DMA 2012 Conference: Social Intelligence Panel October 2012
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Transcript of DMA 2012 Conference: Social Intelligence Panel October 2012
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Social Intelligence Panel Discussion
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Our Panelists
Amy Millard VP, Marketing
Albert ThompsonDirector, Brand Strategy
Franck ArdourelSenior Online
Marketing Director
Panel Moderated By
Micah JohnsonCEO
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The Social Media LandscapeHow it is Changing and Where it’s Going
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Enter the World of “Frictionless Sharing”
Wikipedia: "real-time serendipity in a friction-less experience"
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Future of Sharing
Source: Social Media Weekhttp://www.rashaproctor.com/2012/02/frictionless-sharing-is-the-future-of-social-web/
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Your Evolving Social Strategy
Brand will have to consider how consumers express, share, network, consume and the context and location for which this takes place.
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The New “ECHO” System• The DISTRIBUTED WEB has changed consumer media habits.• We live the science of SOCIAL MEDIA.• We use NEW TECHNOLOGY to consume anywhere anytime.• With 5B plus CELL PHONES we do not just talk on the phone.• ADVOCACY is more important than loyalty.
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Strategic Fatigue and Overload
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Beyond Social MonitoringAnd Into Social Intelligence
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Listening (2005)
Monitoring for mentions
Social Broadcast (2008)
Collaboration (2001)
Social Sales & Marketing (Present)
Customer relationships across the enterprise
Employee discussion boards
Corporate page management
Social Business Is Evolving Towards Real ROI
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Marketing Has EvolvedYour web site is no longer the CENTER OF GRAVITY. In 2008 web site
accounted for 100% of our digital touch points. Now due to social media our web site ACCOUNT FOR LESS THAN 50%, while the total volume of touch
points has doubled.
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VocalVocal
Media advertisingMedia advertisingSocial MediaSocial Media
Mobile innovation Mobile innovation
• Advocacy program• Social CRM• User Generated
Content (Rates & Reviews…)
• Videos
• Advocacy program• Social CRM• User Generated
Content (Rates & Reviews…)
• Videos
• SEO & directories• Search• Affiliate• Local media• Re-targeting • Social advertising• Mobile advertising
• SEO & directories• Search• Affiliate• Local media• Re-targeting • Social advertising• Mobile advertising
• Facebook • Yelp & Twitter• YouTube• Foursquare• Pinterest & Google+• LinkedIn• Amazon & eBay
• Facebook • Yelp & Twitter• YouTube• Foursquare• Pinterest & Google+• LinkedIn• Amazon & eBay
• Localize web site• Site search• Mobile site• iPhone and Droid Apps • iPad and Tablet• Chat online • eMagazine
• Localize web site• Site search• Mobile site• iPhone and Droid Apps • iPad and Tablet• Chat online • eMagazine
Apply 80/20 PULL-PUSH MARKETING STRATEGY to create brand awareness, ignite positive conversation, and drive customer engagement & acquisition. And, invest in mobile and adopted a CONVERSATION-BASED marketing philosophy.
Think Global, Act Local
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Social IntelligenceShaping Today’s Business Intelligence
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“The fastest growing media market is being shaped by consumers themselves. The opinions they share in social media are highly trusted and can have significant short and long-term impact on
your business and brands.”
Source: Nielsen
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Sales Marketing Customer Service
Compliance Legal IT HR
Connecting the Entire Enterprise to Social
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Local Store Pages
Brand Page
24hour Fitness Network Graph
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Social Intelligence Dashboard
The future of social intelligence will resemble more of a central intelligence war room than a series of ancillary tools.
Radian6
Visible
Adobe Social
Socialmention
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ConclusionEnter the Era of Agile Marketing
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Era of Agile Marketing• SOCIAL MARKETING is still marketing, and going social does not change
your business priorities but it changes our way to do business.
• You still need superior online and offline marketing strategy to reach your customer anytime anywhere, but you need to redefine the MIX.
• Evolving into a SOCIAL ORGANIZATION affects individual staff, internal processes, the structure and culture of your organization.
• The ROI of social media is your business will still exist in five years (Erik Qualman, Socialnomics).
• Content isn’t king, CONVERSATION is…