2. Social Organizations and Businesses Think Different
FROM:
• Mass Media
• Control and Push Messaging
• Institutions to distribute and
connect
• Issue Management
• Deadlines
• Just the Facts
• Powerful Media
• Target Audiences
• Announce/All answers
• Top Down
• Corporate Spokesperson
2
Confidential
11/12/2012
TO:
• Individualized Information
• Conversation, Connections, Stories
• People and Relationships to
connect and build
• Rapid Response/Agility
• Real Time
• Facts and Feelings
• Powerful Networks
• Communities
• Listen and Collaborate
• Leadership and Bottoms Up too
• Empowered Employees and subject
matter experts
Global Marketing
4. The Neighborhood Business
Great Business Fundamentals
• Think back 60+ years ago
• What made the neighborhood
businesses thrive?
• Think about your favorite family
restaurant – local to where you
lived and grew up
• What practical and pragmatic
approaches did they take to satisfy
and build loyal customers?
• Can we achieve the same customer
intimacy and success today?
Global Marketing
5. The more things change, the more they stay the same.
Personal
Convenient
Listen;
Conversations
High Trust
Confidential, Subject to Non-Disclosure Agreement
Global Marketing
10. More than ever – a company’s
brand is influenced by what
consumers are saying about the
brand
An everyday
employee is 2x more
trusted vs. Chief
Executive
(Edelman Trust Barometer, ‘13)
Confidential
90% trust recommendations from
people they know. 70% trust
consumer opinions posted online
14% trust advertising (Nielsen)
How companies
market, sell to
and support their
customers is
changing…
What roles do
employees play
this
transformation?
How do you
activate
employees?
11. The world of brand loyalty has changed
customer-initiated touchpoints between transactions, and the creation
of value beyond just product
The traditional marketing funnel
is being usurped by the loyalty
loop.
New paradigm: Social commerce
The purchase decision is
informed by ‘WOM” (friends,
influencers) and brand loyalty.
FRIENDS
Old paradigm: e-commerce
THIRD
PARTY
11
Confidential, Subject to Non-Disclosure Agreement
SMEs
Article: How Top Brands Pull Customers into Orbit,
Mark Bonchek, Harvard Business Review 2012
13. How companies organize for social media:
• Holistic: Everyone is in customer service and support and any employee
who wants to be social is enabled
• Dell & Best Buy’s Twelpforce are examples
Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010
13
Confidential
10/28/2013
Global Marketing
17. Not just a campaign, but in harmony across
the fabric of a company
Product Development
• Feedback Loop
• Early Warning
• New Product Ideation
Sales
• Collaboration
• Thought Leadership
• Blogs
Marketing
• Demand Forecast
• Lead Generation
• Message Reach
Online Presence
• Ratings & Reviews
• Communities
• Customer Stories
Communication
Customer Service
• Listening
• Support Widgets
• Outreach
Confidential
•
•
•
•
Rich Media
Brand Reputation
Influence
Reputation
27. Leadership
Support
“Engaging in honest, direct conversations
with customers and stakeholders is a part
of who we are, who we’ve always been. The
social web amplifies our opportunity to listen
and learn and invest ourselves in two-way
dialogue, enabling us to become a better
company with more to offer the people
who depend on us.”
–Michael Dell
27
Social Media Services