Slide 5.1

Video 18 Social Media Marketing - Introduction to Groundswell

IBMS Semester 6b Fall 2013Mr. George Szanto

Lecture Topics Today

• The coming of the Groundswell• Groundswell definition• Social CRM & Social Customer

Engagement Management

Learning Objectives

• Understand how social media is changing the way B2B companies market and sell their products or services

• Create appropriate strategic objectives to pursue using social media

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Reference Source

• Many of the ideas in this lecture come from Charlene Li and Josh Bernoff’s best selling book.

The coming of Groundswell

Socialnomics Video by Eric Qualman http://www.socialnomics.net/

GroundswellA social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations

Groundswell Definition

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Blogs

UGC

RSS

Widgets

Podcasting

BuzzTwitter

Wikis

XMLGadgets

IM

Social Networks

Forums

Personal portals

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The Groundswell is more than just new technologies

How do consumers get what they want from peers?

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An Example : Kevin Rose, Digg, and the HD DVD code

• Successful social applications start with clear objectives

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What Can We Do With Groundswell?

Objective• Listen• Talk• Energize• Support• Embrace

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We will look into these activities further in the next lecture

Role• Research• Marketing• Sales• Supporting• Development

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Groundswell Changes CRM to SocialCRM

Status Quo of Social CRM in Business Today

• Based on a survey by Awareness Inc. in July 2012 (+450 global respondents)

• 47% < $1M revenues• 42% B2B only, 31% B2B and B2C

• Source: The State of Social Marketing.pdf (posted with this video)

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Top Business Objectives Using Groundswell

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Top Social Media Investments

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Key Additional Types of Social Platforms in Use

• Excludes top sites like: Facebook, Twitter, Linkedin, Pinterest, Tublr, etc.

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End of Video - Thank you

• Please take the online quiz associated with this video

• Join the online discussion associated with the lecture