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Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
Service is the new marketing
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Service is the new marketing

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This explores why social customer service now matters to marketing and how the two can work together to better engage customers

This explores why social customer service now matters to marketing and how the two can work together to better engage customers

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  • 1. ² ² ² Service Is The New Marketing
  • 2. Why? Service Is The New Marketing © Brainfood Consulting 2013
  • 3. For All To See Service Is The New Marketing © Brainfood Consulting 2013
  • 4. The Game Has Changed Age Range 18 to 29 30 to 49 50+ Social Customer Service 43% 39% 18% Service Is The New Marketing © Brainfood Consulting 2013 Social Marketing 23% 39% 38%
  • 5. Trust Is Bust Service Is The New Marketing © Brainfood Consulting 2013
  • 6. Why Trust Matters Service Is The New Marketing © Brainfood Consulting 2013
  • 7. What Price Loyalty Now? 40% UK shoppers ‘showroom’ 90% Internet users value their friends’ opinions 70% trust the opinion of strangers posted online Source: Nielsen’s Annual Consumer Survey 2011 Service Is The New Marketing © Brainfood Consulting 2013
  • 8. New Dynamics People we most trust in life (our inner circle) have always played a central role in helping us make decisions in daily life What’s changed is that Social Media now allows them to be continuously available to us as advisors This is what’s demoting brand influence Service Is The New Marketing © Brainfood Consulting 2013
  • 9. Whenever-However Service Is The New Marketing © Brainfood Consulting 2013
  • 10. Big Picture Service Is The New Marketing © Brainfood Consulting 2013
  • 11. Key Trends Social Interaction Empowerment Multi-Screen & Omni-Channel Personalisation Service Is The New Marketing © Brainfood Consulting 2013
  • 12. Digital Disruption organisations educators governments parents customers citizens students offspring Service Is The New Marketing © Brainfood Consulting 2013
  • 13. Me & My World Service Is The New Marketing © Brainfood Consulting 2013
  • 14. Me & My World Service Is The New Marketing © Brainfood Consulting 2013
  • 15. What We Know (about you) Service Is The New Marketing © Brainfood Consulting 2013
  • 16. Balance of Power Service Is The New Marketing © Brainfood Consulting 2013
  • 17. Who Needs You? Service Is The New Marketing © Brainfood Consulting 2013
  • 18. We Can’t Wait 18 Service Is The New Marketing © Brainfood Consulting 2013
  • 19. Easier & Faster? Service Is The New Marketing © Brainfood Consulting 2013
  • 20. Personalised Self Service
  • 21. Personalised Self Service
  • 22. Personalised Self Service
  • 23. Personalised Self Service Service Is The New Marketing © Brainfood Consulting 2013
  • 24. Mobility Service Is The New Marketing © Brainfood Consulting 2013
  • 25. Expecting The Earth Heaven James Roper CEO “It’s not just the convenience that is driving consumer’s migration to mobile, it brings a whole new mind-set in which everything is always immediately available” Service Is The New Marketing © Brainfood Consulting 2013
  • 26. Without Hassle Service Is The New Marketing © Brainfood Consulting 2013
  • 27. On My Terms My:Time Allows consumers to start a customer service interaction, Stop if they get interrupted Resume at their convenience Service Is The New Marketing © Brainfood Consulting 2013
  • 28. Smartphone Bonding 24x7 Smartphone Use (non voice) Service Is The New Marketing © Brainfood Consulting 2013
  • 29. Service Is The New Marketing © Brainfood Consulting 2013
  • 30. Service Is The New Marketing © Brainfood Consulting 2013 MOBILE Screen Hopping
  • 31. Service Is The New Marketing © Brainfood Consulting 2013 TABLET Screen Hopping
  • 32. Service Is The New Marketing © Brainfood Consulting 2013 LAPTOP Screen Hopping
  • 33. Multi-Channel Behaviour Service Is The New Marketing © Brainfood Consulting 2013
  • 34. Swiss Army Knife Service Is The New Marketing © Brainfood Consulting 2013
  • 35. Bought Together In Real Time WiFi, location tracking and real-time couponing Service Is The New Marketing © Brainfood Consulting 2013
  • 36. Social ‘what’ Service Is The New Marketing © Brainfood Consulting 2013
  • 37. Service Is The New Marketing © Brainfood Consulting 2013
  • 38. THE CATALYST Service Is The New Marketing © Brainfood Consulting 2013
  • 39. THE PROBLEM Service Is The New Marketing © Brainfood Consulting 2013
  • 40. THE REWARD Service Is The New Marketing © Brainfood Consulting 2013
  • 41. Social ‘why’ Service Is The New Marketing © Brainfood Consulting 2013
  • 42. 1. Service Failure If you don’t get service right via your traditional channels Source: UK Consumer Advice Site Service Is The New Marketing © Brainfood Consulting 2013
  • 43. 1. Service Failure If you don’t get service right via your traditional channels Source: UK Consumer Advice Site Service Is The New Marketing © Brainfood Consulting 2013
  • 44. 2. Service Follows Sales OMNI CHANNEL Service Is The New Marketing © Brainfood Consulting 2013
  • 45. 2. Adoption Trend (UK) Service Is The New Marketing © Brainfood Consulting 2013
  • 46. 3. They Breathe It Service Is The New Marketing © Brainfood Consulting 2013
  • 47. Stakes Are Now Raised CUSTOMER SERVICE IS NOW A SPECTATOR SPORT! Service Is The New Marketing © Brainfood Consulting 2013
  • 48. Always Connected UK 80% access Twitter via mobile Global 60% access Facebook via mobile/tablet Service Is The New Marketing © Brainfood Consulting 2013
  • 49. Upsides & Downsides Source: Amex’s Global Customer Service Barometer 2012 Service Is The New Marketing © Brainfood Consulting 2013
  • 50. Consumer Activism Service Is The New Marketing © Brainfood Consulting 2013
  • 51. Service Is The New Marketing Service Is The New Marketing © Brainfood Consulting 2013
  • 52. Social ‘where’ Service Is The New Marketing © Brainfood Consulting 2013
  • 53. Cross Silo Opportunity Service Is The New Marketing © Brainfood Consulting 2013
  • 54. Source: Richard Hughes, Product Strategy Director of Broadvision Cross Silo Behaviour Service Is The New Marketing © Brainfood Consulting 2013
  • 55. A Hundred Year Habit Culture Social Networks Peer Pressures Mission/Priorities Goals/Incentives Access To Data Customer Labels Culture Social Networks Peer Pressures Mission/Priorities Goals/Incentives Access To Data Customer Labels Service Is The New Marketing © Brainfood Consulting 2013 Culture Social Networks Peer Pressures Mission/Priorities Goals/Incentives Access To Data Customer Labels
  • 56. A Hundred Year Stand-off Service says “those customers were mis-sold” Sales says “those leads are junk” Marketing says “those leads are just sitting there” Service Is The New Marketing © Brainfood Consulting 2013
  • 57. Marketing’s View Service Is The New Marketing © Brainfood Consulting 2013
  • 58. Marketing’s View Chris Penn You have to make sure you are connected to other folks within the organization, like the service teams The service sides are so far removed from marketing, but if we can get them connected with the marketer, there is a lot more we can do Service Is The New Marketing © Brainfood Consulting 2013
  • 59. Action #1 Lifecycle Experiences Develop A Common View Of Your Customers Journeys Service Is The New Marketing © Brainfood Consulting 2013
  • 60. Action #2 Progress Service Is The New Marketing © Brainfood Consulting 2013 Dashboards Goals Do Joint Business Planning
  • 61. Action #3 Analytics CRM Share Functionality Communications Service Is The New Marketing © Brainfood Consulting 2013
  • 62. Action #4 Do Social Sales Marketing Service Service Is The New Marketing © Brainfood Consulting 2013
  • 63. Social ‘how’ Service Is The New Marketing © Brainfood Consulting 2013
  • 64. The New Challenge The key difference in Social Media is that, unlike other channels, customers can be talking about you on sites across the internet instead of talking with you directly via channels you have offered Service Is The New Marketing © Brainfood Consulting 2013
  • 65. Social Ecosystem branded expert sites online communities Google+ self help forums LinkedIn WEAK Facebook ecommerce corporate reviews blogs Twitter personal blogs Social Listening STRONG Ability To Influence peer2peer support YouTube Pinterest Sina Weibo Tumblr review sites TripAdvisor etc Service Is The New Marketing © Brainfood Consulting 2013
  • 66. Industrial Strength “We opened the doors to our Social Media Listening Command Centre, which allows us to monitor over 22,000 daily posts related to Dell as well as mentions on Twitter” Service Is The New Marketing © Brainfood Consulting 2013
  • 67. Early Warning! Service Is The New Marketing © Brainfood Consulting 2013
  • 68. Listening Strategies 1. 2. Track specific branddriven mentions Reply to the most urgent customer service issues 1. 2. 3. 4. 5. 6. Listen for ‘bigger picture’ themes to anticipate needs Use social as early warning to brief mainstream Customer Service Track conversations about product/service usage, not the brand Listen for more than @xxx e.g. #xxx Track issues and needs of your competitors’ customers Listen for sales opportunities Service Is The New Marketing © Brainfood Consulting 2013
  • 69. Social ‘when’ Service Is The New Marketing © Brainfood Consulting 2013
  • 70. Old v New Crisis Management Service Is The New Marketing © Brainfood Consulting 2013
  • 71. Old v New Crisis Management The first tweet was posted within 30 seconds of impact Krista Seiden, a Google employee, was boarding another flight when the Asiana aircraft hit the runway She had her mobile phone in her hand, and her first instinct was to snap a photo and tweet it out. All within seconds of impact Within 24hrs, Krista and her photo were quoted in over 4,450 news articles Service Is The New Marketing © Brainfood Consulting 2013
  • 72. Celebrity Reach Normally Dell averages 11 hours to respond They recognized the high profile mention from a member of One Direction They responded on average in less than 15 minutes 13,000 fans retweeted the service request 15,000 favourited Louis’s ordering troubles Another 1,100 retweeted Dell’s generic response Service Is The New Marketing © Brainfood Consulting 2013
  • 73. Some With Influence Are Easy To Spot Service Is The New Marketing © Brainfood Consulting 2013
  • 74. With Big Upsides Service Is The New Marketing © Brainfood Consulting 2013
  • 75. And Downsides Service Is The New Marketing © Brainfood Consulting 2013
  • 76. Others Appear Anonymous Until It’s Too Late Service Is The New Marketing © Brainfood Consulting 2013
  • 77. Lone Wolf Service Is The New Marketing © Brainfood Consulting 2013
  • 78. Culture Service Is The New Marketing © Brainfood Consulting 2013
  • 79. Training Service Is The New Marketing © Brainfood Consulting 2013
  • 80. Service As Marketing Service Is The New Marketing © Brainfood Consulting 2013
  • 81. Seen As The World’s Best Service Is The New Marketing © Brainfood Consulting 2013 81
  • 82. Now A Brand Differentiator Service Is The New Marketing © Brainfood Consulting 2013 82
  • 83. Service Is The New Marketing Before Social Media Service Is The New Marketing © Brainfood Consulting 2013 83
  • 84. Service Is The New Marketing After Social Media Service Is The New Marketing © Brainfood Consulting 2013 84
  • 85. Co-creation Service Is The New Marketing © Brainfood Consulting 2013
  • 86. Co-creation Service Is The New Marketing © Brainfood Consulting 2013
  • 87. Co-creation Service Is The New Marketing © Brainfood Consulting 2013
  • 88. Peer to Peer Community Service Is The New Marketing © Brainfood Consulting 2013 88
  • 89. Peer to Peer Community Service Is The New Marketing © Brainfood Consulting 2013 89
  • 90. Peer to Peer Community Service Is The New Marketing © Brainfood Consulting 2013 90
  • 91. Peer to Peer Community Within 2 weeks of launch 67,000 unique visitor 1,700 ideas 40,000 comments on twitter 91 Service Is The New Marketing © Brainfood Consulting 2013
  • 92. Advocacy Service Is The New Marketing © Brainfood Consulting 2013
  • 93. Word Of Mouth Service Is The New Marketing © Brainfood Consulting 2013
  • 94. Credentials Service Is The New Marketing © Brainfood Consulting 2013
  • 95. Social Customer Service 1st Real Time Corporate Mirror Service Is The New Marketing © Brainfood Consulting 2013
  • 96. Voice Of The Customer LISTEN INTERPRET IMPROVE REDESIGN MONITOR Service Is The New Marketing © Brainfood Consulting 2013
  • 97. Insight Service Is The New Marketing © Brainfood Consulting 2013
  • 98. Insight Service Is The New Marketing © Brainfood Consulting 2013
  • 99. Thank You! brainfoodextra.com @martinhw Service Is The New Marketing © Brainfood Consulting 2013

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