Slide 5.1

Lecture Topics Today The coming of the Groundswell Groundswell definition Social CRM & Social Customer Engagement Management

Learning Objectives Understand how social media is changing the way B2B companies market and sell their products or services Create appropriate strategic objectives to pursue using social media 3

Reference Source Many of the ideas in this lecture come from Charlene Li and Josh Bernoff’s best selling book.

The coming of Groundswell Socialnomics Video by Eric Qualman /

Groundswell A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations Groundswell Definition 6

Blogs UGC RSS Widgets Podcasting Buzz Twitter Wikis XMLGadgets IM Social Networks Forums Personal portals 7 The Groundswell is more than just new technologies

How do consumers get what they want from peers? 8

9 An Example : Kevin Rose, Digg, and the HD DVD code

Successful social applications start with clear objectives 10

What Can We Do With Groundswell? Objective Listen Talk Energize Support Embrace 11 We will look into these activities further in the next lecture Role Research Marketing Sales Supporting Development

Groundswell Changes CRM to SocialCRM 12

Status Quo of Social CRM in Business Today Based on a survey by Awareness Inc. in July 2012 (+450 global respondents) 47% < $1M revenues 42% B2B only, 31% B2B and B2C Source: The State of Social Marketing.pdf (posted with this video) 13

Top Business Objectives Using Groundswell 14

Top Social Media Investments 15

Key Additional Types of Social Platforms in Use Excludes top sites like: Facebook, Twitter, Linkedin, Pinterest, Tublr, etc. 16

End of Video - Thank you Please take the online quiz associated with this video Join the online discussion associated with the lecture