UCLA Social Media for Business
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I used this preso for a presentation I did in Dr. Natalie's class on using social media for business.
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UCLA Social Media for Business
- 2. The State of the Satisfaction • Customer online influence continues to grow – 78% of American adults use internet (PEW report) – FB is world’s third largest country (behind China/India) – 40% of mobile users use a smart phone (Nielsen) • Social Technology Market is defined – Social CRM declared by Gartner as a $1B market • Social is core to growth – 20% of CMO's budget allocated to social – Executive level and cross-functional visibility and support • Get Satisfaction: 65,000 communities, 4+ million user profiles • 40 million unique visitors per month to our network 2
- 3. Anywhere Get Satisfaction is the leading customer engagement platform that helps 65,000 companies build better relationships with their customers and prospects. Customer engagement anywhere – Website – Facebook/Twitter/Social Networks – Mobile – Search – Language 3
- 4. Anywhere We humanize customer relationships by helping companies engage in open, honest conversations with their customers, wherever they are. 4
- 5. “Controlling the conversation is like trying to force Authenticity a date to go well” is about - Chis Brogan trust Content drives customer service and marketing The conversation is happening 5
- 6. Old: Employees Customers Company Systems Channels 6
- 7. New: Employees Values Customer Systems Presence 7
- 8. Competition has changed forever. To compete effectively, companies must become customer-obsessed. Photo by joiseyshowaa via Flickr
- 9. We’re living in the Age of the Customer Source: Forrester Research Josh Bernoff, June2011
- 10. A customer-obsessed company focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers.
- 11. Social Media “To compete in this brave new world, Social Business we must unabashedly embrace the uncertainty of human contact.” Social - can’t remember… CRM Social Commerce 11
- 12. 1.0… 2.0… Social… 12
- 13. Competitive Focus Shift Influence! • Organization • Processes • Strategy 13
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- 31. Marketing Use Case Make community an essential part of marketing Build brand & generate leads Blend social throughout your website Feature customer praise and Q&A to prospects 31
- 32. e-Commerce use Case Embed customer product praise within purchase flow Customer advocates & product champions answer pre-sales questions Identify & highlight customer conversations that improve commerce conversion 32
- 33. Support Use Case Embed your support community anywhere on your website Prioritize top support issues Easily link support answers to specific product pages Generate dynamic FAQs from trending questions and embed anywhere 33
- 34. Product Feedback Use Case Build the products and features your customers actually want Create trial or beta communities for customers to share ideas Generate and capture buzz for product launch 34
- 35. Social Web Meets Business Process Support Commerce Marketing
- 36. 4 Strategies For Sustainable Competitive Advantage 36
- 37. Dramatic Pause… 37
- 38. 1. Seek real-time insights to build products customers will embrace Invest in social listening Identify latent needs Strategic research, not slow surveys
- 39. 2. Spend on customer experience and customer service Free call center slaves Invest in customer experience
- 40. 3. Fund sales channels that deliver intelligence, not just push Prioritize end users over channels Obsess about repeat business over new
- 41. 4. Shift marketing away from one-way ads to useful interactive content Measurable social apps Instantly valuable mobile apps Useful content
- 42. “Enables us to build the right product” ---- TechSmith
- 43. “75% reduction in support tickets” ---- Mint.com
- 44. “A marked improvement in our Net Promoter Score” ---- Yola
- 45. Growth: Proven Customer Results Daily Customer Communications Number of Support Tickets: 80% INCREASE in Community Traffic Before 80% DECREASE in Support Requests First Call Resolution Rate After 96,000 Community Members 26,000 Community Topics 300% Increase in Customers Money 50% decrease in support costs Number of 5x Increase in Order Volume Participants Saved 53% decrease in support contacts Topics 30% Decrease in Support Contacts Created 42,000 unique visitors per week 0 New Employees to Manage Startup Time 1,200 66 employees contributing 10 Minutes!
- 46. The Company We Keep
- 47. 400 Second Street, Suite 400 San Francisco, CA 94107 (877) 339-3997 TOLL-FREE getsatisfaction.com twitter.com/getsatisfaction
Notes de l'éditeur
- Jim DaviesEd ThompsonThanks for making time for me today. I believe this is the first opportunity that we have had to brief you on our progress and it’s certainly true that I have an embarrassment of riches in terms of things I can update you on.Perhaps a good first step would be to talk about what you are interested in zooming in on, if anything in particular.
- The Landscape Use this slide as a visual background slide while you set up the need for Anywhere engagement. You don’t need to go through each bullet – the journalist will see the stats in the presentation, and they’ll have them as a takeaway. SummaryThe buzz word du jour is still “engagement.” What is it? Ongoing dialogue Outcome drivenIt’s mutually beneficial for customer and company Customer-drivenWhy does it matter?1. Customer online influence continues to grow 2. Market is defined/formed: Social CRM declared by Gartner as a $1B Market3. Social is core to growth: 20% of CMO budgets allocated to social4. Everyone – executive and cross-functional staff – must engage in socialNot a side activity for marketing/PR5. Get Satisfaction: 65,000 communities, 4+M usersWhy “Anywhere”?Already an established market leader in social customer support“Anywhere” capabilities have been heavily requested by our customers Commissioned primary research to understand what consumers want from brandswebsite is still the number one place people go to make a purchase decision 9/10 of internet uses interviewed participate in a social community46% of people visit an online community in a purchase decision49% of people would join an online community devoted to a product or service they consider buying
- Get Satisfaction is known for Human Conversation. What is Get Satisfaction Anywhere?strategy to bring social conversations to companies, anywhere their customer prefers Includes websites, Facebook, via search and on any mobile deviceThe outcomes- To build brands, generate leads To drive revenue for brands by bringing the power of social conversations to their websites and e-commerce flowTo increase customer engagement, loyalty, and satisfaction through outstanding customer support To acquire new customers
- Get Satisfaction is known for Human Conversation. What is Get Satisfaction Anywhere?strategy to bring social conversations to companies, anywhere their customer prefers Includes websites, Facebook, via search and on any mobile deviceThe outcomes- To build brands, generate leads To drive revenue for brands by bringing the power of social conversations to their websites and e-commerce flowTo increase customer engagement, loyalty, and satisfaction through outstanding customer support To acquire new customers
- Key Points:This is happening, the proverbial genie is out of the bottleConsumers are intersecting with brands on needs AND values. We identify with companies based on what they express about themselves as well as the products and services they deliver.Ground zero for company and customer engagement is happening in social channelsTwitter is where people go to complainFacebook is where they go to fawn over the brands they care aboutGoogle is where they go to learnCompany websites are not where they go first…
- Pulled together research from across our marketing & strategy group.What we’ve seen is a complete change in competitive strategy. Things are changing quickly. Customers are driving it. Our conclusion: companies need to shift real budget and attention away from DEFENDING their positions, and into connections with customers.
- Bieber fans care about Bieber, want to know everything about him, connect to share. This is how you should feel about your customers.
- Key Points:Social is permeating all aspects of business… social business in all it’s forms is just businessHuman interaction brings uncertainty, which is anathema to the world of enterprise business softwareWe’re in a brave new world where business outcomes are going to be a function of messy disorganized and incomplete interactions
- Key Points:The behind the firewall consequences for social technologies are significantConversation content affects not only how a company goes to market but also how it organizes its processes and organizational structure
- Key point:Ultimately the shift to social is about how a company generates and sustains influence in the marketInfluence is not a product of productivity or 360 degree customer views… influence is about each and every engagement with a consumer, at a human level that intersects their needs and values.
- Community fuels customer acquisition (B2C) and lead generation (B2B)Customer community is essential to social marketing:Community transforms social content from fleeting comments into lasting assetsNot channel specific or kept within the walled garden of a particular social networkCan be incorporated anywhere: on a brand site, Facebook, mobile, product page, etc.Customer voice more credible than marketing copy; customer feedback is critical to marketing content strategyExample: Canadian mobile provider KoodoPresents topics and conversations specific to particular productsRicher than plain-vanilla reviews & ratingsDoor to engagement with other customers or company reps at all stages of social customer life cycle: research, purchase, advocacyDynamic, two-way content enables customers to engage with each other w/out leaving page to go to social site or separate communityActs as a word-of-mouth marketing engine
- #1 reasons for cart abandonment: not getting answers to pre-sales questionsEmbed relevant, curated and dynamic customer product praise & FAQ withinpurchase flowSeed product page with helpful customer content wherever it was generated – mobile, Facebook, support page, etc.Enable instant resolution of pre-purchase questions with content from the communityCustomer advocates and product champions answer pre-salesquestions for shoppersOpen, transparent nature of community draws in answers organization-wide – not siloed within customer supportSupport customers pre- and post-purchase wherever they are – on social networks, mobile, etc. Connect marketing/ e-commerce front-end with CRM and business process back-end
- Embed support community anywhere Create contextually relevant support Q and A’s within product pages, solution pages - anywhere.Re-launch your entire website support section built on a single platform that lets you Generate FAQsSegment by product, service, brand, otherEncourage peer-to-peer conversations to get the most out of your products or support lifestyle dialogs around your brandPrioritize top support issues - stop guessing and identify the top support issues based on customer feedbackEasily link support answersto specific product sectionsSupport doesn’t have to be a separate walled garden any more. Add support community wherever your customers want it.Identify trending Q’s and As, generate contextual FAQs, and embed anywhere on your website
- Collect and structure feedback based on real-life product usageCollect customer insight where *they* are – on social, mobile, on your website - not where *you* want them to beGet Satisfaction integrations enable you to ingest what your customers are saying “in the wild” and act on it through your business applicationsExample: TechSmithSolicited customer feedback through Get Sat communityInstalled in 10 minutes; received comments from 445,000 peopleSaved $500k in time and people costs Example: KiddicareRequested feedback on mobile siteImplemented features for best-in-class mobile commerce experience: ability to view video, multiple photos, stay logged in, store credit card infoMobile accounts for 10% of current revenue
- This slide is the latest iteration of a long line of attempts to articulate a graphical picture of technology/solution/market.The core messages here are:For customers of the companies that use GS we bring a primary benefit of a good experience with customer service, the result of which is that a cumulative effect is achieved that result in an increase of brand value.Our customers are increasingly going to social network channels to reach their customersThose interactions are around support, marketing, and commerce… and our network has the ability to amplify the engagement, and the APIs that we have brought to market expand our footprint in a way that is decoupled from our own business development efforts. Marketing channels are how companies reach customersthe social interaction layer is a holistic way to consolidate diverse discrete actions, hootsuite being representative of how we can do this. The Customer experience layer is everything that we do which results in a unified application layer and integration to enterprise line of business applications. Customer experience is ultimately what brings together support, marketing and commerce application stacks.Collaboration layer is how we enable business to customers, employee to customer, employee to company, and customer to customer interactions.
- Dell, Gatorade, Intel social listening centers, track changes in real time.Insights too late to affect the business. Merge customer database and research into CUSTOMER INTELLIGENCEQuickbooks $500 Billion
- Service recovery paradox. Comcast $2 bill, churn down 15-20%.86% a top priority, but only 30% have dedicated funds. Centralized team. (Chief customer officer of Allstate, Patty Van Lammeren)
- Coin operated. Channel sales is risky (textbooks, dog food) -- invest in web sites and call center.Bank of America focused on more business from existing customers.MTV building databases.
- Nascar and Microsoft tight social connection, amplify and generate learning.American Airlines mobile.Helpful content on site creates sharing, seo.