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ENERGISE2-0.COM




‘Get Social’


Dr. Jim Hamill
Alan Stevenson
Vincent Hamill
www.energise2-0.com

                      27th October, 2011
Let’s start with a
few questions?




                     ENERGISE2-0.COM
Social Media: The State of Play

Where are you with social
media?

What progress has been
made?

                            Where are you going?




                                         ENERGISE2-0.COM
Our View on Progress Made

Interest and enthusiasm has grown rapidly

Everyone is now a social media expert 

Channels are being set up

But lack of strategic planning leads to
problems down the line - resourcing, content,
customers, performance measurement etc

A broadcast mentality prevails…….

                                                ENERGISE2-0.COM
There is something fundamentally
wrong with our approach to Social Media




                                  ENERGISE2-0.COM
Something Wrong…..


In too many companies, social media is seen as just another
PR/marketing channel for broadcasting messages AT
customers telling them how good we are

Are our customers listening
anymore?

The rules of the game
have changed!


                                                    ENERGISE2-0.COM
Our Role Today


Encourage you to adopt a new
approach to social media –
an ‘outside-in’,
customer led approach

Use social media as an
engagement platform for talking
WITH rather than AT customers



                                  ENERGISE2-0.COM
Be Social


New ‘mindsets’ are
required to be successful in
social media

  ‘BE SOCIAL BEFORE
    DOING SOCIAL’



                               ENERGISE2-0.COM
The rules of the game have changed


The 5 key things to remember
     about Social Media



                              ENERGISE2-0.COM
1. It’s a Revolution

A fundamental and revolutionary change
in online behaviour, expectations and
the online customer experience.
The end of the ‘read only’ internet

Content generated by the network for
the network

We are no longer passive consumers of
content/brand messages



                                         ENERGISE2-0.COM
Social Media Revolution




                          ENERGISE2-0.COM
The Social Customer




                      ENERGISE2-0.COM
2. It’s Social

A conversation
not a broadcast
platform


Conversations are taking
place relevant to your
brand – are you listening?



                                   ENERGISE2-0.COM
3. Power Shift

Social media empowers
customers, empowers the network




                        We no longer control the brand
                       The brand becomes the customer
                               experience of the brand –
                             experiences that are widely
                                          shared online
                                                 ENERGISE2-0.COM
ENERGISE2-0.COM
4. Declining Effectiveness

Declining effectiveness of traditional
approaches to sales and marketing

Does anyone listen any more?

We are no longer passive sheep
waiting to be ‘driven’ to your web site

If you treat us like sheep, we will tell you
to ‘flock off’.



                                               ENERGISE2-0.COM
We are not suspects




                      ENERGISE2-0.COM
5. The End of Business as Usual

New ‘mindsets’, new business
approaches and new performance
measures are required

NOT a broadcast medium. Its
about listening to and engaging
with customers, partners, your
community, your tribe

This is something we are not very
good at doing. We prefer telling
people how good we are


                                        ENERGISE2-0.COM
The End of Business as Usual




‘Winners’ will be those organisations who fully utilise
   the interactive power of Web 2.0 technology for
 engaging with and energising customer and network
                     relationships




                                                 ENERGISE2-0.COM
New Performance Measures

• Business success depends on the quality of your customer
  base; the strength of the relationship you have with quality
  customers; and your ability to leverage that relationship

• In a social media era, business success depends on the
   – Quality of your network
   – Relationship strength
   – Ability to leverage


                The 6Is Approach
                                                         ENERGISE2-0.COM
Performance Measurement

  Involvement – network/community numbers/quality, time spent,
   frequency, geography
  Interaction – actions they take – read, post, comment, reviews,
   recommendations
  Intimacy – affection or aversion to the brand ; community sentiments,
   opinions expressed etc
  Influence – advocacy, viral forwards, referrals and recommendations,
   social bookmarking

  Insight – customer insight
  Impact – business impact


Social Media Monitoring Tools –Audit, Assess, Impact
                                                               ENERGISE2-0.COM
The ‘6Is’ Approach

                  Insight and
                    Impact



Influence                             Involvement




       Intimacy                 Interaction

                                                    ENERGISE2-0.COM
Bob Dylan

          Come gather 'round people
                 Wherever you roam
                   And don’t criticise
          What you can't understand
       Your sons and your daughters
          Are beyond your command
                      Your old road is
                         Rapidly agin‘
     Then you better start swimmin’
            Or you'll sink like a stone
    For the times they are a-changin’
                               ENERGISE2-0.COM
Practical Advice
and Next Steps to
Avoid the Road to
Nowhere



‘Social Media Planning Pays’


                               ENERGISE2-0.COM
‘Getting There’


•   Get more involved
•   Learn more
•   Develop a strategy
•   Implement
•   Monitor Performance and Business Impact


                Be Customer Led

                                              ENERGISE2-0.COM
Get more involved and
     learn more




                        ENERGISE2-0.COM
A Workshop Near You…..




                          ENERGISE2-0.COM
Another Workshop Near You..…




                                ENERGISE2-0.COM
Develop a Strategy


• What is the overall social media vision for your organization?

• What are the key objectives and targets to be achieved?

• Who are your customers?

• What are the key actions and initiatives you need to take?

• Organisation, resource and people issues


                                                          ENERGISE2-0.COM
Key Questions to Address

• What is the overall social media vision for your organisation?
• What are the key objectives and targets to be achieved from
  social media? Are these fully aligned with and supportive of
  your overall business goals and objectives?
• Who are your customers? Where do you find them ‘hanging
  out’ on social media? How can you best engage with them?
• What are the main Social Media Actions and Initiatives you
  need to take – short, medium and longer term?
• What generic social media strategy should you follow
  (number of channels used/ depth of engagement in each
  channel)?


                                                          ENERGISE2-0.COM
Key Questions to Address

• For each priority Social Media Channel, what are your core
  objectives for that channel; what KPIs will be used for
  measuring on-going channel performance; what are your
  targets for each KPI; what key tasks are needed to achieve
  these targets?
• Do we have the right organisational ‘culture’ and ‘mindset’ for
  Social Media? ‘Be social before doing social! Is the right
  organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?
• Who will be responsible for your social media activities? What
  balance has been agreed between internal and external roles
  and responsibilities?

                                                         ENERGISE2-0.COM
Key Questions to Address


• Who is the Social Media Champion?
• Do you have agreed Social Media Policies and Guidelines in
  place covering ‘Proper Use’, ‘Content Management’,
  ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
• Performance evaluation and business impact




                                                       ENERGISE2-0.COM
Potential Business Benefits
     of Social Media




                          ENERGISE2-0.COM
Business Benefits

• Market Knowledge

• Customer Insight and Understanding

• Customer Interaction

• Enhanced Customer Experience

• Business Intelligence

• Reputation Management

                                       ENERGISE2-0.COM
Business Benefits

• Improved Sales and Marketing

• Identify and network with high value, high growth prospects

• Product Development and R&D e.g. engage and co-create

• Internal cost savings

• Improved Operations and Internal Processes

• Increased ROI

                                                       ENERGISE2-0.COM
Potential Business Benefits

5 main areas:

•   Market/Customer Knowledge & Insight
•   Engagement & Reputation Management
•   Enhanced Customer Experience and Loyalty
•   Sales/Marketing Effectiveness, Efficiency and ROI
•   Operations/ Internal Processes (open source and hosted apps)




                                                        ENERGISE2-0.COM
‘Be Customer Led’




                    ENERGISE2-0.COM
Be Customer Led


• Who are our customers, community, tribe?

• Where do they hang out in social media?

• How can we best use Social Media to deliver an
  exceptional customer experience at all stages of the
  customer life cycle?



                                                 ENERGISE2-0.COM
www.mashable.com




                   ENERGISE2-0.COM
Who Are Your Customers?


• Your Social Media Strategy should be aimed at building a
  ‘quality’ customer base i.e. a strong online network of high
  value, high growth potential customers providing your
  company with a strong foundation for achieving sustained
  growth and profitability

• First step:
   – Undertake a detailed Customer Mapping and
      Segmentation Analysis to identify your ‘Most Valuable’ and
      ‘Most Growable’ customers (actual and potential)


                                                          ENERGISE2-0.COM
Strategically position your customers
on a Customer Value Matrix based on

     Customer Attractiveness
      Probability of Success
Customer Value Matrix
Strategic Implications
Quality Customer Growth Programme
Business Benefits of this Approach

• Concentration of effort and resource on `quality’ customers – your
  ‘Most Valuable’ and ‘Most Growable’ customers

• Improved value delivery to existing high value customers. Build
  learning relationships with them allowing you to better service their
  emerging needs and wants through highly customised and
  personalised products and services

• Maximise customer retention, loyalty and advocacy; ‘Up’ and
  ‘Cross’ selling opportunities

• Maximise customer profitability and lifetime value


                                                              ENERGISE2-0.COM
Business Benefits of this Approach

• Acquiring new `quality’ customers becomes easier because you
  have got it right for existing customers

• Cost savings and improved marketing/sales efficiency through
  targeting limited resources on `quality’ customers (actual and
  potential)

• Building sustained customer and competitive advantage through
  customer differentiation and brand advocacy

• Erection of loyalty barriers preventing your competitors from
  stealing your `best’ customers


                                                              ENERGISE2-0.COM
Social Media Monitoring




                      ENERGISE2-0.COM
Monitoring the Conversations


• Use Social Media Monitoring Tools to identify where your
  customers ‘hang-out’ online and to monitor the conversations
  relevant to your brand – also for measuring the ‘buzz’ about
  your brand

• No or low cost tools such as Google Alerts, Yahoo Pipes, Social
  Mention, Topsy, IceRocket, Blogscope, Blogpulse and
  ViralHeat

• More expensive and sophisticated tools such as Radian6,
  Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
                                                         ENERGISE2-0.COM
Social Media Monitoring




                          ENERGISE2-0.COM
The Customer Experience


   Use Social Media to enhance the
customer experience at all stages of the
         Customer Life Cycle




                                    ENERGISE2-0.COM
Customer Lifecycle




                     ENERGISE2-0.COM
In Summary……..‘Social Media
      Planning Pays’




                        ENERGISE2-0.COM
Thank You
    Questions

www.energise2-0.com

                      ENERGISE2-0.COM

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Get Social

  • 1. ENERGISE2-0.COM ‘Get Social’ Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com 27th October, 2011
  • 2. Let’s start with a few questions? ENERGISE2-0.COM
  • 3. Social Media: The State of Play Where are you with social media? What progress has been made? Where are you going? ENERGISE2-0.COM
  • 4. Our View on Progress Made Interest and enthusiasm has grown rapidly Everyone is now a social media expert  Channels are being set up But lack of strategic planning leads to problems down the line - resourcing, content, customers, performance measurement etc A broadcast mentality prevails……. ENERGISE2-0.COM
  • 5. There is something fundamentally wrong with our approach to Social Media ENERGISE2-0.COM
  • 6. Something Wrong….. In too many companies, social media is seen as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are Are our customers listening anymore? The rules of the game have changed! ENERGISE2-0.COM
  • 7. Our Role Today Encourage you to adopt a new approach to social media – an ‘outside-in’, customer led approach Use social media as an engagement platform for talking WITH rather than AT customers ENERGISE2-0.COM
  • 8. Be Social New ‘mindsets’ are required to be successful in social media ‘BE SOCIAL BEFORE DOING SOCIAL’ ENERGISE2-0.COM
  • 9. The rules of the game have changed The 5 key things to remember about Social Media ENERGISE2-0.COM
  • 10. 1. It’s a Revolution A fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet Content generated by the network for the network We are no longer passive consumers of content/brand messages ENERGISE2-0.COM
  • 11. Social Media Revolution ENERGISE2-0.COM
  • 12. The Social Customer ENERGISE2-0.COM
  • 13. 2. It’s Social A conversation not a broadcast platform Conversations are taking place relevant to your brand – are you listening? ENERGISE2-0.COM
  • 14. 3. Power Shift Social media empowers customers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
  • 16. 4. Declining Effectiveness Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more? We are no longer passive sheep waiting to be ‘driven’ to your web site If you treat us like sheep, we will tell you to ‘flock off’. ENERGISE2-0.COM
  • 17. We are not suspects ENERGISE2-0.COM
  • 18. 5. The End of Business as Usual New ‘mindsets’, new business approaches and new performance measures are required NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe This is something we are not very good at doing. We prefer telling people how good we are ENERGISE2-0.COM
  • 19. The End of Business as Usual ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
  • 20. New Performance Measures • Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship • In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage The 6Is Approach ENERGISE2-0.COM
  • 21. Performance Measurement  Involvement – network/community numbers/quality, time spent, frequency, geography  Interaction – actions they take – read, post, comment, reviews, recommendations  Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc  Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking  Insight – customer insight  Impact – business impact Social Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
  • 22. The ‘6Is’ Approach Insight and Impact Influence Involvement Intimacy Interaction ENERGISE2-0.COM
  • 23. Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
  • 24. Practical Advice and Next Steps to Avoid the Road to Nowhere ‘Social Media Planning Pays’ ENERGISE2-0.COM
  • 25. ‘Getting There’ • Get more involved • Learn more • Develop a strategy • Implement • Monitor Performance and Business Impact Be Customer Led ENERGISE2-0.COM
  • 26. Get more involved and learn more ENERGISE2-0.COM
  • 27. A Workshop Near You….. ENERGISE2-0.COM
  • 28. Another Workshop Near You..… ENERGISE2-0.COM
  • 29. Develop a Strategy • What is the overall social media vision for your organization? • What are the key objectives and targets to be achieved? • Who are your customers? • What are the key actions and initiatives you need to take? • Organisation, resource and people issues ENERGISE2-0.COM
  • 30. Key Questions to Address • What is the overall social media vision for your organisation? • What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives? • Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them? • What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term? • What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)? ENERGISE2-0.COM
  • 31. Key Questions to Address • For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets? • Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place? • Has agreement been reached on resource allocation? • Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities? ENERGISE2-0.COM
  • 32. Key Questions to Address • Who is the Social Media Champion? • Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? • Performance evaluation and business impact ENERGISE2-0.COM
  • 33. Potential Business Benefits of Social Media ENERGISE2-0.COM
  • 34. Business Benefits • Market Knowledge • Customer Insight and Understanding • Customer Interaction • Enhanced Customer Experience • Business Intelligence • Reputation Management ENERGISE2-0.COM
  • 35. Business Benefits • Improved Sales and Marketing • Identify and network with high value, high growth prospects • Product Development and R&D e.g. engage and co-create • Internal cost savings • Improved Operations and Internal Processes • Increased ROI ENERGISE2-0.COM
  • 36. Potential Business Benefits 5 main areas: • Market/Customer Knowledge & Insight • Engagement & Reputation Management • Enhanced Customer Experience and Loyalty • Sales/Marketing Effectiveness, Efficiency and ROI • Operations/ Internal Processes (open source and hosted apps) ENERGISE2-0.COM
  • 37. ‘Be Customer Led’ ENERGISE2-0.COM
  • 38. Be Customer Led • Who are our customers, community, tribe? • Where do they hang out in social media? • How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle? ENERGISE2-0.COM
  • 39. www.mashable.com ENERGISE2-0.COM
  • 40. Who Are Your Customers? • Your Social Media Strategy should be aimed at building a ‘quality’ customer base i.e. a strong online network of high value, high growth potential customers providing your company with a strong foundation for achieving sustained growth and profitability • First step: – Undertake a detailed Customer Mapping and Segmentation Analysis to identify your ‘Most Valuable’ and ‘Most Growable’ customers (actual and potential) ENERGISE2-0.COM
  • 41. Strategically position your customers on a Customer Value Matrix based on Customer Attractiveness Probability of Success
  • 45. Business Benefits of this Approach • Concentration of effort and resource on `quality’ customers – your ‘Most Valuable’ and ‘Most Growable’ customers • Improved value delivery to existing high value customers. Build learning relationships with them allowing you to better service their emerging needs and wants through highly customised and personalised products and services • Maximise customer retention, loyalty and advocacy; ‘Up’ and ‘Cross’ selling opportunities • Maximise customer profitability and lifetime value ENERGISE2-0.COM
  • 46. Business Benefits of this Approach • Acquiring new `quality’ customers becomes easier because you have got it right for existing customers • Cost savings and improved marketing/sales efficiency through targeting limited resources on `quality’ customers (actual and potential) • Building sustained customer and competitive advantage through customer differentiation and brand advocacy • Erection of loyalty barriers preventing your competitors from stealing your `best’ customers ENERGISE2-0.COM
  • 47. Social Media Monitoring ENERGISE2-0.COM
  • 48. Monitoring the Conversations • Use Social Media Monitoring Tools to identify where your customers ‘hang-out’ online and to monitor the conversations relevant to your brand – also for measuring the ‘buzz’ about your brand • No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat • More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar ENERGISE2-0.COM
  • 49. Social Media Monitoring ENERGISE2-0.COM
  • 50. The Customer Experience Use Social Media to enhance the customer experience at all stages of the Customer Life Cycle ENERGISE2-0.COM
  • 51. Customer Lifecycle ENERGISE2-0.COM
  • 52. In Summary……..‘Social Media Planning Pays’ ENERGISE2-0.COM
  • 53. Thank You Questions www.energise2-0.com ENERGISE2-0.COM

Notas del editor

  1. Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market. Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’ Customer Interaction: the tools exist to not only listen and observe but also to discuss and converseBusiness Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be. Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
  2. We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base). Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up. Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site. Internal cost savings. No 10 Downing Street example…Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate. Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.