SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez nos Conditions d’utilisation et notre Politique de confidentialité.
SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
What’s left…<br />Operational efficiencies are maximized<br />Companies have been downsized/rightsized multiple times<br />Outsourcing labour is tapped<br />Globalization of markets has been achieved<br />Media clutter is reaching its upper limits<br />Technology has created full access to information, entertainment and peer networks<br />The Customer Experience is What’s Left<br />
“Social” is not media, tools or technology, this is about success in business:<br />Engaged brands drive value +18%<br />Non-engaged brands decrease in value -6%<br />Source: Interbrand 2009 Best Global Brand s report<br />
Don’t be fooled, people want brands in their lives…just on their terms:<br />- 85% of people want companies engaging with their customers in social media<br />- 56% of people feel a stronger connection with those companies they interact with in social media<br />- Twitterers are three times more likely to embrace brands than average population<br />Source: Infogroup/ORC/Edison Research<br />
C-Suite Interest –<br />The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.<br />To quote and repurpose James Carville, social business and social media is about the customer, stupid.<br />Source: Microsoft Roundtable Study<br />
Shifting Conversations – <br />just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.<br />Now, to be noticed and talked about, you need to reach “out there” to be relevant.<br />Source: Hubspot , 2007-2010 study<br />
Lack of Focus -<br />Less than half of businesses have articulated a strategy for online customer engagement.<br />78% don't have an employee policy for use of social media.<br />Source: Business.com and Manpower<br />
Knowledge Gap: <br />We lag our customers at understanding the rules and tools of playing this new game.<br />71% of marketers are less/only equally familiar with the use of social media tools than their customers.<br />Source: Commotion Study<br />
People spend 25% of media time online, it gets only 12% of the budget.<br />Online Canadians are spending 18 hours online each week (higher than TV).<br />We’re spending 82% more time on social networks than last year.<br />Source: eMarketer/Ipsos Reid/Nielsen<br />
Current Relevance – <br />The top CMO initiative this year, for the first time, is investing in digital marketing programs.<br />84% expect to spend more in money and resources this year in online customer engagement programs.<br />Source: 2010 CMO Council/Agent Wildfire’s 2010 Buzz Report<br />
XI. Collaboration changes everything<br />Wikibrands<br />
Marketing has had a gift drop in their lap:<br />Marketing/brand management is the lead function in charge of customer engagement/online advocacy programs.<br />66% believe the "marketer" will become much more important within a corporation by leveraging new customer engagement strategies and tactics.<br />67% believe mass customer collaboration will radically change everything we do in marketing and sales.<br />Source: Agent Wildfire’s 2010 Buzz Report<br />
Fans and Evangelists can provide amazing value:<br />Advocacy – engaged customers are 82% more likely to recommend brands than customers<br />Content – 68% of people believe customer-created ads are more customer-friendly/58% believe they are more creative than agency-created ads<br />Support – self service customer and peer-to-peer forums can be 48 times cheaper than contact centres<br />Perception – 89% of people believe engaged brands are truly concerned with what they have to say<br />Source: AMA/Forrester/Communispace<br />