Marketing hackv2 engagingsocialcustomers
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The document discusses the rise of social customers and their influence on brand engagement, highlighting statistics on consumer trust and the importance of peer recommendations. It emphasizes the strategy of building a 'brand nation' by leveraging 'superfans' and interest-focused engagement to improve customer relationships and drive sales. The document also outlines approaches for targeting audiences based on interests and encourages brands to actively engage and understand their customers using social media insights.
Marketing hackv2 engagingsocialcustomers
- 1. Engaging your Social Customers Marketing Hackathon 4.27.12
- 2. analytics analytics architecture v2 cic v2 O ! N … Um merging the smm and cic interfaces into one cohesive app, with relational analytics
- 3. agenda 1 rise of the social customer 2 interest focused engagement 3 strategy and stories 4 getting started 5 what’s next
- 4. the rise of the social customer
- 5. 87% 76% trust recommendations 78% from personal acquaintances 87% of consumers use of consumers said that 49% trust consumer opinions online. social media to positive peer reviews interact with brands of a product or service - Cone Research influenced their decision 25% trust in advertising - Nielsen US web-influenced retail sales exceeded $1 customers who engage with companies trillion in 2009 and that by 2015 an estimated over social media are more loyal and 52% of total online and offline sales will be influenced by internet content. spend up to 40 percent more -Forrester Research 2010 -Bain & Company, 2011 confidential
- 6. how we spend our free time average time spent on the internet at home per week: 22-30 social media games email hours 22.5% 9.8% 7.6% Source – Nielson Big Picture report in September 2011 on Social Media
- 7. social allows customers to share the love 80% “Because of social media, I’m more likely to try new things based on a friend’s advice” 74% “Because of social media, I encourage my friends to try new products” 72% “I use social media to stay engaged with brands I love”
- 10. “It’s weird, stalker like.”
- 11. “but if you knew me better”
- 12. “Really?”
- 13. …social networks to social web
- 14. 88% of CEOs surveyed reported that their top priority for the next five years was ‘getting closer to their customers’ IBM Institute for Business Value , CEO Report 2010
- 20. Strategy, what strategy? here’s one. build a brand nation
- 21. Superfans (aka influencers) are the key to success superfans consist of <1% of community populations on average superfans generate 50% of all community content and 85% content of all useful
- 22. name it frame it I’m going to harness 14% of consumers trust passionate, engaged advertisements social customers to drive our business because they’re deeply invested 90% of consumers trust peer recommendations in our success. I’m building a brand nation. Customers want an authentic conversation and to engage with buyers ‘like them’
- 24. drive revenue
- 27. getting started
- 28. build a roadmap to get there BUILD your brand nation PROVE the business value HARNESS ENGAGE the LISTEN conversation to understand on existing networks understand the tap into existing create a digital hub point it at a real transform the overall social customer social networks business challenge customer experience
- 29. What about targeting the social graph?
- 31. No. Really. Social Graph + Interests
- 33. your nation is out there
- 34. Contextual Keywords Product Behavioral Interest - Nielsen Age Location Gender
- 35. start with interests Interest targeting allows you to target people based on information they’ve provided in their profile (timeline). This includes listed likes and interests, the Pages they like, apps they use, and other profile (timeline) content they’ve provided. Interest targeting captures those who volunteer insights, a more reliable approach. keywords & Hhshtags looks similar to Facebook, but differs in one important area; categorization! Basically, circles is a way of categorizing your Google + contacts into groups.
- 36. Facebook Interest Targeting Topic targeting (marked with a #) lets you target everyone who has expressed interests closely related to the term you select. For example, "#Cooking" lets you reach interests like "cooking," "cooking tips," and "cooking and eating." Precise interests (unmarked) target people who have expressed that specific interest. For example, "cooking" includes only the interest "cooking.” Precise Interest targeting lets you define your ideal audience by what they are interested in, using terms people have shared in their Facebook profiles (timelines). These may be drawn from their listed interests, activities, education and job titles, pages they like or groups to which they belong. Suggested likes and interests are surfaced by looking at words that are most common among the people your targeting already includes. Adding these words to your targeting will help you increase the size of your potential audience while ensuring that you are still reaching people with relevant interests.
- 37. 2 1 3
- 38. Twitter Interest Targeting – promoted accounts, tweets and trends
- 40. The G+ interest search - vintage
- 43. 2 1
- 44. Interest graph implications in SEO
- 45. what’s next
- 46. customer demands have changed With the advent of social networks, off- domain activity is exploding. More than 35,000 conversations On-domain Off-domain about HP occur each day in 77% of customers seek 71% of customers have social media answers on corporate used social media for channels. websites, including customer service issues branded forums
- 47. Engaging Social Customers Customer Public Innovation Insights Relations Campaign Conversation -amplify Monitoring -Influencer outreach - drive community -Listening - Community engagement Long Term Social Platforms management -Analysis Cust. Sales Service Marketing
- 48. Answer these questions: •Do you know your influencers? How might you find them? •How do you want customers to feel when they think of your brand? •How can you engage customers to bring them closer (help them feel closer) to your brand? •What are your customers most passionate about? •Based on the passion points or interests of your customers -- who would make the most natural partners for your business? How?
- 49. Building a community reduce costs with increase revenue purpose drive innovation can… gain advocacy Questions? @dotamber
Editor's Notes
- #6: You can. It’s actually the amazing thing
- #7: layout the spend to the time spent argument
- #15: MANY TECH VENDORS WILL COME IN TALKING ABOUT THEIR TOOLS, THEIR PLATFORM, THEIRE TECHNOLOGY let’s start this conversation where it matters most: with customers At a recent Forrester conference I was at, a CEO addressing the audience marveled at how fast the barriers to entry were falling. With technology, global competition, war for talent—he cited the customer base as one of the lasting assets for a company to compete It’s no wonder that 88% of CEOs are calling for this as a core priority
- #16: Who’s in Apple Hell? They want customer relationships like Apple customers HUG the products employees high five each other for the right to show up to work People identify so strongly with the product – it’s like they belong to the success of the company Isn’t that what your CEO wants?
- #17: It’s not so crazy. Imagine the participants of Who Dat Nation – the collective nation behind the New Orleans Saints (apologies on the bribery and exhtortion) Let me give another example when the coach of Kentucky won the NCAA last week he thanked the great blue nation The fans. The superfans Those that emotionally are connected to the brand They identify with the brand so much that they paint their body. That they stick with them when they are down. Who feel like what they do is tied to the brand’s success
- #18: So you say, ah, that’s just sports. But welcome to Red Bull Nation. Where people are so engaged that they built flying craft to demonstrate their love for the brand What if you could craft that sense of belonging
- #23: And while it is absolutely great that companies want to get closer to their customers, they need to be smart about how they do it. Because customers want to get close to other customers like them, not necessarily the brand. They trust word of mouth and peer recommendations more than any advertising, collateral or other materials for the brand. So a company needs to think about not just leveraging social, but how to leverage the peer relationships that go with it.
- #24: Apple is 71%
- #25: The same gaming dynamics that drive people to play WoW can be applied to communities Literally have people who spend 8hrs a day or more on there, and that’s how communities can drive value
- #29: And while this is a great vision, most companies need help in getting there. So we work with them in our pre sales consulting to best practice services to think about
- #35: You can. It’s actually the amazing thing
- #39: But building a good interest graph – one that doesn’t just think that because you follow Lady Gaga, you’re a fan of all pop music – is far more challenging. Two ways to target by interest: Promoted Accounts: Who To Follow is Twitter’s account recommendation engine and identifies similar accounts and followers to help users discover new businesses, content, and people on Twitter. Your Promoted Account appears in this section for users who have been identified as most likely to have interests similar to your account. Promoted Tweets: to amplify your message with targeting options that allow you to reach the right person, in the right place, at the right time. Targets by keyword searches “Marathons” for Nike; Art for “Sharpie” There are also “Promoted Trends” but they are more about b rand building by association