The document discusses how social media has empowered customers and made them more vocal. It notes that customers expect responses on social media and want to engage with brands they like. The presentation emphasizes that having a customer-focused culture, relevant marketing, an orchestrated customer experience, and great customer service are key to growing a business using social media. It provides examples of how companies have successfully engaged customers through social media interactions and created positive experiences that promote the brand.
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Becky Carroll - Social Media Week Washington DC 2012
1. Understanding
the
Hidden
Power
of
the
Social
Customer
Becky
Carroll,
@bcarroll7
Author,
The
Hidden
Power
of
Your
Customers
Social
Media
Week
DC
2012
2. The
Social
Customer:
Empowered
like
never
before
It’s
easier
not
to
switch!
Customers ROCK!
Copyright 2012 Becky Carroll
3. The
Social
Customer:
More
VOCAL
than
ever
before
Customers ROCK!
Copyright 2012 Becky Carroll
4. Social
Media
is
everywhere
Customers ROCK!
Copyright 2012 Becky Carroll
5. Social
Media
is
everywhere
Customers ROCK!
Copyright 2012 Becky Carroll
6. Social
Media
is
everywhere
Customers ROCK!
Copyright 2012 Becky Carroll
8. 58% want a social media response
Customers ROCK!
Copyright 2012 Becky Carroll
9. 58% want a social media response
Only 22% receive one
Customers ROCK!
Source: RIghtNow Technologies Customer Experience Impact Report 2010 North America
Copyright 2012 Becky Carroll
11. It’s
all
about
the
customer’s
perspecQve
Customers ROCK!
Copyright 2012 Becky Carroll
12. Social
Media
is
not
a
campaign,
it’s
part
of
a
strategy
to
build
rela%onships
Customers ROCK!
Copyright 2012 Becky Carroll
13. The
idea
behind
social
media
for
business
is
to
build
a
relaQonship
over
Qme
with
people
that
might
benefit
from
your
products
and
services.
Dharmesh
Shah,
Hubspot
Customers ROCK!
Copyright 2012 Becky Carroll
14. Customer
Loyalty:
Social
Media
Sweet
Spot
Customers ROCK!
Copyright 2012 Becky Carroll
15. Millennials
have
brand
loyalty
•
70%
will
keep
coming
back
when
they
find
a
brand
they
like
•
58%
willing
to
share
more
personal
info
with
trusted
brands
•
86%
will
share
their
brand
preference
online
Source:
The
End
of
Business
as
Usual,
Brian
Solis,
2011;
Edelman
Digital
8095
Report,
2/11
Customers ROCK!
Copyright 2012 Becky Carroll
16. Millennials
engage
with
brands
•
20%
have
aended
a
brand-‐sponsored
event
in
the
last
30
days
-‐
Of
those,
65%
purchased
the
featured
product
•
25%
have
joined
7
or
more
brand-‐
sponsored
online
communiQes
•
70%
will
try
a
new
product
and
post
an
online
review
Source:
The
End
of
Business
as
Usual,
Brian
Solis,
2011;
Edelman
Digital
8095
Report,
2/11
Customers ROCK!
Copyright 2012 Becky Carroll
17. Millennials
have
incredible
influence
Within
the
past
30
days,
Millennials
recommended
online…
•
Food
–
54%
•
Electronics
–
39%
•
Personal
care
–
37%
•
Clothing
–
35%
•
Beauty
–
35%
Source:
The
End
of
Business
as
Usual,
Brian
Solis,
2011;
Edelman
Digital
8095
Report,
2/11
Customers ROCK!
Copyright 2012 Becky Carroll
18. And
it’s
not
just
the
young
people
•
Internet
users
65
and
older
grew
their
usage
of
social
media
by
100%
in
the
past
year
•
26%
of
that
age
group
now
use
social
media
•
And,
Americans
over
55
who
are
online
grew
from
1M
in
early
2009
to
10M
in
early
2010
Why?
They
are
following
their
loved
ones
online.
Source:
The
End
of
Business
as
Usual,
Brian
Solis,
2011;
2010
Pew
Internet
Research
Customers ROCK!
Copyright 2012 Becky Carroll
19. Four
Keys
to
Grow
Business
Using
Social
Media
–
it
needs
to
ROCK
Relevant
markeQng
Orchestrated
customer
experience
Customer-‐focused
culture
Killer
customer
service
Customers ROCK!
Copyright 2012 Becky Carroll
20. Customers
ROCK!
Relevant
markeQng
MarkeQng
the
way
a
customer
wants
to
see
it
Orchestrated
customer
experience
Customer-‐focused
culture
Killer
customer
service
Customers ROCK!
Copyright 2012 Becky Carroll
21. It
has
to
maer
to
the
customer…
Customers ROCK!
Copyright 2012 Becky Carroll
22. “We
love
Sanuk
together”
Sanuk
doesn’t
heavily
promote
their
products
on
social
media
–
they
promote
their
fans
Focus:
InteracQons,
fan
content
“Long
distance
High-‐Five!”
Source:
Sanuk.com,
The
Hidden
Power
of
Your
Customers
(Carroll)
Customers ROCK!
Copyright 2012 Becky Carroll
23. Fans
promote
them
in
return
Customers ROCK!
Copyright 2012 Becky Carroll
24. CEMEX
Encourages
Social
Media
InteracQon
Customers ROCK!
Copyright 2012 Becky Carroll
26. All
over
the
world
Customers ROCK!
Copyright 2012 Becky Carroll
27. Rockwell
AutomaQon:
Making
connecQons
“What's really cool is that, once
your prospects are connected
socially with your brand, you
can coordinate that social
connection with trusted thought
leadership communication and
coordinate it with direct
activities the further they get
into the funnel.”
Source: B2Bonline.com
Customers ROCK!
Copyright 2012 Becky Carroll
28. Customers
ROCK!
Relevant
markeQng
Orchestrated
customer
experience
A
coordinated,
personalized
experience
your
compeQtors
cannot
easily
duplicate
Customer-‐focused
culture
Killer
customer
service
Customers ROCK!
Copyright 2012 Becky Carroll
29. The
experience
is
everything…
Customers ROCK!
Copyright 2012 Becky Carroll
35. Customers
ROCK!
Relevant
markeQng
Orchestrated
customer
experience
Customer-‐focused
culture
Customers
are
in
the
DNA
of
the
business
Killer
customer
service
Customers ROCK!
Copyright 2012 Becky Carroll
36. It’s
not
about
you…
Customers ROCK!
Copyright 2012 Becky Carroll
37. It’s
about
the
customer…
Customers ROCK!
Copyright 2012 Becky Carroll
38. Hire
for
passion,
fit
–
It’s
a
people
business
Customers ROCK!
Copyright 2012 Becky Carroll
49. And
they
will
tell
others
Customers ROCK!
Copyright 2012 Becky Carroll
50. It’s
NOT
about
the
technology
Customers ROCK!
Copyright 2012 Becky Carroll
51. It’s
about
the
best
customer
experience
Customers ROCK!
Copyright 2012 Becky Carroll
52. See you on Twitter!
Becky Carroll
Author, The Hidden Power of Your Customers
becky@petraconsultinggroup.com
(858) 481-6373
(858) 692-4778 (cell)
Subscribe to my Business Blog - http://www.customersrock.net
Follow me on Twitter: http://twitter.com/bcarroll7
Friend me on Facebook: http://www.facebook.com/rebeccacarroll
Connect with me on LinkedIn: http://www.linkedin.com/in/beckycarroll
Customers ROCK!
Copyright 2012 Becky Carroll