Integrated Social Networks Strategy
Ali Anani
The whole Strategy is more important than the part (Social
Network Strategy)
Where to go?
How to get there?
What are your SMARTER
Goals? Social Network Strategy as
Daughter of overall strategy
Social Network SMARTER Goals
Customers SMARTER Goals
KPIs
Where to go?
Increase
awareness
Increase sales
Distribute offers
Increase
awareness
How to get there?
Your steps to your corporate goals
Specific
Measurable
A ttainable
Realistic
Time-Bound
Exiting or Ethical
Recorded
SMARTER
Goals
Customers SMARTER Goals
http://socialmedia.typepad.com/blog/2008/03/communication-a.html
Define Channels to Reach Customers
Attract customers to your flowery offers
Pheromones that attract your target customers
Establish credibility
Prove your value as a worthy flower to attract
honey-making customers
Consultative Selling
Credibility
Engagement
Social Media Pheromones
Relevance
Establish consultative
credibility before your
offer sales
The Pyramid of Anani Consultative
Selling Skills- 8 Cs Model
Commit
Create
Joint vision
Classify
Information into needs
Collect Collect information to strengthen
connection
Connect Establish credibility and acceptance
Continue Serving the client. Be reliable and fulfill your promises. Adapt to the customers’
needs
Capitalize On the strengthened
relationship
Make the customer feel safe working with you
Cultivate
The 3rd bondage
Strengthen the bridge by your looks, behavior and timely
service
Presale Post Sale
http:/ / www.docstoc.c
om/ docs/ 5639366/ C
onsultative-Selling-
and-Customers-
Needs-Identification
Trustful Communication Schoaling, schooling and flocking require
communication.
Remember similar customers flock
together
Apply concepts of Blue
Ocean Strategy to customer
service
Exploiting customers
to the last drop is a
truly bad example of
Blue Ocean Strategy.
I call it Negative
Blue Ocean
Strategy
Create
problems for
customers
Create methods
of sucking
customers’ blood
Raise
customers’
frustration
Eliminate
customer
satisfaction
Where to go?
How to get there?
What are your SMARTER Goals?
Social Network Strategy as Daughter of overall strategy
Social Network SMARTER Goals
Customers SMARTER Goals
KPIs
Use Blue Ocean
Strategy to
eliminate
unnecessary
actions, reduce
them while
increasing
welcomed actions
and create new
supported actions
Do not swim in the sea of social
media while closing your eyes
Know you’re the purpose of your
social media and align your activities
accordingly
Keep your message consistent on all channels.
The content emphasis may change, depending on
the channel of choice
Address the needs of your customers. Give them
the food they like.
Trigger the emotions of your clients.
Words have hearts as well that should
pulsate in phase with the clients’ hearts
Do not assume
Measure
The
Telecommunication
Example
How to Extract Sentiments?
http://www.sentiment140.com/search?hl=en&query=telecom%20companies
Sentiment analysis for telecom companies
The objective is to improve sentiment first
Give the customers their asking
Give customers their asking and
help them go where they want to
go
A top objective will be to
improve trust, transparency and
positive sentiments accordingly
Making offers to unhappy customers is not
going to work
Make customers happy and only then make
offers
Customers want to listen to songs of their
choice; to offers that appeal to them. How
distant are you from them?
Introduce the idea of customer-company gap.
The wider the gap is, the more distant your
customer is.
Map your offers against
your aspired clients'
expectations
SlideShare is a good example.
follow as many people as you can,
but how many benefit you? There is
not enough pull in this approach
You need triggered readers
who follow you because
they like your content and
its relevance to their needs.
Masses of followers will
only create crowdiness
with no real value.