Closing the gap: The disconnect between marketing technology and business value

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© 2015 Brandwatch.com
Webinar/
Closing the Gap: The Disconnect between Marketing Technology &
Business Value
CMO, Brandwatch
will@brandwatch.com | @willmcinnes
Will McInnes
VP & Principal Analyst, Forrester Research
nelliott@forrester.com| @nate_elliott
Guest speaker: Nate Elliott

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© 2015 Brandwatch.com2
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A download and recording of the webinar
will be made available after the event

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Coming Up
• The Challenges of Social Media
• Why Point Solutions Outperform Social Suites
• Enterprise Social Intelligence
• 5 Ways to ‘Close the Gap’
• Q & A

Buy Social Point Solutions, Not Social Suites
Nate Elliott, Vice President and Principal Analyst
August 4th, 2015

© 2015 Forrester Research, Inc. Reproduction Prohibited 5
Today’s Agenda
›The challenges of social media
›Why point solutions outperform social suites

Today’s Agenda

Social is now table stakes for most marketers

US marketers will spend $9.7b on social in 2015

And yet marketers can’t prove to their bosses that social delivers business
value

Marketers’ social challenges range from measurement to content to finding
the right partners

› It doesn’t help that we’re willing to accept nearly any social metric
Measurement has been social marketers’ top challenge for more than a
decade

It doesn’t help that we’re willing to accept nearly any social metric

› It doesn’t help that we’re willing to accept nearly any social metric
› Smart marketers are looking beyond engagement metrics
• No one’s ever shown a correlation to business value
• Even Facebook now says engagement “is not a reliable indicator”
› Find metrics you use to measure search, email, and other channels
• Clicks
• Site traffic
• Leads
• Sales
Measurement has been social marketers’ top challenge for more than a
decade

› Let’s map the content we produce to where people are in their journey
› When they’re first discovering, offer content that shows your product can solve their problems
Find the right social content by focusing on the customer life cycle

Word of mouth and social ads drive discovery

Fashion brand Kocca used WOM to show off its new items, and increased site
visits by more than 900%

› When they’re exploring your products, offer detailed content about your offering (and show them
what other customers think)

Social content on brand sites supports exploration

B2B security vendor Webroot put customer testimonials on its product pages
an increased leads by 3.4x

› When they’re exploring your products, offer detailed content about your offering (and show them
what other customers think)
› When they’re engaging after purchase, offer content that tells them how to get more value from
their purchases

Customer communities and social profiles drive post-purchase engagement

Barclaycard’s customer community got tens of thousands more people using
its cards to book travel

Today’s Agenda

Social technology vendors stand ready to help marketers with (almost) every
part of social marketing

Base: 56 Marketers
Source: Q1 2014 Social Marketing Online Survey
Many social marketers aren’t thrilled with their vendors

That’s one reason marketers are enthralled by the promise of social suites

› Even the best social suites force marketers to use substandard tools
But social suites offer more problems than solutions

But even the best social suites force marketers to use substandard tools

› Even the best social suites force marketers to use substandard tools
› Integrated social suites remain an empty promise
• Vendors’ integration plans rarely succeed
• Social tools don’t benefit from deep integration anyway
But social suites offer more problems than solutions

That’s why clients of social suites are much less satisfied with their vendors
than clients of point solutions

Thank you
forrester.com
Nate Elliott
nelliott@forrester.com

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Review:
The Challenges

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So . . . we have two problems
1. Poor ROI for ‘social
marketing’
2. Suites less satisfying
than point solutions

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What’s next?
Enterprise Social Intelligence
Enterprise Listening
Social Analytics
Social Data

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Enterprise Social Intelligence delivers. . .
1. Clearer, more credible ROI by blending social with non-social data
2. Gives insight into broad marketing & business value - beyond ‘social
marketing’
3. Overcomes suites vs. point challenge through integration and distribution

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Components of Enterprise Social Intelligence
PEOPLECONVERSATION
S
PLACES IMAGES
Listening and analyzing
conversations based
on keywords and
content
Discovering and
understanding custom
audiences and segments
to better understand the
“who” for better targeting
Using location data to
unlock the power of
“where”, understand
purchasing behaviors
and global audiences
Integrating images &
video to understand the
full impact of your
footprint

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Getting practical.

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5 ways to ‘Close the Gap’
1. Who
2. What
3. Where
4. Why
5. How

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1. Who - who can we deliver insights and value to in
the organization?
2. What
3. Where
4. Why
5. How

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Do an organizational audit
Simply ask:
• Which functions could benefit from the social intelligence you have?
This is really about putting the Enterprise into Enterprise Social Intelligence!

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1. Thinking about the organization
Social Listening
Management
Advanced Analysis
Distribution
Dept.
Dept. Dept.
Dept.
Use
Cas
e
Use
Cas
e
Use
Cas
e

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1. Thinking about the Use Cases
Product
Development
Operations
&
Distribution
Sales
&
Marketing
Customer
Service
Business
Support
Customer insights
Consumer insights
Product feedback
Competitor intel
Demand forecasting
Supply chain monitoring
Location scouting
Consumer insights
Marketing campaigns
Reputation management
Social selling
Social customer care
Customer experience
Training issues
Product feedback
Realtime alerts
Recruitment
Employee compliance
Security & Risk management
Fraud detection

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1. Who
2. What - what can we enrich social data with to create
much more valuable insights?
3. Where
4. Why
5. How

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2. What
Marketing & Advertising
● Web analytics
● Advertising data
● CRM (first-party customer data)
● POS data
● Third-party demographic data
● TV schedules & ratings
● Advertising weight
● Bid price
● Press Release activity
● Search trends
● Search spend
Broader business
● Loyalty card data
● POS data
● Weather
● News events
● Stock price
● Geolocation from mobile devices
● Internet of things data
● Vehicle and other asset data
● Public and Govt data
● Use your imagination!

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Find it, blend it, win it.
So find the data – ask around, ask your client or stakeholders, the IT/IS function or
Data teams and speak with marketing technologists and agencies.
Ask:
• Which functions hold valuable data that we can fuse with social intelligence to
create deeper, more valuable insights? (1:1 interviews are a great way to do this)

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1. Who
2. What
3. Where - where can these insights be blended,
accessed and distributed to?
4. Why
5. How

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3. Where?
In the end, every
marketing stack is
tailored – and will often
combine suites with
point solutions.

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1. Who
2. What
3. Where
4. Why - what does success look like? What’s the pot
of gold at the end of the rainbow?
5. How

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Goal:
Understand which brands and items their existing customers were talking about
publicly and use that insight to sell more by being smarter.
How:
Acquired social media mentions for the key brands that they sell.
Worked with a third party vendor to match social identities to their own CRM
database
Then used 1:1 personalization, at scale, to promote very targeted offers to
customers through email marketing and ecommerce merchandizing.
Outcome:
Very high ROI on campaigns using this social intelligence-driven approach in
digital marketing, advertising, email marketing, social media marketing,
ecommerce. (ROI ‘made the leadership’s jaws drop’).

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Goal:
Increase sales and put a real customer value on social
interactions and investment.
How:
Used Social Intelligence to locate social mentions that mention car model names
with ‘test drive’ and Rules, Categories and Tags to automatically filter these
conversations by Colour, Model, Brand, Dealer etc.
Then matched CRM details of known customers with social handles in these
mentions to explore the potential of social CRM at scale…
Outcomes:
Increase in car sales from test drives
Clear link from social through to lifetime value of customer
Deep, personalized insights into product and CX feedback

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So why? Well imagine what you can do. . .

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1. Who
2. What
3. Where
4. Why
5. How

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5. How? (Recap)
• Who - Find the internal clients
• What - Find the other data sources
• Where - Use APIs and Integrations to integrate your Enterprise Social Intelligence
into your MarTech stack (plenty of buzzwords there…)
• Why - Run small practical proofs-of-concept that demonstrate real Return on
Investment that show the ‘why’

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Q & A

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Closing the gap: The disconnect between marketing technology and business value

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