David Nour, author of Relationship Economics on Enterprise Social Market Leadership. Social Networking is about "presence;" Social Market Leadership is about "purpose."

1. Enterprise Social
Market Leadership
David Nour, CEO
The Nour Group, Inc.

2. Social Market Leaders…
 are “catalysts” who precipitate a fundamental
change in their business and/or technology
 facilitate “value” for their stakeholders who
need each other in some way but can’t capture
the value on their own

3. Strategic Alignment…

4. Transformation!
MINDSET
TOOLSET
Different State of Mind
ROADMAP On- or off-line,
building
relationships is not
a “patch” of time,
but rather the dye
of the fabric.

5. Listen Louder™…
1. Influence: The New Driver & Leading Indicator
of Market Valuation
2. Manage Influence = Market Leadership
3. Direct & Indirect Influence: one more expensive,
the other more valuable
4. Evangelize: The New Business Model
5. Reinvent Relationships – Digitally
6. Relationship-Centric Organizations
7. Rethink the Value of Information
8. Linear Mindset: Why This is Difficult to
Implement
9. A New Roadmap: The Market Leadership
Scorecard
10. Retrain The Organization - What's Next?

6. Impact of Technology Disruption
Web Social
Personal Web Applications Marketing
Computer Semantic
Client Social
eCommerce
Server Media Web
1969-1979 1979-1989 1989-1999 1999-2009 2009-2019
15 New How many
Companies 29 New 62 New 29 New companies
Entered & Companies Companies Companies with Social &
Exited the Semantic
Fortune 100 Web?
list

7. Social Market Leaders
…socially enable
Social
the customer
Market lifecycle to better
Leaders deliver a holistic
customer
Markets
experience
…provide a better
experience =
higher retention
rates, stronger
margins, brand
Products equity, and
market valuation

11. Social Search
“Solution” versus “Pain” Driven
I know what I
am looking
for… looking Intellectual versus Emotional
for a particular
solution.
I don’t know what I am looking for…. I
start with my pain… I am looking for
people who understand and can point
me in the right direction.

12. David Nour - “Google Me”

14. Social Networking Strategy
Engage & Influence
– often without Authority…
1. Identify Relevant Stakeholders
2. Sources of Insights
3. Engage with Unique Value-Add
4. Deliver Exceptional Experiences!
5. Influence Best Practices

15. Social Networking…

16. Video Distribution… 5min
Blip.tv blip.tv
Break break.com
Brightcove brightcove.com
Crackle crackle.com
DailyMotion dailymotion.com
eBaum's World ebaumsworld.com
Google Video
Graspr graspr.com
GrindTV grindtv.com
Howcast howcast.com
i2TV tellytopia.com
Imeem imeem.com
Metacafe metacafe.com
MySpace myspace.com
Revver revver.com
Sclipo sclipo.com
sevenload sevenload.com
Streetfire streetfire.net
StupidVideos stupidvideos.com
TubeMogul
Veoh veoh.com
Viddler viddler.com
Vimeo vimeo.com
Webcastr
Yahoo Video video.yahoo.com
YouTube youtube.com
USTREAM.TV

17. Customer Experience
Social Customer Lifecycle
Ocean Fishing Fish Farming Fish Store Fish Tank Fish Bowl
Customer
Public Corporate Prospective Base Customer
Social Online Sales Business Experience
Networks Community Process Management
Intelligence

18. Social Enabled Customer Lifecycle
Customer Market
Evangelism Education
Customer
Community
Customer Prospect
Empowerment Engagement
Sales
Identification

19. Social Intelligence
Relationships
Roles
Interactions
Processes
Transactions
Demographics

20. Social Enterprise Maturity Model
Visionary
Predictive
Proactive
Risk / Reward
Opportunity Creation
Reactive
Inactive
Do Nothing Tactical Strategic

21. Social Enterprise Scorecard
Attribute Description Measurement
Reputation Market Perception Frequency and Sentiment of
Independent Mention
Influence Importance of Market Influencer Mapping
Relationships
Relationships Breadth of Market Percentage of Market Penetration
Relationships
Evangelism Contribution to Market Provide Accessibility to Market
Education
Thought Depth of Information Perceived Value of Content
Leadership
Search-ability Presence in Market Search Rankings, Social Search,
Brand Presence
Referential Customer Perception Referral Rates
Credibility Market Receptiveness to Redistribution of Messaging
Message
Responsiveness To Feedback, Issues Customer Satisfaction
Empowerment Enablement of Control Customer Retention

22. Enterprise Social Architecture
• Applications
• Data
• Members
• Process
• Collaboration
Groups • Content
Public Social
Networks • Dashboard
• Relationships
Corporate • Profile
Community • Calendar
• Messaging
Users
• Bookmarking
Enterprise Integration
Training
Business Enterprise Enterprise Business
CRM Knowledge
Intelligence Search Content Systems
Support

23. Enterprise Social Roadmap
Every Organization Evolves Differently
Social Networks Corporate Community Business Integration
• Market Leadership • Prospect Qualification • CRM
• Influencer Marketing • Sales Conversion • Business Intelligence
• Lead Generation • Partner Management • Enterprise Search
• Partner Recruitment • Thought Leadership • Content Management
• SEO • Customer Support • Process Management
• Customer Referrals
Run
Crawl Walk

24. Social Market Case Study
Office Product Wholesaler / Dealer Identification and
Support
Public-Domain Information Only

25. Office Supply Market Overview
Crowded, Fragmented Market
National, regional and local retailers, wholesalers,
manufacturers and buying groups
Stagnant economic condition trends:
 Consolidation
– Staples purchased Corporate Express
– United Stationers purchased MBS Dev
 Cannibalizing Competitors
– Staples suite of “Solutions” packages for “one
stop shopping”
– Larger companies now offering expanded
product lines including Break Room and Jan-
San supplies in additional to core SKUs

26. Social Frequency
Key Social Search Blog Social Media
Term Mentions Mentions
Office Supplies ~ 3 min ~ 7 min
Office Products ~ 5 min ~ 29 min
Office Cleaning ~ 1 hour ~ 2 days
Supplies
Office Cleaning ~ 47 min ~ 9 days
Products
Break Room Supplies ~ 17 hrs ~ 22 hours
Break Room Products ~ 2 days ~ 8 hours

27. Competitive Frequency
Competitor Blog Social
Mentions Media
Mentions
Office Supplies ~ 3 min ~ 7 min
Staples ~ 8 min ~ 8 min
Office Depot ~ 8 min ~ 7 min
Office Max ~ 33 min ~ 17 min
United Stationers ~ 12 hrs ~ 2 day
Shoplet.com ~ 2 day ~ 1 day
Quill.com ~ 3 days ~ NA
XYZ Company ~ 5 day ~ NA

28. Dealer Social Participation
Quality vs. Quantity
• “Megas” Mentions
– Self-generated press
releases and
advertisement
– High traffic social sites
• Independent Dealers
– Perception around Scams
– Inconsistent quality/
experience
– Can’t Be Found online
and/or no reviews
 Locals against big box
can’t find independent
dealers and are forced to
go to another big box
(Target / Wal-Mart) for
office supply

29. Dealer Social Participation
• Independent Dealers (cont.)
Good News: Many have online
presence on social platforms but:
– Violating social media “spam”
rules
– Not optimized/low participation
on several networks
– Not leveraging Google search
– No thought leadership regarding
advantages to dealers vs.
Megas

30. Dealer Comparison Example
• Shoplet.com – socially enabled website
– Consumer outreach with Facebook and Twitter
– Corporate blog with thought leadership and audience
interaction
• Unique approach to LinkedIn
– Using Question/Answer section to gain consumer insights
and better understanding of their market
• Increased social mentions and better social awareness
vs. local Atlanta brick and mortar office product stores
Key Social Search Blog Social Media
Term Mentions Network
Mentions
Shoplet.com ~ 2 day ~ 1 day
Artlite Office ~4 ~ NA
Products months
Alpha Office ~2 ~ NA
Products months
Minton-Jones ~ NA ~ NA

31. How Deep Can You Go?
With Better Information, Comes Better Analysis
Public Domain Information
1
 Business Intelligence
 Customer Segmentation Market 2
Analysis Executional
Planning
 Market Plans
 Product Roadmap
 Partnerships Internal 3
 Employee Programs Organizational
Planning
 Organization Structure
 Retention Programs

32. Web 2.0
Source: McKinsey Survey

33. Social Market Leadership… NEXT?
Strategic Advisory
6-8 weeks
Pilot Programs
3-6 Months
Customer Lifecycle
Social Market Integration
Research
Business Initiatives
Social Marketing
1-3 Yr
Plan
Private Community
Social Optimization
Social Marketing
Programs

34. Nour Group Strategic Advisory
1. Prioritization
2. Cultural Impact / Lasting Change Management
3. Market Value / Return on Influence™
4. Executive Sponsorship / Leadership
5. Risk Mitigation / Management

35. Thank You!
David Nour
Relationship Economics®
Atlanta, GA
888-339-1333
RelationshipEconomics.NET
@davidnour
Relationship Economics Group