how to truly leverage your customer‘s social network
DESCRIPTION
Patrick MacKay, 004 Group Veranstaltung: M-Days 2013 Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/TRANSCRIPT
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www.004group.com
The Day After the Like:
How to Truly Leverage Your Customer‘s Social
Network
5 February, 2013
Patrick MacKay, The 004 Group
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www.004group.com
THE 004 GROUP OF COMPANIES
Robert HeinGeschäftsführer, CEO
Reta
ilers
Publishers
We build technology platforms.
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www.004group.comRobert HeinGeschäftsführer, CEO
A CROWDED SPACE
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www.004group.comRobert HeinGeschäftsführer, CEO
SOCIAL MEDIA 2012
� 1 billion active users on Facebook
� 175 million tweets per day
� 104 million visits to Pinterest per month
� 4 billion + hours of YouTube watched per month
� LinkedIn adding 2 new members every second
� Xing now at 12 million members
A Banner Year
Source: Nielsen State of Social Media 2012
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www.004group.comRobert HeinGeschäftsführer, CEO
WHO CONTROLS BRAND INTERACTIONS?
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www.004group.com
76%
• Percent of marketers believe “they know what their consumers want” in terms of social media content
and interaction, only 34% have actually asked those buyers. (e-Strategy Trends)
178
• The average midsize or large company (1000 employees or more) has 178 “social media assets” (Twitter
handles, employee blogs, etc.)–yet only 25% of companies offer social business training to their
employees. (Marketingeasy)
Social Social
Business
• Less than 20% of U.S. companies have integrated social media with their customer service, sales, or
product development processes. (eMarketer)
Unknown
• Which social network sends the largest share of website traffic? The answer is…unknown. The majority (as
much as 70%) is “dark social”—links shared through email or instant messaging that generally get lumped
in with “direct” traffic in analytics programs like Google Analytics. (The Atlantic)
Robert HeinGeschäftsführer, CEO
FACTS
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www.004group.comRobert HeinGeschäftsführer, CEO
TODAY’S SOCIAL ENGAGEMENT
• Recruits 3rd party to execute limited data crumbs
• Re-engage “community” in SM walled garden
• Generate brand-to-fan & fan-to-fan interactions
• Introduce campaigns to generate traffic (paid media)
• Encourage word-of-mouth (earned media)
• Success measured by # of new likes or followers
• Brand left with some favorability but limited/no data
• Strategy:
• Spend online and SEM media budget to build Social community
• Tactics:
• Drive Facebook Likes, Distribute Sponsored Tweets, & Manage Pinterest account
• Write corporate blog(s) & Moderate community forums
1.The Goal
Brand
Internal
strategy
2.The Plan
AOR or
Direct
3.The
Actions
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www.004group.comRobert HeinGeschäftsführer, CEO
THE RESULTS
1.• You think you’re cultivating a brand community but you’re not
2.• You’re invested in assets you don’t own or control
3.
• You have little opportunity for true interactions & re-engagement
4.• You don’t know what else to do so you rinse, wash, and repeat.
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www.004group.comRobert HeinGeschäftsführer, CEO
• Take back your engagements
• Own & retain your data
• Target One, Target All
• Cultivate Community
• Generated earned media
• Facilitate 2-way communication
• Incentivize brand ambassadors
• Build around brand appropriate use cases
• Custom UI design & function paired with corporate CI
• Dashboard access to manage & optimize platform in real-time
• Integrate 1st & 3rd party data
• Creative/Data/Media integration
The
ActionsThe Results
Bring your Community, Media & Data In
House.
Your Community. Your Media. Your Rules.
A. Close the loop
B. Reassert control
C. Own the process
D. Define success
The Mission
A NEW ENGAGEMENT MODEL
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www.004group.comRobert HeinGeschäftsführer, CEO
START INVESTING IN RE-ENGAGEMENTS
Lead Acquisition
Interact allows direct re-engagement
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www.004group.comRobert HeinGeschäftsführer, CEO
GET STARTED
Strategy Workshop
Choose your use cases
to support
Choose your channel to
support
Web
Stand-alone
Plug-in
Mobile
Device
Development
Operating System
Build your interact assets
(Web + Mobile + CMS)
Engage, and interact with your
community
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www.004group.comRobert HeinGeschäftsführer, CEO
Thank you very much for your time and attention