1. Leaders Develop Here
CENTRE FOR CORPORATE LEARNING AND PERFORMANCE IMPROVEMENT
Gaining Customers via Social Media
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
2. Leaders Develop Here
AGENDA
Time Focus
8:30 – 9:00 Arrival and Welcome
9:00 – 9:45 Social Media Planning Framework
9:45 – 10:45 PART 1 – Using LinkedIn to Drive Results
10:45 – 11:00 Break
11:00 – 11:30 PART II – Personal Online Branding (POB)
11:30 – 12:00 PART III – Customer Managed Relationships (CMR)
12:00 – 13:00 Q&A Session over Lunch in Essence
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
3. Leaders Develop Here
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
4. Leaders Develop Here
HOW DO YOU COMPARE?
Fewer than one-fifth (17%)
of Canadian companies
consistently post to social
media sites and also
monitor them for mentions
The online survey was conducted from January 6 to 27, 2011 among a representative
sample of 1,000 Canadian executives of medium and large businesses.
[1] http://www.sas.com/offices/NA/canada/en/news/preleases/social-media-2011.html
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
5. Leaders Develop Here
HOW DO YOU COMPARE?
10% regularly monitor
conversations while rarely, if ever,
posting to social media sites
49% of respondents whose
companies do not monitor for
mentions cite a lack of resources
The online survey was conducted from January 6 to 27, 2011 among a representative
sample of 1,000 Canadian executives of medium and large businesses.
[1] http://www.sas.com/offices/NA/canada/en/news/preleases/social-media-2011.html
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
6. Leaders Develop Here
"We don’t have a choice
on whether we do social
media, the question is
how well we do it.“
Erik Qualman, Socialnomics
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
7. Leaders Develop Here
THREE QUICK CAVEATS … #1
“Don’t fix the marketing
first, fix your product.
Once you’ve got a good
product to talk about,
the marketing is going
to flow from that.”
Scott Monty, Ford social-media chief
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
8. Leaders Develop Here
… #2
“Pushing a company
agenda on social media is
like throwing water balloons
at a porcupine.”
Erik Qualman, Socialnomics
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
9. Leaders Develop Here
… #3
“Social media isn’t an
event, it’s a process. It’s
part of your life like a
fitness regimen. You’ve
got to keep going.“
Linda Coles, CEO of BlueBanana
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
10. Leaders Develop Here
OK, You get it ....
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
11. Leaders Develop Here
Nice if you can get lots of these …..
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
12. Leaders Develop Here
BUT ALSO REALLY NEED THIS ….
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
13. Leaders Develop Here
What does gaining
“customers” mean to you?
_____________________
More revenue? More contracts? More listings?
More partners/channels? More tenants? More employees?
More companies & jobs? More bidders? More ….?
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
14. Leaders Develop Here
Question of the Day: How can
social media enable you/your
organization to achieve
these growth objectives?
_____________________
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
15. Leaders Develop Here
SOCIAL MEDIA CAN ENABLE
• Awareness/Identification
At a fraction
of the cost • Communication/Dialog
compared
to trying to
control it • Support/Service Delivery
yourself!
• Advocacy/Word of Mouth
• Research/Product Development
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
16. Leaders Develop Here
As with all business critical efforts,
it must be supported by a plan?
_____________________
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
17. Leaders Develop Here
A SOCIAL MEDIA PLANNING FRAMEWORK
Component Description
1 Audience Analysis Includes understanding the online (if, where, what)
behavior of employees, business partners
(suppliers, channel members, ..) customers or
prospects, social web or collective at large
2 Objectives What do you want to achieve in terms of results?
3 Strategy What approach will you take – monitor, discover,
analyze, share, participate, co-create
4 Tactics/Tools What social media marketing tactics & tools –
blogging (wordpress), microblogging (twitter), social
networks (facebook, linkedin), video (youtube,
vimeo), forums, SEO, POEM, blogger relations …
5 Metrics What are the metrics and what tools (vendors) will
you use to measure performance?
Source: www.toprankblog.com/2008/12/social-media-marketing-strategy-2/
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
18. Leaders Develop Here
HOW DO YOUR “CUSTOMERS” BEHAVE ONLINE
What is 18%
your mix?
57%
---------------
Insights for 64%
your social
media
strategy? 21%
Source: Forrester (2010)
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
19. Leaders Develop Here
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
20. Leaders Develop Here
E.G. SOCIAL MEDIA PLANNING FRAMEWORK
New Business
Increase # of new customers acquired by 10% this year
Strategy Tactic Tools Related Metric
Co-Create Customer Community Jive Software Brand Advocates
Increasing levels
of participation,
interaction, Participate Groups LinkedIn Groups Problem Solving
and
complexity
Share Blogs, Video, Photos, Youtube, Quora,
Thought Leadership
Answers & Microblogging Twitter ..
LinkedIn Connections,
Discover Social Networking Prospecting
Facebook Fan Page
Google, LinkedIn,
Monitor Search Lead Generation
directories….
Source: Revised from Gartner (August 2010)
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
21. Leaders Develop Here
E.G. SOCIAL MEDIA PLANNING FRAMEWORK
New Business
Increase # of new customers acquired by 10% this year
Strategy Tactic Tools Related Metric
Co-Create Customer Community Jive Software Brand Advocates
Increasing levels
of participation, Shortening
interaction, Participate Groups LinkedIn Groups Problem Solving
and the
complexity
Blogs, Video, Photos, Youtube, LinkedIn sales cycle for
Share Thought Leadership
Answers & Microblogging Answers, Twitter .. more
Discover Social Networking
LinkedIn Connections, valuable
Prospecting
Facebook Fan Page
customers
Google, Trade
Monitor Search Lead Generation
directories….
Source: Revised from Gartner (August 2010)
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
22. Leaders Develop Here
GARTNER BENEFIT/RISK MATRIX ….
High
Co-Create
Participate
Expected
Business
Benefit Share
Discover
Monitor
Low
Low High
Anticipated Risk
Source: Revised from Gartner (August 2010)
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
23. Leaders Develop Here
SMALL GROUP DISCUSSION
• Complete Worksheet #1(5 min)
• Discuss with table (5-10 min)
– Which stakeholders?
– Level of engagement? Tactics/tools?
– Metrics?
– Levels of risk in social media priorities?
– Testing without strategy?
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
24. Leaders Develop Here
SUMMARY OBSERVATIONS
• Testing without a strategy is gambling
• Strategy requires in-depth understanding of
your audiences
• Implementation without metrics is risky
• Consistent effort, authentic engagement and
disciplined monitoring is paramount
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
25. Leaders Develop Here
Part 1
Using LinkedIn to Drive Results
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
26. Leaders Develop Here
QUESTIONS
Does your stakeholder audience consist
of professionals located primarily across
our region?
Is it important/valuable for you to
connect with them? Global collective?
What about Facebook instead?
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
27. Leaders Develop Here
LINKEDIN MEMBERS WITHIN 55KM
120 Million Globally
23,000
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
28. Leaders Develop Here
83% check in
a min. of few
times a month
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
29. Leaders Develop Here
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
30. Leaders Develop Here
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
31. Leaders Develop Here
CUSTOMER STRATEGY AND LINKEDIN’S POSSIBLE ROLE
Strategy Tactics and Tools within LinkedIn
Co-create LinkedIn Apps & Gadgets – Polls/Surveys/Events
Participate LinkedIn Groups – engage your audience and the social
collective in discussions on the industry
LinkedIn Recommendations – validation of thought leadership
Share LinkedIn Answers – establish yourself as an authority/expert
Integrated Content Marketing - Twitter, Slideshare, Blog, ..
Discover LinkedIn Connections – find expertise, leads, and employees
LinkedIn Inmaps – visual display of your network
(http://inmaps.linkedinlabs.com/)
Shorten Monitor LinkedIn Company -- search and follow companies
sales LinkedIn Signal – search for updates/news across your primary
cycle and extended network
And you can also pay for advertising!
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
32. Leaders Develop Here
LINKEDIN HOME PAGE
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
33. Leaders Develop Here
LINKEDIN INMAPS
Ivey MBA
Business
QSB MBA
QSB
SLC
Family
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
34. Leaders Develop Here
10 SPECIFIC WAYS TO USE LINKEDIN
1. Acquire new customers through online recommendations & word of mouth.
2. Keep in touch with people who care most about your business.
3. Find the right vendors to outsource services you’re not an expert on.
4. Build your industry network—online and in person.
5. Get answers to business questions with a little help from your real friends.
6. Win new business by answering questions in your area of expertise.
7. Raise funding.
8. Network with peers in your industry for repeat business referrals.
9. Convince potential customers of your expertise by sharing unique content.
10. Keep your friends close and your competition closer.
Source: http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/trackback/
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
35. Leaders Develop Here
WORKSHOP: USING LINKEDIN
• LinkedIn cases reviewed
online in-class
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
36. Leaders Develop Here
WORKSHOP: STAGE OF ADOPTION
At what stage are you with LinkedIn?
1. No account
2. Have an account and a few connections, but rarely log in
3. Have more than 50 connections, but unsure what to do now
4. Have more than 200 connections, but they are really just
sort of “sitting there”
5. Have lots of connections and are rather active but without
strategy
6. LinkedIn Master, I manage a group, I respond to questions,
I’m developing my name as a thought leader in my field… I
don’t need this course ☺
Where are you?
What can it do for me? For my business?
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
37. Leaders Develop Here
KEYS TO LINKEDIN
Component Why
Profile Optimization First impressions and depth in experience lead to
strong network building
Connections Actively mine, personalize, organize
Recommendations Validation leads to credibility/opportunity
SM Integration Content marketing via Twitter, Blog, Website and
Slideshare
Groups Lead industry discussions and builds personal brand
Answers Demonstrate expertise to build personal and
company brand
Applications & Gadgets Productivity tools to drive high level engagement
Advertising Drive lead generation in a very targeted manner
Premium Inmail, Profiler to name a few
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
38. Leaders Develop Here
Part 2
Personal Online Branding (POB)
REFERRALS REPEAT BUSINESS
NEW BUSINESS
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
39. WHAT COMES TO MIND WHEN YOU SEE THE
Leaders Develop Here
PHRASE "PERSONAL ONLINE BRANDING?“
• People interested in promoting • The importance of having and
themselves instead of the company maintaining a professional image on-
they work for line via tools like LinkedIn in order to
• Creating a consistent positioning capitalize on networking and other
message that best represents one's potential opportunities.
personal and professional background • Corporate buzzword
and interests
• How do I make myself (who I am, how
• What you are known for I operate, etc.) translate to those who
• image; what you portray don't know me.
• My image • Marketing myself through the internet
• Identification of how I come across in • The impressions you leave with others
online search and social media. when they see you/ your services
• The package--look, feel, values it listed somewhere on the internet
communicates
• The way you are branded and
perceived in the online world. • safeguarding, controlling / managing
the image and information that comes
• A website with someone's face and across about me online
accomplishments
• an online 'resume' which markets the
person • Providing information about one's
• online profiling professional services in as efficient an
online manner as possible.
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
40. Leaders Develop Here
WORKSHOP: POB EXERCISE
• Conduct the following Google searches:
– Your first and last name
– Your industry
– Your industry & Kingston
– Products/Services you sell
– Product/Services you sell & Kingston
• Discuss what you find on first page?
• What about LinkedIn, Facebook, Google+
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
41. Leaders Develop Here
SOCIAL MEDIA AND PERSONAL EVALUATION
• 75% of US online adults are active
online social participators. 6
• 69% of internet users have
searched for information about
others online 2
• Searches for social networking
profiles have grown rapidly in the
past three years to 48% in 2009.
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
42. Leaders Develop Here
PEOPLE ARE LOOKING BUT …
• Most people are not effectively monitoring
their online presence.
• In 2009, just 2% said they used a search
engine to look up information about
themselves on a regular basis. 2
• When self-searchers query their name
using a search engine, 62% say the first
page of results is mostly about someone
else with a name very similar or identical to
theirs. 2
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
43. Leaders Develop Here
ADDITIONAL DRIVERS/ASSUMPTIONS
• The amount of “online clutter” will grow
exponentially, creating a greater need for a
tight, concise POB.
• But the number of social media sites will
drop, effectively consolidating POB’s
• The importance of visual presence (photos
and video) will increase 8
• The old fashioned resume will be replaced
by the online personal presence 11
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
44. Leaders Develop Here
STAGES OF ADOPTION
Experienced Emerging Future Users
Users Users
• Students
• TV/Movie Celebrities • C-Level Executives
• Entrepreneurs
• Musicians • Public Speakers
• Middle Managers
• Sports Figures • High-Level Academics
• Entry-level job
• Authors • Real Estate Agents
applicants
• Music/tv/film support • Freelancers
personnel • Matchmakers
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
45. Leaders Develop Here
WHAT IS DRIVING EMERGING USERS?
C- Level Executives
– According the to the 2011
Edelman Trust Barometer CEOs
now rank among the top credible
spokespeople globally5
– Businesses are more tightly
linked to the CEO and his or her
ability to be perceived as a leader
in the industry and to their staff.
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
46. Leaders Develop Here
WHAT IS DRIVING FUTURE USERS?
Entrepreneurs & Managers
– Social Media and blogs are
rapidly expanding category3
– Inbound marketing has a 60%
lower cost per lead3
– 45% using social networks to
screen job candidates11
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
47. Leaders Develop Here
WORKSHOP: POB EXAMPLES
• Show various examples
online
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
48. Leaders Develop Here
OK so customers are searching for
you, what is your strategy
to ensure that you are
both found and
well represented online?
_____________________
Is doing nothing an option?
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
49. Leaders Develop Here
What can it POB do for you
and your company?
_____________________
possible conflict here?
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
50. Leaders Develop Here
THE VALUE OF A POB
• Increased visibility: A POB drives your name recognition and increases
awareness of your achievements and credentials. It helps you stand out
in the clutter of people trying to secure business & get jobs. Your POB
makes you memorable and differentiates you from the competition.
• Increased reach: An online presence helps transfer your real world
reputation online for all to see, increasing your sphere of networking
possibilities by effectively allowing more people to get to know you.
• Credibility: An online presence can help create trust; it shows the person
behind the business and helps mitigate risk by providing potential
clients/employers information via recommendations, referrals, and
commentary that show you are the real deal.
• Influence the market: A solid online presence allows you to become the
expert; the authority that others look to for guidance and
recommendations in your industry. This in turn increases the PR
opportunities for you and your company.
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
51. Leaders Develop Here
WORKSHOP: SEARCH FOR EXPERTS
• Search for experts in your field.
• Type the kind of expert that you
consider yourself into the following:
– Google
– LinkedIn
– Facebook
• Who and what do you find?
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
52. Leaders Develop Here
COMMON ELEMENTS OF POB
Visual
Elements
Online
Hub SEO
Brand
Strategy
Planning &
Messaging
Development
Content Monitor
Marketing &
Strategy Measure
Social Media
Strategy
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
53. Leaders Develop Here
COMMON ELEMENTS OF POB
• Brand Strategy: Definition of brand equity, key messaging, determination of
communication channels
• Visual: Develop and maintain logo, photography and color scheme. Ensures accuracy
of use of visual elements relative to graphic standards. Often extends offline (i.e.
business cards)
Establishing
your thought • SEO: Improving the visibility of the POB in search engines via the "natural" or un-paid
("organic" or "algorithmic") search results. Augmented by search engine marketing
leadership (SEM) or paid listings.
is a key goal • Monitoring & Measurement: Monitoring includes “listening” to select online channels
for key words (name mention, industry or topics) and assisting customers by quickly
responding & contributing to discussions. Measuring focuses on evaluating key metrics
over a specified time period to assess which channels and messages are working best
to reach the client’s goals.
• Social Media Strategy: Define appropriate social media channels and build and
maintain consistent presence on each.
• Content Marketing Strategy: Publishing calendar and promotion strategy for
types/formats/messages of original and curated content
• Online Content Hub: Development and maintenance of personal website and BLOG
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
54. Leaders Develop Here
COMMON PITFALLS IN POB
• Going dark. Establishing a presence and then letting it slip. No updates,
mo monitoring, no improvement
• Lack of authenticity: Not matching the offline you with the online you
• Forgetting your audience: As networks grow its hard to remember who
is following you. Keep personal info for close friends and family, play it
professional for the rest of the world.
• Lack of Monitoring: Not keeping abreast of what is said about you/your
industry and responding in a timely manner and/or especially failing to
manage negative reputation incidents
• Spreading yourself too thin: Being unable to keep up with all the POB
channels frequently enough to keep people engaged
• No Home Base: Failing to have a personal website or BLOG that is the
official home for accurate information about your brand
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
55. Leaders Develop Here
COMMON PITFALLS IN POB
• Inconsistency: In messaging and look & feel
• No strategy: No definition of a key message or planned media channel
strategy and/ or lack of measurement goals and metrics. Where and
when will you blog and why? What will your look/design be? Why? What
is your unique selling point? How are you differentiated? What is your
elevator statement about your self? What are your goals for POB? How
will you measure them?
• Too much self-promotion: Forgetting to help others by providing
valuable content or mentoring to others in your field hurts your credibility.
• Overshadowing your company’s brand. Or not being good
representative of your company’s brand.
• Forgetting to establish your credibility. Going “live” with your POB
before you are ready with meaningful messages, recommendations from
others, etc.
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
56. Leaders Develop Here
POPULAR TOOLS FOR MEASURING YOUR POB
• www.klout.com
• www.peerindex.com
• www.doimatter.com
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
57. Leaders Develop Here
PART 1 REFERENCES
• 1 Kaplan’s “2010 College Admissions Officers Survey”
http://www.kaptest.com/pdf_files/Highlights-from-Kaplans-2010-
College-Admissions-Officers-Survey.pdf
• 2 Pew Internet “Survey on Reputation Management and Social
Media” http://pewinternet.org/Reports/2010/Reputation-
Management.aspx
• 3 Hubspot “State of Inbound Marketing Report”
http://www.hubspot.com/Portals/53/docs/resellers/reports/state_
of_inbound_marketing.pdf
• 4 Knowledge Network survey “How People Use Social Media”
http://www.knowledgenetworks.com/ganp/reviewer-info.html
report can be purchased at
http://mediastore.knowledgenetworks.com/index.php?page=sho
p.product_details&flypage=yagendoo_VaMazing_2.tpl&product
_id=10&category_id=1&option=com_virtuemart&Itemid=12
• 5 2011 Edleman Trust Barometer
http://voices.washingtonpost.com/davos-
diary/2011/01/the_united_states_and_the_trus.html
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
58. Leaders Develop Here
PART 1 REFERENCES
• 6 Forrester Research, “2009 The Broad Reach of Social Technologies”,
http://www.forrester.com/rb/Research/broad_reach_of_social_technologie
s/q/id/55132/t/2
• 7 The comScore 2010 U.S. Digital Year in Review
http://www.comscore.com/Press_Events/Presentations_Whitepapers/201
1/2010_US_Digital_Year_in_Review
• 8 Internet Retailer, June 2010 Magazine www.internetretailer.com
• 9 Office Team HR Manger Survey
http://officeteam.rhi.mediaroom.com/OnlineProfiles
• 10 CrossTab “Online Reputation in a Connected World”
http://www.marketingtecnologico.com/ad2006/adminsc1/app/marketingtec
nologico/uploads/Estudos/dpd_online%20reputation%20research_overvie
w.pdf
• 11 Career Builder.com HR Manager Survey
http://www.careerbuilder.com/share/aboutus/pressreleasesdetail.aspx?id=
pr519&sd=8/19/2009&ed=12/31/2009&siteid=cbpr&sc_cmp1=cb_pr519_
&cbRecursionCnt=1&cbsid=8412d5b32ef54ce6854a035cf3a59d12-
303995843-x3-6-
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
59. Leaders Develop Here
PART 1 REFERENCES
– 12 Marcus, Bernd; Machilek, Franz; Schütz, Astrid (2006),
"Personality in cyberspace: Personal web sites as media for
personality expressions and impressions", Journal of Personality
and Social Psychology 90 (6): 1014–1031, doi:10.1037/0022-
3514.90.6.1014, PMID 16784349
– 13 Facebook Statistics: www.facebook.com/press/info.php?statistics
– 14 Twitter Statistics: http://blog.twitter.com/2011/03/numbers.html
– 15 Neilson’s BlogPulse http://www.blogpulse.com/
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
60. Leaders Develop Here
Part 3
Customer Managed Relationships
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
61. Leaders Develop Here
A VIEW: THE SOCIAL CUSTOMER MANIFESTO
1. I want to have a say.
2. I don't want to do business with idiots.
3. I want to know when something is wrong, and what you're going to do to fix it.
4. I want to help shape things that I'll find useful.
5. I want to connect with others who are working on similar problems.
6. I don't want to be called by another salesperson. Ever. (Unless they have something
useful. Then I want it yesterday.)
7. I want to buy things on my schedule, not yours. I don't care if it's the end of your
quarter.
8. I want to know your selling process.
9. I want to tell you when you're screwing up. Conversely, I'm happy to tell you the
things that you are doing well. I may even tell you what your competitors are doing.
10. I want to do business with companies that act in a transparent and ethical manner.
11. I want to know what's next. We're in partnership…where should we go?
Source: http://www.socialcustomer.com/2011/09/reflections-on-the-social-customer.html
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
62. Leaders Develop Here
OK this may not be a lot of your
customers yet, but isn’t it
reasonable to assume that over
the next 10 years it likely will be?
_____________________
If so, what does that mean
for organizations/business?
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Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
63. Leaders Develop Here
“Instead of companies managing their
relationships with customers,
we need to create platforms to allow
customers to manage their relationships
with companies. We need to forge
“customer managed relationships””.
Jerry Wind, MIT Sloan Management Review, Summer 2008
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Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
64. Leaders Develop Here
BENEFITS TO CUSTOMERS USING SOCIAL CRM
• Access to more trusted and independent information on products,
services and organizations through many-to-many participation.
• Greater control over their own level of engagement with an
CMR or Customer organization
Managed Relationships
Is commonly called
Social CRM • Greater control over the information they want, rather than being
pushed information promoted by a company.
• A buying process that aligns with a buyer's needs assessments,
information gathering, evaluation, transaction and post-purchase
activities.
• Fulfilling emotional needs, such as self-esteem, respect, belonging
and friendship.
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Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
65. Leaders Develop Here
Implications for SMEs in Eastern Ontario?
What can we learn from the experiences
of larger companies/organizations?
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Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
66. Leaders Develop Here
USE CASES: MARKETING
Use Case Explanation
Idea Management Engaging community to share, capture, vote on an idea (e.g.
http://www.mystarbucksidea.force.com )
Tools Utilized: New Product Service Testing of concepts and prototypes using close and open
Market Research communities
Social-media monitoring
New Product or Engaging select target audiences at point of launch
(e.g., Compete, Nielsen
Service Launch (http://www.fordvehicles.com/fiestamovement/)
BuzzMetrics, Radian6
and TNS Cymfony) Social Campaigns Ability to make real-time changes to campaigns (e.g. Facebook
Like Button; tourism campaign
----------------------------- http://islandreefjob.com.au/about-the-best-job/)
Hosted community
Social Event Networking communities that are coordinated to meet before,
platforms (e.g.,
Networking during and after meeting (e.g
Communispace, Jive,
http://northamerica.msteched.com/teched-
LiveWorld, Mzinga and
bloggers?fbid=TYiIxBzEJ6B )
Pluck
PR Crisis (e.g. @BP_America lampooned by @BPGlobalPR
Brand/Reputation Using Social Media Monitoring tools (e.g. Radian6) to listen;
Promotion &Defense Understanding and fostering wom, viral on social media
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Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
67. Leaders Develop Here
USE CASES: SALES
Use Case Explanation
Prospecting and maintaining up-to-date contact information for prospecting,
Research profiling prospects and frontline research, real-time feeds on
contacts and/or accounts (from the Web,
Benefits:
external social communities, proprietary contact data
communities, sales information services providers, etc.).
Increase in sales ready
leads Collaboration Tools for internal discussion with peer support organization
----------------------------- and external collaboration/conferencing between sales and
Decreased order to prospects
sales cycle times
Tools utilized:
Social contact management, with data derived from communities (e.g., InsideView,
salesforce.com Jigsaw and ZoomInfo)
Sales content management, with social software providing a collaborative
environment (e.g., salesforce.com Chatter and Savo Group)
Proposal management, with social software providing a collaborative environment
(e.g., Brightidea Switchboard)
Social network analysis (e.g., 7 Degrees, Saba and Trampoline Systems)
Source: Gartner (December 2010)
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Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
68. Leaders Develop Here
USE CASES: CUSTOMER SERVICE
Use Case Explanation
Community P2P HP launched the consumer support forum in seven languages
Support for over 20 countries. More than 4.6 million HP customers
have had their issues resolved through the forum to date
Benefits:
Service feedback Customer complaints, personalized surveys for each
Deflected or decrease community member, forum topic-based surveys/polls, and
call volumes general satisfaction surveys and comments. The results from
the later two need to be visible to community members and
----------------------------- facilitate associated social dialogue.
Improved CSAT
Service listen and e.g. Tweeting customers can be detected and diverted to a
respond chat session with a contact center agent.
Service process These tools analyze and report on social service performance.
analysis Aspects such as the time to inquiry resolution, the number of
posts, the accuracy of responses, and the number of
participants are all captured and displayed.
Source: Gartner (December 2010)
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Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
69. Leaders Develop Here
SUMMARY POINTS
• Customers are in charge
Social CRM • Tools are available at low to no cost
• Processes and Learning curve are
the investment/work
• Monitoring and Adapting are key
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Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
70. Leaders Develop Here
OVERALL SUMMARY
• Framework is a good starting point
• LinkedIn can drive results$
• POB is good for business$
• Social CRM is upon us
– Go past CRM go right to Social
– Facebook and Twitter drive down costs
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Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
71. Leaders Develop Here
THANK YOU!
__________________
Jim Hamilton
jghamilton@sl.on.ca
613-544-5400 ext. 1139
www.stlawrencecollege.ca
Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011