social engagement, building customer brand alliance through sustainable conversations
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Social EngagementBuilding Customer Brand alliance through sustainable conversation.
Stephen Jio, Dell @stephenjatdellECR Ireland Shopper Engagement Conference11 November 2015
Dell - Restricted - Confidential2
Transition – Traditional / Digital / Social Media
$35
$36$38 $39
$41
$45
$18$19
$29
$37
$48 $55
$15
$35
$55
2008 2010 2012 2014 2016 2018
Broadcast vs. Digital Spend ($ US Billion)
Broadcast Digital
8.00% 11.40% 13.50%15.30%
16.80%
0.00%
20.00%
2013 2014 2015 2016 2017
Social Media’s % of digital ad spend
Western EuropeSource: eMarketer 04/2015
Source: FTI 2015
© 2015 Dell @stephenjatdell
Dell - Restricted - Confidential3
Social Engagement – Brand Alliance
Sustainable Conversation
Distribution Paid/Viral
Community Sharing
Engagement
Brand Alliance
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
reduced marketing expenses
improved sales
generated leads
greater marketing insights
larger loyal fan base
increased digital traffic
amplified Brand exposure
Benefits From Social Media
2015 Social Media Industry Report, Social Media Examiner
© 2015 Dell @stephenjatdell
Cycle of Social Conversation
Dell - Restricted - Confidential4
Social Engagement – Sustainable Conversations
Question Reward Humour ControversialIn Store
Activation
Social content that lives beyond its initial posting through sharing, reposting and community commentary
Five types of Social activities that generate sustainable conversation
© 2015 Dell @stephenjatdell
Dell - Restricted - Confidential5
Sustainable Conversation: Question
Target is spending 61%
of 2015 Holiday
media spend in
Digital and Social Media
Advertising Age - 2015
Tip:
Keep questions as ‘tight’ as possible to avoid #McDStories fiasco
© 2015 Dell @stephenjatdell
Dell - Restricted - Confidential6
Sustainable Conversation : Reward
Tip:
Social competitions are great, but it can lead to Social fatigue as only a few actually win.
Dell Outlet became the first business Twitter page to exceed 1 million followers along with being the first business on Social Media to generate over a million US dollars in revenue
© 2015 Dell @stephenjatdell
Dell - Restricted - Confidential7
Sustainable Conversation : Humour
Tip:
‘By using humor in your content on social media, you help to associate pleasant feelings with your brand.’ –
Angie Pascale
© 2015 Dell @stephenjatdell
Dell - Restricted - Confidential8
Sustainable Conversation : Controversial
Tip:
Be prepared to face criticism and respect all comments. Only engage when asked to or to create clarity.
© 2015 Dell @stephenjatdell
Dell - Restricted - Confidential9
Sustainable Conversation : In Store Activation
40% of all social media users have purchased items online or in-store after sharing or “favorite” them on Facebook, Twitter or Pinterest.* *Source Vision Critical 2014
Tip:
Extend your Social footprint into the physical location, encourage sharing.
© 2015 Dell @stephenjatdell
Dell - Restricted - Confidential10
Sustainable Conversation – Ticking All The Boxes…along with reinforcing the Brand ethos
As of June 2015, source linkshuman.com
Tip:
Look to where your Social audience is; it’s not always Facebook!
© 2015 Dell @stephenjatdell
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