1. Euro-Pacifica © Nov. 2014 Euro-Pacifica Digital Marketing and Social Networks Digital Marketing and Social Networks ™ An introduction to disruptive technologies in the digital age Part III: The Journey Continues Using new Technologies to Reconnect With the Customer Dr. John E. Forge John.forge@euro-pacifica.com @JohnForge JohnForge Digital Marketing and Social Networks 1

2. Euro-Pacifica 3. Reconnecting With the Customer We have seen in the previous lesson: 1.What the change factors are, 2.Why the old 4P’s cannot be used anymore, 3.How this is forming new customers/brand relations. © Nov. 2014 Digital Marketing and Social Networks 2 RECAP FROM LESSON 2

3. Euro-Pacifica 3. Reconnecting with the customer © Nov. 2014 Digital Marketing and Social Networks 3 In this lesson we are going to learn: 1.Why the relation with the customers must be rethought, 2.Why we need new tools, 3.How to select and use these new technologies.

4. Euro-Pacifica 3.1. Rethinking Customers Relations © Nov. 2014 Digital Marketing and Social Networks 4 CCNY Brand Top Down One to Many Controlled by the company Very little is asked from the customer The plan is made in advance, and executed in “batch” of actions Reaction is structured, episodic, complete… and slow The old paradigm: customers

5. Euro-Pacifica 3.1. Rethinking Customers Relations © Nov. 2014 Digital Marketing and Social Networks 5 CCNY Brand At multiple levels The discussion exists between customers The cny/brand must “insert itself” into the conversation The company does not control, but can only react… and fast The company’s image must “stand out of the crowd” The company must discover its (community) environment. A New Paradigm

6. Euro-Pacifica 3.1. Rethinking Customers Relations Your relations with the customer are not centralized anymore, and you do not have control: customers can initiate contact with the brands anywhere, at any time, most often using 3 rd party systems and networks you cannot control. A simple message posted on a remote blog can be the spark that will change everything. … and go viral! © Nov. 2014 Digital Marketing and Social Networks 6

7. Euro-Pacifica 3.1. Rethinking Customers Relations © Nov. 2014 Digital Marketing and Social Networks 7 Objectives: Inform customers Engage customers Understand better customers’ needs (listen) Understand how and when to contact them How to build a strong relationship, and parley it into increased sales Increase the company competitive’ s advantage(s)

8. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 8 MKT Content Presence Emotics SEO + Analytics

9. Euro-Pacifica 3.2.1. Content & Identity: Creating and propagating an image Web Site, Blog(s), videos, Ebooks, Conferences, Webinars, meetings Presentations, Slideshare © Nov. 2014 Digital Marketing and Social Networks 9 3.2. The Need for New Tools Content

10. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 10 a) Using Content: Objectives Develop interesting documents Show the company as a center of expertise Distribute largely the content on multiple channels and sites Ask customers for reactions and redistribution Develop a consistent image across information channels. Content 3.2.1. Content & Identity

11. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 11 b) Using Content: Needs What is trendy? What are leading topics of discussion. Find lists of popular and relevant keywords Content around customers ‘experiences Select and organize target sites Hire good writers Put in place the library of marketing material, CRM, automated emails, response capture… Content 3.2.1. Content & Identity

12. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 12 c) Using Content: Tools Trend analysis tools Parsing tools SEO Analytics Exchange information on blogs, social networks, etc. Content 3.2.1. Content & Identity

13. Euro-Pacifica Scan social networks, analyze contacts Determine keywords, anchors, trends Develop CRM + follow up systems Understand Influence, Klout, engagement, reach © Nov. 2014 Digital Marketing and Social Networks 13 3.2. The Need for New Tools SEO + Analytics 3.2.2 SEO + Analytics

14. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 14 a) Using SEO & Analytics: Objectives Understand where the company stands Show precisely how the company is perceived Know who is following, interested, need instant contact Know who is leaving, why… Determine how much efforts to spend on a specific subject. SEO + Analytics 3.2.2. SEO + Analytics

15. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 15 b) Using SEO & Analytics: Needs Feed information to content other developers. Determine what works Measure impact of cny marketing Give measurable information for planning Put in place a database of timely information to determine future actions. SEO + Analytics 3.2.2. SEO + Analytics

16. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 16 c) Using SEO & Analytics Tools Analytics tools (SEO) Klout and influence measurement Comparative SEO Trend analysis tools Parsing tools Exchange information on blogs, social networks, etc. SEO + Analytics 3.2.2. SEO + Analytics

17. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 17 c) Using SEO and Analysis: Tools Trend analysis tools Parsing tools SEO Analytics Exchange information on blogs, social networks, etc. SEO + Analytics 3.2.2. SEO + Analytics

18. Euro-Pacifica 3.2.3. Presence Maintain the brand in customer’s mind Create large (ubiquitous) awareness Participate, and invite participation Develop immediate interactions Follow up Track © Nov. 2014 Digital Marketing and Social Networks 18 3.2. The Need for New Tools Presence

19. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 19 a) Using Presence: Objectives Develop a plan to manage the company’s presence in multiple channels Measure quality of the contacts, consistency, linkage, global image building, etc. Detect changes in customers response Constantly find new way to insert the brand message(s) into customers conversations Follow up when contact is made Remember contacts, status, what was said Presence

20. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 20 b) Using Presence: Needs Automatic tools to post/repost to multiple channels CRM++ to follow up customers Web AND brick and mortar contacts Organize Web and Se / minars Create and support communities Presence

21. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 21 c) Using Presence: Tools Posting and calendar tools Klout and influence measurement Gather feedback Presence

22. Euro-Pacifica 3.2.1. Emotics Definition: Emotics (ih-mot-iks) is the branch of computer science and psychology that deals with the design, implementation, and use of computer systems to analyze, detect, and express emotions in a manner directly understandable by humans. Word created in September 2014 by Dr. John E. Forge. © Nov. 2014 Digital Marketing and Social Networks 22 3.2. The Need for New Tools Emotics

23. Euro-Pacifica Emotics 3.2. The Need for New Tools When customers (and prospects) Feel Good at the idea of buying your brand, selling is easier. When they Feel Safe to introduce your brand to their friends and community, and buying again from your company, selling is growing fast. But a negative comment or evaluation can destroy years of hard work … Even more if you do not know about it! © Nov. 2014 Digital Marketing and Social Networks 23 3.2.1. Emotics

24. Euro-Pacifica 3.2. The Need for New Tools How do you know how your customers feel? How do you know what they tell their friends? What can you do about it? © Nov. 2014 Digital Marketing and Social Networks 24 Emotics b) Needs 3.2.1. Emotics

25. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 25 How much do you know about these communications? Emotics

26. Euro-Pacifica 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 26 Do you have Enough people? Enough screens? Enough time Enough space Enough money? Emotics b) Needs 3.2.1. Emotics How do you look at all this traffic? or Participate?... 24 x7

27. Euro-Pacifica Emotics 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 27 a)Inbound Emotics: You need to develop a computer based system to: 1.Scan the sites 2.Analyze the emotional content of the pages, the messages, the conversations 3.Select the relevant pieces, index and document them 4.Report in an actionable fashion c) Analytics and Tools 3.2.1. Emotics

28. Euro-Pacifica Emotics 3.2. The Need for New Tools © Nov. 2014 Digital Marketing and Social Networks 28 Emotics Analytics: You need to develop a computer based system to: 1.Detect “abnormal” behaviors 2.Develop reliable, comparable, and actionable data items 3.Develop statistical indicators 4.Report and propose actions c) Analytics and Tools 3.2.1. Emotics

29. Euro-Pacifica 3.3. How to Select and Use The Tools © Nov. 2014 Digital Marketing and Social Networks 29 GeryJoy: “We create virtual speaking dogs”. Emovu: Artificially Intelligent Emotion Recognition Technology that reads facial micro-expressions. 3.3.4. Emotics

30. Euro-Pacifica 3.3. How to Select and Use The Tools Jibo: an emotional appliance Facebook Project © Nov. 2014 Digital Marketing and Social Networks 30 Facebook COO Sheryl Sandberg says it’s ‘emotional contagion’ experiment was poorly communicated. Experiment, conducted (in 2012) jointly by University of California and Cornell University researchers, 3.3.4. Emotics

31. Euro-Pacifica 3.3. How to Select and Use The Tools © Nov. 2014 Digital Marketing and Social Networks 31 3.3.1. Twitter Tools List 1: https://blog.bufferapp.com/free-twitter-tools https://blog.bufferapp.com/free-twitter-tools List 2:

32. Euro-Pacifica. The Most popular Tweet in the History of Twitter 3.3. How to Select and Use The Tools © Nov. 2014 Digital Marketing and Social Networks 32 3.3.1. Twitter Tools (more…) https://discover.twitter.com/first-tweet#JohnForge. My First Tweet:

33. Euro-Pacifica 3.3. How to Select and Use The Tools © Nov. 2014 Digital Marketing and Social Networks 33 3.3.2. LinkedIn #in LinkedinTools: http://www.forbes.com/sites/tjmccue/2013/11/29/15-plus-tech-tools-to- skyrocket-your-linkedin-profile-to-the-next-level/ https://www.linkedin.com/static?key=tools http://mashable.com/2007/10/27/top-10-linkedin-tools/

34. Euro-Pacifica 3.3. How to Select and Use The Tools © Nov. 2014 Digital Marketing and Social Networks 34 3.3.3. Presence Tools Hootsuite Buffer Tweetdeck

35. Euro-Pacifica 3.3. How to Select and Use The Tools © Nov. 2014 Digital Marketing and Social Networks 35 3.3.3. Presence Tools When to Tweet: Tweriod Detect Spam Accounts: TwitBlock

36. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 36

37. Euro-Pacifica 3.3. How to Select and Use The Tools © Nov. 2014 Digital Marketing and Social Networks 37 Design with emotions in mind There is no second chance for a first impression! Donald A. Norman’s Emotional Design: Why we love (or hate) everyday things. In his book, he discusses 3 different aspects of design: Visceral design Behavioral design Reflective design 3.3.4. Emotics :

38. Euro-Pacifica We will see next An example on how to use Social Networking tools More ideas on methods and tools Happy Vacations! Enjoy and stay safe © Nov. 2014 Digital Marketing and Social Networks 38