Providing Value to Consumers via Social & Mobile


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Define Value for your Consumers, Create Content Your Audience Wants, Measure & Adjust

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Providing Value to Consumers via Social & Mobile

  1. 1. Providing Value to Users via Social & Mobile #SMAC @ #NYXPO October 17, 2013
  2. 2. Disclaimers @RevChrisMurphy #SMAC #NYXPO
  3. 3. We Should No Longer Separate “Social” or “Mobile” from “Digital” @RevChrisMurphy #SMAC #NYXPO
  4. 4. 50% of users use mobile as their primary means of accessing the internet Social Media generates double the leads of trade shows, telemarketing, daily mail, PPC Mobile searches make up 25% of all searches 4.2 Billion people access social media via mobile 51% of Mobile traffic sources from mobile video 60% say social media makes them more likely to share products & services 74% of users say mobile advertising influences them to try something new 46% of users say they turn to social media to help with purchase decisions 80% say they download an app after seeing a mobile ad Source: 2013 Social Media Facts; Digital Buzz- State of Mobile 2013 @RevChrisMurphy #SMAC #NYXPO
  5. 5. Digital Strategy Should Not Be Separated From Traditional Advertising Strategy, or Even Overall Business Strategy @RevChrisMurphy #SMAC #NYXPO
  6. 6. Now We Can Start J @RevChrisMurphy #SMAC #NYXPO
  7. 7. val•ue Noun 1.  the regard that something is held to deserve; the importance, worth, or usefulness of something. synonyms: worth, usefulness, advantage, benefit, gain, help, merit 2.  a person’s principles or standards of behavior; one’s judgment of what is important in life. synonyms: principals, ethics, beliefs, standards, moral code Source: Oxford English Dictionary @RevChrisMurphy #SMAC #NYXPO
  8. 8. val•ue Noun 1.  benefit, personal gain or improvements to life that a consumer experiences from your brand synonyms: worth, usefulness, advantage, benefit, gain, help, merit 2.  core values that consumers relate to or believe in, that makes them feel good about your brand synonyms: principals, ethics, beliefs, standards, moral code Source: translation done in my brain @RevChrisMurphy #SMAC #NYXPO
  9. 9. Defining What “Value” Means To Your Audience @RevChrisMurphy #SMAC #NYXPO
  10. 10. Step 1: Get to Know Your Consumer Who are they? Where are they? What Are Doing? •  Age •  Gender •  Interests •  Devices •  Channels (site, social, etc.) •  Apps •  Consuming •  Sharing/Commenting •  Buying @RevChrisMurphy #SMAC #NYXPO
  11. 11. Step 2: Create Something They WANT Entertainment Education Relevance Utility Something you’d want to see regardless of brand sponsorship Exclusive, useful information you feel good about knowing Anything that keeps you up to speed, current and/or on-trend Something that makes your life easier Reward An offer, swag or something else of monetary/ material value @RevChrisMurphy #SMAC #NYXPO
  12. 12. Step 3: Protect Yourself From Yourself Put checks and balances in place with filters Rule of Thumb: If your content doesn’t pass through 3 or more filters, abort mission! @RevChrisMurphy #SMAC #NYXPO
  13. 13. Communicating with Users @RevChrisMurphy #SMAC #NYXPO
  14. 14. Talk About Your Feelings Does your audience know about your core values, and why you do what you do? Why We believe that… How We do that by… WHY What HOW We make… WHAT Reference: Simon Sinek TedTalk, How Great Leaders Inspire Action @RevChrisMurphy #SMAC #NYXPO
  15. 15. Don’t Be The Dinner Party Guest Everyone Wants Silenced… Permanently. Broadcasting What how we talk to users Facilitating how we talk about ourselves Why how it should look @RevChrisMurphy #SMAC #NYXPO
  16. 16. Be Original, But Don’t Reinvent The Wheel Have a Clearly Defined Voice & POV Know What Sets You Apart From The Pack & Talk About It (Cartoon by Eric Jacobsen) @RevChrisMurphy #SMAC #NYXPO
  17. 17. Measurement & Adjustment @RevChrisMurphy #SMAC #NYXPO
  18. 18. #Fail With Flair! Test and target your content to see what works when for who and how. Keep a running spreadsheet tracking all social post, ad and app performance. Learn and optimize on the fly, in real time! @RevChrisMurphy #SMAC #NYXPO
  19. 19. Benchmark Against Yourself Measure where you are currently, and define the KPI’s for where you want to be. Avoid measuring against competitors- it’s never apples to apples. INDUSTRY BENCHMARKS @RevChrisMurphy #SMAC #NYXPO
  20. 20. $ Get Cozy With Non-Monetary ROI Unless you drive to purchase in all communications (you shouldn’t be if you’ve been paying attention), ROI does not always correlate with $ signs. ROI in digital comes in many hard-totrack forms like awareness, consideration, advocacy and word of mouth. ? @RevChrisMurphy #SMAC #NYXPO
  21. 21. Ask Me Questions! @RevChrisMurphy #SMAC #NYXPO
  22. 22. Thank You! @RevChrisMurphy #SMAC #NYXPO