Are You Listening To Your Customers? Engage Customers Like Never Before

ARE YOU LISTENING TO YOUR CUSTOMERS?

Content Strategy and Marketing Conference Nicholas Kontopoulos Senior Global Marketing Director, Global CRM Product Marketing SAP November, 2013

ENGAGE CUSTOMERS LIKE NEVER BEFORE

A LITTLE BIT MORE ABOUT ME… AND WHAT MAKES ME TICK.

@Nicholask71

PASSIONATE ABOUT MY CUSTOMERS.

MY OBJECTIVE TODAY IS TO…

THROW SOME ‘MIND GRENADES’

FIRE-UP YOUR BRAIN JUICES

THE IMPACT DIGITAL CUSTOMERS ARE HAVING ON YOUR ENTERPRISE

POWER TO THE PEOPLE “… and the Left Wing talk about giving the power to the people… you know…anybody knows that the people have the power. All we need to do is awaken the power in the people. People are unaware, it’s like they’re not educated to realise that they have the power.”

– John Lennon, 1969

29% of Americans say their phone is the first and last thing they look at every day. PEOPLE ARE ALWAYS CONNECTED.

SOURCE: QUILCOMM

The mega trend of the 21st century is the EMPOWERMENT of people via connected mobile devices.

- Mary Meeker

50% of consumers will use 2 or more devices in their purchase process. SITES MUST BE MOBILE-FRIENDLY.

AT LEAST

SOURCE: IBM

ONE HALF of all local searches are conducted on mobile. PEOPLE SEARCH WHILE ON THE MOVE.

SOURCE: MICROSOFT

PEOPLE USE APPS THAT ENHANCE THEIR LIVES.

82B apps will be downloaded worldwide

in 2013

82 BILLION

SOURCE: PORTO RESEARCH

More than 1.5M apps are

available in the Apple App Store

and Google Play

1.5 MILLION

MORE THAN

SOURCE: NEW ROLIO

40% of marketers are

planning to develop a

mobile app in the next year

SOURCE: AERICON

Of the apps downloaded, 1

in 4 are abandoned

after the initial use

SOURCE: NEW ROLIO

that purchased as a result of a marketing

message on their smartphone, did so on the device itself.

1/2 MORE THAN

SOURCE: MAPDOM

82% APPS

82% of mobile media

consumption time is within apps.

MOBILE BROWSERS

SOURCE: NIELSEN

BY 2018, MORE APP REVENUE WILL COME FROM TABLETS THAN SMARTPHONES.

SOURCE: NIELSEN

OF THOSE

We as consumers are living in a 24/7 DIGITAL WORLD. And our message to brands is that if you’re not focused on that, you’re missing out, you’re going to be left behind.

- Neal Mohan, VP Display Advertising Google

SCREENAGERS THEY ARE NEVER FAR FROM A SCREEN. AND A SCREEN IS NEVER FAR FROM THEM IT SEEMS.

YouTube reaches more US adults ages 18 – 34 than any cable network.

SOURCE: NIELSEN

of YouTube traffic comes from outside the US.

SOURCE: YOUTUBE

EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW

85% of users say social networks help them decide what to purchase.

SOURCE: IBM

93% of marketers are using social media for business.

SOURCE: BUSINESS INSIDER

2 NEW USERS

join Facebook every second.

SOURCE: PEW RESEARCH

62% of people are more likely to engage with brands that integrate social media content into their owned properties.

SOURCE: MASS RELEVANCE

This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group – ITS A WAY OF LIFE.

- Brian Solis

Mobility Rich Content Social Apps

WE LIVE IN A WORLD OF DIGITAL IMMERSION

IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.

THIS CHANGES THE RULE FOR MARKETERS.

COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.

19TH CENTURY ENGAGEMENT

Sales & Marketing Funnel

Awareness

Interest

Desire

Action

SHARE RESEARCH

PURCHASE TRIGGER EVENT

COMPARE

CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL

CUSTOMERS ARE NOW IN CHARGE

A PARADIGM SHIFT HAS OCCURRED!

57% of the buying process is completed before a first interaction with sales.

SOURCE: CORPORATE EXECUTIVE BOARD

86% of customers are willing to pay more for a better customer experience.

SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER

DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt.

- Brian Solis

ENTERPRISES ARE STRUGGLING WITH SOCIAL MEDIA CHANNELS

VOLUME

VELOCITY

VARIETY

COMPANIES SOCIAL STRATEGIES ARE MISALIGNED THE EVOLUTION OF THE SOCIAL BUSINESS

Only 34% of businesses feel that their social strategy is connected

to business outcomes.

Just 28% of companies studied feel that they have a holistic approach to social media, where lines of business and business functions work together

under a common vision.

Only half said that top executives were “informed,

engaged and aligned with their companies’ social strategy."

SOURCE: ALTIMETER GROUP

- Doug Kessler, Velocity Partners

Traditional marketing talks at people. Content marketing talks WITH them.

CREATING IT IS EASY, OR IS IT

CONTENT MARKETING

Let’s define what CONTENT is.

The definition has five components:

– The Word Factory

Content is the presentation of information for a purpose to an audience through a channel in a form

What is the idea you are sending out?

Why are we doing this?

Who is our intended consumer for this content?

How will we get our content to our audience?

How will our communication be rendered in its final form?

INFORMATION

PURPOSE

AUDIENCE

CHANNEL

CONTENT MARKETING: Create SOCIAL OBJECTS.

The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.

– Hugh Macleod

CONTENT MARKETING: Create SOCIAL OBJECTS.

– Kyle Mathews

Social objects bind us together. The more important a social object is to us, the stronger it'll bind us to others who also hold that social object”…”we change our behavior because of social objects.

- Ann Handley

Make the customer the HERO of your story.

LISTEN.

- Jonathan Midenhall

Amazing things happen when you LISTEN to the consumer.

DO YOU REALLY LIKE ME?

What? What are people talking about?

When? When did they talk about it?

Where? Where do these conversations occur?

Who? Who is talking?

Why? Why are they talking about it?

LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS

5Ws of Social Intelligence Harnessing the Small Data

UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS

WHAT ARE THEY THINKING ABOUT? MIND OF THE CONSUMER

“How do I buy”?

“That’s a interesting new product”

“Who else makes one of these?”

“Cool commercial”

“I cant get this to work” “This is a really cool feature”

“It would be cool if product x could do this”

“Maybe I should consider brand x?”

“I really value the opinion of tastemaker x”

“I wish companies would care more about…?

“I wonder what my friends think of this product?”

“I need something new”

HOW DO PEOPLE FEEL? Is overall sentiment positive, negative, or neutral?

What’s the net sentiment? How passionate are our customers? What is the share of buzz compared to our competitors?

I want one…

It hurts my eyes!

Poor battery life…

Lack of hot games…

The real issue is making sense of big data and finding patterns in it that help organizations make better business decisions.

SMALL DATA

SOURCE: GARTNER

I want one…

Poor battery life…

DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME Natural Language Processing Engine

It hurts my eyes!

Lack of hot games…

NLP engine filters and determines emotions (like, dislike), behaviors (want, buy, return), intensity and net sentiment.

68% of companies do not have a stated Business Intelligence/Analytics strategy. SOURCE: IDC

BUILD A DIGITAL SOCIAL LISTENING POST CHANNELING SOCIAL MEDIA CREATE A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS •  What crises are emerging?

•  How are my in-flight campaigns?

•  Is my social sentiment tracking w/ sales?

•  Do we need to engage with them?

- Jay Baer, YOUTILITY

Social is the gasoline that fuels content.

CUSTOMER CASE STUDY

OBJECTIVE Take on larger rivals by providing a delightful social media experience SOLUTION SAP Cloud for Social Engagement BENEFITS Meet increasing demand for social media customer service channel without scaling team. Reduced churn.

“OUR ROI IN DOLLARS IS DEFINITELY IN THE MILLIONS. Depending on the scale of your operation and your programs, the ROI is at least ten million dollars in opportunity.”

Krissy Espindola Director, Knowledge Management

& Social Customer Support

AT A GLANCE

SOCIAL CUSTOMER ENGAGEMENT

SINGAPORE GRAND PRIX 2013 SHARE OF MENTIONS AROUND THE WORLD

6,323 POSTS

6,979 MENTIONS

11,019,985 VIEWS

91% people think POSITIVELY

about Singapore F1 this year

12% (IND) 20% (SG)

15% (UK)

12% (ITA)

10% (USA)

Jun 6 News: Justin Bieber to perform at Singapore F1

Jul 2 News: BIGBANG to perform at Singapore F1

Approaching the race date

Social Media Trends

SINGAPORE GRAND PRIX 2013 WHAT ARE PEOPLE TALKING ABOUT?

Social Media Trends

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