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Social is giving the customer avoice“It’s the source of a lot of ourideas and inspiration. Goback to our business idea:People should be able tohave a beautiful home, andyou shouldn’t have to breakthe bank to get it. We’refascinated with how peoplelive, and we’re trying tounderstand all the time whatgood solutions mean andwhat good value means.”-Mike Ward, IKEA
Inside Look: DellDell had already reimagined the supply chain and productdevelopment, but in adding social intelligence and activity to the mix,they hit their stride.Tactics• Listening and monitoring• Social command centre• Social media training• Social-only sales tacticsResults• $6.5 million in sales from Twitter• 24,000 trained Dell employees• 3,000 certified Dell social media spokespeople
Inside Look: HTCAs a leader in the mobile hardware space, HTC was faced with a changingconsumer landscape. They used social at the core of their company to helpdrive innovation, customer care, and efficiencies within the company.Tactics• Social playbook and trainings for staff in 35 countries• Global community engagement• Analytics and monitoring• Social communication framework for PR, customer service, product, and marketingResults• Industry-leading engagement on Facebook and Twitter• Thriving evangelist community with over 100 members globally• Avoided numerous PR and product issues• Decreased customer service costs
Inside Look: Virgin AmericaAs the West Coast arm of Virgin’s air empire, Virgin America caters tothe tech set. Their team brought social to the heart of theirbusiness, elevating their status and pleasing customers along the way.Tactics• Twitter-based customer service• Internal social platform implementation• Staff-wide social training and activation• Social sales/promotion programsResults• Increased bookings• 25% surge in loyalty program from initial campaign• Decreased customer service costs
The benefits are intriguing• Faster time to market• More effective marketing spends• Lower chance of ending up on a “worst social flub of 20XX” list• Reduced customer care time/costs
The consequences can hurt• Missed opportunities• Work continues in silos = low impact• Customer backlash• PR and customer crises• Your competitors get there before you do
It takes a team• Customer Care• Corp Comm• Product• PR• More
It begins with a few steps• Social audit – look at your business, your buyers, and your competitors• Strategic Framework – Tying business goals to social tactics• Tactical Plan – resources, workflows, tactics and success metrics
Crowd-sourced products and ideasSocial data and access to customer needsprovides better insights and ability to predictthe future of products and services.
Rise of the social workforceTeams will become the company’s bestasset as friction-less sharing andcollaboration become commonplace.
Custom experiences become thenormAs users share more about themselves,brands have more information at theirdisposal for creating custom experiencesfrom store to web to social. No two peoplewill have the same experience.
Social goes inside… everythingSocial is woven into every aspect of thecompany – creating more connections anddriving effectiveness.
The end of commerce as we know itIn-network credits will become acceptedmore and more. Mobile payments will helpthis push.
The idea of privacy will changeThe debate between who owns what andwhat is done with that data will continue torage on. A new generation of consumerswho are comfortable with more sharing willchange the way privacy is defined.
All content contained in this document is protected material ofThanks the author and IPG Mediabrands.Special thanks to Eric Weaver of It may be shared in its originalSpring Creek Group Seattle for his form without any alteration.help in creating the thinking anddirection behind this piece. All images contained in this document are the property of the author, Ron Schott, with the exception of images on slides: • 15: http://scg.sm/VUoir1 • 17: http://scg.sm/VUopCJ All stats were gathered from the UM Wave 6 report which can be viewed at: http://scg.sm/VUpdHR