social is more than a channel j boye conference workshop
TRANSCRIPT
Social is so much than a channel…
Presented by John Kottcamp!J. Boye Web & Intranet Conference!
Philadelphia, PA – May 6, 2014!
Social is much more than a channel…
Social is the enabler of relevancy, personalization and
engagement
Social is the foundation of your business’ future success
Our Journey begins now
The age of the customer
We used to think the Earth was
the center of the universe
A lot of Brands still do
And that’s not all that bad, except…
90+% of social media conversations on do not mention any brands!
How do we know
The data tells us
among the top searches over the last 30 days, not a single brand was
mentioned*!*source – Google Trends May 3, 2014!
Family/Friends! Lifestyle/Entertainment!
Products/Services! Career/Networking!
*Source – !
Why Do People use social media
What do people talk about
Their passions
Why is it important
People follow the crowd
The crowd makes the choices
Which is what defines success for the brand and
business
What’s the source
Monitoring
Commitment and Scoring
Prediction
What does the data tell us
It tells us what people actually care about
or at least, what they talk about
Exercise #1
Describe your ideal customer
Make a simple list
• Demographics"• Psychographics"• Segments"• Cohorts"• Personas"
What good is social data
It provides insight
With insight comes understanding
With understanding comes relevancy
With relevancy comes engagement
With engagement comes action
With action comes results
The art and science of balancing the needs and desires of the always connected, fully empowered customer with
the business requirements and commercial outcomes which define success for the enterprise !
in the 21st century.!
Achieved through Mutual Relevancy
Mutual Relevancy is attained through personalization
The DNA of customer experience
It starts with user stories
“I want to go on a cruise”!
“I need help with my satellite service”!“I think its time for life insurance”!
“Can I really afford a luxury car”!
The Components of Relevancy
what the user wants to accomplish Information!
Education!
Transaction!
Contact!
who the user is and what do we know about them
Anonymous! Returning! Authenticated!
relevancy in the moment
LOCATION!
TIME/DATE!DEVICE!
BROWSER!
REFERRING SITE!DOMAIN!
KEYWORDS!
LINKS!
Mapping each component’s Attributes
Exercise #2
Go back to your best customer
“The Motivator”!
Make a list of data attributes
• Age"• Gender"• Location"• Time/day"• "• "• "
Now, where are you going to source the attributes
• Age"• Gender"• Location"• Time/day"• "• "• "
ü ?"ü ?"ü IP address"ü Web Service"ü "ü "ü "
Audience + Context + ?
Content, Publishing & …
Distribution to multiple channels,
devices and platforms
Which when pulled all together
Sometimes looks like this
Conte
nt
Send
Analy
tics
Campaign
Send
Analy
tics
Business Intelligence
Leads
EBC(Event Based
Communication)
Prospect / Customer
Mobile/TouchDirect Mail WebContactCenter SMSEmailVRU
Siebel(CRM)
(Email Service Provider)
Branch
(Direct Mail)
(Rewards)(Voice Portal/IVR)
CampaignData
EDW
Campaign Management
Key Relationship Rewards
(iLog/Abinitio)
OBI / Key.COM / KBO
(Social Media Monitoring)
Social Media
Teller 21 / CE Desktop
(Channel Analytics)
CIX
OTM(Outbound Telesales
Marketing)
(Analytics Data Mart)
Rel. Managers
Manual Originated Leads
Key VRUCampaign
Leads
Push Offers / Get Leads
Offers
Fulfil
l Poin
ts
OffersOffer
s / Le
ads
Prospects
Web/M
obile
Analy
tics
Campaign
Prospects
Leads
(Mobile SMS)
Key Bank Application
PersonalizationRules
Insight /Analytics
Lead/ProspectData
Customer Segmentation
Marketing Operations Lead Management
WCM Smart Target
Offer Content Mgmt.
Offer Content Mgmt.
Send Analytics
Updates
Send
Analy
tics
Offer/Segments
Marketing Architecture Future State
Exercise #3
Map out your Markitecture
Building it out – the process side
• Business Context!• Consumer Insight!• Data & Analytics!
Experience!
The experience process
Insights! Platform!
Creative!
Email!
Search!
Web!
Customer Service!
Social!
Mobile!
Display!
Ecommerce!Rules!DAM!
Campaign!CRM!CMS!
Measurement!
Monitoring!Analytics! Reporting!
• Design!• Content Production!
Business Requirements
Solution Plan
Functional Requirements
• Business Context!• Consumer Insight!• Data & Analytics!
Insights! Platform!
Creative!
Email!
Search!
Web!
Customer Service!
Social!
Mobile!
Display!
Ecommerce!Rules!DAM!
Campaign!CRM!CMS!
Measurement!
Social Monitoring!
Web Analytics! Reporting!
• Design!• Content Production!
Experience!
Business Requirements
Solution Functional Requirements
Experience!
Business Requirements
Solution!Plan
Functional Requirements
Requires three basic elements
1. Business Requirements
• Determine desired experience journeys!
• Map conversion journey touchpoints per audience!
• Establish the set of channels required per journey!
• Define program metrics for accountability!
• Identify programmatic key performance indicators!
• Document data requirements to compile, analyze and report KPIs!
• Translate the business vision into actionable experience goals!
• Document target audience(s)!
• Define “conversion” event or action for each audience!
1. Goals! 2. Metrics! 3. Channels!
2. Experience solution
• Develop workflow processes for experience management!
• Determine roles and responsibility for operation and support!
1. Content! 2. Organization! 3. Platform!
• Heuristic review!• Content inventory!• Taxonomy !• Content matrix!• Content requirements!
• Identify implicit and explicit data attributes for personalization !
• Determine triggers per audience!
• Map experience across application ecosystem!
3. Functional requirements
• Document workflow processes for experience management!
• Develop Training program!• Produce governance
guidelines!
1. Content! 2. Organization! 3. Platform!
• Content brief!• Wireframes!• Collaboration with creative
team!• Content Management plan!• Content Lifecycle plan!
• Document application selection!
• Define Functional requirements by application!
• Document rules sets for personalization engine!
Exercise #4
Go home and do this yourself
