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Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social World


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Knowledge is being created and shared at unprecedented rates. People are now sharing original content, forming and joining virtual communities, organizing activities, tapping into the advice of others and sharing experiences at scale and without boundaries. This collective knowledge is enabling people to rapidly learn, act with greater confidence and influence others in entirely new ways. In fact, social is now the #1 use of the internet, with 94% using it to learn, 78% to share knowledge and 49% to engage experts. With 2 billion social connections and more than 3 billion expressions per day, it’s fueling the emergence of a knowledge economy and empowered individuals.

As social and mobile technologies become increasingly pervasive, the opportunity to engage people in new ways is profoundly changing the way we do business. With individuals expecting to engage when and how they want, organizations are tasked with encouraging and supporting collaboration for employees, customers, partners and citizens while keeping an unrelenting focus on user experience. How can they do this, while safeguarding the integrity of both the business and the brand?

In this session, we’ll discuss:
• Building a community across various channels
• How to sustain and grow your audience and advocates
• Case studies of brands doing it right

Published in: Marketing
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Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social World

  1. 1. @shellkillebrew
  2. 2. 4
  3. 3. Source: BI Intelligence, December 2013
  4. 4. “Social. Mobile. Security. The convergence of these forces is driving the need for people-centric engagement. #ibm” @shellkillebrew
  5. 5. of CEOs in outperforming organizations make customer collaboration a top priority of smartphone users check an app as soon as they wake up of individuals are willing to exchange personal information for a personalized offering of CEOs intend to operate their organization in a more open manner in the next 3-5 years of millennials and 70% of boomers say social and user-generated content has an influence on what they buy Sources: 84%, 70%, 84%, 2/3, 80%: IBM 2013 Annual Report 72%, 56%: IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014 @shellkillebrew
  6. 6. of MOBILE users keep their devices within arm’s reach @shellkillebrew
  7. 7. Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. 2014Timeless 2012 Co-create with customers, employees, and partners. Innovate and scale personally relevant and rewarding experiences. Know each customer in context. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. Customers demand engagement versus marketing – IWATA CMO POV points @shellkillebrew
  8. 8. Source: The Watermark Consulting 2013 Customer Experience ROI Study– April 2, 2013 @shellkillebrew
  9. 9. • • Source: The Customer-activated Enterprise: Insights from the Global C-Suite Study, IBM, 2013 @shellkillebrew
  10. 10. @shellkillebrew
  11. 11. • • @shellkillebrew
  12. 12. Higher Win Rates more online sales conversion conversion rate using web tools Shorter Time to Market and Delivery faster time to find experts faster service delivery to new customers Lower Operational Costs customers didn't need to call increase in self-service transactions More Satisfied Customers higher rating for web self service vs. help desk increase in referrals @shellkillebrew
  13. 13. @shellkillebrew
  14. 14. @shellkillebrew Know your audience and create stories that will entertain and engage them.
  15. 15. @shellkillebrew Include your community in crowdsourcing innovation - Jakob Nielsen
  16. 16. @shellkillebrew Mobilize your community around a shared interest that ties back to your product
  17. 17. @shellkillebrew People share when they’re delighted… but it has to be easy.
  18. 18. Include your employees in expressing and advocating for your brand. @shellkillebrew Tammy Nelson, CMO
  19. 19. Wimbledon 2013 BT Sports Industry Award for Best Sports Website of the Year
  20. 20. @shellkillebrew Face to face service should be a hallmark of your brand experience. Empower & train your employees.
  21. 21. • • • • • • Source:
  22. 22. A company with 100,000 brand advocates can reach 60 million people.1 A 12% increase in brand advocacy generates a two-fold increase in revenue on average.2 72% of adults who had a memorable product or service experience said they took positive action, with 57% communicating their positive experience to others, and 41% recommending that someone make a purchase.3 1Zuberance. 2Fred Reichheld, HBS Press. 3 Harris Interactive@shellkillebrew
  23. 23. Source: Building Bridges to the Promised Land, The CMO Club, 2014