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WELCOME
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Today’s Agenda
›Welcome
› Bluewolf: Customer Experience and the Emergence of Social as a Service Channel
› IPC Media: Consumer Obsession at Woman's Weekly
› Q&A
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Nanik Mirpuri Managing Director,
Bluewolf
Your Presenters
Simon Denny Affiliate Director,
IPC Media
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Customer Experience
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THE BUYERIS CHANGING
INNOVATIONIS CHANGING
LEADERSHIPIS CHANGING
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CUSTOMER ENGAGEMENT WILL OVERTAKE
PRODUCTIVITY AS THE PRIMARY
DRIVER OF PROFITABLE
GROWTH.
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Emergence of Social as a
Service Channel
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Let me tell you about my iPad…..
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60% of the purchasing decision is made before speaking with a human
Source: Corporate Executive Board
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Poor Service Affects Your Larger Brand
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Contact Centers Drive Bottom Line Impact
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Leading organisations are not only measuring the time and cost it takes to service a customer, but their customer's overall engagement with their brand.
Social as a Service Channel
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79% use or plan to use social media for business initiatives
Source: Harvard Business Review
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Source: Harvard Business Review
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60% of companies still don’t respond to social posts!
Source: Live Ops Research
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A Real Example: Vodafone Australia
Email Volume Socia
l Dire
cts
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It is not too late, but soon it will be…
Source: Saleforce – “ROI of Social Media”
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Thank You
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Consumer Obsession for Woman's WeeklyFrom Zero to Advocacy – a Consumer Journey
Simon Denny Affiliate Director, IPC Media
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Content on Good to Know - instruction
videos & 1000+ recipes
Facebook – 6.5k Friends
WW Shop delivers the highest sales volumes in IPC
Twitter – 1.2k followers
Pinterest – NEW for Summer 2013
WW Fiction on Kindle – over 3k downloads YTD
All WW issues available on iPad, Kindle Fire, Nook & Zinio
– over 5k downloads YTD
CAMPAIGNS
SHOP
ONLINE PRINT
SOCIAL MEDIA
Woman’s Weekly Live – 10k visitors in launch year
Fiction Workshops – 6 dates sold out in 2013
EVENTS & COURSES
Specials Series selling over 100k copies per month
The UK’s best selling magazine for mature women – 638k readers every week
NEW Book Series launching Autumn 2013
Charity Events & World Record attempts have seen tens of thousands of WW followers interact with the brand
Highly engaged website audience - 68k UU and
1.7m PI per monthKnitting, Craft & Cookery workshops
planned for 2014
DIGITAL EDITIONS
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Communication & Contact Strategy› Contact strategy:
› Who, where, when & how often
› Communication strategy:› What do we say & why are we saying it
› Communications triggered by events & behaviors:› Welcome program
› Refer a friend
› Cross & up sell
› Pending lapsed
› Lapsed & win back
› Customer service & satisfaction
› Delivered via relevant channels:
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The Aim: From Zero to Advocate
Browser Intender Purchaser Subscriber Advocate
• Subscribe to our magazines
• Subscribe to our clubs:− Knitting− Craft− Gardening
• Support & access to expert help
• Cookie profiling
• Increment data capture
• Targeted comms
• On-going data enrichment (browsing behaviour, survey questions & feedback)
• Tailored content & promotional messages
• Rewards for loyalty
• Encourage subscription behaviour
• Engaged ‘experts’ as super users & contributors
• Experts provide community support & advice
• Advocacy tracked & rewarded
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How: Social Consumer Service
Salesforce Service Cloud
Browser Intender Purchaser Subscriber Advocate
Frequently Asked Questions
Self Service Query Submission & Resolution
Live Chat Support
CommunitiesVIP
Communities
Contributing Support
Contributing Support
Contributing Support
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How: Listening & Engagement
Browser Intender Purchaser Subscriber Advocate
Salesforce Marketing Cloud
Listening for…..
Rant
Rave
Advocacy
Competitors
Trends
Influence
Engagement
Campaigns (Blogger outreach / Facebook advertising)
Showcase ‘Your Makes’
Voting, Polls, Surveys
Rewards
Blogger Outreach
Competitions & Freebies
Quizzes
Progressive profiling
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Success Measures
Better Serve our Customers
Increase # active customers
Increase customer satisfaction
Increase average revenue per customer
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Thank You: Q&A