Post on 26-Feb-2016
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get serious about social
#seriousaboutsocial
brands like HP and Sephora reap multi-millions per year in benefits from social
10x moreBeautyTalk community
members spend
than average customers
#seriousaboutsocial
$7mmin savings by launching
the customer community
Facebook isn’t how they do it
of fans return to the facebook brand page22%of brand posts make it to fans’ news feeds317%of fans find brand messaging annoying on FB60%1: Ad Age, quoting Ehrenberg-Bass Institute study, 2012 >2: AdWeek, quoting Networked Insights study, 2011 >3: Mashable, quoting Facebook, 2011 >
of fans mention the brand on facebook1.5%
#seriousaboutsocial
top social brands use social for big things—serious things
$6.8mmin savings per yearfrom social support
3mm social customers resolve issues for
customers per month
#seriousaboutsocial
think: higher customer satisfaction, greater loyalty, reduced support costs & increased revenue
100%of customer service is
handled by the community—in an average of 90 seconds $10mm
Decreased complaints and increased retention—
annualized benefits of over
#seriousaboutsocial
here’s how to get in the game in 2013…
social media can be a game-changer
but only for the serious
#seriousaboutsocial
1. follow your head, not the herd
you’ve got fans…
now what?only .5%
of fans ever mention the brand
they like on Facebook
Just 2% of fans return to Facebook brand pages a second time. Don’t let your social strategy stop at Facebook—you’ll totally miss the boat.
#seriousaboutsocial
2. own it, don’t outsource it
only 9% of consumers say
they’ve heard from a brand after tweeting
about them
40% say they want
more engagement from brands
online
There’s a huge engagement gap on public social networks.You’ve got to own the social customer experience on your own domain.
#seriousaboutsocial
3. get out of the silo, get into a strategy
only 11% of social media
professionals say social strategy is guided by insights from other business groups
54%say they lack a comprehensive
customer experience strategy
Get others involved—across marketing, support and sales—to drive social customer experience to the strategic level.
#seriousaboutsocial
Experimentation is great. Endless experimentation is foolish and cowardly. We now live in a social customer experience economy.If you don’t embrace it, your competitors will.
4. stop dabbling, commit
63%of consumers search for help from other customers online
just 9%of brands think they do
#seriousaboutsocial
5. drop the fluffy metrics
The giffgaff customer community provides 100% of customer
service —in an average of
90 seconds
Reach, buzz, likes, comments, high fives—what do they really mean for your business? Not much. Think: reduced costs, greater satisfaction, increased revenue.
#seriousaboutsocial
BskyBBSkyB pushed customer satisfaction up to 87% since introducing social interactions across multiple platforms
6. don’t campaign, sustain
skypecommunity members help over 3mm customers per month and resolve 70% of cases on first contact.
A single Twitter campaign can create an ocean of comments. No way can you scale internal teams to meet the demands of today’s social customers.Enable social customers to help each other and build sustainable social programs that deliver real value.
#seriousaboutsocial
Ciscoreduced resolution time by 32% and saved $7mm by launching the customer community
get serious about social
Why Facebook Shouldn't Be the Center of Your Social Strategy
Online Community - The Heart of Social Strategy
Making Social the Way You Do Business
Social Business Advantage
Nailing Social Media ROI
The Social Customer Experience - What it Means, Why it Matters
The Changing Dynamics of Customer Care
get serious about social resources:
#seriousaboutsocial