Know Your Customer: Social Media World Forum London 2012
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Know Your Customer: Social Media World Forum London 2012

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Dan Purvis, Director of PR for Meltwater Group, presents how social media has changed the way that businesses and brands engage with customers. Presented at Social Media World Forum in London (March ...

Dan Purvis, Director of PR for Meltwater Group, presents how social media has changed the way that businesses and brands engage with customers. Presented at Social Media World Forum in London (March 2012) in conjunction with Paddington & Co., a Meltwater Buzz client.

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Know Your Customer: Social Media World Forum London 2012 Presentation Transcript

  • 1. Know Your Customer Let’s get engaged @DanPurvis Director, PR Visit Meltwater BuzzMarch 2011 – SMWF Europe at Stand 43/44
  • 2. Quick intro And then we can get to it1
  • 3. Meltwater Group • Founded 2001 in Oslo, Norway • 20,000+ active customers • HQ in San Francisco • 57 offices in 29 countries • Over $100M in revenue • 800+ employees worldwide2
  • 4. Digital Intelligence & Marketing Solutions Online Media Monitoring Meltwater News Meltwater Meltwater Press Reach MeltwaterSEM Platform & Group Intelligent Media DatabaseConsulting & PR Distribution Meltwater Buzz Social Media Monitoring, Social CRM Engagement & Management3
  • 5. Know Your Customer Engagement is key..4
  • 6. Knowledge is power And it resides outside the firewall 1. When the 17th 3. There’s been a macro trend – the explosion of Century philosopher Sir information published outside the company firewall. Francis Bacon said Until recently, it’s been all about mining the data “knowledge is power” within the firewall – highly valuable, but it stops at he couldn’t have WHERE WE THINK the firewall. possibly imagined the YOU WANT TO BE enormous volume of 5. But this “Brave information that New eWorld” – this businesses in the 21st fascinating digital Century work with day- revolution – that in, day-out we’re living in is not being embraced. 4. In contrast, the information outside the company firewall is describing the environment in which the company operates. It gives incredibly rich insights into a company’s customers, competitors, industry trends, stakeholders, partners and so on. Businesses must start using this digital intelligence.2. The massive surge in the number of customerchannels and touch points has resulted in a huge 6. Too many brands seem to think thatgrowth in the amount of data businesses can collect they can tick the social media box simplyon customers and their behaviour. And it can now by broadcasting their messages andbe done in real-time. content to the world 5
  • 7. Do you really care? Customer must come first WHERE WE THINK YOU WANT TO BE 2. But what does this mean? It means constantly collecting and analysing massive 3. All organizations can benefit from it – volumes of data – listening to what’s being having real-time knowledge of what the said out there on the Web. Then they must target audience wants is incredibly use that knowledge to build 360 degree powerful. It should also go way beyond profiles and engage with their audience one- the domain of the Comms & Marketing on-one. depts. Critically, it helps brands to gain1. Social media for businesses and intelligence and therefore improve andbrands is very much like the age-old strengthen customer relations, feed intobusiness tenet of “know your customer”. product development, assist HR andAny organisation that really cares about recruitment, track the competition, andtheir customers should listen to their keep on top of market trends and opinion.opinions, pain points or feedback. Ifyou don’t, you’ll be left behind. 6
  • 8. Power to the People The democratised Web 2. And whether you like it or not – some of those conversations (good AND bad) are most likely about your brand. 1bn WHERE WE THINK tweets YOU ARE I can be per heard!!! week Over 800mn 3. The common expression “the customer is always right” is now even active more relevant with the advent of social1. The sheer scale of social media highlights itsdisruptive nature and shows how the normal users media and the power the consumer now has.rules of customer engagement have beenchanged forever.Everyone can voice their opinion across amultitude of social networks and platforms – it’struly democratized the web. It’s the first timepeople are able to voice their opinions as theylike, to whom they like. 100s of milions of blogs 7
  • 9. Putting the customer first They’re not just a number 3. Getting the process and strategy right is one thing. Most importantly, it’s about being willing, agile & bold enough to adapt to changing consumer demands. 1. As such, the customer needs to be at heart of all online strategies. Whether this WHERE WE THINK is building a 360 degree profile of an YOU WANT TO BE individual’s digital footprint; segmenting their online target audience in terms of demographics and geographies; building online communities to encourage debate and discussion about topical issues, and so on. There really is so much that can be done. YourYou customer 4. After all, as Darwin said, if you have the knowledge to continually be able to adapt to your changing environment, you will survive, grow and prosper.2. Taking this further, social engagement should become a staple part of anysocial strategy diet. It’s about two-way communication. And forbusinesses, this means converting conversations into customers. 8
  • 10. Enough from meTime for the Bear… WHERE WE THINK WHERE WE THINK YOU ARE YOU WANT TO BE Enough theory. Now for the marmalade sandwich moment you’ve been waiting for…our valued Meltwater Buzz customer, Paddington Bear, will tell us about the social media adventure he’s been on and how we’ve been helping him navigate the digital maze! 9
  • 11. Know Your Customer Let’s get engaged @DanPurvis Director, PR Visit Meltwater BuzzMarch 2011 – SMWF Europe at Stand 43/44