Nearly 100 years ago, the French Surrealists invented a game they called "Le Cadavre Exquis" ("Exquisite Corpse"), in which they would collectively create a story using words and images. Today, customers, partners, friends, competitors and others collectively write and share the stories of organizations with which they interact. In this session, industry analyst Susan Etlinger will share examples of how both startups and established brands use social data to create a most holistic picture of their customer's needs, wants and aspirations, and how startup entrepreneurs can use this data to build their brands and develop mutually valuable and sustainable relationships.
8. 8
The average consumer sees c. 3,000
brand impressions a day. Media is
and will continue to converge as
brands are challenged to intercept
this elusive customer, regardless of
medium, channel or time of day
When it comes
to business, we
are
horriblestorytell
ers.
Image by George Rexusedwith Attribution as directed by Creative Commons
hhttp://www.flickr.com/photos/rogersg/6675552743
9. 9
The average consumer sees c. 3,000
brand impressions a day. Media is
and will continue to converge as
brands are challenged to intercept
this elusive customer, regardless of
medium, channel or time of day
The average
consumer sees
approximately
3,000 brand
impressions
every. single.
day.
Image by George Rexusedwith Attribution as directed by Creative Commons
hhttp://www.flickr.com/photos/rogersg/6675552743
10. 10
The “it’s all about
me” model
doesn’t work in
the social, digital,
connected world.
The Marketing Funnel
Awareness
Consideration
Conversion
11. Focus on Relationships, Not Transactions
11
Transactional
Occasional
Impersonal
Short-Term
Loyal
Constant
Authentic
Long-Term
15. Image by MadhavaEnros used with Attribution as directed by Creative Commons
http://www.flickr.com/photos/menros/84195844/
You’re also going to
need a map.
18. Awareness
Stakeholder findings
• Signals that convey that
someone is likely aware of
your brand, service or
content.
Characteristics
• Can we make a reasonable
presumption that the
reader has seen our post?
• What digital actions
suggest that presumption
to be true?
Thought Starter
Questions
• Clicks
• Impressions
• Plays
• Views
Typical Metrics
19. Section 1.
Project Overview
CaseExample
Awareness
Capitalizing on pop culture’s zombie
craze, the CDC creates a comic book-
like readiness guidecharting what to
do incase of an outbreak. The blog
post introducing the guide went viral,
skyrocketing traffic so high, their
servers crashed.
20. Consideration
Stakeholder findings
• Signals that convey that
someone interested in the social
post or brand.
Characteristics
• Has she taken a digital action to
learn more about the post or
product?
• Has she placed the post in her
feed or shared the post with her
network?
• Has she posted a question or
opinion about it?
Thought Starter
Questions
• Click-throughs,Views (80%)
• Pins/Repins
• Fans, Favorites, Likes, Shares,
Comments, Questions
• Subscribes, Downloads, Embeds
• Bookmarks
• Add to Shopping Cart, time on
site
Typical Metrics
21. Section 1.
Project Overview
CaseExample
Consideration
The power of anecdote + metrics
Social media frees SAP sales team to
focus on lower-funnel activities,
improving productivity and close rate.
Social media has changed the point at
which many sales professionals begin to
engage with prospects, because it helps
prospects to “self-qualify” by engaging
with others in SAP communities early in
their decision process.
22. Conversion
Stakeholder findings
• Signals that convey that
someone has purchased
the product (B2C) OR is
willing to be contacted by
a sales representative
(B2B)
Characteristics
• If B2B, has she
downloaded content and
shared contact
information or willingness
to be contacted?
• If B2C, purchase
Thought Starter
Questions
• B2B
• Downloads, Subscribes
• B2C
• CompletedTransactions
Typical Metrics
23. Section 1.
Project Overview
CaseExample
Conversion
Customers scan QR codes to purchase products for same day delivery.
More than 10K consumers visited the Home Plus mall using their
smartphones. New members rose by 76% after the first implementation
and online sales increased by 130%.
Tesco unveils first
interactive digital
grocery in Seoul
subway
24. Customer Experience
Stakeholder findings
• Signals that convey the quality of a
customer’s experience
Characteristics
• What can we learn about the our
customers’ experience via digital
channels?
• How does it vary over time? By
competitor? By product?
• How does it differ from customer sat
scores?
Thought Starter
Questions
• Topic sentiment
• Volume of identified/resolved
requests in social networks
• Blind spots identified and resolved
• Sentiment vs customer satisfaction
or NPS
• Timeliness of response
• Review sentiment/score
Typical Metrics
26. Loyalty
Stakeholder findings
• Signals that convey that a
customer is a loyal fan of the
brand
• Alternatively, signals that
convey that a customer is a
detractor
Characteristics
• What signals can we detect
that suggest a customer or
prospect is loyal to our brand?
• How do they share, with
whom, and with what
sentiment?
• Do you have to be a customer
to be loyal?
Thought Starter
Questions
• All of the below, with positive
sentiment, over time:
• Shares,Comments, Embeds
• Pins/Repins
• Fans, Favorites, Likes
• Subscribes, Downloads
• LTV
Typical Metrics
27. Section 1.
Project Overview
CaseExample
Loyalty
In this example, IHG and Chase co-
created a Visa card from inception to
marketing with 300 members, over a
12-month period, resulting in 30K
conversation contributions. The
campaign delivered an 80% increase
in accounts over previous
campaigns, and 5K existing
customers who requested an
upgrade.
28. Advocacy
Stakeholder findings
• Signals that that a person
is a strong and public
supporter of your brand
Characteristics
• What signals can we
detect that suggest a
person is a brand advocate
• Do you have to be a
customer to be an
advocate (or detractor)?
Thought Starter
Questions
• Largest sources of positive
sentiment (reach +
reputation)
• Largest source of
customer referrals
• “Social” customer value
Typical Metrics
29. Section 1.
Project Overview
CaseExample
Advocacy
Business
Service. metrics-driven, adaptive culture
Product
Short sales cycle, low(er) consideration
service
Media
Paid, earned, owned
Customer
Mixed B2B/B2C; Highly social consumer and
business customer
Measurement Strategy
Deeply integrated with Facebook; uses URL
tracking to measure business outcomes.
“The transaction is the most sacred part
of the funnel, but we’re optimizing all
parts of the funnel. For example, if you
look at total attendee sharing, 60% of
sharing occurs after the purchase.
One in 100 people who look at an event
page before purchase share it, while 1 in
10 share it after purchase. And a post-
purchase share drives 20% more ticket
sales than a pre-purchase share.”
−Tamara Mendelsohn,VP Marketing
30. A Holistic Strategy
UGC-supported
microsites
Burberry “Acoustic”
artist showcase
Online community
UGC-created media
(videos, ads) Build-Your-Own-
TrenchcoatApp
Engages directly
with consumers &
influencers
‘Runway to Reality’
live steam
31. “Love is when you meet someone
who tells you something new about
yourself.”
− André Breton
31
32. Susan Etlinger
susan@altimetergroup.com
susanetlinger.com
Twitter: setlinger
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources
believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use
of the information. The authors and contributors of the information and data shall have no liability for errors or omissions
contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name,
trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or
contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are
subject to change without notice.
33. 33
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue
new opportunities and business models.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
ABOUT US
Editor's Notes
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The average consumer sees approximately 3,000 brand impressions every day
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Disparate SourcesHighly VolatileNew BehaviorsLanguage & SentimentLack of Standards
Disparate SourcesHighly VolatileNew BehaviorsLanguage & SentimentLack of Standards