Digivizer Social Leadership Forum, June 2016 - Driving Sales & Growth from the Social Web

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Information about Digivizer Social Leadership Forum, June 2016 - Driving Sales & Growth...

Published on June 20, 2016

Author: DIGIVIZER

Source: slideshare.net

1. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Digivizer Social Leadership Forum: Driving Sales & Growth from the Social Web June 2016

2. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE In March 2016, Digivizer invited three Australian social leaders to a round-table discussion with Digivizer CEO Emma Lo Russo.

3. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE ◄ Danielle Uskovic, AP Digital & Social Lead at Lenovo ◄ Daryn Vanstone, Marketing Director - International at Civica Pty Limited ► Danielle Cerin, Multi- Channel/Digital Manager at Janssen, Pharmaceutical Companies of Johnson and Johnson ► Emma Lo Russo, CEO at Digivizer

4. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE The topic? How they look for value from the social web, and how they drive value from it…

5. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE themes were common to all: • insights from the social web can accelerate business growth • data make a difference in gaining internal support, and in measuring meaningful success

6. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Here are their observations…

7. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE The social web: disruptive or productive? It’s both: it’s difficult to separate the two. Introducing social is as much about change management as adopting new social techniques.

8. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE The social web: disruptive or productive? Using data to demonstrate productive benefits means that the disruptive side- effects are set in context: data prove the value of the investment.

9. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE The social web: disruptive or productive? The disruption is worth it because social gives you that instant connection and insight with customers.

10. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE “Defining what success looks like is essential…a real definition is important, built on using data for analysis…” Danielle Cerin, Janssen, Johnson & Johnson

11. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Senior management and social You do need data to convince senior management. Opinions count for little. Be prepared to make the case, using data. Demonstrate tangible business benefits – acquisition, retention, loyalty ROI.

12. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Senior management and social There will likely be additional benefits that come from using social, that are different from your primary objectives: be prepared to measure and share insights.

13. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Senior management and social Help senior management understand that social is where your business’s customers and prospects are, then deliver tangible results that prove the worth of the investment in social.

14. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE 14 “The pace of change in social and digital is phenomenal... We may, in fact, have not yet have seen the end of this change.” Danielle Uskovic, Lenovo

15. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE How social frames business stories Businesses must stop shouting about their brands and engage in meaningful conversations with customers about benefits to them.

16. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE How social frames business stories Social lets organizations become customer- centric in ways that actually mean something – the objective of anyone in marketing and business development.

17. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE How social frames business stories Success is now measured on engagement, content, reach and sentiment.

18. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE How social frames business stories Use social to discover more about your target audiences – who they are, where they are, what they want. Then seek permission to add value and engage with them.

19. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE How social frames business stories Base content on understanding what your customers want.

20. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE “Even if the increase in revenue from using social is as little as 3-4%, that’s revenue – and profit – that’s yours to take.” Daryn Vanstone, Civica

21. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Social: true innovation, not automating what already exists Being social means changing the focus of what you deliver in marketing. It changes the way you talk, where you talk, when you talk, always on what matters to your customers.

22. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Social: true innovation, not automating what already exists Organizations that deliver content in new ways are getting better results.

23. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Social: true innovation, not automating what already exists It’s interesting to see customers engaging with companies on the social web, with them driving the engagement.

24. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Social: true innovation, not automating what already exists Five years ago, marketing managers sought to understand social. Today, boards want to understand how to embed social into their organizations.

25. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE “You need to flip your thinking − don’t expect them to come to you, expect to have to go to them…” Emma Lo Russo, Digivizer

26. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Social: what next? Customers connect where and when it suits them. It’s no longer one single source.

27. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Social: what next? When the opportunity is there to connect with customers, to create new networks, it’s one you need to take.

28. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Social: what next? Being in social means being in the moment.

29. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Social: final observations… “Social just is!” “You have to earn the right to make an offer, once consumers have seen value.”

30. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE Further reading Read a paper of the full discussion at http://www.digivizer.com/digivizer-social- leadership-forum-driving-sales-growth- social-web/ Or download the PDF.

31. © DIGIVIZER PTY LTD 2016. COMMERCIAL IN CONFIDENCE info@digivizer.com +61 404 432 700 www.digivizer.com

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