12 blog posts, customer response teams included link to all of the 12 posts.
Cebu Pacific is a major Asian airline, particularly with the Philippines (more detailed case example to come in the deck)
http://www.facebook.com/nescafe.ph?sk=app_166617440084439 Here is an interesting way Nescafe is using their Facebook fans…as a survey group – the way they solicit responses? Like any market research firm, incentives. They give their Facebook fans points for interacting with the pages’ different apps. And users can redeem this points for products and swag. Really thoughtful and effective way to engage an audience AND improve product. For every engagement, there is a point. Used the fan page, if you want to earn more points, answer a survey and get 50 points. Survey quarterly, regularly. First wave. Presenting the results of the insights. 70-80% who answered, because of engaging, they like the brand more and they are purchasing more.
http://www.facebook.com/nescafe.ph?sk=wall Here is the power of timely and sharable content on Facebook with a popular brand. Not only does Nescafe Philippines distribute information that the audience wants to hear (given the amount of likes, comments, and frequency thereof) – the power of particularly timely content, like the Pacquiao fight…shows the power of dissemination. At the time of writing this: 1902 comments + 5340 likes + 478 shares = 7720 engagements x 138 friends (Facebook users avg friends) = a social footprint (or “reach”) of 1,065,360 – which is about 30% more than the page’s Fan count! This is truly a powerful way to spread ideas, campaigns, company and product information, and wins. This post, while small, is a big win for Nescafe, and likely resulted in a significant uptick of fans. If this presentation is about the power of social and importance in the marketing budget…ask a direct marketer how expensive it is to buy 1 million impressions.
http://twitter.com/#!/cathaypacific http://www.facebook.com/cathaypacific?v=app_130796400318240 Cathay Pacific uses their Twitter channel for customer support. They triage major service issues to the appropriate phone lines, address problems publicly then handle them privately – in a 1 on 1 basis. It’s no coincidence that airlines are particularly embracing customer support on social channels. People like to talk about when they’re traveling. There’s a lot of down time in the airport, on the tarmac, etc – which is the time to reach for Twitter and talk about something. We saw this with South American airlines, with European Airlines, with US based airlines – and they’re all seeing improved, tangible results. It only makes sense as consumer adoption of social grows in Asia, that these airlines focus on these vocal customers as well. It’s a new channel of support for Asia. They also have a robust presence on YouTube, with over 1 MILLION upload views across 86 videos. Clearly, they’re committed to consumer facing social content (making video isn’t easy!): http://www.youtube.com/watch?feature=player_embedded&v=Yuj9z1sILrU Here are some additional links to innovative marketing campaigns Cathay Pacific is doing to engage and solicit content from the crowd, socially: Facebook app and contest: http://simpliflying.com/2010/cathay-pacific-wants-you-to-create-a-dessert-on-facebook-and-serve-it-in-flight-to-you/ Facebook contest signifying Cathay’s willingness to be OPEN: http://simpliflying.com/2011/cathay-pacifics-blending-borders-campaign-engaging-customers-from-hong-kong-to-chicago/ (the goal is to blend beautiful things from two cities. Best rendition wins tickets (like Chicago and Hong Kong).
Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
http://twitter.com/#!/masason http://www.slideshare.net/bmasia/burson-marsteller-asiapacific-corporate-social-media-study-2011 – page 23 According to this Burson-Marsteller study, Japanese companies are slow to adopt social for corp comm, specifically. They continue to think social is for consumer marekting. Masayoshi Son, Ceo of Softbank (telecom co.) clearly breaks this trend with his more than 1.2 million followers – where he talks about company news and gathers feedback on its services. He also talks about his private life, politics, business, etc.
Define how open well.
1. <ul><li>Harnessing The Power Of Social Media </li></ul><ul><li>Charlene Li </li></ul><ul><li>Altimeter Group </li></ul><ul><li>Twitter: @charleneli </li></ul><ul><li>Email: email@example.com </li></ul>