Tt etc prop review 040312


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Tt etc prop review 040312

  1. 1. Custom Community Group 2012 Program Review and Recommendations 1
  2. 2. ETC s Goals: Influencer Engagement As ETC looks to further authentic conversation and engagement with SCRM influencers, an independent community offers distinct advantages:   Aligns ETC with trusted SCRM/social customer service influencers   Produces winning custom content   Generates top quality leads   Drives site registrations   Gives ETC people a voice and help them shine   Provides a promotional platform for other ETC assets and initiatives   Establishes ETC as the trusted authority for LOB Influencers 2
  3. 3. The Social Customer: Sponsorship Drives Visits The Social Customer Year 1 visitation compared to other CCG communities Sustainable Cities Collective The Social Customer SmartData CollectiveThe Customer Collective The Energy Collective 3
  4. 4. Social Customer Performance: Year 1 Metrics The Social Customer Year 1 performance Target/ Total +/- Benchmark Site registrations 5,751 1,605* + 258% Leads delivered 3,979 2,100 + 90% * Average year-1 registrations for three other CCG communities sponsored from outset. 4
  5. 5. A Community of Leading Influencers We’ve succeeded in recruiting some of the most respected names in customer service and SCRM as the ambassadors of the site.Brent Leary Esteban Kolsky Frank EliasonCo-Founder, CRM Former Gartner Senior Director forEssentials LLC. Analyst, focused on Comcasts National Customer Service Customer and CRM research. Operations. Principal, ThinkJar 5
  6. 6. The Social Customer s Newest Influencers Introducing our two new ambassador adding to an impressive roster. Emily Yellin Paul Gilliham Author of Your Call Director of Is (Not That) Customer Important to Us and Marketing with longtime contributor Lithium to The New York Technologies Times 6
  7. 7. The Social Customer On the WebThe Social Customer resonates across the web.Here are examples of the notable coverage ourpremium content has garnered: Sangeeta Haindl- Justmeans News Writer on The Social Customer Engagement Index Teresa Basich- Radian 6 on The Social Contract eBook CRMBlogs on The Social Customer Engagement Index 7
  8. 8. A Platform for Internal ETC Thought Leaders John B, Director of Product Placement, ETC 4 Comments 1345 Reads 21 Tweets Peter D, Head Business Influencer Group, ETC 3 Comments 3555 Reads 371 Tweets Margot V, Head Business Influencer, ETC 3 Comments 1445 Reads 8
  9. 9. Revised Timeline of Premium Content 2012-13 Jan to June- Premium Content: •  The Social Contract eBook •  The Future of Customer Service Webinar July to Dec- Premium Content: •  The Social Customer Engagement Index White Paper •  Sentiment Analysis for Customer Service Webinar •  Metrics for Customer Service eBook •  Commissioned Posts Additional 2012 and 2013- Premium Content: •  How are Companies Using Social Technologies Webinar •  Best Insights in Customer Care 2012 eBook •  The Social Customer Engagement Index Benchmark Study • Commissioned Posts 9
  10. 10. The Social Customer Search TermsGoogle search term referralindicates that The SocialCustomer is well-targeted andeffectively indexed for search 10
  11. 11. Recommendations for Commissioned ContentA community is as vibrant as its content. We surveyed our ambassadors andselect community members for topical suggestions that are of immediateinterest to the SCRM industry. We crossed referenced these with leadingsearch terms, and compiled the following list we propose to commission:   Internal social tools for knowledge management   What does the customer service revolution in B2C mean for B2B?   Overcoming corporate cultural barriers to the adoption of social tools for customer service   Building customer loyalty   The power of ‘Yes’ 11
  12. 12. 2012 Moving ForwardWhile 2012 is off to a solid start for the ETC and Social Customer partnership,the best is yet to come. By no means are we looking to rest on our laurels. Weare committed to producing the best content that:  Delivers and exceeds our lead and registration KPI’s  Provides a platform to showcase ETC content and best practices  Fosters the best aspects of an engaged community  Provides the flexibility to revise and try something new  Never shies from ‘What else?’ 12