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Are You Building a Social-Ready Organization?

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Are You Building a Social-Ready Organization? Powered By Docstoc
					Are You Building a Social-Ready Organization?
Berry Network Inc., an AT&T Company
Agenda
Prepared for the Cincinnati AMA B2B SIG … October 14, 2010




•   The Situation: Transformation
     • Company Background / History
     • Product Life-Cycle / Industry Challenge
     • Revenue & Margin Implications
     • Brand (Perception is Reality)
•   Berry Network’s Strategic Use of Social Media for Brand Building & Lead
    Generation
     • Launching Social Media in Your Organization
          • What is it … Why use it … How to use it … and don’t forget the CONTENT!




                                                                                      2
Berry Network Inc., an AT&T Company
Transformation




                                      3
Helpful for Launching Social Media in Your Organization!




                                                           4
What is Social Media?
Applications vary and are used for different goals and objectives




    • Social News / Bookmarking / Aggregators … (FriendFeed, digg, delicious)
    • Social Networks … (LinkedIn, Twitter, Facebook, Ning)
    • User-Generated Content … (flickr, youtube, yelp, slideshare, blogs)




                                                                                5
Social Media involves the entire Castle (C-Suite)
                                          Sales
                                    Leads or Customer                    Does Wall
                                        Service?                        Street Care?



                                                        Integrating
                                                        Social Mktg
                                                         Programs
                                         Risk?                              Cost?




                                                 Network          Internal HR
                                                 Security?   Policy or Recruiting?




                                                                                       6
Why Should I Care?
Rapid growth … at 34% CAGR social media outpaces all other interactive marketing spend


                                                                           Find, be Found & Engage …

                                                                           • More than 75% of the U.S.
                                                                           population is engaged in
                                                                           using social media
                                                                                 • 43% report visiting
                                                                                 SM sites multiple times
                                                                                 per day
                                                                           • 1 out of every 5 minutes
                                                                           spent on the internet is on a
                                                                           social network
                                                                           • Social media is growing 3X
                                                                           faster than anything else on
                                                                           the internet

                                                                                   Source: Social Media Marketing Industry Report, March 2009



                                                                                                                                     7
Why Should I Care?
Because consumer’s aren’t predictable, linear, rational or sequential beings




                                                                               8
Sales Funnel / Sales Process
Berry Network Marketing Challenge
    Create Awareness - Grow Credibility
             Generate Interest



         Prospect
         Sources
                        Sales Funnel                         Sales Pipeline                         Sales Forecast
         Prospect
        Generation



         Prospect                         Analyze Specific
                            Qualify                                                Build Business          Proposal /
        Qualification                        Needs in             Presentation
                           Opportunity                                                  Case                 Quote
                                               Detail


                                                                    Refine
                                                                                                            Contract
                                                                   Market
                                                                                                           Negotiation
                                                                 Specifications

                                                                                         L
         Cross-Sell                                                 Actual             Post          No                    No
           Base                                                   Market Study                             Acceptable?
                                                                                      Mortem



                                                                 Testimonials /                                      Yes
                                                                  Case Study

                           Account
                          Management                               Opportunity
                                                                  Management                                  Sale
                                                                 (other content:
                                                                  White paper,
                                            Post Sales                 etc)
                                             Service
                                                                                                             Order
                                                                                                           Processing



                                                                                                                                Booked
                                                                                                           Publication          Revenue


                                                                                                                                          9
Marketing Funnel Activities … Create & Strategically Place Content
increase awareness, generate interest and position BNI as a marketing thought-leader

                                            Lead
                                          Nurturing


                                                                   Content & Capture:
                                                 Targeted          1.   White Papers
                               Branding
                                                 Marketing         2.   Newsletter
                                              (Persona-Based)      3.   Social-Ready Assessment
                                                                   4.   Amplifying Media Performance Assessment




                                                                                                              10
Social Media Platform Interaction
BNI’s Social Media Acceleration Strategy



                                           Linking & Feeding




     Nurture Community                                         Start Conversation




                                           Linking & Feeding


                                                                                    11
BNI is Using Twitter to Initiate Conversations … @BerryNetwork




                                                                 12
The 22 Immutable Laws of Marketing
Marketing is not a battle of products, it’s a battle of perceptions.




                                                                       13
Twitter Conversation Examples



                                            Customer … Resulted
                                            in $10K social media
                                                    deal




                                               Partner interaction



                                Customer interaction



                                              Prospect … resulted
                                                in face-to-face
                                                    meeting

                                                              14
Questions?
Alan See
CMO / Vice President – Berry Network Inc., an AT&T Company
Email: Alan.See@BerryNetwork.com

LinkedIn: http://www.linkedin.com/in/alansee

Twitter: http://twitter.com/AlanSee

Blogs: on DigitalMarketingOne.com … http://www.digitalmarketingone.com/user/alan_see

And on BerryNetwork.com … http://www.berrynetwork.com/blogs/Strategic_Marketing/




                                                                                       15

				
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Description: Alan See, CMO at Berry Network Inc., an AT&T Company presents social media strategy implementation to the Cincinnati AMA B2B Special Interest Group. October 14, 2010