Providing Value to Consumers via Social & Mobile

#SMAC @ #NYXPO October 17, 2013

Providing Value to Users via Social & Mobile

@RevChrisMurphy #SMAC #NYXPO

Disclaimers


We Should No Longer Separate “Social” or “Mobile” from “Digital”


50% of users use mobile as their primary means of accessing the internet

4.2 Billion people access social media via mobile

Mobile searches make up 25% of all searches

51% of Mobile traffic sources from mobile video

74% of users say mobile advertising influences them to try something new

80% say they download an app after seeing a mobile ad

60% say social media makes them more likely to share products & services

46% of users say they turn to social media to help with purchase decisions

Social Media generates double the leads of trade shows, telemarketing, daily mail, PPC

Source: Visual.ly- 2013 Social Media Facts; Digital Buzz- State of Mobile 2013


Digital Strategy Should Not Be Separated From Traditional Advertising Strategy, or

Even Overall Business Strategy


Now We Can Start J


val•ue

Noun 1.  the regard that something is held to deserve; the

importance, worth, or usefulness of something. synonyms: worth, usefulness, advantage, benefit, gain, help, merit

2. a person’s principles or standards of behavior; one’s judgment of what is important in life. synonyms: principals, ethics, beliefs, standards, moral code

Source: Oxford English Dictionary


val•ue

Noun 1. benefit, personal gain or improvements to life that

a consumer experiences from your brand synonyms: worth, usefulness, advantage, benefit, gain, help, merit

2. core values that consumers relate to or believe in, that makes them feel good about your brand synonyms: principals, ethics, beliefs, standards, moral code

Source: translation done in my brain


Defining What “Value” Means To Your Audience


Step 1: Get to Know Your Consumer

Who are they? •  Age •  Gender •  Interests

What Are Doing? •  Consuming •  Sharing/Commenting •  Buying

Where are they? •  Devices •  Channels (site, social, etc.) •  Apps


Step 2: Create Something They WANT

Entertainment Something

you’d want to see regardless

of brand sponsorship

Education Exclusive,

useful information

you feel good about knowing

Relevance Anything that keeps you up

to speed, current and/or

on-trend

Utility Something that makes

your life easier

Reward An offer, swag or something

else of monetary/

material value


Step 3: Protect Yourself From Yourself

Put checks and balances in place with filters Rule of Thumb: If your content doesn’t pass through 3 or more filters, abort mission!


Communicating with Users


Talk About Your Feelings

WHY

HOW

WHAT

Why We believe that… How We do that by… What We make…

Does your audience know about your core values, and why you do what you do?

Reference: Simon Sinek TedTalk, How Great Leaders Inspire Action


Don’t Be The Dinner Party Guest Everyone Wants Silenced… Permanently.

What Why

Broadcasting Facilitating

how we talk about ourselves

how we talk to users

how it should look


Be Original, But Don’t Reinvent The Wheel

Have a Clearly Defined Voice & POV

Know What Sets You Apart From The Pack & Talk About It

(Cartoon by Eric Jacobsen)


Measurement & Adjustment


#Fail With Flair!

Test and target your content to see what works when for who and how. Keep a running spreadsheet tracking all social post, ad and app performance. Learn and optimize on the fly, in real time!


Benchmark Against Yourself

INDUSTRY BENCHMARKS

Measure where you are currently, and define the KPI’s for where you want to be. Avoid measuring against competitors- it’s never apples to apples.


Get Cozy With Non-Monetary ROI

Unless you drive to purchase in all communications (you shouldn’t be if you’ve been paying attention), ROI does not always correlate with $ signs. ROI in digital comes in many hard-to-track forms like awareness, consideration, advocacy and word of mouth. $ ?


Ask Me Questions!

linkedin.com/in/chrismurph26


Thank You!