2011 kickoff event presentation materials: community in the enterprise

Applied Social MediaSM

Community in the Enterprise

February 3, 2011

Building Communities Using the Power of Social Media-

Kick Off Event 2011

Paul StillmankPresident & CEO, 7Summits

7SummitsAgency.com@7SummitsAgency

This Presentation has been modified to protect proprietary information.

‣ 7Summits Overview

‣ Social Media Defined

‣ Our Perspective

‣ Applied Social Media

‣ Business Uses of Social Media for You

agenda

“We create online community experiences that transform

businesses and enhance people’s lives”

- Paul Stillmank, CEO 7Summits

Social Media Social Business

Forrester: “Social Networking will be

the biggest enterprise 2.0

priority by 2013”

Dominance of Social Context will drive unprecedented spend across all areas of business.

Enterprise 2.0 to become $4.6Billion Industry by 2013 with the top spending category to be social networking tools

Dominance of Social Context will drive unprecedented spend across all areas of business.

Just completied Seed Round

Shifts in media always lead to New Market Leaders

Who is 7Summits?

Strategy

Experience

Technology

+

+

+

Social Media Agency

2009

20+

FOUNDED

TEAM

CURRENTAUDIENCE REACH 398,000

PREMIER PARTNER

7Summits

Customers Employees / Enterprise Partners

✓ Brand and Reputation Management

✓ Social Marketing✓ Social Commerce✓ Customer Support Communities✓ Events✓ Customer Loyalty &Retention

✓ Corporate Communication✓ Social Collaboration✓ Sales Enablement✓ Product / Service Development✓ HR, Recruiting, and Employee

Development✓ Intranet / Portal Evolution✓ Social Press Room

✓ Sales Enablement✓ Channel Enablement✓ Community Extranets✓ Brand Affinity Programs✓ Influence Marketing

Destination Communities

Enable Customers, Employees, and Partners to Build your Business

SOCIAL MEDIA FOR BUSINESS

Jive Software Premiere PartnerJive is THE leader in Social Business Software according to both Gartner and Forrester

For Workplace Social Software For Externally Facing Social Software For Social CRM

7Summits is the Premiere Partner for Jive Software in the Central Region

7Summits

Strictly Confidential

7Summits

“We are pleased to have an industry visionary in 7Summits to help us provide a complete solution for our customers“

Robert Brown, Senior Vice President, Jive Software

“As a partner, 7Summits is the poster child for Jive in the best way”

Bill Ziske, Regional VP, Jive Software

agenda



‣ Our Perspective



7Summits

“Social Media” is a phrase that has been over-hyped, obscuring its definition and confusing its meaning with many other terms.

Social Media Defined

17

Therefore Social Media is a set of technologies being used to accumulate and distribute information or data (content) to members of a community that have congealed around a common purpose.


S o c i a l M e d i a

Relating to human society and its

members1; of and pertaining to the life, welfare and

relations of human beings in a

community2

(singular medium) The storage and transmission tools used to accumulate and distribute information, or data1

1 en.wikipedia.org/wiki/Media_(communication)

2 http://dictionary.reference.com/browse/social

Social Media’s more precise definition can be found by looking more closely at the original definition of is root words:

http://en.wikipedia.org/wiki/Media_(communication)

http://dictionary.reference.com/browse/social

18

S o c i a l

Relating to human society and its

members1; of and pertaining to the life, welfare and

relations of human beings in a

community2

Understand your audience:•Customers & Prospects•Employees•Partners

Social Media helps us here as well:

We can now look more closely at how our target audience behaves through participation in these open networks.

This provides valuable insights on how to engage them to increase our revenues and optimize costs.


So it’s the left hand side of this equation that we must focus on first.

agenda



‣ Our Perspective



Our PerspectiveSocial Media technologies are proliferating at rapid rate causing confusion over which solutions are best for your business.

7Summits

Our Perspective

This rampant technology growth is driving companies to react prematurely: Most brands’ focus is how to use social media sites like Facebook, Twitter, and YouTube:

This is the wrong focus!

“How do we create a fan page on Facebook?”

“Which sites and tools should we be using?”

“How do I use Twitter?”

“Do we need to be on Twitter and Friendfeed?”

“We have several videos on Youtube, how do we get someone to watch them?”

Our Perspective

The focus should be on prioritizing which aspects of social media are right based on what you’re trying to do. The questions that should be asked:

• How do we establish and maintain a positive online reputation?

• How do we provide a consistent customer support experience at a reduced cost?

• How do we increase sales and market share?

• Where are customers going for answers and to research companies, products and services?

• How do we improve time-to-productivity for new employees?

• How can we better align innovation with market demand?

• How can we increase customer retention?

• What audience are we trying to reach and what are our objectives with that audience?

agenda



‣ Our Perspective



24


How does social media add measurable value to these relationships?How does social media add measurable value to these relationships?

http://www.youcansubmit.com/blog/?p=172

7Summits

The Business Case for Social Media

Collaboration / Productivity Sale Enablement

Communications / Culture Customer Support

• Survey of more than 500 Jive customers conducted by an independent, third-party customer research firm McKinsey, Market Tools in December 2010.• Majority of responses came from companies with over 5,000 employees. 26% have over 50,000 employees.• Substantiates the effectiveness and business benefits of a collaborative, community model to drive employee engagement

Representative Outcomes – Recent Survey of Community Benefits

Bringing the community together as a whole

Social Marketing Customer Support

Communities Product

Management Sales Enablement Corporate

Communications Social

Collaboration


Sales

Enablement

Lead GenRel Mgt

Biz Dev

Commerci

alMarketing

Feedback

ProductSupport

Specialists

CSRs

ProductMarketing

Employees

Engineers

ProductDevelopers

PublicRelations

CommercialMarketing

ProductMarketing

Listening

Platforms

KOL

Social Marketing

What if you could turn your brand’s most enthusiastic fans into your best sales people?

PublicRelations

CommercialMarketing

ProductMarketing

Listening

Platforms

c

Advocates

cc

c

Social MarketingWhat if you could engage customers wherever they were online, and put those conversations at the center of your marketing strategy?

PublicRelations

CommercialMarketing

ProductMarketing

Listening

Platforms

c

Advocates

cc

c

Social Marketing Use Community to:Increase market awareness to fuel plansIncrease brand awareness to attract new customersConvert leads into paying customersConvert customers into advocatesGet feedback from your most valuable customers before you launch a product or a campaign

Advocates

PublicRelations

CommercialMarketing

ProductMarketing

Listening

Platforms

cc

c

c

Social Marketing Increase market

awareness to fuel plans

Use a listening platform embedded in a small internal community to better understand what is being said about your company, brands, and products / services, and competitors throughout the social web.

Setup a place to share market perspectives.

Turn insights into action.

Share insights with key partners, OEMs and Mass Merchants to better position sales execution in your downstream supply-chain.

Use integrated social media monitoring and engagement solutions to help you discover and engage with prospects and customers wherever they are on the social web.

Social Marketing Increase brand

awareness to attract new customers

34% increase in brand awareness

33% increase in click-throughs from Google searches

Your prospects are most influenced by customers like themselves. You can increase conversion rates by connecting potential customers with trusted recommendations and discussions from similar people.

Social Marketing Community

connects advocates with prospects

Convert leads into paying customers

26% increase in website sales

Successes:

•Community content integrated with product content driving eCommerce transactions

•Product feedback through socially engaged “test drives”

•Advocates engaging new customers and prospects

OverviewCreated an exclusive community for engineers to increase brand affinity, garner product feedback for themselves and their suppliers, and provide a true social commerce solution.

Value Lever Product Management – Customer Feedback and IdeationValue Lever Sales – Increasing Number of Transactions

Case Study: Element 14

Driving engagement post sale turns your customers into powerful advocates. Advocates create content that can be seeded to drive more awareness and leads.

Social MarketingConvert

customers into advocates

31% increase in customer retention

Successes:

•Utilized challenges, competitions, and badging to encourage and support user participation.

•Activated heavy users to interact and create content.

Overview:Intel and ASUS teamed up to launch a community where their 3 main user groups could connect and interact to create a stronger brand experience.

Value Lever Marketing– Building Brand Centered CommunityValue Lever PR– Monitoring and Engaging

Case Study: WEPC.com

Successes:•Campaign was a cool, highly visible & tangible way to pay off the “promise” of special perks for being a member of the WePC “Inner Circle”;•Offered viral components to create social buzz and fresh news stories for bloggers and traditional media.

Overview:At launch WEPC ran a contest for the “Next WePC Community Journalist,” giving users a chance to be spokesperson for the community at an upcoming event.

Value Lever Marketing- Customer Awareness

Case Study: WEPC Contest

Create an easy-to-access, always-on focus group. Marketers can understand customers’ changing needs, act on their feedback, and test new product and marketing concepts.

Social Marketing Get feedback from

your most valuable customers before you launch a product or a campaign

34% increase in product feedback and ideas

Successes:•Helping their SMB clients grow•Increased SMB market share•Gaining real-time intelligence on topics that offerings can be created around

OverviewBank of America is supporting and embracing the needs and ideas of their customers. The company’s website has become the meeting point for small business.

Value Lever Marketing– Market IntelligenceValue Lever Sales – Increasing Number of Transactions

Case Study: Bank of America

http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa

http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa

Customer Support Use Community to:Reduce Service Operating CostsIncrease Customer SatisfactionCreate a More Authentic Two-way Dialogue with CustomersProvide an Easier Way for Customers to Share Feedback and Ideas

Commerci

alMarketing

Feedback

ProductSupport

Specialists

CSRs

Sales Enablement Use Community to:Get Sale Reps on-boarded and selling as quickly as possibleGive time back to sales staff so they spend less time searching for information and more time sellingHelp Sales Reps find and collaborate with experts within your organizationClose deals faster

Sales

Enablement

Lead GenRel Mgt

Biz Dev

Corporate Communications

Use Community to:Keep the company better aligned with corporate goalsIncrease employee engagement Help employees find, connect and communicate more effectively throughout the organizationReduce onboarding and training costs

Sales

Enablement

Lead GenRel Mgt

Biz Dev

Commerci

alMarketing

Feedback

ProductSupport

Specialists

CSRs

ProductMarketing

Employees

Engineers

ProductDevelopers

PublicRelations

CommercialMarketing

ProductMarketing

Listening

Platforms

KOL

Social Collaboration

Use Community to:Centralize company knowledge, facilitate sharingIncrease employee engagementEnable distributed workforce to find the people, content, and expertise they needRethink intranets/ portals to engage all employeesCultivate innovation

Sales

Enablement

Lead GenRel Mgt

Biz Dev

Commerci

alMarketing

Feedback

ProductSupport

Specialists

CSRs

ProductMarketing

Employees

Engineers

ProductDevelopers

PublicRelations

CommercialMarketing

ProductMarketing

Listening

Platforms

KOL

agenda



‣ Our Perspective



So What Does This MeanFor You?

7SummitsRecommends:

Have a Strategy/Plan that works for your business – don’t use everyone elses!

Social Marketing - Keep it integrated! For Ex: combine vertical

search, social listening, and content seeding, organic search and a little paid media

Enable Product / Service Reviews!

1. Social Media StrategyMany companies are experimenting with Social Media and Communities and missing the real opportunity to setup a foundation for doing business in the future.

Investing in a Social Media Strategy will help with business alignment and determining near term priorities and a roadmap.

Determine how Social Media aligns with Your Business Goals.

Align Community and Member Objectives with Business Objectives

Focus on prioritizing “What” first, then “How” - pick Strategies and Channels

Focus on creating a Social Media roadmap that enriches your business and sets you up for continued success

Develop an Operational Model

497Summits

Activation & Adoption Strategies

It can be challenging to garner the community adoption levels needed to drive a successful business result. Best practices should be applied for

every new community launch to support robust end-user adoption.

Best Practices Summary

2. Empower Customers

Dissatisfied customers can be very vocal, passionate, and involved. Just the kind of qualities we would love to see in brand advocates and ambassadors.

How can we channel all this energy for good?

Give customers the power to rate products, services, and partners.

Operationalize your problem response model. Let customers vote on appropriate responses (refund, quick triage of problem, or refusal if unreasonable). Let them be involved in the process and be problem solvers.

Solicit reviews post-conversion and seed across the social web.

3. Create Connected Social CampaignsMany Campaign and Promotional Landing pages lack sophistication and personalization.

Promoting your products and services in both search and social furthers brand awareness and content saturation to improve competitive position

Implement connected Social Campaigns with SocialPagesSM

Drive qualified leads and sales

Improve product and service seeding on social and search

Optimize campaign landing pages with rich content – reviews, multimedia

Own mid- and long-tail search

Improve Online Reputation by de-emphasizing negative sentiment

Optimize campaigns by aligning Products and Services with Target Audiences and Regions

Improve reputation management

4. Social ContestsContent creation and syndication are key in creating a balanced brand view.

Social Contests are a great way to drive awareness and increase your overall social index compared to competitors.

Create Marketing campaigns that focus on driving consumer-generated content

It also leverages contestants’ friend networks for voting to gain brand awareness and customer leads socially.

This is a great way to create surprise and delight and countermand any noise or negativity about your brand.

5. Marketing Integration

Companies invest in a number of online marketing channels including Email, Social Media and Search as well as Traditional Media

There is a unique opportunity to unify these digital assets so they work together.

Meet users in their media

Introduce ratings and reviews on all product pages

Unify your digital assets and create a social shopping experience

Focus on aligning all marketing channels with your website

Ensure all elements are tracked with effective analytics to guide investment

Integration = Force Multiplier

6. Social Sales Enablement

Focus on mapping your digital media to your sales process.

Integrating all your sales efforts online is key to success

Analyze your sales funnel as it relates to online media

Focus on investing in areas that shorten the sales cycle

Invest in tactics that attract and influence leads

Analyze and improve website conversation funnels

Reduce barrier to entry for getting a quote

Introduce a social referral model

Solicit customers post install for feedback and review

Focus on Sales Enablement by Fostering Advocates