Social is more than a channel j boye conference workshop
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This is the presentation I gave last week at the J Boye Web Conference #jboye14 looking at how social data can be incorporated into and drive better digital customer experience.

This is the presentation I gave last week at the J Boye Web Conference #jboye14 looking at how social data can be incorporated into and drive better digital customer experience.

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Social is more than a channel j boye conference workshop Presentation Transcript

  • 1. Social is so much than a channel… Presented by John Kottcamp! J. Boye Web & Intranet Conference! Philadelphia, PA – May 6, 2014!
  • 2. Social is much more than a channel…
  • 3. Social is the enabler of relevancy, personalization and engagement
  • 4. Social is the foundation of your business’ future success
  • 5. Our Journey begins now
  • 6. The age of the customer
  • 7. We used to think the Earth was the center of the universe
  • 8. A lot of Brands still do
  • 9. And that’s not all that bad, except… 90+% of social media conversations on do not mention any brands!
  • 10. How do we know
  • 11. The data tells us among the top searches over the last 30 days, not a single brand was mentioned*! *source – Google Trends May 3, 2014!
  • 12. Family/Friends! Lifestyle/Entertainment! Products/Services! Career/Networking! *Source – ! Why Do People use social media
  • 13. What do people talk about
  • 14. Their passions
  • 15. Why is it important
  • 16. People follow the crowd
  • 17. The crowd makes the choices
  • 18. Which is what defines success for the brand and business
  • 19. What’s the source
  • 20. Monitoring
  • 21. Commitment and Scoring
  • 22. Prediction
  • 23. What does the data tell us
  • 24. It tells us what people actually care about or at least, what they talk about
  • 25. Exercise #1
  • 26. Describe your ideal customer
  • 27. Make a simple list •  Demographics" •  Psychographics" •  Segments" •  Cohorts" •  Personas"
  • 28. What good is social data
  • 29. It provides insight
  • 30. With insight comes understanding
  • 31. With understanding comes relevancy
  • 32. With relevancy comes engagement
  • 33. With engagement comes action
  • 34. With action comes results
  • 35. The art and science of balancing the needs and desires of the always connected, fully empowered customer with the business requirements and commercial outcomes which define success for the enterprise ! in the 21st century.!
  • 36. Achieved through Mutual Relevancy
  • 37. Mutual Relevancy is attained through personalization
  • 38. The DNA of customer experience
  • 39. It starts with user stories
  • 40. “I want to go on a cruise”! “I need help with my satellite service”!“I think its time for life insurance”! “Can I really afford a luxury car”!
  • 41. The Components of Relevancy
  • 42. what the user wants to accomplish Information! Education! Transaction! Contact!
  • 43. who the user is and what do we know about them Anonymous! Returning! Authenticated!
  • 44. relevancy in the moment L O C A T I O N! TIME/DATE! DEVICE! BROWSER! REFERRING SITE! DOMAIN! KEYWORDS! L I N K S!
  • 45. Mapping each component’s Attributes
  • 46. Exercise #2
  • 47. Go back to your best customer “The Motivator”!
  • 48. Make a list of data attributes •  Age" •  Gender" •  Location" •  Time/day" •  " •  " •  "
  • 49. Now, where are you going to source the attributes •  Age" •  Gender" •  Location" •  Time/day" •  " •  " •  " ü  ?" ü  ?" ü  IP address" ü  Web Service" ü  " ü  " ü  "
  • 50. Audience + Context + ?
  • 51. Content, Publishing & …
  • 52. Distribution to multiple channels, devices and platforms
  • 53. Which when pulled all together
  • 54. Sometimes looks like this Content SendAnalytics Campaign SendAnalytics Business Intelligence Leads EBC (Event Based Communication) Prospect  /  Customer   Mobile/TouchDirect Mail Web Contact Center SMSEmailVRU Siebel (CRM) (Email  Service   Provider) Branch (Direct  Mail)   (Rewards)(Voice  Portal/IVR) Campaign Data EDW Campaign   Management Key Relationship Rewards (iLog/Abinitio) OBI  /  Key.COM  /  KBO (Social  Media   Monitoring) Social  Media Teller  21  /  CE   Desktop (Channel Analytics) CIX OTM (Outbound Telesales Marketing) (Analytics  Data  Mart) Rel.   Managers Manual  Originated   Leads Key VRU Campaign Leads Push Offers / Get Leads Offers FulfillPoints Offers Offers/Leads Prospects Web/MobileAnalytics Campaign Prospects Leads (Mobile  SMS) Key  Bank  Application Personalization Rules Insight / Analytics Lead/Prospect Data Customer   Segmentation Marketing   Operations Lead  Management WCM Smart  Target Offer  Content   Mgmt. Offer  Content   Mgmt. Send Analytics Updates SendAnalytics Offer/Segments Marketing  Architecture  Future  State
  • 55. Exercise #3
  • 56. Map out your Markitecture
  • 57. Building it out – the process side
  • 58. •  Business Context! •  Consumer Insight! •  Data & Analytics! Experience! The experience process Insights! Platform! Creative! Email! Search! Web! Customer Service! Social! Mobile! Display! Ecommerce!Rules!DAM! Campaign!CRM! CMS! Measurement! Monitoring!Analytics! Reporting! •  Design! •  Content Production! Business Requirements   Solution Plan   Functional Requirements  
  • 59. •  Business Context! •  Consumer Insight! •  Data & Analytics! Insights! Platform! Creative! Email! Search! Web! Customer Service! Social! Mobile! Display! Ecommerce!Rules!DAM! Campaign!CRM! CMS! Measurement! Social Monitoring! Web Analytics! Reporting! •  Design! •  Content Production! Experience! Business Requirements   Solution   Functional Requirements   Experience! Business Requirements   Solution! Plan   Functional Requirements   Requires three basic elements
  • 60. 1.  Business Requirements •  Determine desired experience journeys! •  Map conversion journey touchpoints per audience! •  Establish the set of channels required per journey! •  Define program metrics for accountability! •  Identify programmatic key performance indicators! •  Document data requirements to compile, analyze and report KPIs! • Translate the business vision into actionable experience goals! • Document target audience(s)! • Define “conversion” event or action for each audience! 1. Goals! 2. Metrics! 3. Channels!
  • 61. 2.  Experience solution •  Develop workflow processes for experience management! •  Determine roles and responsibility for operation and support! 1. Content! 2. Organization! 3. Platform! •  Heuristic review! •  Content inventory! •  Taxonomy ! •  Content matrix! •  Content requirements! •  Identify implicit and explicit data attributes for personalization ! •  Determine triggers per audience! •  Map experience across application ecosystem!
  • 62. 3.  Functional requirements •  Document workflow processes for experience management! •  Develop Training program! •  Produce governance guidelines! 1. Content! 2. Organization! 3. Platform! •  Content brief! •  Wireframes! •  Collaboration with creative team! •  Content Management plan! •  Content Lifecycle plan! •  Document application selection! •  Define Functional requirements by application! •  Document rules sets for personalization engine!
  • 63. Exercise #4
  • 64. Go home and do this yourself
  • 65. John Kottcamp! CMO, Tahzoo! john@tahzoo.com! @jkottcamp! ©All rights reserved, Tahzoo LLC, 2014!