Social Business Strategy & ExecutionChristopher S. Rollyson and AssociatesPlan | Learn | Scale | Integrate | Manage

Experiential Social Media

A new age of marketing value

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Agenda

2

• Introduction: Experiential social media• Practical roadmap for marketing

leaders➡Read this 3-paragraph summary

of experiential to get more out of this presentation

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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“Experiential” Social Media

3

Experience focusedServes peopleIncreases preference

Personalizes marketingNot your father’s social media

Social Business Strategy & ExecutionChristopher S. Rollyson and AssociatesPlan | Learn | Scale | Integrate | Manage

3B I G idea$

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Business within Community

5

167% of

all human conversation

is social

Social is hard-wired in

primate DNA

People talk to build trust &

lessen risk

Business returns to

community

Online

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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History of Producer Focus

6

Industrialproductionincreases,wealth

Mass communications

M a t e r i a l s c a r c i t y

B.C.E. 0 1750 1940 1970 2100

Products sell themselves

Modern marketing:

“Drive demand”

Productfeatures “Personality”

Customer

Customer experience

Social media

O p e r a t i o n s & e f f i c i e n c y

Online

PersonalPersonal

Impersonal

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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History of Customer Focus

7

Digital communications

B.C.E. 0 1750 1940 1970 2000 2100

Outcomes

!Social media

Forums

ReviewsSearch

Degree of personality in economy

A n a l o g w o r d o f m o u t h Buy at loss, hope

for good outcome

Risk

Brand controls product

information

Customer focus

Online

2Products

are a dime a dozen; I only

buy deals

In digital public,

strangers help each other

Ads are irrelevant

“because they’re not about me”

“Relate to ME - not my

demographic”

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Business is Personal

8

People are personal

naturally

People increasingly

expect personal treatment

Brands can care for people, individually, in

public

“Don’t tell me you care,

show me”

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Brands Need to Get Personal

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Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Why Experiential Is Efficient

10

90% of a crowd

observesSocial

information helps trust

building

“People like me” find & reuse entire

threads

Interactions broadcast to “people like

me”

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Don't You Want in This Room?

• "Any idea about examples of KPI for hedging activity?"

• "How do you leverage the Treasuries portfolio within a Risk Parity investment strategy?"

• "What's the best way to minimise investment risk?"

• "Recommended Cash Management dashboard/portal solutions?"

• "Help on managing treasury operations of a corporate - what model to use?"

11

Online

3Money follows

relevance and trust

Impersonal content is the bun

Services and products

only serve outcomes

Empower prospects’ outcomes

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Trust and Outcomes Rule

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Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Two Marketing Band-aids

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• Mechanical

• Anyone can do it

• Impersonal

• Small barrier to entry

• Short-term value

Content marketing and marketing automation use technology to increase relevance

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Experiential Summary

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• Interact with your best prospects about their outcomes in digital public•A 10x larger audience observes your interactions•High value interactions have trust information baked in• Interactions are the new content•By relating to individuals, brands can be personal

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Experiential Results

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•Eight-month case study with consumer brand (engineering focus)•Experiential outperformed conventional social media in every metric

Experiential made 4 times more ecommerce referrals than conventional social media

Social Business Strategy & ExecutionChristopher S. Rollyson and AssociatesPlan | Learn | Scale | Integrate | Manage

Unlocking a new era of marketing value

Practical Roadmap

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Experiential Social Media Roadmap

• Business goals• External analysis• Internal analysis

• Use an experiential pilot plan

• Manage with agile principles

• Expand scope

• Social media marketing

• SEO• Marketing

research• Ecommerce• Analog (stores)

Plan Pilot Integrate

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Roadmap: Assess and Plan• What’s most important this year?–Rank your top five goals–Rank your top five stakeholder groups

• Identify pilot opportunities–Optimize: highest impact people + easiest to do

• Analysis–External: stakeholders (people) and workstreams

(activities)– Internal: social media marketing operations, sales/

service colleagues, social media failures• Plan 2-3 pilots, but start with one

GoalsEnsure that your digital social initiatives are aligned with your business

Plan

Pilot

Integrate

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Roadmap: Pilot, Test and Learn• Experiential social media pilot plan–Select manager + team members (2/3 per pilot best)–Codify stakeholder and workstream filters–Determine optimal platforms

• Manage with agile methodology– 12 weeks, managed in tight cycles–Beware marketing/promo speak– 3[interaction] + 1[content]–Pivot shamelessly based on real results–Build/codify procedures in online space

• Expand scope by adding pilots–Expand when your skills and results are repeatable

GoalsBuild skills + grow knowledge base + iterate plan

Plan

Pilot

Integrate

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Roadmap: Integrate Experiential• Social media marketing–Create active dialog with select teams–Rotate team members

• Research–Experiential can replace and complement traditional

• SEO–Experiential does wonders for SEO in all platforms–SEO pre-testing

• Ecommerce (sales + service)–Use documented understanding to improve design–Stream curated social interaction into ecommerce

• Analog (stores)Goals

Infuse customer real-time customer intelligence into traditional digital

Plan

Pilot

Integrate

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Outcome: Personalize Marketing

21

Other people carry

message

Trust people to buy

from you

You touch the

whole crowd

Everyone feels your care

• Interaction is the new content

• Take the leap to trust

• Interact with select individuals

• Know people as individuals

• Grow: trust => preference => profit

Online

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Outcome: Two Layers of Value

22

Internal competency: intimacy with

customers

Competitors can’t buy it; it’s

yours

Infuse all marketing with

intimacy

inem

pow

er o

utco

mes

publi

c

leve

rag e

em

path

y &

trust

Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Tools: The Social Channel AppCMO guide to experiential social media and social business

Why it’s an app (shortcuts for your outcomes)

Out in beta in 2015

Be the first to know and follow:• http://socialchannelapp.com– Also join its community to ask questions

• http://facebook.com/socialchannelapp• http://twitter.com/sochanapp

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Experiential Social Media: The Key to a New Age of Marketing Value14 July 2015

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Tools: In the Meantime...• Slides: business card “slides”• CSRA’s main website– Free guides+tools for experiential social– http://rollyson.net/tag/experiential/

• B2B social business microsite+case studies– http://www.socialbusinessservices.biz/

• The Social Channel App (keep up, real-time)– http://socialchannelapp.com

Contact

http://rollyson.net

http://linkedin.com/in/csrollyson

http://about.me/csrollyson

iphone - chris@rollyson.net

iphone +1.312.925.1549