As social and mobile technologies become increasingly pervasive, the opportunity to engage people in new ways is profoundly changing the way we do business. The wonders of technology are impressive, it’s true, but in order to effectively engage with people is also requiring us to look back to some of our intrinsic and ancient human qualities. Let’s explore the strategy required to create engagement in a digital world.
Michelle Killebrew is passionate about marketing, especially innovative online marketing strategies that deliver a superior brand experience – from initial acquisition through to loyal customer – and increase growth and profitability. She currently leads the go-to-market strategy for IBM Social Business, where her team focuses on messaging and solutions that define social business and demonstrate how organizations can embrace this next information revolution in the workforce.
6. #1
Social is now the top use of the internet. Americans spend an average
of 37 minutes daily on social media, a higher time-spend than any other
major Internet activity, including email.
@shellkillebrew
The Rise of the
Empowered
Customer
7. 7
The Need for People-Centric
Engagement
of CEOs in outperforming
organizations make
customer collaboration
a top priority
of smartphone
users check an app
as soon as they
wake up
of individuals are
willing to exchange
personal information
for a personalized
offering
of CEOs intend to
operate their
organization in a more
open manner in
the next 3-5 years
84%
of millennials and 70% of
boomers say social and
user-generated content has
an influence on what they buy
80%
84%
56%
72%
Sources: 84%, 70%, 84%, 2/3, 80%: IBM 2013 Annual Report
72%, 56%: IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014
@shellkillebrew
8. 8
Digital technologies are playing a large part in the emergence of
engagement strategies as they foster relationships between organizations
and their customers
of MOBILE users keep their
devices within arm’s reach
90%
of of web traffic will
be VIDEO by 2014
90%
of businesses today are
using web ANALYTICS
84%
of purchasers get advice from
their SOCIAL NETWORK
81%
@shellkillebrew
9. 9
9
Customer experience is driving shareholder value
Source: The Watermark Consulting 2013 Customer Experience ROI Study– April 2, 2013
@shellkillebrew
10. Customers are demanding engagement, NOT
marketing
Customers demand engagement versus marketing – IWATA CMO POV points
Marketers have always
been responsible
for knowing the customer.
Marketers have always
been responsible for
defining what to market,
and how to market.
Marketers have always
protected the brand
promise.
2014Timeless 2012
Co-create with
customers, employees,
and partners.
Innovate and scale
personally relevant and
rewarding experiences.
Know each customer
in context.
Designing your culture
and brand so they are
authentically one.
Creating a system of
engagement that maximizes
value creation at every touch.
Understanding each
customer as
an individual.
@shellkillebrew
11. @shellkillebrew
Empowering
Putting the customer in charge
Compelling
Matching and exceeding expectations
Consistent
Regardless of your device
Relevant
Knows who you are and what you’re doing
To Engage Customers Today,
Digital Experiences Must Be…
12. Higher
Win Rates
60%
more online sales
conversion
85%
conversion rate
using web tools
Shorter
Time to
Market
and Delivery
84%
faster time
to find experts
61%
faster service
delivery to new
customers
Lower
Operational
Costs
62%
customers didn't
need to call
2x
increase in
self-service
transactions
More
Satisfied
Customer
s
30%
higher rating for web
self service vs. help
desk
30%
increase in referrals
Market Leaders Are Getting
Exceptional Engagement & Results
@shellkillebrew
12
13. 13
Personalized Experiences Drive Revenue
Up to 1/3 of all consumer spending is
influenced by social interactions.
That’s $940 billion annually!
McKinsey
14. Let’s look at how some brands are
winning with their customer
engagement strategies.
14
19. @shellkillebrew
Creating Big Buzz Through New Modes
Of Storytelling
19
Key Insights from Michael Engleman:
No. 1: Storytelling is for Everyone
•Enabling consumers to actively participate in the storytelling is increasingly
as important as the story itself.
No. 2: The Blurrier the Lines Between Marketing and Content the Better
No. 3: Thank You for Sharing: The New Rules for Socializing
• Share Early
• Share Often
• Share Stuff Worth Sharing
• Share with Influencers
• Listen…storytelling is a two-way street
No. 4: Innovation Isn't a Perk, It's a Requirement
No. 5: None of It Matters Without Authenticity
Michael Engleman is
EVP Marketing, Digital &
Global Brand Strategy for
Syfy & Chiller, both
are divisions of
NBCUniversal
20. 1
Zuberance. 2
Fred Reichheld, HBS Press. 3
Harris Interactive
A company with 100,000 brand advocates can reach
60 million people.1
A 12% increase in brand advocacy generates a two-fold
increase in revenue on average.2
72% of adults who had a memorable product or service
experience said they took positive action, with 57%
communicating their positive experience to others, and
41% recommending that someone make a purchase.3z
Exceptional Experiences
Create Brand Advocacy
@shellkillebrew
@shellkillebrew
21. 21
Marketing Priorities for the 2015
1. Harnessing Big Data
2. Mobile commerce/mobile advertising
3. Content creation
4. Marketing automation
5. Social commerce/social advertising
6. Marketing attribution
7. Omni-channel execution
8. Globalization of marketing efforts
9. Linking online and offline performance
Source: Building Bridges to the Promised Land, The CMO Club, 2014
Social
Ad Spend To
Pass $11 Billion
By 2017, almost
double last year’s
total of $6.1 billion
(Mintel)
Newer ad formats
--including native advertising--
will account for the lion’s share
of growth over the next few
years, predicts Mintel.
@shellkillebrew
22. Takeaways:
1.Leverage technology to understand and engage
with your customers authentically
2.Despite advances in technology, remember to
engage with your audience as humans
3.You must innovate to stay viable -- it is not an
option
Learn more from IBM Research:
www.ibm.com/services/c-suite
Stepping up to the challenge: CMO insights
Reinventing the rules of engagement: CEO insights
Editor's Notes
Good morning. Before we start, I want to tell you about Lily Robinson …. In May 2011, Lily wrote a letter to Sainsbury’s supermarket and asked, "Why is tiger bread called tiger bread? It should be called giraffe bread. Love from Lily Robinson age 3 and 1/2".
Sainsbury Customer Manager Chris King (age 27 and 1/3 at the time) wrote back: "I think renaming tiger bread giraffe bread is a brilliant idea - it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn't it?” He then went on to explain how it got its name: "It is called tiger bread because the first baker who made it a looong time ago thought it looked stripey like a tiger. Maybe they were a bit silly.“
In the past that might have been that. But this is the era of the empowered consumer. Lily’s mother started the “Campaign to change Tiger Bread to Giraffe Bread at Sainsbury's” on Facebook and posted Lily’s letter as well as the thoughtful response. The story went viral, and Sainsbury’s received such overwhelming feedback that they decided to rename the bread “giraffe bread,” and I’m sure at no small expense.
Look at Lily now – she even made a Giraffe out of the bread. She is happy!
On person – one little girl – wrote a letter, one thoughtful employee responded, and 150,000 Facebook likes later, a major retail chain rebranded a product.
Sainsbury’s realized that this wasn’t just about selling more bread, it was about building strong connections that turn loyal customers into advocates.
It’s about engaging with people.
Good morning. We are living, right now, in a moment of enormous possibility and transformation. As technologies converge, they are opening new opportunities for creating value.
Let’s take a quick look at how the world has changed.