Hello, is it me you're looking for? - Wilke global presentation
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  • Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • If six months ago, it wasn’t a compelling case to consider social media in the marketing mix, then this hopefully might change your mind... Facebook claims that 50% of active users log into the site each day. This would mean at least 175m users every 24 hours … A considerable increase from the previous 120m. Facebook currently has in excess of 350 million active users on global basis. Six months ago, this was 250m… meaning around a 40% increase of users in less than half a year. More than 35m Facebook users update their status each day. This is 5m more than towards the end of July, 2009. Photo uploads to Facebook have increased by more than 100%. Currently, there are around 2.5bn uploads to the site each month – this was around a billion last time I covered this. There are more than 70 translations available on Facebook. Last time around, this was only 50. Back in 2009, the average user had 120 friends within Facebook. This is now around 130. Mobile is even bigger than before for Facebook, with more than 65m users accessing the site through mobile-based devices. In six months, this is over 100% increase. (Previously 30m). As before, it’s no secret that users who access Facebook through mobile devices are almost 50% more active than those who don’t. There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook. More than 700,000 local businesses have active Pages on Facebook. Purpose-built Facebook pages have created more than 5.3bn fans. About 70% of Facebook users are outside the USA. More than 250 Facebook applications have over a million combined users each month. More than 80,000 websites have implemented Facebook Connect since December 2008 and more than 60m Facebook users engage with it across these external sites each month. Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • More than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook. Purpose-built Facebook pages have created more than 5.3bn fans.
  • Twitter  now has   75m user accounts , but only around 15m are active users on a regular basis. It’s still a fair increase from the estimated 6-10m global users from a few months ago. Towards the end of last year , the average number of tweets per day was over 27.3 million. The average number of tweets per hour was around 1.3m. At the current rate, Twitter will process almost 10bn tweets in a single year. Impressive stuff, but as always, take these stats with a pinch of salt. As before, no single piece of information can be used to base an online strategy upon, or be used as a forecast as to the direction a specific social media channel may take in the future - you need to fully understand your marketing and business objectives before launching off into this apparently vast space.  Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August last year. Flickr now hosts more than 4bn images. A massive jump from the previous 3.6bn I wrote about. Wikipedia currently has in excess of 14m articles , meaning that it’s 85,000 contributors have written nearly a million new posts in six months. There are now 11m LinkedIn users across Europe. 15% of bloggers spend 10 or more hours each week blogging, according to Technorati's new State of the Blogosphere . India is currently the fastest-growing country to use LinkedIn, with around 3m total users. 70% of bloggers are organically talking about brands on their blog. 38% of bloggers post brand or product reviews. Impressive stuff, but as always, take these stats with a pinch of salt. As before, no single piece of information can be used to base an online strategy upon, or be used as a forecast as to the direction a specific social media channel may take in the future - you need to fully understand your marketing and business objectives before launching off into this apparently vast space.  Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • So why should we pay attention to social media in customer services?
  • For every complaint an organisation receives, there will be 10 others who felt like complaining but never did Change brands Tell friends (up t0 13)
  • Responding to consumers on their preferred channel provides new opportunity to improve their experience of the company and to increase their satisfaction and loyalty. Many consumers prefer texting over calling or emailing. Mobile devices are everywhere and can provide passes, vouchers, tickets and marketing messages. Responding publicly can be a big PR win. Shows consumers that you care and are engaged. Even if it’s a compliment, consumers like to hear that you’re listening to them. Who better to respond to consumers than your consumer relations team? Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • SO HOW DO WE HANDLE SOCIAL MEDIA IN CUSTOMER SERVICES?
  • Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • Marketing and corporate communications typically focus on the “big picture” Do consumers like a new product? Are they offended by an advertising campaign? Their tools tend to aggregate data into simple statements like: 67% of recent Tweets mention our new product in a favourable tone, however, hidden beneath this big picture is a mosaic of details – individual consumers expressing frustration that a product was discontinued or service was slow at a particular location. Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • What do we mean by social media? Social Networking Blogging Micro-blogging Media Sharing Reviews Company Websites (may require customization) Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • In summary, the web is moving from the static, disconnected sites of 1995 to dynamic, interconnected, social sites. Consumers are finding their voice in sites like Facebook, Twitter, YouTube, Amazon (reviews), and their voice will influence a much larger audience than in the past, and affect purchase decisions, brand loyalty, etc. As a case in point, notice some TV commercials in the US now promote facebook.com/xxx instead of www.xxx.com . Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • Copyright 2008 Wilke/Thornton, Inc. Proprietary - Business Sensitive
  • Some hints from our customers on designing a social media strategy
  • Partner with marketing / brand owners in preparation to fully understand the goal of each initiative and the rules of engagement. Use the same agents who are familiar with the brands and who already interact with the consumers, thus drawing on similarities between channels Follow the same complaint handling procedures as for all contacts, with an additional layer of escalation due to the viral potential of social media. Meet regularly with the team to report on insights captured, and obtain input to resolve issues, address questions, mitigate negative situations and foster a positive community.
  • Lots of our clients are dipping their toes into Social Media. Here’s what we’ve been sharing with each other since we launched our SMART module. See what others are doing and how you like what they’re doing. Is there fan page helpful? Do they provide information you’d be looking for as a client? Is it easily accessible? In what way do they communicate?
  • Be available at least once a day. The more helpful and interesting content you share and the easier your fan page is to find, the more fans you’ll get.
  • Domino's Discovers Social Media http://www.businessweek.com/managing/content/apr2009/ca20090421_555468.htm When an unsavory video made by since-fired employees went viral, Domino's Pizza made a mistake in staying quiet as long as it did. When the Domino's video first hit YouTube, the company held off making a statement for 24 hours, assuming that anything they said would only add fuel to the online fire. They soon realized that in the digital world in which we all now live such a strategy just won't work. When they realised that the blogosphere was already ablaze and that overnight the YouTube video had reached more than a quarter million viewers, Domino's changed course and responded with a viral video of his own. It featured all the elements of effective crisis management. The company president apologised. He thanked the online community for bringing the issue to his attention. He separated the company from the wrongdoers and announced their prosecution. And he outlined the steps that Domino's was taking to deal with the issue to make sure it never happens again.
  • Google Tips Google Alerts are a great time-saving tool for reputation management and brand monitoring . 1 – Company-centric search terms.  Such as your company name, prominent products and brands, as well as key executives. 2 – Competitor-centric search terms.  Same as above, but for your top 2-3 direct competitors. 3 – Industry-specific terms.  Use this as a way to get a sense of trends in your industry. Explicit Phrase: Lets say you are looking for content about internet marketing. Instead of just typing internet marketing into the Google search box, you will likely be better off searching explicitly for the phrase. To do this, simply enclose the search phrase within double quotes. Example: "internet marketing" Exclude Words: Lets say you want to search for content about internet marketing, but you want to exclude any results that contain the term advertising. To do this, simply use the "-" sign in front of the word you want to exclude. Example Search: "internet marketing" -advertising Site Specific Search: Often, you want to search a specific website for content that matches a certain phrase. Even if the site doesn’t support a built-in search feature, you can use Google to search the site for your term. Simply use the "site:somesite.com" modifier. Example: "internet marketing" site:www.smallbusinesshub.com Similar Words and Synonyms: Let’s say you are want to include a word in your search, but want to include results that contain similar words or synonyms. To do this, use the "~" in front of the word. Example: "internet marketing" ~professional

Hello, is it me you're looking for? - Wilke global presentation Hello, is it me you're looking for? - Wilke global presentation Presentation Transcript

  •  
  • OR Why should customer service professionals be interested in social media?
  • Objective
    • To explain why customer services professionals should be interested in social media
    • To suggest some approaches to doing this in your organisation
    • Specialist in Consumer Relationship Computer Systems for over 25 Years
    • Supported in 56 Countries across 6 Continents
    • Millions of Contacts Processed Annually
    Wilke Thornton Inc.
  •  
  • Social Media Video
    • http://www.youtube.com/watch?v=NhPgUcjGQAw
  •  
  • The Facebook Phenomenon
    • Over 500 million active users on global basis
    • 50% of active users log into the site each day
    • The average user has around 200 friends within Facebook
    • More than 35m Facebook users update their status each day
    • More than 65m users accessing the site through mobile-based devices.
    • 70% outside the USA
  • Facebook Corporate Pages
    • 30,164,063 fans
    • 4,540,617 fans
    • 259,114 fans
  • And Twitter too...
    • 75m user accounts ,
    • 27.3 million tweets per day
    • That’s 1.3m per hour!!
    • At the current rate, Twitter will process almost 10bn tweets in a single year.
  • ...and there’s more...
    • LinkedIn 50m members worldwide – 11m across Europe
    • Flickr - 4bn images
    • Wikipedia in excess of 14m articles
    • 15% of bloggers spend 10 or more hours each week blogging
    • 70% of bloggers are organically talking about brands on their blog.
    • 38% of bloggers post brand or product reviews.
    • Facebook is the “new web”
      • > 500,000,000 users
      • > 700,000,000,000 minutes per month
    • Marketing dream
      • Identity
      • Demographics
      • Bi-directional
      • Viral
    Source: Facebook.com 3/1/2011
    • Twitter is the new “newspaper”
      • ~ 200,000,000 users
      • > 110,000,000 tweets per day
      • Lady Gaga: 8,496,098 followers
      • Barack Obama: 6,798,549 followers
      • Expanding global reach
    Source: Forbes.com 1/19/2011
  •  
    • Protect your “Brand”
      • Reactive
      • Insights
    • Surprise and Delight
      • Proactive
    Why Pay Attention?
  • Benefits of Social Engagement
    • Commentary Actively Affects Other’s Opinions & Thoughts
    • Allows for Greater Access and Frequency of Contact with Customers
    • Protect the Brand & Proactively Manage Issues
    • Generate Goodwill & Passionate Followers
  • Emerging Channels
  • Our view of social media
    • Social Media is “just another channel”
      • Letter, phone, email, chat, social media…
    • Focus on 1:1 engagement with consumer
      • Respond to consumer via social media
      • Gain detailed insights vs. overall “buzz”
  • Social Media Channels
  • Social Media Is Maturing
    • .
  • The ideal state of social CRM
  • Engaging in Social Media
    • Protect the brand & proactively manage issues
    • Growing need for centralized feedback
    • Consistent customer experience across every channel
    • Gain immediate feedback on new product launches
    • Generate goodwill and passionate followers
  • How you can use SM
    • Learn what your Customers say on different Channels
    • Monitor Social Media Exchanges & Discussion
    • Compare with Existing Channels
    • Gain Insight from Customers who Leave (without complaining)
    • Understand the Relationship between Customer’s Words and Actions
  • Review
  • Respond
  • Report
  •  
  • Sample mission statement
    • “ Customer Services’ role in Social Media is to identify and handle actionable contacts to protect our brands and to build greater satisfaction by taking what we do for the customers who contact us directly and bringing it to those influential consumers who do not contact us directly.”
  • Sample Process
      • Partner with marketing / brand owners
      • Use the same agents
      • Follow the same complaint handling procedures
        • Escalation for viral potential
      • Meet regularly with the team
  • Our Top Ten Tips 1 Find your communities. 2 Watch, listen and learn. 3 Fully understand your marketing and business objectives.
  • Our Top Ten Tips 4 Provide quality content 5 Be helpful 6 Engage 7 Be Available regularly & reliably
  • Our Top Ten Tips 8 Put your link on all other communication channels starting with email and letter signature. 9 Audit your crisis management plan (Dominos Pizza Video Viral)
  • Our Top Ten Tips 10 Make Google Alerts your best friend
  • Summary
    • Social media is disruptive
    • Forces a different way of communicating for organisations
    • It is here to stay!