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Customer Engagement and Social Media
August 3rd 1020, SingaporeChris Tew
SVP Asia PacificAlterian
What we do
Alterian (LSE: ALN) enables organizations to create relevant, effective and engaging experiences with their customers and prospects through social, digital, and traditional marketing channels.
Alterian Customer Engagement Framework
Consumers no longer trust advertisingand traditional corporate channels.
Consumers have found ways to tune us out.
People are talking and listening to each other about your brand.
Perhaps it is time you started understanding listening and participating too?
There are tools to help brands listen
Social Media Monitoring Tool
WARNING:You are not
required to Blog or Tweet to use an SMM
tool
How does it work?
Collect
Store
Social Media Warehouse
Analyse
Engage
Social Media - Engagement Cycle
UNDERSTAND
Engagement Cycle - LISTEN
Marketing Holy grail = understand what your
customers want
Marketers have never had it so good
Collect
Store
Social Media Warehouse
Engagement Cycle - LEARN
Is anyone actually talking about us
then?
Volume of conversations
Wha
t ha
ppen
ed?
Drill into the actual conversations
Are they being nice?
Sentiment and Tone
And how influential are they?
“We did not put the customer first” Toyota, Sunday Times 28th March
Who are these people who have the time to talk
about us online?
Demographics
Where do they hang out?
Auto Domains
The communities that advocate your products
• Join communities that advocate your products• Join that of your competitors
Create community
“We monitor in excess of 1,500 discussion threads a day on very specific topics where we think
we can add value to the conversation. It’s not possible to participate in all of the threads, but there are
ways to identify which conversations are the most influential, which ones have the greatest reach,
and those are the one in which we’re most likely to participate. We've also created a consumer
advocate community as well as a platform that we’ll be launching in a few weeks to support their
activities.”Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft
What are the trends in what
people are saying?
Word and Author Tag Clouds
Understand the geographic spread of conversations – find new markets
But what is the competition up to?
Compare with competitors
Engagement Cycle - UNDERSTAND
UNDERSTAND
Alterian Customer Engagement Framework
Engagement Cycle - SPEAK
Its not just a choice of platforms
Market awareness
Lead generation
Community growth
Increase traffic to website
?????????
.
Business Outcomes
Uncontrolled Social Media
Influenced Social Media
Controlled Social Media
Your Website
.
Degree of Control
.”Designed to tug at the heart strings of Australia’s youth”
Case Study – Telstra – CALL MUM
“The “guilt” proposition of “Call Mum” wasn’t
resonating with the audience anymore. But while few
people were talking about ‘Call Mum’ online,
there were literally thousands conversations about
how parents were connecting online.”
The Power of Six Degrees – Lucy Jameson DDB
London
.
SM Insight
Case Study – Telstra – DIGITAL MUM 2.0
Case Study – Telstra – DIGITAL MUM 2.0
“The total number of unique visitors to the website.
hit 125,000+ in the first few months (150% more
than the previous campaign that ran for 7 months)..”
The Power of Six Degrees – Lucy Jameson DDB
London
.
Positive Response
I find this new Facebook centric approach much
stronger than their previous efforts. Where as the
previous campaign all felt like a dead end this has
some long term thinking involved.
Also the strategy of targeting mums who are new to
online is much better than guilting kids to call their
mum.
www.Bannerblog.com.au
.
Positive response
Case Study – Telstra – Customer Twitter support
Next Steps
Use the tool Learn more
Read the bookCome and have a chat over drinks
Thank You
