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8.25.15
The document discusses the significance of social data in shaping business decisions, highlighting the expertise of various speakers from UCB, Synthesio, and AARP in leveraging social media for customer engagement and insights. It cites statistics about consumer behavior on social media and emphasizes the importance of maintaining a connection with customers through effective social listening and storytelling. The content culminates in a call for marketers to utilize social content to enhance communication and engagement strategies.
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8.25.15
- 1. Drive Smarter Business Decisionswith Social Data #SMTLive
- 2. #SMTLive Thank you toour sponsor @Synthesio
- 3. #SMTLive Join the Conversation… Followalong and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
- 4. #SMTLive Our Speakers Greg Cohenis the Sr. Manager for Social Media & Influence at UCB where he is in charge of identifying, validating, and building digital & social platforms to accomplish various business objectives. Greg manages a handful of online communities for patients living with Crohn’s disease, Parkinson’s disease, and epilepsy as well as the corporate properties for UCB, including the global LinkedIn presence. Greg has also spent time consulting on social selling strategies utilizing platforms such as LinkedIn to improve connectivity with key customers and develop deeper relationships. @gcohen85 Saurabh Shah is the Vice President of Client Operations, taking on the responsibility of driving the expanded Client Services practice. He directly manages the Strategic Consulting Services and Support teams. Saurabh comes to Synthesio from Apptio, where he joined as employee number 11 and was instrumental in the growth to over $100M revenue and 650 employees. His most recent role was driving Global Success Management and Customer Adoption. Prior to that, he's held similar leadership roles within the Services organization of Interride, OpsWare and HP (via acquisition). @Synthesio Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Andrew Bates is the Analytics Advisor for AARP’s social media department. He leverages nearly 20 years of internet technology and digital marketing expertise to support the development of a multi-channel attribution model that includes social media and content marketing efforts. Andrew works with key stakeholders of multiple internal marketing groups and technology vendors, and then presents holistic insights and recommendations to C-suite decision makers. He has crafted digital marketing strategies for organizations that include Navy Federal Credit Union, DuPont, American Cancer Society and Rosetta Stone. @AndrewBates
- 5. #SMTLive SOCIAL DATA IS EVERYWHERE Tweetsper day globally, plus 4.5B Facebook Likes and 55M new Instagram photos. 500M of consumers are more likely to buy a product from a company that they can contact via social media. 50% of consumers who actively use social media to interact with businesses feel a stronger connection to those businesses. 56% of consumers say that their decision to buy a product was influenced by something they read in a blog. 31% of all internet users are now active on social media. 72% of marketers use social media for business. 93%
- 6. #SMTLive WHAT CONSUMERS SAY WHAT CONSUMERS SEE WHO CONSUMERS ARE 12% 2M 1M USE SOCIALANALYTICS TO UNCOVER INSIGHTS
- 7. #SMTLive MARKETING SALES PRODUCT 12% SOCIAL INSIGHT TEAMS SYSTEMS • Deliversocial insights to key stakeholders in real time • Integrate all your teams to make data flow seamlessly • Manage the 360-degree customer journey DISTRIBUTE & CONNECT DATA ACROSS TEAMS AND TOOLS
- 8. #SMTLive • Deliver datain real time • Integrate all your tools • Manage the customer journey 12 % API SEE THE 360° VIEW OF THE CUSTOMER JOURNEY
- 9. © 2015 UCB,Inc. All rights reserved. @gcohen85 Determine program objectives Preliminary research to validate direction Program execution Program reporting Insight Deep Dives Social Listening Program Management Cycle 9
- 10. © 2015 UCB,Inc. All rights reserved. @gcohen85 Understand the delicate balance of business objectives and what customers actually care about 10 What does the company want to learn? • Business objectives • Stakeholder interviews • Ongoing program analysis What are customers currently talking about? • Main themes of organic conversation • Categorizing conversations based on business questions
- 11. © 2015 UCB,Inc. All rights reserved. @gcohen85 Conduct quick listening projects to answer key questions Showcase quick wins and insight Begin defining the ‘online customer’ (but be careful not to immediately define as strictly separate from your current customer(s)) Social listening is a long-term initiative – showcase quick wins and insight in order to capture ongoing stakeholder support 11
- 12. © 2015 UCB,Inc. All rights reserved. @gcohen85 Customer journey example – using social listening to map the online experience 12
- 13. © 2015 UCB,Inc. All rights reserved. @gcohen85 Establish regular routines Understand patient motivations, concerns, and venues Convert data into stories Be able to speak as if you ARE the customer Your objective: don’t think about the customer… try to think AS the customer 13
- 14. © 2015 UCB,Inc. All rights reserved. @gcohen85 • what is the online experience if a customer was researching your company/product RIGHT NOW Reporting should live as a standalone story… • Instead of creating a unique “social customer journey,” use the data to augment existing customer journey mapping with how digital/social actions improve that experience • Develop social personas to augment existing personas – not completely separate personas of the ‘online customer’ (caveat: you can do this if the online customer is TRULY a differentiated animal from your normal customer) …but when possible, try not to create ‘social listening’ artifacts that compete with other internal artifacts • Spend time presenting to big and small groups – don’t just focus on executives • Look for opportunities to augment data throughout the organization – everyone cares about the customer so continuously look for new stakeholders Ultimately, rich stories paint pictures that are more powerful than data and charts Social listening reporting isn’t just about trending data and KPIs – it should focus on storytelling 14
- 15. © 2015 UCB,Inc. All rights reserved. @gcohen85 Continually surface intriguing problems Think creatively about what could actually be further explored and explain why this is important Stay vigilant and take risks – everything won’t pan out but that’s no excuse for laziness Develop proposals based on statistical correlations between social spikes and company/competitive activities Be a leader – never forget that you are the voice of the customer. Don’t let them down! Insight deep dives 15 Product Sales Media 1 Media 2 Media 3 Correlation Correlation Correlation Product 1 ### Nil (-0.05) Nil (0.05) Modest (0.40) Product 2 ### Nil (-0.11) Nil (-0.17) Strong (0.73) Product 3 ### Nil (0.13) Strong (-0.64) Modest (-0.21)
- 16. #SMTLive Listening & SocialAnalysis Role @AARP • AARP Social serves as both day-to-day lead and center of excellence for entire organization including state offices • AARP has high brand awareness, but deriving substantive insights from social can be challenging at times • Goal is to better understand what consumers & influencers are saying around particular subjects (e.g. Social Security, Medicare) to improve relevance for member communications
- 17. #SMTLive Impact of SocialListening on Member Messaging • Social listening is used to identify which content resonates through owned and earned conversation • Capture & analyze feedback to improve social content and yield more comments and shares during campaigns • Report back to stakeholders on what worked, what didn’t, how to better plan for future campaigns • Tailor member communications with unique content at different parts of the funnel
- 18. #SMTLive Example: Social Listening@AARP • AARP monitors social conversation to identify real-time opportunities for engagement around news or events • Can’t apply one-size fits all approach to influencers as they vary by topic (e.g. Caregiving, Healthy Living) • Speed is critical to keep stakeholders informed of response
- 19. #SMTLive Our Speakers Greg Cohenis the Sr. Manager for Social Media & Influence at UCB where he is in charge of identifying, validating, and building digital & social platforms to accomplish various business objectives. Greg manages a handful of online communities for patients living with Crohn’s disease, Parkinson’s disease, and epilepsy as well as the corporate properties for UCB, including the global LinkedIn presence. Greg has also spent time consulting on social selling strategies utilizing platforms such as LinkedIn to improve connectivity with key customers and develop deeper relationships. @gcohen85 Saurabh Shah is the Vice President of Client Operations, taking on the responsibility of driving the expanded Client Services practice. He directly manages the Strategic Consulting Services and Support teams. Saurabh comes to Synthesio from Apptio, where he joined as employee number 11 and was instrumental in the growth to over $100M revenue and 650 employees. His most recent role was driving Global Success Management and Customer Adoption. Prior to that, he's held similar leadership roles within the Services organization of Interride, OpsWare and HP (via acquisition). @Synthesio Robin Carey In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Andrew Bates is the Analytics Advisor for AARP’s social media department. He leverages nearly 20 years of internet technology and digital marketing expertise to support the development of a multi-channel attribution model that includes social media and content marketing efforts. Andrew works with key stakeholders of multiple internal marketing groups and technology vendors, and then presents holistic insights and recommendations to C-suite decision makers. He has crafted digital marketing strategies for organizations that include Navy Federal Credit Union, DuPont, American Cancer Society and Rosetta Stone. @AndrewBates
- 20. #SMTLive Thank you toour sponsor @Synthesio
- 21. #SMTLive Upcoming Webinar September 1st AuthenticAdvertising: How Marketers are Leveraging Social Content to Persuade and Engage Featuring: Frank Eliason of Citibank, Dan Moriarty of Hyatt Hotels and Jordan Slabaugh of Wayin
Editor's Notes
- #6 Social web = massive amounts of data moving at high speeds. A portion of this data affects the business, which means it’s critical to be listening. Challenge is with so much data brands need to find what’s relevant. Customers make real purchase and loyalty decisions online = real opportunities for brands. Social used to be a luxury… now brands who aren’t doing their homework are falling behind.
- #7 Brands need to turn raw social data (tweets, likes, shares, etc.) into insights by… 1) Finding relevant conversations and filtering out the noise 2) Locating important media (sites, content and users) 3) Understanding the brand’s audience (segments) and what they’re talking about (interests) 4) Building insights that drive brand action, opportunities, smarter decisions, etc.
- #8 Great to have insights, but now what? Insights are only useful when they get to the right people at the right time. All teams and systems need to be tightly integrated so data can flow seamlessly (challenge is to keep pace with the web). No two teams have the same function or deliverables, so they need to be fed different data. Teams, systems, and software need to be connected intelligently to get the right data to the right people at the right time. Particularly important for large enterprises, who have more teams and tools connected to social.
- #9 With tight integration you can deliver the right data to the right endpoints in real time. Ideal output is to see each customer, conversation and audience segment in three dimensions. That will let you Build meaningful insights Manage the customer journey better Boost business results across
- #10 Determine program objectives Interview internal stakeholders Understand competitive landscape and knowledge gaps Preliminary research to validate direction Small projects to get quick wins Program execution Ongoing management and watching discussions Share often to get people used to the data and understanding what can (and cannot) be tracked Program reporting Establishing regular schedules for discussing findings Bring the voice of the patient into meetings Focus early meetings on looking back and explaining data Quickly transition to 20% looking back, 80% looking forward to what we can start doing with this data Project Deep Dives Find interesting questions in the data that lead back to fundamental questions
- #17 For example, despite changing from American Association of Retired Persons many years ago, Twitter users still associate being older with AARP – similar to Kleenex being synonymous with tissues – requires significant calibration in search terms to ensure we are capturing relevant conversations Subject-specific listening – what are the most confusing parts of Medicare Enrollment? What are members and non-members greatest concerns about aging? Employment? Savings? Brain Health?
- #18 Hearing Resource Center Campaign Hearing Team @AARP is particularly interested in experimentation and reaching new audiences with their content Super Bowl themed content performed the worst of all – despite being promoted week of SB Content needed to be hosted natively within platform to drive most engagement – or only one click away Posts which required numerous clicks on AARP.org generated the least amount of discussion & lowest engagement