Adapting to your Dynamic Customer Base

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  • Today’s consumers are not behaving. They don’t move in an orderly fashion down a linear funnel toward a purchase.The modern customer takes a dynamic journey before taking action with your business. Websites are but one facet of your digital presence now. Customers demand to engage with you in social, mobile, site, and more. Getting results from a marketing program that spans multiple devices, channels, new sources of data, and a media landscape that is paid, owned, and earned takes more than just tools. You already know some of the right tactics from other digital channels. But the newer channels, like social, are less familiar. Webtrends has been working with a range of customers from the some of the biggest brands in the world to the most passionate marketers to crackthe code on performance social marketing. We have identified the best practices that will be the standards a few years from now.
  • Today’s consumers are not behaving. They don’t move in an orderly fashion down a linear funnel toward a purchase.The modern customer takes a dynamic journey before taking action with your business. Websites are but one facet of your digital presence now. Customers demand to engage with you in social, mobile, site, and more. Getting results from a marketing program that spans multiple devices, channels, new sources of data, and a media landscape that is paid, owned, and earned takes more than just tools. You already know some of the right tactics from other digital channels. But the newer channels, like social, are less familiar. Webtrends has been working with a range of customers from the some of the biggest brands in the world to the most passionate marketers to crackthe code on performance social marketing. We have identified the best practices that will be the standards a few years from now.
  • Companies today need measurement that expands into all areas of the digital landscape. They need to see how each customer touch point is contributing to not only a transaction, but also the lifetime value of a customer. To enable companies to do this, Webtrends has:The most comprehensive SDKs to measure mobile appsEnd to end social campaign management from ads to apps to analytics as well as support for Facebook's Insights API and SDK for Facebook apps For the last 10 years, Webtrends has had a patented approach to cross-domain tracking. In the world of websites, it was mostly a “nice to have” feature. In performance social marketing, however, it is mission critical. It’s what allows a brand to see a customer's journey as it starts in Facebook then weeks later comes back to their website through a Google search.Open data collection and extraction APIs to push and pull that data into other systems such as CRMs, data warehouses, EMS.
  • Companies today need measurement that expands into all areas of the digital landscape. They need to see how each customer touch point is contributing to not only a transaction, but also the lifetime value of a customer. To enable companies to do this, Webtrends has:The most comprehensive SDKs to measure mobile appsEnd to end social campaign management from ads to apps to analytics as well as support for Facebook's Insights API and SDK for Facebook apps For the last 10 years, Webtrends has had a patented approach to cross-domain tracking. In the world of websites, it was mostly a “nice to have” feature. In performance social marketing, however, it is mission critical. It’s what allows a brand to see a customer's journey as it starts in Facebook then weeks later comes back to their website through a Google search.Open data collection and extraction APIs to push and pull that data into other systems such as CRMs, data warehouses, EMS.
  • Companies today need measurement that expands into all areas of the digital landscape. They need to see how each customer touch point is contributing to not only a transaction, but also the lifetime value of a customer. To enable companies to do this, Webtrends has:The most comprehensive SDKs to measure mobile appsEnd to end social campaign management from ads to apps to analytics as well as support for Facebook's Insights API and SDK for Facebook apps For the last 10 years, Webtrends has had a patented approach to cross-domain tracking. In the world of websites, it was mostly a “nice to have” feature. In performance social marketing, however, it is mission critical. It’s what allows a brand to see a customer's journey as it starts in Facebook then weeks later comes back to their website through a Google search.Open data collection and extraction APIs to push and pull that data into other systems such as CRMs, data warehouses, EMS.
  • Screenshots are of paid search results, a Blue Cross Blue Shield blog from Michigan and a Facebook status posting about an open position at BCBS.
  • http://adage.com/article/news/study-young-consumers-switch-media-27-times-hour/234008/
  • Notice the headlines position the partnership in more human terms – relationships and family.
  • http://www.comscore.com/Press_Events/Press_Releases/2011/12/Heaviest_Week_in_U.S._Online_Holiday_Shopping_Historyhttp://www.businessinsider.com/online-shopping-jumps-164-pct-on-christmas-day-2011-12
  • http://www.youtube.com/watch?v=nJVoYsBym88&feature=player_embedded#at=76http://www.huffingtonpost.com/2011/06/27/south-korea-virtual-supermarket_n_885150.htmlRemoved from bubble: Tesco put images of products and QR codes in subways. Customers would scan and purchase these products for same day delivery. “So, Tesco Homeplus created a virtual store in Seoul subway stations in which the displays and merchandise are exactly the same as the stores. Customers scan the desired product with their smartphone and it then appears in their online cart. The products will be delivered to their door ‘right after you get home.’”[1]http://www.adobomagazine.com/cannes/wp-content/uploads/2011/06/Direct-Gold-KR.jpgMobile web stats…http://www.singleboundcreative.com/2011/05/infographic-the-mobile-web/June 27, 2011 (Updated Nov. 16, 2011)#foodbev#retail#mobile#asia#enrich #jaimy
  • http://techcrunch.com/2010/12/21/facebook-launches-instant-personalization-on-tripadvisor/
  • SOURCE: http://www.levis.comDATE: April 12, 2010<tags>#fashion#advocate #intention#christine
  • SOURCE: http://www.web-strategist.com/blog/2010/05/08/trend-when-digital-displays-become-social/DATE:April 12, 2010<tags>#fashion#advocate #intention#christine
  • As a brand's presence becomes more widely distributed, integrated campaigns become a huge opportunity. Webtrends customers are taking their owned media properties and are using them to generate earned media. For example, TV.com used Webtrends Social apps on their website to earn millions of impressions in Facebook. And now that all Facebook ads are becoming sponsored stories, that earned media can now be converted into paid media to generate additional reach. The dynamic customer journey might then
  • As a brand's presence becomes more widely distributed, integrated campaigns become a huge opportunity. Webtrends customers are taking their owned media properties and are using them to generate earned media. For example, TV.com used Webtrends Social apps on their website to earn millions of impressions in Facebook. And now that all Facebook ads are becoming sponsored stories, that earned media can now be converted into paid media to generate additional reach. The dynamic customer journey might then
  • As a brand's presence becomes more widely distributed, integrated campaigns become a huge opportunity. Webtrends customers are taking their owned media properties and are using them to generate earned media. For example, TV.com used Webtrends Social apps on their website to earn millions of impressions in Facebook. And now that all Facebook ads are becoming sponsored stories, that earned media can now be converted into paid media to generate additional reach. The dynamic customer journey might then
  • Why is it so important to tie social media to business objectives? 178 average owned social media accounts. Is this good or bad? Well it’s great if they’re all executing, and a huge risk and waste of resources if all but 20 are really active and doing what they’re supposed to do. So that’s the question, which Jeremiah addresses in his report.But my question here is this: given the effort and time spent on developing and maintaining these accounts, do companies know what they’re getting in return?Do you know?
  • This is the elephant in the roomquestion, isn’t it? And it keeps getting asked because people haven’t yet found a satisfying answer.
  • Like Richard Binhammer, who’s been in the trenches, I’d argue that there IS NO SINGLE ROI FOR SOCIAL MEDIA, because it touches so many parts of the business. Think back to that first tweet. A better question would be: What is the value of social media on a particular aspect of the business? I break this down in the following slides.
  • Markets: CRM, BI, monitoring, web analytics, publishing and content management, customer experience. Any questions?Technologies: Moving past “20 questions” to anticipating and calling out anomalies or variances. Ultimately we’ll get to “predictive” or at least “suggestive” analyticsOrganizations: CULTURE SHOCK! EVERYONE IS AN ANALYST.
  • And slay a few zombies in the process.
  • https://foursquare.com/americanexpresshttp://blog.foursquare.com/2011/06/23/american-express-specials-now-for-everyone-nationwide/http://mashable.com/2011/06/23/foursquare-amex/This is a screenshot of the AMEX Sync rewards program with Foursquare check-ins. If you check-in to certain locations and pay with your Amex, they refund part of the purchase.
  • One big shift we've seen in social has been the emergence of social ads, most notably Facebook ads. This has required a change in thinking about measurement strategies because a Facebook presence generally augments a company’s web presence. Motorcycle Superstore, for example, launched a social campaign to promote holiday sales. They usedFacebook ads that drove to a Facebook landing app, because Facebook ads that link to Facebook apps get higher conversion rates when compared to linking directly to a website. But, it took a couple pieces of magic to track the campaign.First off, you can’t use a standard analytics tag on Facebook tabs because they strip off query parameters. Webtrends spent several months working with Facebook to solve this problem using Facebook approved parameters.Secondly, the conversion took place on a different domain than the ad was linked to. Standard analytics on the website would only have known that the traffic came from a Facebook app, but would not know which ad the visitor clicked on prior to the app. So, Webtrends leveraged their patented cross domain tracking capabilities to track the user from ad to app to site.On their very first performance social ad campaign, social was their 2nd highest average order value, which was higher than search. They decided to keep their Facebook deals tab permanently.
  • One big shift we've seen in social has been the emergence of social ads, most notably Facebook ads. This has required a change in thinking about measurement strategies because a Facebook presence generally augments a company’s web presence. Motorcycle Superstore, for example, launched a social campaign to promote holiday sales. They usedFacebook ads that drove to a Facebook landing app, because Facebook ads that link to Facebook apps get higher conversion rates when compared to linking directly to a website. But, it took a couple pieces of magic to track the campaign.First off, you can’t use a standard analytics tag on Facebook tabs because they strip off query parameters. Webtrends spent several months working with Facebook to solve this problem using Facebook approved parameters.Secondly, the conversion took place on a different domain than the ad was linked to. Standard analytics on the website would only have known that the traffic came from a Facebook app, but would not know which ad the visitor clicked on prior to the app. So, Webtrends leveraged their patented cross domain tracking capabilities to track the user from ad to app to site.On their very first performance social ad campaign, social was their 2nd highest average order value, which was higher than search. They decided to keep their Facebook deals tab permanently.
  • One big shift we've seen in social has been the emergence of social ads, most notably Facebook ads. This has required a change in thinking about measurement strategies because a Facebook presence generally augments a company’s web presence. Motorcycle Superstore, for example, launched a social campaign to promote holiday sales. They usedFacebook ads that drove to a Facebook landing app, because Facebook ads that link to Facebook apps get higher conversion rates when compared to linking directly to a website. But, it took a couple pieces of magic to track the campaign.First off, you can’t use a standard analytics tag on Facebook tabs because they strip off query parameters. Webtrends spent several months working with Facebook to solve this problem using Facebook approved parameters.Secondly, the conversion took place on a different domain than the ad was linked to. Standard analytics on the website would only have known that the traffic came from a Facebook app, but would not know which ad the visitor clicked on prior to the app. So, Webtrends leveraged their patented cross domain tracking capabilities to track the user from ad to app to site.On their very first performance social ad campaign, social was their 2nd highest average order value, which was higher than search. They decided to keep their Facebook deals tab permanently.

Transcript

  • 1. 1 Adapting to Your Dynamic Customer Base April 17, 2012Justin KistnerDirector of Social ProductsJeremiah Owyang Susan EtlingerIndustry Analyst & Partner Industry Analyst
  • 2. The Dynamic Customer Journey© 2012 Altimeter Group
  • 3. The Dynamic Customer Journey© 2012 Altimeter Group
  • 4. 4 + Susan Etlinger Jeremiah Owyang Justin Kistner Industry Analyst Industry Analyst Director of Social Products Analytics & Measurement Social & Customer Strategy Webtrends Twitter: @setlinger Twitter: @jowyang Twitter: @justinkistner Focus: Listening to, Focus: Social business: deriving insight from, internal readiness, measuring and acting marketing, integration, upon social data customer advocacy© 2012 Altimeter Group
  • 5. Life Used to Be Simple…© 2012 Altimeter Group
  • 6. Now It‟s More Complex Than Ever© 2012 Altimeter Group
  • 7. We Are Surrounded by Media© 2012 Altimeter Group
  • 8. Dynamic Customers See the World Differently© 2012 Altimeter Group
  • 9. How Can a Company Adapt When Customers are Dynamic?© 2012 Altimeter Group
  • 10. 10© 2012 Altimeter Group
  • 11. 11© 2012 Altimeter Group
  • 12. 12 Cross Domain Data In & Out© 2012 Altimeter Group
  • 13. 13 Trends Shaping the Dynamic Customer Journey New Media Multiple Sources Shift Screens of Data© 2012 Altimeter Group
  • 14. 14 Media Shift: Paid, Owned and Earned Converge to create more dynamic messaging Paid Owned Earned© 2012 Altimeter Group
  • 15. 15 Dynamic customers engage with many screens Consumers in their 20s switch media about 27 times per nonworking hour.© 2012 Altimeter Group
  • 16. 16 New sources of data are influencing the dynamic customer journey Friends Media Family Brands Co-workers News Experts Smartphone Social media Apps Web© 2012 Altimeter Group
  • 17. © 2012 Altimeter Group
  • 18. 18 Emerging Practices on the Dynamic Customer Journey New Media Multiple Sources Shift Screens of Data© 2012 Altimeter Group
  • 19. 19 The Customer Hourglass looks at the entire experience© 2012 Altimeter Group
  • 20. 20 The Dynamic Customer Journey requires an integrated approach© 2012 Altimeter Group
  • 21. 21 Fitting it all together…© 2012 Altimeter Group
  • 22. 22 Esurance promotes partnership with Allstate in their latest commercial© 2012 Altimeter Group
  • 23. 23 They blogged about the commercial and partnership© 2012 Altimeter Group
  • 24. 24 The commercial also directed people to their Facebook page, where they feature testimonials© 2012 Altimeter Group
  • 25. 25 Emerging Practices on the Dynamic Customer Journey New Media Multiple Sources Shift Screens of Data© 2012 Altimeter Group
  • 26. 26 Dynamic customers have a unique view© 2012 Altimeter Group
  • 27. 27 Target Mobile Shoppers… They‟re Already There More than 50% of adults are buying on smartphones today, more than 2/3 have the device in-store, still many aren’t being served.© 2012 Altimeter Group
  • 28. 28 We‟re Seeing These Shoppers Grow Rapidly U.S. Online Holiday Spend: 2011 vs. 2010 Overall Holiday Spend (Nov.1-Dec. 26) Thanksgiving Day (Nov. 24) 35274 Black Friday (Nov. 25) Millions ($) 26% YOY increase 30591 Thanksgiving Weekend (Nov. 26-27) Cyber Monday (Nov. 28) 22% YOY increase 2011 2010 Green Monday (Dec. 12) 15% YOY increase 2011 Free Shipping Day (Dec. 16) 2010 2011 saw gains on Week Ending Dec. 25 every major 0 500 1000 1500 2000 2500 3000 shopping day over Millions ($) 2010. Source: Comscore, Q4 2011© 2012 Altimeter Group
  • 29. 29 Tesco customers scan and purchase goods in virtual subway supermarkets Customers scan QR codes to purchase products for same day delivery while in the subway. More than 10K consumers visited using their smartphones. New members rose by 76% after the first implementation and online sales increased by 130%.© 2012 Altimeter Group
  • 30. 30 Emerging Practices on the Dynamic Customer Journey New Media Multiple Sources Shift Screens of Data© 2012 Altimeter Group
  • 31. 31 Trust in peers rises to level of experts According to the 2012 Edelman Global Trust Barometer, the credibility of “regular employees” grew 16% in 2011, the largest growth in credibility since 2004. Source: Edelman Trust Barometer© 2012 Altimeter Group
  • 32. 32 Social media is changing the trust landscape Source: Edelman Trust Barometer© 2012 Altimeter Group
  • 33. 33 TripAdvisor taps into online community for travel tips and advice… Aggregating travel ratings, forum topics, pictures and suggestions from users, TripAdvisor created enough value for their users that they spun off their own company from Expedia and are now worth $4 billion.© 2012 Altimeter Group
  • 34. 34 … and makes their community available through multiple channels and devices© 2012 Altimeter Group
  • 35. 35 TripAdvisor visitors view friend reviews through Facebook Instant Personalization TripAdvisor launched Facebook‟s Instant Personalization feature in December 2010, offering friend ratings, reviews, and travel history.© 2012 Altimeter Group
  • 36. 36 Levi‟s uses the Like button so shoppers can share products on their Facebook wall© 2012 Altimeter Group
  • 37. 37 Customers see an instant shopping cart based on previous friend‟s “Likes” at Levis.com© 2012 Altimeter Group
  • 38. 38© 2012 Altimeter Group
  • 39. 39© 2012 Altimeter Group
  • 40. 40 TV.com Vote for my submission, check out the other stories, and play the game.© 2012 Altimeter Group
  • 41. Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758 Measuring for Success© 2012 Altimeter Group
  • 42. 42 Measurement Framework: Strategy 1. Strategy 2. Metrics 3. Organization 4. Technology •What are your •How will you measure •What resources do •Which tool best business objectives? success? you require for supports your •What insights do you •Based on insights and research and strategy, metrics and need to meet them? results, what actions analysis? organization? should you take--or •What training is not? required? •What barriers must you address/adapt to?© 2012 Altimeter Group
  • 43. 43 Companies now average an overwhelming number of corporate-owned accounts© 2012 Altimeter Group
  • 44. 44 What’s the ROI?© 2012 Altimeter Group
  • 45. “There is no single ROI for social media.” Richard Binhammer, Dell Inc.© 2012 Altimeter Group
  • 46. 46 The Social Media Measurement Compass© 2012 Altimeter Group
  • 47. 47 A Look Into the Future Markets • Convergence and Integration Organizations Technologies • Culture Shock! • Passive to • Everyone‟s an Predictive Analyst© 2012 Altimeter Group
  • 48. 48 Get ready to make friends and bash silos!© 2012 Altimeter Group
  • 49. The Opportunity to Reach Customers is Greater Than Ever© 2012 Altimeter Group
  • 50. 50 Social ads combine paid, owned and earned to create more relevant messaging© 2012 Altimeter Group
  • 51. 51 Smartphones enable brands to reach consumers at the point of purchase© 2012 Altimeter Group
  • 52. 52 Targeting customers with new sources of data Target used both historical and real-time data to radically improve „targeting,‟ sending coupons and ads before customers know they need offers.© 2012 Altimeter Group
  • 53. 53 Facebook Ad Facebook App Website© 2012 Altimeter Group
  • 54. 54 Iframe tabs can’t see the Facebook Ad IDs in the referring campaign Facebook App Website link from an ad or a post. Webtrends adapted their tag to enable attribution.© 2012 Altimeter Group
  • 55. 55 To track the visitor through to Facebook Ad Facebook App such as a Website another property, website, you need a solution that supports cross-domain tracking.© 2012 Altimeter Group
  • 56. 56 + THANK YOU Susan Etlinger Jeremiah Owyang Justin Kistner susan@altimetergroup.com jeremiah@altimetergroup.com justin.kistner@webtrends.com susanetlinger.com web-strategist.com/blog blogs.webtrends.com Twitter: @setlinger Twitter: @jowyang Twitter: @justinkistner Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.© 2012 Altimeter Group
  • 57. 57 SOCIAL ROI IS ATTAINABLE Webtrends can help. Visit us www.Webtrends.com, email us at sales@webtrends.com or call 877-932-8736© 2012 Altimeter Group
  • 58. 58 ABOUT ALTIMETER Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at www.AltimeterGroup.com or contact info@altimetergroup.com.© 2012 Altimeter Group