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
Confidential ArCompany Inc. — February 27, 2013
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an unstable world economy
Confidential ArCompany Inc. — February 27, 2013
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mass customization
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the balance of power is shifting
Confidential ArCompany Inc. — February 27, 2013
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employees have no loyalty
Confidential ArCompany Inc. — February 27, 2013
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companies are making mistakes
Confidential ArCompany Inc. — February 27, 2013
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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
Confidential ArCompany Inc. — February 27, 2013
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Value is the New Norm
Confidential ArCompany Inc. — February 27, 2013
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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
Confidential ArCompany Inc. — February 27, 2013
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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
Confidential ArCompany Inc. — February 27, 2013
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develop thought leadership: Indium Corp
Confidential ArCompany Inc. — February 27, 2013
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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”
Confidential ArCompany Inc. — February 27, 2013
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establish community from the get-go
Confidential ArCompany Inc. — February 27, 2013
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advocacy starts with employees
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use video to tell your story: khanacademy.org
Confidential ArCompany Inc. — February 27, 2013
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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
Confidential ArCompany Inc. — February 27, 2013
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be interested and interesting in social
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image footprints - @JESS3
Confidential ArCompany Inc. — February 27, 2013
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adapt and allow for co-creation @threadless
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target smartly
Confidential ArCompany Inc. — February 27, 2013
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find the right people to follow
Confidential ArCompany Inc. — February 27, 2013
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target through conversation
Confidential ArCompany Inc. — February 27, 2013
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know your audience
Confidential ArCompany Inc. — February 27, 2013
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be relevant
Confidential ArCompany Inc. — February 27, 2013
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content is king: from curation….
Confidential ArCompany Inc. — February 27, 2013
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…to organized stories
Confidential ArCompany Inc. — February 27, 2013
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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
Confidential ArCompany Inc. — February 27, 2013
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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
@hessiejones
647-999-2348