Knowing and Delighting Your Social Customer

Knowing and Delighting YourSocial CustomersSpruce up Your Social Webinar Series

Today’s Presenters Michael Brito SVP, Social Business Edelman Digital @Britopian Jordan Slabaugh Director of Social Media Spredfast @JordanV Amy Kalm Social Engagement Specialist Intuit @Rukalm#SocialSpruce

Best Practices in Knowing and Delighting Your Social Customer#SocialSpruce

Hi, my name is Michael Brito and I am a recovering direct marketer.#SocialSpruce

EVERYONE IS ASOCIALCUSTOMER#SocialSpruce

THEIR JOURNEY ISDYNAMIC AND THEYARE HARD TOREACH#SocialSpruce

AND … THEY AREVERY INFUENTIAL I don’t know about I am you guys, but I am Did you cancelling my hear pisse d! @netflix account about @Netflix ? No! Tell me!#SocialSpruce

JUST ASK NETFLIX ANDVERIZON AND BOFA#SocialSpruce

AND DESPITE ALLTHIS, COREBUSINESSOBJECTIVES REMAINTHE SAME

SO HOW DO YOU REACH THE SOCIAL CUSTOMER AND PROVIDE AWESOME EXPERIENCES#SocialSpruce

WE’VE BEATEN THIS TO DEATH … BUT YES, START WITH LISTENING#SocialSpruce

PROVIDE MEANINGFUL &RELEVANT CONTENT…AT THE RIGHT TIME, INTHE RIGHT CHANNEL TOTHE RIGHT CUSTOMER#SocialSpruce

RECIPROCAL ALTRUISM: GIVING WITHOUT ANY EXPECATION OF RECEIVING ANYTHING IN RETURN#SocialSpruce

THE SOCIALCUSTOMER & THEBRAND EXPERIENCE AID AND INFLUENCE OTHES DOWN Advocacy THE PURCHASE FUNNEL THOUGH ORGANIC CONVERSATIONS LISTENING ENGAGEMENT SHARE CONTENT WHEN Share RELEVANT CONTENT CONVENIENT BUILDING TRUST MAY POST A REVIEW (POSITIVE AND NEGATIVE) Participate MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS) ResearchGOOGLE PRODUCTS &SERVICES#SocialSpruce

ANTICIPATE CUSTOMERREACTIONS BEFORE MAKINGBUSINESS DECIONSOR, INCLUDE THEM IN THEDECISION MAKING PROCESS#SocialSpruce

The Essentials for Creating Great Social Experiences#SocialSpruce

There is a spiritual aspect to our lives – when we give we receive – when a business does something good for somebody, that somebody feels good about them! - Ben Cohen, Ben & Jerry’s#SocialSpruce

Knowing What’s Being Said#SocialSpruce

• Learn customer preferences • Identify community behavior • Find opportunities to engage in a meaningful ways#SocialSpruce

Taking the Deep Dive into Behavior People are talking. And interacting. So what? Find out what it means.#SocialSpruce

Pay attention to content receiving the most interactions: • Clicks • Comments • Retweets • Replies Look at the most viral engagement from your activity See who is most engaged with your brand Don’t forget to look at what time of day content receives the most engagement Small clues of what’s “delightful” help teach what’s most important over time#SocialSpruce

Assessing and Optimizing Activity that Works Start assessing your social media activity and content by asking the following questions: • What activity is receiving the highest response rate? • What content is being shared organically the most? • What activity is receiving the highest number of interactions? • How many people are “talking about” your activity? • Are there trends to this activity performance, such as topic of content, style of content, multimedia, etc?#SocialSpruce

Product Update Industry Webinar Industry Webinar Engagement points to delighted customers through organic interactions#SocialSpruce

Leadership Perspective Website Launch Industry Webinar Virality points to delighted customers through organic sharing and social word of mouth#SocialSpruce

Actions can speak louder than words#SocialSpruce

Acting on Opportunities to Engage People are talking about you. Right now • Some are direct mentions • Some are indirect as part of a conversation Monitor a wide variety Assess which brand interactions are most important for response Prioritize these in your ongoing social programs#SocialSpruce

Let People Know You’re Listening#SocialSpruce

Answer Questions#SocialSpruce

Face up to Negative Feedback#SocialSpruce

Create Delightful Experiences All brands can delight social their social customers in new and innovative ways, depending on the needs and wants of their audience  Delighted • Excite  Greatly satisfied • Inspire • Resonate  Satisfied • Entertain  Somewhat unsatisfied • Support  Unhappy • Educate#SocialSpruce

Word of Mouth Fan acquisition “Behind the scenes” content and exclusives Delightful opportunities#SocialSpruce

Word of Mouth Fan acquisition Creative Fan Interaction Opportunities Delightful experiences shared with your community#SocialSpruce

The Small Touches Matter Not all interactions have to be part of a campaign, customer service effort or marketing “message.” As in all aspects of relationships, the small stuff goes a long way.#SocialSpruce

Acknowledgement Relationship Building#SocialSpruce “Bonus” Adds

Meeting Customer’s Social Expectations#SocialSpruce

Agenda Brief History of Response at Intuit Tools that make it work Results Recent Customer Data#SocialSpruce

Thoughts from Others “If you look at the data, in the 1950s, the pet dog was an outside animal. Now Spot is inside the home. Now he’s in the bedroom. Now he’s not only in the bedroom, he’s in the bed. He eats gourmet food. He wears better clothes than you. Now we’re going to humanize brands.” — Gary Vaynerchuk#SocialSpruce

Being Social Was Not New!#SocialSpruce

Enter Facebook and Twitter#SocialSpruce

People Will Talk#SocialSpruce

First Reaction?#SocialSpruce

Social Response is Born#SocialSpruce

Gameplan Be flexible Get the right people Have a strong CRM tool Strong operating mechanism to support success#SocialSpruce

The Right People People already involved in social People who interact easily with others Strong product knowledge helpful#SocialSpruce

A Strong CRM tool Great search capabilities Easy publishing Ways to streamline the normal tasks you do Responsive support#SocialSpruce

Tools to Support Success Regular Schedule Access to training Partners across different Issues Regular meetings Decide on some measurement#SocialSpruce

#SocialSpruce

Hi Jason, I wanted to pass along a little tweet I was fortunate enough to spot today along with our thanks. https://twitter.com/#!/pjdoland/statuses/193388471505780736 We see our share of unhappy people in social. Your help must have made such a tremendous impact that the customer felt compelled to share it. It is a nice validation of our assertion that we care about our customers. Thanks for delivering so much delight and have a fantastic weekend! Amy K#SocialSpruce

What People are Looking for#SocialSpruce

What’s their Mood? Urgency of Response#SocialSpruce

What’s Really Important to Them?#SocialSpruce

What They Say About Expectations More than 30% simply want a response A few said they were looking to network A handful said they didn’t use FB/Twitter#SocialSpruce

Expectation Verbatims A response within a reasonable period of time. A solution to the problem or specific information if requested - NOT a sales pitch or run around. NOT a sales pitch or run around. Answers to questions. Acknowledgment as a customer or fan. Follow-back or like. Thanks if I retweeted. A real response.. not company babble I expect immediate response as a result of the public exposure.#SocialSpruce

What I Say About Proactive Listening More than 30% of responders found this concept intrusive and creepy Several said they would be turned off if the response was a sales pitch There were several who said they would find it delightful and shocking.#SocialSpruce

ProActive Listening Verbatims First, I would be upset to realize that the social media is powerful enough to link in this way. Second, I feel that anyone having problems with a certain product, should receive adequate customer service to fix problem so you would not be complaining elsewhere… I would feel grateful - perhaps this representative knows what steps I can take to the problem resolved without waiting for my question to "go up the ladder" at Honda I would expect them to pick up on it to be honest. There are so many social tracking tools these days, that any company that is not monitoring and responding to what is being said about them online would be unprofessional.#SocialSpruce

Closing When you open up to social, people will talk The conversations may surprise you Have a strategy for response Put right tools and the right people in place to support that You’ll see positive results Be flexible#SocialSpruce

Thanks! Michael Brito Jordan Slabaugh Amy Kalm @Britopian @Jordanv @Rukalm Amy_kalm@intuit.com#SocialSpruce

Contact usinfo@spredfast.com@SpredfastSlides from today’s presentation can befound at www.slideshare.net/spredfast Thanks for joining us!

http://www.spredfast.com	161
http://app.spredfast.com	64
http://www.crowdlens.com	1
http://feeds.feedburner.com	1

Knowing and Delighting Your Social Customer

by Spredfast on Jun 05, 2012

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 227

Statistics

Knowing and Delighting Your Social Customer Presentation Transcript