#smi12: social journey in the age of the empowered consumer

Social Journey in the Age of the Empowered Consumer

Prelini Udayan-ChiechiDirector, EMEA Marketing@prelini

88United Breaks Guitars

@prelini

88Campaign Goes Viral

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88@prelini

civil disobedience:

the social web has organized and amplified our global voice

@prelini

around the globe, people are seizing power

@prelini

collectively, we are doing great & inspiring things at unprecedented scale

@prelini

x

the dawn of the mobile, social and incredibly empowered consumer

@prelini

confidential

business models are being radically transformed

@prelini

2011 2012 2013 2014 2015 2016 $-

$1,000

$2,000

$3,000

$4,000

$5,000

Source: Forrester US Interactive Marketing Forecast , 2011

Social Media Spend Reach $2.1Bn in US

of CEOs surveyed reported that their top priority for the next five years was ‘getting closer to their

customers’

88% @prelini

50%build awarenessand demand forour products

customer focus is the major driver behind social

2011 2012 2013+

7.10%

10.10%

17.5%

social media as % of marketing budget

$2.1Bspent in 2011

57% be more relevant to our customers

54%build better customer relationships

CMO Council, 2011

Social media helps us to:

@prelini

Customers want an authentic conversation and engagement

with buyers ‘like them’

but customers want to interact with each other, not just you

14% of consumers trust advertisements

90% of consumers trust peer recommendations

@prelini

Lithium Confidential

superior design features who do I engage and how?

how do I manage and scale?

how do I measure the impact?

of marketers surveyed had no

proven ROI of social initiatives

41%

social brings new complexities

Social Intelligence

Social Business Software

Social Scoring Blogging Platforms

Social TV Mobile Apps

Community

Platforms

Reach

Buzz

Engagement

Participation

Transaction

Advocacy

@prelini

LISTENto understand

DIRECTthe

conversation

PROVEthe business

value

REALIZEyour brand

nation

ENGAGEon existing networks

understand the social customer

tap into existingsocial networks

create an owned hub harness the power to

drive business impact

transform the overall

customer experience

community promotion

@prelini

chat channel

@prelini

accelerate innovation

@prelini

reduce service costs

@prelini

drive revenue

@prelini

confidential

superfans are the key to success

85%and

of all useful content

superfans consist of

<1%of communitypopulations

on average superfans generate

50%of all community content

@prelini

confidential

Video

@prelini

confidential

lithium

delivering social customer experiences for the world’s most iconic brands 300+ Customers

30M+ Registered Users

Questions

Prelini Udayan-Chiechi@prelini