Peril and Promise of Social Media
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The document discusses the potential benefits and risks of using social media for businesses. It outlines seven primary uses of social media for marketing, customer service, and product innovation purposes. These include brand tracking, customer satisfaction analysis, competitive intelligence, customer acquisition, marketing campaign analysis, product innovation, and real-time customer support. Specific examples are provided for how companies can use social media conversations to monitor brand sentiment, identify customer service issues, inform new product development, and engage customers during marketing promotions. Both opportunities and challenges of social media for businesses are acknowledged.
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Peril and Promise of Social Media
- 1. The Peril and Promise of Social Media Sidra Berman VP, Marketing Clarabridge
- 2. #C32012
- 3. #C32012
- 4. Copyright © 2010 Accenture 4 © 2011 Clarabridge®
- 5. How Do We Get Value?
- 6. Depends on who is using it… and for what purpose Human Operations Marketing Product Service Resources / Quality Employee Training Compliance/Risk Customer Experience Product Marketing Self Service Employee Satisfaction Unit Management Market Research Product Branding Service Experience Employee Relations Quality/Assurance Retention Innovation Service Operations Voice of Customer through Warranty/Service Upsell/Cross-sell Product Quality Service Efficiency Employees Campaign Planning 6 © 2011 Clarabridge®
- 7. Feedback Generated throughout Customer Journey 7 © 2011 Clarabridge®
- 8. SUPPORT PURCHASE RESEARCH AWARENESS NEED #C32012
- 9. How Are Companies Using Social Media?
- 10. 7 Primary Use Cases • Brand Tracking • Customer Satisfaction/Customer Loyalty • Competitive Intelligence • Customer Acquisition • Marketing Campaign Analysis • Product Innovation • Real Time Customer Support (aka Engage) 10 © 2011 Clarabridge®
- 11. Brand Tracking • What are customers saying about my ….. • Company • Brand • Products • Services • Employees • Locations • Etc… 11 © 2011 Clarabridge®
- 12. Everything is Relative… Brand Performance 0.7 HILTON 0.65 Average Sentiment 0.6 MARRIOTT 0.55 STARWOOD HYATT 0.5 0.45 0.4 3.55 3.6 3.65 3.7 3.75 3.8 3.85 3.9 3.95 4 Average Review Rating 12 © 2011 Clarabridge®
- 13. Qualitative Loyalty Scores Starwood had more disloyal language than other competitors in Q3 13 © 2011 Clarabridge®
- 14. Negative Drivers for Starwood Brands 3,000 Cost & Value 2,500 2,000 Volume General Staff Attitude Noise 1,500 General Suggestions General Staff Quality 1,000 Room Cleanliness General Staff Speed of Hallways Service Bathroom Cleanliness 500 Front Desk Attitude 0 (1.60) (1.40) (1.20) (1.00) (0.80) (0.60) (0.40) (0.20) 0.00 Change in Satisfaction 14 © 2011 Clarabridge®
- 15. 7 Primary Use Cases • Brand Tracking • Customer Satisfaction/Customer Loyalty • Competitive Intelligence • Customer Acquisition • Marketing Campaign Analysis • Product Innovation • Real Time Customer Support (aka Engage) 15 © 2011 Clarabridge®
- 16. Samsung Television “ LOVE/HAPPINESS 16 ” © 2011 Clarabridge®
- 17. Competitor Brand Performance 17 © 2011 Clarabridge®
- 18. ANGER/HATE – Other Brands Picture Quality “ 18 ” © 2011 Clarabridge®
- 19. Competitive Acquisition 19 © 2011 Clarabridge®
- 20. How to know who they are? 20 © 2011 Clarabridge®
- 21. 7 Primary Use Cases • Brand Tracking • Customer Satisfaction/Customer Loyalty • Competitive Intelligence • Customer Acquisition • Marketing Campaign Analysis • Product Innovation • Real Time Customer Support (aka Engage) 21 © 2011 Clarabridge®
- 22. Introducing Silk Fruit & Protein • 3 Flavors • Mango Peach • Strawberry • Mixed Berry • Which will customers prefer? • Posted on Walmart’s Facebook page 22 © 2011 Clarabridge®
- 23. Report results for Silk Fruit Plus • Customers prefer Mixed Berry * 23 © 2011 Clarabridge®
- 24. Suggestions Model (Samsung) General Suggestions Word Cloud for Samsung: Words shows that there are 3 main things people are suggesting : 1. HDMI – More HDMI Ports 2. Sound – Better Sound, Bar Sounds 3. Apps – Include Applications like a Browser 24 © 2011 Clarabridge®
- 25. Some suggestions for HDMI, Sound and Apps HDMI APPS SOUND 25 © 2011 Clarabridge®
- 26. Types of Customer Support Improvements • Self Service • Automated FAQs served to customers • Workflow Distribution • Right Issues to Right Agents • Controlled SM Monitoring with Engagement 26 © 2011 Clarabridge®
- 27. #C32012
Hinweis der Redaktion
- It’s this right? Simple. One button, One thing…one use case…one value proposition…right? I hate to say it, but most senior executives seem to think so….
- Ok, so this is SM, right? FB, Twitter, Youtube, Linkedin, and that’s it right?....closer…but still no cigar
- Reality is, SM is a LOT of different things. Different things are used for different business purposes. Without knowing what you want to accomplish….or which forms of SM can help you address that, you are shooting in the dark at a moving target and hope you hit it.
- Clarabridge is ultimately a Text Analytics company. But yet, that is only part of who we are. We’ve helped some of the largest organizations in the world transform their Customer experience Programs, and have done so by getting them to look both Internally at themselves, as well as externally on what we like to call the “CUSTOMER JOURNEY”.It starts with a need or desires, moves to Awareness, Research, Purchase/Delivery, Use and Support and more.As you can see in the slide, there are various “channels” in which people either interact with you, or with each other throughout this Customer Journey. Those that have identified, listen to and better yet, respond to these customers are on the cutting edge of CX. Those that aren’t…well, they have some catching up to do.Lets walk through this Journey together with a recent example I found myself experiencing….
- From that Need, I knew from friends, advertisments, and other means that Logitech, Sony, and others were manufacturers in this space. So, I Did a Quick search on Amazon for Universal Remote. I looked at the prices, general look, and started to “research” several based on Star Ratings, reading the reviews. I settled on the Logitech Harmony 700 Rechargeable Remote. Price was reasonable, Logitech is a customer, and the reviews were great. So I move to the purchase decision. Go to checkout and buy it.Then I wait for the shipping to arrive, open the box, start the setup features, and hopefully don’t need any support. While we typically break this down a lot further with our customers, this gives you a high level picture of that customer journey we reference.
- These are the areas that I see companies focusing on that are providing bottom line business value…
- Ratings, topics, sentiment, emotions, suggestions, etc….many ways to compare how you are doing compared to your peers
- So you might ask…how are you getting loyalty from ratings and review data…well, we hav created a specific model that looks specifically when people talk about recommending to others, plan to come back again, buy again, etc….combine this with emotions, which is a clear tie to loyalty, and you can come up with your own ways to track loyalty with SM data!
- These are the areas that I see companies focusing on that are providing bottom line business value…
- These are the areas that I see companies focusing on that are providing bottom line business value…
- Lets look at Self Service Improvements