Becky Carroll - Social Media Week Washington DC 2012
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The document discusses how social media has empowered customers and made them more vocal. It notes that customers expect responses on social media and want to engage with brands they like. The presentation emphasizes that having a customer-focused culture, relevant marketing, an orchestrated customer experience, and great customer service are key to growing a business using social media. It provides examples of how companies have successfully engaged customers through social media interactions and created positive experiences that promote the brand.
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Becky Carroll - Social Media Week Washington DC 2012
- 1. Understanding the Hidden Power of the Social Customer Becky 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 2010 Customers ROCK! Copyright 2012 Becky Carroll
- 8. 58% want a social media response Customers ROCK! Copyright 2012 Becky Carroll
- 9. 58% want a social media response Only 22% receive one Customers ROCK! Source: RIghtNow Technologies Customer Experience Impact Report 2010 North America Copyright 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 “What's 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.com Customers 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/beckycarroll Customers ROCK! Copyright 2012 Becky Carroll