Social Strategy1 is a consulting firm that helps large companies develop social media strategies. It works with clients to provide insights into customer experience management, marketing, reputation management, and competitive intelligence using social media. The document discusses how social media has changed business dynamics by allowing two-way communication with customers, real-time feedback, and new opportunities for customer service and sales. It provides examples of how companies can integrate social media into call centers and customer experience management.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
Social Activation chapter of our Tech Trends 2014 report.
Includes Sony Pictures social analytics case study, applying advanced modelling techniques to optimise marketing spend between traditional and digital channels.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
Social Activation chapter of our Tech Trends 2014 report.
Includes Sony Pictures social analytics case study, applying advanced modelling techniques to optimise marketing spend between traditional and digital channels.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
During the 2010 BCAIM Contagious Conference, Concerto Marketing conducted a real-time survey of delegates using handheld electronic devices. Over 200 attendees took part in this survey about key issues, trends and topics impacting marketing professionals and our industry today.
Towson University's Strategic Opportunity: Proposal for a Digital Marketing D...Jesse Trahan
An overview of how the digital revolution has empowered customers and how a digital marketing department can address the related challenges and opportunities.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
CMOs: How to Spend the Minimal Effective Amount on MediaNetworked Insights
Learn how this new form of “marketing intelligence” can dramatically reduce wasted spending and contribute even more effectively to earnings per share.
Understanding Customer Engagement in the Digital AgeEmmanuel Peype
I have investigated the notion of engagement in new media and customer interests in brand utility in the course of my final degree in Marketing. This study focuses on IKEA and explores al the facets of customer engagement. More than 500 individuals took part in the study. Please contact me if you are interested in some of the findings.
During the 2010 BCAIM Contagious Conference, Concerto Marketing conducted a real-time survey of delegates using handheld electronic devices. Over 200 attendees took part in this survey about key issues, trends and topics impacting marketing professionals and our industry today.
Towson University's Strategic Opportunity: Proposal for a Digital Marketing D...Jesse Trahan
An overview of how the digital revolution has empowered customers and how a digital marketing department can address the related challenges and opportunities.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
CMOs: How to Spend the Minimal Effective Amount on MediaNetworked Insights
Learn how this new form of “marketing intelligence” can dramatically reduce wasted spending and contribute even more effectively to earnings per share.
Understanding Customer Engagement in the Digital AgeEmmanuel Peype
I have investigated the notion of engagement in new media and customer interests in brand utility in the course of my final degree in Marketing. This study focuses on IKEA and explores al the facets of customer engagement. More than 500 individuals took part in the study. Please contact me if you are interested in some of the findings.
How to Use Online Intelligence As Part of a Total Media StrategySocial Strategy1
"How To Use Online Intelligence As Part of a Total Media Strategy ”
The webinar explores the importance and growing influence of not only social media, but total media –including traditional publications, virtual communities, multimedia, blogs, message boards, and opinion sites–and how organizations can leverage total media intelligence to inform and track marketing programs including product development, advertising, and competitive analysis.
Sponsored by Social Strategy1 and Write2Market
Shinrinyoku--A Self-Guided Awareness Walk in the ForestLaurieanHealing
Although this set of "invitations" were created for a specific group of people in a specific place, they could be used by anyone as a guide for a short awareness walk in nature.
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.
Social Media 2010: Competitive Advantage and SurvivalPatsy Stewart
The Salem-Roanoke County Chamber hosts a seminar Social Media 2010: Competitive Advantage and Survival, presented by Entwine Inc. The seminar will focus on changing the mindset of Company Owners and Senior level Executives and educate them on Social Media and how it will impact their business whether they participate or not.
A presentation of survey results that Grant Thornton, LLP has done on Social Media plus a discussion on Social Analytics and improving Profitability using Social Media.
Top 10 Benefits Of Implementing Social Media Marketing For BusinessHimnshu1
Social media marketing is a vital aspect of any business, irrespective of its size. In the era of internet marketing, there is a good chance for a business to connect with the audience by all means. With so many advantages of social media, companies can make the best use of it and get things done perfectly. Social media marketing can help your business reach out to a broader audience so that your business can get more traffic and engagement. Digitalize today being the best social media marketing company in Delhi can help you do just that. In this blog, you will get a deeper insight into what social media can really do for your business.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Social Media for Sustainable Business [Fall 2010 Refresh]Earthsite
[UPDATED with extensive 'applications' section and new 'trends' information]
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This is a presentation given to the Presidio MBA program by JoeyShepp.com, new media maven. It covers social media trends, principles, case studies, and how-to topics.
Twitter @JoeyShepp your question about new media and sustainability.
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How Social Media Has Altered Customer Experience
1. Activating the social web for business:
How to Engage with Customers
in a Connected World
www.socialstrategy1.com
2. Who is Social Strategy1
• SS1’s approach was developed in conjunction with research performed at
The University of Pennsylvania’s Wharton School, and with multi-national firms
• SS1 works with some of the largest companies in the world – our perspective is global
because social media is global
• SS1’s mission is to work with companies to develop insights and strategies regarding
social media such as:
– Customer Experience Management
– Market Intelligence, Brand Positioning and Messaging
– Reputation Management
– Social Media Marketing Strategies, Services and Content Development
– Competitive and Global Business Intelligence
Proprietary & Confidential | Social Strategy1, Inc.
3. The fate of each business is in the hands of -
everyone
There are more than 2 billion people using social media today
Facebook > 1 Billion,
LinkedIn >170 Million,
QQ Messenger >700 Million
More than 100,000,000 blogs
61% of U.S. households have wifi (2X TVs in 70s)
Proprietary & Confidential | Social Strategy1, Inc.
5. Changes the Speed of Communication
The comment also generated 17,000 tweets per minute
for “Big Bird” and 10,000 tweets per minute for “PBS”
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6. New Era Brings New Opportunity/Process
• Social media has become a commonplace outlet for consumers to voice
their queries, complaints or praise about a product or service, or seek
resolution to a problem, bypassing automated phone systems and the
routing process of a customer call center.
• The trend is for businesses to advance from social media to social
business
…this provides an alternative customer service channel
Sept. 27, 2012 _ PRNewswire
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10. A Few Business Dynamics Changed by Social Media
• Customer Service = Customer Experience Management
• ROI = becomes measurable
• Lead Generation = customers at their point of need
• Compliance/Corporate Governance = identify smoking guns
or other issues
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11. Dynamics Changed by Social Media
• Early warning of problems and opportunities. Companies can
eavesdrop on what customers are really thinking and saying. This gives
them an early warning mechanism attuned to customer issues,
opportunities, intelligence on competitors, and ideas for new products and
services. Social media then acts as a no-charge, free-flowing, focus group.
Proprietary & Confidential | Social Strategy1, Inc.
12. New Opportunities via Social Media
Early warning of problems and opportunities.
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13. Key Opportunities to Engage Customers via Social Media
• Driving efficient communications between marketing and customer
service. Too often, the marketing department launches promotions that the
contact center has little knowledge of.
• With social media, the resulting customer annoyance is spread to a far
larger audience, thereby intensifying the negative impacts on brand image
and reputation. Social media can be the catalyst that forces these two
organizations to work with greater synergy.
Proprietary & Confidential | Social Strategy1, Inc.
14. Ads and action
A great example of this at work was a study Social Strategy1 conducted during the
Taco Bell taco meat content controversy of 2011.
Taco Bell was accused of using a large amount of filler in its taco meat. In its own
defense, Taco Bell launched a $3 million ad campaign to attack claims they didn’t
serve “real meat.”
Ironically labeled the “Talk” campaign, the high-dollar ads feature real Taco Bell
executives, franchisees, and employees touting the chain’s seasoned-beef recipe
through ads that appeared in the Wall Street Journal, New York Times and others.
effect.
From “Social Media Leadership: How to Get off the Bench and into the Game”
Proprietary & Confidential | Social Strategy1, Inc.
15. Key Opportunities via Social Media
• Improved customer service. As a public conversation, social media can
resolve not just a single consumer’s issue, but those of other individuals
who may share the same product or service challenge.
• Sales and business development. With social media, customers that
experience delight with companies become the new marketers. Social
media provides a richer and more accurate evaluation of customer
value. This is done through tracking and assessing customers’ ability to
influence others.
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16. Key Opportunities to Engage Customers via Social Media
Thank you very much for sending me
very good and honest people and good
workers to my home in Conway, SC I`m
very pleased with the work that was
done and ...
Speaking of Ryder:
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17. Here’s How Some are Integrating CEM and Social
ACCOR: has over 4000 hotels in 90 countries and has to manage over
5000 comments each month on sites such as TripAdvisor.com and
Bookings.com.
The company wants to listen, learn and engage with what customers are
saying about the Accor brand and approximately 12,000 competitors’
hotels.
Accor has found this type of customer service not only improves the
company’s online reputation, it results in double-digit sales increases for
key brands like Novotel.
Proprietary & Confidential | Social Strategy1, Inc.
18. Social Brings an Era of RoI
“I want to know where marketing spend is going and what Social
Strategy1 thinks in terms of trends – back six to 12 months and
forward six months. It’s really helpful from a budgeting
standpoint.”
Steve Cody, Founder, Peppercom
Earn vs. Paid Media Ratios, AKA RoI: SS1 maps the impact of
marketing and messaging campaigns and charts consumer
opinions or responses to messaging, allowing media companies
and agencies to budget, measure proofs of performance, and
deliver more effective messaging and creative
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19. Marketing RoI
“By matching this overall customer sentiment and its reach to daily, weekly,
or monthly marketing spend, we have for the first time a direct link between
push communications and ROI. It is therefore possible to draw connections
to what we call “brand affinity” and its direct impact on value of brands.
Quantifying the conversation gives us an overview of sentiment and
customer intent or advocacy toward those brands and can help us understand
how to nurture the value of the customer asset.”
Proprietary & Confidential | Social Strategy1, Inc.
20. Deriving RoI in a Social Media World
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21. Deriving RoI in a Social Media World
Specific to Direct Response
• Channel mapping and efficacy
-Where does the target audience hang out?
Conversation density
-Where can the message delivery work best?
-What happens when (if) it gets there
• Two-way audience mapping
> 80% of people who read reviews online use those to buy
- Targeting
- Does a campaign work?
- Are there more leads online than off?
• Lexical mapping
-Are your saying the right thing?
Proprietary & Confidential | Social Strategy1, Inc.
22. Key Opportunities via social media
Call centers
In the contact center context, social media becomes a customer
collaboration tool for monitoring conversations and interacting.
Firms may choose to capture, analyze, and forward these
conversations to other departments.
Proprietary & Confidential | Social Strategy1, Inc.
23. Social Media Leadership Awards
@SMLAwards
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24. Things You Can Do
• Acknowledge the outcome of conversations on social media so that the
public knows that the company cares about offering a rewarding
customer experience.
• Select which social media channels best meet the company’s customer
engagement models. At the same time, actively encourage dialogue
between social media participants so as to increase enthusiasm for a
product or service. Increased usage drives brand loyalty
• Build customers’ social profiles, track their social activities, analyze
their comments, and assess their influence.
Proprietary & Confidential | Social Strategy1, Inc.
25. Things You Can Do
• Examine and pick the right mix of technologies. There is a wide variety
of monitoring, analytics, routing, profiling and collaboration tools on
the market.
• Determine skills sets, training, and policies. Agents must have
exceptional comprehension and writing abilities, and be savvy in the
use of social media. Policies should also specify what content
employees are permitted to publish via social media
• Set up strict monitoring and procedures so that comments are routed to
the correct department (e.g., corporate communications, legal,
marketing, and customer service). Install real-time agent monitoring
and recording capability.
Proprietary & Confidential | Social Strategy1, Inc.
26. Nuts and bolts of Social Media and Call Center
Lead Generation – social media has the ability to surface a new breed of “leads” that
can identify purchase intent, a desire to leave or find a product
Hear the Voice of the Customer - the good bad and ugly of your product or brand
Connect directly - with the customer via social media channels
Match - online with physical records
Reputation Management and Social Media Marketing – data driven marketing
efforts
General Business Intelligence and Social Media Strategies – An international public
accounting firm and others utilize SS1 to monitor and provide insights and strategies
related to competition, recruiting, reputation management, and new business initiatives.
All of these fold into the call center/CEM strategy
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27. We can help you
Steve Ennen
646-334-5893
steve@socialstrategy1.com
Proprietary & Confidential | Social Strategy1, Inc.