secrets to social roi success, presented by cory cox, shoutlet at the 2014 digital dealer conference...
DESCRIPTION
At the 17th Digital Dealer Conference & Exposition in Las Vegas, Cory Cox of Shoutlet explored how to generate ROI, which drives sales, share, and satisfaction at his session, “Secrets to Social ROI Success.”TRANSCRIPT
Cory R. Cox | Shoutlet, Inc. | VP Industry Solutions | [email protected]
Secrets to Social ROI SuccessCory Cox
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AGENDA
Why Social
The Strategic Approach
The Automotive Customer Journey
Driving Results
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2
3
4
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Marketing Optimization
thru Data
1Improved
Operational Efficiency
2Impactful
Customer Care Outcomes
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SOCIAL FOR ROI
WHY SOCIAL
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Added 1,200 more likes atop the 600 at start
WHY SOCIAL
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Tim Short Automall
Facebook “College Ball Game Ticket Offer” Results8-27 thru 9-2
Appointments 25Shows 16
Sales 8
SOCIAL DELIVERS IMPACT1.82 Billion social media users
Statista.com 2014 256% growth in Social Media as a main channelfor research/education IBM CEO Study 2012
80% prefer to connect with brands through FacebookEdison Research
71% say user reviews & ratings very likely to
influence purchasesHarris Interactive
51% of consumers are likely to buy a product or service after “Liking” them on FacebookChadwick, Martin, Bailey
Users tell an average of 42 people about great serviceAmerican Express – Global Customer Service Barometer
Social ads have 55% better recall than traditional ads
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SOCIAL FOR RESEARCH
Source: dealer.com
of car shoppers who useFacebook use it while shopping for
their new vehicle
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27%
SOCIAL FOR RESEARCH
Source: dealer.com
of new vehicle buyers will use social media to research their next
purchase
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38%
SOCIAL FOR RESEARCH
Source: Of those who used Social while shopping - dealer.com
said they saw a post that caused themto add a brand or model
to their consideration
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41%
SOCIAL FOR ADVOCACY
buyers used social media to communicatetheir new vehicle purchase to their network
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Source: dealer.com
1 of 4
SOCIAL FOR ADVOCACY
say a friend’s
favorable post would positively impacttheir opinion of a brand or vehicle
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Source: Facebook Car Shoppers - dealer.com
65%
SOCIAL FOR MARKETING OPTIMIZATION
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Becoming Aware of The Most Critical Conversations• Content• Context
Insight availability for improved business results
SOCIAL FOR OPERATIONAL EFFICIENCY
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Shepherding conversations to conversions:• Connecting consumers consistently and efficiently to:• Brand• Dealership• Engaging targets in a comfortable medium where they areEnabling central control of content production and distribution
SOCIAL FOR CUSTOMER CARE
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• Identifying key customer concerns• Engaging quickly for resolution to build advocacy
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AGENDA
Why Social
Strategic Approach
The Automotive Customer Journey
Driving Results
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2
3
4
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TOP 3 REASONS SOCIAL MEDIA ROI MEASUREMENT IS RARE
UnclearObjectives
1Too Many
Metrics, Not Enough KPIs
2Difficult ROI
Measurement
3
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“80 percent of marketers incorrectly begin with tactics instead of goals.”eMarketer Report
SOCIAL MEDIA STRATEGY FUNNEL
Business Mission
Business Objectives
Social Media KPIs
Social Media Strategies
Social MediaTactics/Metrics
START HERE
NOT HERE
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HERE’S WHAT YOU DO
Clarify & Align Objectives/ Strategies
PrioritizeMeaningful
KPIs
Simplify Measurement
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AGENDA
Why Social
Strategic Approach
The Automotive Customer Journey
Driving Results
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She’s:• A 30’s something female • Married• Professional• Making $75,000-$100,000 per year• Got a few things going on in her life• In love with a convertible (now)• Wants turn-key ease of ownership• Has yet to embark on building a family
SAMPLE CUSTOMER LIFECYCLE:UPWARDLY MOBILE PROFESSIONAL
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AWARENESS: CUSTOMER OPPORTUNITY
Wanna get a car. Luv convertibles. Thoughts?
LIFECYCLE PHASE:
Listening
Awareness
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CONSIDERATION: LANDING PAGE WITH APPS
LIFECYCLE PHASE:
Content BuilderPromotion Poster
Consideration
INTENT: DESIRE DRIVES LOW FUNNEL ACTION
LIFECYCLE PHASE:
Content, Direct Response Form
Intent
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LIFECYCLE PHASE:
Lead/Referral Information
Intent
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INTENT: LEAD TO DEALER
PURCHASE: TEST DRIVE & SALE
LIFECYCLE PHASE:
Attributable Sale
Purchase
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LIFECYCLE PHASE:
Listening, Social CRM
Ownership
OWNERSHIP: A SOCIAL SIGNAL
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OWNERSHIP: OPINION THRU ENGAGEMENT
LIFECYCLE PHASE:
Listening, Social CRM
Ownership
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OPINION:LOYALTY AFFIRMED, ADVOCATE CREATED
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LIFECYCLE PHASE:
Listening, Social CRM
Opinion/Talk
REPURCHASE: INFORMING THETRADE CYCLE: SEGMENT CHANGE
LIFECYCLE PHASE:
Listening
RepurchaseTrigger
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Terms of Service& individual privacy
settings vary. This segment change
understanding isnot possible
with every user onevery social site.
AWARENESS: INFORMING THE TRADE CYCLE:BIG DATA ENABLES: BIG CONTENT
LIFECYCLE PHASE:
Boosted Post / Ad
Awareness
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DRIVE RESULTS THROUGHOUT THE LIFECYCLE
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AGENDA
Why Social
Strategic Approach
The Automotive Customer Journey
Driving Results
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2
3
4
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SOCIAL SUCCEEDS WHEN IT DRIVES TRUE VALUE
GROWREVENUE
IMPROVESATISFACTIONREDUCE
COSTS
CONNECTING DOTS: THE SOCIAL PROFILE
LIFECYCLE PHASE:
Social Profile
Connectingthe Dots
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Lisa Bates1
2
3
FIRST PARTY DATA
THIRD PARTY DATA
SOCIAL AFFINITY DATA
• Email Verification: Confirmed• Purchase History: $30000/3 Years• Calls/Complaints: None• Maintenance: LOF @ 3K
• Household Income: $85k – $100k • Occupation: Sales Manager• Credit Score: 720• Home Market Value: $350k• Alternate Email: [email protected]• Internet Provider: Time Warner• Home Address: 132 5th Street• Children: Zero• Etc.
• Age: 34• Relationship Status: Single• Education: College Degree• Food: Pizza Hut Pizza, Shaw’s Crab House• Beverages: Sam Adams, Maker’s Mark• Apparel: Eddie Bauer, Gander Mountain• Movies: The Godfather, Shawshank Redemption• Music: Tom Petty, Bruce Springsteen• Sports: Baseball, Football• Teams: Patriots, Red Sox• Activities: Hiking, Camping• Etc.
PLUS• Social Conversation History• Contest and Campaign Participation• Tagging History• Twitter Profile Data• LinkedIn Profile Data• Custom Fields from Contests and Sign-Ups
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Valued Customer
SEGMENTS
Influencer Outdoors Gal Socially Active
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Gather & Use ALL the Data for 360 ° View
THE SOCIAL PROMISE THE SOCIAL PROMISE
Social Profile• Age: 34• Rel Status: Single• Education: College• Food: Pizza Hut, Shaws• Bev: Sam Adams, Maker• Motorcycle
Content Creator Contest
Generated Data
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GATHERING SOCIAL DATA - PROMOTIONS
Use Campaigns & Contest to Capture
• Service triggers?• Repurchase triggers?
• Survey info?• Likelihood to recommend?
Social Profile• Age: 34• Rel Status: Single• Education: College• Food: Pizza Hut, Shaws• Bev: Sam Adams, Makers
SCRM EngagementData
Content CreatorContest
Generated Data
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Gathering Social Data thru SCRM Engagement
Social Profile• Age: 34• Rel Status: Single• Education: College• Food: Pizza Hut, Shaws• Bev: Sam Adams, Makers
CRM Data• Address: 4th St• Phone: 404.555• Email: [email protected]
SCRM EngagementData
Content CreatorContest
Generated Data
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3rd Party Data• Income: $85k• Credit Score: 785• Occup: Sales Mgr• Home Value: 346k
Your Consumer Data
DMS / Data• Last Veh: 13 Durango• Last Svc: LOF, 3/13/14• Customer Since: 1998
Social Profile• Age: 34• Rel Status: Single• Education: College• Food: Pizza Hut, Shaws• Bev: Sam Adams, Makers
CRM Data• Address: 4th St• Phone: 404.555.4444• Email: [email protected]
SCRM EngagementData
Content CreatorContest
Generated Data
Social ProfileMatching
Export/Import
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3rd Party Data• Income: $85k• Credit Score: 785• Occup: Sales Mgr• Home Value: 346k
Profile Matching & Export/Import
DMS / Data• Last Veh: 13 Durango• Last Svc: LOF, 3/13/14• Customer Since: 1998
Social Profile• Age: 34• Rel Status: Single• Education: College• Food: Pizza Hut, Shaws• Bev: Sam Adams, Makers
CRM Data• Address: 4th St• Phone: 404.555.4444• Email: [email protected]
SCRM EngagementData
Content CreatorContest
Generated Data
Social ProfileMatching
Export/Import
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3rd Party Data• Income: $85k• Credit Score: 785• Occup: Sales Mgr• Home Value: 346k
[email protected] [email protected]
Profile Matching & Export/Import
DMS / Data• Last Veh: 13 Durango• Last Svc: LOF, 3/13/14• Customer Since: 1998
Social + Consumer Data
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CONNECTING WITH RELEVANCE
Marketing Optimization
thru Data
Improved Operational
Efficiency
Impactful Customer Care
Outcomes
Marketing personalization
fed by the profile
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Increase Reach & Build The Right Fan BaseGo Find More Tom’s!!
How Do I Use This Data?
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Export segments/ intelligence for targeting across other marketing platforms
How Do I Use This Data?Segmentation: Right Message, Right Place, Right Time
Email Campaigns
Targeted Media Buys
BDC / Team Treatment
LINK TAGGING & TRACKING
Link tracking added to Social account
Publishes through Social Platform
Analytics tracks consumer activity from clicks to purchase
Social Platform pulls data into Social Platform account, creating reports on social conversions
Company optimizes marketing content based on real-time report data
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5
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TEST, TEST, TEST!
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BOOST SUCCESSFUL CONTENT
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How do I Use this Data? Customer Care: Jon Has an Issue
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How do I Use this Data? Customer Care: Jon is a VIP Customer
My Store #23-554
Owner Since: 1998
Lease Renewal: 3/14/15
Promo Award: Quarterly Detailing
My Store Platinum Customer
Maintenance?: Yes
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How do I Use this Data? Jon is a VIP Customer, Assign to Customer CareMeet Your Customer When & Where They Need It
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CUSTOMER CARE | THE VALUE
for internal use only
Objective• Engage consumers with
the brand• Secure
feedback/suggestions• Drive social interaction
Results• 60% new ideas• 40% were in vehicles or were currently being reviewed• Supplemental sharing via badge system where users select badges and share to social networks, driving brand awareness thru virality
DRIVE ENGAGEMENT & GATHER INSIGHTFORD SOCIAL HUB
for internal use only
PRODUCT LAUNCH: FORD FIESTA MOVEMENT
Objective• Reach young consumers with
the Fiesta redesign. • Increase product awareness• Achieve media savings during
launch• Build advocacy
Tactics• Use a giveaway• Put 100 drivers out in market
and have them video review the product, tweet, and post
• Stories into microsite
Results• 11M social impressions• 5M engagements on social networks• 6.2M YouTube views• 40M Twitter impressions• 100K visitors to ford site• 50K hand raisers • 97% of HR are conquest• 38% Gen Y awareness
for internal use only
Objective• Build positive brand buzz• Cement fan advocacy
Tactics• Celebrate 1M fan mark with
Honda Loves You Back campaign• Personal appreciation tributes to
fans• Fan carved logo in lawn,
Honda carved his name in their grass
• Fan revealed Honda tattoo, Honda VP airbrush tattooed himself with the person’s name and face
• Fan got Honda haircut, Honda associate cut fan name into his hair
• Paid for parking at games• Gave free car washes, back rubs
Results• Buzz obtained, advocacy
cemented
BUILD BUZZ: HONDA LOVES YOU BACK
for internal use only
DRIVE TRAFFIC: #IWANTNEWCAR
Objective• Increase awareness• Drive engagement
Tactics• Vine & Twitter reach outs (with
paid TV, advertising) to prospects who tweeted their new car wish to #IWANTNEWCAR
• Responded with personalized video encouraging purchase during Summer Sales Event
Results• Average tweet engagement rate
tripled• 1,020 new followers• Hashtag saw 6,895 Twitter
mentions from 5,617 users• 14.8M Twitter impressions• Honda received 247M
impressions between July 14 & 22
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About• Global Dog Trainer, Brand, and TV Show
Objective• Increase brand awareness for Spanish-speaking
demographic• Increase customer engagement
Campaign• Executed content strategy on Facebook page “El
Lider de la Manada”• Focused on personal travel and perspectives of
Cesar, resources, and providing help to dog owners
Results• Increased fan count by 1,250% in 8 months from
40,000 to nearly 500,000 fans• Larger audience to promote tour merchandise,
and products
BUILD RELATIONSHIPS & FANS TO DRIVE AWARENESS
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Objective• Drive awareness and acquire new customers for
a new weekend brunch menu
Campaign• Segmented known and engaged customers in
Social Profiles • Uploaded data to Facebook advertising• Targeted ads to a Lookalike Audience
Results in comparison to non-targeted ads:
EFFECTIVE ADVERTISING SPEND DRIVES RESULTS
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About• HSN Home Goods Brand
Objective• Drive & track sales via social media
Campaign• Ran Facebook sweepstakes where fans could win
gift cards to Ballard Designs• Once they reached 80,000 entries, a 20% off
coupon was delivered to entrants, encouraging virality
Results• Over $400,000 in revenue • 72% increase in fan base• Over 31,000 contacts added to customer
database
LOYALTY PROGRAM & COUPON DRIVING RESULTS
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About• Global cruise company
Objective• Drive awareness of new ship launch with
customers• Reward customers with chance to win a free
cruise
Campaign• Sweepstakes on Facebook that encouraged fans
to enter, and share with friends
Results• 11,890 contest entries• 7,044 contest shares, reaching similar target
demographics to current fans• 13,039 new acquired emails for database for
future marketing campaigns
EMAIL ACQUISITION & VIRALITY DRIVES RESULTS
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Marisa ScimeDirector, Social Media and Public Relations, Norwegian Cruise Line
“With Social, we’ve increased awareness with our target demographic and now have the highest
engagement in our category.”
EMAIL ACQUISITION & VIRALITY DRIVES RESULTS
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About• Global automobile company
Objective• Drive brand favorability and awareness with
target demographic
Campaign• Promoted alignment with collaboration between
smart USA and furniture designer, Bo Concepts, on new car model
• Fans voted on two artists to collaborate on an art piece
• Held after-party, celebrating final collaboration
Results• 60% opt-in for newsletter• 4.7 clicks per visit• High engagement on app
SOCIAL PROMOTIONS DRIVE RESULTSGATHERING INSIGHT, EMAILS, & ENGAGED VISITORS
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Ali FardProducer, Razorfish
“Data from Social empowers us to optimize campaigns for greater engagement with consumers
most likely to choose a smart Car.”
SOCIAL PROMOTIONS DRIVE RESULTSGATHERING INSIGHT, EMAILS, & ENGAGED VISITORS
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About• National Retailer; 600 stores & e-commerce
Objective• Understand the social content driving conversion
events including adding items to wish list and purchases
Campaign• Ran 4-month campaign posting carious content to
Facebook and Twitter with IBM Digital Analytics (CoreMetrics) – Social integration
Results• Team can make quick decisions on what type of
content is more effective and tie into advertising strategy for cost effective social ads
OPTIMIZING CONVERSION DRIVES REVENUE
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“Because of the ability to easily monitor trends in social conversions through Social and IBM Coremetrics, we’ve become
quicker to react and smarter in our posting strategy. This will help us decide which posts to promote which is very important
with the decline of Facebook’s organic reach.”
Katherine HernandezHot Topic
OPTIMIZING CONVERSION DRIVES REVENUE
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About• Hotel & Casino
Objective• Reduce time on social media management and
increase team collaboration
Campaign• Implemented Shoutlet across their PR, digital,
and social departments• Used calendar and Social CRM to collaborate in
one location and export historical data
Results
IMPROVED OPERATIONAL EFFICIENCY
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Christopher GrahamPotawatomi Hotel & Casino
“We use a social platform to manage multiple social accounts. The amazing Calendar allows us to collaborate with other departments.
This has been a great time-management solution, freeing up more time for our team to develop great content.”
IMPROVED OPERATIONAL EFFICIENCY
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Marketing Optimization
thru Data
1Improved
Operational Efficiency
2Impactful
Customer Care Outcomes
3
SOCIAL DRIVES ROI
Contact Info
Full Name:
Company:
Job Title :
Email:
Cory R. Cox
Shoutlet, Inc.
VP Industry Solutions
Share an important takeaway you received from this sessionusing hashtag #DD17 for a chance to win an iPad.