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How Social Media Has Created Empowered Customers: What Marketers Need To Know

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We all know social media has changed the game in so many ways. It has made each individual customer so much more powerful. Simply put, they can tell the world how we treat them. Fortunes can be made …

We all know social media has changed the game in so many ways. It has made each individual customer so much more powerful. Simply put, they can tell the world how we treat them. Fortunes can be made and lost in an instant. While some marketers may fear this new more powerful customer, great marketers are embracing them and what they have to say.

It may be a bit counter-intuitive to say powerful consumers will save the day for marketing, but it’s true. Perhaps it makes more sense when we consider the source of their power: social media. It’s open to customers and vendors alike. Using social media, consumers can share, and we marketers can learn. By learning and ultimately understanding what makes consumers tick, marketers can increase the effectiveness of everything they do. They can also have a substantial, data-driven say in what features, products and services get the green light. And, because their opinions are actually used to drive product development and marketing activity, consumers will be happier and spend more. It’s a virtuous circle and it’s possible right now — brought to you by social media powered consumers and marketers.

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  • 1. How Social Media Has Created Empowered Customers: What Marketers Need To Know Wayne St. Amand – Executive Vice President, Marketing Twitter: @WayneSaint @CrimsonHexagon #PowerCustomer 1
  • 2. MARKETERS STRUGGLING WITH REACH, RELEVANCE & RESONANCE 2
  • 3. WE LIVE IN THE AGE OF THE POWERFUL CUSTOMER 3
  • 4. "As we talk about devices you should never forget that behind every one there is a person, a customer. It is not the Internetof-things, but the Internet-of-people, of customers. We are moving to one-to-one relationships.” - Marc Benioff, CEO, Salesforce.com “At Forrester, we call this the Age of the Customer, and this is not over-stated” - George Colony, Founder, Forrester World Economic Forum, Davos January 22, 2014 4
  • 5. MARKETERS CAN BE MORE POWERFUL TOO IF THEY LISTEN & TAKE ACTION ON WHAT THEY LEARN 5
  • 6. SOCIAL MEDIA DATA HAS CHANGED THE GAME 6
  • 7. SOCIAL MEDIA IS THE SINGLE LARGEST SOURCE OF UNSOLICITED CONSUMER OPINIONS EVER 7
  • 8. 400+ BILLION POSTS (1 billion more every 48 hours) 8
  • 9. QUANTIFY THE QUALITATIVE ON A MASSIVE SCALE IN NEAR REAL-TIME 9
  • 10. BASIC SENTIMENT ALONE IS INCOMPLETE Major Automotive Brand 102,784 mentions Positive Neutral 66% 10 Negative 23% 11%
  • 11. BASIC SENTIMENT ALONE IS INCOMPLETE Major Automotive Brand 102,784 mentions Positive Negative Neutral 66% 23% 11% 18% 11% 11% 9% 11 Love Chevy Love the Brand Legendary 9% Want One Looks & Design 11% 12% 11% 8% Performance Great Business Maintenance Prefers Asking advice Competitor
  • 12. POLLING QUESTION Do you currently analyze social media to better understand your consumers? • Not yet • Just getting started • Basic sentiment only • Deep qualitative analysis 12
  • 13. LEARN CONSUMER PREFERENCES IN NEAR REAL TIME 13
  • 14. CASE STUDY: BLACKBERRY Z10 FIRM: BUSINESS QUESTION: METHOD: 14 BlackBerry (formerly Research in Motion) How is my new branded smartphone anticipated and received by consumers in international markets? Develop a framework for evaluating new consumer electronics devices to inform marketing initiatives and new product development by analyzing online consumer discussion resulting from the BlackBerry Z10 product launch in January 2013.
  • 15. WHAT THE ANALYSIS REVEALED BLACKBERRY Z10: UK RESULTS UK Consumers: Reactions to BlackBerry Z10 (1/28/13 – 2/18/13)  32,237 Relevant Posts A. Since the device’s January UK launch, reactions Z10 have been very negative (74%) B. Largest driver of negative conversation in UK is simply lack of interest in Z10 (40%) A B C. Interestingly, 13% of Z10 conversation reflects pessimism about company’s future C 15 FINDINGS
  • 16. WHAT THE ANALYSIS REVEALED BLACKBERRY Z10: RESULTS US Consumers: BlackBerry Z10 Discussion (1/28/13 – 2/18/13)  62,530 Relevant Posts A B C 16 FINDINGS A. Pre launch in the US, there was 2x greater negative volume (74%) B. In comparison, the largest driver of negative conversation is pessimism on the company’s future (40%) C. Almost a quarter of conversation expresses belief that BlackBerry is industry follower
  • 17. BLACKBERRY Z10 - KEY TAKEAWAYS • Able to complete consumer research in hours • Analyze online brand and product discussions, and contextualize new findings around major events and product launches • Discover nuance in conversation related to your products and those of your competitors across international markets—in each native language • Through deep online conversation analysis, companies can uncover desired value elements in each consumer population to inform market messaging 17
  • 18. CASE STUDY: EMOTIONAL BRANDING BRAND: BUSINESS QUESTION: METHOD: 18 Hallmark How can Hallmark forge an emotional bond with today’s social audience through its classic, sentimental greeting cards? Develop a framework for identifying opportunities to build brand affinity among consumers by analyzing the online conversation about Hallmark over a 12-month time period.
  • 19. EMOTIONAL BRANDING: HALLMARK Hallmark: Emotional Tweeting (2/1/12 – 2/18/13)  169,393 Relevant Posts A B 19 FINDINGS: A. Over half of conversation about Hallmark consists of sarcastic references to the brand’s emotional attributes B. Criticism of the brand stems from Hallmark’s commercialization of sentimental moments and messages shared with loved ones
  • 20. EMOTIONAL BRANDING: HALLMARK Hallmark: Emotional Tweeting (2/1/12 – 2/18/13)  169,393 Relevant Posts FINDINGS: A A. Over half of conversation about Hallmark consists of sarcasticI “Does Hallmark make a ‘Sorry had a mental breakdown emotional references to the brand’s on you’ card?” attributes B B. Criticism of the brand stems from Hallmark’s commercialization of sentimental moments and messages shared is just loved ones with a hallmark “Valentine's day -@TheJennaBee holiday #whatsthepoint #singleawarenessday #ismorelikeit.” -@MackenzieeeeeeB 20
  • 21. EMOTIONAL BRANDING: HALLMARK Hallmark: Seasonal Sentimentality (2/1/12 – 2/18/13)  169,393 Relevant Posts A A B 21 FINDINGS: A. Negative opinions dominate Valentine’s Day in 2012 and 2013, eclipsing 80% of total conversation about Hallmark B. Interestingly, mid-October rise in criticism corresponds to Sweetest Day— a regional holiday celebrated mainly in the Midwest
  • 22. EMOTIONAL BRANDING: HALLMARK Hallmark: Seasonal Sentimentality (2/1/12 – 2/18/13)  169,393 Relevant Posts C FINDINGS: C. Majority of commentary during the year consists of consumers pairing Hallmark’s sentimental brand image with edgier humor • 22 New forms of emotional brand engagement are not addressed by Hallmark’s traditional product offerings
  • 23. EMOTIONAL BRANDING: KEY TAKEAWAYS • Successful emotional branding requires an intimate understanding of consumers’ evolving emotional needs and aspirations • Disconnect exists between most consumers’ emotional need/state regarding greeting cards, and Hallmark’s brand messaging • Romantic holidays incite criticism of Hallmark’s greeting card business (80%) • To help build emotional engagement and brand loyalty, Hallmark can develop new marketing communications that reach beyond traditional promotions for sentimental holiday cards • Throughout the year, Hallmark conversation is dominated by a sarcastic voice (54%) • Might these consumers purchase Hallmark cards, rather than mock them, if the company engaged with their own brand of sarcastic, self-referential humor? 23
  • 24. CASE STUDY: REBRANDING FIRM: BUSINESS QUESTION: METHOD: American Airlines What was the impact of American Airlines’ January 2013 rebranding initiative on the firm’s overall brand reputation? Develop a framework for measuring the success of a rebranding campaign by analyzing the online conversations about the brand over a 12-month time period. 1 2 AMERICAN AIRLINES: REACTIONS TO BRAND BASELINE REBRANDING INITIATIVE 24
  • 25. REBRANDING: AMERICAN AIRLINES American Airlines: Brand Baseline (1/1/12 – 1/16/13)  279,164 Relevant Posts FINDINGS: A. Over the last 12 months, 70% of conversation is unfavorable C B. Largest driver of negative commentary is customer service • A B 25 In addition to specific shortcomings (23%), consumers discuss AA customer service more broadly, underscoring an unfavorable brand perception (30%) C. 15% demonstrate brand affinity with American Airlines
  • 26. REBRANDING: AMERICAN AIRLINES American Airlines: Brand Baseline (1/1/12 – 1/16/13)  279,164 Relevant Posts FINDINGS: A. Unfavorable consumer opinion of customer service, as well as complaint sharing, persist over the entire calendar year A 26 • Frustration with AA is not seasonal; instead, we find this popular perception drives criticism of the brand (30%)
  • 27. REBRANDING: AMERICAN AIRLINES American Airlines: Rebrand (1/17/13 – 1/19/13)  2,289 Relevant Posts A A. Less than one quarter of the conversation lauds the American Airlines rebrand B. 17% criticize the new logo, even call rebranding a waste of money C B 27 FINDINGS: C. Most consumers, however, discredit the initiative altogether; 36% suggest the brand should instead invest resources in improving customer service
  • 28. REBRANDING: AMERICAN AIRLINES American Airlines: Rebrand (1/17/13 – 1/19/13)  2,289 Relevant Posts A A. Less than one quarter of the conversation lauds the American Airlines rebrand B. 17% criticize the new logo, even call rebranding a waste of money C B 28 FINDINGS: C. Most consumers, however, discredit the initiative altogether; 36% suggest the brand should instead invest resources in improving customer service
  • 29. REBRANDING: KEY TAKEAWAYS • Rebranding presents an opportunity to align the new brand image with consumers’ desired value elements • Over the last year, 53% of conversation about American Airlines consisted of customer service criticism • AA’s brand re-launch inspired commentary that did not reflect new brand affinity; instead, consumers were quick to point out the rebrand does not solve the airline’s unsatisfactory customer service (36%) • American Airlines can launch a new customer service initiative emblazoned with the rebranded logo to proactively combat existing, unfavorable brand associations • By analyzing reactions to subsequent brand messaging, AA can determine the net impact on consumer perception of customer service 29
  • 30. POLLING QUESTION Are you surprised that social media data delivers these kinds of deep consumer insights? • Not surprised • Yes, this did surprise me • Surprised & skeptical • Surprised & want to know how 30
  • 31. SOCIAL MEDIA MAKES CUSTOMERS AND MARKETERS MORE POWERFUL OPPORTUNITY: LISTEN, LEARN, ACT 31
  • 32. THANK YOU – QUESTIONS? Visit our web site to request an online demo CrimsonHexagon.com #PowerCustomer 32 Follow us on Twitter: @CrimsonHexagon @WayneSaint
  • 33. Free OnDemand Webcast: How Social Media Has Created Empowered Customers: What Marketers Need To Know Follow Us: 33