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Knowing and Delighting Your Social Customer

Date post: 31-Oct-2014
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If you want to set the hive buzzing you need to provide a consistently compelling social experience. This presentation discusses the importance of knowing and understanding your social customer and how to use that knowledge to deliver value, provide unique experiences, and constantly exceed expectations.
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Knowing and Delighting Your Social Customers Spruce up Your Social Webinar Series
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Page 1: Knowing and Delighting Your Social Customer

Knowing and Delighting Your Social Customers

Spruce up Your Social Webinar Series

Page 2: Knowing and Delighting Your Social Customer

Today’s Presenters

Jordan Slabaugh Director of Social Media Spredfast @JordanV

Michael Brito SVP, Social Business Edelman Digital @Britopian

Amy Kalm Social Engagement Specialist Intuit @Rukalm

#SocialSpruce

Page 3: Knowing and Delighting Your Social Customer

Best Practices in Knowing and Delighting Your Social Customer

#SocialSpruce

Page 4: Knowing and Delighting Your Social Customer

Hi, my name is Michael Brito and I am a recovering direct marketer.

#SocialSpruce

Page 5: Knowing and Delighting Your Social Customer

EVERYONE IS A SOCIAL CUSTOMER

#SocialSpruce

Page 6: Knowing and Delighting Your Social Customer

THEIR JOURNEY IS DYNAMIC AND THEY ARE HARD TO REACH

#SocialSpruce

Page 7: Knowing and Delighting Your Social Customer

AND … THEY ARE VERY INFUENTIAL

Did you hear about

@Netflix?

No! Tell me!

I am pissed!

I don’t know about you guys,

but I am cancelling my

@netflix account

#SocialSpruce

Page 8: Knowing and Delighting Your Social Customer

JUST ASK NETFLIX AND VERIZON AND BOFA

#SocialSpruce

Page 9: Knowing and Delighting Your Social Customer

AND DESPITE ALL THIS, CORE BUSINESS OBJECTIVES REMAIN THE SAME

Page 10: Knowing and Delighting Your Social Customer

SO HOW DO YOU REACH THE SOCIAL CUSTOMER AND PROVIDE AWESOME EXPERIENCES?

#SocialSpruce

Page 11: Knowing and Delighting Your Social Customer

WE’VE BEATEN THIS TO DEATH … BUT YES, START WITH LISTENING

#SocialSpruce

Page 12: Knowing and Delighting Your Social Customer

PROVIDE MEANINGFUL & RELEVANT CONTENT…

AT THE RIGHT TIME, IN THE RIGHT CHANNEL TO THE RIGHT CUSTOMER

#SocialSpruce

Page 13: Knowing and Delighting Your Social Customer

RECIPROCAL ALTRUISM: GIVING WITHOUT ANY EXPECATION OF RECEIVING ANYTHING IN RETURN

#SocialSpruce

Page 14: Knowing and Delighting Your Social Customer

Advocacy

Share

Participate

ResearchGOOGLE PRODUCTS & SERVICES

MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS)

SHARE CONTENT WHEN CONVENIENTMAY POST A REVIEW (POSITIVE AND NEGATIVE)

AID AND INFLUENCE OTHES DOWN THE PURCHASE FUNNEL THOUGH ORGANICCONVERSATIONS

LISTENINGENGAGEMENT

RELEVANT CONTENTBUILDING TRUST

THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE

#SocialSpruce

Page 15: Knowing and Delighting Your Social Customer

ANTICIPATE CUSTOMER REACTIONS BEFORE MAKING BUSINESS DECIONS

OR, INCLUDE THEM IN THE DECISION MAKING PROCESS

#SocialSpruce

Page 16: Knowing and Delighting Your Social Customer

The Essentials for Creating Great Social Experiences

#SocialSpruce

Page 17: Knowing and Delighting Your Social Customer

There is a spiritual aspect to our lives – when we give we

receive – when a business does something

good for somebody, that somebody

feels good about them!

- Ben Cohen, Ben & Jerry’s#SocialSpruce

Page 18: Knowing and Delighting Your Social Customer

Knowing What’s Being Said

#SocialSpruce

Page 19: Knowing and Delighting Your Social Customer

• Learn customer preferences• Identify community behavior• Find opportunities to engage in a

meaningful ways

#SocialSpruce

Page 20: Knowing and Delighting Your Social Customer

Taking the Deep Dive into Behavior

People are talking. And interacting.

Find out what it means.

So what?

#SocialSpruce

Page 21: Knowing and Delighting Your Social Customer

Pay attention to content receiving the most interactions:• Clicks• Comments• Retweets• Replies

Look at the most viral engagement from your activity

See who is most engaged with your brand

Don’t forget to look at what time of day content receives the most engagement

Small clues of what’s “delightful” help teach what’s most important over time

#SocialSpruce

Page 22: Knowing and Delighting Your Social Customer

Assessing and Optimizing Activity that Works

Start assessing your social media activity and content by asking the following questions:

• What activity is receiving the highest response rate?• What content is being shared organically the most?• What activity is receiving the highest number of

interactions?• How many people are “talking about” your activity?• Are there trends to this activity performance, such as

topic of content, style of content, multimedia, etc?

#SocialSpruce

Page 23: Knowing and Delighting Your Social Customer

Product Update

Industry Webinar

Industry Webinar

Engagement points to delighted customers through organic interactions

#SocialSpruce

Page 24: Knowing and Delighting Your Social Customer

Leadership Perspective

Website Launch Industry

Webinar

Virality points to delighted customers through organic

sharing and social word of mouth#SocialSpruce

Page 25: Knowing and Delighting Your Social Customer

Actions can speak louder than words#SocialSpruce

Page 26: Knowing and Delighting Your Social Customer

Acting on Opportunities to Engage

People are talking about you. Right now• Some are direct mentions• Some are indirect as part of a conversation

Monitor a wide varietyAssess which brand interactions are most important for responsePrioritize these in your ongoing social programs

#SocialSpruce

Page 27: Knowing and Delighting Your Social Customer

Let People Know You’re Listening

#SocialSpruce

Page 28: Knowing and Delighting Your Social Customer

Answer Questions

#SocialSpruce

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Face up to Negative Feedback

#SocialSpruce

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Create Delightful Experiences

All brands can delight social their social customers in new and innovative ways, depending on the needs and wants of their audience

• Excite• Inspire• Resonate• Entertain• Support• Educate

Delighted Greatly satisfied Satisfied Somewhat

unsatisfied Unhappy

#SocialSpruce

Page 31: Knowing and Delighting Your Social Customer

Word of Mouth Fan

acquisition

“Behind the scenes” content and exclusives

Delightful opportunities

#SocialSpruce

Page 32: Knowing and Delighting Your Social Customer

Fan acquisition

Creative Fan Interaction Opportunities

Delightful experiences shared with your community

Word of Mouth

#SocialSpruce

Page 33: Knowing and Delighting Your Social Customer

The Small Touches Matter

Not all interactions have to be part of a campaign, customer service effort or marketing “message.”

As in all aspects of relationships, the small stuff goes a long way.

#SocialSpruce

Page 34: Knowing and Delighting Your Social Customer

Acknowledgement

Relationship Building

“Bonus” Adds#SocialSpruce

Page 35: Knowing and Delighting Your Social Customer

Meeting Customer’s Social Expectations

#SocialSpruce

Page 36: Knowing and Delighting Your Social Customer

Agenda

Brief History of Response at IntuitTools that make it workResultsRecent Customer Data

#SocialSpruce

Page 37: Knowing and Delighting Your Social Customer

Thoughts from Others“If you look at the data, in the 1950s, the

pet dog was an outside animal. Now Spot is inside the home. Now he’s in the bedroom. Now he’s not only in the bedroom, he’s in the bed. He eats gourmet food. He wears better clothes than you. Now we’re going to humanize brands.”

— Gary Vaynerchuk

#SocialSpruce

Page 38: Knowing and Delighting Your Social Customer

Being Social Was Not New!

#SocialSpruce

Page 39: Knowing and Delighting Your Social Customer

Enter Facebook and Twitter

#SocialSpruce

Page 40: Knowing and Delighting Your Social Customer

People Will Talk

#SocialSpruce

Page 41: Knowing and Delighting Your Social Customer

First Reaction?

#SocialSpruce

Page 42: Knowing and Delighting Your Social Customer

Social Response is Born

#SocialSpruce

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Gameplan

Be flexibleGet the right peopleHave a strong CRM toolStrong operating mechanism to support success

#SocialSpruce

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The Right People

People already involved in socialPeople who interact easily with othersStrong product knowledge helpful

#SocialSpruce

Page 45: Knowing and Delighting Your Social Customer

A Strong CRM tool

Great search capabilitiesEasy publishing Ways to streamline the normal tasks you doResponsive support

#SocialSpruce

Page 46: Knowing and Delighting Your Social Customer

Tools to Support Success

Regular ScheduleAccess to trainingPartners across different IssuesRegular meetingsDecide on some measurement

#SocialSpruce

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#SocialSpruce

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Hi Jason,

I wanted to pass along a little tweet I was fortunate enough to spot today along with our thanks. https://twitter.com/#!/pjdoland/statuses/193388471505780736

We see our share of unhappy people in social. Your help must have made such a tremendous impact that the customer felt compelled to share it. It is a nice validation of our assertion that we care about our customers.

Thanks for delivering so much delight and have a fantastic weekend!Amy K

#SocialSpruce

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What People are Looking for

#SocialSpruce

Page 50: Knowing and Delighting Your Social Customer

What’s their Mood?

Urgency of Response

#SocialSpruce

Page 51: Knowing and Delighting Your Social Customer

What’s Really Important to Them?

#SocialSpruce

Page 52: Knowing and Delighting Your Social Customer

What They Say About Expectations

More than 30% simply want a responseA few said they were looking to network A handful said they didn’t use FB/Twitter

#SocialSpruce

Page 53: Knowing and Delighting Your Social Customer

Expectation VerbatimsA response within a reasonable period of time. A solution to the problem or specific information if requested - NOT a sales pitch or run around. NOT a sales pitch or run around.Answers to questions. Acknowledgment as a customer or fan. Follow-back or like. Thanks if I retweeted. A real response.. not company babble I expect immediate response as a result of the public exposure.

#SocialSpruce

Page 54: Knowing and Delighting Your Social Customer

What I Say About Proactive Listening

More than 30% of responders found this concept intrusive and creepySeveral said they would be turned off if the response was a sales pitchThere were several who said they would find it delightful and shocking.

#SocialSpruce

Page 55: Knowing and Delighting Your Social Customer

ProActive Listening Verbatims

First, I would be upset to realize that the social media is powerful enough to link in this way. Second, I feel that anyone having problems with a certain product, should receive adequate customer service to fix problem so you would not be complaining elsewhere… I would feel grateful - perhaps this representative knows what steps I can take to the problem resolved without waiting for my question to "go up the ladder" at Honda I would expect them to pick up on it to be honest. There are so many social tracking tools these days, that any company that is not monitoring and responding to what is being said about them online would be unprofessional.

#SocialSpruce

Page 56: Knowing and Delighting Your Social Customer

ClosingWhen you open up to social, people will talkThe conversations may surprise youHave a strategy for responsePut right tools and the right people in place to support thatYou’ll see positive resultsBe flexible

#SocialSpruce

Page 57: Knowing and Delighting Your Social Customer

Thanks!

Michael Brito @Britopian

Amy Kalm@[email protected]

Jordan Slabaugh@Jordanv

#SocialSpruce

Page 58: Knowing and Delighting Your Social Customer

Contact us

[email protected]

@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast

Thanks for joining us!


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