Social Business Uncovered: SJSU March 2014

Social Business Uncovered #SJSUSocBiz

Daryl Pereira@CagedEther

Irene Koehler@IreneKoehler

What we’ll cover

The emergence of social business

Business as media

Proving the ROI

Social Business Uncovered

The emergence ofsocial business

Commerce used to be more personal

Businesses would form relationships with customers

Customers knew each other and would discuss products

The move to efficiency…

Mass production brought economies of scale

Marketing could create segments around products

Point-of-sale optimized for rapid transactions

Business gets social, again…

Markets become conversations

Customers have many more points of interaction

More information sharing across the organization

Social business is…

#SJSUSocBiz

Business as media

We don’t all share equally

Some groups are more trusted than others

Edelman Trust Barometer

Trust generates business

77% of consumers are more likely to buy

a new product via a recommendation

4x-10x higher conversation rate for offers from trusted advocates

Influencer marketing at its best

Dynamic Signal turns employees into brand advocates

Influencer marketing at its best

Dynamic Signal turns employees into brand advocates 5000 employees

can generate…

Over 100M authentic impressions

$2.3M in recruiting cost savings

28% increase in Earnings

$4.5M in earned media advertising value

19% growth in Revenue

Influencer marketing at its worst

How people find out about the shared economy

Jeremiah Owyang

Influencer marketing at its worst

“Startups will get more value from being on Shark Tank than on the homepage of Amazon”

Mark CubanEntrepreneur

Influence is important…

#SJSUSocBiz

Proving the ROI

Measure conversations across the organization

When are customers disgruntled?

How much money did we save on support calls?

How many more sales has social driven?

How have we improved innovation?

Which employees are the most engaged?

What has been the productivity gain?

Source: Altimeter Group

Business metrics: revenue, CSAT, reputation

Social media analytics: Insights, share of voice, resonance, WOM

Engagement metrics: fans, followers, clicks

Corporate

What are you measuring?Social Business Uncovered

Source: Altimeter Group

Corporate

What are you measuring?Social Business Uncovered

American Airlines tracks digital content

around the brand

Team of AA social experts builds

engagement with customers

How does social networking bring businesses closer to customers?

How does social networking help product innovation?

How does social networking foster knowledge-sharing within the enterprise?

How does social networking increase employee productivity?

How does social networking help business owners understand their business?

How can social networking help your next job find you?

Social Business Uncovered: SJSU March 2014

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