how to truly leverage your customer‘s social network

www.004group.com

The Day After the Like:

How to Truly Leverage Your Customer‘s Social

Network

5 February, 2013

Patrick MacKay, The 004 Group

www.004group.com

THE 004 GROUP OF COMPANIES

Robert HeinGeschäftsführer, CEO

Reta

ilers

Publishers

We build technology platforms.

www.004group.comRobert HeinGeschäftsführer, CEO

A CROWDED SPACE

www.004group.comRobert HeinGeschäftsführer, CEO

SOCIAL MEDIA 2012

� 1 billion active users on Facebook

� 175 million tweets per day

� 104 million visits to Pinterest per month

� 4 billion + hours of YouTube watched per month

� LinkedIn adding 2 new members every second

� Xing now at 12 million members

A Banner Year

Source: Nielsen State of Social Media 2012

www.004group.comRobert HeinGeschäftsführer, CEO

WHO CONTROLS BRAND INTERACTIONS?

www.004group.com

76%

• Percent of marketers believe “they know what their consumers want” in terms of social media content

and interaction, only 34% have actually asked those buyers. (e-Strategy Trends)

178

• The average midsize or large company (1000 employees or more) has 178 “social media assets” (Twitter

handles, employee blogs, etc.)–yet only 25% of companies offer social business training to their

employees. (Marketingeasy)

Social Social

Business

• Less than 20% of U.S. companies have integrated social media with their customer service, sales, or

product development processes. (eMarketer)

Unknown

• Which social network sends the largest share of website traffic? The answer is…unknown. The majority (as

much as 70%) is “dark social”—links shared through email or instant messaging that generally get lumped

in with “direct” traffic in analytics programs like Google Analytics. (The Atlantic)

Robert HeinGeschäftsführer, CEO

FACTS

www.004group.comRobert HeinGeschäftsführer, CEO

TODAY’S SOCIAL ENGAGEMENT

• Recruits 3rd party to execute limited data crumbs

• Re-engage “community” in SM walled garden

• Generate brand-to-fan & fan-to-fan interactions

• Introduce campaigns to generate traffic (paid media)

• Encourage word-of-mouth (earned media)

• Success measured by # of new likes or followers

• Brand left with some favorability but limited/no data

• Strategy:

• Spend online and SEM media budget to build Social community

• Tactics:

• Drive Facebook Likes, Distribute Sponsored Tweets, & Manage Pinterest account

• Write corporate blog(s) & Moderate community forums

1.The Goal

Brand

Internal

strategy

2.The Plan

AOR or

Direct

3.The

Actions

www.004group.comRobert HeinGeschäftsführer, CEO

THE RESULTS

1.• You think you’re cultivating a brand community but you’re not

2.• You’re invested in assets you don’t own or control

3.

• You have little opportunity for true interactions & re-engagement

4.• You don’t know what else to do so you rinse, wash, and repeat.

www.004group.comRobert HeinGeschäftsführer, CEO

• Take back your engagements

• Own & retain your data

• Target One, Target All

• Cultivate Community

• Generated earned media

• Facilitate 2-way communication

• Incentivize brand ambassadors

• Build around brand appropriate use cases

• Custom UI design & function paired with corporate CI

• Dashboard access to manage & optimize platform in real-time

• Integrate 1st & 3rd party data

• Creative/Data/Media integration

The

ActionsThe Results

Bring your Community, Media & Data In

House.

Your Community. Your Media. Your Rules.

A. Close the loop

B. Reassert control

C. Own the process

D. Define success

The Mission

A NEW ENGAGEMENT MODEL

www.004group.comRobert HeinGeschäftsführer, CEO

START INVESTING IN RE-ENGAGEMENTS

Lead Acquisition

Interact allows direct re-engagement

www.004group.comRobert HeinGeschäftsführer, CEO

GET STARTED

Strategy Workshop

Choose your use cases

to support

Choose your channel to

support

Web

Stand-alone

Plug-in

Mobile

Device

Development

Operating System

Build your interact assets

(Web + Mobile + CMS)

Engage, and interact with your

community

www.004group.comRobert HeinGeschäftsführer, CEO

Thank you very much for your time and attention