Is The Future Of Marketing Automation Social?

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In this presentation I talk about how social technology and marketing automation will become integrated.

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  • I’ll compare the history of marketing automation and social marketingSpecifically looking at technology maturation and adoption cyclesLooking for clues as to where their paths will cross
  • Looking forward, so how do we harness social as part of our marketing automation practice?This talk is less tactical and more about how to orient to where the puck is headed.
  • When did marketing automation get started? - Started in the late 1990’s, we’ve seen the technology mature over 10 years.
  • How long did it take to mature? - Early adopters were using the first to market solutions in 2000, but the platforms saw general adoption by 2005. By 2010 we saw a telltale sign of maturation which is deep integrations with the user record. Define the adoption curve and technology maturity cycleEarly adopters drive innovation and validate the solution spaceMajor use cases are met for the mainstream marketRefinement of best practices support secondary verticals and applicationsIntegration into complementary systems marks maturity
  • Part II: Social Marketing HistorySocial marketing followed marketing automation by at least 5 years. [overlay new dates on timeline]1978 first BBS1997 blogs start taking off1997 Instant messaging2002 Friendster launched 2004 Facebook marks the dawn of social marketing
  • How long did it take to mature? - It’s not there yet. Despite the increased rate of technology innovation the complexity of the maturation of the social marketing space will take well more than 10 years. Define the adoption curve and technology maturity cycleEarly adopters drive innovation and validate the solution space - This has taken longer because platforms have changed whereas email and websites have presented a consistent substrate for marketing automation.Major use cases are met for the mainstream market - We’re just getting to this today. Companies are still organizing to leverage social and establishing measurement frameworks. Refinement of best practices support secondary verticals and applications - The early adopters and innovators are driving this phase today. Integration into complementary systems marks maturity - Again, leading companies are just tapping into how to connect social into customer support, brand awareness campaigns, and -of course- marketing automation. If you’re doing work here you’re on the bleeding edge. One note about Oracle, this is where the integrations between Oracle’s Social Relationship Management platform and Eloqua sit.
  • Part VI: A prediction about the future of social automationI predict that automation on social will not scale or evolve as quickly as automation has for email/web. Here’s why:Social is not a channel but is rather a collection of channels this requires unique forms of automation on a channel by channel basis to scale. The rules will change in unexpected ways. There is no consistent CAN-SPAM act or Sender Policy Framework today for social.Note that Twitter has posted guidelines for automation here: https://support.twitter.com/articles/76915-automation-rules-and-best-practices  which is a validation of this opportunity in and of itself but also points to the complexity of the problem. Automation pre-chasm and requires human intervention. It will be used to parse and pre-filter thus allowing workers to be more efficient but it will not replace them. Again, this is one area where our Social Relationship Management platform fits in because it can help you listen broadly across the social web and intelligently bucket incoming requests for community managers. It will be slower … it might take twice as long.It will leapfrog to mobile
  • How long did it take to mature? - It’s not there yet. Despite the increased rate of technology innovation the complexity of the maturation of the social marketing space will take well more than 10 years. Define the adoption curve and technology maturity cycleEarly adopters drive innovation and validate the solution space - This has taken longer because platforms have changed whereas email and websites have presented a consistent substrate for marketing automation.Major use cases are met for the mainstream market - We’re just getting to this today. Companies are still organizing to leverage social and establishing measurement frameworks. Refinement of best practices support secondary verticals and applications - The early adopters and innovators are driving this phase today. Integration into complementary systems marks maturity - Again, leading companies are just tapping into how to connect social into customer support, brand awareness campaigns, and -of course- marketing automation. If you’re doing work here you’re on the bleeding edge. One note about Oracle, this is where the integrations between Oracle’s Social Relationship Management platform and Eloqua sit.
  • Part III: Drawing parallels between marketing automation and social marketing (recap)Marketing automation had a head start by 5 years (at least)It came to relative maturity within 10 years, whereas social will likely take closer to 15.They both have critical integration points with the user profile of recordThey are parallel / concurrent channels to reach the user/customerMarketing automation has been a 1-to-1 or 1-to-many but social also supports a many-to-many channel.They must be coordinated to offer a consistent users experiencePeople are increasingly spending time on social rather than on email or owned sites … in short, we know that’s where the puck is headed, but we don’t yet know how your current marketing automation will dove-tail with automation on social. Twitter’s rules validate the solution space but also point to the challenges of creating scalable solutions
  • Both outcomes benefit from delivering the right content at the right time. In other words, from the personalization at scale that marketing automation makes possible.Personalization = trustTrust = increases engagementIncreased engagement = more behavioral shaping (which is where we insert our goal).
  • Part V: Imagining where social automation startsWe know that social data is the biggest -readily accessible- missing piece of the user record today and It's in an environment where automation has not been exploited much. Let’s consider some examples of what it might look like: [Create graphic with sample tweets]Would it be appropriate to welcome users/customers to your service and point them to content to help them get started?Would it be appropriate to send customers a note that a support request has been flagged for review within an estimated wait time, thus setting expectations?Would it be appropriate to auto-follow new users/customers if they opt-in so that you can DM them a promotion/coupon?Twitter didn’t think so as of July of this year. http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-follow-for-good/Hey @rsmartly, we noticed that you’re getting pretty popular on Twitter. Your followers grew by 10% this week. Congrats! … followed by some strategic retweets. These are all fairly basic examples but what you’ll discover as you explore use cases is that there is a relatively large chasm between these initial implementations and something VERY compelling. This requires DEEPER INTEGRATIONS that mark technological maturity
  • One more prediction: Unlike traditional automation that can benefit from big data, social automation will requires big data and artificial intelligence to fully cross-the-chasm. Another timeline: Machine Learning (pattern recognition)1951 - First artificial intelligence checkers game1968 - Richard Greenblatt (programmer) at MIT built a knowledge-based chess-playing program, MacHack, that was good enough to achieve a class-C rating in tournament play.1997 - The Deep Blue chess machine defeats the (then) world chess champion, Garry Kasparov.2011 - Watson soundly defeated the two greatest Jeopardy! champions, Brad Rutter and Ken Jennings.
  • One more prediction: Unlike traditional automation that can benefit from big data, social automation will requires big data and artificial intelligence to fully cross-the-chasm. Another timeline: Machine Learning (pattern recognition)1951 - First artificial intelligence checkers game1968 - Richard Greenblatt (programmer) at MIT built a knowledge-based chess-playing program, MacHack, that was good enough to achieve a class-C rating in tournament play.1997 - The Deep Blue chess machine defeats the (then) world chess champion, Garry Kasparov.2011 - Watson soundly defeated the two greatest Jeopardy! champions, Brad Rutter and Ken Jennings.
  • Automation pre-chasm and requires human intervention. It will be used to parse and pre-filter thus allowing workers to be more efficient but it will not replace them. Again, this is one area where our Social Relationship Management platform fits in because it can help you listen broadly across the social web and intelligently bucket incoming requests for community managers. Kuhn's important argument is that science doesn't occur in either a neat, linear fashion or in fits and starts. Rather, history has shown that scientific progress is mainly made up of explosive and unprecedented paradigm shifts. In turn, these paradigm shifts require a momentous catalyst in order to overcome existing knowledge- and technology-based "chasms":
  • Part VI: So what should you do to prepare today? (5 steps you can take today)1) If you're using Eloqua you already have a key building block in place and are gaining important experience understanding consumer expectations around automation.2) Capture your social data in a common or linked database (incidentally this is what we’re doing at Oracle today).3) Start matching social IDs with email addresses. There are third party services that can help with this, but you can also set up programs to achieve this goal. Ultimately you’ll want a portfolio of strategies to continually validate identity. This will include:Offering social sign on – now from EloquaAsking for social IDs in exchange for contentEvent based programs3rd party data providersSocial application development (social readers, mobile apps/games, Open-Graph integrations, etc)In short, start thinking more like a product people. By doing so we can deliver experiences to our customers that deliver more value in exchange for their social ID. 4) Start testing and validating small experiments in social automation. This might involve triggering social messages or emails based on user activity on your site, in your product, or on social.5) Remember that pretending that it’s not automated is not the same as being human. In other words, think like a consumer and consider what might delight you. Social experiences are inherently emotional so it’s a great environment to build an emotional connection to your brand and to foster advocacy.
  • Part VI: So what should you do to prepare today? (5 steps you can take today)1) If you're using Eloqua you already have a key building block in place and are gaining important experience understanding consumer expectations around automation.2) Capture your social data in a common or linked database (incidentally this is what we’re doing at Oracle today).3) Start matching social IDs with email addresses. There are third party services that can help with this, but you can also set up programs to achieve this goal. Ultimately you’ll want a portfolio of strategies to continually validate identity. This will include:Offering social sign onAsking for social IDs in exchange for contentEvent based programs3rd party data providersSocial application development (social readers, mobile apps/games, Open-Graph integrations, etc)In short, start thinking more like a product people. By doing so we can deliver experiences to our customers that deliver more value in exchange for their social ID. 4) Start testing and validating small experiments in social automation. This might involve triggering social messages or emails based on user activity on your site, in your product, or on social.5) Remember that pretending that it’s not automated is not the same as being human. In other words, think like a consumer and consider what might delight you. Social experiences are inherently emotional so it’s a great environment to build an emotional connection to your brand and to foster advocacy.
  • Part VI: So what should you do to prepare today? (5 steps you can take today)1) If you're using Eloqua you already have a key building block in place and are gaining important experience understanding consumer expectations around automation.2) Capture your social data in a common or linked database (incidentally this is what we’re doing at Oracle today).3) Start matching social IDs with email addresses. There are third party services that can help with this, but you can also set up programs to achieve this goal. Ultimately you’ll want a portfolio of strategies to continually validate identity. This will include:Offering social sign onAsking for social IDs in exchange for contentEvent based programs3rd party data providersSocial application development (social readers, mobile apps/games, Open-Graph integrations, etc)In short, start thinking more like a product people. By doing so we can deliver experiences to our customers that deliver more value in exchange for their social ID. 4) Start testing and validating small experiments in social automation. This might involve triggering social messages or emails based on user activity on your site, in your product, or on social.5) Remember that pretending that it’s not automated is not the same as being human. In other words, think like a consumer and consider what might delight you. Social experiences are inherently emotional so it’s a great environment to build an emotional connection to your brand and to foster advocacy.
  • Part VI: So what should you do to prepare today? (5 steps you can take today)1) If you're using Eloqua you already have a key building block in place and are gaining important experience understanding consumer expectations around automation.2) Capture your social data in a common or linked database (incidentally this is what we’re doing at Oracle today).3) Start matching social IDs with email addresses. There are third party services that can help with this, but you can also set up programs to achieve this goal. Ultimately you’ll want a portfolio of strategies to continually validate identity. This will include:Offering social sign onAsking for social IDs in exchange for contentEvent based programs3rd party data providersSocial application development (social readers, mobile apps/games, Open-Graph integrations, etc)In short, start thinking more like a product people. By doing so we can deliver experiences to our customers that deliver more value in exchange for their social ID. 4) Start testing and validating small experiments in social automation. This might involve triggering social messages or emails based on user activity on your site, in your product, or on social.5) Remember that pretending that it’s not automated is not the same as being human. In other words, think like a consumer and consider what might delight you. Social experiences are inherently emotional so it’s a great environment to build an emotional connection to your brand and to foster advocacy.
  • Is The Future Of Marketing Automation Social?

    1. 1. Is the future of marketing automation social? Roland Smart VP of Social & Community Marketing Oracle @_____________ #EE13
    2. 2. In the next 45 minutes … Meet a very influential social bot A prediction about the future of marketing automation 5 things you can do right now to prepare for social marketing automation And …. @rsmartly #EE13
    3. 3. A brief history of adoption Marketing Automation & Social Marketing Innovators Early Adopters Early Majority Late Majority Laggards @rsmartly #EE13
    4. 4. Will we automate social? Yes Roland Automation helps with Scale Social has lots and lots of Scale @rsmartly #EE13
    5. 5. About me Agile Marketer with a user/product orientation Background in social technology Worked in both B2B + B2C Life Hacker Twitter: @rsmartly Blog: rolandsmart.com @rsmartly #EE13
    6. 6. About Marketing Automation Marketing automation is first and foremost about buyer understanding; deep insight into buyer interests and intents. From there, the “automation” part is putting together the right series of interactions; online, social, email, with sales, etc, that make sense for *each* buyer, but then automating it to deliver a unique experience for every one of millions of buyers. Steve Woods – CTO Eloqua This presentation focuses on email and Twitter but these are just two representative channels. @rsmartly #EE13
    7. 7. Marketing automation history 1971: First email 1997: 1M websites 2005: social > email 1991: 1st website 1999: Eloqua Founded 2003: CAN-SPAM Act 2013: Eloqua acquired @rsmartly #EE13
    8. 8. Marketing automation history Poll: where are you In the adoption curve? Innovator s Validate Solution Space Laggards 2007 Deep System Integrations Late Majority 2005 Refinement & Case Extension Early Majority 2000 Primary Use Cases Met Early Adopters 2010 @rsmartly #EE13
    9. 9. Social marketing history 1978: First BBS 1997: Blogs 1997: Instant Messaging 2004: Facebook launch 2007: Involver launch 2007: FB Platform 2002: Friendster launch 2006: Twitter launch @rsmartly #EE13
    10. 10. Social marketing history Poll: where are you In the adoption curve? Innovator s Validate Solution Space Late Majority Laggards 2012 Refinement & Case Extension Early Majority 2009 Primary Use Cases Met Early Adopters Today Deep System Integrations TBD @rsmartly #EE13
    11. 11. A Prediction Automation for social will take longer to mature than traditional automation and it will not follow the same script But it’s going to change everything @rsmartly #EE13
    12. 12. Recap: comparative history Marketing Automation Social Marketing Δ Validate Solution Space 2000 2009 9 Primary Use Cases Met 2005 2014 9 Refinement & Case Extension 2007 2020 13 Deep System Integrations 2010 TBD ? 10 years 15-20 years Maturation Timeline @rsmartly #EE13
    13. 13. 3 reasons why social will take longer 1. The speed of innovation may be increasing but social encompasses many more channels than traditional automation touches 2. Traditional automation is 1-to-1 or 1-to-many but social also includes many-to-many which adds another layer of complexity and risk 3. There are more rules and they’ll change in unexpected ways. There is no consistent CANSPAM or Sender Policy Framework. @rsmartly #EE13
    14. 14. Before talking about the future lets discuss our goal We have many goals and they are relevant for social as well. They can be boiled down to two key outcomes: • Lead conversion • Advocate conversion These often compete but advocacy is actually an accelerator/catalyst for converting demand into value @rsmartly #EE13
    15. 15. The right message, right time, right channel Relevance (personalization) Trust encourages engagement Increased engagement leads to trust (interaction) More behavioral shaping (interaction) @rsmartly #EE13
    16. 16. The cutting edge of social automation 2013 Today automation on social is best suited to driving efficiency by parsing, filtering, and tagging inbound social feeds. Primary rules • Is it a question? • Is it an idea or suggestion? • Is it praise? • Is it a support request? • Is it spam? • Etc Secondary Rules • What is the sentiment? • What product/service is it for? • Is it urgent? • Is it a repeated request? • How influential is the author? • Etc Oracle Social Relationship Management @rsmartly #EE13
    17. 17. The bleeding edge of social automation 2013 @rsmartly Thanks for following. You’ve got 5,000+ followers so we've added you to our VIP list! Learn about it at http://rsmart.ly/1alx9gE Thanks for retweeting us @rsmartly. You’re the best. We’ll return the favor! RT @smartx great article on marketing automation http://rsmart.ly/1alx9gE @nytimes You were in the first 10 people to correctly answer our quiz. We’ve awarded you 100 points! http://rsmart.ly/1a lx9gE We think you just sent us a support request. Someone will reply within 30 minutes. Go here if you need help faster http://rsmart.ly/1alx9gE ? Would you find any of these creepy? @rsmartly your followers grew 10% this month, congrats! Retweet one of our posts for this discount http://rsmart.ly/1alx9gE @rsmartly will you help a peer on Topliners that needs your help? http://rsmart.ly/1alx9gE DM @rsmartly we noticed that your campaign just surpassed your best open rate ever. Congrats http://rsmart.ly/1alx9gE @rsmartly #EE13
    18. 18. One more prediction Social automation requires big data and artificial intelligence to cross the chasm Another reason why it will take longer to come to market @rsmartly #EE13
    19. 19. Machine learning (pattern recognition) history (through the lens of social-play / games) 1951: 1st AI checker game 1968: MacHack chess 1997: Deep Blue chess 2011: Watson Jeopardy @rsmartly #EE13
    20. 20. Crossing the chasm rules chasm rules + machine learning @rsmartly #EE13
    21. 21. Pre-chasm validation: social bot Meet Carina. She’s a journalist based in Rio de Janeiro who works with Globo, a 24-hour news channel in Brazil. She posts news about 50 times a day to a small following but is as influential as Oprah according to Klout and Twitalyzer. Source: http://firstmonday.org/ojs/index.php/fm/article/view/4217/3700#2 Carina is also a social bot. @rsmartly #EE13
    22. 22. Pre-chasm #fail @AmericanAir takes an over simplistic approach to social. A good example of how simple rules alone will not deliver a great social experience. @rsmartly #EE13
    23. 23. 5 things you can do right now 1. Start developing a traditional automation practice 2. Capture social data (IDs) and attach it to the user record 3. Develop a portfolio of techniques to match social IDs with email addresses 4. Start to test/validate MVP social automation projects 5. Remember that pretending that it’s not automated is not the same as being human @rsmartly #EE13
    24. 24. Post-Chasm: @Hiltonhotels Pre-Stay rsmartly @hiltonhotels I’m arriving at noon, will my room be ready for check in? Follow @hiltonhotels rsmartly @hiltonhotels, thank you. Great experience and a tasty lunch! hiltonhotels @rsmartly checkin is normally at 1pm, but we’ll find out and reply. Follow for DM. hiltonhotels DM @rsmartly: Noon check in is available! Just in time for our lunch specials. Discount via your email. hiltonhotels RT @rsmart: “@hiltonhotels, thank you! Great experience and a tasty lunch.” #atyourservice @rsmartly #EE13
    25. 25. Post-Chasm: @Hiltonhotels During-Stay rsmartly @johndoe are we meeting at the Slanted Door for drinks this evening? rsmartly DM @hiltonhotels 7:15 would be great. hiltonhotels DM @rsmartly can we get you a taxi the Slanted Door this evening? Reply with timing if needed. hiltonhotels DM @rsmartly your ride is scheduled and will be in front of the hotel. hiltonhotels DM @rsmartly your ride will be here in 10 minutes. Reply “cancel” if no longer needed. @rsmartly #EE13
    26. 26. Post-Chasm: @Hiltonhotels Post-Stay hiltonhotels DM @rsmartly thanks for staying with us. From 1-10 how was the experience? (10 being perfect). rsamrtx DM @hiltonhotels 6 Hiltonhotels DM @rsmart that’s below our average, we’d like to make it up to you http://rsmart.ly/1alx9gE hiltonhotels DM @rsmartly Your coupon expires in three months, we’ve got some special running near you: http://rsmart.ly/1alx9gE Thank you 2013 Roland Smart Agile/Social Marketer Twitter: @rsmartly Blog: rolandsmart.com @rsmartly #EE13

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