Embed Size (px)
DESCRIPTION
Social Media isn't just about marketing, in fact it is increasingly less about marketing than it is about customer service and improving a companies position in the marketplace. Product Managers are seeing social media as a great way to engage customers and improve their products. Customer support leaders are seeing social media as a way to improve customer satisfaction levels across the board. The new engagement models presented by social media are providing new opportunities to increase share of wallet and your companies relevancefor your customers.
Citation preview
Leveraging social media to develop customer centric business processes
Jon Gatrell
VP, Product Management
Stonebranch
10.7.2009
Heard about Twitter?
www.scribbos.com | Secure Business Communications | www.stonebranch.com | Secure Automation
We aren’t going to talk about it
What is social media?
…it’s a way of learning,
participating & sharing
Who, what, where …
the market
brands
Buyers
customers
BLOGS
everyone
employees
analyst
influencerseveryone
products
peoplerelationships
competitors
PROSPECTS
Basically…..Something has changed
Customers are getting smarter
Capturing attention is getting harder
Reducing barriers to entry
Constant innovation is key to survival
Social Media
OnsiteExperience &Conversion
Search &Online Web Marketing
Operational
Marketing
People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally.*
*David Armano
**may actually be 4th
Largest now per discussion with the Enterprise 2.0 Group in Atlanta where this was presented
If Facebook were a country—it would be the5th largest country in the world.
Why social media?
…to stand out
B2B Uses Thought
Leadership Lead
Generation Communicati
on Knowledge
Management Service
Let’s see the research!
“Of the following interactive marketing tactics, which ones are you using or piloting?”
Base: 189 B2B marketers
Source: Forrester’s Q1 2008 B2B Online Social Computing Survey
Email newsletters
Webinars and/or teleconferencing
Microsites, landing pages, or personal URLs
Online display ads (static or dynamic)Rich media demonstrations/apps
Video marketing (brand, product, or testimonial
RSS feedsBlogs
Podcasts
Online communities or forumsSocial Networks (e.g., LinkedIn, Facebook)
Virtual tradeshows or conference
Contextual or behavioral targeting of ads
Customer (or partner) contributed content
86% 2%
75% 8%
72% 11%
66% 4%
60% 10%
39% 10%
33% 13%
31% 17%
29% 12%
28% 15%
25% 17%
23% 10%
21% 10%
19% 6%
Using Piloting
There Is Another Option.
How can I participated in social media?
…don’t be that guy – err, brand
Observe and learn Share things of value Engage your customers
So How am I using Social Media?
Community as Differentiation
Community for Requirements
Blogging for fun...and SEO
…Ok, I lied
…definitely not talkin - The Hoff
Thanks – questions?
Contact:
T: @spatially
www.scribbos.com | Secure Business Communications | www.stonebranch.com | Secure Automation
