Social Media Overview
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Transcript of Social Media Overview
Grow BusinessBy 15-25% by taking
real-time ownership ofpreferred information gateways
and by cultivating trust.
A Case Study by Jeff Greene
Don’t start conversations. Join them.1. Listen, engage and adapt to the preferred demands of your
customers
2. Provide pleasing customer experiences
3. Give consumers ultimate control of the information exchange
To Attract “Profitable Engagement”
Think & act
differently
Seize the best opportunities to grow.
B-to-B Decision MakersNow spend 1% of their timebuying.
They spend 99% researching & talking to each other
by winning consumer
trust.
Four out of five online users are active in either creating,
participating in or reading some form of social content at least once
a day –Forrester Research/January 2011.
Real-time searchable?
Java script offers a pop
up summary so I don’t
have to click, unless
interested in reading more.
Instantly user friendly!
Why capitalize on engagement?
Why trust the reverse exchange?
Three “tough” b-to-b customers.
Good Grows Around Profitable Engagement with Them
Miles the Executive Buyer
Controls oversight or policy creationSets strategy parameters & ensures that the final solution
is in alignment with the corporate vision
Can either include or exclude a solution from the strategy
Sets the “macro-vision” for the solution
Often has veto power and can wield it any time for any reason
Miles the Executive Buyer
Miles the Executive Buyer
Sally the Mid-Level “Influencer”
Exerts power with the decision-making and decision-makersBut does not control the budget or final purchase authority.
Will help find other key buyers and help clarify their opinions
Is typically at arms length over the decision
Resides at any level of the organization, including outside
advisor
Level of impact on the decision may vary from minimal to
involved
Sally the Mid-Level “Influencer”
Sally the Mid-Level “Influencer”
Ruby the Technical Buyer
Focused Attention to Every DetailDoes not have final budget control, but is trusted to know if the solution fits
the requested specification to the letter?
Sets technical requirements at the investigative stage
Ensures that requirements are met in the final solution
Focused on features and product/service details
Ruby the Technical Buyer
Ruby the Technical Buyer
Give customers the control they crave.
Help Them Build valuable relationships.
Not now
Then … get engaging & personal.
Thru ALL points of interaction.
NoIf not, please enter a new
contact number now.
Share relevant information everywhere.
Support
Share relevant information everywhere.
Support
Share relevant information everywhere.
Support
Share relevant information everywhere.
Support
Reward loyalty.
Support
Offer useful applications.
Discover people’s passions.
Be timely without being predictable
It’s good business to show people how to save!
Provide better customer experiences.
Provide real-time value.
Send obvious, clear calls to action.
Keep up with me, send me this only after you discover that I need this.
Eliminate Anxiety.
OUCH!!!! ! !
Find out what people need to learn.
saving
budgeting
investing
Micro-segments
Promote forward thinking.
Good grows from micro-segmentation.
Join conversations.
Join conversations.
32,298 fans … now they must be encouraged to
1. Bring up customer service issues 2. Ask for answers.
Encourage profitable dialogue.
This response also drives followers to Twitter …
FYI, RT=Re-Tweet
Ask people to let you share with them, not sign up
Address problems.
No, don’t drive 35+. http://bit.ly/voOYx
Try our remote deposit options first!
Resonate Visually
Provide links to useful online tools.
Send links to timely messages.
Shop efficiently!!!
Command instant attention.
You’ve got :02 seconds!!!
Don’t … Thump or Blast!
Show the willingness to listen.
Build trust by allowing people to answer honestly. Don’t put words in people’s mouth!
Make people hungry to do business.