david nour on enterprise social market leadership 6.10
Post on 21-Oct-2014
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David Nour, author of Relationship Economics on Enterprise Social Market Leadership. Social Networking is about "presence;" Social Market Leadership is about "purpose."TRANSCRIPT
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Enterprise Social Market Leadership
David Nour, CEO The Nour Group, Inc.
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Social Market Leaders…
are “catalysts” who precipitate a fundamental change in their business and/or technology
facilitate “value” for their stakeholders who need each other in some way but can’t capture the value on their own
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Strategic Alignment…
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Transformation!
MINDSET
TOOLSET
ROADMAP Different State of Mind
On- or off-line, building
relationships is not a “patch” of time, but rather the dye
of the fabric.
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Listen Louder™… 1. Influence: The New Driver & Leading Indicator
of Market Valuation 2. Manage Influence = Market Leadership 3. Direct & Indirect Influence: one more expensive,
the other more valuable 4. Evangelize: The New Business Model 5. Reinvent Relationships – Digitally 6. Relationship-Centric Organizations 7. Rethink the Value of Information 8. Linear Mindset: Why This is Difficult to
Implement 9. A New Roadmap: The Market Leadership
Scorecard 10. Retrain The Organization - What's Next?
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1969-1979 1979-1989 1989-1999 1999-2009 2009-2019
15 New Companies Entered & Exited the Fortune 100 list
62 New Companies
How many companies with Social & Semantic Web?
29 New Companies
29 New Companies
Semantic Web
Web Applications Web Personal
Computer Client Server
eCommerce Social Media
Social Marketing
Impact of Technology Disruption
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Mar
kets
Products
Social Market
Leaders
…socially enable the customer lifecycle to better deliver a holistic customer experience
…provide a better experience = higher retention rates, stronger margins, brand equity, and market valuation
Social Market Leaders
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Social Search
“Solution” versus “Pain” Driven
Intellectual versus Emotional
I know what I am looking for… looking for a particular solution.
I don’t know what I am looking for…. I start with my pain… I am looking for people who understand and can point me in the right direction.
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David Nour - “Google Me”
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Social Networking Strategy
1. Identify Relevant Stakeholders 2. Sources of Insights 3. Engage with Unique Value-Add 4. Deliver Exceptional Experiences! 5. Influence Best Practices
Engage & Influence – often without Authority…
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Social Networking…
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Video Distribution… 5min Blip.tv blip.tv Break break.com Brightcove brightcove.com Crackle crackle.com DailyMotion dailymotion.com eBaum's World ebaumsworld.com Google Video Graspr graspr.com GrindTV grindtv.com Howcast howcast.com i2TV tellytopia.com Imeem imeem.com Metacafe metacafe.com MySpace myspace.com Revver revver.com Sclipo sclipo.com sevenload sevenload.com Streetfire streetfire.net StupidVideos stupidvideos.com TubeMogul Veoh veoh.com
Viddler viddler.com Vimeo vimeo.com Webcastr Yahoo Video video.yahoo.com YouTube youtube.com
USTREAM.TV
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Ocean Fishing
Public Social
Networks
Fish Farming
Corporate Online
Community
Customer Experience
Fish Store
Prospective Sales
Process
Social Customer Lifecycle
Fish Tank
Customer Base
Business Intelligence
Fish Bowl
Customer Experience
Management
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Market Education
Prospect Engagement
Sales Identification
Customer Empowerment
Customer Evangelism
Customer Community
Social Enabled Customer Lifecycle
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Social Intelligence
Relationships
Roles
Interactions
Processes
Transactions
Demographics
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Social Enterprise Maturity Model
Tactical
Ris
k /
Rew
ard
Predictive
Proactive
Reactive
Inactive
Do Nothing Strategic
Opportunity Creation
Visionary
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Social Enterprise Scorecard Attribute Description Measurement
Reputation Market Perception Frequency and Sentiment of Independent Mention
Influence Importance of Market Relationships
Influencer Mapping
Relationships Breadth of Market Relationships
Percentage of Market Penetration
Evangelism Contribution to Market Education
Provide Accessibility to Market
Thought Leadership
Depth of Information Perceived Value of Content
Search-ability Presence in Market Search Rankings, Social Search, Brand Presence
Referential Customer Perception Referral Rates
Credibility Market Receptiveness to Message
Redistribution of Messaging
Responsiveness To Feedback, Issues Customer Satisfaction
Empowerment Enablement of Control Customer Retention
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Groups
Users
• Applications • Data • Members • Process • Collaboration • Content
• Dashboard • Relationships • Profile • Calendar • Messaging • Bookmarking
CRM Business Intelligence
Enterprise Search
Enterprise Content
Training Knowledge
Support
Business Systems
Corporate Community
Enterprise Integration
Enterprise Social Architecture
Public Social Networks
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Enterprise Social Roadmap Every Organization Evolves Differently
Crawl
Social Networks
• Market Leadership • Influencer Marketing • Lead Generation • Partner Recruitment • SEO
Walk
Corporate Community • Prospect Qualification • Sales Conversion • Partner Management • Thought Leadership • Customer Support • Customer Referrals
Run
Business Integration • CRM • Business Intelligence • Enterprise Search • Content Management • Process Management
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Social Market Case Study Office Product Wholesaler / Dealer Identification and Support Public-Domain Information Only
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Office Supply Market Overview
Crowded, Fragmented Market National, regional and local retailers, wholesalers, manufacturers and buying groups
Stagnant economic condition trends: Consolidation
– Staples purchased Corporate Express – United Stationers purchased MBS Dev
Cannibalizing Competitors – Staples suite of “Solutions” packages for “one
stop shopping” – Larger companies now offering expanded
product lines including Break Room and Jan-San supplies in additional to core SKUs
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Social Frequency
Key Social Search Term
Blog Mentions
Social Media Mentions
Office Supplies ~ 3 min ~ 7 min Office Products ~ 5 min ~ 29 min Office Cleaning Supplies
~ 1 hour ~ 2 days
Office Cleaning Products
~ 47 min ~ 9 days
Break Room Supplies ~ 17 hrs ~ 22 hours Break Room Products ~ 2 days ~ 8 hours
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Competitive Frequency
Competitor Blog Mentions
Social Media Mentions
Office Supplies ~ 3 min ~ 7 min Staples ~ 8 min ~ 8 min Office Depot ~ 8 min ~ 7 min Office Max ~ 33 min ~ 17 min United Stationers ~ 12 hrs ~ 2 day Shoplet.com ~ 2 day ~ 1 day Quill.com ~ 3 days ~ NA XYZ Company ~ 5 day ~ NA
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Dealer Social Participation Quality vs. Quantity • “Megas” Mentions
– Self-generated press releases and advertisement
– High traffic social sites • Independent Dealers
– Perception around Scams – Inconsistent quality/
experience – Can’t Be Found online
and/or no reviews Locals against big box
can’t find independent dealers and are forced to go to another big box (Target / Wal-Mart) for office supply
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Dealer Social Participation • Independent Dealers (cont.)
Good News: Many have online presence on social platforms but: – Violating social media “spam”
rules – Not optimized/low participation
on several networks – Not leveraging Google search – No thought leadership regarding
advantages to dealers vs. Megas
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Dealer Comparison Example • Shoplet.com – socially enabled website
– Consumer outreach with Facebook and Twitter
– Corporate blog with thought leadership and audience interaction
• Unique approach to LinkedIn
– Using Question/Answer section to gain consumer insights and better understanding of their market
• Increased social mentions and better social awareness vs. local Atlanta brick and mortar office product stores
Key Social Search Term
Blog Mentions
Social Media Network Mentions
Shoplet.com ~ 2 day ~ 1 day
Artlite Office Products
~ 4 months
~ NA
Alpha Office Products
~ 2 months
~ NA
Minton-Jones ~ NA ~ NA
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How Deep Can You Go? With Better Information, Comes Better Analysis
1
2
3
Market Executional
Planning
Internal Organizational
Planning
Public Domain Information
Business Intelligence Customer Segmentation
Analysis Market Plans Product Roadmap Partnerships Employee Programs Organization Structure
Retention Programs
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Web 2.0
Source: McKinsey Survey
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Social Market Leadership… NEXT?
Social Market Research
Private Community
Social Marketing Programs
Strategic Advisory 6-8 weeks
Customer Lifecycle Integration
Pilot Programs 3-6 Months
Social Marketing Plan
Business Initiatives 1-3 Yr
Social Optimization
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Nour Group Strategic Advisory
1. Prioritization
2. Cultural Impact / Lasting Change Management
3. Market Value / Return on Influence™
4. Executive Sponsorship / Leadership
5. Risk Mitigation / Management
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Thank You!
David Nour Relationship Economics® Atlanta, GA
888-339-1333 RelationshipEconomics.NET
@davidnour
Relationship Economics Group