Next Generation’s Leaders Discover the World of Social Media

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This presentation gives an overview of current social media trends, a look at how businesses today are utilizing social media to grow their businesses and touch on career potential within this unique marketing niche. You will leave with a better understanding of how social media goes beyond how they typically use it as a teenage consumer, and help them understand how businesses are using social media to help further their business objectives. Why is Social Media Important? • Social media is here to stay. If you don’t have a strategy, it’s more than likely your competitors will have, or are planning to. • A good strategy will, at its core, allow you to garner insight into what customers really think about your organization. It allows you to monitor and protect your reputation. • For the costs that are involved, it’s a great “soft” marketing and communication channel. Although it’s well worth remembering that measuring any ROI against social media can be extremely difficult. • Boosting overall online activity. Social media will help your SEO and drive visitors to your site. • It helps your organization speak and listen. Ever tried to make people aware of something while nobody listened? Social media can help you be heard. Equally, it allows otherwise-unheard customers to strike up a two-way conversation with you. • It makes your organization become transparent, which is a very important element in current business practice, especially online. • It’s an educational experience. You will be able to learn from customers: what they want, where they are, etc. Equally, customers can quickly learn from you: services, products, locations, etc. • Relationships will be built and maintained between you and your customers. • It helps you fish where the fish are. The Internet is becoming increasingly fragmented and distributed. Social media can help you find the correct audience or customers and engage with them, instead of wasting resources in the wrong areas. More Tips, Best Practices and Social Media Marketing Resources: FREE Evaluation of Your Social Media: http://www.customerinsightgroup.com/do-you-make-social-media-grade Social Media Blog: http://www.customerinsightgroup.com/marketinglibrary/ Social Media Infographics: http://www.customerinsightgroup.com/infographs Social Media Workshops: http://www.customerinsightgroup.com/custom-social-media-workshops Pinterest: http://pinterest.com/engagekeepgrow/

Business

Sallie Burnett
sallie@customerinsightgroup.com

Four Ways to Grow Business

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

1

GET MORE CUSTOMERS

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

2

GET CUSTOMERS TO BUY MORE OFTEN

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

3

GET CUSTOMERS TO BUY MORE PER
TRANSACTION

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

4

RETAIN MORE CUSTOMERS

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

2008: "Pepsi is #1" Тv commercial (Luke Rosin)
2008–present: "Something For Everyone"
2009–present: "Refresh Everything"/"Every Generation Refreshes the World"
2010–present: "Every Pepsi Refreshes The World"
2011–present "Summer Time is Pepsi Time"
2011–present "Born in the Carolinas"
2012: "Where there's Pepsi, there's music" – used for the 2012 Super Bowl commercial featuring Melanie Amaro
2012 "The Best Drink Created Worldwide"

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

2005 - Make It Real.
2006 - The Coke Side of Life (used also in the UK)
2007 - Live on the Coke Side of Life (also used in the UK)
2008 - love it light (also used in the UK)
2009 - Open Happiness
2010 - Twist The Cap To Refreshment
2011 - Life Begins Here
2012 - Enjoy Coca Cola

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

What Role Does Social Media Play?
Four Ways to Grow
Business – Get more customers
– Get customers to buy
more often
– Get customers to buy
more per transaction
– Retain more customer

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

CUSTOMER BUYING PROCESS
YOUR DIGITAL AUDIENCE

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Awareness Findability Evaluation Decision Purchase Support Relationship

Consumer Buying Process

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

REALIZE A NEED

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
INVESTIGATIE OPTIONS

ASK FRIENDS
© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

RESEARCH
Price
Types
Brands
Features
Benefits
Product Reviews
Complaints
Customer Service

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

PURCHASE

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

ASK THE EXPERTS
© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Consumer Buying Process

Awareness Findability Evaluation Decision Purchase Support Relationshi
•Search •Keyword •Third party •Discounts •Gift options •Email p
engines search product guides •Consumer •Delivery options confirmation •E-newsletter
•Social search •Social media •Consumer reviews and •Channel options •FAQ •Reminder
•Banner ads •Product code reviews and ratings •Payment •Order history service
ratings •Service options •Order tracking •Loyalty program
•Email
•Product specs promise •Customer •Social media
•Feature service
•Friends •Friends •Personalize
products opinions recommendati recommendatio
•Store •Price, availabili ons ns
ty, delivery info •Call to action
•Product •Store locator
pictures •Security
guarantee
•Return policy
•Customer
service

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Social Media’s Influence on
Purchase Decision
ENGAGING YOUR DIGITAL AUDIENCE

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

What sites are CONSUMERS using?

Global Study
Source: IBM Institute for Business Value analysis. CRM Study 2011

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

BRANDS WITHOUT A SOCIAL MEDIA
STRATEGY FIND THEMSELVES

LOCKED OUT
© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Successful brands meet the
customer on their terms

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Sallie Burnett
sallie@customerinsightgroup.com
Twitter.com/sallieburnett
LinkedIn.com/in/sallieburnett

Thank You!

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Resources
LinkedIn Group
http://linkd.in/LinkedInDiscussion

InternetHowTo on Twitter
http://twitter.com/internethowto

Social Media Library
http://www.customerinsightgroup.com/marketinglibrary

Infographics
http://www.customerinsightgroup.com/infographs

Social Media Grader
http://www.customerinsightgroup.com/marketinglibrary/social-media-grader

How to Use Facebook for Business
http://www.customerinsightgroup.com/facebook-pocket-guide

© 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

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Patient Loyalty Is Up for Grabs Recent research showed consumers are just as likely to switch healthcare providers as hotels if they don’t get responsiveness and convenience. In fact, 61% would switch providers to get an appointment quickly. 52% would switch to get an appointment at a convenient location. Those healthcare providers that develop strategies, capabilities and analytics to enable the key elements of a superior patient experience—speed to access, convenience, information transparency and personalized service— will be best positioned to outperform their peers. This presentation gives you insight into the current healthcare marketplace and seven best practices for building patient loyalty.

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Consumers have so many choices in the world and generally edit their possibilities and maintain their own manageable menu of brands they trust. These brands are said to be in the “inner circle”. The inner circle is like your favorites or bookmark list on your computer. In our age of information and global competition, companies are looking to loyalty programs to put themselves in the customer’s inner circle. So how can you strengthen the customer’s connection with the brand and putt you in the customers inner circle of favorite brands? Find out in this new complimentary white paper by Customer Insight Group, Inc.

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Bank Loyalty Programs: What it Takes to Earn Customer Loyalty Every brand seeks to build loyalty among its customers, and banks are no exception. In fact, banks wish to foster a great deal of loyalty. In addition to checking and savings accounts, today's banks hope that consumers will open retirement accounts, and borrow money to purchase cars and homes from them. Today's bank loyalty programs are based on the idea that customers should be rewarded for their entire relationship with a bank. This strategic approach to fostering customer loyalty creates revenue cross – and up-sell activities, retention, increased sales, resource efficiency, and drivers the acquisition of new customers. While the upside of customer loyalty is great, getting loyalty and customer engagement right is a tricky recipe. These 7 tips can help ensure you are successful.

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How to Improve Your Loyalty Program Refresh yourself on new trends and why loyalty programs are important. Whether you’re just starting out with a customer loyalty initiative or you recognize that the one you already have needs reworked, this presentation will provide valuable insight into where your next steps should be. Who is Customer Insight Group, Inc.? Customer Insight Group is a leader in building brand loyalty for the world’s most influential and valuable brands. We help companies engage, keep and grow more profitable customer relationships. We leverage customer insight to deliver the right message to the right customer via the right channel at the right time. The bottom line is we focus your marketing dollars to get the biggest bang for your buck. The result? Long-term customer relationships and maximized margins. More Resources: Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/ Loyalty eBooks: http://www.customerinsightgroup.com/white-papers Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops Loyalty Program Audit: http://www.customerinsightgroup.com/don%E2%80%99t-enter-battle-customer-loyalty-unarmed-audit-your-loyalty-marketing-strategies

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Next Generation’s Leaders Discover the World of Social Media

1. Sallie Burnett sallie@customerinsightgroup.com

2. Agenda • Four Ways to Grow Business • Customer Buying Process • Social Media’s Influence on Purchase Decision • Brands LOCKED OUT • Q&A © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

8. 2008: "Pepsi is #1" Тv commercial (Luke Rosin) 2008–present: "Something For Everyone" 2009–present: "Refresh Everything"/"Every Generation Refreshes the World" 2010–present: "Every Pepsi Refreshes The World" 2011–present "Summer Time is Pepsi Time" 2011–present "Born in the Carolinas" 2012: "Where there's Pepsi, there's music" – used for the 2012 Super Bowl commercial featuring Melanie Amaro 2012 "The Best Drink Created Worldwide" © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

9. 2005 - Make It Real. 2006 - The Coke Side of Life (used also in the UK) 2007 - Live on the Coke Side of Life (also used in the UK) 2008 - love it light (also used in the UK) 2009 - Open Happiness 2010 - Twist The Cap To Refreshment 2011 - Life Begins Here 2012 - Enjoy Coca Cola © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

10. What Role Does Social Media Play? Four Ways to Grow Business – Get more customers – Get customers to buy more often – Get customers to buy more per transaction – Retain more customer © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

12. Awareness Findability Evaluation Decision Purchase Support Relationship Consumer Buying Process © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

20. Consumer Buying Process Awareness Findability Evaluation Decision Purchase Support Relationshi •Search •Keyword •Third party •Discounts •Gift options •Email p engines search product guides •Consumer •Delivery options confirmation •E-newsletter •Social search •Social media •Consumer reviews and •Channel options •FAQ •Reminder •Banner ads •Product code reviews and ratings •Payment •Order history service ratings •Service options •Order tracking •Loyalty program •Email •Product specs promise •Customer •Social media •Feature service •Friends •Friends •Personalize products opinions recommendati recommendatio •Store •Price, availabili ons ns ty, delivery info •Call to action •Product •Store locator pictures •Security guarantee •Return policy •Customer service © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

22. What sites are CONSUMERS using? Global Study Source: IBM Institute for Business Value analysis. CRM Study 2011 © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

25. Sallie Burnett sallie@customerinsightgroup.com Twitter.com/sallieburnett LinkedIn.com/in/sallieburnett Thank You! © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

26. Resources LinkedIn Group http://linkd.in/LinkedInDiscussion InternetHowTo on Twitter http://twitter.com/internethowto Social Media Library http://www.customerinsightgroup.com/marketinglibrary Infographics http://www.customerinsightgroup.com/infographs Social Media Grader http://www.customerinsightgroup.com/marketinglibrary/social-media-grader How to Use Facebook for Business http://www.customerinsightgroup.com/facebook-pocket-guide © 2013 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Editor's Notes

How has the consumer buying process changed?
The latest research from Forrester cites social media as the fastest growing marketing channel, expected to reach $3.1 billion by 2014.
How has this change influenced
Note: As expected, Generation Y still accounts for the lion’s share of activity, but Generation X isn’t far behind and Baby Boomers are quickly catching up, particularly in the use of social networking sites, such as Facebook, LinkedIn, Orkut, and QQ. Baby Boomers have demonstrated the most growth interms of numbers using such sites. In 2009, 50 percent of Baby Boomers were using social networking sites.7 Based on oursurvey, that number had swelled to 72 percent by 2010.Notes: 1) Sample size N=1056. 2) Generation Y: People born between 1975 and 1992 (18 to 35 year olds): Generation X: People born between 1965 to 1974 (36 to 45 year olds): Baby Boomers: People born in or before 1964 (46 year olds and older). Source: IBM Institute for Business Value analysis. CRM Study 2011Gen Y born between 1975 and 1992 (18-35) Gen X 1965 – 1974 (36 – 45), Baby Boomers Born before 1964. IBM Study MethodologyIn October 2010, we conducted two online surveys:The first was completed by 1,056 consumers in the UnitedStates, Canada, the United Kingdom, France, Germany, India,China, Australia and Brazil. Participants represented adistribution of ages among Generation Y, Generation X andBaby Boomers, with annual household incomes fromUS$25,000 to more than US$100,000.6The second survey went to 351 business executives in thesame countries (except Canada). Executives representedcompanies from the following sectors: Distribution,Communications, Financial Services, Industrial and PublicSector/Healthcare. In addition, to capture qualitative datafrom executives responsible for social media programs, weconducted 17 interviews in the United States and the UnitedKingdom. In partnership with Oxford Economics, we alsoestablished a Social CRM blog to solicit feedback on SocialCRM topics from social media and CRM specialists andother interested individuals.

Next Generation’s Leaders Discover the World of Social Media

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Editor's Notes