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Confidential & Proprietary
Multi-Channel Customer Engagement
Confidential & Proprietary
Baking new Brand X Recipe for Suzy‟s party.
She loves it
Day in the Life of today‟s Consumer
Mom blogging Recipe Look Up Menu building Mom tweets
Mom-Blog
Planning Suzy‟s birthday party.
Looking for menu ideas for 10 kids.
Rep engages
Dietician responds Mom at grocery storeRep texting reply
Does it
Contain
gluten?
No ur
good.
Try Dirt
Cups
desert.
Yum!
No ur good.
For dessert
try these
http://tinyurl
/uwc87s
Yum!
I „m
diabetic.
R these
ok?
Mom continues …
@mom Good luck w/recipe. My kids love it!
Txt 57238 if u get stuck
Also click on
this link for
coupon
http://tinyurl/u
wc87s
Maybe Try Sugar Free
instead. Here is the link to
our recipe.
http://tinyurl.com/cRT67v.
Confidential & Proprietary
Day in the Life of today‟s Consumer
Clicks photo of item
still looking for;
buys
online
Mom-Blog
Bday party big success http://twitpic.com/.
New recipe was so easy see recipe @brandx
site!
Speech Recognition &
Customer Hold Messaging
Mom connected
with IVR
Checks out website…
clicks on icon to call
Mom checks out Mom blogs to 5,000 readers
I just want to
talk to a
person.
Bypass!
Join our
Innovation
Community, t
o sign up…
Speaks with tech
savvy Rep
Have you tried this
recipe? I will send
you a coupon.
Confidential & Proprietary
Day in the Life of today‟s Consumer
Mom & Rep enter chat
session to locate product
Mom receives email … joins
Innovation Community and more
Rep: Hi Mrs. Mom
Mom: Hi
Mom: I am looking for Golden
Oreos Minis
Rep: I will take you to the
Netgrocer website we can shop
together.
Mom: Thanks I will submit the
order
Rep: Have a nice day. Bye.
Receives text via Text
Messaging Service
Video
conference
tomorrow
Leverage your most important asset to create strategic business advantage
Confidential & Proprietary5
Do consumers want engagement with brands?
Confidential & Proprietary
What if… we looked at the business value differently?
6
Multi Channel
Customer
Engagement
store
mobile social web
email
@
Phone
WHY?
VOC
WHAT CONSUMERS SAY? WHAT THEY DO? WHY THEY DO WHAT THEY DO? WHERE & HOW THEY DO WHAT THEY DO?
MORE
CHANNELS
MORE
ACCESS
Confidential & Proprietary
2013 Trends in Customer Service & Contact Centers*
7
• Mobile
• Social Media
• Community-based service
• VOC Analytics
• Next Best Action
• Proactive customer service
• The Cloud
• BPA
• Cross-channel/Agile
• Knowledge/Content Management
*Kate Legget – Forrester Research, September 2012
Confidential & Proprietary
Social Media Trends
Confidential & Proprietary
Agenda
Trends in the Market
Digital Fitness
Trends in Corporate
9
Confidential & Proprietary
♦Global Media Consumption per Week
Media Consumption is Changing
10
Source: Carat
1900 1920 1940 1960 1980 2000 2020
100
80
60
40
20
0
2020: 80% of All Media Digital
2010: 66% of All Media Digital
2007: 50% of All Media Digital
hours
Confidential & Proprietary
Social Media Delivers Global Reach
♦ Number of Social Network
Users Worldwide
– 1.4 billion at the end
of 2012
♦ Largest Social Networking
Region
– Asia-Pacific, with
nearly 616 million
users
♦ Country with the Most Social
Network Users
– China, with more
than 307 million in
2012, nearly double
the number in the
US
♦ Countries Where Social
Networking is Growing the
Fastest
– India and Indonesia,
which will each see
50%+ growth in
users this year
11
♦ Social Network Users Worldwide
• Internet users who use a social network site via any
device at least once per month
493.5
615.9
745.6 853.7
164.9
191.8
215.9
236.9
163.9
174.7
181.9
189.2
139.0
157.4
176.5
192.7
111.1
148.5
183.0
211.6
129.8
145.3
159.4
170.8
0MM
200MM
400MM
600MM
800MM
1,000MM
1,200MM
1,400MM
1,600MM
1,800MM
2,000MM
2011 2012 2013 2014
Asia-Pacific Latin America North America
Eastern Europe Middle East & Africa Western Europe
Source: eMarketer Feb-2012
1,202.2
1,433.5
1,622.4
1,854.7
23%
19%
16%
12%
Confidential & Proprietary
Social Media is 24 7
12
• In a recent social media study for Nestlé's ice cream brands, it was discovered that the largest
day segment for ice cream conversation occurs at prime time and the late night.
• These consumers tend to participate in Life Sharing activities such as “I’m watching my
favorite movie while eating my favorite ice cream, Haagen Dazs!”.
• At other times of the day, topics such as Health are more prevalent (noon to 5).
Confidential & Proprietary
Social Media Players
Users Typical User Profile Best For Secret Weapon
845+ million  Largest segment is 21-
24, followed by 18-20 year
olds
Personal interaction Houses all information
about your brand in one
place
572+million  55% female
 42% are 31-49
 42% are 18-29
Monitoring conversations
about your brand
Identify new consumers
and engage with
influencers
150 million  51% male
 25–54
Networking and sharing
professional
accomplishments
Join groups and engage
in Q&A
800+ million  18-34
 70% outside US
Sharing videos and
content partnership
In-stream ads
11 million  >80% female
 Affluent
 25-44
Images and photography Driving social media
purchases
100+ million  70% male
 Leans towards
professionals
Starting conversations
and adding people to it
Circles
80 million  TBD Influencer Marketing Mobile
78 million  18-44 Reviews Mobile
Confidential & Proprietary
Paths to
Purchase
• The root of the importance is more about the consumer than the media
Social Media is Pretty Important
14
Roles of
the Consumer
Expectations
of the Consumer
RadioSocial Media DisplayTelevision Out of HomeDigitalPrint
PurchaseAssess MotivateParticipate
Quality ServicePrice Delivery Control
Confidential & Proprietary
Social Media is the Consumer’s Ballpark
♦ The Role of a Brand
• Brands are sometimes invited to:
15
♦ People Tend not to Trust the Brand
• “When forming an opinion of a company,
if you heard information about a company
from each person, who credible would the
information?”
• (Percent responding “very credible” or “extremely
credible”)
0% 10% 20% 30% 40% 50% 60% 70%
Gov't Official or Regulator
CEO
Financial or Industry Analyst
NGO Representative
Regular Employee
A Person Like Yourself
Technical Expert in the Company
Academic or Expert
20%
38%
46%
50%
50%
65%
66%
68%
Play
Watch
Umpire
Sell
Tailgate
Source: Edelman Trust Barometer Jan-2012
Confidential & Proprietary
There is an Invitation…
16
• …brands start by listening
Key Question
Brand
Sentiment
Conversation
Drivers
Time of Day
Analysis
Topic
Analysis
Influence
Analysis
Competitive
Benchmarking
How do consumers view my
brand?
+
What are the primary factors
that influence the
conversation?
+
What trends influence my
engagement strategies?
+ + +
Who or where are our most
valuable or influential
customers?
+
What are my competitors
doing? Am I winning?
+
Confidential & Proprietary
Agenda
Trends in the Market
Digital Fitness
Trends in Corporate
17
Confidential & Proprietary
The “Moneyball” Approach to Winning
18
Right Metrics
Data Access
Supportive
Management
Relentless
Evaluation
Ruthless
Efficiency
Confidential & Proprietary
Building the Capability
19
Business
Strategy
Social
Media
Strategy
Social
Media
Planning
Listening, Monitoring & Reporting
Research & Insight Development
Measurement & Analysis
Consumer Engagement Community Management
Social CRM Social Commerce
Social Media Planning & Buying
Content Strategy & Planning
Communications Planning
Influencer & Advocacy Management
Confidential & Proprietary
Understanding Social Ownership
20
Centralized
Decentralized
Hub & Spoke
Holistic
“Dandelion”
♦ Social Ownership is Typically Distributed Across the
Organization
– Nearly half of companies report that social media
efforts are either highly centralized or completely
decentralized
♦ The Evolution of Social Business
• “In which department does your core Social Media team
reside?”
0% 10% 20% 30% 40%
Other
Digital
Social Media
Corp Comm/PR
Marketing
5%
14%
14%
26%
40%
Base: 125 respondents with over 1,000 employees
Source: Six Stages of Social Business Transformation, Mar-2013
Confidential & Proprietary
Social Media Maturity
21
Business
Transformation
Business
Effectiveness
Business
Efficiency
3
2
1
LevelLevelLevel
InnovateImproveLearn
Social
Objectives
Social
Infrastructure
Level 3 Business Integration
 Strategic business goals and ROI
measurement
 Executive leadership
 Social governance
 Enterprise applications
Value
Level 2 Focus
 Common engagement solutions
 Live access to social data via BI
 Dedicated team and/or COE
 Establish enterprise architecture
Level 1 Focus
 Common listening tools and processes
 Weekly or monthly reporting
 Emerging team
Level 3 Focus
 Enterprise platforms
 Data integration
 Policy and procedure
 Enable flexibility & agility
 Innovation & value
Level 1 Assess and Learn Social
 Understand channel usage
 Assess the conversation
 Count mentions and sentiment
Level 2 Engagement
 Amplify the good and address consumer
issues
 Drive purchase considerations
 Improve customer satisfaction
Confidential & Proprietary
Data
Analytics
Organization
Process
 Audit data sources
 Integrate and standardize data from multiple media
 Collect market research and brand studies
 Clearly define all business objectives
 Determine KPIs
 Define analytic methodology/needs
 Identify social/analytic champion and owner
 Identify system and technology inputs
 Collaborate across consumer relationship, media, analytic and
research functions
 Audit planning processes
 Collaborate across data and analytic functions
 Assess reporting process
Typical Next Steps
22
Confidential & Proprietary
Agenda
Trends in the Market
Digital Fitness
Trends in Corporate
23
Achieving Business Objectives:
In and With Social Media
Value Creation In Social Value Creation With Social
24
Improve customer experience & relationships Planning Generate better brand and consumer insights
Improve performance Performance Measure and analyze brand health
Optimize customer value Optimization Optimize media spend & marketing programs
Collaborate with customer Innovation Drive new products and services
Confidential & Proprietary
Improve Customer Experience and Relationships
IN Social Media
25
PLANNING
Service Level
PERFORMANCE
ROI
OPTIMIZE
Consumer Lifecycle
PLANNING
Brand and
Consumer Research
Integrated Reporting
and Analysis
Problem Recognition
Information
Search
Competitive
Evaluation
Purchase
Decision
Post-
Purchase
Social media plays a very different role based on where the CPG
consumer is in the purchase funnel
A recent ARF
study, found that
consumers in grocery
are most likely to get
information from
brand/company
websites.
However, social media
sources (highlighted in
green) play the more
predominant role.
0% 10% 20% 30% 40% 50% 60%
Friends/followers on social networks
Fan/brand pages on social networks
Blogs
Comparison-shopping sites
Search engines
Reviews: profession/expert
Reviews: consumer-generated
Brand/Company website
Online-only retailer
Other retail websites
Video websites
Online advertising
Daily-deal sites
Confidential & Proprietary
Improve Customer Experience and Relationships
IN Social Media
26
PLANNING
Service Level
PERFORMANCE
ROI
OPTIMIZE
Consumer Lifecycle
PLANNING
Brand and
Consumer Research
Integrated Reporting
and Analysis
Social media plays a very different role based on where the CPG
consumer is in the purchase funnel
Competitive
Evaluation
Problem Recognition
Information
Search
Purchase
Decision
Post-
Purchase
43%
51%
And 37%
…use online forums to sort
out a problem with a product
or a service
And if you account for age…
52% of customers 16-24 use
online forums.
Avaya and BT
The Autonomous
Customer, 2012
Also, when a
consumer requires
support or product
advice, they prefer
digital methods and
only call about more
complex issues
Further, about half of
consumers trust online
customer forums than
a brand website.
Confidential & Proprietary
PLANNING
Service Level
PERFORMANCE
ROI
OPTIMIZE
Consumer Lifecycle
PLANNING
Brand and
Consumer Research
Integrated Reporting
and Analysis
Improve Performance
IN Social Media
27
Before 2010
The Talking Heads
2011 – 2012
Big Data
2013
Accountability?
Volume
• Turn 12 terabytes of Tweets created each day
into improved product sentiment analysis?
Velocity
• Sometimes 2 minutes is too late?
• Analyze 100 million daily call detail records in
real-time to predict customer churn faster?
Variety
• Integration text, sensor
data, audio, video, click streams, log files and
more?
Veracity
1 in 3 business leaders don‟t trust the
information they use to make decisions.
“41% of more than 1,000
companies and agencies surveyed
had “no return on investment
figure for any of the money they
had spent on social channel as of
October 2011.”
eConsultancy, State of Social
Report, November 201
Confidential & Proprietary
PLANNING
Service Level
PERFORMANCE
ROI
OPTIMIZE
Consumer Lifecycle
PLANNING
Brand and
Consumer Research
Integrated Reporting
and Analysis
Improve Performance
IN and WITH Social Media
28
Notional
Correlation and
Metric Analogs
Surveys or
Multivariate Testing
Advanced Analytics
Description
A template provides all
relevant value and cost line
items, users enter data
based on limited analysis
and general experience
Historic social data is analyzed
and correlated to generally
accepted media metrics
Consumers and tactics are
segmented. A survey provides
insights about purchase behavior.
An analysis of media spend, digital
media performance and sales data
provides model coefficients to
score segments based on value.
Individual-level models
through attribution
modeling, transactional
analysis and media weighting
to provide real-time Fan
valuation
Valuation Level
Broad Segments Consumer Segments Consumer Segments Segments to Individuals
Strengths
• Very easy to complete
and low cost
• Provides a basic “proof
point”
• Reasonably easy to complete
• Connects volume-metrics to
understand and quantify
relationships
• The value of an “incremental
consumer” is quantified
• May be leveraged for more
advanced solutions
• Segment value
• Accurate and precise
understanding of value
• Highly actionable for
communications planning and
campaign development
• Can provide weekly update and
understanding
• Highly accurate and
precise understanding of
value
• Highly actionable including
real-time decisioning
Weaknesses
• Only averages
• Too imprecise to make
actionable marketing
decisions
• Likely a temporary solution as
media use expands
• Requires 12+ months of data
from multiple sources
• Does not account for all
consumer segments
• Requires data from multiple
sources, sometimes difficult to
secure
• Data may require significant
cleansing
• Surveys may need to be
longitudinal
• Requires data from
multiple sources
• Data may require
significant cleansing
• Solution may provide too
much functionality
Confidential & Proprietary
PLANNING
Service Level
PERFORMANCE
ROI
OPTIMIZE
Consumer Lifecycle
PLANNING
Brand and
Consumer Research
Integrated Reporting
and Analysis
Optimize Customer Value WITH
Social Media
29
AdvocacyAwareness Engagement
Brand Profiles
Listening
 Followers
 Page Views
 Views
 Re-tweets
 Replies
 Interactions
 Subscribers
 Fans
 Likes Value
Creation
and
Segment
Analysis
 Mentions
 Share of Voice
 Posts
 Length
 Sentiment
 Positive
Mentions
Manage
Influence
Improve Brand
Health
New
Registrations
Customer
Acquisition
ROI
Confidential & Proprietary
PLANNING
Service Level
PERFORMANCE
ROI
OPTIMIZE
Consumer Lifecycle
PLANNING
Brand and
Consumer Research
Integrated Reporting
and Analysis
Generate Better Brand and Consumer Insights
WITH Social Media
30
• Social media has the potential to reveal the
consumer‟s emotion at each phase of the purchase
cycle
♦Emotions at Each Purchase Stage
Confidential & Proprietary
PLANNING
Service Level
PERFORMANCE
ROI
OPTIMIZE
Consumer Lifecycle
PLANNING
Brand and
Consumer Research
Integrated Reporting
and Analysis
Achieving Business Objective IN and WITH
Social Media
31
♦ Social Reporting
• Monthly reporting of brand mentions and sentiment,
important topics, key influencers
♦ Performance Reporting
• Monthly to quarterly reports that quantify business
objectives through KPIs built on media metrics
♦ Advanced Reporting
• Advanced analytics to quantify contributing factors to
KPIs, effect of spend and relationship between KPIs and
value
♦ Performance Dashboard
• Performance media reporting delivered through a dynamic
dashboard
♦ Analytic Platform
• In addition to the Dashboard functionality, advanced
analytic tools to optimize and manage the tradeoffs that
impact KPIs (e.g., media spend) and value (e.g., ROI)
Confidential & Proprietary
Summary
32
Value Creation
Data Analytics
OrganizationProcess
Confidential & Proprietary
Which Are We Doing?
♦Trade Baseball Cards
33
♦Win Championships
Right Metrics
Data Access
Supportive
Management
Relentless
Evaluation
Ruthless
Efficiency

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Social media and multichannel consumer

  • 2. Confidential & Proprietary Baking new Brand X Recipe for Suzy‟s party. She loves it Day in the Life of today‟s Consumer Mom blogging Recipe Look Up Menu building Mom tweets Mom-Blog Planning Suzy‟s birthday party. Looking for menu ideas for 10 kids. Rep engages Dietician responds Mom at grocery storeRep texting reply Does it Contain gluten? No ur good. Try Dirt Cups desert. Yum! No ur good. For dessert try these http://tinyurl /uwc87s Yum! I „m diabetic. R these ok? Mom continues … @mom Good luck w/recipe. My kids love it! Txt 57238 if u get stuck Also click on this link for coupon http://tinyurl/u wc87s Maybe Try Sugar Free instead. Here is the link to our recipe. http://tinyurl.com/cRT67v.
  • 3. Confidential & Proprietary Day in the Life of today‟s Consumer Clicks photo of item still looking for; buys online Mom-Blog Bday party big success http://twitpic.com/. New recipe was so easy see recipe @brandx site! Speech Recognition & Customer Hold Messaging Mom connected with IVR Checks out website… clicks on icon to call Mom checks out Mom blogs to 5,000 readers I just want to talk to a person. Bypass! Join our Innovation Community, t o sign up… Speaks with tech savvy Rep Have you tried this recipe? I will send you a coupon.
  • 4. Confidential & Proprietary Day in the Life of today‟s Consumer Mom & Rep enter chat session to locate product Mom receives email … joins Innovation Community and more Rep: Hi Mrs. Mom Mom: Hi Mom: I am looking for Golden Oreos Minis Rep: I will take you to the Netgrocer website we can shop together. Mom: Thanks I will submit the order Rep: Have a nice day. Bye. Receives text via Text Messaging Service Video conference tomorrow Leverage your most important asset to create strategic business advantage
  • 5. Confidential & Proprietary5 Do consumers want engagement with brands?
  • 6. Confidential & Proprietary What if… we looked at the business value differently? 6 Multi Channel Customer Engagement store mobile social web email @ Phone WHY? VOC WHAT CONSUMERS SAY? WHAT THEY DO? WHY THEY DO WHAT THEY DO? WHERE & HOW THEY DO WHAT THEY DO? MORE CHANNELS MORE ACCESS
  • 7. Confidential & Proprietary 2013 Trends in Customer Service & Contact Centers* 7 • Mobile • Social Media • Community-based service • VOC Analytics • Next Best Action • Proactive customer service • The Cloud • BPA • Cross-channel/Agile • Knowledge/Content Management *Kate Legget – Forrester Research, September 2012
  • 9. Confidential & Proprietary Agenda Trends in the Market Digital Fitness Trends in Corporate 9
  • 10. Confidential & Proprietary ♦Global Media Consumption per Week Media Consumption is Changing 10 Source: Carat 1900 1920 1940 1960 1980 2000 2020 100 80 60 40 20 0 2020: 80% of All Media Digital 2010: 66% of All Media Digital 2007: 50% of All Media Digital hours
  • 11. Confidential & Proprietary Social Media Delivers Global Reach ♦ Number of Social Network Users Worldwide – 1.4 billion at the end of 2012 ♦ Largest Social Networking Region – Asia-Pacific, with nearly 616 million users ♦ Country with the Most Social Network Users – China, with more than 307 million in 2012, nearly double the number in the US ♦ Countries Where Social Networking is Growing the Fastest – India and Indonesia, which will each see 50%+ growth in users this year 11 ♦ Social Network Users Worldwide • Internet users who use a social network site via any device at least once per month 493.5 615.9 745.6 853.7 164.9 191.8 215.9 236.9 163.9 174.7 181.9 189.2 139.0 157.4 176.5 192.7 111.1 148.5 183.0 211.6 129.8 145.3 159.4 170.8 0MM 200MM 400MM 600MM 800MM 1,000MM 1,200MM 1,400MM 1,600MM 1,800MM 2,000MM 2011 2012 2013 2014 Asia-Pacific Latin America North America Eastern Europe Middle East & Africa Western Europe Source: eMarketer Feb-2012 1,202.2 1,433.5 1,622.4 1,854.7 23% 19% 16% 12%
  • 12. Confidential & Proprietary Social Media is 24 7 12 • In a recent social media study for Nestlé's ice cream brands, it was discovered that the largest day segment for ice cream conversation occurs at prime time and the late night. • These consumers tend to participate in Life Sharing activities such as “I’m watching my favorite movie while eating my favorite ice cream, Haagen Dazs!”. • At other times of the day, topics such as Health are more prevalent (noon to 5).
  • 13. Confidential & Proprietary Social Media Players Users Typical User Profile Best For Secret Weapon 845+ million  Largest segment is 21- 24, followed by 18-20 year olds Personal interaction Houses all information about your brand in one place 572+million  55% female  42% are 31-49  42% are 18-29 Monitoring conversations about your brand Identify new consumers and engage with influencers 150 million  51% male  25–54 Networking and sharing professional accomplishments Join groups and engage in Q&A 800+ million  18-34  70% outside US Sharing videos and content partnership In-stream ads 11 million  >80% female  Affluent  25-44 Images and photography Driving social media purchases 100+ million  70% male  Leans towards professionals Starting conversations and adding people to it Circles 80 million  TBD Influencer Marketing Mobile 78 million  18-44 Reviews Mobile
  • 14. Confidential & Proprietary Paths to Purchase • The root of the importance is more about the consumer than the media Social Media is Pretty Important 14 Roles of the Consumer Expectations of the Consumer RadioSocial Media DisplayTelevision Out of HomeDigitalPrint PurchaseAssess MotivateParticipate Quality ServicePrice Delivery Control
  • 15. Confidential & Proprietary Social Media is the Consumer’s Ballpark ♦ The Role of a Brand • Brands are sometimes invited to: 15 ♦ People Tend not to Trust the Brand • “When forming an opinion of a company, if you heard information about a company from each person, who credible would the information?” • (Percent responding “very credible” or “extremely credible”) 0% 10% 20% 30% 40% 50% 60% 70% Gov't Official or Regulator CEO Financial or Industry Analyst NGO Representative Regular Employee A Person Like Yourself Technical Expert in the Company Academic or Expert 20% 38% 46% 50% 50% 65% 66% 68% Play Watch Umpire Sell Tailgate Source: Edelman Trust Barometer Jan-2012
  • 16. Confidential & Proprietary There is an Invitation… 16 • …brands start by listening Key Question Brand Sentiment Conversation Drivers Time of Day Analysis Topic Analysis Influence Analysis Competitive Benchmarking How do consumers view my brand? + What are the primary factors that influence the conversation? + What trends influence my engagement strategies? + + + Who or where are our most valuable or influential customers? + What are my competitors doing? Am I winning? +
  • 17. Confidential & Proprietary Agenda Trends in the Market Digital Fitness Trends in Corporate 17
  • 18. Confidential & Proprietary The “Moneyball” Approach to Winning 18 Right Metrics Data Access Supportive Management Relentless Evaluation Ruthless Efficiency
  • 19. Confidential & Proprietary Building the Capability 19 Business Strategy Social Media Strategy Social Media Planning Listening, Monitoring & Reporting Research & Insight Development Measurement & Analysis Consumer Engagement Community Management Social CRM Social Commerce Social Media Planning & Buying Content Strategy & Planning Communications Planning Influencer & Advocacy Management
  • 20. Confidential & Proprietary Understanding Social Ownership 20 Centralized Decentralized Hub & Spoke Holistic “Dandelion” ♦ Social Ownership is Typically Distributed Across the Organization – Nearly half of companies report that social media efforts are either highly centralized or completely decentralized ♦ The Evolution of Social Business • “In which department does your core Social Media team reside?” 0% 10% 20% 30% 40% Other Digital Social Media Corp Comm/PR Marketing 5% 14% 14% 26% 40% Base: 125 respondents with over 1,000 employees Source: Six Stages of Social Business Transformation, Mar-2013
  • 21. Confidential & Proprietary Social Media Maturity 21 Business Transformation Business Effectiveness Business Efficiency 3 2 1 LevelLevelLevel InnovateImproveLearn Social Objectives Social Infrastructure Level 3 Business Integration  Strategic business goals and ROI measurement  Executive leadership  Social governance  Enterprise applications Value Level 2 Focus  Common engagement solutions  Live access to social data via BI  Dedicated team and/or COE  Establish enterprise architecture Level 1 Focus  Common listening tools and processes  Weekly or monthly reporting  Emerging team Level 3 Focus  Enterprise platforms  Data integration  Policy and procedure  Enable flexibility & agility  Innovation & value Level 1 Assess and Learn Social  Understand channel usage  Assess the conversation  Count mentions and sentiment Level 2 Engagement  Amplify the good and address consumer issues  Drive purchase considerations  Improve customer satisfaction
  • 22. Confidential & Proprietary Data Analytics Organization Process  Audit data sources  Integrate and standardize data from multiple media  Collect market research and brand studies  Clearly define all business objectives  Determine KPIs  Define analytic methodology/needs  Identify social/analytic champion and owner  Identify system and technology inputs  Collaborate across consumer relationship, media, analytic and research functions  Audit planning processes  Collaborate across data and analytic functions  Assess reporting process Typical Next Steps 22
  • 23. Confidential & Proprietary Agenda Trends in the Market Digital Fitness Trends in Corporate 23
  • 24. Achieving Business Objectives: In and With Social Media Value Creation In Social Value Creation With Social 24 Improve customer experience & relationships Planning Generate better brand and consumer insights Improve performance Performance Measure and analyze brand health Optimize customer value Optimization Optimize media spend & marketing programs Collaborate with customer Innovation Drive new products and services
  • 25. Confidential & Proprietary Improve Customer Experience and Relationships IN Social Media 25 PLANNING Service Level PERFORMANCE ROI OPTIMIZE Consumer Lifecycle PLANNING Brand and Consumer Research Integrated Reporting and Analysis Problem Recognition Information Search Competitive Evaluation Purchase Decision Post- Purchase Social media plays a very different role based on where the CPG consumer is in the purchase funnel A recent ARF study, found that consumers in grocery are most likely to get information from brand/company websites. However, social media sources (highlighted in green) play the more predominant role. 0% 10% 20% 30% 40% 50% 60% Friends/followers on social networks Fan/brand pages on social networks Blogs Comparison-shopping sites Search engines Reviews: profession/expert Reviews: consumer-generated Brand/Company website Online-only retailer Other retail websites Video websites Online advertising Daily-deal sites
  • 26. Confidential & Proprietary Improve Customer Experience and Relationships IN Social Media 26 PLANNING Service Level PERFORMANCE ROI OPTIMIZE Consumer Lifecycle PLANNING Brand and Consumer Research Integrated Reporting and Analysis Social media plays a very different role based on where the CPG consumer is in the purchase funnel Competitive Evaluation Problem Recognition Information Search Purchase Decision Post- Purchase 43% 51% And 37% …use online forums to sort out a problem with a product or a service And if you account for age… 52% of customers 16-24 use online forums. Avaya and BT The Autonomous Customer, 2012 Also, when a consumer requires support or product advice, they prefer digital methods and only call about more complex issues Further, about half of consumers trust online customer forums than a brand website.
  • 27. Confidential & Proprietary PLANNING Service Level PERFORMANCE ROI OPTIMIZE Consumer Lifecycle PLANNING Brand and Consumer Research Integrated Reporting and Analysis Improve Performance IN Social Media 27 Before 2010 The Talking Heads 2011 – 2012 Big Data 2013 Accountability? Volume • Turn 12 terabytes of Tweets created each day into improved product sentiment analysis? Velocity • Sometimes 2 minutes is too late? • Analyze 100 million daily call detail records in real-time to predict customer churn faster? Variety • Integration text, sensor data, audio, video, click streams, log files and more? Veracity 1 in 3 business leaders don‟t trust the information they use to make decisions. “41% of more than 1,000 companies and agencies surveyed had “no return on investment figure for any of the money they had spent on social channel as of October 2011.” eConsultancy, State of Social Report, November 201
  • 28. Confidential & Proprietary PLANNING Service Level PERFORMANCE ROI OPTIMIZE Consumer Lifecycle PLANNING Brand and Consumer Research Integrated Reporting and Analysis Improve Performance IN and WITH Social Media 28 Notional Correlation and Metric Analogs Surveys or Multivariate Testing Advanced Analytics Description A template provides all relevant value and cost line items, users enter data based on limited analysis and general experience Historic social data is analyzed and correlated to generally accepted media metrics Consumers and tactics are segmented. A survey provides insights about purchase behavior. An analysis of media spend, digital media performance and sales data provides model coefficients to score segments based on value. Individual-level models through attribution modeling, transactional analysis and media weighting to provide real-time Fan valuation Valuation Level Broad Segments Consumer Segments Consumer Segments Segments to Individuals Strengths • Very easy to complete and low cost • Provides a basic “proof point” • Reasonably easy to complete • Connects volume-metrics to understand and quantify relationships • The value of an “incremental consumer” is quantified • May be leveraged for more advanced solutions • Segment value • Accurate and precise understanding of value • Highly actionable for communications planning and campaign development • Can provide weekly update and understanding • Highly accurate and precise understanding of value • Highly actionable including real-time decisioning Weaknesses • Only averages • Too imprecise to make actionable marketing decisions • Likely a temporary solution as media use expands • Requires 12+ months of data from multiple sources • Does not account for all consumer segments • Requires data from multiple sources, sometimes difficult to secure • Data may require significant cleansing • Surveys may need to be longitudinal • Requires data from multiple sources • Data may require significant cleansing • Solution may provide too much functionality
  • 29. Confidential & Proprietary PLANNING Service Level PERFORMANCE ROI OPTIMIZE Consumer Lifecycle PLANNING Brand and Consumer Research Integrated Reporting and Analysis Optimize Customer Value WITH Social Media 29 AdvocacyAwareness Engagement Brand Profiles Listening  Followers  Page Views  Views  Re-tweets  Replies  Interactions  Subscribers  Fans  Likes Value Creation and Segment Analysis  Mentions  Share of Voice  Posts  Length  Sentiment  Positive Mentions Manage Influence Improve Brand Health New Registrations Customer Acquisition ROI
  • 30. Confidential & Proprietary PLANNING Service Level PERFORMANCE ROI OPTIMIZE Consumer Lifecycle PLANNING Brand and Consumer Research Integrated Reporting and Analysis Generate Better Brand and Consumer Insights WITH Social Media 30 • Social media has the potential to reveal the consumer‟s emotion at each phase of the purchase cycle ♦Emotions at Each Purchase Stage
  • 31. Confidential & Proprietary PLANNING Service Level PERFORMANCE ROI OPTIMIZE Consumer Lifecycle PLANNING Brand and Consumer Research Integrated Reporting and Analysis Achieving Business Objective IN and WITH Social Media 31 ♦ Social Reporting • Monthly reporting of brand mentions and sentiment, important topics, key influencers ♦ Performance Reporting • Monthly to quarterly reports that quantify business objectives through KPIs built on media metrics ♦ Advanced Reporting • Advanced analytics to quantify contributing factors to KPIs, effect of spend and relationship between KPIs and value ♦ Performance Dashboard • Performance media reporting delivered through a dynamic dashboard ♦ Analytic Platform • In addition to the Dashboard functionality, advanced analytic tools to optimize and manage the tradeoffs that impact KPIs (e.g., media spend) and value (e.g., ROI)
  • 32. Confidential & Proprietary Summary 32 Value Creation Data Analytics OrganizationProcess
  • 33. Confidential & Proprietary Which Are We Doing? ♦Trade Baseball Cards 33 ♦Win Championships Right Metrics Data Access Supportive Management Relentless Evaluation Ruthless Efficiency

Editor's Notes

  1. Barry
  2. Barry
  3. Barry
  4. Barry
  5. KEY POINTSDramatic increase to total media consumption in the next decade, by 2020… that’s over 10 hours a day!The “mix” of media is also dramatically changing,… where by 2020 80% of media is expected to be digitalUnderstanding and managing these changes is critical to meeting consumers needs and expectations
  6. KEY POINTSSocial media delivers global reach… immediatelyWe now have the ability to learn from consumers on a global scale… better understanding market and demographic impact to product, consumer relations, and mediaBy 20141.8 billion social network users are anticipatedLargest growth and size is in APAC (China is most of that)Social media is CRITICAL to reaching and understanding consumers in these markets (and all markets)
  7. KEY POINTSGiven the proliferation and changes in media… The path to purchase is increasingly complexConsumers have more options to get information… but they also have new roles in this ecosystemAND given the real-time nature of digital… Expectations are changing tooWhile core expectations like Quality, Price, Delivery, etc. remain similar… the REAL/TIME nature and immediate need for gratification creates a HYPER-COMMERCE
  8. Good list of social media “super stars” http://money.cnn.com/gallery/technology/2013/01/17/best-companies-social-media-stars.fortune/index.htmlBUT NOTE that this does NOT mean they are doing everything in Level 3 (only that they are innovative, executing well, etc.)
  9. KEY POINTSMore detail to the “trend” slide (#7) re the role of the consumer and the complex purchase decision processImproving customer relationships and experiences requires us to pay attention to where the consumer is in the purchase funnel“Service Level” is a business-oriented KPI that may be measured and tracked using social mediaThis chart shows that social media channels are the most popular means (cumulatively) of consumers getting information about brands
  10. KEY POINTSDown stream (the lower funnel)… digital methods are also very important… consumers tend to call for more complex issuesBUT ALSO… the issue of TRUST is critical here… where 51% of consumers trust an online forum more than the brand’s website.We ALSO see that younger consumers are even more likely to use online forums… and as that demographic grows… digital will increase in importanceSERVICE LEVEL (e.g., the number of brand responses, the speed of brand response, customer satisfaction and sentiment as well advocacy) CAN BE MEASURED USING SOCIAL MEDIA DATA
  11. KEY POINTSROI has been and continues to be a “flashpoint” for social media. In the early days the “talking heads” even looked down on those who tried to quantify the value of social mediaWe heard things like “What is the ROI – the Return on Ignoring” or “Its only about the conversation”But as technology and analytics improved, it became clear that we can not only capture social media conversations but execute and manage social media initiativesIn 2012, we saw more big data deployments and better access to the data… and some strides with accountabilityBUT Volume… Velocity… and Variety (the common definition of big data)… is not a Measurable Business Objective… let alone ROISo…. We are optimistic that two things will take hold in 2013 (1) VERACITY… better data and (2) ACCOUNTABILITY
  12. KEY POINTSWe see 4 types of analytic approaches to measure performance (to ROI): Notional, Correlation/Metrics, Surveys/Testing, Advanced AnalyticsThere are variations and permutations of theseALSO, it is worth noting that these may be done on an ad hoc or project basis… or systemized in a solution/platformDetermining the right approach means considering the precision + accuracy of the ROI measurementMany companies start on the left and move to the right
  13. KEY POINTSAnalyzing customer value is another important approach to measuring and optimizing performance (media, campaign, program, etc.)… This graphic illustrates how social media metrics may be configured for KPIs such as Awareness, Engagement, AdvocacyFurther, those KPIs need to be “born from” real business objectives. For example “Increase Engagement” is not a good business objective but “Increase New Registrations” IS. How does engagement help increase new registrations. See this article for good fodder: http://www.businessesgrow.com/2013/01/06/social-media-engagement-is-not-a-strategy/A final point, when the data is complete… these types of analyses and measurement can be done at a Segment level… how does value differ by region, by demographic, etc.
  14. KEY POINTSAnother great social media objective is improving brand and consumer insightsMost legacy research firms and data providers are integrating social media into their portfolio… there are also new players that focus on social media first or social media onlyEmotion is one example of better insightsIn a recent, comprehensive ARF study of the consumer decision process… social media posts were analyzed to understand how emotions changed through the decision processTop Line trends (interpreting the graph)Joy grows considerably at post-purchaseAnticipation is highest at Problem Recognition and Purchase DecisionNegative emotions (annoyance, anger disgust are consistent through the process)Interest changes dramatically through the processPOTENTIAL Q&AWhat sector is this for? The research is a composite of multiple sectors. Grocery, Electronics, and Automotive were featured in the studyHow do you “calculate emotion”? The emotion taxonomy is based on the work of Robert Plutchik who developed the “Wheel of Emotions” in 1980. Emotions were likely coded by analysts for this study but methods are emerging (and improving) to use Natural Language Processing (NLP) and Machine Learning (ML) algorithms to automatically code emotion
  15. KEY POINTSMany of the objectives on the prior pages are delivered in the market place through ad hoc projects and research or measurement studiesThe “next frontier” is to operationalize the analytics through standard reporting or dashboard solutions
  16. KEY POINTS- Covered several measurement and insight related topics for digital fitness… reminder that digital fitness is about value creation and requires the proper data, analytics, processes, and org structure