April 2007
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker
August 2007 – November 2008
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker
November 2008
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker
November 2008
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker
January 2009
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker
July 2009
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker
February 2010
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker
October 2010
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker
May 2013
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker
Awareness
Interest
Evaluation
Loyalty
Advocacy
How do you measure the ROI of each activity?
Pre-purchase
Post-purchase
@ad...
Awareness
Interest
Evaluation
Loyalty
Advocacy
Pre-purchase
Post-purchase
@adriandparker
Commitment
#1: Last Touch Attribu...
Awareness
Interest
Evaluation
Loyalty
Advocacy
Pre-purchase
Post-purchase
@adriandparker
Commitment
#2: First Touch Attrib...
Awareness
Interest
Evaluation
Loyalty
Advocacy
Pre-purchase
Post-purchase
@adriandparker
Commitment
#3: Multi-Touch Attrib...
@adriandparker
Current attribution models
discount value of social and
post-purchase interactions.
Awareness
Interest
Evaluation
Commitme...
@adriandparker
R.O.I. =
$ Gain - $ Cost
$ Cost
Disconnected desired outcomes
among key stakeholders create
internal tensio...
@adriandparker
Functional areas have multiple
definitions of digital success that
require perpetual alignment.
Organizations lack a
standardized method
of assigning financial
values to non-financial
digital activities.
@adriandparker
@adriandparker
@adriandparker
Relationship Tools Business Tools
Systems
Enhanced CRM & Tracking Tools
Memories
Celebrations & Milestones
...
@adriandparker
INNOVATORS
1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2...
1 THINK 2 SAY 3 DO 4 FEEL
@adriandparker
“The #1 thing I want as an
accountant is better clients.”
4
Connections
Growth
OP...
LEAP OF FAITH HYPOTHESIS
If we create a simple, social solution
for recognizing and rewarding
professionals for sharing th...
1 THINK 2 SAY 3 DO 4 FEEL
@adriandparker
Goal: 10 nominations
Goal: 20 engagements
Give consumers a reason to share and care
@adriandparker
Hi
Reason to Care
ReasontoShare
Lo
Lo Hi
Conversational
Public
Ex...
INNOVATORS
Give accountants a reason to share and care
Small Biz Owners and Financial
Pros will use Intuit digital
channel...
INNOVATORS
@adriandparker
#IntuitInnovators Paid Media
Influencer
Outreach
Earned Media
& Coverage
LAUNCH WINNERS ANNOUNCED
INNOVATORS
@adriandparker
#IntuitInnovators Paid Media
Influencer
Outreach
Earned Media
& Coverage
LAUNCH WINNERS ANNOUNCE...
1 THINK 2 SAY 3 DO 4 FEEL
@adriandparker
more confident in software
usage
After engaging with the
campaign users were…
mor...
@adriandparker
DO
Assess performance at
campaign-level
DON’T
Measure attribution purely by
tactic
Start by monitoring &
me...
THANKS
@adriandparker
Will you marry me?
Beyond Engagment - Adrian Parker (Social Fresh WEST 2013)
Beyond Engagment - Adrian Parker (Social Fresh WEST 2013)
Beyond Engagment - Adrian Parker (Social Fresh WEST 2013)
Upcoming SlideShare
Loading in...5
×

Beyond Engagment - Adrian Parker (Social Fresh WEST 2013)

5,711

Published on

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,711
On Slideshare
0
From Embeds
0
Number of Embeds
24
Actions
Shares
0
Downloads
33
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • Social media has changed the way we do business. Now business is changing the way we do social media.How do you quantify the value of a…Contact, Comment, Like, Link, follow, flick, pin, press, plus 1, subscribe, share, rate, review, vine, view??
  • Purchase finalized and Loyalty program subscription initiated.
  • Currently growing an ambassador program.. First member arrived 6 weeks ago.
  • LOFH = Big IdeaAssumptions give us a way to test the big idea before investing resources.Assumption = What must be true for this campaign to be successful?*Assumptions are the inputs that give us the outputs*Outputs = stories, participation, amplification Image: http://fc04.deviantart.net/fs51/f/2009/256/b/9/Leap_with_faith_by_Lemmewinks.jpg
  • Learnings lead to a more strategic framework to think about consumer interactions…Vanity – propagandaConvictional – personal Conversational – PublicViral – Provocative Plan campaign and content based on intent: what’s the motivator?Support items: content type, medium, channel, source
  • Social sharing + training
  • Social sharing + training
  • How do you quantify the value of a…Contact, Comment, Like, Link, follow, flick, pin, press, plus 1, subscribe, share, rate, review, vine, view??
  • Beyond Engagment - Adrian Parker (Social Fresh WEST 2013)

    1. 1. April 2007 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
    2. 2. August 2007 – November 2008 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
    3. 3. November 2008 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
    4. 4. November 2008 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
    5. 5. January 2009 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
    6. 6. July 2009 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
    7. 7. February 2010 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
    8. 8. October 2010 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
    9. 9. May 2013 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
    10. 10. Awareness Interest Evaluation Loyalty Advocacy How do you measure the ROI of each activity? Pre-purchase Post-purchase @adriandparker Commitment
    11. 11. Awareness Interest Evaluation Loyalty Advocacy Pre-purchase Post-purchase @adriandparker Commitment #1: Last Touch Attribution Model (ROI %) 28% of companies Used by 0% 0% 100% 0% 0% 0%
    12. 12. Awareness Interest Evaluation Loyalty Advocacy Pre-purchase Post-purchase @adriandparker Commitment #2: First Touch Attribution Model (ROI %) 30% of companies Used by ~ 0% 0% 100% 0% 0% 0%
    13. 13. Awareness Interest Evaluation Loyalty Advocacy Pre-purchase Post-purchase @adriandparker Commitment #3: Multi-Touch Attribution Model (ROI %) 17% of companies Used by 33% 0% 0% 0% 33% 33%
    14. 14. @adriandparker
    15. 15. Current attribution models discount value of social and post-purchase interactions. Awareness Interest Evaluation Commitment Loyalty Advocacy Last Touch First Touch Multi-Touch @adriandparker
    16. 16. @adriandparker R.O.I. = $ Gain - $ Cost $ Cost Disconnected desired outcomes among key stakeholders create internal tension. What We Gain What We Give “Maximize this!” -Shareholders “Maximize this!” -Customers
    17. 17. @adriandparker Functional areas have multiple definitions of digital success that require perpetual alignment.
    18. 18. Organizations lack a standardized method of assigning financial values to non-financial digital activities. @adriandparker
    19. 19. @adriandparker
    20. 20. @adriandparker Relationship Tools Business Tools Systems Enhanced CRM & Tracking Tools Memories Celebrations & Milestones 1 THINK 2Listening Spousal Feedback Feedback Surveys, Net Promoter SAY 3 Research Market Mix Modeling Observations Peer Insights & Testimonials DO 4 Recommendations Ratings, Reviews & Referrals Trust Partner Collaboration FEEL “Care and Converse” “Care and Convert”
    21. 21. @adriandparker INNOVATORS
    22. 22. 1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012 1 THINK 2 SAY 3 DO 4 FEEL Less than half of professional tax firms believed “Intuit has firm’s best interest in mind.” 1 Trust Relevancy CHALLENGE Up to 40% of target segment customers had opted out of e-mail communications. 2 @adriandparker
    23. 23. 1 THINK 2 SAY 3 DO 4 FEEL @adriandparker “The #1 thing I want as an accountant is better clients.” 4 Connections Growth OPPORTUNITY “The #1 reason financial pros I use social media is to identify and attract new clients.” 3 Only 28% of professional tax firms believe “Intuit has firm’s best interest in mind.” 1 Trust Relevancy CHALLENGE Up to 40% of customers had opted out of e-mail communications, citing overuse. 2 1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012
    24. 24. LEAP OF FAITH HYPOTHESIS If we create a simple, social solution for recognizing and rewarding professionals for sharing their stories with us, they will eagerly participate and amplify our voice. Users desire to recognize and be recognized for their work and experience. Being seen as an expert and helping others will motivate users to share Users can share with their personal audience in <5 clicks. Incentives will increase participation of users.
    25. 25. 1 THINK 2 SAY 3 DO 4 FEEL @adriandparker Goal: 10 nominations Goal: 20 engagements
    26. 26. Give consumers a reason to share and care @adriandparker Hi Reason to Care ReasontoShare Lo Lo Hi Conversational Public Example: Viral Provocative Example: Convictional Personal Example: Vanity Propaganda Example:
    27. 27. INNOVATORS Give accountants a reason to share and care Small Biz Owners and Financial Pros will use Intuit digital channels to share their stories of innovation and also be trained on the latest software. Share Care Whether it be serving clients or supporting the community, they can submit stories via video, text or photo while learning about product. @adriandparker
    28. 28. INNOVATORS @adriandparker #IntuitInnovators Paid Media Influencer Outreach Earned Media & Coverage LAUNCH WINNERS ANNOUNCED
    29. 29. INNOVATORS @adriandparker #IntuitInnovators Paid Media Influencer Outreach Earned Media & Coverage LAUNCH WINNERS ANNOUNCED +22% Audience +6 pts Share of Voice 10X Engagement 1.5M Earned Imp
    30. 30. 1 THINK 2 SAY 3 DO 4 FEEL @adriandparker more confident in software usage After engaging with the campaign users were… more likely to recommend the software to a peer annual $ spend vs. average customer
    31. 31. @adriandparker DO Assess performance at campaign-level DON’T Measure attribution purely by tactic Start by monitoring & measuring what you can Get into a measurement shootout with leadership Find the idiot inside you and read to it Stop learning new systems, skills and technology Give your team, your org and yourself time to test & learn Take advice from a bald guy…
    32. 32. THANKS @adriandparker Will you marry me?
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×