MaRS Discover District: Social Business: An evolution in developing sustainability

Confidential ArCompany Inc. — February 27, 2013

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Social Business: An Evolution in Developing Sustainability

Prepared for: MaRS Discovery District

February 27, 2013

Confidential ArCompany Inc. — February 27, 2013

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we are on the verge of major disruption… fundamental global

changes are happening

Confidential ArCompany Inc. — February 27, 2013

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an unstable world economy

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an unstable world economy

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mass customization

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the balance of power is shifting

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employees have no loyalty

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companies are making mistakes

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companies are making mistakes

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reputation is increasingly vulnerable - @BurgerKing

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reputation is increasingly vulnerable

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reputation is increasingly vulnerable - @Jeep

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marketing is dead

the customer is in control

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Value is the New Norm

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we are moving from mass marketing

…at an individual level

…to mass engagement

…among millions at one time

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Start-ups are poised to do thisCost:

Nominal marketing investment Insight toolsResearch

Employee effortUnderstandingDesireConsistencyAnalysisEngagement

Benefits: Improved organic search

engine ranking Increased brand visibility Thought leadership

development Comprehensive market insights Increased network

opportunities: partners, clients, amplification

Support development of products

Gain competitive intelligence Retain clients Sustainability

Confidential ArCompany Inc. — February 27, 2013

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conversation data is abundant

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Technology can help us listen to everything that’s being said about

ourselves, our company, our brand…….

But finding that one key, that game-changing insight in a sea of chatter and then actually doing something

about it is another story.

David Armano

“

”

Confidential ArCompany Inc. — February 27, 2013

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control your message

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news travels fast…search and social are connected

Increasingly, product quality and what a brand stands for are determined by Google

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tell your story from the beginning

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develop thought leadership: Indium Corp

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develop thought leadership: Indium Corp

Content – Contact - Cash

600% increase in lead generation from 1 quarter to the next

Social Media sales leads “are the best leads ever received”

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establish community from the get-go

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advocacy starts with employees

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use video to tell your story: khanacademy.org

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be organized and consistent

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schedule posts ahead of time

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know when people are talking about you

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measure your engagement

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determine the health of your tweets

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be interested and interesting in social

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image footprints - @JESS3

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adapt and allow for co-creation @threadless

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target smartly

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find the right people to follow

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target through conversation

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know your audience

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be relevant

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content is king: from curation….

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…to organized stories

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humanize

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personal stories: Lockheed Martin

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turn detractors into promoters: Harry Winsor and Boeing

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social CRM is about building advocacy and business sustainability

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sCRM: AmplifiedOld School The Social Way

Main Driver Transaction Conversation

Marketing planned, one-way, Inflexible

nimble, hyper-responsible, dialogue, insights

Sales black book and transaction-driven

interaction-based, sourced from insights

Customer Support

limited hours, script-based

dynamic, “always on”, multiple platforms

Feedback occasional surveys, quarterly customer insights

multiple platforms that feedback into Sales, Marketing, Support in real time

Confidential ArCompany Inc. — February 27, 2013

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Thank you

hessie.jones@thearccompany.com

@hessiejones

647-999-2348