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Social Media ManagementAICD – August 29th
Charlie WoodGeneral Manager / Vice PresidentSalesforce Marketing CloudAsia Pacific, Japan and India
@snoutley [email protected]
Is it Worth It?
51% of consumers are more likely to buy a product or brand after liking them on Facebook
Consumers 40% more likely to spend money with brands that engage on social
Companies that don’t engage on social see customer churn 15% higher than those that do
“JetBlue can handle five customer related tweets for every one call handled through a call center.” – Bain & Co: Putting Social Media to
Work
Sources: Bain & Co 2012: Putting Social Media to WorkForrester 2011: Competitive Strategy in the Age of the ConsumerGartner Press Release and Quote Carol Rozwell August 1st 2012
Update on Social Media in Australia
Download: Yellow Social Media Report
Top Takeaways:New normal mobile connected consumerSocial now part of the path to purchaseSmall business adoption growing fast
Lorna Jane nourishes customer relationships with Marketing CloudLargest brand following in Australia -- 140 Facebook pages, one for each of their stores
Seeking new ways to achieve a deeper connection with their large customer base
Use Marketing Cloud to listen & engage in customer conversations happening on the social web
Gain immediate product line feedback so they can tailor activewear to consumer wants and build customer loyalty
Social media has given us a platform to speak to our customers about what our brand represents.- Lorna Jane Clarkson, Founder and Chief Creative Director, Lorna Jane
Video Lorna Jayne
Continuous Disclosure – ASX Guidance 2013
“…listed companies should monitor investor blogs, chat sites or other social media that regularly commented about them”. Kevin Lewis - ASX
“Where a market sensitive announcement is pending ASX considers that the entity should also be monitoring these sites for signs that the information in the pending announcement may have leaked”. – ASX Guidance Note 8
Better Customer Service with NAB’s Social Media Command Center
Command Center boasts 5 large LCD screens powered by live Radian6 social data
Manned 7 days a week by 7 dedicated staff members
More than 350% growth in NAB’s online community in 2012
Resolves ~600 customer requests through social each month (10% growth in customer service interactions)
We listen, learn, and adapt to provide an even better customer experience.- Sam Plowman, Executive General Manager, NAB
4 Key Phases To Managing Social Media ( and risk )
Create an Inbound Social Media Playbook1 Tip
Resource: Build a Playbook
Business ObjectivesRoles & ResponsibilitiesThe WorkflowEscalationPeople Policies & Training
Vodafone makes connections through social mediaMarketing Cloud helps Vodafone improve the customer experience and brand perception
See negative comments on social media as an opportunity to learn and build trust
Maintain an average of 1 conversation every 4.5 minutes across social channels
Quickly built a community of 10,000+ registered content contributors and 120,000+ viewers
Customers don’t want to hear a corporate monologue—they want to have a conversation.- Cormac Hodgkinson, Director of Sales & Service, Vodafone
Create an Outbound & Engagement Plan
Goals, Objectives & MetricsTarget Audience PersonasRoles and ResponsibilitiesTheme, Topics and TypesWorkflow, Optimization & Distribution
2 Tip
Resource: Write a Plan
Commonwealth Bank is changing the way banking happensOne of the first banks in the world to have a real-time banking core
Social brings back the intimacy people once had with banks
Makes the customer experience more personal & relevant using Marketing Cloud
Helps build trust, transparency and their customer base
Marketing Cloud enables the narrative of the business to be captured and shared.- Andy Lark, Chief Marketing Officer, Commonwealth Bank
Listen / Analyze
Publish / Measure
Your Brand Your Competitors Your Industry
1 2 3
4 5 6
7 8 9
Engage
Know Your World – Listen and Analyze3 Tip
Nestlé’s Social Command Center helps them manage brand reputationSocial Command Center powered by live Marketing Cloud data
Tracking sentiment & trends, responding to misconceptions & allegations
Real-time monitoring to find posts from both fans and critics
Establishing themselves as a socially responsible, transparent brand
Monitoring Demonstration
Review Your Crisis Plan4 Tip
There’s no longer the perfect news cycle and people won’t wait for you to create the perfect press release. It’s about maximum exposure with minimum delay - Anastacia Visneski U.S. Coast Guard
Salesforce Marketing Cloud does everything for us. We’re monitoring social constantly. - Tracy Whitelaw, Social Media Officer, Brisbane City Council
Brisbane City Council reaches the public quickly through social3/4 of the state of Queensland declared a disaster zone
Used social to correct misinformation & gain situational awareness during flood
Find and field real-time questions & cries for help from citizens
Gained 11,750 Facebook fans in just one week
Four Questions to Ask Your Management Teamdo your people have the right training, tools and processes in place?
1. Do we have a Inbound & Reactive media plan?
2. Do we have a social Engagement plan?
3. Do we have a Listening & Analytics plan?
4. Do we have a Crisis plan?
#1 Social Marketing Platform
#1 in Social Publishing #1 in Social Listening
Customers:
#1 in Social Advertising
Service, PR, Crisis Communications & Consumer Affairs
Social Hub Classifies & Routes Actionable Posts to Engaging Agents
Example
