Based on Samsung Social Media Presentation, this document discusses best practices for social customer engagement, including defining goals and collaborating, prioritizing useful content, providing excellent customer service, embracing real-time engagement, listening proactively, and always giving credit and linking back. It emphasizes building communities, driving conversations, understanding community preferences, and designing the right scorecard to measure branding, engagement, qualified traffic, and sales metrics. The document concludes with advice to set the right objectives, publish relevant content, build strong engaged communities, and design a phased roadmap to conquer the benefits of social media strategies.

1. How 2 engage
#DigitalLeadership
based on marketing & digital trends of 2013
@kevinsigliano
director @ territorio creativo

2. Marketing Rules
P P
Product Price
P P
Place Promotio

3. Brands vs. Consumers

4. #change
challenges of the new market space

5. Connecting with consumers
Consumer

6. Abundance of brands
Brands

7. Markets are conversations
Ownership
Citi Conference #Social Customer Engagment
and multichannel
The Cluetrain Manifesto
BMRB Omnibus survey

8. Fragmentation
Media

9. Creating a transmedia experience
On vs. Off
and multichannel

10. #advertising
big budgets of advertising is not enough

11. 3000: Number of advertising messages
people are exposed to per day.
Nielsen Media Research Study

12. Marketing effectiveness
Only 18% of TV ads generate a
positive ROI
Deutsche Bank Study

13. Only 12% of people remember an ad.
Nielsen Media Research Study

14. In WOM we trust
Forrester

15. 76% say a friend recommendation is the
most powerful medium when buying a
product.
MEC MediaLab

16. 40% of consumers recommend brands.
Comscore

17. 10% influence purchasing behavior of
other 90%.”
BMRB Omnibus survey

18. dont forget...
✦ 65 % of new business comes from referrals.
✦ A referred customer has a 16 % higher lifetime value.
✦ 4 x conversions when referred by a friend.
✦ 83 % of satisfied customers are willing to refer products and
services.

19. #3_objectives

20. Brand advocacy
How to measure: Net Promoter Score (digital)

21. Customer satisfaction
How to measure: Customer satisfaction per touchpoint

22. Building share of mind, wallet and heart
How to measure: SoV, Conversions rates and sentiment

23. #engagement
the new challenge

24. Social Customer Engagement

25. Building communities

26. Mix between OWN, EARNED and PAID media
- Mentions in social media
- Recommendations
Earned
Media
- Advertising and sponsored
options in social media
Paid Owned
Media Media
- Websites (internal,
external, blogs, microsites)
- Social Platforms (Twitter,
Facebook, Youtube, ...)

27. Engagement drivers
tools
connect
new applications
retweet
campaign
proactive following
read
energize
conversation
gifts
Facebook ads
stay current
drive
quiz
discounts
PR 2.0
answer
listen
generate content
publish
favorite
profile set up
vertebrate
open new nodes

28. To build a relationship,
you need to show that you care
put customer’s interests first and be useful
do’s

29. Define, plan and collaboration
Based on Samsung Social Media Presentation

30. Content is king
Based on Samsung Social Media Presentation

31. Customer service excellence
Based on Samsung Social Media Presentation

32. Embrace real-time
Based on Samsung Social Media Presentation

33. Listen and be proactive
Based on Samsung Social Media Presentation

34. Always give credit and link back
Based on Samsung Social Media Presentation

35. Bridge online and offline
Based on Samsung Social Media Presentation

36. Gamification and social loyalty
Based on Samsung Social Media Presentation

37. Be useful and share insights
Based on Samsung Social Media Presentation

38. Citi Conference #Social Customer Engagment
Enable offline experiences
Based on Samsung Social Media Presentation

39. Drive and build conversations
Based on Samsung Social Media Presentation

40. Understand community preferences and interests
Based on Samsung Social Media Presentation

41. Understand your community (facebook - opengraph)
191.963.960 UK, D, ES, IT, FR, TR, PO, SE, NL, BE, AU, IE, FI
23% 31% 29% 10% 7%
48% 52% < 20 20 - 30 31 - 45 46 - 55 > 55
32%
6%
Shopping
Wine
9% 9% Travel
Cars
11%
Luxury 26%
4.028.760 - engaged (6 months) goods
Sports
6.729.900 - birthday next week 13%
5.468.800 - #stock markets and #investments
58%
Parents

42. Community preferences

43. #best_practices
lessons learned

44. eTransformation

45. Interactive advertising
-Brand equity + media coverage

46. Social Media TV
+55% sales in first Q
Viral marketing

47. Gamification

48. Crowdsourcing

49. Brand humanization
-20 M views + new customers

50. IdeaStorm

51. OFF-ON Facebook
600.000 Likes

52. Content excellence

53. Active Listening

54. #conclusions
advice for the wise

55. Setting the RIGHT objectives
Build strong branding 2.0. with strong and relevant
BRANDING presence where the target audience is.
CONTENT Publish and Distribute useful and relevant content.
Build strong engaged ties with social customers, create and
COMMUNITY manage community.
QUALIFIED TRAFFIC Send qualified and “ready to buy” traffic to web.
Connect with a targetted audience and prospects. Increase
SALES purchase decision making process.

56. Designing the right scorecard
BRANDING SALES
‣ Followers / Fans ‣ Sales revenue
‣ Reach ‣ Registered users
‣ Influence ‣ Issues resolved and resolution rate
‣ Share of conversation vs competitors ‣ Number of leads (per day, week, month)
‣ Sentiment positive, neutral or negative ‣ Cost of lead
‣ Number of brand evangelists ‣ Lead conversion rate
‣ Cost of sale
‣ Revenue (per follower, lead, customer)
ENGAGEMENT WEB GOALS
‣ Retweets / Forwards / Sharing ‣ Unique visitors
‣ Comments ‣ Traffic from social networking sites
‣ Like or rate something ‣ Time spent on site
‣ Contributors and active contributors ‣ Conversions
‣ Pageviews ‣ Issues resolved and resolution rate
‣ Support cost (per customer in social channels)
Influence Traffic Vitality Size
- Viewed pages - Comments in blogs - Overall Users
- Backtweets to URLs
- Unique viewers / and forums - RSS subscribers
- Backlinks
users - Comments, Likes - Nr. of Followers / FB
- Retweets
- Bounce rate Favorites fans
- Clicks
- Time - Twitter mentions @ - Friends in other 2.0’s

57. Build a phased roadmap

58. Conquer the benefits
40% According to
professionals from
46%
Fortune 500
51% companies
55%
2012 survey to over
58% 1000 CXO, directors and
managers!
58%
65%
69%
85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
What are the benefits of social media strategies? Key reasons for a social media ROI?
2012 - Social Media Examiner

59. Remember and believe
Engagement is the new
advertising

60. Questions & Thank you
@kevinsigliano