Is your Social Strategy Anti-Social?

Attensity Webinar

With Adam Metz, Author of The Social Customer & Principal of Metz Consulting

#AttensityWebinar

Agenda

1. Why you need a Social Customer strategy

2. Benefits of Actually Having A Social Customer Strategy

3. What are the key elements of a Social Customer strategy?

4. What is the business case for it?

5. Who should drive it?

6. Where should we start?

Why Social Matters to Business

Benefits of Implementing a Social Customer Strategy

a

Respond to Customer Issues

a

a a a

Marketing/Sales

Service

Marketing

Service

Service/PR

Conduct Real-Time Product Research a Products …

Promote the Brand

Acquire New Customers

Retain & Service Current Clients

Defend Your Reputation

Social Conversations Are Happening With or Without You

Know what customers are saying right now:

About your company

Products and services

Your brands

What topics are trending

Who are the key influencers

What are the top issues

Sentiment

Are You Listening??

There Is No Such Thing As a “Social Media Crisis” Most Customer Crises Are Avoidable

Source: Altimeter Group, http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare

The Upside of Social Engagement

Brand & Reputation Management:

Intercept complaints & issues

Track and encourage engagement with key influencers

Launch and monitor Campaigns

Identify Product Quality Issues

Solicit Product/Service feedback: Forum & Survey management, an all-in-one vehicle

Increase Customer Satisfaction: deliver a rich ownership experience with transparency

Prevent Churn:

Identify intent to churn and engage

SMS messages annually

Acquire New Customers:

Monitor competitor conversations for intent to churn, issues, negative sentiment, etc.

Engaged Customers Spend 30% More

Source: Bain & Company, http://www.marketingprofs.com/charts/2011/6238/social-media-engagement-drives-customer-loyalty-higher-spending

BUT, Conversations Are Stored in Different Channels and Departments

IT How do I reduce the

costs and improve the effectiveness of our

Social initiatives?

Marketing How do I engage

customers to improve product quality

and brand loyalty?

Customer Service How do I respond

faster to customer requests & issues?

“Don’t these people talk to each other?”

Are You Creating Another “Social” Silo?

Is your social initiative separate from the rest of the business?

Do you have a special “social team”?

Is your social strategy tied to business goals?

Writing The Business Case: Elements

JUSTIFICATION

Why should we spend our resources on this? (money, people)

WHAT’S IN IT

Background

Expected business benefits

Options Considered, (with reasons for rejection)

Gap Analysis

Risk Assessment

FORM

Written document or presentation, short.

“Our product quality has increased, reducing our service and recall costs by up to 35%!” —Whirlpool

Who Should Drive It?

MARKETING

Listen to customers

Identify brand influencers

Monitor sentiment

Ensure launch success

Improve quality

Predict trends

CUSTOMER SERVICE

Spot developing issues

Identify root cause

Identify at-risk customers

Deliver multi-channel service

Increase agent productivity

Reduce churn

CIO

A single platform for CEM

Unify multi-channel customer conversations

Leverage investment in existing systems

Deep analytics technology

“Our product quality has increased, reducing our service and recall costs by up to 35%!” —Whirlpool

Social Business Use Cases

Develop a Comprehensive Multi-Channel Strategy

Social Media should not be pursued in a vacuum

Should be aligned with other customer feedback, marketing, and service principles and processes

Encourage cross-functional participation

What a customer says in social media might be a good subject for a survey

Ensure that a customer contacting you via Twitter doesn’t get a totally different response than someone who contacts you via a web form or email

RELATE newly

uncovered information with

structured data that already exists (ERP,

CRM, BI data, warehouse

data)

LISTEN to your customers – gain customer insight across any and all channels

ANALYZE customer information to detect potential problems, refine messaging, uncover new product opportunities, improve your service center responsiveness.

ACT by engaging

with customers through

response, with relevant content

and across any channel

Executives: Get a Real-Time Snapshot of Customer Conversations

Know right now:

What is being said?

What is the conversation about – product, service, brand, experience?

Is it a common sentiment?

What are the trends on this topic?

Who said it?

What is their Value?

How engaged are they?

What is their Influence?

Competitive Analysis: How Are We Doing?

Sprint

Verizon

T-Mobile

Marketing Use Case: Learn What Customers Really Want

Categorization Assistant Dashboard (Under Construction)

Customer Service Use Case: Identify Top Issues, Questions, Complaints

See the actual comments

Engage Proactively with Solutions, Answers, Offers, etc.

…and Act!

Identify “Cries For Help” …

Social Engagement Tips

Don’t approach social media channels as “silos” • Example: different divisions start/manage the company blog, FB page, LinkedIn, etc.

• Not working together is inefficient , creates mixed messages for consumers

Don’t be pushy or overtly salesy • Don’t expect traditional marketing outcomes

• Overt commercial messages, especially sales solicitations are outright taboo in most social communities

• A social environment amongst “friends” and like-minded individuals isn’t going to accept interruptive messaging

General Guidelines & Best Practices Tips for Engagement

Want A No-Cost 7-hour training course (mp3s) on Social Customer Management? Get it at www.adammetz.com

Schedule a Personalized Social Analytics Demo

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