Marketing Mix Event on Social B2B Marketing

1. How to leverage & Build a Social
B2B Community
Yaron
Assabi
yaron@dsg.co.za
www.dsg.co.za
yaronassabi

2. Hidden
Agenda
Ø How to find and deliver
compelling content
Ø How to combine social
media and traditional
marketing techniques
Ø How to mobilize your
community
Ø The role of Apps

3. Key Trends in Social B2B
ü Social 'becomes part of job description not job title’
ü Content marketing strategy more important than ever
ü Bought media to earned media
ü Video, apps, tools etc.
ü Content creation and curation
ü Social permeates commerce (e.g. F-commerce)
ü Online customer service through social media becomes key conversion
rate optimisation tool
51% of companies use social networks for customer support improvement,
up from 36% last year.
Source:Econsultancy / cScape 2011 Customer Engagement Report

4. Pull vs. Push Marketing
Traditional “Push Marketing”: Digital “Pull Marketing”:
You are in control of the message Your customers are in control.
you push out along with how or They search for your products or
when it is received by prospects. services online at that exact moment
they HAVE a need.
But those prospects may not
NEED what you sell at that If they find your site, they decide
moment. how and when to act.

5. Social Work Place & Social Market Place collide
Social
Market Place
Social Social
Work Place Work Place
Business Content

6. Social Content is everywhere

7. Youth entering workplace prefer social to email

8. Social Business Design /Enterprise 2.0

9. Create your Social Network

10. Impact of Digital on different business functions?
Source: Econsultancy / BlueLatitude Report: The Impact of Digital
Beyond Sales and Marketing
http://econsultancy.com/reports/impact-of-digital

11. How to win the war for talent?

12. 3 Experiences that Matter
In this complex ever changing World where every interaction
matters, there are 3 experiences that matter most…

13. Social Experience Management
Listen
and
Par7cipate
Conversa7ons
in
the
Connect
&
Engage
social
cloud
Branded
business
community

14. Cloud Monitor
Hear
what
customers
&
employees
are
saying
&
respond
appropriately
ü Gain
real-­‐/me
visibility
into
the
social
web
ü View
relevant
content
from
mul/ple
channels
in
one
interface
ü Priori/ze
your
responses
at
a
glance
with
patented
SmartSense
sen*ment
detec*on
ü Make
it
easy
for
agents
to
monitor
and
respond

15. Build and grow Community with flexibility
USER MARKET
INNOVATION SUPPORT EVENT
SUPPORT COMMUNITY
GROUP RESEARCH
COMMUNITY COMMUNITY COMMUNITY
COMMUNITY COMMUNITY
“Templates”
Community described
Applications through
ASSOCIATION metadata
CUSTOM CUSTOM CUSTOM CUSTOM
&
INNOVATION COMMUNITY
COMMUNIT COMMUNIT COMMUNIT COMMUNIT
SUBSCRIBER
Y Y Y Y
COMMUNITY
Focus
Media Concept Feature
Forum Ideas Events Groups
Share Test Requests
Applets “Interaction
Patterns”
Best described
Resource Design Job Custom
Blog Q&A Practices through
Library Reviews Boards Applets
metadata
USER TYPES POST TYPES APP TYPES PAGES SETTING
Designer S
Elements GROUP TYPES RESPONSE PERMISSIONS WIDGETS SKINS
TYPES
ROLES & FIELD TYPES REPUTATION NAVIGATION VIEWS
POWERS

16. Top Reasons to increase
communities
Increase customer loyalty 48%
Increase product/brand awareness 47%
Increase customer advocacy / word of mouth 45%
Increase customer retention 27%
Increase customer acquisition 26%
Improve customer support capabilities 19%
Improve customer research capabilities 17%
0% 10% 20% 30% 40% 50% 60%
Percentage of Respondents, n = 301

17. Crowd sourcing – your next Ad

18. INNOVATION IN THE SOCIAL WEB
We will get past the endless babble about social media platforms,
and more companies will begin embedding it into practices,
strategies and workflows

19. Apps are taking over web browsing

20. Mobile Apps bringing print advertising to life

21. Mobile Learning -Learning Anywhere

22. UGC –User generated Content
& Self assessment
tem features:
ü Share & collaborate with videos,
Podcasts, blog posts
ü Deploy mobile content to users
ü Create questionnaires, receive
uploads of user-made media
our approach
ü Create reports with specified filters
ü Create and control virtual user
groups
ü Integrate to social network services
ü Notify users with sms messages

23. Digital Publications
A
digital
publishing
solu7on
that
uses
the
latest
technologies
to
turn
sta/c,
print-­‐ready
PDF
files
into
digital
publica7ons,
digital
magazines,
digital
catalogs
and
more!
The
result
is
an
interac/ve
and
search
op/mized
version
of
your
print
materials
that
provide
your
readers
with
an
enhanced
experience.
Our
unique
interface
emulates
common
page
turning
soBware
features
and
allows
publishers
to
further
enrich
the
overall
experience
for
their
readers
by
incorpora/ng
search,
links,
video
and
other
great
func/onality.
With
DSG,
you
can
now
quickly
and
easily
offer
your
readers
an
enhanced
online
version
of
your
publica/on
all
the
while
they
enjoy
the
flexibility,
interac/vity
and
rich
media
features
associated
with
each
digital
edi7on.
Addi/onally,
publishers
can
create
an
instant
web
presence
and
introduce
new
revenue
streams,
while
significantly
lowering
costs.
Publication
“Anything
you
use
to
communicate
to
Catalogs
Magazines
your
audience
can
be
converted
into
a
digital
version
like
newsleDers,
catalogs,
magazines,
flyers,
brochures
and
annual
reports
just
to
name
a
few”.
Brochures
Flyers
Reports

24. Features
§ Video
§ Customise
Skin
§ Insert
a
background
image/
welcome
text
§ Music
and
Sound
effects
§ Series
(back
copies)
§ Bookmark
pages
§ Search
publica/on
§ Zoom
and
magnifying
glass
§ Jump
to
a
specific
page
§ Share
with
friends
§ Shopping
cart
integra/on
§ Mul/
language
§ Pop
ups
§ Internal
links
(between
pages
in
publica/on)
§ SEO
Friendly
§ Download
as
PDF
§ Print
pages
or-­‐
we
would
prefer
you
to
make
it
a
WWF
download
“Your
digital
publica7ons
are
hosted
solu7ons,
all
you
do
is
simply
paste
a
link
on
your
Web
site,
e-­‐mail
or
newsleDer
campaigns
and
you’re
ready
to
go.
And
best
of
all,
you
don’t
have
to
worry
about
your
readers
needing
to
download
any
third-­‐party
soBware
or
plug-­‐ins
for
them
to
view
your
digital
publica7ons”.

25. Digital Publications Benefits
ü Attract more readers and better engage them with interactive
collateral elements such as video and audio.
ü Get detailed insight about readers’ behavior, ranging from
simple statistics such as readership to detailed analytics
that show where readers zoomed in most frequently.
ü Expand your readership by offering a flexible delivery model for
your collateral that includes social networking, email, web and
mobile.
ü Cut costs from print and distribution.
ü By offering digital equivalents you can get your message out to
your audience in a much more cost-efficient way.
ü Our customers have been proven to deliver cost-savings of up to
95% while increasing overall readership.
ü Achieve rapid ROI. 80% of our customers report that their digital
publication investment paid for itself within five months by lowering
costs and driving more revenue.

26. Enterprise Mobility
#1 Reason: Increase customer satisfaction
#2 Reason: Increase productivity
#3 Reason: Reduce cost
ü Lack of Management visibility of mobile
operations
ü Inability to manage physical assets in the
field
ü Improved customer response times
ü Integrate & extend back office functionality

27. Work Order & workflow
à Web-based real-time dispatching
à Everything is one click away
à Mobile work orders
à Mobile time cards
à Customer definable forms (SmartFORMS)
à Real-time job status updates
à Free, non-SMS messaging
à Definable & enforceable business
processes
à Integration with back office systems
Standalone Product
No GPS Required!!

28. Configurable Mobile Forms
à Unlimited number of forms
à Unlimited number of fields per form
• Photo & Signature Capture
• Barcode Scan (1D & 2D)
• Formulas
• Branching Logic
• Search & Select Field Entry
• Text / Numbers
• Yes/No
• Radio Buttons
• Drop Down List
• Mobile Printing
à Attached to work orders or used
as a standalone form
à Easy to create & deploy
Automatically Included with
SmartDISPATCH and SmartWORKS

29. Location Tracking : Employees ,Vehicles and Assets
à Web-based GPS tracking
à Breadcrumb trails
• On the map
• Exportable file
à Mobile time cards
à Vehicle maintenance
à Free messaging (non SMS)
à Map overlays
à Import landmarks/customers
à Geofencing with alerts Available as a Standalone Product
à SOS distress alerts
or Included in SmartWORKS

30. Customer Benefits
T
ransfo
Reduce Expenses p ro d u rm o u
à Complete more jobs per day ct i n n r
into y ovatio
à Complete jobs quicker our m n
à Reduce equipment lifecycle costs leade arket
à Ensure job accuracy rship!
à Eliminate missed service calls
à Eliminate/reduce unauthorized vehicle use
à Eliminate paper-based reporting
à Reduce mobile talk time
Increase Cash Flow
à Increase market share, customer service & revenue
à Optimize inventory levels
à Increase revenue per driver
à Faster & more accurate invoicing
Improve Safety/Security
à Faster emergency response times

31. Mobile Solution Objectives
Deliver web applications to any device
Reach the maximum number of users
Regardless of their choice of device
Browsing, Messaging, Clients, USSD…
Mobiles, PDA’s, PC, Games Consoles…
With minimum effort
Adopt a “Write Once, Deliver Anywhere” strategy
Standards based integration – W3C DIAL (XDIME)
Re-use branding templates across multiple systems
Automated support for new devices
With high quality user experience
“Optimize Up” to the capabilities of each device
Take advantage of latest device capabilities
Graceful fall-back for older devices
Use device knowledge within applications e.g. don't offer video
if the phone doesn't support it
31

32. Crowd -sourcing usability
Testing types – Mobile, Web, Desktop
ü Exploratory
ü Functional
ü Usability
ü Hybrid-load testing
ü Localization and internationalization
Real-world coverage – broad matrix
ü OS/Browser/3rd Party Apps
ü Location-based
ü Language-based
ü Handset maker, model and wireless carrier (for mobile)
ü “In-the-wild” testing vs. “In-the-lab" testing
Consumer & SMB-facing applications
ü Web, Desktop and Mobile

33. Crowd -sourcing usability

34. Community
ü Our global community is made up of software testers
ü Have backgrounds in functional, usability, performance,
internationalization, security, & black box testing
ü Vast majority have test-related jobs or are test
freelancers/contractors
ü Love to work on the latest apps and defect detection
(aka “bugs”)
ü Are not merely beta users
ü We actively manage the community
ü 30,000+ members
ü Community management team
ü Recruit for hard-to-find coverage needs
ü Provide training programs
ü Reputation-built, and based on customer feedback

35. How it works?
Choose
what
to
test
Choose
who
will
test
-­‐
Test
Cycle
Defini7on
-­‐
Select
Test
Engineers
24
Hours
to
2
Weeks
(depending
upon
customer
needs)
Get
immediate
results
Choose
when
to
test
-­‐
Real-­‐Time
Tes7ng
-­‐
Manage
Test
Cycle

36. 7 Steps to Social
1. Start with a plan, not tactics. Research and build a Social Media Roadmap
involving: Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics.
2. “Give to get” – Successful social media marketing programs involve listening and
participation.
3. Commit resources & time to be successful or you may very well fail. It’s important
to forecast labor hours, who, what, when, how and where with the intention of
succeeding, not just experimenting.
4. Be transparent with intentions & your identity or you may alienate the very
audiences you’re trying to connect with.
5. Understand, you do not control the message. Old habits die hard and there’s a
tendency to want to treat social media participation like advertising where the ability to
control messaging is the norm.
6. Welcome participation, feedback and co-creation. As comfort levels rise with
social web participation, companies will see opportunities to encourage participation
with communications, especially with brand evangelists.
7. Metrics should roll up to objectives and objectives should be relevant to the
channel.

37. It
is
all
about
EXPERIENCE