18. 6 ISSUES DRIVING CHANGE
• #1 – Audiences are everywhere.
• #2 – Everyone can be an author/creator of content.
• #3 – People don’t trust business anymore.
• #4 – Marketing no longers creates demand.
• #5 – Personal and Professional relationships are no
longer exclusive.
• #6 – Timing is everything.
22. SOCIAL MATURITY FRAMEWORK
2 – Developing
• Marketing interacts
• Direct consumer
engagement
• Paid/owned/earned
presences are born
1 – Initial
• PR and
Communications
• Simple monitoring
• Report on
Sentiment
and Influence
3 – Defined
• Marketing
promotions
take form
• Customer service
engages
• Social graph
aggregation
4 – Managed
• Global coordination
• Governance and
social incident
response plans
• Paid/owned/earned
is optimized
5 – Optimized
• Social embedded
into products,
services and events
• Links to customer
service, sales,
HR, IT
Functionality ExtensiveLimited
BusinessImpactHighLow
23. “The only sustainable competitive
advantage is knowledge of and
engagement with customers.”
Josh Bernoff, Forrester Analyst
Competitive Strategy in the Age of the Customer, June 2011
24. UNDERSTANDING CUSTOMERS – MEET ASHLEY
Life Time Fitness member at Crosstown since December.
• 400 club visits since she joined.
• Over fifty visits between September through October.
• Current membership – Jr. Executive
25. SOCIAL DATA - IT’S ASHLEY’S BIRTHDAY
Whoa. She bought a Groupon for
CorePower Yoga? Possible attrition.
She loves yoga and Caribou Coffee
Past tweets and check-ins confirm this.
26. CAMPAIGN – HAPPY BIRTHDAY FROM LIFE TIME
Life Time responds with a card
wishing her a happy 27th birthday
from @lifetimefitness and
@lifepoweryoga.
Included a Caribou Coffee gift card for
$27.
Total cost = $31
7/30/2013 // Life Time – The Healthy Way of Life Company℠
28. AND IT DIDN’T STOP THERE
7/30/2013 // Life Time – The Healthy Way of Life Company℠
Standard mention
Referral
Strong Referral
Retweet
29. THE RESULT
• 17 @lifetimefitness mentions between November-
January to over 1,000 followers.
• 1 Referral join via twitter and 3 total November-January.
Average Annual member spend = $1,400
Return = $4,200 for $31
• The best part, when asked, she never activated her
CorePower Yoga pass she purchased from Groupon.
Whoa! What just happened?
31. 4Magnify
Word of Mouth
ATTRACT
1 Centralize
Profile Data
NURTURE
2Connect to
Social Channels
INFLUENCE
3Surprise
& Delight!
ADVOCACY
Customer
Profile
Engagement Quadrants
32. How Social can drive incremental
business in B2B.
• Social Listening
– Identify new leads and current customer opportunities
• Social Engagement
– Driving incremental visitors to existing content
• Create A Community
– Enable collaboration and access to exclusive content
34. LISTEN FOR ENGAGEMENT OPPORTUNITIES ACROSS THE
ENTERPRISE
Strategic
Planning
Sales
Marketing
Innovation
Customer
Service
• Industry
• Competitors
• Hot topics
• Trends
• Purchase intent
• Lead gen
• Funnel analysis
• Brand perception
• Brand reach
• Content strategy
• Product Development
• New opportunities
• Desired features
• Issue resolution
• Product performance
• Support trends
Insights
Business Value
LISTENING OPPORTUNITIES
44. We’ve been tracking threats for 2013
and what this could mean to cyber risk
policies as well. More here… CTA -
Campaign
Engagement can also mean proactive communication.
58. SOCIAL LISTENING
• Identify what areas of your organization could
benefit from social listening.
– Marketing? Sales? Product Development?
• Determine where your community is.
• Outline the goals of listening.
• Capture benchmarks/KPI to measure success.
59. SOCIAL ENGAGEMENT
• Reactive Communication
– How will you respond to specific situations?
– Who will reply to certain mentions/posts?
– Create a Social Playbook and Social Media Policy.
• Proactive Communication
– What content does your community need to be
successful?
– Develop/define a content strategy.
60. CREATE A COMMUNITY
• Do you have exclusive content that would
require an email/login?
• Are your customers asking to connect to other
customers?
61. TODAY’S TOPIC
• Making Sense of Social Media for B2B
companies.
– What is driving the change to Social Media?
– Is Social Media the right place for B2B companies?
• Social Listening
• Engagement
• Communities
• Next Steps for your organization.
62. THANK YOU - Q &A
JOSH KIMBER
@JOSHKIMBER
ABOUT.ME/JOSHKIMBER
63. PEOPLE TO FOLLOW
• Gary Vaynerchuk - @garyvee
– 25 minute video - http://youtu.be/WGTpp2mWW64
– Author of Crush It, The Thank You Economy and Jab, Jab,
Jab, Right Hook
• Jay Baer - @jaybaer
– Author of YOUtility
– Host of Social Pros Podcast
• Jerimiah Owyang - @jowyang
– Altimeter Group Analyist
• Brian Solis - @briansolis
– Author of The End of Business as Usual and WTF
----- Meeting Notes (7/29/13 20:29) -----Add a slide recapping the 5 issues on one slide.
Good stats to know on B2B and the BORING WAY most B2B companies display them. The more interesting thing to think about is new ways to make this content digestible…. 140 Charecters or less. That is how you have to think about using your content as currency.----- Meeting Notes (7/29/13 20:29) -----Call out two talking points on the 2nd graphic.
BI = Business Insurance – One of the largest B2B publications out there in the insurance spaceGreen logo – RIMS.org
Transition - Listening can happen anywhere
Jared Wade is the name of the person’s account who started it but it represents Risk management website and publication.
We also know Marsh has a very strong presence at RIMS each year sending over 250 employees. You’ve created an FYI guide for all attendees, have one of the largest booths at the conference and you’ve even created your own mobile app.
Data
Opportunities to engage.
Interests – Sunday Night Football, Jonny Cash and Miranda LambertSo how might you build out an enriched profile on individuals like Jeff Stege
Events are a very small segment in time. Let’s shift gears into the day to day opportunities. Here’s a look at your site and you guys do a great job of consolidating your content by <advance> industries, <advance>, by products and <advance> risks. Each one of these areas outline where Marsh can help and list insights and content for all these areas. We wanted to take a look at one of these areas and we choose <advance> Cyber Risk. Depending on your priorities we could do a deep dive on any of these topics.
When looking at Cyber Risk, we found <advance> some large communities.And, we also found some very passionate communities for Cyber Risk. While they may seem small, this is a very specific group interested in Cyber Risk.
A lot of people ask, can B2B companies be successful in social specifically on Facebook. Here’s a B2B community with over 100,000 likes. Here’s Cisco talking about the different types of security risks companies should be on the lookout for. This page has over 170,000 likes on it and that means as they post new content it has the opportunity to be seen by 170K people once they post it. Why type of content do they post? <advance through talking about the different types of content>.<advance through the different posts>
