Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social WorldMichelle Killebrew | ClickZ Live San Francisco | August 2014

Michelle Killebrew

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@shellkillebrew

Program Director, Strategy IBM Social Business

Contributing WriterClickZ.com

Digital Marketing | Marketing Technologist | Demand Generation

Meet Lily

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The Powerof One Person

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Rise of the empowered customer.

or so of social media time is spent not on desktop

computers but on smartphones and tablets. 

60%

#1

Social is now the top use of the internet. Americans spend an average of 37 minutes daily on social media, a higher time-

spend than any other major Internet activity, including email.

Source: BI Intelligence, December 2013

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The need for people-centric engagement

“Social. Mobile. Security. The convergence of these forces is driving the need

for people-centric engagement. #ibm”

@shellkillebrew

of CEOs in outperforming organizations make customer collaboration a top priority

of smartphone users check an app as soon as they wake up

of individuals are willing to exchange personal information for a personalized offering

of CEOs intend to operate their organization in a more open manner in the next 3-5 years

84%

of millennials and 70% of boomers say social and

user-generated content has an influence on what they buy

80%

84%

56%

72%

The need for people-centric engagement

Sources: 84%, 70%, 84%, 2/3, 80%: IBM 2013 Annual Report72%, 56%: IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014

@shellkillebrew

of MOBILE users keep their devices within arm’s reach

90%

of of web traffic will be VIDEO by 2014

90%of businesses today

are using web ANALYTICS

84%

of purchasers get advice from their SOCIAL NETWORK

81%

Digital technologies are playing a large part in the emergence of engagement strategies as they foster relationships between organizations and their customers

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Marketers have always been responsible for knowing the customer.

Marketers have always been responsible for defining what to market, and how to market.

Marketers have always protected the brand promise.

Customers are demanding engagement, NOT marketing

2014Timeless 2012

Co-create with customers, employees, and partners.

Innovate andscale personally relevant and rewardingexperiences.

Know each customer in context.

Designing your culture and brand so they are authentically one.

Creating a system of engagement that maximizes value creation at every touch.

Understanding each customer as an individual.

Customers demand engagement versus marketing – IWATA CMO POV points

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@shellkillebrew

Many marketers are struggling to master omni-channel engagement

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Customer experience is driving shareholder value

Source: The Watermark Consulting 2013 Customer Experience ROI Study– April 2, 2013@shellkillebrew

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CMOs feel unprepared.• CMOs' top priorities this year are:

1. to design great customer experiences for mobile apps.

2. to use social media to engage customers,

3. to use integrated suites to manage customers.

• CMOs are struggling to keep abreast of the rapid pace of change in the digital and online worlds; they feel even less prepared to cope with big data than they did in 2011, and they have made little headway in coming to grips with the social media landscape.

Source: The Customer-activated Enterprise: Insights from the Global C-Suite Study, IBM, 2013

@shellkillebrew

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@shellkillebrew

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Customer Interactions

• In 2012, 57% of CEOs expected digital channels to become one of their company's key means of interacting with customers within the next five years. In 2013, 52% of CxOs say they are already there.

• CxOs say this trend will

continue: 88% say they will interact digitally with customers even more in the next three to five years.

@shellkillebrew

EmpoweringPutting the customer in charge

CompellingMatching and exceeding expectations

ConsistentRegardless of your device

RelevantKnows who you are and what you’re doing

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To Engage Customers Today, Digital Experiences Must Be…

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Higher Win Rates

60%more online sales

conversion

85%conversion rate using web tools

Shorter Time to Market and Delivery

84%faster time

to find experts

61% faster service

delivery to new customers

Lower Operational Costs

62%customers didn't

need to call

2xincrease in self-service transactions

More Satisfied Customers

30%higher rating for web self service vs. help

desk

30%increase in referrals

Market Leaders Are Getting Exceptional Engagement & Results

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@shellkillebrew

@shellkillebrew

Personalized Experiences Drive RevenueUp to 1/3 of all consumer spending is influenced by social interactions.

That’s $940 billion annually!

Let’s look at how some brands are winning with their customer engagement strategies.

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Content Marketing

@shellkillebrew

Know your audience and create stories

that will entertain and engage them.

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Crowdsource & Co-create

@shellkillebrew20

Include your community in crowdsourcing

innovation

- Jakob Nielsen

Build Mass Participation@shellkillebrew

Mobilize your community

around a shared interest that ties

back to your product

Shareablity

@shellkillebrew

People share when they’re delighted… but it has to

be easy.

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Employee Advocacy

Include your employees in

expressing and advocating for

your brand.

@shellkillebrew

Tammy Nelson, CMO

Exceptional Digital Experiences

Wimbledon

2013 BT Sports Industry Award for Best Sports Website of the Year

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Customer Service

@shellkillebrew

Face to face service should be

a hallmark of your brand experience.

Empower & train your employees.

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Storytelling

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Key Insights from Michael Engleman:

No. 1: Storytelling is for Everyone

• Enabling consumers to actively participate in the storytelling is increasingly as important as the story itself.

No. 2: The Blurrier the Lines Between Marketing and Content the Better

No. 3: Thank You for Sharing: The New Rules for Socializing

• Share Early

• Share Often

• Share Stuff Worth Sharing

• Share with Influencers

• Listen…storytelling is a two-way street

No. 4: Innovation Isn't a Perk, It's a Requirement

No. 5: None of It Matters Without Authenticity

Creating Big Buzz Through New Modes Of StorytellingMichael Engleman is EVP Marketing, Digital & Global Brand Strategy for Syfy & Chiller, both are divisions of NBCUniversal

Source: http://adage.com/article/syfy/creating-big-buzz-modes-storytelling/245635/

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A company with 100,000 brand advocates can reach 60 million people.1

A 12% increase in brand advocacy generates a two-fold increase in revenue on average.2

72% of adults who had a memorable product or service experience said they took positive action, with 57% communicating their positive experience to others, and 41% recommending that someone make a purchase.3

1Zuberance. 2Fred Reichheld, HBS Press. 3 Harris Interactive

Exceptional Experiences Create Brand Advocacy

@shellkillebrew

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Marketing Priorities for the Coming Year (2015)1. Harnessing Big Data

2. Mobile commerce/mobile advertising

3. Content creation

4. Marketing automation

5. Social commerce/social advertising

6. Marketing attribution

7. Omni-channel execution

8. Globalization of marketing efforts

9. Linking online and offline performanceSource: Building Bridges to the Promised Land, The CMO Club, 2014

Social Ad Spend To

Pass $11 Billion By

2017, almost double last

year’s total of $6.1 billion

Newer ad formats --including native

advertising-- will account for the lion’s share of

growth over the next few years, predicts Mintel.

Are you chasing the potential or leading with it?

Learn more from IBM Research:

www.ibm.com/services/c-suite

Stepping up to the challenge: CMO insightsReinventing the rules of engagement: CEO insights