Presentation at International Housewares Association March 3, 2013
Download as PPTX, PDF1 like679 views
The document discusses the integration of digital technologies and social tech into organizational strategies, highlighting the need for governance policies and the development of a social tech framework. It outlines a 12-step process for managing social technologies, building an organizational voice, and rebuilding sales models to adapt to socially facilitated selling. Additionally, it emphasizes the importance of analytics, measurement, and ongoing training to ensure effective use of social tools in achieving business goals.
Presentation at International Housewares Association March 3, 2013
- 1. Jim Zimring David C Aaronson Digital Technologies and Digital Marketing 1
- 2. Organisation vs. Chaos Employees use Social Tech without rules or guidelines Little creative use of the full breadth of tools Use of Social tech not tied to organisational strategy Leaders who do not understand, use, or leverage social tech
- 3. Blueprint For Social Proficiency • Develop Social Tech Goals • Form a Social Tech Team • Implement an Internal Governance Policy • Integrating Social Tech and Web Properties • Building Rivers of Information • Integrating with the Sales Process • Online Reputation Management • Crowdsourcing Strategies • Measurements and ROI • Choosing Your Social Tools • The Pilot Project Process • Security and Regulations
- 4. Recognise Management Issues Technology is brought Social tools are used In from the outside by for both personal individuals and professional reasons People have access A mistake in on mobile devices so judgement can be you cannot stop usage devastatingly public
- 5. Creating Fertile Ground Involve People Early Nurture a Culture that Accepts Rapid Change
- 6. “The only things that happen naturally in an organization are friction, confusion and malperformance. Everything else is the result of leadership.” Peter Drucker The 12-Step Process
- 8. Building a Social Media Net
- 9. Building a Social Media Net Videos Documents Presentations Pictures
- 10. Organizational Voice Earned Social Connection vs. Interruption Marketing
- 11. Organizational Voice - The Process
- 12. Organizational Voice - The Process Tone of Voice • Professional • Engaging • Hip • Insightful/Wise • Humorous • Progressive • Sophisticated • Creative • Neighborly • Authoritative • Adventurous • Enthusiastic • Blue Collar • Humble • White collar • Resolute • Optimistic • Sarcastic • Serious • Uber-cool
- 14. Organizational Voice Phases Every organization will go through the following steps - faster is better!!
- 15. Organizational Voice Phases Phase 1 - Building social channels Phase 2 - Connecting to constituents Phase 3 - Searching to provide value Phase 4 - Learning to exert influence
- 16. Implementing Rivers of Information
- 17. Rivers of Information - The Process
- 18. Rivers of Information - The Process
- 19. Rivers of Information - The Process Create a list of what Choose Constan you tly need all the swap to tools out new learn you sources will to integra improve te Identif Search y for people informat to share ion content streams with Choose the Build an devices archive you want system for Integrat to storing e info consume digestin from g time into your day
- 20. Rivers of Information - The Process Info River Tools • Dashboards • Alerts • Netvibes.com • Google alerts • Popurls.com • Yahoo alerts • Bloglines.com • Yotify.com • Production centre • Notify.me (custom) • Content Discovery • Aggregators • Twellow.com • Google Reader • Blogs.com • Feedshow.com • Listorious.com • Newsgator.com • blogsitelist.com • Flipboard
- 21. Rebuild Your Sales Model
- 22. Rebuild Your Sales Model Past Consumer Products Complicated Products/Services Advertising and Sales Person Branding as Hunter
- 23. Rebuild Your Sales Model Current
- 24. Rebuild Your Sales Model Current Socially Socially Directed Facilitated Buying Selling B2C B2B
- 27. Socially Directed Buying What is Your ZMOT
- 30. Socially Facilitated Selling • Begin doing forensics on sales to discern social role • Create air cover - ORM, Org Voice, Social Media • Improve customer intelligence (social CRM) • Develop new methods for social prospecting • Train salespeople - Rivers, pORM, social networking • Develop new accountability measures and reviews • Build competitor and market alert system • Develop customer communities and mobile apps • Apply gamification dynamics to sales system • Develop new performance analytics
- 31. Socially Facilitated Selling Definition - Using a collection of social tools to create an environment that helps the sales force close more sales
- 32. Blueprint of a New Sales Model CRM Social Integration Salesforce Analytics Tools Strategy Training $ Socially Facilitated Selling $ + $ CRM Based Selling -2000’s $ + $ Solution Oriented Selling - 90’s $ + $ Relationship Selling - Pre 80’s $ Implementing
- 33. Blueprint of a New Sales Model Departmental Organisational Social Facilitated Selling™ Individual Implementing
- 34. Blueprint of a New Sales Model New Measurements Website conversion rate Social connections Social conversion rates Social relevancy Industry IQ Level of influence Implementing
- 36. ORM - Listening
- 37. ORM - Engaging How to Leverage
- 38. ORM - Measuring
- 40. Crowdsourcing Instructions 1. Choose the best site (specialty, workers, cost) • Pick the right bounty (slightly above market) • Provide clear and complete instructions • Feedback to workers is critical • Rate work as it is presented • Choose best quality work (winner)
- 43. Calculating Social Tech ROI We can only improve that which we measure, Or, what gets measured gets done... Increased in customer satisfaction Increased sales and revenue Increased profitability Increased employee satisfaction
- 47. Security Issues
- 48. Blueprint For Social Proficiency Develop a written strategy statement Publish analytics and results widely Add social tech skills to employee reviews Document and train on social tools Assign social tool R&D responsibilities
- 49. Formula for Success EST 12-Step Process Analytics and Measurements Ongoing Training Management Support Willingness to Experiment Champions
- 50. Jim Zimring [email protected] David C Aaronson [email protected] 888.711.8040