organizing social media efforts to gain true business value by john kottcamp

Social is so much than a channel…

Presented by John Kottcamp

J. Boye Web & Intranet Conference

Philadelphia, PA – May 6, 2014

Social is much more than

a channel…

Social is the enabler of

relevancy, personalization and

engagement

Social is the foundation of your

business’ future success

Our Journey begins now

Agenda

9:00 – 9:15a Intros, expectations, objectives

9:15 – 9:45a The world of social understanding

9:45 – 10:00a Exercise #1

10:00 – 10:15a Break

10:15 – 10:45a Relevancy

10:45 – 11:00a Exercise #2

11:00 – 11:15a Personalization

11:15 – 11:30a Exercise #3

11:30 – 11:45a Building it out

11:45 – 12:00p Wrap up, Q & A

Introductions & objectives

Who am I?

Where do I come from

What do we doIn the era of an ever connected culture, we help our

Global 2000 clients with the digital transformation

required to deliver highly relevant and personalized

experiences across any channel or device.

We are a business strategy led consultancy that is

focused on optimizing customer

experiences, increasing sales, and improving customer

service

Who we work with

Technology B2B Healthcare

Financial Services

What’s important to us

The art and science of balancing the needs and desires of the always

connected, fully empowered customer with the business requirements

and commercial outcomes which define success for the enterprise

in the 21st century.

The Fair

Exchange

And who are you

Please introduce yourself

• Name

• Organization

• Role

• Interests

What’s important for you

The age of the customer

We used to think the Earth was

the center of the universe

A lot of Brands still do

And that’s not all that

bad, except…

90+% of social media

conversations on do not mention

any brands

How do we know

The data tells us

among the top

searches over the

last 30 days, not a

single brand was

mentioned*

*source – Google Trends May 3, 2014

Family/Friends Lifestyle/Entertainment

Products/Services Career/Networking

*Source –

Why Do People use social media

What do people talk about

Their passions

Why is it important

People follow the crowd

The crowd makes the choices

Which is what

defines success

for the brand and

business

What’s the source

Monitoring

Commitment and Scoring

Prediction

What does the data tell us

It tells us what people

actually care about

or at least, what

they talk about

The Active Lifestyle Audience

36

D e f i n i n g a n “ A c t i v e L i f e s t y l e ”

• A lifestyle of keeping the body and mind active and healthy by exercising or attending other physical activities on a regular basis

• Active lifestyle is also a combination of a healthy diet and physical activities integrated into daily routines

• Research focused on most popular physical exercises which include: running, biking, yoga, aerobics, hiking, and weight lifting

• Also included: flexibility/strength activities and both indoor and outdooractivities

What is an Active Lifestyle?

Most popular physical activities

Looking at Active Lifestyle characteristics

• Looked at how people with an Active Lifestyle feel about exercising, their behaviors, concerns and motivations towards their current lifestyle

58%

18%

13%

11%0%

Twitter Forum Blog Facebook Others (Review & Video/Photo)

Popular forum domains:• Roadbikereview• LetsRun.com• Bodybuilding

Popular blog domains:• Running Diva Mon• Fit Approach• Women’s Running

Community

Popular Facebook domains:• Competitor Running• Strava Cycling• Slow is the New Fast

Popular Twitter domains:• Runner’s World• Pace Per Mile• Nike Running

Popular Hashtags: • Mostly about the sports they are playing

or the events they attend: #cardio#zumba #run #triathlon #running #5k #10k #marathon #biking #cycling #bpms150 #everymomentcount

• Others: #fitness #workout #iworkout#runchat #RWRunStreak #RunKeeper #ironman #inspiration #motivation #goals #training #myfitnesspal #fitfam #getfit #healthy #relaxed #stressrelief #gettingbackinshape

37

A c t i v e L i f e s t y l e c o n v e r s a t i o n s b y o n l i n e m e d i a c h a n n e l

N=2,850,000 , (6/8/2013 – 12/8/2013)

SELF-ORIENTED30% MOTIVATOR22% GO-BETWEENS15%

SOCIALLY-ORIENTED13% PHYSICAL FANATIC 11% INFLUENCED9%

*Sizing each persona based on random sample of verbatim

Wants to get fit and maintain good health.

Seeks life balance among

work, mind, body, spirit and outside factors.

39

O r d e r e d f r o m l a r g e s t / m o s t c o m m o n p e r s o n a ( i . e . S e l f - o r i e n t e d ) t o s m a l l e s t / l e a s t c o m m o n p e r s o n a ( i . e . I n f l u e n c e d )

I love exercising alone. I usually exercise because it keeps me from becoming depressed and allows me to reflect on my day. It also helps keep me in shape!

SELF-ORIENTED

Too busy with work and families to accomplish target

goals. Struggles with physical challenges and injuries.

Easily affected by surroundings.

Wants to generally be a healthy person. Longs

for the feeling of freedom, power and self-

accomplishment from exercising.

I am very passionate about running. It

is the best “high” in the world and

allows me to set goals and break

personal records.

MOTIVATOR

Often suffers injuries and work obligations

often affect their training schedules.

Desires a combination of maintaining good

health, keeping a desired shape, fun and

relaxation.

I love my weekly aerobics class. I look

forward to socializing with the people

in my class because we laugh, have

fun and get a great workout together!

GO-BETWEENS

Usually very low commitment to

sports/activities because of a lack of

companions and information.

Wants to fulfill a sense of belonging and

togetherness. Wishes to relax and socialize

with friends and family.

I love taking my family on the bike trails around my house. I can spend time with my family and exercise at the same time, plus the kids really enjoy it!!!

SOCIALLY-ORIENTED

Motivation is easily affected by other priorities

and a lack of companions.

Wants to obtain an ideal body shape and a

specific physical appearance.

I have a drive to look very fit and have specific physical goals so everyday I wake up at 5 am, ride my bike 17 miles to burn 1700 calories and then do my Cardio Abs.

PHYSICAL FANATIC

Difficult to sustain their physical lifestyle for long

periods of time. Easily injured and may face health

issues due to over-exercising or unhealthy diets.

Wants to address a physical or mental health

problem and improve their current health

situation.

I started exercising last month to help with my anxiety and keep my mind free. I have not exercised regularly in years, but am hoping to get back into shape.

INFLUENCED

Very low commitment to sustaining healthy

habits and often struggles with current health

issues.

Strategic

Sustainable

Frisky

Entertainment

Peace

Life balance

Obsessed

Vanity

Obligated

Result driven

Togetherness

Community-oriented

- G O A L S

- P A I N P O I N T S

40

S u p p o r t i n g v e r b a t i m f o r e a c h p e r s o n a

“Because it helps keep me out of

depression bc it clears my mind. It's my

time that no one can interfere with and it

also helped me lose over 80lbs.”

(Sarah Penn, Facebook, 11/29/2013)

“I have an 8 week old baby girl and it's been hard to try and find time for myself! I have been doing short yoga videos when she naps which helps give me more energy and I try to paint my nails once a week.“ (Prettypenny, Blog, 11/4/2013)

“Running changed my life. I was a smoker and

about 50lbs. overweight when I started

running. I am now 4 years smoke-free and in

the best shape of my life.”

(Jenn Boakes Sadai, Facebook, 11/29/2013)

“Here is a quick recap of my Cedar Beach Sprint Triathlon. I love this race and was pretty upset when it was cancelled last year. I have done this race 3 times (09, 10, 11). It was a nice race to see if I was progressing.” (tech-tri, Blog, 10/14/2013)

“I'm doing cardio 3x a week now. Is that

still too much? I find that it’s helping with

the lifting and just generally feel better”

(esheg, BodyBuilding , 12/07/2013)

“Good Morning every1 and Hello the most

beautiful person @MadhuriDixit1 , mam

#dancercise was very good workout and I had

so fun! Love you ;)” (Tia

Wiradinata, Twitter, 08/19/2013)

“My dad making me do exercises…Dad: You need to buy a kettle bellMe: I need some aspirin for my headacheSpending time w my father ♥” (Cassie, Twitter, 12/7/2013)

“I need to start doing yoga and stretching more

because my hip flexors are stupid.”

Aggravated Hooliganism, Tumblr, 11/6/2013

“my kids first 5K so they all PR'd! Even

the one riding on her Dad's shoulders ”

(Elissa

Bellerose, Facebook, 11/29/2013)

“Someone I wanted to date. Running was a

way to spend time together.”

(SuelnTN, Runner’s World forum, 9/1/2013)

“So I got routine, trying to get ready for

spring break. I try to put in 48 hour rest

or more…

Monday - Biceps & core

Tuesday - Chest, calves & abs

Wednesday - Back, Triceps &

core, cardio

Thursday - Biceps

Friday - Shoulders & abs & Chest

Saturday - Quads, Hams, Calves

Sunday - Rest/cardio“

(Jtw549, BodyBuilding

Forum, 12/08/2013)

SELF-ORIENTED MOTIVATOR GO-BETWEENS

SOCIALLY-ORIENTED PHYSICAL FANATIC INFLUENCED

Self-oriented Motivato

rGo-

betweens

Socially-oriented

Physical Fanatic Influence

d

41

S i x t h e m e s e m e r g e w h e n a n a l y z i n g t h e A c t i v e L i f e s t y l e d a t a s e t

Exercising schedules, plans and strategies 1Discussions about exercising schedules, plans and strategies are very common. Also share their goals and achievements in terms of health and body shape.

People encourage each other and discuss their achievements online because improving one’s mental health is considered as important as one’s physical health.

Encouragement and positive comments3

Common concerns include injuries and other priorities (e.g. work, family, etc.), as well as the effects on exercising schedules and how to manage them.

Concerns about injuries and other priorities 6

Many are highly aware of their current self-condition, therefore maintaining or improving their physical and mental health is critical to this group of people.

Awareness and concern of current health2

People share stories, experiences, and benefits of their current workout online. This is a way for people to help motivate others.

Sharing experiences and stories5

People express their passion for the sports they play (short-tem or long-term). Outdoor activities/sports are considered a way to enjoy life and nature.

Sharing the love of sports and physical activities4

Very High Presence: Very Low Presence:High Presence: Low Presence:

42

MOTIVATION

Eagerness for results

Perception towards exercising

COMMITMENT

Health condition

Exercise behavior

Physical

Motivation

Emotional Motivation

High commitmentLow

commitment

Eager for resultsNot Eager for results

Compulsive Hobby

IndividualIn Group

GoodBad

Self-oriented Motivator Go-betweens Socially-oriented Physical Fanatic Influenced

HIGH

COMMITMENT

LOW

COMMITMENT

43

EMOTIONALLY MOTIVATED

PHYSICALLY MOTIVATED

HobbyNot eager for results

CompulsiveEager for

results

Exercise individuallyExercise in group

Good healthBad health

Key: MotivationCommitment

HIGH

COMMITMENT

LOW

COMMITMENT

EMOTIONALLY MOTIVATED

PHYSICALLY MOTIVATED

44

SELF-ORIENTED30%

PHYSICAL FANATIC 11%

INFLUENCED9%

MOTIVATOR22%GO-BETWEENS15%

SOCIALLY-ORIENTED13%

45

P e r s o n a s g e n e r a l l y p r e f e r o n e o n l i n e c h a n n e l o v e r a n o t h e r

Twitter

31%

16%

5%5%

27%

16%0%

25%

29%5%

34%

3% 4%0%0%0%0%0%

31%

39%

16%

7%2%5%0%0%

Blogs Forums Facebook

Self-oriented Motivator Go-betweens Socially-oriented Physical Fanatic Influenced

30%

16%25%

12%

7%

10%

*Based on a random sample of 406 Active Lifestyle verbatim

Favorite channel:• Blogs and Forums

Favorite channel:• Blogs

Favorite channel:• Twitter

Favorite channel:• Facebook

Favorite channel:• Forums

Favorite channel:• Forums

Exercise #1

Describe your ideal customer

Make a simple list

• Demographics

• Psychographics

• Segments

• Cohorts

• Personas

What good is social data

It provides insight

With insight comes

understanding

With understanding

comes relevancy

With relevancy comes

engagement

With engagement comes action

With action

comes results

The art and science of balancing the needs and

desires of the always connected, fully empowered

customer with the business requirements and

commercial outcomes which define success for the

enterprise

in the 21st century.

Achieved through

Mutual Relevancy

Mutual Relevancy is attained

through personalization

The DNA of customer

experience

It starts with user stories

“I want to go on a cruise”

“I need help with my satellite service”

“I think its time for life insurance”

“Can I really afford a luxury car”

The Components of Relevancy

what the user wants

to accomplish

Information

Education

Transaction

Contact

who the user is and what

do we know about them

Anonymous Returning Authenticated

relevancy in the moment

L

O

C

A

T

I

O

N

TIME/DATE

DEVICEBROWSER

REFERRING SITE

DOMAIN

KEYWORDS

L

I

N

K

S

Mapping each component’s

Attributes

Exercise #2

Go back to your best customer

“The Motivator”

Make a list of data attributes

• Age

• Gender

• Location

• Time/day

•

•

•

Now, where are you going to

source the attributes

• Age

• Gender

• Location

• Time/day

•

•

•

?

?

IP address

Web Service

Audience + Context + ?

Content, Publishing & …

Distribution to

multiple

channels, devices

and platforms

Which when pulled all together

Sometimes looks like this

Con

tent

Send

Ana

lytic

s

Campaign

Send

Ana

lytic

s

Business Intelligence

Leads

EBC

(Event Based

Communication)

Prospect / Customer

Mobile/TouchDirect Mail Web

Contact

CenterSMSEmailVRU

Siebel(CRM)

(Email Service Provider)

Branch

(Direct Mail)

(Rewards)(Voice Portal/IVR)

Campaign

Data

EDW

Campaign Management

Key Relationship

Rewards

(iLog/Abinitio)

OBI / Key.COM / KBO

(Social Media Monitoring)

Social Media

Teller 21 / CE Desktop

(Channel Analytics)

CIX

OTM

(Outbound Telesales

Marketing)

(Analytics Data Mart)

Rel. Managers

Manual Originated Leads

Key VRU

Campaign

Leads

Push Offers / Get Leads

Offers

Fulfi

ll Po

ints

Offers

Offe

rs /

Lead

s

Prospects

Web

/Mob

ile A

naly

tics

Campaign

Prospects

Leads

(Mobile SMS)

Key Bank Application

Personalization

Rules

Insight /

Analytics

Lead/Prospect

Data

Customer Segmentation

Marketing Operations

Lead Management

WCM Smart Target

Offer Content Mgmt.

Offer Content Mgmt.

Send Analytics

Updates

Send

Ana

lytic

s

Offer/Segments

Marketing Architecture Future State

I’m interested in Life

Insurance

How much will my policy cost?

What kind of insurance do I need?

VS.

• Reorder Tabs to Move Term Life Panel to Front of

Carousel

• Replace

with Life

Insurance

Promo

• Replace Default Picture with Family Picture

on Beach or West Coast Landmark

• Change Copy with Planning Help

Messaging

• Replace

with

Trendsetter

Express

Link

• Replace

with

Promo

for

Relevant

FAQ

• Replace Default Picture with Cityscape or

East Coast Landmark

• Replace with Large Quote

CTA

• Replace

with

Family

Protection

Copy

• Replace with High

Quality, Best Offer Copy

Regardless of device, channel or platform

Exercise #3

Map out a customer journey

Making it real – Using Social to

inform customer experience

Let’s sell some TVs

Likelihood to purchase

Performance over time

Priorities on the customer journey 89

WHERE SHOULD WE FOCUS 90

Addressing the barriers

Analyze the curated data set to

observe and curate personas

Data set – the conversations

that explain the journey

Deep human and machine

analysis of the key themesCreations of hypotheses and

overlaying of observed personas

VALUEPERFORMANCE

FUN / ENTERTAINMENT

UTILITYKey: MotivationBuying focus

Bargain buyers

Informed buyers

Cautious newbies

Conspicuous Consumers

BasicBuyers

15%28%

23%22%

12%

HHGregg Opportunity segments

What matters to Nicole?

• I am 26 and live in Chicago

• I love clothes. I am always window shopping, reading magazines and looking at things on line but I only buy in store

• I am careful about what I buy – and I like to shop in places that I trust – places that are familiar to me, especially when I am making larger purchases

• I moves into my first apartment about 6 months ago and bought the essential big appliances. It was really hard – working out which one to chose for what I wanted and could afford.

Her philosophy on shopping

“I don’t have a lot of money but I like to buy the best I can. I have just moved out of home and I am buying the things I need but by bit. I get advice from people I trust. I like to read up on what I am buying and I would never buy anything without seeing it in the store first”

“I feel comfortable in shops where the staff are helpful but not too pushy. I like to know a bit about what I am buying before I go in. Right now everything is a big decision for me”

“There is so much out there to choose from. I can get a bit intimidated – I like choice but not too much choice. I get overwhelmed by huge warehouses. I am sure I could get things cheaper but it scares me”

Critical phases of the journey

REQUIRED EXPERIENCE:• Learning• Exploring,• Unsure• Intimidated by too much

choice

Building confidenceFriendlyOpenOK – to ask questionsNo hard sell

REQUIRED:• Quick discovery

– what is here?• Can see what I

want clearly (visual)

• Unintimidating opportunities

Fun/ EntertainmentUtility

ValuePerformance

For meFor

Household

LuxuryEssential

Replacement/upgrade

First time purchase

FunctionForm

PO

SIT

ION

ON

TH

E C

ON

TIN

UU

MS

Digital profile

Meet Nicole ‘Cautious Newbie’

How to engage herSmart TVs Chicago Area

She comes via Google Chrome search She lives in the Chicago area

She watches a basic, category instructional video – it gets her to the knowledge she needs to trust HHGregg

?

She chooses to explore the featured product rather than search full category

She looks like she might be ‘Nicole’ –Other ‘Nicoles’ typically also buy TV stands

You know she prefers to shop in store so you show her where to go

1

2

3

4

?

? ?

5

4

Tailored, targeted, online journey

Building it out –

the process side

• Business Context

• Consumer Insight

• Data & Analytics

Experience

The experience process

Insights Platform

Creative

Email

Search

Web

Custome

r Service

Social

Mobile

Display

EcommerceRulesDAM

CampaignCRMCMS

Measurement

Monitorin

gAnalytics Reporting

• Design

• Content Production

Business

RequirementsSolution

Plan

Functional

Requirements

• Business Context

• Consumer Insight

• Data & Analytics

Insights Platform

Creative

Email

Search

Web

Custome

r Service

Social

Mobile

Display

EcommerceRulesDAM

CampaignCRM

CMS

Measurement

Social

Monitorin

g

Web

AnalyticsReporting

• Design

• Content Production

Experience

Business

RequirementsSolution Functional

Requirements

Experience

Business Requirements

SolutionPlan

Functional Requirements

Requires three basic elements

1. Business Requirements

• Determine desired

experience journeys

• Map conversion

journey touchpoints

per audience

• Establish the set of

channels required per

journey

• Define program metrics

for accountability

• Identify programmatic key

performance indicators

• Document data

requirements to

compile, analyze and

report KPIs

• Translate the business

vision into actionable

experience goals

• Document target

audience(s)

• Define “conversion” event

or action for each

audience

1. Goals 2. Metrics 3. Channels

2. Experience solution

• Develop workflow

processes for experience

management

• Determine roles and

responsibility for operation

and support

1. Content 2. Organization 3. Platform

• Heuristic review

• Content inventory

• Taxonomy

• Content matrix

• Content requirements

• Identify implicit and

explicit data attributes

for personalization

• Determine triggers per

audience

• Map experience across

application ecosystem

3. Functional requirements

• Document workflow

processes for experience

management

• Develop Training program

• Produce governance

guidelines

1. Content 2. Organization 3. Platform

• Content brief

• Wireframes

• Collaboration with creative

team

• Content Management plan

• Content Lifecycle plan

• Document application

selection

• Define Functional

requirements by

application

• Document rules sets for

personalization engine

Exercise #4

Go home and do this yourself

John Kottcamp

CMO, Tahzoo

john@tahzoo.com

@jkottcamp

©All rights reserved, Tahzoo LLC, 2014