@_____________ #EE13
Is the future of marketing automation social?
Roland SmartVP of Social & Community MarketingOracle
@rsmartly #EE13
In the next 45 minutes …
Meet a very influential social botA prediction about the future of marketing automation5 things you can do right now to prepare for social marketing automation
And ….
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A brief history of adoption
Innovators Early Adopters Early Majority Late Majority Laggards
Marketing Automation & Social Marketing
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Will we automate social?
Yes Roland
Automation helps with ScaleSocial has lots and lots of Scale
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About me
Agile Marketer with a user/product orientationBackground in social technologyWorked in both B2B + B2CLife Hacker
Twitter: @rsmartly Blog: rolandsmart.com
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About Marketing Automation
Marketing automation is first and foremost about buyer understanding; deep insight into buyer interests and intents. From there, the “automation” part is putting together the right series of interactions; online, social, email, with sales, etc, that make sense for *each* buyer, but then automating it to deliver a unique experience for every one of millions of buyers.
Steve Woods – CTO Eloqua
This presentation focuses on email and Twitter but these are just two representative channels.
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Marketing automation history
19702020
20102000
19901980
1971: First email2003: CAN-SPAM Act
2005: social > email1999: Eloqua Founded1991: 1st website
1997: 1M websites2013: Eloqua acquired
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Marketing automation history
Validate Solution Space 2000
Primary Use Cases Met 2005
Refinement & Case Extension 2007
Deep System Integrations 2010
Poll: where are youIn the adoption curve?
Innovators Early Adopters Early Majority Late Majority Laggards
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Social marketing history
19702020
20102000
19901980
1978: First BBS 2004: Facebook launch2002: Friendster launch1997: Instant Messaging
1997: Blogs
2006: Twitter launch
2007: Involver launch2007: FB Platform
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Social marketing history
Validate Solution Space 2009
Primary Use Cases Met 2012
Refinement & Case Extension Today
Deep System Integrations TBD
Poll: where are youIn the adoption curve?
Innovators Early Adopters Early Majority Late Majority Laggards
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A Prediction
Automation for social will take longer to mature than traditional automation and it will not follow the same script
But it’s going to change everything
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Recap: comparative history
Marketing Automation
Social Marketing
Δ
Validate Solution Space 2000 2009 9
Primary Use Cases Met 2005 2014 9
Refinement & Case Extension 2007 2020 13
Deep System Integrations 2010 TBD ?
Maturation Timeline 10 years 15-20 years
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3 reasons why social will take longer
1. The speed of innovation may be increasing but social encompasses many more channels than traditional automation touches
2. Traditional automation is 1-to-1 or 1-to-many but social also includes many-to-many which adds another layer of complexity and risk
3. There are more rules and they’ll change in unexpected ways. There is no consistent CAN-SPAM or Sender Policy Framework.
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Before talking about the future lets discuss our goal
We have many goals andthey are relevant for social as well. They can be boiled down to two key outcomes:
• Lead conversion• Advocate conversion
These often compete but advocacy is actually an accelerator/catalyst for converting demand into value
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Relevance (personalization)
leads to trust
Trust encourages
engagement
(interaction)
Increased engagement
(interaction)
More behavioral shaping
The right message, right time, right channel
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Today automation on social is best suited to driving efficiency by parsing, filtering, and tagging inbound social feeds.
The cutting edge of social automation 2013
Primary rules• Is it a question?• Is it an idea or suggestion?• Is it praise?• Is it a support request?• Is it spam?• Etc
Secondary Rules
• What is the sentiment?• What product/service is it
for?• Is it urgent?• Is it a repeated request?• How influential is the
author?• Etc Oracle Social Relationship Management
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The bleeding edge of social automation 2013
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Would you find anyof these creepy??
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One more prediction
Social automation requires big data and artificial intelligence to cross the chasm
Another reason why it will take longer to come to market
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Machine learning (pattern recognition) history
19702020
20102000
19901980
1951: 1st AI checker game 2011: Watson Jeopardy1968: MacHack chess 1997: Deep Blue chess
19601950
(through the lens of social-play / games)
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Crossing the chasm
chasmrules rules + machine learning
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Pre-chasm validation: social bot
Meet Carina. She’s a journalist based in Rio de Janeiro who works with Globo, a 24-hour news channel in Brazil.
She posts news about 50 times a day to a small following but is as influential as Oprah according to Klout and Twitalyzer.
Carina is also a social bot.Source: http://firstmonday.org/ojs/index.php/fm/article/view/4217/3700#2
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Pre-chasm #fail
@AmericanAir takes an over simplistic approach to social.
A good example of how simple rules alone will not deliver a great social experience.
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5 things you can do right now
1. Start developing a traditional automation practice
2. Capture social data (IDs) and attach it to the user record
3. Develop a portfolio of techniques to match social IDs with email addresses
4. Start to test/validate MVP social automation projects
5. Remember that pretending that it’s not automated is not the same as being human
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Post-Chasm: @Hiltonhotels Pre-Stay
rsmartly@hiltonhotels I’m arriving at noon, will my room be ready for check in? hiltonhotels
@rsmartly checkin is normally at 1pm, but we’ll find out and reply. Follow for DM.
rsmartly@hiltonhotels, thank you. Great experience and a tasty lunch!
hiltonhotelsDM @rsmartly: Noon check in is available! Just in time for our lunch specials. Discount via your email.
hiltonhotelsRT @rsmart: “@hiltonhotels, thank you! Great experience and a tasty lunch.” #atyourservice
Follow @hiltonhotels
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Post-Chasm: @Hiltonhotels During-Stay
rsmartly@johndoe are we meeting at the Slanted Door for drinks this evening? hiltonhotels
DM @rsmartly can we get you a taxi the Slanted Door this evening? Reply with timing if needed.
rsmartlyDM @hiltonhotels 7:15 would be great. hiltonhotels
DM @rsmartly your ride is scheduled and will be in front of the hotel.
hiltonhotelsDM @rsmartly your ride will be here in 10 minutes. Reply “cancel” if no longer needed.
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Post-Chasm: @Hiltonhotels Post-Stay
2013Roland SmartAgile/Social Marketer
Twitter: @rsmartlyBlog: rolandsmart.com
Thank you
hiltonhotelsDM @rsmartly thanks for staying with us. From 1-10 how was the experience? (10 being perfect).
rsamrtxDM @hiltonhotels 6
hiltonhotelsDM @rsmartly Your coupon expires in three months, we’ve got some special running near you: http://rsmart.ly/1alx9gE
HiltonhotelsDM @rsmart that’s below our average, we’d like to make it up to you http://rsmart.ly/1alx9gE
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