Lets Talk Business: Social Media Management

The Social Media
Solution —
Better Customer
Value & Growth
Social media management tools are now
easier to use, better integrated and more
affordable. Learn what works, how to
campaign, and measure performance.

#LetsTalkBiz

The Social Media
Solution —
Better Customer
Value & Growth
Welcome
Lord Mayor Clover Moore, MP

Let’s Talk Business presentation 2012 - #LetsTalkBiz

The Social Media Solution —
Better Customer Value & Growth

—Charlie Wood @snoutley
Area Vice President – Asia Pacific & Japan, Radian6

—Matt Kendall @mjkendall
Digital Communications Strategist, One Green Bean

—Jamie Madden @jamie_circul8
Creative Director, Circul8

—Nahji Chu @_misschu
Founder And Chief Executive Officer, Miss Chu


Six Steps to a Social Enterprise for
Marketers in a Social World

Charlie Wood
Area Vice President Asia Pacific & Japan
Radian6 (a salesforce.com company)
charlie.wood@radian6.com @snoutley +61450097711

| 6 STEPS TO A SOCIAL ENTERPRISE

Your brand ≠ what you say about it
Your brand = the sum of the conversations
that exist about it

Social Revolution: Social Networking
Surpasses Email
Social Users

Email Users

2007 2008 2009 2010 2011

Source: Comscore, June 2011

Social Revolution: Facebook Eats the Web
22%
internet
Top Internet Uses time is
social
Percent of Online
Usage

2006 Search
2007 2008 2009
2010 2011

Sources: Nielsen Wire, January, 2011.
Morgan Stanley Internet Mobile Report, December 2009

Social Revolution: Next Generation Devices
16
Changing How We Access the Web billion
mobile
Tablets
devices by
Device Growth 2013

Smartphones

Laptops
Desktop
2007 2008 2009 2010 2011E 2012E 2013E

Source: Gartner Research; Smartphone, Tablet, and PC Forecast, December 2010.

The Social Divide: Customers and Companies
Your customers and What about
employees are social. your company?


1. Understand your Audience – Define Influence


2. Capture Industry Trends


3. Benchmark the Competition


How can you listen and engage at
massive social scale?

How can you get the relevant posts to the
right people in your enterprise?

How can you engage with customers at
their point of need?


Social Hub: process automation engine for the social enterprise

Listen at Massive Scale

Automatically Route
Social Conversations
Social Hub
Populate Social
Customer Profiles

Pre-integrated with
Salesforce

Social Hub: Process Automation Engine for the Social
Enterprise

Set Rules and Conditions

Social Hub Reviews Social
Posts and Takes Actions

Automatically create social
profiles, contacts and cases
in Salesforce

| 6 THINGS MARKETERS NEED TO DO IN A SOCIAL
WORLD

Social Hub: Engage with Customers at Social Scale

Social Hub
4. Sales 6. Marketing
Source Find and
New Prospects Grow Fans

5. Service
Automatically
Connect Social
to Service

Marketers: Transform a passive audience
into a community of advocates
Identify fans automatically
and build social profiles

Keep audience engaged,
scale to millions of fans

Enable social focus groups,
measure audience reaction
and gather social metrics in
real-time

Use social insights to target
and fine tune messages and
campaigns

Radian6 for Service Cloud –
with Social Hub

Set Rules &
Conditions in Social
Hub

Automate Case &
Contact Creation

Prepare Knowledge
for Common Questions

Respond via Service
Cloud directly on Twitter
and Facebook

Radian6 for Service Cloud
– without Social Hub

Community Service
Manager
Community managers monitor social media  One-click contact and case
creation  Agents can respond with Service Cloud

| USE CASES

http://www.radian6.com/applications
Examples:
• Crisis Management • Sales and Lead Generation
• The Lifecycle of Buzz • Create a Listening Grid
• Uncovering Influencers • Measure Community Engagement
• Benchmark the Competition • Customer Service Outreach
• 360 Degrees of Your Brand • Make a Case for Social Media
• Capture Industry Trends • Find your Brand Evangelists
• Social Meets Web Analytics • Listen When No One’s Talking

B2B Social Media http://bit.ly/ovf1Q4 Social Media Primer http://bit.ly/ov3z5L

“Social media is now a too important
part of your customer’s life to ignore”

Marketing Then…

PR

Newspaper
TV Magazines

Event Direct

Web

Marketing Now…
Newspaper
Magazines

TV
Direct

Social
Media

Event PR

Web

Social media Traditional media

VS

• It’s “owned” media
• Social media is targeted
• Social media is track-able

“People listen to people more than they listen to brands”

Facebook - Business to customer marketing, customer service & lead gen

Twitter - PR, events, talking to influencers & Seo

Linkedin - Partnering, B to B, HR, business lead generation

Which one?

Youtube - Consumer marketing + driving traffic

Blogs - PR, SEO, driving traffic, internal coms & database.

Pinterest - Driving traffic, product launches and targeting females

65
%
Less
Cost
/ acquisition +
retention

In the first
12 months

Tips for a
prosperous
community

Planning tips
• Research your industry & competitors social pages
• Develop a social voice for your brand
retention
• Choose a passionate community manager
• Hypothesize risk scenarios & establish clear policies
• Develop a posting schedule
• List ways to convert your audience
• Budget to run some ads

Management tips
• Listen
• Tweak your strategy
retention
• Keep posting
• Be topical
• Respond quickly to positive feedback
• Respond even quicker to negative feedback

@jamie_circul8 /circul8
/jamiemadden @circul8
retention
Jamie@circul8.com.au /circul8
/circul8
(02) 9331 6685
www.circul8.com.au

0. Quick intro to misschu

1 misschu
2 hotspots
3 years
5 tuckshops
3,000 Facebook fans
and this is just the
beginning!

1. How has misschu leveraged social media?

Built a brand organically Lost & Found George

2. What has misschu accomplished?

Created a platform for growth Created proximity with the brand
Wider Facebook
Community
Engaged Facebook
Community

Website + iPhone app.

Delivery + Hotspots

Tuckshops
+ Catering

Ability to stimulate any time Tuckshops open from 11.00 - 21.00

3. When did misschu decide to engage social?

Bondi
Beach

2010 2011 2012

FACEBOOK TWITTER YOUTUBE FACEBOOK
TIMELINE

4. How does misschu manage social+ what’s the ROI?

Armed with an iPhone, a
laptop, CCTV, the weather
forecast, soundcloud (music
app.) & some downtime...

5. misschu top tips for social media...

1. Create a unique vision. Bring people on the journey.

2. Create a brand experience.

3. Add personality. Create impact.

4. Embrace technology. Turn downtime into uptime.

5. Have purpose. But have fun with it.

Question &
Answer

Let’s Talk Business presentation 2012

The Social Media
Solution —
Better Customer
Value & Growth
Word from our Sponsor
Jeremy Wood
SMB Marketing, APAC
Google Apps


Lets Talk Business: Social Media Management

Lets Talk Business: Social Media Management

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