listening to, engaging with and caring for customers with social storytelling - adam brown [energy...

Listening to, engaging with and caring for customers with social storytelling Engaging with more customers more effectively and efficiently while driving loyalty

vs.

It’s about the little changes…

Let’s talk about the sandwich toothpicks.

 SURROUND SOUND

 EMBEDDING SOCIAL MEDIA

 STORYTELLING

 Breaking thru complacency and evolving our marketing communications Adding “one more thing” to your social programs…

 PEOS

PE O S

EMBEDDING INTO THE FABRIC

It all starts with listening.

It all starts with actionable listening.

Social Media Monitoring

Use Case

Use Case

Proactive Social Engagement

Use Case

Social Support

Does your audience know or care what

department you sit in when they reach out to

your brand?

Let’s talk about social customer

service.

- Gartner

By 2020, 90% of customer care

will happen via social media

§  Social agents are able to handle 4-8 times more issues/hour than phone agents (Garner 2012)

§  Preemptive SCS (reaching out) can reduce call volumes 30% and increase customer retention 3-5% (Enkata 2012)

§  SCS costs 1/6th the cost of phone interactions, 1/3-1/5 the cost of email interactions (NM Incite 2012)

Is SCS a big deal? These stats speak for themselves. Social Customer Service (SCS)

$5 / $10 / $15

Within a few days or so

Within 5 minutes

Within 15 minutes

Within 30 minutes

Within one hour

More than one hour, but later

same day

From days to hours to now minutes and seconds… The Customer’s Expectations Are Changing, too.

 How soon after you contact a brand on social media do you expect a response?

Source: Edison Research

2,500+  followers

@BofA_Help still can’t get the mobile check deposit app to work. crashes every time I submit check for deposit #fail

Adam Brown @adamcb

Social Customer Service is Engagement at Scale

Support    Case  

Use Case

Learn!!

Business Intelligence

How do we make one department’s outputs another department’s

inputs?

Marcomm Insights •  Media Monitoring •  Early Warning Radar •  Message Testing •  Search Enhancements •  Influencer/Detractor Identification •  Competitive Insights (SOV) •  Regional Issues/Opportunities

R&D Insights Social Customer Care

Actionable Marketing Insights Social Listening for Support, Insights & Sales

What is one piece of ACTIONABLE listening data

you can share within your department and organization that you’re not sharing now?

Use Case

Sell!!

Business Intelligence

What is one SOCIAL SELLING/LEAD GEN

opportunity type where you might be able to assist?

Which department outside of yours will you work with to better EMBED social media

into the fabric of your organization?

 Science. Art &

compelling content =  purposeful edutainment

There are a lot of things you can measure…

•  Number of followers •  Number of updates •  Number of engagements (likes, shares,

comments, favorites, retweets) •  Number of views/downloads •  Net positive mentions (and negative) •  SOV versus competitors •  Net potential reach •  Customer service requests •  Customer service resolutions •  Positive mentions of a product

•  Likes of posts about the product •  Likes of other company posts •  SOV of chatter about the product •  Sentiment changes on product chatter •  Click-thrus to product Web page •  Sales conversions from Web page

click-thrus •  Click-thrus to other earned/owned

properties •  Coupon and promo redemptions

You can’t measure what you do not value or know how to value.

- Olivier Blanchard

REVENUE Making a Dollar

COST SAVINGS Saving a Dollar

For your organization, is success defined more around…

Social Sales Lead Generation

Productivity Gains/Operational Efficiency Business Insights Crisis Avoidance Social Customer Service Media Efficiency

BRAND & DIGITAL •  Net Advocacy Score (Our own real-time NPS) •  Overall Brand Sentiment •  Share of Voice •  Facebook PTA and Twitter Hashtag Usage •  Attributable Site/App Traffic •  Friends & Followers*

CSAT •  Customer Touches (Directed & Undirected) •  Overall Brand Sentiment •  Pre & Post-Interaction Sentiment

FINANCIAL •  Cost Avoidance •  Attributable Redemption (Coupons) •  Attributable Sales

Using established KPIs that are trusted in your organization…

§  Listen §  Engage §  Publish §  Care §  Measure §  Purposeful

Edutainment

What is the best ONE BIG IDEA that you wrote down in

your notebook at this conference?

Thank you

 Adam Brown, Executive Strategist @adamcb in/adamcb