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PACE CONVENTION & EXPO • APRIL 19-22 • ATLANTA, GA

Becoming a Social Business
Jim Iyoob
@jiyoob
jiyoob@gmail.com
2PACE CONVENTION & EXPO | APRIL 19TH – 22ND, 2015 | ATLANTA, GA #15PACE

Jim Iyoob
• http://about.me/jiyoob
• http://twitter.com/jiyoob
• https://www.facebook.com/jim.iyoob
• http://www.linkedin.com/in/jimiyoob
• http://www.jimiyoob.com/
Connect with me

You effectively generate leads, increase sales, strengthen customer loyalty, and prevent a
potential crisis when consumer’s opinions are negative
Study from sprinklr
• Social Networks created $300 Billion of value in past 10 years
• 53% of consumers have used social for customer interactions
• 80% of companies think they offer superior customer service however only
8% of customers surveyed agree
• One in five brands say they “rarely” respond to customer complaints made
via social media, yet consumers who use social media expect a response
within an hour
• 38% of consumers feel “negative” about a brand who fails to meet their
expectations for a timely social media response
• Recent study found how costly a poor customer experience can be:
• 11% of brands lost revenue
• 15% lost customers
• 26% tarnished their reputations

Stats from Customer Care
• 89% of consumers began doing business with a competitor following a
poor customer experience
• Over 60% of customer service managers select customer satisfaction as
the key metric for determining the success of their organization
• Responding quickly to an inquiry has the single greatest impact on
customer satisfaction
• Losing a single customer can be very costly. It’s critical for companies to
turn a complaint into a positive for the customer and for the company
moving forward.
• “Onlooker Effect” – the potential reach is far broader than just that
dialogue between consumer and brand
• When companies engage and respond to customer over social the
consumer spends 20%- 40% more with that brand

Becoming a Social Business
Social Media Customer Engagement
• What does a strategy look like?
• What is social customer service?
• What are the best practices?
• How can social supplement inbound and outbound
tactics?
• How do I create my own center of excellence?
• What factors should I consider?
• Take a ways

Social Media as a Strategy

Social Media as a Strategy
What if you could record
customer life events?

Moving house or apartments

Starting a new job

Getting Married

Having a Baby

Ready for a change

Socially Enabled Consumer – Embrace Them!
1. Unprecedented access to Voice of Consumer
a) Preferences – Product, Service, Sentiment
b) Competitive Insights
c) Identify Brand Advocates
d) Identify Industry Trends
2. Limitless Engagement Opportunities
3. Transformative Data Intelligence
a) Enhance Customer Experience
b) Execution – new menu items, management
c) Growth Strategy – markets, expansion

Why Brands Don’t?
Message not controlled – scary!
Early Social Metrics – Fans, Followers, etc. – No
Attributable ROI
Mistakes can go Viral
No time
No Budget

Why Should They?
• Harvard Business study shows one star Yelp increase can
increase revenues by 5 to 9 percent.
• Harris Interactive study reports 71% of consumers rely on
peer ratings and reviews to influence purchase decisions.
• More than 50% of Americans trust User Generated Content
(UGC) over corporate websites (16%) or news articles about
a company or product (14%) (Bazaar Voice).
• Nielson Global Survey reports online customer reviews are
the second most trusted form of advertising (70%) only
behind personal referrals from friends or family.
Answer: Your Business Future May Depend on It!

Engagement is Economics
Forrester Report: % probability of having made a brand-related purchase within 12-months

Why Do Customers Engage?
1. Rewards – Discounts, Sales
2. Communications – Opportunities, Customer Care
3. Entertainment
4. Community – UGC – Aligned Goals
Customers Want to Engage – Provide Value

Social Customer Care is Marketing
Customers expect to be engaged throughout the
entire product lifecycle, not just during sales process.
Social Care Best Practices - Proactively Reactive
1. Timely
2. Relevant
3. Personal

Timely

Relevant
Reflects your
brand personality
& voice
Helps solve a
user’s problem or
offers something
of interest
Leverages data
Influenced by
news and trending
topics
Is aligned with
other mktg
initiatives

Messaging regardless of Purpose (Marketing,
Research or Care) Must be Personalized!
Social Media provides window to personalize the message
Brands need to take advantage
• Issue
• Channel Preference
• Location
• Influence
Non-personalized messaging: Channel Irritation

Personal
Includes a user’s
name
Specific to their
individual concern
Is sympathetic to
their problem
Offers appropriate
solution
Adapted according
to location,
demographic etc.

Building an Engaged Community
1. Social Listening drives Strategy
2. Platform Analytics
3. Brand Content Creation driven by Listening Campaign
4. Community Management
1. UGC drives Engagement
2. Social Care – drives loyalty, connects with audience
3. Ratings and Reviews Matter – A Lot!!
4. Transparency = Trust
5. Empowered Communities drive revenue, product development,
loyalty, affinity and creativity

People Will Share Anything
@jiyoob I’m one of the millions of
customers out there who have
grown fond of using social media
for gathering information and
venting experiences and reviews.

Engage Customers on their
Terms

Social Media Center of
Excellence
I hope you have a reliable social media
analytics solution in place to pick up
this information because I won’t be
picking up the phone and calling your
call center.
It’s not your choice to tell your customers how to contact you, it’s theirs.

Social is Cost Effective

Call center issues can include:
The process is inefficient and painful, not to mention the missed opportunities
in Social Media

One to One Engagement

One to One Engagement
1. Establish a listening station to stay up to date with
consumer opinions on your products and services.
2. Monitor posts and tweets as well as blogs on FB,
Twitter, LinkedIn and other social networks.
3. When a user’s comments impact your company,
you're able to route, respond, track and reply to them
accordingly.

Create a 360 view
You effectively generate leads, increase sales, strengthen
customer loyalty, and prevent a potential crisis when consumer’s
opinions are negative
Customer value and loyalty is attained by resolving requests
quickly with the highest quality and minimal effort

One to One vs One to Many
Voice
one to one channel
Social Media
one to many channel

Call center vs Social Center
An unhappy customer who calls is simply
another customer, as opposed to a customer
who uses the social networks to complain is
potentially a problem that can generate
negative publicity, brand damage, sales loss,
and lose the companies future customers

Complaints can go viral

Social Agents are different
To be a best-in-class, social media-driven
company, you need to answer questions
and engage with customer on their
terms
You need to provide amazing support in the call center regardless
of how the customer contacted you

Things to think about
Can a company aspire to give all its customers the same level of
attention that Facebook or Twitter offer, compared to their call
center?
What happens when the person who is poorly attended on the
phone has a powerful presence on the social networks, and was
simply using the phone out of convenience?
When you look at the cost of a social media analytics solution, it is
mere change compared to the millions and millions you’ve already
spent on that call center.

Y
Factors to consider when choosing a
partner
Size
Large enough to make investments (Stable)
Small enough to give you personal attention
Leadership
Executive team
Industry or vertical expertise? (It depends)
people, industry experience and nature of problem
Training Program, Technology
Get to know the Managers, the agents and the executive
team

Key Takeaways
1. It starts with Social Listening and should be a integral part to an
ongoing Social Strategy – Define Success – Measurable,
Meaningful Metrics
2. Social media users want you to engage with them - Deliver Value
3. Messaging Must Be - Timely, Relevant and Personal
4. Create meaningful content and you’ll foster brand advocates
5. Communities should be Fostered not Controlled!
6. Measure and analyze the data to Refine/Evolve Strategy!!
7. Just because you have a Facebook page doesn't make you a social
business.

Jim Iyoob
@jiyoob
PACE CONVENTION & EXPO | APRIL 19TH
– 22ND, 2015 | ATLANTA, GA
40#15PACE
Thank You

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