Symantec: Helping customers in social: Social customer care and momentum marketing, presented by...

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SymantecErling AmundsonHelping customers in social: Social customer care and momentum marketing

Helping Customers in Social: Social Customer Care & Momentum Marke7ng

Erling Amundson Senior Manager Social Insights @XDstrategy

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Lessons from

Improv

Helping Customers in Social Erling Amundson @XDstrategy

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Listen & react Be in the moment


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Always try to use

Yes&… Rather than No! or But!


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the status game

Watch what happens when everyone tries to be the most important person. Now try again with everyone trying to be the least important person.


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Be Helpful

Make the others look good


7 Helping Customers in Social Erling Amundson @XDstrategy

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I Install I Use I Renew I Am Aware I Shop I Buy I Receive


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Awareness Evaluation

Conversion

Experience

Advocate

Consideration

Bond

DRIVE BRAND RE-EVALUATION DRIVE PURCHASE

Renew



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“If your company and its markeWng are truly, inherently useful, your customers and

prospecWve customers will keep you close...”


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Brand Goals

Customer Interests

Relevancy =

Sharable, engaging ideas and values

IdenWfy relevancy with social listening data



#30SecTech Videos Helpful content helps drive posi7ve sen7ment

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1.   The Real Cost of Free An7-‐Virus 2.   How Hackers Hack Passwords 3.   Cookies and Your Online Privacy 4.   POS ASacks and Stolen Credit Cards 5.   Security and the Internet of Things 6.   Firewalls in Ac7on



I need to replace that product. I wonder which one is best?

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Oh no. I have been hit by ransomware. What do I do now?


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I am worried about idenWty the\. Why aren’t

companies spending enough on security?


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Why wont this

@$%#^* thing

work?!?


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Thanks Symantec!!! I just got the rest of my day back.


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We Can Help

Social Customer Care


Data is only the start


Types of Ac7onable Men7ons

1.   Case: Request for help resolving real-‐Wme issue

2.   Query: QuesWon that doesn’t require support resource

3.   Rant: Insult that merits brand management consideraWon

4.   Rave: Praise from Symantec brand advocate

5.   Lead: Pronouncement of near-‐term purchase decision

6.   RFE: Request to enhance a product with a new feature of Symantec products


Content Library Sample Terms

•  Query –  Advice –  Anyone know

•  Case –  Doesn’t work –  Troubleshoot

•  Rant –  Angry –  Annoyed

•  Rave –  Thanks


Prior7zed Rules In the Social Hub

AutomaWon Priority Rules

•  Spam

•  Fraud •  News •  Support MenWons

•  Engageable Raves Classify & Route

•  Enable people to respond to quesWons and issues •  Engage with customers and help them

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What are the

Pajerns & Themes that are emerging right now


Social Sen7ment Trend

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0 5 10 15 20 25 30 35 40

-‐40% -‐20% 0% 20% 40% 60% 80% 100%

Ac7o

nable In

ternet M

en7o

ns

Net Social Sen7

men

t

Net Social Sen7ment™ : Segment Name [Product A + Product B]

AIMs NSS

NegaWve

19%

Sept ‘14 Sen7ments

Net Social SenWment™ is a snapshot of social media altudes which is calculated using AcWonable Internet MenWons from customers, prospects and partners. It includes Twijer, Facebook, Forums (including Spiceworks & Reddit), and Blogs.

Net Social SenWment

September ‘14 31%

Upward Trend

Net Social SenWment

August ‘14 24%

Promoters sharing BE 3600 Appliance

Bolstering Data ProtecWon Leadership in India with New Backup Exec 2014

0 200 400 600 800 1000 1200 1400 1600 1800

0%

10%

20%

30%

40%

50%

60%

70%

February '14 March '14 April '14 May '14 June '14 July '14 August '14 September '14

Ac7o

nable Internet M

en7o

ns

Net Social Sen

7men

t

Month Wise Net Social Sen7ment

AIMs NSS

49% PosiWve

Neutral

32%


Social Conversa7on Drivers

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AWARENESS 725 posts

-‐  People share and retweet about Product Accelerator quesWons the value of storage-‐based snapshot integraWon from CompeWtor ‘C’

-‐  Promoters sharing Product 2014 Bejer Faster Stronger -‐  Promoters sharing informaWon on

Bolstering Data ProtecWon Leadership in India with New Product 2014

-‐  Promoters share informaWon on Product V-‐Ray EdiWon -‐  Promoters share news and informaWon on

Product 2014 Service Pack 1 release -‐  Promoters share videos on the new Product 2014 -‐  Promoters share Product 3600 appliance -‐  Promoters share informaWon on how

Product can save your business SHOP 6 posts

-‐  Detractors share informaWon on how and why Product X is bejer than Product Y

-‐  Detractors suggesWng Product user moving to use compeWtor products

USE 81 posts

-‐  User having Product issues -‐  Product unable to recover data -‐  Product failing with errors -‐  Product running out of space, not working like before

OVERALL Most conversaWons in social for September 2014 was on product awareness, people sharing informaWon on our products, best pracWces arWcles and videos. As usual people also shared both posiWve and negaWve views of our products. Product retweets contributed to a lot of posiWves with detractors and product issues added a few negaWves for the month.


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We Can Help

Momentum MarkeWng


Copyright © 2014 Symantec CorporaWon 29

“The idea of newsjacking is quite simple: It is the art and science of injecWng your ideas into breaking news, in real Wme, in order to generate social ajenWon and media coverage for yourself or your business.”

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Yes&… Helping Customers in Social Erling Amundson @XDstrategy

Be Helpful

Annual or Quarterly Plan Roadmap Planning

Plan Development Product Marke7ng

Campaigns

Content

Digital Marke7ng

Symantec.com

Paid Media

Social Media

Annual Campaign Planning

Plan Development

Plan Development

Plan Development

Plan Development

Plan Development

Launch

Launch

Launch

Launch

Launch

Launch

Launch

Execu7on

Execu7on

Execu7on

Execu7on

Execu7on

Plan Development Execu7on


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Brand Goals

Customer Interests

Relevancy =

Sharable, engaging ideas and values

IdenWfy relevancy with social listening data

Content, Listening and Trends Customer-‐centric content delights and adds value at every stage of the purchasing journey and key moments of truth.


The 24-‐Hour News Cycle Responsive, Agile, Real-‐?me Marke?ng

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INTERE

ST

TIME

BREAKING News

Journalists scramble for addi7onal informa7on

Public Excitement

Grows

Peak

Old News

Done

Brand Goals Customer Interests

Begin Publishing Brand Content

Before During A\er

Adopted from David Meerman Scoj


Brand Goals Roadmap Planning

Campaigns

Content

Digital Marke7ng

Symantec.com

Paid Media

Social Media

Fast Cycles SupporWng Overall Goals

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Sprint Planning Sprint






Demo

Demo

Demo

Demo

Demo

Demo

Retro

Retro

Retro

Retro

Retro

Retro

Sprint

Sprint

Sprint

Sprint

Sprint

Sprint

Sprint Planning

Sprint Planning

Sprint Planning

Sprint Planning

Sprint Planning

Sprint Planning

Demo

Demo

Demo

Demo

Demo

Demo

Retro

Retro

Retro

Retro

Retro

Retro

Brand voice. Core themes & messages Events: CES, customer conference Product launch plan


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Update Backlog


Daily Stand-‐up Sprint

Review

Sprint Retrospec7ve 1 day

2-‐4 weeks


Global Listening Erling Amundson @XDstrategy

Global Listening

A Typical Scenario

BREAKING Alert

Situa7on Analysis: Part 1

Review & Repeat as needed

16H 12H

Review & create content as needed

8H

Always On Listening and Analysis •  Campaigns, Events, Customer Care, Trends

Situa7on Analysis: Part 2

0H


Helping Customers in Social Erling Amundson @XDstrategy 39

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Example: Real-‐7me Response Marke7ng Crea?ng content to answer your customers ques?ons in real-‐?me

IT security is cost center, not a profit center, how to balance it?

“ 36k Impressions 564 engagements

Why don’t they spend enough money on IT security?

“ 102k Impressions

2,542 engagements

Should the companies upgrade their Network Infrastructure?

“ 318k Impressions

24,350 engagements


Momentum Marke7ng Avg. MarkeWng OpportuniWes: 4

Reach: 2.8M Engagement: 85,000

Total impact for 1 month

Marke7ng Opportunity Avg. reach per post : 140K

Engagement Rate per post : 2.86% DuraWon of markeWng opportunity is 7 days

Support Opportuni7es Reach: 5,368

Engagement: 4,478

Social Support, Momentum Marke7ng & Tradi7onal Marke7ng Campaigns

Social Support Item Reach per response : 1

Engagement per response: 85% DuraWon of impact for 1 day


Marke7ng Campaigns Reach: 3.5M

Engagement: 47,000


Marke7ng Campaigns Avg. reach per post : 87K

Engagement Rate per post: 1.15% Avg. duraWon of markeWng campaign is 3 months

1: Listen to Create

•  Use insights in a fast loop with markeWng.

•  Let insights drive the decision-‐making & creaWve process.

•  The faster the loop, the faster you can deliver a relevant message.


2: Provide Clear Brand Guidelines

•  Have clear but flexible brand guidelines.

•  Enable teams to create content in real-‐Wme that fits with the brand strategy.


3: Create Your Own Momentum

•  Learn what topics are most relevant for your customers.

•  Find new ways to create content that sparks a moment for your brand.

•  Build on your success with ‘Yes, and…’ thinking.


Be Helpful Just like in Improv:

• Listen acWvely • Respond quickly • Make others look good


QuesWons? Thanks!

Copyright © 2014 Symantec Corpora7on. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec CorporaWon or its affiliates in the U.S. and other countries. Other names may be trademarks of their respecWve owners.

This document is provided for informaWonal purposes only and is not intended as adverWsing. All warranWes relaWng to the informaWon in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The informaWon in this document is subject to change without noWce.

Erling Amundson Senior Manager Social Insights @XDstrategy

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