digitalks expo latin america - presentation by jennifer golden, june 2011

Social Media By The NumbersWinning in The New Marketing Democracy

By The Numbersg g y

with Four Steps to Harnessing the Power of Social Media

Jennifer Golden Director Marketing and CommunicationsJennifer Golden, Director Marketing and CommunicationsAcxiom BrasilJune 2, 2011

© 2011 Acxiom Corporation. All Rights Reserved.

INTRODUCTIONSINTRODUCTIONS

Wikipedia quote“one of the biggest companies you’ve never heard of.”

2

ACXIOM CORPORATIONACXIOM CORPORATION

Global Marketing Technology and ServicesFocused on audience and customer engagementFocused on audience and customer engagement

Industry Recognition#1 US agency /#9 Global agency (All disciplines) ‐ AdAge

#2 Worldwide CRM/Top 20 Interactive – AdAge

#3 Business Services & Consulting – Information Week

#1 in Client Satisfaction (Outsourcing) – Data Monitor Group

Leader Forrester Wave Email Marketing Service ProviderLeader – Forrester Wave ‐ Email Marketing Service Provider

Quick Facts8,800 clients in 40 countries

$1.2 billion revenues. 70% under long‐term contract

350 largest marketing ecosystems worldwide

5 billion consumers engaged/year

300 000 campaigns/year300,000 campaigns/year

NASDAQ – ACXM

WELCOME TO THE NEW MARKETING DEMOCRACY!MARKETING DEMOCRACY!

EVERYONEEVERYONE CAN CONTRIBUTE;CAN CONTRIBUTE;EVERYONEEVERYONE HAS INFLUENCE;HAS INFLUENCE;EVERYONEEVERYONE HAS A VOICE.HAS A VOICE.

O G C S O OO G C S O OEMPOWERED BY DIGITAL CHANNELS, PEOPLE NOW EMPOWERED BY DIGITAL CHANNELS, PEOPLE NOW “VOTE IN” FOR THE “VOTE IN” FOR THE WINNERSWINNERS & & LOSERSLOSERS IN THE BATTLE IN THE BATTLE FOR THEIRFOR THEIR HEARTSHEARTS MINDSMINDS &&WALLETSWALLETSFOR THEIR FOR THEIR HEARTSHEARTS, , MINDSMINDS & & WALLETSWALLETS……

…AND, THEY DECIDE WHEN & WHERE THESE “ELECTIONS” …AND, THEY DECIDE WHEN & WHERE THESE “ELECTIONS” ,,ARE HELDARE HELD

LIVING NEXT TOTHE TRAIN TRACKSTHE TRAIN TRACKS

$112 BILLION$112 BILLIONof advertising is wasted each year in the US alone

22%22%of Americans feel advertising is credible…compared to 45% for talk shows

42%of consumer media consumption is online

00 O500 BILLIONconsumer‐to‐consumer comments on products & services

A CRISIS IN CUSTOMER ENGAGEMENT

80% of CEOsBELIEVE THEIR

JUST 8%

OF THEIR CUSTOMERS AGREE

BRAND DELIVERS A SUPERIOR CUSTOMER EXPERIENCE AGREEEXPERIENCE

CUSTOMER CENTRICITYCUSTOMER CENTRICITY

54% of the Brazilian population above the age of 12 access the i t t d ilinternet daily...

(That’s more than 81 3M people)(That s more than 81.3M people)

60% are ‘socially’ active


http://www.adnews.com.br/internet/110788.html

BRAZILIANS AND SOCIAL MEDIABRAZILIANS AND SOCIAL MEDIA

Social Networks in Brazil (Sep/2010)

91%Orkut

13%

14%

Twitter

Facebook Class A: 41%

Class A: 28%

2%

13%

Myspace

Twitter Class A: 28%

1%Sonico

Ibope Mídia – ‘Many to Many’ O fenômeno das redes sociais no Brasil (Set‐2010)


In the last six months Facebookadoption in Brazil hhas grown over 132%

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29%“I can’t imagine mylife without the

29%

life without thesocial networks”

“When I access thei l k I d ’

54%

social networks, I don’tfeel alone”


TRUSTTRUST

> Online advertising and word of mouth (2009)Th f

93%

70%

90%

Online opinions

Friends' opinionsThe average of Brazilians that trust online banners is 51% , while the world average

79%

60%

70%Brand sites

Online opinions gis 33%

Cellphone advertsing is also popular in the

54%

62%

37%

41%

Online video ads

Search tools adsMédia Mundial

also popular in the, having the trust of 36% of Brazilians, against 24% worldwide.

http://idgnow.uol.com.br/internet/2009/07/15/boca‐a‐boca‐online‐e‐opiniao‐de‐amigos‐sao‐propagandas‐mais‐confiaveis/

54%

0% 50% 100%

Brasil

15

http://blog.nielsen.com/nielsenwire/consumer/global‐advertising‐consumers‐trust‐real‐friends‐and‐virtual‐strangers‐the‐most/

SOCIAL MEDIA ACCESSSOCIAL MEDIA ACCESS

“I rather use social networksI rather use social networks to talk with my friends instead of email or SMS” 56%

“I feel happier when my friends “like” or comment about the things I publish”

69%



“The social networks replace thepinformation of news websites” 45%

“The social networks supply all theinformation I need to feel updated” 60%information I need to feel updated

“I use the social networks to help me

60%

I use the social networks to help me with buying decisions” 25%


4 STEP PROCESS TO HARNESS THE POWER OF SOCIAL MEDIAPOWER OF SOCIAL MEDIA

Establish Social Media PresenceSTEP 1

Recruit Followers

Activate Network

STEP 2

STEP 3

Monetize EngagementSTEP 4

CONFIDENTIAL – FOR INTERNAL USE ONLY 18

TACTICAL IMPLEMENTATION> Applying the four steps

STEPS Activate NetworkEstablish Social media Presence

Recruit Followers

Monetize Engagement

Description

Encourage advocacy and engagement, respond to critics

Build and launch selected Social media “Assets”

Recruit customers and prospects to connect

g g

Systematically promote valuable actions and interactionsrespond to critics

DEVELOP Campaigns promoting participation and sharing…YouTube videos

(

BRANDCommunity SiteFacebook Fan PageCommercials on

connect

PROMOTEFan Page MembershipTwitter Connections

interactions

DISTRIBUTE social promotions to…Facebook fansTwitter FollowersC it M b

Sample Tactics

Viral Apps (poll, quiz, contest)Informational tweeting with linksFeedback invites and or UGC

YouTubeMonitor social conversations

EMPLOYEESBlogs

Community MembershipConnections to employees

ENGAGE influential

Community MembersEmail ListAds to selected social network members

RECRUIT for Events

DISTRIBUTE to social media connections via email and ads

MONITOR and l l

BlogsTwitter FeedsConnect Linked‐In networks

ENGAGE influential or representative bloggers

USE network posts, email, ads and

l ff t

ENCOURAGE referrals

HARVEST feedback for product development

CONFIDENTIAL – FOR INTERNAL USE ONLY 19

selectively engage negative posts

employee effortsUSE data to improve segmentation

STEP 1: ESTABLISHSTEP 1: ESTABLISH

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STEP 2: RECRUITSTEP 2: RECRUIT

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STEP 3: ACTIVATESTEP 3: ACTIVATE

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STEP 4: MONETIZESTEP 4: MONETIZE

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IN THE NEW MARKETING DEMOCRACY…EVEN GOOD COMPANIES DEMOCRACY…EVEN GOOD COMPANIES DO STUPID THINGS

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RAINFORESTS VS. CHOCOLATERAINFORESTS VS. CHOCOLATE

Nestle Meets Greenpeace’s Demands Following Social Media Backlash

Greenpeace Posts YouTube VideoNestle has it taken down

Greenpeace issues fullblown Facebook attackNestle threatens to deleteNestle threatens to delete negative posts

Over 1.5 million views; 200,000 emails; hundreds of calls; Eight weeks and hundreds of man hours later…

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later…

FASHION FIASCOFASHION FIASCO

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BREAKING GUITARS IS NOT OK!BREAKING GUITARS IS NOT OK!

Smashed guitar, YouTube song g , g— United is listening now

Country singer Dave Carrol’s $3500 710 Taylor guitar breaks when being loaded onto plane by ground crew

Horrible customer service cause him to write song and post to YouTube

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MOMS VS. MOTRINMOMS VS. MOTRINMotrin Moms: Social Media Fail Whale

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THE ULTIMATE FOCUS GROUPTHE ULTIMATE FOCUS GROUPGap Reverts to Original Logo After Social Media Backlash

100 MOST VALUABLE BRANDS100 MOST VALUABLE BRANDS

Brandz Top 100 – WPP and Millward Brown ‐ 2011

LEVELS OF ENGAGEMENT ACROSS CHANNELSCHANNELS

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Socialbrandvalue.com – Ranking the top 100 brands in Social Media, May 20, 2010

BASIC EMERGING ADVANCED LEADERS

• Fans • Share of voice • Value of a fan • CPA• Followers• Friends• Media mentions

• Buzz• Sentiment• Reach

• Click stream behavior

• ConversionsR l ti

• Satisfaction• Network LTV• Market share

• Comments• Likes/favorites• Downloads

• Traffic flow• Share velocity• Ratings

• Resolutions• Influencers• Purchase intent

Net Promoter

• Brand equity• ROI• Productivity

• Blog posts • Reviews• Assists

• Net Promoter Score

• Speed to market

32Strictly Confidential

LIFECYCLE ENGAGMENTCustomer Value

Current state

Desired state

LIFECYCLE ENGAGMENT

StrategicImpact

Time

th

Chan

nels

Mom

entsof

Trut

33


Current state

Desired state

Events

Events • Relocation• Store Opening• New Member

LIFECYCLE ENGAGMENT

StrategicImpact

• Renewal• New Category• Job Change• Marriage• Family• Seasonal • Holidays

Time

• Death

th

Chan

nels

Mom

entsof

Trut

34


Current state

Desired state

Events

Signals

LIFECYCLE ENGAGMENT

StrategicImpact

Time

Signals• Referring search/URL• Website clickstream• Tweet/blogging

th

Chan

nels

• Display ad click‐through• Transactions• Preference update• Call center• Inactivity• Site search• Email clickstreamR ti / i

Mom

entsof

Trut

35

• Ratings/reviews• Login frequency/recency• Social sentiment


Current state

Desired state

Events

Signals

LIFECYCLE ENGAGMENT

StrategicImpact

Time

Insights• Relationship profile• Interaction history th

Chan

nels

Interaction history• Brand advocacy• Product propensities• Media preferences• Channel preferences• Geodemographics• Interests & attitudes• Monetary indicators

Mom

entsof

Trut

36

y• Social indicators


Current state

Desired state

Events

Signals

LIFECYCLE ENGAGMENT

SegmentsStrategicImpact

Time

th

Chan

nels

Conversations• Proper audience selection and recognition across media• Fusing insights for unique treatments (creative/copy/offer)• Personalized & coordinated engagement (omni channel)

Mom

entsof

Trut

37

• Personalized & coordinated engagement (omni channel)• Automatic recalibration based on actual consumer behavior

(continuous earning system)


Current state

Desired state

Events

Signals

LIFECYCLE ENGAGMENT

StrategicImpact

Segments

TimeValue Add• CPA• AOVAOV• LTV• Member tenure• Frequency of club shop• Category shop• Category penetration• # of clubs visited• eCommerce Sales th

Chan

nels

• Net Promoter Score• Referrals• Regional Metrics• Attrition

Mom

entsof

Trut

38


Current state

Desired state

Events

Signals

LIFECYCLE ENGAGMENT

StrategicImpact

Segments

Time

th

Chan

nels

Mom

entsof

Trut

39

SOCIAL TACTICS THAT WIN IN THE NEW MARKETING DEMOCRACY

1. Determine who to target, where customers are aggregating and which social channel works best for your brand/offerwhich social channel works best for your brand/offer

2. Identify a clear objective e.g. grow fan base, communicate with brand advocates, drive business to website or engage via a cross channel promotion and lay out metrics to define successchannel promotion and lay out metrics to define success

3. Design a campaign that activates customers to work on the brand’s behalf

4. Create a benefit for customers to “follow” your brand

5. Value individual or personal expression!

6. Test content to select individuals to determine best opportunity to “go viral”

7 Measure ROI*

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7. Measure ROI

RELEVANCY IS KEYRELEVANCY IS KEY

Personalize interactions– Past behavior– Future interests– People like me– How much is this relationship worth?

Relevancy considerationsRelevancy considerations– Prospects versus customers– Awareness versus consideration̶ …so many variables…

Engagement channel and sequence

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CAPABILITIES THAT WIN IN THE NEW MARKETING DEMOCRACY

The top 30% make 500% of profit. The bottom 20% 400% f fit

Know your Know your audienceaudience Supports real‐time and all digital formats Integrates central nervous systems and

High performance matching engineHigh performance matching engine

MARKETING DEMOCRACY

consume 400% of profit. Reach your audience with certainty Business relationships and delivery integration with

preferred advertising partners A safe haven for responsible matching of sensitive

i f i

Integrates central nervous systems and personalization engine

Leverages external, multi‐sourced and verified consumer insights

information

Personalization enginePersonalization engine “Logical” central nervous system“Logical” central nervous system Highly accurate audience recognition Integrated decision engine, deployable across

channels Integrated matching engine and central nervous

system

Correlates customer behavior with marketing/advertising across channels, media over time

Integrates existing databases Integrates matching and personalization enginessystem Integrates matching and personalization engines

OBRIGADA!

Questions?

Jennifer golden@acxiom com F: +1 (650) 200‐[email protected] F: +1 (650) 200 5178Acxiom Brasil: SP (11) 3052.2111 ou POA (51) 3230.4400WWW.ACXIOM.COM.BR


digitalks expo latin america - presentation by jennifer golden, june 2011

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