How to leverage & Build a Social B2B Community

Yaron  Assabi  yaron@dsg.co.za  www.dsg.co.za  yaronassabi  

   

Ø  How to find and deliver compelling content

Ø  How to combine social media and traditional marketing techniques

Ø  How to mobilize your community

Ø  The role of Apps

Hidden  Agenda  

ü  Social 'becomes part of job description not job title’

ü  Content marketing strategy more important than ever

ü  Bought media to earned media

ü  Video, apps, tools etc.

ü  Content creation and curation

ü  Social permeates commerce (e.g. F-commerce)

ü  Online customer service through social media becomes key conversion rate optimisation tool

51% of companies use social networks for customer support improvement, up from 36% last year. Source:Econsultancy / cScape 2011 Customer Engagement Report

Key Trends in Social B2B

Pull vs. Push Marketing Traditional “Push Marketing”: You are in control of the message you push out along with how or when it is received by prospects.

But those prospects may not NEED what you sell at that moment.

Digital “Pull Marketing”: Your customers are in control. They search for your products or services online at that exact moment they HAVE a need. If they find your site, they decide how and when to act.

Social Work Place

Social Market Place

Social Work Place

Business Content

Social Work Place & Social Market Place collide

Social Content is everywhere

Youth entering workplace prefer social to email

Social Business Design /Enterprise 2.0

Create your Social Network

Source: Econsultancy / BlueLatitude Report: The Impact of Digital Beyond Sales and Marketing http://econsultancy.com/reports/impact-of-digital

Impact of Digital on different business functions?

How to win the war for talent?

In this complex ever changing World where every interaction matters, there are 3 experiences that matter most…

3 Experiences that Matter

Listen  and  Par7cipate  

Connect  &  Engage  Conversa7ons  in  the  social  cloud  

Branded  business  community  

Social Experience Management

ü Gain  real-­‐/me  visibility  into  the  social  web    ü View  relevant  content  from  mul/ple  channels  in  one  interface    ü Priori/ze  your  responses  at  a  glance  with  patented        SmartSense  sen*ment  detec*on    ü Make  it  easy  for  agents  to  monitor  and  respond  

Hear  what  customers  &  employees  are  saying  &  respond    appropriately    

Cloud Monitor

“Interaction Patterns” described through

metadata

“Templates” described through

metadata

Forum Ideas Media Share

Concept Test Events Feature

Requests Focus

Groups

Blog Q&A Resource Library

Design Reviews

Job Boards

Best Practices

Custom Applets

USER TYPES POST TYPES APP TYPES PAGES SETTINGS

GROUP TYPES RESPONSE TYPES

PERMISSIONS WIDGETS SKINS

ROLES & POWERS

FIELD TYPES REPUTATION NAVIGATION VIEWS

INNOVATION COMMUNITY

SUPPORT COMMUNITY USER

GROUP COMMUNITY

ASSOCIATION &

SUBSCRIBER COMMUNITY

CUSTOM COMMUNIT

Y

EVENT COMMUNITY

MARKET RESEARCH COMMUNITY

CUSTOM COMMUNIT

Y

CUSTOM COMMUNIT

Y

INNOVATIONCOMMUNITY

SUPPORT COMMUNITY

CUSTOM COMMUNIT

Y

Community Applications

Applets

Designer Elements

Build and grow Community with flexibility

17%

19%

26%

27%

45%

47%

48%

0% 10% 20% 30% 40% 50% 60%

Improve customer research capabilities

Improve customer support capabilities

Increase customer acquisition

Increase customer retention

Increase customer advocacy / word of mouth

Increase product/brand awareness

Increase customer loyalty

Percentage of Respondents, n = 301

17%

19%

26%

27%

45%

47%

48%

0% 10% 20% 30% 40% 50% 60%

Improve customer research capabilities

Improve customer support capabilities

Increase customer acquisition

Increase customer retention

Increase customer advocacy / word of mouth

Increase product/brand awareness

Increase customer loyalty

Percentage of Respondents, n = 301

Top Reasons to increase communities

Crowd sourcing – your next Ad

We will get past the endless babble about social media platforms, and more companies will begin embedding it into practices,

strategies and workflows

INNOVATION IN THE SOCIAL WEB

Apps are taking over web browsing

Mobile Apps bringing print advertising to life

Mobile Learning -Learning Anywhere

our approach

UGC –User generated Content & Self assessment

tem features: ü Share & collaborate with videos, Podcasts, blog posts ü Deploy mobile content to users ü Create questionnaires, receive uploads of user-made media ü Create reports with specified filters ü Create and control virtual user groups ü Integrate to social network services ü Notify users with sms messages

A  digital  publishing  solu7on  that  uses  the  latest  technologies  to  turn  sta/c,  print-­‐ready  PDF  files  into  digital  publica7ons,  digital  magazines,  digital  catalogs  and  more!    

The  result  is  an  interac/ve  and  search  op/mized  version  of  your  print  materials  that  provide  your  readers  with  an  enhanced  experience.    

Our  unique  interface  emulates  common  page  turning  soBware  features  and  allows  publishers  to  further  enrich  the  overall  experience  for  their  readers  by  incorpora/ng  search,  links,  video  and  other  great  func/onality.  

With  DSG,  you  can  now  quickly  and  easily  offer  your  readers  an  enhanced  online  version  of  your  publica/on  all  the  while  they  enjoy  the  flexibility,  interac/vity  and  rich  media  features  associated  with  each  digital  edi7on.  Addi/onally,  publishers  can  create  an  instant  web  presence  and  introduce  new  revenue  streams,  while  significantly  lowering  costs.  

“Anything  you  use  to  communicate  to  your  audience  can  be  converted  into  a  digital  version  like  newsleDers,  catalogs,  magazines,  flyers,  brochures  and  annual  reports  just  to  name  a  few”.    

Publ

icat

ion

Catalogs  

Brochures  

Reports  

Flyers  

Magazines  

Digital Publications

Features  § Video  § Customise  Skin  § Insert  a  background  image/  welcome  text  § Music  and  Sound  effects  § Series  (back  copies)  § Bookmark  pages  § Search  publica/on  § Zoom  and  magnifying  glass  § Jump  to  a  specific  page  § Share  with  friends  § Shopping  cart  integra/on  § Mul/  language  § Pop  ups  § Internal  links  (between  pages  in  publica/on)  § SEO  Friendly  § Download  as  PDF  § Print  pages  or-­‐    we  would  prefer  you  to  make  it  a  WWF  download      

“Your  digital  publica7ons  are  hosted  solu7ons,  all  you  do  is  simply  paste  a  link  on  your  Web  site,  e-­‐mail  or  newsleDer  campaigns  and  you’re  ready  to  go.  And  best  of  all,  you  don’t  have  to  worry  about  your  readers  needing  to  download  any  third-­‐party  soBware  or  plug-­‐ins  for  them  to  view  your  digital  publica7ons”.  

Digital Publications Benefits  ü Attract more readers and better engage them with interactive collateral elements such as video and audio. ü Get detailed insight about readers’ behavior, ranging from simple statistics such as readership to detailed analytics that show where readers zoomed in most frequently. ü Expand your readership by offering a flexible delivery model for your collateral that includes social networking, email, web and mobile. ü Cut costs from print and distribution. ü By offering digital equivalents you can get your message out to your audience in a much more cost-efficient way. ü  Our customers have been proven to deliver cost-savings of up to 95% while increasing overall readership. ü Achieve rapid ROI. 80% of our customers report that their digital publication investment paid for itself within five months by lowering costs and driving more revenue.

#1 Reason: Increase customer satisfaction #2 Reason: Increase productivity #3 Reason: Reduce cost ü  Lack of Management visibility of mobile

operations ü  Inability to manage physical assets in the

field ü  Improved customer response times ü  Integrate & extend back office functionality

Enterprise Mobility

à  Web-based real-time dispatching à  Everything is one click away à  Mobile work orders à  Mobile time cards à  Customer definable forms (SmartFORMS) à  Real-time job status updates à  Free, non-SMS messaging à  Definable & enforceable business

processes à  Integration with back office systems

Standalone Product No GPS Required!!

Work Order & workflow

à  Unlimited number of forms à  Unlimited number of fields per form

•  Photo & Signature Capture •  Barcode Scan (1D & 2D) •  Formulas •  Branching Logic •  Search & Select Field Entry •  Text / Numbers •  Yes/No •  Radio Buttons •  Drop Down List •  Mobile Printing

à  Attached to work orders or used as a standalone form

à Easy to create & deploy Automatically Included with

SmartDISPATCH and SmartWORKS

Configurable Mobile Forms

à  Web-based GPS tracking à  Breadcrumb trails

•  On the map •  Exportable file

à  Mobile time cards à  Vehicle maintenance à  Free messaging (non SMS) à  Map overlays à  Import landmarks/customers à  Geofencing with alerts à  SOS distress alerts

Available as a Standalone Product or Included in SmartWORKS

Location Tracking : Employees ,Vehicles and Assets

Reduce Expenses à  Complete more jobs per day à  Complete jobs quicker à  Reduce equipment lifecycle costs à  Ensure job accuracy à  Eliminate missed service calls à  Eliminate/reduce unauthorized vehicle use à  Eliminate paper-based reporting à  Reduce mobile talk time

Increase Cash Flow à  Increase market share, customer service & revenue à  Optimize inventory levels à  Increase revenue per driver à  Faster & more accurate invoicing

Improve Safety/Security à  Faster emergency response times

Transform our product innovation into your market leadership!

Customer Benefits

31

“Optimize Up” to the capabilities of each device Take advantage of latest device capabilities Graceful fall-back for older devices Use device knowledge within applications e.g. don't offer video if the phone doesn't support it

Adopt a “Write Once, Deliver Anywhere” strategy Standards based integration – W3C DIAL (XDIME) Re-use branding templates across multiple systems Automated support for new devices

Reach the maximum number of users Regardless of their choice of device Browsing, Messaging, Clients, USSD… Mobiles, PDA’s, PC, Games Consoles…

With high quality user experience

With minimum effort

Deliver web applications to any device Mobile Solution Objectives

Testing types – Mobile, Web, Desktop ü  Exploratory ü  Functional ü  Usability ü  Hybrid-load testing ü  Localization and internationalization Real-world coverage – broad matrix ü  OS/Browser/3rd Party Apps ü  Location-based ü  Language-based ü  Handset maker, model and wireless carrier (for mobile) ü  “In-the-wild” testing vs. “In-the-lab" testing Consumer & SMB-facing applications ü  Web, Desktop and Mobile

Crowd -sourcing usability

Crowd -sourcing usability

ü  Our global community is made up of software testers ü  Have backgrounds in functional, usability, performance,

internationalization, security, & black box testing ü  Vast majority have test-related jobs or are test

freelancers/contractors ü  Love to work on the latest apps and defect detection

(aka “bugs”) ü  Are not merely beta users ü  We actively manage the community ü  30,000+ members ü  Community management team ü  Recruit for hard-to-find coverage needs ü  Provide training programs ü  Reputation-built, and based on customer feedback

Community

Choose  what  to  test  

-­‐  Test  Cycle  Defini7on  

 

Choose  who  will  test  -­‐  Select  Test  Engineers  

Choose  when  to  test  -­‐   Manage  Test  Cycle    

Get  immediate  results    -­‐  Real-­‐Time  Tes7ng  

24  Hours  to  2  Weeks  (depending  upon  customer  needs)  

How it works?

1.  Start with a plan, not tactics. Research and build a Social Media Roadmap involving: Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics.

2.  “Give to get” – Successful social media marketing programs involve listening and

participation. 3.  Commit resources & time to be successful or you may very well fail. It’s important

to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting.

4.  Be transparent with intentions & your identity or you may alienate the very

audiences you’re trying to connect with.

5.  Understand, you do not control the message. Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm.

6.  Welcome participation, feedback and co-creation. As comfort levels rise with social web participation, companies will see opportunities to encourage participation with communications, especially with brand evangelists.

7.  Metrics should roll up to objectives and objectives should be relevant to the channel.

7 Steps to Social

It  is  all  about  EXPERIENCE