15. From this
Eyeballs Awareness Relevance Consideration Loyalty Advocacy Buyers
To this
Source: McKinsey Consulting
6 18 09 15
16. Rethink the points of influence within the
sales cycle
paid vs. earned media
16
17. Target customers in the post purchase cycle
Source: McKinsey Consulting
6 18 09 17
18. INSIGHT 2
Your customers are talking about your
product/service. You must be part of that
conversation or your sales staff will be at a
disadvantage
18
19. Sales will be left behind if they are not supported with Social
PRINT
CONFERENCES DIRECT MAIL
PROMOTIONS
TRADE SHOWS
TRADITIONAL
MEDIA
PEERS PEERS
INDUSTRY EXPERTS INDUSTRY EXPERTS
PROSPECTS PROSPECTS SALES AND
BUSINESS
BUSINESS AND AND RELATIONSHIP NETWORK
NETWORK
CLIENTS CLIENTS MANAGERS
CLIENTS
CUSTOMERS
DIGITAL
SEARCH
ENGINES INTERACTIVE
ADS
SOCIAL WEBINARS
NETWORKS
COMMUNITY PODCAST
FORUMS
TWITTER/RSS MOBILE
BLOGS WEBSITES
6 18 09
21. Content
Consumer Trend Business Trend
…Leading B2B marketers are
Online video views are growing leveraging the medium for
exponentially… thought leadership and product
testimonials
22. Social
Consumer Trend Business Trend
Social networks supplementing … LinkedIn launched Company
search for advice and Pages that highlight company
recommendations… products, drive member
recommendations and generate
awareness through viral updates
23. Proof that influence is growing
Social Media Usage At Work
2008 2009
Professional Personal Professional Personal
LinkedIn 62% 33% 86% 48%
Twitter 13% 11% 76% 62%
Face Book 18% 35% 36% 93%
You Tube 34% 55% 51% 85%
Source: eMarketer.com
23
24. Mobile
Consumer Trend Business Trend
Mobile social networking has … Droid Pro (enterprise device) was just
exploded…. 30% of Facebook introduced with aggregated social
interactions on the phone network functions
25. Marketers need a holistic view of social
Combine content, social and mobile and form a CRM discipline to
capitalize on the benefits of lead generation, sales support and
brand/product advocacy
25
26. Successful B2B brands integrate
content, social, mobile and CRM
Small
Business Mid-Market and Large Corporate
26
04
18
27. Openforum.com
The premiere destination for savvy business
owners, providing a wealth of resources to help
them grow their business
Exclusive Content
– Originally produced events
– Blogs by respected members of the Small biz
community
– Cardmember Stories/Insights
An active community of savvy business owners
(Discussion forums)
Curated Partner Content – Inc., Entrepreneur, etc.
Participation by key OPEN Executives
– Susan Sobbot
27
28. American Express OPEN Forum Connects
Small Business Owners to the Best in Business
Core Principles:
Recruit top-tier talent
Say something different
Invite others to participate
Scale conversations online
Gold, Brand Awareness &
Positioning Award (2008)
28
29. Partner with Credible Bloggers to Scale Conversation
Over at the American
Express OPEN blog, I
posted an article called
“Tough Talk for Tough
Times: What the CEO
Should Be Saying Now.”
Guy
Kawasaki
Blogs.openforum.com ranked 21 of 150 of the most influential and relevant entrepreneur
blogs based on eCairn data
29
31. Scale Content Syndication Through a Digital Publishing Platform
Achieved enormous reach
Driven costs down dramatically
Prospects exposed to the media player were more likely to apply for the Card
Gold, Business-to-
Business (2009)
31
35. Build an audience of influencers, those that
will participate.
Create a forum for them.
Then direct marketing dollars to bring prospects to them.
35
37. Understand who is talking about what before
determining what conversation you need to join and
what you need to say
Overall Voices Sentiment
Lesson 1
Listen before you build
37
50. Five ways to start NOW
1. Social is not simply Twitter, Facebook and YouTube
2. Content is the new creative – hire a content strategist
3. Find current customers (fans) and engage
4. Invest in earned media – hire a community manager
5. Leverage your sales and customer service reps to ask for
positive tweets Think big, start small
50