Social media will likely remain a venue for conversations and a prominent component of the customer engagement ecosystem. This session was presented at the Customer Experience Strategies Summit in Toronto in Nov. 2012. It covers how to improve your customers' social experiences continuously. Building a strong customer community – quality or quantity? Aligning employee engagement with customer engagement – how to utilize social media internally Mitigating potential risks in social media

1. #CX2012 @adriandparker

2. How My Wife Cooks Dinner
1) Decide on the menu
2) Select accompanying recipe
3) Gather ingredients
4) Prep items and cooking area
5) Cook
6) Serve

3. How My Wife Cooks Dinner
Predetermined goal
1) Decide on the menu
Predictive performance
2) Select accompanying recipe
Set tools & resources
3) Gather ingredients
4) Prep items andEstablished process
cooking area
5) Cook Efficient results
6) Serve Delighted end users
Procedural Planning Approach
1 2 3 4 5 6

4. How I Cook Dinner
1) Explore the kitchen
2) Assess available ingredients
3) Propose possible menu
4) Feedback
5) Cook & sample
6) Feedback
7) Serve
8) Feedback
9) Craft recipe

5. How I Cook Dinner
Ambiguous challenge
1) Explore the kitchen
Unproven tools
2) Assess available ingredients
3) Propose possible Learn & improvise
menu
4) Feedback Embrace surprises
5) Cook & sample Interaction
6) Feedback Embrace errors
7) Serve Iterate
8) Feedback Embrace change
9) Craft recipe Generate solutions
Iterative Planning Approach
2 3 4 7
9
1 2 3 4 5
2 3 4 6 8

7. Our Journey Today
Progress over perfection
1. Keep pen & paper handy
2. Have fun
3. Q&A at end
4. Deck available via SlideShare
Tweeting encouraged
Share your thoughts & join the conversation!
#CX2012 @adriandparker

8. POP
QUIZ
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9. Question #1
List 3 brands that you , ,
, , , or
to.
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10. Think Like A Consumer
They , , , ,
, and for the
same reasons we do.
Why they actually engage: Why brands think they engage:
1. Discount 61% 1. Learn New Products 73%
2. Purchase 55% 2. General Info 71%
3. Reviews/Ranking 53% 3. Submit Opinion 69%
4. General Info 53% 4. Exclusive Info 68%
5. Exclusive Info 52% 5. Reviews/Rankings 67%
Source: Harvard Business Review May 2012 – To Keep Your Customers Keep It Simple
#CX2012 @adriandparker

11. Think About Conversations Strategically
GOAL: Enterprise-wide priorities
Share of Voice
GOAL: Awareness & Acquisition
GOAL: Communities & Connections
May June July Aug Sept Oct Nov
#CX2012 @adriandparker

12. Question #2
23
Why do customers your
content or talk about your
product?
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13. Sharable Content Isn’t An Accident
4 Motivations To
The Who, How Design for Delight
#1 Product Involvement
& Why of Word exceeded my expectations”
“The product
#2 Self Involvement
20%
of Mouth “I want to show I know a lot about the
34%
product”
Ernest Dichter, 1966
21% #3 Other Involvement
“I want to help others make good decisions”
25%
#4 Message Involvement
“The content is so humorous or informative
that it deserves sharing”
SOURCE: Ernest Dichter “How Word of Mouth Marketing Works” 1966
#CX2012 @adriandparker

14. Focus On Consumer Needs Not Brand Wants
Delight Customers Thru Innovation
Design for Delight
Know them &
exceed their Think big and
expectations evaluate hard
Spend more time
talking to them than
talking about them
#CX2012 @adriandparker

15. CASE STUDY Off-Peak Content Engagement
CHALLENGE HYPOTHESIS TACTICS
During tax season Tax Simple messages of humor and •Source UGC
Professionals are hard to appreciation combined with •Create cartoon content
reach and engagement clear calls-to-action will ignite •Encourage sharing/spread
requires a different Tax chatter.
approach.
•Facebook engagement increased 10X
OUTCOMES
#CX2012 @adriandparker

16. Question #3
If you could choose anyone in the world to
promote your brand, who would it be?
#InsideIntuit
#CX2012 @adriandparker

17. Our Biggest Challenge
CONSUMERS
TRUST
THESE FORMS OF
MARKETING:
1 Personal Referrals 90%
2 Blogs/Forums 70%
3 Brand Websites 70%
4 Editorial Content 69%
5 Brand Sponsorships 65%
6 Television 62%
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
#CX2012 @adriandparker

18. Our Biggest Challenge
BRANDS
INVEST
IN THESE FORMS OF
MARKETING:
1 Circular
2 Television
3 Direct Mail
4 Search
5 Email
6 Radio
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
#CX2012 @adriandparker

19. Our Biggest Challenge
BRANDS
INVEST
Awareness
MARKETING:
IN THESE FORMS OF
1 Circular
2 Television
3 Direct Mail
Trust 4 Search
5 Email
6 Radio
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
#CX2012 @adriandparker

20. Fishing For Influence
Social
IMPACT
Broadcasters PURPOSE
Awareness & Bait: Access & Info Demonstrate Brand
Influence Leadership
Mass Influencers
Consideration Showcase
& Engagement
Bait: Content/Innovation Innovation
Potential Influencers
Purchase Content
Bait: Shareable Content
& Promote Participation
#CX2012 @adriandparker

21. CASE STUDY Social Service in Action
CHALLENGE HYPOTHESIS TACTICS
Customers engage across a If marketing partners with Sales •Dedicated Social Managers
number of different channels & Support to filter, escalate and •Closer partnership with S3
to find solutions for APD acknowledge customers across •Always-on social presence
software and they expect multiple channels, we can build
support on their terms. promoters.
•Converted detractors into promoters.
OUTCOMES
•Drove 40% of web revenue during promo period.
#CX2012 @adriandparker

22. Question #4
Do you or this statement?
All social
has a ROI
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23. Measuring ROI
3 Dimensions of Return On Impact
STRATEGIC INNOVATION FINANCIAL
Drive the company vision Ignite ideas & learning Maximize high ROI tactics
•NPS •Media coverage •Revenue/Conversion
•Sentiment •Intent to purchase •Leads per $ spent
•Mentions •Virality/Resonance •Customer Loyalty/LTV
•Share of Voice •Consumer Insights •Cost Avoidance
#CX2012 @adriandparker

24. B2B Framework For Channel Optimization
Awareness Reach
Consumer Journey
Channel Strategy
Pre-Assessment Interaction
Action Engagement
Priority Channels
•Heavy adoption &
awareness
Post-Assessment Retention •Customizable to biz
objectives
•Tracking
Ambassador TWN Advocacy
#CX2012 @adriandparker

25. CASE STUDY Promoting Intuit Tax Online
CHALLENGE HYPOTHESIS TACTICS
New cloud-based tax By focusing all social channels •Integrated online campaign
software, Intuit Tax Online, on a singular theme and •Tradeshow event
has relatively low awareness creating an online event for •Social channel takeover
in emerging category. SaaS software, we can increase
SOV 50%.
•SOV increased 3X in 4 days
OUTCOMES
•Tax Online trials increased 24% and registrations 18%
#CX2012 @adriandparker

26. Question #5
You are leaving the house for 24
hours & can only take one of the
items below with you. Which one?
Wallet Keys Phone
#CX2012 @adriandparker

27. What This Means To You
Just ask your customers what’s most important:
#1 #2 #3
Phone Wallet
SOURCE: Network World 2008 - 16% of workers across the world are 'Hyperconnected'
Keys
#CX2012 @adriandparker

28. Social & Mobile Converge
Percent of users who access
each platform via a mobile device:
% 50 % %
33 50
SOURCE: Mobile Marketing Statistics – Smart Insights 2012
#CX2012 @adriandparker

29. SHOWCASE Thinking Mobile 1st
Mobile Landing Pages
•Responsive experience
•Software Videos
•Training & Demos
•Social Conversation Feed
Mobile Training
•Software certification exam
•Course training
•Desktop/Mobile portability
#CX2012 @adriandparker

30. SHOWCASE Thinking Mobile 1st
Tablet Optimized
•Customer training on the go
•Training & Exams
•Agile development
Social Integration
•Sharing of course completion
•Software badges
#CX2012 @adriandparker

31. Question #6
Who is the Head of Social Media
for your company?
?
Customer
#CX2012 @adriandparker

32. Building Your Blueprint
INTUIT
Employees Customer Shareholder
Social, Mobile & Global
DIVISION STRATEGY
Social Center of Excellence
Social Vision
Grow Tax
Measurement Sales Support PR
Toolkit Lead Gen & Community & Media, Promoters,
Grow Acquisition Customers Community
Accounting Charter
Governance
Penetrate
Base
Roadmap Social/Mobile Mktg
Education
Accelerate Research Marketing Strategy
Content &
Tech
Influencers Community Owned Assets
Small Biz Vendors
ecosystem
#CX2012 @adriandparker

33. Plan Across Multiple Horizons
2011 2012 2013 2014
Learning & Channel Center of Customer-Centric
Development Marketing Excellence Marketing
Ancillary Function & Manage Creative, Multichannel Customer Alignment and X-Biz
Specialized Execution Communities & Engagement Consultants & Enablers Integration
Decentralized Coordinated Hub & Spoke Holistic
SOURCE: Altimeter Group
#CX2012 @adriandparker

34. Plan Across Multiple Horizons
Sales & Support
•Social Ambassadors
•Empowered Staff
2011 2012 2013 2014
Product •Training Owned Assets
•Optimize experience •Integrated Creative
Learning Loop
•Feedback & Channel Center of Customer-Centric
•Shared Resources
Development
•Social Integration Marketing Excellence Marketing
Ancillary Function & Manage Creative, Multichannel Customer Alignment and X-Biz
Specialized Execution Communities & Engagement Consultants & Enablers Integration
CUSTOMER
Promoters Community
•Users Helping Users
•Media Coverage
•Dedicated Resources
•Ambassadors
•Disruptive Promotions
•Thought Leadership
•Own The Conversation
•Integrated Events Content
Decentralized Coordinated Hub & Spoke Holistic
•Quality Video
•Mobile-enabled
•Simple
•Consumer & Biz Generated
SOURCE: Altimeter Group
#CX2012 @adriandparker

35. “
#CX2012 @adriandparker Scott Cook

36. Social Library
Strategy
Business
#CX2012 @adriandparker

37. Thank You. Let’s Stay Connected.
@adriandparker youtube.com/adriandparker
facebook.com/adriandparker foursquare.com/adriandparker
adriandparker.com slideshare.net/adriandparker
linkedin.com/in/adriandparker adriandparker
Adrian Parker pinterest.com/adriandparker
#CX2012 @adriandparker