Customers Are on a Journey With Your Brand And They Are Talking About the Journey on Social Media

Customers Are on a Journey With Your Brand And They Are Talking About the Journey on Social Media

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Northern Trail Outfitters

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Northern Trail Outfitters

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Jane Finley

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Jane Finley

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Jane Finley

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Jane Finley

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Northern Trail Outfitters

But, managing the social customer journey has changed dramatically…

Social Networks & Conversations Continue To Skyrocket

Major struggle

to stay on top of new conversations & networks

Further complexities

to reach your customers

Deeper challenges

to stand out from the crowd

Increasingly difficult

to find actionable insights

The Role of the “Social Media Team” Has Fundamentally Changed Evolution from Isolated Execution to Cross-Department Strategy, Coordination, and Governance

Social teams evolve from “doing” to “enabling”

Multiple departments, product lines, brands, and geos

Increased interaction with agencies

“Typically 13 different departments around the

organization are seeing dedicated staff work on social

initiatives.”

Marketing

Sales

Customer

Service

Legal

Source: Altimeter Group report, "The Evolution of Social Business", 2013.

But Connecting Social with Enterprise Customer Touch-Points is Hard…

Social Team

Service

Marketing

Sales

…Resulting in Missed Opportunities and Poor Customer Experiences

Sales

Missed opportunities to interact and engage with motivated

prospects on social

Service

Customer complaints voiced on social are disconnected from the

contact center

Marketing

Teams are disconnected and fail to leverage social insights, influencers,

and content

But Companies that Do Harness the Power of Social Across the Business are Seeing Tremendous Results

of marketers see lead gen benefits with social media

66%

Source: Social Media Examiner “Social Media Marketing Industry Report” May 2014 and Bain & Company “Putting Social Media to Work”

of marketers see improved sales from social media

50%more spent when companies respond to customer service requests over social media

+20%- 40%

Support

Active

Engage

Organized

Listen

Informal

Sell

Conversion

Learn

Optimized

PATH TO MATURITY

Social Maturity – Where does your team sit?

3. Active• Creating and

publishing content key to engagement

• Measuring success against business goals

• Social media management employees

• Competitive and industry monitoring

2. Organized• Direct consumer

engagement, may include Customer Service

• Basic GEO Business Unit monitoring

• Paid/owned/earned presences are born

• Social media policies and training in place

• Full time social media employees

• COE

1. Informal• Marketing, PR or

Communication with silo’d efforts

• Some policies , no COE or training

• Limited Senior leadership buy in

Functionality ExtensiveLimited

Bu

sin

ess

Imp

act

High

Low

5. Conversion• Paid/owned/earned

is optimized & reported

• Social is embedded across enterprise & geo’s

• Employee certification required, on-boarding for new employees scaled

• Senior leadership receives social reporting

• Conversion data is realized and adapted to optimize results.

• ROI realized & reported on in a dashboard across all BU’s.

4. Optimized• Paid/owned/earned

is optimized• Social is embedded

across enterprise• Employee

certification required• Senior leadership

active in social media

• Conversion data• ROI realized

How do you grow up?

Symantec Connects with Customers on Social in Time of CrisisProminent information security incidents are broadly discussed and shared on social media

Symantec monitors trending conversations and develops relevant editorial content in real-time

Marketing, sales, and support teams capitalize on the opportunity to build customer relationships

McDonald’s Drives Local Customer Connections on Social

54M Facebook fans, 2.6M Twitter followers

Rolled out Facebook pages to all 14,500 restaurants (biggest brand deployment on Facebook)

Marketers can share content, engage the community, and address customer satisfaction issues

Activision Delivers Social Customer ServiceOperational focus to provide faster customer service via social networks

Over half of all customer service inquiries now occurring via social media

Improvements in customer sentiment and positive share of voice after social care interactions

A Unified Social PlatformListen. Publish. Engage. Care.

Integrationfor multi-channelcustomer care

“Always On” Customer Intelligence Content Planning at Scale Streamlined Customer Response

Publishthe right message

at the right time

Engageyour customers on

their journey

Listento your customers and

your competitors

Multi-channel Support

Marketing, Service & Sales from your phone with Social Studio Mobile

Plan, Collaborate & Execute on Social Content from your phone

Real-time intelligence with on-the-fly social searches

Achieve on the go agility by sending actionable posts and metrics via email

Run your Social business from your phone

Support

Active

Engage

Organized

Listen

Informal

Sell

Conversion

Learn

Optimized

PATH TO MATURITY

Social Maturity – Where does your team sit?

Socialise social in your business

200 Agents on Social Customer Service

24/7 Support in 14 Languages

75,000 social inquiries per week

Social Customer Service powered by Service Cloud

$27M in Sales on Social Media in 2014

Awarded Best Digital Marketing NIMA

KLM Reinvents Customer Experience with Social