• Social media - miracle cure or panacea?
Do fans make good customers?
Wong Wan Ling 27 March 2014
E: wanling@gmail.com
sk...
"Try not. Do or do not."
Yoda
Surprised?
Source: iAcquire & Survey Monkey
(http://www.iacquire.com/blog/social-behavior-the-big-game-a-study-with-survey...
Declining
reach
Source: Oglivy Social
(http://www.ogilvydo.com/facebook-zero/#.Uy6P6fmSxyz)
February 2014, organic
reach h...
The confusion
83% of marketers indicate that
social media is important for
their business. (Source: Social Media
Examiner)...
The
changing
psychograp
h
Source: iAcquire & Survey Monkey
(http://www.iacquire.com/blog/social-behavior-the-big-game-a-st...
The profusion
The profusion
Source: https://conversationprism.com/
Quantification Attribution
MeasurementClutter
The nature of loyalty
Emotional
Loyalty
Psychographic
Loyalty
Transactional
Loyalty
Loyalty can be lifted with the right loyalty levers
Emotional
Loyalty
Psychogr
a-phic
Loyalty
Transactional
Loyalty
Custom...
Social influences on loyalty levers
Product
Showcase
Brand
Advocacy
News &
Updates
Post-Sale
Support
Com-
munity &
Network...
Unexplored
uses
Intelligence gathering
Product development
Business support
Customer service
Product development
• Listed “operational hours” on the official
twitter account
– Utter unwillingness to respond
timely and effectively
• Upd...
• Hosted an online community 150
opinion leaders in health & nutrition
• Discovery:
– Women had trouble
maintaining their ...
Can you?
Do you?
Have you?
Timely response
Accurate information
Appropriate channel(s)
Organization ready
Affordability
"Try again, fail again. Fail
better." Samuel Beckett
Do fans make good customers? [The role of social media in customer loyalty.]
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Do fans make good customers? [The role of social media in customer loyalty.]

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Presentation make during the Customer Loyalty Conference organized by Marketing Magazine on 2014-03-27.

Published in: Marketing, Business, Technology
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Do fans make good customers? [The role of social media in customer loyalty.]

  1. 1. • Social media - miracle cure or panacea? Do fans make good customers? Wong Wan Ling 27 March 2014 E: wanling@gmail.com skype: joanisabellewong http://sg.linkedin.com/in/wanling http://cardmarketing.blogspot.com
  2. 2. "Try not. Do or do not." Yoda
  3. 3. Surprised? Source: iAcquire & Survey Monkey (http://www.iacquire.com/blog/social-behavior-the-big-game-a-study-with-surveymonkey)
  4. 4. Declining reach Source: Oglivy Social (http://www.ogilvydo.com/facebook-zero/#.Uy6P6fmSxyz) February 2014, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October. Organic reach to approach zero in the foreseeable future.
  5. 5. The confusion 83% of marketers indicate that social media is important for their business. (Source: Social Media Examiner) 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social marketing. (Source: Adobe) Retail is the top industry that has acquired customers through Facebook. (State of Inbound Marketing, 2012) Marketers struggle with lead generation on Facebook. (Social Media Examiner)
  6. 6. The changing psychograp h Source: iAcquire & Survey Monkey (http://www.iacquire.com/blog/social-behavior-the-big-game-a-study-with-surveymonkey)
  7. 7. The profusion
  8. 8. The profusion Source: https://conversationprism.com/
  9. 9. Quantification Attribution MeasurementClutter
  10. 10. The nature of loyalty Emotional Loyalty Psychographic Loyalty Transactional Loyalty
  11. 11. Loyalty can be lifted with the right loyalty levers Emotional Loyalty Psychogr a-phic Loyalty Transactional Loyalty Customer Service & Product Development Interact & Engage Inform & Update
  12. 12. Social influences on loyalty levers Product Showcase Brand Advocacy News & Updates Post-Sale Support Com- munity & Network Customer Service & Product Development Interact & Engage Inform & Update
  13. 13. Unexplored uses Intelligence gathering Product development Business support Customer service Product development
  14. 14. • Listed “operational hours” on the official twitter account – Utter unwillingness to respond timely and effectively • Updates on train delays / breakdowns took more than 1hr 20 mins to disseminate • Tone of updates - antagonistic & condescending • In one major breakdown where 4 trains were stranded, trapping 1000 passengers in train cars without ventilation or lighting, SMRT made a broadcast to their taxis with “income opportunity” messages, while their FB page is peppered with status updates of promotions and competitions. – Cisplays ignorance in ‘real world’ circumstances & insensitivity [Case Study] SMRT A failure in customer service SMRT only began their foray into social media under public pressure resulting from constant service stoppages and ineffective early warnings. The results were however, disastrous.
  15. 15. • Hosted an online community 150 opinion leaders in health & nutrition • Discovery: – Women had trouble maintaining their diets throughout the day • Result: – An entire line of 48 products developed in 16 months – South Beach line boasted $100 million in sales in its first six months on the market [Case Study] Kraft South Beach product dev Kraft Foods partnered with South Beach Diet to introduce a new meal and snack product line. Source: Kraft Tallies $100M in Sales Lift By Tapping Into Online Communities by Amabda F. Batista http://www.demandgenreport.com/industry-topics/archives/feature-articles/120-kraft-tallies-100m-in-sales-lift-by-tapping- into-online-communities.html#.Uy6fGvmSxyw
  16. 16. Can you? Do you? Have you? Timely response Accurate information Appropriate channel(s) Organization ready Affordability
  17. 17. "Try again, fail again. Fail better." Samuel Beckett

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