Digital Summit 2016

Metrics

M A R K E T E R S S H O U L D K N O W T O S H O W T R U E O B J E C T I V E V A L U E

ROI – Cl icks – Emai l Open Rates – At tr i bu t i on - Downloads

Social Sales Alignment Marketing Mathew Sweezey @msweezey

•  Author: Marketing Automation for Dummies •  Principal of Marketing Insights Salesforce •  Love marketing, hate stupidity •  Farmer and Brewer •  Generally a fun guy

New MediaEnvironment

Media

Environment

Businesses

Consumers

@msweezey

MediaMedia is the embryotic fluid

supporting the connections between businesses and consumers. It dictates what type of connections can exist,

and what is possible. When the media environment shifts if has massive effects to the relationship between

buyers and sellers.

@msweezey

5 Media Channels

In 1960 there were only 5 marketing channels we must master. They are all analog, and mass. All of our marketing foundations are created during this time. @msweezey

Over 200 Channels now

Increasing the number of channels into infinity because it will be the biggest budget, so it will get the most tools. @msweezey

Limitless Media

On average there are 1,500 posts waiting for you on Facebook, and on average you check Facebook 17 times per day (Ages 35-49). @msweezey

Limitless Distribution

More people in the world have access to a mobile phone than have access to clean drinking water or electricity.

@msweezey

Limitless Consumption

This is over 12 hours per day, across multiple screens. Tangling up work life, personal life, and everything else together. @msweezey

By 2020 there will be: 7 times as many connected devices as there are people on the planet.

Each devices must be connected to deliver the experience the

consumers want.

-CNN Report 2014

7 @msweezey

We entered a new era of media in

2007. Consumers over took

businesses as the largest creators of

Media..

@msweezey

New Buyer Behaviors

heu· ris· tic: Enabling a person to discover or learn something for themselves.

Digital experiences are heuristic.

A consumer can determine if there is value in a web experience with in 1/20 of a second. If it is not valuable then they leave. On average a person only stays on 1.7 pages of a website Nobody taught consumers how to search, how to use email, or use Facebook. They learned on their own. - Cliff Seal 2015

Let’s Test You Lets see just how much you have changed based on the

environment around you to make this point even clearer.

“A” or “B” How do you manage your email

in box?

@msweezey

We Disqualify before we Qualify

The massive amount of data coming to us via email has trained us to first delete what is not relevant so we can have an easier time managing what we really need to be working on. This is a Heuristic behavior, because nobody taught you how to do this. You just learned on your own.

@msweezey

“A” or “B” How do you download content?

@msweezey

We batch research

Based on how easy it is to find and consume content we now naturally do it in large batches. Once again this is a learned behavior and something which is a new buyer behavior. If we can understand this we can now start to optimize for greater content conversions when someone is on our site.

@msweezey

Daily content consumption. Usually is Learn, and Escape. Happens across all media channels.

How we engage with Research content.

Batch Research Defined

@msweezey

Branding?

1960: There were only 5 forms of media in our “Golden Age” 5@msweezey

BRANDING Display the values of the brand through

the interactions we controlled. This

created the “Golden Era” of marketing

from 1959-1972.

@msweezey

18% of US consumers use ad blocking software. It is also estimated this number will double in 2016. There are 185 million global users of ad blocking technology.

Ad Blocking

- Pagefair and Adobe, 2015

Ship My Pants

National retailer spends over $10 million on a campaign to get people to shop in their stores. The campaign was based off of an award winning tag line “Ship My Pants” @msweezey

Infinite Media Hurts

Upon a Google search to find the local store the average review is 2.9 out of 5. Creating a bad impression directly following the positive impression of the “Ship My Pants” campaign. @msweezey

Net Positive Experience

Upon going to the website to then purchase the website was broken. This now has created a “NET NEGATIVE” effect and the only way to win this consumer back is to spend more money. This is not sustainable.

@msweezey

1.5 Forrester Research estimates for every 100 leads a B2B company generates, best in class only convert 1.5 into revenue. Average companies only convert .7 into revenue.

@msweezey

Corporate Mindset

We must be able to build bridges between all departments to ensure a holist corporate mindset. Mindset is the only proactive way to protect your brand, and provide customers with the best experience.

In companies like AT&T this role also is being given a new name: Customer Experience Executive.

@msweezey

@msweezey

Relationships are hard to substitute! Having everyone in your company with the same mindset is the only sustainable way for you to proactively protect your brand from the infinite amount of content which will be published about you in the future. This is why companies like AT&T give CX a seat at the Executive Table.

A new Position: Experience Executive

Leaders Vs Laggards Companies who excel at customer experience out performance the S&P index by 30%, and customer experience laggards by 65%. It must be looked at as a product you produce. -Watermark Consulting

@msweezey

ContextualContent

Founda(on#2SocialLiteracy

Nobody says “I want content”

They decide engage with content to solve goals, they engage with it because it aligns

with their purpose

@msweezey

71% Have been Disappointed by content

25% Will never re-engage If disappointed once

The content

we create sucks

@msweezey

Path To

Purpose

There is no longer a path to purchase, but a Path to Purpose. Buyers paths are constant strings of moments intertwined together equaling an experience, fulfilling a buyers purpose. What are your buyers purpose for engaging with you? - Google Think, Path to Purpose

@msweezey

Purpose is Contextual The role of the new middle is to have contextual engagements with people. These engagements are a combination of human and automated interactions designed to build rapport, overcome simple objections, and create a strong and lasting relationship with the brand.

@msweezey

PEW research found:

CEO’s pick up their mobile device 51% of the time because they are

BORED

@msweezey@msweezey

Escape People wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness. However the escape must be an honest, escape. It can not be contrived by a

business, but must be found by the person.

@msweezey

Read this article for more on creating humor in your content: http://www.clickz.com/clickz/column/2389218/create-better-content-via-humor

Kronos Case Study Kronos, a workforce

management software company, uses a weekly

comic to engage with their audience. Their comics are

consistently shared on LinkedIn two to 10x more

than their corporate blog posts.

Discover Discovery is one of the greatest gifts of the internet. We have

both passive and active discovery modes.

Active Discovery: Direct searches on the internet Passive Discovery: When you scroll down in Facebook

@msweezey

Active Discovery

Discovery is extremely powerful for marketers to understand

because it allows us to fulfill a desired purpose of the consumer.

Consider how much we like to discover. The top 7 websites in

the world are all places for consumers to actively discovery

things.

-Alexa research 2015

Top 7 Site are: 1.  Google 2.  Facebook 3.  Youtube 4.  Baidu 5.  Yahoo 6.  Amazon 7.  Wikipedia

@msweezey

Active Discovery

Anytime you do a search you are engaging in “Active Discovery” This is when you are looking, seeking, or wanting to find a specific item. “Amazon.com strives to be the e-commerce destination where consumers can find and discover anything they want to buy online.” – Jeff Bezos

Passive Discovery Passive discovery is the secondary action of search. It is the reason we “Surf” in the first place. We are passively seeking an experience, and trust the things we find on our own. Discovering something new is our purpose.

@msweezey

Passive Discovery

There is value in helping people discover things. Amazon hires 473 “Data Scientists” to study their conversions, and it’s effect on the customer relationship. If they do something look at why.

Self Discovery = Trusted Content The modern consumers build trust in a new way. They have found the value of the instant access of the internet and placed a high value on self discovery. They even block your ads! Learn how to help aid in their discovery and you will gain their trust.

@msweezey

Presence Is the content which consumers create about themselves to

validate the mediated self they are projecting. Simply engaging with this is fulfilling their purpose, and is helpful, and does not

require you to create more content.

@msweezey

Mediated Persons On average a person has 7.4 social channels, and will be very hard to reach on those channels due to increased competition from their friends, digital ad budgets, and ad blocking software. Mediated relationships require “Frequent and phatic gestures” to build and maintain mediated relationships and so our marketing must evolve as well.

Larry D. Rosen (editor), The Wiley Handbook of Psychology, Technology and Society

Values of Presence 1)  Self Validation (posting) 2)  Societal Validation (being liked) 3)  Belonging (groups) 4)  Reciprocity (the golden rule)

Social Capital is the key to understanding the “Micro Action”. With out it you will not be able to fulfill the persons purpose. By understanding these 4 simple rules you will easily understand what someone purpose is, and how to build stronger relationships.

@msweezey

“When you see people voting up your answer or adding their own replies in real time it makes you realize there’s a good group of people reading your stuff. I don’t get that immediate rush on my blog”

-Robert Scoble, Futurist and Social Media icon

“ “

AgileEfforts

Of marketers say it takes 2-5 weeks to create a piece

of content.

42%Of marketers say it takes more than 7 weeks to create a piece of content.

1/3

1h6p://www.techvalidate.com/blog/2013-content-marke(ng-research-(me-spent-crea(ng-content-2892

@msweezey

@msweezey

Creativity is no longer a singular genius, but an

iterative process

“ “ -  David Weinberger, Author and Fellow at Harvard University

@msweezey

X

The Agile Proof

@msweezey

Step 1: Place your pin on the blue dot. Your goal will be to close your eyes and then draw a straight line to the red dot. Stop when

you get there. @msweezey

Your line probably looks like this.

@msweezey

Step 2: Now try again, but feel free to stop when ever you want. Leave your pen on the paper, and open your eyes. Recalibrate, close your eyes then continue to draw your line. Take as many

stops as you want. @msweezey

Your second line probably looks like this. You reached your goal,

faster, and with less effort. You can stair at the red dot all you want, but agile is the only consistently way to get there. @msweezey

Capital One Goes Agile The 9th largest bank in the US has shifted their entire marketing department from the

top down into an agile frame work. Why? Because they have seen the power of it in their adoption of technology. They have “Burned the boats. There is no going back”

X

The Agile ProcessThere are an infinitely growing number of marketing channels which require content. This brings about a new level of content we must produce. The only way to create enough content with a high enough success demands a new foundation on how we execute marketing campaigns. We must learn from other business departments who have faced similar issues.

@msweezey

User Stories

MVP

Review

Execute

User Stories

What responsibilities do they have? What issues do they face? What do they want to learn? Have they found things before they liked?

@msweezey

User Stories

MVP

Review

Execute

M.V.P. Minimum Viable Product: What is smallest way you can provide value to your core consumer. This is your minimum viable product. Create this, then learn how to improve it.

@msweezey

User Stories

MVP

Review

Execute

Review It is good to have comparable metrics, but asking consumers directly is the best feedback you can have on how to improve your experiences. •  Was the content you engaged with helpful? •  How can it be better? •  What was the best thing you’ve found? ASK @msweezey

Agile Math

What the math represents: FV = Future Value. This score you wish your content will reach in the future. On a scale from 1-10 if you want your score to be perfect this number would be 10, assuming 10 is the highest value.

CV = The current score your content is rated. X = Your x factor, or your ability to iterate on your previous version. i = The number of iterations it will take you to reach the goal

(FV-CV) - ((FV-CV)*X) = i

@msweezey

Iteration Table I’ve done the math for you!

Your “X” factor

Th

e P

V o

f th

e co

nte

nt

10% 20% 30% 40% 50% 60% 70% 80% 90%

1 8 7 6 5 5 4 3 2 12 7 6 6 5 4 3 2 2 13 6 6 5 4 4 3 2 1 14 5 5 4 4 3 2 2 1 15 5 4 4 3 3 2 2 1 16 4 3 3 2 2 2 1 1 07 3 2 2 2 2 1 1 1 08 2 2 1 1 1 1 1 0 09 1 1 1 1 1 0 0 0 010 0 0 0 0 0 0 0 0 0

@msweezey

John, I noticed an article on Content experience, and thought you might like to give it a look.

John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer.

John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar..

Put it all together It doesn’t take 10 minutes to create this nurturing string. Test then make 3 more

A Telephone does it best DO NOT use forms, Surveys, or questionnaires to understand the impact of the content

on the consumer experience. They make the customer experience worse, and you will lose out on your ability to really dig into conversation. Be human, if not there is no way

your content or experiences can be.

Thank YouMathewSweezey

PrincipalofMarke(ngInsights,Salesforcemsweezey@salesforce.com

@msweezey