Using Social Media to Solve Common Business Problems

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This presentation on delivered at the National Coffee Association Centennial Convention on Friday, March 18, 2011.


SESSION DESCRIPTION:
Every business, big or small, can benefit from using social media to acquire new customers, make current customers more loyal, and improve its brand image. Smart businesses are doing that. However, the smartest businesses are also using social media to also provide better customer service, develop new products/services, and improve employee engagement. Learn as John Moore, former marketer with Starbucks and Whole Foods, shares actionable advice on how your business can use social media to drive real business results.


PRESENTER BIO:
John Moore is a marketing strategist. From 1994 through 2004, John designed and implemented marketing programs for both Starbucks Coffee and Whole Foods Market. He now operates the Brand Autopsy Marketing Practice, a consultancy helping businesses profit by marketing with passion and purpose. John serves as a Marketer-at-Large with the Word of Mouth Marketing Association. In this role, John educates and motivates businesses to use word-of-mouth and social media marketing effectively and ethically. He is also the author of TRIBAL KNOWLEDGE, a business management book, and is active in social media circles.

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Using Social Media to Solve Common Business Problems

  1. 1. *** ABRIDGED VERSION *** John Moore john@BrandAutopsy.com
  2. 2. The following slides were presented at the National CoffeeAssociation Centennial Convention on Friday, March 18, 2011
  3. 3. SOCIAL MEDIAHelps SMALL companieslook bigger.Helps BIG companiesget smaller.
  4. 4. Small Looking Big “It makes you seem more approachable. For us, it’s awhole new level of hospitality.” Alexandra Moskovitz Marketing Manager Epicurean Management
  5. 5. Big Getting Small
  6. 6. BUSINESS PROBLEM:Acquiring New Customers
  7. 7. BUSINESS PROBLEM:Making Customers More Loyal
  8. 8. “The key here is that we are connecting directly with our loyal customers who will be driving our future growth.”Howard SchultzStarbucks
CEO
  9. 9. 27% of consumers would pay 15% or more to receive asuperior customer experience. source | RightNow & Harris Interactive, “Customer Experience Report” (Oct. 2010)
  10. 10. BUSINESS PROBLEM:Repairing Brand Image
  11. 11. BUSINESS PROBLEM:Developing New Products
  12. 12. BUSINESS PROBLEM:Improving Employee Engagement
  13. 13. 55% of consumers recommend a company because of its customer service. source | RightNow & Harris Interactive, “Customer Experience Report” (Oct. 2010)
  14. 14. BUSINESS PROBLEM:Improving Employee Recruitment Participating in Social Mediacommunicates a company’s culture to not only customers, but also to current and future employees.

  15. 15. BUSINESS PROBLEM:Communicating During a Crisis
  16. 16. USINGSOCIALMEDIA
  17. 17. SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)
  18. 18. Social networks 19% 44%SOMEWHAT
AND
STRONGLY
LIKE
 SOMEWHAT
AND
STRONGLY
DISLIKE

  19. 19. Which
online
plaCorms
do
consumers
want
 to
receive
communicaLon
from
companies:
 41%
 18%
 7.0%
 6.0%
SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)
  20. 20. Which
online
plaCorms
do
consumers
want
 to
receive
communicaLon
from
companies:
 41%
 18%
 7.0%
 6.0%
 48%
SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)
  21. 21. What
do
consumers
want
brands

 to
offer
them
online:
 65%
 Coupons
 41%
 BeTer
Customer
Service
 28%
 Games/Entertainment
 22%
 Company
News
SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)
  22. 22. source | http://www.flickr.com/photos/twicepix/2002553809/
  23. 23. Trains customers toseek out the best deal
  24. 24. Leaves moneyon the table from“loyal customers”
  25. 25. Encourages competitors to respond with couponing
  26. 26. Reduces the ability of abusiness to make a profit
  27. 27. Impacts the ability toprovide the best service and the best products
  28. 28. Integrating offline advertisingwith online promotion can create greater fan participation.
  29. 29. www.WebTrends.com
  30. 30. www. facebook.com/FacebookInsights
  31. 31. What’s happening? “For marketers, it’s not Twitter that matters ... but Twitterers.” Augie Ray Sr.
Analyst,
Forrester
Research
  32. 32. Twitterers are 3x more likely to be “Creators” of online content Forrester
Report
 December, 2009photo source | http://www.flickr.com/photos/netfalls/4522176870/sizes/m/in/photostream/
  33. 33. What to do on Twitter? LISTEN first. LEARN second.
  34. 34. google.com/alerts
  35. 35. search.twitter.com
  36. 36. www.Radian6.com
  37. 37. www.Lithium.com
  38. 38. www.TweetDeck.com
  39. 39. What to do on Twitter? LISTEN first. LEARN second. RESPOND third. FOLLOW fourth.
  40. 40. “We dont consider our Twitter account to be a customer-service channel. We like to think of it as an information booth to effectively process and redirect customers to the best resources available.” Marty St. George Sr. VP Marketingsource | Advertising Age article (June 21, 2010) source | Keller Fay & Yahoo! study (June 2010)
  41. 41. 41%
 18%
 7.0%
 6.0%

  42. 42. 41%
 18%
 7.0%
 6.0%
 Location-Based Services
  43. 43. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
  44. 44. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
  45. 45. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
  46. 46. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
  47. 47. Location-Based Services SOURCE: http://www.flickr.com/photos/crearevalore/5198151166/
  48. 48. Location-Based Services An
informaLon
and
entertainment
 service
that
is
accessible
with
a
 smartphone
through
a
mobile
network.
 The
service
is
able
to
idenLfy
the
 geographic
locaLon
of
the
smartphone.

  49. 49. A
check‐in
is
when
someone
uses
their
smartphone
and
through
a
Facebook,
Foursquare,
or
Gowalla
app,
they
announce
to
their
friends...
“I’m
at
__so‐and‐so
place__.”

  50. 50. 4%
of
the
adult
American
populaLon
have
used
a
locaLon‐based
service.
 SOURCE: Forrester Research (2010)
  51. 51. 38%
of
locaLon‐based
service
users

are
more
likely
to
be
asked
for
their
opinion
on
brands
by
friends
before
making
a
purchase.
 SOURCE: Forrester Research (2010)
  52. 52. Location-Based Service Users SOURCE: Forrester Research (2010)
  53. 53. Check-In Specials The most basiccheck-in reward
  54. 54. Friend Specials Check-in withFriends and get a special deal
  55. 55. Flash Specials First 10 people to check-in at acertain time get a special deal
  56. 56. Swarm Specials Specials areunlocked when agroup of people check-in
  57. 57. Newbie Specials First-timersreceive a special discount
  58. 58. Mayor SpecialsThe person who checks-in most gets a discount
  59. 59. Loyalty Specials Check-inmultiple times and receive a special deal
  60. 60. Earning Badges
  61. 61. Earning Badges
  62. 62. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
  63. 63. QR Codes
  64. 64. QR CodesProvides
shortcut
access
to
informaLon
found
online.
People
can
use
a
QR
Code
Reader
App,
snap
a
photo
from
their
smartphone,
and
be
sent
directly
to
a
webpage.

  65. 65. QR Codes
  66. 66. QR Codes
  67. 67. QR Codes
  68. 68. QR CodesTraceability | from Farm to Cup
  69. 69. john@BrandAutopsy.com

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