Engage or Die! by Brian Solis @SMiCS2011 in Monte Carlo.

1. @briansolis TheBrianSolis BrianSolisTV

2. Digital Darwinism is already changing the
landscape of business

4. The world has changed forever.
Will you change with it?

6. This is not Social Media marketing

7. “Fast and Easy”
is the beginning
of the end of
Social Media 1.0

8. Customers will breakup with organizations that
don’t deliver value, now and over time

10. “People” = the 5th Element

11. Traditional Consumer
Digital Consumer
CONNECTED CONSUMER

13. An Audience with an Audience of Audiences

15. A look at the world through the eyes of
a connected customer

18. The Fight for Consumer Attention Takes Place Where Attention is
Focused. Hint: It’s not your website
New Media
has the
power to
reach people
where their
attention is
focused

19. Attention is a Precious Commodity
Red = where users looked the most
Yellow = indicate fewer views
Blue = least viewed
Gray = didn’t attract any fixations
Green = boxes drawn on top of the images after the study to highlight the advertisements

20. THE VOICE OF THE CUSTOMER
BRANDS ARE NOT CREATED
THEY ARE CO-CREATED
JUST GOT LOUDER

22. Without design or
The future of your
engagement,
business is defined
what will shared
through they say?
What will they do?
experiences…

23. Is your business antisocial?

24. YOU CAN’T BUILD A CUSTOMER-CENTRIC BUSINESS
IF YOU DON’T KNOW
WHAT CUSTOMERS WANT

25. Taking the customer point of view:
Closing the Customer Gap in Social Media
DO YOU EVEN KNOW WHAT WE
WANT OR WHAT WE VALUE?

26. The brand perspective
Customers want to learn about
new products…

27. The brand perspective
They want to engage with us to
create a community…

28. The customer perspective
I want discounts and special
offers!

29. The customer perspective
I need the ability to purchase
within my social network!

31. Obtaining tangible
value or recognition
is why people seek
out organizations in
social networks

32. The number 1 least
asked question is
social business is…
WHY?

33. The 5 W’s + H.E.
WHO
EXTENT WHAT
HOW WHEN
WHY WHERE

34. CRM
Social CRM
RELATIONSHIPS

35. Three sectors are driving
the evolution of of
Mobile consumer behavior and
businesses must adapt
to lead the future
The Golden Triangle
Social Real-time

36. Technology Opens New Doors to
Intelligence & Engagement
Business Value
Consumer Value
User Experience
Sales Lift
Immediate Return
Brand Lift
Long-term Yield

37. Social and Mobile represent the natural evolution of commerce…
but everything changes in the process.

38. Consumer
Attention
Awareness
Interest
Evaluation
The
Traditional
Decision Customer
Journey
Action
Referral
Loyalty

39. Decision making cycle of
connected customers 3. Commerce
Self-expression Closure
2. Pre-Commerce Evaluation
Brand Reviews Decision
Engagement
Brand Strength
Consideration
Reconsideration
Word of Experience
Mouth
Brand Interruption Sentiment
Advocacy
Post-
purchase
Trigger research
Word of Mouth Influence Loop Validation
Attention Influence
Enjoy
Brand Experimentation
Awareness Reconsideration
Advocate
Passive
Shared
Sentiment Loyalist Loyalty
Rival
1. Formulation Attention
Commitment
Bond
4. Post-Commerce

40. 3. Commerce
2. Pre-Commerce Evaluation
Decision
Consideration
Experience
Trigger
Attention
Enjoy
Awareness
Loyalty
1. Formulation
Bond
4. Post-Commerce
Social CRM reveals new touchpoints to influence consumer behavior

41. Big Data presents big challenges AND opportunities

42. The 5 I’s Influence
of Social
Marketing Interaction
Ideation
Insight
Intelligence

43. BIO WORD CLOUD – TOP 100

44. LOCATION WORD CLOUD – TOP 100

45. FINDINGS
! @starbucks followers identify themselves as: enthusiasts,
geeks, addicts, junkies, creatives
! Music, Food, Coffee, and Fashion are the most popular
areas of interest
! @starbucks followers may favor dogs to cats 2 – 1
! Students account for more than any single Professional
field

46. The Tenets of
Social Business
Are Designed to
Build
Relationships ENGAGED
Relevance
CONNECTED ADAPTIVE

47. @ is the universal sign for engagement

48. Engagement is defined by how a brand and
consumer connect and interact within their
networks of relevance

49. Engagement
YouYou Prospects
Prospects

50. Engagement is measured by takeaway value,
sentiment, and resulting actions following the
exchange

51. You are Now Entering the Trust Zone

52. Do you know who’s influencing your market?

54. Content Context is King
Content is King

56. Build relationships
Trigger actions & outcomes
Feed the community

57. ARE YOU DESIGNING
CAMPAIGNS AROUND
MEASURABLE &
MEANINGFUL
OUTCOMES?

58. Social Media
Marketing is
now expected
to play a
bigger role in
business
performance

59. WE CAN NOT MEASURE
WHAT IT IS WE DON’T
KNOW TO VALUE

60. Likenomics: The value of a Facebook “Like”
is worthy of study

61. Likenomics: The value of a Facebook “Like”
is worthy of study

62. THE A.R.T. OF SOCIAL MEDIA =
ACTIONS
REACTIONS
TRANSACTIONS

63. influence
change
cause
build
I want to inspire something…
help
teach
learn
discover
sell

64. The Value + Innovation Cycle
Research &
Intelligence
Listen
Engage
Learn +
Adapt +
Create
Action
Measure
Optimize

65. There is no
box to think
outside of…