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Accelerating Social Maturity
 

Accelerating Social Maturity

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Accelerating Social Maturity Accelerating Social Maturity Presentation Transcript

    • Accelerating Social Maturity
    How Data-Driven Strategies Transform Your Marketing from Social Experimentation to Top-Line Results Copyright Neolane | 2010 Neolane Interaction presentation – Confidentiel |
    • Housekeeping
    • To submit a question please use the Q&A feature on the right-hand side of the screen.
    • Please submit any technical difficulties through the chat feature.
    • To tweet about this event please use the following hashtag:
    Copyright Neolane 2010 # Convmktg @Forrester @Neolane @Repackaged
    • Today’s Speakers
    • Zach Hofer-Shall
    • Mathieu Hannouz
    Copyright Neolane 2010 Analyst Senior Product Marketing Manager @Repackaged @Neolane @Forrester @ZNH
  •  
  • Accelerating Social Maturity: How Data-Driven Strategies Transform Your Marketing
    • Zach Hofer-Shall Analyst Forrester Research
    • July 12 th , 2011
    • #CONVMKTG @znh
  • Firms know the power of social media But today, most lack social marketing maturity
  • Agenda The growing power of social media The rise of the empowered organization How data drives social marketing maturity Recommendations
  •  
  •  
  • Social media is more popular than online video November 2010 “Fight Social Media Stagnation”
  • Social media isn’t just about Tweeting 2010 “Introducing The New Social Technographics®” US Online Adults 23% 31% 33% 19% 59% 58% 19%
  • The internet is search, search is social
  • Mobile is inherently social
  • Social media lets consumers share their opinions “ Which of the following are you likely to express your opinion about using the Web?” Source: North American Technographics Empowerment Online Survey, Q4 2009 (US) Base: 10,044 US online adults
  • 500 billion impressions
  • We trust each other, not marketers Source: February 2010 “Tapping The Entire Online Peer Influence Pyramid” *Trust is defined as a 4 or 5 (trust a lot) on a scale from 1 (do not trust at all) to 5 (trust a lot).
  • Marketers know they must embrace social media, but few companies achieve social maturity June 2011 “Accelerating Your Social Maturity”
  • The rise of the empowered organization
  • Before social media, companies had it easy
  • But now, customers talk to each other – in public
  • Social media enables interconnected communication
  • Social grows into the business world
  • Social maturity requires empowered employees November 2010 “Welcome To The Empowered Era” Empowered employees require data
  • How data drives social marketing maturity
  • Social media creates a global focus group 1
  • Brands know the importance of social data For what purpose do you collect social media data? Source: October 2010, “Trends 2010: Listening Platforms” Base: 153 marketers with social listening technologies
  • Social media data provides instant customer feedback Unsolicited Solicited Structured Unstructured
  • Social media data is both qualitative and quantitative Qualitative Quantitative “ Stupid Car Insurance Company (rant)”
  • Right now Yesterday Tomorrow Dynamic measurement 2
  • Measurement complicates social maturity June 2011 “Accelerating Your Social Maturity”
  • Use marketing data for adaptive marketing
  • Empower social strategy with customer data 3
  • Customer data allows for targeted 1:1 marketing
  • Customer data enables scalable customer support
  • Recommendations
  • Recommendations
    • Start by evaluating available data:
      • Create a system for collecting social media data – listen
      • Determine the value of customer data from the database
    • Connect data to social marketing strategies:
      • Identify trends and insights from social media
      • Use customer data to scale outbound social interactions
    • Empower employees:
      • Share qualitative insights with relevant employees
      • Share quantitative metrics for teams before, during, and after campaigns
    • Automate the process:
      • Refine formalize your methodologies for using data in the social mix
      • Speed up the process to encourage real-time action
  • Thank you
    • Zach Hofer-Shall
      • @znh
      • blogs.forrester.com/zach_hofer_shall
      • www.forrester.com
  • Accelerating Social Maturity 07/12/2011 Pragmatic Roadmap for Social Marketing Adoption Mathieu Hannouz (@repackaged)
  • About Neolane From Marketing to Social Marketing Pragmatic Roadmap for Social Marketing Adoption Agenda Copyright Neolane - 2011
    • Leading the Market in Defining the Space
    • Conversational marketing technology to build and sustain one-to-one lifetime dialogues across both inbound and outbound channels
    • Redefining the Way Brands/Companies Engage with their Customers
    Roaming Customers, Splintered Channels
    • From Marketing to Social Marketing
    = + + = + = + (*) 91.2% of companies say acquiring new customers is their top priority CRM Sales Marketing Customer Service Marketing
    • Acquire new customers
    • Generate qualified leads
    • Up-Sell existing customers
    Goals Measure Automate Execute Target Plan Process Social Marketing
    • Customer Satisfaction
    • Customer Experience
    • Up-Sell existing customers
    • (*) Acquire new customers
    • (*) Generate qualified leads
    Goals Social Process Listen Understand Engage Measure/Adapt
    • A Strategic Roadmap to Social Marketing
    Timeline Value ROI 1 Establish Goals 2 Build and Listen Influence 3 Social Opt-In 4 Engage 5
    • A Strategic Roadmap to Social Marketing
    Timeline Value ROI
    • Goals
    • Definition
    • Social
    • Presence
    • Audience
    • Monitoring
    • Social Media basics
    • Social Forward
    • and Sharing
    • Social
    • Campaigning
    • Social
    • Connect
    • Integrated Cross-Channel
    • Conversation
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • Targeted & Personalized Social
    • Campaigning
    • Social
    • Advocacy
    • New Social Media Channels
    • Social
    • Offers
    • Goals
    • Measurement
    1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
    • A Strategic Roadmap to Social Marketing
    • Goals
    • Definition
    • Goals
    • Measurement
    • Goals Definition
    • Increase Sales
    • Dell
    • Dell has generated $6.5 million in sales from Twitter
    • alone
    1 Establish Goals
    • A Strategic Roadmap to Social Marketing
    • Goals
    • Definition
    • Goals
    • Measurement
    • Goals Definition
    • Gather Customer Feedback
    • Starbucks
    • Starbucks gave their consumers a
    • voice resulting in over 50,000 product ideas
    1 Establish Goals
    • A Strategic Roadmap to Social Marketing
    • Goals
    • Definition
    • Goals
    • Measurement
    • Goals Definition
    • Increase Customer Satisfaction
    • Comcast
    • Comcast has helped over 150,000 customers through
    • Social Media
    1 Establish Goals
    • A Strategic Roadmap to Social Marketing
    • Goals
    • Definition
    • Goals
    • Measurement
    • Goals Definition
    • Increase Awareness
    • Coca Cola
    • Coca Cola built its social presence
    • resulting in more than 32,000,000 fans on Facebook
    1 Establish Goals
    • A Strategic Roadmap to Social Marketing
    • Goals
    • Definition
    • Goals
    • Measurement
    • Goals Measurement
    • Social Media ROI?
    • Metrics vs KPI?
    • Goals measurements should be on
    • Customer Engagement
    1 Establish Goals
    • A Strategic Roadmap to Social Marketing
    Timeline Value ROI
    • Goals
    • Definition
    • Social
    • Presence
    • Audience
    • Monitoring
    • Social Media basics
    • Social Forward
    • and Sharing
    • Social
    • Campaigning
    • Social
    • Connect
    • Integrated Cross-Channel
    • Conversation
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • Targeted & Personalized Social
    • Campaigning
    • Social
    • Advocacy
    • New Social Media Channels
    • Social
    • Offers
    • Goals
    • Measurement
    1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
    • A Strategic Roadmap to Social Marketing
    • Social
    • Presence
    • Audience
    • Monitoring
    2 Build and Listen
    • A Strategic Roadmap to Social Marketing
    Timeline Value ROI
    • Goals
    • Definition
    • Social
    • Presence
    • Audience
    • Monitoring
    • Social Media basics
    • Social Forward
    • and Sharing
    • Social
    • Campaigning
    • Social
    • Connect
    • Integrated Cross-Channel
    • Conversation
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • Targeted & Personalized Social
    • Campaigning
    • Social
    • Advocacy
    • New Social Media Channels
    • Social
    • Offers
    • Goals
    • Measurement
    1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
    • A Strategic Roadmap to Social Marketing
    • Goals to
    • Measure
    • Goals to
    • Reach
    • Social Media basics
    • Social Forward
    • and Sharing
    • Social
    • Campaigning
    • Social Forward and Sharing
    Provide your audience with tools to share your content Influence 3
    • A Strategic Roadmap to Social Marketing
    • Goals to
    • Measure
    • Goals to
    • Reach
    • Social Media basics
    • Social Forward
    • and Sharing
    • Social
    • Campaigning
    • Social Campaigning
    Thursday Nights @ 6:30 PM Group drills and light workouts Saturdays @ 10 AM Group Long Runs Influence 3
    • A Strategic Roadmap to Social Marketing
    Timeline Value ROI
    • Goals
    • Definition
    • Social
    • Presence
    • Audience
    • Monitoring
    • Social Media basics
    • Social Forward
    • and Sharing
    • Social
    • Campaigning
    • Social
    • Connect
    • Integrated Cross-Channel
    • Conversation
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • Targeted & Personalized Social
    • Campaigning
    • Social
    • Advocacy
    • New Social Media Channels
    • Social
    • Offers
    • Goals
    • Measurement
    1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
    • A Strategic Roadmap to Social Marketing
    • Social Connect
    • Social
    • Connect
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • New Social Media Channels
    Social Opt-In 4
    • A Strategic Roadmap to Social Marketing
    • Social Applications
    • Social
    • Connect
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • New Social Media Channels
    • David Guetta’s Social Audience:
    • 32,000,000 fans on Facebook
    • 1,400,000 followers on Twitter
    • 400,000 YouTube subscribers with more than 5000,000,000 total upload video views
    Social Opt-In 4
    • A Strategic Roadmap to Social Marketing
    • Social Applications
    • Social
    • Connect
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • New Social Media Channels
    Social Opt-In Request Social Opt-In 4
    • A Strategic Roadmap to Social Marketing
    Timeline Value ROI
    • Goals
    • Definition
    • Social
    • Presence
    • Audience
    • Monitoring
    • Social Media basics
    • Social Forward
    • and Sharing
    • Social
    • Campaigning
    • Social
    • Connect
    • Integrated Cross-Channel
    • Conversation
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • Targeted & Personalized Social
    • Campaigning
    • Social
    • Advocacy
    • New Social Media Channels
    • Social
    • Offers
    • Goals
    • Measurement
    1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
    • A Strategic Roadmap to Social Marketing
    • Integrated Cross-Channel Conversation
    Follow-up message & confirmation Communication and Interest preferences Engage 5
    • Integrated Cross-Channel
    • Conversation
    • Targeted & Personalized Social
    • Campaigning
    • Social
    • Advocacy
    • Social
    • Offers
    • A Strategic Roadmap to Social Marketing
    Timeline Value ROI
    • Goals
    • Definition
    • Social
    • Presence
    • Audience
    • Monitoring
    • Social Media basics
    • Social Forward
    • and Sharing
    • Social
    • Campaigning
    • Social
    • Connect
    • Integrated Cross-Channel
    • Conversation
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • Targeted & Personalized Social
    • Campaigning
    • Social
    • Advocacy
    • New Social Media Channels
    • Social
    • Offers
    • Goals
    • Measurement
    1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
    • Neolane Social Marketing
    Value ROI
    • Goals
    • Definition
    • Social
    • Presence
    • Audience
    • Monitoring
    • Social Media basics
    • Social Forward
    • and Sharing
    • Social
    • Campaigning
    • Integrated Cross-Channel
    • Conversation
    • Call-to-Action
    • Social
    • Campaigning
    • Social
    • Applications
    • Targeted & Personalized Social
    • Campaigning
    • Social
    • Advocacy
    • New Social Media Channels
    • Social
    • Offers
    • Goals
    • Measurement
    Neolane Social Marketing = Social Media Features + Strategic Roadmap for Adoption
    • Social
    • Connect
    1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5