Leverage technology to get a handle on your social community.
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Transcript of Leverage technology to get a handle on your social community.
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Break – 15 minutes
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Social: How does it impact your business?
Leverage technology to get a handle on your social community.
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What is the big deal?
Why is there so much interest in extending
CRM to external social networks?
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“The organizations of the future are filled with
smart, fast, flexible people on a mission” ~Seth
Godin
The world is changing…
“We can’t solve today’s problems by using the same
thinking that created them” ~Albert Einstein
“Your most unhappy customers are your greatest source
of learning.” ~Bill Gates
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Connecting to customers… getting more complicated?
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Where are our clients spending their time…
6
A huge geography to watch…What are they saying about you?How can you influence them?
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Before Online Social NetworksVoicing Concern About Product
Service
…but with online social networks…
Buying Something
Might tell a neighbor, friend, relative, co-worker, etc…
Might ask a neighbor, friend, relative, co-worker, etc…
Might just do research via dealership visits, publications, etc…
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20%of customers who complain via social media expect a response within one hour
of consumers today complain about products and services via their social networks
44%
Amplified Voice & Reach
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Online Research & Opinion of Friends & Influencers
Trust, RecommendationsA 2nd degree connection via LinkedIn has
67%response rate!
A cold email sent by
marketing/sales has less than 3% response
rate
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1.0
In case it needs to be answered: Why online?
55% use social
9 out of 10 buyers say that when they’re ready to buy, they’ll find you.
93%of B2B buyers start online
A Buyers World
Sources: DemandGen Report 2011; Toolbox.com: iMEDIA CONNECTION.
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The Social ArenaLISTEN INFORM
INFLUENCE ENGAGE
ATTRACT
RETAIN
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Invest Be Found Be [In]Credible
Transform Your Marketing Engine
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Source: MarketingSherpa
Smart Websites and SEO Tactics PayoffBe Found
70%
Of links clicked on are organic—not paid
55%More website visitors for companies that Blog
Source: Hubspot, 2012
LinkedIn ranking among social channels for new business leads
#1Source: Hubspot, 2012
• CLEAR differentiation• On-site tracking • A reason to stay – a reason to raise a hand• Optimized and updated (If they can’t find you – they can’t engage)
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Social: your opportunity
84% of organizations
have remote workers
Changes in howwe work
65% of
companies are deploying at least one social software tool
20% expect a
responsewithin 1 hour via social media
Rise of the social customer
Average of 4 consumer devices used every day
44% of
consumers complain via social media
Be Found
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Content Must Have’s for Digital Marketing
Blog WeeklySupports SEO, creates inbound links
Thought LeadershipArticles, whitepapers, infographicsIdeal: 1 per month, Worst case: 1 per quarter
CredibilityTestimonials and quotes (all over the site) Case studies
“Either write something worth reading or do something worth writing.”
Benjamin Franklin
“Selling is 10x easier…once you have established trust.”
David Skok, Building the Machine
Be [In]Credible
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Infographics:Visual & Informative
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Remember to build for your audience
Your online presence: Be “the place to be”
• Design your site to be interactive and easy to navigate
• Keep it easy to read – short, bullets, whitespace and graphics. Save the text for downloads.
• Have multiple AND clear calls to action
• Keep it FRESH!
• Watch your bounce / conversion rates
Be [In]Credible
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Era of the Customers
Social is a two-way street – when the time is right you can use these tools to have meaningful conversations with your stakeholders.
An avenue by which you can listen and really hear what it is your customers are thinking and saying, to uncover trends and identify key influencers.
ENGAGE
LISTEN
Garner insights by monitoring buzz, understanding sentiment and measuring impact. Share impactful and valuable information and help them learn and connect with experts.INFLUEN
CE
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Acquire
Acquiring customers today and in the future will require companies to have the right insights that drive the right action and ability to close business
57%thru buying cycle before sales contact
2017CMO
spending on technology will exceed that of the CIO
By
50/50 CMO rule.
50% of technology and marketing spend is driving results, 50% is not, but which?
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We Must Listen But how can we do that?
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See your connections social in Outlook, listen to what they are saying
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Listen to company buzz, and what is being said about them
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Collaborate, share, connect on a private social network
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Engage more deeply in the social marketplace
Use social tools as an additional channel to reach and inform employees, partners and customers with the latest news and hone your actions to perfection
Campaign responses are analyzed to determine effectiveness across all audiences.
With positive real-time feedback, your marketing team can replicate their success in other markets.
Your marketing team launches a new product campaign, readying sales and partner channels via social networks.
106%Increase in the # of Americans following a brand on social networks since 2010
McKinsey, The Social Economy, July 2012
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It’s easier if we can listen and publish in the same tool
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Butterfly Publisher
27
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Turn your customers into loyal advocates
Listen and analyze social conversations to find opportunities to engage customers in the channel they prefer, use internal social tools to create a connected response.
The marketing team sees the comment on their social dashboard where they can collaborate on a response plan. They bring the customer care team into the conversation.
The care team escalates the issue to the right expert who reaches out to the customer on twitter to solve problem. The solution is then shared back via the internal network.
A high value customer comments on Twitter about an issue with your service.
78% of survey respondents believe social media is the future of customer service.
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Top 3 Take-Aways
Social is important to business - Invest Get started today Start with the basics and grow Have people focus on building meaningful content and being
found
1
Be Found Customers will find you when they have done their research Be easy to find Help them with their process
2
Be (in)Credible Become part of their community, part of their tribe Market through, not to… let their connections promote you Make their connections want to promote you
3
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questions? final thoughts?
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Closing Remarks
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@ScndFoundation
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