beyond engagment - adrian parker (social fresh west 2013)
Post on 08-May-2015
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April 2007
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
Identified contact via mutual referral
August 2007 – November 2008
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
Qualified lead into prospect through series of light weight interactions
November 2008
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy
Prospect converted into high potential opportunity with start of trial period
@adriandparker
November 2008
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
Initial product demo
January 2009
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
Consideration continued with significant funnel milestones achieved
July 2009
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
Desire for purchase intent peaked
February 2010
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
Successful conversionEnd of acquisition campaign
October 2010
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
Transaction executed with multi-year commitmentPut A Ring On It
May 2013
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
Renewal campaigns successfulCreating brand ambassadors
Awareness
Interest
Evaluation
Loyalty
Advocacy
How do you measure the ROI of each activity?
Pre-purchase
Post-purchase
@adriandparker
Commitment
Awareness
Interest
Evaluation
Loyalty
Advocacy
Pre-purchase
Post-purchase
@adriandparker
Commitment
#1: Last Touch Attribution Model (ROI %)
28%of companies
Used by
0%
0%
100%
0%
0%
0%
Awareness
Interest
Evaluation
Loyalty
Advocacy
Pre-purchase
Post-purchase
@adriandparker
Commitment
#2: First Touch Attribution Model (ROI %)
30%of companies
Used by ~
0%
0%
100%
0%
0%
0%
Awareness
Interest
Evaluation
Loyalty
Advocacy
Pre-purchase
Post-purchase
@adriandparker
Commitment
#3: Multi-Touch Attribution Model (ROI %)
17%of companies
Used by
33%
0%
0%
0%
33%
33%
@adriandparker
Current attribution models discount value of social and post-purchase interactions.
AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy
Last Touch First Touch Multi-Touch
@adriandparker
@adriandparker
R.O.I. =
$ Gain - $ Cost
$ Cost
Disconnected desired outcomes among key stakeholders create internal tension.
What We Gain
What We Give
“Maximize this!”-Shareholders
“Maximize this!”
-Customers
@adriandparker
Functional areas have multiple definitions of digital success that require perpetual alignment.
Organizations lack a standardized method of assigning financial values to non-financial digital activities. @adriandparker
@adriandparker
@adriandparker
Relationship Tools
Business ToolsSystemsEnhanced CRM & Tracking Tools
MemoriesCelebrations & Milestones
1 THINK
2ListeningSpousal Feedback
FeedbackSurveys, Net Promoter
SAY
3 ResearchMarket Mix Modeling
ObservationsPeer Insights & Testimonials
DO
4 RecommendationsRatings, Reviews & Referrals
TrustPartner Collaboration
FEEL
“Care and Converse” “Care and Convert”
@adriandparker
INNOVATORS
1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012
1 THINK 2 SAY 3 DO 4 FEEL
Less than half of professional tax firms believed “Intuit has
firm’s best interest in mind.”1
Trust
Relevancy
CHALLENGE
Up to 40% of target segment customers had opted out of
e-mail communications.2
@adriandparker
1 THINK 2 SAY 3 DO 4 FEEL
@adriandparker
“The #1 thing I want as an accountant is better clients.”
4
Connections
Growth
OPPORTUNITY
“The #1 reason financial pros I use social media is to identify
and attract new clients.” 3
Only 28% of professional tax firms believe “Intuit has
firm’s best interest in mind.”1
Trust
Relevancy
CHALLENGE
Up to 40% of customers had opted out of e-mail communications, citing
overuse.2
1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012
LEAP OF FAITH HYPOTHESISIf we create a simple, social solution for recognizing and rewarding professionals for sharing their stories with us, they will eagerly participate and amplify our voice.
RecognitionUsers desire to recognize and be recognized for their work and experience.
SocialBeing seen as an expert and helping others will motivate users to share
SimpleUsers can share with their personal audience in <5 clicks.
RewardIncentives will increase participation of users.
1 THINK 2 SAY 3 DO 4 FEEL
@adriandparker
Goal: 10 nominations
Goal: 20 engagements
Give consumers a reason to share and care
@adriandparker
Hi
Reason to Care
Reason
to
Sh
are
Lo
Lo Hi
ConversationalPublic
Example:
ViralProvocative
Example:
ConvictionalPersonal
Example:
VanityPropaganda
Example:
INNOVATORSGive accountants a reason to share and care
Small Biz Owners and Financial Pros will use Intuit digital channels to share their stories of innovation and also be trained on the latest software.
Share CareWhether it be serving clients or supporting the community, they can submit stories via video, text or photo while learning about product.
@adriandparker
INNOVATORS
@adriandparker
#IntuitInnovatorsPaid MediaInfluencer Outreach
Earned Media & CoverageLAUNCH WINNERS ANNOUNCED
INNOVATORS
@adriandparker
#IntuitInnovatorsPaid MediaInfluencer Outreach
Earned Media & CoverageLAUNCH WINNERS ANNOUNCED
+22%Audience
+6 ptsShare of Voice
10XEngagement
1.5MEarned Imp
1 THINK 2 SAY 3 DO 4 FEEL
@adriandparker
4Xmore confident in software usage
After engaging with the campaign users were…
2Xmore likely to recommend the software to a peer
2Xannual $ spend vs. average customer
@adriandparker
DOAssess performance at campaign-level
DON’TMeasure attribution purely by tactic
Start by monitoring & measuring what you can
Get into a measurement shootout with leadership
Find the idiot inside you and read to it
Stop learning new systems, skills and technology
Give your team, your org and yourself time to test & learn
Take advice from a bald guy…
THANKS
@adriandparker
Will you marry me?
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