KeyNote: Who Will lead the Revolution in Social Media and Big Data? IT or The Business? Marketing, PR, Sales, etc...
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KeyNote: Who Will lead the Revolution in Social Media and Big Data? IT or The Business? Marketing, PR, Sales, etc...

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This keynote at TWDI in NYC (http://tdwichapters.org/newyork) we explored who will lead the Social Media and Big Data Revolution -- IT or The Lines of Business (Marketing, Sales, Customer ...

This keynote at TWDI in NYC (http://tdwichapters.org/newyork) we explored who will lead the Social Media and Big Data Revolution -- IT or The Lines of Business (Marketing, Sales, Customer Service...)

Behind the scenes of the business potential of social media, another revolution is happening in IT departments. Social Media and other Big Data applications are provoking a tidal wave of new platforms, new development, and radical innovations in the creation of data, as well as the management and delivery of data. These trends are overwhelming the traditional approaches to data management and warehousing.

I presented the view that perhaps IT could help the lines of business by helping them understand how to apply these new types of software to their business. This means that IT would need to work very closely with the lines of business in understanding their business goals - like increase in awareness, leads, lead conversion rates, sales, customer loyalty, referrals, advocacy and loyalty.

Along with myself, Dr. Edouard Servan-Schreiber --Director for Solution Architecture at MongoDB, presented the his point of view on this topic.

I've included not only my 7 Steps for Executive Success, but I have also included some of the vendors that IT could be helping the lines of business choose to help them reach their goals.

Whether its social media monitoring with software applications like Crimson-Hexagon or Fan Engagement and social media ROI platforms like Manumatix, there is tremendous value in these new applications.

The issue is that CEOs are pushing the decisions down into the lines of business. Never before have they had to really understand software to this extent. IT used to be in charge of software platforms and choices. With SaaS the line of businesses are making their own choices. Perhaps though, this additional responsibility of sifting through all the various types of software and choosing the best ones to reach the business goals could be a shared responsibility for IT and the lines of business.

What's your thought's on who should lead the Social Media and IT Big Data Revolution?
@drnatalie
www.drnatalinews.com

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KeyNote: Who Will lead the Revolution in Social Media and Big Data? IT or The Business? Marketing, PR, Sales, etc... Presentation Transcript

  • 1. @DrNatalie Petouhoff (Pet-a-dog) DoctorNatalie@gmail.com @drnatalie Who  Will  Lead  the  Revolu/on  In   Social  Media  &  Big  Data?   x   Business  vs.  IT…   www.DrNatalieNews.com   Brought  to  you  by:   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 2. Agenda  today   – What  are  the  objec,ves  for  social  media  &  BIG   Data?   •  For  the  Front  Office  (Adver,sing,  Marke,ng,  PR,   Customer  Service,  Innova,on…  =  Line  of   Business)   •  For  the  Back  Office  (IT,  Admin…)   – How  Can  IT  Help  the  LOB  (Line  of  Business)  with   those  objec,ves?   – What  metrics  &  KPIs  maRer?   – What  will  the  future  look  like  for  businesses?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 3. PWC Management Consultant Top Forrester Customer Service, Social Media, CRM Analyst Chief Strategist for Social Media & Digital Communications PR & Marketing Agency Dr. Natalie’s Background Analyst Rankings: Instructor at Center for Entertainment, Media and Sports Summer Institutes at UCLAAnderson Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 4.     What  is  Social  Media?x   How  is  it  related  to  BIG  DATA?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 5. THERE’S A NEW WAVE OF BUILDING Successful COMPANIES Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 6. 7 Logos were static They didn’t talk They didn’t have conversations They didn’t engage They were what helped defined a brand Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 7. 8 Web 2.0 Changed it alli.e., the ability for customers to have two-way conversations online with other customers and companies…. Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 8. GO BACK IN TIME… PEOPLE WERE PREDICTING THIS… There would be… A place in time Where the customer‘s voice The employee’s voice Would start to mean something… And there would be an enabling technology We are here now… This is the opportunity for businesses… Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights ReservedCopyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 9. Companies are part of customer’s Digital EXPERIENCES
  • 10. Take  for  instance     THE  “ENGAGEMENT”  ON   George  Takei’s  facebook  page   >3M  Talking  About  This   @drnatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 11. Let’s  look   aT  one  of  the   photos  he   shared…   179,224  Likes   313,953  Shares   @drnatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 12. Here’s a Video Map of Engagement: How 1 Piece of Content Gets Shared *To  see  the  video  &  sharing  in  ac,on  go  to:   hRps://vimeo.com/50730773   •  Starts from George •  People share it •  Shares spawn new shares hRp://www.facebookstories.com/stories/2200/data-­‐visualiza,on-­‐photo-­‐sharing-­‐explosions   The  two  colors  are  gender   July  to  September  2012      
  • 13. And within these digital / Social experiences People are Acting on Content This  thing  called  “engagement”  really  boils  down  to  people  sharing  content…       That’s  what  is  causing  the   BIG  DATA  Explosion   People  share:  posts,  status  updates,  pictures  videos...   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 14. With  >3.5B  pieces     of  content  Shared  /  Week   How  can  LOB  &  IT     make  sense  of  all  this?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 15. in SOCIAL & DIGITIAL INTERACTIONS… Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 16. We  hear  all  the  hype  that  social  is  good  at   increasing  loyalty,  advocacy  and  referrals.     But  many  of  the  brands  I  work  with     are  disappointed  in  their  results   @DrNatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 17. By Dr. Natalie Petouhoff Speaker & Leading Industry Authority On Leadership, Motivation, Change, High Powered Teams, Social Media for Business & Social Media ROI Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 18. AVer  working  with  brands,     I  realized  there  need  to  be  a  way  to…   •  Get  real,  accelerated  business  results  from  social     •  Reduce  the  poli,cs  and  get  consensus  on  best  next  steps   •  Make  smarter  decisions  and  align  your  team  with  goals   @DrNatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 19. 20 What  the  business  needs  is  to  know    where  they  stand   with  respect  to  best  pracXces     •  Do  more  of  the  right  things     •  Put  structure  around  what  is  unstructured     •  Benchmark  “As  Is”       •  Create  a  strategy  and  plan     •  Track  the  progress     •  Gather  the  right  metrics       •  Create  and  sustain  a  world-­‐class  customer  experience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 20. So  you  can  know  when  you     are  doing  the  best  you  can     LISTEN  =  100     LEARN  =  200     ENGAGE  =  300     INTEGRATE  =  400     OPTIMIZE  =  500     What’s  your  company’s  score?     Social  Media  and  Big  Data  Capability  Calculator    
  • 21. ssss   LOB needs help to TAKE THE CHAOS TO ORDER @drnatalie Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 22. 5         •  Where  are  we  on  the  Social  Media  /  BIG  Data   Adop@on  Curve?   •  What  steps  do  I  take  to  get  to  the  next  level?   •  How  do  I  jus@fy  these  next  steps?”   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 23. Step  1:  Gather  Insights  by   Monitor  &  Listening     Step  4:  Crea,ng   Engaging  Content   Step  3:  Finding  Your   Audience     Step  5:  Designing   S,cky  Interac,ons   Step  6:  Stop  the  Poli,cs;   Gain  Org  Alignment   Step  2:  Crea,ng  a   Measurement  Program   A  Created  Strategy  for   Social  Media  /  Big  Data     24   7  Steps  To  Fast  Track  Success     Step  7:  Iterate  and  Pivot   Based  on  the     UCLA  Anderson  Course  
  • 24. Step  1:     Gather  Insights  by  Monitoring  &  Listening     Step 2: Measurement Step 3: Audience Level 4: Content Step 5: Interaction Level 6: Organizational Alignment The  problem  the  LOB  is:   …they  suffer  from  the  Rodney  Dangerfield   Affect…     …  They  don’t  get  enough  respect…     …They  are  not  empowered  with  budget  and   resources  to  make  the  changes  they  know   they  want  to  &  the  company  needs  to   make…     …Don’t  always  have  the  support  of  senior   leadership…   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 25. Does  the  company:   •  Use  social  media  monitoring  tools?   •  Do  they  listen  to  the  word-­‐of-­‐mouth  in  social  networks?   •  What  do  they  do  with  informa,on  they  learn?   Step  1:     Gather  Insights  by  Monitoring  &  Listening     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 26. Most  everything  the   business  needs  to   know…     •  What’s  working   •  What’s  not  working     •  What  would  be  beRer  if…       Can  be  seen  in     social  networks…   Step  1:     Gather  Insights  by  Monitoring  &  Listening     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 27. How IT can Help LOB Step  1:  Gather  Insights  by  Monitoring  &  Listening     Best  PracXces  are:   •  Using  real-­‐,me  monitoring  data  to   manage  the  business     •  We’ll  take  a  look  at  a  case  study  in  the   next  sec,on  by  Crimson-­‐Hexagon   •  Share  that  informa,on  with:   •  Execu,ves  (CEO,  COO,  VPs,  Directors…)   •  Func,onal  Departments   •  PR,  Marke,ng,  Sales,  Service,   Produc,on  Innova,on…   •  A  digital  dashboard  for  real-­‐,me   monitoring,  listening,  interac,on,   engagement         Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 28. The  problem  the  LOB  is:     …  Measure  the  wrong  things…     …Drive  the  wrong  behaviors:  AHT…     …  Haven’t  set-­‐up  measurement  program  to  give   aRribu,on  to  social  media…       ….Don’t  know  how  to  measure  social  media…     Step  2:  CreaXng  a  Measurement  Program   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 29. Metrics  and  KPIs  Are  the  same  as   tradiXonal  Business  metrics  &  KPIs   •  Adver,sing,  PR  and  Marke,ng  and  Sales   •  Increase  posi,ve  sen,ment   •  Increase  share  of  voice     •  Increase  awareness,  interest,  considera,on,  intent   •  Increase  lead  conversions  rates  and  sales   •  Customer  Service   •  Reduce  Call  Volume,  Inc  FCR,  AHT,  Posi,ve  WOM   •  If  we  do  all  the  right   •  Loyalty,  Brand  Advocacy  and  Referrals   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 30. Best  pracXces  means  having:   •  Clear  objec,ves,  goals,  outcomes   •  Building  business  cases   •  A  Measurement  prac,ce:     •  Efficiency  &  Effec,veness  of   •  Tradi,onal  metrics     •  Interac,ve,  social,  mobile…   •  Can  calculate  the  ROI         Step  2:  Crea,ng  a   Measurement  Program   Step  2:  CreaXng  a  Measurement  Program   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 31. MANY SCHOLARS HAD ADVOCATED TO LISTEN TO CUSTOMERS, EMPLOYEES, PARTNERS… As an engineer I… Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved GO BACK FURTHER…   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 32. CASE STUDY: HEALTHY SNACKING & KIDS •  PRODUCT CREATION •  CAMPAIGN PLANNING •  PRODUCT LAUNCH & •  PRODUCT MARKETING Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 33. This company wanted what customers thought…. •  Concerns parents have providing kids a healthy diet… •  What factors drive purchase decisions and habits? Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 34. THEY  HEARD…   •     What  her  customers  were  saying  in  social  media     •   What  employees  were  saying  in  social  media     •   Used  Crimson-­‐Hexagon  –  Social  Media  Monitoring   Tool       •   Gathered  screenshots   •   Put  them  in  a  powerpoint     •   Gave  them  to  the  CEO     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 35. WE  CALL  THE   ABILITY  OF   CUSTOMERS  TO   FREELY  TALK   ABOUT  A   COMPANY  AND   THEIR  PRODUCTS   &  SERVICES…   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 36. WE  CALL  THAT…   The  Witness  Factor™     Having  a  witness  is  changing  the   behavior  of  companies     -­‐-­‐  especially  in  customer  service     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 37. SHE  TOOK  CHARGE  OF  THE     CUSTOMER  /  EMPLOYEE  FEEDBACK…     The  CEO  appointed  her  the  lead…   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 38. NutriXon   Allergies   Top Conversations Convenience Taste     Not as High   The Social Media Monitoring showed the Healthy in Kids Snack Foods: More Effectively Resonates with Parents over Taste & Convenience Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 39. And lead to a transform Their Marketing… With less –  Politics and resistance – “Not invented here” or “not my problem” – Because it was based on – data… Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 40. This type of crowd-sourced information can lead to transformation of: –  Product Development –  Marketing –  PR –  Advertising –  Sales –  Customer Service –  Fulfillment –  Order Management –  IT Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 41. How would you calculate ROI? of customer feedback… of employee feedback… Chalk it up to the “Witness” factor ROI  =  Benefits  -­‐  Costs  x  100                              Costs     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 42. What are the benefits of Creating products & services with input from the “crowd” Creating products customers asked for means… •  Reducing the cost of PR & Marketing •  Increasing the lead conversion rates •  Reducing the cost of sales •  Reducing returns and/or churn •  Increasing customer lifetime value •  Reduced employee attrition •  Increased employee productivity The So What is… Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 43. AND Because the customer: -  Feels heard -  And they are getting what they need and want… -  They have ownership towards a company’s product / services because they had input into -  Having their voice heard / being acknowledged drives engagement… –  Increased positive online ratings –  Increased customer loyalty –  Increased customer advocacy –  Increased customer referrals via WOM –  Increased sales Chalk it up to the “Witness” factor Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 44. How would you calculate ROI? Example calculation…. Chalk it up to the “Witness” factor ROI  =  Benefits  -­‐  Costs  x  100                              Costs     Benefits:$500,000   Increasing  leads   Increasing  lead  conversion  rates   Reducing  customer  acquisiXon  costs…   Costs:  $80K       People,  process  &  technology   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 45. ROI? Chalk it up to the “Witness” factor ROI  =  $500K  –  $80K  x  100                              $80K       ROI  =  525%   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 46. I  help  companies   calculate  the…   ROI  of  Social  Media   Human  Capital   InnovaXon   With  Dynamic   ROI  Visualizers   Calculators   &   Dashboards…   IT can Help LOB use data to make better business decisions Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 47. The  problem  is  the  LOB…     …Have  not  iden,fied  and  established   rela,onships…     …With  key,  target  audiences…     …To  drive  beRer  customer   experiences  &  loyalty,  advocacy  and   referrals…       Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 48. The  Goal  of  Step  Is  To…   49   …organically  drive  word-­‐of-­‐mouth     where  the  customer  genuinely  and  authen/cally     becomes  the  voice  of  the  brand   and  shares  their  own  experiences     about  how  the  product   has  changed  their  life     in  their  own  words   which  will  result  in  organic   advocacy,  referrals  and  loyalty  as  well  as  sales…   “Markets  are  ConversaXons”   -­‐  ClueTrain  Manifesto   “78%  of  consumer  believe  other  consumers  like   themselves  more  than  a  brand.”   -­‐  Edelman  Trust  Barometer   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 49. YOU  CAN  REALLY   GET  PEOPLE   CONNECTED   &  Engaged   It  starts  with  a     brand  persona…  Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 50. When you stumble upon a good story, it will: •  move you deeply •  make you squirm •  wake you up •  make you want to share it with your best friend •  make you want to rally to the cause Once the relationship is created, it leads to purchases in authentic way unlike any other market technique.” Top Creative Agencies Use Storytelling Content-- Social Media is a Storytelling Medium —Neil White President & CEO BBDO Proximity Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 51. Reason for good storytelling “content” shows how your product will affect the lives of your buyers •  Powerful, yet underutilized •  Humanizes the brand •  Creates emotional connection to products •  Creates the conversation with target audience •  Drives natural flow through the marketing funnel Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 52. Example of combining… Brand Persona & Behavioral Interaction Characteristics Example: LifeStudio Product: External hardrives Competition: Western Digital & Seagate Collecting Data: Experts were saying, “You don’t need the extra software that comes with the device. It takes up storage room.” 53   Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 53. The results of combining a Brand Persona & Behavioral Interaction Characteristics Who: Cool Iris Their purpose: Help home consumers choose the right device and use it and have fun How they do that: The Cool Iris responds to tweets and customers comments, issues, etc… 54   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 54. Best  Prac,ces…   The  interac,ons  are  so   meaningful  that  it  creates  a   galvanizing  bond…     …And  Brand  Ambassadors   •  Answer  ques,ons     •  Defend  the  brand  when   an  online  crisis  starts  to   brew…   Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 55. IT  CAN  HELP  LOB  BY  Building  CRM,   Social  CRM  Systems…   •  Have  Social  Iden,,es  in  the  contact   management  /  customer  record   system   •  Study  their  target  audiences   •  Values,  biases,  attudinal   behaviors,  psychographics,   mo,va,ons  and  social     •  Always  uses  this  informa,on   when  interac,ng  with  them     •  To  make  the  interac,ons  or   events  or  offerings  relevant  to   them   Customer’s     Name   Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 56. The  problem  is  that  with  content…     …  it’s  not  relevant…     ….Does  not  help  customers  get  what  they  need…     …  Doesn’t  answers  ques,ons,  provide  help,  how-­‐ to’s…       …  and  the  format  and  distribu,on  are  not   effec,ve…   Step  4:  CreaXng  Engaging  Content   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 57. Content Marketing is 1. creating and distributing relevant & valuable content to: •  Attract •  Acquire and •  Engage customers. 2. A very well defined target market audience with the objective of driving profitable customer action. 58   Ask yourself…. How will your content help your audience? Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 58. What’s  a  marketers  goal  of     creaXng  and  posXng  content?   They  want  to  move  the  needle  on  typical  marke,ng   metrics:   – Increase  posi,ve  sen,ment   – Increase  share  of  voice     – Increase  awareness,  interest,  considera,on,  intent   – Increase  lead  conversions  rates  and  sales   – Loyalty,  Brand  Advocacy  and  Referrals   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 59. But  how  can  marketers…     measure  engagement     and     know  if  what  the  content  they  are…     CreaXng  &  PosXng    is  working?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 60. CreaXng  content  that  engages   customers  requires  something  new…   Interest  graph,  based  on   the  your  customer’s   collec,ve:   •   Ac,ons   •   Interests   •   Behaviors….   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 61. @drnatalie   Brands  in  this  Report     •   Mercedes  Benz   •   Audi   •   Jaguar   •   Lexus   •   BMW  USA   •   Infini,   •   Volvo   hRp://bit.ly/AutoSummit2013     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 62. Highest  Engagement?   •  Overall  Avg  Engagement:  Mercedes  Benz   •  Avg  Facebook  Engagement:  Mercedes  Benz   @drnatalie   hRp://bit.ly/AutoSummit2013    
  • 63. @drnatalie   Highest  Engagement?   •  Twioer:  Audi   hRp://bit.ly/AutoSummit2013    
  • 64. What  Type  of  Content     Do  You  Think  is     Most  shared?   • Links   • Videos   • Photos   • Status  Updates   • Offers   • Music   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 65. Photos   Video   Type  of  Content  Most  shared:   PHOTOS   Offer  What  type  of  content  is  your  brand  creaXng  the  most  of?   Is  that  the  best  choice?     @drnatalie   Type  of   Content   #  of   InteracXons   Photos   3001   Videos   960   Links     8   Status  Update   20   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 66. @drnatalie   What  Day  is  the  best    To   Post  content?     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 67. Right  Day  to  share  content?   Photos  &  Videos  On  Thursday   For  the  highest  engagement  @drnatalie   hRp://bit.ly/AutoSummit2013     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 68. @drnatalie   WHAT’S  THE     TOP  TRENDING  CONTENT?       WITH  3.5B  PIECES  OF  CONTENT   SHARED  PER  WEEK…   NEED  A  BIG  DATA  CRUNCHER   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 69. Top  Trending  Nissan  Content   With  the  highest  engagement  @drnatalie   hRp://bit.ly/AutoSummit2013     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 70. @drnatalie   WHAT  IS  A  BRAND’S  BEST   AFFINITY  BRAND  CONTENT?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved •  This is content that has already been shared and vetted by your fans and fans similar to your brand…. •  So you know it’s the top trending content… •  And you can repurpose the content and reduce your content spend…
  • 71. Nissan’s  Top  Trending  Affinity  Brand  Content   Use  this   informaXon  for   curaXon  &  save   money  on   content  creaXon   @drnatalie   Source:  Walmart  on  Twioer   Source:  Walmart  on  Twioer   Source:  Top  Gear  on  Facebook   hRp://bit.ly/AutoSummit2013     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 72. @drnatalie   Let’s  look  at  Nissan’s  Affinity  Fans   FINDING  FANS  THAT     YOU  DIDN’T  KNOW     YOU  DIDN’T  KNOW     YOU  COULD  REACH     AND  FANS  YOU  HAVE  IN  COMMON   WITH  OTHER  BRANDS   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 73. Photos   Video   Who  are  the  fans  of  similar  brands  to  yours?   Offer   1.  Help  you  know     who  to  follow   to  drive  the  best   engagement?       2.  And  helps  you   choose  the  best  CPM   Ads  to  place  on  your   site  so  you  get  beoer   click  through  rates       Nissan  has  fans  in  common  with   •  Edmunds.com   •  American  Express   •  Walmart   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 74. Create a strategic Content Calendar Type Mon Tues Wed Thurs Fri Sat Sun Status optional 10 optional optional 20 15 trending posts optional 25 optional optional 40 30 Link optional optional optional 12 optional trending posts trending posts optional optional optional 20 optional Photo 7 14 repost 14 trending posts 15 20 repost 20 Video 8 repost repost trending 6 8 repost repost trending 6 Optimized Posting Schedule For Best Engagement You now know the best content type, days & times to post… Results in >30% engagement @drnatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 75. IT  can  Help  LOB   make  the  best  decisions     about  Increasing  engagement   &  the  effecXveness  of  The     social  media  &  markeXng  spend   Help master: 1.  Knowing what format of content to create 2.  Knowing where their engagement stacks up compared to their competitors 3.  Knowing what channel to post on 4.  Knowing when to promote the content so it’s seen 5.  Knowing what type of fans to engage with 6.  Creating a lot of that great content 7.  Saving money on content creation by curating highly trending content 8.  Creating an editorial calendar for posting/ reposting content 9.  Making smart choices on ad buys & marketing partnerships Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 76. The  problem  is  that  the…     …  technology,  plaworms  and  systems…       …  use  to  interact  with  customers…     …to  deliver  content,  capture  feedback   and  enhance  interac,ons…     ….  To  evaluate  those  interac,ons  and   behaviors  to  make  beRer  business   decisions       …  falls  short…     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved Step  5:  Designing  SXcky  InteracXons  
  • 77. Some  companies:     Have  not  really  designed  their   interac,ons  to:   •  Engage  customers  and   •  Meet  business  goals   •  Because  they  have  not  done  the  work   in  Steps  1-­‐4   •  Step  1:  Monitor   •  Step  2:  Measure   •  Step  3:  Audience   •  Step  4:  Content     Step  5:  Designing  SXcky  InteracXons   Step  5:   Designing  S,cky   Interac,ons   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 78. Awareness Consideration Intent Purchase Loyalty Advocacy / Referral TV, Radio, Print Company Traditional advertising methods •  Create awareness •  Lack accountability •  No individual Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals… Stop “Half my advertising dollars are wasted, I just don’t know which half.” -- Wannamaker We’ve shouted at customers
  • 79. Awareness Consideration Intent Purchase Loyalty Advocacy / Referral TV, Radio, Print PPC Stop However… •  Dependent on ad networks for new customer acquisition & sales •  It’s costly – 50¢ - $5.00/click •  Only get the customer’s IP addresses We’ve use Pay-Per-Click to drive sales… •  No individual CRM/ Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals… @DrNatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 80. Awareness Consideration Intent Purchase Loyalty TV, Radio, Print ?????? Company PPC Fan Page Advocacy / Referral ...Perpetual, Full-funnel, Viral Marketing / Sales System… Driven by Brand Ambassador’s WOM… What if you could take your traditional funnel and completely transforms it into a… @DrNatalie   Referral Awareness Consideration Intent Purchase Loyalty Advocacy
  • 81. Referral Awareness Consideration Intent Purchase Loyalty Advocacy …continuously engage a tribe of highly-targeted avid, passionate Brand Ambassadors and drive your business objectives You would have a system to drive full-funnel interactions   @DrNatalie  
  • 82. As Brand Ambassadors Spread your message The tribe grows & so do your business results…. Referral Awareness Consideration Intent Purchase Loyalty Advocacy
  • 83. Word of Mouth Goes Exponential Referral Awareness Consideration Intent Purchase Loyalty Advocacy
  • 84. Too  much  to  choose  from   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 85. Manumatix proprietary technology… Why are Manumatix results so muchbetter? Combines 13 capabilities into one software platform 1.  Social Marketing Management 2.  Social Promotion Platforms 3.  Social Advertising Platforms 4.  Social Intelligence 5.  Social Brand Engagement 6.  Social Business Software 7.  Social Commerce Platforms 8.  Social/Mobile Apps/ Games 9.  Community Platforms 10. Facebook Apps 11. Social Referrals 12. Facebook Gaming 13. Plug-ins/ Widgets Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 86. When  Sox  Drink  Company  Used  Manuma,x.com…   Reach   The  Number  of  Ambassadors  &     Their  Reach  Grew  Fast  
  • 87.   Number  of  Content  Viewers:   Manuma,x  outperformed  the  regular  Fan   Page     0   1000   2000   3000   4000   5000   6000   7000   4/1/12   4/11/12   4/21/12   5/1/12   5/11/12   5/21/12   5/31/12   6/10/12   6/20/12   6/30/12   7/10/12   33X Manumatix Advantage: # of Content Viewers* *Shows number of unique page visits Manumatix Brand’s Fan page Addictive game mechanics drove word-of-mouth (WOM), stickiness & behavior and the results helped to justify the content budget Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 88.   Page  Views:   Manuma,x  outperformed  the  regular  Fan   Page  on     0   5000   10000   15000   20000   25000   30000   35000   4/1/12   4/11/12   4/21/12   5/1/12   5/11/12   5/21/12   5/31/12   6/10/12   6/20/12   6/30/12   7/10/12   85X Manumatix Advantage: Page Views Manumatix Brand’s Fan page Amp’d-up Ambassador loyalty / referral strategies incentivized and rewarded… •  Inviting friends, many of whom became Ambassadors •  Sharing key content •  Commenting & interacting with each other & the content Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 89. IT  can  help  LOB  to  see:   •  The  gaming  industry  has  been  one  of   the  most  successful  in  social  media   •  Use  game-­‐based  marke,ng   •  Provide  Brand  Ambassadors  the  special   treatment  and  give  them  content  to   share   •  Provides  rewards  or  points  if  it   authen,cally  engages  your  audience   Step  5:  Designing  SXcky  InteracXons   Step  5:   Designing  S,cky   Interac,ons   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 90. The  problem  is…     …  No  established  personnel,  model,   commiRee,  group,  task  force  to  create  a   social  media  policy…     …No  training…     …Single  individuals  in  various   departments:   •  Are  taking  it  upon  themselves     •  Are  the  force  behind  interac,ng   with  customers  in  social  media…       Step  6:  Stop  the  PoliXcs;  Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 91. IT  can  help  LOB  use  best   pracXces   •  Conduct a social media readiness assessment •  Have executive’s champion strategies, plans, resources & budget to: •  Drive cross-functional collaboration Step  6:  Stop  the  PoliXcs;  Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 92. IT  can  Help  LOB…  in  case  of  a   crisis,  have  the  following  in   place:   •  Digital  defense  prepara,on  plan   •  Digital  defense  response  plan   •  Digital  defense  maintenance  plan     •  Crisis  communica,ons  planning  and   messaging/  on/off  line   •   Issues/crisis  "dark  sites”   •  Digital  crisis  educa,on   •  Online  media  &  blogger  rela,ons  /outreach   •  Post-­‐crisis  SEO  and  SEM   •  Digital  defense  content  produc,on       Step  6:     Stop  the   Poli,cs;  Gain   Org  Alignment   Step  6:  Stop  the  PoliXcs;  Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 93. The  problem  is…   …They  don’t  con,nually  iterate  their   policies  and  procedures…     •  Around  people,  processes  and  technology   •  Or  pivot  to  make  con,nuous,  measurable   improvements   •  To  reach  business  goals     •  While  staying  in  compliance  and     •  Providing  a  great  customer  experience…     Step  7:  Pivot  &  Iterate:  Update  Social   Media  Scorecard  &  OpXmize  Goals  &  Plan   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 94. IT  can  facilitate  collabora,on:   •  LOB  to  work  directly  with  CEO  &  COO  &  CIO  &   CTO     •  Develop  a  scorecard  that  impacts:   •  All  Departments   •  Objec,ves  and  goals  of  the  company     •  The  Execu,ve  Team’s  decisions   •  Pivot  to  make  con,nuous,  measurable   improvements   Step  7:  Pivot  &  Iterate:     Update  Your  Social  Media   Scorecard  &  OpXmize  Goals  &   Plan   Step  7:  Pivot  &  Iterate:  Update  Social  Media  Scorecard  &   OpXmize  Goals  &  Plan   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 95. I  help  IT  and  LOB  Conduct   Customer  Experience  Assessments   Change  management   •  An  objecXve  assessment   •  RecommendaXons   •  Short  &  long  term  strategic     •  Short  &  long  term  tacXcal  plan   Determine  where  you  are  compared  to  best   pracXces  &  your  compeXtors…     Social   Media  /   Big  Data      Capability   Report   You  get…   Top     Brand   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 96. With  your  scorecard,     You’re  ready  to  go  to  the  next  level…   Customer  Experience  Capability   Score   Level   Step  1:  Gather  Insights  by  Monitor  &   Listening     200   Learn   Step  2:  Crea,ng  a  Measurement  Program   100   Listen   Step  3:  Finding  Your  Audience   300   Engage   Step  4:  Crea,ng  Engaging  Content   200   Learn   Step  5:  Designing  S,cky  Interac,ons   200   Learn   Step  6:  Stop  the  Poli,cs;  Gain  Org   Alignment   100   Listen   Step  7:  Iterate  and  Pivot   100   Listen   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 97. You’ll  be  in  a  leadership  posi,on…   5         •  Clear  answers  and  strong  guidance   •  A  dis,nc,ve  voice   •  A  compe,,ve  advantage   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 98.     A  simple  ways…     to  Drive  Your  Business,     Social  Media  engagement     Compared  to  compe/tors…     and     Make  beNer     Business  decisions…     And  GET  ROI  x     @drnatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 99. @DrNatalie Petouhoff (Pet-a-dog) DoctorNatalie@gmail.com @drnatalie PredicXon:   Business  &  IT…   Will  Collaborate  to  Conquer     The     Revolu/on  In     Social  Media  &  Big  Data  x     www.DrNatalieNews.com   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved