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Engage or Die! by Brian Solis @SMiCS2011 in Monte Carlo.
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@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…