How to Improve Customer Engagement with Social Media
-
Upload
the-internet-show-me-2011 -
Category
Documents
-
view
934 -
download
5
description
Transcript of How to Improve Customer Engagement with Social Media
![Page 1: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/1.jpg)
Social Media Strategies
to Attain New Levels of
Customer Engagement
Dr. Ammar [email protected]
September, 2010
![Page 2: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/2.jpg)
Have you met “The Joneses”?
![Page 3: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/3.jpg)
line1
Steve and Kate Jones are a seemingly perfect couple who, along with their equally perfect teenagers, Jenn and Mick, move into a new home in an affluent city suburb. Friendly, confident and good-looking, they're also loaded with the coolest, newest stuff and it's not long before they've triggered a wave of aspirational envy amongst their new neighbors. But the Joneses are hiding a sinister secret.
![Page 4: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/4.jpg)
In the past, Word of Mouth was a
“dream”..
![Page 5: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/5.jpg)
But it was not practical
• Hard to talk to the mass
• Hard to create the agent
• Hard to measure it
![Page 6: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/6.jpg)
Then we got “Social Media”..!
![Page 7: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/7.jpg)
And it is all about “Engagement”
![Page 8: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/8.jpg)
Based on research on Top 100 Brands in the US:
• Social Media Engagement is directly related to financial KPIs.
• Social Media Engagement must be deep and wide. Depth can be measured.
• Engagement differs by industry
• As the number of channels increase, overall engagement increases at a faster rate
• Starbucks has the highest level of engagement, while iPhone is the world’s most social brand.
Source: Altimeter Group (July, 2009)
![Page 9: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/9.jpg)
Social Engagement & Brands:
1) Deeply engaged on a large number of channels, such as: Starbucks and Dell . They have dedicated teams and clear strategy
2) Presence widely (many touch points) but with no depth, such as: American Express and Hyundai .
3) Deep Engagement on a selected number of channels, such as: H&M and Philips
4) Limited Engagement on a limited number of channels, such as McDonalds and BP
Source: Altimeter Group (July, 2009)
![Page 10: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/10.jpg)
Why would people “get engaged”?
![Page 11: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/11.jpg)
1) Love at first sight!!
![Page 12: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/12.jpg)
2) For the sake of Engagement
![Page 13: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/13.jpg)
3) Because they are motivated
![Page 14: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/14.jpg)
Engagement needs MOTIVATION!
![Page 15: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/15.jpg)
So what MOTIVATES people on
Web 2.0?
![Page 16: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/16.jpg)
1) Giveaways
Prizes & Extras from the brand
![Page 17: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/17.jpg)
2) Information Everywhere!
![Page 18: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/18.jpg)
Fast Facts
Interesting Style
Everywhere!
![Page 19: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/19.jpg)
3) Living a new experience
![Page 20: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/20.jpg)
Engineering a Web Social Experience
that is:
Creative
Social & Engaging
Meaningful
![Page 21: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/21.jpg)
4) Interacting with
Very Interesting People (VIPs),
Brand Social Ambassadors (BSA),
or Experts
![Page 22: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/22.jpg)
Celebrities representing your brand
Made-to-be a VIP / BSA
Experts in the subject matter related
to your brand
![Page 23: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/23.jpg)
Engineer the Social Personality of your
BSAs to match the Brand Personality &
Identity
Create the team that supports them with
information & answers
Empower them to serve “above the law”
![Page 24: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/24.jpg)
5) Matchmaking
• Sponsor “Friendship”
• Create Communities
• Reward “Friends of Friends”
![Page 25: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/25.jpg)
6) Influencing the Brand
• Social Engagement should work both ways
• Your customers should change the brand
behavior on the smallest details.
• Example: MyStarbucksIdea.com
![Page 26: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/26.jpg)
But do not forget
the “Rules of Engagement”?
![Page 27: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/27.jpg)
1) Prepare for the engagement
Lip service can actually harm
you. A learning environment
based on change should be
created.
But: Dare to be Weak!!
![Page 28: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/28.jpg)
2) You need to understand the
communities through the
“Social Spies”
![Page 29: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/29.jpg)
3) You need to change your
strategies and plans based on
information & community
dynamics!
![Page 30: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/30.jpg)
4) Do not let the Social
Enemies fool you
![Page 31: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/31.jpg)
5) Stand United
The whole organization
MUST
embrace Social Engagement
![Page 32: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/32.jpg)
6) Support your allies. Let them
protect your back. Send out
the supplies.Example: Dell Blogger Reach Program
![Page 33: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/33.jpg)
7) Synchronize information
among all channels
![Page 34: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/34.jpg)
MBC Group & Engagement
![Page 35: How to Improve Customer Engagement with Social Media](https://reader034.fdocuments.in/reader034/viewer/2022051412/5481e5c1b4af9f780d8b4659/html5/thumbnails/35.jpg)
Thank You!