6. Firms know the power of social media But today, most lack social marketing maturity

7. Agenda The growing power of social media The rise of the empowered organization How data drives social marketing maturity Recommendations

10. Social media is more popular than online video November 2010 “Fight Social Media Stagnation”

11. Social media isn’t just about Tweeting 2010 “Introducing The New Social Technographics®” US Online Adults 23% 31% 33% 19% 59% 58% 19%

12. The internet is search, search is social

13. Mobile is inherently social

14. Social media lets consumers share their opinions “ Which of the following are you likely to express your opinion about using the Web?” Source: North American Technographics Empowerment Online Survey, Q4 2009 (US) Base: 10,044 US online adults

15. 500 billion impressions

16. We trust each other, not marketers Source: February 2010 “Tapping The Entire Online Peer Influence Pyramid” *Trust is defined as a 4 or 5 (trust a lot) on a scale from 1 (do not trust at all) to 5 (trust a lot).

17. Marketers know they must embrace social media, but few companies achieve social maturity June 2011 “Accelerating Your Social Maturity”

18. The rise of the empowered organization

19. Before social media, companies had it easy

20. But now, customers talk to each other – in public

21. Social media enables interconnected communication

22. Social grows into the business world

23. Social maturity requires empowered employees November 2010 “Welcome To The Empowered Era” Empowered employees require data

24. How data drives social marketing maturity

25. Social media creates a global focus group 1

26. Brands know the importance of social data For what purpose do you collect social media data? Source: October 2010, “Trends 2010: Listening Platforms” Base: 153 marketers with social listening technologies

27. Social media data provides instant customer feedback Unsolicited Solicited Structured Unstructured

28. Social media data is both qualitative and quantitative Qualitative Quantitative “ Stupid Car Insurance Company (rant)”

29. Right now Yesterday Tomorrow Dynamic measurement 2

30. Measurement complicates social maturity June 2011 “Accelerating Your Social Maturity”

31. Use marketing data for adaptive marketing

32. Empower social strategy with customer data 3

33. Customer data allows for targeted 1:1 marketing

34. Customer data enables scalable customer support

35. Recommendations

38. Accelerating Social Maturity 07/12/2011 Pragmatic Roadmap for Social Marketing Adoption Mathieu Hannouz (@repackaged)

39. About Neolane From Marketing to Social Marketing Pragmatic Roadmap for Social Marketing Adoption Agenda Copyright Neolane - 2011