connect, engage, collaborate: building & sustaining an audience in a social world

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Knowledge is being created and shared at unprecedented rates. People are now sharing original content, forming and joining virtual communities, organizing activities, tapping into the advice of others and sharing experiences at scale and without boundaries. This collective knowledge is enabling people to rapidly learn, act with greater confidence and influence others in entirely new ways. In fact, social is now the #1 use of the internet, with 94% using it to learn, 78% to share knowledge and 49% to engage experts. With 2 billion social connections and more than 3 billion expressions per day, it’s fueling the emergence of a knowledge economy and empowered individuals. As social and mobile technologies become increasingly pervasive, the opportunity to engage people in new ways is profoundly changing the way we do business. With individuals expecting to engage when and how they want, organizations are tasked with encouraging and supporting collaboration for employees, customers, partners and citizens while keeping an unrelenting focus on user experience. How can they do this, while safeguarding the integrity of both the business and the brand? In this session, we’ll discuss: • Building a community across various channels • How to sustain and grow your audience and advocates • Case studies of brands doing it right

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@shellkillebrew

4

Source: BI Intelligence, December 2013

“Social. Mobile. Security. The convergence of these

forces is driving the need for people-centric engagement.

#ibm” @shellkillebrew

of CEOs in outperforming

organizations make

customer collaboration

a top priority

of smartphone

users check an app

as soon as they

wake up

of individuals are

willing to exchange

personal information

for a personalized

offering

of CEOs intend to

operate their

organization in a more

open manner in

the next 3-5 years

of millennials and 70% of

boomers say social and

user-generated content has

an influence on what they buy

Sources: 84%, 70%, 84%, 2/3, 80%: IBM 2013 Annual Report

72%, 56%: IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014

@shellkillebrew

of MOBILE users keep their devices within arm’s reach

@shellkillebrew

Marketers have always been responsible for knowing the customer.

Marketers have always been responsible for defining what to market, and how to market.

Marketers have always protected the brand promise.

2014 Timeless 2012

Co-create with customers, employees, and partners.

Innovate and scale personally relevant and rewarding experiences.

Know each customer in context.

Designing your culture and brand so they are authentically one.

Creating a system of engagement that maximizes value creation at every touch.

Understanding each customer as an individual.

Customers demand engagement versus marketing – IWATA CMO POV points

@shellkillebrew

Source: The Watermark Consulting 2013 Customer Experience ROI Study– April 2, 2013

@shellkillebrew

Source: The Customer-activated Enterprise: Insights from the Global C-Suite Study, IBM, 2013

@shellkillebrew

@shellkillebrew

@shellkillebrew

Higher

Win Rates

more online sales

conversion

conversion rate

using web tools

Shorter Time

to Market

and Delivery

faster time

to find experts

faster service

delivery to new

customers

Lower

Operational

Costs

customers didn't

need to call

increase in

self-service

transactions

More

Satisfied

Customers

higher rating for web

self service vs. help

desk

increase in referrals

@shellkillebrew

@shellkillebrew

@shellkillebrew

Know your

audience and

create stories that

will entertain and

engage them.

@shellkillebrew

Include your

community in

crowdsourcing

innovation

- Jakob Nielsen

@shellkillebrew

Mobilize your

community around

a shared interest

that ties back to

your product

@shellkillebrew

People share

when they’re

delighted…

but it has to

be easy.

Include your

employees in

expressing and

advocating for

your brand.

@shellkillebrew

Tammy Nelson, CMO

Wimbledon

2013 BT Sports Industry Award for Best Sports

Website of the Year

@shellkillebrew

Face to face

service should be a

hallmark of your

brand experience.

Empower & train

your employees.

Source: http://adage.com/article/syfy/creating-big-buzz-modes-storytelling/245635/

A company with 100,000 brand advocates can reach

60 million people.1

A 12% increase in brand advocacy generates a two-fold

increase in revenue on average.2

72% of adults who had a memorable product or service

experience said they took positive action, with 57%

communicating their positive experience to others, and

41% recommending that someone make a purchase.3

1Zuberance. 2Fred Reichheld, HBS Press. 3 Harris Interactive @shellkillebrew

Source: Building Bridges to the Promised Land, The CMO Club, 2014

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