Customer engagement and social media
Transcript of Customer engagement and social media
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Customer Engagement and Social Media
August 3rd 1020, SingaporeChris Tew
SVP Asia PacificAlterian
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What we do
Alterian (LSE: ALN) enables organizations to create relevant, effective and engaging experiences with their customers and prospects through social, digital, and traditional marketing channels.
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Alterian Customer Engagement Framework
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Consumers no longer trust advertisingand traditional corporate channels.
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Consumers have found ways to tune us out.
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People are talking and listening to each other about your brand.
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Perhaps it is time you started understanding listening and participating too?
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There are tools to help brands listen
Social Media Monitoring Tool
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WARNING:You are not
required to Blog or Tweet to use an SMM
tool
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How does it work?
Collect
Store
Social Media Warehouse
Analyse
Engage
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Social Media - Engagement Cycle
UNDERSTAND
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Engagement Cycle - LISTEN
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Marketing Holy grail = understand what your
customers want
Marketers have never had it so good
Collect
Store
Social Media Warehouse
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Engagement Cycle - LEARN
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Is anyone actually talking about us
then?
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Volume of conversations
Wha
t ha
ppen
ed?
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Drill into the actual conversations
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Are they being nice?
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Sentiment and Tone
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And how influential are they?
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“We did not put the customer first” Toyota, Sunday Times 28th March
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Who are these people who have the time to talk
about us online?
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Demographics
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Where do they hang out?
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Auto Domains
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The communities that advocate your products
• Join communities that advocate your products• Join that of your competitors
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Create community
“We monitor in excess of 1,500 discussion threads a day on very specific topics where we think
we can add value to the conversation. It’s not possible to participate in all of the threads, but there are
ways to identify which conversations are the most influential, which ones have the greatest reach,
and those are the one in which we’re most likely to participate. We've also created a consumer
advocate community as well as a platform that we’ll be launching in a few weeks to support their
activities.”Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft
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What are the trends in what
people are saying?
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Word and Author Tag Clouds
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Understand the geographic spread of conversations – find new markets
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But what is the competition up to?
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Compare with competitors
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Engagement Cycle - UNDERSTAND
UNDERSTAND
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Alterian Customer Engagement Framework
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Engagement Cycle - SPEAK
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Its not just a choice of platforms
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Market awareness
Lead generation
Community growth
Increase traffic to website
?????????
.
Business Outcomes
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Uncontrolled Social Media
Influenced Social Media
Controlled Social Media
Your Website
.
Degree of Control
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.”Designed to tug at the heart strings of Australia’s youth”
Case Study – Telstra – CALL MUM
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“The “guilt” proposition of “Call Mum” wasn’t
resonating with the audience anymore. But while few
people were talking about ‘Call Mum’ online,
there were literally thousands conversations about
how parents were connecting online.”
The Power of Six Degrees – Lucy Jameson DDB
London
.
SM Insight
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Case Study – Telstra – DIGITAL MUM 2.0
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Case Study – Telstra – DIGITAL MUM 2.0
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“The total number of unique visitors to the website.
hit 125,000+ in the first few months (150% more
than the previous campaign that ran for 7 months)..”
The Power of Six Degrees – Lucy Jameson DDB
London
.
Positive Response
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I find this new Facebook centric approach much
stronger than their previous efforts. Where as the
previous campaign all felt like a dead end this has
some long term thinking involved.
Also the strategy of targeting mums who are new to
online is much better than guilting kids to call their
mum.
www.Bannerblog.com.au
.
Positive response
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Case Study – Telstra – Customer Twitter support
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Next Steps
Use the tool Learn more
Read the bookCome and have a chat over drinks
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Thank You