The STRATEGY and EXECUTION model for SOCIAL MEDIA…

ME

The ROADMAP The ICEBERG

SNEEZINGCUSTOMER

EXPERIENCE

REMEMBER???

The ROADMAP

It WORKS with

the TOOLS

It STARTS with

STRATEGY

OVER 70% of companies using Social Media

are using it

WRONG

It is EXACTLY what has been done throughout time…

only FASTER, CHEAPER, and more LEVERAGED

FAST

USING social media tools is FAST

EXECUTING social media

STRATEGY takes PATIENCE

FAST

CUSTOMER CENTRIC Strategy

ME

Our new ME CUSTOMER …

Social Media STRATEGYConnect.

Communicate. Engage.

Share.

Differentiation created from an Experience – shared through Word-of-Mouth & Social Media

Viral. Community.

One-to-Many. One-to-One.

It starts with

LISTENING

WHO?

Clients

Communities

Innovators

Competitors

Industry

Leaders

What is your

Business Strategy?

What is your

Purple Cow?(differentiation)

What do you want to be

Known for?

What are you most

Passionate About?

Customer Centric Social Media Strategy…

Website

Blog

89% Increased Exposure

75% Increased Traffic

69% Provided Marketplace Insight 65% Developed Loyal Fans

61% Generated Leads

58% Improved Search Rankings

54% Grown Business Partnerships

47% Reduced Marketing Expenses

43% Improved Sales

CRITICAL areas in STRATEGY

WHY you are DIFFERENT

WHY their EXPERIENCE is memorable

Helpful CONTENT with CONTEXT

STORIES and EXPERIENCES

The ICEBERG

EVERYONE lovesthe BACK STORY

Andrew Masinex-CEO Groupon….

(This is for Groupon employees, but I’m posting it publicly since it will leak anyway)People of Groupon,

After four and a half intense and wonderful years as CEO of Groupon, I’ve decided that I’d like to spend more time with my family. Just kidding – I was fired today.

If you’re wondering why… you haven’t been paying attention. From controversial metrics in our S1 to our material weakness to two quarters of missing our own expectations and a stock price that’s hovering around one quarter of our listing price, the events of the last year and a half speak for themselves. As CEO, I am accountable.

You are doing amazing things at Groupon, and you deserve the outside world to give you a second chance. I’m getting in the way of that. A fresh CEO earns you that chance. …it’s time to give Groupon a relief valve from the public noise….

TheBACKSTORY

KILLER CONTENT is the nextKILLER APP

B2B is ALL ABOUT CONTENT

Content Marketing buildsRELATIONSHIPS and HELPS your audience in ways that are NOT PIMPING.

Your SURVIVAL Depends on your

CONTENT MAP

CONTENT MAP

How can you HELP your audience

SHOWCASE your CUSTOMERS

INSIGHTS and PERSPECTIVES

STORIES and EXPERIENCES

BLOGGING – The CORE of CONTENT

Audience spends 3X more minutes on blogs and social networks than e-mail

46% read blogs more than once per day while 38% read 5 – 10 blogs

66% of companies who blog 1X/week acquire new customer – 92% when blogging 2X/day

B2B

CEOBlog

B2B

16 Bloggers

150+ Blogs

Blogs

TOOLS for B2B Businesses?

CUSTOMEREXPERIENCE

“SELLING to people who actually want to hear from you is more effective than interrupting strangers who don't.”

“The internet (SOCIAL MEDIA) lets you take really good care of 100 people instead of harassing 2000.”

-- Seth Godin, Author and Marketing Guru

WHY focus on the EXPERIENCE?

The VALUE of the EXPERIENCE

Why people recommend products/services

Our FOCUS has to be on ME

OUR reason for existing and success is based on our ability

to create solutions that solve customer problems

“PUSH” Sales/Marketing

Self-serving Communications

Broadcast Messaging

“Interruption” Marketing

“PULL” Sales/Marketing

Word-of-Mouth Engagement

Building Relationships & Advocacy

“Permission” Marketing

CompanyCentric

Customer Centric

WHAT are YOU going toTALK ABOUT???

So ME talks about YOU!

On Social Networksmore than 50% of the

Conversation is about their

EXPERIENCE

DESIGN. CREATE. EXECUTE.

A TOTALLY AWESOME, WOW, MEMORABLE Experience…EVERY DAY in EVERY PART of your business

CustomerExperience

Mapping

SNEEZING

Pleasing customers doesn't always lead to conversations.

Delighting them, enraging them, hospitalizing them or surprising them--that's how SNEEZERS are born.

--Seth Godin…Purple Cow

A WOW CUSTOMER EXPERIENCE

Builds RELATIONSHIPS

Creates ADVOCATES

Drives WORD-OF-MOUTH

EXPERIENCES at the CORE of Word-of-Mouth

WHAT is ME going toTALK ABOUT???

IDENTIFY your “ADVOCATES” and potential SNEEZERS in your CUSTOMER audience?

Leverage your ADVOCATES?

How many Clients do you have? How many are Loyal? How many are Advocates? How are you using your Advocates? How are you honoring them? How are you including them? How are you growing more of them?

What DO businesses SNEEZE about?

THEIR work

Only THEIR people

THEIR accomplishments

Community

Only THEIR ideas

Customers…sometimes

What SHOULD businessesSNEEZE about?

THEIR clients

THEIR communities

THEIR people and Customer people

THEIR insights and Customer insights

INTERESTING STUFF

INNOVATION

FUN STUFF relevant to your audience

SNEEZERS are the “Catalysts” in your COMMUNITIES

Whoever gets talked aboutthe most…

WINS

Thank YOU…