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Enterprise Social: Segmenting Your Data For The Best Customer Experience

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Enterprise Social: Segmenting Your Data For The Best Customer Experience

  1. 1. Enterprise Social: Segmenting Your Data for the Best Customer Experience #SMTLive
  2. 2. #SMTLive Thank You to Our Sponsor @ActOnSoftware
  3. 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  4. 4. #SMTLive Our Speakers Jessica Williams is global innovation marketing and analytics leader at Visa. Jessica is focused on digital and social activation and measurement across brand, b2b and corporate marketing. Jessica designs and executes innovative digital and social marketing programs in order to enhance brand equity, achieve revenue initiatives, increase market share, differentiate products, and drive robust marketing, communications, and business strategy. @MediaMetricsGal Kat Mandelstein is currently the Social Business lead on the PwC UK Digital Experience Centre team. She was previously the Director of Social Business Strategy for Ant's Eye View, a consulting firm acquired into PwC Digital in the US. Prior to that Kat oversaw the Worldwide Demand System, Digital and Demand Programs for Social Business and IBM Collaboration Solutions on a global basis. Kat has been a pioneer in launching successful multi-channel, digital and social media marketing efforts, as well as developing dedicated web communities since the early days of the Web. Kat spent 5 years on the Global Board of Social Media Club and is on the W3C Steering Group for Social Business Standards. @KatMandelstein Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Vanessa DiMauro is a trusted business advisor, and founder and CEO of Leader Networks, LLC, the world’s premier B2B social business consultancy. Vanessa helps organizations drive top line growth through innovative digital strategy design and thoughtful execution. Her experience as a social business executive spans over 15 years and her award-winning track-record is fueled by passion, experience and consistency. Vanessa's work has been covered by leading publications such as the New York Times, the Wall Street Journal and CIO Magazine and she was recently named a Social Marketing Master by Forbes. @VDimauro
  5. 5. Kat Mandelstein PwC Digital Services PwC Experience Center, Social Lead kat.mandelstein@pwc.com @katmandelstein
  6. 6. #SMTLive Identifying & Engaging with Your Segments on Social Media Listen Define Customer Segments Identify Customer Value Engage based on Relationship
  7. 7. #SMTLive Success factors for social media customer segmentation • How can you identify the customers from the social networks you participate in using your chosen segmentation criteria?Identifiability Substantiality Accessibility Responsiveness Stability Actionability • What is the measurable impact in your results of the segment? • Is the size of the segment large enough to ensure the profitability of targeted marketing/sales programs or product/service development? • How can you access the segments through social media channels, marketing and sales efforts? • How likely is it that the chosen segments will respond to different social media outreach and follow on marketing and sales efforts? • Are the segments stable enough to enable development of continued targeted interactions through social media? • How can you use the segments in your core daily business? • Can you implement the segmentation in your CRM and sales systems?
  8. 8. #SMTLive Retail Example: Transforming from marketing products to building relationships on customer-centered outcomes Home appliances Washing machine Do family laundry Health device Fitbit purchased in store Exercise activity monitoring Home devices Weather Alert Radio Prepare family for severe storms Home Theater Apple TV Watch movies with family Computing Laptop Needs computer for on the go Gaming Sony Playstation Family fun and exercise routine Mobile Wireless Device Jetpack Personal Hotspot Connect while on road Mobile Phone iPhone Stay in touch with family Entertainment Children’s DVDs Entertain young children while busy
  9. 9. #SMTLive University Example: Building long term relationship over time Attract Apply Study Keep-in-touch 72% of students have used social media to research prospective universities 38% of currently enrolled students indicated that social media was influential in their enrolment decision 32% of students indicate that social media conversations with students that attended the university was a major influence in their enrolment decision International students engaged through a social community are six times more likely to pay a deposit and enrol in a university 26% of prospective and applying students expect to interact with the university through social media Interacting with other enrolling students on social media is very important to 33% of enrolling students 74% of students expect universities to have social capabilities Retention of international students who are socially engaged is 7% greater than those who aren’t socially engaged Using social media (such as twitter) for academic discussion can increase participating student GPAs by over 20% Alumni are twice as likely to read and share university news through social media compared to emails Successful use of social media in short-term fundraising campaigns (e.g. 40% referrals generated through social media) A key reason for the use of social media by 23-26% of people (including alumni) is to “make useful connections” Source: Uversity Trend Reports (2012-2013); Zinch; (2013) Noel-Levitz E-Expectation Report (2012); Council for Advancement of Education (2013); University of Kentucky Masters Theses by Allison Horseman (2011); QS Top Universities.com (2013) Note: Statistics are predominantly measuring US student sentiment but can be considered by UoR given the globalised nature of social media and convergence of usage
  10. 10. #SMTLive SOCIAL INTELLIGENCE used in strategy planning, MSF’s and creative briefs to hone in on marketing objective and audience used to optimize during execution and evaluate post campaign. CREATIVE BRIEF EXECUTIONSTRATEGY PLANNING EVALUATION THE SOCIAL INTELLIGENCE PROGRESSION Social intelligence can provide data at every stage of the marketing process
  11. 11. PAGE 11 Social Data is Representative People Share Everything People Trust Others Online Unsolicited Data Global Data is Not Just Conversational Sampled at Point of Experience THE SOCIAL DATA ADVANTAGE The Value of Social Data for Marketing Intelligence
  12. 12. #SMTLive Segments • What brands do Millennials love • What concerns do small business owners have? • What pain points do the affluent have when they travel? Competitive Research • Gain knowledge of how developers view Visa compared to the competition • Understand competitors small business presence and campaigns Understanding Influence • Articulate the role of influencers in enabling brands to tap into cultural phenomenon • Help understand which influencers would be most impactful for a marketing campaign Attitudinal & Behavioral • Understand how consumers feel about carrying cash at an event • What encourages a consumer to use credit over cash? WHERE AND WHEN APPLICABLE The possibilities for when and where the data can be used are endless
  13. 13. PAGE 13 MAKING IT HAPPEN- UNDERSTANDING THE DEVELOPER COMMUNITY
  14. 14. PAGE 14 48K Twitter followers discussed payment technology between April 2013-March 2014 1/3 Self-identified as developers in their Twitter bios Methodology 15K Developers 140K Twitter followers were pulled from 35 Top Developer Outlets Competitors
  15. 15. PAGE 15 • To surface top mentioned solutions and frustrations • To analyze how different segments discuss development in general Methodology Developer Panel SegmentationOverall Visa Developer Panel Divided into key segments eCommerce/Payments Software Enterprise/Partner Merchants Mobile Apps and Game Developers Mobile Network Operators Payment Hardware Manufacturers Phone Manufacturers Small/Mid Size Business Owners Financial Services Overall Conversation Only Relevant Conversations Data is pulled from WCG’s Visa Developer Custom Search database from July 31st, 2013 through August 1st, 2014. • To determine main topics of discussion around digital payment • To analyze brand perception via sentiment Analyzed using: Analyzed using:
  16. 16. PAGE 16 Developer Perception 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Challenges Neutral Positive Top Frustrations Inflexibility of API Top Positives Role as a Large Player Product Level Sentiment Overall Visa Developer Sentiment 0% 5% 10% 15% 20% BLE HCE Open Source NFC Info Sharing Info Seeking Personal Opinions % of Overall Developer Conversation 18% 4% 3% 3% Top Solution Topics
  17. 17. PAGE 17 Content Gap - Visa vs. Developer Conversation • . 0% 2% 4% 6% 8% 10% 12% 14% 16% mobile app nfc android api device sdk security wallet users ble easy pci retail web common ecommerce integrate hardware customer fee setup hce cloud contactless gateway value Keyword Frequency for Visa vs. Overall Developer Conversation Overall Visa % from Sample of Top Keywords for Both Groups Easy & Seamless Fee vs. Value Android SDK
  18. 18. PAGE 18 Brand Message vs. Developer Conversation Alignment AlignmentScore 0.0608 0.0675 0.0870 0.0907 0.0955 0.1012 0.1024 0.1117 0.1202 0.00 0.02 0.04 0.06 0.08 0.10 0.12 0.14 Brand (x-axis values are constant) Braintree & Stripe both praised for their ease of use and good API documentation. Perceived to be responsive to direct input from developers on Twitter. A properly integrated in-app payments solution, a move towards a common payments API for use across mobile and web.
  19. 19. PAGE 19 Outcomes and Next Steps • Refocusing product efforts • New approach to content • New voice to speak to the community • Differentiated from competitors
  20. 20. Enterprise Social: Segmenting Your Data For The Best Customer Experience October 27, 2015 Social Media Today Best Thinkers Webinar
  21. 21. ®® Leader Networks is a strategic research and consulting firm that helps organizations develop social business strategies, create and grow online communities, and lead social marketing strategies and operations. 21
  22. 22. ®® We’ve Helped Many Organizations Around The World
  23. 23. ®® Stages of Social Value Creation Create Vision/Goals Target & Segment Audience Build Value Proposition Architect Performance Measurements Benchmark Competition & Best of Breed Determine Brand Positioning Identify Tools
  24. 24. ®® Step 1: Know Your Goals 24 Prioritized Goals (example) Audience Segmentation Success Measures / Metrics Raise awareness of products or services Which product or service among which audience segment? How will you know when it is happening?
  25. 25. ®® Who you serve determines the social engagement model, approach and tools. 25
  26. 26. ®® One Size Fits All Doesn’t Fit Anyone Well 26 Phase I Audience 60% of effort Phase II Audience 30% of effort Phase III Audience 10% of effort Examples of data sources: Social media data; site analytics; sales CRM; event attendance; support CRM; NPS scores; product usage data…
  27. 27. ®® Step 2: Identify the Highest Priority Audience 27 Audience Type Needs (H/M/L) Market size US or International? Female consumers who care about social good that live in rural US geographies CIOs of mid to large organizations in the tech sector
  28. 28. ®® Step 3: Define Your Success Measures & Metrics 28 Prioritized Goals Audience Segment Success Measures / Metrics Raise awareness of specific products or services % increase in requests for information Raise visibility of company, specific products, services or thought leaders # of views, # press mentions, growth in engagement, increase in organic search rankings Increase sales of specific products and services # leads generated # sales made through store (if applicable) # of product or service brochures downloaded This is the key to unlock relevant success measures
  29. 29. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  30. 30. #SMTLive Our Speakers Jessica Williams is global innovation marketing and analytics leader at Visa. Jessica is focused on digital and social activation and measurement across brand, b2b and corporate marketing. Jessica designs and executes innovative digital and social marketing programs in order to enhance brand equity, achieve revenue initiatives, increase market share, differentiate products, and drive robust marketing, communications, and business strategy. @MediaMetricsGal Kat Mandelstein is currently the Social Business lead on the PwC UK Digital Experience Centre team. She was previously the Director of Social Business Strategy for Ant's Eye View, a consulting firm acquired into PwC Digital in the US. Prior to that Kat oversaw the Worldwide Demand System, Digital and Demand Programs for Social Business and IBM Collaboration Solutions on a global basis. Kat has been a pioneer in launching successful multi-channel, digital and social media marketing efforts, as well as developing dedicated web communities since the early days of the Web. Kat spent 5 years on the Global Board of Social Media Club and is on the W3C Steering Group for Social Business Standards. @KatMandelstein Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Vanessa DiMauro is a trusted business advisor, and founder and CEO of Leader Networks, LLC, the world’s premier B2B social business consultancy. Vanessa helps organizations drive top line growth through innovative digital strategy design and thoughtful execution. Her experience as a social business executive spans over 15 years and her award-winning track-record is fueled by passion, experience and consistency. Vanessa's work has been covered by leading publications such as the New York Times, the Wall Street Journal and CIO Magazine and she was recently named a Social Marketing Master by Forbes. @VDimauro
  31. 31. #SMTLive Thank You to Our Sponsor @ActOnSoftware
  32. 32. #SMTLive Upcoming Webinar November 3rd Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Your Marketing Strategy

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