#SMI12: Social Journey in the age of the empowered consumer
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Prelini Udayan-Chiechi, director of marketing in EMEA for Lithium, explains how mobile, social and empowered consumer are combining to bring us viral sensations, movements and more. She delivered her address at Social Media Influence 2012.
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#SMI12: Social Journey in the age of the empowered consumer
- 1. Social Journey in the Age of the Empowered Consumer Prelini Udayan-Chiechi Director, EMEA Marketing @prelini
- 2. United Breaks Guitars @prelini
- 3. Campaign Goes Viral @prelini
- 4. @prelini
- 5. civil disobedience: the social web has organized and amplified our global voice @prelini
- 6. around the globe, people are seizing power @prelini
- 7. collectively, we are doing great & inspiring things at unprecedented scale @prelini
- 8. x the dawn of the mobile, social and incredibly empowered consumer @prelini
- 9. business models are being radically transformed confidential @prelini
- 11. $5,000 88% Social Media Spend $4,000 Reach $2.1Bn in US $3,000 $2,000 of CEOs surveyed reported that their $1,000 top priority for the next five years was ‘getting closer to their customers’ $- 2011 2012 2013 2014 2015 2016 Source: Forrester US Interactive Marketing Forecast , 2011 @prelini
- 12. Social media helps us to: 57% be more relevant to our customers build better 54% customer relationships build awareness customer focus is 50% and demand for our products CMO Council, 2011 the major driver 17.5% behind social $2.1B spent in 2011 10.10% 7.10% social media as % of marketing budget 2011 2012 2013+ @prelini
- 13. Customers want an authentic conversation and engagement with buyers ‘like them’ but customers want to interact 14% of consumers trust advertisements with each other, not just you 90% of consumers trust peer recommendations @prelini
- 14. social brings new complexities who do I engage and how? how do I manage and scale? how do I measure the impact? superior design features Reach Social Social Business Intelligence Software Buzz Engagement Participation Social Scoring Blogging Platforms Transaction Advocacy Social TV Mobile Apps Community of marketers 41% Platforms surveyed had no proven ROI of social initiatives @prelini
- 15. REALIZE your brand nation PROVE the business value DIRECT ENGAGE the conversation LISTEN to understand on existing networks understand the tap into existing create an owned hub harness the power to transform the overall social customer social networks drive business impact customer experience
- 16. community promotion @prelini
- 17. chat channel @prelini
- 18. accelerate innovation @prelini
- 19. reduce service costs @prelini
- 20. drive revenue @prelini
- 21. superfans are the key to success superfans consist of of community <1% populations on average superfans generate 50% of all community content and 85% of all useful content confidential @prelini
- 22. Video confidential @prelini
- 23. lithium delivering social customer experiences for the world’s most iconic brands 300+ Customers 30M+ Registered Users confidential
Notes de l'éditeur
- Jul 2009 – year after the disaster flightGoal was to have 1M views across three videos.25,000 views in the first 24hrs, to date, over 11M views, July 2009 most watched video, 6th most watched video of all time on poor customer service
- 10M views in less than 48hrs
- Welcome to the social revolution…. Reference time magazine person of the year and arab springs
- Power of the connected consumer
- Industry has changed, consumer expectations have changed, world is changing – its what is the new normalConsumers are more empowered than ever before: social web has provided this empowerment
- - Peer to peer networking continues to riseConsumers trust family, friends, colleagues, even strangers on the internet… Consumers are more educated than ever before, more self aware and are sharing with each other, not you
- With social brings lots of complexitiesEngagement changes, scale and reach, even how to measure and what to measureHow do you know whats working? How are you getting reach? Conversations are going to take place with or without your involvement, so why not manage those interactions, why not encourage interactions in an environment you are able to manage and gently listen in, and guide to a suitable outcome
- Companies in the market place are at different evolutions of listening to their customers, as many of our customers today are as wellSome have just begun the journey of listening, while others have started engaging and directing those conversations, and there are quiet a few that have started to show proven ROI or business valueBut everyone wants to transform the experience ultimately – that is the ultimate goal, to create your own brand nations, to offer a true social customer experience
- Lithium is conducting launch events like today – across Europe this week. We have over 300 customers and over 30+M registered users. Some of you are here today (as you can see by your names on the screen), some of you are attended launch events in paris and munich, while others we work with daily in the US.Our goal is to build strong partnerships and help you create amazing communities – turning your fans into superfans – making them your brand advocates.Theres a reason why Lithium is the marketer leader in social CRM by forrester and gartner.