Workshop delivered by Patrick Attallah @patrickattallah on 25th of April in Dubai, organized by IIR for the Customers360 event.

1. Developing
a
Profitable
“Socially”
Oriented
Customer
Experience
Strategy
Workshop
D
Dubai
-­‐
April
25th,
2012
Patrick
AEallah
Founder
&
CEO
patrick.a@social4ce.com
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2. WORKSHOP’S
OBJECTIVES
• To
beEer
understand
how
social
media
has
shi]ed
the
customer
experience
and
his
rela^onship
with
brands
and
organiza^ons.
• To
get
a
framework
of
work
of
how
to
best
define
the
most
adequate
social
media
strategy
for
your
company.
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3. WORKSHOP’S
AGENDA
EXERCISE
#1
Why
consumers
have
changed?
Part
I
1:30
pm
to
2:30pm
Why
Consumers
have
changed?
BREAK
2:30
to
2:45pm
EXERCISE
#2
How
and
where
social
media
is
affec^ng
your
business?
Where
to
Start?
Part
II
-­‐ Start
with
POST:
People,
Objec^ves,
Strategy,
2:45
pm
to
3:45pm
Technology
-­‐ Content
Strategy
BREAK
3:45
to
4:00pm
Part
III
Social
Media
Management
4:00
pm
to
5pm
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4. EXERCISE
#1
Why
consumers
have
changed?
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5. EXERCICE
1
Why
consumers
have
changed?
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6. Why
Consumers
Has
Changed?
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7. We
Have
Entered
The
Age
of
the
Customer
“In
(the
age
of
the
customer),
companies
that
thrive,
like
Best
Buy,
IBM,
and
Amazon,
are
those
that
>lt
their
budgets
toward
customer
knowledge
and
rela>onships.”
-­‐
Josh
Bernoff,
Forrester
Research
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8. I
want
a
Why…
divorce
!
what’s
wrong?
consumer
adver^ser
Watch
the
‘Break
Uip’
video:
hEp://www.youtube.com/watch?v=D3qltEtl7H8
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9. ©SOCIAL4CE
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10. People
have
always
been
ac^vists
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11. With
opinions
With
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12. BUT!
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13. Then:
Locally
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14. Now:
Globally
Connected
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15. The
old
communica^on
model
was
a
MONOLOGUE
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16. The
new
communica^on
model
is
a
DIALOGUE
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17. Audience
is
more
and
more
in control.
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18. Pull
not
Push
The
User
is
the
DesFnaFon
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19. ‘Everything
has
an
open
comment
box’
All
media
is
becoming
social
media
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20. ‘Everything
is
now
sharable’
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21. and…
those
people
who
share
content
give
access
to
groups
of
people…
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22. …who
give
access
to
loads
of
other
conversa^ons.
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23. and
more and more
brands are
discussed across…
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24. and
PEOPLE
ARE
INTERESTED
IN
INTERACTING
WITH
BRANDS
leading
to
many
many
conversaFons
!
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25. And
it’s
in
those
conversa^ons,
and
through
that
sharing,
that
people
reveal
so
much
about
themselves.
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26. ORGANIZATION
BEFORE
Those
conversa^ons
are
NOT
anymore
VERTICAL,
where
Ver^cal
Engagement
companies
and
brands
push
informa^on
and/or
content
to
the
consumers.
CONSUMERS
NOW
Those
conversa^ons
are
now
ORGANIZATION
BIDIRECTIONAL
and
LATERAL.
Ver^cal
&
Lateral
Engagement
CONSUMERS
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27. Engaging
customers
is
a
real
challenge.
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28. …and…engagement
is
key
in
social
media!
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29. The
Tradi^onal
Shopping
Process
is…
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30. The
New
Purchase
Journey
is…
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31. Consumer
Behavior
Drives
Changing
Investment
What
is
the
primary
reason
that
your
marke^ng
investments
are
changing?
(select
all
that
apply)
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32. Next
we
will
see
how
to
build
a
successful
social
media
program.
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33. BREAK
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34. So, where to start?
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35. EXERCISE
#2
How
and
what
in
social
media
is
affec^ng
your
customer
experience?
your
rela^onship
with
them?
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36. EXERCICE
2
How
and
what
in
social
media
is
affec^ng
your
customer
experience?
your
rela^onship
with
customers?
Brand
engagement
Customer
Service
Communica^on
Buyer
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37. To
be
successful
using
social
media,
you
must
first
prepare
and
align
internal
roles,
processes,
policies
and
stakeholders
with
your
business
objec^ves.
Social
business
is
a
profound
change
that
impacts
all
departments
in
the
organiza^on.
37
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38. PROCESS
TO
IMPLEMENT
YOUR
SM
STRATEGY
&
PROGRAM
I • Steering
CommiEee
iden^fied
• Rules
of
Engagement
circulated
• Full
coordina^on
between
partners
N • Listening
tools
&
monitoring
process
• Monitoring
repor^ng
in
place
• Social
CMS
tools
formalized
in
place
• Community
management
ac^vated
• KPIs
measurement
standardized
T
• KPI/Measurement
framework
• Early
adopters
training
ini^ated
across
all
stakeholders
E established
• All
key
MOL/HRDF
func^ons
• SM
organiza^on
structure
established
R • SM
Policy
&
Guidelines
framework
• Internal
tool
&
processes
integrated
the
social
layer
N • SM
organiza^on
structure
iden^fied
implemented
• Culture
of
social
collabora^on
well
A • Crisis
management
process
• SM
Policy
&
Guidelines
in
place
established
implemented
• Monitoring
insights
used
in
PR/
L
Communica^on
strategy
WALK RUN FLY
POLICY, PROCESS, SOCIAL PROPERTIES ECOSYSTEM ENGAGEMENT
PROCEDURE MANAGEMENT & FULL SOCIAL INTEGRATION
E
X • Setup
ini^al
social
proper^es
• Social
proper^es
enhanced
(tabs,
lists
• Influencer
Partnerships
formed
• Launch
and
test
pilot
program
and
hashtags
on
TwiEer
etc…)
• Ambassador
program
opera^onal
T
• Public
facing
modera^on
policy
• Advocates
&
Influencers
iden^fied
• Front
end
systems
integrate
social
E (community
manifesto)
• Content
published
across
mul^ple
func^onali^es
R • Content
development
social
networks
• Engagement
at
scale
established
N • Community
coordina^on
• Voice
and
tone
established
with
• Coordina^on
exists
between
Social,
A communi^es
Owned,
Mainstream
&
hybrid
L
• Enhanced
content
development
proper^es
Inspired
by
David
Armano
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39. McKinsey
Survey
Dec.
2010
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40. To
succeed
your
social
media
customer
engagement,
YOU
NEED
to:
1. know
what
you
want
to
achieve
with
whom
&
why
2. define
your
objec^ves
and
the
level
of
your
strategy
(i.e.
corporate,
department
or
product
level)
3. frame
the
strategy
4. think
about
the
best
social
plaworms
to
achieve
your
goals
5. then
plan
tac^cs,
i.e.
tabs,
campaign,
videos,
etc.
6. and
be
ready,
in
having:
-­‐
the
team
or
outsourced
solu^on
-­‐
the
processes,
the
monitoring
-­‐
the
social
media
management
-­‐
AND
the
CONTENT
(the
fuel)
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41. DIAGNOSE
REALIZE
Define
P.
People
&
O.
Objec^ves
QUICK
WINS
Facebook
+
TwiEer
Communi^es
Audit
Engagement
Feedback
loop
Monitoring
&
CM
Stakeholders
Audit
Opera^ons
Audit
CONTENT
STRATEGY
IMPLEMENT
FULL
DESIGN
Define
S.
Strategy
SM
PRESENCE
&
T.
Technology
CONTENT
SM
STRATEGY
MANAGEMENT
SM
MANAGEMENT
SM
PLATFORMS
EXCEL
EXAMPLE
of
a
PROCESS
for
one
of
Expanding
your
SM
our
client
in
KSA.
It
is
a
12
months
Engagement
mission.
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42. …based
on
P.O.S.T.
methodology
Who
are
you
trying
to
reach?
How
What
do
you
want
to
accomplish
with
many
communi^es
of
purpose?
them?
What
type
of
engagement?
CONTENT
SOCIAL
MEDIA
MANAGEMENT
MANAGEMENT
PEOPLE
OBJECTIVES
SM
STRATEGY
TECHNOLOGY
STRATEGY
Content
Audit
Monitoring
Measurement
Copywri^ng,
Produc^on
Building
SM
Team
Champions
Program
Community
Management
Which
social
channel
will
you
use?
Scope
of
the
social
conversa^ons?
Primary
and
secondary.
Which
tac^cs
What’s
in
it
for
them?
How
will
you
for
which
objec^ve?
bridge
the
gap?
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43. Start
with
P.O.S.T.
People,
Objec^ves,
Strategy,
Technology
Who
are
you
trying
to
reach?
How
many
communi^es
of
purpose?
IDENTIFY:
What
do
you
want
to
 PEOPLE: Who is your target accomplish
with
them?
What
audience? the communities type
of
engagement?
to reach out to?
 OBJECTIVES: What are your
objectives for each of these PEOPLE
OBJECTIVES
communities?
SM
STRATEGY
 STRATEGY: What is the TECHNOLOGY
STRATEGY
scope of the engagement
you’ll have with each of these
communities? What’s in it for
them? Scope
of
the
social
conversa^ons?
What’s
in
it
for
them?
How
will
you
 TECHNOLOGY: Where bridge
the
gap?
should your social media
engagement happen? On Which
social
channel
will
you
use?
which channels? Primary
and
secondary.
Which
tac^cs
for
which
objec^ve?
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44. PEOPLE:
start
by
a
COMMUNITIES
AUDIT
1. Where
are
your
customers
online?
The
objec^ve
is
to
filter
2. What
are
your
customers’
social
behaviors
online?
out
of
the
online
communi^es,
the
main
3. What
social
informa^on
or
people
do
your
customers
rely
on?
topics
&
trends
in
volume,
engagement
4. What
is
your
customers’
social
influence?
Who
trusts
them?
and
conversions.
5. How
do
your
customers
use
social
technologies
in
the
context
of
your
products.
6. How
do
your
compe^^on
use
social
technologies?
7. Who
are
your
ambassadors?
Is
there
any
influencers?
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45. Who
is
listening
?
How
are
you
listening?
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46. There
are
3
basic
types
of
informa^on
that
social
media
data
can
contribute
1. Content
What
people
are
saying
2. Ac^vity
What
people
do?
How
do
they
behave?
3. People
Understand
groups
and
how
they
interact
and
influence
each
other
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47. Despite
today’s
limita^ons,
social
media
listening
has
an
increasingly
important
role
to
play
in
brands
marke^ng
and
engagement
strategy.
Example
“Even
in
markets
where
there
is
not
enough
material
about
specific
brands
and
products
(for
example,
the
sliced
bread
market)
there
is
o]en
a
tremendous
amount
about
the
human
condi^on:
what
do
people
think
about
bread
in
general,
what
are
their
key
health
and
taste
issues,
what
are
people
saying
about
shelf
life
versus
the
use
of
addi^ves?
etc…”
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48. Social data is the reservoir of opinions, attitudes, perceptions and behaviours
from which insights can be drawn…to enable better understanding of your
customers and therefore a better valuable engagement and ROI.
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49. Communi^es
Audit
helps
you
as
well
iden^fy
poten^al
ambassadors
The
community
landscape
audit
will
enable
you
to
iden^fy
the
social
media
influencers
and
poten^al
advocates,
enabling
you
to
amplify
the
influence
and
reach
of
your
engagement
on
social
media
channels.
Main
objec^ve
will
be
to
increase
your
awareness,
peer
to
peer
connec^on,
interac^on
and
reach,
as
well
as
to
drive
posi^ve
percep^on
within
their
networks
(peer
2
peer
vs
authority
2
customer).
Build
a
specific
Social
Media
Ambassadors’
Program
which
objec^ves
will
be:
Social
Media
Influencers
Social
Media
Advocates
• To
use
their
reach
&
influence
to
help
promote
your
key
• To
use
their
“advocacy”
to
help
engage
with
peers
on
the
messages.
rightness
of
your
decisions.
• To
use
their
TwiEer
or
blog
competencies
to
cover
your
• To
help
curate
some
of
your
social
&
digital
proper^es,
events
&
updates
fans,
followers
and
readers
via
blogging
engaging
on
a
peer
to
peer
level
with
targeted
and
twee^ng.
communi^es.
©SOCIAL4CE
info@social4ce.com
PARIS
.
BEIRUT
.
JEDDAH
.
RIYADH
.
DUBAI
.
DOHA
Page
49

50. Inside
Gatorade’s
Social
Media
Command
Center
hEp://youtu.be/InrOvEE2v38
©SOCIAL4CE
info@social4ce.com
PARIS
.
BEIRUT
.
JEDDAH
.
RIYADH
.
DUBAI
.
DOHA
Page
50

51. Now
once
you
have
listened,
diagnosed
your
customers
online,
their
interests,
their
behavior
and
how
they
are
influenced,
you
can
based
on
your
objec^ves,
start
building
your
social
media
engagement
strategy.
©SOCIAL4CE
info@social4ce.com
PARIS
.
BEIRUT
.
JEDDAH
.
RIYADH
.
DUBAI
.
DOHA
Page
51

52. ©SOCIAL4CE
info@social4ce.com
PARIS
.
BEIRUT
.
JEDDAH
.
RIYADH
.
DUBAI
.
DOHA
Page
52

53. Content
and
context
are
the
keys
for
developing
an
effec^ve
presence
on
Social
Media
channels.
Mapping
the
content
you
want
to
share
with
the
context
in
which
to
share
it
(channel,
^me,
type
of
discourse,…)
will
set
the
ground
for
successful
communica^on
through
social
media
channels.
©SOCIAL4CE
info@social4ce.com
PARIS
.
BEIRUT
.
JEDDAH
.
RIYADH
.
DUBAI
.
DOHA
Page
53

54. People
don’t
visit
your
sites
for
People
don’t
visit
your
sites
to
a
great
user
experience.
see
amazing
design.
People
come
for
the
content.
Content
is
a
business
asset.
It
has
value.
It
brings
you
customers,
wins
you
fans,
builds
you
an
audience
and
earns
you
money.
©SOCIAL4CE
info@social4ce.com
PARIS
.
BEIRUT
.
JEDDAH
.
RIYADH
.
DUBAI
.
DOHA
Page
54

55. A FUNNY WAY AT LOOKING AT
CONTENT STRATEGY 
©SOCIAL4CE
info@social4ce.com
PARIS
.
BEIRUT
.
JEDDAH
.
RIYADH
.
DUBAI
.
DOHA
Page
55