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Social Intelligence Panel Discussion

Our Panelists

Amy Millard VP, Marketing

Albert ThompsonDirector, Brand Strategy

Franck ArdourelSenior Online

Marketing Director

Panel Moderated By

Micah JohnsonCEO

The Social Media LandscapeHow it is Changing and Where it’s Going

Enter the World of “Frictionless Sharing”

Wikipedia: "real-time serendipity in a friction-less experience"

Future of Sharing

Source: Social Media Weekhttp://www.rashaproctor.com/2012/02/frictionless-sharing-is-the-future-of-social-web/

Your Evolving Social Strategy

Brand will have to consider how consumers express, share, network, consume and the context and location for which this takes place.

The New “ECHO” System• The DISTRIBUTED WEB has changed consumer media habits.• We live the science of SOCIAL MEDIA.• We use NEW TECHNOLOGY to consume anywhere anytime.• With 5B plus CELL PHONES we do not just talk on the phone.• ADVOCACY is more important than loyalty.

Strategic Fatigue and Overload

Beyond Social MonitoringAnd Into Social Intelligence

Social Business is Evolving Toward Real ROI

Listening (2005)

Monitoring for mentions

Social Broadcast (2008)

Collaboration (2001)

Social Sales & Marketing (Present)

Customer relationships across the enterprise

Employee discussion boards

Corporate page management

Marketing Has EvolvedYour web site is no longer the CENTER OF GRAVITY. In 2008 web site

accounted for 100% of our digital touch points. Now due to social media our web site ACCOUNT FOR LESS THAN 50%, while the total volume of touch

points has doubled.

VocalVocal

Media advertisingMedia advertisingSocial MediaSocial Media

Mobile innovation Mobile innovation

• Advocacy program• Social CRM• User Generated

Content (Rates & Reviews…)

• Videos

• Advocacy program• Social CRM• User Generated

Content (Rates & Reviews…)

• Videos

• SEO & directories• Search• Affiliate• Local media• Re-targeting • Social advertising• Mobile advertising

• SEO & directories• Search• Affiliate• Local media• Re-targeting • Social advertising• Mobile advertising

• Facebook • Yelp & Twitter• YouTube• Foursquare• Pinterest & Google+• LinkedIn• Amazon & eBay

• Facebook • Yelp & Twitter• YouTube• Foursquare• Pinterest & Google+• LinkedIn• Amazon & eBay

• Localize web site• Site search• Mobile site• iPhone and Droid Apps • iPad and Tablet• Chat online • eMagazine

• Localize web site• Site search• Mobile site• iPhone and Droid Apps • iPad and Tablet• Chat online • eMagazine

Apply 80/20 PULL-PUSH MARKETING STRATEGY to create brand awareness, ignite positive conversation, and drive customer engagement & acquisition. And, invest in mobile and adopted a CONVERSATION-BASED marketing philosophy.

Think Global, Act Local

Social IntelligenceShaping Today’s Business Intelligence

“The fastest growing media market is being shaped by consumers themselves. The opinions they share in social media are highly trusted and can have significant short and long-term impact on

your business and brands.”

Source: Nielsen

Connecting the Entire Enterprise to Social

Sales Marketing Customer Service

Compliance Legal IT HR

Example: 24 Hour Fitness Actual Network Graph

Local Store Pages

Brand Page

ConclusionEnter the Era of Agile Marketing

Era of Agile Marketing• SOCIAL MARKETING is still marketing, and going social does not change

your business priorities but it changes our way to do business.

• You still need superior online and offline marketing strategy to reach your customer anytime anywhere, but you need to redefine the MIX.

• Evolving into a SOCIAL ORGANIZATION affects individual staff, internal processes, the structure and culture of your organization.

• The ROI of social media is your business will still exist in five years (Erik Qualman, Socialnomics).

• Content isn’t king, CONVERSATION is…