Experiential Social Media: A new age of marketing value
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Experiential social media is an exciting new approach to using digital social tools and processes to personalize firms and brands by engaging deep, using scalable digital tools. In this session, you’ll learn: How people have re-personalized the economy + Why personal interaction in digital public is the key to engagement + How brands can be personal and efficient using social media + Why content with the human touch will outperform + Roadmap: Using experiential social media to personalize marketing and build trust, preference and profit
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Experiential Social Media: A new age of marketing value
- 1. Social Business Strategy & Execution Christopher S. Rollyson and Associates Plan | Learn | Scale | Integrate | Manage Experiential Social Media A new age of marketing value
- 2. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Agenda 2 • Introduction: Experiential social media • Practical roadmap for marketing leaders ➡Read this 3-paragraph summary of experiential to get more out of this presentation
- 3. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material “Experiential” Social Media 3 Experience focused Serves people Increases preference Personalizes marketing Not your father’s social media
- 4. Social Business Strategy & Execution Christopher S. Rollyson and Associates Plan | Learn | Scale | Integrate | Manage 3B I G idea$
- 5. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Business within Community 5 1 67% of all human conversation is social Social is hard-wired in primate DNA People talk to build trust & lessen risk Business returns to community Online
- 6. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material History of Producer Focus 6 Industrial production increases, wealth Mass communications M a t e r i a l s c a r c i t y B.C.E. 0 1750 1940 1970 2100 Products sell themselves Modern marketing: “Drive demand” Product features “Personality” Customer Customer experience Social media O p e r a t i o n s & e f f i c i e n c y Online
- 7. Personal Personal Impersonal Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material History of Customer Focus 7 Digital communications B.C.E. 0 1750 1940 1970 2000 2100 Outcomes ! Social media Forums Reviews Search Degree of personality in economy A n a l o g w o r d o f m o u t h Buy at loss, hope for good outcome Risk Brand controls product information Customer focus Online
- 8. 2 Products are a dime a dozen; I only buy deals In digital public, strangers help each other Ads are irrelevant “because they’re not about me” “Relate to ME - not my demographic” Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Business is Personal 8
- 9. People are personal naturally People increasingly expect personal treatment Brands can care for people, individually, in public “Don’t tell me you care, show me” Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Brands Need to Get Personal 9
- 10. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Why Experiential Is Efficient 10 90% of a crowd observes Social information helps trust building “People like me” find & reuse entire threads Interactions broadcast to “people like me”
- 11. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Don't You Want in This Room? • "Any idea about examples of KPI for hedging activity?" • "How do you leverage the Treasuries portfolio within a Risk Parity investment strategy?" • "What's the best way to minimise investment risk?" • "Recommended Cash Management dashboard/portal solutions?" • "Help on managing treasury operations of a corporate - what model to use?" 11 Online
- 12. 3 Money follows relevance and trust Impersonal content is the bun Services and products only serve outcomes Empower prospects’ outcomes Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Trust and Outcomes Rule 12
- 13. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Two Marketing Band-aids 13 • Mechanical • Anyone can do it • Impersonal • Small barrier to entry • Short-term value Content marketing and marketing automation use technology to increase relevance
- 14. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Experiential Summary 14 • Interact with your best prospects about their outcomes in digital public • A 10x larger audience observes your interactions • High value interactions have trust information baked in • Interactions are the new content • By relating to individuals, brands can be personal
- 15. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Experiential Results 15 • Eight-month case study with consumer brand (engineering focus) • Experiential outperformed conventional social media in every metric Experiential made 4 times more ecommerce referrals than conventional social media
- 16. Social Business Strategy & Execution Christopher S. Rollyson and Associates Plan | Learn | Scale | Integrate | Manage Unlocking a new era of marketing value Practical Roadmap
- 17. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material 17 Experiential Social Media Roadmap • Business goals • External analysis • Internal analysis • Use an experiential pilot plan • Manage with agile principles • Expand scope • Social media marketing • SEO • Marketing research • Ecommerce • Analog (stores) Plan Pilot Integrate
- 18. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material 18 Roadmap: Assess and Plan • What’s most important this year? – Rank your top five goals – Rank your top five stakeholder groups • Identify pilot opportunities – Optimize: highest impact people + easiest to do • Analysis – External: stakeholders (people) and workstreams (activities) – Internal: social media marketing operations, sales/ service colleagues, social media failures • Plan 2-3 pilots, but start with one Goals Ensure that your digital social initiatives are aligned with your business Plan Pilot Integrate
- 19. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material 19 Roadmap: Pilot, Test and Learn • Experiential social media pilot plan – Select manager + team members (2/3 per pilot best) – Codify stakeholder and workstream filters – Determine optimal platforms • Manage with agile methodology – 12 weeks, managed in tight cycles – Beware marketing/promo speak – 3[interaction] + 1[content] – Pivot shamelessly based on real results – Build/codify procedures in online space • Expand scope by adding pilots – Expand when your skills and results are repeatable Goals Build skills + grow knowledge base + iterate plan Plan Pilot Integrate
- 20. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material 20 Roadmap: Integrate Experiential • Social media marketing – Create active dialog with select teams – Rotate team members • Research – Experiential can replace and complement traditional • SEO – Experiential does wonders for SEO in all platforms – SEO pre-testing • Ecommerce (sales + service) – Use documented understanding to improve design – Stream curated social interaction into ecommerce • Analog (stores) Goals Infuse customer real-time customer intelligence into traditional digital Plan Pilot Integrate
- 21. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Outcome: Personalize Marketing 21 Other people carry message Trust people to buy from you You touch the whole crowd Everyone feels your care • Interaction is the new content • Take the leap to trust • Interact with select individuals • Know people as individuals • Grow: trust => preference => profit Online
- 22. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Outcome: Two Layers of Value 22 Internal competency: intimacy with customers Competitors can’t buy it; it’s yours Infuse all marketing with intimacy in empoweroutcomes publ ic leverageempathy&trust
- 23. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material Tools: The Social Channel App CMO guide to experiential social media and social business Why it’s an app (shortcuts for your outcomes) Out in beta in 2015 Be the first to know and follow: • http://socialchannelapp.com – Also join its community to ask questions • http://facebook.com/socialchannelapp • http://twitter.com/sochanapp 23
- 24. Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015 Copyrighted material 24 Tools: In the Meantime... • Slides: business card “slides” • CSRA’s main website – Free guides+tools for experiential social – http://rollyson.net/tag/experiential/ • B2B social business microsite+case studies – http://www.socialbusinessservices.biz/ • The Social Channel App (keep up, real-time) – http://socialchannelapp.com Contact http://rollyson.net http://linkedin.com/in/csrollyson http://about.me/csrollyson iphone - chris@rollyson.net iphone +1.312.925.1549