Ben Farkas - Build a Customer-Centric, Results Driven Social Practice
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Ben Farkas - Build a Customer-Centric, Results Driven Social Practice
- 1. BUILDING A CUSTOMER-CENTRIC RESULTS-DRIVEN SOCIAL PRACTICE
- 2. ROI
- 3. THE SOCIAL MATURITY CURVE WHERE HAVE WE BEEN AND WHAT’S NEXT?
- 4. TRADITIONAL BUSINESSES HAVE A TRANSACTIONAL RELATIONSHIP WITH CUSTOMERS YOUR BUSINESS PURCHASES & INTENT YOUR CUSTOMERS SERVICES & SUPPORT
- 5. MARKETING PR & YOUR BUSINESS DEPARTMENTS WITHIN THEORGANIZATION OPERATE IN SEPARATE SILOS SALES COMMS PRODUCT R&D
- 6. SOCIAL COMPANIES ARE CHANGING THE GAME… YOUR BUSINESS 1 THEY PUT CUSTOMERS AT THE CENTER OF THEIR BUSINESS YOUR CUSTOMERS
- 7. BREAK DOWN SILOS WITHIN THE ORGANIZATION v YOUR BUSINESS SALES MARKvETING PR & COMMS PRODvUCT R&D OPERATION S CUSTOMER SUPPORT 2
- 8. SCALE SOCIAL INTELLIGENCE ACROSS THEORGANIZATION 3
- 9. BY FOLLOWING A FEW IMPORTANT STEPS… MAP & OPTIMIZE THE CUSTOMER LIFECYCLE CONSIDERATION EVALUATION SERVICE CUSTOMER CONVERSION LOYALTY REPEAT CUSTOMERS 1
- 10. AWARENESS ADVOCACY NURTURING LOYALTY SUPPORT DESIRE UNDERSTAND & SEGMENT LOYALTY AUDIENCE BUYING STAGES 2
- 11. CONSIDERATION REPEAT CUSTOMERS EVALUATION SERVICE AWARENESS ADVOCACY NURTURING CUSTOMER CONVERSION LOYALTY LOYALTY SUPPORT DESIRE ALIGN AUDIENCE BUYING STAGES WITH THE CUSTOMER LIFECYCLE 3
- 12. FIND THEMESSAGING SWEET SPOT WHATYOUR CUSTOMERS WANT TO HEAR YOUR COMPANY’S BRAND MESSAGE WHAT DO ALL THESE CIRCLES MEAN?! UNDERSTANDYOUR AUDIENCE SEGMENTS –WHAT DOTHEY CARE ABOUT? WHAT DOTHEYWANT? CONSIDERWHAT MATTERS TO YOUR BRAND –WHAT DO YOU CARE ABOUT? WHAT ARE WE ACTUALLY TRYING TO ACHIEVE? CONTENT SHOULD REPRESENT THE “SWEET SPOT” BETWEENTHE TWO IT ALL BEGINSWITH CONTENT SAD CAT DIARY DEAR KITTEN
- 13. WHATYOUR CUSTOMERS WANT TO HEAR YOUR COMPANY’S BRAND MESSAGE SAD CAT DIARY EAR KITTEN
- 14. WHATYOUR CUSTOMERS WANT TO HEAR YOUR COMPANY’S BRAND MESSAGE SAD CAT DIARY EAR KITTEN
- 15. DEVELOP BUSINESS-FACING KPIS FOR EACH STAGE OF THE CUSTOMER LIFECYCLE AWARENESS ACQUISITIO SATISFACTION N ACTIVATION REACH GROWTH OF FANS CONVERSION THROUGH BUYING CYCLE SOCIAL REPUTATION EVALUATIO N PURCHASE INTENT AMPLIFICATIO N SEARCH LEAD IDENTIFICATION SOURCE AMPLIFICATION 4
- 16. MEASURE & TRACK REAL BUSINESS PERFORMANCE CUSTOMERAWARENESS REPORT CUSTOMER ACQUISITION & ACTIVATION REPORT CUSTOMER SATISFACTION REPORT DON’T JUSTMEASUREYOUR CUSTOMERS UNDERSTANDYOUR CUSTOMERS
- 17. NISSAN’S SUCCESS WITH SOCIAL LISTENING: 50 COUNTRIES CENTRALIZED GLOBAL BUDGET ONE CHAMPION TOP-LEVEL REPORTS SYNTHESIO TRAINING WHY DOES IT WORK? TOP-DOWN APPROACH PERFORMANCE-BASED INCENTIVES DEEP LOCAL INVOLVEMENT OUTSOURCED TEAMS NISSAN A SUCCESSFUL, CENTRALIZED RESEARCH ORGANIZATION KEY RESULTS CONSISTENT IMPROVEMENTS IN SRS DEEPER CAMPAIGN INSIGHTS HIGHER ROI IN KEY PRODUCT AREAS
- 18. KEY TAKEAWAYS
- 19. ✔ ? ✖ ANSWER THE “SOWHAT” QUESTION WITHYOUR PREVIOUS PROGRAMS WHATWORKED ANDWHAT DIDN’T?
- 20. DEFINE AN ACTION PLAN FOR EXECUTION WITH CLEAR BUSINESS OBJECTIVES! CONNECT & SCALE
- 21. A SOCIAL INTELLIGENCE PROGRAM AT SCALE IS CRITICAL FOR BRANDS SEEKING TO CAPITALIZE ON TODAY’S SOCIAL-DRIVEN MARKETS AND CONSUMERS: ESTABLISH INTERDEPARTMENTAL KPIS, WORKFLOWS, AND GUIDELINES BUILD A PREDICTIVE ANALYTICS PROGRAM RUN STRONGER, MORE ADAPTABLE CAMPAIGNS DRIVE HIGHER ROI ACROSS THE ORGANIZATION ✔
Hinweis der Redaktion
- Social is no longer one slice in the Marketing pie…it’s become the pan that holds the pie together