Leveraging the Power of Social Media - For Cisco Partners
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leverage the power of social media Overview & Strategies for Cisco Partners Susan Burton Lowry Vice President Strategic Services SquareOne|consulting
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Transcript of Leveraging the Power of Social Media - For Cisco Partners
leverage the power of social media
Overview & Strategies for Cisco Partners
Susan Burton LowryVice PresidentStrategic Services SquareOne|consulting
• Overview of social media, definition and platforms• What Small Business is doing • Industry Best Practices• Case Studies • Strategic Approach and Tools
What we will cover
social media expertise & services
• Analysis• Strategy Development• Implementation • Training Holistic
By Property: Facebook, Twitter, LinkedIn
Clients
social media why?
Social media tools and online communities are how and where your
customers are talking about you.
It's a conversation that you need to be aware of, understand, and, in some cases, participate in.
definition
social media
definition
social media sites contain rich fields of customer data.
top trending words and phrases in U.S. status updates for 2009.
350 MM
100 MM
50 MM
7-20 MM
13 MM Blogs84 MM Readers
6 MM members in 45,000 cities
a little more detail…
Newer Developments
•LinkedIn has over 60 million members in over 200 countries and territories around the world.
•A new member joins LinkedIn approximately every second.
•Half of LinkedIn members are outside the U.S.
•Executives from all Fortune 500 companies are LinkedIn members.
•30% users are savvy networkers who earn nearly $93,500 per year
•28% are senior executives earning a mean of just over $104,000 per year
•20% use LinkedIn because friends convinced them to sign up, earnings are nearly $88,000 per year
•22% are the hard-core job searchers -(most are employed full time, looking for another position- mostly young and female)
•Recruiters
>150 MM Bookmarked URLS
the power of communities
so what have we learned so far?
University of Maryland Study:
Social Media Adoption By U.S. Small Businesses Doubles Since 2009
Nearly one out of five small business owners are actively using social media in their business. Small businesses are increasingly investing in social media applications including blogs, Facebook pages and LinkedIn profiles.
Small Businesses Mainly Use Social Media to Identify and Attract New Customers
Small Business
Small Business
75% surveyed have a company page on a social networking site 61% use social media for identifying and attracting new customers
57% have built a network through a site like LinkedIn 45% expect social media to be profitable in the next twelve months
Small Business
Top Small Business Concerns with Social Media:
•It takes more time, energy and effort than expected
•It gives people a chance to criticize their business on the Internet
•Some feel that social media use has hurt the image of the business more than helped it
Small BusinessStrategic Areas of Focus
Building online presence continues to be key focus for small businesses:
•Company Web sites seem to be the top technology investment in the next two years, with small businesses either adding new features/functionality to their existing Web sites or building one from scratch
•The ability to showcase their products and services online to attract new customers is second in the hierarchy of technology investments
•Social media investments rank third in small business investments to be made in the next two years
Customer service the biggest strength of small business owners:
•Small businesses are highly successful at answering customer questions, ensuring customer satisfaction, showing empathy, providing consistent service, resolving problems and winning repeat business
•Four of the six customer service dimensions have gotten stronger compared to a year ago, and one of these, ensuring customer satisfaction, is significantly higher
Small BusinessStrategic Areas of Focus
best practices|industry
Alignment with Business Objectives
Sample Social Objectives Functional Alignment Value
LISTENING &
INSIGHTS
Marketing, PR, Internal Communications • Insight/Issues – damage control
•Improved segmentation
• Alignment of solution/offering with need
SEEDING &
PARTICIPATING
Marketing, Support, Advocacy
•Increased visibility
•Increased velocity of communications across internal
departments and customers
•Increased internal awareness , collaboration
VISIBILITY Lead generation, SEO •Higher online awareness
•Increased engagement
EDUCATION & COMMUNICATION
Internal
External
• Internal education/field updates, sharing across
chapters and audiences
• Leveraging best practices , lower training costs
SUPPORTING Outreach, Online Communities, Q & A
•Reduced support costs
•Higher engagement
Less use of traditional tools (800#)
CROWDSOURCING Raising Awareness, Operational Efficiencies
•More subject matter expert involvement and
collaboration
•Better solutions , INNOVATION
Listening|Insights
Approach on Listening and on reputation management:
“Two key factors: Searchability and Timeliness.
We can not continually look at the same website to see if anything is being said, so we use a variety of search techniques. “
Listening|Insights
Seeding & Participating
Seeding & Participating
Seeding & ParticipatingAmerican Express
Visibility
Visibility
Visibility
Visibility
Small businesses have been especially aggressive in adopting inbound techniques
Companies with less than 50 employees earmarked more than three times as much of spending on blogging and social media than larger ones, and 36% more on SEO.
Employee Education | Knowledge Management | Networked Learning
CityPulse Training Community
•Peer to Peer training•‘Answers’ functionality•Manufacturer documentation•Core selling skills •Searchable •Upload capability•Sort (tagging) •Provide feedback•Platform for corporate campaigns
education & communication
Google Video Dashboard for employees
•Executive Communication•Training•Peer to Peer Communications•Share events•Searchable •Upload •Sort (tagging) •Provide feedback
communications
Social Media Tools:
Most business comes from people who follow him on Twitter as it’s only way you can find the cart’s location for the day.
Approximately 12,000 followers
Yelp has also been a valuable source of referrals: The cart has 224 reviews and is rated with 4 and a half stars.
The crème brulee manA former construction worker turned crème brulee expert.
even more reach
Leverages Collective Buying Power
If the minimum number of people sign up, the deal is tendered.
Internal Collaboration|Customer Support
• Launched a contest.• Invited the world to drive a 10 percent improvement to the accuracy of software that makes additional viewing recommendations for the company’s online DVD rental subscribers.
• Prize: $ 1 MM
Crowdsourcing
Getting Real Feedback & Social CRM
A hub for social engagement with customersMembers help members, Employees help members
Training staff and volunteers
So Where do You Go From Here?
Approach
LISTENING / Look at best practices from other industries and competitions LEARNING Know who is already using social media in all company departments
As well as external agencies, volunteers, etcon the company’s behalf
PLANNING Ensure that plan is aligned and supporting Business Goals Establish Governance and Curation policies Assess the audience for each initiative
Create Goals for each initiative and how each will be measured Have a Resource Management Plan
TOOL SELECTON Leverage the right tool for the right audience; consider mobile and LiveChat
PARTICIPATION Start small – take a pilot approach and a learning approach
TACTICS Have a communication Plan : Editorial Calendar, CommunicationRinse. Repeat.
Listening holistic tools
Gain Insights using multiple data points
Listening personal reputation management
Listening
Measuring by property
Real time
Social Media Risks
• Facebook owns all your company’s content on Facebook• LinkedIn owns all your company’s content on LinkedIn• eDiscovery implications• Employees’ usage at work can result in social engineering,
malware and other security risks– Providing work information on personal profiles– Open emails from social media properties and click on
links• Employees use of social media at home• Employees use of social media on mobile device• Employees thinking that IT doesn’t track social media usage• Perception that use of social media at work isn’t an issue
Social Media Risks Your Reputation
The lesson: Take into consideration when creating events that are designed for blogging women from all walks of life.
Social Media Risks Your Reputation
Social Media Risks
Web 2.0-driven social networking sites like Facebook and Twitter have become attractive targets for phishing and scamming attacks as online criminals follow the latest internet trends that are attracting the most users.
Social Media Risks
Cisco survey social media policy
• 100 companies surveyed• 75 percent admitted to using Facebook and other
consumer-facing social networks• 50 percent of respondents admitted to using Twitter
extensively in the workplace.
Only one in seven of the companies that participated in the research admitted to having a formal process associated with using consumer-facing social networking tools for business purposes.
1. Do not mix the professional and the personal in ways likely to bring the ABC into disrepute.
2. Do not undermine your effectiveness at work.3. Do not imply ABC endorsement of your personal views.4. Do not disclose confidential information obtained
through work. 5. ABC will add user-generated content to its online
presence in the future and may launch a nation-wide program to help communities generate their own media content
social media policy
Social Media trends
• Social Media Begins to Look Less Social• Brands/Companies Scaling Up• Social Business becomes Serious• Security, Corporate Risk leads to Policy Making, Greater
Transparency• Mobile• Sharing with Networks (not eMail )
social media
Questions?
Susan Burton LowryVice PresidentStrategic Services
SquareOne|consulting
