How Social Customer Interactions Transform BusinessCharles Miller

Director, Digital Care & Social Media Strategy

@chasmiller

Intro by Dr. Natalie Petouhoff

Chief Strategist, Social Media

at Weber Shandwick

@drnatalie

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THERE’S A NEW WAVE OF BRAND BUILDING

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BRANDS are SOCIAL

EXPERIENCES

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Social*ID™ Brand Index Calculator • Calculates where the brand is on a• Social Media & Digital Communication Continuum• Places the brand on a scale from 100 to 500.

LISTEN = 100Learn about digital media through reading, seeking opinion, attending training sessions

LEARN= 200Personally start using social media; stay on top of broader media changes in progress

ENGAGE =300Apply personal experiences to business needs; get started with social networks for brands, blogging, create new forms of content

INTEGRATE = 400Learn from successes and failures, begin to refine new practices that are delivering value to the communities they serve. Incorporate new ideas and strategic use of digital tools more often

OPTIMIZE = 500Change how the brand/business operates to better serve customers (true CRM) and stakeholders; design and execute strategic programs that have measurable and sustained impact

What’s your brand score?

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How DIRECTV got started in Social

We identified and bridged phone service and advanced user communities 6 yrs

ago 6 yrs ago

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Embrace Extreme Consumers

They are loyal.They have resources.They add real value.

SuperUser: TivoBurkee

http://forums.directv.com*April 2010, Harvard Business Journal “Behold the Extreme Consumers…”

*Only 8% of brand managers cater to Brand Super Users

*Only 8% of brand managers cater to Brand Super Users

Owns > 200 remote controls

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Turn outreach into standard practice

Case Study: Opening Day: College Football

• Detected in real-time• Communicated alternative SD/HD feeds • Engaged customers and notified when restored• Incorporated into our National Command Center

Use Social Media as a guide

Source Data: Social Gastronomy 2010 UPS Case Study

Social Media changes how customers source & select products

Let customers lead through sharing

Case Study: iPhone DVR Scheduler Launch

• Shared w/key communities, bloggers and review sites• Confirmed in branded social channels• Held PR until 100k downloads, 100k more post-PR• 1/2MM downloads in 30 days

Focus on the customer experience

Bloggers are not a Case Study –Use caution when experiences collide,And be aware of other brand interactions.

Questions?