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@adriandparker
#ANAmarketers
How My Wife Cooks Dinner1) Decide on the menu2) Select accompanying recipe3) Gather ingredients4) Prep items and cooking area5) Cook6) Serve
How My Wife Cooks Dinner1) Decide on the menu2) Select accompanying recipe3) Gather ingredients4) Prep items and cooking area5) Cook6) Serve
Procedural Planning Approach
1 2 3 4 5 6
Predetermined goalPredictive performance
Set tools & resourcesEstablished process
Efficient resultsDelighted end users
How I Cook Dinner1) Explore the kitchen2) Assess available ingredients3) Propose possible menu4) Feedback5) Cook & sample6) Feedback7) Serve8) Feedback9) Craft recipe
How I Cook Dinner1) Explore the kitchen2) Assess available ingredients3) Propose possible menu4) Feedback5) Cook & sample6) Feedback7) Serve8) Feedback9) Craft recipe
Ambiguous challengeUnproven tools
Learn & improviseEmbrace surprises
InteractionEmbrace errors
IterateEmbrace change
Generate solutionsIterative Planning Approach
12 4
3
3
3
8
92
2
4
4
56
7
@adriandparker
#ANAmarketers
Our Journey Today
Progress over perfection
1.Speak up and share2.Have fun3.Q&A at end4.Deck available via SlideShare Tweeting encouragedShare your thoughts & join the
conversation!
@adriandparker
#ANAmarketers
POP
QUIZ
@adriandparker
#ANAmarketers
Question #1
List 3 brands that you , , , , , or to.
@adriandparker
#ANAmarketers
They , , , , , and for the same reasons we do.
Why they actually engage:1. Discount 61%2. Purchase 55%3. Reviews/Ranking 53%4. General Info 53%5. Exclusive Info 52%
Why brands think they engage:1. Learn New Products 73%2. General Info 71%3. Submit Opinion 69%4. Exclusive Info 68%5. Reviews/Rankings 67%
Source: Harvard Business Review May 2012 – To Keep Your Customers Keep It Simple
Think Like A Consumer
@adriandparker
#ANAmarketers
Sh
are
of
Voic
e
May Aug June Sept Nov Oct July
DAILY CHATTERGOAL: Communities & Connections
IGNITION CAMPAIGNSGOAL: Awareness & Acquisition
BIG BETSGOAL: Enterprise-wide priorities
Think About Content Strategically
@adriandparker
#ANAmarketers
Question #2
Why do customers your content or talk about your product?
23
@adriandparker
#ANAmarketers
Sharable Content Isn’t An Accident
Design for Delight
4 Motivations To
#2 Self Involvement“I want to show I know a lot about the product”#3 Other Involvement“I want to help others make good decisions”
#4 Message Involvement“The content is so humorous or informative that it deserves sharing”
34%
25%
21%
20%
#1 Product Involvement“The product exceeded my expectations”
SOURCE: Ernest Dichter “How Word of Mouth Marketing Works” 1966
The Who, How & Why of Word of Mouth Ernest Dichter, 1966
@adriandparker
#ANAmarketers
Focus On Consumer Needs Not Brand Wants
Delight Customers Thru Innovation
Design for Delight
Know them & exceed their expectations
Think big and evaluate hard
Spend more time talking to them than talking about them
@adriandparker
#ANAmarketers
Question #3
If you could choose anyone in the world to promote your content, who would it be? #ANAmarketers
@adriandparker
#ANAmarketers
CONSUMERS
TRUSTTHESE FORMS OF
MARKETING:1 Personal Referrals 90%
2 Blogs/Forums 70%
3 Brand Websites 70%
4 Editorial Content 69%
5 Brand Sponsorships 65%
6 Television 62%Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
Our Biggest Challenge
@adriandparker
#ANAmarketers
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
INVESTIN THESE FORMS OF
MARKETING:1 Circular
2 Television
3 Direct Mail
4 Search
5 Email
6 Radio
BRANDS
Our Biggest Challenge = Biggest Opportunity
@adriandparker
#ANAmarketers
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
INVESTIN THESE FORMS OF
MARKETING:1 Circular
2 Television
3 Direct Mail
4 Search
5 Email
6 Radio
BRANDS
Our Biggest Challenge = Biggest Opportunity
Awareness
Trust
@adriandparker
#ANAmarketers
SocialBroadcasters
Mass Influencers
Potential Influencers
Fishing For Influence
Bait: Access & Info
IMPACT PURPOSE
Awareness &
Influence
Demonstrate Brand
Leadership
Bait: Content/InnovationConsideration
& Engagement
Showcase
Innovation
Bait: Shareable ContentPurchase
& Promote
Content
Participation
@adriandparker
#ANAmarketers
Question #4
All social has a ROI
Do you or this statement?
@adriandparker
#ANAmarketers
3 Dimensions of Return On Impact
FINANCIALMaximize high ROI tactics
•Revenue/Conversion•Leads per $ spent•Customer Loyalty/LTV•Cost Avoidance
INNOVATIONIgnite ideas & learning
•Media coverage•Intent to purchase•Virality/Resonance•Consumer Insights
STRATEGIC Drive the company vision
•NPS•Sentiment•Mentions•Share of Voice
Measuring ROI
@adriandparker
#ANAmarketers
Optimizing Content By Channel
Awareness
Pre-Assessment
Action
Post-Assessment
Ambassador
Reach
Interaction
Engagement
Retention
Advocacy
Cons
umer
Jour
ney Channel Strategy
Priority Channels•Heavy adoption & awareness•Customizable to biz objectives•Tracking
TWN
@adriandparker
#ANAmarketers
Question #5 You are leaving the house for 24 hours & can only take one of the items below with you. Which one?
Phone
Keys
Wallet
@adriandparker
#ANAmarketers
SOURCE: Network World 2008 - 16% of workers across the world are 'Hyperconnected'
Just ask your customers what’s most important:
#1
Phone
Wallet
#2
Keys
#3
What This Means To You
@adriandparker
#ANAmarketers
SOURCE: Mobile Marketing Statistics – Smart Insights 2012
50%33%
Percent of users who access content via a mobile device:
50%
Social & Mobile Converge
@adriandparker
#ANAmarketers
Question #6
Who is the Head of Social Media for your company?
?Customer
@adriandparker
#ANAmarketers
INTUITEmployees Customer Shareholder
Social, Mobile & Global
DIVISION STRATEGY
Grow Tax
Grow Accounting
Penetrate Base
Accelerate Small Biz ecosystem
Social Center of Excellence
Charter
Governance
Roadmap
Education
Research
Vendors
Toolkit
Measurement
Social/Mobile MktgContent & Tech Influencers Community Owned Assets
Sales Support PRLead Gen & Acquisition
Community & Customers
Media, Promoters, Community
Social Vision
Marketing Strategy
Building Your Internal Blueprint for Production
@adriandparker
#ANAmarketers
Plan Across Multiple Horizons
Customer-Centric Marketing
Customer Alignment and X-Biz Integration
Center of Excellence
Multichannel Consultants & Enablers
Learning & Development
Ancillary Function & Specialized Execution
Channel MarketingManage Creative, Communities &
Engagement
2011 2012 2013 2014
Decentralized Coordinated Hub & Spoke Holistic
SOURCE: Altimeter Group
@adriandparker
#ANAmarketers
Plan Across Multiple Horizons
Customer-Centric Marketing
Customer Alignment and X-Biz Integration
Center of Excellence
Multichannel Consultants & Enablers
Learning & Development
Ancillary Function & Specialized Execution
Channel MarketingManage Creative, Communities &
Engagement
2011 2012 2013 2014
Decentralized Coordinated Hub & Spoke Holistic
SOURCE: Altimeter Group
Promoters• Media Coverage• Ambassadors• Thought Leadership• Integrated Events Content
• Quality Video• Mobile-enabled• Simple• Consumer & Biz Generated
Community• Users Helping Users• Dedicated Resources• Disruptive Promotions• Own The Conversation
Owned Assets• Integrated Creative• Shared Resources
Sales & Support• Social Ambassadors• Empowered Staff• Training
CUSTOMER
Product• Optimize experience• Feedback Loop• Social Integration
@adriandparker
#ANAmarketers
Thinking Mobile 1st SHOWCASE
• Customer training on the go• Training & Exams• Agile development
Tablet Optimized
• Sharing of course completion• Software badges
Social Integration
@adriandparker
#ANAmarketers
Thinking Mobile 1st SHOWCASE
• Responsive experience• Software Videos• Training & Demos• Social Conversation Feed
Mobile Landing Pages
• Software certification exam• Course training• Desktop/Mobile portability
Mobile Training
• Customers 4.5X more confident in software usage• Users are twice as likely to recommend product to peerOUTCOMES
@adriandparker
#ANAmarketers
Off-Peak Content EngagementCASE STUDY
During tax season Tax Professionals are hard to reach and engagement requires a different approach.
CHALLENGE
• Facebook engagement increased 10XOUTCOMES
Simple messages of humor and appreciation combined with clear calls-to-action will ignite Tax chatter.
HYPOTHESIS
• Source UGC• Create cartoon content• Encourage sharing/spread
TACTICS
@adriandparker
#ANAmarketers
Promoting Intuit Tax OnlineCASE STUDY
New cloud-based tax software, Intuit Tax Online, has relatively low awareness in emerging category.
CHALLENGE
• SOV increased 3X in 4 days • Tax Online trials increased 24% and registrations 18%
OUTCOMES
By focusing all social channels on a singular theme and creating an online event for SaaS software, we can increase SOV 50%.
HYPOTHESIS
• Integrated online campaign• Tradeshow event• Social channel takeover
TACTICS
@adriandparker
#ANAmarketers
Intuit InnovatorsCASE STUDY
The #1 reason financial professionals use social is to attract clients. How do we facilitate their needs while supporting our products?
CHALLENGE
• Facebook reach increased 5X in first week• SOV increased 4 percentage pts / Audience 37% (vs. prior quarter)
OUTCOMES
If we create an experience for customers to share their stories with small business owners, we can increase SOV and ownable content
HYPOTHESIS
• Integrated social channels• Paid & promoted content• Influencer outreach• YouTube hub
TACTICS
@adriandparker
#ANAmarketers
FOCUS ON CUSTOMERSSEEK SURPRISES AND LEARN
RUN FAST EXPERIMENTSSTOP CHASING OTHERS
“
”Scott Cook
@adriandparker
#ANAmarketers
Social Library
Strategy
Business
@adriandparker
#ANAmarketers
@adriandparker
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Adrian Parker
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Thank You. Let’s Stay Connected.