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DigiTalks Expo Latin America - Presentation by Jennifer Golden, June 2011
This document discusses how to harness the power of social media through a 4 step process: 1) Establish a social media presence, 2) Recruit followers, 3) Activate your network, and 4) Monetize engagement. It provides statistics on social media usage in Brazil, noting that over half the population accesses the internet daily and 60% are socially active. Trust in social media opinions exceeds trust in traditional advertising. The document advocates building social media assets, recruiting customers/prospects, encouraging advocacy, and systematically promoting valuable interactions to implement these four steps.
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DigiTalks Expo Latin America - Presentation by Jennifer Golden, June 2011
- 1. Social Media By TheNumbers Winning in The New Marketing Democracy g g y with Four Steps to Harnessing the Power of Social Media Jennifer Golden, Director Marketing and Communications Jennifer Golden Director Marketing and Communications Acxiom Brasil June 2, 2011 © 2011 Acxiom Corporation. All Rights Reserved.
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- 3. ACXIOM CORPORATION Global Marketing Technology and Services Focused on audience and customer engagement Focused onaudience and customer engagement Industry Recognition #1 US agency /#9 Global agency (All disciplines) ‐ AdAge #2 Worldwide CRM/Top 20 Interactive – AdAge #3 Business Services & Consulting – Information Week #1 in Client Satisfaction (Outsourcing) – Data Monitor Group Leader – Forrester Wave ‐ Email Marketing Service Provider Leader Forrester Wave Email Marketing Service Provider Quick Facts 8,800 clients in 40 countries $1.2 billion revenues. 70% under long‐term contract 350 largest marketing ecosystems worldwide 5 billion consumers engaged/year 300,000 campaigns/year 300 000 campaigns/year NASDAQ – ACXM
- 4. WELCOME TO THENEW MARKETING DEMOCRACY! EVERYONE CAN CONTRIBUTE; EVERYONE HAS INFLUENCE; EVERYONE HAS A VOICE. EMPOWERED BY DIGITAL CHANNELS, PEOPLE NOW O G C S O O “VOTE IN” FOR THE WINNERS & LOSERS IN THE BATTLE “VOTE IN” FOR THE WINNERS & LOSERS FOR THEIR HEARTS FOR THEIR HEARTS, MINDS & WALLETS… FOR THEIR HEARTS, MINDS & WALLETS… & WALLETS , …AND, THEY DECIDE WHEN & WHERE THESE “ELECTIONS” ARE HELD
- 5. LIVING NEXT TO THETRAIN TRACKS $112 BILLION of advertising is wasted each year in the US alone 22% of Americans feel advertising is credible… compared to 45% for talk shows 42% of consumer media consumption is online 500 BILLION 00 O consumer‐to‐consumer comments on products & services
- 6. A CRISIS INCUSTOMER ENGAGEMENT 80% of CEOs BELIEVE THEIR BRAND DELIVERS JUST 8% A SUPERIOR OF THEIR CUSTOMER CUSTOMERS EXPERIENCE AGREE
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- 11. 54% of theBrazilian population above the age of 12 access the internet daily... i t t d il (That s (That’s more than 81.3M people) 81 3M 60% are ‘socially’ active http://www.adnews.com.br/internet/110788.html © 2011 Acxiom Corporation. All Rights Reserved.
- 12. BRAZILIANS AND SOCIALMEDIA Social Networks in Brazil (Sep/2010) Orkut 91% Facebook 14% Class A: 41% Twitter 13% A: 28% Class A: 28% Myspace 2% Sonico 1% Ibope Mídia – ‘Many to Many’ O fenômeno das redes sociais no Brasil (Set‐2010)
- 13. BRAZILIANS AND SOCIALMEDIA In the last six months Facebook adoption in Brazil has grown over 132% 13
- 14. BRAZILIANS AND SOCIALMEDIA 29% “I can’t imagine my life without the social networks” 54% “When I access the social networks, I don’t i l k Id ’ feel alone” Ibope Mídia – ‘Many to Many’ O fenômeno das redes sociais no Brasil (Set‐2010)
- 15. TRUST > Online advertising and word of mouth (2009) Th The average of f Friends' opinions 90% Brazilians that trust 93% online banners is 51% , Online opinions Online opinions 70% while the world average g 60% is 33% Brand sites 70% 79% Cellphone advertsing is also popular in the, also popular in the Search tools ads 41% 62% having the trust of 36% Média of Brazilians, against 37% Mundial Online video ads 24% worldwide. 54% Brasil 0% 50% 100% http://idgnow.uol.com.br/internet/2009/07/15/boca‐a‐boca‐online‐e‐opiniao‐de‐amigos‐sao‐propagandas‐mais‐confiaveis/ http://blog.nielsen.com/nielsenwire/consumer/global‐advertising‐consumers‐trust‐real‐friends‐and‐virtual‐strangers‐the‐most/ 15
- 16. SOCIAL MEDIA ACCESS “I rather use social networks I rather use social networks to talk with my friends instead of email or SMS” 56% “I feel happier when my friends “like” or comment about the things I publish” 69% Ibope Mídia – ‘Many to Many’ O fenômeno das redes sociais no Brasil (Set‐2010)
- 17. BRAZILIANS AND SOCIALMEDIA “The social networks replace the p information of news websites” 45% “The social networks supply all the information I need to feel updated” I need to feel updated 60% “I use the social networks to help me I use the social networks to help me with buying decisions” 25% Ibope Mídia – ‘Many to Many’ O fenômeno das redes sociais no Brasil (Set‐2010)
- 18. 4 STEP PROCESSTO HARNESS THE POWER OF SOCIAL MEDIA STEP 1 Establish Social Media Presence STEP 2 Recruit Followers STEP 3 Activate Network STEP 4 Monetize Engagement CONFIDENTIAL – FOR INTERNAL USE ONLY 18
- 19. TACTICAL IMPLEMENTATION > Applying the four steps Establish Social Recruit Monetize STEPS media Presence Followers Activate Network Engagement g g Recruit Encourage Systematically Build and launch customers and advocacy and promote valuable Description selected Social prospects to engagement, actions and media “Assets” connect respond to critics respond to critics interactions BRAND PROMOTE DEVELOP Campaigns DISTRIBUTE social Community Site Fan Page promoting participation promotions to… Facebook Fan Page Membership and sharing… Facebook fans Commercials on Twitter Connections YouTube videos Twitter Followers YouTube Community Viral Apps (poll, quiz, ( Community Members C it M b Monitor social Membership contest) Email List Informational tweeting Ads to selected social conversations Connections to with links network members employees Feedback invites and or Sample Tactics EMPLOYEES UGC RECRUIT for Events Blogs ENGAGE influential influential Twitter Feeds or representative DISTRIBUTE to social Connect Linked‐In bloggers ENCOURAGE referrals media connections via networks email and ads USE network posts, HARVEST feedback for email, ads and product development MONITOR and employee efforts l ff t selectively engage l l USE data to improve negative posts segmentation CONFIDENTIAL – FOR INTERNAL USE ONLY 19
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- 24. IN THE NEWMARKETING DEMOCRACY…EVEN GOOD COMPANIES DO STUPID THINGS 24
- 25. RAINFORESTS VS. CHOCOLATE Nestle Meets Greenpeace’s Demands Following Social Media Backlash Greenpeace Posts YouTube Video Nestle has it taken down Greenpeace issues fullblown Facebook attack Nestle threatens to delete Nestle threatens to delete negative posts Over 1.5 million views; 200,000 emails; hundreds of calls; Eight weeks and hundreds of man hours later… 25
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- 27. BREAKING GUITARS ISNOT OK! Smashed guitar, YouTube song g , g — United is listening now Country singer Dave Carrol’s $3500 710 Taylor guitar breaks when being loaded onto plane by ground crew Horrible customer service cause him to write song and post to YouTube 27
- 28. MOMS VS. MOTRIN Motrin Moms: Social Media Fail Whale 28
- 29. THE ULTIMATE FOCUSGROUP Gap Reverts to Original Logo After Social Media Backlash
- 30. 100 MOST VALUABLEBRANDS Brandz Top 100 – WPP and Millward Brown ‐ 2011
- 31. LEVELS OF ENGAGEMENTACROSS CHANNELS Socialbrandvalue.com – Ranking the top 100 brands in Social Media, May 20, 2010 31
- 32. BASIC EMERGING ADVANCED LEADERS • Fans • Share of voice • Value of a fan • CPA • Followers • Buzz • Click stream • Satisfaction • Friends • Sentiment behavior • Network LTV • Media mentions • Reach • Conversions • Market share • Comments • Traffic flow •R Resolutions l ti • Brand equity • Likes/favorites • Share velocity • Influencers • ROI • Downloads • Ratings • Purchase intent • Productivity • Blog posts • Reviews • Net Promoter • Speed to Score market • Assists Strictly Confidential 32
- 33. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Strategic Impact Time th Moments of Trut Channels 33
- 34. LIFECYCLE ENGAGMENT Customer Value Current state Events Desired state • Relocation Events • Store Opening • New Member • Renewal • New Category Strategic • Job Change Impact • Marriage • Family • Seasonal • Holidays • Death Time th Moments of Trut Channels 34
- 35. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Strategic Impact Time Signals • Referring search/URL • Website clickstream • Tweet/blogging th Moments of Trut • Display ad click‐through • Transactions Channels • Preference update • Call center • Inactivity • Site search • Email clickstream • R ti / i Ratings/reviews • Login frequency/recency • Social sentiment 35
- 36. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Strategic Impact Time Insights • Relationship profile • Interaction history Interaction history th Moments of Trut • Brand advocacy Channels • Product propensities • Media preferences • Channel preferences • Geodemographics • Interests & attitudes y • Monetary indicators • Social indicators 36
- 37. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Segments Strategic Impact Time th Moments of Trut Channels Conversations • Proper audience selection and recognition across media • Fusing insights for unique treatments (creative/copy/offer) • Personalized & coordinated engagement (omni channel) Personalized & coordinated engagement (omni • Automatic recalibration based on actual consumer behavior (continuous earning system) 37
- 38. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Segments Strategic Impact Value Add • CPA Time • AOV • LTV • Member tenure • Frequency of club shop • Category shop • Category penetration • # of clubs visited • eCommerce Sales th Moments of Trut • Net Promoter Score Channels • Referrals • Regional Metrics • Attrition 38
- 39. LIFECYCLE ENGAGMENT Customer Value Current state Desired state Events Signals Segments Strategic Impact Time th Moments of Trut Channels 39
- 40. SOCIAL TACTICS THATWIN IN THE NEW MARKETING DEMOCRACY 1. Determine who to target, where customers are aggregating and which social channel works best for your brand/offer which social channel works best for your brand/offer 2. Identify a clear objective e.g. grow fan base, communicate with brand advocates, drive business to website or engage via a cross channel promotion and lay out metrics to define success channel promotion and lay out metrics to define success 3. Design a campaign that activates customers to work on the brand’s behalf 4. Create a benefit for customers to “follow” your brand 5. Value individual or personal expression! 6. Test content to select individuals to determine best opportunity to “go viral” 7. Measure ROI 7 Measure ROI* 40
- 41. RELEVANCY IS KEY Personalize interactions – Past behavior – Future interests – People like me – How much is this relationship worth? Relevancy considerations Relevancy considerations – Prospects versus customers – Awareness versus consideration ̶ …so many variables… Engagement channel and sequence 41
- 42. CAPABILITIES THAT WININ THE NEW MARKETING DEMOCRACY Know your audience Know your audience High performance matching engine The top 30% make 500% of profit. The bottom 20% Supports real‐time and all digital formats consume 400% of profit. 400% f fit Integrates central nervous systems and Integrates central nervous systems and Reach your audience with certainty personalization engine Business relationships and delivery integration with Leverages external, multi‐sourced and verified preferred advertising partners consumer insights A safe haven for responsible matching of sensitive information i f i Personalization engine “Logical” central nervous system Highly accurate audience recognition Correlates customer behavior with Integrated decision engine, deployable across marketing/advertising across channels, media over channels time Integrated matching engine and central nervous Integrates existing databases system Integrates matching and personalization engines Integrates matching and personalization engines
- 43. OBRIGADA! Questions? Jennifer.golden@acxiom.com F: +1 (650) 200 5178 Jennifer golden@acxiomcom F: +1 (650) 200‐5178 Acxiom Brasil: SP (11) 3052.2111 ou POA (51) 3230.4400 WWW.ACXIOM.COM.BR © 2011 Acxiom Corporation. All Rights Reserved.