Our approach to social media - for you and your partners - is different. We give you the skills you need, rather than taking over your corporate or personal identity by doing it all for you. Contact us to hear more ... office@alinea-partners.com

1. Contact:
Leahanne.Hobson@Alinea-­‐Partners.com
Social Media!
Our Approach is Better for You!

2. Biggest
CMO
Challenges
• Explosion
of
data
– Understand
individuals
as
well
as
markets
– Mine
new
digital
data
sources
to
discover
what
individual
customers
want
• Social
media
– What
is
your
Corporate
Character?
– How
can
you
use
that
to
create
relaDonships?
– Invest
in
the
right
technologies
to
support
you
• The
proliferaDon
of
channels
and
devices
– Mix
of
on
and
offline
community
development
• ShiHing
consumer
demographics
– At
least
80%
of
CMOs
rely
on
tradiDonal
sources
of
informaDon
such
as
market
research
&
compeDDve
benchmarking
to
make
strategic
decisions.
+
60%
rely
on
sales,
campaign
analysis,
etc.
– Less
than
40%
are
tracking
social
media
dialogue

3. Banks
are
at
risk
of
losing
+50
%
of
customers
as
they
struggle
to
provide
more
personal
customer
experiences.
Within
the
next
six
months,
10%
of
retail
banking
customers
surveyed
globally
are
likely
to
leave
their
bank
&
an
addiDonal
41%
of
customers
say
they
are
unsure
if
they
will
stay
or
go.
Social Media is where Buyers are today
– in marketing, management & through your customer
service organisation
Buyers have more choice & control than ever…

4. 71% data explosion!
68% social media!
65% growth of channel!
63% shifting customer
demographics !

5. Common Social Errors!
• Not knowing how to start – not doing anything!
• Limited understanding about the principles, options of Social
Media Marketing !
• Treating social media as an activity vs. a behaviour!
• Lack of knowledge about what constitutes engaging content!
• Overwhelmed with content development needs!
• Limited or no company identity/personality!
• The same differentiator (USP) as everyone else!!
• Treating your target audience as a group vs. a person!
• Too much outsourcing to agencies!!
• Limited experience and expertise!
• Relegating to a person vs. a team or department/organisaiton!

6. SNAP
SHOT:
Status
Que
–
Blind
Sample
PRINCIPLES
Company 1
Company
2
Company
3
Company
4
Company
4
• No links to social media on any of the websites*"
• No social media Share Buttons that would help
to encourage referrals"
• No evidence of social media use"
• Pages not easily found with Search"
• Suspect a limited Search (SEO) program.
HUGE missing opportunity! "
• Very limited or no Partner Company Branding!"
• Value Propositions = technology/price"
• Or, are the same as the competition down
the street – or the Partner Company "

7. Goal:
Referrals
“The
Wharton
School
of
Business
found
that
a
referred
customer
has
a
16%
higher
life-­‐;me
value.”
“People
trust
friends
and
family
more
than
virtually
any
other
informa;on
source,
and
pay
2x
more
aEen;on
to
recommenda;ons
that
come
from
friends
than
other
sources.”

8. Our
Approach
is
Different
Rather
than
outsourcing
everything,
Teach
them
to
fish
…
Make
Partners
authenDc
Develop
their
own
personality
•
Coach:
Social
Media
EducaDon
•
IdenDfy
correct
targets
•
IdenDfy
influencers
•
Put
the
necessary
social
tools
in
place
-­‐
Channels,
Homepage,
Shares,
SEOAssist
with
value
proposiDon
improvement
•
Coach:
idenDfy/develop
relevant
content
•
Coach:
develop
repeatable
content
•
Assist
them
in
building
a
relevant
community
•
Provide
a
remote
review,
advisory
and
support
service

9.  Shares!
 Fans & Followers ‘Likes’ ‘Retweets’
 Dialogue, Engagement & Reach
Referral
Success
Goal: 3rd Circle & ongoing
referral business
Create
a
Dashboard
 Local language text analysis and feedback!
 Latest SEO optimisation for vendors and partners
– developed with Google!

10. Service is the new Value Proposition …. !
…. Oh yes….wasn’t it always ??!

11. The
new
Buying
Process
Research
Shop
Select
Purchase
Use
Recommend
Repurchase
Support
Potential Relationship End!

12. All about Service!
Improvement Innovation!
A few ideas …!
• Use social media to create buyer and customer
communities, encourage referrals & raise
awareness – social is not just for marketing!!
• Create a customer service Team!
• Truly understand the customer journey!
– Use analytics to understand behaviours!
• Support self service, mobile & web interactions!
– Retain context across channels!
• Bridge gap between customers & your business!

13. Temperature Check – what about you? !
• Are your partners confident, measuring and excelling in social
media?!
• Do you/your partners know how to get started with social
media?!
• Do you know which social media channels are the best for
you?!
• Do you have a content strategy? Enough resources?!
• Do you/your partners have a truly unique differentiator? !
• What does your partners’ hiring funnel for sales & marketing
professionals look like? !
• How strong is marketing? !
• Who thinks this is a phase? !

14. Scary?
And a bit uncomfortable?
Need Help?

15. Alinea
Partners
ConsulDng
• 2005:
HQ:
Vienna,
Austria
(circa.
30
SMEs
European-­‐wide)
• 2013:
MarkeDng
campaign,
lead
generaDon
and
nurturing
capabiliDes
are
a
global
capability
and
run
through
a
preferred
partner
(Offices:
Brussels,
Sofia,
Singapore
circa.
60
SMEs).
A
European
Business
Services
Network
We
offer
strategic
go-­‐to-­‐market
programs
that
help
companies
achieve
new
levels
of
growth
–
changing
or
evolving
business
models
to
more
effec;vely
compete
in
new
markets,
posi;on
more
compe;;vely,
partner
and
sell
beEer
and
define
new
revenue
opportuni;es.

17. Competencies
• Strategy,
Business
Model
Design
and
Go-­‐to-­‐Market
• MulDchannel
Sales
Enablement
• Channel
Growth
– New,
nontradiDonal
channel
development/partnering
• MarkeDng
• Social
Media
Mentoring
Programs
and
AnalyDcs
• Big
Data
Crunching,
Analysis
and
Persona
Development
• Lean
Start-­‐ups
– Business
planning,
customer
feedback,
Board
development,
funding
contact
support
• Cloud
CompuDng:
High
Technology,
TelecommunicaDons
–
organisaDons
of
all
sizes

18. Alinea
Partners
Consulting!
Cloud Computing!
B2B!
Telecommunications!
Operators!
Small and Medium
Businesses!
Start-
Ups!
Salesforce!
Partners/Channel Alliances!

19. Alinea
Partners
Consulting!
Strategy, Business
Model Design !
and Go-to-Market!
Multichannel Sales
Enablement!
Channel
Growth!
Marketing!
Social Media !
Mentoring Programs
and Analytics!
Data Crunching, Analysis !
Segmentation and
Persona Development!
Special
Programs!

20. Strategy, Business
Model Design !
and Go-to-Market!
• Due Diligence!
• Research!
• Value Proposition
Development!
• Realtime Customer
Feedback !
• Product/Service
Requirements !
• Business Plan Deveopment /
Evolution!
• Interm Management !
• Project Management!
• Lean Start-Up !

21. Multichannel Sales
Enablement!
• Business Transformation!
• Outsourced Partner
Programs/MDF!
• Partner/Sales Programs –
revenue share, certification,
training, incentives, marketing,
etc. !
• Customer Touchpoint
Service Evaluation!
• Channel Mapping!
• Strategic Alliance/Partner
Relationship Management!
• Telesales!
• Channel Audits!
• ERP Process Analysis!
• Cloud, Solution, Innovation
Workshops!
Channel
Growth!

22. Marketing!
• Leverage asset value of mountains of customer data!
• Monitoring & Measurement!
• Traffic Handling/Lead Management!
• Marketing Planning & Impact Potential!
• Impact Campaigns!
• Adoption Push Campaigns!
• Competitive Campaigns!
• Loyalty Campaigns!
• Optimizing resource allocation across channels & silos!
• Sales-Marketing Alignment!
• Telemarketing!
• Lead Nurturing!
• Mentoring!
• Interim Management
Data Crunching,
Analysis !
Segmentation and
Persona Development!

23. Social Media !
Mentoring
Programs and
Analytics!
• Getting Started!
• Tips & Tricks!
• Mentoring!
• Content Development!
• Creating Impact Moments!
• Using Video Effectively!
• Referrals/ Influencers!
• Website Improvements!
• Monitoring & Measurement!
• Traffic Handling/Lead
Management!

24. Special!
Programs!
• Financing and Management for ‘Orphan’
Projects/Services/Products!
• Nearshore Fufillment!

25. Addendum

26. Workgroups!
Face the
Challenge!
• Identification of potential solutions!
• Requirements for solution!
• Quantification of measureable recovery!
• !
• Overview of innovation challenge !
• Definition of loss (Metric)!
• Identification of value chain involved!
• Measures to overcome to date & results!
• Timing!
• Questions !
Innovation Workshops!
SAMPLE:Combined Community of biased/nonbiased Subject Matter Experts from Ecosystem!
For new product/service launches, go-to-market and other innovation experiences!
Presentation
of Solutions!
• Present!
• Vote!
• Award !
• Plan of Action led by Winner (Actions,
Timelines, Owners, etc.) !

27. Integrated
Marketing " !
and
Communication!
Working !
Value
Propositions!
Ensure you are getting the most out of
your marketing spend. Make sure sales and
marketing are aligned and results are being
achieved.!
• What is an integrated approach?!
• Best Practices!
• How to say ‘No’ and to what!
• Sample Plans
Develop a winning value proposition –!
Not just Brochureware.’ !
• What are you building and for whom? !
• It is about satisfying a customer need. !
• It is not about your product/service.!
Marketing Step Change – Training Overview!
SAMPLE:

28. Improving
Relationships
Marketing &
Sales!
Using Social
Media Wisely!
Training !
And !
1:1 Mentoring Options
• Understand the possibilities & define your goal!
• How to get started!
• Tips & Tricks!
• B2B Successes!
• Content Ideas!
• Traffic Management!
Marketing Step Change – Training Overview!
SAMPLE:

29. Cloud !
Decision Making!
Navigating the Cloud!
• Is there a ‘Cloud Option’ for your
company?!
• What are your options?!
• What are other companies doing?!
• Overview of the affect the Cloud in having on !
• Business Design!
• Traditional Channels!
• Buyers!
• Trends to watch for!
• Companies to watch !
Cloud Step Change – Training Overview!
SAMPLE:
Designing an agile,
scalable Cloud
Business Model !
• Value Proposition!
• Customer Segments!
• Go-to-Market!
• Customer Relationships !
• Revenue Streams!
• Etc….!