The Social Business Triple Crown

We’ll begin the show shortly…

#socialbiz

Who’s presenting?

Maria OgnevaHead of CommunityYammer@themaria

Eric BoggsFounder, CEOArgyle Social@ericboggs

Justin LevyHead of Social MediaCitrix Online@JustinLevy

#socialbiz

Details

• Eric will lead Q & A at the end of the call.

• Tag your tweets with #socialbiz

• We’re recording this shin dig.

• We’ll send an email follow up to everyone with the recording & slides.

#socialbiz

15 Second Commercial

Featuring interviews with social pros from:

Social Pros Podcasthttp://ar.gy/podcast

Intros: Maria & Justin

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The Social Business Triple Crown?

Sales/Marketing Customer service Product Dev

Also: We’re drinking mint juleps and wearing funny hats.

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Why are we talking about #socialbiz?

Sales & Marketing

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Why is it difficult?

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Set the right expectations

Social Lead Traditional Lead

Point of entry

Facebook, Twitter, LinkedIn

Email, Tradeshow, Lead form

Tone Informal Formal

Process Organic, winding Formulaic, linear

Type Soft sell Hard sell

#socialbiz

Setting the right expectations

Social Lead Traditional Lead

Point of entry

Facebook, Twitter, Linked In

Email, Tradeshow, Lead form

Tone Informal Formal

Process Organic, winding Formulaic, linear

Type Soft sell Hard sell

Social-sourced leads require different relationship

management.

#socialbiz

Ask yourself some questions

• How does social work with your CRM system?

• What training and messaging does marketing need to handle indirect and direct sales leads?

• What channels should you be monitoring for leads?

• How are you tracking conversation history?

#socialbiz

Ask yourself some questions…

• How does social work with your CRM system?

• What training and messaging does marketing need to handle indirect and direct sales leads?

• What channels should you be monitoring for leads?

• How are you tracking conversation history?

If you can’t pass the baton from social to sales/marketing,

you’ll lose the race.

Customer service & support

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Problem

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Social Support Staffing Strategies• The Well-Connected Traffic Cop– Strong internal network– Knows who knows the answers

• The Support Specialist– Strong support experience– Actually knows most of the answers

#socialbiz

Social Support Staffing Strategies• The Well-Connected Traffic Cop– Strong internal network– Knows who knows the answers

• The Support Specialist– Strong support experience– Actually knows most of the answers

Build support systems that scale.

Recognize that people don’t scale.

#socialbiz

Ask yourself some questions

• How do you track social support questions?

• How does the workflow fit into your bug tracking system and CRM?

• How do you measure success on social support?

• When do you use DMs, email, phone, wall posts?

#socialbiz

Ask yourself some questions

• How do you track social support questions?

• How does the workflow fit into your bug tracking system and CRM?

• How do you measure success on social support?

• When do you use DMs, email, phone, wall posts?

Build a seamless customer experience by responding

symmetrically.

Product Development

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Problem

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Poll: How often does social meet with your product team?

• A) Never

• B) Weekly

• C) Quarterly

• D) Other

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How often does social meet with product team?

• Poll:

• A) Never

• B) Quarterly

• C) Weekly

• D) Other

Social has a unique insight into the “voice of the customer”.

Share it!

#socialbiz

Customer communities are R&D

• Real-time feedback loop empowers nimble product development

• Outlets for substantive feedback cut cost of service

#socialbiz

Customer communities are R&D

• Real-time feedback loop empowers nimble product development

• Outlets for substantive feedback cut cost of service

Social enables your company to create

cost-effective and efficient focus groups.

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Useful vs. Noise

Actionable feedback Not Actionable Feedback

I like x because it does y which makes z easier in my life.

I like x so much!

I hate x feature because it makes me do y which means I can’t do z.

I hate x feature. Epic fail.

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• How do you coordinate across teams?

• Do these teams know how social signals impact their projects and teams?

- UX/UI- Search- Product- Sales- PR/Marketing

Are social signals being shared?

#socialbiz

• How do you coordinate across teams?

• Do these teams know how social signals impact their projects and teams?

- UX/UI- Search- Product- Sales- PR/Marketing

Are social signals being shared?

Feedback becomes infinitely more valuable when it’s shared

across teams.

Q&A

#socialbiz

Q&A

Maria Ogneva@themaria

Hashtag your questions with #socialbizThanks for joining us!

Justin Levy@justinlevy

Eric Boggs@ericboggs