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Engage customers through social media 2011


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Estudio realizado por Pwc sobre redes sociales y consumidor. La participación, cada vez más indispensable, de las marcas en las redes sociales debe fundamentarse en conversaciones basadas en la …

Estudio realizado por Pwc sobre redes sociales y consumidor. La participación, cada vez más indispensable, de las marcas en las redes sociales debe fundamentarse en conversaciones basadas en la autenticidad, la transparencia y la honestidad. Esta es una de las conclusiones del estudio Engage customers through social media, elaborado por PwC, y que examina cómo las marcas -en el sector del gran consumo y distribución- pueden utilizar las redes sociales para lograr una vinculación con el consumidor en el actual entorno digital

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  • 1. Engage customers through social media Digital transformationThe world’s top brandsare using social mediaas a meaningful way ofdeepening relationshipswith their customers. Is itnow time for your businessto join in? Digital Transformation 1
  • 2. 500,000,000 The number of global users Facebook reports they have registered.2 Digital Transformation
  • 3. Table of contentsWhat’s going on? 5How big is social media? 6• It’s bigger than you think 6• Popular platforms 7What are the leaders doing? 8• Social media and financial services 8What makes social media different? 10• Case study 11Why should you care? 12What are the implications for your business? 14• How to balance security and social networking 15How can you get started? 16• Tools you can use to start listening 17Contact us 18 Digital Transformation 3
  • 4. Questions to consider as you read this document 1 Who manages your social media strategy? Do you know what your customers are saying about you 2 on Facebook? What about on Twitter? LinkedIn? Do your employees know what they’re allowed to say 3 (and not say) about your business when they are online? Do you know how to sustain a meaningful conversation 4 with your customers? How will you create content that people will find valuable 5 and engaging?4 Digital Transformation
  • 5. What’s going on? As you might expect, the picture social brand indexing paints is one of rapid, dynamic change. Top brands swap places, often many times a day. What is also interesting to see is the gap between the leading global brands that have developed a strategy and those that remain uncertain about what the social media phenomenon means for them. In the rest of this article we explain what social media is and how it differs from, and is similar to, traditional marketing and communication media.When Facebook announced last Might this 500 million-user milestone We look at some of the reasons thesummer that it had registered half and $50 billion valuation be the leaders are successful and what lessonsa billion users around the globe, it warning shot for organisations that they may offer. We also explore theresulted in a flurry of publicity and had previously considered social media potential value of social media for commentary. The media excitement an irrelevance? Is it now time for all business and most importantly, how togrew exponentially this January when businesses to start thinking about its get started and successfully grow in thisGoldman Sachs invested $450 million potential impact? dynamic, burgeoning the social networking site – andvalued it at a jaw-dropping $50 billion. A number of leading organisations have already recognised the importance ofIt is clear that social networking has engaging their customers through socialbecome one of the dominant cultural media. Firms such as BMW, Coca-Cola phenomena in these digital times. and Starbucks have been using YouTube, Facebook, Twitter and other socialThe rapidity of this rise to prominence media mechanisms to grow awarenessin everyday life for so many people, as of their brand and products and to buildwell as its global impact, is remarkable. customer loyalty.What had appeared to be simply It’s not surprising, then, to see theseanother Western teenage fad was, in same organisations and other earlyfact, being embraced by many different adopters feature prominently in socialsocieties and groups of people around brand indexing services provided by the world. such companies as Vitrue, Vivaldi Partners and Techlightenment (due this month). Digital Transformation 5
  • 6. How big is social media? 500,000,000 The number of global users Facebook reports they have registered.It’s bigger thanyou think.The speed, breadth, depth Social mediaand scope of social media advertisingpenetration is astonishing. It The average UKtook 13 years for television spend willto reach a worldwide user spent nearlyaudience of 50 million. It took Facebook three years; increase 400%and just another four years an entire 24 hourto reach over half a billion by the year 2014.users worldwide. day on the internet – Forrester in April 2010. – ‘The Connected One out of every five Kingdom’ minutes online is spent on Google UK, BCG social media related sites. – Nielsen
  • 7. To understand the social media movement it’s necessary to understand the most popular platforms for user engagement and how they differ.Popular platformsFacebook LinkedIn TwitterLaunched in 2004, by July 2010 it reached Launched in 2003 LinkedIn is often considered Launched in 2006, Twitter provided a similar the 500 million-user mark – doubling the the professional face of social networking. It ‘microblogging’ service to Facebook’s status user base in a year. It is the most widely used has 80 million registered users and primarily updates in allowing users to create ‘tweets’ social network globally. As the name suggests provides ‘address book’ style functionality of 140 characters or less. These tweets are Facebook’s initial purpose was to facilitate the for business users. It is, however, also used available to all users of Twitter and users can sharing of photographs amongst friends. It as a site to post job opportunities and for job subscribe or ‘follow’ a particular user’s Twitter has since expanded into a platform for social seekers to apply for them. Over the last few feed. A number of celebrities have taken to networking, and provides blogging, real- years LinkedIn has added a number of new tweeting and are being followed by their fantime chat, application development, sharing, Facebook-like features such as status updates, base (Lady Gaga currently has 7.1m followers).gaming and polling functionality. Facebook groups, company ‘following,’ LinkedIn Answers The growth in tweets has been astounding,has now overtaken Google as the most visited and LinkedIn polls to increase the usage of the going from 60,000 a day in March 2007 to 95 site in the world and is a major platform for platform. million tweets a day in September 2010.communicating with customers.Orkut YouTube,,Launched in 2004 by Google, Orkut initially Founded in February 2005, YouTube allows QQ, kaixin001.comhad a fast take up in the United States. Today, people to search for, watch and share videos. A number of Chinese social networking siteshowever its primary user base is in Brazil and It also provides a forum for people to comment are popular within China, with incredibleIndia, where 90% of its users reside. Unlike and interact around its content. YouTube user statistics for a single country. 51.comFacebook, Orkut allows any user profile to be reports more than 2 billion views per day has over 160 million users, with over 38.5 visible by any other user, rather than the need from around the world, with 24 hours of million logging in each month. The lack ofto ‘friend’ someone. video uploaded every minute, and a broad accessibility to Facebook, Twitter and YouTube demographic (18-54 year-olds) commenting has potentially driven this growth. on more than 50% of the content. Digital Transformation 7
  • 8. What are the leaders doing? There are number of companies leading the way with social media initiatives that achieve positive results in customer engagement. These businesses have either deliberately or organically invested in platforms that are aligned with their strategies and assets. Brands with a great deal of media content (such as Disney and BMW) tend to invest in YouTube more than those for whom community and functionality are A word about social media paramount (such as Starbucks and Coca-Cola). and financial services Facebook is, in almost every case, the According to Datamonitor’s ‘Social Media in Financial platform that attracts the greatest Services’ study, about a third of consumers globally are using investment, while Twitter is a close online resources to get financial advice in the form of price second (and in some industries, first; comparisons, calculators, blogs and online reviews. 65% of financial services firms use Twitter). This data was collected in a 2009 survey and excluded Japan, France and Spain at that time, but social media has continued Regardless of the platform focus, to grow as a viable channel since then – bolstered by consumers’ putting user value before network preference for peer recommendations over traditional marketing value – that is, creating an experience propositions. that begins with user needs rather than business needs – is the key to a social This means that the power of the messaging about financial media effort that is vibrant and active services has shifted to the customers, who have a multitude of rather than barren and stale. ways to express their opinions about products and services. According to a Forrester report from September 2010 (‘Social Media Marketing for Financial Services’) most financial services firms have at least partially explored social media, but haven’t fully embraced it in the manner that American Express and USAA have.8 Digital Transformation
  • 9. Anthony van der Hoek, Director of Strategy and Business Solutions at a Coca-Cola Company global team, puts it this way: It takes years, not weeks, to embed consumer conversations in an organisation. Companies need to address this now or it will be a huge challenge to catch up. – ‘How Consumer Conversations Will Transform Business’, a PwC1 Publication. Starbucks USAA Starbucks are actively engaging in One of the pioneers of direct social media and are talking with marketing, United Services Automobile their customers through a number of Association (USAA), conducts most different channels. With their 700,000 of its business over the Internet or followers on Twitter they are answering telephone. It currently maintains a fan questions, retweeting what people are page on Facebook with over 122,000 saying about the brand and engaging in fans. This page offers USAA products real conversations. To their 18 million and services, an eligibility application, Facebook fans they upload content and useful tips. You can also access and to their fan page but also engage manage a USAA account directly on with their customers by allowing Facebook through a built-in application management of the customer’s with enhanced security. Starbucks card (e.g. checking balance, reloading) and even allowing users to American Express upload credit to other customers’ cards. American Express’ OPEN Forum is a site which gives member small businesses Coca-Cola the tools to communicate and As a traditional top 5 brand Coca-Cola collaborate. The Connectodex™ links would be expected to have a strong member businesses seeking services to presence in social media, and with those supplying services; filterable by nearly 20 million fans it is one of the industry, geography and size. The Idea most popular in the world. The page Hub offers insights and perspectives was originally created by fans and from small business experts, in an then adopted by Coca-Cola and used environment that encourages feedback to create the official site. Although on and interaction, while articles, videos, first look it seems a normal fan page, discussion boards and event listings Coca-Cola have engaged customers by highlight case studies and areas of allowing user generated content on the interest to the member community. site including photos and posts. Coca- Cola has also embedded social media ITV LiveWe believe that financial services within the organisation and last year The new interactive ITV portal firms can create fervent customers launched their social media strategy. combines the strengths of online TVby using social media to have This includes ensuring that ‘Certified streaming with the popularity of socialmeaningful conversations with Online Spokespeople’ complete a networks. Users can engage in live their clientele. They can then use certification programme prior to chat and discuss their favourite shows that dialogue to inform and drive representing the company online and in real time, using their Facebooktheir offerings and propositions. encourages every employee to engage credentials. According to ITV, the in social media and report both positive application is the perfect dual-screen and negative comments. companion to ITV Shows. LaunchedThat said, any such during the 2010 FIFA World Cup, ITV strategy will require Live achieved two million users within careful planning, as four weeks by providing additional well as knowledgeable incentives such as direct chat with celebrities, factoids, etc.guidance from regulatorsand compliance officers. 1 ”PwC” refers to PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom), which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity Digital Transformation 9
  • 10. What makes social media different from other ways of engaging with customers? Traditional marketing channels broadcast in one direction and are usually only targeted in a general way. Social media, when done well, creates dialogue with a very specific and large audience – one person at a time. Social media also runs across all other channels – whether web, mobile, phone or physical stores. This is a highly connected community where the most unlikely contributors can be celebrities and other social influencers. Customers don’t have to come to you anymore. Your customers take their social media applications with them wherever they go, whether it’s to your store, on the phone to your call centre, linked to your website or on their Xbox. In order to truly exploit the power of social media for your business, you need to understand how this new channel differs from the more traditional channels.10 Digital Transformation
  • 11. How a major airline is using social media to offset rising fuel prices and operational costs Faced with rising fuel prices, one of the This social solution includes not only As of January, the airline reported three world’s largest airlines sought to identify elements of the company’s website, but million visitors to its online blog, about online opportunities to increase revenues also partner sites (for cross-sell) and, of a million Twitter followers, and another and help counter higher operational course, social media mainstays such as million Facebook fans. Furthermore, costs. They were also interested in Twitter, Facebook and YouTube. Nielsen/Netratings rated it as the largest setting up a consolidated vision for their airline site in terms of unique visitors. marketing initiatives, which had been Further, the airline has used this languishing in harsh economic times. opportunity to increase collaboration These social media assets will continue to internally as well, and makes sure it’s pay long-term economic dividends to the Working with us to establish an media team employees are well prepared company. appropriate social media strategy and to address questions and issues through vision, the airline set up meaningful ways these channels. for customers to connect and contribute content around the brand. The airline is now able to directly connect all of its customers to its employees messages and also the thoughts of influencers such as avid travel bloggers and fans of the brand.You have no control (or at It gives your customersleast only a little) It’s a conversation a jobOne of the major trends that social The expectations of those who The ability to co-create content, service media is accelerating is the shift of engage in social networks are that the offerings or even products – with control from companies to customers communication will be two-way; in customers, employees or businessand their social communities. Whether other words, it will be a conversation. partners – offers huge potential fora company chooses to have a social Authenticity, transparency and honesty business. You don’t need to be the media strategy or not, the reality is are mandatory characteristics of this one to do the research or create theyour customers are already engaging in conversation and their absence has innovation in order to benefit from it, social media and are talking about your the potential to cause great harm. as long as the ideas are freely given, of company. Attempts to use social media networks course. as vehicles for glib PR or marketing Traditional broadcast methods of invariably backfire. Those in your And you’d be surprised at how willingdisseminating messaging are being organisation tasked with engaging people are to freely give their ideas circumvented by emerging social with customers via social media (i.e. when given a platform for sharing and media channels. In an era when everyone) must be empowered to incentive for doing so. In the UK, Direct more and more customers are basing speak openly and genuinely (but make Line has received great engagement their purchasing decisions on peer sure you remember to put in place the from customers, who have actively interaction, the role of advertising, policies and procedures to manage shared their ideas on Facebook forbranding, marketing, PR and other the interaction – see the Information the development of Direct Line’s new traditional means of communications Security section on page 15 of this iPhone app.need to be re-evaluated. document).Acknowledge that you are no longer in Listening, rather than broadcastingcontrol of your business’ message. Go marketing messages, is not somethingto your customers’ social sites, listen to that comes naturally to mosttheir discussions, respond and provide businesses; but if you want to harnessthe customised, value-adding content the power of social networks, it’s athat they want. necessary first step. Digital Transformation 11
  • 12. Why should you care? (Here are five good reasons.) 1 It’s where your 2 Conversations about your customers are business are happening – gathering with or without you If you knew that members of your It’s not a question of whether they’re target customer segments spent time talking about you, it’s a question of in a particular place, wouldn’t it make whether you’re paying attention and sense to set up a store front there - or participating. What you might think at least post an advert there? Half of of as a potential threat to your brand, the 29 million Facebook subscribers in may actually be an opportunity to the UK check their page at least once a build loyalty and advocacy among your day. Are you there? If you aren’t, do you customers and employees. have a good reason not to be? US online shoes and clothing retailer Zappos’ CEO Tony Hsieh believes that these new channels give everyone a voice and what they say can reach millions. Zappos’ staff are encouraged to use Twitter to engage with customers and to treat every customer interaction as an opportunity to create loyalty – not necessarily to make a sale. The value of this ‘earned’ PR is difficult to estimate, but Zappos’ success is not; sales have grown from $1.6 million in 2000 to $1 billion in 2008.12 Digital Transformation
  • 13. 3Your brand 4 It’s the world’s 5 It can be the mostis being largest focus effective way to reachcircumvented group your customersAccording to Forrester, more than 33% Social media offers the potential For a surprising breadth of demographicof European online consumers evaluate of highly personalised, one-to-one segments, engagement via social and compare the things they want interactions with your customers, and media can be the most effective way of to buy based on what their peers are leads to much better interaction rates moving customers up the value chain saying on social platforms – not based than traditional marketing efforts from initial awareness to passionateon the messages they receive from deliver. evangelism. According to a report by your business. Offering mechanisms Chadwick, Martin & Bailey, 67% of If what you’re selling is not meetingfor your customers to connect with social media users are more likely to buy customer needs or expectations, thereeach other to facilitate evaluation, and a brand they follow on Twitter, while is no better way to become immediatelythen participating actively in those 79% are more likely to recommend a aware of the shortcomings. It alsoconversations, can put you back in the brand they follow on Twitter. expedites customer input into theloop. This will give you some influence product development cycle. Build the Techlightenment reports that, comparedon purchasing decisions and create platform, give your customers a reason to a generic display ad, a micro-targeted customer loyalty. to participate, and then listen to what social media message (to a more they say. This sounds easier than it is, specifically chosen audience) will attract because social media is very different to 2-4 times the responses. The idea is to other engagement channels. create many smaller placements and have each visible only to the people most likely to interact with it. Taking it a level deeper, Techlightenment reports that responses to ‘micro-messaging’ – that is, with the text carefully crafted to be specifically meaningful to the chosen target audience – yields a 5x to 10x increase in responses. Increases of this magnitude clearly justify an investment in the channel, but it’s not the only reason to participate. Digital Transformation 13
  • 14. US bank Citi is looking The people in charge of talking are in the marketing to hire an attorney to department. The people in charge of listening are provide legal oversight in the research or service or sales department. They for its social media hardly ever talk to each other, let alone have full- activities. duplex conversations with customers. – finextra – Josh Bernoff, ‘Why Marketers Have Trouble With Full-duplex Social Technology,’ June 30, 2009 What are the implications of all this for your business? The impact of social media You’ll need a deliberate Marketing, sales and will challenge your brand engagement strategy service will change... Although social media changes the for the better and be felt throughout way in which an organisation interacts Marketing, sales and services functions your organisation. In with customers, the essentials of are most affected by the onset of social business are still true: create a product order to respond and or service, make people aware of it, media and also have the most to gain. In an era when more and more customers adapt, changes will need encourage them to buy it, maintain are basing their purchasing decisions on to take place, from process a good relationship so that they are inclined to recommend you and buy peer interaction, the role of advertising, branding, marketing, PR and other and policy, to broad more from you. In doing this, you traditional means of communications organisational change. remain efficient and cost effective need to be re-evaluated. throughout to maximise profit. Spend on marketing online in the UK You must assess the impact and now exceeds that of TV and although opportunity presented by social media to date the majority of that spend is on on your business model, understand search engine optimisation (e.g. Google how your customers and potential advertising) and banner advertising, customers are using this medium and companies are turning to social media visualise how you could use social sites such as Facebook because of the media to build relationships. level of ‘micro targeting’ that is possible. Many people travel in packs and many If your brand attributes are not come together for important life events. understood well enough to allow Customers are using social media as a an authentic conversation with way of connecting to communities with your customers and you don’t have common interests and needs. something of value to say to them, in all likelihood you will be ignored. Positioning products and services to these target communities allows companies to effectively position key messages to the right type of customer at their ‘moment of need’. As the old saying goes, it’s only junk mail if the customer doesn’t want it.14 Digital Transformation
  • 15. A balanced approach to information securityThere is no stopping the two-way What is required is a programme All employees must know that theflow of information that social media designed to raise security awareness company’s accounts are separate andenables. We believe that businesses and influence the behaviours of all very different from their personal should adopt a strategy to safeguard those concerned, and balanced against accounts. The boundaries of proper usetheir corporate networks and data continued investment in technology of social media can be ambiguous asfocusing on three aspects: processes, and processes. It is also essential the line blurs between work and private people and technology. that you classify data so that your life. But your social networking policy employees understand precisely what must not be.This remains a complex issue. Technical is, and is not, sensitive information. defence is vital to protect against Business should also consider securitynegligent and malicious acts. However This policy should define who is products or services that actively scan there is also a human element; authorised to access and share and monitor traffic for malware, data negligence, ignorance or even curiosity corporate content, and it should lay out leakage and other suspicious activity. can give rise to incidents. procedures that specify how employees Possible solutions include multi- may use sensitive data. Policy, too, layered security at the gateway and end must delineate the types of social points, content classification, content media accounts that the company filtering and data loss prevention. sponsors. Identifying the right mix of these tools can be daunting because of how rapidly technology is evolving.You will need to involve However, adopting social networks You will need to organise, inside the organisation presents greatyour people and examine manage and secure new opportunities for internal knowledgeyour culture sharing, productivity growth and sources of content improvements to team-working and Whether we’re talking about customers,Given the need to be authentic morale. banks, insurers, credit unions,and transparent when conducting communities or super users, everyone conversations via social media, it is The structure of your is creating content now.important that all messages fit with the public brand ‘face’ of your business. In organisation will need to Companies are facing the samefact, your online presence will already evolve to accommodate challenges that entertainment firms have begun to implicitly define your conversations are grappling with: how to create,business values to your customers, The question of who owns the customer produce, place and keep the contentsocial media takes this exposure of is even more relevant with the onset of for easy dispersal and retention. Thesecorporate culture and brand values to social media. Now added to that is the days you may have branded content another level of transparency. question of who owns the conversation. anywhere, whether it’s a YouTube video Social media will create conversations here, a videoblog there or apps all over One of the biggest challenges of the place. Keeping it safe, secure andusing social media is the level of with customers that cut across product lines, sales, service and marketing accessible is critical. The strategic useempowerment it implicitly requires of of video blogs, blogs and communities your staff. If they are communicating boundaries and therefore organisations need to look beyond the silo structures. can help companies repeat their keywith your customers directly via messages through multiple channels.Twitter, a level of trust and confidence A number of organisations are now looking to recruit heads of social For example, a video on retirement is required that many organisations planning can be leveraged on a website, would currently struggle to envisage. media to define strategy, direction and messaging but this then needs to be a retirement blog and retirement embedded across the organisation. communities.Some businesses are simply not readyto go down the path of a people change In an era of abundant access and scarceprogramme that fully embracing social attention, content is (still) king, butmedia implies. Others are hindered managing that content has become aby multiple, potentially conflicting, lot more complicated.internal cultures that reduce theeffectiveness of using this as a public-facing medium. Digital Transformation 15
  • 16. How can you get started ... You need to have a Start by listening Start small strategy. As we have If you do nothing else, listen! Any You don’t have to get everything social media initiative should begin ‘complete’ at the beginning. Whilst seen, social media offers by listening to what your customers it’s important to get the basics right tremendous opportunities are already saying about you on social (avoiding the obvious pitfalls), it is channels. Fortunately, it’s never been just as important to learn and iterate for firms to engage with easier to capture this information. quickly. Honesty and transparency will their customers and drive Online tools provide terrific help to build your customers’ trust, so opportunities to gain deep insight that when mistakes do get made, you real business benefits, but into what your customers think, want, are more likely to get the chance to that engagement has to need, and expect, making it possible redeem yourself! to directly access actual behaviour, be earned. But where do likes and needs. Analytical listening Deliver on your brand you begin? dashboards can provide an overview values of your position in the marketplace It’s not enough to just be out there. and provide drill downs to individual Your activities within the social media tweets, Facebook updates, message space need to be appropriate to your board comments and blog posts. This brand. Engaging through social media offers a potentially unparalleled level places an onus on brand integrity and of insight into your brand and your authenticity; many firms will need customers’ perspectives on it. to reassess and understand their key brand attributes in order to participate effectively. A strategy is required that fully considers the appropriate use of different social media channels to match your brand attributes and properly reflects the value your brand delivers for your customers. This is a prerequisite for web designs, web applications and content provision.16 Digital Transformation
  • 17. These tools can give you an idea of what’s being saidabout you out there, and by whom:RSS Feed aggregators: Tracking and listening sites: Engagement and visualisation:Google reader MentionMapNetNewsWire TweepskeyFeedDemon KloutRockmelt (browser) Peerindex... and keep momentum?Create value for your Make the case and features. This means a social media team should be established tocustomers Undertaking a social media initiative is no different from any other business manage social communications andIt’s not realistic to think that your content. Customers’ feedback andcustomers will participate in a undertaking, in that it’s essential to becommunity if it offers no obvious and able to articulate a compelling case and questions about the company productsimmediate benefit to them. Sometimes demonstrate business benefit. Often the and services must be answered quickly benefits are of the ‘softer’ kind: brand if the site is not to suffer negative called the ‘ Lesson’ (after feedback or the ignominy of beingJoshua Porter’s 2006 essay (http:// building, awareness and advocacy; but it’s still possible to calculate ROI ignored by, this principle states simply through qualitative and quantitative customer feedback and increasingly Keep it accuratethat the value to those in the network through end-to-end tracking of social Customers want to know correctmust precede the value to the network. media campaigns. information about the companyThink about what assets you have in which they are interested. Keepthat your customers might find useful, Keep it exciting the information posted about yourand allow access to this resource - it To attract customers, you need to company products, activities and could be data, it could be connectivity find ways of making your social promotions accurate and up to dateto others in the network, it could be media channel interesting and if you want people to visit. You will an opportunity to share - without exciting. For example, use videos and need to develop a social media policy, preconditions (registration, payment photographs effectively to deliver with a risk and control assessment, inor subscription). Soon you’ll find interesting facts about products and order to manage the accuracy of thecommunity activity springing up services, provide tips on use and show information posted on your social sitesaround this ‘social object.’ Interestingly, real customer highlight clips. Use by your company and to respond to theone of the main reasons customers site competitions, games and blogs to get information (hopefully) posted therefor ‘friending’ a corporate Facebook people interacting with your social by your is to get access to special offers site; consider providing additional, and sales discounts. unique services to customers through Keep listening! social media channels. For example, If something negative occurs, you’ll be Facilitate sharing Starbucks allows its customer to well-positioned to respond quickly and Social media may be a low cost way to manage their Starbucks cards on meaningfully.communicate and engage with your Facebook. More importantly, you will now have customers, but it takes effort to make real-time access to behaviour and it work. Organise discussion forums, Make it relevant dialogue that can greatly enhancechats and Q&A sections on their media Having nothing relevant to say is a big your current understanding of yourchannels, to make it easy for customers turn off for consumers. To maintain customers, as well as the ability to trackto share their views and provide customer interest and a steady supply the benefits to your (hopefully good as well asbad) about your products and services. of repeat visits, your social media channels must be updated frequently with the latest breaking news, content Digital Transformation 17
  • 18. Contact us Matt Hobbs Partner +44 (0) 20 7213 1565 Sean Mahdi Director +44 (0) 20 7213 5564 Digital Transformation
  • 19. AcknowledgementsTony MorenoSean MahdiGorham PalmerSteven GoughDebbie DimoffWilliam BeerAnh PhamPeter MolkerMatt Partovi Digital Transformation 19
  • 20. This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its members, employees and agents do not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or This publication has been prepared for general guidance on matters of interest only, and does not constitute professional refraining to act, in reliance on the information contained incontained in this publication without obtaining based on advice. You should not act upon the information this publication or for any decision specific professional advice. it. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its members, employees and agents © 2011 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to anyone else acting, or do not accept or assume any liability, responsibility or duty of care for any consequences of you or refraining to act, in reliance on the information contained in this publication or for any decision based on it. PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom), which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal © 2011 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers LLP (a entity. limited liability partnership in the United Kingdom), which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity. hb 0812520 Digital Transformation