building customer engagement with social media through dynamic content

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Building Customer Engagement with Social Media through Dynamic Content

@iantruscott | #SDLonline | #CETW

@iantruscott | #SDLonline | #CETW

Ian TruscottVP Product Marketing

Content Management Technologies Division

SDL

itruscott@sdl.com

http://www.linkedin.com/in/iantruscott

@iantruscott

#SDLonline

#CETW

Hello

@iantruscott | #SDLonline | #CETW

What you may not know about SDL

Building Customer Engagement with Social Media through Dynamic Content

Rule #1 Never let marketing create the title for your presentation

Customer Engagement

The Challenge and Opportunity

“Consumers and knowledge workers alike are grabbing control of the

reigns and not letting go. The combination of the social web, open standards, the cloud, and ubiquitous mobility to name just a

few, represent a field of dreams for empowered audiences to

both collaborate and self-satisfy. For organizations, these represent an opportunity to transform, innovate, engage and develop

loyal customers and employees like never before.”

Scott Liewehr Digital Clarity Group - June 2012

@sliewehr

Customer Engagement?

• You may have heard different terms:

–Web Experience

–Web Engagement

–Customer Experience

–Customer Engagement• Web = digital• Listen, analyze, be relevant and facilitate

conversation

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Once, when life was easy

8

One way communication Limited communication channels Broad reach per channel Lower consumer expectation A linear engagement process

Customer Experience Ecosystem

Tech docs

FAQ

Sales

Engineering

Support

Marketing

Specs

Price

Awareness Conversion Loyalty Advocacy

The Engagement Journey

• Brand Experience

Unknown

• Web Experience

Known • Engagement objective

Customer

• Customer experience

Advocate

The total value of a brand advocate is at least five times or more of the value of an ordinary customer Deloitte “A new breed of brand advocates”

MESSAGEDELIVERY

CAPTUREREACTION

BEHAVIORALDATA

INSIGHTS

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

PersonaData

The Digital Experience Cycle

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Keeping the Customer Satisfied

“After a poor customer experience, more than one-quarter of consumers (26 percent) posted negative complaints on a social networking site such as Facebook or Twitter”Harris Interactive, 2011 Customer Experience Impact Report

MESSAGEDELIVERY

CAPTUREREACTION

BEHAVIORALDATA

INSIGHTS

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

PersonaData

The Digital Experience Cycle

Understand your audience

Persona Data

MESSAGEDELIVERY

CAPTUREREACTION

BEHAVIORALDATA

INSIGHTS

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

PersonaData

• Objective to build an understanding of the audience

• Not CRM a persona could be individual or segment

The content explosion

Content is the Biggest Content Marketing Challenge

Source: B2B Content Marketing:2012 Benchmarks, Budgets & trends - Content Marketing Institute (CMI)

PersonaData

Content Requirements

MESSAGEDELIVERY

CAPTUREREACTION

BEHAVIORALDATA

INSIGHTS

MESSAGEOPTIMIZATION

CONTENTREQUIREMENTS

Engineering

Sales

Marketing

• Understand persona • Prepare for this explosion of persuasive and

product content• Therefore need tools for the business user and

integrations• Tools connect knowledge with audience

Customer doesn’t just want to talk to sales and marketing..

Tech docs

FAQ

Sales

Engineering

Support

Marketing

Specs

Price

PersonaData

Message Optimization

MESSAGEDELIVERY

CAPTUREREACTION

BEHAVIORALDATA

INSIGHTS

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

• Optimize message for language, channel & device

• Ensure the content is smart and can be matched to audience

• Preview, test and edit as the audience will see it

• Assembly of relevant content components

Social Imperative

•The ‘social web’ is now just ‘the web’, many websites today and all of our websites tomorrow will be social community spaces.

•Our platform for marketing, PR and engagement will not be limited to a fixed URL, but a broader social media, multi-channel experience.

•Today organizations are taking a tactical approach to these challenges, with niche tools and loose business practices to augment their tried and tested web content strategies.

• As the requirement to socialize becomes a mainstream business imperative, is it time to evolve from WCM to a Social CMS?

all of our websites?

The Business Imperative to be Social Enabled

• People are viewing the web through the social media keyhole

• How much of the content you consume now comes from twitter or Facebook?

• Web users are becoming consumers of farmed content not hunter gatherers - American internet users spent 53.5 billion minutes on Facebook during May 2011 – Neilsen

• Curated content based on recommendations versus rules based personalization

• There are new influencers in town – advocates, sneezers.

• There are no new web hours – folks are saturated

• Social is not just “the mainstream” – but time poor professionals slotting in a slither of their day to share something with their friends.

New Channels, New silos?

• Remember that Flash animation that your digital agency created in 2004?

• New channel does not mean ignore governance - Is not a pass to avoid litigation, accessibility or just looking bad.

• Being social means their language

• Standard best practice applies: Single content strategy, single governance model

• But.. Engaged employees and freedom are important – you need to appear human

Relevant delivery

The Need for a Holistic Experience

• This is a customer experience not a digital experience

• It must be a consistent experience – fuelled by the same content

• Amtrak example

Engagement Persona

Message Delivery

CAPTUREREACTION

BEHAVIORALDATA

INSIGHTS

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

MESSAGEDELIVERY

• Deliver personalised / multi-channel campaign• Provide consistency of intimacy and message• Provide content and product recommendations

This “New” thing called Social

• Social is not new – it’s now mainstream

• When it comes it comes to people buying products some people have always looked to forums and chat rooms

• Think beyond Facebook and Twitter

• Where is your audience?

http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/263523/

AV Forums – An example

• AV forums..

@iantruscott | #SDLonline | #CETW

• Stat on impact of social networking on customer behaviors?

• Screenshot of LiveContent integration with various social platforms

Make the Content Shareable

Source: Social Impact Study 2012: Social Sharing as Helpful as Google Search in Shopping – sociablelabs 03/04/2012

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Your content must be easy to share

Capture reaction and develop insight

Engagement Persona

Capture Reaction

BEHAVIORALDATA

INSIGHTS

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

MESSAGEDELIVERY

CAPTUREREACTION

• Customer analytics data stream, aggregated from third parties and social media

• Everyone is talking - 25% of search results are user generated

• Insight into keywords• Understand market/competition

Social Intelligence in Action

Election stuff

http://www.sdl.com/campaign/si/presidential-report.html

Behavioural Data

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

MESSAGEDELIVERY

CAPTUREREACTION

Engagement Persona

INSIGHTS

BEHAVIORALDATA

• Use the Web Data with customer records, marketing database to gain better insight into your audience

Get Insights – Not Just Data

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

MESSAGEDELIVERY

CAPTUREREACTION

Engagement Persona

BEHAVIORALDATA

• Marketers don’t need data they need insights• Discover new audience segments and actionable insights

INSIGHTS

Measurement is continuous

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

MESSAGEDELIVERY

CAPTUREREACTION

The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me. George Bernhard Shaw

PersonaData

BEHAVIORALDATA

INSIGHTS

Continue to engage

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Continuing the Engagement

Source: “Rules of engagement”

“..in a perfect world it’s both and everything in between..” Carrie Johnson – Forrester Research

New customer costs

Cost of advertising/promotion

Price sensitivity

Setting up new accounts

Time and money spent explaining business to new customers

Costs associated with inefficient dealing with newcustomers

Profits generated from satisfied customers

Reduced price sensitivity

Reduced switching to competitors

Increased referrals

Increased repeat purchases

Continue to optimize content

MESSAGEDELIVERY

CAPTUREREACTION

BEHAVIORALDATA

INSIGHTS

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

PersonaData

• Use insight to better refine content • Persuasive – encourage the visitor to think

or act and come back• Fresh and relevant to your visitor• Understood – I know my audience – do I

know my content?

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Continuing the Engagement

“Retention is a lot more cost effective than acquisition” Carrie Johnson – Forrester Research

Source:  Frederick Reichheld – “Business marketing strategies”

VALUE OF ANEXISTING CUSTOMER

IMPORTANCE OF CUSTOMER RETENTION

MESSAGEDELIVERY

CAPTUREREACTION

BEHAVIORALDATA

INSIGHTS

CONTENTREQUIREMENTS

MESSAGEOPTIMIZATION

PersonaData

The Digital Experience Cycle

Key points

• Social is the web

• Know your audience and where they are

• Know your content and ensure it is sharable and easily repurposed

• The new consumer demands to speak to someone other than sales and marketing

• Remember the role content plays in future customer satisfaction

• Listen, respond and react

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Thank you

Ian Truscottitruscott@sdl.com

@iantruscott | #SDLonline | #CETW