Breaking down and cutting across silos Robert M. Goerge, Ph.D.
Breaking Down the Silos
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Transcript of Breaking Down the Silos
Breaking Down the Silos!
#searchchurch
[email protected]/in/kristybolsinger
connecting the dots
building a social enterprise by focusing on employee and customer engagement
“Social media isn’t where we start or stop.
Social media is a tool.
…a tool to facilitate conversations internally within our employee base, and
externally within our customer base.
The potential is grand, but dependent on our ability to execute and optimize for
experience.
But really…that’s it.”
- me
purpose.
purpose
shared purpose
customer experience, behavior, and
expectations, are changing
In god we trust, all others bring data.
62% of consumers have used
social media for support resolution
97% of consumers go online for product research
and decisions
65% of millennials say
virtual discussions and content guide their decision
making
47% of the workforce in 2015 will consist of millennials
60% will use topical forums and discussion
groups to inform purchase
decisions
I can say that at #searchchurch right?
change is the only constant.
don’t forget about your internal customers
duplicate communication
Employees waste 39 minutes each day reading duplicate emails and on unnecessary phone calls
find existing key data
Employees know the data exists, but where? They spend up to 67 minutes finding existing, key information
internal impact in shifting expectations
scheduling meetings
Meetings take time and so does organizing them. People spend 33 minutes a day figuring out schedules
trying to find the right personEmployees struggle to know who has answers and can spend 74 minutes a day spent trying to contact somebody
unwanted communication
Employees spend 29 minutes of their day on communications they do not want.
lack of transparency
Few employees understand the strategic direction of the business (36%)
lack of appreciation and feedback
Do not feel appreciated (39%) or get enough feedback (65%) at work (39%)
lack of leadership engagement
Employees aren’t engaged when they feel ignored by their managers (98%)
misaligned org priorities and individual goals
Few say their employee goals are ‘very aligned' to business priorities (15%)
globalization & geography
43% of information workers work from multiple locations over the course of a month. 42% work outside the corp firewall
workforcepain points
productivity engagement
He didn’t actually say this, but I bet he’d agree.
“Building engagement into the experience,
internally and externally, is critical to the
evolution of business. And it is everyone’s job.”
– A. Einstein
how?
work differentlywork differently
Your Organization
HR / L&D
Product CS IT Legal Mktg/PR
• Training
• Hiring
• Discipline
• Compliance
• Governance
• Talent management
• Product Development
• Testing
• Collecting feedback
• Lifecycle management
• Phone
• Web
• Chat
• Collecting feedback
• Content
• Manage CSAT
• Systems
• Telephone
• Data Security
• Data management
• Knowledge management
• Compliance
• Education
• Litigation
• Crisis comm’s
• Contracts & IP
• Investor relations
• Messaging
• Campaigns
• Engagement
• Press
• Advertising
• Agency relations
your organization on an integrated engagement plan
HR / L&D
Product CS IT Legal Mktg/PR
• Discipline
• Compliance
• Governance
• Product Development
• Testing
• Lifecycle management
cross functional engagement layer
• Phone
• Manage CSAT
• Systems
• Data Security
• Data management
• Litigation
• Contracts & IP
• Messaging
• Campaigns
• Advertising
• Collaboration
• Knowledge Management
• Customer first approach
• Experience driven content strategy
• Customer Voice/Feedback
• Training & Development
• Talent Management
• Omni-channel support
• Always-on customer conversation
• Integrated messaging and communications
• Press/Investor relations
Engagement-driven marketingValue-add products/services, supported by campaigns and consistent social interaction, yield sustained relationships, helping to inspire loyalty and advocacy.
from campaign to always-on
Traditional marketingCyclical campaigns and press announcements yield transactional relationships.
Year 1 Year 2 Year 3 Year 1 Year 2 Year 3
interest
campaign sizeplatform
audience
interest
campaign size
real human sh*t
make friends
sharing is caring
alignment
ogst
scale Mt. Everest
summit by sept. 2013
example example
improve endurance
raise moneygather
equipment
identify sponsor
join climbing gym
research gear needs
ogst in practiceobje
ctiv
es
goals
stra
tegie
sta
ctic
s
empower
build a resource center
Ultimately there are [always] three things…
1)Harness the customer voice and integrate it into every thing your company does
2)Facilitate conversations internally to increase productivity, strengthen the knowledge base and boost engagement amongst employees
3)Strengthen your digital muscles ultimately enabling conversation and participation with your customers
thank you!@kristyKristy BolsingerSenior Associate, PwC
[email protected]@us.pwc.com
Linkedin.com/in/kristybolsinger
Google Confidential and Proprietary 29Google Confidential and Proprietary 29
The Evolution of the Consumer Digital Path to Purchase
May 16, 2013Chris Morgan, Head of Agency
Google Confidential and Proprietary 30Google Confidential and Proprietary 30
Stimulus Second Moment of Truth
First Moment of Truth
Traditional Model of Marketing
Google Confidential and Proprietary 31Google Confidential and Proprietary 31
You’d build a great product
31
Google Confidential and Proprietary 32Google Confidential and Proprietary 32
You’d tell consumers about it
32
Google Confidential and Proprietary 33Google Confidential and Proprietary 33
You’d try to win at the point of decision
33
Google Confidential and Proprietary 34Google Confidential and Proprietary 34
You’d hope the product is a hit at home
Google Confidential and Proprietary 35Google Confidential and Proprietary 35
The path to purchase is now more complicated
Google Confidential and Proprietary 36Google Confidential and Proprietary 36
Google Confidential and Proprietary 37Google Confidential and Proprietary 37
600M daily views on YouTube
via Mobile
10B+ downloads from the Android
Market
950K Android + iPhone devices activated daily
$4.5M in donations for Japan
made via text message
eBay sold $2B via Mobile in 2010
125 Years of Angry Birds played
every day
Google Confidential and Proprietary 38Google Confidential and Proprietary 38
Digital has changed the path to purchase
First Moment of
Truth
Second Moment of
Truth
Stimulus ZMOT
Google Confidential and Proprietary 39Google Confidential and Proprietary 39
First Moment of
Truth
Second Moment of
Truth
Stimulus ZMOT
Breaking down the traditional media silo
Google Confidential and Proprietary 40Google Confidential and Proprietary 40
Back in the Day…
35% of
American households were tuned into the top-rated show
Google Confidential and Proprietary 41Google Confidential and Proprietary 41
50% of TV
viewership is on networks that each have <1% share
And Now…
Google Confidential and Proprietary 42Google Confidential and Proprietary 42
1950 – 1980s
TV
1980s – 2002
Cable TV
a few broadcasters
mass appeal content
appointment viewing
hundreds of channels
more targeted content
reach niche audiences
2002 -
Digital Video
MICROCASTING
unlimited channels
ultra-targeted content
on-demand viewing
…TV has become more complicated and more expensive to buy
Google Confidential and Proprietary 43Google Confidential and Proprietary 43
Video has exploded into the primetime space
20102012
Google Confidential and Proprietary 44Google Confidential and Proprietary 44
Television reach
+2 million consumers without increasing total budgets
Shifting 5-15% of TV spend online increases unique reach
3-5% incremental reach to lightest TV viewers
40-70% of incremental reach comes from post-grad educated and 18-49 users, with household income of 200K+
On average 1/3 who saw ad on YouTube had not seen corresponding TV campaign
TV and online video work well together
Google Confidential and Proprietary 45Google Confidential and Proprietary 45
Breaking down the silos between devices
First Moment of
Truth
Second Moment of
Truth
Stimulus ZMOT
Google Confidential and Proprietary 46Google Confidential and Proprietary 46
Google Confidential and Proprietary 47Google Confidential and Proprietary 47
What was the #1 search term in 2003?
Britney Spears
Google Confidential and Proprietary 48Google Confidential and Proprietary 48
Coupon searches eclipse ‘Popular Culture’
Google Confidential and Proprietary 49Google Confidential and Proprietary 49
Since the recession began, 54% of consumers are
spending more time researching products
online before they buy them in a store.
And 83% are relying on trusted places like user ratings or product review sites.
Consumers have become more discerning
Google Confidential and Proprietary 50Google Confidential and Proprietary 50
Explosion of mobile devices
50
Google Confidential and Proprietary 51Google Confidential and Proprietary 51
48% of all smartphone owners
use mobile internet while eating
20% of all smartphone owners
use mobile internet while driving
13% of all smartphone owners use mobile internet
while having a meaningful conversation
39% of all smartphone owners
use mobile internet in the bathroom
Mobile is part of our daily lives
Google Confidential and Proprietary 52Google Confidential and Proprietary 52
Continue on a PC/Laptop
61%Continue on
a Tablet
4%
Continue on a Tablet
5%
Continue on a PC/Laptop
10%
65%Start on a Smartphone
11% Start on a Tablet
25%Start on a PC/Laptop
Continue on a Smartphone
19%
Multi-path to purchase is now the norm
Google Confidential and Proprietary 53Google Confidential and Proprietary 53
63%Search again on the second device
Directly navigating to the destination site
Via email / sending a link to myself
61% 51% 43%
52% 58% 48% 43%
49% 45% 31% 30%
Consumer rely on search to move between devices
Google Confidential and Proprietary 54Google Confidential and Proprietary 54
Mobile complements desktop
Desktop Mobile
Week 1
Week 2
Week 3
Week 4
Week 5
Sat/Sun Sat/Sun Sat/Sun Sat/Sun Sat/Sun
Google Confidential and Proprietary 55Google Confidential and Proprietary 55
81%
72%
67%
63%
46%
43%
43%
Browsingthe internet
SocialNetworking
ShoppingOnline
Searchingfor info
ManagingFinances
Planning a Trip
Watching anOnline Video
Top activities performed when sequentially screening between devices
Google Confidential and Proprietary 56Google Confidential and Proprietary 56
80% of customers abandon a mobile site if they have a bad user experience
2
Is your business ready for mobile?
Google Confidential and Proprietary 57Google Confidential and Proprietary 57
Media time spent vs. ad spend • % of Time Spent in Media vs. % of Advertising Spending, USA 2010
Print Radio TV Internet Mobile0%
10%
20%
30%
40%
50%
7%
15%
43%
26%
10%
25%
11%
42%
22%
1.0%
Time Spent Ad Spend
% o
f T
ota
l M
ed
ia C
on
su
mp
tio
n
Tim
eo
r A
dve
rtis
ing
Sp
en
din
g
~$20BOpportunity
in USA
Google Confidential and Proprietary 58Google Confidential and Proprietary 58
Thank You!
Redefining Paid Search at Exclusive Concepts
Matthew UmbroDirector of Paid Search at Exclusive Concepts & Founder of PPC Chatwww.exclusiveconcepts.comwww.ppcchat.co
@Matt_Umbro
#PPCchat
About Me• Proud member of the PPC industry since 2007
• Director of Paid Search at Exclusive Concepts
• Founded PPC Chat to connect industry professionals across the world
• I’m getting married this October!
@Matt_Umbro
#PPCchat
Overview & Objectives
• Lack of cohesiveness
• Connecting your silos
• Net Promoter Score
• Adjusting service
messaging
• Understanding personas
• Generating great
marketing material
@Matt_Umbro
#PPCchat
Marketing Leads
Sales Prospects
PPC Specialists Clients
PPC Silos
@Matt_Umbro
#PPCchat
PPC Silos
@Matt_Umbro
#PPCchat
@Matt_Umbro
#PPCchat
Attract, Convert and Retain
Working Together“Connect your silos organically”
@Matt_Umbro
#PPCchat
Net Promoter Score
*Image courtesy of http://www.corsential.com/net-promoter-score/calculate-net-promoter-score/
@Matt_Umbro
#PPCchat
What Clients Valued
@Matt_Umbro
#PPCchat
Communication
Execution
Performance
Key Findings• We better understood how clients saw our services vs. our perceptions
• The number one value clients like most about our services is that it “saves me time”
• Clients in the Northeast, Midwest and West gave us the highest NPS
• Clients in the South gave us the lowest NPS
@Matt_Umbro
#PPCchat
Brand Promise
“Exclusive Concepts is the leader in do-it-for-you e-commerce marketing services. If you want to work with e-commerce marketing specialists you can trust to grow your profits and save you time, Exclusive Concepts is the team for you.”
@Matt_Umbro
#PPCchat
Message Map• Continuous performance optimization starting with day one Profit Booster
@Matt_Umbro
#PPCchat
• A program designed to be hassle-free, saving your precious time
• A team of certified PPC specialists that will own the growth of your program
In The Details
• Daily cost and performance monitoring
• New monthly initiatives to drive up customer response
• On-going adoption of new PPC features, betas and rollouts
@Matt_Umbro
#PPCchat
Client Personas
@Matt_Umbro
#PPCchat
Personas Grid
@Matt_Umbro
#PPCchat
Creating Personas
@Matt_Umbro
#PPCchat
Emily Entrepreneur
Larry Learner
Stevie Stay Away
Target Audience
@Matt_Umbro
#PPCchat
Marketing
@Matt_Umbro
#PPCchat
Smarter Questions
@Matt_Umbro
#PPCchat
• Do you have a sense of your product margins?
• What is your average order value?
• Why might your customers choose your competitors over you?
• How adept will you be to our recommendations?
Consistent Messaging
@Matt_Umbro
#PPCchat
Conclusions
@Matt_Umbro
#PPCchat
• Connect marketing, sales and PPC organically
• Survey your clients to determine your Net Promoter Score
• Research and determine client personas
• Utilize your NPS findings and client personas to create relevant marketing and sales messaging
• Sell to your target audience!
Thank You!
www.ppcchat.co
@Matt_Umbro
@Matt_Umbro
#PPCchat
Building an Integrated Marketing Solution with SEO
STEPHANIE CHANG
Understand a Company’s Key Business Values
Example: Maintaining Brand Image
A brand is a person’s feelings about the company/product/service
http://www.slideshare.net/coolstuff/the-brand-gap
Likewise Being Off Brand
Can feel like a company is breaking their promise, which results in decreased trust
Especially for larger, more established companies
SEOs must absolutely understand brand considerations
Image Credit: Portent
Otherwise they risk
the relationship they have with the company = no changes made and no value created
This includes everything from
Keyword Research
to Content Creation
(especially when creating on-page content or content for PR)
to Content Design
Example: a modern, fashion-forward company might not want to promote fun/cute-looking content
Because that’s not the company’s
key target audience
It’s Your Job as a SEO to ensure
that you have a full understanding of all brand considerations before you start anything
http://moz.com/rand/domain-bias-why-branding-search-marketing-cannot-be-separated/
Ask these type of questions
to ensure you have full understanding of a company’s brand considerations
What is the mission/vision of the organization?
What are your company-wide initiatives for the year (including development, redesigns, etc…)?
Can we gain access to your company’s brand guide and style guide?
Who approves the posting of new content to the blog?
Who approves the creation of new page types?
Doing so builds trust, while
creating opportunities to move up the organizational chain and get buy in for bigger projects
Case Study 1: Fashion Brand
Company came to us for a very short-term, defined project
with tight deadlines & relatively limited access to teams
Their brand was their number 1 priority
They were willing to risk organic search traffic numbers in order to fulfill brand considerations
All recommendations for this company
were extremely tailored (like keyword research) and not based on what’s best for only SEO
Although SEO quick wins were not achieved as a result,
ultimately the client’s trust was earned. Your goal is to meet and exceed expectations.
And we became the company’s go-to SEO company
While also gaining access to additional teams and negotiations for larger projects, such as
Helping the company develop a brand new site
that would integrate several teams (PR, social, content, retail) to provide a consistent online UX
Stake Holders
Understand a Company’s Needs
Ask questions until you have a clear understanding of the company’s
Business Goal
• Increase Sales
Business Strategy• Target
mommy bloggers
looking for a bargain
Marketing/Communicati
on Goal• Create
awareness among
mommy bloggers
KPIs (long-term/short-term goals, metrics, soft benefits) and internal governance processes
When you do, outline a strategy that
directly addresses the company’s key needs and existing processes
http://www.slideshare.net/juliancole/what-is-digital-strategy-14637370
Always recommend the right strategy
regardless of how difficult the solution may be
Even if it feels like you aren’t getting
anywhere keep edging your way in the right direction
With a clear risk/reward assessment
that will make it easy for the company to say “Yes”
Case Study 2:Job Search Site
The Problem: Legacy Site
The company’s site structure/UX had not changed in over 10 years
Technical issues
Duplicate content across multiple URLs, poor UX to users who land on expired job listings, etc…
www.example.com/jobs?city=5&marketing=6www.example.com/jobs?marketing=6&city=5
Proposed Strategy
Redesign of site to ensure that only 1 URL existed for each job search facet combination
Priority:
Create a single URL using each parameter as a unique identifier
This means parameters with the same combinations need to
appear in the same order each time
The Result
Company has agreed to dedicate 6 months of development resources to improve URL structure with full integration from marketing teams,
analytics teams, product managers, and access to Directors
Selling Your Ideas Into the Company
Once you have the initial buy in for your strategy,
provide the company with data that they didn’t already have to meet their goals
This can be in the form of market research or gap analysis
which will make subsequent marketing implementations more efficient and accurate
Case Study 3: B2B Company
The Problem
Consistent leads from organic traffic, but no long-term strategy for sustained and improved growth
Stephanie Chang@stephpchang
Adria Saracino, Head of Outreach at Distilled
“In the future, content marketing will become more
strategic.
We’ll start front-loading the planning with extensive
customer research to make informed decisions and not
making content as marketers and calling it ‘content
marketing’.”
The Strategy
Used market information, customer research, and existing assets to develop a content strategy
Customer Surveys and Interviews
Results: 917 responses or approximately 50% of customer email list
Content Funnel + Metrics
Assess existing assets using qualitative + quantitative metrics
Awareness
Trigger
Search
Consideration
BuyS
tay
Consumption Metrics
Share Metrics
Lead Generation Metrics
Sales Metrics
http://www.convinceandconvert.com/content-marketing-2/the-4-types-of-content-metrics-that-matter/
Findings
Content was disorganized and duplicated with too much emphasis on sales and retention. Few pages resulted in
conversions.
Output: On-going content plan + creation of an internal governance process for all on-
page content
Work gained the attention and subsequent collaboration of the Senior Marketing Director, Product, Customer Experience, Social
Media, and PR Teams
“Create Relevant,
Purposeful Content.”
Panel Q&A
Save the Date! Our next SEER conferences are in August and November, stay tuned
for more information!
Stick around for our post event gathering at
North Bowl!