METRICS: WHAT REALLY MATTERS ROB SILAS SENIOR DIRECTOR, MARKETING CLOUD.
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Transcript of METRICS: WHAT REALLY MATTERS ROB SILAS SENIOR DIRECTOR, MARKETING CLOUD.
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METRICS: WHAT REALLY MATTERS
ROB SILASSENIOR DIRECTOR, MARKETING CLOUD
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*What Happens Online In 60 Seconds? Incredible Statistics, Facts & Figures! By: Shea Bennett on July, 2013
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@RobSilas #bmamn
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@RobSilas #bmamnwww.in2communications.com, www.ireamgo.com , www.econsultancy.com
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The CMO Survey, August 2013 @RobSilas #bmamn
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@RobSilas #bmamn
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* 9 Truths Lead To Big Data's Future By: Seth Grimes September, 2013
The biggest change in marketing? The amount of #Social conversations happening by your customers. @RobSilas #bmamn
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80% of relevant #BIGDATA comes in the form of text based posts. @RobSilas #bmamn
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SOCIAL INTELLIGENCE MATURITY MODEL
80% 19% 1%75% 24% 1%
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SOCIAL INSIGHTS FRAMEWORK
SOCIAL INSIGHTS FRAMEWORK
Business ValueDATA
DATA TIED TO BUSINESS OBJECTIVES
ACTIONS TO TAKE BASEDON ANALYSIS
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Listen to your customers to gain insights into who they are. Start talking w/ customers, not at them. @robsilas #bmamn
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@RobSilas #bmamn
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@RobSilas #bmamn
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PEOPLE: KEY CONSIDERATIONS
• Social Intelligence Analyst: Data Scientist + Anthropologist
• The Social Insights Framework provides a good structure for teaching and coaching
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@RobSilas #bmamn
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KEY TECHNOLOGY ELEMENTS
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@RobSilas #bmamn
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SOCIAL LISTENING – OUTPUTS BECOME INPUTS
Listen for Engagement Opportunities Across the Enterprise
Strategic Planning
SalesMarketing
Innovation
Customer Service
• Industry• Competitors• Hot topics• Trends
• Purchase intent• Lead gen• Funnel analysis
• Brand perception• Brand reach• Content strategy
• Product Development• New opportunities• Desired features
• Issue resolution• Product performance• Support trends
Insights
Business Value
@RobSilas #bmamn
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@RobSilas #bmamn
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DEEPER INSIGHTS: UNDERSTANDING DECISION PROCESSES
Understanding social conversations by small businesses led to a successful change in content strategy
There are engagement opportunities for #B2B.What are the customers of your clients talking about & how can you help? @RobSilas #bmamn
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WHERE TO START
• Get Tools and People in Place
• Start with a Single Use Case and Show Value
• Go Deeper on Insights and Begin to Use Across the Enterprise
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SUMMARY
| INSIGHTS DRIVE ACTIONS AND RESULTS
| ACTIVATE YOUR SOCIAL INTELLIGENCE
| 3 ACTIONS YOU CAN TAKE TOMORROW
Social goes beyond #Marketing, it impacts every part of your business. @RobSilas #bmamn
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THANK [email protected]@magnet360.com