The Real Social Marketing Opportunity: Reinvent Marketing From Scratch


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Presentation from Social Media Week Copenhagen. Social marketing is not about pushing content via tweets and blogs instead of TV and print. It's about power to the people, and new opportunities for marketers everywhere... More here:

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  • My name is Timo Elliott and I’m an Innovation Evangelist. My job is to work with companies around the globe, gathering intelligence and best practices from the front lines of business innovation. And that starts with technology.
  • Social is NOT just another channel. It’s a fundamental marketing disruption.
  • Google should be doing most of what marketing used to doIn the social world everybody is naked – so you’d better be buffYou need to spend less time telling people how great you are, and more time
  • Experiment, start small, iterateOrchestration, not creation
  • No communication without communityDisconnect marketing/communicationYour community IS the product
  • The facts, interestingly toldInvite people to participate in conversations you already know are interesting
  • Hire journalists
  • L’Oreal
  • Mantis Pulse – SAP data services to SAP HANA in the cloud, leverages Text Analysis.
  • NBA statistics, powered by SAPHANA: NFL fantasy football information, powered by SAP Analytics -- For more information, please see this link: San Francisco 49ers scounting application: And the game of basketball on a global basis – 215 countriesDrive greater engagement among more than 380 million fansMaximize the use of more than 65 years of statistical dataUp to 20,000Concurrent queries of the statistics database2xMore time spent by fans on NBA website5 minutesAfter each game the stats website is updated
  • Model Accuracy Improved By 47% with InfiniteInsight® SocialChallengeTelekomunikacjaPolska, part of France Telecom Orange Group, is the largest fixed-line provider for voice and broadband services in Poland.The company needed to explore and define effective ways to predict churn starting from CDRs’ derivatives (Call Data Records).SolutionUsed InfiniteInsight® Social to assess the value of social network analysis (SNA) in empowering customer retention strategies.The prediction of churn was based on four main types of analysis: churn measurements, psychographic analysis, geographical churn analysis and social network analysis.InfiniteInsight® Social was used to detect communities of networkers, bridges, leaders and followers.The role of subscribers within the communities, as well as the other social variables created byInfiniteInsight® Social, were then used to rebuild the churn prediction model.ResultsThe contribution of the InfiniteInsight® Social improved the accuracy of the churn predictive model by 47%.Using a single server, InfiniteInsight® Social was able to smoothly work on CDR derivatives in order to prepare links and detect communities within the subscriber base in two hours.All this was done with an easy user interface and short elaboration times.
  • One reason chose – ease and agility… Understand and connect with votors and donors at a more granular and personal levelImprove on previous analytic agility and speedIntegrated data from digital and other channelsContinual voter modeling using KXEN to predict voter segment receptiveness and behavior66,000 election simulations per night….Raised $1bn in campaign funds, with fewer resources, by communicating with the right individuals at the right time on the right medium Grew digital fundraising by 20%, added 500,000 donors, increased ad buying efficiency by 15% and improved volunteer and per-donor rates over 2008“,” by Michael Scherer, Time, November 7, 2012.“We analyzed very early that the problem in Democratic politics was you had databases all over the place,” said one of the officials. “None of them talked to each other.” So over the first 18 months, the campaign started over, creating a single massive system that could merge the information collected from pollsters, fundraisers, field workers and consumer databases as well as social-media and mobile contacts with the main Democratic voter files in the swing states.The new megafile also allowed the campaign to raise more money than it once thought possible. Until August, everyone in the Obama orbit had protested loudly that the campaign would not be able to reach the mythical $1 billion fundraising goal.“We ran the election 66,000 times every night,” said a senior official, describing the computer simulations the campaign ran to figure out Obama’s odds of winning each swing state. “And every morning we got the spit-out — here are your chances of winning these states. And that is how we allocated resources.”In late spring, the backroom number crunchers who powered Barack Obama’s campaign to victory noticed that George Clooney had an almost gravitational tug on West Coast females ages 40 to 49. The women were far and away the single demographic group most likely to hand over cash, for a chance to dine in Hollywood with Clooney — and Obama.So as they did with all the other data collected, stored and analyzed in the two-year drive for re-election, Obama’s top campaign aides decided to put this insight to use. They sought out an East Coast celebrity who had similar appeal among the same demographic, aiming to replicate the millions of dollars produced by the Clooney contest. “We were blessed with an overflowing menu of options, but we chose Sarah Jessica Parker,” explains a senior campaign adviser. And so the next Dinner with Barack contest was born: a chance to eat at Parker’s West Village brownstone.Read more:
  • 5,000 events/sec10~30% revenue increase
  • Au coeur de la vie montréalaise depuis 1966, le réseau de métro compte 68 stations et assure plus de 1, 2 million de déplacements par jour. POUR VOUS REMERCIER DE SUIVRE LE MOUVEMENTTéléchargez gratuitement cette nouvelle application pilote de la Société de transport de Montréal et recevez des récompenses.Notre réseau est au cœur de la ville et de votre mode de vie.Profitez de privilèges chez vos commerçants préférés, dans les restaurants de votre quartier ou lors des grands événements montréalais. Nous vous réservons aussi des surprises pour vous remercier de vous déplacer en bus et en métro.Vous désirez recevoir toutes les offres exclusives qui sont à proximité de votre emplacement? C'est simple, permettez à l'application de vous localiser.Profitez-en pleinement!Accédez à une foule d’offres exclusives en enregistrant votre carte OPUS et en nous autorisant à en lire le contenu.Recevez de l’information personnalisée à vos habitudes de déplacements en transport collectif en nous précisant qui vous êtes.Restos, bars et café, sports et plein air, événements, indiquez-nous vos préférences. Vos choix prioriseront les offres que vous recevrez.Allez-y, amusez-vous!“Our customers are more mobile and connected than ever,” affirmed Michel Labrecque, Chairman of the Board. The STM aims to deliver 540 million trips in 2020, and improving customer experience is central to our strategy for achieving that goal. Innovation is key, so it was natural to look to a mobile technology solution to reward our customers for their loyalty. Our partnership with SAP provided us with a state-of-the-art technology, and STM Merci is truly one of a kind in the links it allows us to create between client data, profiles, and preferences and the offers made by our hundreds of partners. I encourage all our clients to download the app and give it a try.”“Through our Co-Innovation program, SAP and the STM have been able to enhance the customer experience of Montreal transit riders”, said Mark Aboud, Managing Director of SAP Canada. “This unique combination of technology and STM’s partnerships allows riders a better quality of life while respecting their privacy and giving them the opportunity to choose how to interact with the Merci system. It truly puts the Montreal on the cutting edge of technology and customer experience practices.”Three months after being introduced, the STM Merci app is still gaining supporters,who can count on getting exclusive offers based on their preferences, profile and GPS location.So far, the application has been downloaded 14 753 times, a milestone, and some 16 202 offers have been redeemed. It should be noted that with more than 240 partners offering a variety of goods and services (cultural, sporting, recreational, retail, transportation cocktail, to name but a few), regardless of whether they consist of discounts, freebies or special promotions, the offers generated by STM Merci cover a wide range of products and activities and are in line with the app users’ interests and preferences. New partners are constantly being added to the project, further enhancing it for the benefit of users.Description TO THANK YOU FOR FOLLOWING THE TRENDOur network lies at the heart of the city, and of your lifestyle.With this app, enjoy privileges at your favourite businesses, restaurants in your neighbourhood or major Montréal events. Special surprises will also be in store for you to thank you for travelling by bus and metro.Do you want to receive all the exclusive offers that are near your location?It’s simple – let the app locate you.Take full advantage of it!Enjoy a host of exclusive offers by registering your OPUS card and authorizing us to read its content.Receive customized information, based on your public transit habits, by specifying your location.Restaurants, bars and cafés, sports and outdoor activities, events: indicate your preferences. Your choices will determine the offers you receive.Go ahead, have fun!When you have a conversion rate between half and two-thirds, whatever the context, you’re doing something right. Riders at the Right TimeWith endless geomarketing opportunities, STM didn’t struggle with lining up partners to participate in the Merci program. Retailers such as Le Parchemin and Joshua Perets and restaurants such as Le Chasseur, for example, knew that riders of university age, or post-graduation, would be particularly enticed by discounted merchandise or food. A pastry shop such as Le pain doré might offer free coffee or half-off breakfast to university students riding within a certain radius of the establishment. A grocery store can slash milk prices when it knows professional commuters are on their way home to make dinner. Likewise, at 5pm, a sushi restaurant can offer a free appetizer to the 100 riders within two stops of its location. And, based on riders’ interests, only make the offer to those who have shared with Merci that they like sushi.“We’ve got about 340 partners that are in the retail business, and close to 1,000 partners who are in the event business. Anything that moves in Montreal, from hockey games to theatre to opera, is basically part of this program,” says Bourbonnière.Merci Beaucoup: Riders Embrace the AppSTM riders have embraced the Merci App. The app was downloaded 5,000 times on its launch date, and STM quickly reached its pilot threshold of 20,000 downloads. Through the first five months, those customers received approximately 2.5 million commercial or STM offers, with a 4% click rate and 3% redemption rate. However, for the offers valued in the top 10%, the click rate stood at 67% and redemption rate at 64%.“That success rate is almost unheard of, but the Merci App satisfies the four dimensions of bringing the right product to the right person at the right time in the right place,” says Bourbonniere.
  • The SAP Community Network: 2.5 Million Members
  • The Real Social Marketing Opportunity: Reinvent Marketing From Scratch

    1. 1. Reinventing Marketing From Scratch Timo Elliott, SAP Innovation Evangelist, February 2014 © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 1
    2. 2. Our customers produce more than 65% of the coffee and tea we drink each day © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 2
    3. 3. Our customers produce more than 70% of the world’s chocolate. © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 3
    4. 4. Our customers produce 64% of the world’s ice cream. © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 4
    5. 5. Our customers produce more than 72% of the world’s beer. © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 5
    6. 6. What Is An Evangelist? The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a reward given to the messenger for good news (εὔ = "good", ἀγγέλλω = "I bring a message“) © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 6
    7. 7. The World Changed. Did Your Marketing? © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 7
    8. 8. 80% of CEOs think they deliver a superior customer experience -- but only 8% of customers agree. Source: The New Yorker
    9. 9. Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions. Source: Brian Solis’ Future of Business, 2013
    10. 10. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. Source: Co.Exist
    11. 11. Power To The People © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 11
    12. 12. From Marketing To Experience © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 12
    13. 13. “If you have to be naked, you’d better be buff” Don Tapscott But you still have a megaphone… © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 13
    14. 14. Be Interesting Howard Gossage © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 14
    15. 15. ROI = Return on Interesting © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 15
    16. 16. From Ivory Tower to Refinery © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 16
    17. 17. Insert page title Subtitle Content First level Communication Second level  Third level Community © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 17
    18. 18. Fewer Bureaucrats, More Entrepreneurs © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 18
    19. 19. The Right Incentives © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 19
    20. 20. Rethinking Campaigns © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 20
    21. 21. B2C or B2B? No, H2H © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 21
    22. 22. You Are Not That Interesting © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 22
    23. 23. Tell True Stories © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 23
    24. 24. Educate And Entertain © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 24
    25. 25. Marketing becomes part of your customer experience © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 25
    26. 26. Customer Experience © 2014 SAP AG. All rights reserved. 26
    27. 27. Reinvent Luxury Service © 2014 SAP AG. All rights reserved. 27
    28. 28. Be A Trusted Advisor © 2014 SAP AG. All rights reserved. 28
    29. 29. Track Who Likes Your Products (And Why, And When…) © 2014 SAP AG. All rights reserved. 29
    30. 30. Engage Your Fans © 2014 SAP AG. All rights reserved. 30
    31. 31. © 2014 SAP AG. All rights reserved. 32
    32. 32. © 2014 SAP AG. All rights reserved. 33
    33. 33. © 2014 SAP AG. All rights reserved. 34
    34. 34. Orange Poland (Telekomunikacja Polska) Churn model accuracy improved by 47% with social © 2014 SAP AG. All rights reserved. 35
    35. 35. Engage Your Fans “Data-driven decision making played a huge role in creating a second term for the 44th President. In politics, the era of big data has arrived.” - Time Magazine © 2014 SAP AG. All rights reserved. 36
    36. 36. Optimize The Customer Experience With “Playnomics” © 2014 SAP AG. All rights reserved. 37
    37. 37. Create a Commerce Eco-System Mapping stores on STM lines and stations • © 2014 SAP AG. All rights reserved. STM Partners’ stores. 38
    38. 38. Create a Commerce Eco-System A platform for real-time interactivity between consumers, STM and partners • Receive information, discounts & Special offers Partners SAP Precision Retailing CRM (On-Demand, Multitenant, High Performance, Scalable) BI Merchants Outings Transports • Interact with consumer in the field • Run mobile marketing campaigns based on consumer profile and location © 2014 SAP AG. All rights reserved. • Interact with consumer in real-time anywhere, anytime. • Design & run mobile marketing campaigns based on consumer profile and location • Analyze consumer behavior in the field 39
    39. 39. Our portfolio combines the best of next-generation technology to help you innovate, transform and grow Mobile Unwire your business to deliver secure, real-time, business-critical information – anytime, anywhere, to anyone, on any mobile device. Cloud Capture the power of the cloud – while fully integrating with on-premise investments. Empower your employees, engage customers, and collaborate with partners across business networks. Applications Analytics Run your business smarter, faster, and simpler, with an integrated suite of applications powered by SAP HANA – delivering long-term predictability and nondisruptive innovation. Explore and exploit data, find answers in real time, and make confident decisions. Harness visually compelling, easy-to-use tools on the devices of your choice. Database & Technology Simplify your IT infrastructure dramatically and drive high-value innovation by exploiting across structured and unstructured data sources. A real-time business platform, powered by SAP HANA © 2014 SAP AG. All rights reserved. 41
    40. 40. The SAP Community Network: 2.5 Million Members © 2014 SAP AG or an SAP affiliate company. All rights reserved. Public 42
    41. 41. Thank you! Timo Elliott, SAP Twitter: @timoelliott Blog: © 2014 SAP AG. All rights reserved. 43
    42. 42. Thank you Contact information: F name MI. L name Title Address Phone number © 2014 SAP AG or an SAP affiliate company. All rights reserved.