Social Customer Service is the

New Heart of Marketing

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Brien Hall is the Social Media Manager for Guest Services at AMC Theatres. He leads a team of social aces who make sure your moviegoing experience is amazing. Previously, he was an original member and later supervisor of Time Warner Cable's highly regarded social care team. @BrienHall

Dave Evans is the VP of Social Strategy at Lithium, based in Austin, TX. Dave has worked in social technology consulting and development around the world and the author of best-selling "Social Media Marketing: An Hour a Day" and "Social Media Marketing: The Next Generation of Business Engagement." Dave is a regular columnist for ClickZ, and a frequent keynoter. @evansdave

Erna Alfred Liousas. As an analyst serving B2C Marketing Professionals, Erna focuses her research primarily on social relationship marketing. Her work covers short-form content as well as best and next practices to strengthen customer relationships. She also helps B2C marketers understand how to create and implement successful approaches to social campaign strategies. Prior to joining Forrester, Erna was a consultant at a marketing strategy firm. There she designed, developed, and facilitated marketing excellence programs for chemical, healthcare, and technology sectors. @ErnaLiousas

Social Customer Service is the New

Heart of Marketing

Erna Alfred LiousasAnalyst

Forrester Research, Inc.

April 2015

@ErnaLiousas

Remember life before the internet?

Photo credit: http://digiwonk.wonderhowto.com/how-to/kiss-usps-goodbye-heres-digitize-your-mail-and-ditch-paper-for-good-0143933/, http://www.ruthlessreviews.com/20354/abcs-sales/ and http://www.majorhill.com/education/establishing-television-rules-for-your-

kids-this-summer/#/

Things have certainly changed . . .

http://www.bitrebels.com/social/social-media-sites-explained-kittens/

© 2015 Forrester Research, Inc. Reproduction Prohibited 9

Empowered customers have given rise to a new era

© 2015 Forrester Research, Inc. Reproduction Prohibited 10

With four market imperatives

Turn big data

into business

insights

Transform

the customer

experience

Accelerate

your digital

business

Age of the

Customer

Embrace

the mobile

mind shift

The expectation that I can get what I want

in my immediate context

and moments of need.

The“Mobile Mind Shift”

© 2015 Forrester Research, Inc. Reproduction Prohibited 12

Social service sets the stage for marketing

forrester.com

Thank you

Erna Alfred Liousas

+1 617.613.6627

ealiousas@forrester.com

@ErnaLiousas

#SMTLive

Customer Care: The Heart of Marketing

Dave Evans,

VP, Social Strategy, Lithium

@evansdave

#SMTLive

Customers lead increasingly digital lives…

50%

66%

87%

of sales in 2017 will be

influenced by digital experiences

of consumers see call

centers as a last resort

seek help

online

#SMTLive

…while businesses remain challenged.

50%

66%

87%

of sales in 2017 will be influenced by digital touch points

of consumers see call center as a last resort

seek helponline

74%

33%

20%

report they have

a digital strategy

believe their approach to social customer

experience management is correct

think they have people

with the right technology skills

#SMTLive

What CEOs think:

Social will be a primary

way of engaging

customers within five

years.

Source: IBM

#SMTLive

What customers actually experience:

The majority of

tweets directly to

brands go

unanswered.

Source: Maritz

#SMTLive

What Marketers need to know:

Consumers are more

likely to buy from

companies who

respond.Source. New York University

#SMTLive

Marketing and Customer Care are explicitly linked

from Customer Care…

…to Marketing

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Customer Care is the new “Heart of Marketing.”

Customer Care is a

primary contributor to

customer experience and

customer satisfaction.

#SMTLive

Customer Care: The Heart of Marketing

Dave Evans,

VP, Social Strategy, Lithium

@evansdave

#SMTLive

Brien Hall

Social Media Manager for Guest Services,

AMC Theatres

@BrienHall

#SMTLive

Where does Social Customer Service fit into the overall CS

process?

#SMTLive

How does social customer service work at AMC?

#SMTLive

Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Brien Hall is the Social Media Manager for Guest Services at AMC Theatres. He leads a team of social aces who make sure your moviegoing experience is amazing. Previously, he was an original member and later supervisor of Time Warner Cable's highly regarded social care team. @BrienHall

Dave Evans is the VP of Social Strategy at Lithium, based in Austin, TX. Dave has worked in social technology consulting and development around the world and the author of best-selling "Social Media Marketing: An Hour a Day" and "Social Media Marketing: The Next Generation of Business Engagement." Dave is a regular columnist for ClickZ, and a frequent keynoter. @evansdave

Erna Alfred Liousas. As an analyst serving B2C Marketing Professionals, Erna focuses her research primarily on social relationship marketing. Her work covers short-form content as well as best and next practices to strengthen customer relationships. She also helps B2C marketers understand how to create and implement successful approaches to social campaign strategies. Prior to joining Forrester, Erna was a consultant at a marketing strategy firm. There she designed, developed, and facilitated marketing excellence programs for chemical, healthcare, and technology sectors. @ErnaLiousas

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Join us on Thursday

April 21st

Is the Death of Social Greatly Exaggerated?

Featuring Scott Monty & Robin Carey