A customer's negative experience can now be shared with thousands online through blogs, social media, etc., greatly increasing its impact on a company's reputation (Paragraph 1). This demonstrates the rising importance of customer experience in the new digital landscape (Paragraph 2).

1. “In the old days, someone might have a
bad customer experience and tell 10
people. But now, with the rise of blogs,
MySpace and Facebook, that person might
be able to tell 10,000 people. This totally
changes the dynamic, and importance, of
customer experience.”
Bruce Temkin, vp/principal analyst at Forrester Research
Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html,
Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228

2. NCF | Oslo | June 12th 2009
To Rethink is a Must

3. New Behavior

4. ”Get ready! Ask yourself. Are you still trying to get
journalists to write about your products? Are you
still making websites? Is your social networking
strategy to “get a Facebook Page”?
...or...
Are you making yourself a natural part of people's
stream of information?”
Thomas Baekdal, Baekdal.com

5. Source: Brian Solis, PR 2.0, http://theconversationprism.com/

6. Source: BBC News The Editors Blog, http://www.bbc.co.uk/blogs/theeditors/2008/02/journalists_and_pr.html

8. Source: Edmunds CarSpace, http://www.carspace.com/

10. Facts & Fictions

11. Belong to a Social Network
Source: Universal Mccann International Social Media Research Wave 3,
http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3

12. 200 000 000 133 000 000
users indexed blogs
309 000 000
edits

13. Social Media is Fast
False. Social media is by definition slow. Done
correctly, social media is about developing
meaningful relationships with customers and
prospective customers in their natural habitat.
That’s not a “wave the magic wand” scenario. You
have to create content, be part of many
communities, and proceed incrementally.
Source: Convince & Convert, http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social-media/

14. Social Media Results Can’t be
Measured
False. Especially in comparison to many other
communication programs like traditional PR, TV
advertising, outdoor advertising and others, social
media actually offers pretty solid metrics
Source: Convince & Convert, http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social-media/

15. Social Media is Optional
False. It doesn’t matter what the demographics of
your customers are. It doesn’t matter what
industry you’re in. Your customers and prospects
are talking about you online. Your company needs
to be part of that conversation. Today. Online is
where many people do their talking, so that’s
where you need to be.
Source: Convince & Convert, http://www.convinceandconvert.com/social-media-marketing/the-6-dangerous-fallacies-of-social-media/

16. Case: South West Airlines

17. ”Write headlines for two audiences:
readers and searchers”
Andy Beal, reputation management expert

18. Five-step process
1. Conduct keyword research so you
know what people are looking for
2. Edit press releases to include search
terms
3. Have special hyperlinks on hand, and
use them wisely
4. Distribute via wire service that is
crawled by news search engines
5. Test a variety of press releases
• During the period February 2004 to
April 2005, Southwest Airlines was
able to directly track more than $2.5
million in online ticket sales to
optimized press releases
Source: Southwest, http://www.southwest.com/about_swa/press/prindex.html, PRWeb, http://www.prweb.com

19. Case: Starbucks

20. “Social media tools help you find
conversations that can give you insight into
what individuals in your market are saying
about your product.
This can give you an opportunity to engage
people on their terms, not as a salesperson,
but as a resource, and then get the sale
because of it.”
Brian Solis, Principal of FutureWorks, blog PR2.0

21. Source: “My Starbucks Idea”, http://mystarbucksidea.force.com

22. Source: “My Starbucks Idea”, http://mystarbucksidea.force.com

23. Case: H&M

24. ”If the news is that important
it will find me”
College student quoted in New York Times

25. The Crowdsourcing
A company,
an organization
or a person

26. Source: H&M - Facebook, http://www.facebook.com/hm

27. Case: Oxfam

28. ”Human interaction is still human
interaction, and what it takes to be
successful with it has not changed. What
has changed is the places where it
happens.”
Brian Solis, Principal of FutureWorks, blog PR2.0

33. Case: Alaska Airlines

34. ”An entire generation is growing up that
will never dial a 1-800 number to reach
customer care”
Source: Edelman Digital ”Five digital trends to watch 2009”

35. Source: chrismessina – Twitter, http://twitter.com/chrismessina/status/1862225589

36. Source: chrismessina - Twitter, http://twitter.com/chrismessina/status/1862770518

37. Case: Dell

41. Case: Scania

42. ”I think it’s Harley-Davidson, Nike, Scania
and some other brands that is being
tattooed”
Scania vice president marketing

43. • 1.1 million photos are tagged
quot;trucksquot; and 26 000 are tagged
quot;Scania”.
• quot;Scania Group has 238 photos
that have been viewed 210 000
times.
Source: Scania Group - Flickr, http://www.flickr.com/photos/scania/3487653699/

44. Source: Flickr Scania Fire Appliances/Apparatus, http://www.flickr.com/groups/scaniafireappliances/

45. Case: Electrolux

46. ”It's not rocket science but you have to
put the right resources to back up your
strategy. Then...execution is everything.”
Anders Edholm, vice president media relations and issue management, Electrolux

47. Source: Electrolux Newsroom Italy, http://newsroom.electrolux.com/it/

48. Source: Electrolux Newsroom Italy, http://newsroom.electrolux.com/it/

49. Source: Electrolux Newsroom Italy, http://newsroom.electrolux.com/it/

50. Electrolux Lessons Learnd
» Integrated part in all communication
» Co-operation and internal training
» Be active within online conversations
» Create excellent content and make it visible and
shareable
» Execution is everything
» Have the best set up of tools

51. You Must Rethink Now

52. Participate
& Connect
Create
Listen

53. 1 » The analysis &
identification
» Identify and listen to key bloggers, key micro
bloggers, online forums, social networks etc.

54. 2 » The strategies and
policies
» The online arena has to be part of the overall
strategies and policies.
» However specific policies and strategies are
needed, for example, for social media.
» Who are your spokespersons in social media?

55. 3 » The conversation
» Listen to the conversation.
» Participate in key online conversations.
» Initiate conversations at key online arenas.

56. 4 » The visibility
» Support to increase the online visibility of press
releases, photos, videos, presentations etc. with
focus on search engine visibility.
» Support to start use new visualizers like Twitter,
Google Adwords, Social Networks, mobile
devices etc.
» Support to manage key pages and create
campaign “pages” within Wikipedia, YouTube,
Slideshare, Facebook etc.

57. 5 » The measurement
» Find you key index
» Set concrete target that are measurable.

58. 6 » The training & tools
» Do continuously training internally and with
external partners
» Set up a toolbox

59. to rethink is a must
Sermo Consulting
Sermo Consulting is a small niche agency with long and extensive experience in strategic and tactical guidance in online
corporate communication. Sermo is working for listed and non listed companies, such as Color Line, Dell, Electrolux, SAS and
Scania. Sermo has 12 consultants based in Oslo and Stockholm.
Thomas Tangen, founding partner, online corporate communication strategist
Mobile: +47 (930) 535 555 | E-mail: thomas@sermo.no
Twitter www.twitter.com/thomastangen
Peter Einarsson, founding partner, online corporate communication strategist
Mobile: +46 708 666 995 | E-mail: pei@sermoconsulting.se
Twitter www.twitter.com/peter_einarsson