Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.

1. Engaging your Social
Customers
Marketing Hackathon
4.27.12

2. analytics
analytics architecture v2
cic v2
O !
N
…
Um
merging the smm and cic interfaces into one
cohesive app, with relational analytics

3. agenda
1 rise of the social customer
2 interest focused engagement
3 strategy and stories
4 getting started
5 what’s next

4. the rise of the social customer

5. 87% 76% trust recommendations
78%
from personal acquaintances
87%
of consumers use of consumers said that 49% trust consumer
opinions online.
social media to positive peer reviews
interact with brands of a product or service
- Cone Research
influenced their
decision
25% trust in
advertising
- Nielsen
US web-influenced retail sales exceeded $1 customers who engage with companies
trillion in 2009 and that by 2015 an estimated
over social media are more loyal and
52% of total online and offline sales will be
influenced by internet content. spend up to 40 percent more
-Forrester Research 2010 -Bain & Company, 2011
confidential

6. how we spend our free time average time spent
on the internet at home
per week:
22-30
social media games email
hours
22.5% 9.8% 7.6%
Source – Nielson Big Picture report in September 2011 on Social Media

7. social allows customers to share the love
80% “Because of social media, I’m more likely to try
new things based on a friend’s advice”
74% “Because of social media, I encourage my
friends to try new products”
72% “I use social media to stay engaged
with brands I love”

8. interest focused engagement

10. “It’s weird, stalker like.”

11. “but if you knew me better”

12. “Really?”

13. …social networks to social web

14. 88% of CEOs surveyed reported that
their top priority for the next five years
was ‘getting closer to their customers’
IBM Institute for Business Value , CEO Report 2010

18. strategy and stories

20. Strategy,
what strategy?
here’s one.
build a brand nation

21. Superfans (aka influencers) are the key to
success
superfans consist of
<1%
of community
populations
on average superfans
generate
50%
of all community content
and
85% content
of all useful

22. name it frame it
I’m going to harness
14%
of consumers trust
passionate, engaged advertisements
social customers to drive
our business because
they’re deeply invested 90% of consumers trust
peer recommendations
in our success.
I’m building a brand nation. Customers want an authentic
conversation and to engage
with buyers ‘like them’

23. grow brand advocacy

24. drive revenue

25. reduce service costs

26. accelerate innovation

27. getting started

28. build a roadmap to get there
BUILD
your brand
nation
PROVE
the business value
HARNESS
ENGAGE the
LISTEN conversation
to understand on existing networks
understand the tap into existing create a digital hub point it at a real transform the overall
social customer social networks business challenge customer experience

29. What about targeting the social
graph?

31. No. Really.
Social Graph + Interests

32. Unlock the
passion of
consumers

33. your nation is out there

34. Contextual Keywords
Product
Behavioral Interest - Nielsen
Age
Location Gender

35. start with interests
Interest targeting allows you to target people based on information they’ve
provided in their profile (timeline). This includes listed likes and interests,
the Pages they like, apps they use, and other profile (timeline) content
they’ve provided.
Interest targeting captures those who volunteer insights, a more
reliable approach. keywords & Hhshtags
looks similar to Facebook, but differs in one important area;
categorization! Basically, circles is a way of categorizing your
Google + contacts into groups.

36. Facebook Interest Targeting
Topic targeting (marked with a #) lets you target everyone who has expressed interests closely related to the
term you select. For example, "#Cooking" lets you reach interests like "cooking," "cooking tips," and "cooking and
eating." Precise interests (unmarked) target people who have expressed that specific interest. For example, "cooking"
includes only the interest "cooking.”
Precise Interest targeting lets you define your ideal audience by what they are interested in, using terms people
have shared in their Facebook profiles (timelines). These may be drawn from their listed interests, activities, education
and job titles, pages they like or groups to which they belong.
Suggested likes and interests are surfaced by looking at words that are most common among the people your
targeting already includes. Adding these words to your targeting will help you increase the size of your potential
audience while ensuring that you are still reaching people with relevant interests.

37. 2
1
3

38. Twitter Interest Targeting – promoted accounts, tweets and trends

39. Mining for Influencers

40. The G+ interest search - vintage

43. 2
1

44. Interest graph implications in SEO

45. what’s next

46. customer demands have changed
With the advent
of social
networks, off-
domain activity is
exploding. More
than 35,000
conversations
On-domain Off-domain about HP occur
each day in
77% of customers seek 71% of customers have social media
answers on corporate used social media for channels.
websites, including customer service issues
branded forums

47. Engaging Social Customers
Customer
Public Innovation
Insights
Relations
Campaign
Conversation
-amplify
Monitoring -Influencer outreach
- drive community
-Listening - Community engagement Long Term Social Platforms
management
-Analysis
Cust. Sales
Service Marketing

48. Answer these questions:
•Do you know your influencers? How might you find them?
•How do you want customers to feel when they think of your brand?
•How can you engage customers to bring them closer (help them feel
closer) to your brand?
•What are your customers most passionate about?
•Based on the passion points or interests of your customers -- who
would make the most natural partners for your business? How?

49. Building a
community reduce costs
with increase revenue
purpose
drive innovation
can…
gain advocacy
Questions?
@dotamber