Social MediaBy The NumbersWinning in The New Marketing Democracy        g                     g          ywith Four Steps ...
INTRODUCTIONSWikipedia quote“one of the biggest companies you’ve never heard of.”                                         ...
ACXIOM CORPORATIONGlobal Marketing Technology and ServicesFocused on audience and customer engagementFocused on audience a...
WELCOME TO THE NEWMARKETING DEMOCRACY!EVERYONE CAN CONTRIBUTE;EVERYONE HAS INFLUENCE;EVERYONE HAS A VOICE.EMPOWERED BY DIG...
LIVING NEXT TOTHE TRAIN TRACKS$112 BILLIONof advertising is wasted each year in the US alone22%of Americans feel advertisi...
A CRISIS IN CUSTOMER ENGAGEMENT80% of CEOsBELIEVE THEIRBRAND DELIVERS   JUST 8%A SUPERIOR       OF THEIRCUSTOMER         C...
CUSTOMER CENTRICITY
9
10
54% of the Brazilian populationabove the age of 12 access theinternet daily...i t    t d il(That s(That’s more than 81.3M ...
BRAZILIANS AND SOCIAL MEDIASocial Networks in Brazil (Sep/2010)               Orkut                                       ...
BRAZILIANS AND SOCIAL MEDIA                         In the last six                          months Facebook              ...
BRAZILIANS AND SOCIAL MEDIA29% “I can’t imagine my life without the social networks”54%“When I access thesocial networks, ...
TRUST> Online advertising and word of mouth (2009)                                                                        ...
SOCIAL MEDIA ACCESS “I rather use social networks  I rather use social networks  to talk with my friends  instead of email...
BRAZILIANS AND SOCIAL MEDIA     “The social networks replace the                            p     information of news webs...
4 STEP PROCESS TO HARNESS THE     POWER OF SOCIAL MEDIA                                       STEP 1   Establish Social Me...
TACTICAL IMPLEMENTATION     > Applying the four steps                                        Establish Social        Recru...
STEP 1: ESTABLISH                    20
STEP 2: RECRUIT                  21
STEP 3: ACTIVATE                   22
STEP 4: MONETIZE                   23
IN THE NEW MARKETINGDEMOCRACY…EVEN GOOD COMPANIESDO STUPID THINGS                                24
RAINFORESTS VS. CHOCOLATE               Nestle Meets Greenpeace’s Demands                Following Social Media Backlash  ...
FASHION FIASCO                 26
BREAKING GUITARS IS NOT OK!                      Smashed guitar, YouTube song                               g       ,     ...
MOMS VS. MOTRIN                  Motrin Moms: Social Media Fail Whale                                                     ...
THE ULTIMATE FOCUS GROUP                 Gap Reverts to Original Logo After                  Social Media Backlash
100 MOST VALUABLE BRANDSBrandz Top 100 – WPP and Millward Brown ‐ 2011
LEVELS OF ENGAGEMENT ACROSSCHANNELSSocialbrandvalue.com – Ranking the top 100 brands in Social Media, May 20, 2010        ...
BASIC        EMERGING                   ADVANCED           LEADERS   • Fans               • Share of voice        • Value ...
LIFECYCLE ENGAGMENT            Customer Value                                         Current state                       ...
LIFECYCLE ENGAGMENT            Customer Value                                             Current state               Even...
LIFECYCLE ENGAGMENT            Customer Value                                                                      Current...
LIFECYCLE ENGAGMENT            Customer Value                                                                   Current st...
LIFECYCLE ENGAGMENT            Customer Value                                                                             ...
LIFECYCLE ENGAGMENT            Customer Value                                                                         Curr...
LIFECYCLE ENGAGMENT            Customer Value                                              Current state                  ...
SOCIAL TACTICS THAT WIN IN THE NEWMARKETING DEMOCRACY  1. Determine who to target, where customers are aggregating and    ...
RELEVANCY IS KEYPersonalize interactions  – Past behavior  – Future interests  – People like me  – How much is this relati...
CAPABILITIES THAT WIN IN THE NEWMARKETING DEMOCRACY                 Know your audience                 Know your audience ...
OBRIGADA!Questions?Jennifer.golden@acxiom.com F: +1 (650) 200 5178Jennifer golden@acxiom com F: +1 (650) 200‐5178Acxiom Br...
DigiTalks Expo Latin America - Presentation by Jennifer Golden, June 2011
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DigiTalks Expo Latin America - Presentation by Jennifer Golden, June 2011

  1. 1. Social MediaBy The NumbersWinning in The New Marketing Democracy  g g ywith Four Steps to Harnessing the Power of Social MediaJennifer Golden, Director Marketing and CommunicationsJennifer Golden Director Marketing and CommunicationsAcxiom BrasilJune 2, 2011© 2011 Acxiom Corporation. All Rights Reserved.
  2. 2. INTRODUCTIONSWikipedia quote“one of the biggest companies you’ve never heard of.” 2
  3. 3. ACXIOM CORPORATIONGlobal Marketing Technology and ServicesFocused on audience and customer engagementFocused on audience and customer engagementIndustry Recognition#1 US agency /#9 Global agency  (All disciplines) ‐ AdAge#2 Worldwide CRM/Top 20 Interactive – AdAge#3 Business Services & Consulting – Information Week#1 in Client Satisfaction (Outsourcing) – Data Monitor GroupLeader – Forrester Wave ‐ Email Marketing Service ProviderLeader Forrester Wave Email Marketing Service ProviderQuick Facts8,800 clients in 40 countries$1.2 billion revenues. 70% under long‐term contract350 largest marketing ecosystems worldwide5 billion consumers engaged/year300,000 campaigns/year 300 000 campaigns/yearNASDAQ – ACXM
  4. 4. WELCOME TO THE NEWMARKETING DEMOCRACY!EVERYONE CAN CONTRIBUTE;EVERYONE HAS INFLUENCE;EVERYONE HAS A VOICE.EMPOWERED BY DIGITAL CHANNELS, PEOPLE NOW  O G C S O O“VOTE IN” FOR THE WINNERS & LOSERS IN THE BATTLE “VOTE IN” FOR THE WINNERS & LOSERSFOR THEIR HEARTSFOR THEIR HEARTS, MINDS & WALLETS…FOR THEIR HEARTS, MINDS & WALLETS… & WALLETS ,…AND, THEY DECIDE WHEN & WHERE THESE “ELECTIONS” ARE HELD
  5. 5. LIVING NEXT TOTHE TRAIN TRACKS$112 BILLIONof advertising is wasted each year in the US alone22%of Americans feel advertising is credible…compared to 45% for talk shows42%of consumer media consumption is online500 BILLION 00 Oconsumer‐to‐consumer comments on products & services
  6. 6. A CRISIS IN CUSTOMER ENGAGEMENT80% of CEOsBELIEVE THEIRBRAND DELIVERS JUST 8%A SUPERIOR OF THEIRCUSTOMER CUSTOMERSEXPERIENCE AGREE
  7. 7. CUSTOMER CENTRICITY
  8. 8. 9
  9. 9. 10
  10. 10. 54% of the Brazilian populationabove the age of 12 access theinternet daily...i t t d il(That s(That’s more than 81.3M people) 81 3M60% are ‘socially’ active http://www.adnews.com.br/internet/110788.html© 2011 Acxiom Corporation. All Rights Reserved.
  11. 11. BRAZILIANS AND SOCIAL MEDIASocial Networks in Brazil (Sep/2010) Orkut 91% Facebook 14% Class A: 41% Twitter 13% A: 28% Class A: 28% Myspace 2% Sonico 1% Ibope Mídia – ‘Many to Many’  O fenômeno das redes sociais no Brasil (Set‐2010)
  12. 12. BRAZILIANS AND SOCIAL MEDIA In the last six  months Facebook adoption in Brazil  has grown over  132% 13
  13. 13. BRAZILIANS AND SOCIAL MEDIA29% “I can’t imagine my life without the social networks”54%“When I access thesocial networks, I don’t i l k Id ’feel alone” Ibope Mídia – ‘Many to Many’  O fenômeno das redes sociais no Brasil (Set‐2010)
  14. 14. TRUST> Online advertising and word of mouth (2009) Th The average of f Friends opinions 90% Brazilians that trust  93% online banners is 51% ,  Online opinions Online opinions 70% while the world average  g 60% is 33% Brand sites 70% 79% Cellphone advertsing is  also popular in the,  also popular in the Search tools ads 41% 62% having the trust of  36%  Média  of Brazilians, against  37% Mundial Online video ads 24% worldwide. 54% Brasil 0% 50% 100%http://idgnow.uol.com.br/internet/2009/07/15/boca‐a‐boca‐online‐e‐opiniao‐de‐amigos‐sao‐propagandas‐mais‐confiaveis/http://blog.nielsen.com/nielsenwire/consumer/global‐advertising‐consumers‐trust‐real‐friends‐and‐virtual‐strangers‐the‐most/ 15
  15. 15. SOCIAL MEDIA ACCESS “I rather use social networks I rather use social networks  to talk with my friends  instead of email or SMS” 56%“I feel happier when my friends “like” or comment about the things I publish” 69% Ibope Mídia – ‘Many to Many’  O fenômeno das redes sociais no Brasil (Set‐2010)
  16. 16. BRAZILIANS AND SOCIAL MEDIA “The social networks replace the p information of news websites” 45% “The social networks supply all the information I need to feel updated” I need to feel updated 60% “I use the social networks to help me I use the social networks to help me  with buying decisions” 25% Ibope Mídia – ‘Many to Many’  O fenômeno das redes sociais no Brasil (Set‐2010)
  17. 17. 4 STEP PROCESS TO HARNESS THE POWER OF SOCIAL MEDIA STEP 1 Establish Social Media Presence STEP 2 Recruit Followers STEP 3 Activate Network STEP 4 Monetize EngagementCONFIDENTIAL – FOR INTERNAL USE ONLY 18
  18. 18. TACTICAL IMPLEMENTATION > Applying the four steps Establish Social  Recruit  Monetize  STEPS media Presence Followers Activate Network Engagement g g Recruit  Encourage  Systematically  Build and launch  customers and  advocacy and  promote valuable  Description selected Social  prospects to  engagement,  actions and  media “Assets” connect respond to critics respond to critics interactions BRAND PROMOTE DEVELOP Campaigns  DISTRIBUTE social  Community Site Fan Page  promoting participation  promotions to… Facebook Fan Page Membership and sharing… Facebook fans Commercials on  Twitter Connections YouTube videos Twitter Followers YouTube Community  Viral Apps (poll, quiz,  ( Community Members C it M b Monitor social  Membership contest) Email List Informational tweeting  Ads to selected social  conversations Connections to  with links network members employees Feedback invites and or  Sample Tactics EMPLOYEES UGC RECRUIT for Events Blogs ENGAGE influential influential  Twitter Feeds or representative  DISTRIBUTE to social  Connect Linked‐In  bloggers ENCOURAGE referrals media connections via  networks email and ads USE network posts,  HARVEST  feedback for  email, ads and  product development MONITOR and  employee efforts l ff t selectively engage  l l USE data to improve  negative posts segmentationCONFIDENTIAL – FOR INTERNAL USE ONLY 19
  19. 19. STEP 1: ESTABLISH 20
  20. 20. STEP 2: RECRUIT 21
  21. 21. STEP 3: ACTIVATE 22
  22. 22. STEP 4: MONETIZE 23
  23. 23. IN THE NEW MARKETINGDEMOCRACY…EVEN GOOD COMPANIESDO STUPID THINGS 24
  24. 24. RAINFORESTS VS. CHOCOLATE Nestle Meets Greenpeace’s Demands  Following Social Media Backlash Greenpeace Posts  YouTube Video Nestle has it taken down Greenpeace issues  fullblown Facebook attack Nestle threatens to delete  Nestle threatens to delete negative posts Over 1.5 million views;  200,000 emails; hundreds  of calls; Eight weeks and  hundreds of man hours  later… 25
  25. 25. FASHION FIASCO 26
  26. 26. BREAKING GUITARS IS NOT OK! Smashed guitar, YouTube song  g , g — United is listening now Country singer Dave  Carrol’s $3500 710 Taylor  guitar breaks when being  loaded onto plane by  ground crew Horrible customer service  cause him to write song  and post to YouTube 27
  27. 27. MOMS VS. MOTRIN Motrin Moms: Social Media Fail Whale 28
  28. 28. THE ULTIMATE FOCUS GROUP Gap Reverts to Original Logo After  Social Media Backlash
  29. 29. 100 MOST VALUABLE BRANDSBrandz Top 100 – WPP and Millward Brown ‐ 2011
  30. 30. LEVELS OF ENGAGEMENT ACROSSCHANNELSSocialbrandvalue.com – Ranking the top 100 brands in Social Media, May 20, 2010 31
  31. 31. BASIC EMERGING ADVANCED LEADERS • Fans • Share of voice • Value of a fan • CPA • Followers • Buzz • Click stream • Satisfaction • Friends • Sentiment behavior • Network LTV • Media mentions • Reach • Conversions • Market share • Comments • Traffic flow •R Resolutions l ti • Brand equity • Likes/favorites • Share velocity • Influencers • ROI • Downloads • Ratings • Purchase intent • Productivity • Blog posts • Reviews • Net Promoter • Speed to Score market • AssistsStrictly Confidential 32
  32. 32. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Strategic Impact Time th Moments of Trut Channels 33
  33. 33. LIFECYCLE ENGAGMENT Customer Value Current state Events  Desired state • Relocation Events • Store Opening • New  Member • Renewal • New  Category Strategic • Job Change Impact • Marriage • Family • Seasonal  • Holidays • Death Time th Moments of Trut Channels 34
  34. 34. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Strategic Impact Time Signals • Referring search/URL • Website clickstream • Tweet/blogging th Moments of Trut • Display ad click‐through • Transactions Channels • Preference update • Call center • Inactivity • Site search • Email clickstream • R ti / i Ratings/reviews • Login frequency/recency • Social sentiment 35
  35. 35. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Strategic Impact Time Insights • Relationship profile • Interaction history Interaction history th Moments of Trut • Brand advocacy Channels • Product propensities • Media preferences • Channel preferences • Geodemographics • Interests & attitudes y • Monetary indicators • Social indicators 36
  36. 36. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Segments Strategic Impact Time th Moments of Trut Channels Conversations • Proper audience selection and recognition across media • Fusing insights for unique treatments (creative/copy/offer) • Personalized & coordinated engagement (omni channel) Personalized & coordinated engagement (omni • Automatic recalibration based on actual consumer behavior  (continuous earning system) 37
  37. 37. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Segments Strategic Impact Value Add • CPA Time • AOV • LTV • Member tenure • Frequency of club shop • Category shop • Category penetration • # of clubs visited • eCommerce Sales th Moments of Trut • Net Promoter Score Channels • Referrals • Regional Metrics • Attrition 38
  38. 38. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Segments Strategic Impact Time th Moments of Trut Channels 39
  39. 39. SOCIAL TACTICS THAT WIN IN THE NEWMARKETING DEMOCRACY 1. Determine who to target, where customers are aggregating and  which social channel works best for your brand/offer which social channel works best for your brand/offer 2. Identify a clear objective e.g. grow fan base, communicate with  brand advocates, drive business to website or engage via a cross  channel promotion and lay out metrics to define success channel promotion and lay out metrics to define success 3. Design a campaign that activates customers to work on the brand’s  behalf 4. Create a benefit for customers to “follow” your brand  5. Value individual or personal expression! 6. Test content to select individuals to determine best opportunity to  “go viral” 7. Measure ROI 7 Measure ROI* 40
  40. 40. RELEVANCY IS KEYPersonalize interactions – Past behavior – Future interests – People like me – How much is this relationship worth?Relevancy considerationsRelevancy considerations – Prospects versus customers – Awareness versus consideration ̶  …so many variables…Engagement channel and sequence 41
  41. 41. CAPABILITIES THAT WIN IN THE NEWMARKETING DEMOCRACY Know your audience Know your audience High performance matching engine The top 30% make 500% of profit.  The bottom 20%   Supports real‐time and all digital formats   consume 400% of profit.   400% f fit  Integrates central nervous systems and Integrates central nervous systems and  Reach your audience with certainty   personalization engine Business relationships and delivery integration with   Leverages external, multi‐sourced and verified  preferred advertising partners   consumer insights A safe haven for responsible matching of sensitive  information i f i Personalization engine “Logical” central nervous system  Highly accurate audience recognition  Correlates customer behavior with   Integrated decision engine, deployable across  marketing/advertising across channels, media over  channels  time  Integrated matching engine and central nervous   Integrates existing databases system  Integrates matching and personalization engines Integrates matching and personalization engines
  42. 42. OBRIGADA!Questions?Jennifer.golden@acxiom.com F: +1 (650) 200 5178Jennifer golden@acxiom com F: +1 (650) 200‐5178Acxiom Brasil:  SP (11) 3052.2111 ou POA (51) 3230.4400WWW.ACXIOM.COM.BR© 2011 Acxiom Corporation. All Rights Reserved.
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