Knowing and Delighting Your Social Customer

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If you want to set the hive buzzing you need to provide a consistently compelling social experience. This presentation discusses the importance of knowing and understanding your social customer and how to use that knowledge to deliver value, provide unique experiences, and constantly exceed expectations.

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  • Knowing and Delighting Your Social Customer

    1. 1. Knowing and Delighting YourSocial CustomersSpruce up Your Social Webinar Series
    2. 2. 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
    3. 3. Best Practices in Knowing and Delighting Your Social Customer#SocialSpruce
    4. 4. Hi, my name is Michael Brito and I am a recovering direct marketer.#SocialSpruce
    5. 5. EVERYONE IS ASOCIALCUSTOMER#SocialSpruce
    6. 6. THEIR JOURNEY ISDYNAMIC AND THEYARE HARD TOREACH#SocialSpruce
    7. 7. 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
    8. 8. JUST ASK NETFLIX ANDVERIZON AND BOFA#SocialSpruce
    9. 9. AND DESPITE ALLTHIS, COREBUSINESSOBJECTIVES REMAINTHE SAME
    10. 10. SO HOW DO YOU REACH THE SOCIAL CUSTOMER AND PROVIDE AWESOME EXPERIENCES#SocialSpruce
    11. 11. WE’VE BEATEN THIS TO DEATH … BUT YES, START WITH LISTENING#SocialSpruce
    12. 12. PROVIDE MEANINGFUL &RELEVANT CONTENT…AT THE RIGHT TIME, INTHE RIGHT CHANNEL TOTHE RIGHT CUSTOMER#SocialSpruce
    13. 13. RECIPROCAL ALTRUISM: GIVING WITHOUT ANY EXPECATION OF RECEIVING ANYTHING IN RETURN#SocialSpruce
    14. 14. 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
    15. 15. ANTICIPATE CUSTOMERREACTIONS BEFORE MAKINGBUSINESS DECIONSOR, INCLUDE THEM IN THEDECISION MAKING PROCESS#SocialSpruce
    16. 16. The Essentials for Creating Great Social Experiences#SocialSpruce
    17. 17. 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
    18. 18. Knowing What’s Being Said#SocialSpruce
    19. 19. • Learn customer preferences • Identify community behavior • Find opportunities to engage in a meaningful ways#SocialSpruce
    20. 20. Taking the Deep Dive into Behavior People are talking. And interacting. So what? Find out what it means.#SocialSpruce
    21. 21. 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
    22. 22. 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
    23. 23. Product Update Industry Webinar Industry Webinar Engagement points to delighted customers through organic interactions#SocialSpruce
    24. 24. Leadership Perspective Website Launch Industry Webinar Virality points to delighted customers through organic sharing and social word of mouth#SocialSpruce
    25. 25. Actions can speak louder than words#SocialSpruce
    26. 26. 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
    27. 27. Let People Know You’re Listening#SocialSpruce
    28. 28. Answer Questions#SocialSpruce
    29. 29. Face up to Negative Feedback#SocialSpruce
    30. 30. 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
    31. 31. Word of Mouth Fan acquisition “Behind the scenes” content and exclusives Delightful opportunities#SocialSpruce
    32. 32. Word of Mouth Fan acquisition Creative Fan Interaction Opportunities Delightful experiences shared with your community#SocialSpruce
    33. 33. 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
    34. 34. Acknowledgement Relationship Building#SocialSpruce “Bonus” Adds
    35. 35. Meeting Customer’s Social Expectations#SocialSpruce
    36. 36. Agenda Brief History of Response at Intuit Tools that make it work Results Recent Customer Data#SocialSpruce
    37. 37. 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
    38. 38. Being Social Was Not New!#SocialSpruce
    39. 39. Enter Facebook and Twitter#SocialSpruce
    40. 40. People Will Talk#SocialSpruce
    41. 41. First Reaction?#SocialSpruce
    42. 42. Social Response is Born#SocialSpruce
    43. 43. Gameplan Be flexible Get the right people Have a strong CRM tool Strong operating mechanism to support success#SocialSpruce
    44. 44. The Right People People already involved in social People who interact easily with others Strong product knowledge helpful#SocialSpruce
    45. 45. A Strong CRM tool Great search capabilities Easy publishing Ways to streamline the normal tasks you do Responsive support#SocialSpruce
    46. 46. Tools to Support Success Regular Schedule Access to training Partners across different Issues Regular meetings Decide on some measurement#SocialSpruce
    47. 47. #SocialSpruce
    48. 48. 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
    49. 49. What People are Looking for#SocialSpruce
    50. 50. What’s their Mood? Urgency of Response#SocialSpruce
    51. 51. What’s Really Important to Them?#SocialSpruce
    52. 52. 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
    53. 53. 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
    54. 54. 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
    55. 55. 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
    56. 56. 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
    57. 57. Thanks! Michael Brito Jordan Slabaugh Amy Kalm @Britopian @Jordanv @Rukalm Amy_kalm@intuit.com#SocialSpruce
    58. 58. Contact usinfo@spredfast.com@SpredfastSlides from today’s presentation can befound at www.slideshare.net/spredfast Thanks for joining us!
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