What's the opportunity behind Social Business? How does customer engagement lead to increased revenue? What path should marketers take in social channels? How can other departments play a part? Some of the questions I answer in this presentation made for the Engage Digital Summit held in Kolkata, India on June 5-6, 2012. This is my last presentation as an employee of superstar social business consultancy Ant's Eye View. Many thanks to my AEV colleagues for 18 months of learning and fun.

1. paem
baub
iCN e
o r
d
lrg
P
Social Business:
the Opportunity for India
ERIC WEAVER • ANT’S EYE VIEW • @WEAVE

2. Ant’s Eye View: a social management consultancy
B2B B2C
paem
baub
iCN e
o r
d
lrg
P
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 2

3. Let’s get started. paem
baub
iCN e
o r
d
lrg
P
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 3

4. All around the world, people have fallen for social media.
Connecting and keeping up with
friends
Expressing ourselves creatively
(and getting feedback)
Meeting people with shared
paem
baub
iCN e
o r
d
lrg
P connections we’d never normally
meet
Talking in shared interest groups
Stalking old boy/girlfriends
Getting an “aww”/+1/Like for
photos of our pet.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 4

5. But … can you feel it?
We’ve built sites for every media
imaginable.
We’ve created communities for
everything.
We’ve joined communities for
paem
baub
iCN e
o r
d
lrg
P everything.
We’ve tweeted about everything.
We’ve poked everyone.
We’ve tried to incent “viral”
chatter about our products.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 5

6. At a recent conference in Canada, I mentioned that I thought social media in its nascent, over-hyped form was
dead. And one attendee responded with:
“IF SOCIAL MEDIA
IS DEAD, IT’S
BECAUSE paem
baub
iCN e
o r
d
lrg
P
MARKETERS LIKE
YOU KILLED IT.”

7. paem
baub
iCN e
o r
d
lrg
P
And, enraged, he left the conference and immediately smashed out several windows at a nearby bank.
And that’s the thing about social: it’s fun. It feels life-changing. It gives us power. And a voice.
And that makes us emotional about this stuff.

8. paem
baub
iCN e
o r
d
lrg
P
You see, humans are funny creatures. We feel very superior in our sentience, our self-awareness, our ability to
reason and process and be rational. And we generally feel we are very reasonable, rational people.
http://www.flickr.com/
photos/jurvetson!

9. But the reality is that we’re not. In 2002, Daniel Kahneman was awarded a Nobel Prize for his work on emotional
versus rational decision making. He found that typically, we truly believe that we think something, then do
something, then feel something about it.
But in reality we start by feeling, then we do, then we post-rationalize. For example, you might be hurt you
didn’t get a job offer and then rationalize, Well, I didn't really want that job anyway.
THINK > DO > FEEL
paem
baub
iCN e
o r
d
lrg
P
FEEL > DO > THINK

10. 95%
95% of our decisions are made through emotional thinking, and only about 5% through rational. We *think*
we’re making rational decisions but most of the decisions we make are based on the emotional brain.
EMO!
paem
baub
iCN e
o r
d
lrg
P
http://www.flickr.com/
photos/myklroventine/!

11. The reason for that, basically, we're primates. Crazy monkey people. We're wired to process emotions VERY
quickly, using parallel processing. That's why we can feel both happy and sad, we can laugh while we’re crying.
paem
baub
iCN e
o r
d
lrg
P
http://www.flickr.com/
photos/richardfisher/!

12. I might feel both happy and
bittersweet at my daughter’s high paem
baub
iCN e
o r
d
lrg
P
school graduation.

13. Or both excited and nervous when paem
baub
iCN e
o r
d
lrg
P
speaking in front of an audience.

14. But rational processing is MUCH more difficult. We can only single-thread rational processing. If this is true, then
x. If that's false, then y. It takes much more energy, more focus and more time to rationally process decisions.
And in our time-starved world, it’s harder to convince people to take the time to rationally think through a
decision.
paem
baub
iCN e
o r
d
lrg
P

15. IN A NUTSHELL
We’re emotion-oriented, time-starved paem
baub
iCN e
o r
d
lrg
P
creatures, built for social interaction.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 15

16. We already know that emotional ads are more effective
paem
baub
iCN e
o r
d
lrg
P
Binet and Field, 2007 – IPA Datamine
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 16

17. !"#$%&'#()*&+,,-&.(&/%00%"1&2%304&5&$$$6"1%7%8%9"$#6,#:&
INTERNET PIONEER STOWE BOYD
Does being social help
us perform better?
paem
baub
iCN e
o r
d
lrg
P
Do emotions from social
sites inspire purchase?
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 17

18. Lock Haven University: connected studies mean higher grades
Students with a Twitter journal
collaborated more , resulting in
an average + .5 grade point
increase
paem
baub
iCN e
o r
d
lrg
P
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 18

19. University of California: “touch” makes us perform better
paem
baub
iCN e
o r
d
lrg
P
A study by Michael Kraus at the University of California San Francisco analyzed how much pro basketball
players touched each other. They found that the teams that touched each other (hugs, chest bumps or high-
fives) outperformed teams that touched less. The more physical contact team members made, more often,
resulted in the tendency to do better and get more out of the game.
+,,-&;<,=96,#:>?1#"#@>:AB%9<,CDDE&
His thinking was that oxytocins are generated by touch. They make us focus, relax, and feel more positive.
http://www.livescience.com/11091-touchy-feely-nba-teams-win.html
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 19

20. Oxytocin: the “Trust Hormone” is tied to Desire
Oxytocin, the “trust hormone”, plays
a role in “approach-related”
emotions: those involved in
“wanting something.”
paem
baub
iCN e
o r
d
lrg
P
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 20

21. “Social touch” – does it make us more likely to purchase?
paem
baub
iCN e
o r
d
lrg
P
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 21

22. Let’s talk Social Business. paem
baub
iCN e
o r
d
lrg
P
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 22

23. Our goals as marketers have not changed. Ever.
We need to get attention and build
awareness.
We need to convert the curious.
We need to increase revenue.
Or get our loyal buyers to share.
We’re wondering: what’s beyond fan
pages, Klout scores and Pinterest boards? paem
baub
iCN e
o r
d
lrg
P
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 23

24. And many marketers face considerable hurdles these days
No one has the time.
Everyone is distracted.
Trust is harder to come by.
Expectations can often be
ridiculous.
paem
baub
iCN e
o r
d
lrg
P
One blogger can outshout our
budget.
So much noise about social!
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 24

25. paem
baub
iCN e
o r
d
lrg
P
THE JOURNEY FOR SOME
1." Convince mgmt to try
2." Push promos via social
3." Buy fans via ads
Professional social media types try to get you on a 4." Tabs and apps!
journey that looks like this. But this journey has a
dead end. What comes next? No one can say.
5." Justify the labor cost
6." …?

26. paem
baub
iCN e
o r
d
lrg
P
THE JOURNEY FOR SOME
1." Convince mgmt to try
2." Push via social
3." Buy fans via ads
4." Tabs and apps! on buying fans,
And if you focus
and there’s a built-in 40% waste
5." Justify the labor cost think
rate, how long do you
you’ll keep your job? Likes are
6." …? NOT a metric of success.

27. The bigger opportunity:
align the entire organization around paem
baub
iCN e
o r
d
lrg
P
integrated social engagement.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 27

28. Your customers don’t care about — nor have the time to deal
with — your departments or silos
I heard about The YouTube vid These podcasts help
you from shows me how to me understand new
Glassdoor. operate the software. product offerings.
HR & TRAINING
IT AND INFRASTRUCTURE
paem
baub
iCN e
o r
d
lrg
P
SALES,
SHIPPING &
SUPPLY CHAIN OPERATIONS MARKETING, CUST CARE
DISTRIBUTN
PR
85% would prefer you Please build a Is this @CustCare, I
bought locally sourced store in our Groupon deal need help with
ingredients. community. still valid? my bill.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 28

29. The Social Engagement Journey TM
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Traditional Experimental Operational Measurable Fully engaged
paem
baub
iCN e
o r
d
lrg
P
Traditional Dabbling in social Social more Engagement Social
command and engagement embedded in driving real engagement and
control business occurs but is business business results, customer
operations use disconnected to operations. with systems and experience is part
one-way business Internal training, tools fully of the
communication operations. channel optimized to organization’s
to drive business Fractured tools, alignment and support confident DNA.
outcomes. siloed efforts and campaign and competent Breakthrough
disparate integration begin employees and to business results—
measures reign. to deliver tangible more fully harness increased revenue
results. online and loyalty are
relationships. realized.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 29

30. Final destination: full engagement
BUSINESS OUTCOMES ORGANIZATIONAL CUSTOMER EVIDENCE
Products are brought to IMPACTS
market more quickly “I trust you”
Entire employee base has
Differentiate beyond $$ “I recommend you”
a 360° view of the
Engaged users spend more customer and can “I’m valued and heard”
time on site anticipate needs
“That was my idea”
Influencers drive revenue
via trust Brand dashboard tied to paem
baub
iCN e
o r
d
lrg
P
“You’ve anticipated my
revenue
Activation creates choice needs”
at retail Senior execs leading with
“You didn’t talk AT me”
Get & retain best talent customer engagement
More efficient research, “You’ve improved my life”
Increased awareness,
development, marketing &
ops revenue, loyalty, advocacy “I defend you”
Built-in demand reduces
financial risk
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 30

31. MORE EVIDENCE IN FAVOUR OF ENGAGEMENT
Consumers conserve their precious time paem
baub
iCN e
o r
d
lrg
P
for oxytocin-rich environments.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 31

32. Do consumers prefer engagement? Or their friends & family?
Unique Visitors per Month – as of May 2011
CF*DDD*DDD&
CD*DDD*DDD&
GF*DDD*DDD&
paem
baub
iCN e
o r
d
lrg
P
GD*DDD*DDD&
F*DDD*DDD&
D&
!"#$%&'()*'+,- .#'/%++(*'+,0)"#$%&'()- 1+'#'+2#*'+,- .#'/%++(*'+,0'+'#'+2#-
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 32

33. AND DON’T FORGET:
Engagement boosts search rankings
paem
baub
iCN e
o r
d
lrg
P
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 33

34. paem
baub
iCN e
o r
d
lrg
P
Forgive the indulgence. This is my wife. I
posted this photo of her on Flickr in 2005. I
titled it “Hottest Woman Ever.” A few years
later, I started noticing massive views. And
the referring site was Google, search string
was “hottest woman ever.”
EH&

35. paem
baub
iCN e
o r
d
lrg
P
Sure enough, Google was saying she was the
“hottest woman ever.” Why? Flickr is a huge
social community with lots of dialogue and
engagement. Google LOVES engagement –
hence her Flickr pic now hovers between #1
and #6 in an image search.

36. That said – you don’t have to be “everywhere.”
Choose your social venues wisely, based on
their strengths. You don’t have to be
everywhere.
SOCIAL
SOCIAL SEARCH SOCIAL ENGAGEMENT SOCIAL COMMERCE
VENUE-
Incent
Amplify Convert
Optimize Spread Amplify Build Influence Create user- Socialize Offers &
influencers advocates generated differen- fence-
SEO content reach trust visits promos
content tiators sitters
paem
baub
iCN e
o r
d
lrg
P
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 36

37. Rethink your approach: from campaigns to “Always On”
Year 1 Year 2 Year 3 Year 1 Year 2 Year 3
Traditional marketing paem
baub
iCN e
o r
d
lrg
P
Social-driven marketing
Cyclical campaigns and press announcements yield Value-add products/services, supported by
transactional relationships. campaigns and consistent social interaction, yield
sustained relationships, helping to inspire loyalty
and advocacy.
Key Key
Interest Interest Platform / service
Campaign size Campaign size Social media base
Traditional campaigns provide momentary spikes of awareness and conversion. Yet these are transactional. By
engaging, you build a loyal customer base and reduce cost to acquire.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 37

38. So when determining where and how to engage
Make sure that what you’re talking about has emotional relevance.
Create those oxytocins. They are MONEY.
Empowered consumers don’t want nor trust “marketing” – but they do
want engagement with brands they care about. Using social channels to
spam your market with monologue is ultimately self-destructive. True
dialogue builds trust and transactions. paem
baub
iCN e
o r
d
lrg
P
Integrate your social activities into your traditional advertising. This
allows for the maximization of your ad spend and builds a steadily
growing fan base.
Make sure all customer-facing departments are working together.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 38

39. And let social listening data guide your efforts
SHARE OF MENTIONS BY CHANNEL, 30 DAYS
CAPTURE
ON
TWITTER!
!AND
WHILE GUESTS
paem
baub
iCN e
o r
d
lrg
P
DRIVE TO
ARE TALKING
ABOUT THE
3453367- .8169::;- FACEBOOK
BRAND, FF*FII&+IHJ-& CD*EFI&+CEJ-& CONTESTS,
CONVERT THEM USER VIDEOS &
THROUGH “BRAND LOVE”
SHARE-WORTHY HAPPENS HERE
PROMOS – AND
DRIVE THEM TO
FB TO SHARE
THE LOVE
Listening can help you understand where to best engage; where to best amplify loyalty/advocacy. In this
example, we are recommending engaging on Twitter and then driving to FB for loyalty and brand dialogue.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 39

40. Five messages for Marketing Management
1)" There is a path beyond social ad buys and fan acquisition • it is the
Fully Engaged Enterprise.
2)" Consumers prefer to interact with brands in the context of friends
and family. “Social touch” means happier, more conversion-friendly
communities.
3)" Search loves sites with high levels of engagement—so focus on paem
baub
iCN e
o r
d
lrg
P
engaging with visitors so that your site is more likely to BE FOUND.
4)" Organizations MUST rethink their approach to their markets, by
aligning the entire organization around social feedback. Market
alignment brings competitive advantage and spend efficiency.
5)" …and…
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 40

41. FINAL MESSAGE FOR MANAGEMENT:
Conversion is higher when you invest in paem
baub
iCN e
o r
d
lrg
P
engagement activities.
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 41

42. !"#$%
&#'($)!
paem
baub
iCN e
o r
d
lrg
P
http://slideshare.net/weave
Twitter: @weave
For more thinking on the
Social Engagement Journey,
go to antseyeview.com.

43. This is my final presentation as an employee of superstar
social business firm Ant’s Eye View. Thank you to AEV and my
colleagues for 18 months of learning and fun.
Watch for new thinking on social business and innovation in
paem
baub
iCN e
o r
d
lrg
P
my new role as SVP of Social Strategy for MediaBrands’
Spring Creek division, effective July 2012.
@springcreekgrp • facebook.com/springcreekgroup
springcreekgroup.com
©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 43