Friday Aug 30, 2013

How Great Social Marketing is Like Football

football fieldWith apologies to our international readers…specifically American football.  The air is charged with excitement and anticipation right now. The long months without the epic battles football provides have ended and our teams are once again hitting the field. I don’t have a football blog, but it did occur to me how much of what I write about social marketing can be compared to aspects of the sport we love so much.


The Draft

This is when teams determine which players on the market will best shore up areas of weakness. Or they might be drafted to position them for big contributions in future seasons. Social marketing managers should stay aware of who the hot prospects are and do the courting necessary to get them on the team. You aren’t doing content creators and social marketers a favor by hiring them. Everybody wants the good ones.


Training Camp

This is where players are conditioned and learn the plays. In social marketing, there’s training to be done in terms of making sure everyone on the team knows the strategy, policy, rules and goals. You don’t draft players then just say, “Okay, now go play.”


Cuts

During training camp, players who don’t pan out wind up getting cut. In social marketing, I’m not talking about cutting people as much as about being willing to cut practices, tactics or tools that just aren’t working. You might be attached, it might not be easy, but it’s what you need to do if you intend to win.


Coaching Staff

In football, there’s a head coach. But there are also coaches with very specific responsibilities. Offense, defense, special teams, quarterbacks, kickers…all have specialists obsessing over their peak performance. Each player also focuses on a specific role and specialty. The more you staff specialists instead of “oh, that’s the guy that handles all our social media for us,” the more of a competitive threat you’ll be.


The Playbook

Beyond overall strategy, policies and goals, your social marketing players must have detailed knowledge of the plays you’ll be running. Not only should each person know what they’re supposed to do, they need to know what everybody else is doing. In football it’s teamwork. In social marketing we call in integration.


Watching Film

Teams watch film of their competition and film of themselves. Execute, measure, analyze, adjust, and execute again based on what you learned. Analytics is how you get better at what you do and prep for the next game.


Calling Audibles

Quarterbacks can see how the defense lines up and change the play from the field if the original wasn’t going to get them anywhere. When the results of your posts aren’t getting engagement, you’ve got to be nimble enough to shift tactics ASAP and try something that hits the right chord.


Driving Toward the Goal

There are several ways to get the ball across the goal line, i.e. running, passing, and kicking. Of course, you’ve got to know where the goal line is and every player must be working in tandem to get there. There are several social strategies you can use, but there’s got to be a goal. You then use whatever combo of tactics gets you across it.


The Right Gear

From the helmet to the cleats, everything that’s on a football player serves a purpose that contributes toward achieving the goal. In social marketing, not having the right publishing, listening, monitoring and engagement capabilities will put you at a distinct disadvantage against your competition. You could get hurt.


Fan Passion

There are few places where you’ll find a higher level of passion than in the stands of a football stadium. Fans so closely identify with and feel like a part of their teams their very emotions are tied to how the team does. They’re proud to wear the team colors. They’ll tell anyone what team they root for. They’ll gather with others based on their love of the same team. And they’ll scream themselves hoarse to give their team the home field advantage. In social marketing, we can only dream of igniting that kind of passion, engagement and emotional connection to our brands.


But it’s a worthy victory to strive for. So suit up, get fired up, and leave everything out on the field.


@mikestiles
Photo: stock.xchng

Tuesday Aug 27, 2013

Predictive Analytics: Your Marketing Magic 8-Ball?

No doubt you have at one time or another called a customer service line and were met with a voicemail tree assigning options to various numbers.  Often, and amazingly, the reason you’re calling is not listed among the options. That company’s predictive analytics came up short.


After keeping track of and studying why most people call, the brand whose help you need determined the top options their customers need on the service line. You just fell through the cracks. You have to select “Other.” A likely but even more disturbing possibility is that the brand didn’t study their data at all and simply guessed amongst themselves what options customers would need.


Misfires like that are more impactful now than they used to be thanks to the empowered consumer. They willingly give organizations an enormous amount of personal and consumer data, from a variety of sources and in a variety of ways. In return, they fully expect brands to use that data intelligently to know what customers want, and to provide seamless customer sales and service experiences no matter what the touch point.


Customers really notice when you don’t know them and don’t appear to care about them. They don’t like it, and it’s a short hop to them not liking you.


Predictive analytics not only shows that you know them, it shows you care enough about them to know in advance what they will like or need. It’s not terribly unlike someone who can predict with great accuracy what their significant other will like for a birthday present. Get it wrong and you’re sleeping on the couch.


Predictive Analytics World runs down the definition as “combing through past info to derive models and analyses that help project future outcomes.” It can be used to learn what customers want and learn ways to optimize operations. That means efficiencies, cost savings and happy consumers. What makes that possible? Something we talk about a lot these days, big data.


We’ve also talked a lot about the merging roles of the CMO and CIO. Traditionally, data has been the domain of IT. But increasingly, marketing is being held accountable for the measurable, effective use of that data, which includes predictive analytics. The volume of data and the speed at which it comes in is now an enterprise reality that’s forcing historic structural and operational changes internally. Predictive analytics can intelligently inform those changes.


Managed properly, real-time actions, reactions, and changes in the marketplace can now be added to historical data in models. Managed poorly, or if predictive analytics models are requested but then not deployed successfully in the business, potential benefits are lost. Best Buy learned under 10% of customers constituted almost 45% of its sales and redesigned stores accordingly. Predictive analytics are used to forecast how patients will feel about drugs and treatments. And you’ve probably seen news reports about how city police departments are using predictive analytics to prevent crime before it happens (cue comparisons to “Minority Report.”)


If you determine that customer acquisition, customer sales, customer service, customer retention, customer reactivation, and operational efficiencies are relevant to your organization, it’s time to make sure your social engagement and monitoring tool is pulling in the social data that can be integrated with enterprise data so that quality predictive analytics models can be run.


@mikestiles
Photo: James Barker, freedigitalphotos.net

Friday Aug 23, 2013

Oracle’s 8 Social Business Best Practices

social mediaToday, Oracle Sr. Director of Product Management John Nolt had the opportunity to address those gathered at the MediaPost Social Media Insider Summit in Lake Tahoe, where the future of social business is being thoroughly discussed and prognosticated.

The view of social business is far different today than it was just one year ago, when many organizations were still viewing social as that marketing thing that may or may not be worth serious, long-term investment.

That marketing thing is now not only an imperative, it’s becoming the “enterprise thing.”

Social is not about pitching your stuff. Social is how the public builds its perception of you, how it lets you get to know them, and how it wants to interact with you for any number of reasons. And it’s about the resulting overall customer experience that wins you raves or slams…very public ones.

Social has flipped the customer/corporate dynamic on its head by empowering consumers with an always-connected, always-on, very loud voice. And those empowered consumers are only getting more numerous and powerful.

  • They spend over 2 hours per day on smartphones.
  • Smartphone penetration in the US is 55%.
  • There are over 1 billion smartphones worldwide.
  • 63% of smartphone users are social networkers.
  • 55% of social consumption happens on mobile.
  • 72% of online adults use social sites.
  • Social is the #1 online activity.
  • In 2017, 87% of the US population will have mobile Internet devices, more than homes that have broadband.

Businesses see these undeniable changes, yet far too many still believe it doesn’t necessarily call for a revolutionary reimagining of the enterprise. “This is the way we’ve always done it” is a powerful, seductive force.

Gleanster & YesMail’s “Customer Lifecycle Management” study showed marketers continue to struggle to incorporate cross-channel touch points and data, even though optimizing customer engagement is the #1 perceived source of revenue growth. 8 out of 10 organizations fail to utilize available customer data that could improve personalization and relevance.

Tracking, understanding and predicting a customer’s journey is more critical than ever. Customers don’t care how you want things set up internally, they care about being known and having a seamless brand experience across every touch point.

If eyes stay closed to this social business revolution, change will come to the organization anyway. You just won’t be directing those changes to your benefit. The Oracle-sponsored Economist study “Cultivating business-led innovation” shows companies with cross-collaboration, taking advantage of disruptive technologies, are the most successful.

At Oracle, we believe the silo corporate structure is an endangered species. A holistic, unified approach is called for, with social capabilities woven throughout the fabric of operations. Here are 8 prime best practices to get the ball of change rolling:

  1. Support: The C-Suite has to buy in, give their backing, and create a culture of commitment to it.
  2. Strategy: Social efforts must be aligned with business objectives & goals.
  3. Collaboration: Across departments, particularly between the dynamic duo of the CMO & CIO.
  4. Guidance: There should be clear social guidelines and policies.
  5. Leadership: We’ll bet there’s already an impassioned advocate for social at your brand. Let them lead the charge.
  6. Integration: Integrate social across all key areas, both internal and external.
  7. Results: Illustrate the results and showcase social success stories.
  8. Education: The data is there, so always be using it to learn and adapt.

@mikestiles

Tuesday Aug 20, 2013

Social Images: How Are Your Brand Selfies?

babyfaceYou’ve heard it again and again.  Using photos and images in your social posts is the best practice to beat all best practices, increasing the likelihood your post will be seen in the news feed and win some engagement.

And while it’s fine to pragmatically know that, you’ll do much better to internalize just how wild the public has gotten about images, and why. Maintaining a constant awareness of this passion is the only way for your brand to match that passion for imagery, which will then drive the effort and quality of the images you use to show the world your brand’s face (your brand selfie).

While blogs and conferences and webinars and ebooks are advising brands on that elusive issue of “how to increase engagement,” the public is jumping up and down right in front of us, showing us the answer as clearly as they can.

  • 300 million photos uploaded to Facebook daily.
  • An average 7.3 million daily active users on Instagram as of August 2012.
  • Instagram's average daily mobile visitors up 724% leap in 6 months.
  • Total unique visitors to Pinterest up 2,702.2% in one year.
  • Average 257 minutes per user spent using Instagram on mobile in one month.
  • Average 1 hour, 17 minutes spent by Americans on Pinterest.
  • One new user gained per second on Instagram
  • 58 photos uploaded per minute on Instagram


Is there still a doubt that images on social can move the needle and get you the attention and engagement you want?

  • Over 80% of Pinterest pins are repins.
  • 59% of Pinterest users bought an item they saw on the site.
  • 79% of Pinterest users are more likely to buy things they’ve seen on Pinterest.
  • Articles with images get 94% more views than articles without.
  • Pictures on Facebook get over twice the engagement of text posts.
  • Facebook posts with photo albums get 180% more engagement.
  • Tweets with images get twice the engagement of text tweets.
  • After Twitter added built-in photo sharing, photo sharing increased 421%.
  • When searching, 60% are more willing to consider or contact a business if an image shows up in search results.

rosepiano

Your fans are taking photos, uploading photos, liking photos, sharing photos, commenting on photos, and shopping from photos. Which means your social marketing success is quite tied to how well you execute on imagery. Brands are starting to get it. Indeed.com found jobs requesting Instagram skills are up 644% from 2012. 25% of F100 companies have Pinterest accounts. And the number of photos posted by brands is up 20% over last year. But just why is imagery so powerful that it (along with video) is key to social marketing?


Aside from pictures being eye-catching, fast & easy to consume, worth a thousand words, and transcending language, Robin Kelsey, a professor of photography at Harvard says pictures aren’t about capturing and storing memories anymore. They’re becoming the real-time way we communicate. Consider Snapchat at 200 million images per day, none of which are meant to survive. Wireless trade association CTIA sees images replacing texting. Texting was down 5% over the year, but MMS (multimedia messages) soared up 41%.


Still feeling stoked about your 50-page, text heavy white papers?


Brain scans
show us that seeing something attractive triggers the part of the motor cerebellum governing hand movement, causing us to literally want to reach toward what we see. Pretty easy to understand why food is the top content category on Pinterest, huh? 67% of consumers say the quality of a product’s image is very important when decision-making, even more important than product info, long descriptions, and ratings and reviews. They want beauty, they want to feel something, they want to be moved. So, your social publishing tool has to give you a canvas that can present your images in the strongest light.


If brands want fans and followers to “reach out” for their products, those selfies need to look really awesome.

@mikestiles
Photo 1: Benjamin Earwicker, stock.xchng
Photo 2: stock.xchng

Friday Aug 16, 2013

Can Robots Do My Marketing For Me?

robotDoes the boom in marketing automation enterprise software mean we can put some sort of marketing Skynet into place and let the machines completely take over?

Yes.

Okay well, maybe not 100% yes. But boy we’re getting closer.

In days of yore, marketing automation was a way to add to your email list and send batch emails out to said list, loosely categorized. Today, marketing automation is an increasingly essential part of any CRM platform, allowing marketers to gather reams of data pulled from a variety of sources (including social), crunch the numbers, intimately know who the prospect is, know where they are in the buying cycle, know what kind of content they respond to, and distribute messaging to them in precisely the right place at the right time and in the right way.

If you thought little saucers that vacuum your floor while you’re away were cool, marketing automation should blow your socks off.

But if sales is about relationships and the best relationships are one-on-one, how do the robots scale that into a marketing engine? The answer is, they’re actually getting better at it all the time. And corporations are believers. BtoB tells us 46% of B2B marketers use marketing technologies right now. 62% are “strong” or “full” adopters of marketing automation, compared to 40% in 2012. In 2014, it’s expected to be 81%. Focus Research says it has the fastest growth of any CRM-related segment in the last 5 years. The biggest issue with adoption, at 32%, is budget limitations and poor integration with sales. Which is sad, because the crumbling silos being brought on by the socially-enabled enterprise are pulling Sales and Marketing closer than ever before.

Still, we’ve come to know most of the research and decision process is over by the time a prospect talks with Sales. So being the source of the info they get, and leaving a trail of happy customers behind who will recommend us on social is critical. iMedia shows 93% of B2B buyers use search to start the buying process, 37% post questions on social.

The opposite of effective marketing automation is irrelevancy. Gathering data but not using it leads to irrelevant content being served, proving you don’t know the prospect and apparently don’t care. If I’ve shown interest in a product, why are you talking to me about a different one? Why are you desperately trying to close me when I just started info gathering? I’m an existing customer, why are you talking to me like I’m a new prospect? Gartner projects that by 2020, customers will manage 85% of their relationship without talking to a human. Try living in that world with no marketing automation.

If you are anti-robot and Skynet and the machines taking over, there’s still good news for you. Marketing automation is a means of learning about your audience; figuring out what kind of communication they should receive, and when, and where, and how. But the communication must still be crafted. Content is still the 800 lb. gorilla. Marketing is still as much of an art as it ever was. Your content must win applause and smiles and satisfaction. If it doesn’t, it’s perceived as expertly timed, precisely targeted…spam.

@mikestiles
Photo: stock.xchng

Tuesday Aug 13, 2013

Social Mobile: Catch the Customer If You Can

gingerbread manWe’ve mentioned that more than ever, social is mobile. And while we’re at it, we should also point out that Internet connectivity is also mobile. There’s an old song called, “I’ve Got the World on a String.” Lyrics that were a fantasy in 1932 are now a literal expectation. We expect access to all the world’s information in our pocket, all the time, no matter where we are. No strings attached.

We also expect to accomplish whatever we need to get done, no matter where we are. That’s right, most mobile users are now surprised and even a little ticked off when an organization they need to interact with can’t be reached via their device. For social marketers, the opportunities are earthshaking. But at the same time, the task is ominous.

Consumers are moving at the speed of life, and you have to match that speed. It’s getting increasingly unlikely they’ll patiently wait for you and not look for alternatives.

Warning: Numbers Ahead:

  • Number of mobile subscribers around the globe: 5 billion.
  • Using smartphones to access social apps: 1 billion.
  • Number of times the average smartphone user checks social daily on mobile: 20.
  • Twitter time spent on a mobile app: 96.5%.
  • Facebook usage that comes from a mobile phone: 80%.
  • Amount of their online time mobile users spend on social: 30%.
  • Number of tablet units in usage today: over 70 million.
  • Amount of public Wi-Fi connections represented by mobile: 60%.
  • Time Pinterest’s audience spent on it via mobile app: 120,486,00 minutes.
  • What the number of Android activations exceeds: the US birthrate.
  • #2 tablet activity for users age 18-29: shopping.

To effectively execute as marketers on social, maybe we should think of ourselves as personal shoppers. Personal shoppers know what their clients like. They know when they’re going to need something. They know where the best choices and prices are. They’re not only responsive when the client reaches out, they’re proactive and do the reaching out if they have something they know will be of interest. They’re also readily available after the purchase in case something’s wrong. The keys to being the best personal shopper to your customers:

Know Them:
Use social listening tools to gather as much preference and behavioral data as you can. They don’t mind. One fourth even say ads on social don’t bother them provided the message has been tailored to them and makes their life easier.

Get Them What They Want:
Info, help, and goodies. Amazon’s PriceCheck app can scan an item in-store and show you the price and availability on Amazon. Instant reassurance you’ll get the best price. That’s your target, instant reassurance and gratification. As for help, 47% of consumers used social customer service, with 1 in 3 preferring to contact companies that way vs. phone. Goodies? Only 48% who used a check-in service got an incentive of any kind as a reward. That sure doesn’t pass the “why should I” test.

Be There 24/7:
Waiting until their need for you has passed isn’t going to do you any good. Better to have a proactive or real time strategy than to only operate in “crisis response” mode. However, for real time marketing to work, brands have to get a lot more nimble and empowered to respond.

Be Where They Are:
About 26% of tablet owners and 15% of smartphone owners look up product info after seeing a TV ad. Yes, 45% use their phone to compare prices while shopping, but a whopping 67% actually use their phone at home to shop and compare items. So don’t assume mobile means “not at home.”

Make it Easy:
The experience has to be fast, attractive, and relevant. If you’re going to make an app, make sure you know what your customers want to do on it first. Otherwise, keep your mobile site clean, simple and optimized. 90% report having to zoom to enlarge product text or images on mobile sites. Blah. Also, consumers are using more than one device, and using each differently. So consider relevancy not just in content but also in device context.

@mikestiles
Photo: posterize, freedigitalphotos.net

Friday Aug 09, 2013

The Social Cloud Primer

templecloudThe foundation for the socially-enabled enterprise is cloud-based platforms and software. It has increasingly become the accepted foundation for facilitating integrated processes and data across the organization. And there’s a lot of good news about that. After all, who thinks better efficiencies, more actionable data, improved customer experiences and lower costs sounds like a bad idea?

First, a refresher on what it means to be a socially-enabled enterprise.

Social has become essential for every consumer-facing department and business application. As silos crumble, an integrated approach to data is no longer an innovation or luxury…it’s what is required to remain relevant and competitive.

The socially-enabled enterprise is key for modern customer experiences. Social users are perpetually connected, mobile, and vocal. And because they expect gratifying, real-time responses, corporate workflows are getting spun like a top. Altimeter Group says companies manage an average 178 corporate-owned social media accounts, meaning that for social, systems are needed for publishing, analytics, listening, moderation, engagement, paid social, content management, social app development, marketing automation and admin…none of which can be islands unto themselves.

And that’s just social data. Enterprise data growth is expected to continue at 40% through 2020. The ideal scenario is for the value of all that social data you’re now pulling in to be amplified via integration with other core business applications. Now you’re discovering insights you didn’t know existed, you’re developing dynamic, real-time dashboards, reports and alerts for rapid decision-making, and you’re maxing out your Customer Service, Sales, and Support applications.

About now, you’re getting an idea of the speed, flexibility and processing power this ideal scenario calls for, and that’s where the cloud floats to the rescue. Only a cloud-based, enterprise infrastructure, platform and applications suite that extends social’s power across all consumer-facing touch points can give you the social insight + enterprise data combo that make actionable, real-time views of the customer work.

A 2012 Gartner Data Center Conference poll showed almost 9 out of 10 organizations were planning, piloting, or already using a private cloud. Others are deploying public/private hybrid clouds. But increasingly, businesses are seeing a) the need to process and utilize the vast amounts of Big Data now available and b) the need to rapidly, confidently deploy technologies that become available faster and faster.

With that kind of workload becoming the norm, on-site, traditional IT infrastructures are quickly becoming the most expensive, most inefficient proposition available. Data analysis is faster in the cloud, resources can be added and deployed as needed, and stakeholders can tap into the same data pool to satisfy their varied goals.

However…despite the benefits of systems being integrated in the cloud, many businesses are choosing the quagmire of using multiple cloud vendors for multiple processes. Recently, polled business managers reported staff downtime, missed business deadlines, and stunted innovation initiatives thanks to poor/no integration of cloud applications from multiple vendors. The 2013 InformationWeek State of Cloud Computing Survey showed 66% are using 2-5 providers, and 33% don’t integrate cloud services. It’s a one shop, legitimately integrated enterprise cloud that delivers the kinds of user experiences that make competitors sweat.

Adoption is happening. In 2012, spending on cloud tech was expected to increase by about 25%. IT departments inside the enterprise are standing toe to toe with the future, and must decide whether or not to up their strategic importance by embracing its changing role. Because with the enormity of intelligence that social offers, data collection, processing and analysis is the only hope of bringing order to metrics chaos so brands can fully reap the monetary benefits of intimately knowing their customer.

@mikestiles
Photo: stock.xchng

Tuesday Aug 06, 2013

Integrated Social and Enterprise Data = Enhanced Analytics. Why a Savvy CMO + Experienced CIO are Necessary to Succeed

This is the fourth in a series of posts on the value of leveraging social data across your enterprise, with Oracle Social VP Product Development Don Springer and Oracle Social Analytics Product Manager Kaylin Linke.

handful of screensIn today’s post, we are going to explore the recent trend, really a necessity, on the collaboration between the CMO and CIO to integrate social and enterprise data into a data “pool” so all departments in the organization can leverage it according to their specific needs. Why is this happening?

  • The CMO has become the primary owner for social (earned, owned and paid media) within the enterprise and is leading the effort to create more compelling customer experiences by listening, learning and engaging with customers meaningfully. The CMO buys the social CRM tools, selects the data and hires the staff to drive social relationship management within the enterprise. Usually, marketing are the social experts within the company.
  • The CIO has always been the owner and provider of the enterprise’s traditional data (including customer records such as transactional, operational, and behavioral). In addition, the CIO typically leads the technical architecture decisions to acquire, store, process and make available new forms of consumer generated information to the enterprise.
  • The rest of the enterprise needs access to unified and enriched data, made more valuable by blending social and enterprise data together intelligently. The enterprise’s departments are looking to the CMO to drive business requirements and social “know-how” and the CIO to manage data & technical architecture and integration interfaces. As a team, they’re being called on to lead the charge on socially enabling their organization.

As discussed in previous posts, the value proposition for big data analytics is already recognized. The hard part can be getting started.

So, you want to integrate Social + Enterprise Data…

Let’s first review the basic steps of the data integration process:

Step 1: Identify the data.  
This will be a mix of:

  • Traditional sources (customer profile data and transactional data including orders, service requests, digital campaign response history, surveys, etc.)
  • Social data (unified social profiles, tweets, posts, pictures, videos, etc.).

In this step, the CMO will be working alongside the CIO to identify what data is currently available and in what format. Any discovered gaps in data will need to be further researched to identify potential sources or solutions.

Step 2: Plug that data into a data exchange mechanism.  
For new sources of public data (e.g. digital, curated, social, etc.), many are looking to migrate and outsource this to a cloud-based data-as-a-service provider or DaaS. For proprietary data, this can be stored in a private cloud environment or on-premise. In either approach, the office of the CIO will look for a solution allowing access to all data through a unified architectural approach, so new data-pools can leverage already implemented enterprise data pools (e.g. MDM records).

Step 3: Enrich the data.  
As explained in a previous post on DaaS, the enterprise will want to enrich the combination of traditional data and social data to gain insights based on a more complete view of the customer. The CIO leads the delivery of these services to meet the requirements of the CMO.

Step 4: Analytics & next generation data pull. 
By creating a shared data pool and sharing best practices, the CMO & CIO can help all functions across the enterprise conduct new insight detections and ongoing actionability through a variety of CX and CRM solutions.

Use Case – Improve Campaigns with Analytics that Leverage Social + Enterprise Data…

Let’s explore one of the most popular use cases for the office of the CMO, a campaign. Assuming the shared data pool is now in place (social + enterprise data), the following analytics-based approach toward optimizing the campaign across digital, social and traditional media channels is improved:

don blog graphic

Pre-Campaign
There are two important areas to analyze for data insights, prior to preparing the campaign:

  • Current Content Performance: what type of content are consumers engaging with the most across your digital & social assets? What times/days of the week are optimal for communication, and is it different between social, digital and traditional media? What is the demographic breakdown of your customer base, fan base?
  • Current Consumer Conversation: what are consumers saying about your brand/products? Is there language that you can echo back, are there current conversations happening that you should be aware of (e.g. a problem with a product, or specific questions, or a gap that my latest campaign could help address), are your competitors doing something similar, what are their current taglines, how are consumers reacting to their products & language vs. your own?

Launch
Leverage the pre-campaign analysis to inform the campaign’s overall strategy & success metrics. Then, do the campaign creative, corresponding content, schedule, and launch.

During Campaign
Perform real-time monitoring to identify opportunities for campaign shifts to improve the outcome while you still can (adjust messaging, profile targeting media mix and media sequencing). Monitoring includes:

  • Quantitative – Track what is working across owned and paid media (reach, impressions, engagement metrics, responses, growth in fans, etc.)
  • Qualitative – Track why the campaign is working by listening to/polling targeted consumers for their themes of interest, desired response propensity, likes/dislikes, why resonating/irritating by targeted profiles, etc.

Post-Campaign
The post-campaign analysis then becomes the learning basis for your next pre-campaign work, along with re-starting your consumer analysis anew because social is ever-changing along with consumer perspectives. So stay fresh.

In addition, the insights learned may also feed into other opportunities – such as identifying key advocates, new, previously unknown opportunities, or new messaging platforms to extend or launch a campaign. By listening to “earned” conversations outside of your normal “owned” channels, you will find new influencers, brand advocates and loyal customers. These relationships can be an advantage for early testing during the soft release of a new product or promotion.

Also, insights viewed alongside the sales results of your campaign can provide you with analytics that provide a more complete picture of success. Over-time, these analytics become your knowledge base to deploy best practices and institute a data-driven approach to get on a path of optimization and continuous improvement.

It will be fascinating to watch how more executives join forces with the CMO and CIO to socially enable their various business functions and leverage the combination of social and traditional data to provide better customer experiences. We are already seeing this from some of our customers that are including Sales, E-Commerce and Support executives into their social corporate guidance teams. In the future, we will continue to shares trends where we see interesting use cases that leverage enterprise data alongside social data.

Photo: SOMMAI, freedigitalphotos.net

Friday Aug 02, 2013

Brazil is Hot for Social Media

Today’s guest blog is from Oracle SVP Product Development Reggie Bradford, fresh off a visit to Sao Paulo, Brazil where he spoke at the Dachis Social Business Summit and spent some time getting a personal taste for the astonishing growth of social in Brazil, both in terms of usage and engagement.

BrazilI knew it was big, but I now have an all-new appreciation for why the Wall Street Journal branded Brazil the “social media capital of the universe.”

Brazil has the world’s 5th largest economy, an expanding middle class, an active younger demo market, a connected & outgoing culture, and an ongoing embrace of the social media platforms.

According to comScore's 2012 Brazil Digital Future in Focus report, 97% are using social media, and that’s not even taking mobile-only users into account. There were 65 million Facebook users in 2012, spending an average 535 minutes there, up 208%. It’s one of Twitter’s fastest growing markets and the 2nd biggest market for YouTube. Instagram usage has grown over 300% since last year.

That by itself is exciting, but look at the opportunity for social marketing brands. 74% of Brazilian social users follow brands on Facebook, and 59% have praised a company on either Twitter or Facebook. A 2011 Oh! Panel study found 81% of social networkers there used social to research new products and 75% went there looking for discounts. B2C eCommerce sales in Brazil is projected to hit $26.9 billion by 2015.

Reggie Sao PauloI bet I’m not the only one who sees great things ahead, and I was fortunate enough give a keynote ABRADI, an association of leading digital agencies in Brazil with 53 execs from 35 agencies attending. I was also afforded the opportunity to give my impressions of what’s going on in Brazil to Jornal Propoganda & Marketing, one of the most popular publications in Latin America for marketers.

I conveyed that especially in an environment like Brazil, where social users are so willing to connect and engage brands, marketers need to back away from the heavy-handed, one-way messaging of old school advertising and move toward genuine relationships and trust-building.

To aide in this, organizational and operation changes must be embraced inside the enterprise. We've talked often about the new, tighter partnership forming between the CIO and CMO. If this partnership is not encouraged, fostered and resourced, the increasing amount of time consumers spend on mobile and digital, and the efficiencies and integrations offered by cloud-based software cannot be exploited.

These are the kinds of changes that can yield social data that, when combined with enterprise data, helps you come to know your social audiences intimately and predict their needs. Consumers are always connected and need your brand to be accessible at any time, be it for information or customer service. And, of course, all of this is happening quite publicly.

Reggie Jornal
The holistic, socially-enable enterprise connects social to customer service systems and all other customer touch points, facilitating the kind of immediate, real-time, gratifying response customers are coming to expect. Social users in Brazil are highly active and clearly willing to meet us as brands more than halfway. Empowering yourself with a social management technology platform will have you set up to maximize this booming social market…from listening & monitoring to engagement to analytics to workflow & automation to globalization & language support.

Brands, it’s time to be as social as the great people of Brazil are. Obrigado!

@reggiebradford
Photo: Gualberto107, freedigitalphotos.net

About

Get the latest changes and innovations to social technology platforms like Facebook, Twitter, Google+, LinkedIn and YouTube, and learn where social marketing trends are headed.

Connect With Us

Twitter

Search

Categories
Archives
« August 2013 »
SunMonTueWedThuFriSat
    
1
3
4
5
7
8
10
11
12
14
15
17
18
19
21
22
24
25
26
28
29
31
       
Today