No two companies are alike – and their social media strategy shouldn’t be either. How do company values, key customers, and business goals transfer into implementation and success? How do you test, evaluate, and decide which programmes should continue and which should not? This workshop will explore a set of data driven methodologies that use data already available in an organisation, and online, and how to apply metrics and experimentation to drive successful social media strategy. The more you know about your own data, the more likely you are to develop programmes that your customers and employees will actually use.

1. building the open enterprise

2. “Building the open enterprise” Analysis DATA Social Mobile Cloud

3. “I see companies in all industries using computers to accomplish three broad and deep transformations: they're becoming more scientific, more orchestrated, and more self-organizing.” Andrew McAfee, principal research scientist Center for Digital Business MIT Sloan School of Management

4. B2B activity has moved from experimental to routine >70% 83% Of B2B prospect buyers start their journey with search Of B2B buyers research online of executives ranked Search Engines as an important information source – higher than any other on/offline resource of executives now consume 75% of their work-related media electronically 64% 55% 51% Of B2B buyers purchase online 77% of all business decision makers use at least one B2B digital delivery mechanism *for work 82% of B2B tech decision makers use social media on the job 73% of IT buyers in SMBs use online videos as part of their research 4

5. Social Referral Traffic

6. Social vs Search

7. In the last sixty seconds…

9. Add the 4 C’s to the 4 P’s (product, price, place, promotion) Content (thesubject) Context (relationship – inquired, bought, recommended) Connection(she asked Amazon to email her friend) Conversation(creation of community through communication)

10. Social Data Revolution Data-driven experimentation that drives business decision making: Credit card company that uses LinkedIn profiles to evaluate credit applications Insurance company that uses Facebook to weigh fraud risk B2B IT company that uses social network participation as element in scoring sales leads

11. SE(O) in the Old and New Search Engine Google #1 Source of Traffic The old competencies: Relevant content Updated content Focus on keywords Inbound/Outbound links The old lead generation Forms submission Response Email, phone call Social Engagement Twitter/FB #1 Source of Traffic The new competencies: Inform Support Connect Collaborate The new lead generation Conversation Response Post, comment, tweet

12. Influence vs Communications Organization Audience Organization Audience Communication model of the past 50 years “Free” media (PR / media relations) Paid media (advertising, publishing) Emerging New Model

13. Step into the stream Listen Respond Analysis Instrumentation Evaluate for relevance Legal Technical Context Ideation Refer Respond

14. Scientific Method Problem Hypothesis Action Metrics Experiment

15. Analytics Revolution

16. Bit.ly

17. Blogs/Forums