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Accelerating Social Maturity

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Neolane, Inc.
Neolane, Inc.

The document discusses how data-driven strategies can help companies mature their social media marketing efforts. It outlines a strategic roadmap for social marketing adoption that involves establishing goals, building social media presence and listening to audiences, gaining social opt-ins, engaging in integrated cross-channel conversations, and using customer data to personalize campaigns. The roadmap provides a pragmatic approach for companies to increase their social media ROI over time.

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Accelerating Social Maturity How Data-Driven Strategies Transform Your Marketing from Social Experimentation to Top-Line Results Copyright Neolane | 2010 Neolane Interaction presentation – Confidentiel |
Housekeeping To submit a question please use the Q&A feature on the right-hand side of the screen. Please submit any technical difficulties through the chat feature. To tweet about this event please use the following hashtag: Copyright Neolane 2010 # Convmktg @Forrester @Neolane @Repackaged
Today’s Speakers Zach Hofer-Shall Mathieu Hannouz Copyright Neolane 2010 Analyst Senior Product Marketing Manager @Repackaged @Neolane @Forrester @ZNH
 
Accelerating Social Maturity: How Data-Driven Strategies Transform Your Marketing Zach Hofer-Shall Analyst Forrester Research July 12 th , 2011 #CONVMKTG @znh
Firms know the power of social media But today, most lack social marketing maturity
Agenda The growing power of social media The rise of the empowered organization How data drives social marketing maturity Recommendations
 
 
Social media is more popular than online video November 2010 “Fight Social Media Stagnation”
Social media isn’t just about Tweeting 2010 “Introducing The New Social Technographics®” US Online Adults 23% 31% 33% 19% 59% 58% 19%
The internet is search, search is social
Mobile is inherently social
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
500 billion impressions
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).
Marketers know they must embrace social media, but few companies achieve social maturity June 2011 “Accelerating Your Social Maturity”
The rise of the empowered organization
Before social media, companies had it easy
But now, customers talk to each other – in public
Social media enables interconnected communication
Social grows into the business world
Social maturity requires empowered employees November 2010 “Welcome To The Empowered Era” Empowered employees require data
How data drives social marketing maturity
Social media creates a global focus group 1
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
Social media data provides instant customer feedback Unsolicited Solicited Structured Unstructured
Social media data is both qualitative and quantitative Qualitative Quantitative “ Stupid Car Insurance Company (rant)”
Right now Yesterday Tomorrow Dynamic measurement 2
Measurement complicates social maturity June 2011 “Accelerating Your Social Maturity”
Use marketing data for adaptive marketing
Empower social strategy with customer data 3
Customer data allows for targeted 1:1 marketing
Customer data enables scalable customer support
Recommendations
Recommendations Start by evaluating available data: Create a system for collecting social media data – listen Determine the value of customer data from the database Connect data to social marketing strategies: Identify trends and insights from social media Use customer data to scale outbound social interactions Empower employees: Share qualitative insights with relevant employees Share quantitative metrics for teams before, during, and after campaigns Automate the process: Refine formalize your methodologies for using data in the social mix Speed up the process to encourage real-time action
Thank you Zach Hofer-Shall @znh blogs.forrester.com/zach_hofer_shall www.forrester.com
Accelerating Social Maturity 07/12/2011 Pragmatic Roadmap for Social Marketing Adoption Mathieu Hannouz (@repackaged)
About Neolane From Marketing to Social Marketing Pragmatic Roadmap for Social Marketing Adoption Agenda Copyright Neolane - 2011
Leading the Market in Defining the Space Conversational marketing technology to build and sustain one-to-one lifetime dialogues across both inbound and outbound channels
Redefining the Way Brands/Companies Engage with their Customers Roaming Customers, Splintered Channels
From Marketing to Social Marketing = + + = + = + (*) 91.2% of companies say acquiring new customers is their top priority CRM Sales Marketing Customer Service Marketing Acquire new customers Generate qualified leads Up-Sell existing customers Goals Measure Automate Execute Target Plan Process Social Marketing Customer Satisfaction Customer Experience Up-Sell existing customers (*) Acquire new customers (*) Generate qualified leads Goals Social Process Listen Understand Engage Measure/Adapt
A Strategic Roadmap to Social Marketing Timeline Value ROI 1 Establish Goals 2 Build and Listen Influence 3 Social Opt-In 4 Engage 5
A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Definition Increase Sales Dell Dell has generated $6.5 million in sales from Twitter alone 1 Establish Goals
A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Definition Gather Customer Feedback Starbucks Starbucks gave their consumers a voice resulting in over 50,000 product ideas 1 Establish Goals
A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Definition Increase Customer Satisfaction Comcast Comcast has helped over 150,000 customers through Social Media 1 Establish Goals
A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Definition Increase Awareness Coca Cola Coca Cola built its social presence resulting in more than 32,000,000 fans on Facebook 1 Establish Goals
A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Measurement Social Media ROI? Metrics vs KPI? Goals measurements should be on Customer Engagement 1 Establish Goals
A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
A Strategic Roadmap to Social Marketing Social Presence Audience Monitoring 2 Build and Listen
A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
A Strategic Roadmap to Social Marketing Goals to Measure Goals to Reach Social Media basics Social Forward and Sharing Social Campaigning Social Forward and Sharing Provide your audience with tools to share your content Influence 3
A Strategic Roadmap to Social Marketing Goals to Measure Goals to Reach Social Media basics Social Forward and Sharing Social Campaigning Social Campaigning Thursday Nights @ 6:30 PM Group drills and light workouts Saturdays @ 10 AM Group Long Runs Influence 3
A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
A Strategic Roadmap to Social Marketing Social Connect Social Connect Call-to-Action Social Campaigning Social Applications New Social Media Channels Social Opt-In 4
A Strategic Roadmap to Social Marketing Social Applications Social Connect Call-to-Action Social Campaigning Social Applications New Social Media Channels David Guetta’s Social Audience: 32,000,000 fans on Facebook 1,400,000 followers on Twitter 400,000 YouTube subscribers with more than 5000,000,000 total upload video views Social Opt-In 4
A Strategic Roadmap to Social Marketing Social Applications Social Connect Call-to-Action Social Campaigning Social Applications New Social Media Channels Social Opt-In Request Social Opt-In 4
A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
A Strategic Roadmap to Social Marketing Integrated Cross-Channel Conversation Follow-up message & confirmation Communication and Interest preferences Engage 5 Integrated Cross-Channel Conversation Targeted & Personalized Social Campaigning Social Advocacy Social Offers
A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
Neolane Social Marketing Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement Neolane Social Marketing = Social Media Features + Strategic Roadmap for Adoption Social Connect 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5

More Related Content

Accelerating Social Maturity

  • 1. Accelerating Social Maturity How Data-Driven Strategies Transform Your Marketing from Social Experimentation to Top-Line Results Copyright Neolane | 2010 Neolane Interaction presentation – Confidentiel |
  • 2. Housekeeping To submit a question please use the Q&A feature on the right-hand side of the screen. Please submit any technical difficulties through the chat feature. To tweet about this event please use the following hashtag: Copyright Neolane 2010 # Convmktg @Forrester @Neolane @Repackaged
  • 3. Today’s Speakers Zach Hofer-Shall Mathieu Hannouz Copyright Neolane 2010 Analyst Senior Product Marketing Manager @Repackaged @Neolane @Forrester @ZNH
  • 4.  
  • 5. Accelerating Social Maturity: How Data-Driven Strategies Transform Your Marketing Zach Hofer-Shall Analyst Forrester Research July 12 th , 2011 #CONVMKTG @znh
  • 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
  • 8.  
  • 9.  
  • 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
  • 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
  • 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
  • 36. Recommendations Start by evaluating available data: Create a system for collecting social media data – listen Determine the value of customer data from the database Connect data to social marketing strategies: Identify trends and insights from social media Use customer data to scale outbound social interactions Empower employees: Share qualitative insights with relevant employees Share quantitative metrics for teams before, during, and after campaigns Automate the process: Refine formalize your methodologies for using data in the social mix Speed up the process to encourage real-time action
  • 37. Thank you Zach Hofer-Shall @znh blogs.forrester.com/zach_hofer_shall www.forrester.com
  • 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
  • 40. Leading the Market in Defining the Space Conversational marketing technology to build and sustain one-to-one lifetime dialogues across both inbound and outbound channels
  • 41. Redefining the Way Brands/Companies Engage with their Customers Roaming Customers, Splintered Channels
  • 42. From Marketing to Social Marketing = + + = + = + (*) 91.2% of companies say acquiring new customers is their top priority CRM Sales Marketing Customer Service Marketing Acquire new customers Generate qualified leads Up-Sell existing customers Goals Measure Automate Execute Target Plan Process Social Marketing Customer Satisfaction Customer Experience Up-Sell existing customers (*) Acquire new customers (*) Generate qualified leads Goals Social Process Listen Understand Engage Measure/Adapt
  • 43. A Strategic Roadmap to Social Marketing Timeline Value ROI 1 Establish Goals 2 Build and Listen Influence 3 Social Opt-In 4 Engage 5
  • 44. A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
  • 45. A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Definition Increase Sales Dell Dell has generated $6.5 million in sales from Twitter alone 1 Establish Goals
  • 46. A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Definition Gather Customer Feedback Starbucks Starbucks gave their consumers a voice resulting in over 50,000 product ideas 1 Establish Goals
  • 47. A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Definition Increase Customer Satisfaction Comcast Comcast has helped over 150,000 customers through Social Media 1 Establish Goals
  • 48. A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Definition Increase Awareness Coca Cola Coca Cola built its social presence resulting in more than 32,000,000 fans on Facebook 1 Establish Goals
  • 49. A Strategic Roadmap to Social Marketing Goals Definition Goals Measurement Goals Measurement Social Media ROI? Metrics vs KPI? Goals measurements should be on Customer Engagement 1 Establish Goals
  • 50. A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
  • 51. A Strategic Roadmap to Social Marketing Social Presence Audience Monitoring 2 Build and Listen
  • 52. A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
  • 53. A Strategic Roadmap to Social Marketing Goals to Measure Goals to Reach Social Media basics Social Forward and Sharing Social Campaigning Social Forward and Sharing Provide your audience with tools to share your content Influence 3
  • 54. A Strategic Roadmap to Social Marketing Goals to Measure Goals to Reach Social Media basics Social Forward and Sharing Social Campaigning Social Campaigning Thursday Nights @ 6:30 PM Group drills and light workouts Saturdays @ 10 AM Group Long Runs Influence 3
  • 55. A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
  • 56. A Strategic Roadmap to Social Marketing Social Connect Social Connect Call-to-Action Social Campaigning Social Applications New Social Media Channels Social Opt-In 4
  • 57. A Strategic Roadmap to Social Marketing Social Applications Social Connect Call-to-Action Social Campaigning Social Applications New Social Media Channels David Guetta’s Social Audience: 32,000,000 fans on Facebook 1,400,000 followers on Twitter 400,000 YouTube subscribers with more than 5000,000,000 total upload video views Social Opt-In 4
  • 58. A Strategic Roadmap to Social Marketing Social Applications Social Connect Call-to-Action Social Campaigning Social Applications New Social Media Channels Social Opt-In Request Social Opt-In 4
  • 59. A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
  • 60. A Strategic Roadmap to Social Marketing Integrated Cross-Channel Conversation Follow-up message & confirmation Communication and Interest preferences Engage 5 Integrated Cross-Channel Conversation Targeted & Personalized Social Campaigning Social Advocacy Social Offers
  • 61. A Strategic Roadmap to Social Marketing Timeline Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Social Connect Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5
  • 62. Neolane Social Marketing Value ROI Goals Definition Social Presence Audience Monitoring Social Media basics Social Forward and Sharing Social Campaigning Integrated Cross-Channel Conversation Call-to-Action Social Campaigning Social Applications Targeted & Personalized Social Campaigning Social Advocacy New Social Media Channels Social Offers Goals Measurement Neolane Social Marketing = Social Media Features + Strategic Roadmap for Adoption Social Connect 1 Establish Goals 2 Build and Listen Influence Social Opt-In Engage 3 4 5