accelerating social maturity

Accelerating Social Maturity

How Data-Driven Strategies Transform Your Marketing from Social Experimentation to Top-Line Results

Copyright Neolane | 2010 Neolane Interaction presentation – Confidentiel | 1

Neolane Interaction – Confidentiel 2Copyright Neolane 2010

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Neolane Interaction – Confidentiel 3Copyright Neolane 2010

Today’s Speakers

Zach Hofer-Shall Mathieu Hannouz

Analyst Analyst Senior Product Marketing Manager

Senior Product Marketing Manager

@Repackaged@Neolane@Repackaged@Neolane

@Forrester

@ZNH

@Forrester

@ZNH

© 2011 Forrester Research, Inc. Reproduction Prohibited5 © 2009 Forrester Research, Inc. Reproduction Prohibited

Accelerating Social Maturity: How Data-Driven Strategies Transform Your Marketing

Zach Hofer-Shall

Analyst

Forrester Research

July 12th, 2011

#CONVMKTG

@znh


Firms know the power of social media

But today, most lack social marketing maturity


The growing power of social media

The rise of the empowered organization

How data drives social marketing maturity

Recommendations

Agenda


Social media is more popular than online video

November 2010 “Fight Social Media Stagnation”


Social media isn’t just about Tweeting

2010 “Introducing The New Social Technographics®”

US Online Adults

23%

31%

33%

19%

59%

58%

19%


The internet is search, search is social


Mobile is inherently social


Social media lets consumers share their opinions

21%

20%

15%

15%

15%

14%

13%

11%

10%

9%

9%

4%

Restaurants

Consumer electronics

Automobiles

Music

Computers

Videos/DVDs

Hotel reservations

Food and beverage/groceries

Political candidates

Health treatments

General apparel/clothing

Business services

“Which of the following are you likely to express your opinion about using the Web?”

Source: North American Technographics Empowerment Online Survey, Q4 2009 (US) Base: 10,044 US online adults


500 billionimpressions


We trust each other, not marketers

Source: February 2010 “Tapping The Entire Online Peer Influence Pyramid”

*Trust is defined as a 4 or 5 (trust a lot) on a scale from 1 (do not trust at all) to 5 (trust a lot).


Marketers know they must embrace social media, but few companies achieve social maturity

June 2011 “Accelerating Your Social Maturity”


The rise of the empowered organization


Before social media, companies had it easy


But now, customers talk to each other – in public


Social media enables interconnected communication


Social grows into the business world


Social maturity requires empowered employees

November 2010 “Welcome To The Empowered Era”

Empowered employees require data


How data drives social marketing maturity


Social media creates a global focus group1


Brands know the importance of social data

For what purpose do you collect social media data?

Source: October 2010, “Trends 2010: Listening Platforms”

Base: 153 marketers with social listening technologies


Social media data provides instant customer feedback

Unsolicited

Solicited

Structured Unstructured


Social media data is both qualitative and quantitative

Qualitative Quantitative

“Stupid Car Insurance Company (rant)”


Yesterday

Tomorrow

Dynamic measurement2

Right now


Measurement complicates social maturity

June 2011 “Accelerating Your Social Maturity”


Use marketing data for adaptive marketing


Empower social strategy with customer data3


Customer data allows for targeted 1:1 marketing


Customer data enables scalable customer support


Recommendations


Recommendations

Start by evaluating available data:

– Create a system for collecting social media data – listen

– Determine the value of customer data from the database

Connect data to social marketing strategies:

– Identify trends and insights from social media

– Use customer data to scale outbound social interactions

Empower employees:

– Share qualitative insights with relevant employees

– Share quantitative metrics for teams before, during, and after campaigns

Automate the process:

– Refine formalize your methodologies for using data in the social mix

– Speed up the process to encourage real-time action

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Zach Hofer-Shall@znh

blogs.forrester.com/zach_hofer_shall

www.forrester.com

07/12/2011Pragmatic Roadmap for Social

Marketing Adoption

Mathieu Hannouz (@repackaged)

Accelerating Social Maturity

39Copyright Neolane - 2011

About Neolane

From Marketing to Social Marketing

Pragmatic Roadmap for Social Marketing Adoption

Agenda

Copyright Neolane – 2011 40

Leading the Market in Defining the Space

Conversational marketing technology to build and sustain one-to-one lifetime dialogues across both

inbound and outbound channels


Redefining the Way Brands/Companies Engage with their Customers

Roaming Customers, Splintered Channels


From Marketing to Social Marketing

CRM SalesMarketingCustomer

Service= ++

Marketing = Acquire new customers Generate qualified leads Up-Sell existing customers

Goals

+MeasureAutomate

ExecuteTargetPlan

Process

Social Marketing =

Customer Satisfaction Customer Experience Up-Sell existing customers (*) Acquire new customers (*) Generate qualified leads

Goals

+

Social Process

Listen

Understand

Engage

Measure/Adapt

(*) 91.2% of companies say acquiring new customers is their top priority


A Strategic Roadmap to Social Marketing

Timeline

Va

lue

RO

I

1Establish

Goals

2Build and

Listen

Influence

3 Social Opt-In

4Engage

5


Timeline

Va

lue

RO

I

1Establish

Goals

2Build and

Listen

Influence

Social Opt-In

Engage

3

4

5

Goals Definition

Social Presence

Audience Monitoring

Social Media basics

Social Forward and Sharing

Social Campaigning

Social Connect

Integrated Cross-Channel Conversation

Call-to-Action

Social Campaigning

Social Applications

Targeted & Personalized

Social Campaigning

Social Advocacy

New Social Media Channels

Social Offers

Goals Measurement




1Establish

Goals

Goals Definition

Goals Measurement

Goals Definition

Increase Sales

Dell Dell has generated $6.5 million in sales from Twitter alone



1Establish

Goals

Goals Definition

Goals Measurement

Goals Definition

Gather Customer Feedback

Starbucks Starbucks gave their consumers a voice resulting in over 50,000 product ideas



1Establish

Goals

Goals Definition

Goals Measurement

Goals Definition

Increase Customer Satisfaction

Comcast Comcast has helped over 150,000 customers through Social Media



1Establish

Goals

Goals Definition

Goals Measurement

Goals Definition

Increase Awareness

Coca Cola Coca Cola built its social presence resulting in more than 32,000,000 fans on Facebook

Copyright Neolane – 2011


1Establish

Goals

Goals Definition

Goals Measurement

Goals Measurement

Social Media ROI? Metrics vs KPI?

Goals measurements should be on Customer Engagement


Timeline

Va

lue

RO

I

1Establish

Goals

2Build and

Listen

Influence

Social Opt-In

Engage

3

4

5

Goals Definition

Social Presence

Audience Monitoring

Social Media basics


Social Campaigning

Social Connect


Call-to-Action

Social Campaigning

Social Applications


Social Campaigning

Social Advocacy


Social Offers

Goals Measurement




2Build and

Listen

Social Presence

Audience Monitoring


Timeline

Va

lue

RO

I

1Establish

Goals

2Build and

Listen

Influence

Social Opt-In

Engage

3

4

5

Goals Definition

Social Presence

Audience Monitoring

Social Media basics


Social Campaigning

Social Connect


Call-to-Action

Social Campaigning

Social Applications


Social Campaigning

Social Advocacy


Social Offers

Goals Measurement




Goals to Measure

Goals to Reach

Influence

3

Social Media basics


Social Campaigning


Provide your audience with tools to share your content



Goals to Measure

Goals to Reach

Influence

3

Social Media basics


Social Campaigning

Social Campaigning

Thursday Nights @ 6:30 PMGroup drills and light workouts

Saturdays @ 10 AMGroup Long Runs


Timeline

Va

lue

RO

I

1Establish

Goals

2Build and

Listen

Influence

Social Opt-In

Engage

3

4

5

Goals Definition

Social Presence

Audience Monitoring

Social Media basics


Social Campaigning

Social Connect


Call-to-Action

Social Campaigning

Social Applications


Social Campaigning

Social Advocacy


Social Offers

Goals Measurement




Social ConnectSocial Opt-In

4

Social Connect

Call-to-Action

Social Campaigning

Social Applications




Social ApplicationsSocial Opt-In

4

Social Connect

Call-to-Action

Social Campaigning

Social Applications


David Guetta’s Social Audience:32,000,000 fans on Facebook1,400,000 followers on Twitter400,000 YouTube subscribers with more than 5000,000,000 total upload video views



Social ApplicationsSocial Opt-In

4

Social Connect

Call-to-Action

Social Campaigning

Social Applications


Social Opt-In Request


Timeline

Va

lue

RO

I

1Establish

Goals

2Build and

Listen

Influence

Social Opt-In

Engage

3

4

5

Goals Definition

Social Presence

Audience Monitoring

Social Media basics


Social Campaigning

Social Connect


Call-to-Action

Social Campaigning

Social Applications


Social Campaigning

Social Advocacy


Social Offers

Goals Measurement




Integrated Cross-Channel ConversationEngage

5



Social Campaigning

Social Advocacy

Social Offers

Follow-up message & confirmation

Communication and Interest preferences


Timeline

Va

lue

RO

I

1Establish

Goals

2Build and

Listen

Influence

Social Opt-In

Engage

3

4

5

Goals Definition

Social Presence

Audience Monitoring

Social Media basics


Social Campaigning

Social Connect


Call-to-Action

Social Campaigning

Social Applications


Social Campaigning

Social Advocacy


Social Offers

Goals Measurement



Va

lue

RO

I

1Establish

Goals

2Build and

Listen

Influence

Social Opt-In

Engage

3

4

5

Goals Definition

Social Presence

Audience Monitoring

Social Media basics


Social Campaigning


Call-to-Action

Social Campaigning

Social Applications


Social Campaigning

Social Advocacy


Social Offers

Goals Measurement

Neolane Social Marketing

Neolane Social Marketing =Social Media Features + Strategic Roadmap for Adoption

Social Connect