Presentation make during the Customer Loyalty Conference organized by Marketing Magazine on 2014-03-27.

1. • Social media - miracle cure or panacea?
Do fans make good customers?
Wong Wan Ling 27 March 2014
E: wanling@gmail.com
skype: joanisabellewong
http://sg.linkedin.com/in/wanling
http://cardmarketing.blogspot.com

2. "Try not. Do or do not."
Yoda

3. Surprised?
Source: iAcquire & Survey Monkey
(http://www.iacquire.com/blog/social-behavior-the-big-game-a-study-with-surveymonkey)

4. Declining
reach
Source: Oglivy Social
(http://www.ogilvydo.com/facebook-zero/#.Uy6P6fmSxyz)
February 2014, organic
reach hovered at 6
percent, a decline of 49
percent from peak levels
in October.
Organic reach to
approach zero in the
foreseeable future.

5. The confusion
83% of marketers indicate that
social media is important for
their business. (Source: Social Media
Examiner)
52% of marketers cite
difficulties in accurately
measuring ROI as their biggest
source of frustration in social
marketing. (Source: Adobe)
Retail is the top industry that
has acquired customers
through Facebook. (State of Inbound
Marketing, 2012)
Marketers struggle with lead
generation on Facebook. (Social
Media Examiner)

6. The
changing
psychograp
h
Source: iAcquire & Survey Monkey
(http://www.iacquire.com/blog/social-behavior-the-big-game-a-study-with-surveymonkey)

7. The profusion

8. The profusion
Source: https://conversationprism.com/

9. Quantification Attribution
MeasurementClutter

10. The nature of loyalty
Emotional
Loyalty
Psychographic
Loyalty
Transactional
Loyalty

11. Loyalty can be lifted with the right loyalty levers
Emotional
Loyalty
Psychogr
a-phic
Loyalty
Transactional
Loyalty
Customer Service
&
Product
Development
Interact
&
Engage
Inform
&
Update

12. Social influences on loyalty levers
Product
Showcase
Brand
Advocacy
News &
Updates
Post-Sale
Support
Com-
munity &
Network
Customer Service
&
Product
Development
Interact
&
Engage
Inform
&
Update

13. Unexplored
uses
Intelligence gathering
Product development
Business support
Customer service
Product development

14. • Listed “operational hours” on the official
twitter account
– Utter unwillingness to respond
timely and effectively
• Updates on train delays / breakdowns
took more than 1hr 20 mins to
disseminate
• Tone of updates - antagonistic &
condescending
• In one major breakdown where 4 trains
were stranded, trapping 1000 passengers
in train cars without ventilation or
lighting, SMRT made a broadcast to their
taxis with “income opportunity”
messages, while their FB page is
peppered with status updates of
promotions and competitions.
– Cisplays ignorance in ‘real world’
circumstances & insensitivity
[Case Study] SMRT A failure in customer
service
SMRT only began their foray into
social media under public pressure
resulting from constant service
stoppages and ineffective early
warnings.
The results were however,
disastrous.

15. • Hosted an online community 150
opinion leaders in health & nutrition
• Discovery:
– Women had trouble
maintaining their diets
throughout the day
• Result:
– An entire line of 48 products
developed in 16 months
– South Beach line boasted
$100 million in sales in its first
six months on the market
[Case Study] Kraft South Beach product
dev
Kraft Foods partnered with South
Beach Diet to introduce a new meal
and snack product line.
Source: Kraft Tallies $100M in Sales Lift By Tapping Into Online Communities by Amabda F. Batista
http://www.demandgenreport.com/industry-topics/archives/feature-articles/120-kraft-tallies-100m-in-sales-lift-by-tapping-
into-online-communities.html#.Uy6fGvmSxyw

17. Can you?
Do you?
Have you?
Timely response
Accurate information
Appropriate channel(s)
Organization ready
Affordability

18. "Try again, fail again. Fail
better." Samuel Beckett