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If you want to set the hive buzzing you need to provide a consistently compelling social experience. This presentation discusses the importance of knowing and understanding your social customer and how to use that knowledge to deliver value, provide unique experiences, and constantly exceed expectations.
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Knowing and Delighting Your Social Customers
Spruce up Your Social Webinar Series
Today’s Presenters
Jordan Slabaugh Director of Social Media Spredfast @JordanV
Michael Brito SVP, Social Business Edelman Digital @Britopian
Amy Kalm Social Engagement Specialist Intuit @Rukalm
#SocialSpruce
Best Practices in Knowing and Delighting Your Social Customer
#SocialSpruce
Hi, my name is Michael Brito and I am a recovering direct marketer.
#SocialSpruce
EVERYONE IS A SOCIAL CUSTOMER
#SocialSpruce
THEIR JOURNEY IS DYNAMIC AND THEY ARE HARD TO REACH
#SocialSpruce
AND … THEY ARE VERY INFUENTIAL
Did you hear about
@Netflix?
No! Tell me!
I am pissed!
I don’t know about you guys,
but I am cancelling my
@netflix account
#SocialSpruce
JUST ASK NETFLIX AND VERIZON AND BOFA
#SocialSpruce
AND DESPITE ALL THIS, CORE BUSINESS OBJECTIVES REMAIN THE SAME
SO HOW DO YOU REACH THE SOCIAL CUSTOMER AND PROVIDE AWESOME EXPERIENCES?
#SocialSpruce
WE’VE BEATEN THIS TO DEATH … BUT YES, START WITH LISTENING
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PROVIDE MEANINGFUL & RELEVANT CONTENT…
AT THE RIGHT TIME, IN THE RIGHT CHANNEL TO THE RIGHT CUSTOMER
#SocialSpruce
RECIPROCAL ALTRUISM: GIVING WITHOUT ANY EXPECATION OF RECEIVING ANYTHING IN RETURN
#SocialSpruce
Advocacy
Share
Participate
ResearchGOOGLE PRODUCTS & SERVICES
MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS)
SHARE CONTENT WHEN CONVENIENTMAY POST A REVIEW (POSITIVE AND NEGATIVE)
AID AND INFLUENCE OTHES DOWN THE PURCHASE FUNNEL THOUGH ORGANICCONVERSATIONS
LISTENINGENGAGEMENT
RELEVANT CONTENTBUILDING TRUST
THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE
#SocialSpruce
ANTICIPATE CUSTOMER REACTIONS BEFORE MAKING BUSINESS DECIONS
OR, INCLUDE THEM IN THE DECISION MAKING PROCESS
#SocialSpruce
The Essentials for Creating Great Social Experiences
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There is a spiritual aspect to our lives – when we give we
receive – when a business does something
good for somebody, that somebody
feels good about them!
- Ben Cohen, Ben & Jerry’s#SocialSpruce
Knowing What’s Being Said
#SocialSpruce
• Learn customer preferences• Identify community behavior• Find opportunities to engage in a
meaningful ways
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Taking the Deep Dive into Behavior
People are talking. And interacting.
Find out what it means.
So what?
#SocialSpruce
Pay attention to content receiving the most interactions:• Clicks• Comments• Retweets• Replies
Look at the most viral engagement from your activity
See who is most engaged with your brand
Don’t forget to look at what time of day content receives the most engagement
Small clues of what’s “delightful” help teach what’s most important over time
#SocialSpruce
Assessing and Optimizing Activity that Works
Start assessing your social media activity and content by asking the following questions:
• What activity is receiving the highest response rate?• What content is being shared organically the most?• What activity is receiving the highest number of
interactions?• How many people are “talking about” your activity?• Are there trends to this activity performance, such as
topic of content, style of content, multimedia, etc?
#SocialSpruce
Product Update
Industry Webinar
Industry Webinar
Engagement points to delighted customers through organic interactions
#SocialSpruce
Leadership Perspective
Website Launch Industry
Webinar
Virality points to delighted customers through organic
sharing and social word of mouth#SocialSpruce
Actions can speak louder than words#SocialSpruce
Acting on Opportunities to Engage
People are talking about you. Right now• Some are direct mentions• Some are indirect as part of a conversation
Monitor a wide varietyAssess which brand interactions are most important for responsePrioritize these in your ongoing social programs
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Let People Know You’re Listening
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Answer Questions
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Face up to Negative Feedback
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Create Delightful Experiences
All brands can delight social their social customers in new and innovative ways, depending on the needs and wants of their audience
• Excite• Inspire• Resonate• Entertain• Support• Educate
Delighted Greatly satisfied Satisfied Somewhat
unsatisfied Unhappy
#SocialSpruce
Word of Mouth Fan
acquisition
“Behind the scenes” content and exclusives
Delightful opportunities
#SocialSpruce
Fan acquisition
Creative Fan Interaction Opportunities
Delightful experiences shared with your community
Word of Mouth
#SocialSpruce
The Small Touches Matter
Not all interactions have to be part of a campaign, customer service effort or marketing “message.”
As in all aspects of relationships, the small stuff goes a long way.
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Acknowledgement
Relationship Building
“Bonus” Adds#SocialSpruce
Meeting Customer’s Social Expectations
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Agenda
Brief History of Response at IntuitTools that make it workResultsRecent Customer Data
#SocialSpruce
Thoughts from Others“If you look at the data, in the 1950s, the
pet dog was an outside animal. Now Spot is inside the home. Now he’s in the bedroom. Now he’s not only in the bedroom, he’s in the bed. He eats gourmet food. He wears better clothes than you. Now we’re going to humanize brands.”
— Gary Vaynerchuk
#SocialSpruce
Being Social Was Not New!
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Enter Facebook and Twitter
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People Will Talk
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First Reaction?
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Social Response is Born
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Gameplan
Be flexibleGet the right peopleHave a strong CRM toolStrong operating mechanism to support success
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The Right People
People already involved in socialPeople who interact easily with othersStrong product knowledge helpful
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A Strong CRM tool
Great search capabilitiesEasy publishing Ways to streamline the normal tasks you doResponsive support
#SocialSpruce
Tools to Support Success
Regular ScheduleAccess to trainingPartners across different IssuesRegular meetingsDecide on some measurement
#SocialSpruce
#SocialSpruce
Hi Jason,
I wanted to pass along a little tweet I was fortunate enough to spot today along with our thanks. https://twitter.com/#!/pjdoland/statuses/193388471505780736
We see our share of unhappy people in social. Your help must have made such a tremendous impact that the customer felt compelled to share it. It is a nice validation of our assertion that we care about our customers.
Thanks for delivering so much delight and have a fantastic weekend!Amy K
#SocialSpruce
What People are Looking for
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What’s their Mood?
Urgency of Response
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What’s Really Important to Them?
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What They Say About Expectations
More than 30% simply want a responseA few said they were looking to network A handful said they didn’t use FB/Twitter
#SocialSpruce
Expectation VerbatimsA response within a reasonable period of time. A solution to the problem or specific information if requested - NOT a sales pitch or run around. NOT a sales pitch or run around.Answers to questions. Acknowledgment as a customer or fan. Follow-back or like. Thanks if I retweeted. A real response.. not company babble I expect immediate response as a result of the public exposure.
#SocialSpruce
What I Say About Proactive Listening
More than 30% of responders found this concept intrusive and creepySeveral said they would be turned off if the response was a sales pitchThere were several who said they would find it delightful and shocking.
#SocialSpruce
ProActive Listening Verbatims
First, I would be upset to realize that the social media is powerful enough to link in this way. Second, I feel that anyone having problems with a certain product, should receive adequate customer service to fix problem so you would not be complaining elsewhere… I would feel grateful - perhaps this representative knows what steps I can take to the problem resolved without waiting for my question to "go up the ladder" at Honda I would expect them to pick up on it to be honest. There are so many social tracking tools these days, that any company that is not monitoring and responding to what is being said about them online would be unprofessional.
#SocialSpruce
ClosingWhen you open up to social, people will talkThe conversations may surprise youHave a strategy for responsePut right tools and the right people in place to support thatYou’ll see positive resultsBe flexible
#SocialSpruce
Contact us
@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast
Thanks for joining us!