Hayden Sutherland iShopKent 2011
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Hayden Sutherland iShopKent 2011
- 1. Hayden Sutherland Ideal Interface © 2011
- 2. What I hear all the time… © 2011
- 3. What I hear all the time… We want customers to ‘Like’ us © 2011
- 4. What I hear all the time… We want customers to ‘Like’ us We need to engage with our target audience © 2011
- 5. What I hear all the time… We want customers to ‘Like’ us We need to engage with our target audience We need a presence in Social Media © 2011
- 6. What I hear all the time… We want We’d like to customers to share our ‘Like’ us content more We need to engage with our target audience We need a presence in Social Media © 2011
- 7. What I hear all the time… We want We’d like to customers to share our ‘Like’ us content more We need to engage with our target audience We must update our We need a followers presence in Social Media © 2011
- 8. What I hear all the time… We want We’d like to customers to share our ‘Like’ us content more Social Media We need to gives us a 1-2-1 engage with our relationship with target audience our customers We must update our We need a followers presence in Social Media © 2011
- 9. Sound familiar? © 2011
- 10. Sound familiar? So they ‘Liked’ us, now what? © 2011
- 11. Sound familiar? So they ‘Liked’ us, now what? We regularly blog, but nobody comments © 2011
- 12. Sound familiar? So they ‘Liked’ us, now what? We regularly blog, but nobody comments I built a Facebook Page, is that it? © 2011
- 13. Sound familiar? So they How do I know ‘Liked’ us, if this is making now what? a difference? We regularly blog, but nobody comments I built a Facebook Page, is that it? © 2011
- 14. Sound familiar? So they How do I know ‘Liked’ us, if this is making now what? a difference? We regularly blog, but nobody comments our CEO tweets from the golf I built a course now Facebook Page, is that it? © 2011
- 15. Sound familiar? So they How do I know ‘Liked’ us, if this is making now what? a difference? This Social We regularly Media stuff is blog, but taking up a lot of nobody my time right now comments our CEO tweets from the golf I built a course now Facebook Page, is that it? © 2011
- 16. Let’s change our perspective © 2011
- 17. Social Media 18.11.11 © 2011
- 18. Social Business © 2011
- 19. The days of ad-hoc and chaotic Social Media initiatives are coming to an end © 2011
- 20. Business ‘absorbs’ technology • It always has – To give competitive advantage – To reduce costs – Until it becomes part of normal business • But… now adopted at a slower rate than consumers • Social Media is already absorbed by – Marketing, Customer Services, PR © 2011
- 21. social needs integration across multiple business functions © 2011
- 22. But Social Media as an eCommerce sales channel? © 2011
- 23. Why buy via Social Media when its there to for a ‘relationship’? © 2011
- 24. Maturity Matrix The organisational path to the comprehensive and effective use of Social Media © 2011
- 25. 1. Assessing Nothing structured ACTIVITIES Following ‘Liking’ Etc. KPI’s N/A DEPT’S © 2011
- 26. 1. 2. Assessing Participating Listening: Nothing Feeds, alerts, structured monitoring, ACTIVITIES prioritisation, etc. Following Posting: ‘Liking’ Facebook status Etc. & Org. Pages, Tweeting, Etc. Blogging Follows KPI’s N/A ‘Likes’ Traffic Marketing DEPT’S PR © 2011
- 27. 1. 2. 3. Assessing Participating Engaging Listening: Focused PR Nothing Feeds, alerts, activity (e.g. blogs), structured monitoring, Responding to ACTIVITIES prioritisation, etc. +/- sentiment, Following Building Posting: ‘Liking’ community, Facebook status Etc. Customer Service & Org. Pages, Tracking links, Tweeting, Etc. Offers/Deals Blogging Follows In-bound link KPI’s N/A ‘Likes’ Customer Sat Traffic Traffic/postings Sales Marketing Marketing eCommerce DEPT’S PR Customer Service PR © 2011
- 28. 1. 2. 3. 4. Assessing Participating Engaging Integrating Listening: Focused PR Social Business, Nothing Feeds, alerts, activity (e.g. blogs), Connected structured monitoring, Responding to API’s & Graph ACTIVITIES prioritisation, etc. +/- sentiment, (Facebook store) Following Building Social CRM Posting: ‘Liking’ community, Inventory & offer Facebook status Etc. Customer Service management by & Org. Pages, Tracking links, social channel, Tweeting, Etc. Offers/Deals Etc. Blogging In-bound link Retention Follows KPI’s Customer Sat CLV N/A ‘Likes’ Traffic/postings Conversion by Traffic Sales Social Channel Marketing Marketing eCommerce Marketing eCommerce DEPT’S PR Customer Service PR Customer Service PR Information Technology © 2011
- 29. 1. 2. 3. 4. Assessing Participating Engaging Integrating Listening: Focused PR Social Business, Nothing Feeds, alerts, activity (e.g. blogs), Connected structured monitoring, Responding to API’s & Graph ACTIVITIES prioritisation, etc. +/- sentiment, (Facebook store) Following Building Social CRM Posting: ‘Liking’ community, Inventory & offer Facebook status Etc. Customer Service management by & Org. Pages, Tracking links, social channel, Tweeting, Etc. EFFORT (£) Blogging Offers/Deals Etc. In-bound link Retention Follows KPI’s Customer Sat CLV N/A ‘Likes’ Traffic/postings Conversion by Traffic Sales Social Channel Marketing Marketing eCommerce Marketing eCommerce DEPT’S PR Customer Service PR Customer Service PR Information Technology © 2011
- 30. Gartner predicts Over 70% of “IT-dominated” social media initiatives will fail through 2012 © 2011
- 31. Social Business Who’s doing it? © 2011
- 32. Facebook © 2011
- 33. © 2011
- 34. © 2011
- 35. Twitter © 2011
- 36. Distressed Inventory © 2011
- 37. Last minute (24 hours) JetBlue Airlines $9 tickets © 2011
- 38. © 2011
- 39. But its expensive right? © 2011
- 40. €59/ month © 2011
- 41. $59/ month © 2011
- 42. In summary © 2011
- 43. There’s a difference between Social Media and Social Business © 2011
- 44. Measure: Value vs. Effort © 2011
- 45. Compare with ‘traditional’ channels (email) © 2011
- 46. 1. 2. 3. 4. Assessing Participating Engaging Integrating Listening: Focused PR Social Business, Nothing Feeds, alerts, activity (e.g. blogs), Connected structured monitoring, Responding to API’s & Graph ACTIVITIES prioritisation, etc. +/- sentiment, (Facebook store) Following Building Social CRM Posting: ‘Liking’ community, Inventory & offer Facebook status Etc. Customer Service management by & Org. Pages, Tracking links, social channel, Tweeting, Etc. Offers/Deals Etc. Blogging In-bound link Retention Follows KPI’s Customer Sat CLV N/A ‘Likes’ Traffic/postings Conversion by Traffic Sales Social Channel Marketing Marketing eCommerce Marketing eCommerce DEPT’S PR Customer Service PR Customer Service PR Information Technology © 2011
- 47. Thank you www.idealinterface.co.uk @haydens30 © 2011