Driving More Revenue from Your Social Strategy

Azita MartinVP Marketing@AzitaMartin

Twitter:#AMAVES

@AzitaMartin#AMAVES 2

Consumers sharing and interacting

Companies figuring out transparency

Service folks tweeting

Marketers building audiences on Facebook

Agencies creating campaigns

Companies “broadcasting”

First Generation of Social

@AzitaMartin#AMAVES 3

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

So What are the Returns?

Have Companies/Brands turned Social into another Ad Channel?

Gamification

TwitterAds

Linked In

Ads Contests

FacebookApps

FacebookAds

@AzitaMartin#AMAVES 4

Consumer Research

Shows Another

Path

@AzitaMartin#AMAVES 5

Customers Have Different Expectations

Social Media is the door into

Brand’s Customer Community

Consumers show a strong preference for “Branded Customer

Communities”

of participants show a preference for relevant content vetted by other

consumers

50%

of consumers have joined an internet

community based on a friend’s Facebook post

58%

Websites, not social networks, are the

primary place consumers go

to make purchase decisions

of consumers use company website

to research products

81%

@AzitaMartin#AMAVES 6

What’s the Second Generation of Social?

Build Authentic Engagement with Customers and

Prospects Throughout the Customer Life-Cycle

@AzitaMartin#AMAVES

Managing Your Brand

7

PotentialCustomers

Existing Customers

TheBrand

Help

Content

Service/Support

Loyalty Programs

Ads & Branding

Word

-of

-Mouth

Promotions

BondBuy

Experience

Discover

Advocate Evaluate

@AzitaMartin#AMAVES

Conversations Accelerate the Lifecycle

8

TheBrand

Help

Content

Service/Support

Loyalty Programs

Ads & Branding

Word

-of

-Mouth

Promotions

BondBuy

Experience

Advocate Evaluate

PotentialCustomers

Existing Customers

Discover

@AzitaMartin#AMAVES

Evaluate

PotentialCustomers

Existing Customers

Discover

Social Media Management Tools Can Help

9

TheBrand

Help

Content

Service/Support

Loyalty Programs

Ads & Branding

Word

-of

-Mouth

Promotions

BondBuy

Experience

Advocate

But, they don’t help you:• Build the customer relationship• Facilitate conversation across the lifecycle• Collect and re-use valuable social content.

@AzitaMartin#AMAVES

Customer Community Builds Engagement

10

TheBrand

Help

Content

Service/Support

Loyalty Programs

Ads & Branding

Word

-of

-Mouth

Promotions

BondBuy

Experience

Advocate Evaluate

PotentialCustomers

Existing Customers

Discover

@AzitaMartin#AMAVES

Social Content has a Short Shelf-Life

11

0.25 0.5 0.7

5 11.25 1.5 1.7

5 22.25 2.5 2.7

5 33.25 3.5 3.7

5 44.25

010203040506070

Comments per Quarter-Hour

Hours Since Post

0.25

0.75

1.25

1.75

2.25

2.75

3.25

3.75

4.25

70

80

90

100

110

120

130

140

Cumulative Comments

Customer CommunitiesDeliver engagement and revenue

cultivating persistent, discoverable & relevant

conversations

@AzitaMartin#AMAVES

Making Fleeting Social Interactions Persistent

12

Time period: 2 hours

Time period: 7 hours

Act

ivit

y

Time period: 11+ months

@AzitaMartin#AMAVES

Community Makes Social Content Discoverable

of the most persistent conversations by leveraging organic search

13

Optimized URL Structure

Community Activity

Social Sharing

@AzitaMartin#AMAVES

Relevant Content Drives Conversion

by prioritizing and surfacing contextually-appropriate community topics

14

@AzitaMartin#AMAVES

How Communities Work

15

Consumer-facing experiences

Internal processes

Social NetworksCompany Website

& Product

Social MediaManagement

Customer Communities

Organic Search

Your Employees

Community Moderation

CRM / Marketing

@AzitaMartin#AMAVES

Monetize 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

Drive Revenue With Insight Into Your Community

@AzitaMartin#AMAVES

An eCommerce case study

The Situation

30% drop

in one-to-one interactions

5% gainin search-driven site traffic

8% drop in cart abandonment

63% gainin first call resolution rate

▸ High levels of

cart abandonment

▸ Low search-driven

site traffic volume

▸ Desire to harness

word of mouth to

drive conversions

▸ Customers couldn’t

ask product-specific

questions during

purchase flow

Outcomessolution

the

embedded conversations

▸ Product-specific

WOM content

▸ Community

drives

discussions

▸ Widgets

throughout

purchase flow

17

@AzitaMartin#AMAVES

A marketing case study

The Situation

▸ Employees lacked

a social media

presence

▸ Desire to easily

facilitate customer

conversations

▸ Needed a

mechanism to

operationalize

customer

endorsements

Outcomessolution

the

18

Social post permanence

Discoverable discussions

Embedded advocate content

Customer Advocates

can self-identify

Social Praiseleveraged in

marketing content

More Employee Interactionswith customers

@AzitaMartin#AMAVES

• 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

Polling Questions

@AzitaMartin#AMAVES

• Do you currently have a Forum or Customer Community

Forum

Customer Community

None

Polling Questions

@AzitaMartin#AMAVES 21

Q&A

The Second Generation of Social is Here 

Contact us!Call (877) 339-3997   

or visit us online 

www.getsatisfaction.com