#SocioNetForum: How to best Build a Successful SM Strategy (social4ce 17 Mar 2013)

©social4ce presenta/on 17th March 2013 -‐ @social4ce @patricka:allah

How to best Build your SM Strategy?

Patrick Attallah CEO & Founder @patrickattallah

@social4ce


If you ask anyone today about social media, they will directly start talking about Facebook and Twitter.

Nevertheless, most will admit that social media is widespread, and that it is becoming important and global.

If pushed further, when asked how social media is transforming the way business works, most won’t have a clear answer at all.


The key reason for failure

resides in the ongoing misconceptions that have grown in this area

leading to

ineffective practices

“Social media doesn’t deliver real business value and can waste a lot of employee time.”

“Social media is just another marketing channel. All you need is to get a Facebook page, open a Twitter account and give your CEO a blog.”

“You don’t need a business justification for social media because it’s so cheap and you can’t anticipate or measure the benefits anyway.”

“Social media brings unacceptable risks to privacy, IP protection, regulatory compliance, HR infractions, customer service and more.”

“All you need to do is provide social media technology and the rest will happen on its own. After all, isn’t that how it works on the Internet?”


11 PRINCIPLES FOR BUILDING A SUCCESSFUL SM STRATEGY


Convey clear benefits to your business, customers, and employees by:

1.  Defining the vision

2.  Setting clear goals

3.  Establishing a SM project team

70% of enterprises achieve business objec/ves with social media yet only 43%

have a formal social roadmap to address their goals

Lay the groundwork for Social Success

(Source: Al/meter Group)



Using social media successfully means that you must

first re-asses internal roles, processes, policies in order

to align your social business strategy with your

business objectives.


1

2

3

In defining your vision, remember that social channels are designed for two-way conversations; they’re not just another marketing channel for broadcasting your message.

Aligns your social media vision with business priorities and objectives. Define how your organization will need to adapt. Set milestones and checkpoints to ensure that your social transformation is on course.

Include people from across your organization in the social media taskforce that are savvy about social media and knowledgeable about your business and its goals.

Ted Coine @tedcoine

If you don’t get social integrated throughout your enterprise and infused in your culture ASAP, no other advice will matter.


Know Your Customers Like Never Before.

Gain social insights to understand what really matters and to shape unique customer experience

4.  Know where are your customers

5.  Build the right presence

6.  Establish rules of engagement

Listen and Learn From Your Communities

62% of consumers handle service issues with social media.

(Source: ClickFox, Social Media: An Emerging Customer Service Channel)



Despite today’s limitations, social media listening has an increasingly important role to play in brands marketing and engagement strategy.


Know Your Customers 3 basic types of information that

social media data can contribute to

1.  Content What people are saying

2.  Activity What people do? How do they behave?

3.  People Understand groups and how they interact and influence each other

4


Build the right presence by Defining P.O.S.T. People, Objectives, Strategy, Technology

What do you want to accomplish with them?

What type of engagement?

Which social channel will you use? Primary and secondary.

How to best integrate it?

Who are you trying to reach? How many communities of

purpose?

Scope of the social conversations? What’s in it

for them? How will you bridge the gap?

SM STRATEGY

PEOPLE OBJECTIVES

STRATEGY TECHNOLOGY

5


6 The priority is to rethink your connection to your customers, partners, suppliers and prospects, to strive for a two-way communication and therefore to build relationships with them.

Establishing rules of engagement in a broader social media policy creates continuity and consistency in your messaging across social channels. Formally training your internal staff on those rules ensures fewer social missteps.

While only one person may be waiting for your direct reply, thousands more could be watching.


Engage Customers in New Ways

Customer expectations have changes. Build deeper relationships by engaging with them in new ways.

7.  Rethink your content

8.  Be customer centric

9.  Co-create with them

56% of buyers feel connected to brands that engage socially

(Source: ConeInc.)



We’ve entered the Age of the Customer Engaging customers is a real challenge.


Engage Customers in New Ways

Customer expectations have changes. Build deeper relationships by engaging with them in new ways.

7.  Rethink your content

8.  Be customer centric

9.  Co-create with them

56% of buyers feel connected to brands that engage socially

(Source: ConeInc.)



Think Content, Not Campaign Content isn’t a one-and-done campaign, it’s a strategic approach that requires a consistent and ongoing effort.

Reimagine, Don’t Just Recycle Your content will stand apart if you manage to create stuff ore reuse content, that is truly special - that is sharable and useful.

7


Instead of regular statements about how good your product is, your consumers today seek to be engaged and have meaningful interactions with you.

BRAND CENTRIC

CUSTOMER CENTRIC

A shift must be operated in your marketing decisions

Customer Value

Proposition

Insights

Media Channels

Voice

Customers « you don’t have » matter the most

You are guided by what everyone say is « trendy »

You think of something you « could » offer

You look for the coolest/ cheapest/ newest

Your objective is to « Sell, Sell, Sell » and than say « You’re

welcome »

Customers « you do have » matter the most

You are guided by what your client data say is « needed »

You think of something you « should » offer

You look for what is the most effective for each customer

Your objective is to « Recommend, invite, help » and than say « Thank you »

8


9

Invest in your communities by turning customers and partners into stakeholders. Develop programs to focus community activity on collaborative missions to accomplish great things. Working together to do something great is the perfect way to foster affinity and loyalty.

Percentage of enterprises geVng new product ideas via social media: 30% in 2010 … 75% in 2020

(Source: IDC, ICT Market Outlook: What’s Next?)


Connect & Collaborate with Colleagues

Businesses that use social technologies internally cultivate a deeper level of employee engagement. So:

10.  Empower your employees

11.  Build social into every business process

66% of employees say social networking increases sharing

(Source: Al/meter Group)



Shift your approach from Social Marketing to Social Business. The value of “social” goes well beyond marketing.

“Social” needs to be an integrated strategy for every department and every business process and function across your organization.

By building social into every business process, you’ll build a more effective and productive workforce and create a more relevant business.

10

11

&


شكرا Patrick Attallah Founder & CEO

linkedin.com/in/patrickattallah [email protected] @patrickattallah

@social4ce

facebook.com/social4ce

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+961 1 383 029

social4ce is a trademark of MEDIABIZ MENA LTD a Lebanese Limited company registered in Beirut Badaro Main Street, Beirut – www.social4ce.com - other offices in Paris, Jeddah, Riyadh

Credits: The little Blue Book of Social Transformation (Salesforce) Best Practices for Enterprise Social Media Management (by social@scale)


about social4ce social4ce is a boutique consulting firm based in the Middle-East and focused on social business.

we help our clients, businesses and organizations, leverage the power of social media by embedding social technologies into all their processes through a 4 pillars approach: customer experience, consumer empowerment, co-creation and product elaboration, collaborative enterprise.


What we do is

social business Social business is a profound change that impacts all departments in the organization

A Social Business is the result of optimizing your organization’s entire ecosystem (customers, employees, business partners) by embedding collaboration, information sharing, and active engagement into its operations and culture.

The outcome is a more responsive, adaptable, effective, and ultimately more successful company.

A Social Business leverages all the social media tools and techniques, but expands the usage and efficiencies beyond “communications and marketing” to all of the organizational processes, both internal (such as human resources and talent management) and external (such as customer service, supply chain, product development, marketing, communications, and more).


3 services offering

Social Media MARKETING

- Community Management - Social Media Campaigns - Online Brand Reputation - Online PR and Influence - Social Media Advertising - Social Shopping and Sales strategies

- Social Business Governance & Risk Management - Social Media Readiness Diagnostic - Social Media Listening and monitoring - Social Business Strategy - Social Customer Service - Social CRM Strategies - Customer Satisfaction Measurement

Social Business CONSULTING

- Recruitment 2.0 - Social HR Consultancy - Social Media Trainings -  Employer’s branding -  Social collaboration

Social Media TALENT


Our references - we’re proud to have worked with

#SocioNetForum: How to best Build a Successful SM Strategy (social4ce 17 Mar 2013)

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Transcript of #SocioNetForum: How to best Build a Successful SM Strategy (social4ce 17 Mar 2013)