social business: an evolution in developing sustainability - mars best practices

Confidential ArCompany Inc. — February 27, 2013

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Social Business: An Evolution in Developing Sustainability

Prepared for: MaRS Discovery District

February 28, 2013


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we are on the verge of major disruption… fundamental global

changes are happening


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an unstable world economy


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an unstable world economy


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mass customization


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the balance of power is shifting


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employees have no loyalty


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companies are making mistakes


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companies are making mistakes


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reputation is increasingly vulnerable - @BurgerKing


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reputation is increasingly vulnerable


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reputation is increasingly vulnerable - @Jeep


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marketing is dead

the customer is in control


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Value is the New Norm


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we are moving from mass marketing

…at an individual level

…to mass engagement

…among millions at one time


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Start-ups are poised to do this Cost: Ø Nominal marketing

investment Ø Insight tools Ø Research

Ø Employee effort Ø Understanding Ø Desire Ø Consistency Ø Analysis Ø Engagement

Benefits: Ø  Improved organic search engine

ranking Ø  Increased brand visibility Ø  Thought leadership development Ø  Comprehensive market insights Ø  Increased network opportunities:

partners, clients, amplification Ø  Support development of products Ø  Gain competitive intelligence Ø  Retain clients Ø  Sustainability


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conversation data is abundant


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Technology can help us listen to everything

that’s being said about ourselves, our company, our brand…….

But finding that one key, that game-changing insight in a sea of chatter and then actually doing something about it is another story.

David Armano

“

”


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control your message


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news travels fast…search and social are connected

Increasingly, product quality and what a brand stands for are determined by Google


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tell your story from the beginning


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develop thought leadership: Indium Corp


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develop thought leadership: Indium Corp

Ø Content – Contact - Cash

Ø 600% increase in

lead generation from 1 quarter to the next

Ø Social Media sales

leads “are the best leads ever received”


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establish community from the get-go


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advocacy starts with employees


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use video to tell your story: khanacademy.org


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be organized and consistent


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schedule posts ahead of time


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know when people are talking about you


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measure your engagement


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determine the health of your tweets


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be interested and interesting in social


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image footprints - @JESS3


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adapt and allow for co-creation @threadless


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target smartly


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find the right people to follow


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target through conversation


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know your audience


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be relevant


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content is king: from curation….


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…to organized stories


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humanize


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personal stories: Lockheed Martin


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turn detractors into promoters: Harry Winsor and Boeing


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social CRM is about building advocacy and business sustainability


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sCRM: Amplified Old School The Social Way

Main Driver Transaction Conversation Marketing planned, one-way,

Inflexible nimble, hyper-responsible, dialogue, insights

Sales black book and transaction-driven

interaction-based, sourced from insights

Customer Support limited hours, script-based

dynamic, “always on”, multiple platforms

Feedback occasional surveys, quarterly customer insights

multiple platforms that feedback into Sales, Marketing, Support in real time


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Thank you

[email protected]

@hessiejones

647-999-2348

social business: an evolution in developing sustainability - mars best practices

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