Becky Carroll - Social Media Week Washington DC 2012

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Becky Carroll's speech during the opening luncheon for the inaugural Social Media Week Washington DC, at Ketchum. Topic- The Hidden Power of the Social Customer: Using social media to build customer relationships.

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Becky Carroll - Social Media Week Washington DC 2012

  1. Understanding  the  Hidden  Power  of  the  Social  CustomerBecky  Carroll,  @bcarroll7  Author,  The  Hidden  Power  of  Your  Customers  Social  Media  Week  DC  2012
  2. The  Social  Customer:     Empowered  like  never  before    It’s  easier  not  to  switch!  Customers ROCK!Copyright 2012 Becky Carroll
  3. The  Social  Customer:     More  VOCAL  than  ever  before  Customers ROCK!Copyright 2012 Becky Carroll
  4. Social  Media  is  everywhere  Customers ROCK!Copyright 2012 Becky Carroll
  5. Social  Media  is  everywhere  Customers ROCK!Copyright 2012 Becky Carroll
  6. Social  Media  is  everywhere  Customers ROCK!Copyright 2012 Becky Carroll
  7. Customers  want  freebies…  Source: Cone Survey 2010Customers ROCK!Copyright 2012 Becky Carroll
  8. 58% want a social media responseCustomers ROCK!Copyright 2012 Becky Carroll
  9. 58% want a social media response Only 22% receive oneCustomers ROCK! Source: RIghtNow Technologies Customer Experience Impact Report 2010 North AmericaCopyright 2012 Becky Carroll
  10. Customers ROCK!Copyright 2012 Becky Carroll
  11. It’s  all  about  the  customer’s  perspecQve  Customers ROCK!Copyright 2012 Becky Carroll
  12. Social  Media  is  not  a     campaign,  it’s  part  of  a     strategy  to  build     rela%onships    Customers ROCK!Copyright 2012 Becky Carroll
  13. The  idea  behind  social  media  for   business  is  to  build  a  relaQonship  over   Qme  with  people  that  might  benefit   from  your  products  and  services.   Dharmesh  Shah,  Hubspot  Customers ROCK!Copyright 2012 Becky Carroll
  14. Customer  Loyalty:     Social  Media  Sweet  Spot      Customers ROCK!Copyright 2012 Becky Carroll
  15. Millennials  have  brand  loyalty   •   70%  will  keep  coming  back  when  they  find  a  brand  they  like   •   58%  willing  to  share  more  personal  info  with  trusted  brands   •   86%  will  share  their  brand  preference  online   Source:  The  End  of  Business  as  Usual,  Brian  Solis,  2011;   Edelman  Digital  8095  Report,  2/11  Customers ROCK!Copyright 2012 Becky Carroll
  16. Millennials  engage  with  brands   •   20%  have  aended  a  brand-­‐sponsored   event  in  the  last  30  days   -­‐  Of  those,  65%  purchased  the   featured  product   •   25%  have  joined  7  or  more  brand-­‐ sponsored  online  communiQes   •   70%  will  try  a  new  product  and  post  an   online  review   Source:  The  End  of  Business  as  Usual,  Brian  Solis,  2011;  Edelman  Digital  8095  Report,  2/11  Customers ROCK!Copyright 2012 Becky Carroll
  17. Millennials  have  incredible  influence   Within  the  past  30  days,  Millennials  recommended   online…   •   Food  –  54%   •   Electronics  –  39%   •   Personal  care  –  37%   •   Clothing  –  35%   •   Beauty  –  35%   Source:  The  End  of  Business  as  Usual,  Brian  Solis,  2011;  Edelman  Digital  8095  Report,  2/11  Customers ROCK!Copyright 2012 Becky Carroll
  18. And  it’s  not  just  the  young  people   •   Internet  users  65  and  older  grew  their   usage  of  social  media  by  100%  in  the  past   year   •   26%  of  that  age  group  now  use  social   media   •   And,  Americans  over  55  who  are  online   grew  from  1M  in  early  2009  to  10M  in   early  2010   Why?  They  are  following  their  loved  ones   online.   Source:  The  End  of  Business  as  Usual,  Brian  Solis,  2011;  2010  Pew  Internet   Research  Customers ROCK!Copyright 2012 Becky Carroll
  19. Four  Keys  to  Grow  Business     Using  Social  Media  –  it  needs  to  ROCK   Relevant  markeQng   Orchestrated  customer  experience   Customer-­‐focused  culture   Killer  customer  service  Customers ROCK!Copyright 2012 Becky Carroll
  20. Customers  ROCK!   Relevant  markeQng    MarkeQng  the  way  a  customer  wants  to  see  it   Orchestrated  customer  experience   Customer-­‐focused  culture   Killer  customer  service  Customers ROCK!Copyright 2012 Becky Carroll
  21. It  has  to  maer  to  the  customer…  Customers ROCK!Copyright 2012 Becky Carroll
  22. “We  love  Sanuk  together”   Sanuk  doesn’t  heavily  promote  their  products  on   social  media  –  they  promote  their  fans     Focus:  InteracQons,  fan  content    “Long  distance  High-­‐Five!”   Source:  Sanuk.com,     The  Hidden  Power  of  Your  Customers   (Carroll)  Customers ROCK!Copyright 2012 Becky Carroll
  23. Fans  promote  them  in  return  Customers ROCK!Copyright 2012 Becky Carroll
  24. CEMEX  Encourages   Social  Media  InteracQon  Customers ROCK!Copyright 2012 Becky Carroll
  25. InteracQons  become   viral  sharing  Customers ROCK!Copyright 2012 Becky Carroll
  26. All  over  the  world  Customers ROCK!Copyright 2012 Becky Carroll
  27. Rockwell  AutomaQon:     Making  connecQons   “Whats really cool is that, once your prospects are connected socially with your brand, you can coordinate that social connection with trusted thought leadership communication and coordinate it with direct activities the further they get into the funnel.” Source: B2Bonline.comCustomers ROCK!Copyright 2012 Becky Carroll
  28. Customers  ROCK!   Relevant  markeQng   Orchestrated  customer  experience    A  coordinated,  personalized  experience  your   compeQtors  cannot  easily  duplicate   Customer-­‐focused  culture   Killer  customer  service  Customers ROCK!Copyright 2012 Becky Carroll
  29. The  experience  is  everything…  Customers ROCK!Copyright 2012 Becky Carroll
  30. Mixing  Offline  with  Online:  Foursquare  Customers ROCK!Copyright 2012 Becky Carroll
  31. Mixing  Offline  with  Online:  Domino’s  Pizza   Customer  poses  for  photo-­‐op   Pizza  box  fliers  promote  Twier   Source:  Social  Media  Examiner  Customers ROCK!Copyright 2012 Becky Carroll
  32. Consistency  across  touch  points:  Pinterest   Customer  poses  for  photo-­‐op  Customers ROCK!Copyright 2012 Becky Carroll
  33. Enhance  the  experience:  Paramount  Hotel  Customers ROCK!Copyright 2012 Becky Carroll
  34. Surprise  and  delight…  Customers ROCK!Copyright 2012 Becky Carroll
  35. Customers  ROCK!   Relevant  markeQng   Orchestrated  customer  experience   Customer-­‐focused  culture   Customers  are  in  the  DNA  of  the  business   Killer  customer  service  Customers ROCK!Copyright 2012 Becky Carroll
  36. It’s  not  about  you…  Customers ROCK!Copyright 2012 Becky Carroll
  37. It’s  about  the  customer…  Customers ROCK!Copyright 2012 Becky Carroll
  38. Hire  for  passion,  fit  –     It’s  a  people  business  Customers ROCK!Copyright 2012 Becky Carroll
  39. FreshBooks  focuses  on  customers  Customers ROCK!Copyright 2012 Becky Carroll
  40. “We  don’t  have  a  social  media  strategy,     we  have  a  relaQonship  strategy.”  Customers ROCK!Copyright 2012 Becky Carroll
  41. Customers  ROCK!   Relevant  markeQng   Orchestrated  customer  experience   Customer-­‐focused  culture   Killer  customer  service   PosiQve  interacQons  that  get  virally  shared  Customers ROCK!Copyright 2012 Becky Carroll
  42. More  than  just  lip  service…  Customers ROCK!Copyright 2012 Becky Carroll
  43. Social  Media  Response:   Best  Buy  Customers ROCK!Copyright 2012 Becky Carroll
  44. Rockwell  AutomaQon:     Facebook  and  B2B   Where  is  my   equipment?  Customers ROCK!Copyright 2012 Becky Carroll
  45. Rockwell  AutomaQon:     Facebook  and  B2B   Where  is  my   equipment?   Here  is  more   informaQon  Customers ROCK!Copyright 2012 Becky Carroll
  46.  Innovate  Customers ROCK!Copyright 2012 Becky Carroll
  47. Community  and  Idea  Exchange:   Gain  Customer  Insight  Customers ROCK!Copyright 2012 Becky Carroll
  48. Delight  your  advocates…  Customers ROCK!Copyright 2012 Becky Carroll
  49. And  they  will  tell  others  Customers ROCK!Copyright 2012 Becky Carroll
  50. It’s  NOT  about  the  technology  Customers ROCK!Copyright 2012 Becky Carroll
  51. It’s  about  the  best  customer  experience  Customers ROCK!Copyright 2012 Becky Carroll
  52. See you on Twitter! Becky Carroll Author, The Hidden Power of Your Customers becky@petraconsultinggroup.com (858) 481-6373 (858) 692-4778 (cell) Subscribe to my Business Blog - http://www.customersrock.net Follow me on Twitter: http://twitter.com/bcarroll7 Friend me on Facebook: http://www.facebook.com/rebeccacarroll Connect with me on LinkedIn: http://www.linkedin.com/in/beckycarrollCustomers ROCK!Copyright 2012 Becky Carroll

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