Enterprise Social Network: Marketing Use Case

Clearvale Use Case: Marketing

Integrated Precision MarketingInternet Network

© Copyright 2009 BroadVision On Demand Inc.

Who Works for This Company?

• Marv is the marketing manager at Nuevo Games, a medium sized game developer.

• They have a public Clearvale network set up by their Support department.

• Marketing can influence these users by adding content to the network.


• Limited interactions with customers.

• Static information on websites; no real-time interaction with customers.

• Hard to generate sales leads.

• Customers looking for better deals and extra value.

• Challenging economic climate makes all of these tasks harder.

What are the Marketing Challenges?


Web 1.0• Old-fashioned communication method alienates young

gamers. Customers are used to using technology to express their opinions.

• Collaboration with Support, who works closely with customers, is thwarted; this results in incomplete market intelligence.

• An easy-to-access community—loyal gamers—is not tapped to its full ability.

• Loyal customers may not be acknowledged or are rewarded by using a cumbersome mechanism that they dislike, such as mail-in rebates for games.

Why Clearvale Instead of Web 1.0?


Clearvale

• Many-to-many and interactive communication with customers, who express their opinions in your environment.

• Direct collaboration with Support. Clearer insights into how customers respond to various marketing programs, games, and features.

• Potential customers targeted within an ideal environment—your network; loyal customers become your advocates.

• Good customers are rewarded for interacting on the network, fostering a richer partnership. No need for them to perform extra steps to gain benefits for spending money with you.

Why Clearvale Instead of Web 1.0?


When Can He Implement Clearvale?

• With Clearvale, Marv can simply join a network that his colleague already created. Because Clearvale is extensible, it can grow as your company grows and your needs change.


Who Else Works for This Company?

• Ginger is a marketing specialist and responsible for adding marketing content to Nuevo Games network.


Who Uses the Network?

• Eiko is a customer and Power Player who knows everything about the game. She does not work for the company.

• Sam is a customer and new player learning about the game. She does not work for the company.

• Jeremy is a potential customer and follows Eiko on Twitter.


How Does Marketing Do It?

Join Network

• Marv joins the network that the support team created.

• Marv gets administrative permission from Support for Ginger, who must add marketing content to the network.



Add Content• Ginger places a blog

widget on the home page and publishes blog entries. Eiko wrote a blog on a gaming convention. Ginger bumps this entry up to the Home page for visibility.

• Ginger updates the blog entries so the content remains fresh.



Add Content• Ginger sets up a link to

her gaming contest. The contest is open to all gamers, not just customers.

• She adds a countdown clock for the contest.

• She sets up a video block where she runs a video showing the contest prizes.



Add Content

• Ginger adds a Forum to the home page and every week adds new forum entries to get information from network visitors.

• She adds a poll to gather user preferences.



Collaborate

• Sam responds to a question in the forum, giving Ginger direct feedback from her customer.

• Ginger can continue the conversation by posting a message on Sam’s profile page.



Collaborate• Eiko uses Twitter to

share gaming tips with her followers. She sends a Tweet about her most recent blog entry.

• Jeremy, one of her followers, can click to the home page of the Nuevo Games network to read the blog.



Find New Customers• Jeremy can browse

content and register for the contest.

• Ginger receives his registration and invites him to join the network.

• Jeremy joins and interacts with other gamers.

• Ginger adds him to the list of potential customers.


Marketing After Clearvale

• Marketing develops a closer relationship with customers and potential customers.

• Marv and his team gather feedback that is consolidated in one place.

• Continual updates rather than interim or formal communication helps keep staff members informed.

• Customers help to generate valid leads for sales.• Expanded delivery mechanisms for communicating with

customers.• Because Clearvale is based on Web 2.0, IT has no tasks

pertaining to managing the networks.


Clearvale Advantages

• Create a community for your customers and potential customers.

• Interact personally with customers and potential customers through the network.

• Generate leads for your sales team.

• Use customer feedback to improve your product and build brand loyalty.

Enterprise Social Network: Marketing Use Case

Technology

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