Adam Metz, Principal, Metz Consulting

Consumer-Brand Social Media Best Practices & Case Studies of Social Customer Management

Desired Outcomes - $☺ ☝☞☜ ☟ ♡

To obtain customer data from the social Internet for four primary reasons

Create sales - $

Drive brand awareness & equity - ☺

Speak with and listen to customers across multiple channels - ☝☞☜ ☟

Allow customers who love the brand to evangelize the brand ♡

The Methodology

Phase I: Assess Needs, Contracting Process

Phase II: Data Collection, Diagnosis, Structural Strategy

Phase III: Feedback Meeting(s), Tactical Strategy

Phase IV: Implementation & Tactical Strategy Delivery

Phase V: Re-Cycle, Re-implement or Termination}12-24 mo.

Best Practices

Consulting team and client need to follow a Flawless Consulting methodology

Strategy composition should follow POSTm methodology

Modified Forrester methodology

People, Objectives, Strategy, Tools, Measurement

All data points must reconcile to both an analytics solution AND a customer relationship management solution

Case Study #1

Deliverable

12 month structural and tactical social web strategy (written July-Oct 2008)

Execution

SFCVB marketing and I.T. teams executed

First destination marketing organization to implement social network connectivity (Facebook Connect)

San Francisco Convention & Visitors Bureau

Case Study #1

Key Outputs

108, 162 fans in 12 months

Largest destination marketing organization outside of NYC, Chicago on the social web

Typical posts have return-on-participation of up to 300-500x

ROI of 200x on implementation

San Francisco Convention & Visitor’s Bureau

Case Study #2

Deliverable

12 month structural and tactical social web strategy

Business Development with all key social web brands

Execution

Mighty Leaf marketing & eCommerce teams implemented

Mighty Leaf Tea

Case Study #2

Outputs

15% year-over-year increase in web traffic

5402 Fans across social networks - most popular non-Starbucks beverage on Twitter

Daily contact with customers and prospects

Order size grew 12-20% post-implementation

Mighty Leaf Tea

Case Study #3

Deliverable

Strategy for the brand’s first social web implementation, for Pulitzer-Prize-winning author Thomas Friedman’s Hot, Flat & Crowded

Coordinated business development between FSG and business social network LinkedIn

Coordinated synchronization of FSG, Friedman web properties and social web strategy implementation

MacMillan/Farrar, Straus & Giroux

Case Study #3

Key Outputs

The most successful non-fiction author implementation on LinkedIn

650 Responses

Respondents included COO of Red Cross

Best responses planned for integration in second revision of book

MacMillan/Farrar, Straus & Giroux

Book, Management Consulting

www.adammetz.com