Using Digital Marketing to be a Customer-Driven Company

907 views
815 views

Published on

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
907
On SlideShare
0
From Embeds
0
Number of Embeds
121
Actions
Shares
0
Downloads
5
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Using Digital Marketing to be a Customer-Driven Company

  1. 1. ReadyPulse2013 Report – Highlights
  2. 2. THE BUZZ REPORT – RESPONDENTS2013 Proprietary and Confidential - Wikibrands 2  31%24%21%15%9% PositionPres./ExecutiveVP/HeadDirector LevelManager LevelStaff/Student28%49%20%3% Digital AdoptionPioneeringInnovatorEarly AdopterEarly Majority0%15%30%Type of Organization28%15%19%17%20%Size ofOrganizationLarge (1000+)Mid-Large(100-999)Mid-Small(25-99)
  3. 3. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  3  Q: What are the most frequently stated objectives for launching a digital engagement initiative inyour organization (max. 3 choices)? (20 options suggested)TOP 10 DIGITAL ENGAGEMENT OBJECTIVES% of Respondents – TOP 3 OBJECTIVES#1 AWARENESS/BUZZ/PUBLICITY VALUE#2 AUDIENCE TARGETING#3 BRAND LOYALTY/LIFETIME VALUE#4 PARTICIPATION IN CONVERSATION#5 INFLUENCER/AMBASSADOR SEEDING#8 SALES/REVENUE#9 REFERRALS/LEADS/MEMBERS#10 MKTG. SPEND EFFICIENCY/COSTS47%33%27%26%25%21%17%17%#6 THOUGHT LEADERSHIP#7 CUST. EXPERIENCE/SERVICE BENEFITS25%23%
  4. 4. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  4  Q: Can you tie a positive return on investment to your participation in digital engagement?ROI IMPACT OF DIGITAL ENGAGEMENT*% AGREEDYES, ABSOLUTELY No, BUT GETTING THERE45%29%18%NO, A CONTINUINGCHALLENGE9%DON’T KNOW*  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  higher  than  in  general  company  set    
  5. 5. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  5  Q: What are the biggest changes you are currently seeing in the marketplace, media or culture tochange the role or importance of digital culture and engagement in your mind (max. 3 choices)? (23options provided)TOP 10 MARKETPLACE DRIVERS SUPPORTINGDIGITAL ENGAGEMENT % RESPONDED TOP 3 CHOICES#1 INCREASING ROLEOF WIRELESS/MOBILE#2 NEED FOR AUTHENTICITY/TRANSPARENCY#3 WANING ATTENTIONTO MASS MEDIA#4 MEDIA FRAGMENTATION/CLUTTER#5 CHANGE IN MARKETINGEFFECTIVENESS#6 RISE OF SOCIALNETWORKS#7 EXPLOSION OF BIGDATA#8 IMPROVEDMEASUREMENT TOOLS#10 INFLUENCE OF THENET GENERATION#9 LOSS OF BUSINESSTRUST/CREDIBILITY
  6. 6. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  6  Q: What forms of digital engagement* and technology use will experience the most significantgrowthin the next few years (max. 3 choices)? (30 options provided)TOP 10 DIGITAL/TECH GROWTH SEGMENTS% RESPONDED TOP 3 CHOICES#1 MOBILEMARKETING#2 CASHLESS PAYMENTS/eWALLETS#3 BIG DATAANALYTICS#4 LOCATION-SPECIFICWI-FI/NFC/GPS#5 CLOUDCOMPUTING#6 INFLUENCERMARKETING#7 EXPERIENTIALMARKETING#8 PREDICTIVE/FORECASTALGORITHMS#10 SOCIAL NETWORKMARKETING#9 CUSTOMER/USER-GENERATED CONTENT
  7. 7. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  7  Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3answers)?(17 options provided)TOP META TRENDS - #1-2 Ranked% RESPONDED TOP 3 CHOICES#1 CUSTOMIZATION (31%)-WHERE I WANT IT, WHEN IWANT IT, HOW I WANT IT-#2 COLLABORATION (29%)-WORKING TOGETHER TOSOLVE PROBLEMS, IMPACTLIVES-
  8. 8. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  8  Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3answers)?(17 options provided)TOP META TRENDS - #3-4 RANKED% RESPONDED TOP 3 CHOICES#3 AUTHENTICITY (28%)-HUNGERING FOR GENUINE,REALNESS AND TRANSPARENCYIN RELATIONSHIPS, PRODUCTS& SERVICES -#4 EXPERIENCE ECONOMY (27%)-CUSTOMER-CONCENTRICITY INEVERYTHING WE DO -
  9. 9. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  9  Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3answers)?(17 options provided)TOP META TRENDS - #5-6 RANKED% RESPONDED TOP 3 CHOICES#5 MONETIZATION (23%)-THE NEED FOR NEW MEDIA ANDTECHNOLOGY TO MAKE MONEY -#6 CURATION & FILTERING (20%)-FINDING AND ORGANIZING THEBEST, MOST RELEVANTMATERIAL ON THE WEB
  10. 10. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  10  Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3answers)?(17 options provided)TOP META TRENDS - #7-8 RANKED% RESPONDED TOP 3 CHOICES#7 EFFICIENCY (21%)-REAL-TIME, EFFORTLESS ANDDOING MORE WITH LESS -#8 INNOVATION (19%)-BLURRING THE LINE BETWEENVIRTUAL AND REAL-
  11. 11. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  11  Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3answers)?(17 options provided)TOP META TRENDS - #9-10 RANKED% RESPONDED TOP 3 CHOICES#9 PRIVACY (17%)- THE WAR BETWEEN HOWMUCH WE DISCLOSE TO OTHERSAND WHAT THEY DO WITH THAT-#10 SPEED (17%)- FASTER, MORE RESPONSIVEAND MORE PREDICTIVEOUTCOMES AND SERVICES -
  12. 12. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  12  Q: If digital engagement and technology use doesnt accelerate over the next 3-5 years, what will bethe most likely reasons (max. 3 reasons)?: (18 options provided)TOP 10 DIGITAL ENGAGEMENT COUNTERFORCES/HURDLES% of Respondents – TOP 3 OBJECTIVES#1 SOCIAL NETWORKING BURNOUT/OVERLOAD#2 FAILURE TO MONETIZE NEW MEDIA#3 PRIVACY CONCERNS#4 POOR CONTENT#5 CORPORATE RESISTANCE#8 CENSORSHIP/PRIVATE INTERNET WORLDS#9 WORLD ECONOMIC CONDITIONS#10 NAT. SECURITY/PERS. FREEDOMS44%41%32%29%23%16%15%14%#6 DAMAGING SPAM/FRAUD/BUGS#7 INTELLECTUAL PROPERTY/LEGAL ISSUES17%17%
  13. 13. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  13  Q: Which industries will be affected most by advancing technology, collaboration and digital cultureover the next 3-5 years (max. 3 answers)? (26 INDUSTRY options provided)TOP 10 TECHNOLOGY-AFFECTED INDUSTRIESHIGHEST RANKED (% RESPONDED TOP 3 CHOICES)#1 EDUCATION #2 ENTERTAINMENT #3 MEDIA #4 E-COMMERCE #5 HEALTH CARE#6 RETAIL #7 FINANCE/BANKING #8TELECOMMUNICATIONS#10 NOT-FOR-PROFITS#9 CONSUMERGOODS
  14. 14. GOVERNANCE/MEASUREMENT
  15. 15. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  15  Q: Who is the most accountable owner for digital engagement within the organization(s)/brands youdeal with?ENTERPRISE ACCOUNTABILITY FOR DIGITALENGAGEMENT % RESPONSEMARKETING/BRAND50%16%10%COMMUNICATIONS/PREXECUTIVE/CEO/PRESIDENT9% 8%3% 2%NO SINGULARFUNCTIONSPECIALDEPARTMENTDIGITAL/ITFUNCTIONSALES/BUSINESSDEVELOPMENT
  16. 16. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  16  Q: On the governance of digital engagement tools with your employees, do you have:GOVERNANCE - % EXISTENCE OF CONDITIONSIN PLACE*EMPLOYEEGUIDELINES/RULES63% 62%40%ABILITY TO ROUTESERVICEQUESTIONSDIGITAL TRAININGPROGRAMS29%22%11%DIGITALCRISIS MGMT.PLANISSUE SCENARIOROLEPLAYINGCERTIFICATIONPROGRAM*  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  lower  in  general  company  set    
  17. 17. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  17  Q: With your organization/clients company efforts in digital engagement , do you currently track/measure:MEASUREMENT – TOP 10 RANKED KEY METRICS -% TRACKED IN YOUR COMPANY*FAN/FOLLOWERCOUNTS84% 83%68%TRAFFIC/CLICKSGENERATEDBRANDCONVERSATIONSGENERATED60% 56%48%BRANDENGAGEMENTMETRICSCONSUMERINSIGHTSGENERATEDUSERCONTENTGENERATED*  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  lower  in  general  company  set    POSITIVITY/QUALITY OFWORD OF MOUTHBUSINESSIMPACT/ROISALESGENERATEDCUSTOMEREXPERIENCERATINGS67%61% 58%50%
  18. 18. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  18  Q: What are the biggest sins of building digital engagement through social media/onlinecommunities/business-customer collaborations (max. 3 answers)?TOP 10 BIGGEST SINS OF DIGITAL ENGAGEMENT PRACTITIONERS% OF RESPONDENTS – TOP 3 OBSTACLES#1 LACK OF CONTENT QUALITY AND FREQUENCY#2 ABSENCE/SLOWNESS OF LISTENING#3 LACK OF CUSTOMER FOCUS#4 LACK OF STRATEGIC FOCUS#5 POOR COMMUNITY MANAGEMENT#8 MEASUREMENT ISSUES#9 LACK OF RESOURCE FOCUS#10 LACK OF PLANNING50%40%34%33%29%21%8%8%#6 PASSIONLESS COMPANY CULTURE#7 POOR LANGUAGE & COMMUNICATION TONE25%22%
  19. 19. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  19  Q: What are the most important attributes for getting noticed, talked about, creating digital word ofmouth and brand advocacy?TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#1-6)% RESPONDED TOP 3 CHOICES#1 CONVERSATION-WORTHY IDEA/CONCEPT#2 GREAT PRODUCT/BRAND#3 CUSTOMER/MEMBEREXPERIENCE PROVIDED#4 MEMBERS/CITIZENS/CUSTOMERS WHO PARTICIPATE#5 METHOD OFINTERACTION WITHAUDIENCE#6 CULTURE/EMPLOYEESOF A COMPANY
  20. 20. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  20  Q: What are the most important attributes for getting noticed, talked about, creating digital word ofmouth and brand advocacy?TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#7-11)% RESPONDED TOP 3 CHOICES#7 STRONG WORD OFMOUTH PROCESS#8 RESEARCH/ANALYSIS/LEARNING#9 CREATIVE/DESIGNELEMENTS#10 TOOLS USED/PLATFORM BUILT#11 TRIGGERS/INCENTIVESFOR REFERRAL
  21. 21. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  21  In your opinion, what organizations, brands or products have the best digital engagement, socialmedia/word of mouth/community building/grassroots or customer-centric onine practices(aside from those you currently work on)?TEN NOTEWORTHY & ENGAGED SMALL ORGANIZATIONS/BRANDS BASED ON NOMINATIONSDAVID’s TEA HUBSPOT PINKBERRYINKFRUIT PRANA KOR WATERVOODOODOUGHNUTSTEAM IN TRAININGGENERALASSEMBLYIDEAPAINT
  22. 22. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  22  Q: What are the biggest priority (owned, earned, paid or shared) digital platforms for yourorganization, is it your....(max. 3 answers):MOST IMPORTANT DIGITAL PLATFORMS% RESPONSE – TOP 3 PLATFORMS#1#2 #3#4 #5#6#7#8#9CORPORATEWEBSITECORPORATEBLOGSOCIALNETWORKPAGESSEARCHENGINEOPTIMIZATION INFLUENCER/BLOGGEROUTREACHCORPORATEEMAIL /DATABASEMOBILEAPPS/WEBSITEONLINECOMMUNITIESOF INTEREST CUSTOMER/PARTNERCOMMUNITIES
  23. 23. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  23  Q: What is your impression of the following networks in their importance to your organization ?(23 social network/social sharing options)TOP SOCIAL NETWORKS/PLATFORMS –“MOST ESSENTIAL” RANKED - % AGREED#2 TWITTER #3 LINKEDIN #4 YOUTUBE#7 HOOTSUITE /TWEETDECK#8 GOOGLE + #9 INSTAGRAM#5 WORDPRESS#10 PINTEREST#1 FACEBOOK#6 MOBILE APPS
  24. 24. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  24  Q: What is your impression of the following networks in their importance to your organization ?(23 social network/social sharing options)TOP SOCIAL NETWORKS/PLATFORMS –“MOST UNDERRATED” RANKED - % AGREED#2 LINKEDIN #3 YOUTUBE #4 MEETUP/UPCOMING/EVENTBRITE#7 PINTEREST #8 INSTAGRAM #9 MOBILE APPS#5 GOOGLE +#10KICKSTARTER#1 SLIDESHARE#6 TUMBLR
  25. 25. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  25  Q.: What is your impression of the following networks in their importance to your organization ?(23 social network/social sharing options)TOP SOCIAL NETWORKS/PLATFORMS – “FASTEST MOVERS– BULLS & BEARS” RANKED - % AGREED#2 INSTAGRAM #3 MOBILE APPS #4 GOOGLE +#2 GROUPON/LIVINGSOCIAL#3 FLICKR #4 DIGG/REDDIT/STUMBLE UPON#5 SLIDESHARE#5 FOURSQUARE/YELP#1 PINTEREST#1 MYSPACE
  26. 26. CONTENT SUCCESS FACTORS% “MOST IMPORTANT” RESPONSECONTENT QUALITY69%Q: Whats the most important thing in building effective and efficient digital content?2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  CONTENTINTERACTION25%CONTENT VARIETY4%CONTENTQUANTITY1%CONTENT COST1%
  27. 27. Using Digital Marketing to be aCustomer-Driven BrandDennis O’MalleyCEO & Co-Founder, ReadyPulseTweet using #customercontent
  28. 28. The Disconnect w/ Social User ContentIt s Abundant + Effective…so why isn t it used moreDistributedRelevanceLocationPermissions
  29. 29. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  29  By  2017,  due  to  Internet-­‐enabled  price  visibility,  the  digital  customer  experience  will  be  the  key  differen>ator  for  organiza>ons.  Gartner:  CRM  E-­‐Commerce  Strategies,  Processes  and  Technologies  Research  Agenda,  2013-­‐2014  Published:  10  May  2013  ID:G00250012  Analyst(s):  Gene  Alvarez  
  30. 30. 30  
  31. 31. Nothing  accelerates  a  purchase  decision  faster  than  a  word-­‐of-­‐mouth  endorsement  from  a  peer  whose  only  agenda  is  to  help.  But  word-­‐of-­‐mouth  marke7ng  wasnt  a  technique  digital  marketers  could  opera7onalize  and  scale,  un7l  now.  Gartner  -­‐  Whats  Next  in  Advocacy  Marke3ng?  Published:  9  May  2013  Analyst(s):  Richard  Fouts  Start  harnessing  the  posi7ve  content  generated  by  your  advocates  in  your  marke>ng  campaigns.  Gartner  -­‐  Six  Ways  Digital  Marke3ng  Will  Rock  Your  World  Published:  7  January  2013  Analyst(s):  Richard  Fouts      
  32. 32. 32  
  33. 33. 33  
  34. 34. 34  
  35. 35. Description-­‐  Brand  ambassador  module  to  manage  the  content  creators.  Gain  complete  customer  ID  across  social  networks  -­‐  Ability  to  manage  Ambassadors  -­‐  Ambassador  Portal  access  Value-­‐  For  Brand  Manager  -­‐  Communicate  directly  with  your  Ambassadors.    -­‐  Easily  see  their  social  ac3vity  -­‐  For  Ambassadors  -­‐  See  where  and  how  their  content  is  being  used  -­‐  Get  updates  and  early  info  from  brand  Brand Ambassador PortalAdvocates, Customers, Influencers
  36. 36. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  36  You  can  never  have  too  much  detail  on  a  product  detail  page.  While  some  companies  oGen  fear  that  they  are  overloading  their  shoppers  with  too  much  informa>on  and  that  their  pages  may  be  too  long  or  too  detailed,  consumers  and  the  most  successful  retailers  tell  us  the  opposite:  More  informa>on  always  trumps  less.    Forrester  -­‐  Must-­‐Have  eCommerce  Features  Road  Map:  The  Retail  eCommerce  Playbook  by  Sucharita  Mulpuru  with  Pac  Freeman  Evans  and  Douglas  Roberge  
  37. 37. Description-­‐  Hosted  Product  Landing  Page  -­‐  Display  Dynamic  Social  ContentValue-­‐  Make  Sta3c  pages  Come  Alive  -­‐  No  ecommerce  integra3on  needed  -­‐  Drive  conversions  to  commerce  site  Exampleheps://projects.invisionapp.com/share/W2DRXC5Z#/screensProduct MerchandisingSocial Landing Pages
  38. 38. Nielsen s Global Trust in Advertising ReportSurveyed more than 28,000 Internet respondents in 56 countries38  
  39. 39. Description-­‐  Mul3media  ability  to  provide  tes3monials  direct  to  web  and  share  on  social  -­‐  Capture  email  addressesValue-­‐  Gain  tes3monials  from  web  -­‐  Combine  social  content  with  web  tes3monials  -­‐  iFrame  implementa3on  Live Examplehep://www.olympichoeub.com/Social TestimonialsShare Your Story
  40. 40. Description-­‐  Display  effec3ve  Service  Based  Tes3monials  -­‐  Tagged  inventory  from  ReadyPulse  plakorm  -­‐  Measure  effec3veness,  A/B  testValue-­‐  Reduce  Cart  Abandonment  -­‐  Reduce  Customer  Service  inquiries    Live Examplehep://www.readypulse.com/freetrialSocial CommerceShopping Cart Deployment
  41. 41. Forrester - Must-Have eCommerce FeaturesSucharita Mulpuru, January 29, 201341  
  42. 42. Description-­‐  Curate  best  content  and  advocates  from  owned  social  networks  -­‐  Measure  web  traffic  and  conversionsValue-­‐  Social  proof  -­‐  Increase  web  traffic  and  conversionsLive Examplehep://www.oneillclothing.com/shop/aven-­‐dress    Social ReviewsCurate Social Content
  43. 43. Description  -­‐  Post  albums  and  products  directly  to  social  networks  -­‐  Get  instant  commentary  and  insight  to  popular  products  Value-­‐  Transplant  the  social  buzz  from  Facebook  to  your  product  page  instantly  -­‐  Increase  SEO  and  Conversions  Live Examplehep://on.o.me/10xMd0j  New Product ReleaseMerchandising Info
  44. 44. Description-­‐  Merchandising  and  Engagement  Promo3ons  -­‐  Facebook,  Pinterest,  Instagram    Value-­‐  Gain  Emails  with  Social  Data  -­‐  Gain  Merchandising  Insights  -­‐  Gain  Specific  User  Content  to  reuse  -­‐  Grow  Fans  and  EngagementLive Exampleheps://www.facebook.com/underarmour/app_270319463105012Social PromotionsDrive Engagement, Social Data
  45. 45. 2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  45  
  46. 46. Description-­‐  Display  social  content  on  category  pages  -­‐  Curate  based  on  dozens  of  aeributes  -­‐  No  manual  modera3on  neededValue-­‐  Increase  Consumer  Engagement  on  Page  -­‐  Drive  web  traffic  and  conversions  Live Examplehep://www.luckyscoot.com/scooter-­‐forks-­‐s/2.htmSocial CommerceCategory Landing Page
  47. 47. Description-­‐  Hos3ng  Landing  Page  -­‐  Aggregated,  Curated  Social  Content  -­‐  Totally  Configurable  Value-­‐  All  Your  Best  Social  Content  visible  in  one  place  -­‐  Drive  conversions  to  brand  or  commerce  sites  Live Examplehep://www.readypulse.com/boards/gopro-­‐tes3monial-­‐board  Visual TestimonialsSocial Brag Board
  48. 48. Digital Marketers Escalate Investments toSupport Commerce ExperiencesPublished: 11 March 2013Analyst(s): Laura McLellan, Allen Weiner
  49. 49. Description-­‐ Large  screen  window  displays  showing  ac3vity  -­‐ In  store,  interac3ve  kioskValue-­‐ Mobile  check  in s,  broadcast  store  ac3vity  to  social  networks  -­‐ Increase  engagement  with  foot  traffic  through  social  –  driving  customer  info  and  sales  In-Store DisplaysSocial Engagement in Store
  50. 50. Description-­‐  Opt-­‐In  Content  Creators  -­‐  Content  accessible  through  ReadyPulse  plakorm  -­‐  API  Integra3on  with  DSPs  Value-­‐  Access  to  large  inventory  of  effec3ve  content  -­‐  Content  proven  to  be  engaging  on  social  and  e-­‐commerce  Earned Media AdsDynamic Access to Content
  51. 51. Conclusions•  You have brand advocates. They are your best form of marketing.•  Find the best content creators.•  Find their best content.•  Create campaigns to encourage content creation.•  Show off your customers across channels.•  Increase social engagement, impressions, and conversions.
  52. 52. Resources•  www.gartner.com•  www.forrester.com•  www.altimetergroup.com•  www.wiki-brands.com•  www.womma.org•  www.cmosurvey.org•  www.wordofmouth.org•  www.internetretailer.com/trends/sales/•  www.econsultancy.com
  53. 53. Thank You!dennis@readypulse.comTwitter - @dennis_omalleyhttp://www.readypulse.com/freetrial

×