how to drive 51% engagement through social, mobile, and email - sundeep kapur
DESCRIPTION
How to drive 51% engagement through Social, Mobile, and EmailSundeep Kapur, Evangelist, NCR Corp.Successful brands need to focus on increasing interaction effectiveness with their consumer base. Join us for 45 minutes of insight where we will share five specific case studies that will provide you with the key mantras driving consumer engagement.Our learning includes research from over 150 billion social media impressions, and over 25 billion messages sent. We will discuss the three key trends that are driving social — Social Integration, Social Measurement, and Social CRM. Social can be a very powerful way to help you achieve your engagement goals.- We will help you measure the ROI on social, mobile, and email by explaining what different metrics mean on each channel.- We will show you how to align your campaign goals with campaign results?- We will also highlight specific ways to use real time interaction to create long-term engagement? We will provide tips on building an engagement optimization framework that moves from awareness, to engagement, to leads, to conversion, to loyalty.TRANSCRIPT
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Driving 51% Engagement through Social, Mobile, & Email
Sundeep KapurDigital Evangelist, NCR@emailyogi
2My Passion
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My Hotel
21% conversion on 3-touch transaction
70% response rates
My Favorite Bank
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My Airline
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Social Integration
The combination of social media into consumer touch points.
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Social Measurement
1. Engagement2. Reduction in cost3. Attributable revenue
The three-fold impact of social media.
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Social CRM
Measure consumer influence: 1. Number of fans (possible sphere of influence).2. Fan activity on social media.3. "Friends" of the fan response to the activity.
Allows a business to recognize their consumer, remember the consumer’s
transactions, and plan their dialogue.
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Can you assign a value or can you segment?
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Actively continues your discussions on Twitter and FB.
Silent on social media; likes to
read what others are doing.
Recently retired and remains
fairly active on all channels; talks to family & friends.
The most active on all three channels.
Logs in, engages & shares info
numerous times a day.
Speaks occasionally to
followers, friends, and connections.
Measuring the Impact of Social: What are your goals?
• Awareness: Fans & Impressions
• Engagement: Interaction & Level of Interaction
• Leads: Contact information, & Preference Center (email, mobile, social)
• Conversion: Sales, or other Concrete Action
• Loyalty: Return Visits, Shares, Complaints
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Mobile and ROI
• The consumer is continuously engaged • The Consumer is always connected• The new ‘Gen’ multitasks very efficiently• Mobile spans generations• View trends over time
“More than 3.4 billion mobile coupons were redeemed in 2011 globally”
–Juniper Research
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Email and ROI
1. Un-subscribes2. New subscribers3. Bounces4. Opens5. Clicks6. Conversion7. Surveys
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A few thoughts on Social Media…
1. An interactive dialogue
2. Words + Pictures + Sound + Video
3. Listening is important
4. It is not a fad
5. Cross Channel
5 Things You Should Be Doing
1. Finding new Customers
2. Effective on-boarding or getting to know them
3. Giving them nuggets of information to share
4. Cutting costs, & driving attributable revenue
5. Get your team on board first
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Seven Practical Considerations…
1. What do you want to do?2. How much time will you spend doing it?3. How frequently will you update?4. What are the desired rewards?5. Who will do it?6. Who will pay for it?7. How will you measure success?
A few things for you…
11 things not to do with social media• Don’t run specials, Respond within 60 minutes, Nurture brand ambassadors…
The latest in social media• LinkedIn, Pinterest, Google+…
How to conduct an email audit• List, Campaigns, Measurement…
150 page Guide on deliverability• Dynamic white-listing, Focus on bounces, SMS
Research from 150 billion social media impressions• Length of post, How to respond, Type of content
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