@andrewcaravella #EDSHouston

THE SOCIAL BUSINESS: Strategies for

Effective Engagement

Andrew Caravella Vice President of Marketing

@andrewcaravella #EDSHouston

Social media has fundamentally changed - for the better - the way businesses and people communicate.

@andrewcaravella #EDSHouston

Social provides the most even playing field that has ever existed between brands and individuals.

@andrewcaravella #EDSHouston

Social holds businesses more accountable for their actions than any other communication channel.

@andrewcaravella #EDSHouston

Social is an opportunity for authentic, two-way dialogue that has immediate and long-term impact.

@andrewcaravella #EDSHouston

Social in Perspective

@andrewcaravella #EDSHouston

@andrewcaravella #EDSHouston

So What is Your Goal?

•  A bigger brand presence?

•  Improved customer service?

•  Drive more website traffic?

•  Gearing up for a promotion?

•  Start engaging in more

customer conversations?

•  Generate sales leads?

@andrewcaravella #EDSHouston

Marketing & Communications

•  Brand awareness & identity

•  Crisis communications

•  Promotions & offers

•  Community building

“Social media has earned it’s place at the strategic marketing table - take your seat and speak up.”!

@andrewcaravella #EDSHouston

@andrewcaravella #EDSHouston

Customer Care & Service

Human Resources & Recruiting

Sales & Business Development

Product Innovation & Development

Accountability Across the Social Business

@andrewcaravella #EDSHouston

Customer Care & Service

•  Dedicated professionals

•  Properly equipped teams

•  Humanity and compassion

•  Guidelines for engagement

“Smart brands engage in proactive customer care, not simply reactive customer service.”!

@andrewcaravella #EDSHouston

@andrewcaravella #EDSHouston

Human Resources & Recruiting

•  Networks to cultivate talent

•  Tap existing audience base

•  Tools to amplify openings

•  Check profiles during candidate review

“Content and conversations that personify your business will boost your social recruiting efforts.”!

@andrewcaravella #EDSHouston

@andrewcaravella #EDSHouston

Sales & Business Development

•  Tie to sales & growth objectives

•  Collaborate with marketing

•  Sell without stalking

•  CRM & SMM platform integrations

“There’s a fine line between social selling and stalking - remember there are people behind the profiles.”!

@andrewcaravella #EDSHouston

@andrewcaravella #EDSHouston

Product Innovation & Development

•  Unbiased feedback, recognize patterns

•  Social chatter vs. viable concepts

•  Address feedback truthfully

•  Competitive insights & trends

“Listen, acknowledge and celebrate your customers’ emotional investment in your brand.”!

@andrewcaravella #EDSHouston

@andrewcaravella #EDSHouston

Building Healthy Social Communities

@andrewcaravella #EDSHouston

Be a change agent.

Become a social business.

Be present in your communities.

@andrewcaravella #EDSHouston

Thanks.

Andrew Caravella | andrew@sproutsocial.com

| @andrewcaravella