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Jim Zimring
  David C Aaronson

Digital Technologies
and Digital Marketing

                     1
Organisation vs. Chaos



 Employees use Social Tech without
rules or guidelines
 Little creative use of the full breadth
of tools
 Use of Social tech not tied to
organisational strategy
 Leaders who do not understand, use,
or leverage social tech
Blueprint For Social Proficiency

             • Develop Social Tech Goals
             • Form a Social Tech Team
             • Implement an Internal Governance Policy
             • Integrating Social Tech and Web Properties
             • Building Rivers of Information
             • Integrating with the Sales Process
             • Online Reputation Management
             • Crowdsourcing Strategies
             • Measurements and ROI
             • Choosing Your Social Tools
             • The Pilot Project Process
             • Security and Regulations
Recognise Management Issues



Technology is brought         Social tools are used
In from the outside by         for both personal
       individuals              and professional
                                     reasons




        People have access           A mistake in
       on mobile devices so       judgement can be
      you cannot stop usage      devastatingly public
Creating Fertile Ground


        Involve People Early


Nurture a Culture that Accepts Rapid
               Change
“The only things that happen naturally in an
organization are friction, confusion and
malperformance. Everything else is the
result of leadership.”

         Peter Drucker




        The 12-Step Process
Social Technology Manager
Building a Social Media Net
Building a Social Media Net



    Videos                     Documents




Presentations                   Pictures
Organizational Voice


Earned Social
 Connection
       vs.
Interruption
 Marketing
Organizational Voice - The Process
Organizational Voice - The Process



        Tone of Voice
•   Professional    •   Engaging
•   Hip             •   Insightful/Wise
•   Humorous        •   Progressive
•   Sophisticated   •   Creative
•   Neighborly      •   Authoritative
•   Adventurous     •   Enthusiastic
•   Blue Collar     •   Humble
•   White collar    •   Resolute
•   Optimistic      •   Sarcastic
•   Serious         •   Uber-cool
Organizational Voice Phases
Organizational Voice Phases


Every organization will go through the
following steps - faster is better!!
Organizational Voice Phases

 Phase 1 - Building social channels

 Phase 2 - Connecting to constituents


Phase 3 - Searching to provide value


Phase 4 - Learning to exert influence
Implementing Rivers of Information
Rivers of Information - The Process
Rivers of Information - The Process
Rivers of Information - The Process
                 Create
                 a list
                   of
                  what          Choose
   Constan         you
     tly          need         all the
     swap          to           tools
   out new        learn          you
   sources                       will
      to                       integra
   improve
                                  te

Identif                            Search
   y                                for
people                            informat
  to
 share                              ion
content                           streams
 with

                               Choose
                                 the
   Build an                    devices
    archive                   you want
     system
      for        Integrat        to
    storing       e info       consume
                 digestin       from
                  g time
                   into
                 your day
Rivers of Information - The Process



         Info River Tools
•   Dashboards          •   Alerts
•   Netvibes.com        •   Google alerts
•   Popurls.com         •   Yahoo alerts
•   Bloglines.com       •   Yotify.com
•   Production centre   •   Notify.me
    (custom)
                        •   Content Discovery
•   Aggregators         •   Twellow.com
•   Google Reader       •   Blogs.com
•   Feedshow.com        •   Listorious.com
•   Newsgator.com       •   blogsitelist.com
•   Flipboard
Rebuild Your Sales Model
Rebuild Your Sales Model


                               Past


   Consumer Products                    Complicated Products/Services




Advertising and                                       Sales Person
   Branding                                            as Hunter
Rebuild Your Sales Model




       Current
Rebuild Your Sales Model


                 Current




Socially                           Socially
Directed                          Facilitated
 Buying                             Selling
  B2C                                B2B
Socially Directed Buying
Socially Directed Buying
Socially Directed Buying




What is Your ZMOT
Customer Intelligence
Socially Facilitated Selling
Socially Facilitated Selling

•   Begin doing forensics on sales to discern social role
•   Create air cover - ORM, Org Voice, Social Media
•   Improve customer intelligence (social CRM)
•   Develop new methods for social prospecting
•   Train salespeople - Rivers, pORM, social networking
•   Develop new accountability measures and reviews
•   Build competitor and market alert system
•   Develop customer communities and mobile apps
•   Apply gamification dynamics to sales system
•   Develop new performance analytics
Socially Facilitated Selling




Definition - Using a collection
  of social tools to create an
  environment that helps the
 sales force close more sales
Blueprint of a New Sales Model

    CRM                            Social
Integration                                      Salesforce
                   Analytics       Tools
  Strategy                                        Training




$             Socially Facilitated Selling              $
                               +
 $            CRM Based Selling -2000’s                  $
                               +
 $            Solution Oriented Selling - 90’s           $
                               +
 $            Relationship Selling - Pre 80’s            $
                                                 Implementing
Blueprint of a New Sales Model

                          Departmental
Organisational




                 Social Facilitated
                     Selling™



                            Individual

                                              Implementing
Blueprint of a New Sales Model


       New Measurements

        Website conversion rate

        Social connections

        Social conversion rates

        Social relevancy

        Industry IQ

        Level of influence


                                  Implementing
Online Reputation Management   7
ORM - Listening
ORM - Engaging




                 How to Leverage
ORM - Measuring
Institutionalise Crowdsourcing
Crowdsourcing
                Instructions
1. Choose the best site (specialty, workers,
cost)
• Pick the right bounty (slightly above market)
• Provide clear and complete instructions
• Feedback to workers is critical
• Rate work as it is presented
• Choose best quality work (winner)
Crowdsourcing Strategies
Social Tech Analytics
Calculating Social Tech ROI

We can only improve that which we measure, Or, what gets
                 measured gets done...



       Increased in customer satisfaction

          Increased sales and revenue

             Increased profitability

       Increased employee satisfaction
Developing Pilot Projects
Choosing the Tools
Project based Collaboration
Security Issues
Blueprint For Social Proficiency



   Develop a written strategy statement


    Publish analytics and results widely


 Add social tech skills to employee reviews


    Document and train on social tools


  Assign social tool R&D responsibilities
Formula for Success

 EST 12-Step Process

Analytics and Measurements

     Ongoing Training

    Management Support

       Willingness to
          Experiment


        Champions
Jim Zimring
Jim@wsi-techmarketing.com
    David C Aaronson
David@DigitalInbound.com

      888.711.8040

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Presentation at International Housewares Association March 3, 2013

  • 1. Jim Zimring David C Aaronson Digital Technologies and Digital Marketing 1
  • 2. Organisation vs. Chaos Employees use Social Tech without rules or guidelines Little creative use of the full breadth of tools Use of Social tech not tied to organisational strategy Leaders who do not understand, use, or leverage social tech
  • 3. Blueprint For Social Proficiency • Develop Social Tech Goals • Form a Social Tech Team • Implement an Internal Governance Policy • Integrating Social Tech and Web Properties • Building Rivers of Information • Integrating with the Sales Process • Online Reputation Management • Crowdsourcing Strategies • Measurements and ROI • Choosing Your Social Tools • The Pilot Project Process • Security and Regulations
  • 4. Recognise Management Issues Technology is brought Social tools are used In from the outside by for both personal individuals and professional reasons People have access A mistake in on mobile devices so judgement can be you cannot stop usage devastatingly public
  • 5. Creating Fertile Ground Involve People Early Nurture a Culture that Accepts Rapid Change
  • 6. “The only things that happen naturally in an organization are friction, confusion and malperformance. Everything else is the result of leadership.” Peter Drucker The 12-Step Process
  • 8. Building a Social Media Net
  • 9. Building a Social Media Net Videos Documents Presentations Pictures
  • 10. Organizational Voice Earned Social Connection vs. Interruption Marketing
  • 11. Organizational Voice - The Process
  • 12. Organizational Voice - The Process Tone of Voice • Professional • Engaging • Hip • Insightful/Wise • Humorous • Progressive • Sophisticated • Creative • Neighborly • Authoritative • Adventurous • Enthusiastic • Blue Collar • Humble • White collar • Resolute • Optimistic • Sarcastic • Serious • Uber-cool
  • 14. Organizational Voice Phases Every organization will go through the following steps - faster is better!!
  • 15. Organizational Voice Phases Phase 1 - Building social channels Phase 2 - Connecting to constituents Phase 3 - Searching to provide value Phase 4 - Learning to exert influence
  • 16. Implementing Rivers of Information
  • 17. Rivers of Information - The Process
  • 18. Rivers of Information - The Process
  • 19. Rivers of Information - The Process Create a list of what Choose Constan you tly need all the swap to tools out new learn you sources will to integra improve te Identif Search y for people informat to share ion content streams with Choose the Build an devices archive you want system for Integrat to storing e info consume digestin from g time into your day
  • 20. Rivers of Information - The Process Info River Tools • Dashboards • Alerts • Netvibes.com • Google alerts • Popurls.com • Yahoo alerts • Bloglines.com • Yotify.com • Production centre • Notify.me (custom) • Content Discovery • Aggregators • Twellow.com • Google Reader • Blogs.com • Feedshow.com • Listorious.com • Newsgator.com • blogsitelist.com • Flipboard
  • 22. Rebuild Your Sales Model Past Consumer Products Complicated Products/Services Advertising and Sales Person Branding as Hunter
  • 23. Rebuild Your Sales Model Current
  • 24. Rebuild Your Sales Model Current Socially Socially Directed Facilitated Buying Selling B2C B2B
  • 30. Socially Facilitated Selling • Begin doing forensics on sales to discern social role • Create air cover - ORM, Org Voice, Social Media • Improve customer intelligence (social CRM) • Develop new methods for social prospecting • Train salespeople - Rivers, pORM, social networking • Develop new accountability measures and reviews • Build competitor and market alert system • Develop customer communities and mobile apps • Apply gamification dynamics to sales system • Develop new performance analytics
  • 31. Socially Facilitated Selling Definition - Using a collection of social tools to create an environment that helps the sales force close more sales
  • 32. Blueprint of a New Sales Model CRM Social Integration Salesforce Analytics Tools Strategy Training $ Socially Facilitated Selling $ + $ CRM Based Selling -2000’s $ + $ Solution Oriented Selling - 90’s $ + $ Relationship Selling - Pre 80’s $ Implementing
  • 33. Blueprint of a New Sales Model Departmental Organisational Social Facilitated Selling™ Individual Implementing
  • 34. Blueprint of a New Sales Model New Measurements Website conversion rate Social connections Social conversion rates Social relevancy Industry IQ Level of influence Implementing
  • 37. ORM - Engaging How to Leverage
  • 40. Crowdsourcing Instructions 1. Choose the best site (specialty, workers, cost) • Pick the right bounty (slightly above market) • Provide clear and complete instructions • Feedback to workers is critical • Rate work as it is presented • Choose best quality work (winner)
  • 43. Calculating Social Tech ROI We can only improve that which we measure, Or, what gets measured gets done... Increased in customer satisfaction Increased sales and revenue Increased profitability Increased employee satisfaction
  • 48. Blueprint For Social Proficiency Develop a written strategy statement Publish analytics and results widely Add social tech skills to employee reviews Document and train on social tools Assign social tool R&D responsibilities
  • 49. Formula for Success EST 12-Step Process Analytics and Measurements Ongoing Training Management Support Willingness to Experiment Champions
  • 50. Jim Zimring Jim@wsi-techmarketing.com David C Aaronson David@DigitalInbound.com 888.711.8040