How Can B2B Marketers Benefit From Being Social

How Can B2B Marketers Benefit From Being Social?
#smb2b
[email protected] @gauravonomics
Why should B2B marketers even think about Being Social?
To begin with, what is (or isnt) Being Social?
Being Social is not about social networks (Facebook, Twitter, LinkedIn)
Being Social is not about social media (blogs, forums, communities)
Being Social is not even about internet, mobile, digital
Being Social is about word of mouth (being talked about)
Being Social is about being talkworthy (read: being remarkable)
Being Social is about relationships (building, enabling)
Being Social is about evangelists (read: fans)
Being Social is about converting customers, partners and employees into evangelists
Being Social is about organizing and energizing evangelists
Being Social is about identifying, igniting and scaling passion
Being Social is about reviews, referrals, recommendations
So, why should B2B marketers even think about Being Social?
Introductions: Share your most embarrassing social media experience
9:30 am to 11:00 am Session 1: Introduction to (Being) Social Media
11:30 am to 1:00 pm Session 2: Strategy, Tactics, Measurement
2:00 pm to 3:30 pm Session 3: Facebook, LinkedIn, Twitter
4:00 pm to 5:30 pm Session 4: Tying It All Together
http://2020social.com/ 2020social_nasscom_b2b.pdf
Session 1: Introduction to (Being) Social Media
Social Media Response Matrix

Take reasonable action to fix issue and let customer know action taken
Positive No
Do you want to respond? Assess the message
Negative Yes
Evaluate the purpose
Yes
Does customer need/deserve more info?
Yes
No Response
Unhappy Customer?
Yes
Are the facts correct?
No
Gently correct the facts
No Yes
Can you add value?
No
Dedicated Complainer?
Yes
Are the facts correct?
No
No
Respond in kind & share Thank the person Comedian Want-to-Be?
Yes
Is the problem being fixed?
Yes
Explain what is being done to correct the issue
Yes
No
Let post stand and monitor
Source: USAF, modified by Altimeter Group
Three Rules For Negative Conversations
1
The only solution for negative conversations is more positive conversations.
2
Responding to and resolving negative conversations is table stakes.
3
The prize is in inspiring your evangelists to start and spread more positive conversations.
Three Questions
1
Who are our evangelists and why will they talk about us?
2
How can we organize and energize them?
3
How can we (help them) spread the word?
None of these questions are about social media
But social media is a big part of the answer
The Next Big Question: How To Scale Passion?

The BIG question for businesses in the 21st century: how to convert employees, partners and customers into evangelists? Step 1: Identify Passion Select a BIG lifestyle, interest, or cause We help organizations build and nurture communities to connect (with) evangelists and scale their passion. Step 3: Scale Passion Build scale by leveraging existing social platforms
Step 2: Ignite Passion Build a focused community around it
Three Mantras
1
The future has already arrived. Its just not evenly distributed yet.
Source: William Gibson
2
The tools are transient. The values embedded in them are persistent.
3
To understand how technology is changing organizations, begin by asking how it is changing people.
Key Takeaways From Session 1

Who are our evangelists and why will they talk about us? Or, how to identify passion? How can we organize and energize them? Or, how to ignite passion? How can we (help them) spread the word? Or, how to scale passion?
Session 2: Strategy, Tactics, Measurement

1
Who are our evangelists and why will they talk about us?
1.1
Who are our evangelists?
Six Types of Evangelists

1. Present or past customer, or prospect 4. Partner
2. End consumer
Present or Potential Evangelists
5. Co-worker or employee
3. Analyst or influencer
6. Enthusiast
Who Are Our Evangelists?

Worksheet 1: Who Are Our Evangelists? Who are our present and potential evangelists? Who do they talk to? Who talks to them? What else do they talk about? What are their triggers to talk? Why do we want them to talk about us? Persona 1 Persona 2 Persona 3
Exercise Comments Questions
Technology Decision Makers

Forrester Social Technographics Profile of North American and European technology decision makers High use of social media both for personal and business purposes
Source: http://forrester.typepad.com/groundswell/2009/02/new-researchb2.html
1.2
Why will they talk about us?
Satchi & Saatchi: Lovemarks (brands that you love and respect)
Source: http://lovemarks.com
Publicis: Contagious Idea (an idea that spreads)
Source: http://contagious-stuff.com
Seth Godin: Ideavirus (an idea that spreads)
Source: http://www.sethgodin.com/ideavirus
Jyri Engestrom: Social Object (the idea around which a community comes together)
Gaurav Mishra: Ideasliver (a thin slice of the world that you own)
Six Types of Social Objects

1. Our unique product 4. Their own lifestyle
2. Our personalized support
Social Objects
5. Their own interest
3. Our mindblowing TVC
6. Our shared cause
Why Will Our Evangelists Talk About Us?

Worksheet 2: Why Will Our Evangelists Talk About Us? Our unique product Our personalized support Our mind-blowing TVC Their own lifestyle Their own interest Our shared cause Persona 1 Persona 2 Persona 3
2
How to organize and energize evangelists?
Five Core Social Dynamics

Social networking Blogging Microblogging Photo-sharing Video-sharing By Tool You can look at social technologies through many lenses. Product design Sales and marketing Customer support Public relations Partner relations Employee relations
Consumer generated content Conversations Collaboration Community Collective intelligence
By Core Dynamic
Decoding Social
By Function
We like to focus on the core dynamic.
By Type of Organization
Business-tobusiness Business-toconsumer Government Non-profit
Five Core Social Dynamics

Invisible
Collective Intelligence Ease of Understanding Community Collaboration Conversation Consumer Generated Content Visible Easy Ease of Implementing Difficult
Five Reasons Why Business is Social
!
Consumer Generated Content Conversation Collaboration Community Collective Intelligence
Consumer Generated Content

Your consumers are authors, photographers and filmmakers, all rolled into one. Tap into their creativity. Ask them to interpret your brand.
I love my new CRM software!
I made a how-to tutorial video
I also designed a IX logo
Dell Go Green
Dell Go Green is a consumer generated content contest where consumers submit ideas to redesign, reuse of recycle gadgets to make them go green.
Source: http://dellgogreen.com
Conversations
Your customers, partners and employees are talking about you, in public. Listen to them, reach out to them, engage them in a two-way conversation.
Have you used this software?
Yes! It rocks!
Dell Small Business on Facebook

Dells Small Business Facebook page, structured as a resource for small businesses to use social media, has more than 37,000 fans.
Source: http://www.facebook.com/dellsocialmedia
Dell Outlet on Twitter

Dell uses Twitter as a channel to sell refurbished computers to corporate purchase managers. @delloutlet has 1.5 million followers and has resulted in sales of more than $6 million.
Source: http://twitter.com/delloutlet
Collaboration
People work together in flow when they connect with each other as people. Create rich profiles and reputation systems to encourage people to help each other.
How do I fix this problem?
Let me tell you how!
Dell Support Community

User driven support community to increase customer satisfaction and drive down support costs.
Source: http://en.community.dell.com
Community
Communities come together around a shared social object: a lifestyle, cause or interest. Build and nurture a community platform to host your customers, partners, employees, and evangelists.
Ive worked hard on my business
I have learnt a lot
Here are some tips for you
Dell Digital Nomad

Community built around the idea of being a digital nomad. Targeted at highly mobile laptop users.
Source: http://www.digitalnomads.com/
Dell Take Your Own Path

Community where users shared inspiring stories of entrepreneurship. Driven by the Dell SME team. Now replicated internationally.
Source: http://takeyourownpath.com
Collective Intelligence
Customers, employees and partners can give you new ideas and insights. Observe their behavior, ask for their ideas, recognize and reward them for their contribution.
Heres an idea!
Heres how we can make it better!
It worked! Thank you!
Dell Ideastorm
User driven ideation community to listen to customers ideas on product improvement and new product development.
Source: http://ideastorm.com/
Dell Employee Storm

Internal ideation platform to enable Dells worldwide community of more than 80,000 employees to post and discuss ideas on topics ranging from product innovation to company HR policies.
Source: http://thesocialworkplace.com/featured/1558/
B2B Communities
1. Targeted communities of practice 4. Partner communities
2. Customerdriven support communities
Business-toBusiness Communities
5. Corporate and employee blogs
3. Ideation and research communities
6. Social media contests
AMEX Open Forum

Provides business advice and insight to AMEX consumers Idea Hub for members to network around content based on their interests Business directory to help connect SMBs looking for clients or partners Unique visitors increased by 525% year on year from 160,000 in 2008 to nearly 1 million in 2009 Source: http://www.openforum.com
Visa Business Network

SMB community for networking and business solutions SMBs connect with businesses that help them grow and meet targets Set a goal and get support from the community Leverage tools and get expert help
Source: http://www.visabusinessnetwork.com
HSBC Business Network

HSBCs community for business entrepreneurs It is a community focused on business networking Members engage through blogs to share their personal experiences with other entrepreneurs Almost 148 active member blogs
Source: http://network.hsbc.co.uk
Microsoft MVP
Microsofts longrunning Microsoft Most Valued Professional program Recognizes the most engaged and influential members of the community Provide online and offline recognition and insider access to turn them into evangelists
Source: http://www.microsoft.com/india/mvp/
Microsoft adCenter Community

Microsoft adCenter Community for advertising and publishing professionals Engages community through community blogs, Twitter and Facebook Active listening program and community management to respond to member communities
Source: https://adcenter.microsoft.com
Farnell- Element 14
Community for electronic engineers by Premier Farnell, an online retailer of electronics hardware Ties in community with online store by involving members for product reviews, recommendations Company to merge the online store into the community to better leverage the community members, who are end consumers also
Source: www.element-14.com
Archer Exchange Marketplace

Archer Community for customers to: Submit Ideas for product development Collaborate on solutions Share best practices Archer Exchange is an online marketplace for applications 2400 members contributed 1529 ideas resulting in Source: new mobile and https://community.archer-tech.com/ continuitySource: products https://exchange.archer-tech.com/
Commonground By EDR
Community by environmental information services firm EDR for environmental compliance professionals Members can network for business services and list themselves as solution providers Resulted in retaining over 90% of EDRs customers
Source: http://commonground.edrnet.com
MetricStream Compliance
Community by MetricStream, a risk and compliance solutions provider Sends 2 million visitors annually to corporate site 500000 registered members Profitable after six months Led to partnership with NASDAQ to provide training, alerts, and content for compliance
Source: http://complianceonline.com Source: http://www.metricstream.com/
National Instruments
National Instruments offers hardware and software products for engineers and scientists Members share development techniques, and connect with product experts working on similar applications worldwide Connects 28000+ engineers and scientists worldwide
Source: http://zone.ni.com
Philips Healthcare
Community for healthcare professionals to share knowledge, experiences and best practices Supports continuing education through learning resources Over 265,000 registrants are participating in online learning activities
Source: https://www.theonlinelearningcenter.com/ Source: http://netforum.medical.philips.com
ACT By SAGE Community

Community for customers of ACT software by SAGE Consumers share product ideas with the development team Forums and blogs guide users through support issues and act as how-to guides
Source: http://community.act.com
Salesforce.com IdeaExchange
Community for Salesforce customers Members submit product ideas for Salesforce.com services and solutions Member participation is very high as it reaches out to more than 72,000+ customers of Salesforce 1000+ ideas submitted since end2009
Source: http://sites.force.com/ideaexchange
Cisco Learning Network

Community by Cisco for networking professionals who work on Ciscos technologies More than 200,000+ registered members Also provides learning resources, job openings and networking opportunities for members
Source: https://learningnetwork.cisco.com
Pitney Bowes User Forums

Pitney Bowes provides a support community for its consumers The forum works as a conversational channel with potential customers Existing consumers also submit ideas for product development and new solutions
Source: http://forums.pb.com
Intel Communities
Intel supports communities for computer design and software professionals Communities act as support forums and learning centers Members use features like blogs, forums, ideation platform tied in with offline events to engage Regular contests to engage members
Source: http://community.edc.intel.com/ Source: http://software.intel.com
Intel Software Network

Community for developers on the Intel platforms Black belt program: reputation system to recognize community influencers and active members
Source: http://software.intel.com
Nokia Symbian & Maemo

Nokia supports developer communities for the Symbian and Maemo software platforms Community acts as learning resource for developers and enables collaboration
Source: http://maemo.org Source: www.symbian.org
NASSCOM Emerge
Community for emerging IT companies hosted by NASSCOM.
Source: http://communities.nasscom.in/
Sun Microsystems Blog

Sun Microsystems encourages all employees to start their blog High volume of contributors and their contributions 5500+ blogs 4500+ bloggers 140,000+ blog posts
Source: http://blogs.sun.com/
Intel- Inside Scoop Blog

Conversational blog that hosts a panel of Intel evangelists and external industry experts called Intel Insiders Intels own social media experts and evangelists blog on Intel products, technologies and other initiatives
Source: http://scoop.intel.com/
Lenovo Blogs
Hosts Design Matters- One of the most influential blogs on design and usability Integrates social feeds into the blog Blog is divided into content focused on a variety of areasdesign, mobility, product evangelism, etc Source: http://lenovoblogs.com/designmatters /
Infosys Blogs
A collection of thirty blogs Focused on showcasing the companys thought leadership product and business areas
Source: http://infosysblogs.com
Tata Interactive Systems Blog

Tata Interactive Systems corporate blog Posts to establish thought leadership on e-learning Posts to showcase the companys corporate culture
Source: http://blog.tatainteractive.com/
Tech Mahindra Blog

Tech Mahindra corporate blog Focused on the challenges and opportunities for the IT services industry
Source: http://blog.techmahindra.com:8080/wordp ress/
Wipro Blog
Wipro corporate blog Focused on showcasing corporate culture, thought leadership and CSR initiatives
Source: http://www.blog.wipro.com
How Can We Organize and Energize Our Evangelists?

Worksheet 3: How Can We Organize and Energize Our Evangelists? Consumer generated content (contests etc.) Conversations (corporate blog etc.) Collaboration (support forum etc.) Community (community of practice etc.) Collective intelligence (ideation platform etc.) Persona 1 Persona 2 Persona 3

Worksheet 1: Who are our evangelists? Worksheet 2: Why will our evangelists talk about us? Worksheet 3: How can we organize and energize our evangelists?
Session 3: Facebook, LinkedIn, Twitter

3
How can we help our evangelists spread the word?
World Map of Social Media
Source: http://globalwebindex.net
Social Platforms in India

40 35 30 25 20 15 10 5 0
Yahoo Google Orkut GMail YouTube Blogger LinkedIn Flickr Wordpress Facebook Twitter
34.2
24.4 19.6 15.5 10.9 10.3 8.5 2.9 2.2 1.7 1.3
Source: Monthly unique users in millions from http://www.vizisense.com
Decoding a social platform in three simple steps: User {Relationship} Social Object
Source: Jyri Engestrom
Facebook
Worlds leading social networking platform. 400 million users worldwide. 12.4 million users in India. Users {connect and share with} people.
Source: http://facebook.com
LinkedIn
Popular professional networking platform. 60 million users worldwide. 2.5 million users in India. Users {exchange} information, ideas and opportunities.
Source: http://linkedin.com
Twitter
Popular microsharing platform. Likes to call itself real-time information network. 75 million users worldwide. 1.8 million users in India. Users {share and discover} whats happening right now.
Source: http://twitter.com
Google Buzz
Googles own social network integrated with GMail. Users {start} conversations about the things you find interesting.
Source: http://www.google.com/buzz
Flickr
Popular photosharing platform. Users {share} photos and {watch} the world.
Source: http://flickr.com
YouTube
Popular videosharing platform. Users {broadcast} yourself.
Source: http://youtube.com
SlideShare
Popular documentsharing platform Users {upload and share} presentations and documents
Source: http://slideshare.net
Digg
Popular social voting platform. Users {discover and share} content.
Source: Digg.com
Delicious
Popular social bookmarking platform. Users {save} your bookmarks or {see} what's fresh now.
Source: http://deicious.com
Wordpress
Popular blogging platform. Users {express} yourself.
Source: http://wordpress.com
Dopplr
Popular travel sharing platform. Users {share} your personal and business travel plans with people you trust.
Source: http://dopplr.com
Wikipedia
Popular wiki platform. Users {edit} free encyclopedia.
Source: http://wikipedia.com
Ning
Popular white label social networking platform. Users {create} your own social network.
Source: http://ning.com
Focus on People vs. Content

Most social platforms are including rich user profiles, to shift the focus towards people. Instead, content-centric platforms should build deep integration with people-centric platforms.
Focus on Content
Focus on People
Social Web Content Strategy

Internal focused 1. Company News
Announcements from corporate, business units, country and product teams Leadership interviews and profiles Showcase for corporate culture and CSR initiatives
External focused 2. Industry Trends

POV on business, technology and consumer trends POV on industry issues and government policies
3. Customer Stories
Customer stories, case studies, interviews and testimonials Call for customers to share their own stories
4. One-to-One Conversations
Open threads for ideas, suggestions and feedback on product or process Contests and polls linked to marketing campaigns One-to-one interactions in comments
5. Social Hub
Excerpts from relevant conversations from external blogs, forums and social networks Conversations may relate to elements in 1-4
How Can We Help Our Evangelists Spread the Word?

Worksheet 4: How Can We Help Our Evangelists Spread the Word? Facebook strategy LinkedIn strategy Twitter strategy YouTube strategy X social network strategy Y social network strategy Z social network strategy Integration with master strategy Persona 1 Persona 2 Persona 3
Tips For Facebook
Events tab
Use Events tab if you host offline events for your fans Forrester Research uses the Events tab to notify and invite fans to join seminars, conferences, webinars and other events
Source: http://www.facebook.com/forrester#!/forrester?v=wall&viewas= 813350136
Discussions tab
Use Discussions tab for conversations with fans SAP uses Discussions tab for conversations around support and job openings
Source: http://www.facebook.com/SAPSoftware#!/SAPSoftware? v=app_2373072738
Notes tab
Use the Notes tab to send automatic updates to the page wall Forrester imports its corporate blog into the Notes tab
Source: http://www.facebook.com/forrester?v=app_2347471856
Video tab
Use Video tab to aggregate all video content in one place Mailchimp uses Video tab to display informational material on how products work and benefits provided
Source: http://www.facebook.com/mailchimp#!/mailchimp?v=ap p_2392950137
Photo tab
Use Photo tab to aggregate images in one place GSD&M Idea City uses its Photo tab to show off its work, employees and workplace culture
Source: http://www.facebook.com/ideacity?v=photos
Posterous tab
Combine Posterous blog with Facebook app to display blog on a separate tab Zoho uses Posterous to publish media mentions and other tidbits
Source: http://www.facebook.com/pages/Zoho/231460215383?v= app_6694405826
Aggregating Twitter stream

Display stream of Twitter activity Cisco uses Involvers professional suite of applications to integrate its Twitter account with its Facebook page
Source: http://www.facebook.com/Cisco#!/Cisco?v=app_5326736 8995
Aggregating YouTube channel

Display videos from YouTube channel Cisco uses Involver's Facebook application suite to aggregate videos from its YouTube channel on a Facebook page tab
Source: http://www.facebook.com/Cisco#!/Cisco?v=app_5767575 5167
Static FBML Interactive Wall

Use static FBML to create interactive forms Blue Sky Factory has an e-mail subscription form in the sidebar for lead generation
Source: http://www.facebook.com/blueskyfactory
Static FBML Interactive Tabs

Use Static FBML to create interactive tabs Sodexo Careers has created a tab with searchable listing of its current job openings
Source: http://www.facebook.com/SodexoCareers#!/SodexoCare ers?v=app_7146470109
Networked Blogs
Import blog to Facebook tab Fans get updates on their news feed Webtrends uses NetworkedBlogs to import its corporate blog on Facebook page
Source: http://www.facebook.com/webtrends?v=app_9953271133
Multimedia Landing Tab

Display images, videos and links on landing page Cisco uses its Boxes tab as landing page to present links to current initiatives and other social platforms
Source: http://www.facebook.com/Cisco
Integrate Support Community

Bring support community to Facebook page using Get Satisfaction Fans activity on Facebook page gets synched with support community on Get Satisfaction
Source: http://www.facebook.com/getsatisfaction
Integrate Support Community

Showcase content from existing community on Facebook page Dells support tab displays recent conversations from its support community
Source: http://www.facebook.com/dell#!/dell?v=app_117445821 606036
Showcase Promotions
Use promotions and events to direct Facebook fans to community Intuits Facebook landing page highlights ongoing events and promotions from its SMB community
Source: http://www.facebook.com/intuit Source: http://community.intuit.com/
Showcase Testimonials
Collect and display testimonials from clients eMarketer takes quotes from client feedback and showcases them on a separate tab in their Facebook page
Source: http://www.facebook.com/eMarketer#!/eMarketer?v=ap p_6009294086
Create a Community Resource

Create page to serve the needs of core consumer segment Dell provides guides for and hosts conversations between SMBs to leverage social media for business purposes
Source: http://www.facebook.com/#!/dellsocialmedia?v=wall&re f=ts
Tips For Twitter
Increase transparency
Dell Outlet uses the sidebar to talk about their business and introduce the person handling the account
Source: http://twitter.com/DellOutlet
Account for event coverage

Lenovo sponsors of Olympic 2008 created a separate account to post updates from the Olympic games
Source: http://twitter.com/lenovo2008
Create and manage lists of employees on Twitter

Gartner has created a list of all its analysts on Twitter making it easy for others to follow them
Source: http://twitter.com/Gartner_inc/gartneranalysts/members
Aggregate testimonials
Radian6 favorites all positive mentions of the brand to aggregate testimonials in one place
Source: http://twitter.com/radian6/favorites
Aggregate influencers on Twitter

Microsoft has leveraged the Twitter API to create a dynamic listing of business executives from various industries on Twitter
Source: http://exectweets.com/
Tips For LinkedIn
Intel & HP Group for SMB

Intel and HP is using Linkedin groups to engage SME Businesses on Linkedin
SAP Network Groups

SAP Network (not affliated to SAP.com/ Sap AG)Uses LinkedIn groups to reach out to SAP Professionals globally
Source: http://www.linkedin.com/groups?gid=38891&trk=anetsrc h_name&goback=.gdr_1271929488880_1
CIO Forum Groups

The CIO Forum, facilitated by CIO.com/CIO magazine, is where members of the CIO community can connect and collaborate to move their business technology initiatives and careers forward.
Source: http://www.linkedin.com/groups?about=&gid=48613&goback=.gd r_1271929488882_1&report.success=r3Tayp0nRRro3Er8iWS8vO-
Haas/Berkeley Alumni Group

The official Haas/Berkeley Alumni group for the UC Berkeley Haas School of Business. Allows Haas/ Berkley to extend their brands reach and strengthen the brand with existing users
Source: http://www.linkedin.com/groups?gid=113
Company Page
Company page should include basic Information, company logo, location, financials, company blog
Source: http://www.linkedin.com/companies/1009
LinkedIn Ad
Targeted CPC LinkedIn ads to drive leads to expert profile. Microsoft ad on LinkedIn
Source: Microsoft Bizspark linkedIn Ad
LinkedIn Ad for Questions

Southwest Airlines decided to engage the LinkedIn community by having CEO Gary Kelly ask users how can an airline make you more productive.
Answers Sponsorship
Philips Healthcare uses answers sponsorship to connect with its prospects
LinkedIn API Integration

Linkedin API integration to provide status of no of people from members LinkedIn network on the community platform
Source: http://2020social.com/
Comments Questions

Different social platforms have different souls and roles. Decoding a social platform in three simple steps: User {Relationship} Social Object Worksheet 4: How Can We Help Our Evangelists Spread the Word?
Session 4: Tying It All Together

Campaigns + Community + CRM

The big idea is to build a community platform to connect multiple campaigns. The campaigns recruits community members; the CRM program retains them.
Campaign 3 Campaign 2 Attention Campaign 1 Community platform + CRM programs
Time
The Social & CRM Sides of SCRM

Some players are approaching Social CRM from the Social-side, others from the CRM-side. The Social and CRM approaches are rooted in different value systems and might not converge. 4. CRM solutions with social features MS Dynamics Oracle CRM Private One-to-one Rule-driven
1. Social media 2. Community 3. Community tools with CRM platforms with platforms with features CRM connectors CRM core Hootsuite Radian6 Buzzstream Social Public Many-to-many Emergent Jive Lithium ENgage Salesforce RightNow Helpstream
HootSuite
Provides workflow, analytics, for teams to manage multiple Twitter accounts and distribute messages across multiple networks. Other features are influence rating, custom URL for analytics, regional tracking.
Source: http://hootsuite.com/
CoTweet
Enable teams to monitor, manage, and triage conversations in Twitter, analyze keywords and trends, assign updates to team members and schedule responses
Source: http://cotweet.com
Radian6
Social media analytics tool targeted at agencies and enterprises. Keyword tracking, sentiment, analytics, profiling, workflow management. Integration with Saleforce CRM. Integration with Webtrends and Omniture web analytics. Source: http://radian6.com/integration/social -crm
Radian6 Case Study 1

How can a landscaping company find point of need sales leads on Twitter and the social web? Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6.
Source: http://radian6.com/applications/sales -and-lead-generation/

How can a landscaping company find point of need sales leads on Twitter and the social web? Screenshot 2 of 4: Syncing contact record between Radian6 and Salesforce.

How can a landscaping company find point of need sales leads on Twitter and the social web? Screenshot 3 of 4: Tracking contact history in Salesforce.

How can a landscaping company find point of need sales leads on Twitter and the social web? Screenshot 4 of 4: Tracking impact on web traffic with Webtrends & Omniture.

How can a cable company manage customer support in real time? Screenshot 1 of 4: Tracking conversations related to select keywords in Radian6.
Source: http://radian6.com/applications/custo mer-service-outreach/

How can a cable company manage customer support in real time? Screenshot 2 of 4: Identifying conversations related to potential customer support problems in Radian6.

How can a cable company manage customer support in real time? Screenshot 3 of 4: Assigning problems to customer support team using the workflow features in Radian6.

How can a cable company manage customer support in real time? Screenshot 4 of 4: Syncing case with Salesforce CRM and tracking case history in Salesforce.
Lithium
Full-featured enterprise social computing platform for large enterprises. Deep integration with Twitter, Omniture, Salesforce and Rightnow.
Source: http://lithium.com/what-weoffer/social-crm-suite
Lithium
Blogs, forums, idea, chat, mobile. Reputation system, tribal knowledge base, command center, content discovery, content syndication.
Source: http://lithium.com/what-weoffer/social-crm-suite
Salesforce Service Cloud

Full suite of social and community solutions integrated with SaaS-based CRM. Community features like ideas and answers. Integration with knowledge base and CRM. Deep Twitter integration. Force.com and Facebook API. Source: http://salesforce.com/in/crm/custom er-service-support/
Chatter Collaboration Cloud

Facebook for the enterprise. Members can create personal profile, public groups, monitor projects and share content. Integration with Twitter and Facebook.
Source: http://salesforce.com/in/chatter/app s/
Chatter Collaboration Platform

APIs for developers to create new social applications connected with Chatter.
Source: http://salesforce.com/in/chatter/plat form/
In Summary
The Experience Ecosystem Toolkit

The toolkit for creating a talkworthy experience ecosystem is coming together. Salesforce seems to be best positioned to offer an end-to-end solution.
The Conversation Feedback Loop Social Media Analytics Solutions Listening Profiling Social Applications Sharing Connecting Collaboration Solutions Collaborating Co-creating Social Commerce Community & CRM Solutions Platforms Converting Supporting Energizing Retaining
Radian6 Sysomos Alterian SM2 Buzzstream
Facebook API OpenSocial API Twitter API LinkedIn API
Bazaarvoice SocialText SF Sales Cloud SF Chatter RightNow Accept Ideas SF Service Cloud
Jive Lithium INgage
Talkworthy Experience Ecosystem
Social CRM Use Cases

Marketing
Brand tracking Research communities Changing medium or message Viral marketing campaigns Evangelist communities
Sales
Identifying leads
Support
Identifying problems
Innovation
Identifying trends and ideas Acknowledgi ng ideas
Collaborati on
Profiles, groups and activity streams Shared workspaces
Insights
Response
Converting leads
Solving problems
Proactive
Referral campaigns
Suggestion campaigns
Suggestion campaigns
Blogs and wikis
Crowdsourcing
Evangelist communities
Self-service communities
Ideation communities
Employee and partner communities
Adapted from: http://slideshare.net/jeremiah_owyang/social-crmthe-new-rules-of-relationship-management
B2B Social Media Study

B2B companies are more involved in several social media activities than B2C companies.
Source: Business.com 2009 B2B Social Media Benchmarking Study

B2B companies have identified more reasons to engage with social media activities than B2C companies.

B2B companies are able to measure results from more social media activities than B2C companies.
Three Types of Metrics

2. WEB ANALYTICS PURCHASE PIPELINE RELEVANCE Relate SOCIAL WEB
Awareness Consideration Try
Purchase
1. SOCIAL CONTENT MEDIA ANALYTICS Share
IMPACT 3. BUSINESS ANALYTICS
How Can We Measure the Success of Our Strategy?

Worksheet 5: How Can We Measure the Success of Our Strategy? Social media analytics (+ive mentions etc.) Web analytics (registrations etc.) Business analytics (leads and conversions etc.) Persona 1 Persona 2 Persona 3

Social CRM will help firms integrate the full range of social media activities. The Social CRM toolkit is still coming together but several individual tools already work. You should measure ROI by combining three types of metrics: social media analytics, web analytics and business analytics.
Session 1: Introduction to (Being) Social Media
Session 2: Strategy, Tactics, Measurement


Who Are Our Evangelists?

Worksheet 1: Who Are Our Evangelists? Who are our present and potential evangelists? Who do they talk to? Who talks to them? What else do they talk about? What are their triggers to talk? Why do we want them to talk about us? Persona 1 Persona 2 Persona 3
Why Will Our Evangelists Talk About Us?

Worksheet 2: Why Will Our Evangelists Talk About Us? Our unique product Our personalized support Our mind-blowing TVC Their own lifestyle Their own interest Our shared cause Persona 1 Persona 2 Persona 3
How Can We Organize and Energize Our Evangelists?

Worksheet 3: How Can We Organize and Energize Our Evangelists? Consumer generated content (contests etc.) Conversations (corporate blog etc.) Collaboration (support forum etc.) Community (community of practice etc.) Collective intelligence (ideation platform etc.) Persona 1 Persona 2 Persona 3
Session 3: Facebook, LinkedIn, Twitter

How Can We Help Our Evangelists Spread the Word?

Worksheet 4: How Can We Help Our Evangelists Spread the Word? Facebook strategy LinkedIn strategy Twitter strategy YouTube strategy X social network strategy Y social network strategy Z social network strategy Integration with master strategy Persona 1 Persona 2 Persona 3
Session 4: Tying It All Together

Social CRM will help firms integrate the full range of social media activities. The Social CRM toolkit is still coming together but several individual tools already work. You should measure ROI by combining three types of metrics: social media analytics, web analytics and business analytics.
How Can We Measure the Success of Our Strategy?

Worksheet 5: How Can We Measure the Success of Our Strategy? Social media analytics (+ive mentions etc.) Web analytics (registrations etc.) Business analytics (leads and conversions etc.) Persona 1 Persona 2 Persona 3
2020 Social: Because Business is Social
Who Are We
Creating brand evangelists Gaurav Mishra CEO IIMB, Tata Group, Yahoo! Fellow at Georgetown Enabling employee collaboration Gautam Ghosh Consultant XLRI, Deloitte, HP, Dell Nurturing one-to-one relationships Dave Evans Consulting Director Author of Social Media Marketing: An Hour a Day Building community platforms Kaushal Sarda Consultant Capgemini CRM, Uhuroo Founder
The Next Big Question: How To Scale Passion?

The BIG question for businesses in the 21st century: how to convert employees, partners and customers into evangelists? Step 1: Identify Passion Select a BIG lifestyle, interest, or cause We help organizations build and nurture communities to connect (with) evangelists and scale their passion. Step 3: Scale Passion Build scale by leveraging existing social platforms
Step 2: Ignite Passion Build a focused community around it
What Do We Do
Competency Areas 1. Plan (Project) Research Strategy Workshops Communities of interest Communities of practice Collaboration platforms 2. Build (Project) Communities Social apps Social APIs Lithium Drupal Ning Lithium Drupal Groupsite SocialText 3. Engage (Retainer) Content Conversations Community engagement Contests
Practice Areas 1. Business to Consumer
2. Business to Business 3. Employees and Partners
Content aggregation Coaching
Client Case Studies
Intel AppUp Developer Community

Client: Intel Plan + Build + Engage Strategy for Intel Atom developer community and the Intel Netbook applications marketplace.
Source: http://intelappup.com
RCB Fan Community

Client: USL Plan + Build + Engage Strategy for the Royal Challengers Bangalore cricket fan club.
Source: http://royalchallengers.com
Spiritz & More Community

Client: USL Plan + Build + Engage Strategy for the Spiritz & More lifestyle community.
Source: http://www.spiritzandmore.com
iJanaagraha Citizen Community

Client: Janaagraha Plan + Build + Engage Strategy for the iJanaagraha citizen action community and the Jaagte Raho campaign.
Source: http://ijanaagraha.org
Dell Go Green Community

Client: Dell Plan + Build + Engage Strategy and execution of the Dell Go Green ideation platform to support Dells recycling program.
Source: http://dellgogreen.com
Case Studies from Other Avatars
Xeta Shootout Contest

Gaurav: For Tata Motors Plan + Build + Engage Consumer generated content contest (shoot your own Xeta ad film) to reinforce Xetas young and fun positioning.
Source: http://thexetashootout.com
Indica Vista Launch Campaign

Gaurav: For Tata Motors Plan + Build + Engage Social media program (serialized graphic novel, viral video, multi-player game) to associate Indica Vista with the youth.
Source: http://changeseverything.in
Vote Report India

Gaurav: Own project Plan + Build + Engage Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.
Source: http://votereport.in
Meredith Womens Network

Dave: For Meredith Publishing Plan + Build + Engage Social publishing platform for the Meredith Womens Network websites serving 15 million unique users.
Source: http://bhg.com
PGI Connect
Dave: For Premier Global Plan + Build + Engage Community platform for developers building SaaS applications using the Premiers Global Services Communications Systems APIs. Source: http://pgiconnect.com
PGA Tour Cobranding

Dave: For PGA Tour Plan + Build + Engage Social platform to connect and service PGA tour co-branding partners.
Source: http://pgatourcobranding.com
Friend2Friend: ProductPulse
Dave: Friend2Friend Plan + Build + Engage Social media application to vote, comment and share products with friends.
Source: http://friend2friend.com & http://productpulse.com
Uhuroo
Kaushal: Own project Plan + Build + Engage SaaS-based enterprise collaboration platform.
Source: http://uhuroo.com
HR Professionals Community
Gautam: Own project Plan + Build + Engage Social networking platform for HR professionals to connect, share knowledge and learn.
Source: http://hrpeople.ning.com
Social Media in India Wiki

2020 Social: Own project Plan + Build + Engage Wiki-based definitive resource on social media practitioners and case studies in India.
Source: http://community.2020social.com
Ask Us How
2020social.com | [email protected]| @2020social
[email protected] @gauravonomics [email protected] @evansdave
[email protected] @gautamghosh
[email protected] @ksarda

How Can B2B Marketers Benefit From Being Social

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How Can B2B Marketers Benefit From Being Social?

Why should B2B marketers even think about Being Social?

To begin with, what is (or isnt) Being Social?

Being Social is not about social networks (Facebook, Twitter, LinkedIn)

Being Social is not about social media (blogs, forums, communities)

Being Social is not even about internet, mobile, digital

Being Social is about word of mouth (being talked about)

Being Social is about being talkworthy (read: being remarkable)

Being Social is about relationships (building, enabling)

Being Social is about evangelists (read: fans)

Being Social is about organizing and energizing evangelists

Being Social is about identifying, igniting and scaling passion

Being Social is about reviews, referrals, recommendations

Introductions: Share your most embarrassing social media experience

9:30 am to 11:00 am Session 1: Introduction to (Being) Social Media

11:30 am to 1:00 pm Session 2: Strategy, Tactics, Measurement

2:00 pm to 3:30 pm Session 3: Facebook, LinkedIn, Twitter

4:00 pm to 5:30 pm Session 4: Tying It All Together

Session 1: Introduction to (Being) Social Media

Social Media Response Matrix

Are the facts correct?

Gently correct the facts

Are the facts correct?

Explain what is being done to correct the issue

Source: USAF, modified by Altimeter Group

Three Rules For Negative Conversations

None of these questions are about social media

But social media is a big part of the answer

The Next Big Question: How To Scale Passion?

Step 2: Ignite Passion Build a focused community around it

Source: William Gibson

Key Takeaways From Session 1

Session 2: Strategy, Tactics, Measurement

Key Takeaways From Session 1

Six Types of Evangelists

Present or Potential Evangelists

Who Are Our Evangelists?

Exercise Comments Questions

Technology Decision Makers

Publicis: Contagious Idea (an idea that spreads)

Seth Godin: Ideavirus (an idea that spreads)

Six Types of Social Objects

2. Our personalized support

5. Their own interest

3. Our mindblowing TVC

6. Our shared cause

Why Will Our Evangelists Talk About Us?

Exercise Comments Questions

Five Core Social Dynamics

Consumer generated content Conversations Collaboration Community Collective intelligence

We like to focus on the core dynamic.

Business-tobusiness Business-toconsumer Government Non-profit

Five Core Social Dynamics

Five Reasons Why Business is Social

Consumer Generated Content

I love my new CRM software!

I made a how-to tutorial video

I also designed a IX logo

Have you used this software?

Dell Small Business on Facebook