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Hayden Sutherland iShopKent 2011
1.
Hayden Sutherland
Ideal Interface © 2011
2.
What I hear
all the time… © 2011
3.
What I hear
all the time… We want customers to ‘Like’ us © 2011
4.
What I hear
all the time… We want customers to ‘Like’ us We need to engage with our target audience © 2011
5.
What I hear
all the time… We want customers to ‘Like’ us We need to engage with our target audience We need a presence in Social Media © 2011
6.
What I hear
all the time… We want We’d like to customers to share our ‘Like’ us content more We need to engage with our target audience We need a presence in Social Media © 2011
7.
What I hear
all the time… We want We’d like to customers to share our ‘Like’ us content more We need to engage with our target audience We must update our We need a followers presence in Social Media © 2011
8.
What I hear
all the time… We want We’d like to customers to share our ‘Like’ us content more Social Media We need to gives us a 1-2-1 engage with our relationship with target audience our customers We must update our We need a followers presence in Social Media © 2011
9.
Sound familiar?
© 2011
10.
Sound familiar?
So they ‘Liked’ us, now what? © 2011
11.
Sound familiar?
So they ‘Liked’ us, now what? We regularly blog, but nobody comments © 2011
12.
Sound familiar?
So they ‘Liked’ us, now what? We regularly blog, but nobody comments I built a Facebook Page, is that it? © 2011
13.
Sound familiar?
So they How do I know ‘Liked’ us, if this is making now what? a difference? We regularly blog, but nobody comments I built a Facebook Page, is that it? © 2011
14.
Sound familiar?
So they How do I know ‘Liked’ us, if this is making now what? a difference? We regularly blog, but nobody comments our CEO tweets from the golf I built a course now Facebook Page, is that it? © 2011
15.
Sound familiar?
So they How do I know ‘Liked’ us, if this is making now what? a difference? This Social We regularly Media stuff is blog, but taking up a lot of nobody my time right now comments our CEO tweets from the golf I built a course now Facebook Page, is that it? © 2011
16.
Let’s change our perspective
© 2011
17.
Social Media 18.11.11
© 2011
18.
Social Business
© 2011
19.
The days of
ad-hoc and chaotic Social Media initiatives are coming to an end © 2011
20.
Business ‘absorbs’ technology •
It always has – To give competitive advantage – To reduce costs – Until it becomes part of normal business • But… now adopted at a slower rate than consumers • Social Media is already absorbed by – Marketing, Customer Services, PR © 2011
21.
social needs integration
across multiple business functions © 2011
22.
But Social Media
as an eCommerce sales channel? © 2011
23.
Why buy via
Social Media when its there to for a ‘relationship’? © 2011
24.
Maturity Matrix
The organisational path to the comprehensive and effective use of Social Media © 2011
25.
1.
Assessing Nothing structured ACTIVITIES Following ‘Liking’ Etc. KPI’s N/A DEPT’S © 2011
26.
1.
2. Assessing Participating Listening: Nothing Feeds, alerts, structured monitoring, ACTIVITIES prioritisation, etc. Following Posting: ‘Liking’ Facebook status Etc. & Org. Pages, Tweeting, Etc. Blogging Follows KPI’s N/A ‘Likes’ Traffic Marketing DEPT’S PR © 2011
27.
1.
2. 3. Assessing Participating Engaging Listening: Focused PR Nothing Feeds, alerts, activity (e.g. blogs), structured monitoring, Responding to ACTIVITIES prioritisation, etc. +/- sentiment, Following Building Posting: ‘Liking’ community, Facebook status Etc. Customer Service & Org. Pages, Tracking links, Tweeting, Etc. Offers/Deals Blogging Follows In-bound link KPI’s N/A ‘Likes’ Customer Sat Traffic Traffic/postings Sales Marketing Marketing eCommerce DEPT’S PR Customer Service PR © 2011
28.
1.
2. 3. 4. Assessing Participating Engaging Integrating Listening: Focused PR Social Business, Nothing Feeds, alerts, activity (e.g. blogs), Connected structured monitoring, Responding to API’s & Graph ACTIVITIES prioritisation, etc. +/- sentiment, (Facebook store) Following Building Social CRM Posting: ‘Liking’ community, Inventory & offer Facebook status Etc. Customer Service management by & Org. Pages, Tracking links, social channel, Tweeting, Etc. Offers/Deals Etc. Blogging In-bound link Retention Follows KPI’s Customer Sat CLV N/A ‘Likes’ Traffic/postings Conversion by Traffic Sales Social Channel Marketing Marketing eCommerce Marketing eCommerce DEPT’S PR Customer Service PR Customer Service PR Information Technology © 2011
29.
1.
2. 3. 4. Assessing Participating Engaging Integrating Listening: Focused PR Social Business, Nothing Feeds, alerts, activity (e.g. blogs), Connected structured monitoring, Responding to API’s & Graph ACTIVITIES prioritisation, etc. +/- sentiment, (Facebook store) Following Building Social CRM Posting: ‘Liking’ community, Inventory & offer Facebook status Etc. Customer Service management by & Org. Pages, Tracking links, social channel, Tweeting, Etc. EFFORT (£) Blogging Offers/Deals Etc. In-bound link Retention Follows KPI’s Customer Sat CLV N/A ‘Likes’ Traffic/postings Conversion by Traffic Sales Social Channel Marketing Marketing eCommerce Marketing eCommerce DEPT’S PR Customer Service PR Customer Service PR Information Technology © 2011
30.
Gartner predicts
Over 70% of “IT-dominated” social media initiatives will fail through 2012 © 2011
31.
Social Business Who’s doing
it? © 2011
32.
Facebook
© 2011
33.
© 2011
34.
© 2011
35.
Twitter
© 2011
36.
Distressed Inventory
© 2011
37.
Last minute
(24 hours) JetBlue Airlines $9 tickets © 2011
38.
© 2011
39.
But its expensive
right? © 2011
40.
€59/ month
© 2011
41.
$59/ month
© 2011
42.
In summary
© 2011
43.
There’s a difference
between Social Media and Social Business © 2011
44.
Measure: Value vs. Effort
© 2011
45.
Compare with ‘traditional’
channels (email) © 2011
46.
1.
2. 3. 4. Assessing Participating Engaging Integrating Listening: Focused PR Social Business, Nothing Feeds, alerts, activity (e.g. blogs), Connected structured monitoring, Responding to API’s & Graph ACTIVITIES prioritisation, etc. +/- sentiment, (Facebook store) Following Building Social CRM Posting: ‘Liking’ community, Inventory & offer Facebook status Etc. Customer Service management by & Org. Pages, Tracking links, social channel, Tweeting, Etc. Offers/Deals Etc. Blogging In-bound link Retention Follows KPI’s Customer Sat CLV N/A ‘Likes’ Traffic/postings Conversion by Traffic Sales Social Channel Marketing Marketing eCommerce Marketing eCommerce DEPT’S PR Customer Service PR Customer Service PR Information Technology © 2011
47.
Thank you www.idealinterface.co.uk
@haydens30 © 2011
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