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Using Social Data To Enhance The Customer Experience
The document discusses the importance of understanding customer emotions and behaviors in the context of social media, highlighting trends such as the anticipated 600% increase in social data by 2020, mostly generated by customers. It emphasizes building authentic connections through engagement and responsiveness, illustrated by case studies of partnerships with CCM Hockey and DoubleDutch that achieved significant engagement metrics. The future of customer experience is projected to involve a tenfold increase in technology spending by CMOs, opening new opportunities for marketing technology companies.
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Using Social Data To Enhance The Customer Experience
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- 3. 3 #CX 3 Catie Ivey Coutinho VPof Client Partnerships at Insightpool @catiecoutinho
- 4. 4 #CX Establish a Genuineand Unique Voice1
- 5. 5 #CX How Social MediaImpacts the Customer Journey Know How You Want Your Audience To Feel Establish a Genuine and Unique Voice I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
- 6. 6 #CX Understand Your Customers ina New Way2
- 7. 7 #CXUnderstand Your Customersin a New Way Characteristics Demographics VS
- 8. 8 #CXUnderstand Your Customersin a New Way Know How You Want Your Audience To Feel By 2020, social data will increase 600%, 75% of which will be created by customers, not businesses.
- 9. 9 #CXUnderstand Your Customersin a New Way Know How You Want Your Audience To Feel By 2020, social data will increase 600%, 75% of which will be created by customers, not businesses.
- 10. 10 #CX Build Deeper, MoreAuthentic Connections 3
- 11. 11 #CX Remain Human and Empathetic Discoverthe Audience’s Wants and Needs Build deeper, more authentic connections
- 12. 12 #CX Partnering with CCMHockey to Power Word of Mouth Identified highly engaged potential audiences interested in relevant topics1 Custom engagement and activation campaigns focused on interactive messaging and benefits of customization 2 Drove highly engaged participants into a UGC program that allowed them to share their Goalie Customizer experiences 3 Key Results 55,314 reached (targets and their networks) 51% acquisition 487% click rate (clicks/tweets) CCM, the legendary hockey brand, wanted to build awareness around their new business line – The Goalie Customizer – to current loyal audience and potential new users.
- 13. 13 #CXBuild Deeper, moreAuthentic Connections Start using social to show genuine customer love…
- 14. 14 #CXBuild a Deeper,Authentic Connection …and you’ll be amazed at the results!
- 15. 15 #CX Listen to Customers &Respond with Insights4
- 16. 16 #CX Partnering with DoubleDutchto Power Word of Mouth Identified potential event attendees interested in relevant topics.1 Custom engagement and activation campaigns focused on booth incentives and educational sessions. 2 3 Key Results DoubleDutch, the leading provider of event tech solutions, wanted to build awareness around their event booth – IMEX– to relevant event attendees. Drove buzz around DoubleDutch’s presence at the event as well as relevant traffic to their booth. 98% like rate 3.5K expanded impressions 560% click rate (clicks/tweets)
- 17. 17 #CX Engage with CustomersOver Time5
- 18. 18 #CX Re-imagining ongoing customerengagement:
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- 20. 20 #CX The Future ofthe Customer Experience & Social Data6
- 21. 21 #CX We expect technologyspend by CMOs to increase 10x in 10 Years From $12 billion to $120 billion unlocking a huge opportunity for marketing Technology companies and opening the door To the decade of the CMO
- 22. 22 #CXThe MadTech Catalyst MADTECH in10years10x $120 Billion per year
- 23. 23 #CX Insightpool’splatform is theleadingresource for marketers to find untapped social audiencesand drive them intorelevant word of mouth engagement paths. Powering Predictive Word of Mouth Marketing a Predictive modeling identifies high engagement potential social audiences Streamlined campaign and nurture track interface Robust analytics and insight engine with predictive learning paths How Do We Do This?
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Editor's Notes
- #8 Devon – Demographic Data to Characteristic Insights Audience + Customer Insight Social Data is Real-time Data
- #15 “Social has been a key driver of our ongoing customer interaction with one of our clients, Tti. You can see Brian here on the right. Of course we use all the traditional channels – email and face to face meetings – but social has been huge:”
- #16 Incorporate DoubleDutch examples
- #19 Maybe something like a visual representation of a “customer love” timeline? Could be something like: (1)Welcome gift – in the mail (2) Welcome tweet – Tweet a picture of their new account team welcoming them onboard (we can probably find an example of IP doing that) (3) Email nurture track – traditiaional 8 week onboarding welcome track (4) Celebrate wins social – maybe something like LI or Instagram example? (5) Birthday love – let’s find a customer GIF we’ve sent on twitter for a birthday – Allie can help track done down (6) Maybe make it clear that it’s like an ongoing process..with an error pointing forward and I can talk to the fact that these are just a few ideas to get their wheels turning…
- #22 Marketing companies will have the opportunity to grow exponentially in the coming years and offering customers more high level technologies and ways to interact with customers
- #23 Now its no coincidence that our category is rapidly advancing as the convergence of marketing technology and advertising technology powers advancements that were not possible just a few years ago. We like to call this the advent of MADTECH. The market for Madtech will continue to grow exponentially. In the next 10 years its projected to grow drive a 10x increase marketing technology spending. With Madtech enabling the move from demographic based marketing, the entire marketing budget is going to be reshuffled. While others talk of billion dollar categories we are truly in the middle of a trillion dollar category that needs Insightpool to catch up to the reality of this new world. With almost three years under our belt we are now the leader in this rapidly growing field and have a track record of success that is attracting new clients at a record clip.
- #25 http://bit.ly/1lUZYZ6