Staying Mindful in a Data Driven World
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The document discusses the topic of over automation and the importance of staying mindful in a data driven world. It notes that buyers now complete 70% of the purchasing process before engaging with sales. It also notes there are over 1,800 marketing technology vendors and that CMOs will soon outspend CTOs on technology. The document provides tips for success with automation, including choosing flexible options and clean data, and remembering you are communicating with people. It emphasizes that while automation of human interaction will increase, a mindful workforce is needed to focus on satisfaction, connection and performance. Data alone is not enough and insight is needed to drive innovation focused on humans.
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Staying Mindful in a Data Driven World
- 1. Over Automation: Staying Mindful in a Data Driven World #SMTLive
- 2. #SMTLive Thank You to Our Sponsor @ActOnSoftware
- 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
- 4. #SMTLive Our Speakers Gail Moody-Byrd is Head of Digital Governance, Performance and Optimization at SAP Experience. She has been leading change in the digital/social media marketing space for eight years, recognized by thought leaders as a visionary who challenges the status quo with creative solutions that advance the art and science of selling to professionals. She is passionate about building and executing audience-centric strategies that leverage all aspects of integrated marketing: planning, target audience development, content marketing, SEO/SEM, demand generation, channel planning and measurement/optimization. @gailmoody Linda West is the Director of Marketing at Act-On Software. Linda supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness at Act-On Software. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world’s largest publishing companies, transitioning their traditional marketing programs to a cost- efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead generation. @misslindawest Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Natascha Thomson is the CEO of MarketingXLerator, a Social (Media) Business Consultancy. MarketingXLerator co-innovates with clients to create strategies that generate results through mutually beneficial relationships. Co-author of 42 Rules for B2B Social Media Marketing. Yogini. Yerdler. Motto: "Teach a man how to fish.” @NaThomson
- 5. #SMTLive TRADITIONAL MARKETING AND SALES MARKETING SALES
- 6. #SMTLive BUYERS ARE IN CONTROL 70% of the buying process is now complete by the time a prospect is ready to engage with sales -SiriusDecisions
- 7. #SMTLive DID YOU KNOW? There Are Currently 1,876 Marketing Technology Vendors Source: 2015 edition of Brinker’s “Marketing Technology Landscape Supergraphic” By 2017, a CMO Will Spend More on Technology Than a CTO Source: “The Rise of the Chief Marketing Technologist,” Harvard Business Review
- 8. #SMTLive WHAT IS MARKETING TECHNOLOGY? Marketing Technology is the set of tools and platforms that marketing and sales organizations need to effectively accomplish their goals
- 9. #SMTLive WHERE DO I START? An open marketing ecosystem: When adopting marketing automation, choose a platform that plays well with others
- 10. #SMTLive THE IMPORTANCE OF INTEGRATION Fully automated marketing technology stacks are incredibly powerful because they can provide a “single view of the truth” that combines multiple insights and multiple points of view
- 12. #SMTLive TIPS FOR SUCCESS • Find the right tools – not the most complex or popular • Choose an option that preserves flexibility • Ensure your data is clean before you put it to work • Think clearly about your goals, and always remember that you are communicating with people.
- 13. #SMTLive Automation of Human Interaction Requires Technological Solution… 85% of Customers Will Be Without Human Interaction “The more technologically advanced our society becomes, the more we need to go back to the fundamentals of human communication. -Angela Ahrendts, Apple
- 14. #SMTLive …Managed, Ideally, By A Mindful Workforce Satisfaction, Connection, Performance “With mindfulness, workers can make themselves more resilient, better workers and reduce stress in the workplace…” - Jon Kabat-Zinn
- 15. #SMTLive The Digitalist by SAP: Better Concept Emerges from Data Data is Only the Beginning: Insight Drives Innovation Customer Data Inspires Innovation Focused on Humans
- 16. #SMTLive What is the Opposite Of Mindful Automation?
- 17. #SMTLive "No machine can be a miracle cure. Humans have to find patterns, ask questions, make the connections.” ~ @JoshDSullivan, Booz Allen
- 18. #SMTLive
- 19. #SMTLive
- 20. #SMTLive #MakeItHappy Source: Adweek & Gawker & CreativeCommons.org
- 21. #SMTLive
- 22. #SMTLive
- 23. #SMTLive "No machine can be a miracle cure. Humans have to make the connections.” ~ @JoshDSullivan, Booz Allen
- 24. #SMTLive Thank You to Our Sponsor @ActOnSoftware
- 25. #SMTLive Our Speakers Gail Moody-Byrd is Head of Digital Governance, Performance and Optimization at SAP Experience. She has been leading change in the digital/social media marketing space for eight years, recognized by thought leaders as a visionary who challenges the status quo with creative solutions that advance the art and science of selling to professionals. She is passionate about building and executing audience-centric strategies that leverage all aspects of integrated marketing: planning, target audience development, content marketing, SEO/SEM, demand generation, channel planning and measurement/optimization. @gailmoody Linda West is the Director of Marketing at Act-On Software. Linda supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness at Act-On Software. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world’s largest publishing companies, transitioning their traditional marketing programs to a cost- efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead generation. @misslindawest Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B communities that connect large organizations with people they want to influence. As traditional media went digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey Natascha Thomson is the CEO of MarketingXLerator, a Social (Media) Business Consultancy. MarketingXLerator co-innovates with clients to create strategies that generate results through mutually beneficial relationships. Co-author of 42 Rules for B2B Social Media Marketing. Yogini. Yerdler. Motto: "Teach a man how to fish.” @NaThomson
- 26. #SMTLive Upcoming Webinar September 22nd How Social Data Powers Customer Experience Featuring: Lisa Keller, Purina Katharine Mobley, WeCareCard Frank Eliason, Author of @YourService
Hinweis der Redaktion
- What is the opposite of Mindful Automation? That’s right: MINDLESS Automation. Obviously, nobody wants to appear mindless, especially not brands communicating with their prospects, clients and partners. Maybe it’s just me, but – to a degree – I consider the term “social media automation” to be an oxymoron. And here’s why I think that. Social media is supposed to be a 1:1 medium. Marketing conversations are now supposed to happen People to People and no longer companies to people. I would argue that there have always been people in a company talking to people at the other end. I think the point is that in the past, marketing relied a lot on mass communication like email blasts and direct mail. Through social media, it’s actually possible for our target audience to respond, and respond immediately. We can have a real conversation. We also have to answer to our audience. If we listen to what people are saying and then respond respectfully, that’s mindful marketing.
- So, is it possible to automate mindfully? I believe that the answer is “Yes”. And anybody who claims that a large enterprise can be successful without some level of marketing automation probably has not had to carry this responsibility. I am not even going to start to talk about metrics and reporting. NOW, Linda and Gail already touched on the fact that the listening function HAS to be automated in order for people inside companies to respond to people who want to engage with them on the vast Internet. In the limited time I have today, I want to focus on the use of automation to schedule marketing messages in a mindful way. Personally, I am a huge fan of Buffer, as it let’s me create and curate content to be sent out on a schedule throughout the day (10 tweets at a time are free), but there are tons of other scheduling tools for free and for fee. In the following, I’ll focus on examples of mindless automation that can do small or great harm. You be the judge.
- This is what my Direct Messages look like on Twitter. Once upon a time, Direct Messages on Twitter were comparable to text messaging. I had alerts set up for direct messages. Those days are long gone, thanks to the “auto” or “robot” tweet that people tend to set up. Well-meaning, I am sure, but they ruined Direct Messaging. 99% of all Direct Messages now are “Thank you for following me”, or worse (pseudo-not automated): “Hey, how are you? I like your tweets. Thanks for following”. Or worse: “Thanks for following me on Twitter. How about we also connect on LinkedIn or Facebook?”. Really? I just met you and you want to be part of my life? Please don’t do auto-responses.
- But the worst kind of automated tweet is this type: The “pretend you respect me highly because you are hoping to scale your product feedback (using my free time)”: “As an expert, could you give me feedback on this 360 social media tool?”. Would you ask a dentist to look at your teeth for free? Or a doctor at your rash? No. This is rude! But, none of this does real harm, apart from the fact that the sender is likely to be unfollowed again quickly. Here examples of how to do real harm to your business by automating mindlessly:
- Coca-Cola had to suspend its #MakeItHappy automated social campaign after a prank. Coca-Cola had introduced the campaign during the 2015 Super Bowl. It encouraged Twitter users to mark negative tweets with the hashtag: #MakeItHappy. Then, the brand would turn those words into cute art images using ASCII lettering code with the message: "We turned the hate you found into something happy”. What do you think happened next? Well, Gawker had the brand inadvertently tweeting out several lines from Adolf Hitler's Mein Kampf. Gawker created a Twitter bot with the handle: @MeinCoke Which then tweeted lines of Mein Kampf at Coca-Cola to see if the brand would make it into happy art. It did.
- After retweeting a portion of “Mein Kampf” with happy pictures, Coca-Cola realized what happened and discontinued the campaign. The lesson: if you are a major brand, you can’t automate your Twitter campaigns and hope nobody will highjack it. It needs the mindful human touch.
- What is wrong with this tweet? Apart from the fact that not everybody likes guns, the NRA’s target audience certainly does. But this tweet is an example of how pre-scheduled tweets can make a tweeter look callous. How, you might ask? The tweet was sent through social media management platform Hootsuite, an indication that is was likely scheduled in advance. The timing was terrible. Earlier in the day, 12 people had been shot dead, and 38 wounded in an Aurora, Colorado movie theatre by a crazy gunman. And even though people retweeted the tweet with angry comments in outrage, it took hours for the tweet to be deleted. The lesson: don’t automate blindly. Be up on current events so you don’t appear insensitive. For example: when the Boston Marathon bomb went off, I cancelled all tweets I had set up for a client for that day, instead just posted a message of sympathy.
- You get the idea. The way we automate today is not intelligent enough to understand context. Whatever you think about AI, whatever we have to automate it not it. The only answer is to have human beings involved. If you have a very good listening tool, it might alert you to problems, especially a backlash. But this would not have helped Coca-Cola, as the prank was not immediately obvious. Social media marketing is resource intensive. If you don’t have the resources, scale back and do less. Do whatever you do well. And be mindful. Think about how you want to be marketed to. You want to be respected and not spammed. Personalization is only part of the answer but a good start. Try not to be mindless and think ahead of what could happen. Thank you!