There’s a reason offices spaces are becoming more "open" these days. Siloed departments are a thing of the past. If your marketing department and sales department aren’t talking to each other and collaborating, you’re doing something wrong. If you don’t have social informing every department, you’re going to be hard-pressed to see significant ROI from social, or improve the customer experience. The very nature of social media requires that it crosses boundaries and informs all campaigns and marketing efforts and customer touchpoints. But it’s difficult to make that happen in your company simply by taking down cubicle walls. You must also set up infrastructure within your organization that allows for convenient communication, and you must invest in the right tools and platforms that are flexible enough to move with your prospect and customer initiatives instead of rigidly defining them. In this panel, we’ll gather experts to discuss: -Why integrated social is the only way to go if you’re going to become a social business -How to measure social ROI when it encompasses many departments and strategies -Tools and platforms that can help your organization stay socially agile -How a thorough dedication to social across your organization can help you scale and grow at a manageable rate -The kind of internal methodology needed to integrate a social-centric approach

1. Breaking Social Out of Its Silo
#SMTLive

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@Tracx

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Our Speakers
John Proaño is a Digital Marketing and Social Business Expert, Advising Fortune 500 Financial Services Companies. He is a
creative visionary and digital marketing leader with a passion for developing and implementing compelling, industry-
leading integrated campaigns that promote brand recognition, build market share and drive revenue growth.
@JohnProano
Danielle Gerson is a solutions engineer at Tracx. She works with the sales team, serving as the technical expert, as well as
with the product team to ensure that the unified social enterprise platform reflects the needs and interests of
clients. Danielle's background in mathematics and her experience working with technology companies in both direct sales
and lead generation, combined with her persistent interest in the ever-changing landscape of the social media and
technology space has led to a fulfilling career path. Danielle started her work at Tracx as an inside sales representative,
discovering and nurturing leads. @tracx
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B
communities that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey
Jon Hall is the Manager for Mobile Enablement at Sprint. He has developed products, processes, and solutions designed to
enhance the B2B sales processes while discovering areas of collaborations between various departments throughout the
Enterprise. Some of the solutions include, BOSS (an internally developed sales enablement tool), FAST (a customer facing
marketing tool), Biv TV (a weekly video program to share information with the sales channel), and Social Media Pro ( a social
media training tool designed to help salespeople understand and utilize the benefits of social platforms). He is also a regular
participant and advisor for the Sprint Accelerator assisting in various Kansas City Startups. @jonhall316

5. Today’s Presenter
Danielle Gerson, Solutions Engineer, Tracx

6. Integration
Social data should be integrated, as opposed to living in silos.
Combining social data from the various departments within a company helps each
to better serve customers by gaining more insight into habits, sentiment and
overall social behavior.
Marketing Sales Customer
Support
Product

7. Integration of Data
Individual departments should be
monitoring social on the same
platform:
• Promotes free communication
• Single entity houses all data
• Helps to avoid missed
correlations

8. The Single Platform
For a company to be socially agile, a single platform offering the following
elements will help companies better manage social:
• Scalability
• Real-time analytics and engagement
• Seamless integration to 1st and 3rd party data
• Expansive and comprehensive insights
• Sentiment / Influencers / Trend Analysis / Geo data / Audience Profiling

9. ©2015 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,
confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.
Breaking Social Out of its Silo
#moveforward 9
Sales & Marketing Alignment:
To make social more relevant
Sales & Marketing need to first
align on an overall Social Media
Strategy
This strategy must include both
groups, but is not limited to
them alone . As long as a strategy
is in place incorporating
additional departments is crucial
to overall success.

10. ©2015 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,
confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.
Breaking Social Out of its Silo
#moveforward 10
Social is another form of
engagement, not a standalone
strategy for Sales or Marketing
Sales & Marketing Engagements
• Cold Call
• Follow Up Phone Calls
• Emails
• Drop In Visits
• Appointments
And now…
• Social
One Important thing to Remember

11. #SMTLive
A Model for Breaking Social Out of Its Silo
 People
Bring together the key stakeholders – Social leads, Marketing,
Sales, Compliance
 Process
Define the agenda & communicate a clear set of goals and
objectives
Set up an on-going cadence of cross business and cross
function meetings to encourage collaboration
Answer any questions or concerns
Share best practices and success stories
 Technologies
Leverage internal collaboration platforms to encourage
connectivity between the key stakeholders
Develop a community for on-going engagement and sharing of
ideas.
 Outcomes
Encourages more Social programs that are integrated into
overarching business goals
Improves content creation, cross pollination and distribution
Brand messages can reach and engage a wider audience
Benefits Employee Engagement & Employee Advocacy

12. #SMTLive
Our Speakers
John Proaño is a Digital Marketing and Social Business Expert, Advising Fortune 500 Financial Services Companies. He is a
creative visionary and digital marketing leader with a passion for developing and implementing compelling, industry-
leading integrated campaigns that promote brand recognition, build market share and drive revenue growth.
@JohnProano
Danielle Gerson is a solutions engineer at Tracx. She works with the sales team, serving as the technical expert, as well as
with the product team to ensure that the unified social enterprise platform reflects the needs and interests of
clients. Danielle's background in mathematics and her experience working with technology companies in both direct sales
and lead generation, combined with her persistent interest in the ever-changing landscape of the social media and
technology space has led to a fulfilling career path. Danielle started her work at Tracx as an inside sales representative,
discovering and nurturing leads. @tracx
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B
communities that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey
Jon Hall is the Manager for Mobile Enablement at Sprint. He has developed products, processes, and solutions designed to
enhance the B2B sales processes while discovering areas of collaborations between various departments throughout the
Enterprise. Some of the solutions include, BOSS (an internally developed sales enablement tool), FAST (a customer facing
marketing tool), Biv TV (a weekly video program to share information with the sales channel), and Social Media Pro ( a social
media training tool designed to help salespeople understand and utilize the benefits of social platforms). He is also a regular
participant and advisor for the Sprint Accelerator assisting in various Kansas City Startups. @jonhall316

13. #SMTLive
Thank You to Our Sponsor
@Tracx

14. #SMTLive
Upcoming Webinar
October 13th
Crafting a Mobile Marketing Campaign for
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Featuring:
Scott Omelianuk, This Old House
Samantha Klein, IBM
Lucia Litman, HotelTonight