mica strategy speech 6-17-2013 by blaine millet - wom10
DESCRIPTION
MICA National Conference in Naples, FL in June 2013 by Blaine Millet of WOM10. How do companies, specifically B2B, build and execute successful Social Media Business Strategies? The key is to not just use the social media tools but to have a specific strategy that is customer centric around the business and delivered through social media tools. This discusses how this can work for a business and some of the key aspects of success - integrating the customer experience with corporate business strategy and using social media channels to deliver.TRANSCRIPT
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The STRATEGY and EXECUTION model for SOCIAL MEDIA…
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ME
The ROADMAP The ICEBERG
SNEEZINGCUSTOMER
EXPERIENCE
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REMEMBER???
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The ROADMAP
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It WORKS with
the TOOLS
It STARTS with
STRATEGY
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OVER 70% of companies using Social Media
are using it
WRONG
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It is EXACTLY what has been done throughout time…
only FASTER, CHEAPER, and more LEVERAGED
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FAST
USING social media tools is FAST
EXECUTING social media
STRATEGY takes PATIENCE
FAST
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CUSTOMER CENTRIC Strategy
ME
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Our new ME CUSTOMER …
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Social Media STRATEGYConnect.
Communicate. Engage.
Share.
Differentiation created from an Experience – shared through Word-of-Mouth & Social Media
Viral. Community.
One-to-Many. One-to-One.
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It starts with
LISTENING
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WHO?
Clients
Communities
Innovators
Competitors
Industry
Leaders
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What is your
Business Strategy?
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What is your
Purple Cow?(differentiation)
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What do you want to be
Known for?
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What are you most
Passionate About?
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Customer Centric Social Media Strategy…
Website
Blog
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89% Increased Exposure
75% Increased Traffic
69% Provided Marketplace Insight 65% Developed Loyal Fans
61% Generated Leads
58% Improved Search Rankings
54% Grown Business Partnerships
47% Reduced Marketing Expenses
43% Improved Sales
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CRITICAL areas in STRATEGY
WHY you are DIFFERENT
WHY their EXPERIENCE is memorable
Helpful CONTENT with CONTEXT
STORIES and EXPERIENCES
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The ICEBERG
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EVERYONE lovesthe BACK STORY
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Andrew Masinex-CEO Groupon….
(This is for Groupon employees, but I’m posting it publicly since it will leak anyway)People of Groupon,
After four and a half intense and wonderful years as CEO of Groupon, I’ve decided that I’d like to spend more time with my family. Just kidding – I was fired today.
If you’re wondering why… you haven’t been paying attention. From controversial metrics in our S1 to our material weakness to two quarters of missing our own expectations and a stock price that’s hovering around one quarter of our listing price, the events of the last year and a half speak for themselves. As CEO, I am accountable.
You are doing amazing things at Groupon, and you deserve the outside world to give you a second chance. I’m getting in the way of that. A fresh CEO earns you that chance. …it’s time to give Groupon a relief valve from the public noise….
TheBACKSTORY
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KILLER CONTENT is the nextKILLER APP
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B2B is ALL ABOUT CONTENT
Content Marketing buildsRELATIONSHIPS and HELPS your audience in ways that are NOT PIMPING.
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Your SURVIVAL Depends on your
CONTENT MAP
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CONTENT MAP
How can you HELP your audience
SHOWCASE your CUSTOMERS
INSIGHTS and PERSPECTIVES
STORIES and EXPERIENCES
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BLOGGING – The CORE of CONTENT
Audience spends 3X more minutes on blogs and social networks than e-mail
46% read blogs more than once per day while 38% read 5 – 10 blogs
66% of companies who blog 1X/week acquire new customer – 92% when blogging 2X/day
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B2B
CEOBlog
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B2B
16 Bloggers
150+ Blogs
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Blogs
TOOLS for B2B Businesses?
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CUSTOMEREXPERIENCE
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“SELLING to people who actually want to hear from you is more effective than interrupting strangers who don't.”
“The internet (SOCIAL MEDIA) lets you take really good care of 100 people instead of harassing 2000.”
-- Seth Godin, Author and Marketing Guru
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WHY focus on the EXPERIENCE?
The VALUE of the EXPERIENCE
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Why people recommend products/services
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Our FOCUS has to be on ME
OUR reason for existing and success is based on our ability
to create solutions that solve customer problems
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“PUSH” Sales/Marketing
Self-serving Communications
Broadcast Messaging
“Interruption” Marketing
“PULL” Sales/Marketing
Word-of-Mouth Engagement
Building Relationships & Advocacy
“Permission” Marketing
CompanyCentric
Customer Centric
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WHAT are YOU going toTALK ABOUT???
So ME talks about YOU!
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On Social Networksmore than 50% of the
Conversation is about their
EXPERIENCE
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DESIGN. CREATE. EXECUTE.
A TOTALLY AWESOME, WOW, MEMORABLE Experience…EVERY DAY in EVERY PART of your business
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CustomerExperience
Mapping
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SNEEZING
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Pleasing customers doesn't always lead to conversations.
Delighting them, enraging them, hospitalizing them or surprising them--that's how SNEEZERS are born.
--Seth Godin…Purple Cow
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A WOW CUSTOMER EXPERIENCE
Builds RELATIONSHIPS
Creates ADVOCATES
Drives WORD-OF-MOUTH
EXPERIENCES at the CORE of Word-of-Mouth
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WHAT is ME going toTALK ABOUT???
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IDENTIFY your “ADVOCATES” and potential SNEEZERS in your CUSTOMER audience?
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Leverage your ADVOCATES?
How many Clients do you have? How many are Loyal? How many are Advocates? How are you using your Advocates? How are you honoring them? How are you including them? How are you growing more of them?
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What DO businesses SNEEZE about?
THEIR work
Only THEIR people
THEIR accomplishments
Community
Only THEIR ideas
Customers…sometimes
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What SHOULD businessesSNEEZE about?
THEIR clients
THEIR communities
THEIR people and Customer people
THEIR insights and Customer insights
INTERESTING STUFF
INNOVATION
FUN STUFF relevant to your audience
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SNEEZERS are the “Catalysts” in your COMMUNITIES
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Whoever gets talked aboutthe most…
WINS
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Thank YOU…