Brian Solis Engage or Die!

@briansolis BrianSolisTV TheBrianSolis

Digital Darwinism is already changing the landscape of business

The world has changed forever. Will you change with it?

This is not Social Media marketing

“Fast and Easy” is the beginning

of the end of Social Media 1.0

Customers will breakup with organizations that don’t deliver value, now and over time

“People” = the 5th Element

Traditional Consumer Digital Consumer

CONNECTED CONSUMER

An Audience with an Audience of Audiences

A look at the world through the eyes of a connected customer

The Fight for Consumer Attention Takes Place Where Attention is Focused. Hint: It’s not your website

New Media has the

power to reach people where their attention is

focused

Attention is a Precious Commodity

Red = where users looked the most Yellow = indicate fewer views Blue = least viewed Gray = didn’t attract any fixations Green = boxes drawn on top of the images after the study to highlight the advertisements

BRANDS ARE NOT CREATED

THEY ARE CO-CREATED

THE VOICE OF THE CUSTOMER

JUST GOT LOUDER

The future of your business is defined through shared experiences…

Without design or engagement, what will they say? What will they do?

Is your business antisocial?

YOU CAN’T BUILD A CUSTOMER-CENTRIC BUSINESS

IF YOU DON’T KNOW

WHAT CUSTOMERS WANT

DO YOU EVEN KNOW WHAT WE WANT OR WHAT WE VALUE?

Taking the customer point of view: Closing the Customer Gap in Social Media

Customers want to learn about new products…

The brand perspective

They want to engage with us to create a community…

The brand perspective

I want discounts and special offers!

The customer perspective

I need the ability to purchase within my social network!

The customer perspective

Obtaining tangible value or recognition is why people seek out organizations in social networks

The number 1 least asked question is social business is… WHY?

WHO

EXTENT

WHEN

WHY WHERE

WHAT

HOW

The 5 W’s + H.E.

CRM Social CRM

RELATIONSHIPS

Mobile

Real-time Social

Three sectors are driving the evolution of of consumer behavior and businesses must adapt to lead the future

The Golden Triangle

Technology Opens New Doors to Intelligence & Engagement

Business Value

User Experience

Immediate Return

Long-term Yield Brand Lift

Sales Lift

Consumer Value

Social and Mobile represent the natural evolution of commerce… but everything changes in the process.

Awareness

Interest

Evaluation

Decision

Action

Referral

Loyalty

Consumer Attention

The Traditional Customer Journey

Trigger

Decision making cycle of connected customers

Awareness

1. Formulation

Attention

Consideration Brand Strength

Brand Interruption Reconsideration

Evaluation

Decision Reviews

Word of Mouth

Brand Engagement

2. Pre-Commerce

4. Post-Commerce

Experience

Closure Self-expression

Post-purchase research

Validation

Sentiment

Loyalty

Passive

Influence Loop

Rival Attention

Brand Experimentation Reconsideration

Loyalist

3. Commerce

Commitment

Enjoy

Bond

Shared Sentiment

Advocate

Word of Mouth

Advocacy

Influence

Trigger

Social CRM reveals new touchpoints to influence consumer behavior

Awareness

1. Formulation

Attention

Consideration

Evaluation

Decision

2. Pre-Commerce

4. Post-Commerce

Experience

Loyalty

3. Commerce

Enjoy

Bond

Big Data presents big challenges AND opportunities

Intelligence

Insight

Ideation

Interaction

Influence The 5 I’s of Social Marketing

BIO WORD CLOUD – TOP 100

LOCATION WORD CLOUD – TOP 100

FINDINGS

!   @starbucks followers identify themselves as: enthusiasts, geeks, addicts, junkies, creatives

!   Music, Food, Coffee, and Fashion are the most popular

areas of interest

!   @starbucks followers may favor dogs to cats 2 – 1

!  Students account for more than any single Professional field

ENGAGED

CONNECTED ADAPTIVE

Relevance

The Tenets of Social Business Are Designed to

Build Relationships

@ is the universal sign for engagement

Engagement is defined by how a brand and consumer connect and interact within their networks of relevance

You Prospects You Prospects

Enga

gem

ent

Engagement is measured by takeaway value, sentiment, and resulting actions following the exchange

You are Now Entering the Trust Zone

Do you know who’s influencing your market?

Content is King Content Context is King

Build relationships

Trigger actions & outcomes

Feed the community

ARE YOU DESIGNING CAMPAIGNS AROUND

MEASURABLE & MEANINGFUL OUTCOMES?

Social Media Marketing is now expected to play a bigger role in business performance

WE CAN NOT MEASURE WHAT IT IS WE DON’T

KNOW TO VALUE

Likenomics: The value of a Facebook “Like” is worthy of study

Likenomics: The value of a Facebook “Like” is worthy of study

THE A.R.T. OF SOCIAL MEDIA = ACTIONS

REACTIONS TRANSACTIONS

I want to something…

change cause build inspire help teach learn discover sell

influence

The Value + Innovation Cycle

Measure

Listen

Engage

Research & Intelligence

Optimize

Action

Learn + Adapt + Create

There is no box to think outside of…