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
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
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
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
@jkottcamp
©All rights reserved, Tahzoo LLC, 2014