SlideShare a Scribd company logo
Five ways to drive Social Value 
across the customer journey September 2014
Why does Social matter? 
• 55% higher ad recall 
• 27% higher purchasing
What roles can Social play at different stages of the customer journey? 
Awareness Consideration Purchase Loyalty Advocacy 
Ambassador reach Social care 
Social filtering 
Social Selling 
The Jimi Hendrix
Ambassador reach
What’s the problem with Fans? 
• Did they join for the wrong reason? 
• Are they inactive or have they never 
been active? 
• Binary (Fans vs Non Fans) 
• Fake Fans. 
• Facebook Zero.
Who are your ambassadors? 
• Ambassador = Do anything that 
advocates for you – Comments, Likes, 
Shares 
• 22% of Fans are Ambassadors 
• 55% of Ambassadors are Fans
How much difference does this make? 
• 2 – 5 times as many interactions as if 
Fans alone are targeted 
Fans Ambassadors
Social filtering
How to do this 
• Use Social data to provide improved 
experiences: 
• Interests 
• Behaviours
Tripadvisor 
• Mass Social proof through reviews, 
ratings & guides
Tripadvisor 
• Personalised Social proof through 
seeing which friends have been.
Tripadvisor 
• Personalised + Localised advice on 
which attractions to visit.
Social selling
WeChat 
• 5,000,000 users of WeChat’s service in 
first 2 days of 2014 Chinese New Year 
• 20,000,000 envelopes sent
And here… 
• Twitter lead gen cards 
• Twitter buy button 
• Facebook buy button 
• Save for later 
• Mobile app – Social app integration 
• Amazon apps 
• eBay apps 
• Grocery apps 
• Apple Pay
Social care
Proactive, not reactive 
• Not just customer services
Spotting opportunities…
And not doing this…
“Great 
minds 
borrow, 
genius 
steals”
Social data theft
The most useful + in London 
3,460,000 733,000
The most useful + in London
The most useful + in London
The most useful + in London
The most useful + in London
The most useful + in London
What roles can Social play at different stages of the customer journey? 
Awareness Consideration Purchase Loyalty Advocacy 
Ambassador reach Social care 
Social filtering 
Social Selling 
The Jimi Hendrix
Questions?

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