Social is so much
than a channel…
Presented by John Kottcamp
J. Boye Web & Intranet Conference
Philadelphia, PA – May 6, 2...
Social is much more than
a channel…
Social is the enabler of
relevancy, personalization and
engagement
Social is the foundation of your
business’ future success
Our Journey begins now
Agenda
9:00 – 9:15a Intros, expectations, objectives
9:15 – 9:45a The world of social understanding
9:45 – 10:00a Exercise...
Introductions & objectives
Who am I?
Where do I come from
What do we do
In the era of an ever connected culture, we help our
Global 2000 clients with the digital transformation
req...
Who we work with
Technology B2BHealthcare
Financial Services
What’s important to us
The art and science of balancing the needs and desires of the always
connected, fully empowered cus...
And who are you
Please introduce yourself
• Name
• Organization
• Role
• Interests
What’s important for you
The age of the customer
We used to think the Earth was
the center of the universe
A lot of Brands still do
And that’s not all that
bad, except…
90+% of social media
conversations on do not mention
any brands
How do we know
The data tells us
among the top
searches over the
last 30 days, not a
single brand was
mentioned*
*source – Google Trends ...
Family/Friends Lifestyle/Entertainment
Products/Services Career/Networking
*Source –
Why Do People use social media
What do people talk about
Their passions
Why is it important
People follow the crowd
The crowd makes the choices
Which is what
defines success
for the brand and
business
What’s the source
Monitoring
Commitment and Scoring
Prediction
What does the data tell us
It tells us what people
actually care about
or at least, what
they talk about
The Active Lifestyle Audience
Defining an “Active Lifestyle”
• A lifestyle of keeping the body and mind active and healthy by exercising or
attending ot...
58%
18%
13%
11%
0%
Twitter Forum Blog Facebook Others (Review & Video/Photo)
Popular forum domains:
• Roadbikereview
• Let...
SELF-ORIENTED30% MOTIVATOR22% GO-BETWEENS15%
SOCIALLY-ORIENTED13% PHYSICAL FANATIC11% INFLUENCED9%
*Sizing each persona ba...
Wants to get fit and maintain good health.
Seeks life balance among
work, mind, body, spirit and outside factors.
Ordered ...
Supporting verbatim for each persona
“Because it helps keep me out of
depression bc it clears my mind. It's my
time that n...
Self-
oriented Motivato
r
Go-
betweens
Socially-
oriented
Physical
Fanatic Influence
d
Six themes emerge when analyzing th...
MOTIVATION
Eagerness for results
Perception towards exercising
COMMITMENT
Health condition
Exercise behavior
Physical
Moti...
HIGH
COMMITMENT
LOW
COMMITMENT
EMOTIONALLY
MOTIVATED
PHYSICALLY
MOTIVATED
Hobby
Not eager
for results
Compulsive
Eager for...
HIGH
COMMITMENT
LOW
COMMITMENT
EMOTIONALLY
MOTIVATED
PHYSICALLY
MOTIVATED
SELF-ORIENTED30%
PHYSICAL FANATIC11%
INFLUENCED9...
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%
3...
Exercise #1
Describe your ideal customer
Make a simple list
• Demographics
• Psychographics
• Segments
• Cohorts
• Personas
What good is social data
It provides insight
With insight comes
understanding
With understanding
comes relevancy
With relevancy comes
engagement
With engagement comes action
With action
comes results
The art and science of balancing the needs and
desires of the always connected, fully empowered
customer with the business...
Achieved through
Mutual Relevancy
Mutual Relevancy is attained
through personalization
The DNA of customer
experience
It starts with user stories
“I want to go on a cruise”
“I need help with my satellite service”
“I think its time for life insurance”
“Can I really aff...
The Components of Relevancy
what the user wants
to accomplish
Information
Education
Transaction
Contact
who the user is and what
do we know about them
Anonymous Returning Authenticated
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
Mapping each component’s
Attributes
Exercise #2
Go back to your best customer
“The Motivator”
Make a list of data attributes
• Age
• Gender
• Location
• Time/day
•
•
•
Now, where are you going to
source the attributes
• Age
• Gender
• Location
• Time/day
•
•
•
 ?
 ?
 IP address
 Web Se...
Audience + Context + ?
Content, Publishing & …
Distribution to
multiple
channels, devices
and platforms
Which when pulled all together
Sometimes looks like this
Content
SendAnalytics
Campaign
SendAnalytics
Business Intelligence
Leads
EBC
(Event Based
Commun...
I’m interested in Life
Insurance
How much will my policy cost?
What kind of insurance do I need?
VS.
• Reorder Tabs to Move Term Life Panel to Front of
Carousel
• Replace
with Life
Insurance
Promo
• Replace Default Picture ...
Regardless of device, channel or platform
Exercise #3
Map out a customer journey
Making it real – Using Social to
inform customer experience
Let’s sell some TVs
Likelihood to purchase
Performance over time
Priorities on the customer journey
89
WHERE SHOULD WE FOCUS
90
Addressing the barriers
Analyze the curated data set to
observe and curate personas
Data set – the conversations
that explain the journey
Deep hum...
VALUEPERFORMANCE
FUN /
ENTERTAINMENT
UTILITYKey:
MotivationBuying focus
Bargain
buyers
Informed
buyers
Cautious
newbies
Co...
What matters to Nicole?
• I am 26 and live in Chicago
• I love clothes. I am always window shopping, reading magazines
and...
How to engage her
Smart TVs Chicago Area
She comes via
Google Chrome
search
She lives in the
Chicago area
She watches a
ba...
Building it out –
the process side
• Business Context
• Consumer Insight
• Data & Analytics
Experience
The experience process
Insights Platform
Creative
Emai...
• Business Context
• Consumer Insight
• Data & Analytics
Insights Platform
Creative
Email
Search
Web
Custome
r Service
Soc...
1. Business Requirements
• Determine desired
experience journeys
• Map conversion
journey touchpoints
per audience
• Estab...
2. Experience solution
• Develop workflow
processes for experience
management
• Determine roles and
responsibility for ope...
3. Functional requirements
• Document workflow
processes for experience
management
• Develop Training program
• Produce go...
Exercise #4
Go home and do this yourself
John Kottcamp
CMO, Tahzoo
john@tahzoo.com
@jkottcamp
©All rights reserved, Tahzoo LLC, 2014
Organizing social media efforts to gain true business value by John Kottcamp
Organizing social media efforts to gain true business value by John Kottcamp
Organizing social media efforts to gain true business value by John Kottcamp
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
  • Organizing social media efforts to gain true business value by John Kottcamp

    1. 1. Social is so much than a channel… Presented by John Kottcamp J. Boye Web & Intranet Conference Philadelphia, PA – May 6, 2014
    2. 2. Social is much more than a channel…
    3. 3. Social is the enabler of relevancy, personalization and engagement
    4. 4. Social is the foundation of your business’ future success
    5. 5. Our Journey begins now
    6. 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. 7. Introductions & objectives
    8. 8. Who am I?
    9. 9. Where do I come from
    10. 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. 11. Who we work with Technology B2BHealthcare Financial Services
    12. 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. 13. And who are you
    14. 14. Please introduce yourself • Name • Organization • Role • Interests
    15. 15. What’s important for you
    16. 16. The age of the customer
    17. 17. We used to think the Earth was the center of the universe
    18. 18. A lot of Brands still do
    19. 19. And that’s not all that bad, except… 90+% of social media conversations on do not mention any brands
    20. 20. How do we know
    21. 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. 22. Family/Friends Lifestyle/Entertainment Products/Services Career/Networking *Source – Why Do People use social media
    23. 23. What do people talk about
    24. 24. Their passions
    25. 25. Why is it important
    26. 26. People follow the crowd
    27. 27. The crowd makes the choices
    28. 28. Which is what defines success for the brand and business
    29. 29. What’s the source
    30. 30. Monitoring
    31. 31. Commitment and Scoring
    32. 32. Prediction
    33. 33. What does the data tell us
    34. 34. It tells us what people actually care about or at least, what they talk about
    35. 35. The Active Lifestyle Audience
    36. 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. 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. 38. SELF-ORIENTED30% MOTIVATOR22% GO-BETWEENS15% SOCIALLY-ORIENTED13% PHYSICAL FANATIC11% INFLUENCED9% *Sizing each persona based on random sample of verbatim
    39. 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. 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. 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. 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. 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. 44. HIGH COMMITMENT LOW COMMITMENT EMOTIONALLY MOTIVATED PHYSICALLY MOTIVATED SELF-ORIENTED30% PHYSICAL FANATIC11% INFLUENCED9% MOTIVATOR22%GO-BETWEENS15% SOCIALLY-ORIENTED13%
    45. 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. 46. Exercise #1
    47. 47. Describe your ideal customer
    48. 48. Make a simple list • Demographics • Psychographics • Segments • Cohorts • Personas
    49. 49. What good is social data
    50. 50. It provides insight
    51. 51. With insight comes understanding
    52. 52. With understanding comes relevancy
    53. 53. With relevancy comes engagement
    54. 54. With engagement comes action
    55. 55. With action comes results
    56. 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. 57. Achieved through Mutual Relevancy
    58. 58. Mutual Relevancy is attained through personalization
    59. 59. The DNA of customer experience
    60. 60. It starts with user stories
    61. 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. 62. The Components of Relevancy
    63. 63. what the user wants to accomplish Information Education Transaction Contact
    64. 64. who the user is and what do we know about them Anonymous Returning Authenticated
    65. 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. 66. Mapping each component’s Attributes
    67. 67. Exercise #2
    68. 68. Go back to your best customer “The Motivator”
    69. 69. Make a list of data attributes • Age • Gender • Location • Time/day • • •
    70. 70. Now, where are you going to source the attributes • Age • Gender • Location • Time/day • • •  ?  ?  IP address  Web Service   
    71. 71. Audience + Context + ?
    72. 72. Content, Publishing & …
    73. 73. Distribution to multiple channels, devices and platforms
    74. 74. Which when pulled all together
    75. 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. 76. I’m interested in Life Insurance
    77. 77. How much will my policy cost? What kind of insurance do I need? VS.
    78. 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. 79. Regardless of device, channel or platform
    80. 80. Exercise #3
    81. 81. Map out a customer journey
    82. 82. Making it real – Using Social to inform customer experience
    83. 83. Let’s sell some TVs
    84. 84. Likelihood to purchase
    85. 85. Performance over time
    86. 86. Priorities on the customer journey 89
    87. 87. WHERE SHOULD WE FOCUS 90
    88. 88. Addressing the barriers
    89. 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. 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. 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. 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. 93. Building it out – the process side
    94. 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. 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. 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. 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. 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. 99. Exercise #4
    100. 100. Go home and do this yourself
    101. 101. John Kottcamp CMO, Tahzoo john@tahzoo.com @jkottcamp ©All rights reserved, Tahzoo LLC, 2014
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