Learning from the IPC Media Consumer Journey: The Customer Experience and the Emergence of social as a service channel 1) Learn how Service effects the larger brand, how every department has a responsibility to the customer and how leading organisations are embracing Social as a Service channel. 2) From Zero to Advocacy the IPC Media Consumer Journey

1. WELCOME

2. Today’s Agenda
› Welcome
› Bluewolf: Customer Experience and the Emergence
of Social as a Service Channel
› IPC Media: Consumer Obsession at Woman's Weekly
› Q&A

3. Nanik Mirpuri
Managing Director,
Bluewolf
Your Presenters
Simon Denny
Affiliate Director,
IPC Media

5. Customer Experience

6. THE BUYER
IS CHANGING
INNOVATION
IS CHANGING
LEADERSHIP
IS CHANGING

7. CUSTOMER
ENGAGEMENT
WILL OVERTAKE
PRODUCTIVITY AS
THE PRIMARY
DRIVER OF
PROFITABLE
GROWTH.

8. Emergence of Social
as a
Service Channel

9. Let me tell
you about
my iPad…..

10. 60% of the
purchasing decision
is made before
speaking with a
human
Source: Corporate Executive Board

11. Poor Service Affects Your Larger Brand

12. Contact Centers Drive Bottom Line Impact

13. Leading organisations are not only measuring the
time and cost it takes to service a customer, but their
customer's overall engagement with their brand.
Social as a Service Channel

14. 79% use or plan to
use social media for
business initiatives
Source: Harvard Business Review

15. Source: Harvard Business Review

16. 60% of
companies
still don’t
respond to
social posts!
Source: Live Ops Research

17. A Real Example: Vodafone Australia
Email Volume

18. It is not too late, but soon it will be…
Source: Saleforce – “ROI of Social Media”

19. Thank You

20. Consumer Obsession
for Woman's Weekly
From Zero to Advocacy – a Consumer Journey
Simon Denny
Affiliate Director, IPC Media

21. Content on Good to
Know - instruction
videos & 1000+ recipes
Facebook – 6.5k Friends
WW Shop
delivers the
highest sales
volumes in IPC
Twitter – 1.2k
followers
Pinterest – NEW for
Summer 2013
WW Fiction on
Kindle – over 3k
downloads YTD
All WW issues available on
iPad, Kindle Fire, Nook & Zinio
– over 5k downloads YTD
CAMPAIGNS
SHOP
ONLINE PRINT
SOCIAL MEDIA
Woman‟s Weekly Live – 10k
visitors in launch year
Fiction Workshops – 6
dates sold out in 2013
EVENTS &
COURSES
Specials Series
selling over 100k
copies per month
The UK‟s best selling
magazine for mature
women – 638k readers
every week
NEW
Book
Series
launching
Autumn
2013
Charity Events & World Record
attempts have seen tens of
thousands of WW followers
interact with the brand
Highly engaged website
audience - 68k UU and
1.7m PI per monthKnitting, Craft &
Cookery workshops
planned for 2014
DIGITAL EDITIONS

22. Communication & Contact Strategy
› Contact strategy:
› Who, where, when & how often
› Communication strategy:
› What do we say & why are we saying it
› Communications triggered by events & behaviors:
› Welcome program
› Refer a friend
› Cross & up sell
› Pending lapsed
› Lapsed & win back
› Customer service & satisfaction
› Delivered via relevant channels:

23. The Aim: From Zero to Advocate
Browser Intender Purchaser Subscriber Advocate
• Subscribe to our
magazines
• Subscribe to our
clubs:
− Knitting
− Craft
− Gardening
• Support & access
to expert help
• Cookie
profiling
• Increment data
capture
• Targeted comms
• On-going data
enrichment
(browsing
behaviour, survey
questions &
feedback)
• Tailored content
& promotional
messages
• Rewards for
loyalty
• Encourage
subscription
behaviour
• Engaged
„experts‟ as
super users &
contributors
• Experts provide
community
support &
advice
• Advocacy
tracked &
rewarded

24. How: Social Consumer Service
Salesforce Service Cloud
Browser Intender Purchaser Subscriber Advocate
Frequently Asked Questions
Self Service Query Submission & Resolution
Live Chat Support
Communities
VIP
Communities
Contributing
Support
Contributing
Support
Contributing
Support

25. How: Listening & Engagement
Browser Intender Purchaser Subscriber Advocate
Salesforce Marketing Cloud
Listening for…..
Rant
Rave
Advocacy
Competitors
Trends
Influence
Engagement
Campaigns (Blogger outreach / Facebook advertising)
Showcase ‘Your Makes’
Voting, Polls, Surveys
Rewards
Blogger Outreach
Competitions &
Freebies
Quizzes
Progressive profiling

26. Success Measures
Better Serve our Customers
Increase # active customers
Increase customer satisfaction
Increase average revenue per customer

27. Thank You: Q&A