Brian Solis Engage or Die!

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Engage or Die! by Brian Solis @SMiCS2011 in Monte Carlo.

Engage or Die! by Brian Solis @SMiCS2011 in Monte Carlo.

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  • 1. @briansolis TheBrianSolis BrianSolisTV
  • 2. Digital Darwinism is already changing the landscape of business
  • 3. The world has changed forever. Will you change with it?
  • 4. This is not Social Media marketing
  • 5. “Fast and Easy”is the beginning of the end ofSocial Media 1.0
  • 6. Customers will breakup with organizations that don’t deliver value, now and over time
  • 7. “People” = the 5th Element
  • 8. Traditional Consumer Digital ConsumerCONNECTED CONSUMER
  • 9. An Audience with an Audience of Audiences
  • 10. A look at the world through the eyes of a connected customer
  • 11. The Fight for Consumer Attention Takes Place Where Attention is Focused. Hint: It’s not your website New Media has the power toreach people where their attention is focused
  • 12. Attention is a Precious CommodityRed = where users looked the mostYellow = indicate fewer viewsBlue = least viewedGray = didn’t attract any fixationsGreen = boxes drawn on top of the images after the study to highlight the advertisements
  • 13. THE VOICE OF THE CUSTOMER BRANDS ARE NOT CREATEDTHEY ARE CO-CREATED JUST GOT LOUDER
  • 14. Without design orThe future of yourengagement,business is definedwhat will sharedthrough they say?What will they do?experiences…
  • 15. Is your business antisocial?
  • 16. YOU CAN’T BUILD A CUSTOMER-CENTRIC BUSINESS IF YOU DON’T KNOW WHAT CUSTOMERS WANT
  • 17. Taking the customer point of view:Closing the Customer Gap in Social MediaDO YOU EVEN KNOW WHAT WE WANT OR WHAT WE VALUE?
  • 18. The brand perspective Customers want to learn about new products…
  • 19. The brand perspective They want to engage with us to create a community…
  • 20. The customer perspective I want discounts and special offers!
  • 21. The customer perspective I need the ability to purchase within my social network!
  • 22. Obtaining tangiblevalue or recognitionis why people seekout organizations insocial networks
  • 23. The number 1 leastasked question issocial business is…WHY?
  • 24. The 5 W’s + H.E. WHO EXTENT WHAT HOW WHEN WHY WHERE
  • 25. CRM Social CRMRELATIONSHIPS
  • 26. Three sectors are driving the evolution of of Mobile consumer behavior and businesses must adapt to lead the future The Golden TriangleSocial Real-time
  • 27. Technology Opens New Doors to Intelligence & Engagement Business Value Consumer Value User Experience Sales Lift Immediate Return Brand Lift Long-term Yield
  • 28. Social and Mobile represent the natural evolution of commerce… but everything changes in the process.
  • 29. Consumer AttentionAwareness InterestEvaluation The TraditionalDecision Customer Journey Action Referral Loyalty
  • 30. Decision making cycle of connected customers 3. Commerce Self-expression Closure 2. Pre-Commerce Evaluation Brand Reviews Decision Engagement Brand Strength Consideration Reconsideration Word of Experience Mouth Brand Interruption Sentiment Advocacy Post- purchaseTrigger research Word of Mouth Influence Loop ValidationAttention Influence Enjoy Brand Experimentation Awareness Reconsideration Advocate Passive Shared Sentiment Loyalist Loyalty Rival1. Formulation Attention Commitment Bond 4. Post-Commerce
  • 31. 3. Commerce 2. Pre-Commerce Evaluation Decision Consideration ExperienceTriggerAttention Enjoy Awareness Loyalty1. Formulation Bond 4. Post-Commerce Social CRM reveals new touchpoints to influence consumer behavior
  • 32. Big Data presents big challenges AND opportunities
  • 33. The 5 I’s Influenceof SocialMarketing Interaction Ideation Insight Intelligence
  • 34. BIO WORD CLOUD – TOP 100
  • 35. LOCATION WORD CLOUD – TOP 100
  • 36. FINDINGS!   @starbucks followers identify themselves as: enthusiasts, geeks, addicts, junkies, creatives!   Music, Food, Coffee, and Fashion are the most popular areas of interest!   @starbucks followers may favor dogs to cats 2 – 1!  Students account for more than any single Professional field
  • 37. The Tenets ofSocial BusinessAre Designed to Build Relationships ENGAGED Relevance CONNECTED ADAPTIVE
  • 38. @ is the universal sign for engagement
  • 39. Engagement is defined by how a brand andconsumer connect and interact within theirnetworks of relevance
  • 40. EngagementYouYou Prospects Prospects
  • 41. Engagement is measured by takeaway value,sentiment, and resulting actions following theexchange
  • 42. You are Now Entering the Trust Zone
  • 43. Do you know who’s influencing your market?
  • 44. Content Context is King Content is King
  • 45. Build relationshipsTrigger actions & outcomes Feed the community
  • 46. ARE YOU DESIGNINGCAMPAIGNS AROUND MEASURABLE & MEANINGFUL OUTCOMES?
  • 47. Social MediaMarketing isnow expectedto play abigger role inbusinessperformance
  • 48. WE CAN NOT MEASURE WHAT IT IS WE DON’T KNOW TO VALUE
  • 49. Likenomics: The value of a Facebook “Like” is worthy of study
  • 50. Likenomics: The value of a Facebook “Like” is worthy of study
  • 51. THE A.R.T. OF SOCIAL MEDIA = ACTIONS REACTIONS TRANSACTIONS
  • 52. influence change cause buildI want to inspire something… help teach learn discover sell
  • 53. The Value + Innovation Cycle Research & Intelligence Listen Engage Learn + Adapt + Create Action Measure Optimize
  • 54. There is nobox to thinkoutside of…