Gravity Summit DIRECTV, Charles Miller, Dr. Natalie Petouhoff

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3rd Annual Gravity Summit at UCLA

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Gravity Summit DIRECTV, Charles Miller, Dr. Natalie Petouhoff

  1. 1. How Social Customer Interactions Transform Business Charles Miller Director, Digital Care & Social Media Strategy @chasmiller Intro by Dr. Natalie Petouhoff Chief Strategist, Social Media at Weber Shandwick @drnatalie
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  4. 4. THERE’S A NEW WAVE OF BRAND BUILDING
  5. 5. BRANDS are SOCIAL EXPERIENCES
  6. 6. Social*ID™ Brand Index Calculator <ul><li>Calculates where the brand is on a </li></ul><ul><li>Social Media & Digital Communication Continuum </li></ul><ul><li>Places the brand on a scale from 100 to 500. </li></ul>LISTEN = 100 Learn about digital media through reading, seeking opinion, attending training sessions LEARN= 200 Personally start using social media; stay on top of broader media changes in progress ENGAGE =300 Apply personal experiences to business needs; get started with social networks for brands, blogging, create new forms of content INTEGRATE = 400 Learn from successes and failures, begin to refine new practices that are delivering value to the communities they serve. Incorporate new ideas and strategic use of digital tools more often OPTIMIZE = 500 Change how the brand/business operates to better serve customers (true CRM) and stakeholders; design and execute strategic programs that have measurable and sustained impact What’s your brand score?
  7. 7. How DIRECTV got started in Social We identified and bridged phone service and advanced user communities 6 yrs ago
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  9. 9. Embrace Extreme Consumers They are loyal. They have resources. They add real value. SuperUser: TivoBurkee http://forums.directv.com *April 2010, Harvard Business Journal “Behold the Extreme Consumers…” *Only 8% of brand managers cater to Brand Super Users Owns > 200 remote controls
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  11. 11. Turn outreach into standard practice Case Study: Opening Day: College Football <ul><li>Detected in real-time </li></ul><ul><li>Communicated alternative SD/HD feeds </li></ul><ul><li>Engaged customers and notified when restored </li></ul><ul><li>Incorporated into our National Command Center </li></ul>
  12. 12. Use Social Media as a guide Source Data: Social Gastronomy 2010 UPS Case Study Social Media changes how customers source & select products
  13. 13. Let customers lead through sharing Case Study: iPhone DVR Scheduler Launch <ul><li>Shared w/key communities, bloggers and review sites </li></ul><ul><li>Confirmed in branded social channels </li></ul><ul><li>Held PR until 100k downloads, 100k more post-PR </li></ul><ul><li>1/2MM downloads in 30 days </li></ul>
  14. 14. Focus on the customer experience Bloggers are not a Case Study – Use caution when experiences collide, And be aware of other brand interactions.
  15. 15. Questions?

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