the social-powered enterprise ebook
Post on 13-Sep-2014
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Learn how Social Media is transforming your 3 most important disciplinesTRANSCRIPT
YOUR SOCIAL ENTERPRISE STARTS HERE.
An Introduction for sceptical strategists
SOCIAL MEDIA IS HUGELY HYPED.
Traditional
media is dead.
Social media is
the game changer
to end all gamechangers
The universe
has changed
Marketing has just beenreborn.
Social media
is like the
discovery
of fireNothing will
ever be the same
Everythingyou knowis wrong
Throw out every rule book
It’s changing
the world
AND THE HYPE IS TRUE.
Social media really will change the way almost everyone in your business does business.
In fact, it already has…
Data storm:this is big
1.5bnFacebook posts a day.Facebook
Nearly
250Mpeople use Facebookon a daily basis.Econsultancy, July 2010
LinkedIn has
120Mmembers.LinkedIn
Nearly
23% of UK internet time – one in every4.5 minutes –was spent on socialnetworks and blogsin 2009.UKOM / Nielsen, May 2010
Social networks account for
11.6% of all UK internet visitsin September 2010.Hitwise, October 2010
56%of US consumers feela stronger connection to and better served by brands that engage with them online.Cone Inc.
44%of UK internet users aged16 and over have their ownsocial networking page or site.Office for National Statistics, November 2010
78%of business are actively using social media.Corporate Social Media Report,Digital Brand Expressions, June 2010
200MTweets a day.Twitter
Social RevolutionSocial Networking Surpasses Email
Comscore June 2011
2007 2008 2009 2010 2011
SocialUsers
1.1 BillionSocial Users
EmailUsers
This is what we mean by social media…
Any online environment in where users can create and share content & opinion:
Public social media services – Facebook, LinkedIn, Google+ and online forumsBlogging and micro-blogging –Twitter, personal and industry blogsSocial bookmarking – Digg, Stumble Upon and Delicious Content sharing – YouTube, Vimeo, flickr and SlideshareSocial commerce – ratings & reviews sites and servicesSocial enterprise apps – Salesforce Chatter, wikis or social CRM
They’re all places where your business is being shaped today.
IF YOU IGNORE IT,
Social media is a threat.
Your competitors will use it to steal the advantage.Vocal detractors will bad-mouth your brand in very public forums.Your sales teams will sell against social-powered rivals.Your support teams will miss the most important conversations of all. Your dispersed project teams will grind along using email and holding endless meetings.
To shape the conversations around your brandTo encourage loyal customers to actively promote youTo empower your sales teams with insight into every opportunityTo free your support people to delight customers – in low-cost channels!To turbo-charge your knowledge workers, helping them collaborate more efficiently and intelligentlyTo spot trends early and act on them faster than your competitors
Social media is an opportunity.
IF YOU EMBRACE IT,
SOCIAL MEDIA CAN CONTRIBUTEIN UNEXPECTED
PLACES
Social recruitment
Crowdsourced new product development
Social-powered product management
Social partner portals
SocialHR
Social field- force apps
CustomerServiceMarketing
Sales
Collaboration
BUT THERE ARE FOUR MAJOR DISCIPLINES
WHERE SOCIAL MEDIA MAKES A MASSIVE
IMPACT
Let’s see how…
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
SOCIAL SELLING
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Discover opportunities
Research prospects & companies
Target pitches to specific decision-makers
Forge deeper,more personalconnections earlier
Detect warningsigns in existingaccounts
Spot competitivemoves early
Reach out to new prospects
Collaborate
inte
rnal
ly to
dire
ct pitch
es
How sales people use social media
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
The Benefits of Social Selling
Greater ReachSee more
opportunites
HigherProductivityFocus on hot
prospects
Better Close Rates
More targetedpitches
Deeper RelationshipsBetter listening
Better Return on Knowledge
Intelligentcollaboration
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Social Selling Action Points
Find your social forums – be where your prospects areListen to the conversations – Google Alerts, blogs, groups and forums, LinkedIn, Twitter…Socialise your CRM – Integrate social profiles and activities into your prospect databaseSocial-power your collaboration – focus your experts around each opportunity using internal social networksTrack social-driven sales – measure the return on your social investment
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Sound bite
We’d all rather purchase from a ‘friend’, ‘connection,’ or ‘follower’
than someone who spams us day
in and day out.Social Selling University
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
CASE STORY
IBM: Listening for Leads
IBM asked employees to spot social conversations around key topics Server replacement, storage system purchasing, etc – On blogs, discussion forums, social sites – A few hours a week for volunteers: using keywords for searching
The ‘Listening for Leads’ program funnelled relevant threads to lead development reps – Qualifying process including telephone contact
Monitored number of leads created, lead value, win revenue and win rate
Program brought in millions of dollars in new business
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
SOCIAL CUSTOMER SERVICE
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
How support people can use social media
Actively listening for questions and issues that need resolving on on social sitesLeveraging social profiles on contact centre screensEncouraging self-support on your site and social sitesRewarding ‘super-customers’ who actively help othersLetting people vote on the most helpful support contentCollaborating internally to connect agents to expertise
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
The Benefits of Social Customer Service
Happier Customers
Who share their experiences
Lower Support Costs
With self-service & low-cost channels
Increased Agent Productivity
With fast access to knowledge
More First-time Resolutions Even before
a case is born
Enriched Knowledge Bases
That customers help create
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Social Customer Service Action Points
Engage with customers where they are – and help them find the right support channelsAim for rapid response – for ‘one and done’ support in social channelsAutomate social listening – with a system that finds and assigns social posts Leverage your knowledge assets – so agents can access your expertiseSocial-enable your self-support portal – rewarding users who help othersIntegrate all channels – so agents see traditional and social channels together in one view
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Sound bite
Social media represents a new dynamic in customer experiences in
which the company, its products, services, reputation and the way
it treats its customers become highly visible to millions
of people.Dr Natalie Petouhoff and Kathy Hermann
Calculating the ROI of Social Customer Service
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
CASE STORY
iContact: marketing meets customer careiContact, a fast-growing marketing software company – Built its customer care around social channels. – Responsive, high-quality support via social, chat, phone and email
Marketing is front line of customer support – Feeding to Tier 3 support team – Support team dedicated to social channel with 30-minute response target
Runs customer satisfaction polls every day. – Consistently exceeds its service-level performance goal – Averaging more than 88 percent
Won the Global Call Center of the Year Award from International Customer Management Institute (for SMEs)
Now integrating support team with Radian6 listening tools and Salesforce CRM
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
SOCIAL MEDIAMARKETING
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
How marketers use social media
Listen to the marketBuild relationships with influencersPromote your content & activitiesBoost traffic & search rankingsIncrease conversions on-site
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
The Benefits of Social Marketing
Greater Exposure
Where your audiences are
Increased EngagementAnd deeper relationships
Increased web trafficAnd on-site conversions
Higher Quality LeadsFrom inbound
marketing
Faster CampaignsWith better targeting
More efficient budgetsWith higher ROI
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Social Marketing Action Points
Listen and monitor – Track conversations around your brandsStart dialogues – Come out and join the conversationsIdentify influencers – And build bridges to keep them on sideShare your stories – let people inside, through blog posts, tweets and social pagesMake it easy for people to share your content – and encourage them to do soInject social commerce trust – by inviting ratings, reviews and commentsUse collaborative marketing – with social tools that share best practice
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Sound bite
Conversations in your marketplace
happen whether you like it or not. Good marketing encourages the right sort
of conversations.Seth Godin
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
CASE STORY
GiffGaff has community in it’s DNA
GiffGaff: a UK mobile virtual network operator – Only 14 employees but grabbed a share of the UK telecoms market – The entire business is built on community
Remarkably committed customer community – It existed even before the business did – Helping shape the products, the offer and the go-to-market strategy
GiffGaff community: way beyond support – Questions answered within three minutes by community members – Peer-driven customer on-boarding incentives drives company growth
GiffGaff’s Net Promoter Score is 75 – Far above the sector average – Rivalling some of the world’s most successful brands
Social Customer Service
Social Selling
Social Media Marketing
Social Collaboration
SOCIAL COLLABORATION
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
How all kinds of teams use social media
To identify experts & discover knowledgeTo streamline communicationsTo update colleagues in real timeTo accelerate and inform decisionsTo share best practice
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Faster & better decisions
With quick access to knowledge
Fewer MeetingsImproving efficiency
Less EmailReducing storage & network costs
Improved Responsiveness
To customer demands
Less Wasted Time
Looking for information
The Benefits of Social Collaboration
Social Collaboration Action Points
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Socialise your intranet – With profiles, status updates, presence…Use ‘push’ tools – Like desktop widgets for updatesCreate a central knowledge bank – accessible from your collaboration spacesEncourage engagement – with tweets, posts, updates and shared contentStart at the top – getting senior execs in social forumsEmbrace all media – text, photos, video, audio…Market your successes – show other teams how it’s done
Social Collaboration
Social Customer Service
Social Selling
Social Media Marketing
Sound bite
It’s no longeracceptable for
employees to feel disconnected
at work.Jacob Morgan
SIX PRINCIPLESFOR SOCIALENTERPRISE SUCCESS
LISTEN
Make it somebody’s job – be clear who’s monitoring whatUse monitoring tools – from the free tools (like Google Alerts) to enterprise-class suites like Radian6Ask for regular reports – track social trends for top management
SIX PRINCIPLESFOR SOCIALENTERPRISE SUCCESS
ENGAGEFind your natural social engagers Anyone who’s native to the social platformsStart with a simple ‘thanks’ or ‘sorry’ Human responses work best in socialBack up words with actions Empower your social engagers to do the right things
SIX PRINCIPLESFOR SOCIALENTERPRISE SUCCESS
Use monitoring tools Automate, capture and report Link to outcomes Track social activity to revenue, referrals, cost-per lead, customer retention rates…Don’t ignore the qualitative ‘Soft’ engagement measures drive ROI, too
MEASURE
SIX PRINCIPLESFOR SOCIALENTERPRISE SUCCESS
INTEGRATERe-engineer key processes Re-think processes to weave in social media inputs and activitiesUse social-powered technology Use cloud-based CRM with social profiles plus in-house social collaboration toolsBuild social metrics into the business That which gets measured gets managed
SIX PRINCIPLESFOR SOCIALENTERPRISE SUCCESS
COLLABORATEAdd social power to your intranet sites With profiles, status updates & content sharingInclude your people’s expertise & experience Identify your experts and knowledge assetsEncourage two-way content flows Not just top-down communicationAllow updates to trigger alerts Push relevant updates to desktops and mobiles
SIX PRINCIPLESFOR SOCIALENTERPRISE SUCCESS
HELPStart with your community’s needs Make their lives easier, help them achieve their goals or do their jobs better Always be transparent Communicate openly and honestly and admit mistakesDo unto others… Help others in social forums and they’ll help you
SIX PRINCIPLESFOR SOCIALENTERPRISE SUCCESS
SOCIAL ENTERPRISE RESOURCES
Blogs & sites we like
Econsultancy.com
Social Media Examiner
Social Media Explorer
Social Media Today
Social Selling University
The Forrester Blog for Customer Experience Pros
The International Customer Management Institute
Gary Vaynerchuk@garyvee
Chris Brogan@chrisbrogan
Lee Odden@leeodden
Brian Solis@briansolis
Social Media Darwinism@pauldunay
The Social Media Marketing Blog@scottmonty
Groups we like
LinkedIn Groups
Social Media for Customer Service & Call Centers
Social Media Marketing
Sales Playbook
Enterprise 2.0 Group
About Salesforce.com
Salesforce.com is the enterprise cloud computing company that’s leading the shift to the Social Enterprise – helping companies connect to customers and employees like never before.
Our trusted cloud apps and platform include these social-powered solutions:
Chatter – a private social network for your business
Sales Cloud – for sales force automation and contact management
Service Cloud – for customer service and support solutions
Radian6 – for social media monitoring and engagement
As well as these platforms and services:
Data.com® – for the most complete source of accurate business data
AppExchange – the leading marketplace for enterprise cloud computing applications
Force.com – for custom application development
Heroku – for building social and mobile apps in Ruby and Java
Database.com – the world’s first enterprise cloud database
Our 100,000+ successful customers have experienced the benefits: a better way of connecting with customers and employees that’s fast, low cost and low risk.
How Salesforce Can Help You Achieve Social Success
Salesforce.com is the secret ingredient inside many of the world’s most successful social enterprises – including everything from start-ups to major global brands.
Because all of Salesforce.com’s products are engineered with social-media built in, they’re all ready to help you reach out and engage with your stakeholders wherever they are.Our vision of how companies can effectively transform to embrace the fast moving trends and new forms of engagement is called the Social Enterprise. It’s built on three key steps.
The Customer Social ProfileIn order to engage and better sell to and service your customers with the Sales Cloud and Service Cloud, you first need to know who they are, what they like and what public social networks they are active on. This full view of a customer’s social footprint, including company and contact data from our Data.com solution provides improved data quality and accuracy for leveraging customer relationships.
Employee Social NetworksSocial networks have taught millions of users worldwide a fundamentally more efficient collaboration paradigm. With profile pages, status updates, document sharing, groups, the ability to follow business records and real-time instant messaging, Chatter drives greater transparency, visibility and cooperation between employees wherever they may be, and from mobile devices such as iPhone, iPad, Android and Blackberry.
Customer and Product Social NetworksIn order to harness the potential of social engagement, you first need to understand what is being said about your brand, products and services before you can effectively join the conversation. Our Radian6 social media monitoring and analysis platform allows you to listen to and engage more effectively through public social networks, blogs, forums, video and content sharing sites. Additionally, the power of the force.com and Heroku platforms for building social and mobile apps allows you to reach out to customers in new and exciting ways, through their channel and device of choice.
Some resources you may like
The Mini-Guide to Social Selling“Mini-guide to Social Selling showing you how to harness social media to improve sales of your products”
The Mini-Guide to Social Customer Service“Mini-guide to Social Customer Service showing you how to harness social media to improve yourcustomer experience”
Social SuccessThe resource site for harnessing the power of social media for your business
The Social-Powered Enterprise eBookHow social media is transforming your most important disciplines. The eBook that this presentation is based on.
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