1. Get Serious About Social:
Own the Social Customer
Experience
Prelini Udayan-Chiechi
Director, EMEA Marketing
@prelini

2. a year on… (invisible children)
@prelini

3. the dawn of the
mobile, social and
incredibly
empowered
customer
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5. shifting attitudes to social media
95%
61%
of the CEOs reported that they must
exhibit "customer obsession"
source: IBM Institute for Business Value , CEO Report 2010 & 2012, CMO council 2011
@prelini

6. social to rise above the crossfire
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7. @prelini

8. social charity ranking
Source: MDG Advertising Infographic from nonprofitsocialnetworksurvey.com, onlinegivingstudy.org, blackbaud.com, unfoundation.org, philanthropy.com, npengage.com, mashable.com,
sharethis.com, crowdsourcing.org
@prelini

9. the power of
the crowd
87%
trust peer
90% recommendations
trust
14% advertising - Nielsen
customers who engage with companies
over social media are more loyal and
spend up to 40 percent more
-Bain & Company, 2011
confidential

10. a year on… (invisible children)
Source: MDG Advertising Infographic from nonprofitsocialnetworksurvey.com, onlinegivingstudy.org, blackbaud.com, unfoundation.org, philanthropy.com, npengage.com, mashable.com,
sharethis.com, crowdsourcing.org
@prelini

11. addressing the crowd
@prelini

12. growth of owned communities
2012 Charity Social Index, published by Visceral Business
@prelini

13. social brings complexities
who do I engage and how? how do I manage and scale? how do I measure the impact?
Reach
Social Social Business
Intelligence Software Buzz
Engagement
Participation
Social Scoring Blogging
Platforms Transaction
Advocacy
Social TV Mobile Apps Community of marketers
41%
Platforms surveyed had no
proven ROI of social
initiatives
@prelini

14. social journey roadmap
transform
your experience
prove
the business value
guide
listen engage the conversation
on existing networks
to understand
harness the power of transform the overall
understand the respond in existing create an owned hub your crowd to drive customer experience
social customer social channels
impact
@prelini

15. Community members are 5x more likely to take
an action, whether it’s making an advocacy call,
a donation, or attending a fundraising event.
Mike Bolino
Managing Director, Digital Marketing, American Diabetes Association
improve SEO
48% of community traffic arrives through
organic search results, a 8x improvement
increase loyalty and return frequency
30% of community members visit
over 10 times/month
New Product Mrketing

16. key takeaways
1. follow your head not the herd
2. own it don’t outsource it
3. get out of the silo, get into a strategy
4. stop dabbling, commit
5. drop the fluffy metrics
6. don’t campaign, sustain
@prelini

17. we’re lithium
we make software that powers
the social customer experience
“it is not the strongest of
the species that survive,
nor the most intelligent, but
the one most responsive to
change” Charles Darwin
@prelini

18. Questions
Prelini Udayan-Chiechi
@prelini