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Gemma CravenEVP, Social@Ogilvy@gemsieGrowing BusinessVia SocialPartnerships
Why PartnershipTraditionally DrivesBusiness Growth?
Expands company capabilities and team size
Increases global reach
Speeds time to market
Drives networking and relationship growth
And lets David benefit from Goliath
What Are The Benefits OfA Social Partnership?
What is a social partnership?
BusinessDiscipline SocialBehaviors
11Builds Integrated customer relationshipsFosters horizontal collaborationMakes clear commitments to innovationIs adaptive...
1212Social BusinessPartnershipExamples• Delivers services and products via preferred socialchannels• Adds content or utili...
Successful SocialPartnerships
1. Creating CustomerValue
Hellmans creates recipes with retailers
Uber & Benefit bring makeovers to fashionistas
Nike+ & TechStars assist active lifestyles
2. Builds Brand Reputation& Value
Spotify & Coke create social music together
Ford & SHFT go green socially
BP supports Team USA
3. Expanding Operations &Innovation
Starbucks partners with customers
Dell partners with employees & customers
25All-Clad listens to crowd for product design
Johnny Walker goes global, yet stays relevant
NASCAR & Twitter bring races to life
4. Fans Become SocialMarketing Partners
29Fans launch new products
Celebrating theFamebook fanAnd even inspire social marketing
And decide what gets funded
Tips For Social Partnership
Growing Business Via Social Partnership1. Think about creating utility rather than just noise2. Choose partners that enhan...
Thank YouGemma Craven@gemsiewww.linkedin.com/gemsiecraven
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How To Grow Business Via Social Partnerships

One of the best uses of social media is to connect with others, and this includes when using it to grow business. This presentation - originally created for MediaBistro's Digital Bootcamp - details what a social partnership is, gives best in class examples and tips for using social principles to drive business expansion.

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How To Grow Business Via Social Partnerships

  1. 1. Gemma CravenEVP, Social@Ogilvy@gemsieGrowing BusinessVia SocialPartnerships
  2. 2. Why PartnershipTraditionally DrivesBusiness Growth?
  3. 3. Expands company capabilities and team size
  4. 4. Increases global reach
  5. 5. Speeds time to market
  6. 6. Drives networking and relationship growth
  7. 7. And lets David benefit from Goliath
  8. 8. What Are The Benefits OfA Social Partnership?
  9. 9. What is a social partnership?
  10. 10. BusinessDiscipline SocialBehaviors
  11. 11. 11Builds Integrated customer relationshipsFosters horizontal collaborationMakes clear commitments to innovationIs adaptive and agileMasters an endless flow of dataA social partner has key traits
  12. 12. 1212Social BusinessPartnershipExamples• Delivers services and products via preferred socialchannels• Adds content or utility to increase customer value• Increases individual and network value of customerssocial CRM)• Manages risk via dialogue with stakeholders, influencersand customers• Allows for the “halo” effect from partner brands• Increases efficiency of marcoms programs• Crowd-sources solutions with customers and stakeholders• Enables partnership with tech platforms and developers(FB, Twitter)• Allows global connectionBusiness ValueCreates customer valueBuilds brand reputation andvalueExpands operations andinnovation excellenceInvolves fans and thecrowd• Ask for external collaboration on businessproblems/systems• Puts fans at the heart of external communications andcustomer touch points
  13. 13. Successful SocialPartnerships
  14. 14. 1. Creating CustomerValue
  15. 15. Hellmans creates recipes with retailers
  16. 16. Uber & Benefit bring makeovers to fashionistas
  17. 17. Nike+ & TechStars assist active lifestyles
  18. 18. 2. Builds Brand Reputation& Value
  19. 19. Spotify & Coke create social music together
  20. 20. Ford & SHFT go green socially
  21. 21. BP supports Team USA
  22. 22. 3. Expanding Operations &Innovation
  23. 23. Starbucks partners with customers
  24. 24. Dell partners with employees & customers
  25. 25. 25All-Clad listens to crowd for product design
  26. 26. Johnny Walker goes global, yet stays relevant
  27. 27. NASCAR & Twitter bring races to life
  28. 28. 4. Fans Become SocialMarketing Partners
  29. 29. 29Fans launch new products
  30. 30. Celebrating theFamebook fanAnd even inspire social marketing
  31. 31. And decide what gets funded
  32. 32. Tips For Social Partnership
  33. 33. Growing Business Via Social Partnership1. Think about creating utility rather than just noise2. Choose partners that enhance your own brand3. Look to employees and customers as socialpartners4. Collaborate with platforms to drive business5. Fans and customers are social partners too6. Remember the power of the crowd in socialmarketing
  34. 34. Thank YouGemma Craven@gemsiewww.linkedin.com/gemsiecraven

One of the best uses of social media is to connect with others, and this includes when using it to grow business. This presentation - originally created for MediaBistro's Digital Bootcamp - details what a social partnership is, gives best in class examples and tips for using social principles to drive business expansion.

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