2. How to make your online marketing work for your business: social media
How To Make Business Social
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Transcript of How To Make Business Social
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Connie Bensen @cbensen ReThink Conference Oslo, Norway March 19, 2014
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The internet has disrupted
business as we knew it.
Brands have the opportunity
to create experiences and
build relationships directly.
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Defined Community Manager Role across business functions (2006)
Pioneered big data by recognizing that insights from social data apply across business functions (2008)
Joined Dell, the world’s largest social business, working globally
across all business functions (2011)
rethink
Social Bizologist 2014
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• Business functions, regions and business units operate in silos
• Vertical management structure
• Brand-centric
• Customers are expected to connect via channels provided
• Advertising and marketing are separate efforts
• The Brand is in control.
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Visibility
Focus
How
What
Documentation vs Ambiguity
Skillsets Technical Cultural Political
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Reliance on opinion and recommendations of peers and friends
• Research before purchasing
• Ability to share experiences on social channels
• The customer journey is complex
• Alignment with and support of brands that are humanized
• Expectation to communicate in the channel of their choice
• Assumption that feedback will be integrated into products/services
• Customers are in control.
review
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[noun]
definition: the person responsible for guiding
the integration of social into the business functions of an organization
react
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Emerging
Media Traditional
Media
Owned
Paid Earned
The P
roduct
Social
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Customer-centric
Conversion
SEO Optimized
Integrated Marketing
Compelling and shareable
Brand promise
rethink
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Inbound Marketing
• Ebooks
• Infographics
• Influencer relations
• Customer videos
• Thought leadership
webinars
• Organic keywords
Traditional
• Tv, print and radio
• Pay per click
• Retargeting
• Banner ads
• Direct mail
• Cold calling
Off line
• Brick and mortar
Digital (Emerging)
• Social channels
• Paid social
• Digital magazine
• Corporate blog
• Website
• Community
• Ecommerce site
• Landing pages
• White papers
rethink
$$$
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Traditional Roles Marketing Digital marketing* Product marketing Media buyer Journalist Tech Writer Analyst Relations Public relations
New Roles Community Manager Social media marketing Social marketing Social strategist ‘Product’ evangelist Content strategist Bloggers Influencer relations Emerging media Social Bizologist
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Traditional Roles Consultants Agencies Partners Retargeting Traditional media - tv ads
New Roles Social Platforms Facebook Twitter LinkedIn Ability to - target audiences - custom audiences YouTube (Google)
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Journalist Marketer
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David Armano
Source: Sprinklr’s Social@Scale ebook
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PR
Influencers
Brand & Marcom
Communications
Marketing
Product Marketing
Sales
Customer Support
Advocacy
Loyalty
Pre-Awareness
Awareness
Consideration
Trial
Conversion
Sharing
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North America
Emerging
Asia Pacific
Europe
Custo
mer
Care
Tale
nt
Acqusit
ion
IT
Mark
eti
ngLegal
Sale
s
Com
munic
ati
ons
Action: Create an org chart listing early adopters. Meet with them individually and talk about how social can help meet their business objectives.
Mark
eti
ng
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? ? ?
Action: Gather stakeholders in a weekly, cross-functional core team. Brainstorm, share strategies, celebrate wins and build on them.
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Big data What you don’t know Industry info: - search trends - Influencers - Trending topics Trends in social: - communities - actions
Customer data What you do know Gather data from: - Demand gen vehicles - Marketing campaigns - Inbound marketing - Search data - Social footprint
Action: Create a social insights team to support business needs. Personalization requires a database that melds customer information with social profile data and actions.
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Digital asset manager Extranet Sales Enablement Platform (Sharepoint)
Blog or Digital magazine
Corporate CMS(s)
Marketing automation
Community Platform
Social Channels
Action: Audit your digital presence and content workflows. Meet with all content creators and learn their business op’s.
Content Tool
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Owned
Paid Earned
Social
Value Proposition
Differentiators
Community
adoption
Consider and/or
Purchase Share info
Brand uplifted
Bonus! Coin a phrase
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Current trends Identify through: • Social insights
• Search
Leaders Competitors Influencers: •Advocates •Neutrals
•Detractors
Content “Sweet Spot” Focus content on topics
that satisfy BOTH market trends AND internal priorities
Influence Requires:
• Strategic presence • Engagement • Community
Brand Market
Point-of-view Value proposition Differentiators
Internal priorities Focus on which •Products • Solutions
• Services
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• 1. Social Governance
Policies and training (On demand virtual training)
Bonus: Social Center of Excellence
• 2. Content Governance
Standardized organic keywords
Style guides & processes for infographics, ebooks, blogs, etc
Integrated planning based on data
• 3. Social Roadmap
Global content calendar
Cross-functional visibility
Asset inventory
Repurpose
Localization
Tool simplification
Platform integration
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Action: Gently help people move out of their comfort zones. Innovation can’t happen unless people move out of their comfort zones
1. Stakeholder refuses to collaborate
• Pitfall: Failure sometimes happens
2. Lack of horizontal alignment
• Pitfall: Teams remain in silos
3. Lack of vertical alignment
• Pitfall: Parallel efforts at grassroots and executive level
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There is an opportunity to …
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Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Steven Woods, CTO Eloqua
The End of Business as Usual
by Brian Solis
Your Brand, the Next Media Company
by Michael Brito
Logic+Emotion, David Armano’s blog
It’s Not About The Tights
by Chris Brogan
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Image Courtesy of Alexander Wregge