Patrick MacKay, 004 Group Veranstaltung: M-Days 2013 Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/

1. The Day After the Like:
How to Truly Leverage Your Customer‘s Social
Network
5 February, 2013
Patrick MacKay, The 004 Group
www.004group.com

2. THE 004 GROUP OF COMPANIES
We build technology platforms.
Retailers
Publishers
Robert Hein
www.004group.com
Geschäftsführer, CEO

3. A CROWDED SPACE
Robert Hein
www.004group.com
Geschäftsführer, CEO

4. SOCIAL MEDIA 2012
A Banner Year
1 billion active users on Facebook
175 million tweets per day
104 million visits to Pinterest per month
4 billion + hours of YouTube watched per month
LinkedIn adding 2 new members every second
Xing now at 12 million members
Source: Nielsen State of Social Media 2012
Robert Hein
www.004group.com
Geschäftsführer, CEO

5. WHO CONTROLS BRAND INTERACTIONS?
Robert Hein
www.004group.com
Geschäftsführer, CEO

6. FACTS
• Percent of marketers believe “they know what their consumers want” in terms of social media content
and interaction, only 34% have actually asked those buyers. (e-Strategy Trends)
76%
• The average midsize or large company (1000 employees or more) has 178 “social media assets” (Twitter
handles, employee blogs, etc.)–yet only 25% of companies offer social business training to their
178 employees. (Marketingeasy)
• Less than 20% of U.S. companies have integrated social media with their customer service, sales, or
Social product development processes. (eMarketer)
Business
• Which social network sends the largest share of website traffic? The answer is…unknown. The majority (as
much as 70%) is “dark social”—links shared through email or instant messaging that generally get lumped
Unknown in with “direct” traffic in analytics programs like Google Analytics. (The Atlantic)
Robert Hein
www.004group.com
Geschäftsführer, CEO

7. TODAY’S SOCIAL ENGAGEMENT
• Strategy: • Introduce campaigns to
• Spend online and SEM generate traffic (paid
media budget to build media)
Social community • Encourage word-of-mouth
1.The Goal 2.The Plan (earned media)
• Tactics: • Success measured by # of
• Drive Facebook Likes,
Brand AOR or new likes or followers
Distribute Sponsored Internal • Brand left with some
Tweets, & Manage strategy Direct favorability but limited/no
Pinterest account data
• Write corporate blog(s) &
Moderate community
forums
3.The
Actions • Recruits 3rd party to execute
limited data crumbs
• Re-engage “community” in SM
walled garden
• Generate brand-to-fan & fan-
to-fan interactions
Robert Hein
www.004group.com
Geschäftsführer, CEO

8. THE RESULTS
• You think you’re cultivating a brand community but you’re not
1.
• You’re invested in assets you don’t own or control
2.
• You have little opportunity for true interactions & re-
3. engagement
• You don’t know what else to do so you rinse, wash, and repeat.
4.
Robert Hein
www.004group.com
Geschäftsführer, CEO

9. A NEW ENGAGEMENT MODEL
• Build around brand
A. Close the loop appropriate use cases
• Custom UI design & function
B. Reassert control paired with corporate CI
C. Own the process The Mission • Dashboard access to manage &
optimize platform in real-time
D. Define success Bring your Community, Media & Data In • Integrate 1st & 3rd party data
House. • Creative/Data/Media
Your Community. Your Media. Your Rules. integration
• Take back your The
The Results • Cultivate Community
engagements Actions • Generated earned media
• Own & retain your
data • Facilitate 2-way
communication
• Target One, Target
All • Incentivize brand
ambassadors
Robert Hein
www.004group.com
Geschäftsführer, CEO

10. START INVESTING IN RE-ENGAGEMENTS
Interact allows direct re-engagement
Lead Acquisition
Robert Hein
www.004group.com
Geschäftsführer, CEO

11. GET STARTED
Stand-alone
Choose your use cases
to support Web
Strategy Workshop Plug-in
Choose your channel to
support
Build your interact assets Device
(Web + Mobile + CMS)
Mobile Development
Engage, and interact with your
community
Operating System
Robert Hein
www.004group.com
Geschäftsführer, CEO

12. Thank you very much for your time and attention
Robert Hein
www.004group.com
Geschäftsführer, CEO