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Drive More Revenue from Your Social Strategy in 2013

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http://ow.ly/hsc9k, Thanks to social platforms, we all know that organic, customer-generated praise is the holy grail of marketing — but even the most trafficked mentions have short shelf lives and aren’t discoverable by search engines. So how do you capitalize on the conversations that are going on about your brand? How do you engage your customers and prospects and measure ROI? During this opening keynote session, Azita Martin, VP of Marketing for Get Satisfaction will discuss how to:
Extend the shelf life of social conversations
Operationalize word-of-mouth marketing
Place customer conversations and praise in relevant places on your website…
…All in a way that’s discoverable by search engines, customers, and prospects to drive engagement and conversions.

Publié dans : Technologie
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Drive More Revenue from Your Social Strategy in 2013

  1. 1. Driving More Revenue from Your Social Strategy Twitter:#AMAVESAzita MartinVP Marketing@AzitaMartin
  2. 2. First Generation of Social  Consumers sharing and interacting  Companies figuring out transparency  Service folks tweeting  Marketers building audiences on Facebook  Agencies creating campaigns  Companies “broadcasting” #AMAVES @AzitaMartin 2
  3. 3. So What are the Returns? Facebook Apps Facebook Ads Gamification Have Companies/Brands turned Social into another Ad Channel? 1Gartner, “Gartner Says Worldwide Social Media Revenue Forecast to Reach $16.9 Billion in 2012”, 7/25/2012, www.gartner.com/it/page.jsp?id=2092217 #AMAVES @AzitaMartin 3
  4. 4. Consumer ResearchShows Another Path#AMAVES @AzitaMartin 4
  5. 5. Customers Have Different Expectations Websites, not social Consumers show a Social Media is networks, are the primary strong preference for the door into place consumers go “Branded Customer Brand’s Customer to make purchase decisions Communities” Community 81 % 50 % 58 % of consumers use of participants show a company website of consumers have joined preference for relevant an internet community to research products content vetted by other based on a friend’s consumers Facebook post #AMAVES @AzitaMartin 5
  6. 6. What’s the Second Generation of Social? Build Authentic Engagement with Customers and Prospects Throughout the Customer Life-Cycle #AMAVES @AzitaMartin 6
  7. 7. Managing Your Brand Potential Discover Customers Advocate Evaluate Loyalty The Promotions Programs Brand Bond Buy Existing Customers Experience #AMAVES @AzitaMartin 7
  8. 8. Conversations Accelerate the Lifecycle Potential Discover Customers Advocate Evaluate Loyalty The Promotions Programs Brand Bond Buy Existing Customers Experience #AMAVES @AzitaMartin 8
  9. 9. Social Media Management Tools Can Help But, they don’t help you: Potential • Build the customer relationship Customers Discover • Facilitate conversation across the lifecycle • Collect and re-use valuable social content. Advocate Evaluate Loyalty The Promotions Programs Brand Bond Buy Existing Customers Experience #AMAVES @AzitaMartin 9
  10. 10. Customer Community Builds Engagement Potential Discover Customers Advocate Evaluate Loyalty The Promotions Programs Brand Bond Buy Existing Customers Experience #AMAVES @AzitaMartin 10
  11. 11. Social Content has a Short Shelf-Life Comments per Quarter-Hour 70 60 50 40 30 20 Customer Communities 10 0 0.25 1.25 2.25 3.25 4.25 Hours Since Post Deliver engagement and revenue Cumulative Comments cultivating persistent, discoverable & relevant 140 130 conversations 120 110 100 90 80 70 0.25 1.25 2.25 3.25 4.25 #AMAVES @AzitaMartin 11
  12. 12. Making Fleeting Social Interactions Persistent Time period: 2 hours Time period: 7 hours Activity Time period: 11+ months #AMAVES @AzitaMartin 12
  13. 13. Community Makes Social Content Discoverable of the most persistent conversations by leveraging organic search Optimized URL Structure Social Sharing Community Activity #AMAVES @AzitaMartin 13
  14. 14. Relevant Content Drives Conversion by prioritizing and surfacing contextually-appropriate community topics #AMAVES @AzitaMartin 14
  15. 15. How Communities Work Organic Search Company Website Social Networks & ProductConsumer-facingexperiences Customer Communities Internal Social Media processes Management CRM / Marketing Community Moderation Your Employees #AMAVES @AzitaMartin 15
  16. 16. Drive Revenue With Insight Into Your CommunityMonetize community data• Pinpoint product interest by curating topic types• Gauge community sentiment to activate brand advocates• Identify most active users and champions leverage their conversations as rich marketing content• Use search analytics to get insight into what customers and prospects are looking for #AMAVES @AzitaMartin
  17. 17. An eCommerce case study the The Situation Outcomes solution▸ High levels of embedded conversations cart abandonment 8% drop in cart abandonment▸ Low search-driven site traffic volume 5% gain in search-driven site traffic▸ Desire to harness ▸ Product-specific word of mouth to WOM content drive conversions ▸ Community 30% drop drives in one-to-one interactions▸ Customers couldn’t discussions ask product-specific questions during ▸ Widgets throughout purchase flow purchase flow 63% gain in first call resolution rate #AMAVES @AzitaMartin 17
  18. 18. A marketing case study the The Situation solution Outcomes Social post permanence▸ Employees lacked More Employee a social media Interactions presence with customers▸ Desire to easily facilitate customer Discoverable discussions conversations Social Praise leveraged in marketing content▸ Needed a mechanism to Embedded advocate content operationalize customer Customer endorsements Advocates can self-identify #AMAVES @AzitaMartin 18
  19. 19. Polling Questions• What type of companies you sell & market to? B2B – Business to Business B2C – Business to Consumer• Select your most effective social channel  Facebook  Twitter  Linked-in  Youtube  Other #AMAVES @AzitaMartin
  20. 20. Polling Questions• Do you currently have a Forum or Customer Community  Forum  Customer Community  None #AMAVES @AzitaMartin
  21. 21. Q&A#AMAVES @AzitaMartin 21
  22. 22. The Second Generation of Social is Here Contact us! Call (877) 339-3997 or visit us online www.getsatisfaction.com