David Nour on Enterprise Social Market Leadership 6.10

Enterprise Social Market Leadership

David Nour, CEO The Nour Group, Inc.

Social Market Leaders…

  are “catalysts” who precipitate a fundamental change in their business and/or technology

  facilitate “value” for their stakeholders who need each other in some way but can’t capture the value on their own

Strategic Alignment…

Transformation!

MINDSET

TOOLSET

ROADMAP Different State of Mind

On- or off-line, building

relationships is not a “patch” of time, but rather the dye

of the fabric.

Listen Louder™… 1.  Influence: The New Driver & Leading Indicator

of Market Valuation 2. Manage Influence = Market Leadership 3. Direct & Indirect Influence: one more expensive,

the other more valuable 4. Evangelize: The New Business Model 5. Reinvent Relationships – Digitally 6. Relationship-Centric Organizations 7. Rethink the Value of Information 8. Linear Mindset: Why This is Difficult to

Implement 9. A New Roadmap: The Market Leadership

Scorecard 10. Retrain The Organization - What's Next?

1969-1979 1979-1989 1989-1999 1999-2009 2009-2019

15 New Companies Entered & Exited the Fortune 100 list

62 New Companies

How many companies with Social & Semantic Web?

29 New Companies

29 New Companies

Semantic Web

Web Applications Web Personal

Computer Client Server

eCommerce Social Media

Social Marketing

Impact of Technology Disruption

Mar

kets

Products

Social Market

Leaders

…socially enable the customer lifecycle to better deliver a holistic customer experience

…provide a better experience = higher retention rates, stronger margins, brand equity, and market valuation

Social Market Leaders

Social Search

“Solution” versus “Pain” Driven

Intellectual versus Emotional

I know what I am looking for… looking for a particular solution.

I don’t know what I am looking for…. I start with my pain… I am looking for people who understand and can point me in the right direction.

David Nour - “Google Me”

Social Networking Strategy

1. Identify Relevant Stakeholders 2. Sources of Insights 3. Engage with Unique Value-Add 4. Deliver Exceptional Experiences! 5. Influence Best Practices

Engage & Influence – often without Authority…

Social Networking…

Video Distribution… 5min Blip.tv blip.tv Break break.com Brightcove brightcove.com Crackle crackle.com DailyMotion dailymotion.com eBaum's World ebaumsworld.com Google Video Graspr graspr.com GrindTV grindtv.com Howcast howcast.com i2TV tellytopia.com Imeem imeem.com Metacafe metacafe.com MySpace myspace.com Revver revver.com Sclipo sclipo.com sevenload sevenload.com Streetfire streetfire.net StupidVideos stupidvideos.com TubeMogul Veoh veoh.com

Viddler viddler.com Vimeo vimeo.com Webcastr Yahoo Video video.yahoo.com YouTube youtube.com

USTREAM.TV

Ocean Fishing

Public Social

Networks

Fish Farming

Corporate Online

Community

Customer Experience

Fish Store

Prospective Sales

Process

Social Customer Lifecycle

Fish Tank

Customer Base

Business Intelligence

Fish Bowl

Customer Experience

Management

Market Education

Prospect Engagement

Sales Identification

Customer Empowerment

Customer Evangelism

Customer Community

Social Enabled Customer Lifecycle

Social Intelligence

Relationships

Roles

Interactions

Processes

Transactions

Demographics

Social Enterprise Maturity Model

Tactical

Ris

k /

Rew

ard

Predictive

Proactive

Reactive

Inactive

Do Nothing Strategic

Opportunity Creation

Visionary

Social Enterprise Scorecard Attribute Description Measurement

Reputation Market Perception Frequency and Sentiment of Independent Mention

Influence Importance of Market Relationships

Influencer Mapping

Relationships Breadth of Market Relationships

Percentage of Market Penetration

Evangelism Contribution to Market Education

Provide Accessibility to Market

Thought Leadership

Depth of Information Perceived Value of Content

Search-ability Presence in Market Search Rankings, Social Search, Brand Presence

Referential Customer Perception Referral Rates

Credibility Market Receptiveness to Message

Redistribution of Messaging

Responsiveness To Feedback, Issues Customer Satisfaction

Empowerment Enablement of Control Customer Retention

Groups

Users

• Applications • Data • Members • Process • Collaboration • Content

• Dashboard • Relationships • Profile • Calendar • Messaging • Bookmarking

CRM Business Intelligence

Enterprise Search

Enterprise Content

Training Knowledge

Support

Business Systems

Corporate Community

Enterprise Integration

Enterprise Social Architecture

Public Social Networks

Enterprise Social Roadmap Every Organization Evolves Differently

Crawl

Social Networks

• Market Leadership • Influencer Marketing • Lead Generation • Partner Recruitment • SEO

Walk

Corporate Community • Prospect Qualification • Sales Conversion • Partner Management • Thought Leadership • Customer Support • Customer Referrals

Run

Business Integration • CRM • Business Intelligence • Enterprise Search • Content Management • Process Management

Social Market Case Study Office Product Wholesaler / Dealer Identification and Support Public-Domain Information Only

Office Supply Market Overview

Crowded, Fragmented Market National, regional and local retailers, wholesalers, manufacturers and buying groups

Stagnant economic condition trends:  Consolidation

–  Staples purchased Corporate Express –  United Stationers purchased MBS Dev

 Cannibalizing Competitors –  Staples suite of “Solutions” packages for “one

stop shopping” –  Larger companies now offering expanded

product lines including Break Room and Jan-San supplies in additional to core SKUs

Social Frequency

Key Social Search Term

Blog Mentions

Social Media Mentions

Office Supplies ~ 3 min ~ 7 min Office Products ~ 5 min ~ 29 min Office Cleaning Supplies

~ 1 hour ~ 2 days

Office Cleaning Products

~ 47 min ~ 9 days

Break Room Supplies ~ 17 hrs ~ 22 hours Break Room Products ~ 2 days ~ 8 hours

Competitive Frequency

Competitor Blog Mentions

Social Media Mentions

Office Supplies ~ 3 min ~ 7 min Staples ~ 8 min ~ 8 min Office Depot ~ 8 min ~ 7 min Office Max ~ 33 min ~ 17 min United Stationers ~ 12 hrs ~ 2 day Shoplet.com ~ 2 day ~ 1 day Quill.com ~ 3 days ~ NA XYZ Company ~ 5 day ~ NA

Dealer Social Participation Quality vs. Quantity •  “Megas” Mentions

–  Self-generated press releases and advertisement

–  High traffic social sites •  Independent Dealers

–  Perception around Scams –  Inconsistent quality/

experience –  Can’t Be Found online

and/or no reviews Locals against big box

can’t find independent dealers and are forced to go to another big box (Target / Wal-Mart) for office supply

Dealer Social Participation •  Independent Dealers (cont.)

Good News: Many have online presence on social platforms but: –  Violating social media “spam”

rules –  Not optimized/low participation

on several networks –  Not leveraging Google search –  No thought leadership regarding

advantages to dealers vs. Megas

Dealer Comparison Example •  Shoplet.com – socially enabled website

–  Consumer outreach with Facebook and Twitter

–  Corporate blog with thought leadership and audience interaction

•  Unique approach to LinkedIn

–  Using Question/Answer section to gain consumer insights and better understanding of their market

•  Increased social mentions and better social awareness vs. local Atlanta brick and mortar office product stores

Key Social Search Term

Blog Mentions

Social Media Network Mentions

Shoplet.com ~ 2 day ~ 1 day

Artlite Office Products

~ 4 months

~ NA

Alpha Office Products

~ 2 months

~ NA

Minton-Jones ~ NA ~ NA

How Deep Can You Go? With Better Information, Comes Better Analysis

1

2

3

Market Executional

Planning

Internal Organizational

Planning

Public Domain Information

  Business Intelligence   Customer Segmentation

Analysis   Market Plans   Product Roadmap   Partnerships   Employee Programs   Organization Structure

  Retention Programs

Web 2.0

Source: McKinsey Survey

Social Market Leadership… NEXT?

Social Market Research

Private Community

Social Marketing Programs

Strategic Advisory 6-8 weeks

Customer Lifecycle Integration

Pilot Programs 3-6 Months

Social Marketing Plan

Business Initiatives 1-3 Yr

Social Optimization

Nour Group Strategic Advisory

1.  Prioritization

2.  Cultural Impact / Lasting Change Management

3.  Market Value / Return on Influence™

4.  Executive Sponsorship / Leadership

5.  Risk Mitigation / Management

Thank You!

David Nour Relationship Economics® Atlanta, GA

888-339-1333 RelationshipEconomics.NET

@davidnour

Relationship Economics Group