Competing in a Social Economy

IMPACT Session ID 2872A Alan See Chief Marketing Officer Berry Network Inc., an AT&T Company IBM IMPACT 2011

4/12/2011

Agenda

The Challenge:
Reposition the Brand Implement New Lead Generation Strategy

Building a Social-Ready Organization

Storm Clouds and Stress The Role of Chief X Officers

The Challenge
Brand Transformation and Lead Generation Strategy

Berry Network Inc., an AT&T Company

Brand Transformation

Sales Process
Lead Generation and Nurturing
Prospect Sources Sales Funnel Sales Pipeline Sales Forecast

Prospect Generation

Prospect Qualification

Qualify Opportunity

Analyze Specific Needs in Detail

Presentation

Build Business Case

Proposal / Quote

Refine Market Specifications L Cross-Sell Base Actual Market Study Post Mortem No

Contract Negotiation

Acceptable?

No

Testimonials / Case Study Account Management

Yes

Post Sales Service

Opportunity Management (other content: White paper, etc)

Sale

Order Processing

Publication

Booked Revenue

Social Media Marketing Integration

Accelerated branding and lead generation strategy roadmap

Linking & Feeding

Nurture Community

Start Conversation

Linking & Feeding

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Building a Social-Ready Organization

When Storm Clouds Build my Weather Alert Radio Calls for Action

The National Doppler Radar System has indicated that local conditions are right to produce severe weather. High winds, damaging hail, and flash floods are likely products of this storm. Seek immediate shelter moving away from doors and windows.
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Social Media
Generating the perfect executive storm

Social Media
High stress, damaging assumptions, and flash flood buzz words

The CMO Alert System has indicated that conditions are right to produce severe C-Suite turbulence. High stress, damaging assumptions, and flash flood buzz words are likely elements of your next meeting. Seek cross-functional support immediately.

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Helpful for Integrating Social Media in Your Organization!

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Social Media Sparks Interesting C-Suite Conversations

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The Chief Executive Officer

CEO: I hear about social media all the time now; but does Wall Street really care if we get social? I thought this would only involve your PR department. Whats our competition doing?

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The Chief Financial Officer

CFO: Are we talking about decreasing expenses or increasing revenues with this strategy? On a side note; someone told me that Twitter and Facebook are free thats great, no cost!

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The Chief Information Officer

CIO: What about network security? By the way, we cant allow everyone to be downloading all these new untested desktop social apps. And dont even get me going about the mobile angle.

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The Corporate Legal Counsel

Legal: Ill need to consider our risk and exposure. Who did you say was going to be blogging and tweeting?

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The Chief Sales Officer

Sales: Are we using this to generate sales leads or is it about customer service? If its about leads, will the quality be any good? Should sales really be involved with this stuff? How does this impact my call center?

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The Chief Human Resource Officer

HR: Are we going to allow all employees access? If so, what about productivity? Are we using this for recruiting? 18

Social-Ready Marketing

Strategy

100 80 60 40 20 0

Technology

Processes

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Strategy Technology - Processes

Have you established standards and procedures?

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Strategy Technology - Processes

Have you created a social media education process? Every employee is a marketer

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Strategy Technology - Processes

Will you allow platform access at work? If so, which platforms? Will everyone have access?

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Strategy Technology - Processes

Who will monitor activity? What technology will they use to monitor?

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Strategy Technology - Processes

Will you allow platform and applications exceptions? If so, who can grant the exception?

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Strategy Technology - Processes

Will you allow platform and applications exceptions? If so, who can grant the exception?

Denied!

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Strategy Technology - Processes

How will social media interaction impact your sales process? Corporate communications?

Customer interaction

Partner interaction

Prospect interaction

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Dupont Chart
The relationship between key ratios and components of a business

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The Only Profit Center is the Customer ~ Peter Drucker

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Thank You!
Alan See CMO Berry Network Inc., an AT&T Company Twitter: @AlanSee Email: Alan.See@BerryNetwork.com

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