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Is the future of marketing automation social?

Roland SmartVP of Social & Community MarketingOracle

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In the next 45 minutes …

Meet a very influential social botA prediction about the future of marketing automation5 things you can do right now to prepare for social marketing automation

And ….

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A brief history of adoption

Innovators Early Adopters Early Majority Late Majority Laggards

Marketing Automation & Social Marketing

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Will we automate social?

Yes Roland

Automation helps with ScaleSocial has lots and lots of Scale

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About me

Agile Marketer with a user/product orientationBackground in social technologyWorked in both B2B + B2CLife Hacker

Twitter: @rsmartly Blog: rolandsmart.com

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About Marketing Automation

Marketing automation is first and foremost about buyer understanding; deep insight into buyer interests and intents. From there, the “automation” part is putting together the right series of interactions; online, social, email, with sales, etc, that make sense for *each* buyer, but then automating it to deliver a unique experience for every one of millions of buyers.

Steve Woods – CTO Eloqua

This presentation focuses on email and Twitter but these are just two representative channels.

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Marketing automation history

19702020

20102000

19901980

1971: First email2003: CAN-SPAM Act

2005: social > email1999: Eloqua Founded1991: 1st website

1997: 1M websites2013: Eloqua acquired

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Marketing automation history

Validate Solution Space 2000

Primary Use Cases Met 2005

Refinement & Case Extension 2007

Deep System Integrations 2010

Poll: where are youIn the adoption curve?

Innovators Early Adopters Early Majority Late Majority Laggards

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Social marketing history

19702020

20102000

19901980

1978: First BBS 2004: Facebook launch2002: Friendster launch1997: Instant Messaging

1997: Blogs

2006: Twitter launch

2007: Involver launch2007: FB Platform

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Social marketing history

Validate Solution Space 2009

Primary Use Cases Met 2012

Refinement & Case Extension Today

Deep System Integrations TBD

Poll: where are youIn the adoption curve?

Innovators Early Adopters Early Majority Late Majority Laggards

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A Prediction

Automation for social will take longer to mature than traditional automation and it will not follow the same script

But it’s going to change everything

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Recap: comparative history

Marketing Automation

Social Marketing

Δ

Validate Solution Space 2000 2009 9

Primary Use Cases Met 2005 2014 9

Refinement & Case Extension 2007 2020 13

Deep System Integrations 2010 TBD ?

Maturation Timeline 10 years 15-20 years

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3 reasons why social will take longer

1. The speed of innovation may be increasing but social encompasses many more channels than traditional automation touches

2. Traditional automation is 1-to-1 or 1-to-many but social also includes many-to-many which adds another layer of complexity and risk

3. There are more rules and they’ll change in unexpected ways. There is no consistent CAN-SPAM or Sender Policy Framework.

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Before talking about the future lets discuss our goal

We have many goals andthey are relevant for social as well. They can be boiled down to two key outcomes:

• Lead conversion• Advocate conversion

These often compete but advocacy is actually an accelerator/catalyst for converting demand into value

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Relevance (personalization)

leads to trust

Trust encourages

engagement

(interaction)

Increased engagement

(interaction)

More behavioral shaping

The right message, right time, right channel

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Today automation on social is best suited to driving efficiency by parsing, filtering, and tagging inbound social feeds.

The cutting edge of social automation 2013

Primary rules• Is it a question?• Is it an idea or suggestion?• Is it praise?• Is it a support request?• Is it spam?• Etc

Secondary Rules

• What is the sentiment?• What product/service is it

for?• Is it urgent?• Is it a repeated request?• How influential is the

author?• Etc Oracle Social Relationship Management

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The bleeding edge of social automation 2013

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Would you find anyof these creepy??

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One more prediction

Social automation requires big data and artificial intelligence to cross the chasm

Another reason why it will take longer to come to market

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Machine learning (pattern recognition) history

19702020

20102000

19901980

1951: 1st AI checker game 2011: Watson Jeopardy1968: MacHack chess 1997: Deep Blue chess

19601950

(through the lens of social-play / games)

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Crossing the chasm

chasmrules rules + machine learning

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Pre-chasm validation: social bot

Meet Carina. She’s a journalist based in Rio de Janeiro who works with Globo, a 24-hour news channel in Brazil.

She posts news about 50 times a day to a small following but is as influential as Oprah according to Klout and Twitalyzer.

Carina is also a social bot.Source: http://firstmonday.org/ojs/index.php/fm/article/view/4217/3700#2

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Pre-chasm #fail

@AmericanAir takes an over simplistic approach to social.

A good example of how simple rules alone will not deliver a great social experience.

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5 things you can do right now

1. Start developing a traditional automation practice

2. Capture social data (IDs) and attach it to the user record

3. Develop a portfolio of techniques to match social IDs with email addresses

4. Start to test/validate MVP social automation projects

5. Remember that pretending that it’s not automated is not the same as being human

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Post-Chasm: @Hiltonhotels Pre-Stay

rsmartly@hiltonhotels I’m arriving at noon, will my room be ready for check in? hiltonhotels

@rsmartly checkin is normally at 1pm, but we’ll find out and reply. Follow for DM.

rsmartly@hiltonhotels, thank you. Great experience and a tasty lunch!

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hiltonhotelsRT @rsmart: “@hiltonhotels, thank you! Great experience and a tasty lunch.” #atyourservice

Follow @hiltonhotels

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Post-Chasm: @Hiltonhotels During-Stay

rsmartly@johndoe are we meeting at the Slanted Door for drinks this evening? hiltonhotels

DM @rsmartly can we get you a taxi the Slanted Door this evening? Reply with timing if needed.

rsmartlyDM @hiltonhotels 7:15 would be great. hiltonhotels

DM @rsmartly your ride is scheduled and will be in front of the hotel.

hiltonhotelsDM @rsmartly your ride will be here in 10 minutes. Reply “cancel” if no longer needed.

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Post-Chasm: @Hiltonhotels Post-Stay

2013Roland SmartAgile/Social Marketer

Twitter: @rsmartlyBlog: rolandsmart.com

Thank you

hiltonhotelsDM @rsmartly thanks for staying with us. From 1-10 how was the experience? (10 being perfect).

rsamrtxDM @hiltonhotels 6

hiltonhotelsDM @rsmartly Your coupon expires in three months, we’ve got some special running near you: http://rsmart.ly/1alx9gE

HiltonhotelsDM @rsmart that’s below our average, we’d like to make it up to you http://rsmart.ly/1alx9gE