Integrating Social Media And Social Networking As Part Of A Brand’s Overall Customer Relationship Management Strategy

1. iMedia Brand Summit
Karen Ganschow
Executive Director Relationship Marketing

2. 2
Integrating Social Media And
Social Networking as part of a
Brands overall Customer
Relationship Management Strategy
Why Bother?

3. 3
Integrating Social Media And
Social Networking as part of a
Brands overall Customer
Relationship Management Strategy
Why Bother?

4. 4
The Customer is escaping!

5. 5
Customers are evolving rapidly!
We also need to evolve in how we
Service, Manage and Market to them

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How we spent our time once upon a time

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Family gathering now involves multitasking
with TV, Mobile and Laptops all active

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New Technology Adoption is Accelerating
Time for emerging new media to reach 50 mlln
users
Radio 38 years
TV 13 years
Internet 4 years
Ipod 3 Years
Facebook 2 years
Twitter 18 mths (?)

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Media Consumption
Media Consumption
Media consumption to 89 hours up from 84
Online up to 16 from 13.7
TV dropped to under 13hrs per week
PC video 4.6 hrs up from 2.5
Multitasking Online with…..
60% watch TV at the same time
50% listen to radio
Ave waking hours 112 hours
Source: Nielsen Online Report 2008

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The world of marketing is changing;
21st Century20th Century
Two way dialogue with customers, employees &
stakeholders is placing organisation’s brand websites at the
centre of marketing

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So now many more
Customers’ Moment of Truth
Retail
Direct
Mail
Bill
Message
Outbound & Inbound
Call Centre
SMS/MMS
Message
Email/
Online
Social Media

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“Browse” “Buy” “Service”
The Online game has changed, from simply selling to customers
to one of helping them research & buy.
Then support Service, Educate & Collaborate
Online Interactions
“Educate &
Collaborate”

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“Browse” “Buy”
Many customers buying involved products do
their research online first
Online Interactions

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Search / Online visitor to sale
Social Media
“Search is the largest database of customer intentions”
Mel Silva - Google

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Telstra
Experiment
In Action
15

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Attributes and Levels
Test conducted on Google Search paid-ads with
these variations;
Search Test
• Leading to 256 tested variations measured in 16
treatments

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“Browse” “Buy” “Service”
Many Customers do want to buy online but
many want online to facilitate an offline
transaction
Online Interactions

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Customers are channel
surfing with abandon!

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Search / Online visitor to sale
Online Shop
Retail
Call Centre
Social Media

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“Browse” “Buy” “Service”
Online plays an passive and active role in
customer care
Dynamic FAQs, Online Self Serve & Online access
to consultants
Online Interactions

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Twitter @ Telstra team in action

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Online Service @BigPondTeam in action

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Online Facilitated Service
@BigPondTeam in action

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Jase, Scott, Tristam & Paul – Humanising Telstra

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“Browse” “Buy” “Service”
Real power in the ability to collaborate
Need to listen and interact with relevance to
the context
Online Interactions
“Educate &
Collaborate”

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Forrester’s POST method
P
People
• Assess your customers’ social activities
O
Objectives
• Decide what you want to accomplish
S
Strategy
• Plan for how relationships with customers will
change
T
Technology
• Decide which social technologies to use

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Tools available to listen to the conversations

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 Online consumers share telco
experiences and actively seek
opinions when making purchase
decisions.
 30% of pilot survey respondents
stated @BigPondTeam impacted
their purchase decision.
 82% of these respondents stated
they purchased a Telstra
product/service.
50% of Telstra online conversations are on
Twitter
Recorded 1,901 entries, containing 2,980 incidents, or topics, for the reporting period of November 1 – January 31, 2009
Telstra Discussion by Venue Nov–Jan 2009

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Social media puts word of mouth on steroids
Dove Evolution
– 8.86 mlln views on Youtube
PR worth $150mlln
Cadbury
Gorilla
– 3.7 mlln views on
Youtube
Cadbury
Eyebrows
– 3.5 mlln views on
Youtube in 4 mths

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Give the community something to share
http://www.daylife.com/photo
chitra-ammas-kitchen.blogspot.com
http://www.flickr.com/photos/mmleones
Call Mum Campaign went viral within a week

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Conversations happening with or without us

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Telstra Consumer Social Media
-YouTube Brand Channel
Taking T-Life experience online with a portfolio of “How-Tos”
Measure Unique Visitors and Customer usage profiles

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82 Re-tweets Total
Messages reached a total of 25,239 users on Twitter
@BigPondTeam in Action for Bushfires

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Traps for Young Players
Four reasons where we stumbled
 Spoke® in a corporate tone™.
 Applied existing online customer care processes to engage
customers.
 Lacked a planned ‘Test, Learn and Engage’ process.
 Fear of violating the customer’s privacy.

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Seven points where we are now successful
1. We listened and engaged.
2. Tone and operational changes were made very quickly.
3. Personalised Telstra - Ben, Jase and Steph & Paul
4. Culture of continuous improvement.
5. Sit watch and listen approach for new team members.
6. Greater internal networking.
7. We are effective at solving problems.

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Online is powerful medium for sales and
service
But also for collaboration and education
What is more dangerous is not to evolve
Jeff Bezos – CEO and Founder of
Amazon.com

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Online is powerful medium for sales and
service
But also for collaboration and education
What is more dangerous is not to evolve
Jeff Bezos – CEO and Founder of
Amazon.com

38. 38
Online is powerful medium for sales and
service
But also for collaboration and education
“What is more dangerous is not to
evolve”
Jeff Bezos – CEO and Founder of
Amazon.com

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Thanks
www.linkedin.com/in/karenganschow
http://www.facebook.com/people/Karen-Ganschow/
https://twitter.com/kegans