The presentation offers an integrated approach to accommodate social networks strategy within the corporate strategy

1. Integrated Social Networks Strategy
Ali Anani

2. The whole Strategy is more important than the part (Social
Network Strategy)

3. Where
to go?
How to get
there?
What are your
SMARTER
Goals?
Social Network Strategy as
Daughter of overall
strategy
Social Network SMARTER
Goals
Customers SMARTER Goals
KPIs

4. Where to go?

5. Increase
awareness
Increase sales
Distribute offers
Increase
awareness

6. How to get there?
Your steps to your corporate goals

7. Specific
Measurable
A ttainable
SMARTER
Realistic Goals
Time-Bound
Exiting or Ethical
Recorded

8. Customers SMARTER Goals

9. http://socialmedia.typepad.com/blog/2008/03
/communication-a.html

10. Define Channels to Reach Customers

11. Attract customers to your flowery offers

12. Pheromones that attract
your target customers

13. Establish credibility
Prove your value as a worthy flower to attract
honey-making customers
Consultative Selling

14. Credibility
Social Media
Pheromones
Engagement Relevance

15. Establish consultative
credibility before your
offer sales

16. The Pyramid of Anani Consultative
Selling Skills- 8 Cs Model
http:/ / www.docstoc.c
Commit Continue
om/ docs/ 5639366/ C
onsultative-Selling- Serving the client. Be reliable and fulfill
and-Customers- Create your promises. Adapt to the customers’
needs
Needs-Identification
Joint vision Capitalize
Classify On the strengthened
relationship
Information into needs
Make the customer feel
safe working with you
Collect
Cultivate
Collect information to strengthen
connection The 3rd bondage
Strengthen the
Connect bridge by your looks,
behavior and timely
Establish credibility and acceptance service
Presale Post Sale

17. Trustful Communication
Schoaling, schooling and flocking require
communication.
Remember similar customers flock
together

20. Apply concepts of Blue
O cean Strategy to customer
service

21. Exploiting customers
to the last drop is a
truly bad example of
Blue O cean Strategy. Create
problems for
I call it Negative
customers
Blue O cean
Strategy
Create methods
of sucking
customers’ blood
Eliminate
customer
satisfaction
Raise
customers’
frustration

22. Use Blue O cean Where
Strategy to to go?
eliminate How to get
unnecessary there?
actions, reduce
them while What are your
increasing SMARTER Goals?
welcomed actions Social Network Strategy as
and create new Daughter of overall strategy
supported actions
Social Network SMARTER
Goals
Customers SMARTER Goals
KPIs

23. Do not swim in the sea of social
media while closing your eyes

24. Know you’re the purpose of your
social media and align your activities
accordingly

25. Keep your message consistent on all channels.
The content emphasis may change, depending on
the channel of choice

26. Address the needs of your customers. Give them
the food they like.

27. Trigger the emotions of your clients.
Words have hearts as well that should
pulsate in phase with the clients’ hearts

28. Do not assume
Measure

29. The
Telecommunication
Example

30. How to Extract Sentiments?

31. http://www.sentiment140.com/search?hl=en&query=telec
om%20companies
Sentiment analysis for telecom companies
The objective is to improve sentiment first

32. Give the customers their asking

33. Give customers their asking and
help them go where they want to
go

34. A top objective will be to
improve trust, transparency and
positive sentiments accordingly

35. Making offers to unhappy customers is not
going to work
Make customers happy and only then make
offers

36. Customers want to listen to songs of their
choice; to offers that appeal to them. How
distant are you from them?

37. Introduce the idea of customer-company gap.
The wider the gap is, the more distant your
customer is.

38. Map your offers against
your aspired clients'
expectations

39. SlideShare is a good example.
follow as many people as you can,
but how many benefit you? There is
not enough pull in this approach

40. You need triggered readers
who follow you because
they like your content and
its relevance to their needs.
Masses of followers will
only create crowdiness
with no real value.