My RISE University Talk on Social Business – Why it is important, why it is not a fad and here to stay. "Social business, as defined by Dave Evans, is the application of social technologies as a formal component of business processes – revolves around understanding how your customers or stakeholders connect to Your business to understand, accept, and innovate based on their involvement.
Social Business IS about integrating all your business functions: customer support, marketing, the executive team and everyone else for the purpose of creating collaborative innovation And engagement at meaningful, measurable levels tied clearly and directly to your company’s BUSINESS OBJECTIVES."
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RISE University Day - Social Business: Why it is important and here to stay
1. As told by Elizabeth Quintanilla a fearless Business Detective, and Marketing Gunslinger! @equintanilla
2. Sea of Shared Knowledge I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friendshave seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings. Tim Berners-Lee (1995 @MIT)
3. “Social Business – the application of social technologies as a formal component of business processes – revolves around understanding how your customers or stakeholders connect to Your business to understand, accept, and innovate based on their involvement. Social Business IS about integrating all your business functions: customer support, marketing, the executive team and everyone else for the purpose of creating collaborative innovation And engagement at meaningful, measurable levels tied clearly and directly to your company’s BUSINESS OBJECTIVES.” – Dave Evans Social Business - Definition
12. Content: Not just online Touch Point: interface of a product, a service or a brandwith customers, non-customers, employees and other stakeholders – before, during and after a transaction respectively a purchase. Don’t overlook your receipts!
14. CASE STUDY: Old Spice 3 Days, 180 Video created by team, Highly Interactive Engaging Team – Respond to Fans in Real Time Day 1: Received almost 6 million views(that’s more than Obama’s victory speech) Day 2: old spice had 8 of the 11 most popular videos online Day 3: Had reached over 20 million views Week 2: Old spice had over 40 million views The old spice twitter following increased 2700% Facebook fan interaction was up 800% Oldspice.com website traffic was up 300% Generated 1.4 billion impressions since launching the ads 6 months ago The campaign increased sales by 27% over 6 months since launching (year on year) Total Sales were up 107% from the social responses campaign work Old spice is now the #1 body wash brand for men.
15. CASE STUDY: Taco Journalism 4 Guys – 1 Taco Blog => New York Times!
17. Small businesses depend greatly on relationships with their customers. Besides some search engine optimization (SEO) that can come with the use of social media, the primary benefit can be to deepen relationships with existing customers and finding new customers whom you might not have been able to reach otherwise. Additionally, identifying customers who are evangelists for your business and strengthening that bond can help promote your business further. In advertising the common adage is that it takes seven impressions for someone to decide to buy your product. Social media can help you gain those impressions by providing more visibility to your audience. The downside? Yes, some time, but this can be managed so it might take as little as a half hour per day. The important thing is to have a social media strategy and implementation that is best suited to your business. SocialMediaDynamo.com – Ricardo Guerrero
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19. 19 Engagement Relevant (Timely and interesting) The audience cares about and enjoys this content Messages are on brand and reflect the core benefits of the organization in audience perspective Commitment Time and resources are devoted to building a foundation – content, community, feedback The internal team is invested in the effort, helps generate conversation and feels the benefits of a growing community Talkable: Have a conversation People are interacting more frequently, or more deeply Connection: Build your community Builds connections: People are sharing and make recommendations daily People try things from peer recommendations
42. # 1: Never the product always the passion!! Reframe conversation Not about the product Is about the customer What role does product play in customer lives?
43. # 2: Empower People!! More than just content People want to know the good, the bad, and the ugly Give them what they need to know to talk about you Create Ambassadors
44. # 3: Know Thyself Well Old Spice has a powerful identity Your identity is not the same as your competition Not everyone will like you. Find your #11(s)
45. # 4: Never is it just online Buzz is not Twitter Tweets don’t matter Find all Customer Touch Points People believe those recommendations from peeps they know, like, and trust!
46. # 5: Make your advocates feel like Rock Stars!! Lift up your customers Show your appreciation by acknowledgment Say “Gracias, Merci, …” Not just free trips on American Airlines
68. What will you do to engage your clients and leave the world a better place?
Editor's Notes
Most die-hard fans are simply looking for people who share in their interests. Help them come together with events, online groups, email lists -- anything that makes it easy for them to meet one another. Once you've made the meet-up possible (online or off), you can get out of the way and let them do the talking.