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Why is it important?:
- The social web became the most important place to compete for customer mind share, brand development, customer feedback and competitive analysis.
- Every business manager need to understand how to deal with the social web - even if the company doesn’t have a social media strategy yet
- The assessment methodology not only helps to assess your own position in the market but the position of your partners and competitors. The wide open space is assessable to everybody - even if you ignore it you should know what is going on.
- Customers are publicly expressing what they like and what they are frustrated with. They connect with others and build their own knowledge base. This is a competitive weapon and a competitive threat at the same time.
- The social web is gigantic place for customer feedback, for customer acquisition, for partner development and a place to compete - That’s why it is important to know about it.
Agenda/Content:
09:00 am Introduction to the social media assessment methodology
09:05 am The four quadrant assessment model
based on a Citrix / Webex Case study.
1) Ecosystem assessment
What customers, prospects and influencer discuss, search for, explore, like and argue about.
We show in the case study how customers see Citrix and their online services, what they explore and discuss and what the risks are if somebody else can deliver what customers are looking for.
2) Brand assessment
How a brand is represented in the market, how executives and team members are seen by the customers.
We show in the case study how the Citrix brand is reflected in the market, how the executives are seen from the market and how much team engagement is seen.
3) Partner Assessment
How partners and alliances are engaged in the social web, how they service and support customers and how they could help develop a better customer experience
As the case study was focused on the Citrix online products and Citrix does not use partners, we explore the the partner situation just briefly but with some interesting results.
4) Competition Assessment
What the competition does in the social web, what the customers of the competitors explore and discuss, how the competitors partners are leveraged and how the competitors brand is perceived in the market
In our case study we focused only on the primary competitor Webex and how the landscape has changed in just 2 years since the Cisco acquisition. We assessed the customer sentiments for both brands, the brand representation and the partner landscape.
09:50 am Conclusion
What can we learn from this assessment, how can you do your own, what is the impact to you if your competitor strikes first.
This case study also shows that starting a social media engagement with some cool campaigns and hoping to attract some customers is counter productive and may cause more damage than progress. It furthermore demonstrates that without a thorough assessment - a social media strategy is almost impossible to build.
Learn to develop a holistic view of the social web and create a strategy that leads to business success and a mutually profitable customer experience.
Target Audience:
- Business managers across all industries.
- Social media consultants or consultants entering the social media space.
What is your take away
- Get a more comprehensive insight in social media for business.
- Understand what you could do even if your company doesn’t have a strategy yet.
- Learn that the first step to social media success is an assessment and what it includes
Date / Time:
July 22 - 2009.
60 minutes, 17:00 (BST) | 16:00 GMT (Europe)
Price:
no charge
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