the social business: strategies for effective engagement - energy digital summit 2014
TRANSCRIPT
@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.
