Adam Metz, Principal, Metz Consulting
Consumer-Brand Social Media Best Practices & Case Studies of Social Customer Management
Desired Outcomes - $☺ ☝☞☜ ☟ ♡
To obtain customer data from the social Internet for four primary reasons
Create sales - $
Drive brand awareness & equity - ☺
Speak with and listen to customers across multiple channels - ☝☞☜ ☟
Allow customers who love the brand to evangelize the brand ♡
The Methodology
Phase I: Assess Needs, Contracting Process
Phase II: Data Collection, Diagnosis, Structural Strategy
Phase III: Feedback Meeting(s), Tactical Strategy
Phase IV: Implementation & Tactical Strategy Delivery
Phase V: Re-Cycle, Re-implement or Termination}12-24 mo.
Best Practices
Consulting team and client need to follow a Flawless Consulting methodology
Strategy composition should follow POSTm methodology
Modified Forrester methodology
People, Objectives, Strategy, Tools, Measurement
All data points must reconcile to both an analytics solution AND a customer relationship management solution
Case Study #1
Deliverable
12 month structural and tactical social web strategy (written July-Oct 2008)
Execution
SFCVB marketing and I.T. teams executed
First destination marketing organization to implement social network connectivity (Facebook Connect)
San Francisco Convention & Visitors Bureau
Case Study #1
Key Outputs
108, 162 fans in 12 months
Largest destination marketing organization outside of NYC, Chicago on the social web
Typical posts have return-on-participation of up to 300-500x
ROI of 200x on implementation
San Francisco Convention & Visitor’s Bureau
Case Study #2
Deliverable
12 month structural and tactical social web strategy
Business Development with all key social web brands
Execution
Mighty Leaf marketing & eCommerce teams implemented
Mighty Leaf Tea
Case Study #2
Outputs
15% year-over-year increase in web traffic
5402 Fans across social networks - most popular non-Starbucks beverage on Twitter
Daily contact with customers and prospects
Order size grew 12-20% post-implementation
Mighty Leaf Tea
Case Study #3
Deliverable
Strategy for the brand’s first social web implementation, for Pulitzer-Prize-winning author Thomas Friedman’s Hot, Flat & Crowded
Coordinated business development between FSG and business social network LinkedIn
Coordinated synchronization of FSG, Friedman web properties and social web strategy implementation
MacMillan/Farrar, Straus & Giroux
Case Study #3
Key Outputs
The most successful non-fiction author implementation on LinkedIn
650 Responses
Respondents included COO of Red Cross
Best responses planned for integration in second revision of book
MacMillan/Farrar, Straus & Giroux
Book, Management Consulting
www.adammetz.com