digitalks expo latin america - presentation by jennifer golden, june 2011
TRANSCRIPT
Social Media By The NumbersWinning in The New Marketing Democracy
By The Numbersg g y
with Four Steps to Harnessing the Power of Social Media
Jennifer Golden Director Marketing and CommunicationsJennifer Golden, Director Marketing and CommunicationsAcxiom BrasilJune 2, 2011
© 2011 Acxiom Corporation. All Rights Reserved.
INTRODUCTIONSINTRODUCTIONS
Wikipedia quote“one of the biggest companies you’ve never heard of.”
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ACXIOM CORPORATIONACXIOM CORPORATION
Global Marketing Technology and ServicesFocused on audience and customer engagementFocused on audience and customer engagement
Industry Recognition#1 US agency /#9 Global agency (All disciplines) ‐ AdAge
#2 Worldwide CRM/Top 20 Interactive – AdAge
#3 Business Services & Consulting – Information Week
#1 in Client Satisfaction (Outsourcing) – Data Monitor Group
Leader Forrester Wave Email Marketing Service ProviderLeader – Forrester Wave ‐ Email Marketing Service Provider
Quick Facts8,800 clients in 40 countries
$1.2 billion revenues. 70% under long‐term contract
350 largest marketing ecosystems worldwide
5 billion consumers engaged/year
300 000 campaigns/year300,000 campaigns/year
NASDAQ – ACXM
WELCOME TO THE NEW MARKETING DEMOCRACY!MARKETING DEMOCRACY!
EVERYONEEVERYONE CAN CONTRIBUTE;CAN CONTRIBUTE;EVERYONEEVERYONE HAS INFLUENCE;HAS INFLUENCE;EVERYONEEVERYONE HAS A VOICE.HAS A VOICE.
O G C S O OO G C S O OEMPOWERED BY DIGITAL CHANNELS, PEOPLE NOW EMPOWERED BY DIGITAL CHANNELS, PEOPLE NOW “VOTE IN” FOR THE “VOTE IN” FOR THE WINNERSWINNERS & & LOSERSLOSERS IN THE BATTLE IN THE BATTLE FOR THEIRFOR THEIR HEARTSHEARTS MINDSMINDS &&WALLETSWALLETSFOR THEIR FOR THEIR HEARTSHEARTS, , MINDSMINDS & & WALLETSWALLETS……
…AND, THEY DECIDE WHEN & WHERE THESE “ELECTIONS” …AND, THEY DECIDE WHEN & WHERE THESE “ELECTIONS” ,,ARE HELDARE HELD
LIVING NEXT TOTHE TRAIN TRACKSTHE TRAIN TRACKS
$112 BILLION$112 BILLIONof advertising is wasted each year in the US alone
22%22%of Americans feel advertising is credible…compared to 45% for talk shows
42%of consumer media consumption is online
00 O500 BILLIONconsumer‐to‐consumer comments on products & services
A CRISIS IN CUSTOMER ENGAGEMENT
80% of CEOsBELIEVE THEIR
JUST 8%
OF THEIR CUSTOMERS AGREE
BRAND DELIVERS A SUPERIOR CUSTOMER EXPERIENCE AGREEEXPERIENCE
CUSTOMER CENTRICITYCUSTOMER CENTRICITY
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54% of the Brazilian population above the age of 12 access the i t t d ilinternet daily...
(That’s more than 81 3M people)(That s more than 81.3M people)
60% are ‘socially’ active
© 2011 Acxiom Corporation. All Rights Reserved.
http://www.adnews.com.br/internet/110788.html
BRAZILIANS AND SOCIAL MEDIABRAZILIANS AND SOCIAL MEDIA
Social Networks in Brazil (Sep/2010)
91%Orkut
13%
14%
Facebook Class A: 41%
Class A: 28%
2%
13%
Myspace
Twitter Class A: 28%
1%Sonico
Ibope Mídia – ‘Many to Many’ O fenômeno das redes sociais no Brasil (Set‐2010)
BRAZILIANS AND SOCIAL MEDIABRAZILIANS AND SOCIAL MEDIA
In the last six months Facebookadoption in Brazil hhas grown over 132%
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BRAZILIANS AND SOCIAL MEDIABRAZILIANS AND SOCIAL MEDIA
29%“I can’t imagine mylife without the
29%
life without thesocial networks”
“When I access thei l k I d ’
54%
social networks, I don’tfeel alone”
Ibope Mídia – ‘Many to Many’ O fenômeno das redes sociais no Brasil (Set‐2010)
TRUSTTRUST
> Online advertising and word of mouth (2009)Th f
93%
70%
90%
Online opinions
Friends' opinionsThe average of Brazilians that trust online banners is 51% , while the world average
79%
60%
70%Brand sites
Online opinions gis 33%
Cellphone advertsing is also popular in the
54%
62%
37%
41%
Online video ads
Search tools adsMédia Mundial
also popular in the, having the trust of 36% of Brazilians, against 24% worldwide.
http://idgnow.uol.com.br/internet/2009/07/15/boca‐a‐boca‐online‐e‐opiniao‐de‐amigos‐sao‐propagandas‐mais‐confiaveis/
54%
0% 50% 100%
Brasil
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http://blog.nielsen.com/nielsenwire/consumer/global‐advertising‐consumers‐trust‐real‐friends‐and‐virtual‐strangers‐the‐most/
SOCIAL MEDIA ACCESSSOCIAL MEDIA ACCESS
“I rather use social networksI rather use social networks to talk with my friends instead of email or SMS” 56%
“I feel happier when my friends “like” or comment about the things I publish”
69%
Ibope Mídia – ‘Many to Many’ O fenômeno das redes sociais no Brasil (Set‐2010)
BRAZILIANS AND SOCIAL MEDIABRAZILIANS AND SOCIAL MEDIA
“The social networks replace thepinformation of news websites” 45%
“The social networks supply all theinformation I need to feel updated” 60%information I need to feel updated
“I use the social networks to help me
60%
I use the social networks to help me with buying decisions” 25%
Ibope Mídia – ‘Many to Many’ O fenômeno das redes sociais no Brasil (Set‐2010)
4 STEP PROCESS TO HARNESS THE POWER OF SOCIAL MEDIAPOWER OF SOCIAL MEDIA
Establish Social Media PresenceSTEP 1
Recruit Followers
Activate Network
STEP 2
STEP 3
Monetize EngagementSTEP 4
CONFIDENTIAL – FOR INTERNAL USE ONLY 18
TACTICAL IMPLEMENTATION> Applying the four steps
STEPS Activate NetworkEstablish Social media Presence
Recruit Followers
Monetize Engagement
Description
Encourage advocacy and engagement, respond to critics
Build and launch selected Social media “Assets”
Recruit customers and prospects to connect
g g
Systematically promote valuable actions and interactionsrespond to critics
DEVELOP Campaigns promoting participation and sharing…YouTube videos
(
BRANDCommunity SiteFacebook Fan PageCommercials on
connect
PROMOTEFan Page MembershipTwitter Connections
interactions
DISTRIBUTE social promotions to…Facebook fansTwitter FollowersC it M b
Sample Tactics
Viral Apps (poll, quiz, contest)Informational tweeting with linksFeedback invites and or UGC
YouTubeMonitor social conversations
EMPLOYEESBlogs
Community MembershipConnections to employees
ENGAGE influential
Community MembersEmail ListAds to selected social network members
RECRUIT for Events
DISTRIBUTE to social media connections via email and ads
MONITOR and l l
BlogsTwitter FeedsConnect Linked‐In networks
ENGAGE influential or representative bloggers
USE network posts, email, ads and
l ff t
ENCOURAGE referrals
HARVEST feedback for product development
CONFIDENTIAL – FOR INTERNAL USE ONLY 19
selectively engage negative posts
employee effortsUSE data to improve segmentation
STEP 1: ESTABLISHSTEP 1: ESTABLISH
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STEP 2: RECRUITSTEP 2: RECRUIT
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STEP 3: ACTIVATESTEP 3: ACTIVATE
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STEP 4: MONETIZESTEP 4: MONETIZE
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IN THE NEW MARKETING DEMOCRACY…EVEN GOOD COMPANIES DEMOCRACY…EVEN GOOD COMPANIES DO STUPID THINGS
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RAINFORESTS VS. CHOCOLATERAINFORESTS VS. CHOCOLATE
Nestle Meets Greenpeace’s Demands Following Social Media Backlash
Greenpeace Posts YouTube VideoNestle has it taken down
Greenpeace issues fullblown Facebook attackNestle threatens to deleteNestle threatens to delete negative posts
Over 1.5 million views; 200,000 emails; hundreds of calls; Eight weeks and hundreds of man hours later…
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later…
FASHION FIASCOFASHION FIASCO
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BREAKING GUITARS IS NOT OK!BREAKING GUITARS IS NOT OK!
Smashed guitar, YouTube song g , g— United is listening now
Country singer Dave Carrol’s $3500 710 Taylor guitar breaks when being loaded onto plane by ground crew
Horrible customer service cause him to write song and post to YouTube
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MOMS VS. MOTRINMOMS VS. MOTRINMotrin Moms: Social Media Fail Whale
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THE ULTIMATE FOCUS GROUPTHE ULTIMATE FOCUS GROUPGap Reverts to Original Logo After Social Media Backlash
100 MOST VALUABLE BRANDS100 MOST VALUABLE BRANDS
Brandz Top 100 – WPP and Millward Brown ‐ 2011
LEVELS OF ENGAGEMENT ACROSS CHANNELSCHANNELS
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Socialbrandvalue.com – Ranking the top 100 brands in Social Media, May 20, 2010
BASIC EMERGING ADVANCED LEADERS
• Fans • Share of voice • Value of a fan • CPA• Followers• Friends• Media mentions
• Buzz• Sentiment• Reach
• Click stream behavior
• ConversionsR l ti
• Satisfaction• Network LTV• Market share
• Comments• Likes/favorites• Downloads
• Traffic flow• Share velocity• Ratings
• Resolutions• Influencers• Purchase intent
Net Promoter
• Brand equity• ROI• Productivity
• Blog posts • Reviews• Assists
• Net Promoter Score
• Speed to market
32Strictly Confidential
LIFECYCLE ENGAGMENTCustomer Value
Current state
Desired state
LIFECYCLE ENGAGMENT
StrategicImpact
Time
th
Chan
nels
Mom
entsof
Trut
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LIFECYCLE ENGAGMENTCustomer Value
Current state
Desired state
Events
Events • Relocation• Store Opening• New Member
LIFECYCLE ENGAGMENT
StrategicImpact
• Renewal• New Category• Job Change• Marriage• Family• Seasonal • Holidays
Time
• Death
th
Chan
nels
Mom
entsof
Trut
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LIFECYCLE ENGAGMENTCustomer Value
Current state
Desired state
Events
Signals
LIFECYCLE ENGAGMENT
StrategicImpact
Time
Signals• Referring search/URL• Website clickstream• Tweet/blogging
th
Chan
nels
• Display ad click‐through• Transactions• Preference update• Call center• Inactivity• Site search• Email clickstreamR ti / i
Mom
entsof
Trut
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• Ratings/reviews• Login frequency/recency• Social sentiment
LIFECYCLE ENGAGMENTCustomer Value
Current state
Desired state
Events
Signals
LIFECYCLE ENGAGMENT
StrategicImpact
Time
Insights• Relationship profile• Interaction history th
Chan
nels
Interaction history• Brand advocacy• Product propensities• Media preferences• Channel preferences• Geodemographics• Interests & attitudes• Monetary indicators
Mom
entsof
Trut
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y• Social indicators
LIFECYCLE ENGAGMENTCustomer Value
Current state
Desired state
Events
Signals
LIFECYCLE ENGAGMENT
SegmentsStrategicImpact
Time
th
Chan
nels
Conversations• Proper audience selection and recognition across media• Fusing insights for unique treatments (creative/copy/offer)• Personalized & coordinated engagement (omni channel)
Mom
entsof
Trut
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• Personalized & coordinated engagement (omni channel)• Automatic recalibration based on actual consumer behavior
(continuous earning system)
LIFECYCLE ENGAGMENTCustomer Value
Current state
Desired state
Events
Signals
LIFECYCLE ENGAGMENT
StrategicImpact
Segments
TimeValue Add• CPA• AOVAOV• LTV• Member tenure• Frequency of club shop• Category shop• Category penetration• # of clubs visited• eCommerce Sales th
Chan
nels
• Net Promoter Score• Referrals• Regional Metrics• Attrition
Mom
entsof
Trut
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LIFECYCLE ENGAGMENTCustomer Value
Current state
Desired state
Events
Signals
LIFECYCLE ENGAGMENT
StrategicImpact
Segments
Time
th
Chan
nels
Mom
entsof
Trut
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SOCIAL TACTICS THAT WIN IN THE NEW MARKETING DEMOCRACY
1. Determine who to target, where customers are aggregating and which social channel works best for your brand/offerwhich social channel works best for your brand/offer
2. Identify a clear objective e.g. grow fan base, communicate with brand advocates, drive business to website or engage via a cross channel promotion and lay out metrics to define successchannel promotion and lay out metrics to define success
3. Design a campaign that activates customers to work on the brand’s behalf
4. Create a benefit for customers to “follow” your brand
5. Value individual or personal expression!
6. Test content to select individuals to determine best opportunity to “go viral”
7 Measure ROI*
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7. Measure ROI
RELEVANCY IS KEYRELEVANCY IS KEY
Personalize interactions– Past behavior– Future interests– People like me– How much is this relationship worth?
Relevancy considerationsRelevancy considerations– Prospects versus customers– Awareness versus consideration̶ …so many variables…
Engagement channel and sequence
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CAPABILITIES THAT WIN IN THE NEW MARKETING DEMOCRACY
The top 30% make 500% of profit. The bottom 20% 400% f fit
Know your Know your audienceaudience Supports real‐time and all digital formats Integrates central nervous systems and
High performance matching engineHigh performance matching engine
MARKETING DEMOCRACY
consume 400% of profit. Reach your audience with certainty Business relationships and delivery integration with
preferred advertising partners A safe haven for responsible matching of sensitive
i f i
Integrates central nervous systems and personalization engine
Leverages external, multi‐sourced and verified consumer insights
information
Personalization enginePersonalization engine “Logical” central nervous system“Logical” central nervous system Highly accurate audience recognition Integrated decision engine, deployable across
channels Integrated matching engine and central nervous
system
Correlates customer behavior with marketing/advertising across channels, media over time
Integrates existing databases Integrates matching and personalization enginessystem Integrates matching and personalization engines
OBRIGADA!
Questions?
Jennifer golden@acxiom com F: +1 (650) 200‐[email protected] F: +1 (650) 200 5178Acxiom Brasil: SP (11) 3052.2111 ou POA (51) 3230.4400WWW.ACXIOM.COM.BR
© 2011 Acxiom Corporation. All Rights Reserved.