How to build a social media marketing organization.

1. Building a Social-Ready Enterprise: The Role of CXO’s
Alan See
Chief Marketing Officer
Berry Network Inc., an AT&T Company
Twitter: @AlanSee
1/27/2011

2. Agenda
• The Challenge: Competing in a Social Economy
– Branding & Lead Generation
• Building a Social-Ready Organization
– Strategy – Technology - Processes
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3. The Challenge
Competing in a Social Economy
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4. Berry Network Inc., an AT&T Company
Brand Transformation … more than just print Yellow Pages
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5. Sales Funnel
Lead Generation
Awareness - Interest - Desire - Action
(Engagement & Trust Building)
Prospect
Sources
Sales Funnel Sales Pipeline Sales Forecast
Prospect
Generation
Prospect Analyze Specific
Qualify Build Business Proposal /
Qualification Needs in Presentation
Opportunity Case Quote
Detail
Refine
Contract
Market
Negotiation
Specifications
L
Cross-Sell Actual Post No No
Base Market Study Acceptable?
Mortem
Testimonials / Yes
Case Study
Account
Management Opportunity
Management Sale
(other content:
White paper,
Post Sales etc)
Service
Order
Processing
Booked
Publication Revenue
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6. Marketing Funnel Goals … Create & Strategically Place Content
… increase brand awareness, generate interest and position BNI as a marketing thought-leader
Branding & Lead Generation
Content & Platform Presence
1. Blogs (customer facing)
Branding Targeted 2. Content (Assessments / White Papers)
Marketing 3. Platform Extension (Social Media sites)
4. Lead Capture
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7. Social Media Marketing Integration
Branding & Lead Generation Acceleration Strategy
Linking & Feeding
Nurture Community Start Conversation
Linking & Feeding
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8. Building a Social-Ready Organization
CXO: Strategy – Technology - Processes
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9. Helpful for Launching Social Media in Your Organization!
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10. Social Media Marketing Involves Your Entire Organization
… and all the major players
Lead Generation or Does Wall
Customer Service? Street Care?
Integrating Increase Revenue /
Risks / Exposure? Social Media Decrease Expenses?
Network Internal HR
Security? Policy or Recruiting?
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11. Social Media is Wide and Deep
Applications vary and are used for different goals and objectives … and have different implications
• Social News / Bookmarking / Aggregators … (FriendFeed, digg, delicious)
• Social Networks … (LinkedIn, Twitter, Facebook)
• User-Generated Content … (flickr, youtube, yelp, slideshare, blogs)
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12. Social Media
CXO: Strategy – Technology - Processes
Social-Ready Assessment
Strategy
100
80
60
40
20
0
Technology Processes
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13. Social-Ready Marketing
What is your “customer experience” strategy?
A social-ready organization is focused on the customer experience through the execution of a social
media marketing strategy that creates value for both the customer and the organization.
A social-ready organization delivers on this goal by focusing on marketing media in a way that allows
them to engage their customer’s on their customers’ terms. This may require a new marketing
mindset. To support that new mindset, a company that aspires to be social-ready must focus on three
key competency areas:
• Strategy: Do you have a social media marketing strategy? Does your social media marketing strategy
integrate and support your strategic marketing plan? How well does your social media strategy support
your corporate goals and objectives?
• Technology: Do you have the technology and infrastructure to support your social media goals and
objectives?
• Processes: Do you have the operational processes in place to support your social media goals and
objectives?
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14. Marketing Strategy Planning Process
Your social media marketing strategy should support your strategic marketing plan
Narrowing down to focused strategy with quantitative and qualitative screening criteria
Customers
Needs and other
Segmenting
Dimensions
Product Price
Targeting &
Segmentation
Strengths
Weakness
Company Opportunities Customer
Mission & Objectives Threats
Trends
Positioning &
Differentiation
Promotion Place
Competitors
Current &
Prospective
External Market Environment
Political & Legal - Economic - Social & Cultural - Technology
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15. Strategy – Technology - Processes
Have you established standards and procedures?
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16. Strategy – Technology - Processes
Who should be engaged? Who will monitor? What technology will they use to monitor?
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17. Strategy – Technology - Processes
Will you allow platform access at work? If so, which platforms? Will everyone have access?
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18. Strategy – Technology - Processes
Will you allow platform and applications exceptions? If so, who can grant the exception? Help?!
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19. Integrated Marketing
Strategy
100
80
60
40
20
0
Technology Processes
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20. Thank You!
alanjsee@gmail.com
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