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Owning the social customer experience

Owning the social customer experience. Prelini Udayan -Chiechi Director, EMEA Marketing @ prelini. c hanging times. @ prelini. a year on… (invisible children). @ prelini. the dawn of the mobile, social and incredibly empowered customer. @ prelini. want an immediate response. 1. 83%.

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Owning the social customer experience

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  1. Owning the social customer experience

    Prelini Udayan-Chiechi Director, EMEA Marketing @prelini
  2. changing times @prelini
  3. a year on… (invisible children) @prelini
  4. the dawn of the mobile, social and incredibly empowered customer @prelini
  5. want an immediate response 1 83% of Twitter users 71% of Facebook users …expect a response the same day 2 prefer self-service online 67% search the web before making a call customers have higher expectations… 3 hold you accountable 80% are less likely to buy after one bad experience Source: McKinsey/Nielsen Study 2012 @prelini
  6. shifting attitudes to social media 95% 61% of the CEOs reported that they must exhibit "customer obsession" source: IBM Institute for Business Value , CEO Report 2010 & 2012, CMO council 2011 @prelini
  7. the impact of online is growing $197B 2012 EUR online sales $226B 2012 US online sales $1.2T 2012 US offline sales impacted by the web 5x impact of the web on offline vs. online sales Source: Forrester Research Web-Influenced Retail Sales Forecast (US) source: CRR Research, 2011 Lithium Confidential @prelini
  8. @prelini
  9. marketing investment more than doubles in social source: IBM Institute for Business Value , CEO Report 2010 & 2012, CMO council 2011 @prelini
  10. as consumers drift away source: IBM Institute for Business Value , CEO Report 2010, CMO council 2011 @prelini
  11. POS print social media seen as core engagement mechanism TV but as engagement rates drop, social media is being redefined as a Reach & Resonance medium radio need to fill the engagement gap search companies the opportunity to own the connection between a brand its fans .COM .COM online display mobile site expanding across all touch points such as mobile and POS Source: Forrester. “Interactive Brand Ecosystem”, Nate Elliott, 2011
  12. the power of the crowd 87% 90% trust peer recommendations 14% trust advertising - Nielsen customers who engage with companies over social media are more loyal and spend up to 40 percent more -Bain & Company, 2011
  13. engaging with peers…. @prelini
  14. companies that play social, benefit @prelini
  15. “Our Lithium-powered community has created an army of Redfin fanatics.” Glenn KelmanCEO, Redfin Redfin attributes rise in NPS to its community strategy
  16. POS print full controlOwned media gives marketers full and permanent control over content, design, data and customer relationships TV radio increased reach 83% of marketers find most of their customers on their own websites, vs. 4% for Facebook page search easier to find 60% of all traffic is driven by search Google under-indexes Facebook and Twitter .COM .COM online display mobile site brands to fans, vs. fans to fans 90% of consumer trust peer to peer recommendations Source: Forrester. “Interactive Brand Ecosystem”, Nate Elliott, 2011
  17. agrees Lithium Confidential @prelini
  18. how are you engaging the new social customer? problem I have a… agent response web self service idea question tap customer community access knowledge base @prelini
  19. @prelini
  20. “in God we trust, all others bring data" W. Edwards Deming @prelini
  21. these are serious metrics Decreased complaints and increased retention—annualised benefits of over 100% of customer service is handled by the community—in an average of 90 seconds $10m @prelini
  22. and these social customers resolve issues for $6.8m 3m in savings per year from social support customers per month @prelini
  23. serious is revenue, loyalty and retention BeautyTalk community members spend $50m 10x more in savings from social support than average customers @prelini
  24. superfans are the key to success and 85% of all useful content superfans consist of <1% of communitypopulations on averagesuperfansgenerate 50% of all community content @prelini
  25. cultivating superfans JSanders Resident Expert Registered: April 2008 john46 Sage Registered: June 2010 texasguy37 Community Leader Registered: May 2009 Perksie Level 33: Governor Registered: July 2008 Caeserome Super User Registered: October 2010 61,378 Messages Posted 18,986 Likes Received 19,429 Messages Posted 3,234 Ratings Received 10,338 Messages Posted 175 Kudos Received 13,551 Messages Posted 610 Kudos Received 12,906 Messages Posted 1,799 Kudos Received @prelini
  26. social journey roadmap transform your experience prove the business value guide the conversation engageon existing networks listen to understand harness the power of your crowd to drive impact transform the overall customer experience understand the social customer respond in existingsocial channels create an owned hub @prelini
  27. revenue through SEO @prelini
  28. campaign Integration Factoring in call deflection and sales influence, our online community engagements provide around a $5m benefit to the organization. Gina Debogovich Community Manager, Best Buy 600K 20K 22M customer visits page viewsper quarter posts @prelini
  29. create innovation We published the first financial statement for the Barclaycard Ring product. This is a revolutionary first step in our goal to redefine transparency between credit card companies and customers. Jared Young Product Manager, Barclaycard Launched a new card driven 100% by its community of card members. New Product Mrketing
  30. drive revenue “As we opened our doors to the Beauty Talk community, it was flooded with clients dying to talk beauty with each other.” Bridget DolanVP Interactive Media, Sephora The average Beauty Talk superfans (VIB) spends 36.5 hours per week on Beauty Talk customer spending average customer Beauty Talk superfans 2.5x community user spend an average of 33 10x superfan hours per month on Beauty Talk @prelini
  31. follow your head not the herd own it don’t outsource it get out of the silo, get into a strategy stop dabbling, commit drop the fluffy metrics don’t campaign, sustain @prelini
  32. we’re lithiumwe make software that powersthe social customer experience “it is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change” Charles Darwin @prelini

  33. Questions

    Prelini Udayan-Chiechi @prelini
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