2015_convention_powerpoint (no vidoes)

PACE CONVENTION & EXPO • APRIL 19-22 • ATLANTA, GA

Becoming a Social Business

Jim Iyoob

@jiyoob

[email protected]

2 PACE CONVENTION & EXPO | APRIL 19TH – 22ND, 2015 | ATLANTA, GA #15PACE

Jim Iyoob

• http://about.me/jiyoob

• http://twitter.com/jiyoob

• https://www.facebook.com/jim.iyoob

• http://www.linkedin.com/in/jimiyoob

• http://www.jimiyoob.com/

Connect with me


http://about.me/jiyoob

http://about.me/jiyoob

http://twitter.com/jiyoob

https://www.facebook.com/jim.iyoob

http://www.linkedin.com/in/jimiyoob

http://www.jimiyoob.com/

You effectively generate leads, increase sales, strengthen customer loyalty, and prevent a potential crisis when consumer’s opinions are negative

Study from sprinklr


• Social Networks created $300 Billion of value in past 10 years • 53% of consumers have used social for customer interactions • 80% of companies think they offer superior customer service however only

8% of customers surveyed agree • One in five brands say they “rarely” respond to customer complaints made

via social media, yet consumers who use social media expect a response within an hour

• 38% of consumers feel “negative” about a brand who fails to meet their expectations for a timely social media response

• Recent study found how costly a poor customer experience can be: • 11% of brands lost revenue • 15% lost customers • 26% tarnished their reputations


Stats from Customer Care


• 89% of consumers began doing business with a competitor following a poor customer experience

• Over 60% of customer service managers select customer satisfaction as the key metric for determining the success of their organization

• Responding quickly to an inquiry has the single greatest impact on customer satisfaction

• Losing a single customer can be very costly. It’s critical for companies to turn a complaint into a positive for the customer and for the company moving forward.

• “Onlooker Effect” – the potential reach is far broader than just that dialogue between consumer and brand

• When companies engage and respond to customer over social the consumer spends 20%- 40% more with that brand

Becoming a Social Business


Social Media Customer Engagement • What does a strategy look like? • What is social customer service? • What are the best practices? • How can social supplement inbound and outbound

tactics? • How do I create my own center of excellence? • What factors should I consider? • Take a ways

Social Media as a Strategy


Social Media as a Strategy


What if you could record

customer life events?

Moving house or apartments


Starting a new job


Getting Married


Having a Baby


Ready for a change


Socially Enabled Consumer – Embrace Them!



1. Unprecedented access to Voice of Consumer a) Preferences – Product, Service, Sentiment b) Competitive Insights c) Identify Brand Advocates d) Identify Industry Trends

2. Limitless Engagement Opportunities

3. Transformative Data Intelligence

a) Enhance Customer Experience b) Execution – new menu items, management c) Growth Strategy – markets, expansion


Why Brands Don’t?


Message not controlled – scary!

Early Social Metrics – Fans, Followers, etc. – No Attributable ROI

Mistakes can go Viral

No time

No Budget


Why Should They?


• Harvard Business study shows one star Yelp increase can increase revenues by 5 to 9 percent.

• Harris Interactive study reports 71% of consumers rely on peer ratings and reviews to influence purchase decisions.

• More than 50% of Americans trust User Generated Content (UGC) over corporate websites (16%) or news articles about a company or product (14%) (Bazaar Voice).

• Nielson Global Survey reports online customer reviews are the second most trusted form of advertising (70%) only behind personal referrals from friends or family.

Answer: Your Business Future May Depend on It!


Engagement is Economics


Forrester Report: % probability of having made a brand-related purchase within 12-months


Why Do Customers Engage?


1. Rewards – Discounts, Sales

2. Communications – Opportunities, Customer Care

3. Entertainment

4. Community – UGC – Aligned Goals

Customers Want to Engage – Provide Value


Social Customer Care is Marketing


Customers expect to be engaged throughout the

entire product lifecycle, not just during sales process.

Social Care Best Practices - Proactively Reactive

1. Timely 2. Relevant 3. Personal


Timely


Relevant


Reflects your brand personality

& voice

Helps solve a user’s problem or offers something

of interest

Leverages data Influenced by

news and trending topics

Is aligned with other mktg initiatives

Messaging regardless of Purpose (Marketing,

Research or Care) Must be Personalized!


Social Media provides window to personalize the message

Brands need to take advantage

• Issue

• Channel Preference

• Location

• Influence

Non-personalized messaging: Channel Irritation


Personal


Includes a user’s name

Specific to their individual concern

Is sympathetic to their problem

Offers appropriate solution

Adapted according to location,

demographic etc.


Building an Engaged Community


1. Social Listening drives Strategy

2. Platform Analytics

3. Brand Content Creation driven by Listening Campaign

4. Community Management

1. UGC drives Engagement

2. Social Care – drives loyalty, connects with audience

3. Ratings and Reviews Matter – A Lot!!

4. Transparency = Trust

5. Empowered Communities drive revenue, product development, loyalty, affinity and creativity


People Will Share Anything


@jiyoob I’m one of the millions of

customers out there who have

grown fond of using social media

for gathering information and

venting experiences and reviews.


Engage Customers on their

Terms



Social Media Center of

Excellence


I hope you have a reliable social media

analytics solution in place to pick up this information because I won’t be

picking up the phone and calling your call center.

It’s not your choice to tell your customers how to contact you, it’s theirs.


Social is Cost Effective



Call center issues can include:


The process is inefficient and painful, not to mention the missed opportunities in Social Media


One to One Engagement



One to One Engagement


1. Establish a listening station to stay up to date with consumer opinions on your products and services.

2. Monitor posts and tweets as well as blogs on FB, Twitter, LinkedIn and other social networks.

3. When a user’s comments impact your company, you're able to route, respond, track and reply to them accordingly.

Create a 360 view



Customer value and loyalty is attained by resolving requests

quickly with the highest quality and minimal effort


One to One vs One to Many


Voice one to one channel

Social Media one to many channel


Call center vs Social Center


An unhappy customer who calls is simply another customer, as opposed to a customer who uses the social networks to complain is

potentially a problem that can generate negative publicity, brand damage, sales loss,

and lose the companies future customers


Complaints can go viral



Social Agents are different


To be a best-in-class, social media-driven company, you need to answer questions

and engage with customer on their terms

You need to provide amazing support in the call center regardless

of how the customer contacted you


Things to think about


Can a company aspire to give all its customers the same level of attention that Facebook or Twitter offer, compared to their call

center?

What happens when the person who is poorly attended on the phone has a powerful presence on the social networks, and was

simply using the phone out of convenience?

When you look at the cost of a social media analytics solution, it is mere change compared to the millions and millions you’ve already

spent on that call center.

Y

Factors to consider when choosing a

partner


Size

Large enough to make investments (Stable)

Small enough to give you personal attention

Leadership

Executive team

Industry or vertical expertise? (It depends)

people, industry experience and nature of problem

Training Program, Technology

Get to know the Managers, the agents and the executive team


Key Takeaways


1. It starts with Social Listening and should be a integral part to an ongoing Social Strategy – Define Success – Measurable, Meaningful Metrics

2. Social media users want you to engage with them - Deliver Value

3. Messaging Must Be - Timely, Relevant and Personal

4. Create meaningful content and you’ll foster brand advocates

5. Communities should be Fostered not Controlled!

6. Measure and analyze the data to Refine/Evolve Strategy!!

7. Just because you have a Facebook page doesn't make you a social business.


Jim Iyoob @jiyoob

PACE CONVENTION & EXPO | APRIL 19TH – 22ND, 2015 | ATLANTA, GA

40 #15PACE

Thank You

2015_convention_powerpoint (no vidoes)

Documents

pace convention expo

pace social networks

pace ready

social customer service

customer satisfaction

single customer

customer loyalty

customer care