5 neglected ways to drive value across the customer journey
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Transcript of 5 neglected ways to drive value across the customer journey
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Five ways to drive Social Value across the customer journey September 2014
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Why does Social matter?
• 55% higher ad recall • 27% higher purchasing
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What roles can Social play at different stages of the customer journey?
Awareness Consideration Purchase Loyalty Advocacy
Ambassador reach Social care
Social filtering
Social Selling
The Jimi Hendrix
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Ambassador reach
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What’s the problem with Fans?
• Did they join for the wrong reason?
• Are they inactive or have they never
been active?
• Binary (Fans vs Non Fans)
• Fake Fans.
• Facebook Zero.
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Who are your ambassadors?
• Ambassador = Do anything that
advocates for you – Comments, Likes,
Shares
• 22% of Fans are Ambassadors
• 55% of Ambassadors are Fans
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How much difference does this make?
• 2 – 5 times as many interactions as if
Fans alone are targeted
Fans Ambassadors
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Social filtering
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How to do this
• Use Social data to provide improved
experiences:
• Interests
• Behaviours
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Tripadvisor
• Mass Social proof through reviews,
ratings & guides
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Tripadvisor
• Personalised Social proof through
seeing which friends have been.
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Tripadvisor
• Personalised + Localised advice on
which attractions to visit.
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Social selling
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• 5,000,000 users of WeChat’s service in first 2 days of 2014 Chinese New Year
• 20,000,000 envelopes sent
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And here…
• Twitter lead gen cards • Twitter buy button • Facebook buy button • Save for later • Mobile app – Social app integration • Amazon apps • eBay apps • Grocery apps • Apple Pay
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Social care
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Proactive, not reactive
• Not just customer services
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Spotting opportunities…
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And not doing this…
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“Great minds borrow, genius steals”
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Social data theft
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The most useful + in London
3,460,000 733,000
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The most useful + in London
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The most useful + in London
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The most useful + in London
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The most useful + in London
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The most useful + in London
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What roles can Social play at different stages of the customer journey?
Awareness Consideration Purchase Loyalty Advocacy
Ambassador reach Social care
Social filtering
Social Selling
The Jimi Hendrix
![Page 29: 5 neglected ways to drive value across the customer journey](https://reader035.fdocuments.in/reader035/viewer/2022081403/555df8add8b42a3f618b4d2d/html5/thumbnails/29.jpg)
Questions?