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Consumer-Brand Social Media <ul><li>Best Practices & Case Studies of Social Customer Management </li></ul>Adam Metz, Principal, Metz Consulting

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Desired Outcomes - $☺ ☞☜☝☟ ♡ <ul><li>To obtain customer data from the social Internet for four primary reasons </li></ul><ul><ul><li>Create sales - $ </li></ul></ul><ul><ul><li>Drive brand awareness & equity - ☺ </li></ul></ul><ul><ul><li>Speak with and listen to customers across multiple channels - ☞☜☝☟ </li></ul></ul><ul><ul><li>Allow customers who love the brand to evangelize the brand ♡ </li></ul></ul>

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The Methodology <ul><li>Phase I : Assess Needs, Contracting Process </li></ul><ul><li>Phase II : Data Collection, Diagnosis, Structural Strategy </li></ul><ul><li>Phase III : Feedback Meeting(s), Tactical Strategy </li></ul><ul><li>Phase IV : Implementation & Tactical Strategy Delivery </li></ul><ul><li>Phase V : Re-Cycle, Re-implement or Termination </li></ul>} 12-24 mo.

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Best Practices <ul><li>Consulting team and client need to follow a Flawless Consulting methodology </li></ul><ul><li>Strategy composition should follow POSTm methodology </li></ul><ul><ul><li>Modified Forrester methodology </li></ul></ul><ul><ul><li>People, Objectives, Strategy, Tools, Measurement </li></ul></ul><ul><li>All data points must reconcile to both an analytics solution AND a customer relationship management solution </li></ul>

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Case Study #1 <ul><li>Deliverable </li></ul><ul><ul><li>12 month structural and tactical social web strategy (written July-Oct 2008) </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>SFCVB marketing and I.T. teams executed </li></ul></ul><ul><ul><li>First destination marketing organization to implement social network connectivity (Facebook Connect) </li></ul></ul>San Francisco Convention & Visitors Bureau

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Case Study #1 <ul><li>Key Outputs </li></ul><ul><ul><li>108, 162 fans in 12 months </li></ul></ul><ul><ul><li>Largest destination marketing organization outside of NYC, Chicago on the social web </li></ul></ul><ul><ul><li>Typical posts have return-on-participation of up to 300-500x </li></ul></ul><ul><ul><li>ROI of 200x on implementation </li></ul></ul>San Francisco Convention & Visitor’s Bureau

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Case Study #2 <ul><li>Deliverable </li></ul><ul><ul><li>12 month structural and tactical social web strategy </li></ul></ul><ul><ul><li>Business Development with all key social web brands </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>Mighty Leaf marketing & eCommerce teams implemented </li></ul></ul>Mighty Leaf Tea

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Case Study #2 <ul><li>Outputs </li></ul><ul><ul><li>15% year-over-year increase in web traffic </li></ul></ul><ul><ul><li>5402 Fans across social networks - most popular non-Starbucks beverage on Twitter </li></ul></ul><ul><ul><li>Daily contact with customers and prospects </li></ul></ul><ul><ul><li>Order size grew 12-20% post-implementation </li></ul></ul>Mighty Leaf Tea

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Case Study #3 <ul><li>Deliverable </li></ul><ul><ul><li>Strategy for the brand’s first social web implementation, for Pulitzer-Prize-winning author Thomas Friedman’s Hot, Flat & Crowded </li></ul></ul><ul><ul><li>Coordinated business development between FSG and business social network LinkedIn </li></ul></ul><ul><ul><li>Coordinated synchronization of FSG, Friedman web properties and social web strategy implementation </li></ul></ul>MacMillan/Farrar, Straus & Giroux

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Case Study #3 <ul><li>Key Outputs </li></ul><ul><ul><li>The most successful non-fiction author implementation on LinkedIn </li></ul></ul><ul><ul><li>650 Responses </li></ul></ul><ul><ul><li>Respondents included COO of Red Cross </li></ul></ul><ul><ul><li>Best responses planned for integration in second revision of book </li></ul></ul>MacMillan/Farrar, Straus & Giroux

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Book, Management Consulting www.adammetz.com