mars discovery district: social business: an evolution in developing sustainability
DESCRIPTION
A fundamental shift in business communications is taking place. Technology is changing rapidly, real-time discussions are having more impact on business and the global economy is moving toward greater efficiency and austerity. In this environment, it is critical to maximize effective communication and build a sustainable approach to customer retention. Lean startups appreciate that social media is inherently inexpensive. But it is also key to recognize that it takes time and much effort―part of the “sweat equity” that many businesses require. This presentation provides guidance in developing and implementing a social media and customer relationship management (CRM) business strategy: Building a presence, maintaining a reputation and creating a sustainable business for the long term.TRANSCRIPT
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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
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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
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mass customization
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Confidential ArCompany Inc. — February 27, 2013
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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
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develop thought leadership: Indium Corp
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Confidential ArCompany Inc. — February 27, 2013
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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
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establish community from the get-go
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Confidential ArCompany Inc. — February 27, 2013
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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
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know when people are talking about you
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Confidential ArCompany Inc. — February 27, 2013
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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
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be interested and interesting in social
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Confidential ArCompany Inc. — February 27, 2013
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image footprints - @JESS3
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Confidential ArCompany Inc. — February 27, 2013
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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
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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
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…to organized stories
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Confidential ArCompany Inc. — February 27, 2013
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humanize
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Confidential ArCompany Inc. — February 27, 2013
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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
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Confidential ArCompany Inc. — February 27, 2013
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Confidential ArCompany Inc. — February 27, 2013
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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