Mais conteúdo relacionado Semelhante a KeyNote: Who Will lead the Revolution in Social Media and Big Data? IT or The Business? Marketing, PR, Sales, etc... Semelhante a KeyNote: Who Will lead the Revolution in Social Media and Big Data? IT or The Business? Marketing, PR, Sales, etc... (20) Mais de Dr. Natalie Petouhoff Mais de Dr. Natalie Petouhoff (6) KeyNote: Who Will lead the Revolution in Social Media and Big Data? IT or The Business? Marketing, PR, Sales, etc...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
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
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
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
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