thinkLA Social Media Breakfast Presentation - Kim Celestre
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thinkLA Social Media Breakfast Presentation - Kim Celestre
- 1. © 2014 Forrester Research, Inc. Reproduction Prohibited Forrester’s Forum For Marketing Leaders CREATE MARKETING YOUR CUSTOMERS CAN USE
- 2. U-til-i-ty noun : the quality or state of being useful Use-ful adjective : helping to do or achieve something Source: Merriam-Webster.com © 2014 Forrester Research, Inc. Reproduction Prohibited
- 3. Why? © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 4. We are always addressable. . . Source: Nonexiste.net (https://images.nonexiste.net/) © 2014 Forrester Research, Inc. Reproduction Prohibited
- 5. . . . and getting impatient with marketing Higher buying power Digitally savvy Seek value-driven interactions Avoid advertising Source: Forrester NA Consumer Technographics survey, Q3 2013 © 2014 Forrester Research, Inc. Reproduction Prohibited
- 6. What? © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 7. Demonstrate your brand promise Don’t just talk about it © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 8. YOU MUST BECOME VISIBLY AND FUNCTIONALLY USEFUL TO YOUR CUSTOMERS © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 9. © 2014 Forrester Source: Tomorrow Awards (http://tomorrowawards.com/) Research, Inc. Reproduction Prohibited
- 10. The five primary ways to offer utility 1. Become a trusted agent. 2. Solve a problem. 3. Get out of the way. 4. Automate mundane tasks. 5. Fulfill a need the customer doesn’t know they have. © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 11. HOW DOES SOCIAL PLAY A ROLE? © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 12. 1. Become a trusted agent © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 13. McCormick becomes a trusted agent for citizen chefs © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 14. 2. Solve a problem © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 15. Sephora solves the problem of buying the right color makeup © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 16. 3. Get out of the way © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 17. Toyota gets out of the way of car buyers © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 18. 4. Automate mundane tasks © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 19. Ajax Australia automates social spam cleanup © 2014 Forrester © S2©0o 12u40rc 1Fe4o: Frvroeimrsrteeesort cRedre nRs.eecasoremcahr,c Ihn,c I.n Rc.e Rpreopdruocdtuiocnti oPnr oPhriobhitiebdited Research, Inc. Reproduction1 9P1ro9hibited
- 20. 5. Fulfill a need a customer doesn’t know they have © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 21. KLM makes flying a social experience © 2014 Forrester © S2©0o 12u40rc 1Fe4o: Frroersrteesrt Rere Rseeasrecahr,c Ihn,c I.n Rc.e Rpreopdruocdtuiocnti oPnr oPhriobhitiebdited Research, Inc. Reproduction2 1P2ro1hibited
- 22. Recommendations © 2014 Forrester Source: Research, Inc. Reproduction Prohibited
- 23. Use social tactics that facilitate utility marketing • Use social data to inform your utility marketing strategy • Move beyond stand alone social marketing programs • Demonstrate your brand promise through social channels • Use social data to inform your utility marketing strategy • Build a community that provides utility Source: April 11 2014, Forrester report, ‘Delivering Marketing Customers Can Use’. © 2014 Forrester Research, Inc. Reproduction Prohibited
- 24. © 2014 Forrester Research, Inc. Reproduction Prohibited Forrester’s Forum For Marketing Leaders Kim Celestre kcelestre@forrester.com @KCelestre
Editor's Notes
- What do I mean by “use”? I mean, creating utility. (definition.) I mean it quite literally. Contextual marketing is about becoming visibly and functionally *useful* to your customers and from their point of view. This is how we define utility marketing and it’s what you must strive for.
- Image Source: http://www.photographyvox.com/wp-content/uploads/photographing-toddlers01.jpg But why do you need to do it?
- Image source: Nonexiste.net (https://images.nonexiste.net/) https://images.nonexiste.net/popular/2012/03/05/macbook-iphone-kindle-ipod-book-nyc-subway/ All of you in this room and many of your customers are always addressable. If your target demographic is 40 years of age of or younger, it’s likely that the majority of your customers are always addressable today. That means that they use more devices to connect with Internet-based information and services more often, from more places. And that means you have more opportunities to engage with them, but they’re getting impatient with you.
- You must think really carefully about them. These always addressable customers have higher household incomes than the rest of your customers, which means they have more buying power. They over index on key interactive behaviors including across two of Forrester’s most important and impactful measures: Social Technographics and the Mobile Mind Shift index. Like others who score high on those two indeces, your always addressable customers actively avoid advertising, telling us that that it’s just not relevant and they find it interruptive. However, they also tell us that they actively seek out value-driven interactions. Always addressable customers are more likely to sign up for emails and text messages if it’s clear that those communications will be relevant. And if the brand touchpoint comes with a piece of information they need, or a way to save time or money, they’re likely to flock to it.
- Image source: http://corporate-games.ro/sites/default/files/chess-game-wallpapers.jpg So to engage this important but demanding customers, you must create utility. But what kind of programs and strategies will do that effectively?
- You need programs that allow you do demonstrate your brand promise, not just talk about it. Let me say that again: You must create useful programs that demonstrate your brand promise, not just talk about it.
- What do I mean by “use”? I mean, creating utility. (definition.) I mean it quite literally. You must become visibly and functionally *useful* to your customers and from their point of view. This is how we define utility marketing and it’s what you must strive for.
- Image source: Tomorrow Awards (http://tomorrowawards.com/) http://tomorrowawards.com/showcase/949/mc-cormick-flavor-print McCormick’s flavor print program is a great example of demonstrating a brand promise. With this service, McCormick is not just talking about how their spices make your dishes tastier– they’re actually *making* your dishes tastier by providing you with recipes customized to your tastebuds. This is extremely useful for the brand’s customers– and it demonstrates what their brand is all about.
- The fourth way to offer utility is to automate mundane tasks. There are hundreds of annoying little things your customers have to do each day — from checking the traffic to telling colleagues if they’re going to be late for a meeting. If it’s appropriate for your brand to relieve the burden of these manual tasks, you’ll become useful.
- Image source: vimeocdn.com (http://b.vimeocdn.com/ts/460/795/460795632_640.jpg) Ajax developed a tool that aggregates the accounts a user has liked on Facebook/Twitter that are most likely to spam. The user can then select the accounts they want to remove from their social profiles and with one click, Ajax wipes away the mess. The social component of this strategy is multi-pronged: they are helping the customer clean up their own social profiles, they are capturing social data through a social login and they are amplifying their brand message through social sharing (i.e. the option to tell FB friends that you cleaned up your social spam using Ajax social wipes).
- The fifth way to offer utility is to fulfill a need that your customer didn’t even know they had. As your customer obsession grows, you’ll discover needs your customers haven’t yet expressed. Fulfill them in creative ways to provide unexpected utility.
- Source: http://www.viralblog.com/social-crm/klms-meet-seat-social-seating-is-live/