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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
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
Leaders Develop Here




   www.stlawrencecollege.ca
                              Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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
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
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
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
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
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
Leaders Develop Here




                       OK, You get it ....




   www.stlawrencecollege.ca
                              Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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
Leaders Develop Here
                                                      BUT ALSO REALLY NEED THIS ….




   www.stlawrencecollege.ca
                              Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton - October 2011
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
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
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
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
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
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
Leaders Develop Here




   www.stlawrencecollege.ca
                              Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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
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
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
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
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
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
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
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
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
Leaders Develop Here




   www.stlawrencecollege.ca
                              Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
Leaders Develop Here




   www.stlawrencecollege.ca
                              Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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
Leaders Develop Here
                                                                            LINKEDIN HOME PAGE




   www.stlawrencecollege.ca
                              Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Leaders Develop Here




                       Part 3
                       Customer Managed Relationships




   www.stlawrencecollege.ca
                                  Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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
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?



   www.stlawrencecollege.ca
                                 Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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




   www.stlawrencecollege.ca
                                   Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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.




   www.stlawrencecollege.ca
                                       Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
Leaders Develop Here




                       Implications for SMEs in Eastern Ontario?

                       What can we learn from the experiences
                         of larger companies/organizations?




   www.stlawrencecollege.ca
                                    Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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




   www.stlawrencecollege.ca
                                                      Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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)




   www.stlawrencecollege.ca
                                                    Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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)




   www.stlawrencecollege.ca
                                                     Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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

   www.stlawrencecollege.ca
                               Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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

   www.stlawrencecollege.ca
                                Centre for Corporate Learning and Performance Improvement · Social Media · Jim Hamilton · October 2011
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

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Gaining customers via social media slides

  • 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? www.stlawrencecollege.ca 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 www.stlawrencecollege.ca 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. www.stlawrencecollege.ca 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? www.stlawrencecollege.ca 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 www.stlawrencecollege.ca 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) www.stlawrencecollege.ca 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) www.stlawrencecollege.ca 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 www.stlawrencecollege.ca 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 www.stlawrencecollege.ca 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