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How to Truly Leverage Your Customer‘s Social Network
 

How to Truly Leverage Your Customer‘s Social Network

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Patrick MacKay, 004 Group

Patrick MacKay, 004 Group

Veranstaltung: M-Days 2013
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/

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    How to Truly Leverage Your Customer‘s Social Network How to Truly Leverage Your Customer‘s Social Network Presentation Transcript

    • The Day After the Like:How to Truly Leverage Your Customer‘s Social Network 5 February, 2013 Patrick MacKay, The 004 Group www.004group.com
    • THE 004 GROUP OF COMPANIES We build technology platforms. Retailers PublishersRobert Hein www.004group.comGeschäftsführer, CEO
    • A CROWDED SPACERobert Hein www.004group.comGeschäftsführer, CEO
    • SOCIAL MEDIA 2012 A Banner Year 1 billion active users on Facebook 175 million tweets per day 104 million visits to Pinterest per month 4 billion + hours of YouTube watched per month LinkedIn adding 2 new members every second Xing now at 12 million members Source: Nielsen State of Social Media 2012Robert Hein www.004group.comGeschäftsführer, CEO
    • WHO CONTROLS BRAND INTERACTIONS?Robert Hein www.004group.comGeschäftsführer, CEO
    • FACTS • Percent of marketers believe “they know what their consumers want” in terms of social media content and interaction, only 34% have actually asked those buyers. (e-Strategy Trends) 76% • The average midsize or large company (1000 employees or more) has 178 “social media assets” (Twitter handles, employee blogs, etc.)–yet only 25% of companies offer social business training to their 178 employees. (Marketingeasy) • Less than 20% of U.S. companies have integrated social media with their customer service, sales, or Social product development processes. (eMarketer) Business • Which social network sends the largest share of website traffic? The answer is…unknown. The majority (as much as 70%) is “dark social”—links shared through email or instant messaging that generally get lumped Unknown in with “direct” traffic in analytics programs like Google Analytics. (The Atlantic)Robert Hein www.004group.comGeschäftsführer, CEO
    • TODAY’S SOCIAL ENGAGEMENT • Strategy: • Introduce campaigns to • Spend online and SEM generate traffic (paid media budget to build media) Social community • Encourage word-of-mouth 1.The Goal 2.The Plan (earned media) • Tactics: • Success measured by # of • Drive Facebook Likes, Brand AOR or new likes or followers Distribute Sponsored Internal • Brand left with some Tweets, & Manage strategy Direct favorability but limited/no Pinterest account data • Write corporate blog(s) & Moderate community forums 3.The Actions • Recruits 3rd party to execute limited data crumbs • Re-engage “community” in SM walled garden • Generate brand-to-fan & fan- to-fan interactionsRobert Hein www.004group.comGeschäftsführer, CEO
    • THE RESULTS • You think you’re cultivating a brand community but you’re not 1. • You’re invested in assets you don’t own or control 2. • You have little opportunity for true interactions & re- 3. engagement • You don’t know what else to do so you rinse, wash, and repeat. 4.Robert Hein www.004group.comGeschäftsführer, CEO
    • A NEW ENGAGEMENT MODEL • Build around brand A. Close the loop appropriate use cases • Custom UI design & function B. Reassert control paired with corporate CI C. Own the process The Mission • Dashboard access to manage & optimize platform in real-time D. Define success Bring your Community, Media & Data In • Integrate 1st & 3rd party data House. • Creative/Data/Media Your Community. Your Media. Your Rules. integration • Take back your The The Results • Cultivate Community engagements Actions • Generated earned media • Own & retain your data • Facilitate 2-way communication • Target One, Target All • Incentivize brand ambassadorsRobert Hein www.004group.comGeschäftsführer, CEO
    • START INVESTING IN RE-ENGAGEMENTS Interact allows direct re-engagement Lead AcquisitionRobert Hein www.004group.comGeschäftsführer, CEO
    • GET STARTED Stand-alone Choose your use cases to support Web Strategy Workshop Plug-in Choose your channel to support Build your interact assets Device (Web + Mobile + CMS) Mobile Development Engage, and interact with your community Operating SystemRobert Hein www.004group.comGeschäftsführer, CEO
    • Thank you very much for your time and attentionRobert Hein www.004group.comGeschäftsführer, CEO