the social business triple crown
DESCRIPTION
Access the full webinar at http://ar.gy/resources Integrate social media into your sales & marketing, product, and customer service teams. Social isn’t something you do, it’s something you are. No one knows that better than Maria Ogneva, Head of Community at Yammer, and Justin Levy, Head of Social Media at Citrix. By integrating social deeply into their businesses, they have been able to: Improve service quality and reduce cost of service Drive leads and sales via social and Build better products as a result of customer feedback gathered from social mediaTRANSCRIPT
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We’ll begin the show shortly…
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#socialbiz
Who’s presenting?
Maria OgnevaHead of CommunityYammer@themaria
Eric BoggsFounder, CEOArgyle Social@ericboggs
Justin LevyHead of Social MediaCitrix Online@JustinLevy
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#socialbiz
Details
• Eric will lead Q & A at the end of the call.
• Tag your tweets with #socialbiz
• We’re recording this shin dig.
• We’ll send an email follow up to everyone with the recording & slides.
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#socialbiz
15 Second Commercial
Featuring interviews with social pros from:
Social Pros Podcasthttp://ar.gy/podcast
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Intros: Maria & Justin
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#socialbiz
The Social Business Triple Crown?
Sales/Marketing Customer service Product Dev
Also: We’re drinking mint juleps and wearing funny hats.
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#socialbiz
Why are we talking about #socialbiz?
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Sales & Marketing
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#socialbiz
Why is it difficult?
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#socialbiz
Set the right expectations
Social Lead Traditional Lead
Point of entry
Facebook, Twitter, LinkedIn
Email, Tradeshow, Lead form
Tone Informal Formal
Process Organic, winding Formulaic, linear
Type Soft sell Hard sell
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#socialbiz
Setting the right expectations
Social Lead Traditional Lead
Point of entry
Facebook, Twitter, Linked In
Email, Tradeshow, Lead form
Tone Informal Formal
Process Organic, winding Formulaic, linear
Type Soft sell Hard sell
Social-sourced leads require different relationship
management.
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#socialbiz
Ask yourself some questions
• How does social work with your CRM system?
• What training and messaging does marketing need to handle indirect and direct sales leads?
• What channels should you be monitoring for leads?
• How are you tracking conversation history?
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#socialbiz
Ask yourself some questions…
• How does social work with your CRM system?
• What training and messaging does marketing need to handle indirect and direct sales leads?
• What channels should you be monitoring for leads?
• How are you tracking conversation history?
If you can’t pass the baton from social to sales/marketing,
you’ll lose the race.
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Customer service & support
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#socialbiz
Problem
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#socialbiz
Social Support Staffing Strategies• The Well-Connected Traffic Cop– Strong internal network– Knows who knows the answers
• The Support Specialist– Strong support experience– Actually knows most of the answers
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#socialbiz
Social Support Staffing Strategies• The Well-Connected Traffic Cop– Strong internal network– Knows who knows the answers
• The Support Specialist– Strong support experience– Actually knows most of the answers
Build support systems that scale.
Recognize that people don’t scale.
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#socialbiz
Ask yourself some questions
• How do you track social support questions?
• How does the workflow fit into your bug tracking system and CRM?
• How do you measure success on social support?
• When do you use DMs, email, phone, wall posts?
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#socialbiz
Ask yourself some questions
• How do you track social support questions?
• How does the workflow fit into your bug tracking system and CRM?
• How do you measure success on social support?
• When do you use DMs, email, phone, wall posts?
Build a seamless customer experience by responding
symmetrically.
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Product Development
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#socialbiz
Problem
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#socialbiz
Poll: How often does social meet with your product team?
• A) Never
• B) Weekly
• C) Quarterly
• D) Other
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#socialbiz
How often does social meet with product team?
• Poll:
• A) Never
• B) Quarterly
• C) Weekly
• D) Other
Social has a unique insight into the “voice of the customer”.
Share it!
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#socialbiz
Customer communities are R&D
• Real-time feedback loop empowers nimble product development
• Outlets for substantive feedback cut cost of service
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#socialbiz
Customer communities are R&D
• Real-time feedback loop empowers nimble product development
• Outlets for substantive feedback cut cost of service
Social enables your company to create
cost-effective and efficient focus groups.
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#socialbiz
Useful vs. Noise
Actionable feedback Not Actionable Feedback
I like x because it does y which makes z easier in my life.
I like x so much!
I hate x feature because it makes me do y which means I can’t do z.
I hate x feature. Epic fail.
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#socialbiz
• How do you coordinate across teams?
• Do these teams know how social signals impact their projects and teams?
- UX/UI- Search- Product- Sales- PR/Marketing
Are social signals being shared?
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#socialbiz
• How do you coordinate across teams?
• Do these teams know how social signals impact their projects and teams?
- UX/UI- Search- Product- Sales- PR/Marketing
Are social signals being shared?
Feedback becomes infinitely more valuable when it’s shared
across teams.
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Q&A
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#socialbiz
Q&A
Maria Ogneva@themaria
Hashtag your questions with #socialbizThanks for joining us!
Justin Levy@justinlevy
Eric Boggs@ericboggs