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4.16.15

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The marketing landscape has changed: conversations about your brand happen 24/7 on social and you are expected to stay on top of it. The good news is that you have direct access to where these conversations are taking place – through social customer service. Social customer care is no longer just an option but an opportunity to meet your customers where they most need and expect your services. The way you provide social customer service can make or break your brand reputation, and if done consistently and authentically, you could be earning advocates for life.

Join us in this webinar to learn:

how to break down silos and make social customer care a brand-wide way of doing business
how to use social customer service not just to solve customer problems but create and cultivate brand advocates
how to go beyond traditional service tactics to deepen customer relationships
how successful brands deploy social customer service strategies

Published in: Social Media, Services
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  • This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Social Customer Service is the New Heart of Marketing . Everything you do in marketing should ultimately drive profit. As with any investment, consider the revenue, profitability. http://www.sollylabs.com/ (animation studio)
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4.16.15

  1. 1. Social Customer Service is the New Heart of Marketing #SMTLive
  2. 2. #SMTLive Thank you to our sponsor @lithiumtech
  3. 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  4. 4. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Brien Hall is the Social Media Manager for Guest Services at AMC Theatres. He leads a team of social aces who make sure your moviegoing experience is amazing. Previously, he was an original member and later supervisor of Time Warner Cable's highly regarded social care team. @BrienHall Dave Evans is the VP of Social Strategy at Lithium, based in Austin, TX. Dave has worked in social technology consulting and development around the world and the author of best-selling "Social Media Marketing: An Hour a Day" and "Social Media Marketing: The Next Generation of Business Engagement." Dave is a regular columnist for ClickZ, and a frequent keynoter. @evansdave Erna Alfred Liousas. As an analyst serving B2C Marketing Professionals, Erna focuses her research primarily on social relationship marketing. Her work covers short-form content as well as best and next practices to strengthen customer relationships. She also helps B2C marketers understand how to create and implement successful approaches to social campaign strategies. Prior to joining Forrester, Erna was a consultant at a marketing strategy firm. There she designed, developed, and facilitated marketing excellence programs for chemical, healthcare, and technology sectors. @ErnaLiousas
  5. 5. Social Customer Service is the New Heart of Marketing Erna Alfred Liousas Analyst Forrester Research, Inc. April 2015 @ErnaLiousas
  6. 6. Remember life before the internet? Photo credit: http://digiwonk.wonderhowto.com/how-to/kiss-usps-goodbye-heres-digitize-your-mail-and-ditch-paper-for-good-0143933/, http://www.ruthlessreviews.com/20354/abcs-sales/ and http://www.majorhill.com/education/establishing-television-rules-for-your- kids-this-summer/#/
  7. 7. Things have certainly changed . . . http://www.bitrebels.com/social/social-media-sites-explained-kittens/
  8. 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Empowered customers have given rise to a new era
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 With four market imperatives Turn big data into business insights Transform the customer experience Accelerate your digital business Age of the Customer Embrace the mobile mind shift
  10. 10. The expectation that I can get what I want in my immediate context and moments of need. The“Mobile Mind Shift”
  11. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Social service sets the stage for marketing
  12. 12. forrester.com Thank you Erna Alfred Liousas +1 617.613.6627 ealiousas@forrester.com @ErnaLiousas
  13. 13. #SMTLive Customer Care: The Heart of Marketing Dave Evans, VP, Social Strategy, Lithium @evansdave
  14. 14. #SMTLive Customers lead increasingly digital lives… 50% 66% 87% of sales in 2017 will be influenced by digital experiences of consumers see call centers as a last resort seek help online
  15. 15. #SMTLive …while businesses remain challenged. 50% 66% 87% of sales in 2017 will be influenced by digital touch points of consumers see call center as a last resort seek help online 74% 33% 20% report they have a digital strategy believe their approach to social customer experience management is correct think they have people with the right technology skills
  16. 16. #SMTLive What CEOs think: Social will be a primary way of engaging customers within five years. Source: IBM
  17. 17. #SMTLive What customers actually experience: The majority of tweets directly to brands go unanswered. Source: Maritz
  18. 18. #SMTLive What Marketers need to know: Consumers are more likely to buy from companies who respond. Source. New York University
  19. 19. #SMTLive Marketing and Customer Care are explicitly linked from Customer Care… …to Marketing
  20. 20. #SMTLive Customer Care is the new “Heart of Marketing.” Customer Care is a primary contributor to customer experience and customer satisfaction.
  21. 21. #SMTLive Customer Care: The Heart of Marketing Dave Evans, VP, Social Strategy, Lithium @evansdave
  22. 22. #SMTLive Brien Hall Social Media Manager for Guest Services, AMC Theatres @BrienHall
  23. 23. #SMTLive Where does Social Customer Service fit into the overall CS process?
  24. 24. #SMTLive How does social customer service work at AMC?
  25. 25. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Brien Hall is the Social Media Manager for Guest Services at AMC Theatres. He leads a team of social aces who make sure your moviegoing experience is amazing. Previously, he was an original member and later supervisor of Time Warner Cable's highly regarded social care team. @BrienHall Dave Evans is the VP of Social Strategy at Lithium, based in Austin, TX. Dave has worked in social technology consulting and development around the world and the author of best-selling "Social Media Marketing: An Hour a Day" and "Social Media Marketing: The Next Generation of Business Engagement." Dave is a regular columnist for ClickZ, and a frequent keynoter. @evansdave Erna Alfred Liousas. As an analyst serving B2C Marketing Professionals, Erna focuses her research primarily on social relationship marketing. Her work covers short-form content as well as best and next practices to strengthen customer relationships. She also helps B2C marketers understand how to create and implement successful approaches to social campaign strategies. Prior to joining Forrester, Erna was a consultant at a marketing strategy firm. There she designed, developed, and facilitated marketing excellence programs for chemical, healthcare, and technology sectors. @ErnaLiousas
  26. 26. #SMTLive Thank you to our sponsor @lithiumtech
  27. 27. #SMTLive Win a Free Ticket to The Social Shake-Up! #SMTLive Audience: Tell us why you want to go to The Social Shake-Up to be entered for a chance to win. Tweet: “I want to go to #socialshakeup15 because…”
  28. 28. #SMTLive Join us on Thursday April 21st Is the Death of Social Greatly Exaggerated? Featuring Scott Monty & Robin Carey

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