Upload
connected-blog
View
415
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Patrick MacKay, 004 Group Veranstaltung: M-Days 2013 Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/
Citation preview
www.004group.com
The Day After the Like:
How to Truly Leverage Your Customer‘s Social
Network
5 February, 2013
Patrick MacKay, The 004 Group
www.004group.com
THE 004 GROUP OF COMPANIES
Robert HeinGeschäftsführer, CEO
Reta
ilers
Publishers
We build technology platforms.
www.004group.comRobert HeinGeschäftsführer, CEO
A CROWDED SPACE
www.004group.comRobert HeinGeschäftsführer, CEO
SOCIAL MEDIA 2012
� 1 billion active users on Facebook
� 175 million tweets per day
� 104 million visits to Pinterest per month
� 4 billion + hours of YouTube watched per month
� LinkedIn adding 2 new members every second
� Xing now at 12 million members
A Banner Year
Source: Nielsen State of Social Media 2012
www.004group.comRobert HeinGeschäftsführer, CEO
WHO CONTROLS BRAND INTERACTIONS?
www.004group.com
76%
• Percent of marketers believe “they know what their consumers want” in terms of social media content
and interaction, only 34% have actually asked those buyers. (e-Strategy Trends)
178
• The average midsize or large company (1000 employees or more) has 178 “social media assets” (Twitter
handles, employee blogs, etc.)–yet only 25% of companies offer social business training to their
employees. (Marketingeasy)
Social Social
Business
• Less than 20% of U.S. companies have integrated social media with their customer service, sales, or
product development processes. (eMarketer)
Unknown
• Which social network sends the largest share of website traffic? The answer is…unknown. The majority (as
much as 70%) is “dark social”—links shared through email or instant messaging that generally get lumped
in with “direct” traffic in analytics programs like Google Analytics. (The Atlantic)
Robert HeinGeschäftsführer, CEO
FACTS
www.004group.comRobert HeinGeschäftsführer, CEO
TODAY’S SOCIAL ENGAGEMENT
• Recruits 3rd party to execute limited data crumbs
• Re-engage “community” in SM walled garden
• Generate brand-to-fan & fan-to-fan interactions
• Introduce campaigns to generate traffic (paid media)
• Encourage word-of-mouth (earned media)
• Success measured by # of new likes or followers
• Brand left with some favorability but limited/no data
• Strategy:
• Spend online and SEM media budget to build Social community
• Tactics:
• Drive Facebook Likes, Distribute Sponsored Tweets, & Manage Pinterest account
• Write corporate blog(s) & Moderate community forums
1.The Goal
Brand
Internal
strategy
2.The Plan
AOR or
Direct
3.The
Actions
www.004group.comRobert HeinGeschäftsführer, CEO
THE RESULTS
1.• You think you’re cultivating a brand community but you’re not
2.• You’re invested in assets you don’t own or control
3.
• You have little opportunity for true interactions & re-engagement
4.• You don’t know what else to do so you rinse, wash, and repeat.
www.004group.comRobert HeinGeschäftsführer, CEO
• Take back your engagements
• Own & retain your data
• Target One, Target All
• Cultivate Community
• Generated earned media
• Facilitate 2-way communication
• Incentivize brand ambassadors
• Build around brand appropriate use cases
• Custom UI design & function paired with corporate CI
• Dashboard access to manage & optimize platform in real-time
• Integrate 1st & 3rd party data
• Creative/Data/Media integration
The
ActionsThe Results
Bring your Community, Media & Data In
House.
Your Community. Your Media. Your Rules.
A. Close the loop
B. Reassert control
C. Own the process
D. Define success
The Mission
A NEW ENGAGEMENT MODEL
www.004group.comRobert HeinGeschäftsführer, CEO
START INVESTING IN RE-ENGAGEMENTS
Lead Acquisition
Interact allows direct re-engagement
www.004group.comRobert HeinGeschäftsführer, CEO
GET STARTED
Strategy Workshop
Choose your use cases
to support
Choose your channel to
support
Web
Stand-alone
Plug-in
Mobile
Device
Development
Operating System
Build your interact assets
(Web + Mobile + CMS)
Engage, and interact with your
community
www.004group.comRobert HeinGeschäftsführer, CEO
Thank you very much for your time and attention