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As told by Elizabeth Quintanilla a fearless Business Detective, and Marketing Gunslinger!<br />@equintanilla<br />

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What’s the Buzz about Social Biz?<br />

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Adopted by Market Researchers<br />

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Is <br />Social Business <br />Really <br />a <br />New Concept?<br />

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“First of all, ideas are commodities. Look at any industry, any product or service offering, and what you really see is improvement on the existing standard versus uniqueness in the offering. These improvements can be continuous or disruptive, but in either category, to the customer they are nothing more than incremental improvement around the financial return, usability, quality, or experience of your competitor. This explains why management teams are so important; if new offerings are commodities it’s execution by the management team – what I like to call execution intelligence – that makes the difference in the market.”<br />Quoted from Rob Adam’s Blog Post: “Ideas Are a Commodity, It’s Execution Intelligence That Matters”<br />

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I want to get me a good pint of ale and maybe meet a good lass who can pour that pint of ale …..<br />

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Image found at http://germanhistorydocs.ghi-dc.org<br />

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10% of word-of-mouth happens online<br />... to hear that the FAR MAJORITY (90%) of marketing-related conversations happen person-to-person and face-to-face does get people's attention, especially social media marketers. I heard Brad Fay, of Keller Fay, talk about this at a conference last year. He made a great point by saying, “It’s not that the online conversation is so small. It’s the other is so big.”The big number Brad refers to is … 3,000,000,000. (Ahem, we’re talking three billion here.) That’s the number of word of mouth conversations Keller Fay estimates take place on a typical day in America. If 1.3% of word of mouth conversations about companies happen on social media websites, then that’s 43-million daily conversations. A VERY sizeable number.To directly answer your question ... yes, I would assume the 10% online WOM number will increase as more and more people use digital gadgets and social media to pass along information to others.<br />Posted by: john moore (from Brand Autopsy) | August 23, 2010 at 01:52 PM<br />

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Sea of Shared Knowledge<br /> I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friendshave seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.<br />Tim Berners-Lee (1995 @MIT)<br />

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“Social Business – the application of social technologies as a formal component of business processes – revolves around understanding how your customers or stakeholders connect to Your business to understand, accept, and innovate based on their involvement. <br />Social Business IS about integrating all your business functions: customer support, marketing, the executive team and everyone else for the purpose of creating collaborative innovation And engagement at meaningful, measurable levels tied clearly and directly to your company’s BUSINESS OBJECTIVES.” <br />– Dave Evans<br />Social Business - Definition<br />

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Funnel – “Social Word of Mouth”<br />– Dave Evans<br />

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What some of my Aerospace <br />Engineering friends think of <br />Social Business as …<br />

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Yes, @equintanilla is a former rocket scientist from JPL who worked on MER and Cassini!<br />

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What is a Kalman Filter?<br />

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Funnel – “Social Word of Mouth”<br />– Dave Evans<br />

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Help <br />People Come Together!<br />

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Not a Fish but What is this?<br />

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EQ where?<br />@cafecaffeine @greenmusecafe @KickButtCoffee @gahcc @PCAustin<br />Fault Line Flyers Pure Austin Lake Travis and places that accept GoLocal<br />

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Content: Not just words<br />Content: Any form of published information<br />Not just what is written in the paper!<br />Don’t expect PRIVACY IN SOCIAL MEDIA!!! <br />

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Do I want MY Pic saying this on Google?<br />

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Content: Not just online<br />Touch Point: interface of a product, a service or a brandwith customers, non-customers, employees and other stakeholders – before, during and after a transaction respectively a purchase.<br />Don’t overlook your receipts!<br />

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Remind Customers What We Do and Want Them TO DO …<br />

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CASE STUDY: Old Spice<br />3 Days, 180 Video created by team, Highly Interactive Engaging Team – Respond to Fans in Real Time<br />Day 1: Received almost 6 million views(that’s more than Obama’s victory speech)<br />Day 2: old spice had 8 of the 11 most popular videos online<br />Day 3: Had reached over 20 million views<br />Week 2: Old spice had over 40 million views<br />The old spice twitter following increased 2700% <br />Facebook fan interaction was up 800%<br />Oldspice.com website traffic was up 300%<br />Generated 1.4 billion impressions since launching the ads 6 months ago<br />The campaign increased sales by 27% over 6 months since launching (year on year)<br />Total Sales were up 107% from the social responses campaign work<br />Old spice is now the #1 body wash brand for men.<br />

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CASE STUDY: Taco Journalism<br /> 4 Guys – 1 Taco Blog <br /> => New York Times!<br />

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Engagement – Not just a ring<br />

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Small businesses depend greatly on relationships with their customers. Besides some search engine optimization (SEO) that can come with the use of social media, the primary benefit can be to deepen relationships with existing customers and finding new customers whom you might not have been able to reach otherwise. Additionally, identifying customers who are evangelists for your business and strengthening that bond can help promote your business further. In advertising the common adage is that it takes seven impressions for someone to decide to buy your product. Social media can help you gain those impressions by providing more visibility to your audience. The downside? Yes, some time, but this can be managed so it might take as little as a half hour per day. The important thing is to have a social media strategy and implementation that is best suited to your business.<br />SocialMediaDynamo.com – Ricardo Guerrero<br />

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37<br />Engagement<br />Relevant (Timely and interesting)<br />The audience cares about and enjoys this content<br />Messages are on brand and reflect the core benefits of the organization in audience perspective<br />Commitment<br />Time and resources are devoted to building a foundation – content, community, feedback<br />The internal team is invested in the effort, helps generate conversation and feels the benefits of a growing community<br />Talkable: Have a conversation<br />People are interacting more frequently, or more deeply<br />Connection: Build your community<br />Builds connections: People are sharing and make recommendations daily<br />People try things from peer recommendations<br />

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Creating Advocates<br /> MOBILIZE<br />Mobilize people & networks to take action.<br /><ul><li>Call to Action

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Resources

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Step by step

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Online/offline Transition

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Incentives

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Create Advocates</li></ul> INSPIRE<br />Inspire people to take action that changes the world<br /><ul><li>Engage

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Passion

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Story

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Create Possibilities

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Connect

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Open Doors

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Be Relevant

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Diverse & Inclusive

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Innovate

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Create Relationships</li></ul> EQUIP<br />Equip people with skills, knowledge & abilities <br /><ul><li>Educate

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Skills

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Abilities

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knowledge

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Information

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How to’s

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Leadership

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Talking Points</li></ul>Source: Cultural Strategies - www.cultural-strategies.com<br />Armando Rayo, VP, Engagement - arayo@cultural-strategies.com<br />

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# 1: Never the product always the passion!!<br />Reframe conversation<br />Not about the product<br />Is about the customer<br />What role does product play in customer lives?<br />

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# 2: Empower People!!<br />More than just content<br />People want to know the good, the bad, and the ugly<br />Give them what they need to know to talk about you<br />Create Ambassadors<br />

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# 3: Know Thyself Well<br />Old Spice has a powerful identity<br />Your identity is not the same as your competition<br />Not everyone will like you.<br />Find your #11(s)<br />

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# 4: Never is it just online<br />Buzz is not Twitter<br />Tweets don’t matter<br />Find all Customer Touch Points<br />People believe those recommendations from peeps they know, like, and trust!<br />

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# 5: Make your advocates feel like Rock Stars!!<br />Lift up your customers<br />Show your appreciation by acknowledgment <br />Say “Gracias, Merci, …”<br />Not just free trips on American Airlines<br />

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Experts POV: Know Thyself & Customer<br />

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RECAP: EACH oF the FOLLOWING SLIDEs WILL APPEAR FOR 20 secs<br />

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A is for Advocacy!<br />B is for Blog!<br />

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C is for Community!<br />

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D is for <br /> Detective<br /> Deliver<br /> and<br /> Drupal!<br />

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E is for <br /> Engagement<br /> and<br />eNewsletters!<br />

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F is for FREEdom!<br />G is for Google … =)<br />

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H is for Hosts both kinds!<br />I is for identifying your influencers!!<br />

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K is for KLOUT!<br /> know your influencers …<br />L is for Listening … Are you really listening?<br />

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M is for <br /> measuring!<br />N is for numbers!<br />

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O is for<br /> observations!<br />

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P is for<br />Participate!<br />Q is for QR codes!<br />

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R is for ROI!<br />Return <br />on <br />Investment<br />

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S is for …. Search, Social Media<br />&<br />Social Business!!!<br />

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T is for Twitter!<br />

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U is for Unique & Unburritable!<br />

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V is for Video!<br />

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W is for Wonder!<br /> Never forget what is possible …. <br />

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X is for Marketing miX!<br />

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Y is for YOU!<br />Z is for Zen!<br />

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If you have more questions, email me at elizabeth.quintanilla@gmail.com<br />or <br />DM me on twitter at @equintanilla<br />