Evolving Social EngagementErik Larson - 2015

Why Social Media

Why You Should Be On Social

Every minute:

Facebook users share 2.5 million pieces of content.*

Twitter users tweet nearly 300,000 times.*

Instagram users post nearly 220,000 new photos.*

4 Billion Video Views per day on YouTube.****

Unboxing video views are up 57% over last year. ***

1.4 B Active Users

300 M Active Users

288 M Active Users

300 M Active Users

Macro Social Media Trends & Customer Expectations

46%

are influenced by recommendations from social media

friends or followers

77%

of consumers interact with brands on social networks

51%

expect same-day response to a question or

complaint on Facebook

72%

expect a reply to a negative or

positive social media post

Source: Forrester Source: OracleSource: Forrester Source: Forrester

Social Media

Is Not a cool new tool

Is the new way that your customers expect to do business

Customer Support is now a Spectator Sport!

Getting Started In Social

Listen & Learn

Whether you’re

listening or not,

the conversation

is still happening!

You’ll often hear from leadership “If we get

involved in social media, people will say negative

things.”

The most important thing for companies to do in

social media, is to listen to what their customers are

saying.

Well, here’s the truth. People are already talking

about you. You should probably know what

they’re saying.

Once you know what and where your customers are

talking about you, then you can begin to engage

them.

Choose Your Channels

Do you own or create significant visual content?

Are your customers technically focused?

Do you need to own the visual

design?

Will you be having in depth conversations?

Look beyond current preconceptions of social media channels. Go beyond the conventional networks and extend your reach. Do an audit for the social media platforms which will fit your brand, message and mission best. Sign up for any you feel may be relevant - Pinterest, Google+, LinkedIn, Instagram and Vine - and promote these accounts elsewhere to make sure your community knows you exist there.

Humanize your brand via 1-1 dialogue and conversation

Create and share social-by-design content that will be spread thru influencer’s own social networks.

Connect with and empower positive brand advocates

Tout your leadership in your field

Engage Your Customers

One of the most important things for brands using social media is to show that, essentially, you are human.Behind the scenes: Use tools like Instagram and Vine to show what goes on behind the scenes - and what the life at your company is like.Don’t be afraid: If you want people to appreciate that you’re a human, and relate to you, don’t be afraid to show your personality and be proud that you are a living, breathing human!Relatable: You can’t be human and fake. Your customers won’t relate to you if you use fake emotions and pretend to be someone you’re not. Just be yourself, even if you happen to have super powers!

Crafting Your Message

Highlight cool things

people are doing with

your products or

services

Be Inspiring

From product usage

to advanced tips and

tricks to life hacking

tips

Be Helpful

Fun polls, questions,

contests, and content

from your fans

Encourage Participation

Believe it or not,

people love to hear

about the latest

products and services

you offer. They just

don’t want a hard sell.

Celebrate Your Stuff

Socially-By-Design Campaigns: Show value to customers and fans through offers and touting real and perceived value propositions for being a customers.

Publishing & Response: Create dialogue about the brand, devices and network on social platforms to encourage positive brand sentiment and digital word of mouth.

Onsite Social Activation: Encourage social participation and amplify existing promotional communication at on-site events.

Social Media Marketing

Growth Value Perception

Drive Customers to your website, convert to purchase. Drive traffic

to retail stores.

Exclusive Customers and Fan Content. Competitive

Differentiators.

Brand Engagement Drivers in order to Increase Positive Digital

Work of Mouth

Objectives

Strategy

Social Media Marketing

All ideas come from a key concept

Ideas must be

Social By Design Mobile First New, Innovative, Never Done Before

Social Media Evolved

Social Media 2.0 Engagement Model

More and more often, business leaders are realizing that the growth

of social care means your engagement must move out of social teams

and back to your care specialists. This takes the common centralized

team and expands it into a Hub-&-Spoke model.

The Central organization manages: Social Platforms, Triage,

Monitoring, Trending Analysis, Strategy and Project Management,

Community and Platform Management.

The Operational teams have the role of customer support interactions.

This enables your company to help more customers in more places. It

also helps to drive higher customer satisfaction and faster response

times.

CentralOrganization

Product 2

Product 1

Service 1 Service 2

Corp Comm

Building An Integrated Model

SocialIntegrated Digital CareTraditional

Traditionally, customer interaction channels were segmented, and interactions were designed independent of each other.

Using Mobile First websites optimized for social sharing as the central hub, we can now integrate

all of our channels to provide a truly seamless customer experience.

Social platforms were viewed as new and were even further segmented apart from traditional channels.

Social

Phone

Web

Email

Chat

Use Social as a Lens & Strategy, Not Just a Tactic

Social platforms and communications can help identify business pain points and crowdsource opinions on

response.

Look Beyond your products for adjacent fields

Example: Home Depot’s Deck Project Planner or Ikea’s Moving Planner

Identify spaces that aren’t your core competency, but support your products and services. Home Depot

doesn’t build decks, and Ikea doesn’t move people, but they both sell products that support those activities.

Social will continue to be integrated across your customer’s lives.

Your sites and platforms must become mobile ready so that users can access and interact with you at any

time.

Using Social In The Future

SMS Micro Sites for

One of the most important aspects of any piece of content is the ability to

deliver it at the right time.

• Customers reach out to you via existing channels requesting information

for support or sales. This is also perfect for in-person events.

• Your rep shares a pre-built or custom micro-site focused on the

customer’s needs.

• Playlist micro-site includes videos, graphics, micro-apps, links to chat and

any other information targeted to the customer’s need.

• Important: Keep it focused and don’t include information not relevant to

the conversation. Don’t include marketing messages with support.

For further information please visit: http://www.thismoment.com/

Questions?Please reach out to me @Insprdvisn