Webinar on making money with social, delivered on 08/23/2012 with Next Principles

1. leveraging social
for gain and profit
esteban kolsky - thinkJar

2. 200 million people in Linked-In
500 million people in Twitter
1 billion people in Linked-In
20-100 million people in
Orkut, Twenti, Hi-5
and other regionals

3. pinterest drives more
visitors to third-party
websites than
Google+, YouTube
and LinkedIn
combined.

5. money comes from CRM
• customers have money, want products
• company wants money, has products
• company implements CRM, learns about
customers, what they want and need
• company makes what customer wants
• customer buys, gives company money
• company has money, customer has product
• happiness ensues…

6. EARNED OWNED
PAID

7. making money from marketing
• not about creating content
• not about engaging customers
• not about shouting content
• not about exposing customers to content
• it is about just one thing…

13. making money from sales
• not about selling to customers
• not about finding new prospects, new people
to sell
• not about giving salespeople tools to “spy” on
their customers
• not about making more money “while you
sleep”

17. customer products operations legacy
customer
sales billing shipping HR
service
centralized process execution framework
(customer interaction hub)
customer partner employee
communities

19. making money from service
• not about upselling or cross-selling
• not about call deflection
• not about cost reduction
• not about increasing satisfaction (only)
• not (as much) about growing loyalty
• just one thing that makes money from service

21. In the early days…
• dell marketed with coupons on twitter
• time warner sold movies on facebook
• nordstrom and jc penney tried facebook
• comcast deployed twitter customer service
• coca cola used facebook for marketing
• taco bell used facebook to find customers
• and they all concluded the same…

23. really want to make money in social?
• it is ALL about the data
• 10-100x more noise than you’ve ever seen
– filter
– 10-15% increase in real-time, actionable data
• find, monitor, track, analyze, understand and
act on the data
– in real time (better, near real time)
– create actionable insights