building a social-ready organization

Building a Social-Ready Enterprise: The Role of CXO’s

Alan See

Chief Marketing Officer

Berry Network Inc., an AT&T Company

Twitter: @AlanSee

1/27/2011

Agenda

2

• The Challenge: Competing in a Social Economy

– Branding & Lead Generation

• Building a Social-Ready Organization

– Strategy – Technology - Processes

The Challenge

3

Competing in a Social Economy

Berry Network Inc., an AT&T Company Brand Transformation … more than just print Yellow Pages

4

Sales Funnel Lead Generation

5

Prospect Sources

Prospect Generation

Prospect Qualification

Qualify Opportunity

Analyze Specific Needs in

Detail Presentation

Build Business Case

Proposal / Quote

Refine Market

Specifications

Actual Market Study

Testimonials / Case Study

Opportunity Management

(other content: White paper,

etc)

Post Mortem

Contract Negotiation

Acceptable?

Sale

Order Processing

Publication Booked

Revenue

Post Sales Service

Account Management

Cross-Sell Base

Sales Pipeline Sales Forecast

Yes

No No

Sales Funnel

L

Awareness - Interest - Desire - Action (Engagement & Trust Building)

6

Targeted

Marketing Branding

Marketing Funnel Goals … Create & Strategically Place Content … increase brand awareness, generate interest and position BNI as a marketing thought-leader

Content & Platform Presence 1. Blogs (customer facing) 2. Content (Assessments / White Papers) 3. Platform Extension (Social Media sites) 4. Lead Capture

Branding & Lead Generation

7

Linking & Feeding

Social Media Marketing Integration Branding & Lead Generation Acceleration Strategy

Nurture Community

Linking & Feeding

Start Conversation

Building a Social-Ready Organization

8

CXO: Strategy – Technology - Processes

9

Helpful for Launching Social Media in Your Organization!

10

Risks / Exposure?

Network Security?

Increase Revenue / Decrease Expenses?

Lead Generation or Customer Service?

Does Wall Street Care?

Integrating Social Media

Internal HR Policy or Recruiting?

Social Media Marketing Involves Your Entire Organization … and all the major players

11

Social Media is Wide and Deep Applications vary and are used for different goals and objectives … and have different implications

• Social News / Bookmarking / Aggregators … (FriendFeed, digg, delicious)

• Social Networks … (LinkedIn, Twitter, Facebook)

• User-Generated Content … (flickr, youtube, yelp, slideshare, blogs)

12

Social Media CXO: Strategy – Technology - Processes

Social-Ready Assessment

Strategy

Processes Technology

0

20

40

60

80

100

Social-Ready Marketing What is your “customer experience” strategy?

13

A social-ready organization is focused on the customer experience through the execution of a social media marketing strategy that creates value for both the customer and the organization. A social-ready organization delivers on this goal by focusing on marketing media in a way that allows them to engage their customer’s on their customers’ terms. This may require a new marketing mindset. To support that new mindset, a company that aspires to be social-ready must focus on three key competency areas: • Strategy: Do you have a social media marketing strategy? Does your social media marketing strategy integrate and support your strategic marketing plan? How well does your social media strategy support your corporate goals and objectives? • Technology: Do you have the technology and infrastructure to support your social media goals and objectives? • Processes: Do you have the operational processes in place to support your social media goals and objectives?

14

Marketing Strategy Planning Process Your social media marketing strategy should support your strategic marketing plan

Customers Needs and other

Segmenting Dimensions

Company Mission & Objectives

Competitors Current &

Prospective

Customer

Product Price

Place Promotion

Targeting &

Segmentation

Positioning & Differentiation

Narrowing down to focused strategy with quantitative and qualitative screening criteria

Political & Legal - Economic - Social & Cultural - Technology

External Market Environment

Strengths

Weakness

Opportunities

Threats

Trends

15

Strategy – Technology - Processes Have you established standards and procedures?

16

Strategy – Technology - Processes Who should be engaged? Who will monitor? What technology will they use to monitor?

17

Strategy – Technology - Processes Will you allow platform access at work? If so, which platforms? Will everyone have access?

18

Strategy – Technology - Processes Will you allow platform and applications exceptions? If so, who can grant the exception? Help?!

19

Integrated Marketing

Strategy

Processes Technology

0

20

40

60

80

100

Thank You!

20

alanjsee@gmail.com