Delivering the social customer experience is not just about creating Twitter accounts, posting videos on YouTube and creating Facebook apps. It’s all about breaking down barriers, eliminating the departmental hurdles and information silos of traditional business to create a new way of understanding and engaging with customers.

1. Attensity Webinar
Is your Social Strategy Anti-Social?
With Adam Metz, Author of The Social Customer & Principal of Metz Consulting
#AttensityWebinar

2. Agenda
1. Why you need a Social Customer strategy
2. Benefits of Actually Having A Social Customer Strategy
3. What are the key elements of a Social Customer strategy?
4. What is the business case for it?
5. Who should drive it?
6. Where should we start?

3. Why Social Matters to Business

4. Benefits of Implementing a Social Customer Strategy
a Service/PR Defend Your Reputation
a Service Retain & Service Current Clients
a Service Respond to Customer Issues
a Marketing/Sales Acquire New Customers
a Marketing Promote the Brand
a Products Conduct Real-Time Product Research
…

5. Social Conversations Are Happening With or Without You
 Know what customers are
saying right now:
 About your company
 Products and services
 Your brands
 What topics are trending
 Who are the key influencers
 What are the top issues
 Sentiment
Are You Listening??

6. There Is No Such Thing As a “Social Media Crisis”
Most Customer Crises Are Avoidable
Source: Altimeter Group,
http://www.slideshare.net/jeremiah_owyang/social-readiness-how-
advanced-companies-prepare

7. The Upside of Social Engagement
 Brand & Reputation Management:
 Intercept complaints & issues
 Track and encourage engagement
with key influencers Engaged Customers Spend 30% More
 Launch and monitor Campaigns
 Identify Product Quality Issues
 Solicit Product/Service feedback:
Forum & Survey management, an all-in-
one vehicle
 Increase Customer Satisfaction:
deliver a rich ownership experience with
transparency
 Prevent Churn:
 Identify intent to churn and engage
 SMS messages annually
 Acquire New Customers:
 Monitor competitor conversations
for intent to churn, issues, negative Source: Bain & Company, http://www.marketingprofs.com/charts/2011/6238/social-media-
engagement-drives-customer-loyalty-higher-spending
sentiment, etc.

8. BUT, Conversations Are Stored in Different Channels and Departments
Customer Service
How do I respond
faster to customer
requests & issues?
“Don’t these
people talk to Marketing
How do I engage
each other?” customers to improve
product quality
and brand loyalty?
IT
How do I reduce the
costs and improve the
effectiveness of our
Social initiatives?

9. Are You Creating Another “Social” Silo?
Is your social initiative separate from the rest of the business?
Do you have a special “social team”?
Is your social strategy tied to business goals?

10. Writing The Business Case: Elements
JUSTIFICATION WHAT’S IN IT FORM
Why should we spend our Background Written document or
resources on this? Expected business benefits presentation, short.
(money, people)
Options Considered, (with
reasons for rejection)
Gap Analysis
Risk Assessment
“Our product quality has increased, reducing our service
and recall costs by up to 35%!” —Whirlpool

11. Who Should Drive It?
MARKETING CUSTOMER SERVICE CIO
Listen to customers Spot developing issues A single platform for CEM
Identify brand influencers Identify root cause Unify multi-channel
Monitor sentiment Identify at-risk customers customer conversations
Ensure launch success Deliver multi-channel service Leverage investment in
existing systems
Improve quality Increase agent productivity
Deep analytics technology
Predict trends Reduce churn
“Our product quality has increased, reducing our service
and recall costs by up to 35%!” —Whirlpool

12. Social Business Use Cases

13. Develop a Comprehensive Multi-Channel Strategy
 Social Media should not be
pursued in a vacuum ACT LISTEN
by engaging to your
with customers customers –
 Should be aligned with other through gain customer
customer feedback, marketing, response, with insight across
relevant content any and all
and service principles and and across any channels
processes channel
 Encourage cross-functional
participation
 What a customer says in social
media might be a good subject
for a survey
 Ensure that a customer
contacting you via Twitter RELATE ANALYZE
newly customer information
doesn’t get a totally different uncovered to detect potential
response than someone who information with problems, refine
structured data messaging, uncover
contacts you via a web form or that already new product
email exists (ERP, opportunities, improve
CRM, BI data, your service center
warehouse responsiveness.
data)

14. Executives: Get a Real-Time Snapshot of Customer Conversations
Know right now:
 What is being said?
 What is the conversation
about – product, service,
brand, experience?
 Is it a common sentiment?
 What are the trends on this
topic?
 Who said it?
 What is their Value?
 How engaged are they?
 What is their Influence?

15. Competitive Analysis: How Are We Doing?
Sprint
Verizon
T-Mobile

16. Marketing Use Case: Learn What Customers Really Want

17. Customer Service Use Case: Identify Top Issues, Questions, Complaints
Categorization Assistant Dashboard
(Under Construction)
See the actual
comments

18. Engage Proactively with Solutions, Answers, Offers, etc.
Identify “Cries For Help” …
…and Act!

19. Social Engagement Tips

20. Tips for Engagement & Best Practices
General Guidelines
Don’t approach social media channels as “silos”
• Example: different divisions start/manage the company blog, FB page, LinkedIn, etc.
• Not working together is inefficient , creates mixed messages for consumers
Don’t be pushy or overtly salesy
• Don’t expect traditional marketing outcomes
• Overt commercial messages, especially sales solicitations are
outright taboo in most social communities
• A social environment amongst “friends” and like-minded
individuals isn’t going to accept interruptive messaging

21. Want A No-Cost 7-hour training course (mp3s) on
Social Customer Management? Get it at
www.adammetz.com
Schedule a Personalized
Social Analytics Demo
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• Email: sales@attensity.com
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