Only about 25% of small businesses are engaging successfully in the social media arena; and the most common question among busy business owners—for whom social media is just one demand among many—is “where do I find the time?” This session is designed to help you create a social media plan that concentrates your efforts toward the most desirable and effective result: connecting successfully with your customers in a meaningful and profitable way. You’ll see and hear successful, real-world case studies in Social CRM and learn how to: formulate and adopt a strategy; choose and prioritize your tools; develop a social media-optimized personal/business brand; spot social trends; and more.

1. Connecting with CustomersShashi Bellamkonda Network Solutions Optimization Summit 2010

2. Edelman Trust barometer : Conversation with Employees increases credibility Edelman Trust Barometer

3. Emarketer :Social Media is Trustworthy http://www.emarketer.com/Article.aspx?R=1007863

4. The Social Customer Engagement Index : Industry wise distribution http://bit.ly/cmV8MT

5. Still relatively new http://bit.ly/cmV8MThttp://thesocialcustomer.com

6. Lone Rangers or Teams? http://bit.ly/cmV8MThttp://thesocialcustomer.com

7. Budgets http://bit.ly/cmV8MThttp://thesocialcustomer.com

8. How much of Customer Service is done in Social Channels http://bit.ly/cmV8MThttp://thesocialcustomer.com

9. Social Networks used http://bit.ly/cmV8MThttp://thesocialcustomer.com

10. Networks most effective http://bit.ly/cmV8MThttp://thesocialcustomer.com

11. Impact of Social Customer Service http://bit.ly/cmV8MThttp://thesocialcustomer.com

12. Challenge http://bit.ly/cmV8MThttp://thesocialcustomer.com

13. Satisfaction http://bit.ly/cmV8MThttp://thesocialcustomer.com

14. Small Business Social Media usage

15. Small Business Expectations of Social Media use

16. Key principles of Social Customer Engagement -1 Management buy-in is the key to successful social customer-engagement programs. Integrating social channels with traditional service processes is paramount. Identify the social channels that your customers engage in. Engage with social customers in multiple channels if necessary.

17. Key principles of Social Customer Engagement -2 Customer support staff should take time to engage with customers on social channels. More interactions generate a higher positive impact with social customers. Companies that have a longer history of engaging customers on social channels from a service perspective experience a more positive impact on their service goals. Facebookand Twitter ranked similarly for effective engagement overall

18. Network Solutions Case Study

19. Your Customer Engagement Strategy

20. Setting your organizational objectives Who are you trying to reach ? What do you want to change? How will this affect your organization? 20

21. Step 1: Identify who should buy-in Identify Linchpin (s) to get this buy-in Who else should be involved? Taking the lawyers to lunch Identify internal evangelists 21

22. Step 2: Presence in the Social Media Search Results Social Profiles Content Interaction 22

23. Step 3 : Resources In-house Make it part of existing resources Outsource Use existing community Find internal evangelists 23

24. Step 4: Making a case for Social Media Same factors as a business case for public relations Media is changing – newspapers are going digital Consumers are consuming streams Gap between a journalist and a reader is a tweet away Ensuring Accuracy Social Swarms Social Intelligence 24

25. Step 4 : Measurement Out : Number of visits , fans and followers IN : Measure outcomes Achieve attitudinal change Reputation Content shared across the internet Happier “customers” and even happier employees 25

26. Are you helping your users think of you better?

27. Research Customer Socialgraphics Type of organization http://www.web-strategist.com/blog/2010/01/21/socialgraphics-help-you-to-understand-your-customers-slides-and-recording/

28. Case study & discussion 3 audience case studies

29. Benchmark your reputation Search results Blog posts Twitter mentions

30. Listen and Monitor Google Alerts Monitoring tools

31. Create an internal process flow Monitoring team Action team Crisis Team Buzz team Inbound customer team

32. Jeremiah Owyang’s Model For Social Business Structure Centralized Control and implement all efforts Organic Not coordinated, grows organically, experimental Coordinated Centralized processes / units do effort Multiple Hub and Spoke Coordinated across multiple units Holistic or Honeycomb Every Employee empowered 32 http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/

33. 1. Identify tools - Engagement Tweetdeck Seesmic Hootsuite CoTweet Facebook Linkedin

34. 2. Identify tools - SocialCRM Hy.ly Radian6 SalesForce ? Audience input Jitterjam

35. Crowd Sourced Support Get Satisfaction Zendesk Fixya.com

36. Challenges Dashboard view across channels

37. Exercise Benchmarking reputation

38. Training Formal Training to social media facing teams Brownbag lunches to rest of the company

39. Social Media Guidelines Wiki.altimetergroup.com Toolkitcafe.com ( Social media Policy toolkit)

40. Making your whole organization social Twelpforce Retweetforce

41. Case study and discussion Audience case study Challenges

42. Information Osmosis Customer feedback Business Intelligence Real-time Opportunity

43. Community Outreach Events Tweetchats Webinars Offline events

44. Coupons and offers

45. Cost savings Calls saved Escalations Customers retained New customers gained ( Cost per new acquisition)

46. Designing your Twitter page Logo vs human face Single Twitter id vs. multiple Corporate Twitter id plus multiple Power of individual followers

47. Content Other Feeds Retweets Off domain conversations

48. Final Thoughts Focus on objectives Set-up a coordinated effort Educate over restrict Measure and change tactics if required Community is conversations over broadcasts Harness the Wisdom of the crowd 48 http://www.flickr.com/photos/fwp-dawson/2821182851/

49. Network Solutions Network Solutions helps small businesses solve the biggest problems the face - finding new customers and growing their businesses. Our product line also includes a range of online solutions for building web and ecommerce sites, web hosting and related web services. More than 3M small businesses use NS products everyday to run their businesses. 49

50. 50 Questions ? Shashi Bellamkonda shashib@networksolutions.com Twitter: @shashib http://blog.networksolutions.com Personal Blogs: Technology & Social Media: http://www.shashi.name Digital Thoughts: http://readythoughts.blogspot.com Restaurant Reviews: http://www.carryoncurry.com DC public interest : http://washtrax.blogspot.com

51. Swami Coupons KARMA25OFF - $25 any purchase from Network Solutions WOWDOMAINS – get a domain name for $9.99 T & Cs apply