Driving Sales Exec Summit - Using Social to Drive Business
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Transcript of Driving Sales Exec Summit - Using Social to Drive Business
© 2009 Powered, Inc.
Social Media – Where it Works in Business and Does it Fit in Automotive?
October 14, 2009
© 2009 Powered, Inc.
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What We’ll Cover
What is social? What isn’t social Best practices
– Strategy– Listening– Great content– Ongoing management / fostering of conversation– Measurement
Case studies– Edmunds– Sony– Breaking Point Systems
Getting started
© 2009 Powered, Inc.
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Who Am I and Why do You Care?
I work for a company called, Powered. We’ve been buildingbranded online communities and delivering social strategies that drive
measureable business results for 10+ years.
Est. 1999, headquartered in Austin, TX
Expertise in marketing, social strategy & community development
Full-service consulting & execution
Integrate social marketing as a central component of the marketing mix to optimize overall marketing spend
© 2009 Powered, Inc.
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Who We Work With
© 2009 Powered, Inc.
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What is Social Media?
© 2009 Powered, Inc.
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It Feels Like it’s All About the Tools…
Image courtesy Brian Solis
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Definition According to Wikipedia
Social media: content created by people using highly accessible and scalable publishing technologies. At its most]basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]
© 2009 Powered, Inc.
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The REALLY Important Words
Social media: content created by people using highly accessible and scalable publishing technologies. At its most]basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]
© 2009 Powered, Inc.
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What isn’t Social Media?
© 2009 Powered, Inc.
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This is NOT Social
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This is ALSO Not Social
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Nor is this Social
© 2009 Powered, Inc.
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Some Best Practices
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This….
In “social,” there are 2 critical factors that separate:
& THIS
Audience-focused StrategyIt’s not about you. It’s about them.
Killer ContentNOT: ‘copy,’ messaging, press releases, product demos
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“Social” strategy involves planning
• Align with business goals
• Content map (what, where, how often, by whom)
• User experience
• Calls to action
• Development plan
• Social syndication & promotion
• Measurement & data collection
© 2009 Powered, Inc.
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Listening is VERY Important
Why can’t I ever get through tocustomer service?!?
We like you but…I’m recommending you to everyone I know. ;)
What is wrong with you guys?
You are 100X better than the
competition!!!
You suck!
© 2009 Powered, Inc.
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Content: Diversify based on audience needs
Sample subject: Running
Subject Breadth
Subject Depth
If you don’t know your audience’s preferences, start small and test - or just ask them.
article tutorial
workshop
video
© 2009 Powered, Inc.
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Content: The 7 commandments
To create killer content, thou shalt…..
1. never (ever, ever, ever) create infomercials.
2. align content strategy to (community) business objectives.
3. be realistic about the community’s propensity to contribute content and commune.
4. offer depth and breadth of content topics.
5. acknowledge differences in learning styles and diversify formats.
6. keep the content fresh and relevant but create (some) content that will have a long life.
7. listen to your audience and optimize to meet their needs.
© 2009 Powered, Inc.
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Successful communities must be nurtured
February 2008 Forrester: “Online Community Best Practices”
© 2009 Powered, Inc.
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And then Comes Measurement
Community Key Performance Indicators
• % more likely to recommend your brand
• Community referrals• Social syndication
• Actual online transactions & revenue
• Reported purchases
• % of clicks to brand products• % More likely to purchase• % Planning to purchase
• % return visitors• % retention year to year• Share of household/wallet• Planned brand purchases
• Community registrations• E-mail opt-ins• Time per visit
Content optimization measures: Views, clicks on calls-to-action, ratings, survey feedback
© 2009 Powered, Inc.
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How About a Few Case Studies?
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Edmunds.com Case Study
Good example of a dealership using Dealer Ratings & Reviews. They regularly send out emails to new customers asking them to write a review. They currently have 22 sales reviews and 2 service reviews
© 2009 Powered, Inc.
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Edmunds.com Case Study
Where many salespeople engaging in conversations (not soliciting but really helping people understand pricing and packages). There are customers that actually go out of state to buy from a salesperson who's been a regular helper in the Forums. People go with who they trust!
© 2009 Powered, Inc.
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Edmunds.com Case Study
Customers can see profiles of the other customers or sales people from whom they are getting answers
© 2009 Powered, Inc.
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Edmunds Case Study
Goal
Dealers can drive trust and engagement leading to increased sales.
Results
• Increased reviews on dealership and service
• Direct leads resulting from online relationship building
• Better understanding of what customers are looking for
Why
• Edmunds focuses on creating valuable content and meaningful conversations where brands, dealers, experts and customers can come together
• Sales and service people like because they can subscribe to alerts on specific categories they like to answer questions on. They can also build their own Expert widget to have on their dealership site or blog.
© 2009 Powered, Inc.
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Sony Case Study
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Sony Case Study
Goal
Establish deep relationships, accelerate consideration & drive loyalty & advocacy
Results
• 388% increase in the number of user engagements
• 34% growth in member registration / 31% increase in unique visits
• 179% more repeat visits
• 78% of users report that they are more likely to purchase a Sony product as a result of Backstage 101
• 59% of users are likely to recommend Sony to a family member, friend, or coworker
Why
• Customer-centric content
• Opportunity to engage in conversations with other customers & Sony employees
• Clear and relevant merchandising against pre-selected segments
© 2009 Powered, Inc.
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BreakingPoint Case Study
© 2009 Powered, Inc.
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BreakingPoint Case Study
Goal
Drive leads and awareness through their blog, Twitter, LinkedIn, Facebook, and Youtube
Result
• Less reliance on traditional marketing channels
• Triple digit growth in 2009
• Loyal base of advocates
• Direct relationships with press and analysts
Why
• Explicit value in the content BreakingPoint delivers
• Team of developers, marketers, product people and executives that provide ongoing access to their expertise
© 2009 Powered, Inc.
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Other Bene’s: Engaged Community & SEO Juice
Q1 2008 Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009
Inbound Links
Blog Subscribers
© 2009 Powered, Inc.
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Getting Started
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Getting Started
1. Listen – what are your customers saying? Where are they saying it (think: Google Alerts, Radian6, Techrigy, BuzzGain)
2. Align – What do you want to use social for? Customer research? Sales? Product innovation. Make sure your social efforts align with your corporate goals
3. Include – Make sure you get Legal/Compliance on board early and often. They can help you guide & craft your social policy.
4. Join – are your customers on Facebook? Twitter? Get Satisfaction? Sign up (but learn the etiquette first).
5. Engage – Talk to your customers, prospects, partners and even detractors.
6. Create – Don’t forget the “Killer Content.”
7. Measure – Ignore this step at your peril. You may be doing a great job but you’ll never know if you don’t measure.
© 2009 Powered, Inc.
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THANK YOU!
Aaron Strout
CMO, Powered Inc.
Blog: http://blog.stroutmeister.com
Twitter: http://twitter.com/aaronstrout
E-mail: [email protected]