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Beyond First Base - Foundations for Excellence, Martin Hill-Wilson
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Beyond First Base - Foundations for Excellence, Martin Hill-Wilson

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Martin Hill-Wilson at Social Media Week 2013. Hosted by Our Social Times, 26/9/13

Martin Hill-Wilson at Social Media Week 2013. Hosted by Our Social Times, 26/9/13

Published in: Business, Education

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  • 1. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Beyond 1s t Base F o u n d a t i o n s F o r E x c e l l e n c e
  • 2. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Growth In Social Customer Service
  • 3. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Source: UK Consumer Advice Site Service Failure If you don’t get service right via your traditional channels
  • 4. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Service Failure
  • 5. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Sample 23,000 U.S. online consumers who have interacted with a company via social media Goal Measure the overall consumer experience (marketing & customer service) 100 U.S. Brands Airlines,  Auto,  Banking,  Credit  Card,  Telecom  And  Utilities   Customer Priorities
  • 6. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 “So many companies jump to the marketing piece, but consumers are looking more and more to social channels for support.” Age Range Social Customer Service Social Marketing 18 to 29 43% 23% 30 to 49 39% 39% 50+ 18% 38% Customer Priorities
  • 7. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Adoption Trend
  • 8. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Customer Journey
  • 9. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 UK 80% access Twitter via mobile Mobile+Social+Cloud=normal Global 60% access Facebook via mobile/tablet
  • 10. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Social’s Role in Multi- Channel Strategy
  • 11. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Tactical Response
  • 12. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Social   Customer   Service?   Traditional   Customer   Service?   Social   Media   Strategy?   Social   Business   Strategy?   Customer   Strategy?   Strategic Response
  • 13. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Voice of The Customer “unleashed”
  • 14. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Social Customer Service 1st Real Time Corporate Mirror
  • 15. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 CUSTOMER SERVICE IS NOW A SPECTATOR SPORT! Social Customer Service
  • 16. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Lone Activist
  • 17. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 As Editorial
  • 18. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Only As Good As Your Last Positive Sentiment UK Twitter Social Customer Care Leaders As Personal Branding
  • 19. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 As Corporate Branding Source: Synthesio
  • 20. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 As Corporate Branding Service As The New Marketing?
  • 21. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Organisational Issues
  • 22. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 2 Listen + Act + Improve Core Principles
  • 23. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Cross Functional VoC Core Principles Learn Fast Or Risk Killing Your Brand In Public
  • 24. Improving The Service Experience: Key Trends & Strategies © Brainfood Consulting Ltd 2013 CUSTOMER SERVICE SALES MARKETING Do   Social   Service Marketing Sales Core Principles
  • 25. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Enterprise  Transformation  Workflow   25 1 Discover 5 Track 3 Debate 4 Action 2 Deep Dive 6 Embed NECESSARY
  • 26. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Enterprise  Transformation  Workflow   SMS 1 Discover 5 Track 3 Debate 4 Action 2 Deep Dive 6 Embed ASPIRATIONAL
  • 27. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Closed Loop Management R&D FinanceManufacturing Sales Marketing Distribution Customer Service