Social Media channels offer marketers a rich opportunity to really engage their customers like never before.
Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny.
This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.
How to Get Started in Social Media for Art League City
Are You Listening To Your Customers? Engage Customers Like Never Before.
1. ARE YOU LISTENING
TO YOUR
CUSTOMERS?
ENGAGE CUSTOMERS LIKE NEVER BEFORE
Content Strategy and Marketing Conference
Nicholas Kontopoulos
Senior Global Marketing Director,
Global CRM Product Marketing SAP
November, 2013
2. A LITTLE BIT MORE ABOUT ME…
AND WHAT MAKES ME TICK.
10. POWER TO
THE PEOPLE
“… and the Left Wing talk about giving the
power to the people… you know…anybody
knows that the people have the power. All
we need to do is awaken the power in the
people. People are unaware, it’s like they’re
not educated to realise that they have the
power.”
– John Lennon, 1969
11. 29%
of Americans say their phone is
the first and last thing they look
at every day.
PEOPLE ARE ALWAYS CONNECTED.
SOURCE: QUILCOMM
12. The mega trend of the 21st century
is the EMPOWERMENT of people via
connected mobile devices.
- Mary Meeker
13. AT LEAST
50%
of consumers will use 2 or more
devices in their purchase
process.
SITES MUST BE MOBILE-FRIENDLY.
SOURCE: IBM
14. ONE HALF
of all local searches are
conducted on mobile.
PEOPLE SEARCH WHILE
ON THE MOVE.
SOURCE: MICROSOFT
15. MORE THAN
82
1.5
BILLION
40%
MILLION
82B apps will be
downloaded
worldwide
in 2013
More than 1.5M
apps are
available in the
Apple App Store
and Google
Play
SOURCE: PORTO RESEARCH
SOURCE: NEW ROLIO
40% of
marketers are
planning to
develop a
mobile app in
the next year
SOURCE: AERICON
PEOPLE USE APPS THAT
ENHANCE THEIR LIVES.
Of the apps
downloaded, 1
in 4 are
abandoned
after the initial
use
SOURCE: NEW ROLIO
16. MOBILE
BROWSERS
MORE THAN
1/2
18%
82%
OF THOSE
that purchased as a
result of a marketing
message on their
smartphone, did so
on the device itself.
82% of mobile
media
consumption time
is within apps.
SOURCE: MAPDOM
APPS
SOURCE: NIELSEN
BY 2018, MORE APP REVENUE WILL COME
FROM TABLETS THAN SMARTPHONES.
SOURCE: NIELSEN
17. We as consumers are living in a 24/7
DIGITAL WORLD. And our message to
brands is that if you’re not focused on
that, you’re missing out, you’re going to
be left behind.
- Neal Mohan, VP Display Advertising Google
19. YouTube reaches more US adults ages
18 – 34 than any cable network.
SOURCE: NIELSEN
70%
of YouTube traffic comes
from outside the US.
SOURCE: YOUTUBE
21. 85%
of users say social networks help
them decide what to purchase.
SOURCE: IBM
93%
of marketers are using social
media for business.
SOURCE: BUSINESS INSIDER
23. 62%
of people are more likely to
engage with brands that
integrate social media content
into their owned properties.
SOURCE: MASS RELEVANCE
24. This is the dawn of Generation C.
Where "C" represents a connected
society based on interests and
behavior.
Gen C is not an age group –
ITS A WAY OF LIFE.
- Brian Solis
25. WE LIVE IN A WORLD OF
DIGITAL IMMERSION
Social
Rich Content
Mobility
Apps
26. THIS CHANGES THE RULE FOR MARKETERS.
IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.
35. THE EVOLUTION OF THE SOCIAL BUSINESS
COMPANIES SOCIAL STRATEGIES ARE MISALIGNED
34%
Only 34% of businesses feel that
their social strategy is connected
to business outcomes.
28%
Just 28% of companies studied feel
that they have a holistic approach to
social media, where lines of business
and business functions work together
under a common vision.
50%
Only half said that top
executives were “informed,
engaged and aligned with their
companies’ social strategy."
SOURCE: ALTIMETER GROUP
38. Let’s define what CONTENT is.
Content is the presentation of information
for a purpose to an audience through a
channel in a form
– The Word Factory
The definition has five components:
INFORMATION
What is the idea you are sending out?
PURPOSE
Why are we doing this?
AUDIENCE
Who is our intended consumer for this content?
CHANNEL
How will we get our content to our audience?
FORM
How will our communication be rendered in its final
form?
39. CONTENT MARKETING:
Create SOCIAL OBJECTS.
The Social Object, in a nutshell, is the
reason two people are talking to each other, as
opposed to talking to somebody else.
– Hugh Macleod
40. CONTENT MARKETING:
Create SOCIAL OBJECTS.
Social objects bind us together. The more
important a social object is to us, the stronger
it'll bind us to others who also hold that social
object”…”we change our behavior because of
social objects.
– Kyle Mathews
46. WHAT ARE THEY THINKING ABOUT?
MIND OF THE CONSUMER
“I wonder what my friends think of
this product?”
“I wish companies would
care more about…?
“Maybe I should consider
brand x?”
“I really value the opinion of
tastemaker x”
“It would be cool if product x
could do this”
“This is a really cool feature”
“I need something new”
“How do I buy”?
“That’s a interesting new
product”
“Cool commercial”
“Who else makes one of these?”
“I cant get this to work”
48. SMALL DATA
The real issue is making sense of big
data and finding patterns in it that help
organizations make better business
decisions.
SOURCE: GARTNER
50. 68%
of companies do not
have a stated Business
Intelligence/Analytics
strategy.
SOURCE: IDC
51. BUILD A DIGITAL SOCIAL LISTENING POST
CHANNELING SOCIAL MEDIA
CREATE A PLACE FOR DECISION MAKING WITH ALL
PERTINENT DATA AT YOUR FINGERTIPS
•
What crises are emerging?
•
How are my in-flight campaigns?
•
Is my social sentiment tracking w/ sales?
•
Do we need to engage with them?
52. Social is the gasoline that
fuels content.
- Jay Baer, YOUTILITY
54. SOCIAL
CUSTOMER ENGAGEMENT
AT A GLANCE
OBJECTIVE
Take on larger rivals by providing a
delightful social media experience
SOLUTION
SAP Cloud for Social Engagement
BENEFITS
Meet increasing demand for social media
customer service channel without scaling team.
Reduced churn.
“OUR ROI IN DOLLARS IS DEFINITELY IN
THE MILLIONS.
Depending on the scale of your operation and
your programs, the ROI is at least ten million
dollars in opportunity.”
Krissy Espindola
Director, Knowledge Management
& Social Customer Support
55. SINGAPORE GRAND PRIX 2013
Social Media Trends
SHARE OF MENTIONS AROUND THE WORLD
Jun 6 News:
Justin Bieber to
perform at
Singapore F1
Jul 2 News:
BIGBANG to
perform at
Singapore F1
Approaching
the race date
6,323 POSTS
6,979 MENTIONS
11,019,985 VIEWS
91% people think POSITIVELY
10% (USA)
15% (UK)
20% (SG)
12% (IND)
about Singapore F1 this year
JUN
JUL
AUG
SEP
12% (ITA)
56. SINGAPORE GRAND PRIX 2013
WHAT ARE PEOPLE TALKING ABOUT?
Top 100 Topics
Social Media Trends
57. SINGAPORE GRAND PRIX 2013
Social Media Trends
TOP 10 DRIVERS ON SOCIAL MEDIA
814
Sebastian Vettel
688
- Red Bull
808
Fernando Alonso
604
- Ferrari
445
Kimi Raikkonen
- Lotus
338
353
Felipe Massa
298
- Ferrari
144
119
Jenson Button
- McLaren
129
109
Mark Webber
- Red Bull
Lewis Hamilton
101
- Mercedes
70
Nico Rosberg
68
66
- Mercedes
Romain Grosjean
- Lotus
Paul di Resta
- Force India
MENTIONS
56
51
42
41
POSTS
(%)
85
94
67
61
85
56
52
95
67
67
58. SINGAPORE GRAND PRIX 2013
Social Media Trends
WHICH TEAM?
111
97 71
71%
126
SAUBER F1 TEAM
745
173
MENTIONS
349
69%
612
367
372
80%
59%
89%
60. We've made big bet on social at SAP.
We infuse social in everything we do,
from how we decide what solutions to
build, to how we market/sell them
- Jonathan Becker, SAP CMO
62. What’s Important in 2013 AND BEYOND?
Five Pillars of Marketing Transformation
1. SIMPLIFY MARKETING
2. HUMANIZE THE SAP BRAND
3. INVEST IN PEOPLE
4. DEVELOP “PULL” MARKETING
5. TIGHTEN LINKS TO THE BUSINESS
64. SAP has quietly built a
B2B social media juggernaut.
- Drew Neisser, Fast Company
65. 50M+ VISITORS IN 2012
70 COUNTRIES
40 LANGUAGES
590,000 ONLINE LEADS
66. SAP is a community superstar
and one of the HIGHESTSCORING brands.
- Comblu,
State of Online Branded Communities
67. Community
Network
2 million
unique visitors each month
46%
net promoter score (NPS)
750
blogs per month
12 million
SCN newsletters delivered in 2012
155 million
page views in 2012
400+
700+
SCN topic spaces
3,000+
community moderators
Posts a day
230+
countries & territories
30,000
contributors in 2012
68. SOCIAL LISTENING @ SAP
ENGAGING TODAY’S DIGITAL NATIVES
•
COMMUNITIES
•
BLOGS
•
SOCIAL MEDIA CHANNELS
•
MOBILE
76. Five pillars for creating great CONTENT
Content is the presentation of information
for a purpose to an audience through a
channel in a form
– The Word Factory
The definition has five components:
INFORMATION
What is the idea you are sending out?
PURPOSE
Why are we doing this?
AUDIENCE
Who is our intended consumer for this content?
CHANNEL
How will we get our content to our audience?
FORM
How will our communication be rendered in its final
form?
78. BUILD A DIGITAL SOCIAL LISTENING POST
CHANNELING SOCIAL MEDIA
CREATE A PLACE FOR DECISION MAKING WITH ALL
PERTINENT DATA AT YOUR FINGERTIPS
•
What crises are emerging?
•
How are my in-flight campaigns?
•
Is my social sentiment tracking w/ sales?
•
Do we need to engage with them?
79. You’ve got to start with the
CUSTOMER EXPERIENCE and
work back toward the technology.
- Steve Jobs