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Customers Are on a Journey With Your Brand
And They Are Talking About the Journey on Social Media
Customers Are on a Journey With Your Brand
And They Are Talking About the Journey on Social Media
Absolutely! DM meapic an...
But, managing the
social customer journey
has changed
dramatically…
Social Networks & Conversations Continue To Skyrocket
Majorstruggle
tostayontopofnewconversations&networks
Further complex...
The Role of the “Social Media Team” Has Fundamentally Changed
Evolution from Isolated Execution to Cross-Department Strate...
But Connecting Social with Enterprise Customer Touch-Points is Hard…
Social Team
Service
Marketing
Sales
…Resulting in Missed Opportunities and Poor Customer Experiences
Sales
Missed opportunities to interact
and engage with mo...
But Companies that Do Harness the Power of Social Across the Business are Seeing
Tremendous Results
of marketers see lead ...
Support
Active
Engage
Organized
Listen
Informal
Sell
Conversion
Learn
Optimized
PATH TO MATURITY
Social Maturity – Where d...
3. Active
• Creating and
publishing content
key to engagement
• Measuring success
against business
goals
• Social media
ma...
Symantec Connects with Customers on Social in Time of Crisis
Prominent information security incidents are broadly discusse...
McDonald’s Drives Local Customer Connections on Social
54M Facebook fans, 2.6M Twitter followers
Rolled out Facebook pages...
Activision Delivers Social Customer Service
Operational focus to provide faster customer service via social networks
Over ...
A Unified Social Platform
Listen. Publish. Engage. Care.
Integration
for multi-channel
customer care
“Always On” Customer ...
Marketing, Service & Sales from your phone with Social Studio Mobile
Plan, Collaborate & Execute on Social Content from yo...
Support
Active
Engage
Organized
Listen
Informal
Sell
Conversion
Learn
Optimized
PATH TO MATURITY
Social Maturity – Where d...
Socialise social in your business
200 Agents on Social Customer Service
24/7 Support in 14 Languages
75,000 social inquiries per week
Social Customer Servic...
Customers Are on a Journey With Your Brand by Jess Whittaker
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Customers Are on a Journey With Your Brand by Jess Whittaker

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Customers Are on a Journey With Your Brand And They Are Talking About the Journey on Social Media.

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Customers Are on a Journey With Your Brand by Jess Whittaker

  1. 1. Customers Are on a Journey With Your Brand And They Are Talking About the Journey on Social Media
  2. 2. Customers Are on a Journey With Your Brand And They Are Talking About the Journey on Social Media Absolutely! DM meapic and I’ll takealook. NorthernTrailOutfitters We’vegot high standards for durability. Here’s someinfo on thequality ofour skis: bit.ly/34324 NorthernTrailOutfitters [Blushing…] Thanks Jane, we’re psyched you’re psyched! NorthernTrailOutfitters Looking atperformance skis – NTO versus Everest Outfitters– opinions?? Iheard everest are morerugged/durable JaneFinley @christanewton, if you’re looking for skis, Ihighly recommend NTO’s performance line. I’m still psyched every timeIski! JaneFinley @NTO myski bindings are jammed and Ican’t fix them.Can you help? JaneFinley @chrischilds @darylshaber I’m picking up mypair today!!#Boom JaneFinley Check out our newest skis– primed tohit theslopes with afull head of steam nto.com/ski15 NorthernTrailOutfitters
  3. 3. But, managing the social customer journey has changed dramatically…
  4. 4. Social Networks & Conversations Continue To Skyrocket Majorstruggle tostayontopofnewconversations&networks Further complexities toreachyour customers Deeperchallenges tostandoutfromthecrowd Increasinglydifficult tofindactionableinsights
  5. 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. 6. But Connecting Social with Enterprise Customer Touch-Points is Hard… Social Team Service Marketing Sales
  7. 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. 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%
  9. 9. Support Active Engage Organized Listen Informal Sell Conversion Learn Optimized PATH TO MATURITY Social Maturity – Where does your team sit?
  10. 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. 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. 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. 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. 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. 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
  16. 16. Support Active Engage Organized Listen Informal Sell Conversion Learn Optimized PATH TO MATURITY Social Maturity – Where does your team sit?
  17. 17. Socialise social in your business
  18. 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

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