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Social Media at the
  Intersection of Brand,
Communications and Service
Scott Monty

@ScottMonty
Almost ½ of Americans engage brands
        on social networks
It’s not just for kids

         Business owners are 28%
         more likely than those
         who don’t own a business
         to follow/engage with a
         brand (59% vs. 46%)


         Senior executives, decision-
         makers, and leaders are
         40% more likely than those
         without such authority to
         follow/engage with a brand
         (63% vs. 45%).
Demand is growing
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Why does this matter?
It’s not about your brand any more
It’s not about your brand any more

79% “My relationship with brands is
       of consumers agree with the statement:


        much more personal than ever
        before.”

68%    of consumers say:
       “Shopping today is less about
       the brands/products
       themselves and more about
       me - what I’m feeling or
       needing.”
Behaviors along the Purchase Loop

                      Openness



      Post purchase                 Realized want
        evaluation                     / need




       Research /                    Learning /
        vetting                      education

                        Seeking
                        ideas /
                      inspiration
Behaviors along the Purchase Loop

                       Openness



      Post purchase                  Realized want
        evaluation                      / need


                      Opportunity
                       to engage



       Research /                     Learning /
        vetting                       education

                         Seeking
                         ideas /
                       inspiration
Social Media Key Influencer in
  Multi-Exposure Purchase
Ford Strategy
Use social media to improve concern resolution,
increase customer loyalty, and help influence
               purchase decisions

              How we do it
Proactively engage in Twitter, Facebook and
web forums including: Yahoo! Answers,
AllFordmustangs, Explorerforum, and over 20
others

@FordService Twitter account has almost 15k
followers, the largest following among all OEMs
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
But don’t take our word for it…


    @FordService – TY. I        #Ford apparently gets social
 appreciate the assistance.     networking. A random tweet
 This is why I drive a Ford.      from me is leading to my
Service is everything and you   looking at a Ford car I never
     guys are top notch.           even considered before.




 I’m a prospective buyer         Thank you @FordService for
 and it’s pretty awesome          taking care of my wife and
   to see an actual Ford         kids! (And the car of course.)
  Customer Care person          Superior response and service.
      posting on here.              I am awed. #Ford #TY
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Not all consumers are
    created equal
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Engaging with Influencers

 “The longer you can listen, the more you’ll
  learn; the more you engage humbly, the
  more likely those influencers will amplify
your message later. What do you call a well-
       informed, respectful, sustained
        engagement? A relationship.”

            - Marshall Kirkpatrick, LittleBird
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Bringing Influencers In
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Ford @ NAIAS
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service

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Building Trust with Consumers via Social Media and Raising the Bar in Customer Service

  • 1. Social Media at the Intersection of Brand, Communications and Service
  • 3. Almost ½ of Americans engage brands on social networks
  • 4. It’s not just for kids Business owners are 28% more likely than those who don’t own a business to follow/engage with a brand (59% vs. 46%) Senior executives, decision- makers, and leaders are 40% more likely than those without such authority to follow/engage with a brand (63% vs. 45%).
  • 11. Why does this matter?
  • 12. It’s not about your brand any more
  • 13. It’s not about your brand any more 79% “My relationship with brands is of consumers agree with the statement: much more personal than ever before.” 68% of consumers say: “Shopping today is less about the brands/products themselves and more about me - what I’m feeling or needing.”
  • 14. Behaviors along the Purchase Loop Openness Post purchase Realized want evaluation / need Research / Learning / vetting education Seeking ideas / inspiration
  • 15. Behaviors along the Purchase Loop Openness Post purchase Realized want evaluation / need Opportunity to engage Research / Learning / vetting education Seeking ideas / inspiration
  • 16. Social Media Key Influencer in Multi-Exposure Purchase
  • 17. Ford Strategy Use social media to improve concern resolution, increase customer loyalty, and help influence purchase decisions How we do it Proactively engage in Twitter, Facebook and web forums including: Yahoo! Answers, AllFordmustangs, Explorerforum, and over 20 others @FordService Twitter account has almost 15k followers, the largest following among all OEMs
  • 19. But don’t take our word for it… @FordService – TY. I #Ford apparently gets social appreciate the assistance. networking. A random tweet This is why I drive a Ford. from me is leading to my Service is everything and you looking at a Ford car I never guys are top notch. even considered before. I’m a prospective buyer Thank you @FordService for and it’s pretty awesome taking care of my wife and to see an actual Ford kids! (And the car of course.) Customer Care person Superior response and service. posting on here. I am awed. #Ford #TY
  • 21. Not all consumers are created equal
  • 28. Engaging with Influencers “The longer you can listen, the more you’ll learn; the more you engage humbly, the more likely those influencers will amplify your message later. What do you call a well- informed, respectful, sustained engagement? A relationship.” - Marshall Kirkpatrick, LittleBird

Hinweis der Redaktion

  1. http://www.marketingcharts.com/wp/direct/almost-half-of-americans-say-they-engage-with-brands-on-socnets-26262/
  2. 71% of those who experienced a quick and effective response say they are likely to recommend a brand or company, versus just 17% who had an effective but slow response. 29% would use a company’s Facebook page to comment on or ask a question about a product or service, followed by their personal Facebook pages (28%); the company’s blog (15%); and Twitter, using a personal handle (14%) or a brand handle (13%).Social media users between 18 and 34 are more likely to post on Facebook or Twitter (at about 35% and 25% on average) than those users 35 or older.http://www.marketingcharts.com/wp/topics/blogs/7-in-10-would-recommend-a-brand-or-company-after-a-good-social-care-response-24387/
  3. Consumer exposure to a combination of paid, owned and earned media led to better bottom-line results, including a larger average order size and greater revenue per click.http://www.emarketer.com/Article/Social-Media-Key-Influencer-Multi-Exposure-Purchase-Path/1008845#VlwRe1VZgPmiOQ00.99 
  4. http://getlittlebird.com/2012/11/the-true-value-of-online-influencers-its-not-about-parroting-your-messages/
  5. Stefania Butler told us what she thought was wrong with the U.S. auto industry in a long rant, during a time when Ford was defending itself as we tried to separate ourselves from the other two U.S. automakers.
  6. We invited Stefania and 49 of the most influential female bloggers from the 2009 BlogHer convention to join us at Ford’s Chicago Assembly Plant for a day-long event that included interactions with executives, engineers, futurists, and the men and women who build our great Ford vehicles. They even had a chance to get in our vehicles and test drive them.
  7. This is the world cloud we collected before the day’s events began. It equated to only 27% of the attendees having a positive view of Ford.
  8. This is the resultant word cloud at the end of the day’s events. That 27% figure increased to 96% of them reporting a positive impression of Ford after our activities concluded.
  9. And Stefania herself began to rethink her position, with her network proceeding to be influenced. She even wrote a longer blog post than her first, titled “What Ford Motor Company, the Women of Ford and a Guy Named Larry Taught Me About Ford.” We turned a complete negative into a complete positive.