Post on 18-Jan-2015
description
Confidential & Proprietary
Multi-Channel Customer Engagement
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Baking new Brand X Recipe for Suzy’s party. She loves it
Day in the Life of today’s Consumer
Mom blogging Recipe Look Up Menu building Mom tweets
Mom-Blog
Planning Suzy’s birthday party. Looking for menu ideas for 10 kids.
Rep engages
Dietician responds Mom at grocery storeRep texting reply
Does it Contain gluten?
No ur good. Try Dirt Cupsdesert. Yum!
No ur good. For dessert try these http://tinyurl/uwc87s Yum!
I ‘m diabetic. R these ok?
Mom continues …
…ybe you would like to
Try Fluffy Sugar Free
Jello-O Pie instead . …
@mom Good luck w/recipe. My kids love it! Txt 57238 if u get stuck
Also click on this link for coupon http://tinyurl/uwc87s
Maybe Try Sugar Free instead. Here is the link to our recipe. http://tinyurl.com/cRT67v.
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Day in the Life of today’s Consumer
Clicks photo of item still looking for; buys online
Mom-Blog
Bday party big success http://twitpic.com/. New recipe was so easy see recipe @brandx site!
Speech Recognition & Customer Hold Messaging
Mom connected with IVR
Checks out website… clicks on icon to call
Mom checks out Mom blogs to 5,000 readers
I just want to talk to a person.
Bypass!
Join our Innovation
Community, to sign up…
Speaks with tech savvy Rep
Have you tried this recipe? I will send
you a coupon.
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Day in the Life of today’s Consumer
Mom & Rep enter chat session to locate product
Mom receives email … joins Innovation Community and more
Rep: Hi Mrs. MomMom: HiMom: I am looking for Golden Oreos MinisRep: I will take you to the Netgrocer website we can shop together. Mom: Thanks I will submit the orderRep: Have a nice day. Bye.
Receives text via Text Messaging Service
Video conference tomorrow
Leverage your most important asset to create strategic business advantage
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Do consumers want engagement with brands?
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What if… we looked at the business value differently?
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Multi Channel Customer
Engagement
store
mobile social web
@Phone
WHY?VOC
WHAT CONSUMERS SAY? WHAT THEY DO? WHY THEY DO WHAT THEY DO? WHERE & HOW THEY DO WHAT THEY DO?
MORE CHANNELS
MORE ACCESS
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2013 Trends in Customer Service & Contact Centers*
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• Mobile• Social Media• Community-based service• VOC Analytics• Next Best Action• Proactive customer service• The Cloud• BPA• Cross-channel/Agile• Knowledge/Content Management
*Kate Legget – Forrester Research, September 2012
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Social Media Trends
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Agenda
Trends in the Market
Digital Fitness
Trends in Corporate
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♦Global Media Consumption per Week
Media Consumption is Changing
Source: Carat
1900 1920 1940 1960 1980 2000 2020
100
80
60
40
20
0
2020: 80% of All Media Digital
2010: 66% of All Media Digital
2007: 50% of All Media Digital hours
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Social Media Delivers Global Reach♦ Number of Social Network Users
Worldwide– 1.4 billion at the end
of 2012♦ Largest Social Networking
Region– Asia-Pacific, with
nearly 616 million users
♦ Country with the Most Social Network Users
– China, with more than 307 million in 2012, nearly double the number in the US
♦ Countries Where Social Networking is Growing the Fastest
– India and Indonesia, which will each see 50%+ growth in users this year
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♦ Social Network Users Worldwide• Internet users who use a social network site via any
device at least once per month
2011 2012 2013 20140MM
200MM
400MM
600MM
800MM
1,000MM
1,200MM
1,400MM
1,600MM
1,800MM
2,000MM
493.5 615.9 745.6 853.7164.9
191.8215.9
236.9
163.9174.7
181.9189.2
139.0157.4
176.5192.7
111.1
148.5
183.0211.6
129.8
145.3
159.4
170.8
Asia-Pacific Latin America North America Eastern Europe
Middle East & Africa Western Europe
Source: eMarketer Feb-2012
1,202.2
1,433.5
1,622.4
1,854.7
23%
19%
16%
12%
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Social Media is 24×7
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• In a recent social media study for Nestlé's ice cream brands, it was discovered that the largest day segment for ice cream conversation occurs at prime time and the late night.
• These consumers tend to participate in Life Sharing activities such as “I’m watching my favorite movie while eating my favorite ice cream, Haagen Dazs!”.
• At other times of the day, topics such as Health are more prevalent (noon to 5).
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Social Media PlayersUsers Typical User Profile Best For Secret Weapon
845+ million Largest segment is 21-24, followed by 18-20 year olds
Personal interaction Houses all information about your brand in one place
572+million 55% female 42% are 31-49 42% are 18-29
Monitoring conversations about your brand
Identify new consumers and engage with influencers
150 million 51% male 25–54
Networking and sharing professional accomplishments
Join groups and engage in Q&A
800+ million 18-34 70% outside US
Sharing videos and content partnership
In-stream ads
11 million >80% female Affluent 25-44
Images and photography Driving social media purchases
100+ million 70% male Leans towards
professionals
Starting conversations and adding people to it
Circles
80 million TBD Influencer Marketing Mobile78 million 18-44 Reviews Mobile
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Paths toPurchase
• The root of the importance is more about the consumer than the media
Social Media is Pretty Important
Roles ofthe Consumer
Expectationsof the Consumer
RadioSocial Media DisplayTelevision Out of HomeDigitalPrint
PurchaseAssess MotivateParticipate
Quality ServicePrice Delivery Control
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Social Media is the Consumer’s Ballpark♦ The Role of a Brand
• Brands are sometimes invited to:
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♦ People Tend not to Trust the Brand• “When forming an opinion of a company, if
you heard information about a company from each person, who credible would the information?”
• (Percent responding “very credible” or “extremely credible”)
Gov't Official or Regulator
CEO
Financial or Industry Analyst
NGO Representative
Regular Employee
A Person Like Yourself
Technical Expert in the Company
Academic or Expert
0% 10% 20% 30% 40% 50% 60% 70%
20%
38%
46%
50%
50%
65%
66%
68%
Play
Watch
Umpire
Sell
Tailgate
Source: Edelman Trust Barometer Jan-2012
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There is an Invitation…
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• …brands start by listening
Key Question BrandSentiment
ConversationDrivers
Time of DayAnalysis
TopicAnalysis
InfluenceAnalysis
CompetitiveBenchmarking
How do consumers view my brand? +
What are the primary factors that influence the conversation?
+
What trends influence my engagement strategies? + + +
Who or where are our most valuable or influential customers?
+
What are my competitors doing? Am I winning? +
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Agenda
Trends in the Market
Digital Fitness
Trends in Corporate
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The “Moneyball” Approach to Winning
Right Metrics
Data Access
Supportive Management
Relentless Evaluation
Ruthless Efficiency
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Building the Capability
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Business Strategy
Social Media
Strategy
Social Media
PlanningListening, Monitoring & Reporting
Research & Insight Development
Measurement & Analysis
Consumer Engagement Community Management
Social CRM Social Commerce
Social Media Planning & Buying
Content Strategy & Planning
Communications Planning
Influencer & Advocacy Management
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Understanding Social Ownership
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Centralized
Decentralized
Hub & Spoke
Holistic
“Dandelion”
♦ Social Ownership is Typically Distributed Across the Organization
– Nearly half of companies report that social media efforts are either highly centralized or completely decentralized
♦ The Evolution of Social Business• “In which department does your core Social Media team
reside?”
Other
Digital
Social Media
Corp Comm/PR
Marketing
0% 5% 10% 15% 20% 25% 30% 35% 40%
5%
14%
14%
26%
40%
Base: 125 respondents with over 1,000 employeesSource: Six Stages of Social Business Transformation, Mar-2013
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Social Media Maturity
BusinessTransformation
BusinessEffectiveness
BusinessEfficiency
3
2
1
Level
Level
Level
Inno
vate
Impr
ove
Lear
n
Social Objectives
Social Infrastructure
Level 3 Business Integration Strategic business goals and ROI
measurement Executive leadership Social governance Enterprise applications
Valu
e
Level 2 Focus Common engagement solutions Live access to social data via BI Dedicated team and/or COE Establish enterprise architecture
Level 1 Focus Common listening tools and processes Weekly or monthly reporting Emerging team
Level 3 Focus Enterprise platforms Data integration Policy and procedure Enable flexibility & agility Innovation & value
Level 1 Assess and Learn Social Understand channel usage Assess the conversation Count mentions and sentiment
Level 2 Engagement Amplify the good and address consumer
issues Drive purchase considerations Improve customer satisfaction
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Data
Analytics
Organization
Process
Audit data sources Integrate and standardize data from multiple media Collect market research and brand studies
Clearly define all business objectives Determine KPIs Define analytic methodology/needs
Identify social/analytic champion and owner Identify system and technology inputs Collaborate across consumer relationship, media, analytic and
research functions
Audit planning processes Collaborate across data and analytic functions Assess reporting process
Typical Next Steps
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Agenda
Trends in the Market
Digital Fitness
Trends in Corporate
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Achieving Business Objectives:In and With Social MediaValue Creation In Social Value Creation With Social
Improve customer experience & relationships Planning Generate better brand and consumer insightsImprove performance Performance Measure and analyze brand healthOptimize customer value Optimization Optimize media spend & marketing programsCollaborate with customer Innovation Drive new products and services
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Improve Customer Experience and Relationships IN Social Media
PLANNINGService Level
PERFORMANCEROI
OPTIMIZEConsumer Lifecycle
PLANNINGBrand and
Consumer Research
Integrated Reporting and Analysis
Problem Recognition Information Search
CompetitiveEvaluation
Purchase Decision
Post-Purchase
Social media plays a very different role based on where the CPG consumer is in the purchase funnel
A recent ARF study, found that consumers in grocery are most likely to get information from brand/company websites. However, social media sources (highlighted in green) play the more predominant role.
Friends/followers on social networks
Fan/brand pages on social networks
Blogs
Comparison-shopping sites
Search engines
Reviews: profession/expert
Reviews: consumer-generated
Brand/Company website
Online-only retailer
Other retail websites
Video websites
Online advertising
Daily-deal sites
0% 10% 20% 30% 40% 50% 60%
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Improve Customer Experience and Relationships IN Social Media
PLANNINGService Level
PERFORMANCEROI
OPTIMIZEConsumer Lifecycle
PLANNINGBrand and
Consumer Research
Integrated Reporting and Analysis
Social media plays a very different role based on where the CPG consumer is in the purchase funnel
CompetitiveEvaluationProblem Recognition Information
SearchPurchase Decision
Post-Purchase
43%
51%
And 37%…use online forums to sort out a problem with a product or a service
And if you account for age… 52% of customers 16-24 use online forums.
Avaya and BTThe Autonomous Customer, 2012
Also, when a consumer requires support or product advice, they prefer digital methods and only call about more complex issues
Further, about half of consumers trust online customer forums than a brand website.
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PLANNINGService Level
PERFORMANCEROI
OPTIMIZEConsumer Lifecycle
PLANNINGBrand and
Consumer Research
Integrated Reporting and Analysis
Improve PerformanceIN Social Media
Before 2010The Talking Heads
2011 – 2012Big Data
2013Accountability?
Volume • Turn 12 terabytes of Tweets created each day
into improved product sentiment analysis?
Velocity• Sometimes 2 minutes is too late?• Analyze 100 million daily call detail records in
real-time to predict customer churn faster?
Variety• Integration text, sensor data, audio, video,
click streams, log files and more?
Veracity1 in 3 business leaders don’t trust the information they use to make decisions.
“41% of more than 1,000 companies and agencies surveyed had “no return on investment figure for any of the money they had spent on social channel as of October 2011.”
eConsultancy, State of Social Report, November 201
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PLANNINGService Level
PERFORMANCEROI
OPTIMIZEConsumer Lifecycle
PLANNINGBrand and
Consumer Research
Integrated Reporting and Analysis
Improve PerformanceIN and WITH Social Media
Notional Correlation and Metric Analogs
Surveys or Multivariate Testing Advanced Analytics
DescriptionA template provides all relevant value and cost line items, users enter data based on limited analysis and general experience
Historic social data is analyzed and correlated to generally accepted media metrics
Consumers and tactics are segmented. A survey provides insights about purchase behavior. An analysis of media spend, digital media performance and sales data provides model coefficients to score segments based on value.
Individual-level models through attribution modeling, transactional analysis and media weighting to provide real-time Fan valuation
Valuation LevelBroad Segments Consumer Segments Consumer Segments Segments to Individuals
Strengths • Very easy to complete
and low cost• Provides a basic “proof
point”
• Reasonably easy to complete• Connects volume-metrics to
understand and quantify relationships
• The value of an “incremental consumer” is quantified
• May be leveraged for more advanced solutions
• Segment value• Accurate and precise
understanding of value• Highly actionable for
communications planning and campaign development
• Can provide weekly update and understanding
• Highly accurate and precise understanding of value
• Highly actionable including real-time decisioning
Weaknesses• Only averages• Too imprecise to make
actionable marketing decisions
• Likely a temporary solution as media use expands
• Requires 12+ months of data from multiple sources
• Does not account for all consumer segments
• Requires data from multiple sources, sometimes difficult to secure
• Data may require significant cleansing
• Surveys may need to be longitudinal
• Requires data from multiple sources
• Data may require significant cleansing
• Solution may provide too much functionality
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PLANNINGService Level
PERFORMANCEROI
OPTIMIZEConsumer Lifecycle
PLANNINGBrand and
Consumer Research
Integrated Reporting and Analysis
Optimize Customer Value WITH Social Media
AdvocacyAwareness Engagement
Brand Profiles
Listening
Followers Page Views Views
Re-tweets Replies Interactions Subscribers
Fans Likes Value
Creation and
Segment Analysis
Mentions Share of Voice
Posts Length Sentiment
Positive Mentions
Manage Influence
Improve Brand Health
New Registrations
Customer Acquisition
ROI
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PLANNINGService Level
PERFORMANCEROI
OPTIMIZEConsumer Lifecycle
PLANNINGBrand and
Consumer Research
Integrated Reporting and Analysis
Generate Better Brand and Consumer Insights WITH Social Media
• Social media has the potential to reveal the consumer’s emotion at each phase of the purchase cycle
♦Emotions at Each Purchase Stage
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PLANNINGService Level
PERFORMANCEROI
OPTIMIZEConsumer Lifecycle
PLANNINGBrand and
Consumer Research
Integrated Reporting and Analysis
Achieving Business Objective IN and WITH Social Media
♦ Social Reporting• Monthly reporting of brand mentions and sentiment,
important topics, key influencers♦ Performance Reporting
• Monthly to quarterly reports that quantify business objectives through KPIs built on media metrics
♦ Advanced Reporting• Advanced analytics to quantify contributing factors to
KPIs, effect of spend and relationship between KPIs and value
♦ Performance Dashboard• Performance media reporting delivered through a dynamic
dashboard♦ Analytic Platform
• In addition to the Dashboard functionality, advanced analytic tools to optimize and manage the tradeoffs that impact KPIs (e.g., media spend) and value (e.g., ROI)
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Summary
Value Creation
Data Analytics
OrganizationProcess
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Which Are We Doing?♦ Trade Baseball Cards
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♦ Win Championships
Right Metrics
Data Access
Supportive Management
Relentless Evaluation
Ruthless Efficiency