Get serious about social: own the social experience | Prelini Udayan-Chiechi – Director, EMEA...
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Transcript of Get serious about social: own the social experience | Prelini Udayan-Chiechi – Director, EMEA...
Get Serious About Social: Own the Social CustomerExperience
Prelini Udayan-ChiechiDirector, EMEA Marketing@prelini
a year on… (invisible children)
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the dawn of the mobile, social and incredibly empowered customer
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shifting attitudes to social media
source: IBM Institute for Business Value , CEO Report 2010 & 2012, CMO council 2011
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95%
61%of the CEOs reported that they must
exhibit "customer obsession"
social to rise above the crossfire
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social charity ranking
Source: MDG Advertising Infographic from nonprofitsocialnetworksurvey.com, onlinegivingstudy.org, blackbaud.com, unfoundation.org, philanthropy.com, npengage.com, mashable.com, sharethis.com, crowdsourcing.org
confidential
87% the power of the crowd
trust peer recommendations90%
14% trust advertising - Nielsen
customers who engage with companies over social media are more loyal and spend up to 40 percent more
-Bain & Company, 2011
a year on… (invisible children)
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Source: MDG Advertising Infographic from nonprofitsocialnetworksurvey.com, onlinegivingstudy.org, blackbaud.com, unfoundation.org, philanthropy.com, npengage.com, mashable.com, sharethis.com, crowdsourcing.org
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addressing the crowd
growth of owned communities
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2012 Charity Social Index, published by Visceral Business
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who do I engage and how? how do I manage and scale? how do I measure the impact?
of marketers surveyed had no
proven ROI of social initiatives
41%
Social Intelligence
Social Business Software
Social Scoring BloggingPlatforms
Social TV Mobile Apps Community Platforms
Reach
Buzz
Engagement
Participation
Transaction
Advocacy
social brings complexities
social journey roadmap
understand the social customer
respond in existingsocial channels
create an owned hubharness the power of your crowd to drive
impact
transform the overall customer experience
listento understand
guidethe conversation
provethe business value
transformyour experience
engageon existing networks
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Community members are 5x more likely to take an action, whether it’s making an advocacy call, a donation, or attending a fundraising event.
Mike BolinoManaging Director, Digital Marketing, American Diabetes Association
New Product Mrketing
improve SEO
48%of community traffic arrives through organic search results, a 8x improvement
of community members visit over 10 times/month
increase loyalty and return frequency
30%
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1. follow your head not the herd2. own it don’t outsource it3. get out of the silo, get into a strategy4. stop dabbling, commit5. drop the fluffy metrics6. don’t campaign, sustain
key takeaways
we’re lithiumwe make software that powersthe social customer experience
“it is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change” Charles Darwin
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Questions
Prelini Udayan-Chiechi@prelini