Integrated Social Networks Strategy

Ali Anani

The whole Strategy is more important than the part (Social

Network Strategy)

Where to go?

How to get there?

What are your SMARTER

Goals? Social Network Strategy as

Daughter of overall strategy

Social Network SMARTER Goals

Customers SMARTER Goals

KPIs

Where to go?

Increase

awareness

Increase sales

Distribute offers

Increase

awareness

How to get there?

Your steps to your corporate goals

Specific

Measurable

A ttainable

Realistic

Time-Bound

Exiting or Ethical

Recorded

SMARTER

Goals

Customers SMARTER Goals

http://socialmedia.typepad.com/blog/2008/03/communication-a.html

Define Channels to Reach Customers

Attract customers to your flowery offers

Pheromones that attract your target customers

Establish credibility

Prove your value as a worthy flower to attract

honey-making customers

Consultative Selling

Credibility

Engagement

Social Media Pheromones

Relevance

Establish consultative

credibility before your

offer sales

The Pyramid of Anani Consultative

Selling Skills- 8 Cs Model

Commit

Create

Joint vision

Classify

Information into needs

Collect Collect information to strengthen

connection

Connect Establish credibility and acceptance

Continue Serving the client. Be reliable and fulfill your promises. Adapt to the customers’

needs

Capitalize On the strengthened

relationship

Make the customer feel safe working with you

Cultivate

The 3rd bondage

Strengthen the bridge by your looks, behavior and timely

service

Presale Post Sale

http:/ / www.docstoc.c

om/ docs/ 5639366/ C

onsultative-Selling-

and-Customers-

Needs-Identification

Trustful Communication Schoaling, schooling and flocking require

communication.

Remember similar customers flock

together

Apply concepts of Blue

Ocean Strategy to customer

service

Exploiting customers

to the last drop is a

truly bad example of

Blue Ocean Strategy.

I call it Negative

Blue Ocean

Strategy

Create

problems for

customers

Create methods

of sucking

customers’ blood

Raise

customers’

frustration

Eliminate

customer

satisfaction

Where to go?

How to get there?

What are your SMARTER Goals?

Social Network Strategy as Daughter of overall strategy

Social Network SMARTER Goals

Customers SMARTER Goals

KPIs

Use Blue Ocean

Strategy to

eliminate

unnecessary

actions, reduce

them while

increasing

welcomed actions

and create new

supported actions

Do not swim in the sea of social

media while closing your eyes

Know you’re the purpose of your

social media and align your activities

accordingly

Keep your message consistent on all channels.

The content emphasis may change, depending on

the channel of choice

Address the needs of your customers. Give them

the food they like.

Trigger the emotions of your clients.

Words have hearts as well that should

pulsate in phase with the clients’ hearts

Do not assume

Measure

The

Telecommunication

Example

How to Extract Sentiments?

http://www.sentiment140.com/search?hl=en&query=telecom%20companies

Sentiment analysis for telecom companies

The objective is to improve sentiment first

Give the customers their asking

Give customers their asking and

help them go where they want to

go

A top objective will be to

improve trust, transparency and

positive sentiments accordingly

Making offers to unhappy customers is not

going to work

Make customers happy and only then make

offers

Customers want to listen to songs of their

choice; to offers that appeal to them. How

distant are you from them?

Introduce the idea of customer-company gap.

The wider the gap is, the more distant your

customer is.

Map your offers against

your aspired clients'

expectations

SlideShare is a good example.

follow as many people as you can,

but how many benefit you? There is

not enough pull in this approach

You need triggered readers

who follow you because

they like your content and

its relevance to their needs.

Masses of followers will

only create crowdiness

with no real value.