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Twitter @ Samsung: Customer-Centric Approach to Social Media

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Presentation about Samsung's Customer-Centric Approach to Twitter and Social Media. Created by Esteban Contreras and shared initially at the Corporate Social Media Summit 2010 in NYC. #csm10

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Twitter @ Samsung: Customer-Centric Approach to Social Media

  1. 1. Connect<br />Fan<br />Trust<br />Conversations<br />Community<br />Networks<br />Expression<br />Attention Economy<br />Buzz<br />Engagement<br />Semantic<br />Influence<br />Social Graph<br />Live Streaming<br />Citizen Journalists<br />Humanized<br />Blog<br />Distribution<br />Transparent<br />Feed<br />Via<br />Friends<br />Followers<br />Sharing<br />Joining<br />Real-Time<br />Presence<br />Identity<br />Viral<br />Clout<br />Open<br />Mobile<br />Chat<br />Location<br />Sentiment<br />Friending<br />Generosity<br />Crowdsourcing<br />ReTweeting<br />Content<br />Authentic<br />Participate<br />Wall<br />Sentiment<br />Share of Voice<br />Listen<br />Technographics<br />Service<br />Collecting<br />Vote<br />Meetup<br />Collaboration<br />User-Generated<br />Resonance<br />Earned Media<br />Like<br />
  2. 2. Connect<br />Fan<br />Trust<br />Community<br />Conversations<br />Networks<br />Expression<br />Attention Economy<br />Buzz<br />Engagement<br />Semantic<br />Influence<br />Social Graph<br />Citizen Journalists<br />Humanized<br />Live Streaming<br />HUMAN<br />CONNECTIONS<br />Blog<br />Distribution<br />Transparent<br />Feed<br />Via<br />Friends<br />Follower<br />Sharing<br />Joining<br />Real-Time<br />Presence<br />Identity<br />Viral<br />Clout<br />Open<br />Mobile<br />Chat<br />Location<br />Creativity<br />Friending<br />Generosity<br />Crowdsourced<br />ReTweeting<br />Creating<br />Authenticity<br />Liking<br />Wall<br />product<br />price<br />Participation<br />Value<br />Listening<br />Technographics<br />place<br />promotion<br />people<br />Service<br />Collecting<br />Collaboration<br />Vote<br />Meetup<br />Resonance<br />Earned Media<br />Like<br />User-Generated<br />
  3. 3.
  4. 4. “We think our future is in helping companies be better companies”<br />via@Biz<br />Twitter helps companies…<br /><ul><li>Participate in the lives of people
  5. 5. Communicate & gain real insights
  6. 6. Establish a new customer service channel
  7. 7. Realize just how flat the world is
  8. 8. Innovate in a rapidly changing web
  9. 9. Shift towards a more open and honest culture
  10. 10. Positively affect the bottom line</li></ul> …be better companies<br />
  11. 11.
  12. 12. Provide value for customers… not just for the company<br /><ul><li>Think of the 5 C’s from their perspective
  13. 13. Not everyone is equally “Social”
  14. 14. Everyone is a “Customer”
  15. 15. Different Needs Require a Service Mind-set</li></ul>Collaboration<br />Connections<br />Conversation<br />Content<br />Community<br />Creators<br />Critics<br />Conversationalists<br />Joiners<br />Spectators<br />Collectors<br />Unsatisfied Customer<br />LoyalCustomer<br />ReturningCustomer<br />First-Time<br />Customer<br />Potential Customer<br />Shop<br />Own<br />Fix<br />Other<br />
  16. 16. Business Goals<br />Marketing Goals<br />Social Media Goals<br />Engagement<br />Community<br />Listening<br />Marketing<br />Integration<br />Conversations<br />UGC <br />Solicitation<br />Content <br />Creation<br />Customer <br />Service<br />Monitoring<br />& Searches <br />Reporting<br />Followers &Relationships <br />Share of Voice<br />@Replies, RTs, Lists & DMs <br />Sentiment<br />& SIM Score<br />Issue<br />Resolutions<br />Tweet Reach& Impact <br />
  17. 17. LEVERAGE TOOLS<br />. <br />Hello @world !<br />ENGAGE<br />in Conversations & Valuable Experiences <br />CONVERT<br />Non-believers into believersNon-customers into customers<br />TRANSFORM<br />Customers into Brand Advocates<br />
  18. 18. What do conversations look like?<br />
  19. 19. How was your day?<br />Samsung Cares About People<br />Samsung Makes Life Easier<br />Do you need help?<br />What does it mean to be a geek?<br />Samsung Creates Cool Technology<br />
  20. 20. How was your day?<br />Do you need help?<br />What does it mean to be a geek?<br />
  21. 21.
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30. Do<br />Don’t<br /><ul><li>Tell your company’s story
  31. 31. Be Passionate
  32. 32. Be Generous
  33. 33. Acknowledge Mistakes & Apologize
  34. 34. Respond at Surprising Hours
  35. 35. Write like People Speak
  36. 36. Schedule Tweets
  37. 37. Be Personal
  38. 38. Reach out to Influencers
  39. 39. Play with your Background
  40. 40. Follow Back
  41. 41. Engage in Private
  42. 42. Focus on Conversations
  43. 43. Outsource your company’s soul
  44. 44. See Twitter as a To-Do List
  45. 45. Start Every Tweet with “RT”
  46. 46. Forget the Legal Side of Things
  47. 47. Forget about nights & weekends
  48. 48. Corporate Speak
  49. 49. Automize Tweets
  50. 50. Be Too Personal
  51. 51. Become a Concierge for Celebs
  52. 52. Overdo the Background
  53. 53. Follow Everyone
  54. 54. Send Mindless Auto DMs
  55. 55. Buy Followers</li></li></ul><li>Do<br />Don’t<br /><ul><li>Be Spontaneous
  56. 56. Create Content
  57. 57. Ask Questions & Request Feedback
  58. 58. Stay silent if necessary
  59. 59. Live Tweet
  60. 60. Contests & Giveaways
  61. 61. Use Favorites, Hashtags, & Lists
  62. 62. Consider Ads
  63. 63. Collaborate with other teams
  64. 64. Increase your Social Media Budgets
  65. 65. Reach Out through Searches
  66. 66. Prepare for The Worst
  67. 67. Be Too Random
  68. 68. Create Bad Content
  69. 69. Assume Twitter is a Focus Group
  70. 70. Lie, Block, or be Mean
  71. 71. Live Tweet Too Much
  72. 72. Become a Spammer
  73. 73. Overuse them
  74. 74. Alienate with Ads
  75. 75. Oversell Social Media
  76. 76. Think Money Replaces Creativity
  77. 77. Stalk Everyone Who Mentions You
  78. 78. Think you’re Ready for the Worst</li></li></ul><li>What will Twitter be like Tomorrow?<br /><ul><li>Richer & more immersive experiences
  79. 79. Convergence: Desktop + Mobile + Other Devices
  80. 80. Deeper Web Integration & Personalization
  81. 81. Complex Data Visualizations
  82. 82. Social Shopping
  83. 83. Advanced Searches
  84. 84. Real-Time Updates
  85. 85. Contextual Connections
  86. 86. More Augmented Reality
  87. 87. Enhanced Customer Service Channels
  88. 88. Specialized Business Pages
  89. 89. Twitter Substitutes?</li></li></ul><li>Slides will be posted soon at www.socialnerdia.com<br />twitter.com/samsungesteban<br />twitter.com/socialnerdia<br />facebook.com/estebancontreras<br />linkedin.com/in/juanestebancontreras<br />e-mail: socialnerdia@gmail.com<br />

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