Jim Zimring David C Aaronson

Digital Technologiesand Digital Marketing

1

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

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

Organisation vs. ChaosOrganisation vs. Chaos

Blueprint For Social Proficiency

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

Recognise Management Issues

Recognise Management Issues

Technology is broughtIn from the outside by

individuals

Social tools are used for both personal and professional

reasons

A mistake in judgement can be

devastatingly public

People have access on mobile devices so you

cannot stop usage

Creating Fertile GroundCreating Fertile Ground

Involve People Early

Nurture a Culture that Accepts Rapid Change

The 12-Step ProcessThe 12-Step Process

“The only things that happen naturally in an organization are friction, confusion and malperformance.  Everything else is the result of leadership.”

Peter Drucker

Social Technology Manager

Social Technology Manager

Building a Social Media Net

Building a Social Media Net

Building a Social Media NetBuilding a Social Media Net

DocumentsVideos

Presentations Pictures

Organizational Voice

Organizational Voice

Earned Social Connection

vs.

Interruption Marketing

Organizational Voice - The Process

Organizational Voice - The Process

Organizational Voice - The Process

Organizational Voice - The Process

• Engaging• Insightful/Wise• Progressive• Creative• Authoritative• Enthusiastic• Humble• Resolute• Sarcastic• Uber-cool

• Professional• Hip• Humorous• Sophisticated• Neighborly• Adventurous• Blue Collar• White collar• Optimistic• Serious

Tone of Voice

Organizational Voice PhasesOrganizational Voice Phases

Organizational Voice PhasesOrganizational Voice Phases

Every organization will go through the following steps - faster is better!!

Organizational Voice PhasesOrganizational Voice Phases

Phase 1 - Building social channelsPhase 1 - Building social channels

Phase 2 - Connecting to constituentsPhase 2 - Connecting to constituents

Phase 3 - Searching to provide valuePhase 3 - Searching to provide value

Phase 4 - Learning to exert influencePhase 4 - Learning to exert influence

Implementing Rivers of Information

Implementing Rivers of Information

Rivers of Information - The ProcessRivers of Information - The Process

Rivers of Information - The ProcessRivers of Information - The Process

Rivers of Information - The ProcessRivers of Information - The Process

Create a list of what you need to learn

Create a list of what you need to learn Choose all

the tools you will integrate

Choose all the tools you will integrate

Search for information streams

Search for information streams

Choose the devices you want to

consume from

Choose the devices you want to

consume fromIntegrate info

digesting time into your day

Integrate info

digesting time into your day

Build an archive

system for storing

Build an archive

system for storing

Identify people to share content with

Identify people to share content with

Constantly swap out

new sources to improve

Constantly swap out

new sources to improve

Rivers of Information - The ProcessRivers of Information - The Process

Info River Tools• Dashboards• Netvibes.com• Popurls.com• Bloglines.com• Production centre

(custom)

• Aggregators• Google Reader• Feedshow.com• Newsgator.com• Flipboard

• Alerts• Google alerts• Yahoo alerts• Yotify.com• Notify.me

• Content Discovery• Twellow.com• Blogs.com• Listorious.com• blogsitelist.com

Rebuild Your Sales ModelRebuild Your Sales Model

Rebuild Your Sales ModelRebuild Your Sales Model

Advertising andBranding

Sales Personas Hunter

Consumer Products Complicated Products/Services

PastPast

Rebuild Your Sales ModelRebuild Your Sales Model

CurrentCurrent

Rebuild Your Sales ModelRebuild Your Sales Model

SociallyDirected Buying

B2C

Socially Facilitated

SellingB2B

CurrentCurrent

Socially Directed BuyingSocially Directed Buying

Socially Directed BuyingSocially Directed Buying

Socially Directed BuyingSocially Directed Buying

What is Your ZMOT

Customer IntelligenceCustomer

Intelligence

Socially Facilitated SellingSocially Facilitated Selling

Socially Facilitated SellingSocially 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

• 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

Socially Facilitated SellingSocially Facilitated Selling

Definition - Using a collection of social tools to

create an environment that helps the sales force

close more sales

Definition - Using a collection of social tools to

create an environment that helps the sales force

close more sales

Blueprint of a New Sales ModelBlueprint of a New Sales Model

Solution Oriented Selling - 90’sSolution Oriented Selling - 90’s

CRM Based Selling -2000’sCRM Based Selling -2000’s

Socially Facilitated SellingSocially Facilitated Selling

Relationship Selling - Pre 80’sRelationship Selling - Pre 80’s $

$

$

$

SalesforceTraining

SalesforceTraining

SocialTools

SocialToolsAnalyticsAnalytics

CRMIntegration

Strategy

CRMIntegration

Strategy

$

$

$

$

+

+

+

Implementing

Departmental

Individual

Org

anis

ati

onal

Social Facilitated Selling™

Blueprint of a New Sales ModelBlueprint of a New Sales Model

Implementing

Blueprint of a New Sales ModelBlueprint of a New Sales Model

Implementing

New Measurements

Website conversion rate

Social connections

Social conversion rates

Social relevancy

Industry IQ

Level of influence

Online Reputation Management

Online Reputation Management 7

ORM - ListeningORM - Listening

How to Leverage

ORM - EngagingORM - Engaging

ORM - MeasuringORM - Measuring

Institutionalise Crowdsourcing

Institutionalise Crowdsourcing

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)

Crowdsourcing Strategies

Crowdsourcing Strategies

Social Tech AnalyticsSocial Tech Analytics

We can only improve that which we measure, Or, what gets measured gets done...

We can only improve that which we measure, Or, what gets measured gets done...

Increased in customer satisfactionIncreased in customer satisfaction

Increased sales and revenueIncreased sales and revenue

Increased profitabilityIncreased profitability

Increased employee satisfactionIncreased employee satisfaction

Calculating Social Tech ROICalculating Social Tech ROI

Developing Pilot Projects

Developing Pilot Projects

Choosing the Tools

Choosing the Tools

Project based CollaborationProject based Collaboration

Security IssuesSecurity Issues

Blueprint For Social Proficiency

Blueprint For Social Proficiency

Publish analytics and results widelyPublish analytics and results widely

Add social tech skills to employee reviewsAdd social tech skills to employee reviews

Develop a written strategy statementDevelop a written strategy statement

Document and train on social toolsDocument and train on social tools

Assign social tool R&D responsibilitiesAssign social tool R&D responsibilities

EST 12-Step Process

Analytics and Measurements

Ongoing Training

Management Support

Willingness to Experiment

Champions

Formula for Success

Jim ZimringJim@wsi-techmarketing.com

David C AaronsonDavid@DigitalInbound.com

888.711.8040