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From In-Store to Online: Mastering Social Media for the Holiday Season

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Page 1: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

#SeasonalSocialJoin the conversation:

Page 2: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Win a $50 gift card from JackThreads

Tweet about the event using #SeasonalSocial for a chance to win a $50 JackThreads gift card

Page 3: From In-Store to Online: Mastering Social Media for the Holiday Season

H O L I DAY 2 0 1 3 : R E TA I L OV E RV I E W

October 2013Rachel Arthur, global senior editor

Page 4: From In-Store to Online: Mastering Social Media for the Holiday Season

GET READY

#SeasonalSocial

Page 5: From In-Store to Online: Mastering Social Media for the Holiday Season

TOTAL SALES:

+3.9% $602.1bn

ONLINE SALES:

+13%-15% $82bn

2013 HOLIDAY FORECAST

Source: National Retail Federation

#SeasonalSocial

Page 6: From In-Store to Online: Mastering Social Media for the Holiday Season

THE IMPORTANCE OF MOBILE

MOBILE SALES (2012):

16% OF SALES +63% GROWTH

STRATEGY:· MOBILE OPTIMIZATION· RESPONSIVE DESIGN

· SHOWROOMING?

Source: IBM

#SeasonalSocial

Page 7: From In-Store to Online: Mastering Social Media for the Holiday Season

SERVICE DIFFERENTIATOR

86% OF SHOPPERS WILL PAY MORE FOR A BETTER CUSTOMER EXPERIENCE

37% PREFER CUSTOMER SERVICE OVER SOCIAL

MEDIA THAN THE PHONE

IN 2012, 65% USED SOCIAL MEDIA TO FIND THE

PERFECT GIFT

Sources: Oracle / Nielsen / Crowdtap

#SeasonalSocial

Page 8: From In-Store to Online: Mastering Social Media for the Holiday Season

NOW IS THE TIME TO START

49% OF RETAILERS WILL LAUNCH THEIR HOLIDAY

CAMPAIGNS BEFORE HALLOWEEN IN 2013

HERE’S WHY: 43% OF CONSUMERS STARTED

THEIR SHOPPING AROUND HALLOWEEN IN 2012

Sources: Experian / MDG Advertising

#SeasonalSocial

Page 9: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Agenda

‣Social Customer Service for the Holiday Season Joshua March, Conversocial

‣Retailer Experience: JackThreads

‣Retailer Experience: Bergdorf Goodman

‣Customer Service Best Practices from STELLA Service

‣Panel and Q&A – Please hold all questions until this time

WiFi W MeetingRoomPasscode WUS01 #SeasonalSocial

Page 10: From In-Store to Online: Mastering Social Media for the Holiday Season

Joshua March, Founder & CEO@joshuamarch

Preparing Social Customer Service For The Holiday Period

#SeasonalSocial

Page 11: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Page 12: From In-Store to Online: Mastering Social Media for the Holiday Season

‣150+ major brand customers in more than 20 countries

‣500m+ fans and followers served by our customers

‣300,000+ responses made every month through Conversocial

The leader in powering social customer service

Featured in

#SeasonalSocial

Page 13: From In-Store to Online: Mastering Social Media for the Holiday Season

150+ global customers

#SeasonalSocial

Page 14: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Poll

Page 15: From In-Store to Online: Mastering Social Media for the Holiday Season

Consumers who will be less likely to buy from you after seeing unanswered questions on your social channels

Why social customer service is business critical

88%

#SeasonalSocial

Page 16: From In-Store to Online: Mastering Social Media for the Holiday Season

In-channel resolution key to the customer experience

#SeasonalSocial

Page 17: From In-Store to Online: Mastering Social Media for the Holiday Season

Show image of cover?

Deflection report

98%

…of consumers given an email or

phone number hadn’t asked for it

#SeasonalSocial

Page 18: From In-Store to Online: Mastering Social Media for the Holiday Season

Show image of cover?

Deflection report

Conversations that went silent after

redirection

83%76%

#SeasonalSocial

Page 19: From In-Store to Online: Mastering Social Media for the Holiday Season

Show image of cover?

Deflection report

83%

Customers who responded saying

they’d already tried the traditional

channel

19%

#SeasonalSocial

Page 20: From In-Store to Online: Mastering Social Media for the Holiday Season

1.72%

The best retailers deflected under 5% of queries

3.63%

#SeasonalSocial

Page 21: From In-Store to Online: Mastering Social Media for the Holiday Season

Analyzed 200,000+ @mentions received by 10 major retails in 2012 holiday period

In-depth analysis to understand exact issues retailers faced at different times

New research: what to expect in the holiday period

11/2

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#SeasonalSocial

Page 22: From In-Store to Online: Mastering Social Media for the Holiday Season

vs. October

Average surge in volume over holiday period

#SeasonalSocial

123%

Page 23: From In-Store to Online: Mastering Social Media for the Holiday Season

#SeasonalSocial

11/20/12 11/25/12 11/30/12 12/5/12 12/10/12 12/15/12 12/20/12 12/25/12 12/30/120

1000

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9000

Thanksgiving

Cyber Monday

ChristmasNew Year

Page 24: From In-Store to Online: Mastering Social Media for the Holiday Season

Top 3 topics:

1. Customer Dissatisfaction

2. Customer Satisfaction

3. Sales, Events & Promotions

What were customers tweeting about?

#SeasonalSocial

Page 25: From In-Store to Online: Mastering Social Media for the Holiday Season

Get it right – and your customers will share it

#SeasonalSocial

@mikewhitmore: 100k followers

Page 26: From In-Store to Online: Mastering Social Media for the Holiday Season

Product availability caused biggest negative surges

#SeasonalSocial

Page 27: From In-Store to Online: Mastering Social Media for the Holiday Season

Post-Christmas Surge

#SeasonalSocial

Page 28: From In-Store to Online: Mastering Social Media for the Holiday Season

Largest surge of positive mentions on a single day

#SeasonalSocial

Page 29: From In-Store to Online: Mastering Social Media for the Holiday Season

2,772 tweets in one day

26x average daily volume

Interactive Twitter conversation with gift card reward

#SeasonalSocial

Page 30: From In-Store to Online: Mastering Social Media for the Holiday Season

Summary

- Be prepared for more than double normal volume

- Biggest surge will be for the 7 days following Cyber Monday

- Product availability issues could cause biggest unexpected surge

- Negative offline service issues will get shared on social

#SeasonalSocial

Page 31: From In-Store to Online: Mastering Social Media for the Holiday Season

Summary

#SeasonalSocial

Get it right and you’ll generate a large amount of

positive engagement

Page 32: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Poll

Page 33: From In-Store to Online: Mastering Social Media for the Holiday Season

Thank you

Full report will be emailed to all attendees

For more research see:www.conversocial.com

Page 34: From In-Store to Online: Mastering Social Media for the Holiday Season

Service With Style for the HolidaysService with Style

David Tull Customer Engagment

Manager@JackThreads

How JackThreads Bolsters its Brand by Delighting its

Customers

Page 35: From In-Store to Online: Mastering Social Media for the Holiday Season

Who We Are

Page 36: From In-Store to Online: Mastering Social Media for the Holiday Season

What We Do

Of sales now come from mobile units

366%

50%

10%

Growth in new members year-over-year 

Of total CS Volume is social media interactions

Page 37: From In-Store to Online: Mastering Social Media for the Holiday Season

Holiday PrepBrand Voice

• Knowing Who We Are• Knowing What We Want• Providing actionable direction on

how to play the part.

Page 38: From In-Store to Online: Mastering Social Media for the Holiday Season

Holiday Prep

Page 39: From In-Store to Online: Mastering Social Media for the Holiday Season

Holiday PrepListen to Customers

• CSAT• Social sentiment• Know what we want to know• Help our agents deliver the voice

of the customer

Page 40: From In-Store to Online: Mastering Social Media for the Holiday Season

Holiday Prep

Page 41: From In-Store to Online: Mastering Social Media for the Holiday Season

Holiday PrepYour demographic might shift…

Page 42: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Jordy LeiserCEO and Co-Founder STELLA Service@STELLAjordy

Page 43: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Page 44: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Page 45: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Page 46: From In-Store to Online: Mastering Social Media for the Holiday Season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Rachel ArthurGlobal senior editor, digital media & marketing, WGSN

@rachel_arthur

Joshua MarchCEO and Co-Founder,

Conversocial@joshua_march

Jordy LeiserCEO and Co-Founder,

STELLA Service@STELLAjordy

Cannon HodgeSocial Media Manager,

Bergdorf Goodman@Bergdorfs

David TullCustomer Engagement Manager, JackThreads

@JackThreads


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