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
