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HUMANS FIRST:
4 Rules to Simplify
Your Marketing Strategy
Cameron Uganec
Senior Director, Growth Marketing
@cameronu
#DSPHL
Tweet @HootCommunity
with your favourite takeaway.
Use #DSPHL for a chance to win!
Let’s start with a travel story.
Social Discovery
So what’s Airbnb’s secret?
It isn’t just their...
Personalization
Expensive technology—
but standard for a
company with lots of
money. This is not what
sets Airbnb apart.
Neighborhood
Guide Books
This is content marketing
101. You can find
thousands of articles on
Paris, Rome, London.
Local
Experiences
Tour guides have been
around since 1758. It’s not
groundbreaking to offer
this to guests.
Over the years, they’ve kept their focus
on solving human-centered problems.
In fact, while Airbnb’s website and
technology has evolved over the years.
Their human-centered story
remains the same.
In fact, while Airbnb’s website and
technology has evolved over the years.
Why are organizations still struggling
with digital transformation?
Rewiring legacy ways
of doing things.
Focus on short-term results,
rather than long-term vision.
Lots of strategic choices:
AI, big data, chatbots,
personalization.
If you put humans first,
the technology side of things
will fall into place
Follow these 4 simple rules.
Put humans first, always.
Fall in love with customer problems.
Humanity isn’t a trend.
Embrace social evolution.
1
2
3
4
You’ll have a set of principles
to orientate strategic plans.
These rules will simplify your strategy
You’ll ask smarter questions,
focused on
true customer needs.
You’ll gain clear metrics
to prove the ROI of social
to your boss.
You can be competitor-focused.
Product-focused.
Or customer-focused.
Customers want to talk to people, not brands.
Source: Altimeter “Social Media Employee Advocacy 2016”
90%
Of brands surveyed
by Altimeter have
plans to pursue
employee advocacy
strategies in 2017.
67%
Of consumers we surveyed
trust recommendations
from families and friends.
21%
Of consumers report
“liking” employee posts—
far higher than the average
brand post
or social ad.
72.6 %
Of salespeople who
incorporated social
media into their
process outperformed their
colleagues.
The dominance of peer-driven media
2 of the top 3 most-used sources of news and information are peer-influenced media
Based on the general population, 28-country global total
71
69
67
45
28
32
Search
TV
Social
Newspapers
Blogs
Magazines
General
Population
Source: Edelman
Don’t overthink this.
The goal of any digital strategy is simple:
help the brand stop competing on product
features and start creating human-to-human
interactions with customers.
Not short-term tactics or shiny technology solutions.
Technology needs to serve people.
Solve concrete customer problems.
Technology comes and goes
but human needs stay the same.
Chatbots, VR campaigns, new
lead gen tricks—it’s easy to be
distracted by short-term wins.
But winning strategies focus on
four universal customer needs.
Universal
Customer
Motivations
Make these the pillars
of your marketing strategy.
2.
RELATIONSHIPS
CUSTOMER
3.
SOCIAL BELONGING
& COMMUNITY
4.
TRUST &
SECURITY
1.
LISTENING
& EMPATHY
Let’s walk through a few examples
of brands using these 4 universal human
needs in their marketing.
1. LISTENING & EMPATHY
Hear the good,
bad, and funny
It’s easy to forget: Wendy’s needed to listen to
thousands of tweets before they found this one.
Hootsuite
Enhance
2. RELATIONSHIPS
Talk to customers
one-on-one
4,000 Hotels
240,000 Employees
5 Continents
SOCIAL DESK
ACCORHOTELS
SCALING SOCIAL GLOBALLY
Global platform to empower local hotel staff
ACCORHOTELS
SCALING SOCIAL GLOBALLY
Engage with prospective,
current, and return guests
across the “dream-stay-share”
experience globally.
6x audience growth
to 27 million in one year,
increasing new and return
visits to properties across
the globe.
240,000 employees
acting as trustworthy peers
1. Digital transformation requires rewiring
old ways of doing things.
2. But technology only gets us half-way.
3. If you don’t focus build a humans-first
strategy, technology will (paradoxically)
alienate customers, rather than
connecting them to our brand.
3. SOCIAL BELONGING & COMMUNITY
Build communities,
not products
Stretching across the globe, Ambassadors are
the heart of the Hootsuite community.
500+
Ambassadors
50+
Countries
50+
Languages
“Brands try to go out and get followers on
social media before they have a following. But
we wanted a following before we had followers.”
Mikey Scott
Global marketing director at Herschel
Human nature stays the same.
But our behaviors do change.
Human nature stays constant.
But the way we communicate does change.
And it’s our job as marketers to adapt these shifting behaviors.
We’re moving away from intent-based marketing.
In the last decade, it was about winning the robot hearts of Google bots.
And moving towards social discovery.
The brands that win the next decade will focus on winning the social feed.
Source: GlobalWebIndex
40%
30%
20%
10%
Q2 Q3 Q4 Q2 Q2 Q3
2015 2016
% of internet users who use social networks to research products
37% of internet users who turn to social networks to carry out research on brands or products
Source: GlobalWebIndex
58%
30%
60%
34%
54%
57%
60%
64%
46%
38%
Search Engines vs.
Social Media in the Online
Purchase Journey
% who say they mainly
use the following when
researching brands,
products or services
Search Engines Social Media
Social as main source for product research.
Consumers are skipping search engines and going straight to social.
We’re shifting
away from big idea
campaigns.
The brands that won before focused on key
messages, promotion, and big ideas.
And moving towards
experiences and
relationships.
Brands are turning to the relationship-
building platforms
of Instagram, Facebook Messenger, Kik,
Slack, Snapchat, WhatsApp.
4. TRUST & SECURITY
Let your people
lead the way
To sell things, you need to build trust.
But the old tricks aren’t fooling people anymore...
The erosion of public trust
Only 37% of the
public trust CEOs.
Only 29% trust
government officials.
And 85% of the public
lack faith in the
entire system.
42
41
48
43
53
52
55
53
Government Media Business NGOs
Trust in Institutions
Declines
Percent trust in the four institutions of
government, business, media, and NGOs,
2016 vs. 2017
Media declines the most
Source: Edelman’s 2017 Trust Barometer
2016
2017
With the old institutions failing them,
people are turning to a familiar source:
each other.
Peers are now as credible as experts
Source: Edelman’s 2017 Trust Barometer
29
35 37
43
46 48
60 60 60
Govenment official Board of directors CEO NGO
rep
Financial industry
analyst
Employee A person like you Academic expert Technical export
Percent who rate
each spokesperson as
extremely/very credible 2017
Businesses that succeed put their people—
employees, advocates, customer
communities, and online influencers—at the
center of their marketing strategy.
How to rebuild trust
Build employee
advocacy into your
strategy.
Get your CEO on
social, lead from
the top.
Listen and talk
to customers in
real-time.
Dark Social
challenge for you...
1. Customers have changed. They’ve moved from Facebook to private
messaging apps like WhatsApp.
2. This makes it harder to track social ROI.
3. And the metrics you used in the past—like clicks on a YouTube ad or traffic
from TV ads—don’t reveal customer behavior anymore.
How would you solve this problem?
We could solve this problem by...
Buying better analytics to
track dark social.
Paying influencers to
promote your ad campaigns
in WhatsApp.
Keep buying TV ads and
hope this stupid dark social
thing goes away.
This is the exact problem Adidas faced.
But they took a much different approach
to solving this problem.
Adidas follows one-to-
one conversations
● See their fans moving to Whatsapp
● Builds micro-communities on
Whatsapp
● Members get news and invites to
events before anyone else
● ROI metrics shift: they track individual
conversations rather than pageviews.
What can we learn
from Adidas?
● Your company’s problems (it’s hard to track
messaging apps) are not your customer’s
problems.
● Don’t resist trends—Adidas was proactive
and took a research approach rather than
waiting for a final answer.
● Shift your metrics to match new behaviors
(i.e. tracking individual interactions rather
than pageviews).
SOCIAL BELONGING
& COMMUNITY
LISTENING
& EMPATHY
BUILD
RELATIONSHIPS
TRUST &
SECURITY
The Hootsuite Solution
Hear the
good, bad,
and funny
Talk to
customers
one-on-one
Build
communities,
not products
Let your
people lead
the way
Final takeaways
Follow these 4 simple rules
And everything else will fall into place.
Put humans first, always.
Fall in love with customer problems.
Humanity isn’t a trend.
Embrace social evolution.
1
2
3
4
Thank-You!
#DSPHL
And the winner is...
#DSPHL
Thank-you!
#DSPHL

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Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing Strategy

  • 1. HUMANS FIRST: 4 Rules to Simplify Your Marketing Strategy
  • 2. Cameron Uganec Senior Director, Growth Marketing @cameronu #DSPHL
  • 3. Tweet @HootCommunity with your favourite takeaway. Use #DSPHL for a chance to win!
  • 4. Let’s start with a travel story.
  • 6.
  • 8. It isn’t just their... Personalization Expensive technology— but standard for a company with lots of money. This is not what sets Airbnb apart. Neighborhood Guide Books This is content marketing 101. You can find thousands of articles on Paris, Rome, London. Local Experiences Tour guides have been around since 1758. It’s not groundbreaking to offer this to guests.
  • 9. Over the years, they’ve kept their focus on solving human-centered problems.
  • 10. In fact, while Airbnb’s website and technology has evolved over the years.
  • 11. Their human-centered story remains the same. In fact, while Airbnb’s website and technology has evolved over the years.
  • 12. Why are organizations still struggling with digital transformation? Rewiring legacy ways of doing things. Focus on short-term results, rather than long-term vision. Lots of strategic choices: AI, big data, chatbots, personalization.
  • 13. If you put humans first, the technology side of things will fall into place
  • 14. Follow these 4 simple rules. Put humans first, always. Fall in love with customer problems. Humanity isn’t a trend. Embrace social evolution. 1 2 3 4
  • 15. You’ll have a set of principles to orientate strategic plans. These rules will simplify your strategy You’ll ask smarter questions, focused on true customer needs. You’ll gain clear metrics to prove the ROI of social to your boss.
  • 16. You can be competitor-focused. Product-focused. Or customer-focused.
  • 17. Customers want to talk to people, not brands. Source: Altimeter “Social Media Employee Advocacy 2016” 90% Of brands surveyed by Altimeter have plans to pursue employee advocacy strategies in 2017. 67% Of consumers we surveyed trust recommendations from families and friends. 21% Of consumers report “liking” employee posts— far higher than the average brand post or social ad. 72.6 % Of salespeople who incorporated social media into their process outperformed their colleagues.
  • 18. The dominance of peer-driven media 2 of the top 3 most-used sources of news and information are peer-influenced media Based on the general population, 28-country global total 71 69 67 45 28 32 Search TV Social Newspapers Blogs Magazines General Population Source: Edelman
  • 19. Don’t overthink this. The goal of any digital strategy is simple: help the brand stop competing on product features and start creating human-to-human interactions with customers.
  • 20. Not short-term tactics or shiny technology solutions.
  • 21. Technology needs to serve people. Solve concrete customer problems.
  • 22.
  • 23. Technology comes and goes but human needs stay the same.
  • 24. Chatbots, VR campaigns, new lead gen tricks—it’s easy to be distracted by short-term wins. But winning strategies focus on four universal customer needs.
  • 25. Universal Customer Motivations Make these the pillars of your marketing strategy. 2. RELATIONSHIPS CUSTOMER 3. SOCIAL BELONGING & COMMUNITY 4. TRUST & SECURITY 1. LISTENING & EMPATHY
  • 26. Let’s walk through a few examples of brands using these 4 universal human needs in their marketing.
  • 27. 1. LISTENING & EMPATHY Hear the good, bad, and funny
  • 28. It’s easy to forget: Wendy’s needed to listen to thousands of tweets before they found this one.
  • 30. 2. RELATIONSHIPS Talk to customers one-on-one
  • 31.
  • 32. 4,000 Hotels 240,000 Employees 5 Continents SOCIAL DESK ACCORHOTELS SCALING SOCIAL GLOBALLY Global platform to empower local hotel staff
  • 33. ACCORHOTELS SCALING SOCIAL GLOBALLY Engage with prospective, current, and return guests across the “dream-stay-share” experience globally. 6x audience growth to 27 million in one year, increasing new and return visits to properties across the globe. 240,000 employees acting as trustworthy peers
  • 34. 1. Digital transformation requires rewiring old ways of doing things. 2. But technology only gets us half-way. 3. If you don’t focus build a humans-first strategy, technology will (paradoxically) alienate customers, rather than connecting them to our brand.
  • 35. 3. SOCIAL BELONGING & COMMUNITY Build communities, not products
  • 36. Stretching across the globe, Ambassadors are the heart of the Hootsuite community. 500+ Ambassadors 50+ Countries 50+ Languages
  • 37. “Brands try to go out and get followers on social media before they have a following. But we wanted a following before we had followers.” Mikey Scott Global marketing director at Herschel
  • 38. Human nature stays the same. But our behaviors do change.
  • 39. Human nature stays constant. But the way we communicate does change. And it’s our job as marketers to adapt these shifting behaviors.
  • 40. We’re moving away from intent-based marketing. In the last decade, it was about winning the robot hearts of Google bots.
  • 41. And moving towards social discovery. The brands that win the next decade will focus on winning the social feed. Source: GlobalWebIndex 40% 30% 20% 10% Q2 Q3 Q4 Q2 Q2 Q3 2015 2016 % of internet users who use social networks to research products 37% of internet users who turn to social networks to carry out research on brands or products
  • 42. Source: GlobalWebIndex 58% 30% 60% 34% 54% 57% 60% 64% 46% 38% Search Engines vs. Social Media in the Online Purchase Journey % who say they mainly use the following when researching brands, products or services Search Engines Social Media Social as main source for product research. Consumers are skipping search engines and going straight to social.
  • 43. We’re shifting away from big idea campaigns. The brands that won before focused on key messages, promotion, and big ideas.
  • 44. And moving towards experiences and relationships. Brands are turning to the relationship- building platforms of Instagram, Facebook Messenger, Kik, Slack, Snapchat, WhatsApp.
  • 45.
  • 46. 4. TRUST & SECURITY Let your people lead the way
  • 47. To sell things, you need to build trust. But the old tricks aren’t fooling people anymore...
  • 48. The erosion of public trust Only 37% of the public trust CEOs. Only 29% trust government officials. And 85% of the public lack faith in the entire system. 42 41 48 43 53 52 55 53 Government Media Business NGOs Trust in Institutions Declines Percent trust in the four institutions of government, business, media, and NGOs, 2016 vs. 2017 Media declines the most Source: Edelman’s 2017 Trust Barometer 2016 2017
  • 49. With the old institutions failing them, people are turning to a familiar source: each other.
  • 50. Peers are now as credible as experts Source: Edelman’s 2017 Trust Barometer 29 35 37 43 46 48 60 60 60 Govenment official Board of directors CEO NGO rep Financial industry analyst Employee A person like you Academic expert Technical export Percent who rate each spokesperson as extremely/very credible 2017
  • 51. Businesses that succeed put their people— employees, advocates, customer communities, and online influencers—at the center of their marketing strategy.
  • 52. How to rebuild trust Build employee advocacy into your strategy. Get your CEO on social, lead from the top. Listen and talk to customers in real-time.
  • 54. 1. Customers have changed. They’ve moved from Facebook to private messaging apps like WhatsApp. 2. This makes it harder to track social ROI. 3. And the metrics you used in the past—like clicks on a YouTube ad or traffic from TV ads—don’t reveal customer behavior anymore. How would you solve this problem?
  • 55. We could solve this problem by... Buying better analytics to track dark social. Paying influencers to promote your ad campaigns in WhatsApp. Keep buying TV ads and hope this stupid dark social thing goes away.
  • 56. This is the exact problem Adidas faced. But they took a much different approach to solving this problem.
  • 57. Adidas follows one-to- one conversations ● See their fans moving to Whatsapp ● Builds micro-communities on Whatsapp ● Members get news and invites to events before anyone else ● ROI metrics shift: they track individual conversations rather than pageviews.
  • 58. What can we learn from Adidas? ● Your company’s problems (it’s hard to track messaging apps) are not your customer’s problems. ● Don’t resist trends—Adidas was proactive and took a research approach rather than waiting for a final answer. ● Shift your metrics to match new behaviors (i.e. tracking individual interactions rather than pageviews).
  • 59. SOCIAL BELONGING & COMMUNITY LISTENING & EMPATHY BUILD RELATIONSHIPS TRUST & SECURITY The Hootsuite Solution Hear the good, bad, and funny Talk to customers one-on-one Build communities, not products Let your people lead the way
  • 61. Follow these 4 simple rules And everything else will fall into place. Put humans first, always. Fall in love with customer problems. Humanity isn’t a trend. Embrace social evolution. 1 2 3 4
  • 63. And the winner is... #DSPHL