hayden sutherland ishopkent 2011
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© 2011
Hayden SutherlandIdeal Interface
© 2011
What I hear all the time…
© 2011
What I hear all the time…
We want customers to
‘Like’ us
© 2011
What I hear all the time…
We want customers to
‘Like’ us
We need to engage with our target audience
© 2011
What I hear all the time…
We want customers to
‘Like’ us
We need to engage with our target audience
We need a presence in
Social Media
© 2011
What I hear all the time…
We want customers to
‘Like’ us
We need to engage with our target audience
We need a presence in
Social Media
We’d like to share our
content more
© 2011
What I hear all the time…
We want customers to
‘Like’ us
We need to engage with our target audience
We need a presence in
Social Media
We’d like to share our
content more
We must update our followers
© 2011
What I hear all the time…
We want customers to
‘Like’ us
We need to engage with our target audience
We need a presence in
Social Media
We’d like to share our
content more
We must update our followers
Social Media gives us a 1-2-1 relationship with our customers
© 2011
Sound familiar?
© 2011
Sound familiar?
So they ‘Liked’ us, now what?
© 2011
Sound familiar?
So they ‘Liked’ us, now what?
We regularly blog, but nobody
comments
© 2011
Sound familiar?
So they ‘Liked’ us, now what?
We regularly blog, but nobody
comments
I built a Facebook
Page, is that it?
© 2011
Sound familiar?
So they ‘Liked’ us, now what?
We regularly blog, but nobody
comments
I built a Facebook
Page, is that it?
How do I know if this is making a difference?
© 2011
Sound familiar?
So they ‘Liked’ us, now what?
We regularly blog, but nobody
comments
I built a Facebook
Page, is that it?
How do I know if this is making a difference?
our CEO tweets from the golf course now
© 2011
Sound familiar?
So they ‘Liked’ us, now what?
We regularly blog, but nobody
comments
I built a Facebook
Page, is that it?
How do I know if this is making a difference?
our CEO tweets from the golf course now
This Social Media stuff is taking up a lot of my time
right now
© 2011
Let’s change our perspective
© 2011
SocialMedia18.11.11
© 2011
Social Business
© 2011
The days of ad-hoc and chaotic
Social Media initiativesare coming to an end
© 2011
Business ‘absorbs’ technology
• It always has– To give competitive advantage– To reduce costs– Until it becomes part of normal business
• But… now adopted at a slower rate than consumers
• Social Media is already absorbed by– Marketing, Customer Services, PR
© 2011
social needs integration across multiple business functions
© 2011
But Social Media as an eCommerce sales channel?
© 2011
Why buy via Social Media when its there to for a ‘relationship’?
© 2011
Maturity Matrix
The organisational path to the comprehensive and effective use of
Social Media
© 2011
1.Assessing
AC
TIV
ITIE
SK
PI’s
DE
PT
’S
Nothingstructured
Following‘Liking’
Etc.
N/A
© 2011
1.Assessing
2.Participating
AC
TIV
ITIE
SK
PI’s
DE
PT
’S
Nothingstructured
Following‘Liking’
Etc.
N/A
Listening:Feeds, alerts,monitoring,
prioritisation, etc.
Posting:Facebook status& Org. Pages,Tweeting, Etc.
Blogging
Follows ‘Likes’Traffic
Marketing
PR
© 2011
1.Assessing
2.Participating
3.Engaging
AC
TIV
ITIE
SK
PI’s
DE
PT
’S
Nothingstructured
Following‘Liking’
Etc.
N/A
Listening:Feeds, alerts,monitoring,
prioritisation, etc.
Posting:Facebook status& Org. Pages,Tweeting, Etc.
Blogging
Follows ‘Likes’Traffic
Focused PRactivity (e.g. blogs),
Responding to +/- sentiment,
Building community,
Customer Service Tracking links,Offers/Deals
In-bound linkCustomer Sat
Traffic/postingsSales
Marketing
PRCustomer Service
eCommerceMarketing
PR
© 2011
1.Assessing
2.Participating
3.Engaging
4.Integrating
AC
TIV
ITIE
SK
PI’s
DE
PT
’S
Nothingstructured
Following‘Liking’
Etc.
N/A
Listening:Feeds, alerts,monitoring,
prioritisation, etc.
Posting:Facebook status& Org. Pages,Tweeting, Etc.
Blogging
Follows ‘Likes’Traffic
Focused PRactivity (e.g. blogs),
Responding to +/- sentiment,
Building community,
Customer Service Tracking links,Offers/Deals
Social Business,Connected
API’s & Graph(Facebook store)
Social CRMInventory & offermanagement bysocial channel,
Etc.
RetentionCLV
Conversion bySocial Channel
Marketing
PRCustomer Service
eCommerce
PRCustomer Service
Information Technology
Marketing eCommerceMarketing
PR
In-bound linkCustomer Sat
Traffic/postingsSales
© 2011
1.Assessing
2.Participating
3.Engaging
4.Integrating
AC
TIV
ITIE
SK
PI’s
DE
PT
’S
Nothingstructured
Following‘Liking’
Etc.
N/A
Listening:Feeds, alerts,monitoring,
prioritisation, etc.
Posting:Facebook status& Org. Pages,Tweeting, Etc.
Blogging
Follows ‘Likes’Traffic
Focused PRactivity (e.g. blogs),
Responding to +/- sentiment,
Building community,
Customer Service Tracking links,Offers/Deals
Social Business,Connected
API’s & Graph(Facebook store)
Social CRMInventory & offermanagement bysocial channel,
Etc.
RetentionCLV
Conversion bySocial Channel
Marketing
PRCustomer Service
eCommerce
PRCustomer Service
Information Technology
Marketing eCommerceMarketing
PR
In-bound linkCustomer Sat
Traffic/postingsSales
EFFORT (£)
© 2011
Gartner predicts Over 70% of
“IT-dominated” social media initiatives will fail through 2012
© 2011
Social BusinessWho’s doing it?
© 2011
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© 2011
DistressedInventory
© 2011
Last minute (24 hours)
JetBlue Airlines$9 tickets
© 2011
© 2011
But its expensive right?
© 2011
€59/month
© 2011
$59/month
© 2011
In summary
© 2011
There’s a differencebetween
Social Mediaand
Social Business
© 2011
Measure:Value vs. Effort
© 2011
Compare with‘traditional’channels(email)
© 2011
1.Assessing
2.Participating
3.Engaging
4.Integrating
AC
TIV
ITIE
SK
PI’s
DE
PT
’S
Nothingstructured
Following‘Liking’
Etc.
N/A
Listening:Feeds, alerts,monitoring,
prioritisation, etc.
Posting:Facebook status& Org. Pages,Tweeting, Etc.
Blogging
Follows ‘Likes’Traffic
Focused PRactivity (e.g. blogs),
Responding to +/- sentiment,
Building community,
Customer Service Tracking links,Offers/Deals
Social Business,Connected
API’s & Graph(Facebook store)
Social CRMInventory & offermanagement bysocial channel,
Etc.
RetentionCLV
Conversion bySocial Channel
Marketing
PRCustomer Service
eCommerce
PRCustomer Service
Information Technology
Marketing eCommerceMarketing
PR
In-bound linkCustomer Sat
Traffic/postingsSales
