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http://ow.ly/hsc9k, Get Satisfaction’s Azita Martin and Josh Morris explain how organic, customer-generated praise is the new content marketing. Social media is a great channel to capture this praise, but even the most trafficked social mentions have short shelf lives and aren’t discoverable by search engines.
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Driving Revenue from SocialThe Second Generation of
Social is Here
Azita MartinVP Marketing@AzitaMartin
Josh MorrisSolution Engineer@JoshfromMaine
Twitter: #SMEngage
@getsatisfaction#SMEngage 2
Consumers sharing and interacting
Companies figuring out transparency
Service folks tweeting
Marketers building audiences on Facebook
Agencies creating campaigns
Companies “broadcasting”
First Generation of Social
@getsatisfaction#SMEngage 3
1Gartner, “Gartner Says Worldwide Social Media Revenue Forecast to Reach $16.9 Billion in 2012”, 7/25/2012, www.gartner.com/it/page.jsp?id=2092217
So What are the Returns?
Have Companies/Brands turned Social into another Ad Channel?
Gamification
TwitterAds
Linked In
Ads Contests
FacebookApps
FacebookAds
@getsatisfaction#SMEngage 4
Consumer Research
Shows Another
Path
@getsatisfaction#SMEngage 5
Customers Have Different Expectations
Social Media is the door into
Brand’s Customer Community
Consumers show a strong preference for “Branded Customer
Communities”
of participants show a preference for relevant content vetted by other
consumers
50%
of consumers have joined an internet
community based on a friend’s Facebook post
58%
Websites, not social networks, are the
primary place consumers go
to make purchase decisions
of consumers use company website
to research products
81%
@getsatisfaction#SMEngage 6
What’s the Second Generation of Social?
Build Authentic Engagement with Customers and
Prospects Throughout the Customer Life-Cycle
@getsatisfaction#SMEngage
Managing Your Brand
7
PotentialCustomers
Existing Customers
TheBrand
Help
Content
Service/Support
Loyalty Programs
Ads & Branding
Word
-of
-Mouth
Promotions
BondBuy
Experience
Discover
Advocate Evaluate
@getsatisfaction#SMEngage
Conversations Accelerate the Lifecycle
8
TheBrand
Help
Content
Service/Support
Loyalty Programs
Ads & Branding
Word
-of
-Mouth
Promotions
BondBuy
Experience
Advocate Evaluate
PotentialCustomers
Existing Customers
Discover
@getsatisfaction#SMEngage
Evaluate
PotentialCustomers
Existing Customers
Discover
Social Media Management Tools Can Help
9
TheBrand
Help
Content
Service/Support
Loyalty Programs
Ads & Branding
Word
-of
-Mouth
Promotions
BondBuy
Experience
Advocate
But, they don’t help you:• Build the customer relationship• Facilitate conversation across the lifecycle• Collect and re-use valuable social content.
@getsatisfaction#SMEngage
Customer Community Builds Engagement
10
TheBrand
Help
Content
Service/Support
Loyalty Programs
Ads & Branding
Word
-of
-Mouth
Promotions
BondBuy
Experience
Advocate Evaluate
PotentialCustomers
Existing Customers
Discover
@getsatisfaction#SMEngage
Social Content has a Short Shelf-Life
11
0.25 0.5 0.7
5 11.25 1.5 1.7
5 22.25 2.5 2.7
5 33.25 3.5 3.7
5 44.25
010203040506070
Comments per Quarter-Hour
Hours Since Post
0.25
0.75
1.25
1.75
2.25
2.75
3.25
3.75
4.25
70
80
90
100
110
120
130
140
Cumulative Comments
Customer CommunitiesDeliver engagement and revenue
cultivating persistent, discoverable & relevant
conversations
@getsatisfaction#SMEngage
Making Fleeting Social Interactions Persistent
12
Time period: 2 hours
Time period: 7 hours
Act
ivit
y
Time period: 11+ months
@getsatisfaction#SMEngage
Community Makes Social Content Discoverable
of the most persistent conversations by leveraging organic search
13
Optimized URL Structure
Community Activity
Social Sharing
@getsatisfaction#SMEngage
Relevant Content Drives Conversion
by prioritizing and surfacing contextually-appropriate community topics
14
@getsatisfaction#SMEngage
How Communities Work
15
Consumer-facing experiences
Internal processes
Social NetworksCompany Website
& Product
Social MediaManagement
Customer Communities
Organic Search
Your Employees
Community Moderation
CRM / Marketing
@getsatisfaction#SMEngage
Monetize community data
• Pinpoint product interest by curating by topic type
• Gauge community sentiment to activate brand advocates
• Identify most active users and champions creating content to reuse as rich marketing content
• Use search analytics to get insight into what customers and prospects are looking for
Drive Revenue With Insight Into Your Community
@getsatisfaction#SMEngage 17
BondBuy
Experience
Advocate Evaluate
Discover
PotentialCustomers
Existing Customers
Accelerated Revenues
Engagement = (Content + People) x Participation
powered by persistent, relevant, discoverable content
Relevant Answers
Second Generation = Engagement
Demo
Josh MorrisSolution Engineer@JoshfromMaine
@getsatisfaction#SMEngage 19
Q&A
The Second Generation of Social is Here
Contact us!Call (877) 339-3997
or visit us online
www.getsatisfaction.com
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