Are You Listening To Your Customers? Engage Customers Like Never Before.

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Social Media channels offer marketers a rich opportunity to really engage their customers like never before. Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny. This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.

Transcript

  • ARE YOU LISTENING TO YOUR CUSTOMERS?

    Content Strategy and Marketing Conference Nicholas Kontopoulos Senior Global Marketing Director, Global CRM Product Marketing SAP November, 2013

    ENGAGE CUSTOMERS LIKE NEVER BEFORE

  • A LITTLE BIT MORE ABOUT ME AND WHAT MAKES ME TICK.

  • @Nicholask71

  • @Nicholask71

  • PASSIONATE ABOUT MY CUSTOMERS.

    MY OBJECTIVE TODAY IS TO

  • THROW SOME MIND GRENADES

  • FIRE-UP YOUR BRAIN JUICES

  • THE IMPACT DIGITAL CUSTOMERS ARE HAVING ON YOUR ENTERPRISE

  • POWER TO THE PEOPLE and the Left Wing talk about giving the power to the people you knowanybody knows that the people have the power. All we need to do is awaken the power in the people. People are unaware, its like theyre not educated to realise that they have the power.

    John Lennon, 1969

  • 29% of Americans say their phone is the rst and last thing they look at every day. PEOPLE ARE ALWAYS CONNECTED.

    SOURCE: QUILCOMM

  • The mega trend of the 21st century is the EMPOWERMENT of people via connected mobile devices.

    - Mary Meeker

  • 50% of consumers will use 2 or more devices in their purchase process. SITES MUST BE MOBILE-FRIENDLY.

    AT LEAST

    SOURCE: IBM

  • ONE HALF of all local searches are conducted on mobile. PEOPLE SEARCH WHILE ON THE MOVE.

    SOURCE: MICROSOFT

  • PEOPLE USE APPS THAT ENHANCE THEIR LIVES.

    82B apps will be downloaded worldwide

    in 2013

    82 BILLION

    SOURCE: PORTO RESEARCH

    More than 1.5M apps are

    available in the Apple App Store

    and Google Play

    1.5 MILLION

    MORE THAN

    SOURCE: NEW ROLIO

    40%

    40% of marketers are

    planning to develop a

    mobile app in the next year

    SOURCE: AERICON

    Of the apps downloaded, 1

    in 4 are abandoned

    after the initial use

    SOURCE: NEW ROLIO

  • that purchased as a result of a marketing

    message on their smartphone, did so on the device itself.

    1/2 MORE THAN

    SOURCE: MAPDOM

    82% APPS

    18%

    82% of mobile media

    consumption time is within apps.

    MOBILE BROWSERS

    SOURCE: NIELSEN

    BY 2018, MORE APP REVENUE WILL COME FROM TABLETS THAN SMARTPHONES.

    SOURCE: NIELSEN

    OF THOSE

  • We as consumers are living in a 24/7 DIGITAL WORLD. And our message to brands is that if youre not focused on that, youre missing out, youre going to be left behind.

    - Neal Mohan, VP Display Advertising Google

  • SCREENAGERS THEY ARE NEVER FAR FROM A SCREEN. AND A SCREEN IS NEVER FAR FROM THEM IT SEEMS.

  • YouTube reaches more US adults ages 18 34 than any cable network.

    SOURCE: NIELSEN

    70% of YouTube trac comes from outside the US. SOURCE: YOUTUBE

  • EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW

  • 85% of users say social networks help them decide what to purchase.

    SOURCE: IBM

    93% of marketers are using social media for business.

    SOURCE: BUSINESS INSIDER

  • 2 NEW USERS join Facebook every second.

    SOURCE: PEW RESEARCH

  • 62% of people are more likely to engage with brands that integrate social media content into their owned properties.

    SOURCE: MASS RELEVANCE

  • This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group ITS A WAY OF LIFE.

    - Brian Solis

  • Mobility Rich Content Social Apps

    WE LIVE IN A WORLD OF DIGITAL IMMERSION

  • IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.

    THIS CHANGES THE RULE FOR MARKETERS.

  • COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.

  • 19TH CENTURY ENGAGEMENT

    Sales & Marketing Funnel

    Awareness

    Interest

    Desire

    Action

  • SHARE RESEARCH

    SHOP

    PURCHASE TRIGGER EVENT

    COMPARE

    CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL

  • CUSTOMERS ARE NOW IN CHARGE

    A PARADIGM SHIFT HAS OCCURRED!

  • 57% of the buying process is completed before a rst interaction with sales.

    SOURCE: CORPORATE EXECUTIVE BOARD

  • 86% of customers are willing to pay more for a better customer experience.

    SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER

  • DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt.

    - Brian Solis

  • Confidential 2011 SAP AG. All rights reserved. Page 34

    ENTERPRISES ARE STRUGGLING WITH SOCIAL MEDIA CHANNELS

    VOLUME

    VELOCITY

    VARIETY

  • COMPANIES SOCIAL STRATEGIES ARE MISALIGNED THE EVOLUTION OF THE SOCIAL BUSINESS

    Only 34% of businesses feel that their social strategy is connected

    to business outcomes.

    34%

    Just 28% of companies studied feel that they have a holistic approach to social media, where lines of business and business functions work together

    under a common vision.

    28%

    Only half said that top executives were informed,

    engaged and aligned with their companies social strategy."

    50%

    SOURCE: ALTIMETER GROUP

  • - Doug Kessler, Velocity Partners

    Traditional marketing talks at people. Content marketing talks WITH them.

  • CREATING IT IS EASY, OR IS IT

    CONTENT MARKETING

  • Lets dene what CONTENT is.

    The denition has ve components:

    The Word Factory

    Content is the presentation of information for a purpose to an audience through a channel in a form

    What is the idea you are sending out?

    Why are we doing this?

    Who is our intended consumer for this content?

    How will we get our content to our audience?

    How will our communication be rendered in its nal form?

    INFORMATION

    PURPOSE

    AUDIENCE

    CHANNEL

    FORM

  • CONTENT MARKETING: Create SOCIAL OBJECTS.

    The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.

    Hugh Macleod

  • CONTENT MARKETING: Create SOCIAL OBJECTS.

    Kyle Mathews

    Social objects bind us together. The more important a social object is to us, the stronger it'll bind us to others who also hold that social objectwe change our behavior because of social objects.

  • - Ann Handley

    Make the customer the HERO of your story.

  • LISTEN.

  • - Jonathan Midenhall

    Amazing things happen when you LISTEN to the consumer.

  • DO YOU REALLY LIKE ME?

  • 2011 SAP AG. All rights reserved. 45

    What? What are people talking about?

    When? When did they talk about it?

    Where? Where do these conversations occur?

    Who? Who is talking?

    Why? Why are they talking about it?

    LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS

    5Ws of Social Intelligence Harnessing the Small Data

    UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS

  • WHAT ARE THEY THINKING ABOUT? MIND OF THE CONSUMER

    How do I buy?

    Thats a interesting new product

    Who else makes one of these?

    Cool commercial

    I cant get this to work This is a really cool feature

    It would be cool if product x could do this

    Maybe I should consider brand x?

    I really value the opinion of tastemaker x

    I wish companies would care more about?

    I wonder what my friends think of this product?

    I need something new

  • 2011 SAP AG. All rights reserved. 47

    HOW DO PEOPLE FEEL? Is overall sentiment positive, negative, or neutral?

    Whats the net sentiment? How passionate are our customers? What is the share of buzz compared to our competitors?

    I want one

    It hurts my eyes!

    Poor battery life

    Lack of hot games

  • The real issue is making sense of big data and nding patterns in it that help organizations make better business decisions.

    SMALL DATA

    SOURCE: GARTNER

  • 2011 SAP AG. All rights reserved. 49

    I want one

    Poor battery life

    DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME Natural Language Processing Engine

    It hurts my eyes!

    Lack of hot games

    NLP engine filters and determines emotions (like, dislike), behaviors (want, buy, return), intensity and net sentiment.

  • 68% of companies do not have a stated Business Intelligence/Analytics strategy. SOURCE: IDC

  • BUILD A DIGITAL SOCIAL LISTENING POST CHANNELING SOCIAL MEDIA CREATE A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS What crises are emerging? How are my in-flight campaigns? Is my social sentiment tracking w/ sales? Do we need to engage with them?

  • - Jay Baer, YOUTILITY

    Social is the gasoline that fuels content.

  • CUSTOMER CASE STUDY

  • OBJECTIVE Take on larger rivals by providing a delightful social media experience SOLUTION SAP Cloud for Social Engagement BENEFITS Meet increasing demand for social media customer service channel without scaling team. Reduced churn.

    OUR ROI IN DOLLARS IS DEFINITELY IN THE MILLIONS. Depending on the scale of your operation and your programs, the ROI is at least ten million dollars in opportunity.

    Krissy Espindola Director, Knowledge Management

    & Social Customer Support

    AT A GLANCE

    SOCIAL CUSTOMER ENGAGEMENT

  • SINGAPORE GRAND PRIX 2013 SHARE OF MENTIONS AROUND THE WORLD

    6,323 POSTS 6,979 MENTIONS 11,019,985 VIEWS 91% people think POSITIVELY about Singapore F1 this year

    12% (IND) 20% (SG)

    15% (UK)

    12% (ITA)

    10% (USA)

    JUN

    JUL

    AUG

    SEP

    Jun 6 News: Justin Bieber to perform at Singapore F1

    Jul 2 News: BIGBANG to perform at Singapore F1

    Approaching the race date

    Social Media Trends

  • SINGAPORE GRAND PRIX 2013 WHAT ARE PEOPLE TALKING ABOUT?

    Social Media Trends

    Top 100 Topics

  • SINGAPORE GRAND PRIX 2013 TOP 10 DRIVERS ON SOCIAL MEDIA

    Social Media Trends

    41

    51

    66

    70

    109

    119

    298

    338

    604

    688

    42

    56

    68

    101

    129

    144

    353

    445

    808

    814

    Fernando Alonso - Ferrari

    Sebastian Vettel - Red Bull

    Lewis Hamilton - Mercedes

    Kimi Raikkonen - Lotus

    Mark Webber - Red Bull

    Nico Rosberg - Mercedes

    Felipe Massa - Ferrari

    Romain Grosjean - Lotus

    Jenson Button - McLaren

    Paul di Resta - Force India

    85 94 67 61 85 56 52 95 67 67

    (%) MENTIONS POSTS

  • SINGAPORE GRAND PRIX 2013 WHICH TEAM?

    Social Media Trends

    745

    612

    372

    367

    349

    173

    126 111

    97 71

    MENTIONS

    71%

    89%

    59%

    80%

    69%

    SAUBER F1 TEAM

  • SAP CASE STUDIES

  • We've made big bet on social at SAP. We infuse social in everything we do, from how we decide what solutions to build, to how we market/sell them

    - Jonathan Becker, SAP CMO

  • @ SAP

    DIGITAL, SOCIAL AND COMMUNITIES

  • Whats Important in 2013 AND BEYOND? Five Pillars of Marketing Transformation

    2. HUMANIZE THE SAP BRAND

    5. TIGHTEN LINKS TO THE BUSINESS

    4. DEVELOP PULL MARKETING

    3. INVEST IN PEOPLE

    1. SIMPLIFY MARKETING

  • Humanizing the Brand

  • SAP has quietly built a B2B social media juggernaut.

    - Drew Neisser, Fast Company

  • 50M+ VISITORS IN 2012 70 COUNTRIES 40 LANGUAGES 590,000 ONLINE LEADS

  • SAP is a community superstar and one of the HIGHEST-SCORING brands.

    - Comblu, State of Online Branded Communities

  • Community Network

    2 million unique visitors each month

    700+ community moderators

    46% net promoter score (NPS)

    400+ SCN topic spaces

    750 blogs per month

    230+ countries & territories

    12 million SCN newsletters delivered in 2012

    155 million page views in 2012

    30,000 contributors in 2012

    3,000+ Posts a day

  • COMMUNITIES

    BLOGS

    SOCIAL MEDIA CHANNELS

    MOBILE

    SOCIAL LISTENING @ SAP ENGAGING TODAYS DIGITAL NATIVES

  • SOCIAL LISTENING @ SAP HARNESSING THE COLLECTIVE GENIUS

  • SOCIAL LISTENING @ SAP HARNESSING THE COLLECTIVE GENIUS

  • 277% more eective for lead generation than Facebook and Twitter.

    SOURCE: TOP DOG SOCIAL MEDIA

    LinkedIn is

  • KEY TAKEAWAYS

  • Social media is about SOCIOLOGY and PSYCHOLOGY more than technology.

    - Brian Solis

  • Adapt or Die

  • Five pillars for creating great CONTENT

    The denition has ve components:

    The Word Factory

    Content is the presentation of information for a purpose to an audience through a channel in a form

    What is the idea you are sending out?

    Why are we doing this?

    Who is our intended consumer for this content?

    How will we get our content to our audience?

    How will our communication be rendered in its nal form?

    INFORMATION

    PURPOSE

    AUDIENCE

    CHANNEL

    FORM

  • LISTEN.

  • BUILD A DIGITAL SOCIAL LISTENING POST CHANNELING SOCIAL MEDIA CREATE A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS What crises are emerging? How are my in-flight campaigns? Is my social sentiment tracking w/ sales? Do we need to engage with them?

  • Youve got to start with the CUSTOMER EXPERIENCE and work back toward the technology.

    - Steve Jobs

  • about.me/nicholask71

  • Feel free to connect with me at : Nicholas.kontopoulos@sap.com

    #nicholask71

    http://sg.linkedin.com/in/nicholaskontopoulos

    2013 SAP AG. All rights reserved.

    THANK YOU!

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