Building customer engagement with social media through dynamic content
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Presentation at Customer Engagement Technologies World

Presentation at Customer Engagement Technologies World

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Building customer engagement with social media through dynamic content Presentation Transcript

  • 1. Building Customer Engagement with Social Media through Dynamic Content@iantruscott | #SDLonline | #CETW SDL Proprietary and Confidential
  • 2. HelloIan TruscottVP Product MarketingContent Management Technologies DivisionSDLitruscott@sdl.comhttp://www.linkedin.com/in/iantruscott@iantruscott#SDLonline#CETW @iantruscott | #SDLonline | #CETW
  • 3. What you may not know about SDL @iantruscott | #SDLonline | #CETW
  • 4. Building CustomerEngagement withSocial Media throughDynamic ContentRule #1 Never let marketing create the title for yourpresentation
  • 5. Customer Engagement
  • 6. The Challenge and Opportunity“Consumers and knowledge workers alike are grabbing control of thereigns and not letting go. The combination of the social web, openstandards, the cloud, and ubiquitous mobility to name just afew, represent a field of dreams for empowered audiences toboth collaborate and self-satisfy. For organizations, these represent an opportunity to transform, innovate, engage and develop loyal customers and employees like never before.” Scott Liewehr Digital Clarity Group - June 2012 @sliewehr
  • 7. Customer Engagement?•You may have heard different terms: –Web Experience –Web Engagement –Customer Experience –Customer Engagement•Web = digital•Listen, analyze, be relevant and facilitate conversation
  • 8. Once, when life was easy  One way communication  Limited communication channels  Broad reach per channel  Lower consumer expectation  A linear engagement process8 @iantruscott | #SDLonline | #CETW
  • 9. Customer Experience Ecosystem Engineering Support Specs FAQ Tech docs Sales Price Marketing
  • 10. The Engagement Journey The total value of a brand advocate is at least five times or more of the value of an ordinary customer Deloitte “A new breed of brand advocates” Awareness Conversion Loyalty Advocacy
  • 11. The Digital Experience Cycle MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Persona Data CONTENT BEHAVIORAL REQUIREMENTS DATA INSIGHTS
  • 12. Keeping the Customer Satisfied “After a poor customer experience, more than one-quarter of consumers (26 percent) posted negative complaints on a social networking site such as Facebook or Twitter” Harris Interactive, 2011 Customer Experience Impact Report @iantruscott | #SDLonline | #CETW
  • 13. The Digital Experience Cycle MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Persona Data CONTENT BEHAVIORAL REQUIREMENTS DATA INSIGHTS
  • 14. Understand your audience
  • 15. Persona Data MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Persona Data CONTENT BEHAVIORAL REQUIREMENTS • Objective to build an understanding of the DATA audience • Not CRM a persona could be individual or segment INSIGHTS
  • 16. The content explosion
  • 17. Content is the Biggest Content Marketing Challenge Source: B2B Content Marketing:2012 Benchmarks, Budgets & trends - Content Marketing Institute (CMI)
  • 18. Content Requirements MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Persona Data CONTENT • Understand personaBEHAVIORAL REQUIREMENTS • Prepare for this explosion of persuasive and DATA product content • Therefore need tools for the business user and integrations INSIGHTS • Tools connect knowledge with audience
  • 19. Customer doesn’t just want to talk to sales and marketing.. Engineering Support Specs FAQ Tech docs Sales Price Marketing
  • 20. Message Optimization MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Persona Data • Optimize message for language, channel & CONTENT device BEHAVIORAL REQUIREMENTS • Ensure the content is smart and can be DATA matched to audience • Preview, test and edit as the audience will see it INSIGHTS • Assembly of relevant content components
  • 21. Social Imperative• The „social web‟ is now just „the web‟, many websites today and all of our websites tomorrow will be social community spaces.• Our platform for marketing, PR and engagement will not be limited to a fixed URL, but a broader social media, multi-channel experience.• Today organizations are taking a tactical approach to these challenges, with niche tools and loose business practices to augment their tried and tested web content strategies.• As the requirement to socialize becomes a mainstream business imperative, is it time to evolve from WCM to a Social CMS?
  • 22. all of our websites?
  • 23. The Business Imperative to be Social Enabled• People are viewing the web through the social media keyhole• How much of the content you consume now comes from twitter or Facebook?• Web users are becoming consumers of farmed content not hunter gatherers - American internet users spent 53.5 billion minutes on Facebook during May 2011 – Neilsen• Curated content based on recommendations versus rules based personalization• There are new influencers in town – advocates, sneezers.• There are no new web hours – folks are saturated• Social is not just “the mainstream” – but time poor professionals slotting in a slither of their day to share something with their friends.
  • 24. New Channels, New silos?• Remember that Flash animation that your digital agency created in 2004?• New channel does not mean ignore governance - Is not a pass to avoid litigation, accessibility or just looking bad.• Being social means their language• Standard best practice applies: Single content strategy, single governance model• But.. Engaged employees and freedom are important – you need to appear human
  • 25. Relevant delivery
  • 26. The Need for a Holistic Experience• This is a customer experience not a digital experience• It must be a consistent experience – fuelled by the same content• Amtrak example
  • 27. Message Delivery MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Engagement Persona CONTENT BEHAVIORAL REQUIREMENTS DATA • Deliver personalised / multi-channel campaign • Provide consistency of intimacy and message • Provide content and product recommendations INSIGHTS
  • 28. This “New” thing called Social• Social is not new – it’s now mainstream• When it comes it comes to people buying products some people have always looked to forums and chat rooms• Think beyond Facebook and Twitter• Where is your audience? http://www.theatlantic.com/technology/archive/2012/10/dark-social-we- have-the-whole-history-of-the-web-wrong/263523/
  • 29. AV Forums – An example• AV forums..
  • 30. Make the Content Shareable Source: Social Impact Study 2012: Social Sharing as Helpful as Google Search in @iantruscott | #SDLonline | #CETW Shopping – sociablelabs 03/04/2012
  • 31. Your content must be easy to share @iantruscott | #SDLonline | #CETW
  • 32. Capture reaction and develop insight
  • 33. Capture Reaction MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Engagement Persona CONTENT • Customer analytics data stream, aggregated from BEHAVIORAL REQUIREMENTS third parties and social media DATA • Everyone is talking - 25% of search results are user generated • Insight into keywords • Understand market/competition INSIGHTS
  • 34. Social Intelligence in Action Election stuffhttp://www.sdl.com/campaign/si/presidential-report.html
  • 35. Behavioural Data MESSAGE DELIVERY • Use the Web Data with customer records, marketing database to gain better insight intoMESSAGE your audience CAPTURE OPTIMIZATION REACTION Engagement Persona CONTENT BEHAVIORAL REQUIREMENTS DATA INSIGHTS
  • 36. Get Insights – Not Just Data MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Engagement Persona • Marketers don’t need data they need insights • Discover new audience segments and actionable insights CONTENT BEHAVIORAL REQUIREMENTS DATA INSIGHTS
  • 37. Measurement is continuousThe only man who MESSAGEbehaves sensibly is DELIVERYmy tailor he takes MESSAGE CAPTUREmy measureOPTIMIZATION anew REACTIONevery time he seesme, whilst all the Persona Datarest go on with theirold CONTENT BEHAVIORALmeasurements, and REQUIREMENTS DATAexpect them to fitme. INSIGHTSGeorge Bernhard Shaw
  • 38. Continue to engage
  • 39. Continuing the Engagement New customer costs “..in a perfect world Cost of advertising/promotion it‟s both and Price sensitivity everything in Setting up new accounts between..” Carrie Time and money spent explaining business to new Johnson – Forrester customers Research Costs associated with inefficient dealing with new customers Profits generated from satisfied customers Reduced price sensitivity Reduced switching to competitors Increased referrals Increased repeat purchases Source: “Rules of engagement” @iantruscott | #SDLonline | #CETW
  • 40. Continue to optimize content MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Persona Data CONTENT BEHAVIORAL REQUIREMENTS • Use insight toDATA refine content better • Persuasive – encourage the visitor to think or act and come back • Fresh and relevant to your visitor INSIGHTS • Understood – I know my audience – do I know my content?
  • 41. Continuing the EngagementVALUE OF AN “Retention is a lot more cost effective than acquisition”EXISTING CUSTOMER Carrie Johnson – Forrester Research IMPORTANCE OF CUSTOMER RETENTION Source: Frederick Reichheld – “Business marketing strategies” @iantruscott | #SDLonline | #CETW
  • 42. The Digital Experience Cycle MESSAGE DELIVERY MESSAGE CAPTURE OPTIMIZATION REACTION Persona Data CONTENT BEHAVIORAL REQUIREMENTS DATA INSIGHTS
  • 43. Key points• Social is the web• Know your audience and where they are• Know your content and ensure it is sharable and easily repurposed• The new consumer demands to speak to someone other than sales and marketing• Remember the role content plays in future customer satisfaction• Listen, respond and react
  • 44. Thank you Ian Truscott itruscott@sdl.com@iantruscott | #SDLonline | #CETW SDL Proprietary and Confidential