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What drives value in a social media experience

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This Emotional Signature® research reveals the emotions people feel when using social media; what they desire and what drives value. We also reveal the ‘subconscious experience’ people have using …

This Emotional Signature® research reveals the emotions people feel when using social media; what they desire and what drives value. We also reveal the ‘subconscious experience’ people have using social media and the messages intentionally or unintentionally people are giving in social media. Finally, we will discuss how organizations are making a huge mistake in the way they are designing their social media experiences and make recommendations of what they need to do.

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  • THANK YOU! We enjoyed the opportunity to interact with you today.Please complete the SHORT survey that includes an opportunity to receive a copy of this webinar information. We appreciate your feedback as we strive to continually improve our customer experience.Our next webinar featuring Experience Tracker research on Complaints will be held on June 24th . To register, please go to our website.Should you have questions or want additional information, please contact us.
  • Transcript

    • 1. What Drives Value in a Social Media Experience?
      © Beyond Philosophy 2001-2010 All rights reserved.
      1
    • 2. 2
      Beyond Philosophy
      Customer Experience is all we do!
      Thought leadership is our differentiator
      Fourth book launch in September2010
      Offices in London, Atlanta with Partners in Europe & Asia
      Links with
      Academia
      Focus on the emotional side of the Customer Experience
      Beyond Philosophy © All rights reserved. 2001-2010
    • 3. 1. Viewer Window
      2. Control Panel
      GoToWebinar Example Interface
      Beyond Philosophy © All rights reserved. 2001-2010
      3
      Webinar Interface Review
    • 4. Why organizations don’t engage with Social Media
      It could damage the company’s reputation
      Security risk
      Fear of the unknown
      So much of what’s discussed online is shallow and we have real work to do
      We don’t have the time or resources to contribute and moderate
      Our customers don’t use it
      Traditional media is still bigger, we will use Social Media when it is more mainstream
      It doesn’t fit into current structures
      No guaranteed results
      The tools to measure and analyze Social Media aren’t mature enough yet
      We are in B2B and who wants to hear about our boring product on a blog or twitter
      We will lose control of our brand and image
      Upper management won’t provide support
      Waiting on ROI (return on investment) with facts and figures
      We are afraid of making a mistake
      Lack of experience
      Unwilling to be transparent
      No money
      No expertise
      Lack of leadership
      Terrified of feedback and truth
      The “newness” of it, going to wait.
      High degree of scepticism
      4
      © Beyond Philosophy 2001-2010
      All rights reserved.
      Source: www.jeffbullas.com
    • 5. 5
      Beyond Philosophy © All rights reserved. 2001-2009
    • 6. What are the subconscious signals your organization is giving to customers? Are these driving or destroying value for you?
      6
      We don’t trust you;
      we think you will
      steal our pens.
      We value you; we personalize
      Your coffee by putting
      your name on it.
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 7. 7
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 8. Groupon
      8
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 9. Dell Swarm
      9
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 10. United Breaks Guitars
      10
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 11. We forget Customers are people…
      11
      © Beyond Philosophy 2001-2010
      All rights reserved.
      Source: Wikipedia
    • 12. Maslow’s needs and the Social Media
      12
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 13. Digital Social Experience definition:
      A technology enabled social interaction that helps to meet psychological needs: safety, belonging, esteem and self actualization, and the resultant emotions evoked. Technology enables a wider, faster, more frequent engagement between people and thus creates a digital social experience.
      13
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 14. What is a community?
      McMillan and Chavis; 1986 identified four elements of engendering a ‘sense of community’:
      Membership
      Influence
      Integration and fulfilment of needs
      Shared emotional connection.
      14
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 15. The research…
      © Beyond Philosophy 2001-2010 All rights reserved.
      15
    • 16. 16
      © Beyond Philosophy 2001-2010
      All rights reserved.
      www.CustomerThink.com
    • 17. The segments we looked at:
      Personal Social Experiences
      Customer Social Experiences
      Business Social Experiences
      17
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 18. What we did…
      © Beyond Philosophy 2001-2010 All rights reserved.
      18
    • 19. Stats of what we did
      19
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 20. Examples of attributes used
      Rational attributes of a Social Experience:
      People refer to your comments on their blog
      The speed of accessing information
      The ease of using the social media
      The quality of the information
      The page layout/design of social media sites.
      Emotional attributes of the Social Experience:
      Feeling that I am important when using social media
      Feeling that I am accepted when using social media
      The respect I get from others when using social media
      The sense of esteem I get when using social media
      The trustworthiness of the information when using social media.
      20
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 21. Typical research results…
      21
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 22. Typical research results…
      22
      © Beyond Philosophy 2001-2010
      All rights reserved.
      X
    • 23. 23
      © Beyond Philosophy 2001-2010 All rights reserved.
    • 24. 24
      © Beyond Philosophy 2001-2010 All rights reserved.
      Emotional Signature®
    • 25. List of value drivers
      Customer loyalty
      Net Promoter Score
      Customer retention
      Satisfied with the use of social media
      Social media makes me feel like I belong to a community
      The level of trust in social media
      25
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 26. 26
      Intention – left brain
      Behavior – right brain
      www.beyondphilosophy.com
      © Beyond Philosophy 2001-2010 All rights reserved.
    • 27. Value and Desirability Index
      27
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 28. What did we discover?
      We discovered social media is driven by emotions
      Maslow theory is alive and well
      Esteem, feeling accepted & feeling important are statistically confirmed as being key to drive value.
      Personal and Business very much alike – Friends/Contacts – the act of staying in touch
      Customers comparing their Social Experience with a normal Customer Experience, and find it wanting.
      28
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 29. Overall Social Media Emotional Profile...
      29
      © Beyond Philosophy 2001-2010
      All rights reserved.
      Below average
      Much Greater
      Similar pattern
    • 30. Overall what should we focus on that people desire AND drives value?
      The level of encouragement I receive to post my comments and express my opinion
      The respect I get from others
      The feeling I am important
      The sense of self-esteem I get
      The feeling that I am accepted
      30
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 31. Customers’ Emotional Profile
      31
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 32. What Customers desire and drives value in a Customer Social Experience
      Conscious
      The level of encouragement I receive to post my comments and express my opinion
      The respect I get from others
      Subconscious
      The feeling I am important
      The sense of self-esteem I get
      The feeling that I am accepted
      32
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 33. Destroyers of Trust in a Customer’s Social Experience
      The novelty of the information I come across
      The ability to send a direct message
      The ease of receiving direct messages
      The speed of getting replies
      33
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 34. 34
      © Beyond Philosophy 2001-2010
      All rights reserved.
      Launch September 2010: Palgrave McMillian
    • 35. What does this mean we should do?
      © Beyond Philosophy 2001-2010
      All rights reserved.
      35
    • 36. ‘To occupy the attentions’ reminds us of the ‘attention cluster’ of emotions in the Emotional Signature®
      ‘To attract and hold fast’ reminds us of Customer loyalty and Customer retention.
      ‘To attract or please’ reminds us of Customer acquisition and ‘pleased’ being in the advocacy Clusters of emotions
      ‘To bind, pledge, etc’ reminds us that one way of building trust is to do what we say we are going to do.
      36
      © Beyond Philosophy 2001-2010
      All rights reserved.
      ENGAGE !
    • 37. What to do…
      Education of the senior team
      Future workshops
      What is the Customer Experience you are trying to deliver in Social Experience?
      What are the emotions you are trying to evoke in Social Experience?
      Is your Social media experience deliberate?
      What does your Customer really want from Social Experience?
      What drives most value for the organization in your Social Experience?
      37
      © Beyond Philosophy 2001-2010
      All rights reserved.
    • 38. Questions?
      38
      • colin.shaw@beyondphilosophy.com
      • 39. kalina.janevska@beyondphilosophy.com
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      Beyond Philosophy © All rights reserved. 2001-2010