social amplification - secrets of the trade
TRANSCRIPT
In The Age Of Consumer Empowerment
MIEL VAN OPSTAL | 2016, MARCH 17 SOCIAL AMPLIFICATION: SECRETS OF THE TRADE
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SECRETS OF THE TRADE – HOW TO PIMP OUT YOUR AUDIENCE
HOW DO YOU ACTIVATE A CORE GROUP OF SATISFIED CUSTOMERS
TO DO YOUR WORK ALMOST FOR FREE?
NO MATTER HOW MANY RAVING REVIEWS YOU PAY FOR, IN THE END YOU STILL NEED TO
GET YOUR STORY STRAIGHT
ONLY 15% OF CONSUMERSTRUST MESSAGES
PUBLISHED BY COMPANIES
CONSISTENCY GROWS PERCEPTIONDEDICATION CREATES LOYALTY
TRANSPARENCY BUILDS PURPOSE
THE VALIDATION OF SOCIAL MEDIA FOR BUSINESS CAN BE FOUND IN THE EXPECTATIONS
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MEANINGFUL CONTENT MARKETING IS THE FOUNDATION FOR
SUCCESSFUL BRAND ENGAGEMENT
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CUSTOMER ENGAGEMENT TACTICSARE A SIGNIFICANT ESSENTIAL PART OF
YOUR CORPORATE BRAND STRATEGY
THE DECLINE OF ORGANIC REACHCREATED THE PERFECT CASE FOR ASOCIAL AMPLIFICATION STRATEGY
DATA COLLECTION AND DATA OWNERSHIPRARELY HAPPENS ON BORROWED MEDIA
AND REQUIRES INBOUND MARKETING
THE LONG TAIL EFFECT ON INBOUND TRAFFICIS NEGLIGIBLE WHEN THE CONTENT FOCUS
ONLY TARGETS BULWARK SOCIAL NETWORKS
THE S.M.A.R.T. GOALS CLEARLYOUTLINE THE EXPECTATIONS
AND ADD CORPORATE PURPOSE
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4 CORNERSTONE VALUES WILLDETERMINE THE RESULTS
OF SUCCESSFUL AMPLIFICATION
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40% TO 80% OF CUSTOMER SATISFACTIONIS AFFECTED BY
EMPLOYEE ATTITUDES
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HAPPY STAFF BUILDS POSITIVE CUSTOMEREXPERIENCES, WHICH LEADS TO HAPPYAND LOYAL, VOCAL BRAND ADVOCATES
ORGANIC AMPLIFICATION OF CONTENTIS THE ULTIMATE PROOF OF LOYALTY
BUT ONLY HAPPENS AFTER CONVERSION
MULTIPLE PROGRAMS NEED TO BE SET UPTO ENGAGE WITH POTENTIAL AUDIENCES
THROUGH DIFFERENT INFLUENCER LEVELS
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THE CONVERSION OF LOYAL CUSTOMERSTO DEDICATED INFLUENTIAL ADVOCATES
HAPPENS BEFORE SOCIAL AMPLIFICATION
WORD OF MOUTHNATIVE ADVERTISINGSPONSORED CONTENTCO-CREATION
THE CORE OF INFLUENCERS IS EFFECTIVE BUTSMALL IN SCALE AND LIMITED IN POTENTIAL- A THANKFUL GROUP OF LOYAL CUSTOMERS
ENRICHING SOCIAL AD CAMPAIGNSWITH CUSTOMER EXPERIENCES
WILL INCREASE THE CTR AND ROI
PAID AMPLIFICATION IS COMPLIMENTARYTO THE ORGANIC PROCESS
OF LEVERAGING CUSTOMER FEEDBACK
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DEFINING YOUR AMPLIFICATION GOALSWILL REVEAL WHICH METRICS
CAN BE USED TO MEASURE SUCCESS
THE PRODUCT EXPERIENCE AND SURPLUS SERVICEAFTER SALES ARE THE FOUNDATION OF A
CONSTRUCTIVE AND ENGAGED COMMUNITY
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INFLUENCER COMMUNITY MANAGEMENT ISAN ORGANIC PROCESS THAT
NEEDS TO BE NURTURED CONTINUOUSLY
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REACH BEYOND THE STARS AND ALLOWCUSTOMER PRODUCT REVIEWS BUT
GET AN OPT-IN FOR REDISTRIBUTION
AS LONG AS THERE IS A PURPOSE OR EVENAN INCENTIVIZED COMMERCIAL INTENT
CONSUMERS WILL ENGAGE & PARTICIPATE
1. Referral Program (Rewarding both parties involved)2. Tryvertising 3. Empowered Involvement4. Ambassador Program5. Causal Campaigns6. Influencer Outreach / Advisory Panel7. Advocacy Tracking (churn reduction)8. Innovation / Product and Service Differentiation
THERE ARE THE FIVE ESSENTIAL VALUESTO TURN TO FOR A DIFFERENTIATED
MEANINGFUL CUSTOMER EXPERIENCE
USING CRM SOLUTIONS TO CONNECTSMART DATA COLLECTED FROM
DIFFERENT DIGITAL TOUCH POINTS
BECOMING CUSTOMER CENTEREDREQUIRES AN OPTIMIZED
DIGITAL INTERNAL ORGANIZATION
THE IDEAL BRAND RELATIONSHIPCOMPLEMENTS A CONSUMERIN THE SEARCH FOR PURPOSE
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• Take-Aways for Today
• Collecting and processing real-time analytics • Responsive, personalized customer - & conversion journeys• Intelligent Data Management, Smart Data Collection • Inbound marketing strategies• From omni-channel to right-channel
• B2B, B2C, C2B & O2O
