An overview presentation on using social media as a customer service channel. Presented at the ASMI two-day session on Customer Engagement Marketing (Jan. 29, 2010).
5. “… companies that are both
deeply and widely engaged in
social media surpass their peers in
terms of both revenue and profit
performance by a significant
difference.”
pg. 6
www.ENGAGEMENTdb.com
6. Starbucks Q3’09
Earnings Call Transcript
July 21, 2009
Howard Schultz:
“We were just named the number
one brand in a new social media
engagement report.”
“The key here is that we are
connecting directly with our loyal
customers who will be driving our
future growth.”
8. BRANDWEEK:
How are you taking this online chatter
and translating it to ROI for the brand?
“We certainly look at a few things.”
• Emotional connections
• Human connections
• Adds to the bottom line business
Alexandra Wheeler
digital strategy director, Starbucks
source | Brandweek, August 1, 2009
9. “It isn’t a marketing
initiative. It isn’t a PR
initiative. It’s cultivating
and creating great
consumer value and great
customer relationships.”
Alexandra Wheeler
digital strategy director, Starbucks
source | Brandweek, August 1, 2009
10. 17% of time spent on
the Internet is on Social
Media websites
source | Rubicon Consulting study (Oct. 2009)
11. Fortune 100 Companies…
54% have a Twitter presence
32% maintain a Blog
29% are on Facebook
source | Burson-Marsteller & Digital Media Study (June 2009)
24. ONE TWO THREE
Explaining
Great Remarkable
how a
Customer and
Product or
Service or Entertaining
Service
Experience Stuff
Works
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
25.
26.
27. “When you hit a wrong note, it’s the
next note that makes it good or bad.”
MILES DAVIS
28.
29. “You can play a
shoestring if you are
sincere.”
JOHN COLTRANE
47. TWO
Listening and
responding are
highly under-utilized
marketing strategies
48. “The most important
thing I look for in a
musician is whether he
knows how to listen.”
DUKE ELLINGTON
49. If a brand lacks
confidence, then it will
not want to listen to
negative conversations.
50.
51.
52. “Most of the social media
engagement has been
responding, listening, and
connecting with fans, which
is important because
it builds loyalty.”
Porter Gale
VP Marketing, Virgin America
54. What’s happening?
80% of tweets are from Meformers.
Postings about insignificant doings.
What’s happening?
20% of tweets are from Informers. Those
who share informational news, incl. links
source | Rutgers University study (Oct. 2009)
55. What’s happening?
The typical Meformer has 61 friends and
43 followers.
What’s happening?
The typical Informer has 131 friends and
112 followers.
source | Rutgers University study (Oct. 2009)
56. 69% of businesses on Twitter
post at least 4 times per week
source | Burson-Marsteller & Digital Media Study (June 2009)
68. “We’ve tried all the off-the-shelf
monitoring applications. None
work as well as the free tools.”
Daniel Sundin
Intranet Manager, PETCO
source | WOMMA Brands Council Webinar (Oct. 2009)
85. Broken Windows Theory
Higher crime rates occur in cities when
broken windows are left unrepaired
because people will conclude no one
cares enough to fix them.
87. Broken Windows Theory
Broken windows are visible signs to
customers that a business doesn’t care,
that it is poorly managed, and that it
inadequately deals with little details.
88. SIX
Social Media as a
customer service
channel can become
a great employee
recruiting tool
89. “No one visits a website’s home
page anymore — they walk in
the back door, to the page
Google sent them to.”
Seth Godin
Meatball Sundae (2007)
92. “By participating in the blogging
conversation, Sun is able to
communicate its corporate culture
to not only customers, but also to
current and future employees.”
Jonathan Schwartz
ceo, Sun Microsystems