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

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

  1. 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. 2. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Growth In Social Customer Service
  3. 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. 4. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Service Failure
  5. 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. 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. 7. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Adoption Trend
  8. 8. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Customer Journey
  9. 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. 10. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Social’s Role in Multi- Channel Strategy
  11. 11. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Tactical Response
  12. 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. 13. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Voice of The Customer “unleashed”
  14. 14. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Social Customer Service 1st Real Time Corporate Mirror
  15. 15. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 CUSTOMER SERVICE IS NOW A SPECTATOR SPORT! Social Customer Service
  16. 16. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Lone Activist
  17. 17. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 As Editorial
  18. 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. 19. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 As Corporate Branding Source: Synthesio
  20. 20. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 As Corporate Branding Service As The New Marketing?
  21. 21. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Organisational Issues
  22. 22. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 2 Listen + Act + Improve Core Principles
  23. 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. 24. Improving The Service Experience: Key Trends & Strategies © Brainfood Consulting Ltd 2013 CUSTOMER SERVICE SALES MARKETING Do   Social   Service Marketing Sales Core Principles
  25. 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. 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. 27. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Closed Loop Management R&D FinanceManufacturing Sales Marketing Distribution Customer Service

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