Evolving Social Engagement - 2015 Digital Summit
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Transcript of Evolving Social Engagement - 2015 Digital Summit
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
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