Building Trust with Consumers via Social Media and Raising the Bar in Customer Service
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Transcript of Building Trust with Consumers via Social Media and Raising the Bar in Customer Service
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Social Media at the Intersection of Brand, Communications and
Service
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Scott Monty
@ScottMonty
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Almost ½ of Americans engage brands on social networks
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Business owners are 28% more likely than those who don’t own a business to follow/engage with a brand (59% vs. 46%)
It’s not just for kids
Senior executives, decision-makers, and leaders are 40% more likely than those without such authority to follow/engage with a brand (63% vs. 45%).
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Demand is growing
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Why does this matter?
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It’s not about your brand any more
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of consumers agree with the statement:
“My relationship with brands is much more personal than ever before.”
79%
of consumers say:
“Shopping today is less about the brands/products themselves and more about me - what I’m feeling or needing.”
68%
It’s not about your brand any more
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Openness
Realized want / need
Learning / education
Seeking ideas /
inspiration
Research / vetting
Post purchase
evaluation
Behaviors along the Purchase Loop
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Openness
Realized want / need
Learning / education
Seeking ideas /
inspiration
Research / vetting
Post purchase
evaluation
Behaviors along the Purchase Loop
Opportunity to
engage
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Social Media Key Influencer in Multi-Exposure Purchase
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Ford Strategy
Use social media to improve concern resolution, increase customer loyalty, and
help influence purchase decisions
How we do itProactively engage in Twitter, Facebook and web forums including: Yahoo! Answers, AllFordmustangs, Explorerforum, and over 20 others
@FordService Twitter account has almost 15k followers, the largest following among all OEMs
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Results
Our engagements create positive reactions, improving
Q1 Q2 Q3 Q4 Q1 Q2 Q32011 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Customer Satisfaction
Volume has tripled since launch, and YTD customer satisfaction is 93%
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@FordService – TY. I appreciate the
assistance. This is why I drive a Ford. Service is
everything and you guys are top notch.
#Ford apparently gets social networking. A
random tweet from me is leading to my looking at a
Ford car I never even considered before.
Thank you @FordService for taking care of my wife and kids! (And the car of
course.) Superior response and service. I am awed. #Ford #TY
I’m a prospective buyer and it’s pretty awesome to see an
actual Ford Customer Care
person posting on here.
But don’t take our word for it…
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Our engagements create positive reactions, improving the company’s image of care and
appreciation for customers, on a one-to-many forum
Monitoring social media provides unsolicited feedback from ~300,000 customers per year
Results
Q1 Q2 Q3 Q4 Q1 Q2 Q32011 2012
0
2000
4000
6000
8000
10000
12000
14000
Total Agent Posts
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Not all consumers are created equal
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Influencers
Advocates
Fans
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Engaging with Influencers
“The longer you can listen, the more you’ll learn; the more you engage
humbly, the more likely those influencers will amplify your message
later. What do you call a well-informed, respectful, sustained engagement? A
relationship.”
- Marshall Kirkpatrick, LittleBird
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Bringing Influencers In
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Ford @ NAIAS
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