competing in a social economy

Competing in a Social Economy

IMPACT Session ID 2872A

Alan See

Chief Marketing Officer

Berry Network Inc., an AT&T Company

IBM IMPACT 2011

4/12/2011

Agenda

2

• The Challenge:

– Reposition the Brand

– Implement New Lead Generation Strategy

• Building a Social-Ready Organization

– Storm Clouds and Stress

– The Role of Chief X Officer’s

The Challenge

3

Brand Transformation and Lead Generation Strategy

Berry Network Inc., an AT&T CompanyBrand Transformation

4

Sales ProcessLead Generation and Nurturing

5

ProspectSources

ProspectGeneration

ProspectQualification

QualifyOpportunity

Analyze SpecificNeeds in

DetailPresentation

Build BusinessCase

Proposal /Quote

RefineMarket

Specifications

ActualMarket Study

Testimonials /Case Study

OpportunityManagement

(other content: White paper,

etc)

PostMortem

ContractNegotiation

Acceptable?

Sale

OrderProcessing

PublicationBooked

Revenue

Post SalesService

AccountManagement

Cross-SellBase

Sales Pipeline Sales Forecast

Yes

No No

Sales Funnel

L

6

Social Media Marketing IntegrationAccelerated branding and lead generation strategy roadmap

Nurture Community

Linking & Feeding

Start Conversation

Linking & Feeding

Building a Social-Ready Organization

7

8

“The National Doppler Radar System has indicated that local conditions are

right to produce severe weather.

High winds, damaging hail, and flash floods are likely products of this storm.

Seek immediate shelter moving away from doors and windows.”

When Storm Clouds Build my Weather Alert Radio Calls for Action …

9

Social MediaGenerating the perfect executive storm …

10

Social MediaHigh stress, damaging assumptions, and flash flood buzz words …

“The CMO Alert System has indicated

that conditions are right to produce

severe C-Suite turbulence. High stress,

damaging assumptions, and flash flood

buzz words are likely elements of your

next meeting.

Seek cross-functional support

immediately.”

11

Helpful for Integrating Social Media in Your Organization!

12

Social Media Sparks Interesting C-Suite Conversations

13

The Chief Executive Officer

CEO: I hear about social media all the time now; but does Wall Street really care if we get social? I thought this would only involve your PR department. What’s our competition doing?

14

The Chief Financial Officer

CFO: Are we talking about decreasing expenses or increasing revenues with this strategy? On a side note; someone told me that Twitter and Facebook are free … that’s great, no cost!

15

The Chief Information Officer

CIO: What about network security? By the way, we can’t allow everyone to be downloading all these new untested desktop social apps. And don’t even get me going about the mobile angle.

16

The Corporate Legal Counsel

Legal: I’ll need to consider our risk and exposure. Who did you say was going to be blogging and tweeting?

17

The Chief Sales Officer

Sales: Are we using this to generate sales leads or is it about customer service? If it’s about leads, will the quality be any good? Should sales really be involved with this stuff? How does this impact my call center?

18

The Chief Human Resource Officer

HR: Are we going to allow all employees access? If so, what about productivity? Are we using this for recruiting?

Social-Ready Marketing

19

Strategy

ProcessesTechnology

0

20

40

60

80

100

20

Strategy – Technology - ProcessesHave you established standards and procedures?

21

Strategy – Technology - ProcessesHave you created a social media education process? Every employee is a marketer …

22

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

23

Strategy – Technology - ProcessesWho will monitor activity? What technology will they use to monitor?

24

Strategy – Technology - ProcessesWill you allow platform and applications exceptions? If so, who can grant the exception?

25

Strategy – Technology - ProcessesWill you allow platform and applications exceptions? If so, who can grant the exception?

Denied!

Customer interaction

Prospect interaction

26

Strategy – Technology - ProcessesHow will social media interaction impact your sales process? Corporate communications?

Partner interaction

Dupont ChartThe relationship between key ratios and components of a business

27

“The Only Profit Center is the Customer” ~ Peter Drucker

28

Thank You!

29

Alan See

CMO

Berry Network Inc., an AT&T Company

Twitter: @AlanSee

Email: Alan.See@BerryNetwork.com