building a social-ready organization
DESCRIPTION
How to build a social media marketing organization.TRANSCRIPT
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
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• 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
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Sales Funnel Lead Generation
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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)
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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
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Linking & Feeding
Social Media Marketing Integration Branding & Lead Generation Acceleration Strategy
Nurture Community
Linking & Feeding
Start Conversation
Building a Social-Ready Organization
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CXO: Strategy – Technology - Processes
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Helpful for Launching Social Media in Your Organization!
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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
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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)
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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?
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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?
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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
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Strategy – Technology - Processes Have you established standards and procedures?
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Strategy – Technology - Processes Who should be engaged? Who will monitor? What technology will they use to monitor?
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Strategy – Technology - Processes Will you allow platform access at work? If so, which platforms? Will everyone have access?
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Strategy – Technology - Processes Will you allow platform and applications exceptions? If so, who can grant the exception? Help?!
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Integrated Marketing
Strategy
Processes Technology
0
20
40
60
80
100
