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Understanding the Social Customer
Ryan Turner, Director of Social Media, West
@wryanturner
Questions?
Razorfish creates experiences that build business.
Banana phone slide
But is this really any different than previous technology “revolutions?”
Everything’s amazing, but nobody’s happy.
Yes, it’s a revolution. And the revolution in this case is not technological but social.
What happened?
Broadband.
WSIWYG.
YouTube.
Some Context: Ryan’s Ten-Cent History of the WebCommunity-Focused
Broadcast ParticipatoryUser-Generated
Bottom-Up
HTML
High Threshold of Entry
Low Bandwidth
Text-Based
Collaboration
Corporation-Driven
Top-Down
Data-Driven
No entry
Flash intros!
Text and Images
Transaction
User-Generated
Bottom-Up
Standards-Driven
Lower Threshold of Entry
High Bandwidth
Multimedia
Interaction1980’s-1994 1994-2005 2005-Now
Web 2.0 and social media are social phenomena above all.
Blogs Discussion Boards
Forums Chat IM Vlogs
Moblogs SMS Podcasts
Microblogs Photo BlogsPrediction Markets RSS
Collaboration CollectiveIntelligence Communities
Wikis Recommender SystemsMashups User-GeneratedContent
Social media is made up of people, relationships among people, and things people
create and share
VS
Agenda
• The Digital Customer
• Influence
• Brand Personality
• Extend the Business
• Device Proliferation
5 Ideas to consider
1. Letting customers do the work
2. Harness influencer dynamics
3. Make your brands more human
4. Create new businesses
5. Take digital on the road
These are difficult times
But every year we spend more time online
1999 : 7 hours2000 : 7 hours2001 : 7 hours2002 : 7 hours2003 : 9 hours2004 : 8 hours2005 : 9 hours2006 : 9 hours2007 : 11 hours2008 : 14 hours2009 : 13 hours
And social media is exploding
“If we add up all the time people have spent playing World of Warcraft, it would total approximately 5.93 million years. That’s the same amount of time that homo sapiens has existed.”
-- Jane McGonigal, TED 2010
Most products were originally sold based on a personal relationship in a high-touch environment
But busy lifestyles required efficiency and organizations needed the scale
The internet brought customership into our homes and offices
Mobile took these interactions out of home and gave us even more control over where and when we transacted
Because we took a wrong turn somewhere
The more we invested in technology, the more distant we got from our customers
We spent the last 30 years using technology to separate ourselves from our customers . . .
The Idea!
Let’s spend the next 30 using technology to get closer to our customers.
Ironically, digital is going to play a big part in making that happen.
There are challenges.
Page 25 © 2009 Razorfish. All rights reserved.
76% of people think companies lie in ads
77% trust companies less than they did
last year
38% of people believe companies will do
what is right
15% of people enjoy the ads as much as
the programs
2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.
65.3% Yes
34.7% No
1. Has an experience you have had online ever
changed your opinion (either positively or negatively) about a brand or the products and
services it offers?
97.1% Yes
2.9% No
2. Has that experience influenced whether or not you purchased a product or service from the
brand?
64.1% Yes
35.9% No
3. Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, email)?
Increasingly, digital is the first—and frequently only—customer touchpoint.
Success requires personal, high-touch interactions.
And we already have examples of companies creating transformative digital experiences…
Here are just a few of them
Bottom Line: Digital Is Not Just an Ad Channel
Digital is not simply an “awareness” or CRM play, it’s a customer-creation play.
The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly.
Digital is quickly becoming the first and most important customer touchpoint. It’s transforming your customer relationships, whether you like it or not.
It’s not about understanding what you can do, it’s about knowing what you should do.
5 concepts to consider
Let customers do the work for you
1IDEA DiSo enables WoM
The purpose of a business is to create a customer
– Peter Drucker
“”
1IDEA
The purpose of a business is to create a customer who creates customers
“”
1IDEA
Leaving your only job to be taking care of your existing customers
Trust me, that’ll be harder not easier…
1IDEA
1IDEA
1 billion total media impressions to date; 44M blogs, 70M tweets, 300K new Facebook fans
1IDEA
Harness influencer dynamics.
2IDEA Syndication magnifies influence
Why does influence matter online?
72% of internet users say they are exposed to too much advertising
2IDEA
2IDEA
What are the implications of this?
• You’ve got new marketing tactics to leverage
• You can optimize your media spend even further
• Your social influencers can bring in more consumers
• You need new metrics for evaluating customer value
2IDEA
Make your brands even more human
3IDEA
Brand Voices
• Singular company voice
• Reflects the brand personality
• Everybody follows the brand voice
• Appears in all brand touch points
• Usually unique to the company
• Sometimes manifested in a person
• Used everywhere –signage to ads
SIM Voices
• Multiple, authentic individual voices
• Transparent and discoverable
• Engaging and conversational
• Appears where conversations are
• Unique to the person not the company
• Manifested in a real person
• Used only by real people
3IDEA
Brand Voice Social Voice Social Brand
3IDEA
3IDEA
Strategy & Planning
Research & Development
OperationsMarketing &
Sales
Corporate Communicatio
ns
Human Resources
Customers
1.0
Strategy & Planning
Research & Development
OperationsMarketing &
Sales
Corporate Communicatio
ns
Human Resources
Customers
2.0
3IDEA
Workflow, Routing, and Escalation
Social Media Governance Charter
Community Guidelines
Internal Participation Policy
Responsibility Matrix
One-Page Social Media Orientation
Performance Metrics
Online Brand Personality Brief
Brand Guidelines
Governance Documents
2.3.10
More: www.socialmediagovernance.com
Business, Marketing. Compliance leadership
“I’ve got something to share”
Venue host
Expert Advisor
Friendly promoter
Internal and external contributors
Active & prominent Social Media participants
Compliance and Brand Authority
Social Media Governance Board:
Participant/Content Creator:
Moderator:
Curator:
Evangelist:
Key Contributors:
Social Media Leadership Team:
Approver:
There will be overlap (people will wear more than one hat). A member of the governance board could be a key contributor as a curator for a niche market. A moderator not only can, but should, be a key contributor.
ROLES AND RESPONSIBILITIES2.3.10
Role Responsibility
Social Media Governance Board
• Provide access to and direction on business goals & objectives within your area of responsibility
• Attend monthly meetings
Participant/Content Creator • Understand and follow Social Media policy• Provide regular, direct feedback to Social Media Leadership team on
social media activities and experiences
Moderator • Engage and manage community dialog• Report issues & initiate escalation process as needed
Curator • Track and assess community content needs• Provide expert content assessment & analysis to help community filter
and prioritize available information
Evangelist • Understand and support key messages• Develop and nurture relationships with Key Contributors of the
community
Key Contributors • Understand and acknowledge your leadership role in the community• Be fluent in social media policy, strategy, and tactics
Social Media Leadership Team
• Provide “go-to” access and support for social media participants• Understand and liaison with Social Media Governance Board as needed
Governance documents: responsibility matrix
2.3.10
What are the implications of this?
• People connect with people more than brands
• You need to practice permission marketing
• Create personal, not personalized, experiences
• Cede partial brand ownership to your customers
3IDEA
Create new businesses out of hidden assets
4IDEA
Over the next decade, two out of every three companies will face the challenge of their corporate lives: redefining their core business.
Buffeted by global competition and facing an uncertain future, more and more executives will realize that they must make fundamental changes in their core even as they continue delivering the goods and services that keep them in business today
4IDEA
4IDEA
What are the implications of this?
• Your business is going to radically change
• You’ve got hidden assets to be leveraged
• Your front-line customer interactions will matter even more
• Your customers can help you navigate this world
4IDEA
Take your digital experiences on the road
5IDEA
5IDEA
Mobility
Fun
ctio
nalit
y
5IDEA
Mobility
Fun
ctio
nalit
y
What are the implications of this?
• Context joins content at the core of digital experiences
• Social media goes mobile in a fundamental way
• Real time activity will drive brand perception
5IDEA
5 Ideas to consider
1. Letting customers do the work
2. Harness influencer dynamics
3. Make your brands more human
4. Create new businesses
5. Take digital on the road
Know me. Create value. Be relevant.
QUESTIONS…
