Social is more than a channel j boye conference workshop
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This document summarizes a presentation about social media and how it can be used strategically for business. The presentation discusses how social media is more than just a channel and is the foundation for business success. It notes that most social media conversations do not mention brands and discusses how analyzing social data can provide insights into what customers care about. This allows businesses to better understand customers and engage with them in a relevant way. The presentation emphasizes achieving "mutual relevancy" through personalizing experiences for customers based on their attributes and context. It provides exercises for attendees to map out customer data and develop a plan to integrate relevant experiences across marketing channels.
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Social is more than a channel j boye conference workshop
- 1. Social is so much than a channel… Presented by John Kottcamp! J. Boye Web & Intranet Conference! Philadelphia, PA – May 6, 2014!
- 2. Social is much more than a channel…
- 3. Social is the enabler of relevancy, personalization and engagement
- 4. Social is the foundation of your business’ future success
- 5. Our Journey begins now
- 6. The age of the customer
- 7. We used to think the Earth was the center of the universe
- 8. A lot of Brands still do
- 9. And that’s not all that bad, except… 90+% of social media conversations on do not mention any brands!
- 10. How do we know
- 11. The data tells us among the top searches over the last 30 days, not a single brand was mentioned*! *source – Google Trends May 3, 2014!
- 12. Family/Friends! Lifestyle/Entertainment! Products/Services! Career/Networking! *Source – ! Why Do People use social media
- 13. What do people talk about
- 14. Their passions
- 15. Why is it important
- 16. People follow the crowd
- 17. The crowd makes the choices
- 18. Which is what defines success for the brand and business
- 20. Monitoring
- 22. Prediction
- 23. What does the data tell us
- 24. It tells us what people actually care about or at least, what they talk about
- 25. Exercise #1
- 26. Describe your ideal customer
- 27. Make a simple list • Demographics" • Psychographics" • Segments" • Cohorts" • Personas"
- 28. What good is social data
- 33. With engagement comes action
- 35. The art and science of balancing the needs and desires of the always connected, fully empowered customer with the business requirements and commercial outcomes which define success for the enterprise ! in the 21st century.!
- 37. Mutual Relevancy is attained through personalization
- 38. The DNA of customer experience
- 39. It starts with user stories
- 40. “I want to go on a cruise”! “I need help with my satellite service”!“I think its time for life insurance”! “Can I really afford a luxury car”!
- 41. The Components of Relevancy
- 42. what the user wants to accomplish Information! Education! Transaction! Contact!
- 43. who the user is and what do we know about them Anonymous! Returning! Authenticated!
- 44. relevancy in the moment L O C A T I O N! TIME/DATE! DEVICE! BROWSER! REFERRING SITE! DOMAIN! KEYWORDS! L I N K S!
- 46. Exercise #2
- 47. Go back to your best customer “The Motivator”!
- 48. Make a list of data attributes • Age" • Gender" • Location" • Time/day" • " • " • "
- 49. Now, where are you going to source the attributes • Age" • Gender" • Location" • Time/day" • " • " • " ü ?" ü ?" ü IP address" ü Web Service" ü " ü " ü "
- 50. Audience + Context + ?
- 51. Content, Publishing & …
- 52. Distribution to multiple channels, devices and platforms
- 53. Which when pulled all together
- 54. Sometimes looks like this Content SendAnalytics Campaign SendAnalytics Business Intelligence Leads EBC (Event Based Communication) Prospect / Customer Mobile/TouchDirect Mail Web Contact Center SMSEmailVRU Siebel (CRM) (Email Service Provider) Branch (Direct Mail) (Rewards)(Voice Portal/IVR) Campaign Data EDW Campaign Management Key Relationship Rewards (iLog/Abinitio) OBI / Key.COM / KBO (Social Media Monitoring) Social Media Teller 21 / CE Desktop (Channel Analytics) CIX OTM (Outbound Telesales Marketing) (Analytics Data Mart) Rel. Managers Manual Originated Leads Key VRU Campaign Leads Push Offers / Get Leads Offers FulfillPoints Offers Offers/Leads Prospects Web/MobileAnalytics Campaign Prospects Leads (Mobile SMS) Key Bank Application Personalization Rules Insight / Analytics Lead/Prospect Data Customer Segmentation Marketing Operations Lead Management WCM Smart Target Offer Content Mgmt. Offer Content Mgmt. Send Analytics Updates SendAnalytics Offer/Segments Marketing Architecture Future State
- 55. Exercise #3
- 56. Map out your Markitecture
- 57. Building it out – the process side
- 58. • Business Context! • Consumer Insight! • Data & Analytics! Experience! The experience process Insights! Platform! Creative! Email! Search! Web! Customer Service! Social! Mobile! Display! Ecommerce!Rules!DAM! Campaign!CRM! CMS! Measurement! Monitoring!Analytics! Reporting! • Design! • Content Production! Business Requirements Solution Plan Functional Requirements
- 59. • Business Context! • Consumer Insight! • Data & Analytics! Insights! Platform! Creative! Email! Search! Web! Customer Service! Social! Mobile! Display! Ecommerce!Rules!DAM! Campaign!CRM! CMS! Measurement! Social Monitoring! Web Analytics! Reporting! • Design! • Content Production! Experience! Business Requirements Solution Functional Requirements Experience! Business Requirements Solution! Plan Functional Requirements Requires three basic elements
- 60. 1. Business Requirements • Determine desired experience journeys! • Map conversion journey touchpoints per audience! • Establish the set of channels required per journey! • Define program metrics for accountability! • Identify programmatic key performance indicators! • Document data requirements to compile, analyze and report KPIs! • Translate the business vision into actionable experience goals! • Document target audience(s)! • Define “conversion” event or action for each audience! 1. Goals! 2. Metrics! 3. Channels!
- 61. 2. Experience solution • Develop workflow processes for experience management! • Determine roles and responsibility for operation and support! 1. Content! 2. Organization! 3. Platform! • Heuristic review! • Content inventory! • Taxonomy ! • Content matrix! • Content requirements! • Identify implicit and explicit data attributes for personalization ! • Determine triggers per audience! • Map experience across application ecosystem!
- 62. 3. Functional requirements • Document workflow processes for experience management! • Develop Training program! • Produce governance guidelines! 1. Content! 2. Organization! 3. Platform! • Content brief! • Wireframes! • Collaboration with creative team! • Content Management plan! • Content Lifecycle plan! • Document application selection! • Define Functional requirements by application! • Document rules sets for personalization engine!
- 63. Exercise #4
- 64. Go home and do this yourself
- 65. John Kottcamp! CMO, Tahzoo! john@tahzoo.com! @jkottcamp! ©All rights reserved, Tahzoo LLC, 2014!