Connie Bensen @cbensen ReThink Conference Oslo, Norway March 19, 2014

The internet has disrupted

business as we knew it.

Brands have the opportunity

to create experiences and

build relationships directly.

Defined Community Manager Role across business functions (2006)

Pioneered big data by recognizing that insights from social data apply across business functions (2008)

Joined Dell, the world’s largest social business, working globally

across all business functions (2011)

rethink

Social Bizologist 2014

• Business functions, regions and business units operate in silos

• Vertical management structure

• Brand-centric

• Customers are expected to connect via channels provided

• Advertising and marketing are separate efforts

• The Brand is in control.

Visibility

Focus

How

What

Documentation vs Ambiguity

Skillsets Technical Cultural Political

Reliance on opinion and recommendations of peers and friends

• Research before purchasing

• Ability to share experiences on social channels

• The customer journey is complex

• Alignment with and support of brands that are humanized

• Expectation to communicate in the channel of their choice

• Assumption that feedback will be integrated into products/services

• Customers are in control.

review

[noun]

definition: the person responsible for guiding

the integration of social into the business functions of an organization

react

Emerging

Media Traditional

Media

Owned

Paid Earned

The P

roduct

Social

Customer-centric

Conversion

SEO Optimized

Integrated Marketing

Compelling and shareable

Brand promise

rethink

Inbound Marketing

• Ebooks

• Infographics

• Influencer relations

• Customer videos

• Thought leadership

webinars

• Organic keywords

Traditional

• Tv, print and radio

• Pay per click

• Retargeting

• Banner ads

• Direct mail

• Cold calling

Off line

• Brick and mortar

Digital (Emerging)

• Social channels

• Paid social

• Digital magazine

• Corporate blog

• Website

• Community

• Ecommerce site

• Landing pages

• White papers

rethink

$$$

Traditional Roles Marketing Digital marketing* Product marketing Media buyer Journalist Tech Writer Analyst Relations Public relations

New Roles Community Manager Social media marketing Social marketing Social strategist ‘Product’ evangelist Content strategist Bloggers Influencer relations Emerging media Social Bizologist

Traditional Roles Consultants Agencies Partners Retargeting Traditional media - tv ads

New Roles Social Platforms Facebook Twitter LinkedIn Ability to - target audiences - custom audiences YouTube (Google)

Journalist Marketer

David Armano

Source: Sprinklr’s Social@Scale ebook

PR

Influencers

Brand & Marcom

Communications

Marketing

Product Marketing

Sales

Customer Support

Advocacy

Loyalty

Pre-Awareness

Awareness

Consideration

Trial

Conversion

Sharing

North America

Emerging

Asia Pacific

Europe

Custo

mer

Care

Tale

nt

Acqusit

ion

IT

Mark

eti

ngLegal

Sale

s

Com

munic

ati

ons

Action: Create an org chart listing early adopters. Meet with them individually and talk about how social can help meet their business objectives.

Mark

eti

ng

? ? ?

Action: Gather stakeholders in a weekly, cross-functional core team. Brainstorm, share strategies, celebrate wins and build on them.

Big data What you don’t know Industry info: - search trends - Influencers - Trending topics Trends in social: - communities - actions

Customer data What you do know Gather data from: - Demand gen vehicles - Marketing campaigns - Inbound marketing - Search data - Social footprint

Action: Create a social insights team to support business needs. Personalization requires a database that melds customer information with social profile data and actions.

Digital asset manager Extranet Sales Enablement Platform (Sharepoint)

Blog or Digital magazine

Corporate CMS(s)

Marketing automation

Community Platform

Social Channels

Action: Audit your digital presence and content workflows. Meet with all content creators and learn their business op’s.

Content Tool

Owned

Paid Earned

Social

Value Proposition

Differentiators

Community

adoption

Consider and/or

Purchase Share info

Brand uplifted

Bonus! Coin a phrase

Current trends Identify through: • Social insights

• Search

Leaders Competitors Influencers: •Advocates •Neutrals

•Detractors

Content “Sweet Spot” Focus content on topics

that satisfy BOTH market trends AND internal priorities

Influence Requires:

• Strategic presence • Engagement • Community

Brand Market

Point-of-view Value proposition Differentiators

Internal priorities Focus on which •Products • Solutions

• Services

• 1. Social Governance

Policies and training (On demand virtual training)

Bonus: Social Center of Excellence

• 2. Content Governance

Standardized organic keywords

Style guides & processes for infographics, ebooks, blogs, etc

Integrated planning based on data

• 3. Social Roadmap

Global content calendar

Cross-functional visibility

Asset inventory

Repurpose

Localization

Tool simplification

Platform integration

Action: Gently help people move out of their comfort zones. Innovation can’t happen unless people move out of their comfort zones

1. Stakeholder refuses to collaborate

• Pitfall: Failure sometimes happens

2. Lack of horizontal alignment

• Pitfall: Teams remain in silos

3. Lack of vertical alignment

• Pitfall: Parallel efforts at grassroots and executive level

There is an opportunity to …

Optimize

by Lee Odden, TopRank Marketing

Revenue Engine

by Steven Woods, CTO Eloqua

The End of Business as Usual

by Brian Solis

Your Brand, the Next Media Company

by Michael Brito

Logic+Emotion, David Armano’s blog

It’s Not About The Tights

by Chris Brogan

Image Courtesy of Alexander Wregge