SlideShare une entreprise Scribd logo
1  sur  28
Télécharger pour lire hors ligne
Focus on relationships, not technologies
The Corporate Social Media
Ecosystem

                                            Ravit Lichtenberg,
                                            Ustrategy, LLC
                                            May 19, 2009




Not for commercial use; please reference source as: Ravit Lichtenberg,
Ustrategy, LLC.
The Corporate Ecosystem is Evolving




                         March 2008 “The CRM 2.0 Imperative”
The Corporate Ecosystem is Evolving

Now can
be also a
startup!




                              March 2008 “The CRM 2.0 Imperative”
The Social Media Corporate Ecosystem
                                                    •Create
                                                    relationships
                                                    •Listen
                    Corporation                     •Learn
                                                    •Converse
                                        Marketing   •Sell



                                                        •Interact and
                                                        share
•Make money   Startup/                                  •Learn
•Be known                           Customer
              Partner                                   •Express their
                                                        voice
                         Capabilities
What is Social Media Again?
An umbrella term for tools
used by people to connect
to others, and by
companies to connect to
their existing and new
customers using Web and
related technologies.
Engagement
Conversation
Expression
Tracking / Observing
It sometimes looks like this…
Or, like this…
But mostly, people feel this…
    But mostly….




                                http://goeastyoungwomantodubai.
                                wordpress.com/2008/11/19/66/
Customers   People
People Increasingly Interact with Social
Media
 Over 60% of Americans regularly use Social Media




                                         Source: RWW/Cone research
                                                     Compete.com
People Want to Interact With Their
Favorite Brand
 93% believe a company should have presence on
  Social Media sites
 42% of adults and 55% of youth want to interact
  with their favorite brand through one or more
  social media tools.




                                        Sources: RWW/Cone Research
                                                   Forrester Research
But HOW They Want to Interact Varies
 When asked how they prefer to learn about their
 favorite brands:
   26% of adults prefer online discussion forums
   21% prefer videos
   15% prefer profiles on social networking sites like
    Facebook
   Only 12% prefer blogs
   Less than 10% listen to podcasts




                                                   Source: Forrester Research
Corporations Care About Social Media!
Brands are trying…
 HP spends 50% of budget on Marketing
 Brands who use Social Media spend 10%-25% of
 their Marketing dollars on Social Media campaigns




                                         Sources: Hewlett-Packard Co.
                                                              Forbes
Some Are Getting it Right…
Procter & Gamble- BeingGirl
Walmart- Buyers’ Blog
Nike’s MashUP
But Most Brands…Do Not
 More than 50% of brand
  campaigns fail.
 Worst Ad Campaign: HP
  Pay Per Post, Subway,
  Walmart Across America.
 Unable to articulate ROI
  or measure it.
 “Throw and see what
  sticks.” (Charlene Li)


                             Source: SXSW blog
                             Forrester Research
Startups Know There’s a Need
Some Succeed…But Most Don’t
 Solution is generic or…too
    customized
   Poor business model
   Lacking consistency,
    dependability
   Inability to integrate
   Lower quality of interaction
   Unable to understand
    customer benefits
   Difficulties reaching
    decision makers
So Now What…
To Turn the Corporation Social…
Corporations must move from selling to caring!
     Focus on relationships—not selling
     Get to know customers!
     Go to places where customers spend time
     Develop meaningful communication
     Create an exchange: a dialog
     Make it easy
     Give tools to the advocates
     Reward the enthusiasts
     Turn boring into exciting
     Enlist the right SMEs
     Bring on board the right solutions
Each Player in the Ecosystem Cares
     About Different Things
                                            •How to measure ROI?
                                            •What tools are best?
                                            •How to get IT’s buy-in?
                            Corporation     •Are the old ways best?


•Will we get a deal?
•Will we beat our                                 •What do I get?
competition?           Startup/                   •Why should I spend
                       Partner     Customer       time here?
•Are we creating a
need to fill?                                     •Will I have control over
                                                  privacy?


             Without addressing each Player’s needs, you
             don’t have a strategy!
Corporations Must Have a Strategy!
Starter steps:
 Agree on the business objectives
 Understand customers’ objectives
 Identify the relevant channels
 Establish relevant metrics
 Have the right people on board
 Align with ongoing marketing strategy
 Prioritize!
 Develop a plan
 Identify the right tools for the job
 Implement
About Ustrategy, LLC
 We are a boutique consultancy out of the Silicon Valley, California,
  specializing in linking customer psychology with business objectives
  for maximum results.
 Ustrategy, LLC. was founded by Ravit Lichtenberg, a 15-year tech
  veteran who works with startups, Fortune50 corporations and
  anything in between. Ravit was a customer experience strategist
  with Hewlett-Packard’s Corporate Marketing division. She is an
  advisory board member for a number of organizations.
 Ustrategy, LLC. partners with strategic resources for best results.
  Some of our partners include eStorm, Uxcentric, and IDEO. Clients
  include large corporations as well as US and foreign-based
  startups.
 Ravit Lichtenberg, Ustrategy Founder and Chief Strategist, is a
  sought speaker, writer, and analyst. You can find out more at
  www.ustrategy.com
Recent Articles
 10 Ways Social Media Will Change in 2009,
 ReadWriteWeb

 -What's Wrong with Facebook: When Strategy Fails to
 Meet Execution, ReadWriteWeb

 -What Every European Startup Should know: 10 Keys
 to Presenting Your Startup in the US, Mashable
Thank you!

Ravit Lichtenberg, Ustrategy, LLC
      http://ustrategy.com
  http://ravitlichtenberg.com
        @ravit_ustrategy

Contenu connexe

Dernier

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 

Dernier (20)

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 

The Corporate Social Media Ecosystem

  • 1. Focus on relationships, not technologies The Corporate Social Media Ecosystem Ravit Lichtenberg, Ustrategy, LLC May 19, 2009 Not for commercial use; please reference source as: Ravit Lichtenberg, Ustrategy, LLC.
  • 2. The Corporate Ecosystem is Evolving March 2008 “The CRM 2.0 Imperative”
  • 3. The Corporate Ecosystem is Evolving Now can be also a startup! March 2008 “The CRM 2.0 Imperative”
  • 4. The Social Media Corporate Ecosystem •Create relationships •Listen Corporation •Learn •Converse Marketing •Sell •Interact and share •Make money Startup/ •Learn •Be known Customer Partner •Express their voice Capabilities
  • 5. What is Social Media Again? An umbrella term for tools used by people to connect to others, and by companies to connect to their existing and new customers using Web and related technologies. Engagement Conversation Expression Tracking / Observing
  • 6. It sometimes looks like this…
  • 8. But mostly, people feel this… But mostly…. http://goeastyoungwomantodubai. wordpress.com/2008/11/19/66/
  • 9. Customers People
  • 10. People Increasingly Interact with Social Media  Over 60% of Americans regularly use Social Media Source: RWW/Cone research Compete.com
  • 11. People Want to Interact With Their Favorite Brand  93% believe a company should have presence on Social Media sites  42% of adults and 55% of youth want to interact with their favorite brand through one or more social media tools. Sources: RWW/Cone Research Forrester Research
  • 12. But HOW They Want to Interact Varies  When asked how they prefer to learn about their favorite brands:  26% of adults prefer online discussion forums  21% prefer videos  15% prefer profiles on social networking sites like Facebook  Only 12% prefer blogs  Less than 10% listen to podcasts Source: Forrester Research
  • 13. Corporations Care About Social Media!
  • 14. Brands are trying…  HP spends 50% of budget on Marketing  Brands who use Social Media spend 10%-25% of their Marketing dollars on Social Media campaigns Sources: Hewlett-Packard Co. Forbes
  • 15. Some Are Getting it Right…
  • 16. Procter & Gamble- BeingGirl
  • 19. But Most Brands…Do Not  More than 50% of brand campaigns fail.  Worst Ad Campaign: HP Pay Per Post, Subway, Walmart Across America.  Unable to articulate ROI or measure it.  “Throw and see what sticks.” (Charlene Li) Source: SXSW blog Forrester Research
  • 21. Some Succeed…But Most Don’t  Solution is generic or…too customized  Poor business model  Lacking consistency, dependability  Inability to integrate  Lower quality of interaction  Unable to understand customer benefits  Difficulties reaching decision makers
  • 23. To Turn the Corporation Social… Corporations must move from selling to caring!  Focus on relationships—not selling  Get to know customers!  Go to places where customers spend time  Develop meaningful communication  Create an exchange: a dialog  Make it easy  Give tools to the advocates  Reward the enthusiasts  Turn boring into exciting  Enlist the right SMEs  Bring on board the right solutions
  • 24. Each Player in the Ecosystem Cares About Different Things •How to measure ROI? •What tools are best? •How to get IT’s buy-in? Corporation •Are the old ways best? •Will we get a deal? •Will we beat our •What do I get? competition? Startup/ •Why should I spend Partner Customer time here? •Are we creating a need to fill? •Will I have control over privacy? Without addressing each Player’s needs, you don’t have a strategy!
  • 25. Corporations Must Have a Strategy! Starter steps:  Agree on the business objectives  Understand customers’ objectives  Identify the relevant channels  Establish relevant metrics  Have the right people on board  Align with ongoing marketing strategy  Prioritize!  Develop a plan  Identify the right tools for the job  Implement
  • 26. About Ustrategy, LLC  We are a boutique consultancy out of the Silicon Valley, California, specializing in linking customer psychology with business objectives for maximum results.  Ustrategy, LLC. was founded by Ravit Lichtenberg, a 15-year tech veteran who works with startups, Fortune50 corporations and anything in between. Ravit was a customer experience strategist with Hewlett-Packard’s Corporate Marketing division. She is an advisory board member for a number of organizations.  Ustrategy, LLC. partners with strategic resources for best results. Some of our partners include eStorm, Uxcentric, and IDEO. Clients include large corporations as well as US and foreign-based startups.  Ravit Lichtenberg, Ustrategy Founder and Chief Strategist, is a sought speaker, writer, and analyst. You can find out more at www.ustrategy.com
  • 27. Recent Articles  10 Ways Social Media Will Change in 2009, ReadWriteWeb  -What's Wrong with Facebook: When Strategy Fails to Meet Execution, ReadWriteWeb  -What Every European Startup Should know: 10 Keys to Presenting Your Startup in the US, Mashable
  • 28. Thank you! Ravit Lichtenberg, Ustrategy, LLC http://ustrategy.com http://ravitlichtenberg.com @ravit_ustrategy