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Social Media

Impact on Sales & the Business

August 5, 2011 Susan Blouin


Social Media sales & business impact Key findings of social media CEOs and Managers Key Decisions Changing dynamics of the work culture An Organizations integration of social media Key Business Drivers Focus on Sales

Open-dialogue -- Getting the organization ready for social change & transformation

Key Findings
Facebook, LinkedIn and Twitter the emergence of
professional networks Mobility Emergence
a frequent professional networking access point

Traditional decision-making processes are being disrupted by social media Changes are taking place in organizations internal and external use of social media Connecting and collaborating are key drivers for professionals' use of social media Professionals with more networks are more likely to gather opinions through their online network, read blogs and query the twitter channel as early steps in the decision process.1
1. Society for new Communications, Social media 2010, Research34.

Business Fundamentals Changing Shape

Social Media Peer Groups (SMPG) influencing the shape in new business and our economic environments
Shift on traditional marketing practices Communications / Public Relations Selling Beliefs

PAST --Traditionally have guided how companies interact, support and collaborate with their customers PRESENT -- Overall shift of core business fundamentals Business strategy, HR, Operations and Sales / Marketing STATS: 79%
of businesses use twitter, Facebook and YouTube to communicate with customers, Twitter most used platform,

54% - Facebook Fan Page

Statistics PR Firm Berson-Marsteller Study.

The Changing Dynamics of the Work Culture

New era of business-to-person (B2P) customer relationship systems
Driving need for organizations to harness Web 2.0 technologies and SMPG platforms to enable B2P communications to increase sales
the tools that enable multi-channel access for individuals (employees, customers, partners, and suppliers).

Professional networks, email, and SMS A Global, virtual and collaborative work environment Social Media Peer Groups (SMPG)
changing the way we do business as professionals (customers, partners, prospects, and employees).

Social Media used as a platform for discussion of ideas, experiences, and knowledge-exchange.

Impact on Business Decisions by CEOs and Managers

Common Questions -- Will social media change the business and practice of enterprise-level operations? Does social media offer effective tools to access information and engage in professional collaboration?

Social Media platforms increasingly playing a role in decisionmakers changing the dynamics of customer relationship management, marketing and communication

Impact CEOs / Managers

Product development leaders / managers working with clients to share roadmaps and plan collaborations Early input from decision makers
insight, plans and objectives

Elevate communication and discussions

process of product and content co-creation

Greater opportunities to educate and inform customers


Impact on Sales
Social Media aka / a new form of customer-centric relationship building Building a network to deepen customer intimacy A sales platform for driving sales results on prospects and leads C-level Executives information sharing could result in strategic growth opportunities Greater sales opportunities exist to engage with customers in social networks Sales / Marketing - Dedicated pages for SM promotions

Use of Social Media Supporting the Bottom Line Social Media ROI
Number of Posts = increase of site traffic = lifts in sales Use of visual analysis to spot overall trends Continuous ongoing management of SM sites

Sarah Worsham, Sazbean Consulting CEO & Web Strategist July 27,2011.

Organization & Social Media

Social media requires the shift of sales, marketing and development philosophy


Social Media, Sales and Company Growth Plans A look at 2012 Initiatives 6 themes - key opportunities
Increase sales focus and growth Develop an attractive growth plan to foster sales effectiveness Increase overall market-share of Company sales
Member Fees, Training/Development, Conferences
Using social media to increase sales, training and conference sales 2011 2012 2013 2014




Open-dialogue Getting the organization ready for social change