Martin Hill-Wilson at Social Media Week 2013. Hosted by Our Social Times, 26/9/13

1. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Beyond
1s t Base
F o u n d a t i o n s F o r E x c e l l e n c e

2. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Growth In Social
Customer Service

3. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Source: UK Consumer Advice Site
Service Failure
If you don’t get service right via your
traditional channels

4. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Service Failure

5. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Sample
23,000 U.S. online consumers who have interacted with a company
via social media
Goal
Measure the overall consumer experience (marketing & customer
service)
100 U.S. Brands
Airlines, Auto, Banking, Credit Card, Telecom And Utilities
Customer Priorities

6. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
“So many companies jump to the marketing
piece, but consumers are looking more and
more to social channels for support.”
Age Range Social Customer Service Social Marketing
18 to 29 43% 23%
30 to 49 39% 39%
50+ 18% 38%
Customer Priorities

7. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Adoption Trend

8. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Customer Journey

9. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
UK 80% access Twitter via mobile
Mobile+Social+Cloud=normal
Global 60% access Facebook via mobile/tablet

10. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Social’s Role in Multi-
Channel Strategy

11. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Tactical Response

12. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Social
Customer
Service?
Traditional
Customer
Service?
Social
Media
Strategy?
Social
Business
Strategy?
Customer
Strategy?
Strategic Response

13. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Voice of The Customer
“unleashed”

14. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Social Customer Service
1st Real Time Corporate Mirror

15. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!
Social Customer Service

16. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Lone Activist

17. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
As Editorial

18. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Only As Good As Your Last Positive Sentiment
UK Twitter Social Customer Care Leaders
As Personal Branding

19. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
As Corporate Branding
Source: Synthesio

20. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
As Corporate Branding
Service As The New Marketing?

21. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Organisational
Issues

22. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013 2
Listen + Act + Improve
Core Principles

23. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Cross Functional VoC
Core Principles
Learn Fast Or Risk Killing Your Brand In Public

24. Improving The Service Experience: Key Trends & Strategies
© Brainfood Consulting Ltd 2013
CUSTOMER
SERVICE
SALES
MARKETING
Do
Social
Service
Marketing
Sales
Core Principles

25. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Enterprise Transformation Workflow
25
1
Discover
5
Track
3
Debate
4
Action
2
Deep
Dive
6
Embed
NECESSARY

26. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Enterprise Transformation Workflow
SMS
1
Discover
5
Track
3
Debate
4
Action
2
Deep
Dive
6
Embed
ASPIRATIONAL

27. Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Closed Loop Management
R&D
FinanceManufacturing
Sales
Marketing
Distribution
Customer Service