2020 Social Workshop on Social Media For B2B Marketers

  • Published on
    12-Sep-2014

  • View
    12

  • Download
    2

DESCRIPTION

Slides from the 2020 Social workshop on Social Media for B2B Marketers. This deck has been used for the following workshops: - NASSCOM Emerge Workshop, New Delhi, April 2010. Update history: - April 2010

Transcript

  • How Can B2B Marketers Benefit From Being Social?

    #smb2b

    gaurav@2020social.com@gauravonomics

  • Why should B2B marketers

    even think aboutBeing Social?

  • To begin with,what is (or isnt)

    Being Social?

  • Being Social is not about

    social networks(Facebook, Twitter, LinkedIn)

  • Being Social is not about social media

    (blogs, forums, communities)

  • Being Social is not even about

    internet, mobile, digital

  • Being Socialis about

    word of mouth (being talked about)

  • Being Socialis about

    being talkworthy(read: being remarkable)

  • Being Socialis about

    relationships(building, enabling)

  • Being Socialis about

    evangelists(read: fans)

  • Being Socialis about

    converting customers, partners and employees

    into evangelists

  • Being Socialis about

    organizing and energizing evangelists

  • Being Socialis about

    identifying, igniting and scaling passion

  • Being Socialis about

    reviews, referrals, recommendations

  • So, why should B2B marketers

    even think aboutBeing Social?

  • Introductions: Share your most embarrassing

    social media experience

  • 9:30 am to 11:00 am Session 1: Introduction to (Being) Social Media

  • 11:30 am to 1:00 pmSession 2: Strategy, Tactics, Measurement

  • 2:00 pm to 3:30 pm Session 3: Facebook, LinkedIn, Twitter

  • 4:00 pm to 5:30 pm Session 4: Tying It All Together

  • http://2020social.com/2020social_nasscom_b2b.pdf

  • Session 1: Introduction to (Being) Social Media

  • Social Media Response Matrix

    Can you add value?

    Evaluate the purpose

    Respond in kind & share

    Thank the person

    Unhappy Customer?

    DedicatedComplainer?

    Comedian Want-to-Be?

    NegativePositive

    Yes No

    Do you want to respond?

    No Response

    No

    Yes

    Take reasonable action to fix issue and let customer

    know action taken

    Are the facts

    correct?

    Gently correct the facts

    No

    No

    No

    Yes

    Are the facts

    correct?

    Does customer need/deserve more

    info?

    Yes

    Explain what is being done to correct the

    issue

    Yes

    Is the problem

    being fixed?

    Yes

    Let post stand and monitor

    NoYes

    NoYes

    Yes

    Assess the message

    Source: USAF, modified by Altimeter Group

  • Three Rules For Negative Conversations

  • The only solution for negative conversations is more positive

    conversations.

    1

  • Responding to and resolving negative conversations is table

    stakes.

    2

  • The prize is in inspiring your evangelists to start and spread more positive conversations.

    3

  • Three Questions

  • Who are our evangelists and why will they talk about us?

    1

  • How can we organize and energize them?

    2

  • How can we (help them) spread the word?

    3

  • None of these questionsare about social media

  • But social media is a big part of the answer

  • The Next Big Question: How To Scale Passion?

    We help organizations build and nurture communities to connect (with) evangelists and scale their passion.

    The BIG question for businesses in the 21st

    century: how to convert employees, partners and customers into evangelists?

    Step 1: Identify PassionSelect a BIG lifestyle,

    interest, or cause

    Step 2: Ignite PassionBuild a focused community

    around it

    Step 3: Scale PassionBuild scale by leveraging existing social platforms

  • Three Mantras

  • The future has already arrived. Its just not evenly

    distributed yet.

    1

    Source: William Gibson

  • The tools are transient. The values embedded in them are

    persistent.

    2

  • To understand how technology is changing organizations, begin by asking how it is

    changing people.

    3

  • Key Takeaways From Session 1 Who are our evangelists and why will they talk about us? Or, how to identify passion?

    How can we organize and energize them? Or, how to ignite passion?

    How can we (help them) spread the word? Or, how to scale passion?

  • Session 2: Strategy, Tactics, Measurement

  • Key Takeaways From Session 1 Who are our evangelists and why will they talk about us? Or, how to identify passion?

    How can we organize and energize them? Or, how to ignite passion?

    How can we (help them) spread the word? Or, how to scale passion?

  • Who are our evangelists and why will they talk about us?

    1

  • Who are our evangelists?

    1.1

  • Six Types of Evangelists

    1. Present or past customer, or prospect

    2. End consumer

    3. Analyst or influencer

    4. Partner

    5. Co-worker or employee

    6. Enthusiast

    Present or Potential

    Evangelists

  • Who Are Our Evangelists?Worksheet 1: Who Are Our Evangelists? Persona 1 Persona 2 Persona 3

    Who are our present and potential evangelists?

    Who do they talk to?

    Who talks to them?

    What else do they talk about?

    What are their triggers to talk?

    Why do we want them to talk about us?

  • ExerciseCommentsQuestions

  • Technology Decision Makers Forrester Social

    TechnographicsProfile of North American and European technology decision makers

    High use of social media both for personal and business purposes

    Source: http://forrester.typepad.com/groundswell/2009/02/new-research-b2.html

  • Why will they talk about us?

    1.2

  • Satchi & Saatchi: Lovemarks

    (brands that you love and respect)

    Source: http://lovemarks.com

  • Publicis: Contagious Idea

    (an idea that spreads)

    Source: http://contagious-stuff.com

  • Seth Godin: Ideavirus

    (an idea that spreads)

    Source: http://www.sethgodin.com/ideavirus

  • Jyri Engestrom:Social Object

    (the idea around which a community comes together)

  • Gaurav Mishra:Ideasliver

    (a thin slice of the world that you own)

  • Six Types of Social Objects

    1. Our unique product

    2. Our personalized support

    3. Our mind-blowing TVC

    4. Their own lifestyle

    5. Their own interest

    6. Our shared cause

    Social Objects

  • Why Will Our Evangelists Talk About Us?

    Worksheet 2: Why Will Our Evangelists Talk About Us?

    Persona 1 Persona 2 Persona 3

    Our unique product

    Our personalized support

    Our mind-blowing TVC

    Their own lifestyle

    Their own interest

    Our shared cause

  • ExerciseCommentsQuestions

  • How to organize and energize evangelists?

    2

  • Five Core Social Dynamics

    Decoding Social

    By Tool

    By Function

    By Type of Organiza-

    tion

    By Core Dynamic

    Social networkingBloggingMicrobloggingPhoto-sharingVideo-sharing

    Business-to-businessBusiness-to-consumerGovernmentNon-profit

    Consumer generated contentConversationsCollaborationCommunityCollective intelligence

    Product design Sales and marketingCustomer supportPublic relationsPartner relationsEmployee relations

    We like to focus on the core dynamic.

    You can look at social technologies through many lenses.

  • Five Core Social Dynamics

    Invisible

    Visible

    Easy Difficult

    Consumer Generated Content

    Collaboration

    Community

    Collective Intelligence

    Conversation

    Ease of Understanding

    Ease of Implementing

  • Five Reasons Why Business is Social

    ConversationConsumer

    Generated Content

    Collaboration Collective Intelligence

    Community

    !

  • Consumer Generated Content

    I made a how-to tutorial video

    I love my new CRM software!

    Tap into their creativity. Ask them to interpret your brand.

    Your consumers are authors, photographers and filmmakers, all rolled into one.

    I also designed a IX logo

  • Dell Go Green Dell Go Green is a

    consumer generated content contest where consumers submit ideas to redesign, reuse of recycle gadgets to make them go green.

    Source: http://dellgogreen.com

  • Conversations

    Listen to them, reach out to them, engage them in a two-way conversation.

    Your customers, partners and employees are talking about you, in public.

    Have you used this software?

    Yes! It rocks!

  • Dell Small Business on Facebook

    Dells Small Business Facebook page, structured as a resource for small businesses to use social media, has more than 37,000 fans.

    Source: http://www.facebook.com/dellsocialmedia

  • Dell Outlet on Twitter Dell uses Twitter as

    a channel to sell refurbished computers to corporate purchase managers.

    @delloutlet has 1.5 million followers and has resulted in sales of more than $6 million.

    Source: http://twitter.com/delloutlet

  • Collaboration

    Create rich profiles and reputation systems to encourage people to help each other.

    People work together in flow when they connect with each other as people.

    How do I fix this

    problem?Let me tell you how!

  • Dell Support Community User driven

    support community to increase customer satisfaction and drive down support costs.

    Source: http://en.community.dell.com

  • Community

    Build and nurture a community platform to host your customers, partners, employees, and evangelists.

    Communities come together around a shared social object: a lifestyle, cause or interest.

    Here are some tips for you

    Ive worked

    hard on my business

    I have learnt a lot

  • Dell Digital Nomad Community built

    around the idea of being a digital nomad.

    Targeted at highly mobile laptop users.

    Source: http://www.digitalnomads.com/

  • Dell Take Your Own Path Community where

    users shared inspiring stories of entrepreneurship.

    Driven by the Dell SME team.

    Now replicated internationally.

    Source: http://takeyourownpath.com

  • Collective Intelligence

    Observe their behavior, ask for their ideas, recognize and reward them for their contribution.

    Customers, employees and partners can give you new ideas and insights.

    Heres how we

    can make it better!

    It worked! Thank you!

    Heres an

    idea! !

  • Dell Ideastorm User driven

    ideation community to listen to customers ideas on product improvement and new product development.

    Source: http://ideastorm.com/

  • Dell Employee Storm Internal ideation

    platform to enable Dells worldwide community of more than 80,000 employees to post and discuss ideas on topics ranging from product innovation to company HR policies.

    Source: http://thesocialworkplace.com/featured/1558/

  • B2B Communities1. Targeted communities of practice

    2. Customer-driven support communities

    3. Ideation and research communities

    4. Partner communities

    5. Corporate and employee blogs

    6. Social media contests

    Business-to-Business

    Communities

  • AMEX Open Forum Provides business

    advice and insight to AMEX consumers

    Idea Hub for members to network around content based on their interests

    Business directory to help connect SMBs looking for clients or partners

    Unique visitors increased by 525% year on year from 160,000 in 2008 to nearly 1 million in 2009 Source: http://www.openforum.com

  • Visa Business Network SMB community for

    networking and business solutions

    SMBs connect with businesses that help them grow and meet targets

    Set a goal and get support from the community

    Leverage tools and get expert help

    Source: http://www.visabusinessnetwork.com

  • HSBC Business Network HSBCs community

    for business entrepreneurs

    It is a community focused on business networking

    Members engage through blogs to share their personal experiences with other entrepreneurs

    Almost 148 active member blogs

    Source: http://network.hsbc.co.uk

  • Microsoft MVP Microsofts long-

    running Microsoft Most Valued Professional program

    Recognizes the most engaged and influential members of the community

    Provide online and offline recognition and insider access to turn them into evangelists

    Source: http://www.microsoft.com/india/mvp/

  • Microsoft adCenter Community Microsoft adCenter

    Community for advertising and publishing professionals

    Engages community through community blogs, Twitter and Facebook

    Active listening program and community management to respond to member communities

    Source: https://adcenter.microsoft.com

  • Farnell- Element 14 Community for

    electronic engineers by Premier Farnell, an online retailer of electronics hardware

    Ties in community with online store by involving members for product reviews, recommendations

    Company to merge the online store into the community to better leverage the community members, who are end consumers also

    Source: www.element-14.com

  • Archer Exchange Marketplace Archer

    Community for customers to: Submit Ideas for

    product development

    Collaborate on solutions

    Share best practices

    Archer Exchange is an online marketplace for applications

    2400 members contributed 1529 ideas resulting in new mobile and continuity products

    Source: https://community.archer-tech.com/Source: https://exchange.archer-tech.com/

  • Commonground By EDR Community by

    environmental information services firm EDR for environmental compliance professionals

    Members can network for business services and list themselves as solution providers

    Resulted in retaining over 90% of EDRs customers

    Source: http://commonground.edrnet.com

  • MetricStream Compliance Community by

    MetricStream, a risk and compliance solutions provider

    Sends 2 million visitors annually to corporate site

    500000 registered members

    Profitable after six months

    Led to partnership with NASDAQ to provide training, alerts, and content for compliance

    Source: http://complianceonline.comSource: http://www.metricstream.com/

  • National Instruments National Instruments

    offers hardware and software products for engineers and scientists

    Members share development techniques, and connect with product experts working on similar applications worldwide

    Connects 28000+ engineers and scientists worldwide

    Source: http://zone.ni.com

  • Philips Healthcare Community for

    healthcare professionals to share knowledge, experiences and best practices

    Supports continuing education through learning resources

    Over 265,000 registrants are participating in online learning activities

    Source: https://www.theonlinelearningcenter.com/Source: http://netforum.medical.philips.com

  • ACT By SAGE Community Community for

    customers of ACT software by SAGE

    Consumers share product ideas with the development team

    Forums and blogs guide users through support issues and act as how-to guides

    Source: http://community.act.com

  • Salesforce.com IdeaExchange Community for

    Salesforce customers Members submit

    product ideas for Salesforce.com services and solutions

    Member participation is very high as it reaches out to more than 72,000+ customers of Salesforce

    1000+ ideas submitted since end-2009

    Source: http://sites.force.com/ideaexchange

  • Cisco Learning Network Community by Cisco

    for networking professionals who work on Ciscos technologies

    More than 200,000+ registered members

    Also provides learning resources, job openings and networking opportunities for members

    Source: https://learningnetwork.cisco.com

  • Pitney Bowes User Forums Pitney Bowes

    provides a support community for its consumers

    The forum works as a conversational channel with potential customers

    Existing consumers also submit ideas for product development and new solutions

    Source: http://forums.pb.com

  • Intel Communities Intel supports

    communities for computer design and software professionals

    Communities act as support forums and learning centers

    Members use features like blogs, forums, ideation platform tied in with offline events to engage

    Regular contests to engage members

    Source: http://community.edc.intel.com/Source: http://software.intel.com

  • Intel Software Network Community for

    developers on the Intel platforms

    Black belt program: reputation system to recognize community influencers and active members

    Source: http://software.intel.com

  • Nokia Symbian & Maemo Nokia supports

    developer communities for the Symbian and Maemo software platforms

    Community acts as learning resource for developers and enables collaboration

    Source: http://maemo.orgSource: www.symbian.org

  • NASSCOM Emerge Community for

    emerging IT companies hosted by NASSCOM.

    Source: http://communities.nasscom.in/

  • Sun Microsystems Blog

    Source: http://blogs.sun.com/

    Sun Microsystems encourages all employees to start their blog

    High volume of contributors and their contributions 5500+ blogs 4500+ bloggers 140,000+ blog

    posts

  • Intel- Inside Scoop Blog

    Source: http://scoop.intel.com/

    Conversational blog that hosts a panel of Intel evangelists and external industry experts called Intel Insiders

    Intels own social media experts and evangelists blog on Intel products, technologies and other initiatives

  • Lenovo Blogs

    Source: http://lenovoblogs.com/designmatters/

    Hosts Design Matters- One of the most influential blogs on design and usability

    Integrates social feeds into the blog

    Blog is divided into content focused on a variety of areas-design, mobility, product evangelism, etc

  • Infosys Blogs

    Source: http://infosysblogs.com

    A collection of thirty blogs

    Focused on showcasing the companys thought leadership product and business areas

  • Tata Interactive Systems Blog

    Source: http://blog.tatainteractive.com/

    Tata Interactive Systems corporate blog

    Posts to establish thought leadership on e-learning

    Posts to showcase the companys corporate culture

  • Tech Mahindra Blog

    Source: http://blog.techmahindra.com:8080/wordpress/

    Tech Mahindra corporate blog

    Focused on the challenges and opportunities for the IT services industry

  • Wipro Blog

    Source: http://www.blog.wipro.com

    Wipro corporate blog

    Focused on showcasing corporate culture, thought leadership and CSR initiatives

  • How Can We Organize and Energize Our Evangelists?

    Worksheet 3: How Can We Organize and Energize Our Evangelists?

    Persona 1 Persona 2 Persona 3

    Consumer generated content (contests etc.)

    Conversations (corporate blog etc.)

    Collaboration (support forum etc.)

    Community (community of practice etc.)

    Collective intelligence (ideation platform etc.)

  • ExerciseCommentsQuestions

  • Key Takeaways From Session 2 Worksheet 1: Who are our evangelists?

    Worksheet 2: Why will our evangelists talk about us?

    Worksheet 3: How can we organize and energize our evangelists?

  • Session 3: Facebook, LinkedIn, Twitter

  • Key Takeaways From Session 2 Worksheet 1: Who are our evangelists?

    Worksheet 2: Why will our evangelists talk about us?

    Worksheet 3: How can we organize and energize our evangelists?

  • How can we help our evangelists spread the word?

    3

  • World Map of Social Media

    Source: http://globalwebindex.net

  • 34.2

    24.4

    19.6

    15.5

    10.9 10.38.5

    2.9 2.2 1.7 1.30

    5

    10

    15

    20

    25

    30

    35

    40

    Goo

    gle

    Yaho

    o

    GM

    ail

    Ork

    ut

    YouT

    ube

    Face

    book

    Blog

    ger

    Wor

    dpre

    ss

    Link

    edIn

    Flic

    kr

    Twit

    ter

    Social Platforms in India

    Source: Monthly unique users in millions from http://www.vizisense.com

  • Decoding a social platform in three simple steps:

    User {Relationship} Social Object

    Source: Jyri Engestrom

  • Facebook Worlds leading

    social networking platform.

    400 million users worldwide.

    12.4 million users in India.

    Users {connect and share with} people.

    Source: http://facebook.com

  • LinkedIn Popular

    professional networking platform.

    60 million users worldwide.

    2.5 million users in India.

    Users {exchange} information, ideas and opportunities.

    Source: http://linkedin.com

  • Twitter Popular micro-

    sharing platform. Likes to call itself

    real-time information network.

    75 million users worldwide.

    1.8 million users in India.

    Users {share and discover} whats happening right now.

    Source: http://twitter.com

  • Google Buzz Googles own

    social network integrated with GMail.

    Users {start} conversations about the things you find interesting.

    Source: http://www.google.com/buzz

  • Flickr Popular photo-

    sharing platform. Users {share}

    photos and {watch} the world.

    Source: http://flickr.com

  • YouTube Popular video-

    sharing platform. Users {broadcast}

    yourself.

    Source: http://youtube.com

  • SlideShare Popular document-

    sharing platform Users {upload and

    share} presentations and documents

    Source: http://slideshare.net

  • Digg Popular social

    voting platform. Users {discover and

    share} content.

    Source: Digg.com

  • Delicious Popular social

    bookmarking platform.

    Users {save} your bookmarks or {see} what's fresh now.

    Source: http://deicious.com

  • Wordpress Popular blogging

    platform. Users {express}

    yourself.

    Source: http://wordpress.com

  • Dopplr Popular travel

    sharing platform. Users {share} your

    personal and business travel plans with people you trust.

    Source: http://dopplr.com

  • Wikipedia Popular wiki

    platform. Users {edit} free

    encyclopedia.

    Source: http://wikipedia.com

  • Ning Popular white label

    social networking platform.

    Users {create} your own social network.

    Source: http://ning.com

  • Focus on People vs. Content

    Focus on People

    Focus on Content

    Instead, content-centric platforms should build deep integration with people-centric platforms.

    Most social platforms are including rich user profiles, to shift the focus towards people.

  • Social Web Content Strategy

    Announcements from corporate, business units,country and product teamsLeadership interviews and profilesShowcase for corporate culture and CSR initiatives

    POV on business, technology and consumer trendsPOV on industry issues and government policies

    Customer stories, case studies, interviews and testimonialsCall for customers to share their own stories

    Open threads for ideas, suggestions and feedback on product or processContests and polls linked to marketing campaignsOne-to-one interactions in comments

    Excerpts from relevant conversations from external blogs, forums and social networksConversations may relate to elements in 1-4

    3. Customer Stories

    1. Company News

    2. Industry Trends

    5. Social Hub4. One-to-One Conversations

    Internal focused

    External focused

  • How Can We Help Our Evangelists Spread the Word?

    Worksheet 4: How Can We Help Our Evangelists Spread the Word?

    Persona 1 Persona 2 Persona 3

    Facebook strategy

    LinkedIn strategy

    Twitter strategy

    YouTube strategy

    X social network strategy

    Y social network strategy

    Z social network strategy

    Integration with master strategy

  • ExerciseCommentsQuestions

  • Tips For Facebook

  • Events tab Use Events tab if

    you host offline events for your fans

    Forrester Research uses the Events tab to notify and invite fans to join seminars, conferences, webinars and other events

    Source: http://www.facebook.com/forrester#!/forrester?v=wall&viewas=813350136

  • Discussions tab Use Discussions tab

    for conversations with fans

    SAP uses Discussions tab for conversations around support and job openings

    Source: http://www.facebook.com/SAPSoftware#!/SAPSoftware?v=app_2373072738

  • Notes tab Use the Notes tab

    to send automatic updates to the page wall

    Forrester imports its corporate blog into the Notes tab

    Source: http://www.facebook.com/forrester?v=app_2347471856

  • Video tab Use Video tab to

    aggregate all video content in one place

    Mailchimp uses Video tab to display informational material on how products work and benefits provided

    Source: http://www.facebook.com/mailchimp#!/mailchimp?v=app_2392950137

  • Photo tab Use Photo tab to

    aggregate images in one place

    GSD&M Idea City uses its Photo tab to show off its work, employees and workplace culture

    Source: http://www.facebook.com/ideacity?v=photos

  • Posterous tab Combine Posterous

    blog with Facebook app to display blog on a separate tab

    Zoho uses Posterous to publish media mentions and other tidbits

    Source: http://www.facebook.com/pages/Zoho/231460215383?v=app_6694405826

  • Aggregating Twitter stream Display stream of

    Twitter activity Cisco uses

    Involvers professional suite of applications to integrate its Twitter account with its Facebookpage

    Source: http://www.facebook.com/Cisco#!/Cisco?v=app_53267368995

  • Aggregating YouTube channel Display videos from

    YouTube channel Cisco uses

    Involver's Facebookapplication suite to aggregate videos from its YouTube channel on a Facebook page tab

    Source: http://www.facebook.com/Cisco#!/Cisco?v=app_57675755167

  • Static FBML Interactive Wall Use static FBML to

    create interactive forms

    Blue Sky Factory has an e-mail subscription form in the sidebar for lead generation

    Source: http://www.facebook.com/blueskyfactory

  • Static FBML Interactive Tabs Use Static FBML to

    create interactive tabs

    Sodexo Careers has created a tab with searchable listing of its current job openings

    Source: http://www.facebook.com/SodexoCareers#!/SodexoCareers?v=app_7146470109

  • Networked Blogs Import blog to

    Facebook tab Fans get updates

    on their news feed Webtrends uses

    NetworkedBlogs to import its corporate blog on Facebook page

    Source: http://www.facebook.com/webtrends?v=app_9953271133

  • Multimedia Landing Tab Display images,

    videos and links on landing page

    Cisco uses its Boxes tab as landing page to present links to current initiatives and other social platforms

    Source: http://www.facebook.com/Cisco

  • Integrate Support Community Bring support

    community to Facebook page using Get Satisfaction

    Fans activity on Facebook page gets synched with support community on Get Satisfaction

    Source: http://www.facebook.com/getsatisfaction

  • Integrate Support Community Showcase content

    from existing community on Facebook page

    Dells support tab displays recent conversations from its support community

    Source: http://www.facebook.com/dell#!/dell?v=app_117445821606036

  • Showcase Promotions Use promotions

    and events to direct Facebookfans to community

    Intuits Facebooklanding page highlights ongoing events and promotions from its SMB community

    Source: http://www.facebook.com/intuitSource: http://community.intuit.com/

  • Showcase Testimonials Collect and display

    testimonials from clients

    eMarketer takes quotes from client feedback and showcases them on a separate tab in their Facebookpage

    Source: http://www.facebook.com/eMarketer#!/eMarketer?v=app_6009294086

  • Create a Community Resource Create page to

    serve the needs of core consumer segment

    Dell provides guides for and hosts conversations between SMBs to leverage social media for business purposes

    Source: http://www.facebook.com/#!/dellsocialmedia?v=wall&ref=ts

  • Tips For Twitter

  • Increase transparency Dell Outlet uses

    the sidebar to talk about their business and introduce the person handling the account

    Source: http://twitter.com/DellOutlet

  • Account for event coverage Lenovo sponsors

    of Olympic 2008 created a separate account to post updates from the Olympic games

    Source: http://twitter.com/lenovo2008

  • Create and manage lists of employees on Twitter

    Gartner has created a list of all its analysts on Twitter making it easy for others to follow them

    Source: http://twitter.com/Gartner_inc/gartner-analysts/members

  • Aggregate testimonials Radian6 favorites

    all positive mentions of the brand to aggregate testimonials in one place

    Source: http://twitter.com/radian6/favorites

  • Aggregate influencers on Twitter

    Microsoft has leveraged the Twitter API to create a dynamic listing of business executives from various industries on Twitter

    Source: http://exectweets.com/

  • Tips For LinkedIn

  • Intel & HP Group for SMB Intel and HP is

    using Linkedingroups to engage SME Businesses on Linkedin

  • SAP Network Groups SAP Network (not

    affliated to SAP.com/ Sap AG)Uses LinkedIn groups to reach out to SAP Professionals globally

    Source: http://www.linkedin.com/groups?gid=38891&trk=anetsrch_name&goback=.gdr_1271929488880_1

  • CIO Forum Groups The CIO Forum,

    facilitated by CIO.com/CIO magazine, is where members of the CIO community can connect and collaborate to move their business technology initiatives and careers forward.

    Source: http://www.linkedin.com/groups?about=&gid=48613&goback=.gdr_1271929488882_1&report.success=r3Tayp0nRRro3Er8iWS8vO-

  • Haas/Berkeley Alumni Group The official

    Haas/Berkeley Alumni group for the UC Berkeley Haas School of Business.

    Allows Haas/ Berkley to extend their brands reach and strengthen the brand with existing users

    Source: http://www.linkedin.com/groups?gid=113

  • Company Page Company page

    should include basic Information, company logo, location, financials, company blog

    Source: http://www.linkedin.com/companies/1009

  • LinkedIn Ad Targeted CPC

    LinkedIn ads to drive leads to expert profile.

    Microsoft ad on LinkedIn

    Source: Microsoft Bizspark linkedIn Ad

  • LinkedIn Ad for Questions Southwest Airlines

    decided to engage the LinkedIn community by having CEO Gary Kelly ask users how can an airline make you more productive.

  • Answers Sponsorship Philips Healthcare

    uses answers sponsorship to connect with its prospects

  • LinkedIn API Integration Linkedin API

    integration to provide status of no of people from members LinkedIn network on the community platform

    Source: http://2020social.com/

  • CommentsQuestions

  • Key Takeaways From Session 3 Different social platforms have different souls and roles.

    Decoding a social platform in three simple steps: User {Relationship} Social Object

    Worksheet 4: How Can We Help Our Evangelists Spread the Word?

  • Session 4: Tying It All Together

  • Key Takeaways From Session 3 Different social platforms have different souls and roles.

    Decoding a social platform in three simple steps: User {Relationship} Social Object

    Worksheet 4: How Can We Help Our Evangelists Spread the Word?

  • Campaigns + Community + CRM

    The campaigns recruits community members; the CRM program retains them.

    The big idea is to build a community platform to connect multiple campaigns.

    Time

    Attention Campaign 1

    Campaign 2

    Campaign 3

    Community platform + CRM programs

  • The Social & CRM Sides of SCRM

    CRMPrivateOne-to-oneRule-driven

    SocialPublicMany-to-manyEmergent

    The Social and CRM approaches are rooted in different value systems and might not converge.

    Some players are approaching Social CRM from the Social-side, others from the CRM-side.

    1. Social media tools with CRM features

    HootsuiteRadian6Buzzstream

    2. Community platforms with CRM connectors

    JiveLithiumENgage

    3. Community platforms with CRM core

    SalesforceRightNowHelpstream

    4. CRM solutions with social features

    MS DynamicsOracle

  • HootSuite

    Source: http://hootsuite.com/

    Provides workflow, analytics, for teams to manage multiple Twitter accounts and distribute messages across multiple networks. Other features are influence rating, custom URL for analytics, regional tracking.

  • CoTweet

    Source: http://cotweet.com

    Enable teams to monitor, manage, and triage conversations in Twitter, analyze keywords and trends, assign updates to team members and schedule responses

  • Radian6

    Source: http://radian6.com/integration/social-crm

    Social media analytics tool targeted at agencies and enterprises.

    Keyword tracking, sentiment, analytics, profiling, workflow management.

    Integration with Saleforce CRM.

    Integration with Webtrends and Omniture web analytics.

  • Radian6 Case Study 1

    Source: http://radian6.com/applications/sales-and-lead-generation/

    How can a landscaping company find point of need sales leads on Twitter and the social web?

    Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6.

  • Radian6 Case Study 1

    Source: http://radian6.com/applications/sales-and-lead-generation/

    How can a landscaping company find point of need sales leads on Twitter and the social web?

    Screenshot 2 of 4: Syncing contact record between Radian6 and Salesforce.

  • Radian6 Case Study 1

    Source: http://radian6.com/applications/sales-and-lead-generation/

    How can a landscaping company find point of need sales leads on Twitter and the social web?

    Screenshot 3 of 4: Tracking contact history in Salesforce.

  • Radian6 Case Study 1

    Source: http://radian6.com/applications/sales-and-lead-generation/

    How can a landscaping company find point of need sales leads on Twitter and the social web?

    Screenshot 4 of 4: Tracking impact on web traffic with Webtrends & Omniture.

  • Radian6 Case Study 2

    Source: http://radian6.com/applications/customer-service-outreach/

    How can a cable company manage customer support in real time?

    Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6.

  • Radian6 Case Study 2

    Source: http://radian6.com/applications/customer-service-outreach/

    How can a cable company manage customer support in real time?

    Screenshot 2 of 4: Identifying conversations related to potential customer support problems in Radian6.

  • Radian6 Case Study 2

    Source: http://radian6.com/applications/customer-service-outreach/

    How can a cable company manage customer support in real time?

    Screenshot 3 of 4: Assigning problems to customer support team using the workflow features in Radian6.

  • Radian6 Case Study 2

    Source: http://radian6.com/applications/customer-service-outreach/

    How can a cable company manage customer support in real time?

    Screenshot 4 of 4: Syncing case with Salesforce CRM and tracking case history in Salesforce.

  • Lithium

    Source: http://lithium.com/what-we-offer/social-crm-suite

    Full-featured enterprise social computing platform for large enterprises.

    Deep integration with Twitter, Omniture, Salesforce and Rightnow.

  • Lithium

    Source: http://lithium.com/what-we-offer/social-crm-suite

    Blogs, forums, idea, chat, mobile.

    Reputation system, tribal knowledge base, command center, content discovery, content syndication.

  • Salesforce Service Cloud

    Source: http://salesforce.com/in/crm/customer-service-support/

    Full suite of social and community solutions integrated with SaaS-based CRM.

    Community features like ideas and answers.

    Integration with knowledge base and CRM.

    Deep Twitter integration.

    Force.com and Facebook API.

  • Chatter Collaboration Cloud

    Source: http://salesforce.com/in/chatter/apps/

    Facebook for the enterprise.

    Members can create personal profile, public groups, monitor projects and share content.

    Integration with Twitter and Facebook.

  • Chatter Collaboration Platform

    Source: http://salesforce.com/in/chatter/platform/

    APIs for developers to create new social applications connected with Chatter.

  • In Summary

  • The Experience Ecosystem Toolkit

    Social Media Analytics Solutions

    Social Commerce & CRM Solutions

    Community Platforms

    ListeningProfiling

    Radian6SysomosAlterian SM2Buzzstream

    ConvertingSupporting

    BazaarvoiceSF Sales CloudRightNow

    EnergizingRetaining

    JiveLithiumINgage

    CollaboratingCo-creating

    SocialTextSF ChatterAccept IdeasSF Service Cloud

    Collaboration Solutions

    The Conversation Feedback Loop

    Social Applications

    SharingConnecting

    Facebook APIOpenSocial APITwitter APILinkedIn API

    Talkworthy Experience Ecosystem

    Salesforce seems to be best positioned to offer an end-to-end solution.

    The toolkit for creating a talkworthy experience ecosystem is coming together.

  • Social CRM Use Cases

    Adapted from: http://slideshare.net/jeremiah_owyang/social-crm-the-new-rules-of-relationship-management

    Brand trackingResearch communities

    Identifying leads

    Identifying problems

    Identifying trends and ideas

    Profiles, groups and activity streams

    Changing medium or message

    Converting leads

    Solving problems

    Acknowledging ideas

    Shared workspaces

    Viral marketing campaigns

    Referralcampaigns

    Suggestion campaigns

    Suggestion campaigns

    Blogs and wikis

    Evangelist communities

    Evangelist communities

    Self-service communities

    Ideation communities

    Employee and partner communities

    Insights

    Response

    Proactive

    Crowd-sourcing

    Marketing Sales Support Innovation Collaboration

  • B2B Social Media Study B2B companies are

    more involved in several social media activities than B2C companies.

    Source: Business.com 2009 B2B Social Media Benchmarking Study

  • B2B Social Media Study B2B companies

    have identified more reasons to engage with social media activities than B2C companies.

    Source: Business.com 2009 B2B Social Media Benchmarking Study

  • B2B Social Media Study B2B companies are

    able to measure results from more social media activities than B2C companies.

    Source: Business.com 2009 B2B Social Media Benchmarking Study

  • Three Types of Metrics

    Awareness Consideration Purchase

    RELEVANCE

    IMPACT

    CONTENT

    TryShare

    RelatePURCHASE PIPELINE

    SOCIAL WEB

    2. WEB ANALYTICS

    1. SOCIAL MEDIA ANALYTICS

    3. BUSINESS ANALYTICS

  • How Can We Measure the Success of Our Strategy?

    Worksheet 5: How Can We Measure the Success of Our Strategy?

    Persona 1 Persona 2 Persona 3

    Social media analytics (+ive mentions etc.)

    Web analytics (registrations etc.)

    Business analytics (leads and conversions etc.)

  • ExerciseCommentsQuestions

  • Key Takeaways From Session 4 Social CRM will help firms integrate the full range of social media

    activities.

    The Social CRM toolkit is still coming together but several individual tools already work.

    You should measure ROI by combining three types of metrics: social media analytics, web analytics and business analytics.

  • Session 1: Introduction to (Being) Social Media

  • Session 2: Strategy, Tactics, Measurement

  • Key Takeaways From Session 1 Who are our evangelists and why will they talk about us? Or, how to identify passion?

    How can we organize and energize them? Or, how to ignite passion?

    How can we (help them) spread the word? Or, how to scale passion?

  • Key Takeaways From Session 2 Worksheet 1: Who are our evangelists?

    Worksheet 2: Why will our evangelists talk about us?

    Worksheet 3: How can we organize and energize our evangelists?

  • Who Are Our Evangelists?Worksheet 1: Who Are Our Evangelists? Persona 1 Persona 2 Persona 3

    Who are our present and potential evangelists?

    Who do they talk to?

    Who talks to them?

    What else do they talk about?

    What are their triggers to talk?

    Why do we want them to talk about us?

  • Why Will Our Evangelists Talk About Us?

    Worksheet 2: Why Will Our Evangelists Talk About Us?

    Persona 1 Persona 2 Persona 3

    Our unique product

    Our personalized support

    Our mind-blowing TVC

    Their own lifestyle

    Their own interest

    Our shared cause

  • How Can We Organize and Energize Our Evangelists?

    Worksheet 3: How Can We Organize and Energize Our Evangelists?

    Persona 1 Persona 2 Persona 3

    Consumer generated content (contests etc.)

    Conversations (corporate blog etc.)

    Collaboration (support forum etc.)

    Community (community of practice etc.)

    Collective intelligence (ideation platform etc.)

  • Session 3: Facebook, LinkedIn, Twitter

  • Key Takeaways From Session 3 Different social platforms have different souls and roles.

    Decoding a social platform in three simple steps: User {Relationship} Social Object

    Worksheet 4: How Can We Help Our Evangelists Spread the Word?

  • How Can We Help Our Evangelists Spread the Word?

    Worksheet 4: How Can We Help Our Evangelists Spread the Word?

    Persona 1 Persona 2 Persona 3

    Facebook strategy

    LinkedIn strategy

    Twitter strategy

    YouTube strategy

    X social network strategy

    Y social network strategy

    Z social network strategy

    Integration with master strategy

  • Session 4: Tying It All Together

  • Key Takeaways From Session 4 Social CRM will help firms integrate the full range of social media

    activities.

    The Social CRM toolkit is still coming together but several individual tools already work.

    You should measure ROI by combining three types of metrics: social media analytics, web analytics and business analytics.

  • How Can We Measure the Success of Our Strategy?

    Worksheet 5: How Can We Measure the Success of Our Strategy?

    Persona 1 Persona 2 Persona 3

    Social media analytics (+ive mentions etc.)

    Web analytics (registrations etc.)

    Business analytics (leads and conversions etc.)

  • 2020 Social: Because Business is Social

  • Who Are We

    Gaurav Mishra CEOIIMB, Tata Group, Yahoo! Fellow at Georgetown

    Dave Evans Consulting DirectorAuthor of Social Media Marketing: An Hour a Day

    Gautam Ghosh ConsultantXLRI, Deloitte, HP, Dell

    Creating brand evangelists

    Nurturingone-to-one relationships

    Enabling employee collaboration

    Kaushal SardaConsultantCapgemini CRM, UhurooFounder

    Building community platforms

  • The Next Big Question: How To Scale Passion?

    We help organizations build and nurture communities to connect (with) evangelists and scale their passion.

    The BIG question for businesses in the 21st

    century: how to convert employees, partners and customers into evangelists?

    Step 1: Identify PassionSelect a BIG lifestyle,

    interest, or cause

    Step 2: Ignite PassionBuild a focused community

    around it

    Step 3: Scale PassionBuild scale by leveraging existing social platforms

  • What Do We Do

    3. Engage(Retainer)

    1. Plan (Project)

    2. Build (Project)

    ContentConversationsCommunity engagement

    ResearchStrategyWorkshops

    CommunitiesSocial appsSocial APIs

    1. Business to Consumer

    2. Business to Business

    3. Employees and Partners

    ContestsCommunities of interest

    LithiumDrupalNing

    Content aggregation

    Communities of practice

    LithiumDrupalGroupsite

    CoachingCollaboration platforms

    SocialText

    Competency Areas

    Practice Areas

  • Client Case Studies

  • Intel AppUp Developer Community

    Source: http://intelappup.com

    Client: Intel

    Plan + Build + Engage

    Strategy for Intel Atom developer community and the Intel Netbookapplications marketplace.

  • RCB Fan Community

    Source: http://royalchallengers.com

    Client: USL

    Plan + Build + Engage

    Strategy for the Royal Challengers Bangalore cricket fan club.

  • Spiritz & More Community

    Source: http://www.spiritzandmore.com

    Client: USL

    Plan + Build + Engage

    Strategy for the Spiritz & More lifestyle community.

  • iJanaagraha Citizen Community

    Source: http://ijanaagraha.org

    Client: Janaagraha

    Plan + Build + Engage

    Strategy for the iJanaagraha citizen action community and the JaagteRaho campaign.

  • Dell Go Green Community

    Source: http://dellgogreen.com

    Client: Dell

    Plan + Build + Engage

    Strategy and execution of the Dell Go Green ideation platform to support Dells recycling program.

  • Case Studies from Other Avatars

  • Xeta Shootout Contest

    Source: http://thexetashootout.com

    Gaurav: For Tata Motors

    Plan + Build + Engage

    Consumer generated content contest (shoot your own Xeta ad film) to reinforce Xetasyoung and fun positioning.

  • Indica Vista Launch Campaign

    Source: http://changeseverything.in

    Gaurav: For Tata Motors

    Plan + Build + Engage

    Social media program (serialized graphic novel, viral video, multi-player game) to associate Indica Vista with the youth.

  • Vote Report India

    Source: http://votereport.in

    Gaurav: Own project

    Plan + Build + Engage

    Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.

  • Meredith Womens Network

    Source: http://bhg.com

    Dave: For Meredith Publishing

    Plan + Build + Engage

    Social publishing platform for the Meredith Womens Network websites serving 15 million unique users.

  • PGI Connect

    Source: http://pgiconnect.com

    Dave: For Premier Global

    Plan + Build + Engage

    Community platform for developers building SaaS applications using the Premiers Global Services Communications Systems APIs.

  • PGA Tour Cobranding

    Source: http://pgatourcobranding.com

    Dave: For PGA Tour

    Plan + Build + Engage

    Social platform to connect and service PGA tour co-branding partners.

  • Friend2Friend: ProductPulse

    Source: http://friend2friend.com & http://productpulse.com

    Dave: Friend2Friend

    Plan + Build + Engage

    Social media application to vote, comment and share products with friends.

  • Uhuroo

    Source: http://uhuroo.com

    Kaushal: Own project

    Plan + Build + Engage

    SaaS-based enterprise collaboration platform.

  • HR Professionals Community

    Source: http://hrpeople.ning.com

    Gautam: Own project

    Plan + Build + Engage

    Social networking platform for HR professionals to connect, share knowledge and learn.

  • Social Media in India Wiki

    Source: http://community.2020social.com

    2020 Social: Own project

    Plan + Build + Engage

    Wiki-based definitive resource on social media practitioners and case studies in India.

  • Ask Us How2020social.com | contact@2020social.com| @2020social

    gaurav@2020social.com@gauravonomics

    gautam@2020social.com@gautamghosh

    dave@2020social.com@evansdave

    kaushal@2020social.com@ksarda