1) The document discusses how social media is changing the way companies approach marketing and customer relationships. 2) It highlights the shift from traditional websites being the center of a company's online presence to social media platforms, where consumers now spend over 50% of their time. 3) The key is for companies to develop a strategic, integrated approach across online and offline channels, with a focus on conversation and advocacy over traditional advertising.

1. Social Intelligence Panel
Discussion

2. Our Panelists
Amy Millard Albert Thompson Franck Ardourel
VP, Marketing Director, Brand Strategy Senior Online
Marketing Director
Panel Moderated By
Micah Johnson
CEO

3. The Social Media Landscape
How it is Changing and Where it’s Going

5. Enter the World of
“Frictionless Sharing”
Wikipedia: "real-time serendipity in a friction-less experience"

6. Future of Sharing
Source: Social Media Week
http://www.rashaproctor.com/2012/02/frictionless-sharing-is-the-future-of-social-web/

7. Your Evolving Social Strategy
Brand will have to consider how consumers express, share, network, consume and
the context and location for which this takes place.

8. The New “ECHO” System
• The DISTRIBUTED WEB has changed consumer media habits.
• We live the science of SOCIAL MEDIA.
• We use NEW TECHNOLOGY to consume anywhere anytime.
• With 5B plus CELL PHONES we do not just talk on the phone.
• ADVOCACY is more important than loyalty.

9. Strategic Fatigue and Overload

10. Beyond Social Monitoring
And Into Social Intelligence

11. Social Business Is Evolving Towards
Real ROI
Social Sales &
Marketing
(Present)
Customer
relationships across
the enterprise
Social
Broadcast (2008)
Corporate page
management
Listening (2005)
Collaboration (2001) Monitoring for
mentions
Employee
discussion boards

12. Marketing Has Evolved
Your web site is no longer the CENTER OF GRAVITY. In 2008 web site
accounted for 100% of our digital touch points. Now due to social media our
web site ACCOUNT FOR LESS THAN 50%, while the total volume of touch
points has doubled.

13. Think Global, Act Local
Social Media Media advertising
Apply 80/20 PULL-PUSH
MARKETING STRATEGY to •
• Facebook SEO & directories
create brand awareness, • Yelp & Twitter • Search
• YouTube • Affiliate
ignite positive conversation, • Foursquare • Local media
and drive customer • Pinterest & Google+ • Re-targeting
• LinkedIn • Social advertising
engagement & acquisition. • Amazon & eBay • Mobile advertising
And, invest in mobile and
adopted a CONVERSATION- Mobile innovation Vocal
BASED marketing
philosophy. • Localize web site
• Advocacy program
• Site search
• Social CRM
• Mobile site
• User Generated
• iPhone and Droid Apps
Content (Rates &
• iPad and Tablet
Reviews…)
• Chat online
• Videos
• eMagazine

14. Social Intelligence
Shaping Today’s Business Intelligence

15. “The fastest growing media market is being shaped by consumers
themselves. The opinions they share in social media are highly
trusted and can have significant short and long-term impact on
your business and brands.”
Source: Nielsen

16. Connecting the Entire Enterprise to Social
Sales Marketing Customer
Service
Compliance Legal IT HR

17. 24hour Fitness Network Graph
Local Store Pages
Brand Page

18. Social Intelligence Dashboard
The future of social intelligence will resemble more of a central intelligence war
room than a series of ancillary tools.
Adobe Social
Radian6
Visible
Socialmention

19. Conclusion
Enter the Era of Agile Marketing

20. Era of Agile Marketing
• SOCIAL MARKETING is still marketing, and going social does not change
your business priorities but it changes our way to do business.
• You still need superior online and offline marketing strategy to reach your
customer anytime anywhere, but you need to redefine the MIX.
• Evolving into a SOCIAL ORGANIZATION affects individual staff, internal
processes, the structure and culture of your organization.
• The ROI of social media is your business will still exist in five years (Erik
Qualman, Socialnomics).
• Content isn’t king, CONVERSATION is…