DigiTalk 0415

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Digi Talk

• A monthly showcase of innovative executionsto educate, inform and inspire

• Curated by CDMiConnect EDG members

• Topics including: digital/social campaigns,apps/software, current trends, best practices…

Digitalk-0415

CONFIDENTIAL—For internal discussion only. 1

Social learning’s 2015 SOCIAL MEDIA WEEK

What are we going to talk about today? HOW CONTENT IS CONSUMED

BEST PRACTICES FOR CREATING CONTENT

WORD OF MOUTH MARKETTING

WEARABLES

THINKING OUTSIDE THE BOX

How content is consumed

CONFIDENTIAL—For internal discussion only.

2015 year of the social video

There is a brand movement from youtube to native facebook video

Facebook videos consumed Youtube videos consumed January 2014 January 2015 January 2014 January 2015

12,000 10,000

13,000

Two main Events drove the switch……

Brand Use during superbowl

Facebook Youtube 2014 2015

2014 2015

! Video can be expensive for brands, so explore use of photos

! YouTube is still a good channel & it is important to publish natively across platforms

! Big brands are making the shift GoPro, MTV & Buzzfeed

Takeaways

People are wanting more from their social platforms

! 33% of customers prefer to contact their brands through social media & they expect a response within an hour or less

! 74% of customers believe if they criticize a brand on social media, it leads to better customer service

! U.S brands lose 41 billion dollars a year due to bad customer service •  80% of companies think they are delivering superior customer service

•  8% of customers believe the same companies are delivering superior customer service

If you can provide good customer service (or better than your competitors), you can maintain 20-40% of your consumers

Social Customer service

Social is changing our behavior

Social media allows us to

Connect Educate Take action Create your Own message

To form community

There are 2 reasons why we share

https://www.youtube.com/watch?v=hP7vTqPrVqk

To build our personal brand

https://www.youtube.com/watch?v=zs25mL0vouk

Some Rules for for creating content

Think about how your content will be consumed

The Garden The Stream

Netflix or traditional TV. I go somewhere to watch it, I go to it.

The content comes to you i.e. facebook, news feeds

Keep the 3 S’s in mind

Simplicity Surprise Specific

The magic formula

Be an Emotional gift Provide Information

Give Identity Stress relief,

moment to oneself Prove an argument, give you something more

Location / Gender / Job

Create brand love

Build a relationship •  Ongoing engagement

•  Listen to the trends & tap into it

•  Add value & help others connect with each other

Engage employees •  Makes your brand personal & accessible

•  52% of consumers trust employees as experts

Build Advocacy •  Make it official! Allow people to sign-up and attend events, they

can be online or offline

•  Ambassadors strengthen support community and can connect others with people using the product. Extend to product evangelists

Put out relevant & shareable content •  Inspire by curating an experience or stories that surprise and

delight

Social media evolves like dog years

Stay relevant by:

Doing more with what you have

Think beyond the box

Embrace change

Measure what matters

Don’t focus on going “viral”, focus on creating shareable content

! 29 year old vocalist/actor/director from Texas who began performing on YouTube

! As of January 1, 2015 Hall has over 1.2 million subscribers to his YouTube channel

! He writes/performs in/directs all of his videos

! Videos are done very low budget and have achieved notoriety (i.e. Beyonce asked him to choreograph her next music video)

! MTV used YouTube to discover Todrick, and now features him on a docuseries that shows the “behind the scenes” of how his YT videos get made

Todrick hall

cinderonce

http://www.spin.com/articles/cinderonce-video-beyonce-cinderella-todrick-hall/

! Social media has created a talent “Meritocracy” •  Provides exposure and access to people who might otherwise never have been

“discovered”

! Social media can be a powerful recruiting tool •  Todrick Hall’s discovery by MTV

! Legal consideration: Random talent associated with your brand may bring on added liability

•  MTV proved to their lawyers that there was an urgent business need to stay relevant and be first to market with this type of partnership

Takeaways for finding talent online

Word of mouth marketing

Common marketing goals Sharable

•  Entertaining

•  Educational

•  Inspiring

•  News/Buzz Worthy

Word Of Mouth •  Endorsement

•  Recommendation

•  Product Specific

Wom: Newly quantifiable

! Historically, word of mouth marketing has been seen as the most powerful type of advertising

! 12% of consumers believe recommendations from friends/family trump anything else (Nielson)

! Nearly all marketers agree that WOM drives business •  Only 6% of marketers feel they are WOM experts

! Key marketing challenge: How do you prove WOM impacts sales?

WOM is seen as extremely powerful in terms of driving business, but marketers need ROI proof

The Study ! Objective: quantify WOM marketing initiatives

! 6 companies participated

! 3 years of historical marketing mix data was analyzed

! $6 trillion dollars per year in consumer spending is due to WOM

! WOM drives 13% of sales •  60% - 80% = base

•  20% - 30% = paid marketing

! WOM amplifies paid media by 15%

! A WOM impression is at least 5X’s more impactful than a paid media impression

! WOM is less impactful with lower priced goods (i.e. Pepsi)

The Results

Execution Case study

Assumption

WOMM drives WW business

Challenge

Get senior management to approve a budget for WOM marketing

Resolution

Marketing team was successfully able to use WOM study on ROI to justify a budget to produce a new commercial for launch during 2015 Superbowl

https://www.youtube.com/watch?v=yvUO_jU8XlI

takeaways

! ROI remains crucial in proving value

! Even things that are seemingly hard to measure, can/should be quantified

! The optimal marketing mix includes both paid and WOM marketing initiatives

! Cheaper goods benefit the most from WOM

! Likely applicable for more mainstream CDMi accounts

Wearables

Becoming more Wear-able

“The future of wearables is where multi-faceted, yet focused function

meets fashion. Think Apple Watch versus Google Glass.”

-CTO of Decoded

WEAR-abilities

The health and fitness categories are just the beginning. Via Apple’s new HomeKit, for example, iOS-enabled wearables can communicate with automated home systems (eg, the Nest thermostat).

Wearables & portables

Experts claim the wearable category is broadening to include portable devices. Some portables, like the SCIO scanner (tells you the chemical make-up of almost anything, including foods and medications), are indicative of the potential influence on health.

I invent… Outside the box

Intra-preneurship: Start it UP

“One way to ignite intra-preneurship in your company is to approach internal initiatives like start-ups.”

-VP of Consumer Engagement at Mondelez

Intra-preneurship: shared SUCCESS

Share and even celebrate internal successes/milestones to encourage more of the same and make it part of the culture

Intra-preneurship: Exchange students

Start an employee exchange program with other mutually interested companies to speed up the growth of internal capabilities (eg, partner with a social media shop that’s interested in digging into healthcare). Would have to be conscious of creating direct competition

#ThankYou

Sessions attended

! Getting You Closer To Your Customer: Strategies For Streamlining Your Social And Collaboration Strategy: Salesforce

! From Fans to Advocates: How to Build Community and Grow #BrandLove: Hootsuite

! Why 2015 Will be the Year of Social Video: Socialbakers

! Creating Video Content for How it’s Consumed: Buzzfeed

! Building Social Movements: Reigniting Human Connectivity: Cotential

! Storytelling with Vine: How to Create Short Form Videos That People Remember: Mashable & Vine

! More than just a hashtag: Make campaigns that matter: Purpose ! Decoding Wearables

! Igniting Intrapreneurship

! The ROI of WOMM: a first look at WOMMA's return on WOM brand study

! Stop Calling Them Social Media Influencers: MTV's pioneering effort with new form talent

CONFIDENTIAL—For internal discussion only. CONFIDENTIAL—For internal discussion only.

Thank you!

Make sure to Keep the conversation going on our blog! Head over to our blog: blog.cdmiconnect.com to download this presentation and post comments on these ideas.

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