Embed Size (px)
DESCRIPTION
Workshop talk for Bedford business community on behalf of Bedford Borough Council and the Bedford i-Lab
Citation preview
The Social Era and Your Business
Workshop (sort of)
28 November, 2012
Eric SwainClient Services DirectorEquinet Media
Today
WHY
WHAT
HOW
Soci
al Te
chno
logi
es To
day
Unt
appe
d Po
tenti
al
http://bit.ly/GCPaZB
The power lies in the creation of self-organised communities of like-minded people
...We grew up with the Internet and on the Internet. This is what makes us different; this is what makes the crucial, although surprising from your point of view, difference: we do not ‘surf’ and the internet to us is not a ‘place’ or ‘virtual space’. The Internet to us is not something external to reality but a part of it: an invisible yet constantly present layer intertwined with the physical environment. We do not use the Internet, we live on the Internet and along it. If we were to tell our bildnungsroman to you, the analog, we could say there was a natural Internet aspect to every single experience that has shaped us. We made friends and enemies online, we prepared cribs for tests online, we planned parties and studying sessions online, we fell in love and broke up online. The Web to us is not a technology which we had to learn and which we managed to get a grip of. The Web is a process, happening continuously and continuously transforming before our eyes; with us and through us. Technologies appear and then dissolve in the peripheries, websites are built, they bloom and then pass away, but the Web continues, because we are the Web; we, communicating with one another in a way that comes naturally to us, more intense and more efficient than ever before in the history of mankind...
http://bit.ly/FQlJND
We, the Web Kids
Tell people so they can buy it and then tell everyone
else!Stop
shouting!
Strategy?
Culture eats strategy
Culture Eats Strategy for Breakfast
Zappos
• Alan Moore
Craft “why” people should care
Start with Why
Remarkable Product
Remarkable marketing is the art of building things worth noticing right into your product or service.
Relationship with you
Interactions build relationships
1.
2.
More the better
3.
Three myths about what customers want
Social is big but still untapped by business
Marketing is hyper-everything in the social era
Communities of PEOPLE = move to social business
The Web Kids will inherit the earth
Culture Eats Strategy
People buy “why” you do it
Build the marketing into the product
3 Myths
Why
CUSTOMER SERVICE
PRODUCT DEVELOPMENT
LEAD GENERATION
Could targeted social media generate 350 leads?
Integrated with other marketing
Videos, Facebook, Twitter, LinkedIn
1.
723 leads114% increase in sales (YoY)2.
3.
Content
Expert
Show (not) Tell
Relationships
Trust
Soften & Support
Network
Connections
Knowledge base
Story
Framework
Humans
B2B
EDITORS
THE SOCIAL CREATIVE
NEWSROOM
CREATIVE PRODUCERSCOMMUNITY MANAGERS
Companies must build their own media empires
Editorial sensibilitiesCultural relevancyBrand and content strategy
Content form production (visual, etc)Formatting (social, web, traditional)Content optimisation
EngagementMedia distribution (earned, paid & owned)Measurement and analytics
The “newsroom” produces a continual stream of timely, relevant, content – optimised for sharing
There is both an opportunity for a great organization to communicate and to have their
knowledge impact the world.
Altimeter Group – The Social Media ROI Cookbook: http://slidesha.re/Tg1uAt
ROI
FRY
Frequency
Reach
Yield
FRY metrics by Olivier Blanchard
SALES
A recommendation from a friend would make 71% of people more comfortable with a product or service – more so than advertising (15%) or even personal experience (63%)MediaLab
71%
“The Social Web is distributing influence beyond the customer landscape, allocating authority amongst stakeholders, prospects, and peers.” – Brian Solis
Customer
Lifetime Value
Social Landscap
e
Customer
Referral Value
Customer Social Customer
Gary Vaynerchuk grew his family wine shop from $3 million to $60 million using content & social media.
$0 Twitter = 1,800 new customers
$7.5k Billboards = 300 new customers
$15k Direct Mail = 200 new customers
$0 Twitter = 1,800 new customers
Twitter customers out-perform by 60%
NEW BUSINESS MODELS
The most responsive company in the world
Decisions are effortless
Better decisions faster
1.
2.
Democratic3.
There’s no such thing as a “social media strategy”
END TO END
Your “Why” Your “One Thing”
End to End
Core
In Your Products?Your Behaviour?
End to End
Pitch – short & sharpWhat you do
Business
What type of programme?Support biz goals
End to End
What does audience know?Nothing | Aware, No Action | Single Action | Repeat/Enthusiasts | Advocates
Research
How do they use social media?Listen
Buyer personaeMap demographics, socialgraphics, usage
Creators
Critics
Collectors
Joiners
Spectators
Inactives
End to End
StrategySupport the business goal
Plan
TacticsHow will you be human?
Identify successKPIs, ground zero status
End to End
Plug plan into the organisationImplement
People, roles, communications, workflowTools, integration, training & guidelines
End to End
Day to day executionManage
Content, community engagement, cust support, brand mgmt, measurement/analytics
End to End
Are objectives being met?Measure
If yes, carry onIf no, explore and make changes
Manufacture widgets for the consumer and industrial electronics industry
Bedford, UK based, customers in UK and EU
Growing reputation for innovative widget solutions
Growing business, looking to expand in 2013
Why
Acme Widgets
Core
In Products?Behaviour?
Innovation
Built reputation on innovative, boundary-pushing new widgetsWe openly encourage our people to try new things
Pitch
Acme Widgets
Business
What programme?Support biz?
Ground breaking widgets for the electronics industry
Goal to open a new market (US) in 20131st customer by Q3
Awareness programme
Audience know?
Acme Widgets
Research
How do they use social
media?
Nothing | Aware, No Action
Buyer PersonaDesign Engineers in large electronics manufacturersMale, 25-40, charged with designing new products
Critics and CollectorsComment on Groups and forums
Pinterest pages for innovative products
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Strategy
Acme Widgets
Plan
Tactics(human?)
Raise awareness about ACME in key markets in the USto create beach head for expansion next year
by demonstrating our expertise and passion on LinkedInCreate a financial plan – what will it costs?
Identify subject matter experts internallyHave them join LI Groups – answer questions
Start blog about engineering/innovationCreate a LI Group dedicated to our type of engineering
ID successKPIs
5 MQLs by end of Q2, 20 by end of 2013Secondary: conversions, web visits from US/LI, blog subs/comments, LI Group membership/discussions
Plug in plan
Acme Widgets
Implement
SM/Community Mgr – Agency helpChoose experts, training, create policy
Content calendarSelect target LI GroupsSet up blog platform
Day to dayManage content creation (herd engineers)
Monitor LinkedIn, social spacesMeasure against milestones, report regularly
Manage
Investment:£85,000
Action:Operation Expert
Engineer
Reaction:Target group responds +
Secondary Indicators:
Leads – 10 (Q1), 20 (Q2), 35 (Q3)
KPIs:7 MQLs (Q2)28 end 2013
Acme Widgets
Thank you!
Eric SwainClient Services DirectorEquinet Media+44 1234 262262
[email protected]@ericswain
www.equinetmedia.com
Credits – images, docs and statsMcKinsey Report: http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economyEverything is Marketing – Hugh McLeod: http://www.gapingvoidart.com/everything-marketing-p-1917.htmlCrowd Kiss: http://www.flickr.com/photos/acousticskyy/3651475141/We, the Web Kids – Piotr Czerski: http://pastebin.com/0xXV8k7kShouting boy by fotologic: http://www.flickr.com/photos/fotologic/242616844/Social Media Strategy Mind Map: http://www.automotivesocial.com/Big Sandwich: UnknownJetfighter by familymwr: http://www.flickr.com/photos/familymwr/4929686927/Simon Sinek: http://www.startwithwhy.com/Seth Godin: http://www.fastcompany.com/46049/praise-purple-cowCorporate Executive Board – 3 Myths: http://blogs.hbr.org/cs/2012/05/three_myths_about_customer_eng.htmlEdelman – Social Creative Newsroom: http://darmano.typepad.com/logic_emotion/2012/11/brand_media.htmlROI - Altimeter Group – The Social Media ROI Cookbook: http://slidesha.re/Tg1uAt Olivier Blanchard – FRY metrics: http://thebrandbuilder.wordpress.com/2009/05/22/real-social-media-r-o-i-part-4-fry-metrics/MediaLab study: http://www.buzzador.com/pressdocuments/Wheres_Debbie_MediaEdge.pdf“End to End” concepts were informed by Jay Baer and Olivier BlanchardACME factory: Balwin Piano factory - http://www.cincinnativiews.net/pianos.htm
For further reading for new business model discussions: The New Capitalist Manifesto by Umair Haque : http://www.amazon.co.uk/New-Capitalist-Manifesto-Building-Disruptively/dp/1422158586No Straight Lines by Alan Moore : http://www.no-straight-lines.com/
Further reading for Social Media ROI:Social Media ROI by Olivier Blanchard: http://smroi.net/
