Post on 19-Jun-2015
BUILDING A
CUSTOMER-CENTRIC RESULTS-DRIVENSOCIAL PRACTICE
ROI
THE SOCIAL MATURITY CURVE
WHERE HAVE WE BEEN AND WHAT’S NEXT?
TRADITIONAL BUSINESSES HAVE A
TRANSACTIONAL RELATIONSHIP
WITH CUSTOMERS
YOUR BUSINESS
PURCHASES & INTENT
YOUR CUSTOMERS
SERVICES & SUPPORT
DEPARTMENTS WITHIN THE ORGANIZATION
OPERATE IN
SEPARATE SILOS
YOUR BUSINESS
SALESMARKETI
NGPR &
COMMS PRODUCTR&D
YOUR BUSINESS
THEY PUT CUSTOMERS AT THE
CENTER OF THEIR
BUSINESS
YOUR CUSTOMERS
SOCIAL COMPANIES ARE CHANGING THE GAME…
1
BREAK DOWN SILOS WITHIN THE ORGANIZATION
v
YOUR BUSINESS
SALES
vMARKETING
PR & COMMS
vPRODUCT R&D
OPERATIONS
CUSTOMER
SUPPORT
2
SCALE SOCIAL INTELLIGENCE ACROSS THE ORGANIZATION
3
MAP & OPTIMIZE THE CUSTOMER LIFECYCLE
CONSIDERATION
EVALUATION
SERVICE
CUSTOMER
CONVERSION
LOYALTY
REPEAT CUSTOMERS
1
BY FOLLOWING A FEWIMPORTANT STEPS…
AWARENESS
ADVOCACYNURTURIN
G
LOYALTY
SUPPORT
DESIRE
LOYALTYUNDERSTAND & SEGMENTAUDIENCE BUYING STAGES
2
CONSIDERATION
REPEAT CUSTOMERS
EVALUATION
SERVICE
CUSTOMER
CONVERSION
LOYALTY
AWARENESS
ADVOCACY
NURTURING
LOYALTY
SUPPORT
DESIRE
ALIGN AUDIENCE BUYING STAGES WITH THE CUSTOMER LIFECYCLE
3
WHAT YOUR CUSTOMERS
WANT TO
HEAR
YOUR COMPANY’S
BRAND MESSAGE
FIND THE MESSAGING
SWEET SPOT
WHAT DO ALL THESE CIRCLES MEAN?! UNDERSTAND YOUR
AUDIENCE SEGMENTS – WHAT DO THEY CARE ABOUT? WHAT DO THEY WANT?
CONSIDER WHAT MATTERS TO YOUR BRAND – WHAT DO YOU CARE ABOUT? WHAT ARE WE ACTUALLY TRYING TO ACHIEVE?
CONTENT SHOULD REPRESENT THE “SWEET SPOT” BETWEEN THE TWO
IT ALL BEGINS WITH
CONTENT
DEAR KITTENSAD CAT DIARY
WHAT YOUR CUSTOMERS
WANT TO
HEAR
YOUR COMPANY’S
BRAND MESSAGE
EAR KITTENSAD CAT DIARY
WHAT YOUR CUSTOMERS
WANT TO
HEAR
YOUR COMPANY’S
BRAND MESSAGE
EAR KITTENSAD CAT DIARY
DEVELOP
BUSINESS-FACING KPIS FOR EACH STAGE OF THE CUSTOMER LIFECYCLE
AWARENESS
SATISFACTION
ACQUISITION
ACTIVATION
REACH GROWTH OF FANSCONVERSION
THROUGH BUYING CYCLE
SOCIAL REPUTATION
EVALUATION
PURCHASE INTENT
AMPLIFICATION
SEARCH SOURCE AMPLIFICATION LEAD IDENTIFICATION
4
MEASURE & TRACK
REAL BUSINESS PERFORMANCE
CUSTOMER AWARENESS REPORT
CUSTOMER ACQUISITION & ACTIVATION REPORT
CUSTOMER SATISFACTION REPORT
DON’T JUST MEASURE YOUR CUSTOMERS
UNDERSTAND YOUR CUSTOMERS
NISSAN’S SUCCESS WITH SOCIAL LISTENING:
50 COUNTRIES CENTRALIZED GLOBAL
BUDGET ONE CHAMPION TOP-LEVEL REPORTS SYNTHESIO TRAINING
WHY DOES IT WORK?
TOP-DOWN APPROACH PERFORMANCE-BASED
INCENTIVES DEEP LOCAL INVOLVEMENT OUTSOURCED TEAMS
NISSANA SUCCESSFUL, CENTRALIZED
RESEARCH ORGANIZATION
KEY RESULTS CONSISTENT IMPROVEMENTS IN
SRS DEEPER CAMPAIGN INSIGHTS HIGHER ROI IN KEY PRODUCT
AREAS
KEY TAKEAWAYS
ANSWER THE “SO WHAT” QUESTION WITH YOUR PREVIOUS PROGRAMS
WHAT WORKED AND WHAT DIDN’T?
✖✔ ?
DEFINE AN ACTION PLAN FOR EXECUTION
WITH CLEAR BUSINESS OBJECTIVES!
CONNECT & SCALE
A SOCIAL INTELLIGENCE PROGRAM AT SCALE
IS CRITICAL FOR BRANDS SEEKING TO CAPITALIZE ON TODAY’S SOCIAL-DRIVEN MARKETS AND
CONSUMERS:
ESTABLISH INTERDEPARTMENTAL KPIS, WORKFLOWS, AND GUIDELINES
BUILD A PREDICTIVE ANALYTICS PROGRAM RUN STRONGER, MORE ADAPTABLE CAMPAIGNS
DRIVE HIGHER ROI ACROSS THE ORGANIZATION
✔