Webvisions Notes: Kevin Murphy on The 3rd Generation of Social Media in the Enterprise


The 3rd Generation of Social Media in the Enterprise
Kevin Murphy
@kevmurphy

what
facilitated by
for
listening
engagers
public relations
engaging
followers
community
story telling
monitoring tools
web content

measuring tools
advertising


customer service
business strategy
coordinated systems
everyone
  • evolve the enterprise
    • be the coach
    • extend the strategy
  • core campaign / engagement pieces
    • what is the story you are trying to tell?
    • what are the building blocks? a shiny video, a cool graphic, a blog post
  • the open system
    • listening: not just reading what people have written, but looking at trends, and analyzing trends and sentiment.
    • ticketing: example - radiant6 engagement manager: you are tracking what is coming in, and making sure they get assigned out to experts, who can address it and close the ticket.)
    • content library: you need to be able to find, aggregate the content you can use: videos, slides, explanations, so that everyone can use and share it. if the ceo makes a cool video and shows it at a conference, do your bloggers know about it, and use it in their blogs?
    • crm
    • measuring
  • example flow...
    • issue is id’d
    • assigned to SME
    • SME finds related content
    • SME publishes
    • amplifiers and engagers tracked in CRM
    • results measured
    • sales follows up on CRM contacts
  • gamblers in vegas, if they check in and provide any social media information, the casinos are checking their cloud score, and giving them comps.
  • Setting up the Systems
    • Content: Curation and repository for everyone. Make it public.
    • Active Listening, which leads to Ticketing, ticketing includes CRM
      • It’s not enough to run the reports, someone has to be watching those dashboards and doing something.
    • Transformation > Filtering & Feeds
    • Social CRM - it’s not just for finding advocates, but also for creating leads.
      • TIP: If you aren’t doing it now, ask people for their twitter handles. You might not know what to do with it right now, but you’ll eventually want it.
  • Ticketing Tools:
    • Awareness
    • CodeTweets
    • Radiant6 Engagement Manager
  • Questions
    • Q: How do you manage twitter identity?
      • Use your company name. 
      • Maybe have a name per global region: BusinessNameChina, BusinessNameUS
      • Maybe have a name per key brand (e.g. the way HP does for printers vs. computers, for consumer vs. commercial brands)
  • ROI
    • ROI is not just activity, it’s the value of the impact.
      • Impact on web traffic
      • projected sales from an engaged customer
      • impact on cost of marketing
      • impact on cost of lead generation
      • impact on cost of support
      • impact on length of the sales cycle
    • What is the value of an engaged customer versus an unengaged customer?
  • HTC product support wiki
    • drastically reduced cost of support for HTC
    • especially because, only the most advanced users made it past the carrier’s customer support to HTC customer support.
    • these customers benefited most from the technical information and contributed tips and hacks
  • Potential points of debate
    • unified strategy or functional strategies
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