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Building customer engagement with social media through dynamic content
Nov 17, 2014
Presentation at Customer Engagement Technologies World
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SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Building Customer Engagement with Social Media through Dynamic Content
@iantruscott | #SDLonline | #CETW
@iantruscott | #SDLonline | #CETW
Ian TruscottVP Product Marketing
Content Management Technologies Division
SDL
http://www.linkedin.com/in/iantruscott
@iantruscott
#SDLonline
#CETW
Hello
@iantruscott | #SDLonline | #CETW
What you may not know about SDL
Building Customer Engagement with Social Media through Dynamic Content
Rule #1 Never let marketing create the title for your presentation
Customer Engagement
The Challenge and Opportunity
“Consumers and knowledge workers alike are grabbing control of the
reigns and not letting go. The combination of the social web, open standards, the cloud, and ubiquitous mobility to name just a
few, represent a field of dreams for empowered audiences to
both collaborate and self-satisfy. For organizations, these represent an opportunity to transform, innovate, engage and develop
loyal customers and employees like never before.”
Scott Liewehr Digital Clarity Group - June 2012
@sliewehr
Customer Engagement?
• You may have heard different terms:
–Web Experience
–Web Engagement
–Customer Experience
–Customer Engagement• Web = digital• Listen, analyze, be relevant and facilitate
conversation
@iantruscott | #SDLonline | #CETW
Once, when life was easy
8
One way communication Limited communication channels Broad reach per channel Lower consumer expectation A linear engagement process
Customer Experience Ecosystem
Tech docs
FAQ
Sales
Engineering
Support
Marketing
Specs
Price
Awareness Conversion Loyalty Advocacy
The Engagement Journey
• Brand Experience
Unknown
• Web Experience
Known • Engagement objective
Customer
• Customer experience
Advocate
The total value of a brand advocate is at least five times or more of the value of an ordinary customer Deloitte “A new breed of brand advocates”
MESSAGEDELIVERY
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
PersonaData
The Digital Experience Cycle
@iantruscott | #SDLonline | #CETW
Keeping the Customer Satisfied
“After a poor customer experience, more than one-quarter of consumers (26 percent) posted negative complaints on a social networking site such as Facebook or Twitter”Harris Interactive, 2011 Customer Experience Impact Report
MESSAGEDELIVERY
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
PersonaData
The Digital Experience Cycle
Understand your audience
Persona Data
MESSAGEDELIVERY
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
PersonaData
• Objective to build an understanding of the audience
• Not CRM a persona could be individual or segment
The content explosion
Content is the Biggest Content Marketing Challenge
Source: B2B Content Marketing:2012 Benchmarks, Budgets & trends - Content Marketing Institute (CMI)
PersonaData
Content Requirements
MESSAGEDELIVERY
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
MESSAGEOPTIMIZATION
CONTENTREQUIREMENTS
Engineering
Sales
Marketing
• Understand persona • Prepare for this explosion of persuasive and
product content• Therefore need tools for the business user and
integrations• Tools connect knowledge with audience
Customer doesn’t just want to talk to sales and marketing..
Tech docs
FAQ
Sales
Engineering
Support
Marketing
Specs
Price
PersonaData
Message Optimization
MESSAGEDELIVERY
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
• Optimize message for language, channel & device
• Ensure the content is smart and can be matched to audience
• Preview, test and edit as the audience will see it
• Assembly of relevant content components
Social Imperative
•The ‘social web’ is now just ‘the web’, many websites today and all of our websites tomorrow will be social community spaces.
•Our platform for marketing, PR and engagement will not be limited to a fixed URL, but a broader social media, multi-channel experience.
•Today organizations are taking a tactical approach to these challenges, with niche tools and loose business practices to augment their tried and tested web content strategies.
• As the requirement to socialize becomes a mainstream business imperative, is it time to evolve from WCM to a Social CMS?
all of our websites?
The Business Imperative to be Social Enabled
• People are viewing the web through the social media keyhole
• How much of the content you consume now comes from twitter or Facebook?
• Web users are becoming consumers of farmed content not hunter gatherers - American internet users spent 53.5 billion minutes on Facebook during May 2011 – Neilsen
• Curated content based on recommendations versus rules based personalization
• There are new influencers in town – advocates, sneezers.
• There are no new web hours – folks are saturated
• Social is not just “the mainstream” – but time poor professionals slotting in a slither of their day to share something with their friends.
New Channels, New silos?
• Remember that Flash animation that your digital agency created in 2004?
• New channel does not mean ignore governance - Is not a pass to avoid litigation, accessibility or just looking bad.
• Being social means their language
• Standard best practice applies: Single content strategy, single governance model
• But.. Engaged employees and freedom are important – you need to appear human
Relevant delivery
The Need for a Holistic Experience
• This is a customer experience not a digital experience
• It must be a consistent experience – fuelled by the same content
• Amtrak example
Engagement Persona
Message Delivery
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
MESSAGEDELIVERY
• Deliver personalised / multi-channel campaign• Provide consistency of intimacy and message• Provide content and product recommendations
This “New” thing called Social
• Social is not new – it’s now mainstream
• When it comes it comes to people buying products some people have always looked to forums and chat rooms
• Think beyond Facebook and Twitter
• Where is your audience?
http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/263523/
AV Forums – An example
• AV forums..
@iantruscott | #SDLonline | #CETW
• Stat on impact of social networking on customer behaviors?
• Screenshot of LiveContent integration with various social platforms
Make the Content Shareable
Source: Social Impact Study 2012: Social Sharing as Helpful as Google Search in Shopping – sociablelabs 03/04/2012
@iantruscott | #SDLonline | #CETW
Your content must be easy to share
Capture reaction and develop insight
Engagement Persona
Capture Reaction
BEHAVIORALDATA
INSIGHTS
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
MESSAGEDELIVERY
CAPTUREREACTION
• Customer analytics data stream, aggregated from third parties and social media
• Everyone is talking - 25% of search results are user generated
• Insight into keywords• Understand market/competition
Social Intelligence in Action
Election stuff
http://www.sdl.com/campaign/si/presidential-report.html
Behavioural Data
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
MESSAGEDELIVERY
CAPTUREREACTION
Engagement Persona
INSIGHTS
BEHAVIORALDATA
• Use the Web Data with customer records, marketing database to gain better insight into your audience
Get Insights – Not Just Data
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
MESSAGEDELIVERY
CAPTUREREACTION
Engagement Persona
BEHAVIORALDATA
• Marketers don’t need data they need insights• Discover new audience segments and actionable insights
INSIGHTS
Measurement is continuous
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
MESSAGEDELIVERY
CAPTUREREACTION
The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me. George Bernhard Shaw
PersonaData
BEHAVIORALDATA
INSIGHTS
Continue to engage
@iantruscott | #SDLonline | #CETW
Continuing the Engagement
Source: “Rules of engagement”
“..in a perfect world it’s both and everything in between..” Carrie Johnson – Forrester Research
New customer costs
Cost of advertising/promotion
Price sensitivity
Setting up new accounts
Time and money spent explaining business to new customers
Costs associated with inefficient dealing with newcustomers
Profits generated from satisfied customers
Reduced price sensitivity
Reduced switching to competitors
Increased referrals
Increased repeat purchases
Continue to optimize content
MESSAGEDELIVERY
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
PersonaData
• Use insight to better refine content • Persuasive – encourage the visitor to think
or act and come back• Fresh and relevant to your visitor• Understood – I know my audience – do I
know my content?
@iantruscott | #SDLonline | #CETW
Continuing the Engagement
“Retention is a lot more cost effective than acquisition” Carrie Johnson – Forrester Research
Source: Frederick Reichheld – “Business marketing strategies”
VALUE OF ANEXISTING CUSTOMER
IMPORTANCE OF CUSTOMER RETENTION
MESSAGEDELIVERY
CAPTUREREACTION
BEHAVIORALDATA
INSIGHTS
CONTENTREQUIREMENTS
MESSAGEOPTIMIZATION
PersonaData
The Digital Experience Cycle
Key points
• Social is the web
• Know your audience and where they are
• Know your content and ensure it is sharable and easily repurposed
• The new consumer demands to speak to someone other than sales and marketing
• Remember the role content plays in future customer satisfaction
• Listen, respond and react
SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Thank you
@iantruscott | #SDLonline | #CETW
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