Dave Evans
VP, Social Strategy
Joe Cothrel
Chief Community Officer
Social Customer Experience
how does the purchase funnel…
be awareconsider
buy
Lithium Confidential
…connect with social and customer care?
customer care now is an advocacy engine
be awareconsider
buy
use
form opinion
talksocial objects, graph, and interactions
social media
Lithium Confidential
the social web runs on conversations
It takes money to drive the purchase funnel. It takes a positive experience to drive beneficial conversations. Long-term,
conversations always win.
relevance
impact
contentpurchase
relate
try
share
social web
purchasefunnel
awareness consideration
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markets are conversationsconsumer-generated
(think “megaphone”)
marketer-generated
(think “funnel”)
word-of-
mouth
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But engagement moved to social apps as networks were
redefined as reach and acquisition media.
Owned media delivered via digital hubs is provides engagement
capability.
TV
online display
radio
search
.COM
.COMmobile site
POS
Social networks were first used as engagement tools.
Brands are now using social plug-ins to own the relationship with
their fans.
The relationship expands across touchpoints, including mobile and
POS.
Source: Forrester. “Interactive Brand Ecosystem”, Nate Elliott, 2011
reach strategyengagement strategy
owned media
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benefits of digital hubs
communities and innovation platforms
knowledge stores
marketing
intelligence
agent engagement
expert engagement
KB automation
customer records
CRM system
social platform: ecosystem design
awareness
consider
purchase
liste
nin
gmatching
prioritizationworkgroups
routing
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unified social customer experience
marketing
customer outreach
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social channels work better together
community registrations (on
domain)
Augmented community program with off-domain
engagement
350k
175k
0
social traffic (off domain)
Month 5 Month 11
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the connected workforce
• conversations built around positive customer experiences• customer care and marketing
work together, across channels to delight customers
• robust process management• agent roles and goals (SLAs)
defined by business objectives• detailed metrics support
continuous improvement
operations marketing
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customer support: immediate need for help
sales: assistance at purchase
ideas: innovation
the payoff? build advocacy, improve sales.
advocacy
loyalty
satisfaction
Lithium Confidential
Dave Evans
VP, Social Strategy
Joe Cothrel
Chief Community Officer
Social Customer Experience
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