Presentation delivered at SXSWi 2014 on the topic of Social Customer Experience.

1. Social Customer
Experience
Dave Evans
VP, Social Strategy
Joe Cothrel
Chief Community Officer

2. how does the purchase funnel…
be aware
consider
buy
Lithium Confidential

3. …connect with social and customer care?
social objects, graph, and interactions
be aware
talk
consider
form opinion
buy use
social media
customer care now is an advocacy engine
Lithium Confidential

4. the social web runs on conversations
social web
relevance
awareness
purchase
consideration
relate
content
try
purchase
funnel
impact
share
It takes money to drive the purchase funnel. It takes a positive experience
to drive beneficial conversations. Long-term, conversations always win.
Lithium Confidential

5. markets are conversations
marketer-generated
consumer-generated
(think “funnel”)
(think “megaphone”)
word
-ofmouth
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6. print
benefits of digital hubs
TV
radio
OwnedSocialnow using weretoacross
Brands are networks social plug-ins
But engagement expands first hubs
The media delivered via digital
relationship moved social
engagement and
touchpoints,relationship withtools. fans.
tois providesincluding mobiletheir POS.
appsused asengagement capability.
ownas networks were redefined as
the
reach and acquisition media.
online display
POS
search
.COM
.COM
owned media
mobile
site
engagement
reach strategy
Source: Forrester. “Interactive Brand Ecosystem”, Nate Elliott, 2011Lithium
Confidential

7. social platform: ecosystem design
customer
records
CRM system
purchase
consider
listening
marketing
intelligence
matching
prioritization
workgroups
routing
expert engagement
KB automation
agent engagement
awareness
knowledge stores
communities and innovation platforms
Lithium Confidential

8. unified social customer experience
customer outreach
marketing
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9. social channels work better together
350k
Augmented community program
with off-domain engagement
175k
0
social traffic
(off domain)
community registrations
(on domain)
Month 5
Month 11
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10. the connected workforce
•
conversations built around
positive customer experiences
• customer care and marketing work
together, across channels to
delight customers
•
operations
marketing
robust process management
• agent roles and goals (SLAs)
•
defined by business objectives
detailed metrics support
continuous improvement
Lithium Confidential

11. the payoff? build advocacy, improve sales.
advocacy
ideas:
innovation
loyalty
satisfaction
sales:
assistance at purchase
customer support:
immediate need for help
Lithium Confidential

12. Social Customer
Experience
Dave Evans
VP, Social Strategy
Joe Cothrel
Chief Community Officer