23. Social Media Response Matrix
Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative
Yes Yes
No Does customer
Do you want Assess the Evaluate the
need/deserve more
to respond? message purpose
info?
Yes Yes Are the No
Unhappy Gently correct the
No Response facts
Customer? facts
correct?
No
Yes No Yes Are the No
Can you add Dedicated
facts
value? Complainer?
correct?
No Yes
Is the Explain what is being
Respond in Thank the Comedian Yes
problem done to correct the
kind & share person Want-to-Be?
being fixed? issue
Yes No
Let post
stand and
Source: USAF, modified by Altimeter Group monitor
34. The Next Big Question:
How To Scale Passion?
The BIG question for
businesses in the 21st
century: how to convert We help organizations build
employees, partners and and nurture communities to
customers into evangelists? connect (with) evangelists
and scale their passion.
Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause around it existing social platforms
36. 1
The future has already
arrived. It’s just not evenly
distributed yet.
Source: William Gibson
37. 2
The tools are transient. The
values embedded in them are
persistent.
38. 3
To understand how technology
is changing organizations,
begin by asking how it is
changing people.
39. Key Takeaways From Session 1
Who are our evangelists and why will they talk about us?
Or, how to identify passion?
How can we organize and energize them?
Or, how to ignite passion?
How can we (help them) spread the word?
Or, how to scale passion?
41. Key Takeaways From Session 1
Who are our evangelists and why will they talk about us?
Or, how to identify passion?
How can we organize and energize them?
Or, how to ignite passion?
How can we (help them) spread the word?
Or, how to scale passion?
42. 1
Who are our evangelists and
why will they talk about us?
44. Six Types of Evangelists
1. Present or
past customer, 4. Partner
or prospect
2. End Present or 5. Co-worker
consumer Potential or employee
Evangelists
3. Analyst or
6. Enthusiast
influencer
45. Who Are Our Evangelists?
Worksheet 1: Who Are Our Evangelists? Persona 1 Persona 2 Persona 3
Who are our present and potential evangelists?
Who do they talk to?
Who talks to them?
What else do they talk about?
What are their triggers to talk?
Why do we want them to talk about us?
47. Technology Decision Makers
Forrester Social
Technographics
Profile of North
American and
European
technology
decision makers
High use of social
media both for
personal and
business purposes
Source: http://forrester.typepad.com/groundswell/2009/02/new-research-
b2.html
49. Satchi & Saatchi:
Lovemarks
(brands that you love and
respect)
Source: http://lovemarks.com
50. Publicis:
Contagious Idea
(an idea that spreads)
Source: http://contagious-stuff.com
51. Seth Godin:
Ideavirus
(an idea that spreads)
Source: http://www.sethgodin.com/ideavirus
52. Jyri Engestrom:
Social Object
(the idea around which a
community comes together)
53. Gaurav Mishra:
Ideasliver
(a thin slice of the world
that you own)
54. Six Types of Social Objects
1. Our unique 4. Their own
product lifestyle
2. Our
5. Their own
personalized Social Objects interest
support
3. Our mind- 6. Our shared
blowing TVC cause
55. Why Will Our Evangelists Talk
About Us?
Worksheet 2: Why Will Our Evangelists Talk Persona 1 Persona 2 Persona 3
About Us?
Our unique product
Our personalized support
Our mind-blowing TVC
Their own lifestyle
Their own interest
Our shared cause
58. Five Core Social Dynamics
Social
You can look at
networking
social technologies
Blogging By Tool through many
Microblogging
lenses.
Photo-sharing
Consumer Video-sharing Product design
generated Sales and
content marketing
Conversations By Core Decoding By Customer
Collaboration Dynamic Social Function support
Community Public relations
Collective Partner relations
intelligence Employee
Business-to- relations
By Type of business
We like to focus on Organiza- Business-to-
the core dynamic. tion consumer
Government
Non-profit
59. Five Core Social Dynamics
Invisible
Collective Intelligence
Ease of Community
Understanding Collaboration
Conversation
Consumer Generated Content
Visible
Easy Ease of Difficult
Implementing
60. Five Reasons Why
Business is Social
!
Consumer Conversation Collaboration Community Collective
Generated Intelligence
Content
61. Consumer Generated Content
Your consumers are
authors, photographers
and filmmakers, all Tap into their
rolled into one. creativity. Ask them to
interpret your brand.
I made a
how-to
I love my tutorial
video I also
new CRM
designed a
software!
IX logo
62. Dell Go Green
Dell Go Green is a
consumer
generated content
contest where
consumers submit
ideas to redesign,
reuse of recycle
gadgets to make
them go green.
Source: http://dellgogreen.com
63. Conversations
Your customers,
partners and
employees are talking Listen to them, reach
about you, in public. out to them, engage
them in a two-way
conversation.
Have you
used this Yes! It
software? rocks!
64. Dell Small Business on
Facebook
Dell’s Small
Business Facebook
page, structured as
a resource for
small businesses to
use social media,
has more than
37,000 fans.
Source: http://www.facebook.com/dellsocialmedia
65. Dell Outlet on Twitter
Dell uses Twitter as
a channel to sell
refurbished
computers to
corporate purchase
managers.
@delloutlet has 1.5
million followers
and has resulted in
sales of more than
$6 million.
Source: http://twitter.com/delloutlet
66. Collaboration
People work together
in flow when they
connect with each Create rich profiles
other as people. and reputation systems
to encourage people to
help each other.
How do I
fix this Let me tell
problem? you how!
67. Dell Support Community
User driven
support community
to increase
customer
satisfaction and
drive down support
costs.
Source: http://en.community.dell.com
68. Community
Communities come
together around a
shared social object: a Build and nurture a
lifestyle, cause or community platform to
interest. host your customers,
partners, employees,
and evangelists.
I’ve I have Here are
worked learnt a lot some tips
hard on my
for you
business
69. Dell Digital Nomad
Community built
around the idea of
being a digital
nomad.
Targeted at highly
mobile laptop
users.
Source: http://www.digitalnomads.com/
70. Dell Take Your Own Path
Community where
users shared
inspiring stories of
entrepreneurship.
Driven by the Dell
SME team.
Now replicated
internationally.
Source: http://takeyourownpath.com
71. Collective Intelligence
Customers, employees
and partners can give Observe their behavior,
you new ideas and ask for their ideas,
insights. recognize and reward
them for their
contribution.
Here’s
!
Here’s how we
It worked!
an can make
Thank you!
idea! it better!
72. Dell Ideastorm
User driven
ideation
community to
listen to
customer’s ideas
on product
improvement and
new product
development.
Source: http://ideastorm.com/
73. Dell Employee Storm
Internal ideation
platform to enable
Dell’s worldwide
community of
more than 80,000
employees to post
and discuss ideas
on topics ranging
from product
innovation to
company HR
policies.
Source: http://thesocialworkplace.com/featured/1558/
74. B2B Communities
1. Targeted
4. Partner
communities of
communities
practice
2. Customer- Business-to-
Business 5. Corporate and
driven support
Communities employee blogs
communities
3. Ideation and
6. Social media
research
contests
communities
75. AMEX Open Forum
Provides business
advice and insight to
AMEX consumers
Idea Hub for
members to network
around content
based on their
interests
Business directory to
help connect SMBs
looking for clients or
partners
Unique visitors
increased by 525%
year on year – from
160,000 in 2008 to
nearly 1 million in
2009 Source: http://www.openforum.com
76. Visa Business Network
SMB community for
networking and
business solutions
SMBs connect with
businesses that
help them grow
and meet targets
Set a goal and get
support from the
community
Leverage tools and
get expert help
Source: http://www.visabusinessnetwork.com
77. HSBC Business Network
HSBC’s community
for business
entrepreneurs
It is a community
focused on business
networking
Members engage
through blogs to
share their personal
experiences with
other entrepreneurs
Almost 148 active
member blogs
Source: http://network.hsbc.co.uk
78. Microsoft MVP
Microsoft’s long-
running Microsoft
Most Valued
Professional program
Recognizes the most
engaged and
influential members
of the community
Provide online and
offline recognition
and insider access to
turn them into
evangelists
Source: http://www.microsoft.com/india/mvp/
79. Microsoft adCenter Community
Microsoft adCenter
Community for
advertising and
publishing
professionals
Engages
community through
community blogs,
Twitter and Facebook
Active listening
program and
community
management to
respond to member
communities
Source: https://adcenter.microsoft.com
80. Farnell- Element 14
Community for
electronic engineers
by Premier Farnell,
an online retailer of
electronics hardware
Ties in community
with online store by
involving members
for product reviews,
recommendations
Company to merge
the online store into
the community to
better leverage the
community
members, who are
end consumers also
Source: www.element-14.com
81. Archer Exchange Marketplace
Archer
Community for
customers to:
– Submit Ideas for
product
development
– Collaborate on
solutions
– Share best
practices
Archer Exchange is
an online
marketplace for
applications
2400 members
contributed 1529
ideas resulting in
new mobile and https://community.archer-tech.com/
Source:
continuitySource: https://exchange.archer-tech.com/
products
82. Commonground By EDR
Community by
environmental
information services
firm EDR for
environmental
compliance
professionals
Members can
network for business
services and list
themselves as
solution providers
Resulted in retaining
over 90% of EDR’s
customers
Source: http://commonground.edrnet.com
83. MetricStream Compliance
Community by
MetricStream, a risk
and compliance
solutions provider
Sends 2 million
visitors annually to
corporate site
500000 registered
members
Profitable after six
months
Led to partnership
with NASDAQ to
provide training,
alerts, and content
for compliance
Source: http://complianceonline.com
Source: http://www.metricstream.com/
84. National Instruments
National Instruments
offers hardware and
software products for
engineers and
scientists
Members share
development
techniques, and
connect with product
experts working on
similar applications
worldwide
Connects 28000+
engineers and
scientists worldwide
Source: http://zone.ni.com
85. Philips Healthcare
Community for
healthcare
professionals to
share knowledge,
experiences and
best practices
Supports
continuing
education through
learning resources
Over 265,000
registrants are
participating in
online learning
activities
Source: https://www.theonlinelearningcenter.com/
Source: http://netforum.medical.philips.com
86. ACT By SAGE Community
Community for
customers of ACT
software by SAGE
Consumers share
product ideas with
the development
team
Forums and blogs
guide users
through support
issues and act as
how-to guides
Source: http://community.act.com
87. Salesforce.com IdeaExchange
Community for
Salesforce customers
Members submit
product ideas for
Salesforce.com
services and
solutions
Member participation
is very high as it
reaches out to more
than 72,000+
customers of
Salesforce
1000+ ideas
submitted since end-
2009
Source: http://sites.force.com/ideaexchange
88. Cisco Learning Network
Community by Cisco
for networking
professionals who
work on Cisco’s
technologies
More than 200,000+
registered members
Also provides
learning resources,
job openings and
networking
opportunities for
members
Source: https://learningnetwork.cisco.com
89. Pitney Bowes User Forums
Pitney Bowes
provides a support
community for it’s
consumers
The forum works as a
conversational
channel with
potential customers
Existing consumers
also submit ideas for
product development
and new solutions
Source: http://forums.pb.com
90. Intel Communities
Intel supports
communities for
computer design and
software
professionals
Communities act as
support forums and
learning centers
Members use
features like blogs,
forums, ideation
platform tied in with
offline events to
engage
Regular contests to
engage members
Source: http://community.edc.intel.com/
Source: http://software.intel.com
91. Intel Software Network
Community for
developers on the
Intel platforms
Black belt program:
reputation system to
recognize community
influencers and
active members
Source: http://software.intel.com
92. Nokia Symbian & Maemo
Nokia supports
developer
communities for
the Symbian and
Maemo software
platforms
Community acts as
learning resource
for developers and
enables
collaboration
Source: http://maemo.org
Source: www.symbian.org
93. NASSCOM Emerge
Community for
emerging IT
companies hosted
by NASSCOM.
Source: http://communities.nasscom.in/
94. Sun Microsystems Blog
Sun Microsystems
encourages all
employees to start
their blog
High volume of
contributors and
their contributions
– 5500+ blogs
– 4500+ bloggers
– 140,000+ blog
posts
Source: http://blogs.sun.com/
95. Intel- Inside Scoop Blog
Conversational
blog that hosts a
panel of Intel
evangelists and
external industry
experts called
‘Intel Insiders’
Intel’s own social
media experts and
evangelists blog on
Intel products,
technologies and
other initiatives
Source: http://scoop.intel.com/
96. Lenovo Blogs
Hosts Design
Matters- One of
the most
influential blogs on
design and
usability
Integrates social
feeds into the blog
Blog is divided into
content focused on
a variety of areas-
design, mobility,
product
evangelism, etc
Source:
http://lenovoblogs.com/designmatters
/
97. Infosys Blogs
A collection of
thirty blogs
Focused on
showcasing the
company’s thought
leadership product
and business areas
Source: http://infosysblogs.com
98. Tata Interactive Systems Blog
Tata Interactive
Systems corporate
blog
Posts to establish
thought leadership
on e-learning
Posts to showcase
the company’s
corporate culture
Source:
http://blog.tatainteractive.com/
99. Tech Mahindra Blog
Tech Mahindra
corporate blog
Focused on the
challenges and
opportunities for
the IT services
industry
Source:
http://blog.techmahindra.com:8080/wordp
ress/
100. Wipro Blog
Wipro corporate
blog
Focused on
showcasing
corporate culture,
thought leadership
and CSR initiatives
Source: http://www.blog.wipro.com
101. How Can We Organize and
Energize Our Evangelists?
Worksheet 3: How Can We Organize and Persona 1 Persona 2 Persona 3
Energize Our Evangelists?
Consumer generated content (contests etc.)
Conversations (corporate blog etc.)
Collaboration (support forum etc.)
Community (community of practice etc.)
Collective intelligence (ideation platform etc.)
103. Key Takeaways From Session 2
Worksheet 1: Who are our evangelists?
Worksheet 2: Why will our evangelists talk about us?
Worksheet 3: How can we organize and energize our evangelists?
105. Key Takeaways From Session 2
Worksheet 1: Who are our evangelists?
Worksheet 2: Why will our evangelists talk about us?
Worksheet 3: How can we organize and energize our evangelists?
106. 3
How can we help our
evangelists spread the word?
107. World Map of Social Media
Source: http://globalwebindex.net
108. Social Platforms in India
40
34.2
35
30
24.4
25
19.6
20
15.5
15
10.9 10.3
10 8.5
5 2.9 2.2 1.7 1.3
0
Orkut
Yahoo
GMail
Google
YouTube
Flickr
Blogger
LinkedIn
Wordpress
Twitter
Facebook
Source: Monthly unique users in millions from http://www.vizisense.com
109. Decoding a social platform in
three simple steps:
User
{Relationship}
Social Object
Source: Jyri Engestrom
110. Facebook
World’s leading
social networking
platform.
400 million users
worldwide.
12.4 million users
in India.
Users {connect and
share with}
people.
Source: http://facebook.com
111. LinkedIn
Popular
professional
networking
platform.
60 million users
worldwide.
2.5 million users in
India.
Users {exchange}
information, ideas
and opportunities.
Source: http://linkedin.com
112. Twitter
Popular micro-
sharing platform.
Likes to call itself
“real-time
information
network”.
75 million users
worldwide.
1.8 million users in
India.
Users {share and
discover} what’s
happening right
now.
Source: http://twitter.com
113. Google Buzz
Google’s own
social network
integrated with
GMail.
Users {start}
conversations
about the things
you find
interesting.
Source: http://www.google.com/buzz
114. Flickr
Popular photo-
sharing platform.
Users {share}
photos and {watch}
the world.
Source: http://flickr.com
120. Dopplr
Popular travel
sharing platform.
Users {share} your
personal and
business travel
plans with people
you trust.
Source: http://dopplr.com
121. Wikipedia
Popular wiki
platform.
Users {edit} free
encyclopedia.
Source: http://wikipedia.com
122. Ning
Popular white label
social networking
platform.
Users {create} your
own social
network.
Source: http://ning.com
123. Focus on People vs. Content
Most social platforms are
including rich user
profiles, to shift the Instead, content-centric
focus towards people. platforms should build
deep integration with
people-centric platforms.
Focus on Focus on
Content People
124. Social Web Content Strategy
Internal External
focused focused
1. Company 2. Industry 3. Customer 4. One-to-One 5. Social Hub
News Trends Stories Conversations
Announcements POV on Customer Open threads for Excerpts from
from corporate, business, stories, case ideas, suggestions relevant
business units, technology and studies, and feedback on conversations
country and consumer trends interviews and product or from external
product teams POV on industry testimonials process blogs, forums
Leadership issues and Call for Contests and and social
interviews and government customers to polls linked to networks
profiles policies share their own marketing Conversations
Showcase for stories campaigns may relate to
corporate One-to-one elements in 1-4
culture and CSR interactions in
initiatives comments
125. How Can We Help Our
Evangelists Spread the Word?
Worksheet 4: How Can We Help Our Evangelists Persona 1 Persona 2 Persona 3
Spread the Word?
Facebook strategy
LinkedIn strategy
Twitter strategy
YouTube strategy
X social network strategy
Y social network strategy
Z social network strategy
Integration with master strategy
128. Events tab
Use Events tab if
you host offline
events for your
fans
Forrester Research
uses the Events tab
to notify and invite
fans to join
seminars,
conferences,
webinars and other
events
Source:
http://www.facebook.com/forrester#!/forrester?v=wall&viewas=
813350136
129. Discussions tab
Use Discussions tab
for conversations
with fans
SAP uses
Discussions tab for
conversations
around support and
job openings
Source:
http://www.facebook.com/SAPSoftware#!/SAPSoftware?
v=app_2373072738
130. Notes tab
Use the Notes tab
to send automatic
updates to the
page wall
Forrester imports
its corporate blog
into the Notes tab
Source:
http://www.facebook.com/forrester?v=app_2347471856
131. Video tab
Use Video tab to
aggregate all video
content in one
place
Mailchimp uses
Video tab to
display
informational
material on how
products work and
benefits provided
Source:
http://www.facebook.com/mailchimp#!/mailchimp?v=ap
p_2392950137
132. Photo tab
Use Photo tab to
aggregate images
in one place
GSD&M Idea City
uses its Photo tab
to show off its
work, employees
and workplace
culture
Source: http://www.facebook.com/ideacity?v=photos
133. Posterous tab
Combine Posterous
blog with
Facebook app to
display blog on a
separate tab
Zoho uses
Posterous to
publish media
mentions and other
tidbits
Source:
http://www.facebook.com/pages/Zoho/231460215383?v=
app_6694405826
134. Aggregating Twitter stream
Display stream of
Twitter activity
Cisco uses
Involver’s
professional suite
of applications to
integrate its
Twitter account
with its Facebook
page
Source:
http://www.facebook.com/Cisco#!/Cisco?v=app_5326736
8995
135. Aggregating YouTube channel
Display videos from
YouTube channel
Cisco uses
Involver's Facebook
application suite to
aggregate videos
from its YouTube
channel on a
Facebook page tab
Source:
http://www.facebook.com/Cisco#!/Cisco?v=app_5767575
5167
136. Static FBML Interactive Wall
Use static FBML to
create interactive
forms
Blue Sky Factory
has an e-mail
subscription form
in the sidebar for
lead generation
Source: http://www.facebook.com/blueskyfactory
137. Static FBML Interactive Tabs
Use Static FBML to
create interactive
tabs
Sodexo Careers has
created a tab with
searchable listing
of its current job
openings
Source:
http://www.facebook.com/SodexoCareers#!/SodexoCare
ers?v=app_7146470109
138. Networked Blogs
Import blog to
Facebook tab
Fans get updates
on their news feed
Webtrends uses
NetworkedBlogs to
import its
corporate blog on
Facebook page
Source:
http://www.facebook.com/webtrends?v=app_9953271133
139. Multimedia Landing Tab
Display images,
videos and links on
landing page
Cisco uses its
Boxes tab as
landing page to
present links to
current initiatives
and other social
platforms
Source: http://www.facebook.com/Cisco
140. Integrate Support Community
Bring support
community to
Facebook page
using Get
Satisfaction
Fans activity on
Facebook page
gets synched with
support community
on Get Satisfaction
Source: http://www.facebook.com/getsatisfaction
141. Integrate Support Community
Showcase content
from existing
community on
Facebook page
Dell’s support tab
displays recent
conversations from
its support
community
Source:
http://www.facebook.com/dell#!/dell?v=app_117445821
606036
142. Showcase Promotions
Use promotions
and events to
direct Facebook
fans to community
Intuit’s Facebook
landing page
highlights ongoing
events and
promotions from
its SMB community
Source: http://www.facebook.com/intuit
Source: http://community.intuit.com/
143. Showcase Testimonials
Collect and display
testimonials from
clients
eMarketer takes
quotes from client
feedback and
showcases them on
a separate tab in
their Facebook
page
Source:
http://www.facebook.com/eMarketer#!/eMarketer?v=ap
p_6009294086
144. Create a Community Resource
Create page to
serve the needs of
core consumer
segment
Dell provides
guides for and
hosts conversations
between SMBs to
leverage social
media for business
purposes
Source:
http://www.facebook.com/#!/dellsocialmedia?v=wall&re
f=ts
146. Increase transparency
Dell Outlet uses
the sidebar to talk
about their
business and
introduce the
person handling
the account
Source: http://twitter.com/DellOutlet
147. Account for event coverage
Lenovo – sponsors
of Olympic 2008 –
created a separate
account to post
updates from the
Olympic games
Source: http://twitter.com/lenovo2008
148. Create and manage lists of
employees on Twitter
Gartner has
created a list of all
its analysts on
Twitter making it
easy for others to
follow them
Source: http://twitter.com/Gartner_inc/gartner-
analysts/members
149. Aggregate testimonials
Radian6 favorites
all positive
mentions of the
brand to aggregate
testimonials in one
place
Source: http://twitter.com/radian6/favorites
150. Aggregate influencers on
Twitter
Microsoft has
leveraged the
Twitter API to
create a dynamic
listing of business
executives from
various industries
on Twitter
Source: http://exectweets.com/
152. Intel & HP Group for SMB
Intel and HP is
using Linkedin
groups to engage
SME Businesses on
Linkedin
153. SAP Network Groups
SAP Network (not
affliated to
SAP.com/ Sap
AG)Uses LinkedIn
groups to reach
out to SAP
Professionals
globally
Source:
http://www.linkedin.com/groups?gid=38891&trk=anetsrc
h_name&goback=.gdr_1271929488880_1
154. CIO Forum Groups
The CIO Forum,
facilitated by
CIO.com/CIO
magazine, is where
members of the
CIO community can
connect and
collaborate to
move their
business
technology
initiatives and
careers forward.
Source:
http://www.linkedin.com/groups?about=&gid=48613&goback=.gd
r_1271929488882_1&report.success=r3Tayp0nRRro3Er8iWS8vO-
155. Haas/Berkeley Alumni Group
The official
Haas/Berkeley
Alumni group for
the UC Berkeley
Haas School of
Business.
Allows Haas/
Berkley to extend
their brand’s reach
and strengthen the
brand with existing
users
Source: http://www.linkedin.com/groups?gid=113
156. Company Page
Company page
should include –
basic Information,
company logo,
location,
financials,
company blog
Source: http://www.linkedin.com/companies/1009
157. LinkedIn Ad
Targeted CPC
LinkedIn ads to
drive leads to
expert profile.
Microsoft ad on
LinkedIn
Source: Microsoft Bizspark linkedIn Ad
158. LinkedIn Ad for Questions
Southwest Airlines
decided to engage
the LinkedIn
community by
having CEO Gary
Kelly ask users
“how can an
airline make you
more productive.”
160. LinkedIn API Integration
Linkedin API
integration to
provide status of
no of people from
member’s LinkedIn
network on the
community
platform
Source: http://2020social.com/
162. Key Takeaways From Session 3
Different social platforms have different souls and roles.
Decoding a social platform in three simple steps: User {Relationship}
Social Object
Worksheet 4: How Can We Help Our Evangelists Spread the Word?
164. Key Takeaways From Session 3
Different social platforms have different souls and roles.
Decoding a social platform in three simple steps: User {Relationship}
Social Object
Worksheet 4: How Can We Help Our Evangelists Spread the Word?
165. Campaigns + Community + CRM
The big idea is to build
a community platform
to connect multiple The campaigns recruits
campaigns. community members;
the CRM program
retains them.
Campaign 3
Campaign 2
Community
Attention Campaign 1 platform +
CRM
programs
Time
166. The Social & CRM Sides of SCRM
Some players are
approaching Social CRM
from the Social-side, The Social and CRM
others from the CRM-side. approaches are rooted in
different value systems
and might not converge.
1. Social media 2. Community 3. Community 4. CRM
tools with CRM platforms with platforms with solutions with
features CRM connectors CRM core social features
Hootsuite Jive Salesforce MS Dynamics
Radian6 Lithium RightNow Oracle
Buzzstream ENgage Helpstream
Social CRM
Public Private
Many-to-many One-to-one
Emergent Rule-driven
167. HootSuite
Provides workflow,
analytics, for
teams to manage
multiple Twitter
accounts and
distribute
messages across
multiple networks.
Other features are
influence rating,
custom URL for
analytics, regional
tracking.
Source: http://hootsuite.com/
168. CoTweet
Enable teams to
monitor, manage,
and triage
conversations in
Twitter, analyze
keywords and
trends, assign
updates to team
members and
schedule responses
Source: http://cotweet.com
169. Radian6
Social media
analytics tool
targeted at
agencies and
enterprises.
Keyword tracking,
sentiment,
analytics,
profiling, workflow
management.
Integration with
Saleforce CRM.
Integration with
Webtrends and
Omniture web
analytics. Source:
http://radian6.com/integration/social
-crm
170. Radian6 Case Study 1
How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Screenshot 1 of 4:
Tracking
conversations
related to select
keywords in
Radian6.
Source:
http://radian6.com/applications/sales
-and-lead-generation/
171. Radian6 Case Study 1
How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Screenshot 2 of 4:
Syncing contact
record between
Radian6 and
Salesforce.
Source:
http://radian6.com/applications/sales
-and-lead-generation/
172. Radian6 Case Study 1
How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Screenshot 3 of 4:
Tracking contact
history in
Salesforce.
Source:
http://radian6.com/applications/sales
-and-lead-generation/
173. Radian6 Case Study 1
How can a
landscaping
company find
“point of need”
sales leads on
Twitter and the
social web?
Screenshot 4 of 4:
Tracking impact on
web traffic with
Webtrends &
Omniture.
Source:
http://radian6.com/applications/sales
-and-lead-generation/
174. Radian6 Case Study 2
How can a cable
company manage
customer support
in real time?
Screenshot 1 of 4:
Tracking
conversations
related to select
keywords in
Radian6.
Source:
http://radian6.com/applications/custo
mer-service-outreach/
175. Radian6 Case Study 2
How can a cable
company manage
customer support
in real time?
Screenshot 2 of 4:
Identifying
conversations
related to
potential customer
support problems
in Radian6.
Source:
http://radian6.com/applications/custo
mer-service-outreach/
176. Radian6 Case Study 2
How can a cable
company manage
customer support
in real time?
Screenshot 3 of 4:
Assigning problems
to customer
support team using
the workflow
features in
Radian6.
Source:
http://radian6.com/applications/custo
mer-service-outreach/
177. Radian6 Case Study 2
How can a cable
company manage
customer support
in real time?
Screenshot 4 of 4:
Syncing case with
Salesforce CRM and
tracking case
history in
Salesforce.
Source:
http://radian6.com/applications/custo
mer-service-outreach/
178. Lithium
Full-featured
enterprise social
computing
platform for large
enterprises.
Deep integration
with Twitter,
Omniture,
Salesforce and
Rightnow.
Source: http://lithium.com/what-we-
offer/social-crm-suite
180. Salesforce Service Cloud
Full suite of social
and community
solutions
integrated with
SaaS-based CRM.
Community
features like ideas
and answers.
Integration with
knowledge base
and CRM.
Deep Twitter
integration.
Force.com and
Facebook API.
Source:
http://salesforce.com/in/crm/custom
er-service-support/
181. Chatter Collaboration Cloud
Facebook for the
enterprise.
Members can
create personal
profile, public
groups, monitor
projects and share
content.
Integration with
Twitter and
Facebook.
Source:
http://salesforce.com/in/chatter/app
s/
182. Chatter Collaboration Platform
APIs for developers
to create new
social applications
connected with
Chatter.
Source:
http://salesforce.com/in/chatter/plat
form/
184. The Experience Ecosystem Toolkit
The toolkit for creating
Salesforce seems to be
a talkworthy
best positioned to offer
experience ecosystem
an end-to-end solution.
is coming together.
The Conversation Feedback Loop
Social Media Social Collaboration Social Commerce Community
Analytics Applications Solutions & CRM Solutions Platforms
Solutions
Listening Sharing Collaborating Converting Energizing
Profiling Connecting Co-creating Supporting Retaining
Radian6 Facebook API SocialText Bazaarvoice Jive
Sysomos OpenSocial API SF Chatter SF Sales Cloud Lithium
Alterian SM2 Twitter API Accept Ideas RightNow INgage
Buzzstream LinkedIn API SF Service Cloud
Talkworthy Experience Ecosystem
185. Social CRM Use Cases
Marketing Sales Support Innovation Collaborati
on
Brand Identifying Identifying Identifying Profiles,
Insights tracking leads problems trends and groups and
Research ideas activity
communities streams
Changing Converting Solving Acknowledgi Shared
Response medium or leads problems ng ideas workspaces
message
Viral Referral Suggestion Suggestion Blogs and
Proactive marketing campaigns campaigns campaigns wikis
campaigns
Evangelist Evangelist Self-service Ideation Employee
Crowd- communities communities communities communities and partner
sourcing communities
Adapted from:
http://slideshare.net/jeremiah_owyang/social-crm-
the-new-rules-of-relationship-management
186. B2B Social Media Study
B2B companies are
more involved in
several social
media activities
than B2C
companies.
Source: Business.com 2009 B2B Social Media
Benchmarking Study
187. B2B Social Media Study
B2B companies
have identified
more reasons to
engage with social
media activities
than B2C
companies.
Source: Business.com 2009 B2B Social Media
Benchmarking Study
188. B2B Social Media Study
B2B companies are
able to measure
results from more
social media
activities than B2C
companies.
Source: Business.com 2009 B2B Social Media
Benchmarking Study
189. Three Types of Metrics
2. WEB
ANALYTICS
RELEVANCE Relate
PURCHASE SOCIAL
PIPELINE WEB
1. SOCIAL
Awareness Consideration Purchase CONTENT MEDIA
ANALYTICS
Try
Share
IMPACT
3. BUSINESS
ANALYTICS
190. How Can We Measure the
Success of Our Strategy?
Worksheet 5: How Can We Measure the Success Persona 1 Persona 2 Persona 3
of Our Strategy?
Social media analytics (+ive mentions etc.)
Web analytics (registrations etc.)
Business analytics (leads and conversions etc.)
192. Key Takeaways From Session 4
Social CRM will help firms integrate the full range of social media
activities.
The Social CRM toolkit is still coming together but several individual
tools already work.
You should measure ROI by combining three types of metrics: social
media analytics, web analytics and business analytics.
195. Key Takeaways From Session 1
Who are our evangelists and why will they talk about us?
Or, how to identify passion?
How can we organize and energize them?
Or, how to ignite passion?
How can we (help them) spread the word?
Or, how to scale passion?
196. Key Takeaways From Session 2
Worksheet 1: Who are our evangelists?
Worksheet 2: Why will our evangelists talk about us?
Worksheet 3: How can we organize and energize our evangelists?
197. Who Are Our Evangelists?
Worksheet 1: Who Are Our Evangelists? Persona 1 Persona 2 Persona 3
Who are our present and potential evangelists?
Who do they talk to?
Who talks to them?
What else do they talk about?
What are their triggers to talk?
Why do we want them to talk about us?
198. Why Will Our Evangelists Talk
About Us?
Worksheet 2: Why Will Our Evangelists Talk Persona 1 Persona 2 Persona 3
About Us?
Our unique product
Our personalized support
Our mind-blowing TVC
Their own lifestyle
Their own interest
Our shared cause
199. How Can We Organize and
Energize Our Evangelists?
Worksheet 3: How Can We Organize and Persona 1 Persona 2 Persona 3
Energize Our Evangelists?
Consumer generated content (contests etc.)
Conversations (corporate blog etc.)
Collaboration (support forum etc.)
Community (community of practice etc.)
Collective intelligence (ideation platform etc.)
201. Key Takeaways From Session 3
Different social platforms have different souls and roles.
Decoding a social platform in three simple steps: User {Relationship}
Social Object
Worksheet 4: How Can We Help Our Evangelists Spread the Word?
202. How Can We Help Our
Evangelists Spread the Word?
Worksheet 4: How Can We Help Our Evangelists Persona 1 Persona 2 Persona 3
Spread the Word?
Facebook strategy
LinkedIn strategy
Twitter strategy
YouTube strategy
X social network strategy
Y social network strategy
Z social network strategy
Integration with master strategy
204. Key Takeaways From Session 4
Social CRM will help firms integrate the full range of social media
activities.
The Social CRM toolkit is still coming together but several individual
tools already work.
You should measure ROI by combining three types of metrics: social
media analytics, web analytics and business analytics.
205. How Can We Measure the
Success of Our Strategy?
Worksheet 5: How Can We Measure the Success Persona 1 Persona 2 Persona 3
of Our Strategy?
Social media analytics (+ive mentions etc.)
Web analytics (registrations etc.)
Business analytics (leads and conversions etc.)
207. Who Are We
Creating Nurturing
brand one-to-one
evangelists relationships
Gaurav Mishra Dave Evans
CEO Consulting Director
IIMB, Tata Group, Yahoo! Author of ‘Social Media
Fellow at Georgetown Marketing: An Hour a Day’
Enabling Building
employee community
collaboration platforms
Gautam Ghosh Kaushal Sarda
Consultant Consultant
XLRI, Deloitte, HP, Dell Capgemini CRM, Uhuroo
Founder
208. The Next Big Question:
How To Scale Passion?
The BIG question for
businesses in the 21st
century: how to convert We help organizations build
employees, partners and and nurture communities to
customers into evangelists? connect (with) evangelists
and scale their passion.
Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion
Select a BIG lifestyle, Build a focused community Build scale by leveraging
interest, or cause around it existing social platforms
209. What Do We Do
Competency 1. Plan 2. Build 3. Engage
Areas (Project) (Project) (Retainer)
Research Communities Content
Practice Strategy Social apps Conversations
Areas Workshops Social APIs Community
engagement
1. Business to Communities Lithium Contests
Consumer of interest Drupal
Ning
2. Business to Communities Lithium Content
Business of practice Drupal aggregation
Groupsite
3. Employees Collaboration SocialText Coaching
and Partners platforms
211. Intel AppUp Developer Community
Client: Intel
Plan + Build +
Engage
Strategy for Intel
Atom developer
community and the
Intel Netbook
applications
marketplace.
Source: http://intelappup.com
212. RCB Fan Community
Client: USL
Plan + Build +
Engage
Strategy for the
Royal Challengers
Bangalore cricket
fan club.
Source: http://royalchallengers.com
213. Spiritz & More Community
Client: USL
Plan + Build +
Engage
Strategy for the
Spiritz & More
lifestyle
community.
Source:
http://www.spiritzandmore.com
214. iJanaagraha Citizen Community
Client: Janaagraha
Plan + Build +
Engage
Strategy for the
iJanaagraha citizen
action community
and the Jaagte
Raho campaign.
Source: http://ijanaagraha.org
215. Dell Go Green Community
Client: Dell
Plan + Build +
Engage
Strategy and
execution of the
Dell Go Green
ideation platform
to support Dell’s
recycling program.
Source: http://dellgogreen.com
217. Xeta Shootout Contest
Gaurav: For Tata
Motors
Plan + Build +
Engage
Consumer
generated content
contest (shoot your
own Xeta ad film)
to reinforce Xeta’s
young and fun
positioning.
Source: http://thexetashootout.com
218. Indica Vista Launch Campaign
Gaurav: For Tata
Motors
Plan + Build +
Engage
Social media
program (serialized
graphic novel, viral
video, multi-player
game) to associate
Indica Vista with
the youth.
Source: http://changeseverything.in
219. Vote Report India
Gaurav: Own
project
Plan + Build +
Engage
Citizen-driven
election
monitoring
platform built on
SMS-Google Maps
mashup Ushahidi.
Source: http://votereport.in
220. Meredith Women’s Network
Dave: For Meredith
Publishing
Plan + Build +
Engage
Social publishing
platform for the
Meredith Women’s
Network websites
serving 15 million
unique users.
Source: http://bhg.com
221. PGI Connect
Dave: For Premier
Global
Plan + Build +
Engage
Community
platform for
developers building
SaaS applications
using the Premiers
Global Services
Communications
Systems APIs.
Source: http://pgiconnect.com
222. PGA Tour Cobranding
Dave: For PGA Tour
Plan + Build +
Engage
Social platform to
connect and
service PGA tour
co-branding
partners.
Source: http://pgatourcobranding.com
223. Friend2Friend: ProductPulse
Dave:
Friend2Friend
Plan + Build +
Engage
Social media
application to
vote, comment
and share products
with friends.
Source: http://friend2friend.com &
http://productpulse.com
224. Uhuroo
Kaushal: Own
project
Plan + Build +
Engage
SaaS-based
enterprise
collaboration
platform.
Source: http://uhuroo.com
225. HR Professionals Community
Gautam: Own
project
Plan + Build +
Engage
Social networking
platform for HR
professionals to
connect, share
knowledge and
learn.
Source: http://hrpeople.ning.com
226. Social Media in India Wiki
2020 Social: Own
project
Plan + Build +
Engage
Wiki-based
definitive resource
on social media
practitioners and
case studies in
India.
Source:
http://community.2020social.com
227. Ask Us How
2020social.com | contact@2020social.com| @2020social
gaurav@2020social.com dave@2020social.com
@gauravonomics @evansdave
gautam@2020social.com kaushal@2020social.com
@gautamghosh @ksarda