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Organizing social media efforts to gain true business value by John Kottcamp

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  • COMMENTARY - When I look at your snapshot of likelihood to buy across the previous 4 weeks (data is up to Feb 16th) , I see a decline across the last 4 weeks and that HHGregg is the lowest in the chosen competitor set – Best Buy, Sears and local ABT electronics – so a good cross sections of potential competitors to benchmark against. …….INSTRUCTIONS: Set drop down filters to HHGregg – Monthly view June 13 – Jan 14
  • Commitment to buy at HRGregg is in decline – the smaller local specialist.So this clearly shows a declining trend to purchase from HHGregg.ABT electronics performing better – they are bucking the trend with tailored range, more personal service and a committed set of customer advocates – they make it easier for people to shop with themINSTRUCTIONS: Uncheck all the competitors to show only HH Gregg and you are on the final visualizations tabTalk to HRGregg then click on ABT electronics
  • So this clearly shows a declining trend to purchase from HHGregg.This breaks the HHgregg buying journey into 8 core stages – starting at awareness and ending with long term commitment to buy for HHGregg as the preferred retailer. You can see that you are performing relatively poorly – red means worse than the average from your selected competitors, orange means average.So thinking about the downward likelihood to buy trend, you have challenges challenge from the initial entry point in the journey – so why should I shop with HHGregg? What will the experience be like? Then shopping experience and support are highlighted as issue areasINSTRUCTIONS: Select All ExperiencesSelect Elliptical chartSelect display scores
  • So what should be areas of focus? The most common buying journeys are for light touch loyalists. INSTRUCTION: HOVER OVER THE LARGE BLUE CIRCLECLICK THE OPTIMIZE BUTTON
  • THIS WILL APPEAR WHEN YOU HIT THE OPTIMIZE BUTTON:So you can see here that for the largest set of shopping journey that occur, Awareness and product experience are in focusSCROLL BACK UP TO THE JOURNEY STAGE ELLIPTICAL - AND AS YOU CAN SEE – THESE 2 AREAS ARE POOR PERFORMERS
  • INSTRUCTIONS – Switch form the elliptical to the line chart tab And as you can see, not only are these two key stages of the journey performing poorly compared to the competition, they are strongly in decline. So priority focus for maximum impact – is helping potential shoppers to effectively discover what they want and the possibilities open to them be engaging with HHGregg and supporting them to make good decision about the products they choose so when they do get them home – they do what they want and expect them to do.
  • Review existing understandingAudit existing understanding & researchInterview key stakeholders to understand goals, barriers to success and user desired behaviors./ perceptionsGather key metrics & data sources customer insight needs to integrate with Development of content archetypesVirtual ethnography to understand targets in contextDeep dive into social ecosystem & content archetypes that exist in the BCG spaceBroadening of existing understanding to include potential users Sizing of potential and current user baseQuantification of personas identified in ethnography to size, prioritize & test hypotheses and ideasExploration of how to ensure that experience is globally relevantTest & validate ideas for executionCreate ‘rules’ by which segments & personas can be tied to existing tools/ data Create integrated customer insight ecosystemModels created to establish optimum engagement by segmentContent archetypes developed to tie into specific persona scenario across touch points and geographiesSegments & personas matched to contact database plus other critical assetsDevelopment of tracking cadence
  • Review existing understandingAudit existing understanding & researchInterview key stakeholders to understand goals, barriers to success and user desired behaviors./ perceptionsGather key metrics & data sources customer insight needs to integrate with Development of content archetypesVirtual ethnography to understand targets in contextDeep dive into social ecosystem & content archetypes that exist in the BCG spaceBroadening of existing understanding to include potential users Sizing of potential and current user baseQuantification of personas identified in ethnography to size, prioritize & test hypotheses and ideasExploration of how to ensure that experience is globally relevantTest & validate ideas for executionCreate ‘rules’ by which segments & personas can be tied to existing tools/ data Create integrated customer insight ecosystemModels created to establish optimum engagement by segmentContent archetypes developed to tie into specific persona scenario across touch points and geographiesSegments & personas matched to contact database plus other critical assetsDevelopment of tracking cadence
  • Review existing understandingAudit existing understanding & researchInterview key stakeholders to understand goals, barriers to success and user desired behaviors./ perceptionsGather key metrics & data sources customer insight needs to integrate with Development of content archetypesVirtual ethnography to understand targets in contextDeep dive into social ecosystem & content archetypes that exist in the BCG spaceBroadening of existing understanding to include potential users Sizing of potential and current user baseQuantification of personas identified in ethnography to size, prioritize & test hypotheses and ideasExploration of how to ensure that experience is globally relevantTest & validate ideas for executionCreate ‘rules’ by which segments & personas can be tied to existing tools/ data Create integrated customer insight ecosystemModels created to establish optimum engagement by segmentContent archetypes developed to tie into specific persona scenario across touch points and geographiesSegments & personas matched to contact database plus other critical assetsDevelopment of tracking cadence
  • Transcript

    • 1. Social is so much than a channel… Presented by John Kottcamp J. Boye Web & Intranet Conference Philadelphia, PA – May 6, 2014
    • 2. Social is much more than a channel…
    • 3. Social is the enabler of relevancy, personalization and engagement
    • 4. Social is the foundation of your business’ future success
    • 5. Our Journey begins now
    • 6. Agenda 9:00 – 9:15a Intros, expectations, objectives 9:15 – 9:45a The world of social understanding 9:45 – 10:00a Exercise #1 10:00 – 10:15a Break 10:15 – 10:45a Relevancy 10:45 – 11:00a Exercise #2 11:00 – 11:15a Personalization 11:15 – 11:30a Exercise #3 11:30 – 11:45a Building it out 11:45 – 12:00p Wrap up, Q & A
    • 7. Introductions & objectives
    • 8. Who am I?
    • 9. Where do I come from
    • 10. What do we do In the era of an ever connected culture, we help our Global 2000 clients with the digital transformation required to deliver highly relevant and personalized experiences across any channel or device. We are a business strategy led consultancy that is focused on optimizing customer experiences, increasing sales, and improving customer service
    • 11. Who we work with Technology B2BHealthcare Financial Services
    • 12. What’s important to us The art and science of balancing the needs and desires of the always connected, fully empowered customer with the business requirements and commercial outcomes which define success for the enterprise in the 21st century. The Fair Exchange
    • 13. And who are you
    • 14. Please introduce yourself • Name • Organization • Role • Interests
    • 15. What’s important for you
    • 16. The age of the customer
    • 17. We used to think the Earth was the center of the universe
    • 18. A lot of Brands still do
    • 19. And that’s not all that bad, except… 90+% of social media conversations on do not mention any brands
    • 20. How do we know
    • 21. The data tells us among the top searches over the last 30 days, not a single brand was mentioned* *source – Google Trends May 3, 2014
    • 22. Family/Friends Lifestyle/Entertainment Products/Services Career/Networking *Source – Why Do People use social media
    • 23. What do people talk about
    • 24. Their passions
    • 25. Why is it important
    • 26. People follow the crowd
    • 27. The crowd makes the choices
    • 28. Which is what defines success for the brand and business
    • 29. What’s the source
    • 30. Monitoring
    • 31. Commitment and Scoring
    • 32. Prediction
    • 33. What does the data tell us
    • 34. It tells us what people actually care about or at least, what they talk about
    • 35. The Active Lifestyle Audience
    • 36. Defining an “Active Lifestyle” • A lifestyle of keeping the body and mind active and healthy by exercising or attending other physical activities on a regular basis • Active lifestyle is also a combination of a healthy diet and physical activities integrated into daily routines • Research focused on most popular physical exercises which include: running, biking, yoga, aerobics, hiking, and weight lifting • Also included: flexibility/strength activities and both indoor and outdoor activities What is an Active Lifestyle? Most popular physical activities Looking at Active Lifestyle characteristics • Looked at how people with an Active Lifestyle feel about exercising, their behaviors, concerns and motivations towards their current lifestyle
    • 37. 58% 18% 13% 11% 0% Twitter Forum Blog Facebook Others (Review & Video/Photo) Popular forum domains: • Roadbikereview • LetsRun.com • Bodybuilding Popular blog domains: • Running Diva Mon • Fit Approach • Women’s Running Community Popular Facebook domains: • Competitor Running • Strava Cycling • Slow is the New Fast Popular Twitter domains: • Runner’s World • Pace Per Mile • Nike Running Popular Hashtags: • Mostly about the sports they are playing or the events they attend: #cardio #zumba #run #triathlon #running #5k #10k #marathon #biking #cycling #bpms150 #everymomentcount • Others: #fitness #workout #iworkout #runchat #RWRunStreak #RunKeeper #ironman #inspiration #motivation #goals #training #myfitnesspal #fitfam #getfit #healthy #relaxed #stressrelief #gettingbackinshape Active Lifestyle conversations by online media channel N=2,850,000, (6/8/2013 – 12/8/2013)
    • 38. SELF-ORIENTED30% MOTIVATOR22% GO-BETWEENS15% SOCIALLY-ORIENTED13% PHYSICAL FANATIC11% INFLUENCED9% *Sizing each persona based on random sample of verbatim
    • 39. Wants to get fit and maintain good health. Seeks life balance among work, mind, body, spirit and outside factors. Ordered from largest/most common persona (i.e. Self -oriented) to smallest/least common persona (i.e. Influenced) I love exercising alone. I usually exercise because it keeps me from becoming depressed and allows me to reflect on my day. It also helps keep me in shape! SELF-ORIENTED Too busy with work and families to accomplish target goals. Struggles with physical challenges and injuries. Easily affected by surroundings. Wants to generally be a healthy person. Longs for the feeling of freedom, power and self- accomplishment from exercising. I am very passionate about running. It is the best “high” in the world and allows me to set goals and break personal records. MOTIVATOR Often suffers injuries and work obligations often affect their training schedules. Desires a combination of maintaining good health, keeping a desired shape, fun and relaxation. I love my weekly aerobics class. I look forward to socializing with the people in my class because we laugh, have fun and get a great workout together! GO-BETWEENS Usually very low commitment to sports/activities because of a lack of companions and information. Wants to fulfill a sense of belonging and togetherness. Wishes to relax and socialize with friends and family. I love taking my family on the bike trails around my house. I can spend time with my family and exercise at the same time, plus the kids really enjoy it!!! SOCIALLY-ORIENTED Motivation is easily affected by other priorities and a lack of companions. Wants to obtain an ideal body shape and a specific physical appearance. I have a drive to look very fit and have specific physical goals so everyday I wake up at 5 am, ride my bike 17 miles to burn 1700 calories and then do my Cardio Abs. PHYSICAL FANATIC Difficult to sustain their physical lifestyle for long periods of time. Easily injured and may face health issues due to over-exercising or unhealthy diets. Wants to address a physical or mental health problem and improve their current health situation. I started exercising last month to help with my anxiety and keep my mind free. I have not exercised regularly in years, but am hoping to get back into shape. INFLUENCED Very low commitment to sustaining healthy habits and often struggles with current health issues. Strategic Sustainable Frisky Entertainment Peace Life balance Obsessed Vanity Obligated Result driven Togetherness Community-oriented - G OA LS - P A IN P OINTS
    • 40. Supporting verbatim for each persona “Because it helps keep me out of depression bc it clears my mind. It's my time that no one can interfere with and it also helped me lose over 80lbs.” (Sarah Penn, Facebook, 11/29/2013) “I have an 8 week old baby girl and it's been hard to try and find time for myself! I have been doing short yoga videos when she naps which helps give me more energy and I try to paint my nails once a week.“ (Prettypenny, Blog, 11/4/2013) “Running changed my life. I was a smoker and about 50lbs. overweight when I started running. I am now 4 years smoke-free and in the best shape of my life.” (Jenn Boakes Sadai, Facebook, 11/29/2013) “Here is a quick recap of my Cedar Beach Sprint Triathlon. I love this race and was pretty upset when it was cancelled last year. I have done this race 3 times (09, 10, 11). It was a nice race to see if I was progressing.” (tech- tri, Blog, 10/14/2013) “I'm doing cardio 3x a week now. Is that still too much? I find that it’s helping with the lifting and just generally feel better” (esheg, BodyBuilding , 12/07/2013) “Good Morning every1 and Hello the most beautiful person @MadhuriDixit1 , mam #dancercise was very good workout and I had so fun! Love you ;)” (Tia Wiradinata, Twitter, 08/19/2013) “My dad making me do exercises… Dad: You need to buy a kettle bell Me: I need some aspirin for my headache Spending time w my father ♥” (Cassie, Twitter, 12/7/2013) “I need to start doing yoga and stretching more because my hip flexors are stupid.” Aggravated Hooliganism, Tumblr, 11/6/2013 “my kids first 5K so they all PR'd! Even the one riding on her Dad's shoulders ” (Elissa Bellerose, Facebook, 11/29/2013) “Someone I wanted to date. Running was a way to spend time together.” (SuelnTN, Runner’s World forum, 9/1/2013) “So I got routine, trying to get ready for spring break. I try to put in 48 hour rest or more… Monday - Biceps & core Tuesday - Chest, calves & abs Wednesday - Back, Triceps & core, cardio Thursday - Biceps Friday - Shoulders & abs & Chest Saturday - Quads, Hams, Calves Sunday - Rest/cardio“ (Jtw549, BodyBuilding Forum, 12/08/2013) SELF-ORIENTED MOTIVATOR GO-BETWEENS SOCIALLY-ORIENTED PHYSICAL FANATIC INFLUENCED
    • 41. Self- oriented Motivato r Go- betweens Socially- oriented Physical Fanatic Influence d Six themes emerge when analyzing the Active Lifestyle data set Exercising schedules, plans and strategies1 Discussions about exercising schedules, plans and strategies are very common. Also share their goals and achievements in terms of health and body shape. People encourage each other and discuss their achievements online because improving one’s mental health is considered as important as one’s physical health. Encouragement and positive comments3 Common concerns include injuries and other priorities (e.g. work, family, etc.), as well as the effects on exercising schedules and how to manage them. Concerns about injuries and other priorities6 Many are highly aware of their current self-condition, therefore maintaining or improving their physical and mental health is critical to this group of people. Awareness and concern of current health2 People share stories, experiences, and benefits of their current workout online. This is a way for people to help motivate others. Sharing experiences and stories5 People express their passion for the sports they play (short-tem or long-term). Outdoor activities/sports are considered a way to enjoy life and nature. Sharing the love of sports and physical activities4 Very High Presence: Very Low Presence:High Presence: Low Presence:
    • 42. MOTIVATION Eagerness for results Perception towards exercising COMMITMENT Health condition Exercise behavior Physical Motivation Emotional Motivation High commitment Low commitment Eager for results Not Eager for results CompulsiveHobby IndividualIn Group GoodBad Self-oriented Motivator Go-betweens Socially-oriented Physical Fanatic Influenced
    • 43. HIGH COMMITMENT LOW COMMITMENT EMOTIONALLY MOTIVATED PHYSICALLY MOTIVATED Hobby Not eager for results Compulsive Eager for results Exercise individuallyExercise in group Good healthBad health Key: MotivationCommitment
    • 44. HIGH COMMITMENT LOW COMMITMENT EMOTIONALLY MOTIVATED PHYSICALLY MOTIVATED SELF-ORIENTED30% PHYSICAL FANATIC11% INFLUENCED9% MOTIVATOR22%GO-BETWEENS15% SOCIALLY-ORIENTED13%
    • 45. Personas generally prefer one online channel over another Twitter 31% 16% 5%5% 27% 16% 0% 25% 29% 5% 34% 3% 4%0%0%0%0%0% 31% 39% 16% 7% 2%5%0%0% Blogs Forums Facebook Self-oriented Motivator Go-betweens Socially-oriented Physical Fanatic Influenced 30% 16% 25% 12% 7% 10% *Based on a random sample of 406 Active Lifestyle verbatim Favorite channel: • Blogs and Forums Favorite channel: • Blogs Favorite channel: • Twitter Favorite channel: • Facebook Favorite channel: • Forums Favorite channel: • Forums
    • 46. Exercise #1
    • 47. Describe your ideal customer
    • 48. Make a simple list • Demographics • Psychographics • Segments • Cohorts • Personas
    • 49. What good is social data
    • 50. It provides insight
    • 51. With insight comes understanding
    • 52. With understanding comes relevancy
    • 53. With relevancy comes engagement
    • 54. With engagement comes action
    • 55. With action comes results
    • 56. The art and science of balancing the needs and desires of the always connected, fully empowered customer with the business requirements and commercial outcomes which define success for the enterprise in the 21st century.
    • 57. Achieved through Mutual Relevancy
    • 58. Mutual Relevancy is attained through personalization
    • 59. The DNA of customer experience
    • 60. It starts with user stories
    • 61. “I want to go on a cruise” “I need help with my satellite service” “I think its time for life insurance” “Can I really afford a luxury car”
    • 62. The Components of Relevancy
    • 63. what the user wants to accomplish Information Education Transaction Contact
    • 64. who the user is and what do we know about them Anonymous Returning Authenticated
    • 65. relevancy in the moment L O C A T I O N TIME/DATE DEVICE BROWSER REFERRING SITE DOMAIN KEYWORDS L I N K S
    • 66. Mapping each component’s Attributes
    • 67. Exercise #2
    • 68. Go back to your best customer “The Motivator”
    • 69. Make a list of data attributes • Age • Gender • Location • Time/day • • •
    • 70. Now, where are you going to source the attributes • Age • Gender • Location • Time/day • • •  ?  ?  IP address  Web Service   
    • 71. Audience + Context + ?
    • 72. Content, Publishing & …
    • 73. Distribution to multiple channels, devices and platforms
    • 74. Which when pulled all together
    • 75. Sometimes looks like this Content SendAnalytics Campaign SendAnalytics Business Intelligence Leads EBC (Event Based Communication) Prospect / Customer Mobile/TouchDirect Mail Web Contact Center SMSEmailVRU Siebel (CRM) (Email Service Provider) Branch (Direct Mail) (Rewards)(Voice Portal/IVR) Campaign Data EDW Campaign Management Key Relationship Rewards (iLog/Abinitio) OBI / Key.COM / KBO (Social Media Monitoring) Social Media Teller 21 / CE Desktop (Channel Analytics) CIX OTM (Outbound Telesales Marketing) (Analytics Data Mart) Rel. Managers Manual Originated Leads Key VRU Campaign Leads Push Offers / Get Leads Offers FulfillPoints Offers Offers/Leads Prospects Web/MobileAnalytics Campaign Prospects Leads (Mobile SMS) Key Bank Application Personalization Rules Insight / Analytics Lead/Prospect Data Customer Segmentation Marketing Operations Lead Management WCM Smart Target Offer Content Mgmt. Offer Content Mgmt. Send Analytics Updates SendAnalytics Offer/Segments Marketing Architecture Future State
    • 76. I’m interested in Life Insurance
    • 77. How much will my policy cost? What kind of insurance do I need? VS.
    • 78. • Reorder Tabs to Move Term Life Panel to Front of Carousel • Replace with Life Insurance Promo • Replace Default Picture with Family Picture on Beach or West Coast Landmark • Change Copy with Planning Help Messaging • Replace with Trendsetter Express Link • Replace with Promo for Relevant FAQ • Replace Default Picture with Cityscape or East Coast Landmark • Replace with Large Quote CTA • Replace with Family Protection Copy • Replace with High Quality, Best Offer Copy
    • 79. Regardless of device, channel or platform
    • 80. Exercise #3
    • 81. Map out a customer journey
    • 82. Making it real – Using Social to inform customer experience
    • 83. Let’s sell some TVs
    • 84. Likelihood to purchase
    • 85. Performance over time
    • 86. Priorities on the customer journey 89
    • 87. WHERE SHOULD WE FOCUS 90
    • 88. Addressing the barriers
    • 89. Analyze the curated data set to observe and curate personas Data set – the conversations that explain the journey Deep human and machine analysis of the key themes Creations of hypotheses and overlaying of observed personas
    • 90. VALUEPERFORMANCE FUN / ENTERTAINMENT UTILITYKey: MotivationBuying focus Bargain buyers Informed buyers Cautious newbies Conspicuous Consumers Basic Buyers 15% 28% 23% 22% 12% HHGregg Opportunity segments
    • 91. What matters to Nicole? • I am 26 and live in Chicago • I love clothes. I am always window shopping, reading magazines and looking at things on line but I only buy in store • I am careful about what I buy – and I like to shop in places that I trust – places that are familiar to me, especially when I am making larger purchases • I moves into my first apartment about 6 months ago and bought the essential big appliances. It was really hard – working out which one to chose for what I wanted and could afford. Her philosophy on shopping “I don’t have a lot of money but I like to buy the best I can. I have just moved out of home and I am buying the things I need but by bit. I get advice from people I trust. I like to read up on what I am buying and I would never buy anything without seeing it in the store first” “I feel comfortable in shops where the staff are helpful but not too pushy. I like to know a bit about what I am buying before I go in. Right now everything is a big decision for me” “There is so much out there to choose from. I can get a bit intimidated – I like choice but not too much choice. I get overwhelmed by huge warehouses. I am sure I could get things cheaper but it scares me” Critical phases of the journey REQUIRED EXPERIENCE: • Learning • Exploring, • Unsure • Intimidated by too much choice Building confidence Friendly Open OK – to ask questions No hard sell REQUIRED: • Quick discovery – what is here? • Can see what I want clearly (visual) • Unintimidating opportunities Fun/ EntertainmentUtility ValuePerformance For me For Household LuxuryEssential Replacement/ upgrade First time purchase FunctionForm POSITIONONTHECONTINUUMSDigital profile Meet Nicole ‘Cautious Newbie’
    • 92. How to engage her Smart TVs Chicago Area She comes via Google Chrome search She lives in the Chicago area She watches a basic, category instructional video – it gets her to the knowledge she needs to trust HHGregg ? She chooses to explore the featured product rather than search full category She looks like she might be ‘Nicole’ – Other ‘Nicoles’ typically also buy TV stands You know she prefers to shop in store so you show her where to go 1 2 3 4 ? ? ? 5 4 Tailored, targeted, online journey
    • 93. Building it out – the process side
    • 94. • Business Context • Consumer Insight • Data & Analytics Experience The experience process Insights Platform Creative Email Search Web Custome r Service Social Mobile Display EcommerceRulesDAM CampaignCRM CMS Measurement Monitorin g Analytics Reporting • Design • Content Production Business Requirements Solution Plan Functional Requirements
    • 95. • Business Context • Consumer Insight • Data & Analytics Insights Platform Creative Email Search Web Custome r Service Social Mobile Display EcommerceRulesDAM CampaignCRM CMS Measurement Social Monitorin g Web Analytics Reporting • Design • Content Production Experience Business Requirements Solution Functional Requirements Experience Business Requirements Solution Plan Functional Requirements Requires three basic elements
    • 96. 1. Business Requirements • Determine desired experience journeys • Map conversion journey touchpoints per audience • Establish the set of channels required per journey • Define program metrics for accountability • Identify programmatic key performance indicators • Document data requirements to compile, analyze and report KPIs • Translate the business vision into actionable experience goals • Document target audience(s) • Define “conversion” event or action for each audience 1. Goals 2. Metrics 3. Channels
    • 97. 2. Experience solution • Develop workflow processes for experience management • Determine roles and responsibility for operation and support 1. Content 2. Organization 3. Platform • Heuristic review • Content inventory • Taxonomy • Content matrix • Content requirements • Identify implicit and explicit data attributes for personalization • Determine triggers per audience • Map experience across application ecosystem
    • 98. 3. Functional requirements • Document workflow processes for experience management • Develop Training program • Produce governance guidelines 1. Content 2. Organization 3. Platform • Content brief • Wireframes • Collaboration with creative team • Content Management plan • Content Lifecycle plan • Document application selection • Define Functional requirements by application • Document rules sets for personalization engine
    • 99. Exercise #4
    • 100. Go home and do this yourself
    • 101. John Kottcamp CMO, Tahzoo john@tahzoo.com @jkottcamp ©All rights reserved, Tahzoo LLC, 2014

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