36. Customer empowerment and the
declining effectiveness of traditional
approaches to sales and marketing
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37. Power Shift
Social media empowers
customers, empowers the
network
We no longer control the brand
The brand becomes the customer
experience of the brand –
experiences that are widely
shared online
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38. Brian Solis - Ultimate Moment of Truth
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39. Rethinking Marketing & PR
Unlearn marketing
New ‘mindset’ required
Stop telling people how good
we are. Prove it.
A shift from Outbound Marketing to Inbound/Content Based
Marketing
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41. Old Marketing (Outbound)
• Propaganda marketing – this is how great our
product/service is, now buy it
• Interruption marketing –
direct mail, advertising
• One way shouting AT customers
• Short term sales/campaign driven
• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail
Blasts; Online Advertising; Web Sites that talk AT you
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43. Inbound/Content Marketing
• Content is King! – But content is only ‘great’ if it adds
value to the customer so….
• Customer is King! Adopt a customer led approach
• Produce great content that is ‘Customer Led’; Authentic;
Compelling; Entertaining; Surprising; Valuable;
Interesting
• Establish your company as a ‘thought leader’ – a ‘trusted
resource’
• Produce great content and your customer will come to
you. Produce really great content and they will share it
• Key channels are ……………..
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45. Inbound/Content Marketing
• Overall objective is to ignite or elevate your business
through great content
• Sell without selling
• Build a quality online network – a quality customer base
through high value content and engagement
• Great content drives conversation. Conversation drives
engagement. Engagement drives sales
• Great, customer led content is a Competitive
Advantage
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56. Email has become a productivity buster –
there is a better way of doing business
………become a Social Business
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57. The times they are a changin'
•
Current leading-edge thinking is that we are on the
verge of another tectonic shift: from Social Media to
Social Business
•
A Social Business is one that develops innovative new
work methods and processes by applying social
thinking, social strategy, social culture, social
organisation and social technologies to everything it
does (internally as well as externally)
•
Organisations who ‘get this’ will survive and prosper those who don’t will become 21st century dinosaurs
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58. Do You Need to Become Social?
•
Are you struggling with too many emails?
•
Attending too many meaningless meetings?
•
Wasting time looking for that file/information you
know you have?
•
Dealing with more discerning and demanding
customers?
•
Do you feel disengaged?
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59. Do You Need to Become Social?
•
Can improvements be made in internal
communications?
•
Improvements in knowledge sharing and business
processes?
•
Improvements in external communications?
•
Faster response times?
•
Is your organisational structure too hierarchical?
Does it encourage innovation?
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66. Social media and career development:
build your own personal brand online
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67. SM for Career Development
Effective use of Social Media is becoming ‘mission
critical’ to your career development:
Employers are increasingly using SM in recruitment
Brand differentiation – innovative use of SM will help
you stand out from the crowd
A new approach to recruitment/career development
based on relationships and networking
Improves the effectiveness and efficiency of your
efforts through ‘attraction based’ marketing v. the
traditional approach to applying for jobs
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68. Traditional Approach
• Develop a resume/CV and covering letter
• Search/find vacancies
• Submit CV/covering letter for available
job or ‘on spec’
• Wait for the phone call/email that never
comes because the job market is
becoming increasingly competitive
Same as above but go through an agency/online job
site
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70. Social Media for Recruitment
http://mashable.com/2011/08/28/social-media-recruiting-infographic
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71. A New Approach Built Around Your
Online Brand Identity/Digital Footprint
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72. Suggested Approach
Use Social Media to:
• Search/listen/keep an ear to the ground
• Build your personal brand, differentiate,
stand out from the crowd
• Identify, join, lurk, participate in relevant forums, groups
• Actively engage/network – build relationships
• Leverage ‘attraction’ based marketing
• Monitor performance and ‘buzz’
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73. Build your Personal Brand,
Differentiate, Stand Out
from the Crowd
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74. Main Channels
•
•
•
•
•
•
•
Personal blog for ‘telling your story’
Twitter for conversations
Linkedin for professional networking
Facebook for personal stuff (but be careful, very
careful)
Google + - the ‘new kid on the block’
Develop a Youtube Channel including your own
video e.g. presentations
Your resume/CV as an Infographic
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78. Follow Best Practice
•
•
•
•
•
•
•
•
•
•
Add value
Don’t SHOUT
Talk WITH rather than AT
Listen first
Don’t be a show off
Don’t get angry or respond in an aggressive way
Be careful of your ‘digital footprint’
Don’t spam or over post
Don’t underestimate the power of the network
Hang out in the right places with the right people
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81. Some Useful Tools and Apps
•
•
•
•
•
•
•
Feedly for Social Media Listening
Pocket for bookmarking content
BufferApp for scheduling posts
Mention for monitoring brand sentiment
Hootsuite as your Social Media Management
Dashboard
Wordpress for blogging
Internal networking and collaboration tools e.g.
Yammer; Salesforce Chatter (Social Business)
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83. Bob Dylan (Mashed Up )
Come gather 'round people
Wherever you roam
And don’t criticise
What you can't understand
Your sons and your daughters
Are beyond your command
Your old road is
Rapidly agin‘
Then you better start swimmin’
Or you'll sink like a stone
For the times they are a-changin’
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88. The End of Business as Usual
‘Winners’ will be those organisations who fully
utilise the interactive power of social
technologies for engaging with and energising
customer, employee and partner relationships
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