Social Business through Applied Social Media

17Summits

Applied Social MediaSM

Creating ASocially Designed Business

Customers

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27Summits

Paul StillmankPresident & CEO, 7Summits

7SummitsAgency.com@7SummitsAgency

Hello

37Summits

Social Business is like…

…adults making money.

47Summits

Social Context Evolution

Extent of Applied Social MediaSM

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Number of Social

Networking Users Has

Doubled Since 2007!

Social Media Has Rapidly Evolved From Friending to Preferred Media


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Rapid Evolution of Social MediaFrom Friending to Preferred Media

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Social network growth is strong across all segments & generations

Pro

fess

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Ability to define prospects

NINGFacebook

MySpace

LinkedIn

Source: Compete.com, August 2009

REGISTERED USERS

UNIQUE MONTHLY VISITORS

6.1 Million

23 Million

55.6 Million

185 Million122.2 Million

300 Million

13 Million23.6 Million

14.2 Million

43 Million


87Summits

• Influence brand reputation• Increase brand awareness• Improve SEO• Increase Website traffic• Generate Leads• Improve internal communications• Increase online sales


Social Media Now Dominates As Preferred Media for Consumers

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Social Network Growth StrongAcross All Segments & GenerationsSocial Networks Overtake Other Media


107Summits

Marketing Evolves To Meet The Social Context


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Affecting Advertising Campaigns Giving Way to Ongoing Brand Conversations


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Companies Pursue Consumers ViaIntegrated Social Marketing &Connected Social Campaigns



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The Social Context Will Become Mainstream

Forrester: “Social Networking will be the biggest enterprise 2.0 priority by 2013”


147Summits

Mainstream Needs Drive Rapid Maturing of Social Business Software


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Extensive Needs DrivesRapid Maturing of Social Business Software


167Summits

Other Parts of the Organization Benefit From Applied Social MediaSM As Well


177Summits

Scattered Energy and Focus Applied Social Media

Customers, Partners, Employees pulling in different directions

Integrated, Focused Energy &Connected Efforts =

Force Multiplier

Companies Are Ready For The Benefits of a Socially Designed Business


187Summits



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Business Imperatives &Value Levers Driven by Social Solutions




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So What’s Next?

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Social Context EvolutionThe Next Step In This Evolution: A Socially Designed Business

217Summits


Let’s build out this example to help understand this idea.

227Summits

PublicRelations

CommercialMarketing

Marketing has been the path-finder for Applied Social Media.

Marketing

237Summits

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Here, Marketing uses a listening platform and other techniques to better understand what is being said about their company, brands, and products / services throughout the social web.

Marketing

247Summits

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Key Opinion Leaders (KOLs) share insights regarding customer needs as well.

Marketing


257Summits

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Marketing shares the information in a Market Engagement Space, eliminating the need for repeated Google alerts, disparate feeds and relentless email forwarding…

Key Opinion Leaders (KOLs) share insights regarding customer needs as well.


267Summits Customers

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Customer Service has been using community as well…to drive down call volumes by leveraging customers and partners to help each other.


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Attrition goes down as customer service representatives support each other in a community: tagging and rating information they capture so that everyone can surface results more efficiently.


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Feedback

Something sparks.

Community is taking off…


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Feedback

Marketing and Customer Service share a community where product feedback and new ideas are surfaced and discussed until well understood.

Marketing polls KOLs and customers to better understand those needs…


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Feedback


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Feedback

Product Marketing along with key customer advocates work in a community with product development to more effectively derive new products…


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Feedback

…a customer-submitted idea is taken to market and takes off, capturing a stronger share of the market.

347Summits

Sales

Enablement

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Feedback

Customer Service and Sales learn about the new product offering and collaborate to generate leads, measure conversion behaviors and drive more business.

357Summits

Sales

Enablement

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Feedback

Marketing and Sales work together to identify which sales materials and campaigns are most effective.

367Summits

Sales

Enablement

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Feedback


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Feedback

Bringing the community together as a whole…

387SummitsProprietary & Confidential

…for a more socially designed business.


This model extends to a more fully integrated community driving ongoing, positive business change. This includes remaining areas: HR . . . Operations . . . Finance . . . and more. Customer, partner, and employee integration become pervasive across the model as well.

397Summits



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Socially DesignedBusinesses BeginTo Evolve




Socially Designed Business

407Summits

Paul StillmankPresident & CEO, 7Summits

7SummitsAgency.com@7SummitsAgency

Thank You

417Summits

Applied Social MediaSM

Creating ASocially Designed Business