Knowledge is being created and shared at unprecedented rates. People are now sharing original content, forming and joining virtual communities, organizing activities, tapping into the advice of others and sharing experiences at scale and without boundaries. This collective knowledge is enabling people to rapidly learn, act with greater confidence and influence others in entirely new ways. In fact, social is now the #1 use of the internet, with 94% using it to learn, 78% to share knowledge and 49% to engage experts. With 2 billion social connections and more than 3 billion expressions per day, it’s fueling the emergence of a knowledge economy and empowered individuals. As social and mobile technologies become increasingly pervasive, the opportunity to engage people in new ways is profoundly changing the way we do business. With individuals expecting to engage when and how they want, organizations are tasked with encouraging and supporting collaboration for employees, customers, partners and citizens while keeping an unrelenting focus on user experience. How can they do this, while safeguarding the integrity of both the business and the brand? In this session, we’ll discuss: • Building a community across various channels • How to sustain and grow your audience and advocates • Case studies of brands doing it right

1. Connect, Engage, Collaborate:
Building & Sustaining an Audience
in a Social World
Michelle Killebrew | ClickZ Live San Francisco | August 2014

2. Michelle Killebrew
2
@shellkillebrew
Program Director, Strategy
IBM Social Business
Contributing Writer
ClickZ.com
Digital Marketing | Marketing Technologist | Demand Generation

3. Meet Lily

4. 4
The
Power
of One
Person

5. Rise of the
empowered
customer.
or so of social media time is
spent not on desktop computers
but on smartphones and tablets.
60%
5
#1
Social is now the top use of the
internet. Americans spend an
average of 37 minutes daily on social
media, a higher time-spend than any
other major Internet activity,
including email.
Source: BI Intelligence, December 2013

6. 6
The need for
people-centric
engagement
“Social. Mobile. Security.
The convergence of these
forces is driving the need for
people-centric engagement.
#ibm” @shellkillebrew

7. of CEOs in outperforming
organizations make
customer collaboration
a top priority
of smartphone
users check an app
as soon as they
wake up
of individuals are
willing to exchange
personal information
for a personalized
offering
of CEOs intend to
operate their
organization in a more
open manner in
the next 3-5 years
84%
of millennials and 70% of
boomers say social and
user-generated content has
an influence on what they buy
80%
84%
56%
72%
The need for
people-centric
engagement
Sources: 84%, 70%, 84%, 2/3, 80%: IBM 2013 Annual Report
72%, 56%: IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014
@shellkillebrew

8. of MOBILE users keep their
devices within arm’s reach
90%
of of web traffic will
be VIDEO by 2014
90%
of businesses today are
using web ANALYTICS
84%
of purchasers get advice from
their SOCIAL NETWORK
81%
Digital technologies are playing a large part
in the emergence of engagement strategies as they foster
relationships between organizations and their customers
8@shellkillebrew

9. Marketers have always
been responsible
for knowing the
customer.
Marketers have always
been responsible for
defining what to market,
and how to market.
Marketers have always
protected the brand
promise.
Customers are demanding engagement, NOT
marketing
2014Timeless 2012
Co-create with
customers, employees,
and partners.
Innovate and
scale personally
relevant and rewarding
experiences.
Know each customer
in context.
Designing your culture
and brand so they are
authentically one.
Creating a system of
engagement that
maximizes value creation
at every touch.
Understanding each
customer as
an individual.
Customers demand engagement versus marketing – IWATA CMO POV points
9
@shellkillebrew

10. Many marketers are
struggling to master omni-
channel engagement
10

11. 11
Customer experience is driving
shareholder value
Source: The Watermark Consulting 2013 Customer Experience ROI Study– April 2, 2013
@shellkillebrew

12. CMOs feel unprepared.
• CMOs' top priorities this year are:
1. to design great customer experiences for mobile apps.
2. to use social media to engage customers,
3. to use integrated suites to manage customers.
• CMOs are struggling to keep abreast of the rapid pace of change in
the digital and online worlds; they feel even less prepared to cope with
big data than they did in 2011, and they have made little headway in
coming to grips with the social media landscape.
12
Source: The Customer-activated Enterprise: Insights from the Global C-Suite Study, IBM, 2013
@shellkillebrew

13. 13
@shellkillebrew

14. 14
Customer
Interactions
• In 2012, 57% of CEOs expected
digital channels to become one of
their company's key means of
interacting with customers within
the next five years. In 2013, 52%
of CxOs say they are already
there.
• CxOs say this trend will continue:
88% say they will interact
digitally with customers even
more in the next three to five
years. @shellkillebrew

15. Empowering
Putting the customer in charge
Compelling
Matching and exceeding
expectations
Consistent
Regardless of your device
Relevant
Knows who you are and
what you’re doing
To Engage
Customers Today,
Digital Experiences
Must Be…
15

16. Higher
Win Rates
60%
more online sales
conversion
85%
conversion rate
using web tools
Shorter Time
to Market
and Delivery
84%
faster time
to find experts
61%
faster service
delivery to new
customers
Lower
Operational
Costs
62%
customers didn't
need to call
2x
increase in
self-service
transactions
More
Satisfied
Customers
30%
higher rating for web
self service vs. help
desk
30%
increase in referrals
Market Leaders Are Getting
Exceptional Engagement & Results
16
@shellkillebrew

17. @shellkillebrew
Personalized Experiences
Drive Revenue
Up to 1/3 of all consumer spending is
influenced by social interactions.
That’s $940 billion annually!

18. Let’s look at how some
brands are winning with
their customer
engagement strategies.
18

19. Content Marketing
@shellkillebrew
Know your
audience and
create stories that
will entertain and
engage them.
19

20. Crowdsource & Co-create
@shellkillebrew
20
Include your
community in
crowdsourcing
innovation
- Jakob Nielsen

21. Build Mass Participation
@shellkillebrew
Mobilize your
community around
a shared interest
that ties back to
your product

22. Shareablity
@shellkillebrew
People share
when they’re
delighted…
but it has to
be easy.
22

23. Employee Advocacy
Include your
employees in
expressing and
advocating for
your brand.
@shellkillebrew
Tammy Nelson, CMO

24. Exceptional Digital Experiences
Wimbledon
2013 BT Sports Industry Award for Best Sports
Website of the Year
24

25. Customer Service
@shellkillebrew
Face to face
service should be a
hallmark of your
brand experience.
Empower & train
your employees.
25

26. Storytelling
26

27. 27
Key Insights from Michael Engleman:
No. 1: Storytelling is for Everyone
• Enabling consumers to actively participate in the storytelling is increasingly
as important as the story itself.
No. 2: The Blurrier the Lines Between Marketing and Content the Better
No. 3: Thank You for Sharing: The New Rules for Socializing
• Share Early
• Share Often
• Share Stuff Worth Sharing
• Share with Influencers
• Listen…storytelling is a two-way street
No. 4: Innovation Isn't a Perk, It's a Requirement
No. 5: None of It Matters Without Authenticity
Creating Big Buzz Through New
Modes Of Storytelling
Michael Engleman is EVP Marketing, Digital & Global Brand Strategy
for Syfy & Chiller, both are divisions of NBCUniversal
Source: http://adage.com/article/syfy/creating-big-buzz-modes-storytelling/245635/

28. 28
A company with 100,000 brand advocates can reach
60 million people.1
A 12% increase in brand advocacy generates a two-fold
increase in revenue on average.2
72% of adults who had a memorable product or service
experience said they took positive action, with 57%
communicating their positive experience to others, and
41% recommending that someone make a purchase.3
1Zuberance. 2Fred Reichheld, HBS Press. 3 Harris Interactive
Exceptional
Experiences Create
Brand Advocacy
@shellkillebrew

29. 29
Marketing Priorities for the Coming
Year (2015)
1. Harnessing Big Data
2. Mobile commerce/mobile advertising
3. Content creation
4. Marketing automation
5. Social commerce/social advertising
6. Marketing attribution
7. Omni-channel execution
8. Globalization of marketing efforts
9. Linking online and offline performance
Source: Building Bridges to the Promised Land, The CMO Club, 2014
Social
Ad Spend To
Pass $11 Billion
By 2017, almost
double last year’s
total of $6.1 billion
Newer ad formats
--including native advertising-
- will account for the lion’s
share of growth over the next
few years, predicts Mintel.

30. Are you chasing
the potential or
leading with it?
Learn more from
IBM Research:
www.ibm.com/services/c-suite
Stepping up to the challenge: CMO insights
Reinventing the rules of engagement: CEO
insights