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Winning on the Social Web

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The Old WorldControlled, Closed, Selective

• Corporate Governance demanded this• Protect shareholder value• Protect reputation

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The Social Tsunami

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What Does This Mean?

TRANSPARENCYInconvenience

WILD RandomChaos DANGER!

Relentless NOW!

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Beware the Technology and the Geeks!

• This is human business and we’re not rational• Content is NOT King - Engagers Are• Respond at a human level• Beware over automation – “Press 2 for the

opportunity to Press 3” doesn’t cut it anymore!

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One size does NOT fit all!

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The Key Steps to Winning

• Accept you no longer control the message - LET GO!

• Listen to your customers and prospects

• Engage when and where appropriate

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Listening

• Tools – SM2, Radian 6, Scout Labs, Viral Heat, HooteSuite, Google Reader, Technorati, Sprout Social

• Define what to listen for – brand, generic, product, mis-spellings! etc.

• ….and who to listen to – Bloggers, customers, prospects, media, competitors, etc.

• Report and manage this process – Internally, externally, actionable areas, responsibilities, triggers, code reds.

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Engagement

• Respond

• Initiate

• Trust

• Invest

• Measure

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Where to apply Social Media• Customer Care• Sales• Marketing• New Product

Development• Lead Generation• PR• Research

• Product Launch• Debate• Video• Drive Web Traffic• Drive Store Traffic• Measure ROI• Third Party Alliances

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Customer Care

"Customers wouldn’t feel the need to embarrass us en masse, if our customer service channels weren’t so completely broken."

Bob Knorpp, The Beancast

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Sales and Marketing

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So, is your business at risk, or ready to grow?

• Embracing social media DOESN’T mean organisational change. It means changing the organisation.

• You are what Google says you are - “you can’t take pi$$ out of a swimming pool!”

• You are already part of this. There’s no going back• Use the tools to realise your goals• Don’t be frightened of them – they are there to help• The Left Brain has won!• Enjoy the freedom these tools afford you• Respect them• Be human!