accelerating social maturity
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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
Housekeeping
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To tweet about this event please use the following hashtag:
# Convmktg
@Forrester @Neolane @Repackaged@Forrester @Neolane @Repackaged
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 Prohibited4
© 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
© 2011 Forrester Research, Inc. Reproduction Prohibited6
Firms know the power of social media
But today, most lack social marketing maturity
© 2011 Forrester Research, Inc. Reproduction Prohibited7
The growing power of social media
The rise of the empowered organization
How data drives social marketing maturity
Recommendations
Agenda
© 2011 Forrester Research, Inc. Reproduction Prohibited8
© 2011 Forrester Research, Inc. Reproduction Prohibited9
© 2011 Forrester Research, Inc. Reproduction Prohibited10
Social media is more popular than online video
November 2010 “Fight Social Media Stagnation”
© 2011 Forrester Research, Inc. Reproduction Prohibited11
Social media isn’t just about Tweeting
2010 “Introducing The New Social Technographics®”
US Online Adults
23%
31%
33%
19%
59%
58%
19%
© 2011 Forrester Research, Inc. Reproduction Prohibited12
The internet is search, search is social
© 2011 Forrester Research, Inc. Reproduction Prohibited13
Mobile is inherently social
© 2011 Forrester Research, Inc. Reproduction Prohibited14
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
© 2011 Forrester Research, Inc. Reproduction Prohibited15
500 billionimpressions
© 2011 Forrester Research, Inc. Reproduction Prohibited16
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).
© 2011 Forrester Research, Inc. Reproduction Prohibited17
Marketers know they must embrace social media, but few companies achieve social maturity
June 2011 “Accelerating Your Social Maturity”
© 2011 Forrester Research, Inc. Reproduction Prohibited18 © 2009 Forrester Research, Inc. Reproduction Prohibited
The rise of the empowered organization
© 2011 Forrester Research, Inc. Reproduction Prohibited19
Before social media, companies had it easy
© 2011 Forrester Research, Inc. Reproduction Prohibited20
But now, customers talk to each other – in public
© 2011 Forrester Research, Inc. Reproduction Prohibited21
Social media enables interconnected communication
© 2011 Forrester Research, Inc. Reproduction Prohibited22
Social grows into the business world
© 2011 Forrester Research, Inc. Reproduction Prohibited23
Social maturity requires empowered employees
November 2010 “Welcome To The Empowered Era”
Empowered employees require data
© 2011 Forrester Research, Inc. Reproduction Prohibited24 © 2009 Forrester Research, Inc. Reproduction Prohibited
How data drives social marketing maturity
© 2011 Forrester Research, Inc. Reproduction Prohibited25
Social media creates a global focus group1
© 2011 Forrester Research, Inc. Reproduction Prohibited26
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
© 2011 Forrester Research, Inc. Reproduction Prohibited27
Social media data provides instant customer feedback
Unsolicited
Solicited
Structured Unstructured
© 2011 Forrester Research, Inc. Reproduction Prohibited28
Social media data is both qualitative and quantitative
Qualitative Quantitative
“Stupid Car Insurance Company (rant)”
© 2011 Forrester Research, Inc. Reproduction Prohibited29
Yesterday
Tomorrow
Dynamic measurement2
Right now
© 2011 Forrester Research, Inc. Reproduction Prohibited30
Measurement complicates social maturity
June 2011 “Accelerating Your Social Maturity”
© 2011 Forrester Research, Inc. Reproduction Prohibited31
Use marketing data for adaptive marketing
© 2011 Forrester Research, Inc. Reproduction Prohibited32
Empower social strategy with customer data3
© 2011 Forrester Research, Inc. Reproduction Prohibited33
Customer data allows for targeted 1:1 marketing
© 2011 Forrester Research, Inc. Reproduction Prohibited34
Customer data enables scalable customer support
© 2011 Forrester Research, Inc. Reproduction Prohibited35 © 2009 Forrester Research, Inc. Reproduction Prohibited
Recommendations
© 2011 Forrester Research, Inc. Reproduction Prohibited36
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
Copyright Neolane – 2011 41
Redefining the Way Brands/Companies Engage with their Customers
Roaming Customers, Splintered Channels
Copyright Neolane – 2011 4242
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
Copyright Neolane – 2011 4343
A Strategic Roadmap to Social Marketing
Timeline
Va
lue
RO
I
1Establish
Goals
2Build and
Listen
Influence
3 Social Opt-In
4Engage
5
Copyright Neolane – 2011 4444
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
A Strategic Roadmap to Social Marketing
Copyright Neolane – 2011 45
A Strategic Roadmap to Social Marketing
1Establish
Goals
Goals Definition
Goals Measurement
Goals Definition
Increase Sales
Dell Dell has generated $6.5 million in sales from Twitter alone
Copyright Neolane – 2011 46
A Strategic Roadmap to Social Marketing
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
Copyright Neolane – 2011 47
A Strategic Roadmap to Social Marketing
1Establish
Goals
Goals Definition
Goals Measurement
Goals Definition
Increase Customer Satisfaction
Comcast Comcast has helped over 150,000 customers through Social Media
Copyright Neolane – 2011 48
A Strategic Roadmap to Social Marketing
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
A Strategic Roadmap to Social Marketing
1Establish
Goals
Goals Definition
Goals Measurement
Goals Measurement
Social Media ROI? Metrics vs KPI?
Goals measurements should be on Customer Engagement
Copyright Neolane – 2011 5050
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
A Strategic Roadmap to Social Marketing
Copyright Neolane – 2011 51
A Strategic Roadmap to Social Marketing
2Build and
Listen
Social Presence
Audience Monitoring
Copyright Neolane – 2011 5252
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
A Strategic Roadmap to Social Marketing
Copyright Neolane – 2011 53
A Strategic Roadmap to Social Marketing
Goals to Measure
Goals to Reach
Influence
3
Social Media basics
Social Forward and Sharing
Social Campaigning
Social Forward and Sharing
Provide your audience with tools to share your content
Copyright Neolane – 2011
A Strategic Roadmap to Social Marketing
Goals to Measure
Goals to Reach
Influence
3
Social Media basics
Social Forward and Sharing
Social Campaigning
Social Campaigning
Thursday Nights @ 6:30 PMGroup drills and light workouts
Saturdays @ 10 AMGroup Long Runs
Copyright Neolane – 2011 5555
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
A Strategic Roadmap to Social Marketing
Copyright Neolane – 2011 56
A Strategic Roadmap to Social Marketing
Social ConnectSocial Opt-In
4
Social Connect
Call-to-Action
Social Campaigning
Social Applications
New Social Media Channels
Copyright Neolane – 2011
A Strategic Roadmap to Social Marketing
Social ApplicationsSocial Opt-In
4
Social Connect
Call-to-Action
Social Campaigning
Social Applications
New Social Media Channels
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
Copyright Neolane – 2011
A Strategic Roadmap to Social Marketing
Social ApplicationsSocial Opt-In
4
Social Connect
Call-to-Action
Social Campaigning
Social Applications
New Social Media Channels
Social Opt-In Request
Copyright Neolane – 2011 5959
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
A Strategic Roadmap to Social Marketing
Copyright Neolane – 2011
A Strategic Roadmap to Social Marketing
Integrated Cross-Channel ConversationEngage
5
Integrated Cross-Channel Conversation
Targeted & Personalized
Social Campaigning
Social Advocacy
Social Offers
Follow-up message & confirmation
Communication and Interest preferences
Copyright Neolane – 2011 6161
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
A Strategic Roadmap to Social Marketing
Copyright Neolane – 2011 6262
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
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
Neolane Social Marketing
Neolane Social Marketing =Social Media Features + Strategic Roadmap for Adoption
Social Connect
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