Social Media have given the customer a new voice, a powerful voice they haven't had before.
How are they using that voice, and how can your business benefit from it?
This presentation (for the Atos customer CxO forum in Brussels) seeks to answer some of those questions.
15. Before I start
https://twitter.com/ndheisey/status/251847921014829057
15
Nate Heisey - 163 followers
This tweet has been favourited 16 times and retweeted 33 times (incl by me - I have >10k followers)
Nate now has a much higher impression of the brewery & next time faced with a choice is more likely to
buy their beer
16. Tom Raftery
• Principal analyst, RedMonk
• GreenMonk.net
• twitter.com/tomraftery
• tom@redmonk.com
• +34 677 695 468
• SlideShare.net/TomRaftery
16
Don’t like bullet points generally - apologies for this slide!
18. Who are you?
Photo http://www.flickr.com/photos/66164549@N00/2684465429/
18
How many of you:
Read blogs?
Watch online video?
Have a FaceBook a/c?
Have a LinkedIn a/c?
Have a Twitter a/c?
Consider FaceBook/YouTube/Twitter a waste of time?
20. Social Media
Photo http://www.flickr.com/photos/7933170@N03/1098813767/
20
Social media fundamentally changed the web - now a two-way medium
21. What I had for breakfast?
Photo - http://www.flickr.com/photos/zanehollingsworth/3435030263/
21
Social media is just people telling people what they had for breakfast
22. What I had for breakfast?
http://tomraftery.com/2006/05/25/oreilly-trademarks-web-20-and-sets-lawyers-on-itcork/
22
It@cork - a not-for-profit
Web 2.0 term - warm & fuzzy
O’Reilly - open source
Cease & desist - strong arm bullying tactic
23. What I had for breakfast?
23
Volunteers created more than 2 million profiles on the site
planned 200,000 offline events
formed 35,000 groups
posted 400,000 blogs
and raised $30 million on 70,000 personal fund-raising pages
24. What I had for breakfast?
Photo http://en.wikipedia.org/wiki/File:Hosni_Mubarak_ritratto.jpg
24
Hosni Mubarak - President of Egypt from 1981-2011
Photo of Hosni Mubarak in Oct 2009
25. What I had for breakfast?
Photo http://www.google.com/hostednews/afp/article/ALeqM5iWq3vSDxhfRBUycN8lnup8PjiLGw?docId=CNG.4738bb3bfe08893b892ccf69563ecc85.3d1&index=0
25
Photo Sept 2011
Ousted in an uprising which would not have been possible without social media
On 2 June 2012, Mubarak was sentenced to life imprisonment by an Egyptian court.
26. Social Media
Video http://www.youtube.com/watch?v=fpMZbT1tx2o
26
This video is 1.5 yrs old - the numbers in it are well out of date - most significantly higher now
34. Brand Management
Photo http://en.wikipedia.org/wiki/File:Deepwater_Horizon_offshore_drilling_unit_on_fire_2010.jpg
34
Deepwater Horizon exploded April 20, 2010 - 11 men killed, 17 injured.
Over next 3 months - spilled about 4.9 million barrel & still leaking today 2.5 yrs later
35. Brand Management
https://twitter.com/BPGlobalPR/status/16362087029
35
BP did such a poor PR job that a spoof account was set up
42. Brand Management
http://www.youtube.com/watch?v=owGykVbfgUE
42
This ad alone has had 43m views
43. Brand Management
http://www.youtube.com/watch?v=owGykVbfgUE
43
185 videos in 24 hours
Responded in realtime to questions posed to #OldSpice
Old spice sales up 100% in month that followed
Still up 50% a year later (with help from coupons) http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/
229080/
48. Customer Service
https://twitter.com/esbarr_/status/261075213196865536
48
49. Customer Service
https://twitter.com/rupertmurdoch/status/261118254657966080
49
50. Customer Service
https://twitter.com/rupertmurdoch
50
Seems to be genuinely Murdoch tweeting
51. Customer Service
https://twitter.com/esbarr_/status/261126984225153024
51
52. Customer Service
https://twitter.com/rupertmurdoch/status/261178665386270720
52
Obviously this doesn’t scale but...
53. Customer Service
http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/
53
Call centres swamped
120 people in shifts for 7 days on FB & Twitter
Now has 23 strong social media dept
“customer service agents in the social media dept are 75% more productive than those in call centres”
54. Customer Service
For the 27 airlines in the Star Alliance, nearly one-third
of customer feedback now comes from social media.
Jaan Albrecht, CEO of Star Alliance Services
http://www.zdnet.com/twitter-vs-icelandic-ash-cloud-how-one-airline-transformed-its-use-of-social-media-3040154420/
54
55. Customer Service
https://twitter.com/Iberia_en/status/262979795405647872
55
56. Customer Service
http://scn.sap.com/welcome
56
Early 2000’s SAP had 170,000 customers - support needs, esp for new products were becoming unmanageable
57. Customer Service
To make it work... would be 90% us and 10% them at
first. But we knew if we did that, it would eventually be
10% us and 90% them.
Mark Finnern, Chief Community Evangelist, SAP SCN
57
58. Customer Service
http://scn.sap.com/welcome
58
More than 100,000 joined in first 2 yrs
Now over 2.5m users
SAP: SCN improves customer retention, creates efficiency and drives top line growth and revenue
59. Customer Service
https://getsatisfaction.com
59
Not easy to create an SCN but Getsatisfaction helps you start on that road
60. Customer Service
https://getsatisfaction.com/corp/customers/index
60
Lots of case studies on their site
61. Customer Service
https://getsatisfaction.com/dashlane/topics/is_there_any_way_to_make_the_generate_strong_password_option_stronger
61
5 months ago I raised this issue
36 others have the same q
40 replies
And still this hasn’t been addressed by Dashlane
65. Crowdsourcing
http://www.taxalmanac.org/index.php/Main_Page
65
Free resource provided by Intuit
Updated by tax professionals
Now the place to go to see tax law in US
67. Retention
Photo http://www.flickr.com/photos/stephanridgway/4110712532/
67
David Legge - Fortis BC - guy walking out of interview
68. Retention
http://www.flickr.com/photos/traftery/5467650475/
68
Like putting a rotary dial phone on their desk with a lock on the dial
69. Retention
69
Twitter as news/info gathering medium
70. Retention
Twitter is a primary source to gather information about
changes in my industry. It helps the organization stay
current with the latest trends and thinking.
Casey Coleman, CIO of the U.S. General Services Administration
http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/
70
Don’t take my word for it
72. Internal Communications
Photo http://www.flickr.com/photos/dabhaid/314923760/
72
Social media can be powerful way to share info within orgs
And stop co losing info when ppl leave
73. Internal Communications
http://dilbert.com/strips/comic/2007-04-26/
73
Has to be genuine though!
Don’t use Pointy Haired Boss blogging strategy!
74. Internal Communications
74
IBM internal blogs
Tag clouds - recommendations, similar blogs
IBM has 20k internal blogs - running blog program 9 yrs
75. Internal Communications
75
IBM internal blogs - going strong for years now
- internal social network
- knowledge sharing
- self-promotion tool
76. Internal Communications
http://en.wikipedia.org/wiki/Atos
76
Wikis are another great way to share info internally in an org
it@cork example
79. Internal Communications
http://www.sap.com/solutions/technology/cloud/streamwork/index.epx
79
SAP’s offering in this space - to be superseded tomorrow, by an offering called Jam, I understand
80. Internal Communications
https://docs.google.com/
80
2 ppl working on a spreadsheet remotely
In a browser
And chatting
81. Analytics
81
No enterprise talk is complete without discussing analytics these days!
82. Big data!
http://www.iabuk.net/news/iab-engage-2012-morning-session-review
82
Twitter - half a billion tweets per day
83. Big Data!
http://gigaom.com/data/facebook-is-collecting-your-data-500-terabytes-a-day/
83
2.5 billion content items per day!
More interesting stats on the page - was getting too bulletpointy,
84. Analytics
There's no such thing as information overload - only
filter failure.
Clay Shirky, Prof NYU,
Fellow at the Berkman Center for Internet and Society
http://blogs.wsj.com/cio/2012/07/26/social-media-for-the-innovative-cio/
84
85. Analytics
http://www.youtube.com/watch?v=InrOvEE2v38
85
Gatorade’s Social Media command centre - Mission Control
86. Analytics
http://readwrite.com/2011/07/21/how-dell-really-listens-to-its
86
70 employees monitoring and dealing with social media
11 languages
25,000 social media events for the company each day
87. Analytics
http://www.informationweek.com/government/information-management/inside-red-cross-social-media-command-ce/232602698
87
Dell contributed funding and tech for
this
88. Analytics
http://www.guardian.co.uk/global-development/2012/jan/12/haiti-twitter-tracked-cholera-outbreak
88
Twitter is faster than, and as accurate as the official records at detecting the start and early progress of the
epidemic
American Journal of Tropical Medicine
89. Analytics
http://phys.org/news/2012-10-social-media-auto-vehicle-defects.html
89
researchers at Virginia Tech developed system that provides auto manufacturers an efficient way to
discover and classify vehicle defects
can be used to discover vehicle defects from social media posts across multiple car brands