Social media introduction generic
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This document provides an overview of social media introduction and strategy. It discusses the social media process, including assessment, strategy development, presence development, and reporting. It also covers using social media for sales, marketing, and customer support functions. The key points made are: - Social media has revolutionized how customers learn about products and make purchasing decisions based on peer recommendations rather than traditional advertising. - A successful social media strategy involves assessing the brand, customers, partners and competitors on various social media platforms, then developing a detailed presence and execution plan. - Tools like LinkedIn, Facebook, Twitter need to be used to engage customers and prospects. Analytics tools help with reporting and understanding sentiment. - Social
![The Social Media Support StrategyBusinesses need to create their own online community and provide support forums Motivate their customers to join the community and “relocate their conversation” in a more protected environmentTask support teams to help but also motivate other customers to helpMake support a pleasant experience and set a communication tone: Our customers will always be more knowledgeable as they have more variety in usage than we [company] ever will be able to have.Allow all customers, even prospects, to join the community.](https://image.slidesharecdn.com/socialmediaintroductiongeneric-110403192540-phpapp01/85/Social-media-introduction-generic-32-320.jpg)
Social media introduction generic
- 2. Sergio Cutrerahttp://xeesm.com/sergiogcutrera/http://sergiocutrera.wordpress.com/Social Media Introduction
- 3. Agenda - Social Media IntroductionIntroductionSocial Media Process & StrategySocial Media Presence DevelopmentSocial Media assessment Social CRM (Sales, Marketing & Services)
- 4. Introduction
- 5. Social Media Revolution Social Media Revolution (4.23)Social Media Revolution 2 (4:26) Party like it’s 1999&
- 6. The selling and buying disconnectThe way most people buy todayYou read blogsYou check forums or online groupsYou get some feedback in Twitter or other toolsYou ask friends in your social networkWhen you are “ready to buy” your brand and product decision is pretty much set in stoneMost of us ignore advertisingMost of us hate cold callsMost of us throw mail in the waste basketMost of us have spam filtersMost of us have changedThe way most companies sell today:Buy contact lists, do mail shotsFrom small Google ads to bill boardsAugment lead generation with cold callsQualify, engage, try selling …Compete harder then ever –lower profits than everMost businesses didn’t change
- 7. Shift in customer education processesUP UNTIL RECENTLYThe experts in stores, industry analysts and the “specialists” from the respective manufacturers were KEY in customer education.Whether is was a consumer good or a new IT infrastructure project; the decision was mainly influenced by those experts.AND THAT HAS CHANGEDThe most influential force in the customer education process is the Internet –more precisely the social web.Vendors, channels and industry experts including industrial media lost their influence. Consumers and corporate buyers moved on to new spaces for product education –in ALL Industries.
- 8. Social Media is where customers meet customers forexperience, skill development, failure prevention....
- 9. Why social media means business The most asked question: “Has anybody experience with…”60%-80% of purchases are based on recommendations. A business need to be part of that “recommendation chain”The second most searched term: “I have problems with…”Over 80% of user problems are solved in groups. Businesses need to be part of that service circle.New products are primarily discussed in the social web –not based on a TV commercial.Product management need to understand the dynamics in the social webFuture buying trends are discussed in social media –here and nowLogistics managers need to understand how to identify influencer and read trends early on
- 10. Social Media Process & Strategy
- 11. The Core of the social business processAssessmentSWOTAnalysisStrategySocial MediaPlanOrganizationDevelopmentExecution/ReportingPurpose driven, cross functional social media engagementCross functional business approachSocial media assessment methodSocial media strategy developmentFunction specific implication in sales, marketing, support, product developmentTools, places & communitiesDetailed presence & execution planReporting & analyticsOrganization development / team building
- 13. Social Media Presence Development
- 14. Social Media Tools universeLinkedIn, Facebook, TwitterThe profile is so much more than your picture and your real nameThe profiles will need to evolve over time with your networkTime is of essence –because you can’t establish a profile when you need it.
- 15. Some tools LinkedIn http://www.linkedin.com/Facebookhttp://www.facebook.com/Twitter https://twitter.com/Blogs http://wordpress.com/ , http://www.blogger.com/Slidesharehttp://www.slideshare.net/Youtubehttp://www.youtube.com/Flickrhttp://www.flickr.com/Foursquare http://foursquare.com/Quorahttp://www.quora.com/Xeesmhttp://xeesm.com/
- 17. Radian 6Adquired by Salesforce on 31 March 2011
- 19. Sysomos
- 20. Twitter Tools
- 22. The assessment methodSMA developed the four quadrant social media assessment model and methods to understand:Customer landscapeAll about our customers and prospectsBrandOur company, our teams, our brandPartnersOur alliances, partners, resellersCompetitorsOur competitors, their partners and their customers
- 23. The assessment ReportExecutive IntroductionThe company’s social media landscapeIdentifying customers, prospects, market playerIdentifying the places and spacesIdentifying the issues and sentimentFactual analysis (explanations and screenshots)The brand representationIdentifying the brand presences (brand, product, teams, leadership)Identifying the brand sentiment (reflection from the market)Factual analysis (explanations and screenshots)The partner landscapeIdentifying contributor, influencer, expertsIdentifying the places and spaces, geographic differencesIdentifying main topics Factual analysis (explanations and screenshots)The competitionIdentifying vocal contributor, influencer (brand, customer, partners)Identifying the places and spacesIdentifying the issues and sentimentFactual analysis (explanations and screenshots)Summary
- 24. Social CRM (Sales, Marketing & Services)
- 25. Social CRMOracle coined the term (http://www.oracle.com/us/products/applications/social-crm/index.html ) SalesForce.com introduced chatter (http://www.salesforce.com/chatter/whatischatter/ ) SugarCRM will introduce a system (http://www.sugarcrm.com/crm/products/demo-play/social ) Other vendors are about to bolt on social media related tools
- 30. Social Marketing – Brand associationIf nothing else – Social Media is a huge brand amplifier
- 31. Social Media & the Support CenterOnline support, bulleting boards, technology forums, developer forums, technology groups… probably the oldest version of “social media technology”Support communities get more and more “non tech” and easy to use –attractive to joinOffloading support with online available manuals, FAQ, tips and tricks was the starting pointSocial media has empowered even the smallest user groups to build efficient support organizations –to the (often unknown) benefit of the producers.
- 32. The Social Media Support StrategyBusinesses need to create their own online community and provide support forums Motivate their customers to join the community and “relocate their conversation” in a more protected environmentTask support teams to help but also motivate other customers to helpMake support a pleasant experience and set a communication tone: Our customers will always be more knowledgeable as they have more variety in usage than we [company] ever will be able to have.Allow all customers, even prospects, to join the community.
- 33. Q & A