Post on 30-May-2015
description
Tune in to Keep your Afloat
Dr. Suku Sinnappan
Digital Revolution
• Digital revolution has changed how customers choose engage with brands
• Convergence of technology and fluidity of content has dramatically changed the nature of how information is produced, consumed and shared.
• web 2.0 + open source + reducing cost of technology = increased customer autonomy
Brands are owned by customers
• What is brand image– Impression in the consumers' mind of a brand's total
personality– Formed by tangible, imaginary qualities and shortcomings. – Brand image is developed over time through with
consistency and is authenticated through the consumers' direct experience!
– Experience energises a brand
BusinessDictionary.com (2010)
E2 = experience engineering
Source: http://www.socialstrategy1.com/wp-content/uploads/2010/06/Voice-of-Users.jpg
Contact points
• Non interactive vs interactive . • Interactive Contact points can influence
customers more than non-interactive. e-Interactive
HomepageWebsites / Banner Ads
iPhone / Smart Phone / PDAsE-books / iPad
TwitterFacebookMySpace
Wiki / Blogs / ForumsPodCast
Other Web 2.0 etc
InteractiveRetail Store
EventsSpot Campaigns
Radioetc
Non-interactiveTV
BillboardsMagazines
Email signatureNewspapers
Catalogueetc
Losing the grip
• Websites are losing grip as the sole digital voice about a brand or service.
• Customer feedback and involvement are multimodal, diverse and noisy
• 40% or 9 mil Australians communicate via social networks (Nielsen)
Source: http://w
ww
.barbwirem
useum.com
/images/Brand_Collage_b.gif
Need to Tune in and reach your customer in their own space
Source: http://adsoftheworld.com/media/print/brand_irony_colgate
When you tune in – you beat the clutter and find your space
before
after
Source: http://live.drjays.com/wp-content/uploads/2010/05/brands.jpg
Most popular social media websites
Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf
Fastest growing social media activity 2008 to 2009
• source
Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf
Source: http://www.rossdawsonblog.com/Web2_Framework.pdf
Source: http://www.rossdawsonblog.com/Web2_Framework.pdf
The
Web
2.0
Com
pila
tion
Source: http://w
ww
.flickr.com/photos/briansolis/2735401175/
Confusion. The way… the which social media way?
The right tunning
• Trends are changing – freemium, crowdsourcing, produsage, convergence, customer engagement (hits are no longer valid – Colgate Palmolive)
• Companies who ‘understand’ have done well – Monty Phyton (using YouTube sharing clips)– LEGO (Adult Fans of Lego - AFOL)– Renault (WindRoadster) 12 sec strip (Viral user
participation)– Old Spice (Viral Ad)– etc
Web 2.0 effect is hard to be calculated.But understood well by the younger
audience
What needs to be done (1/3)
• Create a context – Objectives must be specific, measurable and
realistic and directly correlate to your organization’s goals
– Effective measurement is not based on a single metric, but rather in a combination of metrics.
– Setting hypothesis is vital. For instance, “increase in blog subscribers over 3 months will correlate with an increase in store visits”
What needs to be done (2/3)
• Form your goals based on these hypotheses, and measure against them to see if you’re on the right track.
• Measurement has to be taken seriously taken into account.” If you don’t measure anything else, you’re going to struggle to measure social media” (Radian, 2010).
• Have both qualitative and quantitative measurements (different angles of the goals)
What needs to be done (3/3)
• Quantitative data– Data based and good for analysis
• Qualitative data– Derive goals i.e. “3 out of 10 people echo that our
products are cheap” – 30% approval• ROI metrics– Cost justification. Link up with goals i.e. “link up
with the goals and hypothesis”
Case study on Telstra & mates (1/8)
• Telco industry is new to Twitter – Telstra, Optus, Vodafone and Virgin Mobile
• Telecommunication industry is a service orientated industry – reliant on healthy brand image, crowdsourcing and customer reviews
• Case study looked at 3 issues– Twitter profile– Customer feedback– Demonstration of dissatisfaction
Case study on Telstra & mates (1/5)
• @Telstra: 15,727 Tweets; 2,511 Following; 6,442 Followers; 298 Listed
• Managed by a few operators – scott, yoshi, carly, dylan and justin.
• Personalised service makes customers to connect to the person servicing them.
• Customers appreciate customer service on Twitter but not over the phone
• Issues and dissatisfaction – helstra, telstraishell and plenty of customer complaints including sites for abusing telstra.
Case study on Telstra & mates (2/5)
• @Vodafone_AU: 2,509 Tweets; 846 Following; 6,418 Followers; 216 Listed
• Managed by 2 operators - ^t and ^Z• Customers don’t appreciate customer service
over the phone• Issues and demonstration of dissatisfaction –
none to be seen except for being unhappy with service
Case study on Telstra & mates (3/5)
• @Optus:18,626 Tweets; 1,327 Following; 7,512 Followers; 241 Listed
• Managed by few operators – dave, andy, holly, robbie, scott and julz
• Customers don’t appreciate customer service over the phone
• Issues and demonstration of dissatisfaction – badoptus and plenty of customer complaints
Case study on Telstra & mates (4/5)
• @MembersLounge : 2,105 Tweets; 2,230 Following; 2,125 Followers; 75 Listed
• Managed by operator – not disclosed.• Customers don’t appreciate customer service
over the phone• Issues and demonstration of dissatisfaction –
@VirginMobSucks - plenty of comments of unsatisfrtion
Case study on Telstra & mates (5/5)
• Conclusion– Twitter can be used to sense customers’ position– Telstra is worse performing! This is followed by Optus,
Virgin mobile and Vodafone.– The telco industry as a whole needs to address issues
surrounding their customer service i.e. on the phone – Personalised service is important and increases
customer retention.– Customer voice is transparent and can be addressed
Questions
f2f or the below?– LinkedIn: http://www.linkedin.com/in/drsuku– Skype: drstudy– Twitter: http://twitter.com/dr_at_work