connect, engage, collaborate: building & sustaining an audience in a social world
DESCRIPTION
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 rightTRANSCRIPT
@shellkillebrew
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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
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Source: The Customer-activated Enterprise: Insights from the Global C-Suite Study, IBM, 2013
@shellkillebrew
@shellkillebrew
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@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
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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.
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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
