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How Authentic Connections are Redefining Marketing
 

How Authentic Connections are Redefining Marketing

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Today’s consumers are drawn to brands that offer connections outside of their storefronts. Knowing this, marketers need to strategize on ways to create authentic, lasting connections between ...

Today’s consumers are drawn to brands that offer connections outside of their storefronts. Knowing this, marketers need to strategize on ways to create authentic, lasting connections between customers and brands. Hear from Amy Reams, Head of Partnerships at Gigya, and Raj Kadam, CEO of Viralheat, as they break down how social media is restructuring marketing and aiding in the creation of authentic business-consumer relationships.

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  • This slide:Welcome everyone and thank them for being apart of our Viralheat/Gigya webinar on Redefining Marketing through Authentic Relationships.
  • Raj will introduce himself and Amy Reams of Gigya. Thank Amy for being apart of the webinar with us.
  • Explain how we want the webinar to be social and that we’ll take questions as they come in. You can use two methods for questions. The first, the GotoWebinar control panel or the second, through Twitter. For Twitter use the hashtag #ViralheatWeb so we can find the questions.
  • Briefly go over the agenda for the webinar. Mention that we’ll be recording this webinar so if anyone misses any information they will have the opportunity to review the recording. This will be posted on the Viralheat blog.
  • This is what “traditional marketing” looked like. We’re all familiar with TV ads, radio ads, cold calling, etc and while all of this still happens today, marketers are finding that digital marketing and especially social media are changing the way they connect with customers. - Traditional Marketing = pumping promotions out with very little inbound or user generated content available
  • You have an unprecedented opportunities to build authentic relationshipsMarketers that use social media effectively see:65% increase in user engagement 80% of US social network users prefer to connect to brands through FacebookIncreased acquisition:100% Higher lead-to-close rate than outbound marketing77% B2C companies that acquired customers from Facebook43% B2B companies that acquired customers from FacebookHowever in order to leverage these you need to do things differentlySources: Simply Measured, State of Inbound Marketing
  • Raj’s slide
  • Gigya or Viralheat customer spotlight
  • Briefly go over the agenda for the webinar. Mention that we’ll be recording this webinar so if anyone misses any information they will have the opportunity to review the recording. This will be posted on the Viralheat blog.
  • Please send in your questions through the chat window. However, if you think of anything after today’s session – feel free to email me directly at

How Authentic Connections are Redefining Marketing How Authentic Connections are Redefining Marketing Presentation Transcript

  • Redefining Marketing through Authentic Relationships
  • Meet Our Speakers Raj Kadam • Founder and CEO, Viralheat • @raj_kadam Amy Reams • Head of Partnerships, Gigya • @A_Reams
  • Send questions GoToWebinar module Use hashtag #ViralheatWeb We will answer as many questions as possible during Q&A Join the Conversation
  • Webinar Agenda 1. How the Marketing Landscape has Changed with Social 2. Taking Advantage of Social to Drive Tangible Results 3. How Marketers can Better Understand Users and Connect with Them More Effectively 4. Leveraging Social to Acquire Customers 5. Powering Marketing Campaigns with Social Data 6. Driving Brand Engagement and Customer Loyalty 7. Q&A
  • One-Way Marketing http://onlinemlmtrainingblog.com Traditional Marketing NetworkingFax Exhibitions & Conferences Television Face to Face Meetings Cold Calling Product Samples Direct Mail
  • 2-way relationship Users can engage with a company’s: – Product -Website – Content -Social Social Creates a New Paradigm
  • Unprecedented Opportunities Awareness + Engagement Brand Love Acquisition + Loyalty ROI
  • Virtuous Cycle Listen & Analyze Publish Measure & Optimize
  • Listen Monitor: • Conversations around your brand and products • The competition • Sentiment
  • Analyze Understand: • Your engagement • Your growth/trends • Who your influencers are
  • Publish Tailored Content Deliver: • The right message • To the right audience • At the right time
  • Measure and Optimize Track Key Metrics: • For your social accounts • On your topics of interest across the web • Over time periods of interest
  • Holistic Social Marketing Publishing Engagement Monitoring Management Analytics/Reporting Leads/Social CRM
  • Men’s Wearhouse Grows by 300,000 Social Media Followers in 18 Months v $42.59M Men’s Dress Apparel Retailer 7,400% Company’s social media growth since 2011 2.11% of all website traffic comes from social media Manages and Monitors Facebook, Twitter, Google+, and Pinterest with Viralheat Uses Viralheat analytics to understand what is working on social media Tracks keyword related to their industry such as tuxedos and ties to listen to conversations around those topics
  • Digital Identity is the Missing Link to Relevancy
  • Identifying Consumers Starts With Social Login
  • Access Data Responsibly and with Transparency
  • Making Sense of Social Data Social DataTraditional Data
  • Effectively Managing Social Data Social Data Storage Requirements:  Dynamic-schema  Centralized and in the cloud  Automatic, real-time updating
  • Unstructured Data Collection Requires a Dynamic Database
  • v Forbes Case Study: User Acquisition through Social  100% increase in newly registered users  67% of new registrations are using social login  60% increase in commenting activity
  • Connect Consumer Segments to Your Marketing Systems Email Marketing Data Management Platform (DMP) Social Listening & Social Ads Recommendation Engines SMS and Push Notifications CRM/ System of Record
  • Email Campaigns Triggered by Social Profile Updates
  • Ad Serving Based on Social Profile Information
  • Product Recommendations Based on Social Interests v
  • Driving Engagement and Loyalty with Social Plugins Share Reactions Activity Feed Gamification Reviews Comments Social Login
  • Product and Content Curation with Ratings and Reviews
  • Surface Relevant Content with an Activity Feed
  • Incentivize Valuable User Actions with Gamification
  • v CAPCOM Consumer Engagement Case Study  Thousands of daily logins on the Devil May Cry mobile app  Lift in engagement with the average user logging into the app 6.1 times  Over 1 million in games sales in first month following app’s launch
  • Gigya: Connected Consumer Management CONNECT COLLECT CONVERT • Social Login • Registration-as-a-Service • Single Sign-on • Social Privacy • Identity Storage • Social Sync • Social Compliance • Social Plugins • Gamification • NEXUS Partner Ecosystem
  • Gigya Company Overview Gigya Highlights: • 700+ clients, including 45% of the comScore top 100 • Technology reaches 1.5 billion consumers monthly • 2013 ZDNet CRM Watchlist Winner
  • Viralheat: All-in-One Social Media Marketing • Founded in 2009 as a video analytics company • Complete social media marketing suite • Allows customers to manage, monitor, engage, publish, and analyze various social media platforms from one dashboard • Trusted by more than 20,000 brands
  • Webinar Agenda 1. How the Marketing Landscape has Changed with Social 2. Taking Advantage of Social to Drive Tangible Results 3. How Marketers can Better Understand Users and Connect with Them More Effectively 4. Leveraging Social to Acquire Customers 5. Powering Marketing Campaigns with Social Data 6. Driving Brand Engagement and Customer Loyalty 7. Q&A
  • Questions Viralheat Raj Kadam @raj_kadam www.viralheat.com Gigya Amy Reams @A_Reams www.gigya.com