Social is giving the customer a
“It’s the source of a lot of our
ideas and inspiration. Go back
to our business idea: People
should be able to have a
beautiful home, and you
shouldn’t have to break the
bank to get it. We’re fascinated
with how people live, and
we’re trying to understand all
the time what good solutions
mean and what good value
-Mike Ward, IKEA
Inside Look: HTC
As a leader in the mobile hardware space, HTC was faced with a changing consumer
landscape. They used social at the core of their company to help drive innovation,
customer care, and efficiencies within the company.
• Social playbook and trainings for staff in 35 countries
• Global community engagement
• Analytics and monitoring
• Social communication framework for PR, customer service, product, and
• 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 America
As the West Coast arm of Virgin’s air empire, Virgin America caters to the
tech set. Their team brought social to the heart of their business, elevating
their status and pleasing customers along the way.
• Twitter-based customer service
• Internal social platform implementation
• Staff-wide social training and activation
• Social sales/promotion programs
• Increased bookings
• 25% surge in loyalty program from initial campaign
• Decreased customer service costs
Involve Social from the Start
Because most things in the
advertising world can end up in
the social space, it makes sense
to involve the social team from
Plan for Success
Social hits don’t happen accidentally (at least in
the brand space).
Having a plan and team in place can be the
difference between success and irrelevancy
when it comes to the break-neck speed of
Listen and Learn
Listening and monitoring can help pinpoint
opportunities and threats to the brand in
Listen to your audience, your competitors, and
the general conversation – there’s always
something more to learn.
Don’t Be a Slave to History
“We’ve always…” and “Everyone else is…” aren’t
Fail fast. Fail hard.
Not every idea will work – that’s life.
Learn from mistakes and non-starters and
Sometimes, things don’t have to be successful
to teach us something.
Good Ideas, Well Executed, Turn
into Social Successes
Look at Coca-Cola. They have “viral” hit after
hit with their campaigns, but it isn’t because
they’re all powered by social.
Measure and Adapt
Don’t get stuck in a rut because it’s part of a
plan. Each tactic in your arsenal should show
positive change. If not… bin it and move on.
Social is at the Centre
• search terms
• audience targeting
• social content
Social data provide incredible access to customer and
marketing insights which help optimise, create, and
enhance paid, owned, and earned media and content.
Social Content Suite @ SCUK
Real-time collaboration between
brand and agency, paired with a
finger on the pulse of social
conversation create moments
that are shared, enjoyed, and
Creatives, copywriters, and digital
specialists team up to create
timely, engaging content that
propels brands and goes beyond
It’s not just content, it’s a process
– a process that ties client and
brand together to create great
Crowd-sourced products and ideas
Social data and access to customer needs
provides better insights and ability to predict
the future of products and services.
Rise of the social workforce
Teams will become the company’s best asset as
friction-less sharing and collaboration become
Custom experiences become the
As users share more about themselves, brands
have more information at their disposal for
creating custom experiences from store to web
to social. No two people will have the same
The end of commerce as we know it
In-network credits will become accepted more
and more. Mobile payments will help this push.
The idea of privacy will change
The debate between who owns what and what
is done with that data will continue to rage on.
A new generation of consumers who are
comfortable with more sharing will change the
way privacy is defined.
All content contained in this document is
protected material of the author and IPG
Mediabrands. It may be shared in its original
form without any alteration.
All images contained in this document are the
property of the author, Ron Schott, with the
exception of the Virgin America image on
slide 13 which is property of Virgin America.
All stats were gathered from social network
marketing teams and the UM Wave 6 report
which can be viewed at:
Special thanks to Eric Weaver of
Spring Creek Group Seattle for his
help in creating the thinking and
direction behind this piece.