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7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalie
 

7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalie

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Many people start their social media initiatives by putting up a Facebook and a Twitter and saying things like, "Happy Monday and buy our stuff." And then wonder where the ROI is. ...

Many people start their social media initiatives by putting up a Facebook and a Twitter and saying things like, "Happy Monday and buy our stuff." And then wonder where the ROI is.

In my consulting with companies over the past 12 years in digital and social media, I found that there isn't much structure around how to approach social media - not enough information on how to do more of the right things, benchmark where the company is and figure out -- from best practices -- what those next steps are...

This presentation looks at 7 Steps to FastTrack Your Social Media and Digital Communication Programs. It's what I use not only in my consulting but also what I teach at The Summer Institute for Center for Media, Entertainment and Sports at UCLA Anderson as well as at UCLA Extension.

I think you find some great practical and strategic tips that will get your further along in your initiatives so you can justify your program and get the budget you need and the resources! Social Media is not free. It does have a very high ROI... but you have to know how to use it to get the ROI...

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    7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalie 7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalie Presentation Transcript

    • @DrNatalie Petouhoff (Pet-a-dog) @drnatalie The  7  Steps  To  Crea.ng  Powerful     Customer  Experiences  &  Get  Social  Media  ROI     in  the  Travel  and  Tourism  Industry   www.DrNatalieNews.com  
    • PWC Management Consultant Top Forrester Social Media, CRM & Customer Service Analyst Chief Strategist for Social Media & Digital Communications PR & Marketing Agency Dr. Natalie’s Background Analyst Rankings:  
    • Write  Books  or  Chapters  In  OPB
    • 4 What Clients are asking me is… How do I Create Powerful Customer Experiences & Get Social Media ROI? How do I take my social media and digital marketing to the next level? • Do more of the right things • Put structure around what is unstructured • Benchmark “As Is” • Create a strategy and plan • Track the progress • Gather the right metrics • Get an ROI….
    • WE HEAR ALL THE HYPE THAT SOCIAL IS GOOD AT INCREASING LOYALTY, ADVOCACY AND REFERRALS. But many of the brands I work with are disappointed in their results After working with brands, I realized there need to be a way to… •  Get real, accelerated business results from social •  Reduce the politics and get consensus on best next steps •  Make smarter decisions and align your team with goals
    • What I realized was, “How do you know when you are doing the best you can?” Social Media Capability Calculator   LISTEN = 100 LEARN = 200 ENGAGE = 300 INTEGRATE = 400 OPTIMIZE = 500 What’s  your  score?  
    • ssss Putting Structure around the unstructured TAKES THE CHAOS TO ORDER @drnatalie
    • 5         •  Where are we on the Social Media / Customer Experience Adoption Curve? •  What steps do I take to get to the next level? •  How do I justify these next steps?”
    • Step  1:  Gather  Insights  by   Monitor  &  Listening     Step  4:  Crea6ng   Engaging  Content   Step  3:  Finding  Your   Audience     Step  5:  Designing   S6cky  Interac6ons   Step  6:  Stop  the  Poli6cs;   Gain  Org  Alignment   Step  2:  Crea6ng  a   Measurement  Program   9   NEED A STRATEGY FOR DIGITAL/ SOCIAL CUSTOMER EXPERIENCE 7  Steps  To  Fast  Track  Success     Step  7:  Iterate  and  Pivot   Based  on  the     UCLA  Course  
    • Social Customer Experience Strategy Step 2: Measurement Step 3: Audience Level 4: Content Step 5: Interaction Level 6: Organizational Alignment Step  1:  Gather  Insights  by   Monitoring  &  Listening     Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved The problem is: …Most of us suffer from the Rodney Dangerfield Affect… …We don’t get enough respect… …We are not empowered with budget and resources to make the changes we know we want to & the company needs to make… …Don’t have the support of executive management…
    • Social Customer Experience Strategy Step 2: Measurement Step 3: Audience Level 4: Content Step 5: Interaction Level 6: Organizational Alignment Step  1:  Gather  Insights  by  Monitoring  &  Listening     Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Media is a game changer! The difference? I call it the Witness Factor™! But…
    • GO BACK IN TIME… PEOPLE WERE PREDICTING THIS… There would be… A place in time Where the customer‘s voice The employee’s voice Would start to mean something… And there would be an enabling technology We are here now… This is your opportunity as businesses… Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
    • MANY SCHOLARS HAD ADVOCATED TO LISTEN TO CUSTOMERS, EMPLOYEES, PARTNERS… As an engineer I… Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved GO BACK FURTHER…
    • Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening Step  1:  Gather  Insights  by  Monitoring  &  Listening     Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Does the company: •  Use social media monitoring tools? •  Do they listen to the word-of-mouth in social networks? •  What do they do with information they learn?
    • Social Customer Experience Strategy Step  1:  Gather  Insights  by  Monitoring  &  Listening     Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Most everything the business needs to know… •  What’s working •  What’s not working •  What would be better if… Can be seen in social networks…
    • •  What are customers saying about your company? •  What did you learn “Would be better if…” – from the customer’s point of view? •  What are your CSAT- type scores telling you? •  Are you using the information you gather to make a better company, products & services?   Social Customer Experience Strategy Step  1:  Gather  Insights  by   Monitoring  &  Listening     Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Step  1:  Gather  Insights  by  Monitoring  &  Listening     Best Practices are: •  Using real-time monitoring data to manage the business •  Share that information with: •  Executives (CEO, COO, VPs, Directors…) •  Functional Department leads in all departments •  PR, Marketing, Sales, Service, Production Innovation, Back Office… •  A digital dashboard for real-time monitoring, listening, interaction, engagement  
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Step  1:  Gather  Insights  by  Monitoring  &  Listening     Example:  Corinthia  Hotel   1.  Saw  a  customer’s  tweet   about  a  nightmare  check-­‐in   process   2.  Quickly  assessed  the   situa6on   3.  There  was  a  large  group  that   had  just  arrived     4.  The  Corinthia  Team  was   listening,  saw  the  tweet     5.  Knew  that  was  not  good  PR       6.  They  reached  out  to  the  customer in twitter, saying, “They were really sorry to hear about this – it isn’t something that we expect happening in our hotels – so let us help.”   7.  They  used  the  Direct  Message  func6on  to  obtain  informa6on  to  connect  with  the  customer  at   the  hotel  and  no6fied  the  management  team  at  the  hotel  immediately   8.  The  issue  was  quickly  resolved  and  the  customer  tweeted  to  their  followers:  
    • The problem is often: … Measure the wrong things… …Drive the wrong behaviors: AHT… … Haven’t set-up measurement program to give attribution to social media… ….Don’t know how to measure social media…   Step  2:  Crea.ng  a  Measurement  Program   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • Best practices means having: •  Clear objectives, goals, outcomes •  Building business cases •  A Measurement practice: •  Efficiency & Effectiveness of •  Traditional PR, Marketing customer care initiatives •  Then give attribution to what social media can provide •  And measure the social media ROI   Step  2:  Crea.ng  a  Measurement  Program   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Step  2:  Crea6ng  a   Measurement  Program   Social Customer Experience Strategy
    • HOW WOULD YOU CALCULATE ROI? Chalk it up to the “Witness” factor ROI = Benefits - Costs x 100 Costs
    • WHAT ARE THE ESSENTIAL ELEMENTS OF A GREAT BUSINESS? 1. LISTEN TO YOUR EMPLOYEES & CUSTOMERS… 2. CONNECT PEOPLE WHO MAKE DECISIONS WITH PEOPLE WHO KNOW THE ANSWERS
    • WHAT ARE THE BENEFITS OF CREATING EXPERIENCES WITH INPUT FROM THE “CROWD” Creating better travel experiences and  •  Reducing the cost of PR & Marketing •  Increasing the lead conversion rates •  Reducing the cost of sales •  Reducing refunds and/or churn •  Increasing customer lifetime value •  Reducing employee attrition •  Increasing employee productivity The benefits are…
    • And because customers: -  Feel heard and -  Are getting what they need…. -  Remember the customer from Corinthia ? -  For the next three days, he was tweeting all about the hotels -  Became a loyal advocate -  Talked about how much he liked the: -  Management -  Customer service and -  The different hotels…. Chalk it up to the “Witness” factor“People believe people like themselves 78% more than advertisers…” Source: Nielsen, Edelman…
    • When customers have an emotional attachment to a brand and an ownership because they had input- it leads to… •  Increased positive online ratings •  Increased customer loyalty •  Increased customer advocacy •  Increased customer referrals via WOM •  Increased sales THIS MATTERS BECAUSE WORD OF MOUTH WORKS…
    • I help companies calculate the ROI of things they thought were too squishy or couldn’t be calculated ROI of Human Capital Innovation Social Media… With Dynamic ROI Visualizer Calculators & Dashboards…
    • The problem is… …Have not identified and established relationships… …With key, target audiences… …To drive better customer experiences & loyalty, advocacy and referrals…   Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • THE GOAL OF THIS STEP IS TO… 28 …organically drive word-of-mouth where the customer genuinely and authentically becomes the voice of the brand and shares their own experiences about how the service / customer experience has changed their life in their own words which will result in organic advocacy, referrals and loyalty as well as sales… “Markets are Conversations” - ClueTrain Manifesto
    • YOU  CAN  REALLY   GET  PEOPLE   CONNECTED   &  Engaged   It  starts  with  a     brand  persona… •  82% of Travelers trust recommendations from their friend & family •  74% of US Travelers have a Facebook profile •  33% of Travelers reference social media as a main source of travel ideas and inspiration Source: 2013 Portrait of American Traveler’s Study
    • When you stumble upon a good story, it will: •  move you deeply •  make you squirm •  wake you up •  make you want to share it with your best friend •  make you want to rally to the cause Once the relationship is created, it leads to purchases in authentic way-- unlike any other marketing technique.” Top Creative Agencies Use Storytelling Content-- Social Media is a Storytelling Medium —Neil White President & CEO BBDO Proximity
    • Reason for good storytelling “content” shows how your product will affect the lives of your buyers •  Powerful, yet underutilized •  Humanizes the brand •  Creates emotional connection to services and offerings •  Creates the conversation with target audience •  Drives natural flow through the marketing funnel
    • Best Practices are to: •  Create a brand persona •  Define the: •  Characteristics •  Behaviors •  Personality •  Account Tagline: "A Breath of Fresh Airline” •  They ask their travelers to tag their travel pics with #virginamerica so we can follow along on your trips •  Tweet us: @VirginAmerica Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Step  3:  Finding  Your  Audience   Example Virgin America Airlines •  The characteristics and behaviors & personality of the airline is more like a party than a method of transportation •  It’s fun, its hip… •  Even the lighting is cool… makes the cabin look more like a dance club than an airplane
    • You know you’ve found your audience when they are the ones telling your story…. Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Step  3:  Finding  Your  Audience  
    • Best Practices are to… •  Have Social Identities in the contact management / customer record system •  Study their target audiences •  Values, biases, attitudinal behaviors, psychographics, motivations and social •  Always uses this information when interacting with them •  To make the interactions or events or offerings relevant to them   Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Customer Name Social Customer Experience Strategy
    • Best Practices… The interactions are so meaningful that it creates a galvanizing bond… …And Brand Ambassadors •  Answer questions •  Defend the brand when an online crisis starts to brew…   Step  3:  Finding  Your  Audience   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • The problem is that the content… … is not relevant… ….Does not help customers get what they need… … Doesn’t answers questions, provide help, how-to’s… … and the format and distribution are not effective… Step  4:  Crea.ng  Engaging  Content Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • There are 3.5B pieces of content shared per week…. •  This means that your content needs to be relevant •  But you can’t know what’s relevant if you haven’t done Step 3 •  Step 3 – Audience Analysis helps you figure out those target audiences interests •  So content can become fun, indispensible, sticky…. Step  4:  Crea6ng   Engaging  Content Step  4:  Crea.ng  Engaging  Content Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • Content Marketing is 1. creating and distributing relevant & valuable content to: •  Attract •  Acquire and •  Engage customers. 2. A very well defined target market audience with the objective of driving profitable customer action. 38 Ask yourself…. How will your content help your audience?
    • Example: TrufflePig.com 39 To Trufflepig is to look. To dig. To unearth and to find. They believe better travel is a result of digging deeper and connecting the right dots… Their voice & content strategy: the real, the vernacular, the authentic and imaginative, the pungent and confident, the clean and simple.
    • Example: TrufflePig.com/the-sounder = Online Magazine 40 The people who work there: •  Write their own content •  They take their own pictures
    • Example: TrufflePig.com Content Gets Media Coverage 41 •  And customers love them •  Because they know their trip was planned by people •  Who who care as much about your trip as you do
    • Example: TrufflePig Uses Pinterest to show-off those great pictures of amazing and unusual travel… 42 •  And customers love them •  Because they know their trip was planned by people •  Who who care as much about your trip as you do
    • Best Practices are to: •  Use the info in online interactions on Facebook, Twitter, Blogs, Forums, etc… to create answers / information •  Populate this content in dynamically updated FAQs, articles, online stories, Tweets, customer-facing knowledge base, in forums… •  And provide customer service agents with quick access to the same information •  Use this content to drive better self-service Step  4:  Crea.ng  Engaging  Content Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • Best Practices are to: •  Assure the content’s delivery is: •  Consistent •  Repeatable •  Engaging •  Entertaining •  Make sure format of the content works on: •  PC, MACs… •  All standard browsers: Safari, Internet Explorer, FireFox, Chrome, etc… •  Most popular smart phones & tablets… Step  4:  Crea6ng   Engaging  Content Step  4:  Crea.ng  Engaging  Content Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • The problem is that the… … technology, platforms and systems… … use to interact with customers… …to deliver content, capture feedback and enhance interactions… … falls short…   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Step  5:  Designing  S.cky  Interac.ons
    • Some companies have a: Have not really designed their interactions to: •  Engage customers and •  Meet business goals •  Because they have not done the work in Steps 1-4 •  Step 1: Monitor •  Step 2: Measure •  Step 3: Audience •  Step 4: Content   Step  5:  Designing  S.cky  Interac.ons Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Step  5:   Designing  S6cky   Interac6ons Social Customer Experience Strategy
    • Awareness Consideration Intent Purchase Loyalty Advocacy / Referral TV, Radio, Print Company Traditional advertising methods •  Create awareness •  Lack accountability •  No individual Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals… Stop “Half my advertising dollars are wasted, I just don’t know which half.” -- Wannamaker We’ve shouted at customers
    • Awareness Consideration Intent Purchase Loyalty Advocacy / Referral TV, Radio, Print PPC Stop However… •  Dependent on ad networks for new customer acquisition & sales •  It’s costly – 50¢ - $5.00/click •  Only get the customer’s IP addresses We’ve use Pay-Per-Click to drive sales… •  No individual CRM/ Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals…
    • Referral Awareness Consideration Intent Purchase Loyalty Advocacy Awareness Consideration Intent Purchase Loyalty TV, Radio, Print ?????? Company PPC Fan Page Advocacy / Referral ...Perpetual, Full-funnel, Viral Marketing / Sales System… Driven by Brand Ambassador’s WOM… What if you could take your traditional funnel and completely transforms it into a…
    • Referral Awareness Consideration Intent Purchase Loyalty Advocacy …continuously engage a tribe of highly-targeted avid, passionate Brand Ambassadors and drive your business objectives You would have a system to drive full-funnel interactions
    • As Brand Ambassadors Spread your message The tribe grows & so do your business results…. Referral Awareness Consideration Intent Purchase Loyalty Advocacy
    • Referral Awareness Consideration Intent Purchase Loyalty Advocacy Word of Mouth Goes Exponential
    • Best Practices are to: •  The gaming industry has been one of the most successful in social media •  Use game-based marketing •  Provide Brand Ambassadors the special treatment and give them content to share •  Provides rewards or points when it’s designed to authentically engage your audience •  Consider using something like BambooEngine.com to drive business results with engaged Fans Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Step  5:  Designing  S.cky  Interac.ons Step  5:   Designing  S6cky   Interac6ons
    • Example: Cruises Only Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Step  5:  Designing  S.cky  Interac.ons Step  5:   Designing  S6cky   Interac6ons
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Step  5:  Designing  S.cky  Interac.ons
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy ROI & the two business goals were: • Reducing PPC costs • Tracking revenue directly from social media.   Social Commerce Revenue/ Sales  •  The application provided Cruises with the ability to sell cruises within Facebook and online •  Cruises averaged at least 1.5 $2,200 cruises per day •  Every transaction can be traced from the original Brand Ambassador all the way to the shopping cart •  The Result? •  1.5 cruises x $2,200/ cruise x 30 days/ month = •  $139,972/month Social Commerce Revenue/Sales  
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Reduction in PPC Costs •  The club started with 44,000 customers •  About 10% of 44,000 or 4,400 customers became Brand Ambassadors •  The Brand Ambassadors in these type of social media portals tended to have more friends (240) than the average facebook person (130.)   4,400 Brand Ambassadors 240 friends/Ambassador = 1,056,000 impressions   The Average Bamboo Brand Ambassador shares 4 posts: 4 x 1,056,000 = 4,224,000 impressions   An Average Bamboo Bamboo Brand Ambassador is a 1% click-through rate, resulting in: 4,224,000 x .01 = 42,240 clicks   Cruises Pay-Per-Click costs typically = $1.20  
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy But in this application, the clicks averaged .23 cents 42,240 x .23 = $9,715 BambooEngine 42,240 x 1.23 = $50,688 PPC   For a Savings of $50,688 - $9,715 = $40,972 / month   Net Result was: $40,972 in Cost Savings/mo $139,972 in Revenue/mo     180,944 - $10,000 x 100 = 1,709% ROI $10,000
    • The problem is… … No established personnel, model, committee, group, task force to create a social media policy… …No training… …Single individuals in various departments: •  Are taking it upon themselves •  Are the force behind interacting with customers in social media…     Step  6:  Stop  the  Poli.cs;  Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • Step  6:  Stop  the  Poli.cs;  Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Best practices •  Conduct a social media readiness assessment •  Have executive’s champion strategies, plans, resources & budget to: •  Drive cross-functional collaboration •  Designate community managers & agents to: •  Interact with target audiences on all presences •  Answer customer’s comments, concerns & questions •  Resolve / respond in a ways that enhance engagement  
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy Step  6:  Stop  the  Poli.cs;  Gain  Org  Alignment   Best practices •  Offer social media training •  Especially Gen X & Gen Y •  They’ve never not been connected •  Make sure to work with Legal •  Provide at least a 1 hour compliance training  
    • Best practices… in case of a crisis, have the following in place: •  Digital defense preparation plan •  Digital defense response plan •  Digital defense maintenance plan •  Crisis communications planning and messaging/ on/off line •  Issues/crisis "dark sites” •  Digital crisis education •  Online media & blogger relations /outreach •  Post-crisis SEO and SEM •  Digital defense content production   Step  6:  Stop  the  Poli.cs;   Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Step  6:     Stop  the   Poli6cs;  Gain   Org  Alignment   Social Customer Experience Strategy
    • Example: Airbnb •  A community marketplace for travel rentals •  Used by millions of people in 192 countries around the world •  Rent all kinds of lodging—in houses, condos and cabins, castles, tree houses, igloos… •  Right from the owner     Step  6:  Stop  the  Poli.cs;   Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy http://images.fastcompany.com/upload/airbnb-celebrates-1000000-nights-booked.jpeg
    • A key to their success in disrupting a stodgy old hotel industry? •  Using social media to connect with customers •  Took an individual approach and engaged with clients on Twitter and Facebook •  Airbnb crated a rabidly loyal community •  AND Their customer service team, sales team and operations team are all completely socially integrated •  Airbnb is an example of how social media can streamline operations •  Give a huge competitive edge   Step  6:  Stop  the  Poli.cs;  Gain  Org  Alignment   Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • The problem is… …They don’t continually iterate their policies and procedures… •  Around people, processes and technology •  Or pivot to make continuous, measurable improvements •  To reach business goals •  While staying in compliance and •  Providing a great customer experience…   Step  7:  Pivot & Iterate: Update Social Media Scorecard & Optimize Goals & Plan Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Social Customer Experience Strategy
    • Best practices •  Customer Service Executives work directly with the CEO & COO •  Develop a scorecard that impacts: •  Customer Service •  Objectives and goals of the rest of the company •  The Executive Team’s decisions •  Pivot to make continuous, measurable improvements Step  7:  Pivot & Iterate: Update Your Social Media Scorecard & Optimize Goals & Plan Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved Step  7:  Pivot & Iterate: Update Your Social Media Scorecard & Optimize Goals & Plan Social Customer Experience Strategy
    • CUSTOMER EXPERIENCE ASSESSMENTS •  An objective assessment •  Recommendations •  Short & long term strategic •  Short & long term tactical plan Determine where you are compared to best practices & your competitors… Social   Media  /   Customer   Experience      Capability   Report   You get… Top Brand
    • With  your  scorecard,     You’re  ready  to  go  to  the  next  level…   Customer Experience Capability Score Level Step 1: Gather Insights by Monitor & Listening 200 Learn Step 2: Creating a Measurement Program 100 Listen Step 3: Finding Your Audience 300 Engage Step 4: Creating Engaging Content 200 Learn Step 5: Designing Sticky Interactions 200 Learn Step 6: Stop the Politics; Gain Org Alignment 100 Listen Step 7: Iterate and Pivot 100 Listen
    • You’ll  be  in  a  leadership  posi6on…   5         •  Clear  answers  and  strong  guidance   •  A  dis6nc6ve  voice   •  A  compe66ve  advantage  
    • Step  1:  Gather  Insights  by   Monitor  &  Listening     Step  4:  Crea6ng   Engaging  Content   Step  3:  Finding  Your   Audience     Step  5:  Designing   S6cky  Interac6ons   Step  6:  Stop  the  Poli6cs;   Gain  Org  Alignment   Step  2:  Crea6ng  a   Measurement  Program   74   NEED A STRATEGY FOR DIGITAL CUSTOMER EXPERIENCE 7  Steps  To  Fast  Track  Success     Step  7:  Iterate  and  Pivot   Based  on  the     UCLA    Course  
    • @drnatalie   www.DrNatalieNews.com     For  More  Informa6on  Call:   310.919.8467   THANK  YOU