In his SocialMedia.org Member Meeting case study presentation, Symantec’s Senior Manager of Social Insights, Erling Amundson, talks about how they are helping customers through social customer care and momentum marketing. He also explains how they automated the process for organizing and classifying their social listening data to enable quicker response times.

1. MEM
B
ER MEETIN
G
34
SOC
IALMEDIA.
ORG
SAN FRAN
CISCO
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 34
San Francisco
2-4-2015
Learn more about Member Meetings
socialmedia.org/meetings
Symantec
Erling Amundson
Helping customers in social: Social
customer care and momentum
marketing

2. Helping
Customers
in
Social:
Social
Customer
Care
&
Momentum
Marke7ng
Erling
Amundson
Senior
Manager
Social
Insights
@XDstrategy

3. 2
Lessons
from
Improv
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

4. 3
Listen
&
react
Be
in
the
moment
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

5. 4
Always
try
to
use
Yes&…
Rather
than
No!
or
But!
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

6. 5
the
status
game
Watch
what
happens
when
everyone
tries
to
be
the
most
important
person.
Now
try
again
with
everyone
trying
to
be
the
least
important
person.
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

7. 6
Be
Helpful
Make
the
others
look
good
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

8. 7
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

9. 8
I Install I Use I RenewI Am Aware I Shop I Buy I Receive
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

10. 9
Awareness
Evaluation
Conversion
Experience
Advocate
Consideration
Bond
DRIVE BRAND RE-EVALUATION DRIVE PURCHASE
Renew
I Install I Use I RenewI Am Aware I Shop I Buy I Receive
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

11. 10
“If
your
company
and
its
markeWng
are
truly,
inherently
useful,
your
customers
and
prospecWve
customers
will
keep
you
close...”
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

12. 11
Brand
Goals
Customer
Interests
Relevancy
=
Sharable,
engaging
ideas
and
values
IdenWfy
relevancy
with
social
listening
data
I Install I Use I RenewI Am Aware I Shop I Buy I Receive
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

13. #30SecTech
Videos
Helpful
content
helps
drive
posi7ve
sen7ment
12
1. The
Real
Cost
of
Free
An7-­‐Virus
2. How
Hackers
Hack
Passwords
3. Cookies
and
Your
Online
Privacy
4. POS
ASacks
and
Stolen
Credit
Cards
5. Security
and
the
Internet
of
Things
6. Firewalls
in
Ac7on
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

14. 13
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy
I
need
to
replace
that
product.
I
wonder
which
one
is
best?

15. 14
Oh
no.
I
have
been
hit
by
ransomware.
What
do
I
do
now?
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

16. 15
I
am
worried
about
idenWty
the.
Why
aren’t
companies
spending
enough
on
security?
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

17. 16
Why
wont
this
@$%#^*
thing
work?!?
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

18. 17
Thanks
Symantec!!!
I
just
got
the
rest
of
my
day
back.
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

19. 18
We
Can
Help
Social
Customer
Care
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

20. Data
is
only
the
start
19
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

21. Types
of
Ac7onable
Men7ons
1. Case:
Request
for
help
resolving
real-­‐Wme
issue
2. Query:
QuesWon
that
doesn’t
require
support
resource
3. Rant:
Insult
that
merits
brand
management
consideraWon
4. Rave:
Praise
from
Symantec
brand
advocate
5. Lead:
Pronouncement
of
near-­‐
term
purchase
decision
6. RFE:
Request
to
enhance
a
product
with
a
new
feature
of
Symantec
products
20
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

22. Content
Library
Sample
Terms
• Query
– Advice
– Anyone
know
• Case
– Doesn’t
work
– Troubleshoot
• Rant
– Angry
– Annoyed
• Rave
– Thanks
21
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

23. Prior7zed
Rules
In
the
Social
Hub
AutomaWon
Priority
Rules
• Spam
• Fraud
• News
• Support
MenWons
• Engageable
Raves
Classify
&
Route
• Enable
people
to
respond
to
quesWons
and
issues
• Engage
with
customers
and
help
them
22
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

24. 23
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

25. 24
What
are
the
Pajerns
&
Themes
that
are
emerging
right
now
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

26. Social
Sen7ment
Trend
25
0
5
10
15
20
25
30
35
40
-­‐40%
-­‐20%
0%
20%
40%
60%
80%
100%
Ac7onable
Internet
Men7ons
Net
Social
Sen7ment
Net
Social
Sen7ment™
:
Segment
Name
[Product
A
+
Product
B]
AIMs
NSS
NegaWve
19%
Sept
‘14
Sen7ments
Net
Social
SenWment™
is
a
snapshot
of
social
media
altudes
which
is
calculated
using
AcWonable
Internet
MenWons
from
customers,
prospects
and
partners.
It
includes
Twijer,
Facebook,
Forums
(including
Spiceworks
&
Reddit),
and
Blogs.
Net
Social
SenWment
September
‘14
31%
Upward
Trend
Net
Social
SenWment
August
‘14
24%
Promoters
sharing
BE
3600
Appliance
Bolstering
Data
ProtecWon
Leadership
in
India
with
New
Backup
Exec
2014
0
200
400
600
800
1000
1200
1400
1600
1800
0%
10%
20%
30%
40%
50%
60%
70%
February
'14
March
'14
April
'14
May
'14
June
'14
July
'14
August
'14
September
'14
Ac7onable
Internet
Men7ons
Net
Social
Sen7ment
Month
Wise
Net
Social
Sen7ment
AIMs
NSS
49%
PosiWve
Neutral
32%
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

27. Social
Conversa7on
Drivers
26
I Install I Use I RenewI Am Aware I Shop I Buy I Receive
AWARENESS
725
posts
-­‐ People
share
and
retweet
about
Product
Accelerator
quesWons
the
value
of
storage-­‐based
snapshot
integraWon
from
CompeWtor
‘C’
-­‐ Promoters
sharing
Product
2014
Bejer
Faster
Stronger
-­‐ Promoters
sharing
informaWon
on
Bolstering
Data
ProtecWon
Leadership
in
India
with
New
Product
2014
-­‐ Promoters
share
informaWon
on
Product
V-­‐Ray
EdiWon
-­‐ Promoters
share
news
and
informaWon
on
Product
2014
Service
Pack
1
release
-­‐ Promoters
share
videos
on
the
new
Product
2014
-­‐ Promoters
share
Product
3600
appliance
-­‐ Promoters
share
informaWon
on
how
Product
can
save
your
business
SHOP
6
posts
-­‐ Detractors
share
informaWon
on
how
and
why
Product
X
is
bejer
than
Product
Y
-­‐ Detractors
suggesWng
Product
user
moving
to
use
compeWtor
products
USE
81
posts
-­‐ User
having
Product
issues
-­‐ Product
unable
to
recover
data
-­‐ Product
failing
with
errors
-­‐ Product
running
out
of
space,
not
working
like
before
OVERALL
Most
conversaWons
in
social
for
September
2014
was
on
product
awareness,
people
sharing
informaWon
on
our
products,
best
pracWces
arWcles
and
videos.
As
usual
people
also
shared
both
posiWve
and
negaWve
views
of
our
products.
Product
retweets
contributed
to
a
lot
of
posiWves
with
detractors
and
product
issues
added
a
few
negaWves
for
the
month.
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

28. Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

29. 28
We
Can
Help
Momentum
MarkeWng
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

30. Copyright
©
2014
Symantec
CorporaWon
29
“The
idea
of
newsjacking
is
quite
simple:
It
is
the
art
and
science
of
injecWng
your
ideas
into
breaking
news,
in
real
Wme,
in
order
to
generate
social
ajenWon
and
media
coverage
for
yourself
or
your
business.”

31. 30
Yes&…
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy
Be
Helpful

32. Annual
or
Quarterly
Plan
Roadmap
Planning
Plan
Development
Product
Marke7ng
Campaigns
Content
Digital
Marke7ng
Symantec.com
Paid
Media
Social
Media
Annual
Campaign
Planning
Plan
Development
Plan
Development
Plan
Development
Plan
Development
Plan
Development
Launch
Launch
Launch
Launch
Launch
Launch
Launch
Execu7on
Execu7on
Execu7on
Execu7on
Execu7on
Plan
Development
Execu7on
31
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

33. 32
Brand
Goals
Customer
Interests
Relevancy
=
Sharable,
engaging
ideas
and
values
IdenWfy
relevancy
with
social
listening
data
Content,
Listening
and
Trends
Customer-­‐centric
content
delights
and
adds
value
at
every
stage
of
the
purchasing
journey
and
key
moments
of
truth.
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

34. The
24-­‐Hour
News
Cycle
Responsive,
Agile,
Real-­‐?me
Marke?ng
33
INTEREST
TIME
BREAKING
News
Journalists
scramble
for
addi7onal
informa7on
Public
Excitement
Grows
Peak
Old
News
Done
Brand
Goals
Customer
Interests
Begin
Publishing
Brand
Content
Before
During
Aer
Adopted
from
David
Meerman
Scoj
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

35. Copyright
©
2014
Symantec
CorporaWon
34

36. Brand
Goals
Roadmap
Planning
Campaigns
Content
Digital
Marke7ng
Symantec.com
Paid
Media
Social
Media
Fast
Cycles
SupporWng
Overall
Goals
35
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Demo
Demo
Demo
Demo
Demo
Demo
Retro
Retro
Retro
Retro
Retro
Retro
Sprint
Sprint
Sprint
Sprint
Sprint
Sprint
Sprint
Planning
Sprint
Planning
Sprint
Planning
Sprint
Planning
Sprint
Planning
Sprint
Planning
Demo
Demo
Demo
Demo
Demo
Demo
Retro
Retro
Retro
Retro
Retro
Retro
Brand
voice.
Core
themes
&
messages
Events:
CES,
customer
conference
Product
launch
plan
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

37. 36
Update
Backlog
Sprint
Planning
Sprint
Daily
Stand-­‐up
Sprint
Review
Sprint
Retrospec7ve
1
day
2-­‐4
weeks
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

38. Global
Listening
Erling
Amundson
@XDstrategy

39. Global
Listening
A
Typical
Scenario
BREAKING
Alert
Situa7on
Analysis:
Part
1
Review
&
Repeat
as
needed
16H
12H
Review
&
create
content
as
needed
8H
Always
On
Listening
and
Analysis
• Campaigns,
Events,
Customer
Care,
Trends
Situa7on
Analysis:
Part
2
0H
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

40. Helping
Customers
in
Social
Erling
Amundson
@XDstrategy
39

41. 40
Example:
Real-­‐7me
Response
Marke7ng
Crea?ng
content
to
answer
your
customers
ques?ons
in
real-­‐?me
IT
security
is
cost
center,
not
a
profit
center,
how
to
balance
it?
“
36k
Impressions
564
engagements
Why
don’t
they
spend
enough
money
on
IT
security?
“
102k
Impressions
2,542
engagements
Should
the
companies
upgrade
their
Network
Infrastructure?
“
318k
Impressions
24,350
engagements
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

42. Momentum
Marke7ng
Avg.
MarkeWng
OpportuniWes:
4
Reach:
2.8M
Engagement:
85,000
Total
impact
for
1
month
Marke7ng
Opportunity
Avg.
reach
per
post
:
140K
Engagement
Rate
per
post
:
2.86%
DuraWon
of
markeWng
opportunity
is
7
days
Support
Opportuni7es
Reach:
5,368
Engagement:
4,478
Social
Support,
Momentum
Marke7ng
&
Tradi7onal
Marke7ng
Campaigns
Social
Support
Item
Reach
per
response
:
1
Engagement
per
response:
85%
DuraWon
of
impact
for
1
day
Total
impact
for
1
month
Marke7ng
Campaigns
Reach:
3.5M
Engagement:
47,000
Total
impact
for
1
month
Marke7ng
Campaigns
Avg.
reach
per
post
:
87K
Engagement
Rate
per
post:
1.15%
Avg.
duraWon
of
markeWng
campaign
is
3
months

43. 1:
Listen
to
Create
• Use
insights
in
a
fast
loop
with
markeWng.
• Let
insights
drive
the
decision-­‐
making
&
creaWve
process.
• The
faster
the
loop,
the
faster
you
can
deliver
a
relevant
message.
42
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

44. 2:
Provide
Clear
Brand
Guidelines
• Have
clear
but
flexible
brand
guidelines.
• Enable
teams
to
create
content
in
real-­‐Wme
that
fits
with
the
brand
strategy.
43
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

45. 3:
Create
Your
Own
Momentum
• Learn
what
topics
are
most
relevant
for
your
customers.
• Find
new
ways
to
create
content
that
sparks
a
moment
for
your
brand.
• Build
on
your
success
with
‘Yes,
and…’
thinking.
44
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

46. Be
Helpful
Just
like
in
Improv:
• Listen
acWvely
• Respond
quickly
• Make
others
look
good
45
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

47. QuesWons?
Thanks!
Copyright
©
2014
Symantec
Corpora7on.
All
rights
reserved.
Symantec
and
the
Symantec
Logo
are
trademarks
or
registered
trademarks
of
Symantec
CorporaWon
or
its
affiliates
in
the
U.S.
and
other
countries.
Other
names
may
be
trademarks
of
their
respecWve
owners.
This
document
is
provided
for
informaWonal
purposes
only
and
is
not
intended
as
adverWsing.
All
warranWes
relaWng
to
the
informaWon
in
this
document,
either
express
or
implied,
are
disclaimed
to
the
maximum
extent
allowed
by
law.
The
informaWon
in
this
document
is
subject
to
change
without
noWce.
Erling
Amundson
Senior
Manager
Social
Insights
@XDstrategy

48. MEM
B
ER MEETIN
G
34
SOC
IALMEDIA.
ORG
SAN FRAN
CISCO
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 34
San Francisco
2-4-2015
Learn more about Member Meetings
socialmedia.org/meetings