0
iMedia Brand Summit
Karen Ganschow
Executive Director Relationship Marketing
2
Integrating Social Media And
Social Networking as part of a
Brands overall Customer
Relationship Management Strategy
Why...
3
Integrating Social Media And
Social Networking as part of a
Brands overall Customer
Relationship Management Strategy
Why...
4
The Customer is escaping!
5
Customers are evolving rapidly!
We also need to evolve in how we
Service, Manage and Market to them
6
How we spent our time once upon a time
7
Family gathering now involves multitasking
with TV, Mobile and Laptops all active
8
New Technology Adoption is Accelerating
Time for emerging new media to reach 50 mlln
users
Radio 38 years
TV 13 years
In...
9
Media Consumption
Media Consumption
Media consumption to 89 hours up from 84
Online up to 16 from 13.7
TV dropped to und...
10
The world of marketing is changing;
21st Century20th Century
Two way dialogue with customers, employees &
stakeholders ...
11
So now many more
Customers’ Moment of Truth
Retail
Direct
Mail
Bill
Message
Outbound & Inbound
Call Centre
SMS/MMS
Mess...
12
“Browse” “Buy” “Service”
The Online game has changed, from simply selling to customers
to one of helping them research ...
13
“Browse” “Buy”
Many customers buying involved products do
their research online first
Online Interactions
14
Search / Online visitor to sale
Social Media
“Search is the largest database of customer intentions”
Mel Silva - Google
15
Telstra
Experiment
In Action
15
16
Attributes and Levels
Test conducted on Google Search paid-ads with
these variations;
Search Test
• Leading to 256 test...
17
“Browse” “Buy” “Service”
Many Customers do want to buy online but
many want online to facilitate an offline
transaction...
18
Customers are channel
surfing with abandon!
19
Search / Online visitor to sale
Online Shop
Retail
Call Centre
Social Media
20
“Browse” “Buy” “Service”
Online plays an passive and active role in
customer care
Dynamic FAQs, Online Self Serve & Onl...
21
Twitter @ Telstra team in action
22
Online Service @BigPondTeam in action
23
Online Facilitated Service
@BigPondTeam in action
24
Jase, Scott, Tristam & Paul – Humanising Telstra
25
“Browse” “Buy” “Service”
Real power in the ability to collaborate
Need to listen and interact with relevance to
the con...
26
Forrester’s POST method
P
People
• Assess your customers’ social activities
O
Objectives
• Decide what you want to acco...
27
Tools available to listen to the conversations
28
 Online consumers share telco
experiences and actively seek
opinions when making purchase
decisions.
 30% of pilot su...
29
Social media puts word of mouth on steroids
Dove Evolution
– 8.86 mlln views on Youtube
PR worth $150mlln
Cadbury
Goril...
30
Give the community something to share
http://www.daylife.com/photo
chitra-ammas-kitchen.blogspot.com
http://www.flickr....
31
Conversations happening with or without us
32
Telstra Consumer Social Media
-YouTube Brand Channel
Taking T-Life experience online with a portfolio of “How-Tos”
Meas...
33
82 Re-tweets Total
Messages reached a total of 25,239 users on Twitter
@BigPondTeam in Action for Bushfires
34
Traps for Young Players
Four reasons where we stumbled
 Spoke® in a corporate tone™.
 Applied existing online custome...
35
Seven points where we are now successful
1. We listened and engaged.
2. Tone and operational changes were made very qui...
36
Online is powerful medium for sales and
service
But also for collaboration and education
What is more dangerous is not ...
37
Online is powerful medium for sales and
service
But also for collaboration and education
What is more dangerous is not ...
38
Online is powerful medium for sales and
service
But also for collaboration and education
“What is more dangerous is not...
39
Thanks
www.linkedin.com/in/karenganschow
http://www.facebook.com/people/Karen-Ganschow/
https://twitter.com/kegans
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Telstra - CRM / Social deck

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Integrating Social Media And Social Networking As Part Of A Brand’s Overall Customer Relationship Management Strategy

Published in: Technology, Business

Transcript of "Telstra - CRM / Social deck"

  1. 1. iMedia Brand Summit Karen Ganschow Executive Director Relationship Marketing
  2. 2. 2 Integrating Social Media And Social Networking as part of a Brands overall Customer Relationship Management Strategy Why Bother?
  3. 3. 3 Integrating Social Media And Social Networking as part of a Brands overall Customer Relationship Management Strategy Why Bother?
  4. 4. 4 The Customer is escaping!
  5. 5. 5 Customers are evolving rapidly! We also need to evolve in how we Service, Manage and Market to them
  6. 6. 6 How we spent our time once upon a time
  7. 7. 7 Family gathering now involves multitasking with TV, Mobile and Laptops all active
  8. 8. 8 New Technology Adoption is Accelerating Time for emerging new media to reach 50 mlln users Radio 38 years TV 13 years Internet 4 years Ipod 3 Years Facebook 2 years Twitter 18 mths (?)
  9. 9. 9 Media Consumption Media Consumption Media consumption to 89 hours up from 84 Online up to 16 from 13.7 TV dropped to under 13hrs per week PC video 4.6 hrs up from 2.5 Multitasking Online with….. 60% watch TV at the same time 50% listen to radio Ave waking hours 112 hours Source: Nielsen Online Report 2008
  10. 10. 10 The world of marketing is changing; 21st Century20th Century Two way dialogue with customers, employees & stakeholders is placing organisation’s brand websites at the centre of marketing
  11. 11. 11 So now many more Customers’ Moment of Truth Retail Direct Mail Bill Message Outbound & Inbound Call Centre SMS/MMS Message Email/ Online Social Media
  12. 12. 12 “Browse” “Buy” “Service” The Online game has changed, from simply selling to customers to one of helping them research & buy. Then support Service, Educate & Collaborate Online Interactions “Educate & Collaborate”
  13. 13. 13 “Browse” “Buy” Many customers buying involved products do their research online first Online Interactions
  14. 14. 14 Search / Online visitor to sale Social Media “Search is the largest database of customer intentions” Mel Silva - Google
  15. 15. 15 Telstra Experiment In Action 15
  16. 16. 16 Attributes and Levels Test conducted on Google Search paid-ads with these variations; Search Test • Leading to 256 tested variations measured in 16 treatments
  17. 17. 17 “Browse” “Buy” “Service” Many Customers do want to buy online but many want online to facilitate an offline transaction Online Interactions
  18. 18. 18 Customers are channel surfing with abandon!
  19. 19. 19 Search / Online visitor to sale Online Shop Retail Call Centre Social Media
  20. 20. 20 “Browse” “Buy” “Service” Online plays an passive and active role in customer care Dynamic FAQs, Online Self Serve & Online access to consultants Online Interactions
  21. 21. 21 Twitter @ Telstra team in action
  22. 22. 22 Online Service @BigPondTeam in action
  23. 23. 23 Online Facilitated Service @BigPondTeam in action
  24. 24. 24 Jase, Scott, Tristam & Paul – Humanising Telstra
  25. 25. 25 “Browse” “Buy” “Service” Real power in the ability to collaborate Need to listen and interact with relevance to the context Online Interactions “Educate & Collaborate”
  26. 26. 26 Forrester’s POST method P People • Assess your customers’ social activities O Objectives • Decide what you want to accomplish S Strategy • Plan for how relationships with customers will change T Technology • Decide which social technologies to use
  27. 27. 27 Tools available to listen to the conversations
  28. 28. 28  Online consumers share telco experiences and actively seek opinions when making purchase decisions.  30% of pilot survey respondents stated @BigPondTeam impacted their purchase decision.  82% of these respondents stated they purchased a Telstra product/service. 50% of Telstra online conversations are on Twitter Recorded 1,901 entries, containing 2,980 incidents, or topics, for the reporting period of November 1 – January 31, 2009 Telstra Discussion by Venue Nov–Jan 2009
  29. 29. 29 Social media puts word of mouth on steroids Dove Evolution – 8.86 mlln views on Youtube PR worth $150mlln Cadbury Gorilla – 3.7 mlln views on Youtube Cadbury Eyebrows – 3.5 mlln views on Youtube in 4 mths
  30. 30. 30 Give the community something to share http://www.daylife.com/photo chitra-ammas-kitchen.blogspot.com http://www.flickr.com/photos/mmleones Call Mum Campaign went viral within a week
  31. 31. 31 Conversations happening with or without us
  32. 32. 32 Telstra Consumer Social Media -YouTube Brand Channel Taking T-Life experience online with a portfolio of “How-Tos” Measure Unique Visitors and Customer usage profiles
  33. 33. 33 82 Re-tweets Total Messages reached a total of 25,239 users on Twitter @BigPondTeam in Action for Bushfires
  34. 34. 34 Traps for Young Players Four reasons where we stumbled  Spoke® in a corporate tone™.  Applied existing online customer care processes to engage customers.  Lacked a planned ‘Test, Learn and Engage’ process.  Fear of violating the customer’s privacy.
  35. 35. 35 Seven points where we are now successful 1. We listened and engaged. 2. Tone and operational changes were made very quickly. 3. Personalised Telstra - Ben, Jase and Steph & Paul 4. Culture of continuous improvement. 5. Sit watch and listen approach for new team members. 6. Greater internal networking. 7. We are effective at solving problems.
  36. 36. 36 Online is powerful medium for sales and service But also for collaboration and education What is more dangerous is not to evolve Jeff Bezos – CEO and Founder of Amazon.com
  37. 37. 37 Online is powerful medium for sales and service But also for collaboration and education What is more dangerous is not to evolve Jeff Bezos – CEO and Founder of Amazon.com
  38. 38. 38 Online is powerful medium for sales and service But also for collaboration and education “What is more dangerous is not to evolve” Jeff Bezos – CEO and Founder of Amazon.com
  39. 39. 39 Thanks www.linkedin.com/in/karenganschow http://www.facebook.com/people/Karen-Ganschow/ https://twitter.com/kegans
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