1. The document provides 4 rules for simplifying marketing strategy: put humans first, fall in love with customer problems, see humanity as enduring not a trend, and embrace social evolution.
2. It discusses how brands like Airbnb, AccorHotels, and others focus on human needs like relationships, social belonging, trust, and empathy in their marketing.
3. The key takeaway is that focusing on universal human motivations through listening, relationships, community, and trust will lead to winning marketing strategies, while short-term technology solutions are distracting.
SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'Distilled
Strategy is hard. The word strategy is synonymous with tough decisions, head scratching and late nights, but it doesn't need to be that way. At its core, strategy is about picking A or B and following through with the execution. In this presentation, Craig will describe the exact process he uses to create strategies for Distilled's clients. By the end, you'll have a clear process for defining your own strategy and ensuring the best chance of success.
Use this free Social Media Marketing Audit from Digital Marketer to Grade Your Social Efforts and Identify Opportunities to Get More Followers, Increase Engagement, and Drive More Traffic
Learn the 4 critical elements of social media marketing and how to apply them (for example, if you want to generate leads, you’ll need to focus on “Social Selling”)….
Grade your current social media efforts to reveal gaps and opportunities to drive results (you’ll see real life examples of everything from lead generation to selling, to branding and even proactive customer service)…
Measure your “grade” against all 15 possible goals to determine exactly where to focus your social media efforts moving forward. (TIP: Measure these monthly to make sure you stay on track and hit your goals)
Use this information to get more followers, increase social engagement, and drive more traffic!
The senior care buyer has undergone massive change over the past few years. With infinite access to media, and infinite connectivity we must understand the new foundations for relating to the modern buyer.
SearchLove Boston 2015 | Craig Bradford, 'Creating Digital Strategy'Distilled
Strategy is hard. The word strategy is synonymous with tough decisions, head scratching and late nights, but it doesn't need to be that way. At its core, strategy is about picking A or B and following through with the execution. In this presentation, Craig will describe the exact process he uses to create strategies for Distilled's clients. By the end, you'll have a clear process for defining your own strategy and ensuring the best chance of success.
Use this free Social Media Marketing Audit from Digital Marketer to Grade Your Social Efforts and Identify Opportunities to Get More Followers, Increase Engagement, and Drive More Traffic
Learn the 4 critical elements of social media marketing and how to apply them (for example, if you want to generate leads, you’ll need to focus on “Social Selling”)….
Grade your current social media efforts to reveal gaps and opportunities to drive results (you’ll see real life examples of everything from lead generation to selling, to branding and even proactive customer service)…
Measure your “grade” against all 15 possible goals to determine exactly where to focus your social media efforts moving forward. (TIP: Measure these monthly to make sure you stay on track and hit your goals)
Use this information to get more followers, increase social engagement, and drive more traffic!
The senior care buyer has undergone massive change over the past few years. With infinite access to media, and infinite connectivity we must understand the new foundations for relating to the modern buyer.
For accompanying video, see https://www.youtube.com/watch?v=LhSeXIlvP4U.
Given at ad:tech Asean 2015 http://www.adtechasean.com/ July 8th in Singapore by MWI's CEO Josh Steimle @joshsteimle, who is typing this, so I'll break out of the third person.
I was assigned this topic, and it was a fun one. I love being able to give actionable tips, and this deck includes 10 of them--all free or very close to free. Most not all that time consuming either. Ranges from basics like "Get a mobile friendly site already!" (with some more details on how) to how to come up with ideas for blog posts. Oh, and of course, you can't leave out HARO (Help A Reporter Out).
Shoutouts to Wil Reynolds at http://www.seerinteractive.com/, Moz https://moz.com/, Gartner, HostGator, Yoast, Google, Canva, SlideShare, TinyLetter, YouTube, Chinese Obama, and Chris Reed with http://blackmarketing.com/.
If you want your content marketing to take your business closer to its goals, it helps to have a game plan – a strategic selection of plays you can rely on to help you beat the competition and score points with your target audience. Each year, our Benchmarks, Budgets, and Trends research reveals which tactics marketers are currently using. And while it’s clear that certain platforms and plays are likely to cycle in and out of popularity over time, we’ve noticed an alarmingly consistent trend that seems to impact nearly all of them: Content marketers are experiencing a large gap between using a tactic and getting effective results from it. Our newest Playbook aims to help all content marketers better understand the value proposition of content marketing tactics and achieve greater success with their efforts.
The production and management of large volumes of content is fast becoming an expected part of a marketers role. This paper highlights the importance of having the right foundations in place, like a digital asset management solution, to ensure your content marketing succeeds.
Social Listening in Practice: Social SellingBrandwatch
This paper, one of the Social Listening in Practice use case series, is going to show you how social selling will bring your business into the sights of the 81% of consumers who are undertaking pre-purchase research online right now.
Delighting your advocates can become a sustainable competitive advantage—if you’ve got the skills to make it happen. Bring your swim trunks, because we’ll be diving into how to motivate your advocates to help you: Increase your brand’s reach and market presence, fill your pipeline with warm leads and close deals faster, and boost customer engagement, retention and account growth.
Slides from a client presentation given recently to a group of finance executives, outlining how to think about digital strategy and its relevance to their business. Works for just about any service industry in terms of thinking about digital strategy.
The theme of the 2014 MarketingProfs' B2B Marketing Forum is "Marketing For What Comes Next." Lee Odden of TopRank decided to ask some of the brightest minds in marketing to make predictions about where marketing is heading. What he got ranged from realistic to ridiculous, but all were packed with insight.
Tendências que irão transformar o marketing digital
Para 2013 os profissionais especializados apostam em big data, mobile e mídias sociais, revela relatório da ExactTarget
The Hottest B2B Marketing Trends of 2017DemandWave
Get ready to have your best marketing year, yet! Check out our webinar and discover the hottest B2B marketing trends for driving more sales-qualified leads in 2017.
Digital marketing! the word that enterprises Love today. Well, too much of something is not good. Also, is this word not abused? In terms of Jargons? in the name of Analytics? In the name of getting responsive? Well, Probe in for details!
Humans first—a Hootsuite guide to social media strategyJames Mulvey
I developed this story about building social strategies around four fundamental human needs. This deck was used as an executive talk-track and sales enablement piece for our enterprise sales team.
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
For accompanying video, see https://www.youtube.com/watch?v=LhSeXIlvP4U.
Given at ad:tech Asean 2015 http://www.adtechasean.com/ July 8th in Singapore by MWI's CEO Josh Steimle @joshsteimle, who is typing this, so I'll break out of the third person.
I was assigned this topic, and it was a fun one. I love being able to give actionable tips, and this deck includes 10 of them--all free or very close to free. Most not all that time consuming either. Ranges from basics like "Get a mobile friendly site already!" (with some more details on how) to how to come up with ideas for blog posts. Oh, and of course, you can't leave out HARO (Help A Reporter Out).
Shoutouts to Wil Reynolds at http://www.seerinteractive.com/, Moz https://moz.com/, Gartner, HostGator, Yoast, Google, Canva, SlideShare, TinyLetter, YouTube, Chinese Obama, and Chris Reed with http://blackmarketing.com/.
If you want your content marketing to take your business closer to its goals, it helps to have a game plan – a strategic selection of plays you can rely on to help you beat the competition and score points with your target audience. Each year, our Benchmarks, Budgets, and Trends research reveals which tactics marketers are currently using. And while it’s clear that certain platforms and plays are likely to cycle in and out of popularity over time, we’ve noticed an alarmingly consistent trend that seems to impact nearly all of them: Content marketers are experiencing a large gap between using a tactic and getting effective results from it. Our newest Playbook aims to help all content marketers better understand the value proposition of content marketing tactics and achieve greater success with their efforts.
The production and management of large volumes of content is fast becoming an expected part of a marketers role. This paper highlights the importance of having the right foundations in place, like a digital asset management solution, to ensure your content marketing succeeds.
Social Listening in Practice: Social SellingBrandwatch
This paper, one of the Social Listening in Practice use case series, is going to show you how social selling will bring your business into the sights of the 81% of consumers who are undertaking pre-purchase research online right now.
Delighting your advocates can become a sustainable competitive advantage—if you’ve got the skills to make it happen. Bring your swim trunks, because we’ll be diving into how to motivate your advocates to help you: Increase your brand’s reach and market presence, fill your pipeline with warm leads and close deals faster, and boost customer engagement, retention and account growth.
Slides from a client presentation given recently to a group of finance executives, outlining how to think about digital strategy and its relevance to their business. Works for just about any service industry in terms of thinking about digital strategy.
The theme of the 2014 MarketingProfs' B2B Marketing Forum is "Marketing For What Comes Next." Lee Odden of TopRank decided to ask some of the brightest minds in marketing to make predictions about where marketing is heading. What he got ranged from realistic to ridiculous, but all were packed with insight.
Tendências que irão transformar o marketing digital
Para 2013 os profissionais especializados apostam em big data, mobile e mídias sociais, revela relatório da ExactTarget
The Hottest B2B Marketing Trends of 2017DemandWave
Get ready to have your best marketing year, yet! Check out our webinar and discover the hottest B2B marketing trends for driving more sales-qualified leads in 2017.
Digital marketing! the word that enterprises Love today. Well, too much of something is not good. Also, is this word not abused? In terms of Jargons? in the name of Analytics? In the name of getting responsive? Well, Probe in for details!
Humans first—a Hootsuite guide to social media strategyJames Mulvey
I developed this story about building social strategies around four fundamental human needs. This deck was used as an executive talk-track and sales enablement piece for our enterprise sales team.
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
Social Media For Small Business_By Jenni Lloyd, NixonMcInnesRuthBaker
Jenni Lloyd; Experience Designer and Consultant at NixonMcInnes' presentation on Social Media for Small Businesses at Fresh Business Thinking event.
More information on Jenni can be found here - http://www.nixonmcinnes.co.uk/people/jenni/
More information on NixonMcInnes can be found here - http://www.nixonmcinnes.co.uk/
This presentation is about exploring social media as a process for driving BtoB lead generation But first a word of caution: Leads depend as much on the messages as they do on the media. Maybe more. So this will be a story about managing both media and messages within our Marcom Engine process. A presentation by Keith Bates
Today the virus of social media is spreading faster than any other epidemic. Almost every internet savvy has come across the term “going viral”. Content going viral resonates so enormously that it catches fire and ends up being the topic of discussion across the internet.
This ebook is an attempt to showcase to you the what, how and why of virality. Also find out how the latest trends and technology has changed the entire perspective of digital communication. You will also get to know about some of the most common social networking sites and how they have transformed our world of networking and socialising.
Here are 15 areas that I'm thinking about in my day job in marketing, public relations and social media at Ketchum, as we head towards 2015. They're not so much predictions for the coming 12-months, as work in progress. All 15 areas point to a combination of opportunity and hard work in 2015.
For the last eight years brands have invested billions into social media programs and now many are scratching their heads… “What's the ROI of this content?”
In this webinar we break it down for you.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
MIR Interview with Adam Froman, CEO of Delvinia and AskingCanadians™
Is the social media hype about being cool or about making money?
For Adam Froman, the answer is easy: Marketers need to be very clear about how social media activity supports overall business strategy. Only if the digital experience fi ts into the whole customer journey will consumers become engaged and add value to the company … and only then will the social brand become cool.
Grow Your Business with Social Media optimization | WDP TechnologiesWDP Technologies
By following mentions of your brand name, username, and other relevant terms, you can get a real insight into what people like or dislike about your products and services, customer pain points you can address, and so on.
Visit Us: https://www.webdevelopmentpark.com/grow-your-business-with-social-media-optimization/
Similar to Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy (20)
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
8. It isn’t just their...
Personalization
Expensive technology—
but standard for a
company with lots of
money. This is not what
sets Airbnb apart.
Neighborhood
Guide Books
This is content marketing
101. You can find
thousands of articles on
Paris, Rome, London.
Local
Experiences
Tour guides have been
around since 1758. It’s not
groundbreaking to offer
this to guests.
9. Over the years, they’ve kept their focus
on solving human-centered problems.
10. In fact, while Airbnb’s website and
technology has evolved over the years.
12. Why are organizations still struggling
with digital transformation?
Rewiring legacy ways
of doing things.
Focus on short-term results,
rather than long-term vision.
Lots of strategic choices:
AI, big data, chatbots,
personalization.
13. If you put humans first,
the technology side of things
will fall into place
14. Follow these 4 simple rules.
Put humans first, always.
Fall in love with customer problems.
Humanity isn’t a trend.
Embrace social evolution.
1
2
3
4
15. You’ll have a set of principles
to orientate strategic plans.
These rules will simplify your strategy
You’ll ask smarter questions,
focused on
true customer needs.
You’ll gain clear metrics
to prove the ROI of social
to your boss.
16. You can be competitor-focused.
Product-focused.
Or customer-focused.
17. Customers want to talk to people, not brands.
Source: Altimeter “Social Media Employee Advocacy 2016”
90%
Of brands surveyed
by Altimeter have
plans to pursue
employee advocacy
strategies in 2017.
67%
Of consumers we surveyed
trust recommendations
from families and friends.
21%
Of consumers report
“liking” employee posts—
far higher than the average
brand post
or social ad.
72.6 %
Of salespeople who
incorporated social
media into their
process outperformed their
colleagues.
18. The dominance of peer-driven media
2 of the top 3 most-used sources of news and information are peer-influenced media
Based on the general population, 28-country global total
71
69
67
45
28
32
Search
TV
Social
Newspapers
Blogs
Magazines
General
Population
Source: Edelman
19. Don’t overthink this.
The goal of any digital strategy is simple:
help the brand stop competing on product
features and start creating human-to-human
interactions with customers.
24. Chatbots, VR campaigns, new
lead gen tricks—it’s easy to be
distracted by short-term wins.
But winning strategies focus on
four universal customer needs.
25. Universal
Customer
Motivations
Make these the pillars
of your marketing strategy.
2.
RELATIONSHIPS
CUSTOMER
3.
SOCIAL BELONGING
& COMMUNITY
4.
TRUST &
SECURITY
1.
LISTENING
& EMPATHY
26. Let’s walk through a few examples
of brands using these 4 universal human
needs in their marketing.
32. 4,000 Hotels
240,000 Employees
5 Continents
SOCIAL DESK
ACCORHOTELS
SCALING SOCIAL GLOBALLY
Global platform to empower local hotel staff
33. ACCORHOTELS
SCALING SOCIAL GLOBALLY
Engage with prospective,
current, and return guests
across the “dream-stay-share”
experience globally.
6x audience growth
to 27 million in one year,
increasing new and return
visits to properties across
the globe.
240,000 employees
acting as trustworthy peers
34. 1. Digital transformation requires rewiring
old ways of doing things.
2. But technology only gets us half-way.
3. If you don’t focus build a humans-first
strategy, technology will (paradoxically)
alienate customers, rather than
connecting them to our brand.
36. Stretching across the globe, Ambassadors are
the heart of the Hootsuite community.
500+
Ambassadors
50+
Countries
50+
Languages
37. “Brands try to go out and get followers on
social media before they have a following. But
we wanted a following before we had followers.”
Mikey Scott
Global marketing director at Herschel
39. Human nature stays constant.
But the way we communicate does change.
And it’s our job as marketers to adapt these shifting behaviors.
40. We’re moving away from intent-based marketing.
In the last decade, it was about winning the robot hearts of Google bots.
41. And moving towards social discovery.
The brands that win the next decade will focus on winning the social feed.
Source: GlobalWebIndex
40%
30%
20%
10%
Q2 Q3 Q4 Q2 Q2 Q3
2015 2016
% of internet users who use social networks to research products
37% of internet users who turn to social networks to carry out research on brands or products
42. Source: GlobalWebIndex
58%
30%
60%
34%
54%
57%
60%
64%
46%
38%
Search Engines vs.
Social Media in the Online
Purchase Journey
% who say they mainly
use the following when
researching brands,
products or services
Search Engines Social Media
Social as main source for product research.
Consumers are skipping search engines and going straight to social.
43. We’re shifting
away from big idea
campaigns.
The brands that won before focused on key
messages, promotion, and big ideas.
44. And moving towards
experiences and
relationships.
Brands are turning to the relationship-
building platforms
of Instagram, Facebook Messenger, Kik,
Slack, Snapchat, WhatsApp.
45.
46. 4. TRUST & SECURITY
Let your people
lead the way
47. To sell things, you need to build trust.
But the old tricks aren’t fooling people anymore...
48. The erosion of public trust
Only 37% of the
public trust CEOs.
Only 29% trust
government officials.
And 85% of the public
lack faith in the
entire system.
42
41
48
43
53
52
55
53
Government Media Business NGOs
Trust in Institutions
Declines
Percent trust in the four institutions of
government, business, media, and NGOs,
2016 vs. 2017
Media declines the most
Source: Edelman’s 2017 Trust Barometer
2016
2017
49. With the old institutions failing them,
people are turning to a familiar source:
each other.
50. Peers are now as credible as experts
Source: Edelman’s 2017 Trust Barometer
29
35 37
43
46 48
60 60 60
Govenment official Board of directors CEO NGO
rep
Financial industry
analyst
Employee A person like you Academic expert Technical export
Percent who rate
each spokesperson as
extremely/very credible 2017
51. Businesses that succeed put their people—
employees, advocates, customer
communities, and online influencers—at the
center of their marketing strategy.
52. How to rebuild trust
Build employee
advocacy into your
strategy.
Get your CEO on
social, lead from
the top.
Listen and talk
to customers in
real-time.
54. 1. Customers have changed. They’ve moved from Facebook to private
messaging apps like WhatsApp.
2. This makes it harder to track social ROI.
3. And the metrics you used in the past—like clicks on a YouTube ad or traffic
from TV ads—don’t reveal customer behavior anymore.
How would you solve this problem?
55. We could solve this problem by...
Buying better analytics to
track dark social.
Paying influencers to
promote your ad campaigns
in WhatsApp.
Keep buying TV ads and
hope this stupid dark social
thing goes away.
56. This is the exact problem Adidas faced.
But they took a much different approach
to solving this problem.
57. Adidas follows one-to-
one conversations
● See their fans moving to Whatsapp
● Builds micro-communities on
Whatsapp
● Members get news and invites to
events before anyone else
● ROI metrics shift: they track individual
conversations rather than pageviews.
58. What can we learn
from Adidas?
● Your company’s problems (it’s hard to track
messaging apps) are not your customer’s
problems.
● Don’t resist trends—Adidas was proactive
and took a research approach rather than
waiting for a final answer.
● Shift your metrics to match new behaviors
(i.e. tracking individual interactions rather
than pageviews).
59. SOCIAL BELONGING
& COMMUNITY
LISTENING
& EMPATHY
BUILD
RELATIONSHIPS
TRUST &
SECURITY
The Hootsuite Solution
Hear the
good, bad,
and funny
Talk to
customers
one-on-one
Build
communities,
not products
Let your
people lead
the way
61. Follow these 4 simple rules
And everything else will fall into place.
Put humans first, always.
Fall in love with customer problems.
Humanity isn’t a trend.
Embrace social evolution.
1
2
3
4