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Confidential ArCompany Inc. — February 27, 2013
Slide · 1
Social Business: An Evolution in Developing Sustainability
Prepared for: MaRS Discovery District
February 27, 2013
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Confidential ArCompany Inc. — February 27, 2013
Slide · 2
we are on the verge of major disruption… fundamental global
changes are happening
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Confidential ArCompany Inc. — February 27, 2013
Slide · 3
an unstable world economy
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Confidential ArCompany Inc. — February 27, 2013
Slide · 4
an unstable world economy
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Confidential ArCompany Inc. — February 27, 2013
Slide · 5
mass customization
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Confidential ArCompany Inc. — February 27, 2013
Slide · 6
the balance of power is shifting
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Confidential ArCompany Inc. — February 27, 2013
Slide · 7
employees have no loyalty
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Confidential ArCompany Inc. — February 27, 2013
Slide · 8
companies are making mistakes
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Confidential ArCompany Inc. — February 27, 2013
Slide · 9
companies are making mistakes
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Confidential ArCompany Inc. — February 27, 2013
Slide · 10
reputation is increasingly vulnerable - @BurgerKing
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Confidential ArCompany Inc. — February 27, 2013
Slide · 11
reputation is increasingly vulnerable
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Confidential ArCompany Inc. — February 27, 2013
Slide · 12
reputation is increasingly vulnerable - @Jeep
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Confidential ArCompany Inc. — February 27, 2013
Slide · 13
marketing is dead
the customer is in control
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Confidential ArCompany Inc. — February 27, 2013
Slide · 14
Value is the New Norm
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Confidential ArCompany Inc. — February 27, 2013
Slide · 15
we are moving from mass marketing
…at an individual level
…to mass engagement
…among millions at one time
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Confidential ArCompany Inc. — February 27, 2013
Slide · 16
Start-ups are poised to do thisCost:
Nominal marketing investment Insight toolsResearch
Employee effortUnderstandingDesireConsistencyAnalysisEngagement
Benefits: Improved organic search
engine ranking Increased brand visibility Thought leadership
development Comprehensive market insights Increased network
opportunities: partners, clients, amplification
Support development of products
Gain competitive intelligence Retain clients Sustainability
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Confidential ArCompany Inc. — February 27, 2013
Slide · 17
conversation data is abundant
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Confidential ArCompany Inc. — February 27, 2013
Slide · 18
Technology can help us listen to everything that’s being said about
ourselves, our company, our brand…….
But finding that one key, that game-changing insight in a sea of chatter and then actually doing something
about it is another story.
David Armano
“
”
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Confidential ArCompany Inc. — February 27, 2013
Slide · 19
control your message
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Confidential ArCompany Inc. — February 27, 2013
Slide · 20
news travels fast…search and social are connected
Increasingly, product quality and what a brand stands for are determined by Google
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Confidential ArCompany Inc. — February 27, 2013
Slide · 21
tell your story from the beginning
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Confidential ArCompany Inc. — February 27, 2013
Slide · 22
develop thought leadership: Indium Corp
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Confidential ArCompany Inc. — February 27, 2013
Slide · 23
develop thought leadership: Indium Corp
Content – Contact - Cash
600% increase in lead generation from 1 quarter to the next
Social Media sales leads “are the best leads ever received”
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Confidential ArCompany Inc. — February 27, 2013
Slide · 24
establish community from the get-go
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Confidential ArCompany Inc. — February 27, 2013
Slide · 25
advocacy starts with employees
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Confidential ArCompany Inc. — February 27, 2013
Slide · 26
use video to tell your story: khanacademy.org
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Confidential ArCompany Inc. — February 27, 2013
Slide · 27
be organized and consistent
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Confidential ArCompany Inc. — February 27, 2013
Slide · 28
schedule posts ahead of time
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Confidential ArCompany Inc. — February 27, 2013
Slide · 29
know when people are talking about you
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Confidential ArCompany Inc. — February 27, 2013
Slide · 30
measure your engagement
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Confidential ArCompany Inc. — February 27, 2013
Slide · 31
determine the health of your tweets
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Confidential ArCompany Inc. — February 27, 2013
Slide · 32
be interested and interesting in social
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Confidential ArCompany Inc. — February 27, 2013
Slide · 33
image footprints - @JESS3
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Confidential ArCompany Inc. — February 27, 2013
Slide · 34
adapt and allow for co-creation @threadless
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Confidential ArCompany Inc. — February 27, 2013
Slide · 35
target smartly
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Confidential ArCompany Inc. — February 27, 2013
Slide · 36
find the right people to follow
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Confidential ArCompany Inc. — February 27, 2013
Slide · 37
target through conversation
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Confidential ArCompany Inc. — February 27, 2013
Slide · 38
know your audience
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Confidential ArCompany Inc. — February 27, 2013
Slide · 39
be relevant
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Confidential ArCompany Inc. — February 27, 2013
Slide · 40
content is king: from curation….
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Confidential ArCompany Inc. — February 27, 2013
Slide · 41
…to organized stories
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Confidential ArCompany Inc. — February 27, 2013
Slide · 42
humanize
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Confidential ArCompany Inc. — February 27, 2013
Slide · 43
personal stories: Lockheed Martin
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Confidential ArCompany Inc. — February 27, 2013
Slide · 44
turn detractors into promoters: Harry Winsor and Boeing
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Confidential ArCompany Inc. — February 27, 2013
Slide · 45
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Confidential ArCompany Inc. — February 27, 2013
Slide · 46
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Confidential ArCompany Inc. — February 27, 2013
Slide · 47
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Confidential ArCompany Inc. — February 27, 2013
Slide · 48
social CRM is about building advocacy and business sustainability
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Confidential ArCompany Inc. — February 27, 2013
Slide · 49
sCRM: AmplifiedOld School The Social Way
Main Driver Transaction Conversation
Marketing planned, one-way, Inflexible
nimble, hyper-responsible, dialogue, insights
Sales black book and transaction-driven
interaction-based, sourced from insights
Customer Support
limited hours, script-based
dynamic, “always on”, multiple platforms
Feedback occasional surveys, quarterly customer insights
multiple platforms that feedback into Sales, Marketing, Support in real time
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Confidential ArCompany Inc. — February 27, 2013
Slide · 50
Thank you
@hessiejones
647-999-2348