enterprise 2.0 - tag: customer centric social media

Leveraging social media to develop customer centric business processes

Jon Gatrell

VP, Product Management

Stonebranch

10.7.2009

Heard about Twitter?

Twitter

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We aren’t going to talk about it

What is social media?

…it’s a way of learning,

participating & sharing

Who, what, where …

the market

brands

Buyers

customers

BLOGS

everyone

employees

analyst

influencerseveryone

products

peoplerelationships

competitors

PROSPECTS

Basically…..Something has changed

Customers are getting smarter

Capturing attention is getting harder

Reducing barriers to entry

Constant innovation is key to survival

Social Media

OnsiteExperience &Conversion

Search &Online Web Marketing

Operational

Marketing

People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally.*

*David Armano

**may actually be 4th

Largest now per discussion with the Enterprise 2.0 Group in Atlanta where this was presented

If Facebook were a country—it would be the5th largest country in the world.

Why social media?

…to stand out

B2B Uses Thought

Leadership Lead

Generation Communicati

on Knowledge

Management Service

Let’s see the research!

“Of the following interactive marketing tactics, which ones are you using or piloting?”

Base: 189 B2B marketers

Source: Forrester’s Q1 2008 B2B Online Social Computing Survey

Email newsletters

Webinars and/or teleconferencing

Microsites, landing pages, or personal URLs

Online display ads (static or dynamic)Rich media demonstrations/apps

Video marketing (brand, product, or testimonial

RSS feedsBlogs

Podcasts

Online communities or forumsSocial Networks (e.g., LinkedIn, Facebook)

Virtual tradeshows or conference

Contextual or behavioral targeting of ads

Customer (or partner) contributed content

86% 2%

75% 8%

72% 11%

66% 4%

60% 10%

39% 10%

33% 13%

31% 17%

29% 12%

28% 15%

25% 17%

23% 10%

21% 10%

19% 6%

Using Piloting

There Is Another Option.

How can I participated in social media?

…don’t be that guy – err, brand

Observe and learn Share things of value Engage your customers

So How am I using Social Media?

Community as Differentiation

Community for Requirements

Blogging for fun...and SEO

…Ok, I lied

…definitely not talkin - The Hoff

Thanks – questions?

Contact:

E: Jon.Gatrell@stonebranch.com

T: @spatially

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