Online Engagement-The new frontier of consumer relations

ONLINE ENGAGEMENT The new frontier of consumer relations David Wesson 19th Annual SOCAP Australia International Symposium

Agenda
Intro
The new reality-The new social web
Developing Best Practices
Listening using Social media Monitoring tools
Responding-Using Social media to Engage
The future
Summary
Resources

"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.." Thought starter

Social Media Adoption

The Highly Engaged Consumer

When Consumers turn into Critics

What do Consumers See Online?

Key Questions
How do companies
Achieve objectives in rapidly advancing society
Incorporate Strategies to foster trust & credibility
Understand online behaviour
Develop best practices of engagement
Interpret analyse and respond effectively

Developing Best practices
Rules of Engagement
Be authentic and personal
Be honest and transparent
Be Social - Conversations, not push messages
Avoid advertising-driven messaging
Add value to the community
Understand & respect the community’s rules of the engagement
Make no assumptions
Do the things we some time feel uncomfortable with

Understanding Online behaviour The effect of Key influencers

Listening using Social Media Monitoring Tools
Why?
Monitor product & brand image
Understand consumer habits & behaviour
Interpret analyse (make sense!) of the data
Find out who the opinion leaders are
Corporate reputation management
Aid in product design (R&D engagement)

Case study: The chocolate industry Hot topics tag cloud Hot topics trend chart
Key findings
Positive sentiment UP (8%)
Health issues: Retailers under fire for producing chocolate cakes with a high sugar
Mars introduce smaller bar sizes and reduced sugar = positive sentiment
Consumer backlash against Cadbury’s for introducing vegetable oil into chocolate recipe
Fair trade is having an impact
Implications
Cadburys leader in the chocolate market there are opportunities
Despite negative chatter in media and forums around Cadbury’s new chocolate recipe people are still positive around the brand.
The issue of fair-trade will become bigger - Cadbury’s need to provide more info
Sentiment around chocolate

Monitoring benefits
An effective measure of public opinion about your products, brands & company - protect your reputation!
Monitor trends and issues
Competitor insights - brands, activities, strategies
Identify opinion leaders and their sphere’s of influence
Track spikes in online chatter to correlate with marketing activities
Understand drivers of sentiment around your brand
Identify & respond to issues in real time
Manage your communications strategy & resources more effectively

Online Engagement Strategy Framework

Being Responsive-Using Social Media to Engage
Methods
Community development
Community participation
Help consumers engage with one another
Solicitation of UGC
Customer self service

Panasonic Case Study

Twitter usage - who and how? Other Driving Traffic Service Status Updates Customer Service Interaction Branding Fun Managing Reputation

Evolving our Systems Measurement

The Future –The 5 phases of the Social web

Summary
Don’t hesitate change is coming at a rapid rate
Prepare for transparency
Institute an ongoing listening program
Connect with your advocates & Key influencers
Evolve your organisation systems
Join the conversation
Engage and show them you’re listening and responding

Resources
UnIted Airlines Break Guitars-You Tube video http:// www.youtube.com/watch?v =5YGc4zOqozo
Marketing & social media ( Everyone’s social already) CRM.COM
http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Marketing-and-Social-Media-Everyone’s-Social-(Already)-54784.aspx
Bill Band –“Business Process & Applications –The extended CRM Application ecosystem” http://www.forrester.com/Research/Document/Excerpt/0,7211,53227,00.html
Forrester research -Listening Platforms Q1 2009
http://www.nielsen-online.com/emc/0901_forrester/The%20Forrester%20Wave%20Listening%20Platforms%20Q1.pdf
Sales Force Customer Service management demo –How to integrate Facebook & Twitter into your CRM
https:// www.salesforce.com/form/demo/csm_conf.jsp
Twitter 101 business case studies
http://business.twitter.com/twitter101/case_dell
The 2008 Tribalization of Business study –Deloitte http:// www.tribalizationofbusiness.com /

Find me here
Blog: http://www.davidwesson.typepad.com
Email: [email_address]
Twitter http://www.twitter.com/wess
Linked in http://www.linkedin/in/davidwesson
Thank you

Online Engagement-The new frontier of consumer relations

by David Wesson

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