This document discusses strategies for engaging customers on social media. It provides tips for listening to customers, encouraging user-generated content, featuring employees, using multimedia content, and tracking promotions. A case study example of strong customer engagement on social media and a social media #fail case study are also presented. Finally, it outlines various social media services that PwC can provide to help companies with governance, engagement, response, and analysis of their social media activities.

1. Serving the Customer
on Social Media
Kat Mandelstein, @katmandelstein
kat.mandelstein@uk.pwc.com
PwC Digital Experience Centre, Customer Consulting
www.pwc.co.uk

2. PwC
Engagement matter more than likes
@katmandelstein, #servingsocial
2
July 2015
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Follower numbers
Talking about numbers**
**Numbers not relative to the vertical
axis, however they demonstrate that
brands do not need to have the highest
amount of followers to be the most
“talked about”
‘Talking about’ measures the
number of people on Facebook
talking about certain brands,
taking into account wall posts,
comments and page shares.
Source: eDigitalResearch Social Media Benchmark
Food and Beverages June 2014
UK Restaurant Facebook
Follower numbers June 2014

3. PwC
Turning Your Customers into Fans & Advocates
Ten tips for truly engaging your customers and building brand loyalty
1. Listen in social channels for your brand, competitors and trends
2. Integrate social into the physical and virtual restaurant experience
3. Engage in a dialogue with customers, not a monologue
4. Encourage customers to share their experience and reviews
5. Make customers the star of your social channels
6. Feature your employees…people connect with people. Make sure
you have social media policy and training in place for your team
7. ‘Mobile First’ in design and social campaign planning
8. Tell your story through rich integrated content across channels
9. Multimedia content has highest levels of engagement
10. Track promotions with unique social hashtags to determine ROI
@katmandelstein, #servingsocial
3
July 2015

4. PwC
Case Study: Strong Customer Engagement
4
@katmandelstein, #servingsocial July 2015

5. PwC
Case Study: Social Media #fail
5
@katmandelstein, #servingsocial July 2015
03 Mar 2015

6. PwC
How PwC can help you with Social Media Services
6
Govern
Engage RespondAnalyse
Build
● Strategy and policy development
● Maturity assessment
● Operating model development
● Board awareness of social media
● Privacy compliance and issue remediation
● Crisis simulation for leadership teams
● Customer engagement
● Customer service strategy
● Key influencer strategy
● Employee engagement
strategy
● Company & Industry
sentiment monitoring
● Social media listening
● External risk profiling and
due diligence
● Customer support
● Crisis management plan
development and services
● Privacy and industry
compliance issue
remediation
● Technology selection and build
● Social monitoring team roles, responsibilities
and training
● Implementation support for enterprise
social networks
● Talent planning and acquisition
● Social media business integration
● Customer engagement planning and
social selling operations
@katmandelstein, #servingsocial July 2015

7. Questions?
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon
the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to
the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, its members, employees and agents do
not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the
information contained in this publication or for any decision based on it.
© 2015 PwC UK. All rights reserved. In this document, “PwC” refers to PwC UK which is a member firm of PricewaterhouseCoopers International Limited,
each member firm of which is a separate legal entity.
Kat Mandelstein
kat.mandelstein@uk.pwc.com
Twitter: @katmandelstein
Mobile +44 7889.642759