Is the future of modern marketing social sept 9 2014

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Is the Future of Modern Marketing Social? September 9, 2014 Bill Hobbib, VP Product Marketing: Social and Commerce [email protected] linkedin.com/in/billhobbib @bhobbib

Oracle Confidential – Internal/Restricted/Highly Restricted


"The digital environment is not a parallel or purely virtual world, but is part of the daily experience of many people.” – Pope Benedict XVI

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Why Do Modern Marketers Care About Social?


3 of 4 CMOs say Social Media Impacts Business

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Source: Three of Four CMOs Say Social Media Impacts Sales http://www.forbes.com/sites/marketshare/2012/08/21/three-of-four-cmos-say-social-media-impacts-sales/

http://www.forbes.com/sites/marketshare/2012/08/21/three-of-four-cmos-say-social-media-impacts-sales/


“As Many Eyes As Possible” Has Gone From This…


To This…

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Always Connected, Always Sharing, Always Exposed Empowered Customers

use social networks to discover new brands, products or services

33% of consumers check out

companies on social media before buying

68% of LinkedIn users have clicked on an ad on the

site

60%


Why Drive Growth Via Social

marketing leads generated through social media versus trade shows, telemarketing, direct mail, and PPC

2X of B2B companies have acquired customers through Facebook

43% of B2C companies have acquired customers through Facebook

77%


Social is Influencing Purchasing Decisions

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o Four in ten social users have purchased an item online or in-store after sharing or favoriting it.

o 90% of all purchases are subject to social influence. 90%

40%5


Still, Companies Struggle to Measure Value of Social

50% of companies can’t measure performance of

social marketing efforts.

Dealing with the Social Hangover

(What’s the value of a like, share or follow?)

And…just 55% of marketers are satisfied with the business value of posting updates to Facebook and Twitter.


of enterprise marketers have no synchronized view of customer data

82%

Disparate Data Creates Marketing Complexity and Lost Revenue Unable to pull together all their data, marketers fail to target the right customers.


Challenges of Social Media Content Programs

Keeping up with the speed of social 1

Unsure of paid media effectiveness 3

Customers engage in multiple channels 2

ROI difficulty due to disparate data 4


Right Message, Right Place, Right People, Real ROI 4 Keys to a Successful Social and Digital Content Strategy

Right Place Understand content

engagement for optimal multi-channel placements

Real ROI Capture and view campaign metrics from all channels in

single dashboard

Right Message Social insights help to create content with the right message

Right People Utilize hyper-targeted audiences and paid media to ensure exposure


Utilize Social Insights for Better Content Creation Right Message

Build content using descriptors from VoC 1

Create consistent content 2

Deploy content across digital and social 3


Understand Engagement for Optimal Placements Right Place

Tag social content in ways that allow tracking of engagement by social fans

1

Trace & collect social customer interactions

2

Include social metrics in analytics dashboard

3


Deliver Content to Targeted Audience in Social Right People

Your Ad Here

Define hyper-targeted custom audiences

1

Increase paid media placement effectiveness

2

Find new customers with look-alike audiences

3


Real ROI Track campaign success metrics across multiple channels

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Track dynamic links in social 1

Include social metrics in analytics dashboard

2

View multi-channel campaign metrics 3

Order of magnitude impact possible: 2X engagement growth: media/entertainment company

5X fan growth: consumer goods company


Social Web

Display Mobile

Social

Example for a Social Modern Marketer

3. Launch & Promote via Social

3 5. Convert sales via paid media 5

2. Create a Campaign

2

1. Discover Insights

1

4. Create Custom Audience 4


Leverage social to better listen, understand, engage and service their customer base by ensuring their business decisions revolve around customer wants, needs and desires.

General Motors

“Our decision-making starts and ends with our customers.”

117 Different Channels 21.3 Million Fans

Better Understanding Better Service More Sales Loyal Customers Exceptional CX

Social Media Stars


Tap into the power of social to listen, create and inspire content that engages and influences action. Truly leverage social to ‘build’ lasting relationships. Also empower employees to be brand ambassadors.

LEGO Group

Relevant Real-time Inspiring

Amplified

Listen & Create User-Generated Content

Amplify Content Build Brand Ambassadors

Increased sales Improve marketing Build brand affinity Damage control


“By not being afraid to share both positive and negative stories, reflecting our efforts to be vibrant as well as credible.” Source: J. Wichmann, The Digital Blueprint ”The media miracle in Maersk Line" 30-Dec 2013

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

Summary

Why Modern Marketers care about Social Brand awareness , Brand loyalty , Sales

4 Keys to Successful Social and Digital Content Strategy Right Message, Right Place, Right People, Real ROI

What You Should Do Next Work on making major impact in one of the four key areas


Join us at CX Central @ Oracle OpenWorld 2014 San Francisco September 28 – October 2

• 2000+ attendees • 5 Tracks, including one dedicated to each

Social, Marketing, and Commerce • 40+ Sessions at each track, with customer

success stories in over 50% of the sessions

• 100+ Demos at CX Central • Plus Networking Receptions and CX

Central Music Fest!

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Is the future of modern marketing social sept 9 2014

Business

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