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How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
How and When to Leverage Social Marketing in the Customer Lifecycle
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How and When to Leverage Social Marketing in the Customer Lifecycle

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  • If you do have ???? You may ask them via through Chat or Q/A – while in full screen mode you may move you cursor up to the top of the screen and select the Orange Arrow to expand the menu, click on plus sign to expand | Q & A – and Chat Sections and ask away. We’ll do our best to cover your questions during the Presentation or at the end of the session. Again this is being recorded and a link will be made available approximately 24 hours after the session.{{ let’s get started }}
  • Intros.
  • David discusses: attention deficit – how we are becoming a burst society, shorter, quicker, faster is in. ….
  • More people interact with email every minute than with any other interactive media type yet developed and of every mobile hour, 25 minutes is supposedly spent in email.
  • Nothing is bigger than email.
  • 64% - say on the facebook page – open graph
  • More senior than in 2011, manager decreased, CMO’s increased.
  • More senior than in 2011, manager decreased, CMO’s increased.
  • More senior than in 2011, manager decreased, CMO’s increased.
  • Transcript

    • 1. How and Where to Leverage Social Marketing in the Customer LifecycleTactics To Drive Marketing Success September 12, 2012
    • 2. Chat or Q/A #AOWEB
    • 3. Today’s Presenters David Daniels Atri Chatterjee Chief CEO Co-Founder CMO, Act-On SoftwareThe Relevancy Group, LLC
    • 4. How and Where to LeverageSocial Marketing in the Customer Lifecycle Tactics To Drive Marketing Success September 12, 2012 David Daniels – CEO Co-Founder, The Relevancy Group, LLC Prepared by TRG for Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 5. Short Is In Welcome To The Short Burst Society 50%+ skip commercials 900 million+ of us place short status updates on our Facebook profile; 50% do so every day 300 million use Twitter; 400K+ new accounts are created daily, at least 320 new members every minute. 72%+ of U.S. consumers have SMS plans, at least 203 million consumers Learn More at www.ShortBurstSociety.com The Relevancy Group, LLC Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 6. 168 MILLION emails are sent per minute Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 7. 2.9 billion The Scale of Social 900 million 463 million 300 million 90 millionTotal Accounts Facebook Twitter Email Websites Google+Daily Activity 1 billion 60 million items shared updates 140 million tweets 3.3 billion searches 47 billion pageviews 188 billion messages Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 8. The “Short Burst Society” Increases By The Number of Consumers Adopting Shorter Communication Styles Short Communication Behavior By Age 100%Percentage of Consumers Primary “Short Burst Society” Age Groups Sent an SMS msg to a friend 80% 85% 79% 77% Updated Facebook status 65% 75% 70% 73% 69% 60% 63% Tweeted on Twitter 56% 47% 50% 40% Retweeted on Twitter 34% 32% 35% 27% 23% 19% Signed up for Twitter 20% 20% 12% 18% 10% Opted-in to mobile marketing 4% 5% 3% 2% 0% offers Age 13- 19- 27- 33- 39- 46- 54- 61- 71+ Groups 18 26 32 38 45 53 60 70 Question Asked: Which of the following have you done in the last six months? (select all) Note: SMS=Short Message Service a.k.a. text messages , msg=message, Visit www.ShortBurstSociety.com for more on this emerging communication behavior Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 9. Marketers Must Adopt Relevant Tactics to Advance Sharing, Decrease Deletions Email Marketing Inbox Behavior By Age 100%Percentage of Consumers Deleted email marketing offer 79% not relevant to me 80% 76% 75% 76% 68% 71% 72% Deleted marketing email 64% 69% 60% because I get too much email from them 40% Unsubscribed from email that opted into 22% 20% Marked marketing message 14% 15% 10% 8% 7% 6% 4% that I opted-into as spam 3% 0% 13- 19- 27- 33- 39- 46- 54- 61- 71+ Shared email marketing Age content on Facebook or Groups 18 26 32 38 45 53 60 70 Twitter Question Asked: Which of the following have you done in the last six months? (select all) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 10. Social is Gaining Ground To Capture Marketer And Consumer Attention To Deliver Engagement Marketing Channels Deployed Email Marketing 67% Print Direct Marketing 57% Facbebook-Social Marketing 57% Online Display Ads 52% Field or Event Marketing 44% Location Based Marketing 40% Twitter Marketing 38% Paid Search Marketing 36% Online Video, e.g. YouTube 34%Digital Mobile Apps (iPad, etc.) 33% Mobile Marketing 32% Catalogs 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% Question Asked: Which marketing channels do you actively market in? (select all) Source: The Relevancy Group Executive Survey, n=402 4/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 11. Marketers Work In Silos, Few Connect Across The Enterprise EMAIL DIRECT SOCIALCustomers & Prospects Customers & Prospects Press and Others Field Marketing Loyalty Marketing Corporate/Brand Marketing Sales Management Product Marketing Investor RelationsFew Organizations Connect Customer Centric Practices, Data, Measurement Across Silos Marketing Silos, Lack of Connected Marketing, see www.CMF4.com For The Connected Marketing Framework Source: The Relevancy Group, LLC Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 12. Little Progress Has Been Made To Connect The Marketing Culture Marketing Organization Operational Culture Our marketing department shares common 42% goals 51% There is central ownership of marketing across 29% all channels 33% We manage contact frequency across all 26% channels 29%Our marketing programs are tightly coordinated 25% across all marketing channels 28%Use attribution to ensure that offline response is 18% 2012 attributed back to the correct channel 16% The marketing team is rewarded with common 2011 13% personal incentives 14% None of the above 9% 7% 0% 20% 40% 60% 80% 100% Question Asked: Please select the statement or statements that best represent how your marketing organization operates? (select all) Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, United States Only The Relevancy Group/ClickSquared Executive Survey, n=368 5/11, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 13. The Customer LifecycleSocial + Email Awareness Social Advocacy Acquisition EngagementEmail + Social Email Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 14. Social Tactics Rival The More Import Sciences of Direct/Email Marketing Top Six Social Marketing Tactics Currently Used - 201280% 20% 23%60% 27% 26% 19% 24%40% Plan w/in 12 months 55% 52% Currently20% 46% 45% 45% 45%0% Share Email Manage Respond w/ Leverage Twitter to Email/Social content to follower private social for nuture metrics for social sites pages on messages email customer attribution social sites on FB acquisition relations Question Asked: Which social marketing initiatives have you currently deployed, plan to deploy or do not plan to deploy? (select one for each tactic) Top 6 Responses Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, US Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 15. The Cost Effective Twitter Can be an Effective Social Marketing Client Acquisition Tool Bottom Six Social Marketing Tactics Currently Used - 2012 80% 60% 21% 22% 25% 27% 23% 40% Plan w/in 12 months Currently 33% 20% 44% 43% 42% 38% 33% 14% 0%Target email subs based on social influence Direct message offers followers Deploy engagement apps a marketing channel, Twitter Twitter as contests games Utilize a listening sentimentNothing analysis Question Asked: Which social marketing initiatives have you currently deployed, plan to deploy or do not plan to deploy? (select one for each tactic) Bottom 6 Responses Source: The Relevancy Group/ClickSquared Executive Survey, n=402 4/12, US Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 16. Roughly a Quarter of Companies Operate More Than Two Facebook Pages Number of Facebook Pages that Brands Maintain 13.0% One Two 13.0% 45.0% Three 3.0% 10.0% Four Five or more 16.0% Not sure Question Asked: How many Facebook Brand Timeline Pages does your company operate? (select one) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 17. Facebook Rivals Marketer’s Own BrandedWebsite For Greatest Consumer Engagement Deepest Consumer Engagement Top 3 Marketing Channels Our own branded website 75% Facebook 72% Our Email Marketing campaigns 39% Twitter 26% Linked-In 17% Our customer community site 12% Google+ 11% Our blog 7% Our Mobile Application 5% Pintrest 2% Not sure 11% 0% 20% 40% 60% 80% 100% Question Asked: In terms of consumer engagement, defined by clicks, shares and time spent, select the top 3 marketing channels where your deepest consumer engagement occurs? (select top 3) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 18. Above All Else, Marketers Seek Engagement To Drive New Customer Acquisition Goals to Engage Customers Across Channels Acquire new customers 65% Branding impressions 43% Drive purchases (revenue) 42%Providing consumers the ability to engage wherever they feel comfortable 42% Delivering a seamless customer experience 38% Integrate a consistent social experience across all channels 30%Drive customer influence to create brand advocates 29% Allowing consumers to generate content and/or reviews about our brand 27% Drive consumer engagement with contests, games and/or sweepstakes 18% 0% 20% 40% 60% 80% 100% Question Asked: What are your organization’s goals to engage your consumers across all channels? (select all) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 19. Most Marketers Seek Facebook for Brand Awareness but Many Miss Acquisition and Engagement Benefits Greatest Benefits of Branded Facebook Pages Brand awareness 70% Consumer engagement 53% Customer service 36% New leads 36% Client acquisition 26%Increased number of email marketing subscribers 19% Delivering revenue 11%Monetizing our content for partners or advertisers 9% Not sure 6% 0% 20% 40% 60% 80% 100% Question Asked: What are the greatest benefits of your Facebook Brand Page(s)? (select all) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 20. Tremendous Opportunity Exists For Marketers To Implement ReferralRewards to Drive Recommendations Disposition of Existing Customer Referral Program to Capture & Reward WOM Recommendations 37.5% Yes No 62.5% Question Asked: Does your company have a customer referral program today to capture and reward word of mouth recommendations? (select one) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 21. Marketers Must Embrace Tools ToExecute and Improve The Measurement of Their Facebook Spending Disposition of Facebook ROI on Brand Pages Absolutely 17.0% 26.0% Somewhat 14.0% Not at all 43.0% Unable and/or not sure how to measure Facebook ROI Question Asked: Does your company see measurable ROI (Return on Investment) from your Facebook Brand Page(s)? (select one) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 22. For Measurement Focused Marketers, Facebook Branded Timeline Has Improved Engagement Engagement Impact of Facebook Branded Timeline Increased 38.0% Decreased 57.0% Not sure 6.0% Question Asked: Has engagement increased or decreased with the Brand Timeline? (select one) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 23. Many Marketers Must EmbraceOpportunities For Programs To Drive Facebook Engagement Companies That Have Invested in Programs to Drive A Facebook “Like” Engagement 49% 51% Yes No Question Asked: Has your company invested in programs to drive Facebook Likes? (select one) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 24. To Drive Likes and Engagement onFacebook, Marketers Pay a Mean of $3.70 For Each Like They Acquire Average Marketer Investment to Drive Each Consumer “Like” on Facebook Less than $1 dollar $1-$5 dollars 33% 48% $5-$10 dollars $10-$50 dollars 13% Greater than $50 dollars 1% 2% 5% Not sure Question Asked: On average, how much has your company paid for each Like it obtains? (select one) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 25. Facebook Marketing ROI Is Mixed, Particularly Encumbered By Poor Measurement Measureable ROI from Investments in Facebook “Likes” Absolutely 10.0% Somewhat 38.0% Not at all 12.0%Unable and/or not sure how to measure Facebook ROI 41.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Question Asked: Does your company see measurable ROI from these likes? (select one) Source: The Relevancy Group LLC; Extole Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 26. The Notion of Purchasing Ads onFacebook Has Yet to Resonate With The Majority of Marketers Disposition of Marketers Purchasing Facebook Ads 22.0% Yes No 78.0% Question Asked: Do you currently purchase Facebook ads? (select one) Source: The Relevancy Group LLC Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 27. Facebook Ads Are At Best “SomewhatEffective,” Marketers Must Seek New Tools To Drive Social Engagement and Conversions Are Facebook Ads Effective in Driving Qualified Click- Through and Conversion? Effective, qualified 1% Effective, mostly qualified 17% Somewhat effective, sometimes qualified 35%Somewhat effective, but not entirely qualified and relevant 39% Not effective at all 7% 0% 20% 40% 60% 80% 100% Question Asked: Do you find Facebook ads to be effective in driving qualified click- throughs and conversion? (select one) Source: The Relevancy Group LLC Executive Survey, n=71 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 28. Social Marketers Are Primed To Purchase Sponsored StoriesMarketer Aspirations to Purchase Sponsored Stories Based On Effectiveness 44% Yes 56% No Question Asked: Would you purchase sponsored stories if you knew they were more effective than Facebook ads? (select one) Source: The Relevancy Group LLC; Extole Executive Survey, n=320 6/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 29. Email Usage Remains A Persistent Daily Activity For US Consumers Frequency of Checking Primary Personal Email Account 1% 6% Hourly or more 13% frequently Multiple times per day 27% Daily Multiple times per week 53% Monthly, Multiple times per month Question Asked: How often do you check your primary personal email account? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 30. Mobile Email Usage Soars Particularly Among Younger Consumers Mobile Email Adoption By Age 100%Percentage of Consumers 80% 66% 60% 54% 52% 50% 40% 41% 37% Yes No 26% 20% 14% 11% 0% Age 13- 19- 27- 33- 39- 46- 54- 61- 71+ Groups 18 26 32 38 45 53 60 70 Question Asked: Do you currently access one or more of your personal email accounts on a mobile device, such as a cell phone or smart phone? (select one) Source: The Relevancy Group Consumer Survey, n=1001 11/10, United States Online Consumers Ages 13+ Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 31. Impact on email Consumers spend on average 28 seconds reading an email* Format for mobile, image sizes Test copy length, use of links Measurement of which devices subscribers are using to view your email Mobile formatted landing pages *Source: Live Intent Email data Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 32. Majority of Marketers Still Missing Many Major Segmentation Opportunities Top Six Most Common Customer Segmentation/Targeting Attributes By Marketers –2012 Demographics 56% Geographics 49% Customer Spending 38% Satisfaction survey data 37% Email Click-throughs 30%Customer profitability/LTV 30% 0% 10% 20% 30% 40% 50% 60% Question Asked: Which of the following customer data attributes has your company used to segment audiences for marketing campaigns within the last six months? (select all) Source: The Relevancy Group Executive Survey, n=402 4/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 33. Benefits of Attribution Source: Google Analytics/eConsultancy n=401 2/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 34. Most Common Methods of Attribution This graphic breaks out the methods used by marketers and agencies to determine the value of individual channels and how they interoperate. Source: Google Analytics/eConsultancy n=401 2/12, United States Only Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 35. Summary The marketing organization must have common goals across all channels Email remains an influential channel but requires segmentation for optimization Use social channels in appropriate places across the customer lifecycle Leverage attribution models to recognize channel influence appropriately Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 36. The Customer LifecycleSocial + Email Awareness Social Advocacy Acquisition EngagementEmail + Social Email Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 37. Questions?The Relevancy GroupConnect - david@relevacnygroup.comConnect - 877.972.6886Connect with David on Twitter @emaildanielsThe Relevancy Group on Twitter @relevancygroupDownload Market Research for Free with Registration atwww.RelevancyGroup.com/ResearchTranslated in five languages world wide, Get The book on Email Marketingwww.emailmarketinganhouraday.com Copyright © 2012 The Relevancy Group, LLC. All Rights Reserved.
    • 38. Ready to Learn More? Sign up for a demo: actonsoftware.com blog.actonsoftware.com Can’t Wait?Call our hotline at: 1 (877) 530-1555 Email us: sales@act-on.net

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