Most marketers agree the future of social is now. Are you looking to connect all of your customer interactions in an end-to-end journey to drive greater marketing ROI? If so, it’s becoming crucial to integrate traditional marketing, digital marketing and social touch points. This presentation will help you learn 4 keys for leveraging social with your modern marketing, including best practices for how to: • Gain a comprehensive understanding of your customers, so you can tailor marketing based on your customers’ real behaviors in social • Drive better business results by listening, creating and publishing compelling content, and better engaging customers with that content • Uncover new customers in social that have the same interests as your current customers through look-alike audiences • Drive higher ROI from your overall marketing mix by combining social with modern marketing

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Is the Future of Modern Marketing Social?
September 9, 2014
Bill Hobbib, VP Product Marketing: Social and Commerce
bill.hobbib@oracle.com
linkedin.com/in/billhobbib
@bhobbib Oracle Confidential – Internal/Restricted/Highly Restricted

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"The digital environment is not a parallel or purely virtual world, but is part of the daily experience of many people.”
–
Pope Benedict XVI 2

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Why Do Modern Marketers Care About Social?

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3 of 4 CMOs say Social Media Impacts Business 4
Source: Three of Four CMOs Say Social Media Impacts Sales
http://www.forbes.com/sites/marketshare/2012/08/21/three-of-four-cmos-say-social-media-impacts-sales/

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“As Many Eyes As Possible” Has Gone From This…

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To This…

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Always Connected, Always Sharing, Always Exposed
Empowered Customers
use social networks to discover new brands, products or services
33%
of consumers check out companies on social media before buying
68%
of LinkedIn users have clicked on an ad on the site
60%

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Why Drive Growth Via Social
marketing leads generated through social media versus trade shows, telemarketing, direct mail, and PPC
2X
of B2B companies have acquired customers through Facebook
43%
of B2C companies have acquired customers through Facebook
77%

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Social is Influencing Purchasing Decisions 9
o
Four in ten social users have purchased an item online or in-store after sharing or favoriting it.
o
90% of all purchases are subject to social influence.
90%
40%5

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Still, Companies Struggle to Measure Value of Social
50%
of companies can’t measure performance of social marketing efforts.
Dealing with the Social Hangover
(What’s the value of a like, share or follow?)
And…just 55% of marketers are satisfied with the business
value of posting updates to Facebook and Twitter.

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of enterprise marketers have no synchronized view of customer data
82%
Disparate Data Creates Marketing Complexity and Lost Revenue
Unable to pull together all their data, marketers fail to target the right customers.

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Challenges of Social Media Content Programs
Keeping up with the speed of social
1
Unsure of paid media effectiveness
3
Customers engage in multiple channels
2
ROI difficulty due to disparate data
4

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Right Message, Right Place, Right People, Real ROI
4 Keys to a Successful Social and Digital Content Strategy
Right Place
Understand content engagement for optimal multi- channel placements
Real ROI
Capture and view campaign metrics from all channels in single dashboard
Right Message
Social insights help to create content with the right message
Right People
Utilize hyper-targeted audiences and paid media to ensure exposure

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Utilize Social Insights for Better Content Creation
Right Message
Build content using descriptors from VoC
1
Create consistent content
2
Deploy content across digital and social
3

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Understand Engagement for Optimal Placements
Right Place
Tag social content in ways that allow tracking of engagement by social fans
1
Trace & collect social customer interactions
2
Include social metrics in analytics dashboard
3

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Deliver Content to Targeted Audience in Social
Right People
Your Ad Here
Define hyper-targeted custom audiences
1
Increase paid media placement effectiveness
2
Find new customers with look-alike audiences
3

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Real ROI Track campaign success metrics across multiple channels Oracle Confidential – Internal/Restricted/Highly Restricted 18
Track dynamic links in social
1
Include social metrics in analytics dashboard
2
View multi-channel campaign metrics
3
Order of magnitude impact possible:
2X engagement growth: media/entertainment company
5X fan growth: consumer goods company

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Social
Web
Display
Mobile
Social
Example for a Social Modern Marketer
3. Launch & Promote via Social
3
5. Convert sales via paid media
5
2. Create a Campaign
2
1. Discover Insights
1
4. Create Custom Audience
4

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Leverage social to better listen, understand, engage and service their customer base by ensuring their business decisions revolve around customer wants, needs and desires.
General Motors
“Our decision-making starts and ends with our customers.”
117 Different Channels
21.3 Million Fans

Better Understanding

Better Service

More Sales

Loyal Customers

Exceptional CX
Social Media
Stars

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Tap into the power of social to listen, create and inspire content that engages and influences action. Truly leverage social to ‘build’ lasting relationships. Also empower employees to be brand ambassadors.
LEGO Group
Relevant
Real-time
Inspiring
Amplified
Listen & Create
User-Generated Content
Amplify Content
Build Brand Ambassadors

Increased sales

Improve marketing

Build brand affinity

Damage control

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“By not being afraid to share both positive and negative stories, reflecting our efforts to be vibrant as well as credible.” Source: J. Wichmann, The Digital Blueprint ”The media miracle in Maersk Line" 30-Dec 2013

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Summary
Why Modern Marketers care about Social
Brand awareness , Brand loyalty , Sales
4 Keys to Successful Social and Digital Content Strategy
Right Message, Right Place, Right People, Real ROI
What You Should Do Next
Work on making major impact in one of the four key areas

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Join us at CX Central @ Oracle OpenWorld 2014
San Francisco September 28 – October 2
•
2000+ attendees
•
5 Tracks, including one dedicated to each Social, Marketing, and Commerce
•
40+ Sessions at each track, with customer success stories in over 50% of the sessions
•
100+ Demos at CX Central
•
Plus Networking Receptions and CX Central Music Fest! Oracle Confidential – Internal/Restricted/Highly Restricted 24

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