This was presented at the International Home + Housewares Show on March 3, 2013, at the Innovation Theater in the Lakeside Center. The talk titled "Social Technologies and Digital Marketing" give insight into the many social technologies that a company may use as part of the their marketing plan. Companies must be prepared to embrace these social technologies to insure they are using Social Media to their best advantage. Each company needs to properly plan so that their organizational voice can be heard consostently across all of a companies Internet properties.

1. Jim Zimring
David C Aaronson
Digital Technologies
and Digital Marketing
1

2. Organisation vs. Chaos
Employees use Social Tech without
rules or guidelines
Little creative use of the full breadth
of tools
Use of Social tech not tied to
organisational strategy
Leaders who do not understand, use,
or leverage social tech

3. Blueprint For Social Proficiency
• Develop Social Tech Goals
• Form a Social Tech Team
• Implement an Internal Governance Policy
• Integrating Social Tech and Web Properties
• Building Rivers of Information
• Integrating with the Sales Process
• Online Reputation Management
• Crowdsourcing Strategies
• Measurements and ROI
• Choosing Your Social Tools
• The Pilot Project Process
• Security and Regulations

4. Recognise Management Issues
Technology is brought Social tools are used
In from the outside by for both personal
individuals and professional
reasons
People have access A mistake in
on mobile devices so judgement can be
you cannot stop usage devastatingly public

5. Creating Fertile Ground
Involve People Early
Nurture a Culture that Accepts Rapid
Change

6. “The only things that happen naturally in an
organization are friction, confusion and
malperformance. Everything else is the
result of leadership.”
Peter Drucker
The 12-Step Process

7. Social Technology Manager

8. Building a Social Media Net

9. Building a Social Media Net
Videos Documents
Presentations Pictures

10. Organizational Voice
Earned Social
Connection
vs.
Interruption
Marketing

11. Organizational Voice - The Process

12. Organizational Voice - The Process
Tone of Voice
• Professional • Engaging
• Hip • Insightful/Wise
• Humorous • Progressive
• Sophisticated • Creative
• Neighborly • Authoritative
• Adventurous • Enthusiastic
• Blue Collar • Humble
• White collar • Resolute
• Optimistic • Sarcastic
• Serious • Uber-cool

13. Organizational Voice Phases

14. Organizational Voice Phases
Every organization will go through the
following steps - faster is better!!

15. Organizational Voice Phases
Phase 1 - Building social channels
Phase 2 - Connecting to constituents
Phase 3 - Searching to provide value
Phase 4 - Learning to exert influence

16. Implementing Rivers of Information

17. Rivers of Information - The Process

18. Rivers of Information - The Process

19. Rivers of Information - The Process
Create
a list
of
what Choose
Constan you
tly need all the
swap to tools
out new learn you
sources will
to integra
improve
te
Identif Search
y for
people informat
to
share ion
content streams
with
Choose
the
Build an devices
archive you want
system
for Integrat to
storing e info consume
digestin from
g time
into
your day

20. Rivers of Information - The Process
Info River Tools
• Dashboards • Alerts
• Netvibes.com • Google alerts
• Popurls.com • Yahoo alerts
• Bloglines.com • Yotify.com
• Production centre • Notify.me
(custom)
• Content Discovery
• Aggregators • Twellow.com
• Google Reader • Blogs.com
• Feedshow.com • Listorious.com
• Newsgator.com • blogsitelist.com
• Flipboard

21. Rebuild Your Sales Model

22. Rebuild Your Sales Model
Past
Consumer Products Complicated Products/Services
Advertising and Sales Person
Branding as Hunter

23. Rebuild Your Sales Model
Current

24. Rebuild Your Sales Model
Current
Socially Socially
Directed Facilitated
Buying Selling
B2C B2B

25. Socially Directed Buying

26. Socially Directed Buying

27. Socially Directed Buying
What is Your ZMOT

28. Customer Intelligence

29. Socially Facilitated Selling

30. Socially Facilitated Selling
• Begin doing forensics on sales to discern social role
• Create air cover - ORM, Org Voice, Social Media
• Improve customer intelligence (social CRM)
• Develop new methods for social prospecting
• Train salespeople - Rivers, pORM, social networking
• Develop new accountability measures and reviews
• Build competitor and market alert system
• Develop customer communities and mobile apps
• Apply gamification dynamics to sales system
• Develop new performance analytics

31. Socially Facilitated Selling
Definition - Using a collection
of social tools to create an
environment that helps the
sales force close more sales

32. Blueprint of a New Sales Model
CRM Social
Integration Salesforce
Analytics Tools
Strategy Training
$ Socially Facilitated Selling $
+
$ CRM Based Selling -2000’s $
+
$ Solution Oriented Selling - 90’s $
+
$ Relationship Selling - Pre 80’s $
Implementing

33. Blueprint of a New Sales Model
Departmental
Organisational
Social Facilitated
Selling™
Individual
Implementing

34. Blueprint of a New Sales Model
New Measurements
Website conversion rate
Social connections
Social conversion rates
Social relevancy
Industry IQ
Level of influence
Implementing

35. Online Reputation Management 7

36. ORM - Listening

37. ORM - Engaging
How to Leverage

38. ORM - Measuring

39. Institutionalise Crowdsourcing

40. Crowdsourcing
Instructions
1. Choose the best site (specialty, workers,
cost)
• Pick the right bounty (slightly above market)
• Provide clear and complete instructions
• Feedback to workers is critical
• Rate work as it is presented
• Choose best quality work (winner)

41. Crowdsourcing Strategies

42. Social Tech Analytics

43. Calculating Social Tech ROI
We can only improve that which we measure, Or, what gets
measured gets done...
Increased in customer satisfaction
Increased sales and revenue
Increased profitability
Increased employee satisfaction

44. Developing Pilot Projects

45. Choosing the Tools

46. Project based Collaboration

47. Security Issues

48. Blueprint For Social Proficiency
Develop a written strategy statement
Publish analytics and results widely
Add social tech skills to employee reviews
Document and train on social tools
Assign social tool R&D responsibilities

49. Formula for Success
EST 12-Step Process
Analytics and Measurements
Ongoing Training
Management Support
Willingness to
Experiment
Champions

50. Jim Zimring
Jim@wsi-techmarketing.com
David C Aaronson
David@DigitalInbound.com
888.711.8040