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Prelini Udayan-Chiechi, director of marketing in EMEA for Lithium, explains how mobile, social and empowered consumer are combining to bring us viral sensations, movements and more. She delivered her address at Social Media Influence 2012.
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Social Journey in the Age of the Empowered Consumer
Prelini Udayan-ChiechiDirector, EMEA Marketing@prelini
88United Breaks Guitars
@prelini
88Campaign Goes Viral
@prelini
88@prelini
civil disobedience:
the social web has organized and amplified our global voice
@prelini
around the globe, people are seizing power
@prelini
collectively, we are doing great & inspiring things at unprecedented scale
@prelini
x
the dawn of the mobile, social and incredibly empowered consumer
@prelini
confidential
business models are being radically transformed
@prelini
2011 2012 2013 2014 2015 2016 $-
$1,000
$2,000
$3,000
$4,000
$5,000
Source: Forrester US Interactive Marketing Forecast , 2011
Social Media Spend Reach $2.1Bn in US
of CEOs surveyed reported that their top priority for the next five years was ‘getting closer to their
customers’
88% @prelini
50%build awarenessand demand forour products
customer focus is the major driver behind social
2011 2012 2013+
7.10%
10.10%
17.5%
social media as % of marketing budget
$2.1Bspent in 2011
57% be more relevant to our customers
54%build better customer relationships
CMO Council, 2011
Social media helps us to:
@prelini
Customers want an authentic conversation and engagement
with buyers ‘like them’
but customers want to interact with each other, not just you
14% of consumers trust advertisements
90% of consumers trust peer recommendations
@prelini
Lithium Confidential
superior design features who do I engage and how?
how do I manage and scale?
how do I measure the impact?
of marketers surveyed had no
proven ROI of social initiatives
41%
social brings new complexities
Social Intelligence
Social Business Software
Social Scoring Blogging Platforms
Social TV Mobile Apps
Community
Platforms
Reach
Buzz
Engagement
Participation
Transaction
Advocacy
@prelini
LISTENto understand
DIRECTthe
conversation
PROVEthe business
value
REALIZEyour brand
nation
ENGAGEon existing networks
understand the social customer
tap into existingsocial networks
create an owned hub harness the power to
drive business impact
transform the overall
customer experience
community promotion
@prelini
chat channel
@prelini
accelerate innovation
@prelini
reduce service costs
@prelini
drive revenue
@prelini
confidential
superfans are the key to success
85%and
of all useful content
superfans consist of
<1%of communitypopulations
on average superfans generate
50%of all community content
@prelini
confidential
Video
@prelini
confidential
lithium
delivering social customer experiences for the world’s most iconic brands 300+ Customers
30M+ Registered Users
Questions
Prelini Udayan-Chiechi@prelini
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