Social is so much
than a channel…
Presented by John Kottcamp!
J. Boye Web & Intranet Conference!
Philadelphia, PA – May 6,...
Social is much more than
a channel…
Social is the enabler of
relevancy, personalization and
engagement
Social is the foundation of your
business’ future success
Our Journey begins now
The age of the customer
We used to think the Earth was
the center of the universe
A lot of Brands still do
And that’s not all that bad,
except…
90+% of social media conversations
on do not mention any brands!
How do we know
The data tells us
among the top
searches over the
last 30 days, not a
single brand was
mentioned*!
*source – Google Trends...
Family/Friends! Lifestyle/Entertainment!
Products/Services! Career/Networking!
*Source – !
Why Do People use social media
What do people talk about
Their passions
Why is it important
People follow the crowd
The crowd makes the choices
Which is what
defines success
for the brand and
business
What’s the source
Monitoring
Commitment and Scoring
Prediction
What does the data tell us
It tells us what people
actually care about
or at least, what
they talk about
Exercise #1
Describe your ideal customer
Make a simple list
•  Demographics"
•  Psychographics"
•  Segments"
•  Cohorts"
•  Personas"
What good is social data
It provides insight
With insight comes
understanding
With understanding
comes relevancy
With relevancy comes
engagement
With engagement comes action
With action
comes results
The art and science of balancing the needs and desires
of the always connected, fully empowered customer with
the business...
Achieved through
Mutual Relevancy
Mutual Relevancy is attained
through personalization
The DNA of customer
experience
It starts with user stories
“I want to go on a cruise”!
“I need help with my satellite service”!“I think its time for life insurance”!
“Can I really a...
The Components of Relevancy
what the user wants
to accomplish
Information!
Education!
Transaction!
Contact!
who the user is and what
do we know about them
Anonymous! Returning! Authenticated!
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!
Mapping each component’s
Attributes
Exercise #2
Go back to your best customer
“The Motivator”!
Make a list of data attributes
•  Age"
•  Gender"
•  Location"
•  Time/day"
•  "
•  "
•  "
Now, where are you going to
source the attributes
•  Age"
•  Gender"
•  Location"
•  Time/day"
•  "
•  "
•  "
ü  ?"
ü  ?...
Audience + Context + ?
Content, Publishing & …
Distribution to
multiple channels,
devices and
platforms
Which when pulled all together
Sometimes looks like this
Content
SendAnalytics
Campaign
SendAnalytics
Business Intelligence
Leads
EBC
(Event Based
Commun...
Exercise #3
Map out your Markitecture
Building it out –
the process side
•  Business Context!
•  Consumer Insight!
•  Data & Analytics!
Experience!
The experience process
Insights! Platform!
Crea...
•  Business Context!
•  Consumer Insight!
•  Data & Analytics!
Insights! Platform!
Creative!
Email!
Search!
Web!
Customer
...
1.  Business Requirements
•  Determine desired
experience journeys!
•  Map conversion
journey touchpoints
per audience!
• ...
2.  Experience solution
•  Develop workflow
processes for experience
management!
•  Determine roles and
responsibility for ...
3.  Functional requirements
•  Document workflow
processes for experience
management!
•  Develop Training program!
•  Produ...
Exercise #4
Go home and do this yourself
John Kottcamp!
CMO, Tahzoo!
john@tahzoo.com!
@jkottcamp!
©All rights reserved, Tahzoo LLC, 2014!
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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.

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Social is more than a channel j boye conference workshop

  1. 1. Social is so much than a channel… Presented by John Kottcamp! J. Boye Web & Intranet Conference! Philadelphia, PA – May 6, 2014!
  2. 2. Social is much more than a channel…
  3. 3. Social is the enabler of relevancy, personalization and engagement
  4. 4. Social is the foundation of your business’ future success
  5. 5. Our Journey begins now
  6. 6. The age of the customer
  7. 7. We used to think the Earth was the center of the universe
  8. 8. A lot of Brands still do
  9. 9. And that’s not all that bad, except… 90+% of social media conversations on do not mention any brands!
  10. 10. How do we know
  11. 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. 12. Family/Friends! Lifestyle/Entertainment! Products/Services! Career/Networking! *Source – ! Why Do People use social media
  13. 13. What do people talk about
  14. 14. Their passions
  15. 15. Why is it important
  16. 16. People follow the crowd
  17. 17. The crowd makes the choices
  18. 18. Which is what defines success for the brand and business
  19. 19. What’s the source
  20. 20. Monitoring
  21. 21. Commitment and Scoring
  22. 22. Prediction
  23. 23. What does the data tell us
  24. 24. It tells us what people actually care about or at least, what they talk about
  25. 25. Exercise #1
  26. 26. Describe your ideal customer
  27. 27. Make a simple list •  Demographics" •  Psychographics" •  Segments" •  Cohorts" •  Personas"
  28. 28. What good is social data
  29. 29. It provides insight
  30. 30. With insight comes understanding
  31. 31. With understanding comes relevancy
  32. 32. With relevancy comes engagement
  33. 33. With engagement comes action
  34. 34. With action comes results
  35. 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. 36. Achieved through Mutual Relevancy
  37. 37. Mutual Relevancy is attained through personalization
  38. 38. The DNA of customer experience
  39. 39. It starts with user stories
  40. 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. 41. The Components of Relevancy
  42. 42. what the user wants to accomplish Information! Education! Transaction! Contact!
  43. 43. who the user is and what do we know about them Anonymous! Returning! Authenticated!
  44. 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. 45. Mapping each component’s Attributes
  46. 46. Exercise #2
  47. 47. Go back to your best customer “The Motivator”!
  48. 48. Make a list of data attributes •  Age" •  Gender" •  Location" •  Time/day" •  " •  " •  "
  49. 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. 50. Audience + Context + ?
  51. 51. Content, Publishing & …
  52. 52. Distribution to multiple channels, devices and platforms
  53. 53. Which when pulled all together
  54. 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. 55. Exercise #3
  56. 56. Map out your Markitecture
  57. 57. Building it out – the process side
  58. 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. 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. 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. 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. 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. 63. Exercise #4
  64. 64. Go home and do this yourself
  65. 65. John Kottcamp! CMO, Tahzoo! john@tahzoo.com! @jkottcamp! ©All rights reserved, Tahzoo LLC, 2014!

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