keynote: who will lead the revolution in social media and big data? it or the business? marketing,...

@DrNatalie Petouhoff (Pet-a-dog) [email protected]

@drnatalie

Who Will Lead the Revolu/on In Social Media & Big Data?

x

Business vs. IT…

www.DrNatalieNews.com

Brought to you by:

Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

Agenda today

– What are the objec,ves for social media & BIG Data? •  For the Front Office (Adver,sing, Marke,ng, PR, Customer Service, Innova,on… = Line of Business)

•  For the Back Office (IT, Admin…) – How Can IT Help the LOB (Line of Business) with those objec,ves?

– What metrics & KPIs maRer? – What will the future look like for businesses?


PWC Management Consultant

Top Forrester Customer Service,

Social Media, CRM Analyst

Chief Strategist for Social Media & Digital Communications PR & Marketing Agency

Dr. Natalie’s Background Analyst Rankings:

Instructor at Center for Entertainment, Media and Sports Summer Institutes at UCLA Anderson


What is Social Media?x

How is it related to BIG DATA?


THERE’S A NEW WAVE

OF BUILDING Successful

COMPANIES


7

Logos were static They didn’t talk They didn’t have conversations They didn’t engage

They were what helped

defined a brand


8

Web 2.0 Changed it all

i.e., the ability for customers to have two-way conversations online with other customers and

companies….


GO BACK IN TIME… PEOPLE WERE PREDICTING THIS…

There would be… A place in time Where the customer‘s voice The employee’s voice Would start to mean something… And there would be an enabling technology We are here now… This is the opportunity for businesses…

Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

Companies are part of customer’s Digital

EXPERIENCES

Take for instance THE “ENGAGEMENT” ON

George Takei’s facebook page

>3M Talking About This @drnatalie


Let’s look aT one of the photos he shared… 179,224 Likes

313,953 Shares

@drnatalie Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

Here’s a Video Map of Engagement: How 1 Piece of Content Gets Shared

*To see the video & sharing in ac,on go to: hRps://vimeo.com/50730773

•  Starts from George •  People share it •  Shares spawn new shares

hRp://www.facebookstories.com/stories/2200/data-‐visualiza,on-‐photo-‐sharing-‐explosions

The two colors are gender

July to September 2012

And within these digital / Social experiences People are Acting on Content

This thing called “engagement” really boils down to people sharing content…

That’s what is causing the BIG DATA Explosion

People share: posts, status updates, pictures videos...


With >3.5B pieces of content Shared / Week

How can LOB & IT make sense of all this?


in SOCIAL & DIGITIAL INTERACTIONS…


We hear all the hype that social is good at increasing loyalty, advocacy and referrals.

But many of the brands I work with are disappointed in their results

@DrNatalie Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

By Dr. Natalie Petouhoff

Speaker &

Leading Industry Authority On Leadership, Motivation,

Change, High Powered Teams, Social Media for Business &

Social Media ROI


AVer working with brands, I realized there need to be a way to…

•  Get real, accelerated business results from social •  Reduce the poli,cs and get consensus on best next steps •  Make smarter decisions and align your team with goals

@DrNatalie Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

20

What the business needs is to know where they stand

with respect to best pracXces

• Do more of the right things • Put structure around what is unstructured • Benchmark “As Is” • Create a strategy and plan • Track the progress • Gather the right metrics • Create and sustain a world-‐class customer experience


So you can know when you are doing the best you can

LISTEN = 100

LEARN = 200

ENGAGE = 300

INTEGRATE = 400

OPTIMIZE = 500

What’s your company’s score?

Social Media and Big Data Capability Calculator

ssss

LOB needs help to TAKE THE

CHAOS TO

ORDER

@drnatalie


5

•  Where are we on the Social Media / BIG Data Adop@on Curve?

•  What steps do I take to get to the next level?

•  How do I jus@fy these next steps?” Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

Step 1: Gather Insights by Monitor & Listening

Step 4: Crea,ng Engaging Content

Step 3: Finding Your Audience

Step 5: Designing S,cky Interac,ons

Step 6: Stop the Poli,cs; Gain Org Alignment

Step 2: Crea,ng a Measurement Program

A Created Strategy for Social Media / Big Data

24

7 Steps To Fast Track Success Step 7: Iterate and Pivot

Based on the UCLA Anderson Course

Step 1: Gather Insights by Monitoring & Listening

Step 2: Measurement

Step 3: Audience

Level 4: Content

Step 5: Interaction

Level 6: Organizational Alignment

The problem the LOB is: …they suffer from the Rodney Dangerfield Affect… … They don’t get enough respect… …They are not empowered with budget and resources to make the changes they know they want to & the company needs to make… …Don’t always have the support of senior leadership…


Does the company: •  Use social media monitoring tools? •  Do they listen to the word-‐of-‐mouth in social networks? •  What do they do with informa,on they learn?



Most everything the business needs to know… •  What’s working •  What’s not working •  What would be beRer if… Can be seen in

social networks…



How IT can Help LOB Step 1: Gather Insights by Monitoring & Listening

Best PracXces are: •  Using real-‐,me monitoring data to

manage the business •  We’ll take a look at a case study in the

next sec,on by Crimson-‐Hexagon •  Share that informa,on with:

•  Execu,ves (CEO, COO, VPs, Directors…) •  Func,onal Departments

•  PR, Marke,ng, Sales, Service, Produc,on Innova,on…

•  A digital dashboard for real-‐,me monitoring, listening, interac,on, engagement


The problem the LOB is: … Measure the wrong things… …Drive the wrong behaviors: AHT… … Haven’t set-‐up measurement program to give aRribu,on to social media… ….Don’t know how to measure social media…

Step 2: CreaXng a Measurement Program


Metrics and KPIs Are the same as tradiXonal Business metrics & KPIs

•  Adver,sing, PR and Marke,ng and Sales •  Increase posi,ve sen,ment •  Increase share of voice •  Increase awareness, interest, considera,on, intent •  Increase lead conversions rates and sales

•  Customer Service •  Reduce Call Volume, Inc FCR, AHT, Posi,ve WOM

•  If we do all the right •  Loyalty, Brand Advocacy and Referrals


Best pracXces means having: •  Clear objec,ves, goals, outcomes •  Building business cases •  A Measurement prac,ce:

•  Efficiency & Effec,veness of •  Tradi,onal metrics •  Interac,ve, social, mobile… •  Can calculate the ROI

Step 2: Crea,ng a Measurement Program

Step 2: CreaXng a Measurement Program


MANY SCHOLARS HAD ADVOCATED TO

LISTEN TO CUSTOMERS, EMPLOYEES, PARTNERS…

As an engineer I…

Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved

GO BACK FURTHER…


CASE STUDY: HEALTHY SNACKING & KIDS

•  PRODUCT CREATION

•  CAMPAIGN PLANNING •  PRODUCT LAUNCH &

•  PRODUCT MARKETING


This company wanted what customers thought…. •  Concerns parents have providing kids a healthy diet… •  What factors drive purchase decisions and habits?


THEY HEARD…

•  What her customers were saying in social media •  What employees were saying in social media •  Used Crimson-‐Hexagon – Social Media Monitoring Tool •  Gathered screenshots

•  Put them in a powerpoint •  Gave them to the CEO


WE CALL THE ABILITY OF

CUSTOMERS TO FREELY TALK ABOUT A

COMPANY AND THEIR PRODUCTS & SERVICES…


WE CALL THAT…

The Witness Factor™

Having a witness is changing the behavior of companies

-‐-‐ especially in customer service


SHE TOOK CHARGE OF THE CUSTOMER / EMPLOYEE FEEDBACK…

The CEO appointed her the lead…


NutriXon

Allergies Top Conversations

Convenience Taste

Not as High

The Social Media Monitoring showed the Healthy in Kids Snack Foods:

More Effectively Resonates with Parents

over Taste & Convenience


And lead to a transform Their Marketing…

With less –  Politics and resistance – “Not invented here” or “not my problem” – Because it was based on – data…


This type of crowd-sourced information can lead to transformation of:

–  Product Development –  Marketing –  PR –  Advertising –  Sales –  Customer Service –  Fulfillment –  Order Management –  IT


How would you calculate ROI? of customer feedback… of employee feedback…

Chalk it up to the “Witness” factor

ROI = Benefits -‐ Costs x 100 Costs


What are the benefits of Creating products & services with input from the “crowd”

Creating products customers asked for means… •  Reducing the cost of PR & Marketing •  Increasing the lead conversion rates •  Reducing the cost of sales •  Reducing returns and/or churn •  Increasing customer lifetime value •  Reduced employee attrition •  Increased employee productivity

The So What is…


AND Because the customer: -  Feels heard -  And they are getting what they need and want…\ -  They have ownership towards a company’s product /

services because they had input into -  Having their voice heard / being acknowledged drives

engagement… –  Increased positive online ratings –  Increased customer loyalty –  Increased customer advocacy –  Increased customer referrals via WOM –  Increased sales

Chalk it up to the “Witness” factor Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

How would you calculate ROI? Example calculation….


ROI = Benefits -‐ Costs x 100 Costs

Benefits:$500,000 Increasing leads Increasing lead conversion rates Reducing customer acquisiXon costs…

Costs: $80K People, process & technology


ROI?


ROI = $500K – $80K x 100 $80K

ROI = 525%


I help companies calculate the…

ROI of Social Media Human Capital InnovaXon

With Dynamic ROI Visualizers Calculators

& Dashboards…

IT can Help LOB use data to make better business decisions


The problem is the LOB… …Have not iden,fied and established rela,onships… …With key, target audiences… …To drive beRer customer experiences & loyalty, advocacy and referrals…



The Goal of Step Is To…

49

…organically drive word-‐of-‐mouth where the customer genuinely and authen/cally

becomes the voice of the brand and shares their own experiences

about how the product has changed their life in their own words

which will result in organic advocacy, referrals and loyalty as well as sales…

“Markets are ConversaXons” -‐ ClueTrain Manifesto

“78% of consumer believe other consumers like themselves more than a brand.”

-‐ Edelman Trust Barometer


YOU CAN REALLY

GET PEOPLE CONNECTED & Engaged

It starts with a brand persona…


When you stumble upon a good story, it will: •  move you deeply •  make you squirm •  wake you up •  make you want to share it with your best friend •  make you want to rally to the cause

Once the relationship is created, it leads to purchases in authentic way unlike any other market technique.”

Top Creative Agencies Use Storytelling Content-- Social Media is a Storytelling Medium

—Neil White President & CEO BBDO Proximity


Reason for good storytelling “content” shows how your product will affect the lives of your buyers

•  Powerful, yet underutilized

•  Humanizes the brand

•  Creates emotional connection to products

•  Creates the conversation with target audience

•  Drives natural flow through the marketing funnel


Example of combining… Brand Persona & Behavioral Interaction Characteristics

Example: LifeStudio Product: External hardrives Competition: Western Digital & Seagate Collecting Data: Experts were saying, “You don’t need the extra software that comes with the device. It takes up storage room.”

53



The results of combining a Brand Persona & Behavioral Interaction Characteristics

Who: Cool Iris Their purpose: Help home consumers choose the right device and use it and have fun How they do that: The Cool Iris responds to tweets and customers comments, issues, etc…

54 Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

Best Prac,ces… The interac,ons are so meaningful that it creates a galvanizing bond… …And Brand Ambassadors

•  Answer ques,ons •  Defend the brand when

an online crisis starts to brew…



IT CAN HELP LOB BY Building CRM, Social CRM Systems… •  Have Social Iden,,es in the contact

management / customer record system

•  Study their target audiences •  Values, biases, attudinal

behaviors, psychographics, mo,va,ons and social

•  Always uses this informa,on when interac,ng with them

•  To make the interac,ons or events or offerings relevant to them

Customer’s Name



The problem is that with content… … it’s not relevant… ….Does not help customers get what they need… … Doesn’t answers ques,ons, provide help, how-‐to’s… … and the format and distribu,on are not effec,ve…

Step 4: CreaXng Engaging Content


Content Marketing is 1. creating and distributing relevant & valuable content to: •  Attract •  Acquire and •  Engage customers.

2. A very well defined target market audience with the objective of driving profitable customer action.

58

Ask yourself…. How will your content help your audience?


What’s a marketers goal of creaXng and posXng content?

They want to move the needle on typical marke,ng metrics: –  Increase posi,ve sen,ment –  Increase share of voice –  Increase awareness, interest, considera,on, intent –  Increase lead conversions rates and sales – Loyalty, Brand Advocacy and Referrals


But how can marketers… measure engagement

and know if what the content they are…

CreaXng & PosXng is working?


CreaXng content that engages customers requires something new…

Interest graph, based on the your customer’s collec,ve:

•  Ac,ons •  Interests •  Behaviors….


@drnatalie

Brands in this Report •  Mercedes Benz •  Audi •  Jaguar •  Lexus •  BMW USA •  Infini, •  Volvo

hRp://bit.ly/AutoSummit2013


Highest Engagement? •  Overall Avg Engagement: Mercedes Benz •  Avg Facebook Engagement: Mercedes Benz

@drnatalie


@drnatalie

Highest Engagement? •  Twioer: Audi


What Type of Content Do You Think is Most shared?

•  Links • Videos • Photos •  Status Updates • Offers • Music


Photos

Video

Type of Content Most shared: PHOTOS

Offer What type of content is your brand creaXng the most of? Is that the best choice?

@drnatalie

Type of Content

# of InteracXons

Photos 3001

Videos 960

Links 8

Status Update 20


@drnatalie

What Day is the best To Post content?


Twioer

Right Day to share content? Photos & Videos On Thursday

For the highest engagement @drnatalie



@drnatalie

WHAT’S THE TOP TRENDING CONTENT?

WITH 3.5B PIECES OF CONTENT SHARED PER WEEK…

NEED A BIG DATA CRUNCHER


Twioer

Top Trending Nissan Content

With the highest engagement @drnatalie



@drnatalie

WHAT IS A BRAND’S BEST AFFINITY BRAND CONTENT?


•  This is content that has already been shared and vetted by your fans and fans similar to your brand….

•  So you know it’s the top trending content… •  And you can repurpose the content and

reduce your content spend…

Twioer

Nissan’s Top Trending Affinity Brand Content

Use this informaXon for curaXon & save

money on content creaXon

@drnatalie

Source: Walmart on Twioer

Source: Walmart on Twioer

Source: Top Gear on Facebook

hRp://bit.ly/AutoSummit2013 Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

@drnatalie

Let’s look at Nissan’s Affinity Fans

FINDING FANS THAT YOU DIDN’T KNOW YOU DIDN’T KNOW YOU COULD REACH

AND FANS YOU HAVE IN COMMON

WITH OTHER BRANDS


Photos

Video

Who are the fans of similar brands to yours?

Offer

1.   Help you know who to follow

to drive the best engagement?

2. And helps you choose the best CPM Ads to place on your site so you get beoer click through rates

Nissan has fans in common with •  Edmunds.com •  American Express •  Walmart


Create a strategic Content Calendar

Type Mon Tues Wed Thurs Fri Sat Sun

Status optional 10 optional optional 20 15

trending posts optional 25 optional optional 40 30

Link optional optional optional 12 optional

trending posts trending posts optional optional optional 20 optional

Photo 7 14 repost 14

trending posts 15 20 repost 20

Video 8 repost repost trending 6

8 repost repost trending 6

Optimized Posting Schedule For Best Engagement

You now know the best content type, days &

times to post… Results in

>30% engagement

@drnatalie


IT can Help LOB make the best decisions

about Increasing engagement & the effecXveness of The

social media & markeXng spend

Help master: 1.  Knowing what format of content to create 2.  Knowing where their engagement stacks up compared to their

competitors 3.  Knowing what channel to post on 4.  Knowing when to promote the content so it’s seen 5.  Knowing what type of fans to engage with 6.  Creating a lot of that great content 7.  Saving money on content creation by curating highly trending content 8.  Creating an editorial calendar for posting/ reposting content 9.  Making smart choices on ad buys & marketing partnerships


The problem is that the… … technology, plaworms and systems… … use to interact with customers… …to deliver content, capture feedback and enhance interac,ons… …. To evaluate those interac,ons and behaviors to make beRer business decisions … falls short… Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

Step 5: Designing SXcky InteracXons

Some companies: Have not really designed their interac,ons to: •  Engage customers and •  Meet business goals •  Because they have not done the work

in Steps 1-‐4 •  Step 1: Monitor •  Step 2: Measure •  Step 3: Audience •  Step 4: Content




Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy / Referral

TV, Radio, Print

Company

Traditional advertising methods •  Create awareness •  Lack accountability •  No individual Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals…

Stop

“Half my advertising dollars are wasted, I just don’t know which half.” -- Wannamaker

We’ve shouted at customers

Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy / Referral

TV, Radio, Print

PPC

Stop

However… •  Dependent on ad networks for new

customer acquisition & sales •  It’s costly – 50¢ - $5.00/click •  Only get the customer’s IP addresses

We’ve use Pay-Per-Click to drive sales…

•  No individual CRM/ Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals…

@DrNatalie


Awareness

Consideration

Intent

Purchase

Loyalty TV, Radio, Print

??????

Company

PPC

Fan Page

Advocacy / Referral

...Perpetual, Full-funnel, Viral Marketing / Sales System…

Driven by Brand Ambassador’s WOM…

What if you could take your traditional funnel and completely transforms it into a…

@DrNatalie

Referral

Awareness

Consideration

Intent Purchase

Loyalty

Advocacy

Referral

Awareness

Consideration

Intent Purchase

Loyalty

Advocacy

…continuously engage a tribe of highly-targeted avid, passionate Brand Ambassadors

and drive your business objectives

You would have a system to drive full-funnel interactions

@DrNatalie

As Brand Ambassadors

Spread your message

The tribe

grows & so do your

business results….

Referral

Awareness

Consideration

Intent Purchase

Loyalty

Advocacy

Word of Mouth Goes Exponential

Referral

Awareness

Consideration

Intent Purchase

Loyalty

Advocacy

Too much to choose from


Manumatix proprietary technology…

Why are Manumatix results so much better?

Combines 13

capabilities into one software platform

1.  Social Marketing Management 2.  Social Promotion Platforms 3.  Social Advertising Platforms 4.  Social Intelligence 5.  Social Brand Engagement 6.  Social Business Software 7.  Social Commerce Platforms 8.  Social/Mobile Apps/ Games 9.  Community Platforms 10.  Facebook Apps 11.  Social Referrals 12.  Facebook Gaming 13. Plug-ins/ Widgets


When Sox Drink Company Used Manuma,x.com…

Reach

The Number of Ambassadors & Their Reach Grew Fast

Number of Content Viewers:

Manuma,x outperformed the regular Fan Page

0

1000

2000

3000

4000

5000

6000

7000

4/1/12 4/11/12 4/21/12 5/1/12 5/11/12 5/21/12 5/31/12 6/10/12 6/20/12 6/30/12 7/10/12

33X Manumatix Advantage:

# of Content Viewers*

*Shows number of unique page visits

Manumatix Brand’s Fan page

Addictive game mechanics drove word-of-mouth (WOM),

stickiness & behavior and the results helped to justify the

content budget


Page Views:

Manuma,x outperformed the regular Fan Page on

0

5000

10000

15000

20000

25000

30000

35000

4/1/12 4/11/12 4/21/12 5/1/12 5/11/12 5/21/12 5/31/12 6/10/12 6/20/12 6/30/12 7/10/12

85X Manumatix Advantage:

Page Views

Manumatix Brand’s Fan page

Amp’d-up Ambassador loyalty / referral strategies incentivized and rewarded… •  Inviting friends, many of whom

became Ambassadors •  Sharing key content •  Commenting & interacting with each

other & the content


IT can help LOB to see:

•  The gaming industry has been one of the most successful in social media

•  Use game-‐based marke,ng •  Provide Brand Ambassadors the special

treatment and give them content to share

•  Provides rewards or points if it authen,cally engages your audience




The problem is… … No established personnel, model, commiRee, group, task force to create a social media policy… …No training… …Single individuals in various departments:

•  Are taking it upon themselves •  Are the force behind interac,ng with customers in social media…

Step 6: Stop the PoliXcs; Gain Org Alignment


IT can help LOB use best pracXces •  Conduct a social media readiness

assessment

•  Have executive’s champion strategies, plans, resources & budget to: •  Drive cross-functional

collaboration



IT can Help LOB… in case of a crisis, have the following in place:

•  Digital defense prepara,on plan •  Digital defense response plan •  Digital defense maintenance plan •  Crisis communica,ons planning and

messaging/ on/off line •  Issues/crisis "dark sites” •  Digital crisis educa,on •  Online media & blogger rela,ons /outreach •  Post-‐crisis SEO and SEM •  Digital defense content produc,on

Step 6: Stop the Poli,cs; Gain Org Alignment



The problem is… …They don’t con,nually iterate their policies and procedures…

•  Around people, processes and technology •  Or pivot to make con,nuous, measurable

improvements •  To reach business goals •  While staying in compliance and •  Providing a great customer experience…

Step 7: Pivot & Iterate: Update Social Media Scorecard & OpXmize Goals & Plan


IT can facilitate collabora,on: •  LOB to work directly with CEO & COO & CIO &

CTO •  Develop a scorecard that impacts:

•  All Departments •  Objec,ves and goals of the company •  The Execu,ve Team’s decisions

•  Pivot to make con,nuous, measurable improvements

Step 7: Pivot & Iterate: Update Your Social Media Scorecard & OpXmize Goals & Plan

Step 7: Pivot & Iterate: Update Social Media Scorecard & OpXmize Goals & Plan


I help IT and LOB Conduct Customer Experience Assessments

Change management

•  An objecXve assessment •  RecommendaXons •  Short & long term strategic •  Short & long term tacXcal plan

Determine where you are compared to best pracXces & your compeXtors…

Social Media / Big Data

Capability Report

You get…

Top Brand


With your scorecard, You’re ready to go to the next level…

Customer Experience Capability Score Level Step 1: Gather Insights by Monitor & Listening

200 Learn

Step 2: Crea,ng a Measurement Program 100 Listen Step 3: Finding Your Audience 300 Engage Step 4: Crea,ng Engaging Content 200 Learn Step 5: Designing S,cky Interac,ons 200 Learn Step 6: Stop the Poli,cs; Gain Org Alignment

100 Listen

Step 7: Iterate and Pivot 100 Listen


You’ll be in a leadership posi,on…

5

•  Clear answers and strong guidance •  A dis,nc,ve voice •  A compe,,ve advantage


A simple ways…

to Drive Your Business, Social Media engagement Compared to compe/tors…

and

Make beNer Business decisions…

And GET ROI x

@drnatalie Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

@DrNatalie Petouhoff (Pet-a-dog) [email protected]

@drnatalie

PredicXon: Business & IT…

Will Collaborate to Conquer The

Revolu/on In Social Media & Big Data

x

www.DrNatalieNews.com Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

keynote: who will lead the revolution in social media and big data? it or the business? marketing,...

Business

gain org alignment

behavioral

regular fan

ment increase

opxmize goals

top trending

designing

social media