Contact:    Leahanne.Hobson@Alinea-­‐Partners.com  

Social Media!Our Approach is Better for You!

Biggest  CMO  Challenges  

•  Explosion  of  data  –  Understand  individuals  as  well  as  markets  

–  Mine  new  digital  data  sources  to  discover  what  individual  customers  want    

•  Social  media  –  What  is  your  Corporate  Character?  

–  How  can  you  use  that  to  create  relaDonships?  –  Invest  in  the  right  technologies  to  support  you  

•  The  proliferaDon  of  channels  and  devices  –  Mix  of  on  and  offline  community  development    

•  ShiHing  consumer  demographics  –  At  least  80%  of  CMOs  rely  on  tradiDonal  sources  of  informaDon  such  as  market  

research  &  compeDDve  benchmarking  to  make  strategic  decisions.    +  60%  rely  on  sales,  campaign  analysis,  etc.  

–  Less  than  40%  are  tracking  social  media  dialogue    

Banks  are  at  risk  of  losing  +50  %  of  customers  

as  they  struggle  to  provide  more  personal  customer  experiences.  

 Within  the  next  six  months,  10%  of  retail  banking  customers  surveyed  globally  are  likely  to  leave  their  bank    

&  an  addiDonal  41%  of  customers  

 say  they  are    unsure  if  they  will  stay  or  go.    

Social Media is where Buyers are today

– in marketing, management & through your customer service organisation

Buyers have more choice & control than ever…

71% data explosion!

68% social media!

65% growth of channel!

63% shifting customer demographics !

Common Social Errors!

•  Not knowing how to start – not doing anything!•  Limited understanding about the principles, options of Social

Media Marketing !•  Treating social media as an activity vs. a behaviour!•  Lack of knowledge about what constitutes engaging content!•  Overwhelmed with content development needs!•  Limited or no company identity/personality!•  The same differentiator (USP) as everyone else!!•  Treating your target audience as a group vs. a person!•  Too much outsourcing to agencies!!•  Limited experience and expertise!•  Relegating to a person vs. a team or department/organisaiton!

SNAP  SHOT:    Status  Que  –  Blind  Sample  

PRINCIPLES

Company 1

Company  2  

Company  3  

Company  4  

Company  4  

•  No links to social media on any of the websites*"

•  No social media Share Buttons that would help to encourage referrals"

•  No evidence of social media use"

•  Pages not easily found with Search"•  Suspect a limited Search (SEO) program. HUGE missing opportunity! "

•  Very limited or no Partner Company Branding!"

•  Value Propositions = technology/price"•  Or, are the same as the competition down the street – or the Partner Company "

Goal:    Referrals  

 “The  Wharton  School  of  Business  found  that  a  referred  customer  has  a  16%  higher  life-­‐;me  

value.”  

“People  trust  friends  and    family  more  than  virtually  any    

other  informa;on  source,    

and  pay  2x  more  aEen;on  to  

 recommenda;ons  that    

come  from  friends  than    

other  sources.”  

Our  Approach  is  Different  

Rather  than  outsourcing  everything,    

Teach  them  to  fish  …  

   Make  Partners  authenDc      Develop  their  own  personality  

•     Coach:    Social  Media  EducaDon  •     IdenDfy  correct  targets  •     IdenDfy  influencers  •     Put  the  necessary  social  tools  in  place  

-­‐  Channels,  Homepage,  Shares,  SEOAssist  with  value  proposiDon  improvement  

•     Coach:  idenDfy/develop  relevant  content  •     Coach:  develop  repeatable  content  •     Assist  them  in  building  a  relevant  community  •     Provide  a  remote  review,  advisory  and  support  service  

  Shares!

  Fans & Followers ‘Likes’ ‘Retweets’

  Dialogue, Engagement & Reach

Referral  Success  

Goal: 3rd Circle & ongoing referral business

Create  a  Dashboard  

  Local language text analysis and feedback!

  Latest SEO optimisation for vendors and partners – developed with Google!

Service is the new Value Proposition …. !

…. Oh yes….wasn’t it always ??!

The  new  Buying  Process  

Research  

Shop  

Select  

Purchase  Use  

Recommend  

Repurchase  

Support  Potential Relationship End!

All about Service!

Improvement Innovation!A few ideas …!

•  Use social media to create buyer and customer communities, encourage referrals & raise awareness – social is not just for marketing!!

•  Create a customer service Team!•  Truly understand the customer journey!

– Use analytics to understand behaviours!•  Support self service, mobile & web interactions!

– Retain context across channels!•  Bridge gap between customers & your business!

Temperature Check – what about you? !

•  Are your partners confident, measuring and excelling in social media?!

•  Do you/your partners know how to get started with social media?!

•  Do you know which social media channels are the best for you?!

•  Do you have a content strategy? Enough resources?!•  Do you/your partners have a truly unique differentiator? !•  What does your partners’ hiring funnel for sales & marketing

professionals look like? !•  How strong is marketing? !•  Who thinks this is a phase? !

Scary? And a bit uncomfortable?

Need Help?

Alinea  Partners  ConsulDng  

•  2005:    HQ:    Vienna,  Austria  (circa.  30  SMEs  European-­‐wide)  

•  2013:    MarkeDng  campaign,  lead  generaDon  and  nurturing  capabiliDes  are  a  global  capability  and  run  through  a  preferred  partner  (Offices:  Brussels,  Sofia,  Singapore  circa.  60  SMEs).  

A  European  Business  Services  Network    

We  offer  strategic  go-­‐to-­‐market  programs  that  help  companies  achieve  new  levels  of  growth  –  changing  or  evolving  business  models  to  more  effec;vely  compete  in  new  markets,  posi;on  more  compe;;vely,  partner  and  sell  beEer  and  define  new  

revenue  opportuni;es.  

Competencies  

•  Strategy,  Business  Model  Design  and  Go-­‐to-­‐Market  

•  MulDchannel  Sales  Enablement  •  Channel  Growth  

– New,  nontradiDonal  channel  development/partnering  •  MarkeDng  

•  Social  Media  Mentoring  Programs  and  AnalyDcs  

•  Big  Data  Crunching,  Analysis  and  Persona  Development  •  Lean  Start-­‐ups  

– Business  planning,  customer  feedback,  Board  development,  funding  contact  support  

•  Cloud  CompuDng:    High  Technology,  TelecommunicaDons  –  organisaDons  of  all  sizes  

Alinea Partners

Consulting!

Cloud Computing!

B2B!

Telecommunications!Operators! Small and Medium

Businesses!

Start-Ups!

Salesforce!

Partners/Channel Alliances!

Alinea Partners

Consulting!

Strategy, Business Model Design !and Go-to-Market!

Multichannel Sales Enablement!

Channel Growth!

Marketing!Social Media !Mentoring Programs and Analytics!

Data Crunching, Analysis !Segmentation and Persona Development!

Special Programs!

Strategy, Business Model Design !and Go-to-Market!

•  Due Diligence!

•  Research!

•  Value Proposition Development!

•  Realtime Customer Feedback !

•  Product/Service Requirements !

•  Business Plan Deveopment /Evolution !

• Interm Management !

• Project Management !

• Lean Start-Up !

Multichannel Sales Enablement!

•  Business Transformation!

•  Outsourced Partner Programs/MDF!

•  Partner/Sales Programs – revenue share, certification, training, incentives, marketing, etc. !

•  Customer Touchpoint Service Evaluation!

•  Channel Mapping!

•  Strategic Alliance/Partner Relationship Management!

•  Telesales!

•  Channel Audits!

•  ERP Process Analysis!

•  Cloud, Solution, Innovation Workshops!

Channel Growth!

Marketing!

•  Leverage asset value of mountains of customer data!•  Monitoring & Measurement!•  Traffic Handling/Lead Management!

•  Marketing Planning & Impact Potential!•  Impact Campaigns!•  Adoption Push Campaigns!•  Competitive Campaigns!•  Loyalty Campaigns!

•  Optimizing resource allocation across channels & silos!•  Sales-Marketing Alignment!•  Telemarketing!•  Lead Nurturing!•  Mentoring!•  Interim Management

Data Crunching, Analysis !

Segmentation and Persona Development!

Social Media !Mentoring Programs and Analytics!

•  Getting Started!•  Tips & Tricks!•  Mentoring!•  Content Development!•  Creating Impact Moments!•  Using Video Effectively!•  Referrals/ Influencers!•  Website Improvements!•  Monitoring & Measurement!•  Traffic Handling/Lead Management!

Special!Programs!

•  Financing and Management for ‘Orphan’ Projects/Services/Products!

•  Nearshore Fufillment!

Addendum  

 Workgroups!

Face the Challenge!

•  Identification of potential solutions!•  Requirements for solution!•  Quantification of measureable recovery!•  !

•  Overview of innovation challenge !•  Definition of loss (Metric)!•  Identification of value chain involved!•  Measures to overcome to date & results!•  Timing!•  Questions !

Innovation Workshops !SA

MPL

E:

Combined Community of biased/nonbiased Subject Matter Experts from Ecosystem!

For new product/service launches, go-to-market and other innovation experiences !

 Presentation of Solutions!

•  Present!•  Vote!•  Award !•  Plan of Action led by Winner (Actions, Timelines, Owners, etc.) !

 Integrated Marketing " ! and Communication!

Working !Value Propositions!

Ensure you are getting the most out of your marketing spend. Make sure sales and marketing are aligned and results are being achieved.!

•  What is an integrated approach?!•  Best Practices!•  How to say ‘No’ and to what!•  Sample Plans      

Develop a winning value proposition –!Not just Brochureware.’ !

• What are you building and for whom? !• It is about satisfying a customer need. !• It is not about your product/service.!

Marketing Step Change – Training Overview !SA

MPL

E:

 Improving Relationships Marketing & Sales!

Using Social Media Wisely!

Training !And !

1:1 Mentoring Options  

• Understand the possibilities & define your goal!•  How to get started!•  Tips & Tricks!•  B2B Successes!•  Content Ideas!•  Traffic Management!

Marketing Step Change – Training Overview !SA

MPL

E:

Cloud !Decision Making!

Navigating the Cloud!

• Is there a ‘Cloud Option’ for your company?!• What are your options?!• What are other companies doing?!

• Overview of the affect the Cloud in having on !• Business Design!• Traditional Channels!• Buyers!

•  Trends to watch for!•  Companies to watch !

Cloud Step Change – Training Overview!SA

MPL

E:

Designing an agile, scalable Cloud Business Model !

• Value Proposition!• Customer Segments!• Go-to-Market!• Customer Relationships !• Revenue Streams!• Etc….!