metrics: what really matters rob silas senior director, marketing cloud
TRANSCRIPT
METRICS: WHAT REALLY MATTERS
ROB SILASSENIOR DIRECTOR, MARKETING CLOUD
*What Happens Online In 60 Seconds? Incredible Statistics, Facts & Figures! By: Shea Bennett on July, 2013
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@RobSilas #bmamn
@RobSilas #bmamnwww.in2communications.com, www.ireamgo.com , www.econsultancy.com
The CMO Survey, August 2013 @RobSilas #bmamn
@RobSilas #bmamn
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* 9 Truths Lead To Big Data's Future By: Seth Grimes September, 2013
The biggest change in marketing? The amount of #Social conversations happening by your customers. @RobSilas #bmamn
80% of relevant #BIGDATA comes in the form of text based posts. @RobSilas #bmamn
SOCIAL INTELLIGENCE MATURITY MODEL
80% 19% 1%75% 24% 1%
SOCIAL INSIGHTS FRAMEWORK
SOCIAL INSIGHTS FRAMEWORK
Business ValueDATA
DATA TIED TO BUSINESS OBJECTIVES
ACTIONS TO TAKE BASEDON ANALYSIS
Listen to your customers to gain insights into who they are. Start talking w/ customers, not at them. @robsilas #bmamn
@RobSilas #bmamn
@RobSilas #bmamn
PEOPLE: KEY CONSIDERATIONS
• Social Intelligence Analyst: Data Scientist + Anthropologist
• The Social Insights Framework provides a good structure for teaching and coaching
@RobSilas #bmamn
KEY TECHNOLOGY ELEMENTS
@RobSilas #bmamn
SOCIAL LISTENING – OUTPUTS BECOME INPUTS
Listen for Engagement Opportunities Across the Enterprise
Strategic Planning
SalesMarketing
Innovation
Customer Service
• Industry• Competitors• Hot topics• Trends
• Purchase intent• Lead gen• Funnel analysis
• Brand perception• Brand reach• Content strategy
• Product Development• New opportunities• Desired features
• Issue resolution• Product performance• Support trends
Insights
Business Value
@RobSilas #bmamn
@RobSilas #bmamn
DEEPER INSIGHTS: UNDERSTANDING DECISION PROCESSES
Understanding social conversations by small businesses led to a successful change in content strategy
There are engagement opportunities for #B2B.What are the customers of your clients talking about & how can you help? @RobSilas #bmamn
WHERE TO START
• Get Tools and People in Place
• Start with a Single Use Case and Show Value
• Go Deeper on Insights and Begin to Use Across the Enterprise
SUMMARY
| INSIGHTS DRIVE ACTIONS AND RESULTS
| ACTIVATE YOUR SOCIAL INTELLIGENCE
| 3 ACTIONS YOU CAN TAKE TOMORROW
Social goes beyond #Marketing, it impacts every part of your business. @RobSilas #bmamn
THANK [email protected]@magnet360.com