas líderes para promover la inclusión social. El proyecto busca generar igualdad de oportunidades, reducir la pobreza y mejor
The document discusses social media analysis of the Rugby World Cup Twitter account @RugbyWorldCup. It provides statistics on the account's followers, most influential followers, social media footprint, country distribution of followers, and analysis of its YouTube channel. The presentation also discusses iGo2 Group, a social business solutions company, and how it can help organizations leverage social media through strategies, intelligence, and community building.
The document discusses social media use for businesses. It is a summary of a meeting between Kinship Digital, a social media consultancy, and CEOs. The meeting covered why Australians are addicted to social media, the consequences for businesses and executives, and a strategic view of social media internally and externally. Case studies were also reviewed that deliver a return on investment from social media use.
Community conference 2011 - Dell, Bill JohnstonSeismonaut
This document discusses creating sustainable value through social media. It outlines Dell's journey with social media over five years, experiments, and lessons learned. Key insights include:
1) Social media improves engagement, provides solutions, and boosts loyalty across the customer lifecycle from awareness to post-purchase support.
2) Listening is critical for understanding customers and markets. Social media also provides insights to improve products, marketing, and operations.
3) While direct sales impacts can be measured, social media value is multi-dimensional, including influence on purchase, increased attention, loyalty, and other less direct impacts.
4) For Dell, social media affects all business units and stages of the buying process, not
Presentation notes from the Frocomm Social Media Bootcamp, June 2009, Sydney presenters were Brian Giesen and Graham White from Ogilvy 360 Digital Influence
Social networking has become important for marketers due to a weak economy, media fragmentation, and consumers expecting personalization. Social media refers to internet and mobile-based tools for sharing information through words, pictures, video and audio. Social networks outperform other categories in key metrics. They have evolved from one-way information delivery on Web 1.0 to two-way interactions on Web 2.0 and knowledge-based interactions on Web 3.0. The key social networking sites reviewed are LinkedIn, Facebook, and Twitter.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
Social Media for Sustainable Business [Fall 2010 Refresh]Earthsite
[UPDATED with extensive 'applications' section and new 'trends' information]
Social media has changed marketing and sustainable business is perfectly positioned to leverage this technology.
This is a presentation given to the Presidio MBA program by JoeyShepp.com, new media maven. It covers social media trends, principles, case studies, and how-to topics.
Twitter @JoeyShepp your question about new media and sustainability.
Presidio Social Media For Sustainable Business Oct 2010 101022010629 Phpapp01Catalyst Financial Inc.
The document is a presentation about using social media for sustainable businesses. It discusses trends in social media use, principles of social media, and applications for businesses. The presenter, Joey Shepp, outlines how social media allows sustainable businesses to directly engage customers, generate sales and referrals, crowdsource ideas, and communicate their social and environmental responsibilities in an authentic way.
Op 21 en 22 maart 2012 is bijgaande presentatie gegeven tijdens het Digital Marketing Live event van Emerce. Via Lectric opleidingen treft u meer informatie aan over sociale media trainingen.
Michael Brito discussed how businesses should think like media companies by focusing on creating relevant and recent content. As consumers lives are unpredictable, businesses need owned, earned, and paid media strategies to be present everywhere. A social business strategy can help businesses collaborate internally and externally to create value for all stakeholders. Businesses should define their brand pillars and narratives to determine the right content, platforms, and distribution frequency.
Social media marketing is disrupting enterprises, as customers share more openly online. However, most companies are unprepared to engage in social conversations. While marketing has shifted to be more engaging and transparent through social media, companies struggle with fragmented conversations across multiple systems without unified data or effective measurement. The world's only unified social marketing platform can help companies turn insights into actions and connections into customers for life by avoiding silos and leveraging tools to engage customers throughout the product lifecycle.
This document discusses emerging and social media in marketing. It covers topics like social sharing, social bookmarking, defining a social business, and case studies of how companies like AT&T, Domino's Pizza, Mint.com and others have benefited from social media. It also outlines an upcoming class assignment where students will analyze how a brand uses social and emerging media across their business.
This document summarizes key aspects of social media and online marketing. It discusses how providing shareable social objects can help brands build momentum and become a reference point. Examples of social objects include photos, videos, profiles and documents shared on platforms like Flickr and Wikipedia. The document also emphasizes the importance of listening to conversations on social media through monitoring tools and engaging by contributing valuable content.
This document provides an introduction to using social media for small businesses. It discusses how social media has evolved from Web 1.0 to Web 2.0 to Web 3.0, allowing for more user interactivity and user-generated content. The document defines social media and differentiates it from traditional media. It provides examples of popular social media tools and discusses how social media differs from traditional media in encouraging discussions and shared meanings. The document also outlines the power of social media and citizen marketers, and provides tips for small businesses to build online communities and measure their social media efforts.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
This document discusses how social media is changing the banking industry and how banks can leverage social media. It provides perspectives from banking executives on how social media can drive innovation through service, product, and process innovation. Social media allows banks to improve customer service, generate leads, deepen customer relationships, and differentiate from competitors. Banks need to listen to customers on social media, engage in conversations, and join discussions in online communities to benefit. Executives share how their banks are learning from early social media experiences and adapting their strategies to be more active and responsive online. Web listening tools and private online communities are presented as ways for banks to gain insights from customers.
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.
The document discusses the transition from social branding to social business. It notes that becoming a social business requires that collaboration and knowledge sharing become imperative to success. It also notes that social branding focuses on external communications while social business focuses more internally on employees and changing culture. The goal is to make collaboration and knowledge sharing standard so the organization can achieve measurable outcomes.
This document discusses social business and how to operationalize it within an organization. It begins by discussing how social media has caused challenges for businesses and outlines a model for social business value creation. It then provides recommendations for establishing a social media center of excellence, including evaluating the social landscape, establishing roles and teams, and operationalizing the center. The document also discusses content creation workflows, building a real-time listening center, expanding programs globally, and operationalizing the content marketing process.
The document discusses how social measurement and analytics can provide fuel for smart content, engagement, and strategy. It covers how the communications environment is changing from traditional to social media, and implications for research and analytics. Metrics are shifting from impressions to engagement, and from measuring at the end to analyzing all the time.
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KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA
6. The power lies in the creation of self-organised
communities of like-minded people
7. ...We grew up with the Internet and on the Internet. This is whatWe, the us
makes
different; this is what makes the crucial, although surprising from your point of
Web Kids
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
8. Tell people
so they can
buy it and
then tell
everyone
else!
Stop
shouting!
15. Three myths about what customers want
1.
Relationship with you
3.
More the
better
Interactions build
2.
relationships
16. Why
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
24. Could targeted social media
generate 350 leads?
1.
Integrated with other
3.
marketing 723 leads
114% increase
2. in sales (YoY)
Videos, Facebook, Twitter,
LinkedIn
25. B2B
Content Network
Expert Connections
Show (not) Tell Knowledge base
Relationships Story
Trust Framework
Soften & Support Humans
26. Companies must build their own media empires
Editorial sensibilities
EDITORS Cultural relevancy
Brand and content strategy
COMMUNITY
CREATIVE PRODUCERS
MANAGERS
Engagement Content form production (visual, etc)
Media distribution (earned, paid & owned) THE SOCIAL Formatting (social, web, traditional)
Content optimisation
Measurement and analytics CREATIVE
NEWSROOM
The “newsroom” produces a continual stream of timely, relevant, content – optimised for sharing
27. There is both an opportunity for a great
organization to communicate and to have their
knowledge impact the world.
31. ROI
Altimeter Group – The Social Media ROI Cookbook: http://slidesha.re/Tg1uAt
32. FRY
Frequency
Reach
Yield
FRY metrics by Olivier Blanchard
34. A recommendation from a friend would
make 71% of people more comfortable
71%
with a product or service – more so than
advertising (15%) or even personal
experience (63%)
MediaLab
35. Customer Customer
Social Social
Lifetime Customer Referral
Landscape Customer
Value Value
“The Social Web is distributing influence beyond the customer landscape, allocating
authority amongst stakeholders, prospects, and peers.” – Brian Solis
36. Gary Vaynerchuk grew
his family wine shop from
$3 million to $60 million
using content & social
media.
37. $15k Direct Mail = 200
new customers
$7.5k Billboards = 300
new customers
$0 Twitter = 1,800 new
customers
Twitter customers out-perform by 60%
45. End to End
Core
Your “Why”
Your “One Thing”
In Your Products?
Your Behaviour?
46. End to End
Business
Pitch – short & sharp
What you do
What type of programme?
Support biz goals
47. End to End
Research Creators
What does audience know? Critics
Nothing | Aware, No Action | Single Action | Repeat/Enthusiasts | Advocates
Collectors
How do they use social media? Joiners
Listen
Spectators
Buyer personae Inactives
Map demographics, socialgraphics, usage
48. End to End
Plan
Strategy
Support the business goal
Tactics
How will you be human?
Identify success
KPIs, ground zero status
49. End to End
Implement
Plug plan into the organisation
People, roles, communications, workflow
Tools, integration, training & guidelines
50. End to End
Manage
Day to day execution
Content, community engagement, cust support,
brand mgmt, measurement/analytics
51. End to End
Measure
Are objectives being met?
If yes, carry on
If no, explore and make changes
52. 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
53. Acme Widgets
Core
Why Innovation
In Products? Built reputation on innovative, boundary-pushing new widgets
Behaviour? We openly encourage our people to try new things
54. Acme Widgets
Business
Pitch Ground breaking widgets for the electronics industry
What Goal to open a new market (US) in 2013
programme? 1st customer by Q3
Support biz? Awareness programme
55. Acme Widgets
Research
Creators
Audience
know?
Nothing | Aware, No Action Critics
Collectors
How do they Critics and Collectors
Joiners
use social Comment on Groups and forums
media? Pinterest pages for innovative products
Spectators
Inactives
Design Engineers in large electronics manufacturers
Buyer Persona
Male, 25-40, charged with designing new products
56. Acme Widgets
Plan
Raise awareness about ACME in key markets in the US
to create beach head for expansion next year
Strategy
by demonstrating our expertise and passion on LinkedIn
Create a financial plan – what will it costs?
Identify subject matter experts internally
Tactics Have them join LI Groups – answer questions
(human?) Start blog about engineering/innovation
Create a LI Group dedicated to our type of engineering
5 MQLs by end of Q2, 20 by end of 2013
ID success
KPIs
Secondary: conversions, web visits from US/LI, blog
subs/comments, LI Group membership/discussions
57. Acme Widgets
Implement
SM/Community Mgr – Agency help
Choose experts, training, create policy
Plug in plan Content calendar
Select target LI Groups
Set up blog platform
Manage
Manage content creation (herd engineers)
Day to day Monitor LinkedIn, social spaces
Measure against milestones, report regularly
59. Thank you!
Eric Swain
Client Services Director
Equinet Media
+44 1234 262262
eric@equinetmedia.com
@ericswain
www.equinetmedia.com
60. Credits – images, docs and stats
McKinsey Report: http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy
Everything is Marketing – Hugh McLeod: http://www.gapingvoidart.com/everything-marketing-p-1917.html
Crowd Kiss: http://www.flickr.com/photos/acousticskyy/3651475141/
We, the Web Kids – Piotr Czerski: http://pastebin.com/0xXV8k7k
Shouting boy by fotologic: http://www.flickr.com/photos/fotologic/242616844/
Social Media Strategy Mind Map: http://www.automotivesocial.com/
Big Sandwich: Unknown
Jetfighter by familymwr: http://www.flickr.com/photos/familymwr/4929686927/
Simon Sinek: http://www.startwithwhy.com/
Seth Godin: http://www.fastcompany.com/46049/praise-purple-cow
Corporate Executive Board – 3 Myths: http://blogs.hbr.org/cs/2012/05/three_myths_about_customer_eng.html
Edelman – Social Creative Newsroom: http://darmano.typepad.com/logic_emotion/2012/11/brand_media.html
ROI - 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 Blanchard
ACME 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/1422158586
No 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/
Editor's Notes
Speed and scale of adoption exceeds that of previous technologiesDistinct properties of social tech make them powerfulEndow social interactions with speed, scale and economics of the InternetDemocratic content publishing, sharing and consumingCreate a record of interactions/connections (social graph)Disintermediate commercial relationships and upend traditional biz models
2/3rds of value creation lies in improving comms and collaboration within and across enterprisesConsumer insightsUnfiltered feedback and behavioral dataCrowdsource product ideas & co-create new featuresManaging procurement and logisticsRaise knowledge worker productivity by 20-25%Up 1/3 of consumer spending could be influenced by social media interactions = $940B annual consumption US and Europe
Marketing is Everything – Regis McKenna, HBS 1991TechnologyBut also
Performance-oriented cultures possess statistically better financial growth, with high employee involvement, strong internal communication, and an acceptance of a healthy level of risk-taking in order to achieve new levels of innovation.Social Media is less about strategy, messaging, and marketing than about culture, conversations, change management
Culture eats strategy for lunch“if we get the culture right, then everything else, including the customer service, will fall into place” – Tony Hsieh, CEO
If it starts with “culture” it also starts with “product”
Remarkable marketing is the art of building things worth noticing right into your product or service. Not just slapping on the marketing function as a last-minute add-on, but also understanding from the outset that if your offering itself isn't remarkable, then it's invisible -- no matter how much you spend on well-crafted advertising.
Myth #1: Most consumers want to have relationships with your brand.Actually, they don't. Only 23% of the consumers in our study said they have a relationship with a brand. In the typical consumer's view of the world, relationships are reserved for friends, family and colleagues. That's why, when you ask the 77% of consumers who don't have relationships with brands to explain why, you get comments like "It's just a brand, not a member of my family." (What consumers really want when they interact with brands online is to get discounts).How should you market differently?First, understand which of your consumers are in the 23% and which are in the 77%. Who wants a relationship and who doesn't? Then, apply different expectations to those two groups and market differently to them. Stop bombarding consumers who don't want a relationship with your attempts to build one through endless emails or complex loyalty programs. Those efforts will be low ROI. Chances are there are higher returns to be had elsewhere in your marketing mix.Myth #2: Interactions build relationships.No, they don't. Shared values build relationships. A shared value is a belief that both the brand and consumer have about a brand's higher purpose or broad philosophy. For example, Pedigree Dog Food's shared value is a belief that every dog deserves a loving home. Southwest Airlines' shared value revolves around the democratization of air travel.Of the consumers in our study who said they have a brand relationship, 64% cited shared values as the primary reason. That's far and away the largest driver. Meanwhile, only 13% cited frequent interactions with the brand as a reason for having a relationship.How should you market differently?Many brands have a demonstrable higher purpose baked into their missions, whether it's Patagonia's commitment to the environment or Harley Davidson's goal "to fulfill dreams through the experience of motorcycling." These feel authentic to consumers, and so provide a credible basis for shared values and relationship-building. To build relationships, start by clearly communicating your brand's philosophy or higher purpose.Myth #3: The more interaction the better.Wrong. There's no correlation between interactions with a customer and the likelihood that he or she will be "sticky" (go through with an intended purchase, purchase again, and recommend). Yet, most marketers behave as if there is a continuous linear relationship between the number of interactions and share of wallet. That's why, as the Wall Street Journal recently reported, you see well-established retailers like Neiman-Marcus, Land's End and Toys R Us sending customers over 300 emails annually.In reality, that linear relationship flattens much more quickly than most marketers think; soon, helpful interactions become an overwhelming torrent. Without realizing it, many marketers are only adding to the information bombardment consumers feel as they shop a category, reducing stickiness rather than enhancing it. (For more on consumers' cognitive overload, see the sidebar "Too Much Information" in our recent HBR article.How should you market differently?Instead of relentlessly demanding more consumer attention, treat the attention you do win as precious. Then ask yourself a simple question of any new marketing efforts: is this campaign/email/microsite/print ad/etc. going to reduce the cognitive overload consumers feel as they shop my category? If the answer is "no" or "not sure," go back to the drawing board. When it comes to interacting with your customers, more isn't better.
Customer service centric approachTwitter especially – story of woman sent flowersMD throws parties for local customers when visiting citiesBox of crackers to Pacific Islands – “FreshBooks, you've got a customer for a life and yet one more person to sing your praises to the masses.”
SXSW panel – customers are your best marketingExecute Extraordinary Experiences Everyday
Could generate 350 leads for 18 Manhatten centres?Chose a targetable customer segment – NYC entrepreneurs = young, growing, networkers, tech-skewedPR, Events, digital, SEM, taxi TV, Videos showing companies trying to have offices in the park, on subway, in coffee shops…
B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation.B2B social media tactics vary from B2C, in that they are typically rooted in consumer education and thought leadership, and thus require deeper layers of interactionB2B actually has an advantage with social media, because most of their business is centered around longer term relationships between suppliers and consultants and clients, and there are so many needs and touchpoints for information sharing that don’t exist as much in the B2C cycle.One distinct characteristic of B2B businesses is that their work centres around helping people do their jobs better somehow. It’s less about lifestyle and personal interests, and more about how the business ecosystem improves.Content – useful, helpful, informativeRaise knowledge of customersDemonstrate expertise – that we are qualified to help themShare, distribute, and create easier and faster with socialNetwork – is everything in B2BWho you know / Who they know - LinkedInKnowledge base – filter and segment list based on knowledge baseRelationships - Almighty in B2BEstablish Trust (so important) thru additional touch points – online not golf course or dinnerContext – from information standpoint - Supporting stuff that helps the sale along, shortens the cycle, secures the dealBridge gaps between and around sales – funnel movement and retention helpStory – How tell our business storyLinkedIn, Blog, Step outside the tools –what do they help you DO not how they lookHelp create relationship framework
Microsite yielded 25% increase in uniques month on month in first 8 months
http://www.socialmediaexaminer.com/social-service-allows-startup-to-outpace-the-competition/No money spent on outside advertisingRelationships are his big marketing vehiclePersonal customer service via social media – Twitter convos and YouTube vids (personalised)
Oreo Daily TwistCelebrate 100 year anniversary Riffs on current news or relevant social issuesDaily piece of clever, highly shareable visual content sent out into the digital ecosystem
Is social media ROI attainable? Of course, but you have to set up your social programs from the outset in such a way that the data is available and unblemished. The best way to do that is to define and measure specific customer behaviors.If you want to neatly measure social media ROI, give your customers and fans a clear assignment with tracked clicks and post-click landing pages and forms.why did we think this was about customer acquisition, when it’s clearly about loyalty and retention?
WoM on SteriodsRemember the McKinsey report – social amplified by the speed, scale and economics of the Internet
Customer Lifetime Value (revenue from customer and immediate family over lifetime) now becomes Customer Referral Value = a measure of advocacy and positive business value that an influencer brings.Community Referral Value: We are now in a world that not only is forcing businesses to engage customers but to consider the influences on their business that rests among their partners, suppliers, prospects… all the stakeholders in the company’s particular ecosystem.
“Thank you department” - New customer order – find them in social media – discover what makes them tick – leverage that.Call every single customer who orders - Social is a long play – worrying about ROI, whether it is worth it – same conversation we had about Internet/ecommerce/etcRetention, lifetime value is the gameTwitter-engaged customers out perform non-engaged customers by 60%
What type of programme? Awareness, Sales, Loyalty, Retention, Insights
What will you do?Who is responsible; who involved?Within what timeframe?What milestones?What framework?What tools?What KPIs?
This is project management.Are you hiring new or reassigning existing?Establish roles, responsibilities and working practices.Cross departmental? Create comms channels and workflowsTrain staff and mgmt on “what” and “how” but also “why” – create guideline policy docSet up tools and integrate them into existing platforms/procedures
content production and publishing, content distribution, reputation management,community engagement, customer support, business intelligence (competitor activity, customerinsights), brand management, market research, monitoring, measurement and analytics.
Measure is the what and the howWhat = KPI’s and secondary measurements = sales, sentiment, share of voice, emails opened, visitors, comments, followers/friendsHow = social media monitoring tools, conversion metrics, web analytics, even surveys, feedback forms, customer service metrics