STEPS TO THE ULTIMATE SURPRISE & DELIGHT CAMPAIGN | BY DIGITAL ROOTS!
8!
We’re not
stalking you(But we are)
#DigitalDelight!

PRESENTED BY DIGITAL ROOTS!
JACKI HALAS
@JACKI_HALAS!
TOM ZELLMAN
@TZELLMAN!

SO YOU WANNA SURPRISE & DELIGHT
Well, congrats! Youʼre already thinking ahead
when it comes to customer care in the age of
New School Marketing.!
!
The next step is asking yourself, “Why?”!
!
Want to build awareness?!
Want to recover from a crisis?!
Want to retain customers?!
!
The reason why you build your campaign will
be the secret sauce that determines the
flavor of your Surprise & Delight campaign.!
SERVICE IS THE
NEW MARKETING!

WHAT IS CSAT?

REAL-TIME INSIGHTS

1
FIND THE CONVERSATION
Where do you think brands have the biggest impact in social media? #DigitalDelight!
of the world’s
data has
been created
in the past 2
years
90%

LISTEN AND MONITOR
Only 1-2 percent of
social media
conversations are
ROI opportunities
for brands, but the
payoff can realize
a big return

SONIC
CHARGER MALIBU
harrison ford
rob ford
president ford
FORD
the hedgehog
burger
phone
boom
san diego
battery
rum california
barbie

2HONE IN
What criteria would you use to choose a target for Surprise & Delight? #DigitalDelight!
!
Service has
gone from 1:1 to
1:100000
visibility ratio
because of
social media

YOU ARE WHO GOOGLE SAYS YOU ARE
The conversation on Google
and other social platforms is
controlled by your customers
not your marketing
department

“
”
Deysha,
I received your PM; thanks for the
update! Out of the 24.2
bazillion total people in the
world, you just ranked
number 2 on my Most
Awesomest People List. You
only trail my wife who has to get the
number 1 slot since she agreed to
me fulfilling a lifelong dream to get a
brand new Mustang exactly how I
want it.”
R33F – Mustang Forums
FORD SERVICE

STALK, A LITTLE BIT
In a word, how would you describe the perfect Surprise & Delight target? #DigitalDelight!
!
3What happens in
Vegas stays on
Google – but
people aren’t
thinking that
way…yet.
Capitalize on it!

CHOOSE THE SCOPE
Which campaign do you prefer: random act of kindness or grand gesture? #DigitalDelight!
!
How large is the act of extreme
customer care going to be?
Typically, the grander the act, the
higher chance for it to go viral
and reach a lot of people. But
smaller acts to individuals can
build very strong brand loyalty.
4

RESCUE YOUR CUSTOMER
TARGET YOUR PROSPECT AUDIENCE

5CHOOSE THE REWARD
Whatʼs the best reward youʼve seen in a Surprise & Delight campaign? #DigitalDelight!
!
Take your time, do
your research and
find something that
will not only appeal
to the Surprise &
Delight target, but
also the general
public.!
!

CHEVY DOES IT RIGHT

PLAN YOUR SOCIAL ATTACK
Whatʼs your favorite social site for promoting Surprise & Delight campaigns? #DigitalDelight!
!
6 The goal at hand is to
reap cred for your brand,
so blasting the Surprise
& Delight campaign
result to the Interwebs is
essential. Come up with
the game plan and create
some waves, before and
after the ball drops.

DELIVER IN A MEANINGFUL WAY
How would you like to be Surprised & Delighted? #DigitalDelight!
!
7
Customers say
that immediacy
and
personalization
are two main
factors in driving
brand loyalty.

8BUILD YOUR BRAND LOYALTY
Has a brand ever checked up on you as a customer, just because? #DigitalDelight!
!
More than 1/3 of
companies
believe that
personalization
is the factor that
drives brand
loyalty the most

ABOUT DIGITAL ROOTS
Follow us at @DigitalRootsCRM! #DigitalDelight #SocialSquared #RootsRunDeep!
Digital Roots is changing the game of customer relationship management in
social media with proprietary software and a simple objective — to help
brands establish roots in a digital world. Since 2009, we’ve used our passion
to position brands everywhere customers communicate online, so they can
build relationships and improve business results. Our dedication to
innovation and excellence is reflected in everything we do, from our
customized products to our end-to-end program management.
Check us out at digitalroots.com!

THANK YOU!
Follow us at @DigitalRootsCRM! #DigitalDelight #SocialSquared #RootsRunDeep!
Photo sources:
Flickr Creative Commons, Benson Kua, http://flickr.com/photos/bensonkua
Flickr Creative Commons, PhotoGramma 1, http://flickr.com/photos/photogramma1
Flickr Creative Commons, Very Quiet, http://flickr.com/photos/veryquiet
Flickr Creative Commons, JasperMorse, http://flickr.com/photos/jaspermorse
Flickr Creative Commons, suvivl198, http://flickr.com/photos/suvivl198
Flickr Creative Commons, cote, http://flickr.com/photos/cote
Flickr Creative Commons, comedy_nose, http://flickr.com/photos/comedy_nose
Flickr Creative Commons, Dell Official Flickr, http://flickr.com/photos/dellphotos
Flickr Creative Commons, consumerist dot com, http://flickr.com/photos/consumerist
Flickr Creative Commons, asenat29, http://flickr.com/asenat29