ONLINE ENGAGEMENT The new frontier of consumer relations David Wesson 19th Annual SOCAP Australia International Symposium
Agenda   <ul><li>Intro </li></ul><ul><li>The new reality-The new social web  </li></ul><ul><li>Developing Best Practices  ...
&quot;We live in a world where the little things really do matter. Each encounter no matter how brief is a ‘micro interact...
Social Media Adoption
The Highly Engaged Consumer
When Consumers turn into Critics
What do Consumers See Online?
Key Questions   <ul><li>How do companies  </li></ul><ul><li>Achieve objectives in rapidly advancing society </li></ul><ul>...
Developing Best practices <ul><li>Rules of Engagement   </li></ul><ul><li>Be authentic and personal </li></ul><ul><li>Be h...
Understanding Online behaviour   The effect of Key influencers
Listening using Social Media Monitoring Tools  <ul><li>Why?  </li></ul><ul><li>Monitor product & brand image  </li></ul><u...
Case study: The chocolate industry  Hot topics tag cloud  Hot topics trend chart  <ul><li>Key findings </li></ul><ul><li>P...
Monitoring benefits   <ul><li>An effective  measure of public opinion  about your products, brands & company - protect you...
Online Engagement Strategy Framework
Being Responsive-Using Social Media to Engage   <ul><li>Methods </li></ul><ul><li>Community development </li></ul><ul><li>...
Panasonic Case Study
Twitter usage - who and how?   Other Driving  Traffic Service  Status  Updates Customer  Service  Interaction Branding Fun...
Evolving our Systems  Measurement
The Future –The 5 phases of the Social web
Summary   <ul><li>Don’t hesitate change is coming at a rapid rate </li></ul><ul><li>Prepare for transparency </li></ul><ul...
Resources <ul><li>UnIted Airlines Break Guitars-You Tube video  http:// www.youtube.com/watch?v =5YGc4zOqozo   </li></ul><...
Find me here   <ul><li>Blog:  http://www.davidwesson.typepad.com   </li></ul><ul><li>Email:  [email_address]   </li></ul><...
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Online Engagement-The new frontier of consumer relations

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SOCAP Symposium Sydney 2009
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Online engagement - The new frontier of consumer relations

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  • Why should they care Whats in it for them How do I get started What is the problem the audience has for my information Design speech around problem How to understand online behavior and deliver more effective customer service Trolls &amp; giriefers Benefits and examples of of info Actions steps Customers see 1 find out what they love or hate –research &amp; find out what sentiment 2.Using SM to engage Deliver better customer service Twitter FB &amp; get satisfaction 3 customer advocacy Pro or anti lobby Propensity to suggest a boycott Peer to peer to add the “wow factor’ to your customer service Way co’s can listen what is being said about them online How effectively enegage using sm tools Techniques and strategies Interpret analyze and respond effectively Avoid the pitfalls Foster maintain trust and credibility online Immdeiacy Constantly changing Unrivalled listening post Mointoring tools provide consumer insights,attitudes,company rep,sentiment around Promoting openess
  • &amp;quot;Customers trust each other more than [they trust] anybody else,&amp;quot; Owyang says. Because of peer-to-peer trust, it&apos;s critical that, as marketers promote their products or services, the focus is on community and the advocates within each community. Doing so, Owyang says, will be &amp;quot;the only way a brand can scale.“ When Pete black shaw
  • Conversation with your customers treating them as human 2 way symbiotic relationship What can u do Action steps Develop rules social media guidelines for companies Legal implications –Finance /Spam act How –do companies join the conversation
  • To be authentic you have to embrace your personality and be true to your personality and let it shine through
  • Anybody’s company here currently doing any forms of social media monitoring using any social media What’s in it for them Not so much the technologies but what they enable you to do as companies and be more social with your customer s Deeper richer understanding Used with other research Part of the feedback loop Identifies issues before they blow up Types of customers social ladder Reputation management Ethical methods Incorporate insights into engagement best practices
  • An understanding of consumers’ social behavior will move marketers closer to that fabled 360-degree view, and enhance the ability to target. Social behavior, Weinroth says, could be a leading indicator of purchase intent, compared to the current emphasis on transactions. Catering to a “social reputation” will amplify the effects of viral, word-of-mouth strategies as campaigns reach into far-extending consumer networks.
  • Online Engagement-The new frontier of consumer relations

    1. 1. ONLINE ENGAGEMENT The new frontier of consumer relations David Wesson 19th Annual SOCAP Australia International Symposium
    2. 2. Agenda <ul><li>Intro </li></ul><ul><li>The new reality-The new social web </li></ul><ul><li>Developing Best Practices </li></ul><ul><li>Listening using Social media Monitoring tools </li></ul><ul><li>Responding-Using Social media to Engage </li></ul><ul><li>The future </li></ul><ul><li>Summary </li></ul><ul><li>Resources </li></ul>
    3. 3. &quot;We live in a world where the little things really do matter. Each encounter no matter how brief is a ‘micro interaction’ which makes a deposit or withdrawal from our rational and emotional subconscious .The sum of these interactions adds up how we feel about a particular product, company or service..&quot; Thought starter
    4. 4. Social Media Adoption
    5. 5. The Highly Engaged Consumer
    6. 6. When Consumers turn into Critics
    7. 7. What do Consumers See Online?
    8. 8. Key Questions <ul><li>How do companies </li></ul><ul><li>Achieve objectives in rapidly advancing society </li></ul><ul><li>Incorporate Strategies to foster trust & credibility </li></ul><ul><li>Understand online behaviour </li></ul><ul><li>Develop best practices of engagement </li></ul><ul><li>Interpret analyse and respond effectively </li></ul>
    9. 9. Developing Best practices <ul><li>Rules of Engagement </li></ul><ul><li>Be authentic and personal </li></ul><ul><li>Be honest and transparent </li></ul><ul><li>Be Social - Conversations, not push messages </li></ul><ul><li>Avoid advertising-driven messaging </li></ul><ul><li>Add value to the community </li></ul><ul><li>Understand & respect the community’s rules of the engagement </li></ul><ul><li>Make no assumptions </li></ul><ul><li>Do the things we some time feel uncomfortable with </li></ul>
    10. 10. Understanding Online behaviour The effect of Key influencers
    11. 11. Listening using Social Media Monitoring Tools <ul><li>Why? </li></ul><ul><li>Monitor product & brand image </li></ul><ul><li>Understand consumer habits & behaviour </li></ul><ul><li>Interpret analyse (make sense!) of the data </li></ul><ul><li>Find out who the opinion leaders are </li></ul><ul><li>Corporate reputation management </li></ul><ul><li>Aid in product design (R&D engagement) </li></ul>
    12. 12. Case study: The chocolate industry Hot topics tag cloud Hot topics trend chart <ul><li>Key findings </li></ul><ul><li>Positive sentiment UP (8%) </li></ul><ul><li>Health issues: Retailers under fire for producing chocolate cakes with a high sugar </li></ul><ul><li>Mars introduce smaller bar sizes and reduced sugar = positive sentiment </li></ul><ul><li>Consumer backlash against Cadbury’s for introducing vegetable oil into chocolate recipe </li></ul><ul><li>Fair trade is having an impact </li></ul><ul><li>Implications </li></ul><ul><li>Cadburys leader in the chocolate market there are opportunities </li></ul><ul><li>Despite negative chatter in media and forums around Cadbury’s new chocolate recipe people are still positive around the brand. </li></ul><ul><li>The issue of fair-trade will become bigger - Cadbury’s need to provide more info </li></ul>Sentiment around chocolate
    13. 13. Monitoring benefits <ul><li>An effective measure of public opinion about your products, brands & company - protect your reputation! </li></ul><ul><li>Monitor trends and issues </li></ul><ul><li>Competitor insights - brands, activities, strategies </li></ul><ul><li>Identify opinion leaders and their sphere’s of influence </li></ul><ul><li>Track spikes in online chatter to correlate with marketing activities </li></ul><ul><li>Understand drivers of sentiment around your brand </li></ul><ul><li>Identify & respond to issues in real time </li></ul><ul><li>Manage your communications strategy & resources more effectively </li></ul>
    14. 14. Online Engagement Strategy Framework
    15. 15. Being Responsive-Using Social Media to Engage <ul><li>Methods </li></ul><ul><li>Community development </li></ul><ul><li>Community participation </li></ul><ul><li>Help consumers engage with one another </li></ul><ul><li>Solicitation of UGC </li></ul><ul><li>Customer self service </li></ul>
    16. 16. Panasonic Case Study
    17. 17. Twitter usage - who and how? Other Driving Traffic Service Status Updates Customer Service Interaction Branding Fun Managing Reputation
    18. 18. Evolving our Systems Measurement
    19. 19. The Future –The 5 phases of the Social web
    20. 20. Summary <ul><li>Don’t hesitate change is coming at a rapid rate </li></ul><ul><li>Prepare for transparency </li></ul><ul><li>Institute an ongoing listening program </li></ul><ul><li>Connect with your advocates & Key influencers </li></ul><ul><li>Evolve your organisation systems </li></ul><ul><li>Join the conversation </li></ul><ul><li>Engage and show them you’re listening and responding </li></ul>
    21. 21. Resources <ul><li>UnIted Airlines Break Guitars-You Tube video http:// www.youtube.com/watch?v =5YGc4zOqozo </li></ul><ul><li>Marketing & social media ( Everyone’s social already) CRM.COM </li></ul><ul><li>http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Marketing-and-Social-Media-Everyone’s-Social-(Already)-54784.aspx </li></ul><ul><li>Bill Band –“Business Process & Applications –The extended CRM Application ecosystem” http://www.forrester.com/Research/Document/Excerpt/0,7211,53227,00.html </li></ul><ul><li>Forrester research -Listening Platforms Q1 2009 </li></ul><ul><li>http://www.nielsen-online.com/emc/0901_forrester/The%20Forrester%20Wave%20Listening%20Platforms%20Q1.pdf </li></ul><ul><li>Sales Force Customer Service management demo –How to integrate Facebook & Twitter into your CRM </li></ul><ul><li>https:// www.salesforce.com/form/demo/csm_conf.jsp </li></ul><ul><li>Twitter 101 business case studies </li></ul><ul><li>http://business.twitter.com/twitter101/case_dell </li></ul><ul><li>The 2008 Tribalization of Business study –Deloitte http:// www.tribalizationofbusiness.com / </li></ul>
    22. 22. Find me here <ul><li>Blog: http://www.davidwesson.typepad.com </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter http://www.twitter.com/wess </li></ul><ul><li>Linked in http://www.linkedin/in/davidwesson </li></ul><ul><li>Thank you </li></ul>
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