The document discusses how customers' journeys with brands now involve social media, where customers share their experiences. It argues that managing social media has become more complex as networks and conversations increase. Successful companies unify social media engagement across departments like marketing, sales and customer service to better understand customers and improve experiences. Examples are given of companies like Symantec, McDonald's and Activision that drive results by addressing customers on social media during crises or to provide service. The final sections discuss tools that can help companies mature their social media strategies and engage customers through unified social platforms and mobile apps.
Customers Are on a Journey With Your Brand by Jess Whittaker
1. Customers Are on a Journey With Your Brand
And They Are Talking About the Journey on Social Media
2. Customers Are on a Journey With Your Brand
And They Are Talking About the Journey on Social Media
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4. Social Networks & Conversations Continue To Skyrocket
Majorstruggle
tostayontopofnewconversations&networks
Further complexities
toreachyour customers
Deeperchallenges
tostandoutfromthecrowd
Increasinglydifficult
tofindactionableinsights
5. The Role of the “Social Media Team” Has Fundamentally Changed
Evolution from Isolated Execution to Cross-Department Strategy, Coordination, and Governance
Social teams evolve from “doing” to “enabling”
Multiple departments, product lines, brands, and geos
Increased interaction with agencies
“Typically 13 different departments around the
organization are seeing dedicated staff work on social
initiatives.”
Marketin
g
Sales
Customer
Service
Legal
Source: Altimeter Group report, "The Evolution of Social Business", 2013.
6. But Connecting Social with Enterprise Customer Touch-Points is Hard…
Social Team
Service
Marketing
Sales
7. …Resulting in Missed Opportunities and Poor Customer Experiences
Sales
Missed opportunities to interact
and engage with motivated
prospects on social
Service
Customer complaints voiced on
social are disconnected from the
contact center
Marketing
Teams are disconnected and fail to
leverage social insights, influencers,
and content
8. But Companies that Do Harness the Power of Social Across the Business are Seeing
Tremendous Results
of marketers see lead gen
benefits with social media
66%
Source: Social Media Examiner “Social Media Marketing Industry Report” May 2014 and Bain & Company “Putting Social Media to Work”
of marketers see improved
sales from social media
50% more spent when companies
respond to customer service
requests over social media
+20%-
40%
10. 3. Active
• Creating and
publishing content
key to engagement
• Measuring success
against business
goals
• Social media
management
employees
• Competitive and
industry monitoring
2. Organized
• Direct consumer
engagement, may
include Customer
Service
• Basic GEO
Business Unit
monitoring
• Paid/owned/earned
presences are born
• Social media
policies and training
in place
• Full time social
media employees
• COE
1. Informal
• Marketing, PR or
Communication with
silo’d efforts
• Some policies , no
COE or training
• Limited Senior
leadership buy in
Functionality ExtensiveLimited
BusinessImpactHighLow
5. Conversion
• Paid/owned/earned
is optimized &
reported
• Social is embedded
across enterprise &
geo’s
• Employee
certification required,
on-boarding for new
employees scaled
• Senior leadership
receives social
reporting
• Conversion data is
realized and
adapted to optimize
results.
• ROI realized &
reported on in a
dashboard across all
BU’s.
4. Optimized
• Paid/owned/earned
is optimized
• Social is embedded
across enterprise
• Employee
certification required
• Senior leadership
active in social
media
• Conversion data
• ROI realized
How do you grow up?
11. Symantec Connects with Customers on Social in Time of Crisis
Prominent information security incidents are broadly discussed and shared on social media
Symantec monitors trending conversations and develops relevant editorial content in real-time
Marketing, sales, and support teams capitalize on the opportunity to build customer relationships
12. McDonald’s Drives Local Customer Connections on Social
54M Facebook fans, 2.6M Twitter followers
Rolled out Facebook pages to all 14,500 restaurants (biggest brand deployment on Facebook)
Marketers can share content, engage the community, and address customer satisfaction issues
13. Activision Delivers Social Customer Service
Operational focus to provide faster customer service via social networks
Over half of all customer service inquiries now occurring via social media
Improvements in customer sentiment and positive share of voice after social care interactions
14. A Unified Social Platform
Listen. Publish. Engage. Care.
Integration
for multi-channel
customer care
“Always On” Customer Intelligence Content Planning at Scale Streamlined Customer Response
Publish
the right message
at the right time
Engage
your customers on
their journey
Listen
to your customers and
your competitors
Multi-channel Support
15. Marketing, Service & Sales from your phone with Social Studio Mobile
Plan, Collaborate & Execute on Social Content from your phone
Real-time intelligence with on-the-fly social searches
Achieve on the go agility by sending actionable posts and
metrics via email
Run your Social business from your phone
18. 200 Agents on Social Customer Service
24/7 Support in 14 Languages
75,000 social inquiries per week
Social Customer Service powered by Service
Cloud
$27M in Sales on Social Media in 2014
Awarded Best Digital Marketing NIMA
KLM Reinvents Customer Experience with Social
Editor's Notes
Customers are social, and they are constantly talking about their relationship with brands.
And their relationships are never static. They are constantly sending signals – whether it is asking a question, providing a recommendation, or responding to a post that has caught their interest.
But times are changing and social customers are becoming increasingly sophisticated.
And while social offers great promise, it also has brought us increased complexity.
Everyone is executing on social marketing, so planning a differentiated voice is increasingly important.
Just “being on Twitter” isn’t a goal any more, and it is important to think about your goals, and how you can inject social into your broader marketing efforts.
Finally we are seeing social teams step out of their silos. In effect, they’ve been a victim of their success – as you may have personally experienced – where the social team is increasingly challenged in terms of helping other parts of the organization scale.
And not just scale across geographies, but also business units, job functions, and so forth.
And it doesn’t happen all organically – your agencies have been with you along the way, and will continue to partner as the role of the social team evolves.
Now Social Teams have emerged, but connecting the plumbing between them and your Marketing, Sales and Service departments is hard…
And that results in challenges across all three functions.
Marketers fail in messaging, an inconsistent service experience is delivered, and your sales teams may be missing key opportunities.
So while it is hard to get build these connections, the pay off is worth the effort. From top of the funnel through to sales and customer loyalty and retention.
We’ve been helping brands like you on Social since 2007, and we’ve taken all that experience, wrapped it up, and delivered a unified social platform.
Social Studio is built on the foundations of Radian6 and Buddy Media, but has brought social marketing together into a seamless interface and user experience.
And we’ve focused on the four pillars: helping you Listen to conversations across the social web. Using that intelligence to craft amazing posts that will resonate with your community. Then, once your content is live, engaging with your community and executing on your community management strategy. And then finally, if you’re ready for it, connecting to our best-in-class CRM for large scale social customer service.
Everything that we’ve talked about today is also available in our mobile app. From Listening through to Publishing and Engagement, it can all be done from the palm of your hand.
Plus, Social Studio Mobile also takes advantage of the native features of the phone, making it easy to take a picture and publish it (great for conferences and events!), or if you find a compelling post, email it to a colleague.
Mobile can be used for. Competitive intel , publishing pics from your phone, emailing actionable posts, research, campaign tracking, approving content, post live from events, community management, schedule content, and ad-hoc social queries.
http://www.runwaygirlnetwork.com/2015/02/17/klm-aims-double-social-media-roi-e25-million-haul-2014/
KLM – How they use the service cloud and marketing cloud to provide great social customer service and social marketing
KLM is widely recognized as a leader in its industry when it comes to social customer service and social marketing. KLM is such a widely renounced leader, they have been recognized as the world most socially deoted brand worldwide 4 quarters in a row between 2014 and 2015.
The first thing to understand about KLM is “SOCIAL CUSTOMER SERVICE” is a differentiator for them!!
TWITTER PAGE
In fact, on KLM’s home page “24/7 service via social media is one of their key differentiators” for WHY FLY KLM!? This shows how important social is to their overall strategies.
What interesting is how they’re really advance on how they run their social customer service operations. They have tired back social interactions on Facbeook and twitter to the customer records inside salesforce so that you can have that full 360 degree view of the customer. And in addition, they use the salesforce1 platform to expose that data to purser on KLM planes that have ipad so that they can provide great service not only over social network but also in person on the planes.