Helping Marketers Engage Customers on Social Media
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The document discusses how social media has changed marketing by making it more engaging, transparent, targeted, and real-time. It outlines 5 tactics that social "rockstars" use to take advantage of social media, including setting business goals, listening to customers, engaging at scale through integrated channels, and measuring all efforts. The key is using insights from social listening to engage customers and turn connections into long-term relationships.
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Helping Marketers Engage Customers on Social Media
- 1. Derek Laney Director, Product Marketing Mgmt @derektweets Helping Make Revenue Rockstars
- 2. Markets are Conversations “the result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in” Source:, “The cluetrain manifesto.” Rick Levine, Christopher Locke, Doc Searls, and David Weinberger 1999.
- 3. Social Finds its pay day Engaged customers spend 40% more And have a 30% more satisfied (NPS) Source: Bain & Company, “Putting social media to work” 2011
- 5. Social Media Has Changed Marketing Forever Engaging Transparent Targeted Real Time Unsolicited One to many Untargeted Static The Largest Shift in 60 Years Old Way New Way
- 6. People Are No Longer Faceless Data Residential addresses Email addresses Cell phone numbers Cookies that expire in 30 days
- 7. People Are PEOPLE Enormous Opportunity: Listen in real time Build & engage connections Turn insight into action Be more targeted than ever And Are More Connected Than Ever
- 8. How do marketers take advantage of this opportunity? 5 Tactics of Social Rockstars
- 9. 1. Set Business Goals not Social Goals A Framework for Social Media Analysis - susan_etlinger
- 10. 10 Listen /Analyze Publish / Measure Your Brand Your Competitors Your Customer’s World 1 2 3 4 5 6 7 8 9 2. Listen to their Customer’s World Engage Deriving Insight From Social Data
- 11. Find the interesting story “The Caterpillar brand is built on the backs of great relationships” Briant R. Stokoe, Social Media Program Manager for Caterpillar
- 12. 3. Prepare to Engage at Scale Prioritizing for Scale – #DF12
- 13. Social Presence Your Website Blogs Mobile Apps Brick and Mortar Search Display Broadcast Social Ads Email Lead/Direct Marketing Print Social Connections Consumer Generated Media Ratings Widgets Reviews Public Relations 4. Use the Whole Kitbag (integrate)
- 14. 5. Measure Everything Advanced Social Media ROI #DF12
- 15. Ineffective Marketing Results Signs you May Have a One Hit Wonder Fragmented Conversations No Unified Data Too Many Systems Multiple groups engaging Mixed messages Customers only see one brand Campaigns and engagement disconnected Multiple measurement dashboards No customer record or profile Multiple point solutions Disconnected from the enterprise Inefficient & uncoordinated
- 16. Turn insights to actions and connections to customers for life. World’s Only Unified Social Marketing Platform
- 17. Where to Get Help & Develop Your Strategy Bit.ly/MCRockstars OR
Notas del editor
- The social revolution has been long anticipated
- But is only now starting to be recognized as bearing business results
- As an example: - Compare the change currently going on in marketing, we have not seen its like since the dawn of television The more things change… the message is similar - stories are still the thing that drives engagement - customer focussed insights, not product focussed The media has changed - but now the stories reflect a desire for reality and authenticity, driven by the transparency social media has provided - content is highly customer driven The audience talks back - dove need to scale a global presence for the brand
- COKE
- The goal of this event is to show you how to design campaigns which drive revenue through optimizing marketing campaigns, but this is not the only reason to be on social. Ultimately our primary goal is to create engaged customers who are satisfied and motivated.
- Where is your customer? EXAMPLE: Caterpillar – B2B, initially started by erecting presences on facebook and twitter before finding customers preferred to engage on more focussed blogs and forums Engagement for market research – “ask the audience” EXAMPLE: Clothing retailer - Whats your must have item this season Publish / Measure Use insight to drive your content strategy, test what works TAKE AWAY: A community manager spends X hrs a week actively listening
- Storytelling Case Study
- Its not enough to have a social community ninja and a funky sock wearing creative Examples: * B2C: CommBank – Programmatic training and a social business strategy B2B: GE – peer communities, cohorts Jeremiah Owyang – Social Strategy Prioritizing for Scale : Training, Enablement, Peer Communities
- How is your investment strategy need to change - Invest in Agencies for Killer Mobile Apps - or Brand Journalists to find your killer customer story Example: Dreamforce Marketing Cloud Keynote Aami: Rhonda Campaign, Can Campaign
- Measure back to your original goals Step 1 - Baseline > Step 2 - What do you want to change and what will success look like Step 3 - What content will drives the change Step 4 - execute Step 5 - Measure and Amplify Example: Kraft
- Marketo Tie-in is through building the social profile and CRM integration