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"Maximizing the value of your most Valuable Assets" presented by Demandforce's Chris Brubaker at CDA Presents San Francisco August 17, 2013.
Citation preview
Maximizing the value of your most Valuable AssetsCHRIS BRUBAKER
Housekeeping
• Pragmatic & Practical
• Listen to the lawyers…then…listen to Chris
• Let’s talk!
3
The Business
C C C
4
• Order of operations• Retention vs. Acquisition• Most businesses have enough
customers intheir database already
• Automated vs. Manual
Communications 101
5
Order of Operations
6
• 7 times cheaper to keep a customer than find a new one
Retention vs. Acquisition
7
You have enough customers
8
Automated vs. Manual
Social Media
The Players• Facebook: 1b
• Twitter: 550m
• Instagram: 100m
• Pinterest: 40m
• Foursquare: 20m
• Google+: ???
3 Factors
• Audience
• Engagement
• Noise
10
ResearchOn
Social Media
Liking Brands
12
Source: Lab42
Why?
13
Source: Lab42
How fans interact
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Source: Chadwick Martin Bailey
More likely to recommend
15
Source: Chadwick Martin Bailey
How they spend their time
16
Source: Chadwick Martin Bailey
ResearchOn
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Everyone is on emailEveryone has a cell• 92% use email• 94% of online adults (Radicati Group)• To compare: 92% use search
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Everyone is on emailEveryone has a cell• 85% have a cell phone• 45% have a smart phone• 66% 18-29 years old• 68% > $75k annual
household income• 25% have a tablet
20
Email still growing
• 2.9 billion email accounts.Projected to grow to 3.8billion by 2014.
• 80% check personal emailat least once per day, stillincreasing
21
People prefer email and text
• 74% of people preferemail for commercialcommunication
• Over 30% of onlineadults have opted intocommercial text and itis growing
• >65 still opts in at over20%
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Preference by Age
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Email is profitable
• DMA research puts the ROI of emailmarketing in 2010 at US$42.08, almostdouble that of search advertising and betterthan any other direct marketing channel
Putting it all Together
25
The Basics
• Your Goal
• Communicate
• Monitor
• Engage
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Your Goal:Stay Top of Mind
• Channels• Frequency• Content• Tone
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Tone
Content
• Content is King
• Every communication should have a purpose or a goal
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Goal: Facebook Shares
• Photos
• Photo Albums
• Videos
• Humor
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Goal: Facebook Likes
• Include call-to-actionsFor example: “Like this post if you’re excited about…”
• Be topical: keep up with the times. Examples include holidays, festivals, important events.
• Share success stories, achievements, awards, etc.
• Educate
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Goal: Facebook Likes
• Humanize
• Humor
• Ask to be liked
31
Goal: Facebook Comments
• Include a call-to-action such as a question or poll.
32
Goal: Increase Twitter Followers
• Hashtags
• Know thy neighbor
• Know thy neighbor, Part II
• Twinkle
• Chirp City
• Use Tools
• Twitter Grader
• Who follows whom
• Listorious
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Goal: Twitter Retweets
• Great content
• Leave room
• Grab their attention
• Ask to be retweeted
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Facebook vs. Twitter
• Pictures increase likelihood of share, but not retweet
• Shorter increases likelihood of retweet, but not share
35
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• To include social links in your email communications and website
Don’t forget...
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• Less noise• Show expertise• Shows up high in ranking• Set up at YouTube channel• Doesn’t need to be expensive
YouTube
• 100m users
• Very high engagement
• Less noise
• Facebook benefit
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Your Website
• Demographics
• SEO benefit
• Technology
• Tie to your social channels
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40
• Postcards• Phone calls
Offline
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• Be proactive• Ask for what you want!• Prioritize
The Three Keys
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• Online• Offline – Word of Mouth• Offline – Public
What is reputation?
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• Reviews• Business Information• Endorsements / Affiliations• Web Presence– Professional appearance– Do you accept feedback?– Are you easy to do business with?• Social Media• Links to your website
Online Reputation
ResearchOn
Reputation
45
US Consumers• of U.S. consumers trust advertising.
Only 8% trust what businesses say about themselves.
• of U.S. consumers consulted friends/family, professional reviews and online reviews when looking to research a product or service
Source: Alterian
6%
87%
46
Trust
Source: Lightspeed Research, US data
Base: All respondents
• Please rate how much trust you place in reviewsof products/services from each of these sources
47
Service Response
Restaurant 79%
Hotels 87%
Travel 84%
Automotive 78%
Home 73%
Legal 79%
• 97% percent of those surveyed who said they made a purchase based on an online review said they found the review to have been accurate.
• Review users also noted that reviews generated by fellow consumers had a greater influence than those generated by professionals.
Percent of Review Viewers Identifying Review as Having a Significant Influence on their
Purchase
Source: ComScore & Kelsey Group
Medical 76%
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Service Percent Increase
Restaurant 45%
Hotels 38%
Travel 22%
Legal 99%
“With such a large percentage of review users subsequently purchasing, it’s vital that local service providers have a positive presence on these review sites,” said Steve Marshall, research director for The Kelsey Group.
“This study underscores the importance of providing not just good, but excellent, service if a business hopes to generate positive consumer reviews which will result in greater sales,” said Brian Jurutka, senior director, comScore Marketing Solutions.
Amount Consumers Willing to Spend for 5-Star Service
Medical 26%
Source: ComScore & Kelsey Group
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• Travel
• Video Games
• Product Purchases on Amazon
Other Research
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3rd Party Sites
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Which 3rd Party Review Sites Are Important to Dentists?
Unique Monthly Users
172
166
152
106
34
27
18
11
9
5
Unique Monthly Users
5
2
1
1
630k
700k
600k
136kSource:
Compete.com
Numbers in Millions
52
Sites that aren’t important
Unique Monthly Users
6
4.2
9k
6k
1k
8k
Source: Compete.com
Numbers in Millions
The Key to Reputation
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The Middle
Role of Reviews in Search
55
Signs of a Fake Review
• New account / incomplete profile
• Only 1 review
• Same IP address
• Review spike
• Location
Important Note: Flags good AND bad review
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5 Factors
• Volume
• Velocity
• Sentiment
• Recency
• Keywords
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What aboutMobile?
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• Mobile really is local• Local apps are
becoming more important than search engines
• Role of advertising is changing
Mobile
59
Negative Feedback
60
•Determine if accurate (illegal, against TOS)•Acknowledge and respond– Apologize if necessary (“I’m sorry you had a bad
experience”)– Turn a positive into a negative– New potential customers can see how you
respond to negative feedback•Don’t be defensive•Be a real person•Remember, some negative feedback makes your good reviews more legitimate
Dealing with Negative Feedback
61
Approach to boost reviews
• Email campaigns to help with problem areas
• But don’t send everyone!
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•Understand your full reputation•Own your reviews•Engage your users•Syndication is powerful
Summary
63
Q & AChris Brubaker
Head of Marketing