3. An Explosion of Conversations in Social Media
What’s your community saying?
200 million
tweets/day
1.5 billion
Facebook posts/day
Billions
of blogs, comments
& communities
4. But Enterprises Are Not Prepared
to Engage in Social Conversations
of CMOs are tracking social
38% media metrics1
of CMOs feel unprepared
68% to deal with social media1
of companies ignore customer
70% complaints on Twitter2
1 IBM Global CMO Study 2011
2 Maritz and evolve24 Twitter Study, September 2011
5. The Social Divide
Your customers, employees, vendors, suppliers, What about the
competitors are social Enterprise?
6. | IT ALL STARTS WITH LISTENING, BUT FOR WHAT?
Compliments Crisis
Ideas
Influencers Campaign
Complaints
Needs
Competition
7. | HOW DO I LISTEN?
Listen. Brand, Competition, Industry
NetVibes • Google Alerts • Twitter Search
How to get started: Freebies
Technorati • Social Mention • Backtype.com
BoardTracker and BoardReader • Paid Solutions
8. | SOCIAL MEDIA GRID
Your Brand Your Your Industry
Competitors
Listen/Analyze 1 2 3
Measure 4 5 6
Engage/Content 7 8 9
8
9. | THE SEVEN OUTCOMES OF SOCIAL
MARKETING
Enhance Branding or Increase awareness
Protect Brand Reputation
Facilitating PR
Building Communities
Improving Customer Service
Driving R&D
Increasing Sales
-Jason Falls, Nobullshitsocialmedia.com
11. | WHO CAN USE SOCIAL DATA?
Marketing
Public Relations Sales
Product Marketing Market Research
Competitive Intelligence
Customer Service
Market Research
Consumer Affairs
Recruitment and HR
Investor Relations
12. | WHO CAN USE SOCIAL DATA?
Public Relations:
Crisis communications
Real time opportunities
•
Following breaking issues
•
Discovering influencers
•
Measuring lift and reach of efforts
•
•
13. | WHO CAN USE SOCIAL DATA?
Marketing:
Uncovering brand mentions
Improve SEO strategy
•
Understanding buzz, word of mouth
•
Real time opportunities
•
Campaign tracking
•
How content is being found and used, Crowd
•
sourcing?
•
• Social Media + Web Analytics
14. | WHO CAN USE SOCIAL DATA?
Product Management:
Product problems
Checks the pulse on success of product launches
•
Build your best mouse trap
•
Product input and ideas from customers, measure lift
•
Uncovering use cases
•
Real time focus groups
•
The Competition
•
•
15. | WHO CAN USE SOCIAL DATA?
Customer Service:
Solving problems
Finding trends and breaking issues
•
Keep customers up to date with info
•
Create knowledge base from answers
•
Integrate with CRM to prove cost savings
•
Real time feedback allows you to act quickly
•
•
16. | WHO CAN USE SOCIAL DATA?
Human Resources:
Find where to fish for recruits
Reduce cost per recruit
•
Uncover the experts and influential
•
Listen for employees online, help enforce policy
•
Discover perception as employer
•
•
17. | WHO CAN USE SOCIAL DATA?
Sales:
Uncover leads and contacts
Find competitor information
•
Listening for the point of need
•
Keep an ear out for clients
•
Prove ROI through CRM integration
•
Reduce cost per lead
•
•
