shoutlet cmous - public
TRANSCRIPT
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@teresacaro#CMOUSOctober 22, 2014
HOW CONNECTING THE DOTS BETWEEN SOCIAL AND YOUR CRM WILL REVOLUTIONIZE MARKETING
WHY and HOW?
• Take a strategic approach
• “Know” your best customers
• Leverage your first party data
• Put privacy fears to rest
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AGENDA
Opportunity Challenge Solution
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Source: Building the Social Enterprise, McKinsey, November 2013
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SOCIAL DRIVES VALUE
McKinsey, reported that social can create
as much as $1.3 TRILLION IN VALUE in the four
business sectors it examined (consumer package
goods, consumer financial services, professional
services and advanced manufacturing).
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Source: The Customer-activated Enterprise, IBM, October 2013
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TOP PERFORMING ORGANIZATIONS ARE THE ONES COLLABORATING
WITH THEIR CONSUMERS
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Source: The Customer-activated Enterprise, IBM, October 2013
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THE DEGREE BUSINESS OBJECTIVE ALIGNMENT AND INTEGRATION ACROSS CHANNELS IS A
DIRECT CORRELATION TO SUCCESS
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AGENDA
Opportunity Challenge Solution
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ONCE UPON A TIME… MARKETING WAS INTEGRATED
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THEN WINTER, I MEAN DIGITAL CAME…
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Email SEO
Social
Display
SEM
Affiliate
Traditional
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AND 7+ KINGDOMS WERE CREATED
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AND THEN THERE WAS THAT MILLENNIAL FROM THE SOCIAL MEDIA TEAM
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Where are we today?
No Integration – No Strategy – Dilution of Data – Increasing Costs – No Clear Impact
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PEOPLE FORGOT INTEGRATED MARKETING GENERATES BETTER RESULTS FOR LESS MONEY
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“80 percent of marketers incorrectly begin with tactics instead of goals [objectives].”eMarketer Report
Business Mission
Business Objectives
Social Media KPIs
Social Media Strategies
Social MediaTactics/Metrics
START HERE
NOT HERE
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NEARLY EVERY KINGDOM STARTED FOCUSING ON TACTICS
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THE POWER OF CONTENT AND DATA BECAME DILUTED
•PR-specific content•Earned media data•Influencer data
Corp Comms / PR
•Marketing-specific content•Brand research data•Consumer survey data
Offline Marketing
•Marketing-specific content•Cross-channel engagement data•Social research data
Digital Marketing
•Website content•Behavioral data•Sales data
Website
•FAQ content•Satisfaction data•CRM data
Customer Care
•Internal content•Employee data•Recruiting data
Human Resources
ENTERPRISE-WIDE
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REALITY HIT THAT SOCIAL MEDIA IS NOT FREE
Just starting to prove itself, making it difficult
to justify and obtain the budget
Each is unique, making optimizing each one
challenging, especially with how frequently
they change
Has declined as networks ramp up advertising
initiatives
SOCIAL ADVERTISING SOCIAL NETWORKSORGANIC REACH
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Source: Forrester Research Social Media Forecast, 2011 To 2016 (US)
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SOCIAL MEDIA SPEND IS ESCALATING
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Gartner estimates that 80% of social business projects
between now and 2015 will yield disappointing
results because of a lack of leadership support
and a narrow view of social as a technology
rather than a business driver.
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SOCIAL PROJECTS STARTED FAILING
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BASICALLY, IF SOMETHING DOESN’T CHANGE,
OUR SOCIAL MEDIA CAREERS WILL BE SHORT
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Source: Social Business: Shifting Out of First Gear, MIT Sloan Management Review, 2013
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THE WAR OF THRONES NEEDS TO STOP
“The fragmented use of social across an
organization is a primary one. So as a result,
it requires a fundamental shift in the way that
companies gather insight and normalize it across
different data sets and different departments.”
Susan Etlinger, Altimeter
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AGENDA
Opportunity Challenge Solution
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No Integration – No Strategy – Dilution of Data – Increasing Costs – No Clear Impact
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HERE’S THE PLAN
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OBJECTIVES
Business Objectives
B
BUSINESS OBJECTIVESWhat We Want to Accomplish
SOCIAL STRATEGYHow Will We Achieve Our Objective
D
E
MISSIONWhy We Are Doing This
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TAKE A STRATEGIC APPROACHPRIORITIZE MEANINGFUL KPIS
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For more details:Proving the Value of Social: A Guide to Useful Social
Media Analytics
For more details:Proving the Value of Social: A Guide to Useful Social
Media Analytics
AFFINITY DATA• Influence• Education• Page Likes• Interests
3RD PARTY DATA1ST PARTY DATA• Household Income• Address• Credit Score• Marital Status
• E-mail• Purchase History• Rewards Program
• Favorites• Social Conversation History• Contest / Sign-up Data• Campaign Participation
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Companies That Best Understand All Aspects of the Value Chain and Get a 360-degree View for the Customer --- WIN
Hubertue (Huub) Devroye, Director of Global Marketing & Demand Generation, The Dow Chemical Company, Switzerland
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KNOW YOUR BEST CUSTOMERS
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EXTEND IMPACT
• View social as part of a broader ecosystem
• Focus on social as a channel for advocacy
• Integrate with customer care
ORGANIC REACH
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About• Leading European confectionary company
Objective• Uncover product purchase insight• Increase brand passion and drive advocacy
Campaign• Recruited fans to be a part of an exclusive
taste-testing team• Gathered customer data including what fans
like about Goody Good Stuff
Results• 64% increase in new customer data acquisition• Increase in online engagement• 4,800 new Shoutlet Profiles – customer database
with affinity data• Learned that “natural” is the most important to
customer when purchasing product
Full Case Study
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PRODUCT / ADVERTISINGSocial Research
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About• Online Grocery Delivery Company
Objective• Meet the customer where they are
requesting service
Campaign• Customer service team has restricted access
to Shoutlet to monitor, manage, and respond to customer service requests
• Identify types of requests include product feedback, testimonials, and complaints
Results• Collaboration with Marketing and Customer
Service Teams• Increased customer engagement and satisfaction• Improvements to company based on customer
feedback
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CUSTOMER CAREBranded Discussions
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EXTEND IMPACT
• Run pilot programs or tests
• Think beyond direct response
• Brag to budget owners
SOCIAL ADVERTISING
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Objective• Drive awareness and acquires new customers
for a new weekend brunch menu
Campaign• Segmented known and engaged customers in
Shoutlet Profiles • Uploaded data to Facebook advertising• Targeted ads to a Lookalike Audience
Download Full Case Study 30
ADVERTISINGLookalike Modeling
Results in comparison to non-targeted ads:
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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, a 20% off coupon
was delivered to entrants, encouraging virality
Results• Over $400,000 in revenue within 5 days• 72% increase in fan base• Over 31,000 contacts added to customer
database Download Full Case Study
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EMAIL MARKETINGConsumer Identification
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EXTEND IMPACT
• Create a pre-emptive strike plan
SOCIAL NETWORKS
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Obtain executive level sponsorship
Agree to a single strategic framework that ties effort to business objectives
Define governance structure to clarify roles and responsibilities
Incent collaboration amongst leaders
Assess teams’ readiness to lead or support digital/social
Create integrated marketers through cross-training
Centralize content and define role/purpose of channels
Integrate your technology to allow for cross-flow of data
Follow 70-20-10 rule to innovate and evolve, without getting distracted
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PRE-EMPTIVE STRIKE ACTION PLAN
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THANK YOUAny Questions?
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