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Presentation at International Housewares Association March 3, 2013

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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 ZimringDavid C AaronsonDigital Technologiesand Digital Marketing 1

2. Organisation vs. Chaos Employees use Social Tech withoutrules or guidelines Little creative use of the full breadthof tools Use of Social tech not tied toorganisational 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 IssuesTechnology is brought Social tools are usedIn from the outside by for both personal individualsand professional reasonsPeople have access A mistake in on mobile devices so judgement can beyou cannot stop usagedevastatingly public 5. Creating Fertile GroundInvolve People EarlyNurture a Culture that Accepts Rapid Change 6. The only things that happen naturally in anorganization are friction, confusion andmalperformance. Everything else is theresult of leadership. Peter DruckerThe 12-Step Process 7. Social Technology Manager 8. Building a Social Media Net 9. Building a Social Media NetVideos DocumentsPresentations Pictures 10. Organizational VoiceEarned Social Connection vs.Interruption Marketing 11. Organizational Voice - The Process 12. Organizational Voice - The ProcessTone 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 PhasesEvery organization will go through thefollowing steps - faster is better!! 15. Organizational Voice Phases Phase 1 - Building social channels Phase 2 - Connecting to constituentsPhase 3 - Searching to provide valuePhase 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 ofwhatChoose Constan you tlyneed all the swapto tools out newlearnyou sources willto integra improveteIdentifSearch yforpeopleinformatto shareioncontent streams with Choose the Build andevicesarchive you want systemforIntegrattostoring e info consume digestin fromg 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 ProductsComplicated Products/ServicesAdvertising and Sales Person Brandingas Hunter 23. Rebuild Your Sales Model Current 24. Rebuild Your Sales Model CurrentSocially SociallyDirectedFacilitated Buying SellingB2CB2B 25. Socially Directed Buying 26. Socially Directed Buying 27. Socially Directed BuyingWhat 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 SellingDefinition - Using a collectionof social tools to create anenvironment that helps the sales force close more sales 32. Blueprint of a New Sales ModelCRMSocialIntegrationSalesforce Analytics ToolsStrategyTraining$ Socially Facilitated Selling$ + $CRM Based Selling -2000s$ + $Solution Oriented Selling - 90s $ + $Relationship Selling - Pre 80s$ Implementing 33. Blueprint of a New Sales ModelDepartmentalOrganisational Social Facilitated SellingIndividualImplementing 34. Blueprint of a New Sales Model New MeasurementsWebsite conversion rateSocial connectionsSocial conversion ratesSocial relevancyIndustry IQLevel of influenceImplementing 35. Online Reputation Management 7 36. ORM - Listening 37. ORM - Engaging How to Leverage 38. ORM - Measuring 39. Institutionalise Crowdsourcing 40. CrowdsourcingInstructions1. 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 ROIWe can only improve that which we measure, Or, what gets measured gets done... Increased in customer satisfactionIncreased 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 statementPublish analytics and results widely Add social tech skills to employee reviewsDocument and train on social toolsAssign social tool R&D responsibilities 49. Formula for Success EST 12-Step ProcessAnalytics and Measurements Ongoing TrainingManagement Support Willingness toExperimentChampions 50. Jim [email protected] C [email protected]

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