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@DrNatalie Petouhoff (Pet-a-dog)
DoctorNatalie@gmail.com
@drnatalie
Who	
  Will	
  Lead	
  the	
  Revolu/on	
  In	
  
Social	
  Media	
  &	
  Big	
  Data?	
  
x	
  
Business	
  vs.	
  IT…	
  
www.DrNatalieNews.com	
  
Brought	
  to	
  you	
  by:	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Agenda	
  today	
  
– What	
  are	
  the	
  objec,ves	
  for	
  social	
  media	
  &	
  BIG	
  
Data?	
  
•  For	
  the	
  Front	
  Office	
  (Adver,sing,	
  Marke,ng,	
  PR,	
  
Customer	
  Service,	
  Innova,on…	
  =	
  Line	
  of	
  
Business)	
  
•  For	
  the	
  Back	
  Office	
  (IT,	
  Admin…)	
  
– How	
  Can	
  IT	
  Help	
  the	
  LOB	
  (Line	
  of	
  Business)	
  with	
  
those	
  objec,ves?	
  
– What	
  metrics	
  &	
  KPIs	
  maRer?	
  
– What	
  will	
  the	
  future	
  look	
  like	
  for	
  businesses?	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
PWC Management Consultant
Top Forrester
Customer Service,
Social Media, CRM
Analyst
Chief Strategist for Social Media &
Digital Communications
PR & Marketing Agency
Dr. Natalie’s Background
Analyst Rankings:
Instructor at Center for Entertainment, Media
and Sports Summer Institutes at UCLAAnderson
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
 	
  
What	
  is	
  Social	
  Media?x	
  
How	
  is	
  it	
  related	
  to	
  BIG	
  DATA?	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
KeyNote: Who Will lead the Revolution in Social Media and Big Data? IT or The Business? Marketing, PR, Sales, etc...
THERE’S A
NEW WAVE
OF BUILDING
Successful
COMPANIES
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
7
Logos were static
They didn’t talk
They didn’t have conversations
They didn’t engage
They were what
helped
defined a brand
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
8
Web 2.0
Changed it alli.e., the ability for customers to have two-way
conversations online with other customers and
companies….
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
GO BACK IN TIME…
PEOPLE WERE PREDICTING THIS…
There would be…
A place in time
Where the customer‘s voice
The employee’s voice
Would start to mean something…
And there would be an enabling technology
We are here now…
This is the opportunity for businesses…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights ReservedCopyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Companies are part of
customer’s
Digital
EXPERIENCES
Take	
  for	
  instance	
  	
  
THE	
  “ENGAGEMENT”	
  ON	
  
George	
  Takei’s	
  facebook	
  page	
  
>3M	
  Talking	
  About	
  This	
  
@drnatalie	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Let’s	
  look	
  
aT	
  one	
  of	
  the	
  
photos	
  he	
  
shared…	
  
179,224	
  Likes	
  
313,953	
  Shares	
  
@drnatalie	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Here’s a Video Map of Engagement:
How 1 Piece of Content Gets Shared
*To	
  see	
  the	
  video	
  &	
  sharing	
  in	
  ac,on	
  go	
  to:	
  
hRps://vimeo.com/50730773	
  
•  Starts from George
•  People share it
•  Shares spawn new shares
hRp://www.facebookstories.com/stories/2200/data-­‐visualiza,on-­‐photo-­‐sharing-­‐explosions	
  
The	
  two	
  colors	
  are	
  gender	
  
July	
  to	
  September	
  2012	
  	
  
	
  
And within these digital / Social experiences
People are Acting on Content	

This	
  thing	
  called	
  “engagement”	
  really	
  boils	
  down	
  to	
  people	
  sharing	
  content…	
  	
  	
  
That’s	
  what	
  is	
  causing	
  the	
  
BIG	
  DATA	
  Explosion	
  
People	
  share:	
  posts,	
  status	
  updates,	
  pictures	
  videos...	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
With	
  >3.5B	
  pieces	
  	
  
of	
  content	
  Shared	
  /	
  Week	
  
How	
  can	
  LOB	
  &	
  IT	
  	
  
make	
  sense	
  of	
  all	
  this?	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
in
SOCIAL & DIGITIAL
INTERACTIONS…
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
We	
  hear	
  all	
  the	
  hype	
  that	
  social	
  is	
  good	
  at	
  
increasing	
  loyalty,	
  advocacy	
  and	
  referrals.	
  	
  
But	
  many	
  of	
  the	
  brands	
  I	
  work	
  with	
  	
  
are	
  disappointed	
  in	
  their	
  results	
  
@DrNatalie 	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
By
Dr. Natalie Petouhoff
Speaker &
Leading Industry Authority
On Leadership, Motivation,
Change, High Powered Teams,
Social Media for Business &
Social Media ROI
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
AVer	
  working	
  with	
  brands,	
  	
  
I	
  realized	
  there	
  need	
  to	
  be	
  a	
  way	
  to…	
  
•  Get	
  real,	
  accelerated	
  business	
  results	
  from	
  social	
  	
  
•  Reduce	
  the	
  poli,cs	
  and	
  get	
  consensus	
  on	
  best	
  next	
  steps	
  
•  Make	
  smarter	
  decisions	
  and	
  align	
  your	
  team	
  with	
  goals	
  
@DrNatalie 	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
20
What	
  the	
  business	
  needs	
  is	
  to	
  know	
  
	
  where	
  they	
  stand	
  
with	
  respect	
  to	
  best	
  pracXces	
  
	
  
•	
  Do	
  more	
  of	
  the	
  right	
  things	
  
	
  
•	
  Put	
  structure	
  around	
  what	
  is	
  unstructured	
  
	
  
•	
  Benchmark	
  “As	
  Is”	
  	
  
	
  
•	
  Create	
  a	
  strategy	
  and	
  plan	
  
	
  
•	
  Track	
  the	
  progress	
  
	
  
•	
  Gather	
  the	
  right	
  metrics	
  	
  
	
  
•	
  Create	
  and	
  sustain	
  a	
  world-­‐class	
  customer	
  experience	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
So	
  you	
  can	
  know	
  when	
  you	
  	
  
are	
  doing	
  the	
  best	
  you	
  can	
  	
  
LISTEN	
  =	
  100	
  
	
  
LEARN	
  =	
  200	
  
	
  
ENGAGE	
  =	
  300	
  
	
  
INTEGRATE	
  =	
  400	
  
	
  
OPTIMIZE	
  =	
  500	
  
	
  
What’s	
  your	
  company’s	
  score?	
  	
  
Social	
  Media	
  and	
  Big	
  Data	
  Capability	
  Calculator	
  	
  
ssss	
  
LOB needs
help to
TAKE
THE
CHAOS
TO
ORDER
@drnatalie
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
5	
  
	
  
	
  
	
  
•  Where	
  are	
  we	
  on	
  the	
  Social	
  Media	
  /	
  BIG	
  Data	
  
Adop@on	
  Curve?	
  
•  What	
  steps	
  do	
  I	
  take	
  to	
  get	
  to	
  the	
  next	
  level?	
  
•  How	
  do	
  I	
  jus@fy	
  these	
  next	
  steps?”	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Step	
  1:	
  Gather	
  Insights	
  by	
  
Monitor	
  &	
  Listening	
  	
  
Step	
  4:	
  Crea,ng	
  
Engaging	
  Content	
  
Step	
  3:	
  Finding	
  Your	
  
Audience	
  
	
  
Step	
  5:	
  Designing	
  
S,cky	
  Interac,ons	
  
Step	
  6:	
  Stop	
  the	
  Poli,cs;	
  
Gain	
  Org	
  Alignment	
  
Step	
  2:	
  Crea,ng	
  a	
  
Measurement	
  Program	
  
A	
  Created	
  Strategy	
  for	
  
Social	
  Media	
  /	
  Big	
  Data	
  	
  
24	
  
7	
  Steps	
  To	
  Fast	
  Track	
  Success	
  	
  
Step	
  7:	
  Iterate	
  and	
  Pivot	
  
Based	
  on	
  the	
  	
  
UCLA	
  Anderson	
  Course	
  
Step	
  1:	
  	
  
Gather	
  Insights	
  by	
  Monitoring	
  &	
  Listening	
  	
  
Step 2:
Measurement
Step 3:
Audience
Level 4:
Content
Step 5:
Interaction
Level 6:
Organizational
Alignment
The	
  problem	
  the	
  LOB	
  is:	
  
…they	
  suffer	
  from	
  the	
  Rodney	
  Dangerfield	
  
Affect…	
  
	
  
…	
  They	
  don’t	
  get	
  enough	
  respect…	
  
	
  
…They	
  are	
  not	
  empowered	
  with	
  budget	
  and	
  
resources	
  to	
  make	
  the	
  changes	
  they	
  know	
  
they	
  want	
  to	
  &	
  the	
  company	
  needs	
  to	
  
make…	
  
	
  
…Don’t	
  always	
  have	
  the	
  support	
  of	
  senior	
  
leadership…	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Does	
  the	
  company:	
  
•  Use	
  social	
  media	
  monitoring	
  tools?	
  
•  Do	
  they	
  listen	
  to	
  the	
  word-­‐of-­‐mouth	
  in	
  social	
  networks?	
  
•  What	
  do	
  they	
  do	
  with	
  informa,on	
  they	
  learn?	
  
Step	
  1:	
  	
  
Gather	
  Insights	
  by	
  Monitoring	
  &	
  Listening	
  	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Most	
  everything	
  the	
  
business	
  needs	
  to	
  
know…	
  	
  
•  What’s	
  working	
  
•  What’s	
  not	
  working	
  	
  
•  What	
  would	
  be	
  beRer	
  if…	
  
	
  	
   Can	
  be	
  seen	
  in	
  	
  
social	
  networks…	
  
Step	
  1:	
  	
  
Gather	
  Insights	
  by	
  Monitoring	
  &	
  Listening	
  	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
How IT can Help LOB
Step	
  1:	
  Gather	
  Insights	
  by	
  Monitoring	
  &	
  Listening	
  	
  
Best	
  PracXces	
  are:	
  
•  Using	
  real-­‐,me	
  monitoring	
  data	
  to	
  
manage	
  the	
  business	
  	
  
•  We’ll	
  take	
  a	
  look	
  at	
  a	
  case	
  study	
  in	
  the	
  
next	
  sec,on	
  by	
  Crimson-­‐Hexagon	
  
•  Share	
  that	
  informa,on	
  with:	
  
•  Execu,ves	
  (CEO,	
  COO,	
  VPs,	
  Directors…)	
  
•  Func,onal	
  Departments	
  
•  PR,	
  Marke,ng,	
  Sales,	
  Service,	
  
Produc,on	
  Innova,on…	
  
•  A	
  digital	
  dashboard	
  for	
  real-­‐,me	
  
monitoring,	
  listening,	
  interac,on,	
  
engagement	
  	
  	
  
	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
The	
  problem	
  the	
  LOB	
  is:	
  
	
  
…	
  Measure	
  the	
  wrong	
  things…	
  
	
  
…Drive	
  the	
  wrong	
  behaviors:	
  AHT…	
  
	
  
…	
  Haven’t	
  set-­‐up	
  measurement	
  program	
  to	
  give	
  
aRribu,on	
  to	
  social	
  media…	
  	
  
	
  
….Don’t	
  know	
  how	
  to	
  measure	
  social	
  media…	
  
	
  
Step	
  2:	
  CreaXng	
  a	
  Measurement	
  Program	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Metrics	
  and	
  KPIs	
  Are	
  the	
  same	
  as	
  
tradiXonal	
  Business	
  metrics	
  &	
  KPIs	
  
•  Adver,sing,	
  PR	
  and	
  Marke,ng	
  and	
  Sales	
  
•  Increase	
  posi,ve	
  sen,ment	
  
•  Increase	
  share	
  of	
  voice	
  	
  
•  Increase	
  awareness,	
  interest,	
  considera,on,	
  intent	
  
•  Increase	
  lead	
  conversions	
  rates	
  and	
  sales	
  
•  Customer	
  Service	
  
•  Reduce	
  Call	
  Volume,	
  Inc	
  FCR,	
  AHT,	
  Posi,ve	
  WOM	
  
•  If	
  we	
  do	
  all	
  the	
  right	
  
•  Loyalty,	
  Brand	
  Advocacy	
  and	
  Referrals	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Best	
  pracXces	
  means	
  having:	
  
•  Clear	
  objec,ves,	
  goals,	
  outcomes	
  
•  Building	
  business	
  cases	
  
•  A	
  Measurement	
  prac,ce:	
  	
  
•  Efficiency	
  &	
  Effec,veness	
  of	
  
•  Tradi,onal	
  metrics	
  	
  
•  Interac,ve,	
  social,	
  mobile…	
  
•  Can	
  calculate	
  the	
  ROI	
  	
  	
  
	
  
Step	
  2:	
  Crea,ng	
  a	
  
Measurement	
  Program	
  
Step	
  2:	
  CreaXng	
  a	
  Measurement	
  Program	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
MANY SCHOLARS
HAD ADVOCATED TO
LISTEN TO
CUSTOMERS,
EMPLOYEES,
PARTNERS…
As an engineer I…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
GO BACK FURTHER…	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
CASE STUDY:
HEALTHY SNACKING & KIDS
•  PRODUCT CREATION
•  CAMPAIGN PLANNING
•  PRODUCT LAUNCH &
•  PRODUCT MARKETING
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
This company wanted what customers thought….
•  Concerns parents have providing kids a healthy diet…
•  What factors drive purchase decisions and habits?
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
THEY	
  HEARD…	
  
• 	
  	
  What	
  her	
  customers	
  were	
  saying	
  in	
  social	
  media	
  
	
  
• 	
  What	
  employees	
  were	
  saying	
  in	
  social	
  media	
  
	
  
• 	
  Used	
  Crimson-­‐Hexagon	
  –	
  Social	
  Media	
  Monitoring	
  
Tool	
  
	
  	
  
• 	
  Gathered	
  screenshots	
  
• 	
  Put	
  them	
  in	
  a	
  powerpoint	
  
	
  
• 	
  Gave	
  them	
  to	
  the	
  CEO	
  	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
WE	
  CALL	
  THE	
  
ABILITY	
  OF	
  
CUSTOMERS	
  TO	
  
FREELY	
  TALK	
  
ABOUT	
  A	
  
COMPANY	
  AND	
  
THEIR	
  PRODUCTS	
  
&	
  SERVICES…	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
WE	
  CALL	
  THAT…	
  
The	
  Witness	
  Factor™	
  
	
  
Having	
  a	
  witness	
  is	
  changing	
  the	
  
behavior	
  of	
  companies	
  	
  
-­‐-­‐	
  especially	
  in	
  customer	
  service	
  
	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
SHE	
  TOOK	
  CHARGE	
  OF	
  THE	
  	
  
CUSTOMER	
  /	
  EMPLOYEE	
  FEEDBACK…	
  
	
  
The	
  CEO	
  appointed	
  her	
  the	
  lead…	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
NutriXon	
  
Allergies	
   Top
Conversations
Convenience
Taste	
  	
  
Not
as High	
  
The Social Media Monitoring showed the
Healthy in Kids Snack Foods:
More Effectively Resonates
with Parents
over Taste & Convenience
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
And lead to a transform Their
Marketing…
With less
–  Politics and resistance
– “Not invented here” or “not my problem”
– Because it was based on – data…
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
This type of crowd-sourced
information can lead to
transformation of:
–  Product Development
–  Marketing
–  PR
–  Advertising
–  Sales
–  Customer Service
–  Fulfillment
–  Order Management
–  IT
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
How would you calculate ROI?
of customer feedback…
of employee feedback…
Chalk it up to the “Witness” factor
ROI	
  =	
  Benefits	
  -­‐	
  Costs	
  x	
  100	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Costs	
  	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
What are the benefits of
Creating products & services
with input from the “crowd”
Creating products customers asked for means…
•  Reducing the cost of PR & Marketing
•  Increasing the lead conversion rates
•  Reducing the cost of sales
•  Reducing returns and/or churn
•  Increasing customer lifetime value
•  Reduced employee attrition
•  Increased employee productivity
The So What is…
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
AND
Because the customer:
-  Feels heard
-  And they are getting what they need and want…
-  They have ownership towards a company’s product /
services because they had input into
-  Having their voice heard / being acknowledged drives
engagement…
–  Increased positive online ratings
–  Increased customer loyalty
–  Increased customer advocacy
–  Increased customer referrals via WOM
–  Increased sales
Chalk it up to the “Witness” factor
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
How would you calculate ROI?
Example calculation….
Chalk it up to the “Witness” factor
ROI	
  =	
  Benefits	
  -­‐	
  Costs	
  x	
  100	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Costs	
  	
  
Benefits:$500,000	
  
Increasing	
  leads	
  
Increasing	
  lead	
  conversion	
  rates	
  
Reducing	
  customer	
  acquisiXon	
  costs…	
  
Costs:	
  $80K	
  	
  	
  
People,	
  process	
  &	
  technology	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
ROI?
Chalk it up to the “Witness” factor
ROI	
  =	
  $500K	
  –	
  $80K	
  x	
  100	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  $80K	
  	
  	
  
ROI	
  =	
  525%	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
I	
  help	
  companies	
  
calculate	
  the…	
  
ROI	
  of	
  Social	
  Media	
  
Human	
  Capital	
  
InnovaXon	
  
With	
  Dynamic	
  
ROI	
  Visualizers	
  
Calculators	
  
&	
  
Dashboards…	
  
IT can Help LOB use data
to make better business decisions
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
The	
  problem	
  is	
  the	
  LOB…	
  
	
  
…Have	
  not	
  iden,fied	
  and	
  established	
  
rela,onships…	
  
	
  
…With	
  key,	
  target	
  audiences…	
  
	
  
…To	
  drive	
  beRer	
  customer	
  
experiences	
  &	
  loyalty,	
  advocacy	
  and	
  
referrals…	
  
	
  
	
  
Step	
  3:	
  Finding	
  Your	
  Audience	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
The	
  Goal	
  of	
  Step	
  Is	
  To…	
  
49	
  
…organically	
  drive	
  word-­‐of-­‐mouth	
  	
  
where	
  the	
  customer	
  genuinely	
  and	
  authen/cally	
  	
  
becomes	
  the	
  voice	
  of	
  the	
  brand	
  
and	
  shares	
  their	
  own	
  experiences	
  	
  
about	
  how	
  the	
  product	
  
has	
  changed	
  their	
  life	
  	
  
in	
  their	
  own	
  words	
  
which	
  will	
  result	
  in	
  organic	
  
advocacy,	
  referrals	
  and	
  loyalty	
  as	
  well	
  as	
  sales…	
  
“Markets	
  are	
  ConversaXons”	
  
-­‐	
  ClueTrain	
  Manifesto	
  
“78%	
  of	
  consumer	
  believe	
  other	
  consumers	
  like	
  
themselves	
  more	
  than	
  a	
  brand.”	
  
-­‐	
  Edelman	
  Trust	
  Barometer	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
YOU	
  CAN	
  REALLY	
  
GET	
  PEOPLE	
  
CONNECTED	
  
&	
  Engaged	
  
It	
  starts	
  with	
  a	
  	
  
brand	
  persona…	
  Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
When you stumble upon a good story, it will:
•  move you deeply
•  make you squirm
•  wake you up
•  make you want to share it with your best friend
•  make you want to rally to the cause
Once the relationship is created,
it leads to purchases in authentic way
unlike any other market technique.”
Top Creative Agencies Use Storytelling Content--
Social Media is a Storytelling Medium
—Neil White
President & CEO
BBDO Proximity
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Reason for good storytelling “content”
shows how your product will affect the lives of your buyers
•  Powerful, yet underutilized
•  Humanizes the brand
•  Creates emotional connection to
products
•  Creates the conversation with target
audience
•  Drives natural flow through the
marketing funnel
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Example of combining…
Brand Persona & Behavioral Interaction Characteristics
Example: LifeStudio
Product: External hardrives
Competition: Western Digital & Seagate
Collecting Data: Experts were saying,
“You don’t need the extra software that comes with the
device. It takes up storage room.”
53	
  
Step	
  3:	
  Finding	
  Your	
  Audience	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
The results of combining a Brand Persona & Behavioral
Interaction Characteristics
Who: Cool Iris
Their purpose: Help home consumers choose the right
device and use it and have fun
How they do that: The Cool Iris responds to tweets and
customers comments, issues, etc…
54	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Best	
  Prac,ces…	
  
The	
  interac,ons	
  are	
  so	
  
meaningful	
  that	
  it	
  creates	
  a	
  
galvanizing	
  bond…	
  
	
  
…And	
  Brand	
  Ambassadors	
  
•  Answer	
  ques,ons	
  	
  
•  Defend	
  the	
  brand	
  when	
  
an	
  online	
  crisis	
  starts	
  to	
  
brew…	
  
Step	
  3:	
  Finding	
  Your	
  Audience	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
IT	
  CAN	
  HELP	
  LOB	
  BY	
  Building	
  CRM,	
  
Social	
  CRM	
  Systems…	
  
•  Have	
  Social	
  Iden,,es	
  in	
  the	
  contact	
  
management	
  /	
  customer	
  record	
  
system	
  
•  Study	
  their	
  target	
  audiences	
  
•  Values,	
  biases,	
  attudinal	
  
behaviors,	
  psychographics,	
  
mo,va,ons	
  and	
  social	
  	
  
•  Always	
  uses	
  this	
  informa,on	
  
when	
  interac,ng	
  with	
  them	
  	
  
•  To	
  make	
  the	
  interac,ons	
  or	
  
events	
  or	
  offerings	
  relevant	
  to	
  
them	
  
Customer’s	
  	
  
Name	
  
Step	
  3:	
  Finding	
  Your	
  Audience	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
The	
  problem	
  is	
  that	
  with	
  content…	
  
	
  
…	
  it’s	
  not	
  relevant…	
  
	
  
….Does	
  not	
  help	
  customers	
  get	
  what	
  they	
  need…	
  
	
  
…	
  Doesn’t	
  answers	
  ques,ons,	
  provide	
  help,	
  how-­‐
to’s…	
  
	
  	
  
…	
  and	
  the	
  format	
  and	
  distribu,on	
  are	
  not	
  
effec,ve…	
  
Step	
  4:	
  CreaXng	
  Engaging	
  Content	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Content Marketing is
1. creating and distributing relevant & valuable content to:
•  Attract
•  Acquire and
•  Engage customers.
2. A very well defined target market audience with the
objective of driving profitable customer action.
58	
  
Ask yourself….
How will your content help your audience?
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
What’s	
  a	
  marketers	
  goal	
  of	
  	
  
creaXng	
  and	
  posXng	
  content?	
  
They	
  want	
  to	
  move	
  the	
  needle	
  on	
  typical	
  marke,ng	
  
metrics:	
  
– Increase	
  posi,ve	
  sen,ment	
  
– Increase	
  share	
  of	
  voice	
  	
  
– Increase	
  awareness,	
  interest,	
  considera,on,	
  intent	
  
– Increase	
  lead	
  conversions	
  rates	
  and	
  sales	
  
– Loyalty,	
  Brand	
  Advocacy	
  and	
  Referrals	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
But	
  how	
  can	
  marketers…	
  	
  
measure	
  engagement	
  	
  
and	
  	
  
know	
  if	
  what	
  the	
  content	
  they	
  are…	
  	
  
CreaXng	
  &	
  PosXng	
  
	
  is	
  working?	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
CreaXng	
  content	
  that	
  engages	
  
customers	
  requires	
  something	
  new…	
  
Interest	
  graph,	
  based	
  on	
  
the	
  your	
  customer’s	
  
collec,ve:	
  
• 	
  Ac,ons	
  
• 	
  Interests	
  
• 	
  Behaviors….	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
@drnatalie	
  
Brands	
  in	
  this	
  Report	
  	
  
• 	
  Mercedes	
  Benz	
  
• 	
  Audi	
  
• 	
  Jaguar	
  
• 	
  Lexus	
  
• 	
  BMW	
  USA	
  
• 	
  Infini,	
  
• 	
  Volvo	
  
hRp://bit.ly/AutoSummit2013	
  	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Highest	
  Engagement?	
  
•  Overall	
  Avg	
  Engagement:	
  Mercedes	
  Benz	
  
•  Avg	
  Facebook	
  Engagement:	
  Mercedes	
  Benz	
  
@drnatalie	
  
hRp://bit.ly/AutoSummit2013	
  	
  
@drnatalie	
  
Highest	
  Engagement?	
  
•  Twioer:	
  Audi	
  
hRp://bit.ly/AutoSummit2013	
  	
  
What	
  Type	
  of	
  Content	
  	
  
Do	
  You	
  Think	
  is	
  	
  
Most	
  shared?	
  
• Links	
  
• Videos	
  
• Photos	
  
• Status	
  Updates	
  
• Offers	
  
• Music	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Photos	
  
Video	
  
Type	
  of	
  Content	
  Most	
  shared:	
  
PHOTOS	
  
Offer	
  What	
  type	
  of	
  content	
  is	
  your	
  brand	
  creaXng	
  the	
  most	
  of?	
  
Is	
  that	
  the	
  best	
  choice?	
  
	
  
@drnatalie	
  
Type	
  of	
  
Content	
  
#	
  of	
  
InteracXons	
  
Photos	
   3001	
  
Videos	
   960	
  
Links	
  	
   8	
  
Status	
  Update	
   20	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
@drnatalie	
  
What	
  Day	
  is	
  the	
  best	
  	
  To	
  
Post	
  content?	
  	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Right	
  Day	
  to	
  share	
  content?	
  
Photos	
  &	
  Videos	
  On	
  Thursday	
  
For	
  the	
  highest	
  engagement	
  @drnatalie	
  
hRp://bit.ly/AutoSummit2013	
  	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
@drnatalie	
  
WHAT’S	
  THE	
  	
  
TOP	
  TRENDING	
  CONTENT?	
  
	
  
	
  
WITH	
  3.5B	
  PIECES	
  OF	
  CONTENT	
  
SHARED	
  PER	
  WEEK…	
  
NEED	
  A	
  BIG	
  DATA	
  CRUNCHER	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Top	
  Trending	
  Nissan	
  Content	
  
With	
  the	
  highest	
  engagement	
  @drnatalie	
  
hRp://bit.ly/AutoSummit2013	
  	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
@drnatalie	
  
WHAT	
  IS	
  A	
  BRAND’S	
  BEST	
  
AFFINITY	
  BRAND	
  CONTENT?	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
•  This is content that has already been shared
and vetted by your fans and fans similar to
your brand….
•  So you know it’s the top trending content…
•  And you can repurpose the content and
reduce your content spend…
Nissan’s	
  Top	
  Trending	
  Affinity	
  Brand	
  Content	
  
Use	
  this	
  
informaXon	
  for	
  
curaXon	
  &	
  save	
  
money	
  on	
  
content	
  creaXon	
  
@drnatalie	
  
Source:	
  Walmart	
  on	
  Twioer	
  
Source:	
  Walmart	
  on	
  Twioer	
  
Source:	
  Top	
  Gear	
  on	
  Facebook	
  
hRp://bit.ly/AutoSummit2013	
  	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
@drnatalie	
  
Let’s	
  look	
  at	
  Nissan’s	
  Affinity	
  Fans	
  
FINDING	
  FANS	
  THAT	
  	
  
YOU	
  DIDN’T	
  KNOW	
  	
  
YOU	
  DIDN’T	
  KNOW	
  	
  
YOU	
  COULD	
  REACH	
  
	
  
AND	
  FANS	
  YOU	
  HAVE	
  IN	
  COMMON	
  
WITH	
  OTHER	
  BRANDS	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Photos	
  
Video	
  
Who	
  are	
  the	
  fans	
  of	
  similar	
  brands	
  to	
  yours?	
  
Offer	
  
1.  Help	
  you	
  know	
  	
  
who	
  to	
  follow	
  
to	
  drive	
  the	
  best	
  
engagement?	
  
	
  
	
  
2.	
  And	
  helps	
  you	
  
choose	
  the	
  best	
  CPM	
  
Ads	
  to	
  place	
  on	
  your	
  
site	
  so	
  you	
  get	
  beoer	
  
click	
  through	
  rates	
  
	
  
	
  
Nissan	
  has	
  fans	
  in	
  common	
  with	
  
•  Edmunds.com	
  
•  American	
  Express	
  
•  Walmart	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Create a strategic Content
Calendar	

Type Mon Tues Wed Thurs Fri Sat Sun
Status
optional 10 optional optional 20 15
trending
posts
optional 25 optional optional 40 30
Link
optional optional optional 12 optional
trending
posts
trending
posts
optional optional optional 20 optional
Photo
7 14 repost 14
trending
posts
15 20 repost 20
Video
8 repost repost trending 6
8 repost repost trending 6
Optimized Posting Schedule For Best Engagement
You now know the best
content type, days &
times to post…
Results in
>30%
engagement
@drnatalie	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
IT	
  can	
  Help	
  LOB	
  
make	
  the	
  best	
  decisions	
  	
  
about	
  Increasing	
  engagement	
  
&	
  the	
  effecXveness	
  of	
  The	
  	
  
social	
  media	
  &	
  markeXng	
  spend	
  
Help master:
1.  Knowing what format of content to create
2.  Knowing where their engagement stacks up compared to their
competitors
3.  Knowing what channel to post on
4.  Knowing when to promote the content so it’s seen
5.  Knowing what type of fans to engage with
6.  Creating a lot of that great content
7.  Saving money on content creation by curating highly trending content
8.  Creating an editorial calendar for posting/ reposting content
9.  Making smart choices on ad buys & marketing partnerships
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
The	
  problem	
  is	
  that	
  the…	
  
	
  
…	
  technology,	
  plaworms	
  and	
  systems…	
  	
  
	
  
…	
  use	
  to	
  interact	
  with	
  customers…	
  
	
  
…to	
  deliver	
  content,	
  capture	
  feedback	
  
and	
  enhance	
  interac,ons…	
  
	
  
….	
  To	
  evaluate	
  those	
  interac,ons	
  and	
  
behaviors	
  to	
  make	
  beRer	
  business	
  
decisions	
  
	
  	
  
…	
  falls	
  short…	
  
	
   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Step	
  5:	
  Designing	
  SXcky	
  InteracXons	
  
Some	
  companies:	
  
	
  
Have	
  not	
  really	
  designed	
  their	
  
interac,ons	
  to:	
  
•  Engage	
  customers	
  and	
  
•  Meet	
  business	
  goals	
  
•  Because	
  they	
  have	
  not	
  done	
  the	
  work	
  
in	
  Steps	
  1-­‐4	
  
•  Step	
  1:	
  Monitor	
  
•  Step	
  2:	
  Measure	
  
•  Step	
  3:	
  Audience	
  
•  Step	
  4:	
  Content	
  
	
  
Step	
  5:	
  Designing	
  SXcky	
  InteracXons	
  
Step	
  5:	
  
Designing	
  S,cky	
  
Interac,ons	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Awareness	

Consideration	

Intent	

Purchase	

Loyalty	

Advocacy /
Referral	

TV, Radio,
Print	

Company	

Traditional advertising methods	

•  Create awareness	

•  Lack accountability 	

•  No individual Social CRM data	

•  No Brand Ambassador’s WOM	

•  No loyalty, advocacy or referrals…	

	

Stop	

“Half my advertising dollars are wasted,	

I just don’t know which half.” -- Wannamaker 	

We’ve shouted at customers
Awareness	

Consideration	

Intent	

Purchase	

Loyalty	

Advocacy /
Referral	

TV, Radio,
Print	

	

PPC	

Stop	

However…	

•  Dependent on ad networks for new
customer acquisition & sales	

•  It’s costly – 50¢ - $5.00/click	

•  Only get the customer’s IP addresses 	

We’ve use Pay-Per-Click to drive sales…	

•  No individual CRM/ Social CRM data	

•  No Brand Ambassador’s WOM	

•  No loyalty, advocacy or referrals…	

@DrNatalie 	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Awareness	

Consideration	

Intent	

Purchase	

Loyalty	

 TV, Radio,
Print	

??????	

Company	

PPC	

Fan
Page	

Advocacy / 	

Referral	

...Perpetual, Full-funnel, 	

Viral Marketing / Sales System…	

Driven by Brand Ambassador’s WOM…	

What if you could take your traditional
funnel and completely transforms it into a…	

@DrNatalie 	
  
Referral	

Awareness	

Consideration	

Intent	

Purchase	

Loyalty	

Advocacy
Referral	

Awareness	

Consideration	

Intent	

Purchase	

Loyalty	

Advocacy	

…continuously engage a tribe of highly-targeted avid,
passionate Brand Ambassadors	

and drive your business objectives 	

You would have a system to 	

drive full-funnel interactions 	
  
@DrNatalie 	
  
As Brand 	

Ambassadors	

Spread 	

your message	

The 	

tribe 	

grows &	

so do your
business
results….	

Referral	

Awareness	

Consideration	

Intent	

Purchase	

Loyalty	

Advocacy
Word of Mouth Goes Exponential	

Referral	

Awareness	

Consideration	

Intent	

Purchase	

Loyalty	

Advocacy
Too	
  much	
  to	
  choose	
  from	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
Manumatix proprietary technology…	

Why are Manumatix results so muchbetter?	

Combines 	

13 	

capabilities	

into one	

software
platform	

1.  Social Marketing Management	

2.  Social Promotion Platforms	

3.  Social Advertising Platforms	

4.  Social Intelligence	

5.  Social Brand Engagement	

6.  Social Business Software	

7.  Social Commerce Platforms	

8.  Social/Mobile Apps/ Games	

9.  Community Platforms	

10. Facebook Apps	

11. Social Referrals	

12. Facebook Gaming	

13. Plug-ins/ Widgets	

Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
When	
  Sox	
  Drink	
  Company	
  Used	
  Manuma,x.com…	
  
Reach	
  
The	
  Number	
  of	
  Ambassadors	
  &	
  	
  
Their	
  Reach	
  Grew	
  Fast	
  
 
Number	
  of	
  Content	
  Viewers:	
  
Manuma,x	
  outperformed	
  the	
  regular	
  Fan	
  
Page	
  
	
  
0	
  
1000	
  
2000	
  
3000	
  
4000	
  
5000	
  
6000	
  
7000	
  
4/1/12	
   4/11/12	
   4/21/12	
   5/1/12	
   5/11/12	
   5/21/12	
   5/31/12	
   6/10/12	
   6/20/12	
   6/30/12	
   7/10/12	
  
33X	

Manumatix Advantage:	

# of Content
Viewers*	

*Shows number of
unique page visits
Manumatix
Brand’s Fan page
Addictive game mechanics
drove word-of-mouth (WOM),
stickiness & behavior and
the results helped to justify the
content budget
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
 
Page	
  Views:	
  
Manuma,x	
  outperformed	
  the	
  regular	
  Fan	
  
Page	
  on	
  
	
  
0	
  
5000	
  
10000	
  
15000	
  
20000	
  
25000	
  
30000	
  
35000	
  
4/1/12	
   4/11/12	
   4/21/12	
   5/1/12	
   5/11/12	
   5/21/12	
   5/31/12	
   6/10/12	
   6/20/12	
   6/30/12	
   7/10/12	
  
85X	

Manumatix Advantage:	

Page Views	

Manumatix
Brand’s Fan page
Amp’d-up Ambassador loyalty / referral
strategies incentivized and rewarded…
•  Inviting friends, many of whom
became Ambassadors
•  Sharing key content
•  Commenting & interacting with each
other & the content
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
IT	
  can	
  help	
  LOB	
  to	
  see:	
  
•  The	
  gaming	
  industry	
  has	
  been	
  one	
  of	
  
the	
  most	
  successful	
  in	
  social	
  media	
  
•  Use	
  game-­‐based	
  marke,ng	
  
•  Provide	
  Brand	
  Ambassadors	
  the	
  special	
  
treatment	
  and	
  give	
  them	
  content	
  to	
  
share	
  
•  Provides	
  rewards	
  or	
  points	
  if	
  it	
  
authen,cally	
  engages	
  your	
  audience	
  
Step	
  5:	
  Designing	
  SXcky	
  InteracXons	
  
Step	
  5:	
  
Designing	
  S,cky	
  
Interac,ons	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
The	
  problem	
  is…	
  
	
  
…	
  No	
  established	
  personnel,	
  model,	
  
commiRee,	
  group,	
  task	
  force	
  to	
  create	
  a	
  
social	
  media	
  policy…	
  
	
  
…No	
  training…	
  
	
  
…Single	
  individuals	
  in	
  various	
  
departments:	
  
•  Are	
  taking	
  it	
  upon	
  themselves	
  	
  
•  Are	
  the	
  force	
  behind	
  interac,ng	
  
with	
  customers	
  in	
  social	
  media…	
  
	
  
	
  
Step	
  6:	
  Stop	
  the	
  PoliXcs;	
  Gain	
  Org	
  Alignment	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
IT	
  can	
  help	
  LOB	
  use	
  best	
  
pracXces	
  
•  Conduct a social media readiness
assessment
•  Have executive’s champion
strategies, plans, resources &
budget to:
•  Drive cross-functional
collaboration
Step	
  6:	
  Stop	
  the	
  PoliXcs;	
  Gain	
  Org	
  Alignment	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
IT	
  can	
  Help	
  LOB…	
  in	
  case	
  of	
  a	
  
crisis,	
  have	
  the	
  following	
  in	
  
place:	
  
•  Digital	
  defense	
  prepara,on	
  plan	
  
•  Digital	
  defense	
  response	
  plan	
  
•  Digital	
  defense	
  maintenance	
  plan	
  	
  
•  Crisis	
  communica,ons	
  planning	
  and	
  
messaging/	
  on/off	
  line	
  
•  	
  Issues/crisis	
  "dark	
  sites”	
  
•  Digital	
  crisis	
  educa,on	
  
•  Online	
  media	
  &	
  blogger	
  rela,ons	
  /outreach	
  
•  Post-­‐crisis	
  SEO	
  and	
  SEM	
  
•  Digital	
  defense	
  content	
  produc,on	
  
	
  
	
  
Step	
  6:	
  	
  
Stop	
  the	
  
Poli,cs;	
  Gain	
  
Org	
  Alignment	
  
Step	
  6:	
  Stop	
  the	
  PoliXcs;	
  Gain	
  Org	
  Alignment	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
The	
  problem	
  is…	
  
…They	
  don’t	
  con,nually	
  iterate	
  their	
  
policies	
  and	
  procedures…	
  	
  
•  Around	
  people,	
  processes	
  and	
  technology	
  
•  Or	
  pivot	
  to	
  make	
  con,nuous,	
  measurable	
  
improvements	
  
•  To	
  reach	
  business	
  goals	
  	
  
•  While	
  staying	
  in	
  compliance	
  and	
  	
  
•  Providing	
  a	
  great	
  customer	
  experience…	
  
	
  
Step	
  7:	
  Pivot	
  &	
  Iterate:	
  Update	
  Social	
  
Media	
  Scorecard	
  &	
  OpXmize	
  Goals	
  &	
  Plan	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
IT	
  can	
  facilitate	
  collabora,on:	
  
•  LOB	
  to	
  work	
  directly	
  with	
  CEO	
  &	
  COO	
  &	
  CIO	
  &	
  
CTO	
  	
  
•  Develop	
  a	
  scorecard	
  that	
  impacts:	
  
•  All	
  Departments	
  
•  Objec,ves	
  and	
  goals	
  of	
  the	
  company	
  	
  
•  The	
  Execu,ve	
  Team’s	
  decisions	
  
•  Pivot	
  to	
  make	
  con,nuous,	
  measurable	
  
improvements	
  
Step	
  7:	
  Pivot	
  &	
  Iterate:	
  	
  
Update	
  Your	
  Social	
  Media	
  
Scorecard	
  &	
  OpXmize	
  Goals	
  &	
  
Plan	
  
Step	
  7:	
  Pivot	
  &	
  Iterate:	
  Update	
  Social	
  Media	
  Scorecard	
  &	
  
OpXmize	
  Goals	
  &	
  Plan	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
I	
  help	
  IT	
  and	
  LOB	
  Conduct	
  
Customer	
  Experience	
  Assessments	
  
Change	
  management	
  
•  An	
  objecXve	
  assessment	
  
•  RecommendaXons	
  
•  Short	
  &	
  long	
  term	
  strategic	
  	
  
•  Short	
  &	
  long	
  term	
  tacXcal	
  plan	
  
Determine	
  where	
  you	
  are	
  compared	
  to	
  best	
  
pracXces	
  &	
  your	
  compeXtors…	
  
	
  
Social	
  
Media	
  /	
  
Big	
  Data	
  
	
  
	
  Capability	
  
Report	
  
You	
  get…	
  
Top	
  	
  
Brand	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
With	
  your	
  scorecard,	
  	
  
You’re	
  ready	
  to	
  go	
  to	
  the	
  next	
  level…	
  
Customer	
  Experience	
  Capability	
   Score	
   Level	
  
Step	
  1:	
  Gather	
  Insights	
  by	
  Monitor	
  &	
  
Listening	
  	
  
200	
   Learn	
  
Step	
  2:	
  Crea,ng	
  a	
  Measurement	
  Program	
   100	
   Listen	
  
Step	
  3:	
  Finding	
  Your	
  Audience	
   300	
   Engage	
  
Step	
  4:	
  Crea,ng	
  Engaging	
  Content	
   200	
   Learn	
  
Step	
  5:	
  Designing	
  S,cky	
  Interac,ons	
   200	
   Learn	
  
Step	
  6:	
  Stop	
  the	
  Poli,cs;	
  Gain	
  Org	
  
Alignment	
  
100	
   Listen	
  
Step	
  7:	
  Iterate	
  and	
  Pivot	
   100	
   Listen	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
You’ll	
  be	
  in	
  a	
  leadership	
  posi,on…	
  
5	
  
	
  
	
  
	
  
•  Clear	
  answers	
  and	
  strong	
  guidance	
  
•  A	
  dis,nc,ve	
  voice	
  
•  A	
  compe,,ve	
  advantage	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
 	
  
A	
  simple	
  ways…	
  
	
  
to	
  Drive	
  Your	
  Business,	
  	
  
Social	
  Media	
  engagement	
  	
  
Compared	
  to	
  compe/tors…	
  
	
  
and	
  	
  
Make	
  beNer	
  	
  
Business	
  decisions…	
  	
  
And	
  GET	
  ROI	
  x	
  
	
  
@drnatalie	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
@DrNatalie Petouhoff (Pet-a-dog)
DoctorNatalie@gmail.com
@drnatalie
PredicXon:	
  
Business	
  &	
  IT…	
  
Will	
  Collaborate	
  to	
  Conquer	
  	
  
The	
  	
  
Revolu/on	
  In	
  	
  
Social	
  Media	
  &	
  Big	
  Data	
  x	
  
	
  
www.DrNatalieNews.com	
  
Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved

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KeyNote: Who Will lead the Revolution in Social Media and Big Data? IT or The Business? Marketing, PR, Sales, etc...

  • 1. @DrNatalie Petouhoff (Pet-a-dog) DoctorNatalie@gmail.com @drnatalie Who  Will  Lead  the  Revolu/on  In   Social  Media  &  Big  Data?   x   Business  vs.  IT…   www.DrNatalieNews.com   Brought  to  you  by:   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 2. Agenda  today   – What  are  the  objec,ves  for  social  media  &  BIG   Data?   •  For  the  Front  Office  (Adver,sing,  Marke,ng,  PR,   Customer  Service,  Innova,on…  =  Line  of   Business)   •  For  the  Back  Office  (IT,  Admin…)   – How  Can  IT  Help  the  LOB  (Line  of  Business)  with   those  objec,ves?   – What  metrics  &  KPIs  maRer?   – What  will  the  future  look  like  for  businesses?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 3. PWC Management Consultant Top Forrester Customer Service, Social Media, CRM Analyst Chief Strategist for Social Media & Digital Communications PR & Marketing Agency Dr. Natalie’s Background Analyst Rankings: Instructor at Center for Entertainment, Media and Sports Summer Institutes at UCLAAnderson Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 4.     What  is  Social  Media?x   How  is  it  related  to  BIG  DATA?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 6. THERE’S A NEW WAVE OF BUILDING Successful COMPANIES Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 7. 7 Logos were static They didn’t talk They didn’t have conversations They didn’t engage They were what helped defined a brand Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 8. 8 Web 2.0 Changed it alli.e., the ability for customers to have two-way conversations online with other customers and companies…. Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 9. GO BACK IN TIME… PEOPLE WERE PREDICTING THIS… There would be… A place in time Where the customer‘s voice The employee’s voice Would start to mean something… And there would be an enabling technology We are here now… This is the opportunity for businesses… Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights ReservedCopyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 10. Companies are part of customer’s Digital EXPERIENCES
  • 11. Take  for  instance     THE  “ENGAGEMENT”  ON   George  Takei’s  facebook  page   >3M  Talking  About  This   @drnatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 12. Let’s  look   aT  one  of  the   photos  he   shared…   179,224  Likes   313,953  Shares   @drnatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 13. Here’s a Video Map of Engagement: How 1 Piece of Content Gets Shared *To  see  the  video  &  sharing  in  ac,on  go  to:   hRps://vimeo.com/50730773   •  Starts from George •  People share it •  Shares spawn new shares hRp://www.facebookstories.com/stories/2200/data-­‐visualiza,on-­‐photo-­‐sharing-­‐explosions   The  two  colors  are  gender   July  to  September  2012      
  • 14. And within these digital / Social experiences People are Acting on Content This  thing  called  “engagement”  really  boils  down  to  people  sharing  content…       That’s  what  is  causing  the   BIG  DATA  Explosion   People  share:  posts,  status  updates,  pictures  videos...   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 15. With  >3.5B  pieces     of  content  Shared  /  Week   How  can  LOB  &  IT     make  sense  of  all  this?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 16. in SOCIAL & DIGITIAL INTERACTIONS… Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 17. We  hear  all  the  hype  that  social  is  good  at   increasing  loyalty,  advocacy  and  referrals.     But  many  of  the  brands  I  work  with     are  disappointed  in  their  results   @DrNatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 18. By Dr. Natalie Petouhoff Speaker & Leading Industry Authority On Leadership, Motivation, Change, High Powered Teams, Social Media for Business & Social Media ROI Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 19. AVer  working  with  brands,     I  realized  there  need  to  be  a  way  to…   •  Get  real,  accelerated  business  results  from  social     •  Reduce  the  poli,cs  and  get  consensus  on  best  next  steps   •  Make  smarter  decisions  and  align  your  team  with  goals   @DrNatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 20. 20 What  the  business  needs  is  to  know    where  they  stand   with  respect  to  best  pracXces     •  Do  more  of  the  right  things     •  Put  structure  around  what  is  unstructured     •  Benchmark  “As  Is”       •  Create  a  strategy  and  plan     •  Track  the  progress     •  Gather  the  right  metrics       •  Create  and  sustain  a  world-­‐class  customer  experience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 21. So  you  can  know  when  you     are  doing  the  best  you  can     LISTEN  =  100     LEARN  =  200     ENGAGE  =  300     INTEGRATE  =  400     OPTIMIZE  =  500     What’s  your  company’s  score?     Social  Media  and  Big  Data  Capability  Calculator    
  • 22. ssss   LOB needs help to TAKE THE CHAOS TO ORDER @drnatalie Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 23. 5         •  Where  are  we  on  the  Social  Media  /  BIG  Data   Adop@on  Curve?   •  What  steps  do  I  take  to  get  to  the  next  level?   •  How  do  I  jus@fy  these  next  steps?”   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 24. Step  1:  Gather  Insights  by   Monitor  &  Listening     Step  4:  Crea,ng   Engaging  Content   Step  3:  Finding  Your   Audience     Step  5:  Designing   S,cky  Interac,ons   Step  6:  Stop  the  Poli,cs;   Gain  Org  Alignment   Step  2:  Crea,ng  a   Measurement  Program   A  Created  Strategy  for   Social  Media  /  Big  Data     24   7  Steps  To  Fast  Track  Success     Step  7:  Iterate  and  Pivot   Based  on  the     UCLA  Anderson  Course  
  • 25. Step  1:     Gather  Insights  by  Monitoring  &  Listening     Step 2: Measurement Step 3: Audience Level 4: Content Step 5: Interaction Level 6: Organizational Alignment The  problem  the  LOB  is:   …they  suffer  from  the  Rodney  Dangerfield   Affect…     …  They  don’t  get  enough  respect…     …They  are  not  empowered  with  budget  and   resources  to  make  the  changes  they  know   they  want  to  &  the  company  needs  to   make…     …Don’t  always  have  the  support  of  senior   leadership…   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 26. Does  the  company:   •  Use  social  media  monitoring  tools?   •  Do  they  listen  to  the  word-­‐of-­‐mouth  in  social  networks?   •  What  do  they  do  with  informa,on  they  learn?   Step  1:     Gather  Insights  by  Monitoring  &  Listening     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 27. Most  everything  the   business  needs  to   know…     •  What’s  working   •  What’s  not  working     •  What  would  be  beRer  if…       Can  be  seen  in     social  networks…   Step  1:     Gather  Insights  by  Monitoring  &  Listening     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 28. How IT can Help LOB Step  1:  Gather  Insights  by  Monitoring  &  Listening     Best  PracXces  are:   •  Using  real-­‐,me  monitoring  data  to   manage  the  business     •  We’ll  take  a  look  at  a  case  study  in  the   next  sec,on  by  Crimson-­‐Hexagon   •  Share  that  informa,on  with:   •  Execu,ves  (CEO,  COO,  VPs,  Directors…)   •  Func,onal  Departments   •  PR,  Marke,ng,  Sales,  Service,   Produc,on  Innova,on…   •  A  digital  dashboard  for  real-­‐,me   monitoring,  listening,  interac,on,   engagement         Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 29. The  problem  the  LOB  is:     …  Measure  the  wrong  things…     …Drive  the  wrong  behaviors:  AHT…     …  Haven’t  set-­‐up  measurement  program  to  give   aRribu,on  to  social  media…       ….Don’t  know  how  to  measure  social  media…     Step  2:  CreaXng  a  Measurement  Program   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 30. Metrics  and  KPIs  Are  the  same  as   tradiXonal  Business  metrics  &  KPIs   •  Adver,sing,  PR  and  Marke,ng  and  Sales   •  Increase  posi,ve  sen,ment   •  Increase  share  of  voice     •  Increase  awareness,  interest,  considera,on,  intent   •  Increase  lead  conversions  rates  and  sales   •  Customer  Service   •  Reduce  Call  Volume,  Inc  FCR,  AHT,  Posi,ve  WOM   •  If  we  do  all  the  right   •  Loyalty,  Brand  Advocacy  and  Referrals   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 31. Best  pracXces  means  having:   •  Clear  objec,ves,  goals,  outcomes   •  Building  business  cases   •  A  Measurement  prac,ce:     •  Efficiency  &  Effec,veness  of   •  Tradi,onal  metrics     •  Interac,ve,  social,  mobile…   •  Can  calculate  the  ROI         Step  2:  Crea,ng  a   Measurement  Program   Step  2:  CreaXng  a  Measurement  Program   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 32. MANY SCHOLARS HAD ADVOCATED TO LISTEN TO CUSTOMERS, EMPLOYEES, PARTNERS… As an engineer I… Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved GO BACK FURTHER…   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 33. CASE STUDY: HEALTHY SNACKING & KIDS •  PRODUCT CREATION •  CAMPAIGN PLANNING •  PRODUCT LAUNCH & •  PRODUCT MARKETING Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 34. This company wanted what customers thought…. •  Concerns parents have providing kids a healthy diet… •  What factors drive purchase decisions and habits? Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 35. THEY  HEARD…   •     What  her  customers  were  saying  in  social  media     •   What  employees  were  saying  in  social  media     •   Used  Crimson-­‐Hexagon  –  Social  Media  Monitoring   Tool       •   Gathered  screenshots   •   Put  them  in  a  powerpoint     •   Gave  them  to  the  CEO     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 36. WE  CALL  THE   ABILITY  OF   CUSTOMERS  TO   FREELY  TALK   ABOUT  A   COMPANY  AND   THEIR  PRODUCTS   &  SERVICES…   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 37. WE  CALL  THAT…   The  Witness  Factor™     Having  a  witness  is  changing  the   behavior  of  companies     -­‐-­‐  especially  in  customer  service     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 38. SHE  TOOK  CHARGE  OF  THE     CUSTOMER  /  EMPLOYEE  FEEDBACK…     The  CEO  appointed  her  the  lead…   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 39. NutriXon   Allergies   Top Conversations Convenience Taste     Not as High   The Social Media Monitoring showed the Healthy in Kids Snack Foods: More Effectively Resonates with Parents over Taste & Convenience Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 40. And lead to a transform Their Marketing… With less –  Politics and resistance – “Not invented here” or “not my problem” – Because it was based on – data… Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 41. This type of crowd-sourced information can lead to transformation of: –  Product Development –  Marketing –  PR –  Advertising –  Sales –  Customer Service –  Fulfillment –  Order Management –  IT Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 42. How would you calculate ROI? of customer feedback… of employee feedback… Chalk it up to the “Witness” factor ROI  =  Benefits  -­‐  Costs  x  100                              Costs     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 43. What are the benefits of Creating products & services with input from the “crowd” Creating products customers asked for means… •  Reducing the cost of PR & Marketing •  Increasing the lead conversion rates •  Reducing the cost of sales •  Reducing returns and/or churn •  Increasing customer lifetime value •  Reduced employee attrition •  Increased employee productivity The So What is… Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 44. AND Because the customer: -  Feels heard -  And they are getting what they need and want… -  They have ownership towards a company’s product / services because they had input into -  Having their voice heard / being acknowledged drives engagement… –  Increased positive online ratings –  Increased customer loyalty –  Increased customer advocacy –  Increased customer referrals via WOM –  Increased sales Chalk it up to the “Witness” factor Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 45. How would you calculate ROI? Example calculation…. Chalk it up to the “Witness” factor ROI  =  Benefits  -­‐  Costs  x  100                              Costs     Benefits:$500,000   Increasing  leads   Increasing  lead  conversion  rates   Reducing  customer  acquisiXon  costs…   Costs:  $80K       People,  process  &  technology   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 46. ROI? Chalk it up to the “Witness” factor ROI  =  $500K  –  $80K  x  100                              $80K       ROI  =  525%   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 47. I  help  companies   calculate  the…   ROI  of  Social  Media   Human  Capital   InnovaXon   With  Dynamic   ROI  Visualizers   Calculators   &   Dashboards…   IT can Help LOB use data to make better business decisions Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 48. The  problem  is  the  LOB…     …Have  not  iden,fied  and  established   rela,onships…     …With  key,  target  audiences…     …To  drive  beRer  customer   experiences  &  loyalty,  advocacy  and   referrals…       Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 49. The  Goal  of  Step  Is  To…   49   …organically  drive  word-­‐of-­‐mouth     where  the  customer  genuinely  and  authen/cally     becomes  the  voice  of  the  brand   and  shares  their  own  experiences     about  how  the  product   has  changed  their  life     in  their  own  words   which  will  result  in  organic   advocacy,  referrals  and  loyalty  as  well  as  sales…   “Markets  are  ConversaXons”   -­‐  ClueTrain  Manifesto   “78%  of  consumer  believe  other  consumers  like   themselves  more  than  a  brand.”   -­‐  Edelman  Trust  Barometer   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 50. YOU  CAN  REALLY   GET  PEOPLE   CONNECTED   &  Engaged   It  starts  with  a     brand  persona…  Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 51. When you stumble upon a good story, it will: •  move you deeply •  make you squirm •  wake you up •  make you want to share it with your best friend •  make you want to rally to the cause Once the relationship is created, it leads to purchases in authentic way unlike any other market technique.” Top Creative Agencies Use Storytelling Content-- Social Media is a Storytelling Medium —Neil White President & CEO BBDO Proximity Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 52. Reason for good storytelling “content” shows how your product will affect the lives of your buyers •  Powerful, yet underutilized •  Humanizes the brand •  Creates emotional connection to products •  Creates the conversation with target audience •  Drives natural flow through the marketing funnel Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 53. Example of combining… Brand Persona & Behavioral Interaction Characteristics Example: LifeStudio Product: External hardrives Competition: Western Digital & Seagate Collecting Data: Experts were saying, “You don’t need the extra software that comes with the device. It takes up storage room.” 53   Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 54. The results of combining a Brand Persona & Behavioral Interaction Characteristics Who: Cool Iris Their purpose: Help home consumers choose the right device and use it and have fun How they do that: The Cool Iris responds to tweets and customers comments, issues, etc… 54   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 55. Best  Prac,ces…   The  interac,ons  are  so   meaningful  that  it  creates  a   galvanizing  bond…     …And  Brand  Ambassadors   •  Answer  ques,ons     •  Defend  the  brand  when   an  online  crisis  starts  to   brew…   Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 56. IT  CAN  HELP  LOB  BY  Building  CRM,   Social  CRM  Systems…   •  Have  Social  Iden,,es  in  the  contact   management  /  customer  record   system   •  Study  their  target  audiences   •  Values,  biases,  attudinal   behaviors,  psychographics,   mo,va,ons  and  social     •  Always  uses  this  informa,on   when  interac,ng  with  them     •  To  make  the  interac,ons  or   events  or  offerings  relevant  to   them   Customer’s     Name   Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 57. The  problem  is  that  with  content…     …  it’s  not  relevant…     ….Does  not  help  customers  get  what  they  need…     …  Doesn’t  answers  ques,ons,  provide  help,  how-­‐ to’s…       …  and  the  format  and  distribu,on  are  not   effec,ve…   Step  4:  CreaXng  Engaging  Content   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 58. Content Marketing is 1. creating and distributing relevant & valuable content to: •  Attract •  Acquire and •  Engage customers. 2. A very well defined target market audience with the objective of driving profitable customer action. 58   Ask yourself…. How will your content help your audience? Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 59. What’s  a  marketers  goal  of     creaXng  and  posXng  content?   They  want  to  move  the  needle  on  typical  marke,ng   metrics:   – Increase  posi,ve  sen,ment   – Increase  share  of  voice     – Increase  awareness,  interest,  considera,on,  intent   – Increase  lead  conversions  rates  and  sales   – Loyalty,  Brand  Advocacy  and  Referrals   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 60. But  how  can  marketers…     measure  engagement     and     know  if  what  the  content  they  are…     CreaXng  &  PosXng    is  working?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 61. CreaXng  content  that  engages   customers  requires  something  new…   Interest  graph,  based  on   the  your  customer’s   collec,ve:   •   Ac,ons   •   Interests   •   Behaviors….   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 62. @drnatalie   Brands  in  this  Report     •   Mercedes  Benz   •   Audi   •   Jaguar   •   Lexus   •   BMW  USA   •   Infini,   •   Volvo   hRp://bit.ly/AutoSummit2013     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 63. Highest  Engagement?   •  Overall  Avg  Engagement:  Mercedes  Benz   •  Avg  Facebook  Engagement:  Mercedes  Benz   @drnatalie   hRp://bit.ly/AutoSummit2013    
  • 64. @drnatalie   Highest  Engagement?   •  Twioer:  Audi   hRp://bit.ly/AutoSummit2013    
  • 65. What  Type  of  Content     Do  You  Think  is     Most  shared?   • Links   • Videos   • Photos   • Status  Updates   • Offers   • Music   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 66. Photos   Video   Type  of  Content  Most  shared:   PHOTOS   Offer  What  type  of  content  is  your  brand  creaXng  the  most  of?   Is  that  the  best  choice?     @drnatalie   Type  of   Content   #  of   InteracXons   Photos   3001   Videos   960   Links     8   Status  Update   20   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 67. @drnatalie   What  Day  is  the  best    To   Post  content?     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 68. Right  Day  to  share  content?   Photos  &  Videos  On  Thursday   For  the  highest  engagement  @drnatalie   hRp://bit.ly/AutoSummit2013     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 69. @drnatalie   WHAT’S  THE     TOP  TRENDING  CONTENT?       WITH  3.5B  PIECES  OF  CONTENT   SHARED  PER  WEEK…   NEED  A  BIG  DATA  CRUNCHER   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 70. Top  Trending  Nissan  Content   With  the  highest  engagement  @drnatalie   hRp://bit.ly/AutoSummit2013     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 71. @drnatalie   WHAT  IS  A  BRAND’S  BEST   AFFINITY  BRAND  CONTENT?   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved •  This is content that has already been shared and vetted by your fans and fans similar to your brand…. •  So you know it’s the top trending content… •  And you can repurpose the content and reduce your content spend…
  • 72. Nissan’s  Top  Trending  Affinity  Brand  Content   Use  this   informaXon  for   curaXon  &  save   money  on   content  creaXon   @drnatalie   Source:  Walmart  on  Twioer   Source:  Walmart  on  Twioer   Source:  Top  Gear  on  Facebook   hRp://bit.ly/AutoSummit2013     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 73. @drnatalie   Let’s  look  at  Nissan’s  Affinity  Fans   FINDING  FANS  THAT     YOU  DIDN’T  KNOW     YOU  DIDN’T  KNOW     YOU  COULD  REACH     AND  FANS  YOU  HAVE  IN  COMMON   WITH  OTHER  BRANDS   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 74. Photos   Video   Who  are  the  fans  of  similar  brands  to  yours?   Offer   1.  Help  you  know     who  to  follow   to  drive  the  best   engagement?       2.  And  helps  you   choose  the  best  CPM   Ads  to  place  on  your   site  so  you  get  beoer   click  through  rates       Nissan  has  fans  in  common  with   •  Edmunds.com   •  American  Express   •  Walmart   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 75. Create a strategic Content Calendar Type Mon Tues Wed Thurs Fri Sat Sun Status optional 10 optional optional 20 15 trending posts optional 25 optional optional 40 30 Link optional optional optional 12 optional trending posts trending posts optional optional optional 20 optional Photo 7 14 repost 14 trending posts 15 20 repost 20 Video 8 repost repost trending 6 8 repost repost trending 6 Optimized Posting Schedule For Best Engagement You now know the best content type, days & times to post… Results in >30% engagement @drnatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 76. IT  can  Help  LOB   make  the  best  decisions     about  Increasing  engagement   &  the  effecXveness  of  The     social  media  &  markeXng  spend   Help master: 1.  Knowing what format of content to create 2.  Knowing where their engagement stacks up compared to their competitors 3.  Knowing what channel to post on 4.  Knowing when to promote the content so it’s seen 5.  Knowing what type of fans to engage with 6.  Creating a lot of that great content 7.  Saving money on content creation by curating highly trending content 8.  Creating an editorial calendar for posting/ reposting content 9.  Making smart choices on ad buys & marketing partnerships Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 77. The  problem  is  that  the…     …  technology,  plaworms  and  systems…       …  use  to  interact  with  customers…     …to  deliver  content,  capture  feedback   and  enhance  interac,ons…     ….  To  evaluate  those  interac,ons  and   behaviors  to  make  beRer  business   decisions       …  falls  short…     Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved Step  5:  Designing  SXcky  InteracXons  
  • 78. Some  companies:     Have  not  really  designed  their   interac,ons  to:   •  Engage  customers  and   •  Meet  business  goals   •  Because  they  have  not  done  the  work   in  Steps  1-­‐4   •  Step  1:  Monitor   •  Step  2:  Measure   •  Step  3:  Audience   •  Step  4:  Content     Step  5:  Designing  SXcky  InteracXons   Step  5:   Designing  S,cky   Interac,ons   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 79. Awareness Consideration Intent Purchase Loyalty Advocacy / Referral TV, Radio, Print Company Traditional advertising methods •  Create awareness •  Lack accountability •  No individual Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals… Stop “Half my advertising dollars are wasted, I just don’t know which half.” -- Wannamaker We’ve shouted at customers
  • 80. Awareness Consideration Intent Purchase Loyalty Advocacy / Referral TV, Radio, Print PPC Stop However… •  Dependent on ad networks for new customer acquisition & sales •  It’s costly – 50¢ - $5.00/click •  Only get the customer’s IP addresses We’ve use Pay-Per-Click to drive sales… •  No individual CRM/ Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals… @DrNatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 81. Awareness Consideration Intent Purchase Loyalty TV, Radio, Print ?????? Company PPC Fan Page Advocacy / Referral ...Perpetual, Full-funnel, Viral Marketing / Sales System… Driven by Brand Ambassador’s WOM… What if you could take your traditional funnel and completely transforms it into a… @DrNatalie   Referral Awareness Consideration Intent Purchase Loyalty Advocacy
  • 82. Referral Awareness Consideration Intent Purchase Loyalty Advocacy …continuously engage a tribe of highly-targeted avid, passionate Brand Ambassadors and drive your business objectives You would have a system to drive full-funnel interactions   @DrNatalie  
  • 83. As Brand Ambassadors Spread your message The tribe grows & so do your business results…. Referral Awareness Consideration Intent Purchase Loyalty Advocacy
  • 84. Word of Mouth Goes Exponential Referral Awareness Consideration Intent Purchase Loyalty Advocacy
  • 85. Too  much  to  choose  from   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 86. Manumatix proprietary technology… Why are Manumatix results so muchbetter? Combines 13 capabilities into one software platform 1.  Social Marketing Management 2.  Social Promotion Platforms 3.  Social Advertising Platforms 4.  Social Intelligence 5.  Social Brand Engagement 6.  Social Business Software 7.  Social Commerce Platforms 8.  Social/Mobile Apps/ Games 9.  Community Platforms 10. Facebook Apps 11. Social Referrals 12. Facebook Gaming 13. Plug-ins/ Widgets Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 87. When  Sox  Drink  Company  Used  Manuma,x.com…   Reach   The  Number  of  Ambassadors  &     Their  Reach  Grew  Fast  
  • 88.   Number  of  Content  Viewers:   Manuma,x  outperformed  the  regular  Fan   Page     0   1000   2000   3000   4000   5000   6000   7000   4/1/12   4/11/12   4/21/12   5/1/12   5/11/12   5/21/12   5/31/12   6/10/12   6/20/12   6/30/12   7/10/12   33X Manumatix Advantage: # of Content Viewers* *Shows number of unique page visits Manumatix Brand’s Fan page Addictive game mechanics drove word-of-mouth (WOM), stickiness & behavior and the results helped to justify the content budget Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 89.   Page  Views:   Manuma,x  outperformed  the  regular  Fan   Page  on     0   5000   10000   15000   20000   25000   30000   35000   4/1/12   4/11/12   4/21/12   5/1/12   5/11/12   5/21/12   5/31/12   6/10/12   6/20/12   6/30/12   7/10/12   85X Manumatix Advantage: Page Views Manumatix Brand’s Fan page Amp’d-up Ambassador loyalty / referral strategies incentivized and rewarded… •  Inviting friends, many of whom became Ambassadors •  Sharing key content •  Commenting & interacting with each other & the content Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 90. IT  can  help  LOB  to  see:   •  The  gaming  industry  has  been  one  of   the  most  successful  in  social  media   •  Use  game-­‐based  marke,ng   •  Provide  Brand  Ambassadors  the  special   treatment  and  give  them  content  to   share   •  Provides  rewards  or  points  if  it   authen,cally  engages  your  audience   Step  5:  Designing  SXcky  InteracXons   Step  5:   Designing  S,cky   Interac,ons   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 91. The  problem  is…     …  No  established  personnel,  model,   commiRee,  group,  task  force  to  create  a   social  media  policy…     …No  training…     …Single  individuals  in  various   departments:   •  Are  taking  it  upon  themselves     •  Are  the  force  behind  interac,ng   with  customers  in  social  media…       Step  6:  Stop  the  PoliXcs;  Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 92. IT  can  help  LOB  use  best   pracXces   •  Conduct a social media readiness assessment •  Have executive’s champion strategies, plans, resources & budget to: •  Drive cross-functional collaboration Step  6:  Stop  the  PoliXcs;  Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 93. IT  can  Help  LOB…  in  case  of  a   crisis,  have  the  following  in   place:   •  Digital  defense  prepara,on  plan   •  Digital  defense  response  plan   •  Digital  defense  maintenance  plan     •  Crisis  communica,ons  planning  and   messaging/  on/off  line   •   Issues/crisis  "dark  sites”   •  Digital  crisis  educa,on   •  Online  media  &  blogger  rela,ons  /outreach   •  Post-­‐crisis  SEO  and  SEM   •  Digital  defense  content  produc,on       Step  6:     Stop  the   Poli,cs;  Gain   Org  Alignment   Step  6:  Stop  the  PoliXcs;  Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 94. The  problem  is…   …They  don’t  con,nually  iterate  their   policies  and  procedures…     •  Around  people,  processes  and  technology   •  Or  pivot  to  make  con,nuous,  measurable   improvements   •  To  reach  business  goals     •  While  staying  in  compliance  and     •  Providing  a  great  customer  experience…     Step  7:  Pivot  &  Iterate:  Update  Social   Media  Scorecard  &  OpXmize  Goals  &  Plan   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 95. IT  can  facilitate  collabora,on:   •  LOB  to  work  directly  with  CEO  &  COO  &  CIO  &   CTO     •  Develop  a  scorecard  that  impacts:   •  All  Departments   •  Objec,ves  and  goals  of  the  company     •  The  Execu,ve  Team’s  decisions   •  Pivot  to  make  con,nuous,  measurable   improvements   Step  7:  Pivot  &  Iterate:     Update  Your  Social  Media   Scorecard  &  OpXmize  Goals  &   Plan   Step  7:  Pivot  &  Iterate:  Update  Social  Media  Scorecard  &   OpXmize  Goals  &  Plan   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 96. I  help  IT  and  LOB  Conduct   Customer  Experience  Assessments   Change  management   •  An  objecXve  assessment   •  RecommendaXons   •  Short  &  long  term  strategic     •  Short  &  long  term  tacXcal  plan   Determine  where  you  are  compared  to  best   pracXces  &  your  compeXtors…     Social   Media  /   Big  Data      Capability   Report   You  get…   Top     Brand   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 97. With  your  scorecard,     You’re  ready  to  go  to  the  next  level…   Customer  Experience  Capability   Score   Level   Step  1:  Gather  Insights  by  Monitor  &   Listening     200   Learn   Step  2:  Crea,ng  a  Measurement  Program   100   Listen   Step  3:  Finding  Your  Audience   300   Engage   Step  4:  Crea,ng  Engaging  Content   200   Learn   Step  5:  Designing  S,cky  Interac,ons   200   Learn   Step  6:  Stop  the  Poli,cs;  Gain  Org   Alignment   100   Listen   Step  7:  Iterate  and  Pivot   100   Listen   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 98. You’ll  be  in  a  leadership  posi,on…   5         •  Clear  answers  and  strong  guidance   •  A  dis,nc,ve  voice   •  A  compe,,ve  advantage   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 99.     A  simple  ways…     to  Drive  Your  Business,     Social  Media  engagement     Compared  to  compe/tors…     and     Make  beNer     Business  decisions…     And  GET  ROI  x     @drnatalie   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved
  • 100. @DrNatalie Petouhoff (Pet-a-dog) DoctorNatalie@gmail.com @drnatalie PredicXon:   Business  &  IT…   Will  Collaborate  to  Conquer     The     Revolu/on  In     Social  Media  &  Big  Data  x     www.DrNatalieNews.com   Copyright © 2012 @DrNatalie Petouhoff Executive Success Firm™ ® © All Rights Reserved