Providing Value to Consumers via Social & Mobile
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#SMAC @ #NYXPO October 17, 2013
Providing Value to Users via Social & Mobile
@RevChrisMurphy #SMAC #NYXPO
Disclaimers
@RevChrisMurphy #SMAC #NYXPO
We Should No Longer Separate “Social” or “Mobile” from “Digital”
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50% of users use mobile as their primary means of accessing the internet
4.2 Billion people access social media via mobile
Mobile searches make up 25% of all searches
51% of Mobile traffic sources from mobile video
74% of users say mobile advertising influences them to try something new
80% say they download an app after seeing a mobile ad
60% say social media makes them more likely to share products & services
46% of users say they turn to social media to help with purchase decisions
Social Media generates double the leads of trade shows, telemarketing, daily mail, PPC
Source: Visual.ly- 2013 Social Media Facts; Digital Buzz- State of Mobile 2013
@RevChrisMurphy #SMAC #NYXPO
Digital Strategy Should Not Be Separated From Traditional Advertising Strategy, or
Even Overall Business Strategy
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Now We Can Start J
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val•ue
Noun 1. the regard that something is held to deserve; the
importance, worth, or usefulness of something. synonyms: worth, usefulness, advantage, benefit, gain, help, merit
2. a person’s principles or standards of behavior; one’s judgment of what is important in life. synonyms: principals, ethics, beliefs, standards, moral code
Source: Oxford English Dictionary
@RevChrisMurphy #SMAC #NYXPO
val•ue
Noun 1. benefit, personal gain or improvements to life that
a consumer experiences from your brand synonyms: worth, usefulness, advantage, benefit, gain, help, merit
2. core values that consumers relate to or believe in, that makes them feel good about your brand synonyms: principals, ethics, beliefs, standards, moral code
Source: translation done in my brain
@RevChrisMurphy #SMAC #NYXPO
Defining What “Value” Means To Your Audience
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Step 1: Get to Know Your Consumer
Who are they? • Age • Gender • Interests
What Are Doing? • Consuming • Sharing/Commenting • Buying
Where are they? • Devices • Channels (site, social, etc.) • Apps
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Step 2: Create Something They WANT
Entertainment Something
you’d want to see regardless
of brand sponsorship
Education Exclusive,
useful information
you feel good about knowing
Relevance Anything that keeps you up
to speed, current and/or
on-trend
Utility Something that makes
your life easier
Reward An offer, swag or something
else of monetary/
material value
@RevChrisMurphy #SMAC #NYXPO
Step 3: Protect Yourself From Yourself
Put checks and balances in place with filters Rule of Thumb: If your content doesn’t pass through 3 or more filters, abort mission!
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Communicating with Users
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Talk About Your Feelings
WHY
HOW
WHAT
Why We believe that… How We do that by… What We make…
Does your audience know about your core values, and why you do what you do?
Reference: Simon Sinek TedTalk, How Great Leaders Inspire Action
@RevChrisMurphy #SMAC #NYXPO
Don’t Be The Dinner Party Guest Everyone Wants Silenced… Permanently.
What Why
Broadcasting Facilitating
how we talk about ourselves
how we talk to users
how it should look
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Be Original, But Don’t Reinvent The Wheel
Have a Clearly Defined Voice & POV
Know What Sets You Apart From The Pack & Talk About It
(Cartoon by Eric Jacobsen)
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Measurement & Adjustment
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#Fail With Flair!
Test and target your content to see what works when for who and how. Keep a running spreadsheet tracking all social post, ad and app performance. Learn and optimize on the fly, in real time!
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Benchmark Against Yourself
INDUSTRY BENCHMARKS
Measure where you are currently, and define the KPI’s for where you want to be. Avoid measuring against competitors- it’s never apples to apples.
@RevChrisMurphy #SMAC #NYXPO
Get Cozy With Non-Monetary ROI
Unless you drive to purchase in all communications (you shouldn’t be if you’ve been paying attention), ROI does not always correlate with $ signs. ROI in digital comes in many hard-to-track forms like awareness, consideration, advocacy and word of mouth. $ ?
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Ask Me Questions!
linkedin.com/in/chrismurph26
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Thank You!