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

✔