GE Capital, Equipment Finance “Summer of Learning” -
Social Media and Social Listening
Tuesday, July 8, at 2:00 PM EDT
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Intended use for participants on Webinar
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Today’s Speakers
Bob Bedford
Access GE Growth Leader
GE Capital Americas
Mike Lee
IT Leader Customer
Experience & Collaboration
GE Capital Americas
Today’s Webinar #2 - Social media and social listening
Topics will include:
•
Social media strategy considerations
•
What “social listening” is and how it can benefit businesses
•
Changing U.S. demographics
•
How millennial’ s use social media to make purchasing decisions
Webinar #3 – July 24: Social selling
Topics will include:
•
Generating awareness
•
Creating interest
•
Making connections
•
Building relationships
•
Turning relationships into revenue
Webinar #4 – August 14: Hiring and retaining the right people
Topics will include:
•
Actively recruiting and hiring hourly talent
•
Understanding your company and how it is perceived
•
Utilizing available resources to find talent
•
Retaining hourly employees
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DISCUSSION TOPICS
1. Social Media Overview
› U.S. Populations Demographic Overview
› Millennials and Social Influencing
› B2C Purchasing Behavior
› B2B Purchasing Behavior
2. Social Listening Overview
› Social Listening at GE Capital Americas
› Social Listening Benefits and Examples
3. Social Media Strategy Awareness
Intended use for participants on Webinar
“Just because you’re not in
social media doesn’t mean
people aren’t talking about
you….
Social Media Strategies Summit
Intended use for participants on Webinar
802 million daily
active users
241 million monthly
active accounts
1 billion monthly visitors
100 hours of video uploaded
every minute
300 million users
70 million users
Sources: FB 1Q14 Earnings Announcement Montpellierpr.wordpress.com, twittercounter.com, The Next Web,
www.youtube.com/yt/press/statistics.htm
POPULATION DEMOGRAPHIC
SUMMARY
U.S. POPULATION DEMOGRAPHICS
U.S. Population by Generation
100
90
80
70
60
50
40
30
20
10
0
Also Known As…
• Generation Y
• Net Generation
• Google Generation
88
78
46
50
41
Population
In 2014, ~47% of the work force will be Millennials
Intended use for participants on Webinar
Source: U.S. Census Bureau, 2007 American
10
GE Title or job number
Community7/8/2014
Survey
Who are the Five Generations?
Generation
Major Influences
Broad Traits
Defining Invention
Traditionalists
Major trait: loyalty
WWII, Cold War, Korean
War, Rise of suburbs
Sacrifice, loyalty,
discipline, respect for
authority
Fax machine
Baby Boomers
Major trait: competition
Watergate, women’s
rights, Woodstock, JFK
assassination
Competitive,
sandwiched generation,
hard work, long hours
Personal Computer
Generation X
Major trait: self-reliance
MTV, AIDS, Gulf War,
1987 stock market
crash, fall of Berlin Wall
Eclecticism, selfreliance, free agents,
work/life balance,
independence
Mobile phone
Millennials
Major trait: Immediacy
Google, Facebook, 9/11,
Barack Obama
Community service,
cyberliteracy, tolerance,
diversity, confidence
Google and Facebook
Generation 2020
Major trait:
hyperconnectedness
Social games, Iraq War,
Great Recession
Mobility, media savvy,
life online starting in
pre-school, reading on
e-readers
iPhone apps
Intended use for participants on Webinar
Source: Future Workplace
What’s important to Millennials?
Top 10 Desired Employer Characteristics
Millennials
Gen X
Baby Boomers
Will develop my skills for the future
1
1
4
Has strong values
2
2
1
Offers flexible benefits and rewards
3
3
2
Offers a clear career path
4
5
8
Offers the ability to blend work and life
5
4
3
Has employees I think I could be friends with
6
10
10
Has a reputation for corporate social responsibility
7
7
6
Is a good employer brand
8
6
5
Will pay for my continuing education
9
9
9
Will allow me to work from any location
10
8
7
Intended use for participants on Webinar
Source: : ”The Generations @ Work” survey, Future Workplace
What’s important to Millennials?
Characteristics Employees Want in Their Manager
Millennials
Gen X
Baby Boomers
Will help me develop my career
1
1
7
Will give me straight feedback
2
2
1
Will mentor and coach me
3
6
6
Is comfortable with virtual and flexible work
schedules
4
3
2
Will sponsor learning and develop opportunitiess
5
4
5
Is confident with new technologies
6
5
3
Works well across generations
7
7
7
Works well across cultures and countries
8
8
8
Intended use for participants on Webinar
Source: : ”The Generations @ Work” survey, Future Workplace
B2C PURCHASING BEHAVIOR
72% of consumers trust online reviews as
much as personal recommendations
(Source: Search Engine Journal)
78% of consumers say that the posts made by
companies on social media influence their
purchases.
(Source: Forbes)
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77% of buyers are more likely to buy from a company
if its CEO uses social media.
(Source: War of Words: Myth-Busting Social Media, SEO & Content Marketing)
But…
36% of executives say their CEO “either does not
care, or cares little, about the company’s reputation
in social media.”
(Source: Polaris B)
Intended use for participants on Webinar
B2B PURCHASING BEHAVIOR
B2B BUYING PHASES ACCORDING TO BUYERSPHERE
Awareness
Consideration
Conversion
Identifying and
defining the need
Identifying potential
suppliers
Final supplier selection
“I need an excavator for
my business”
“Who can provide me an
excavator?”
“I’ve decided to go with
XXX vendor”
Most effective social media platforms by phase
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The world’s largest professional social networking
platform service that is mainly used for professional
networking.
300+ millions global users
100+ million users in the U.S.
Intended use for participants on Webinar
40% of B2B buyers say LinkedIn is important
when researching technologies and services to
purchase
(Source: Social Media Today)
B2B buyers today are 70%-90% of the way
through their “buying journey” before they reach
out to a vendor.
(Source: B2B Marketing)
Intended use for participants on Webinar
Reasons to use LinkedIn…
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Current and potential future customers will
search for you
Your LinkedIn profile gives you professional
credibility in this age of social media
vs.
Who would you trust more?
LinkedIn is also a great source of industry
news, OEM’s, and competitors…
Where do I start?
Create a LinkedIn Company Page
A Social Media presence also increases your
Search Engine Optimization (SEO) metrics
Intended use for participants on Webinar
Ensure your sales people have LinkedIn profiles
•
•
•
•
•
•
Profile Picture
Summary
Experience
Education
Recommendations
Shared Connections
Who would you trust more?
Intended use for participants on Webinar
Search for new prospects thru a shared
connection
Follow your partners, competitors, and join
industry groups
Intended use for participants on Webinar
LinkedIn Takeaways
• Think of LinkedIn as your public online professional profile and
resume.
• Remember that customers will search for you
• LinkedIn will also provide a new sales and marketing channel
to connect you with prospects, customers, vendors, and peers.
• Grow your LinkedIn Company followers by encouraging
followers on other networks to follow the company on
LinkedIn.
• Encourage employees to share company content of their
LinkedIn pages.
• Join LinkedIn Groups with your target prospects and
encourage appropriate employees to participate in the
conversation.
Intended use for participants on Webinar
SOCIAL LISTENING
What is Social Listening?
It is the process of identifying and assessing what is being said
about a company, individual, product, or brand across all
social media channels including Facebook, Twitter, blogs,
forums, news, video sites, photo sites, etc.
Information is then collected, filtered and analyzed to provide
real time research that a business can use for intelligence.
GE Internal- For internal distribution only
Intended use for participants on Webinar
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SOCIAL LISTENING AT GE CAPITAL AMERICAS
Value-add offering to
customers
Protect the GECA brand thru
weekly and daily monitoring
GECA event and
marketing campaign
tracking
Predictive analytics thru
sentiment analysis
Prospect offering to win
more business
GECA COE
Social Media
Analyst
Social Listening
Capability
Public Social Media Data
Intended use for participants on Webinar
Industry research for
valuable market
intelligence data
Underwriting support thru
company sentiment analysis
SOCIAL LISTENING EXAMPLES
SOCIAL LISTENING SUMMARY ANALYSIS
TOPIC ANALYSIS
CONVERSATION CLOUD
Identifies the total number of mentions over
the specified time period
Identifies the top 50 trending words
surrounding a brand or product. Larger words
indicate a higher frequency in mentions.
536
513
254
251
Intended use for participants on Webinar
SOCIAL LISTENING DASHBOARD EXAMPLE CONSTURCTION
TREND ANALYSIS
SUMMARY
Real-time trends over a specific time period
• Identifies peaks in number of
posts by specific day(s)
• Can monitor effectiveness of
marketing campaigns or reach
of press releases
• Can compare number of
mentions vs. competitors over
same time period
• Ability to drill into a specific day
to see lowest level mentions to
explain reason for spike
Intended use for participants on Webinar
SOCIAL LISTENING DASHBOARD EXAMPLE CONSTURCTION
MEDIA PLATFORMS
SUMMARY
Media channels where content and
conversations are taking place
• Identifies new data sources
where potential customers are
collaboration
• Opportunity to engage to
protect or promote a
company’s brand and
reputation
• Great resource to use as an
input to your social media
strategy
• Ability to drill into each media
source to see lowest level
mentions
Intended use for participants on Webinar
SOCIAL LISTENING SUMMARY ANALYSIS
SENTIMENT ANALYSIS
Mentions classified as positive,
negative, or neutral
SUMMARY
• Provides a breakdown of
sentiment
• Identifies specific opportunities
to protect or promote your
brand and reputations
• Ability to drill into each
sentiment classification to see
lowest level mentions
• Sentiment analysis cannot
determine if sarcasm or slang
is being used leading to
misclassifications
Intended use for participants on Webinar
• Can override default
classification
SOCIAL LISTENING SUMMARY ANALYSIS
HASHTAGS MENTIONED
DOMAINS MENTIONED
Summarizes the frequency of
hashtags mentioned
Summarizes the frequency of domains
mentioned
• Indicates current social media
strategy effectiveness (hashtag
promotions)
• Identifies new data sources of
hobbyists and enthusiasts
• Can bookmark for future reference
• Good indicator of effectiveness of
future SM campaigns
Intended use for participants on Webinar
SOCIAL LISTENING DRILL-DOWN EXAMPLE
37 responses in 2 days
SOCIAL LISTENING DRILL-DOWN EXAMPLE
16 responses in 2 days
15 responses in 2 days
SOCIAL LISTENING DRILL-DOWN EXAMPLE
Examples of Construction Blogs from Media Type Dashboard…
SOCIAL LISTENING MENTION EXAMPLES
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15 responses in 2 day
SOCIAL LISTENING MENTION EXAMPLES
Identify your industry’s biggest influencers to promote your
brand…
SOCIAL LISTENING MENTION EXAMPLES
Find examples of how other dealers are selling via social
media…
Social Listening Takeaways
• Social listening only shows publically available information
• Think of social listening as another way to gather free market
intelligence
• You can “listen” by company name, brand, product,
industry…the scenarios are limitless
• Social listening should be a critical input into your social media
strategy decisions
• Social listening can identify key industry influencers to engage
with
• Social listening can identify specific engagement opportunities
to protect or promote your brand
Intended use for participants on Webinar
STARTING TIPS
SET UP A GOOGLE ALERT TO MONITOR
NEWS ABOUT YOUR COMPANY AND
OTHERS
google.com/alerts
Intended use for participants on Webinar
FIND & FOLLOW TWITTER ACCOUNTS FOR REALTIME INDSUSTRY NEWS
SOME SOCIAL MEDIA STRATEGY
CONSIDERATIONS
Know who holds the
keys to the
kingdom
British entertainment retailer, laid off 190 employees, in an effort to
cut costs. The company apparently pulled a large group into human
resources and gave them the bad news. While this was going on, one
employee, Poppy Rose, who had access to the corporate Twitter
account , started live tweeting about the layoffs.
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Educate your employees and
create a social media policy
Intended use for participants on Webinar
Be careful if you manage you
company’s social media accounts
Intended use for participants on Webinar
Think Twice before doing an
open Q&A on Twitter
Questions?
Bob Bedford
Access GE Growth Leader
GE Capital Americas
Mike Lee
IT Leader Customer
Experience & Collaboration
GE Capital Americas
Webinar #3 of the Series - July 24: Social selling
As the commercial training and development manager of GE Capital, Equipment Finance, Mike
Kunkle helps sales representatives drive business results. A recognized expert on social selling,
he’ll provide his formula for success in the digital age.
In addition to providing an overview of digital selling including the three principles to gaining a
ticket to entry into, he’ll also discuss the six imperatives of digital selling:
•
•
•
•
•
•
Conducting research
Making connections
Generating awareness
Creating interest
Building relationships
Converting relationships into revenue.
Intended use for participants on Webinar
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GE Internal- For internal distribution only
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