Impact of Customer ExperienceLaggards LeadersWillingness tobuy more -7.7% +6.7%Reluctance toswitch -7.6% +8.2%Likelihood torecommend -8.2% +8.4%Customer Experience Boosts RevenuePercentages are relative to industry averages
Support SalesMarketingSocialAcquireEngageInformConnectRetainWhere Does Social Fit?
“Engaging in honest, direct conversations withcustomers and stakeholders is a part of who we are,who we’ve always been. The social web amplifies ouropportunity to listen and learn and invest ourselves intwo-way dialogue, enabling us to become a bettercompany with more to offer the people who depend onus.”--- Michael Dell
Marketing RaDaRhttp://blogs.forrester.com/nate_elliott/13-01-24-introducing_the_marketing_radarSocialCommunitiesSocialNetworksSocial is not a destination
Relationships Problem to SolveShared Interests RelationshipsWhy we goSocial Networks Social CommunitiesWhy we stayCopyright Telligent 2011How much do you me?
4% Post on Twitter11% Blogs19% Post a query on question site25% Video (YouTube or company website)33% Forums48% None of the aboveWhere do you start?
DigitalMarketingSupportReputationNetworking3. Strategy2. Goals and ObjectivesCustomers to interact and shareexperience. Creatingauthenticity and trust.• Authenticity• AwarenessCustomers and prospects askand answer questions; typicallysupported by organization.Provide a location wherediscussions about your productand services can take place.Facilitate groups of like-mindedpeople to get together andshare common experiences.• Understanding• Participation• Connecting• Community• Information• Answers1. AudienceProspectsNew and existingcustomersCustomersSupport currentcustomersMarketPerceptions andcoverageCommunityFans, Followers, andFriendsCommunity Planning Framework