Social media presentation 120330

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Social media presentation 120330

  1. 1. Social Media Monitoring & ROI Forum - “Don’t let the tail wag the dog” Jeff Carruthers Managing Director Resonate Solutions Twitter: @resonateAU
  2. 2. Social media monitoring & ROI: Don’t let the tail wag the dog…
  3. 3. Social media monitoring has failed…?
  4. 4. A larger more evolutionary picture…
  5. 5. Socially integrated customer data…
  6. 6. Socially integrated customer process…
  7. 7. Customer feedback explosion… Closed Loop Feedback Voice of the Customer Customer Insight & Action Net Promoter Score (Relationship/Transactional)
  8. 8. Key ingredient #1: Identity
  9. 9. Key ingredient #2: Standard Metrics How likely are you to recommend brand x to your friends and colleagues?
  10. 10. Key ingredient #3: Insights from text
  11. 11. Comments in context…
  12. 12. Insight & action cycle… now with social media Listen Improve Act Discover
  13. 13. What does this mean for social media monitoring? From known customers to unknown consumers: Topic/theme/driver alignment or gap Sentiment/disposition (eg. Inferred NPS) Social media velocity (topic/individuals/social graph, segments) One customer view – where identified
  14. 14. Key challenge: The quest for identity Ask via social media! Ask during a service query Social media initiated surveys Competitions & games Loyalty program updates Online communities
  15. 15. Dog firmly in control of tail…
  16. 16. Jeff Carruthersjeff.carruthers@resonatesolutions.com.auPh: 0414 556 244www.resonatesolutions.com.au

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