gcc e-tourism conference - knowing you customer, understanding and learning with social media
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GCC e-Tourism Conference Knowing you customer, understanding and learning with social mediaTRANSCRIPT
GCC e-Tourism Conference Knowing you customer, understanding and learning with social media
December 18-20, 2012 in Millennium Plaza Hotel, Dubai, UAE
Dieter Hovorka [email protected] Solution Consulting +971 56 101 2480
e-Tourist or e-Human or Human
DREAMTEK GROUP OF COMPANIES
The Digital Agency The Software Experts The Video Experts
Creative Communications
& Solutions
@ Enterprise Level
CONNECTING PARTNERS FOR VALUES
Creative
Communication
Consulting
Services
Complete Online / Digital Marketing
A/B Testing
Analytics
Segmentation
Smart device
Lead
Brand
Social
Web
Conversion
WxM
Forum
Contact
Engagement
Community
Personalization
Vendor A
Vendor B Vendor C
Vendor D
What we do – iPhone Airport App
What we do – iOS City Guide
What we do – Facebook App
What we do – iPhone Ramadan App
Our Vision
Empower government to deliver and optimize successful citizien-centric service across multiple channels with an Enterprise Marketing Solution (EMS) approach and convey a more effective site visitor experience with a fully integrated Customer Experience Management (CxM) solution.
1. We follow Trends 2. Utilize Social Support
How do we do it
Don’t Swim Against Trends
Social Media Marketing Trends 2012
1
Digital Media in Marketing
Engaging content is a must for all organizations which have the need to catch the attention of their clients and stay in dialogue with their audience. Digital Media allows us to appear in a compelling spotlight
Engaging citizens will be a challenge.
Audience will be in control.
Social media monitoring gets even more important.
Community management is important to engage people.
Social media and personal communications will be mobile.
Integrating websites with social technology.
Social Commerce
Friend’s recommen- dations are the most powerful sales triggers. Businesses will use that by integrating shopping to social networks and using social connect in their e-commerce sites.
Location! Location! Location!
Measuring results! (ROI)
The guys upstairs want to know how much of that investment are they going to get back. Models of measuring social media marketing effectiveness will emerge.
Campaigns spanning from offline to social.
The Oil of Today - Data
Knowing your audience is a must to make personalized content. Keeping the dialogue to between your citizen and your organization is a must so success. Still 80% of all web-sites did not have personalized content in 2011.
Utilize Social Support 2
citizens are social…
63% “I search for others with similar problems online when I need help”
46% “I want information to services and community”
60%
“I want interaction with peers on Facebook”
55%
“I want product knowledge”
…public sector are not there yet.
60% 63%
9% 22% 25% 29% 46%
55%
Citizens search for others online with similar problems when they need help
Citizens want interaction with peers on Facebook
Citizens want product knowledge”
Citizens want information to services and community
citizens
government
better experiences
deeper engagement
(with each other and the government)
purposeful interaction
greater reward
bottom line: citizens want more governments online…
peer-to-peer engagement
social support ideation gamification
Your citizens want to talk to each other—make it easy for them.
Citizens expect help online fast— give it to them.
Citizens want to contribute— ask them for their ideas.
Your citizens want recognition and reward—give them ways to level up.
4 ways to close the gap
1 2 3 4
Governments can save a fortune by
serving citizens on lower cost channels
source: Forrester Research
deliver better value and service
Scalability Savings Satisfaction
call deflection
$ increase in agent efficiency
increase in NPS
i have a
.com
search
social media
community infused website
tribal knowledge
CRM
response
problem
question idea
integrates social into your broader customer care strategy
build a positive reinforcement loop community answers majority of questions
unanswered questions are escalated to expert employees
answer is delivered to 1000s of customers through search
search
customer has a positive service experience
CRM
social support solution
reduce support costs while increasing satisfaction
increase contact center efficiency
turn knowledge into a strategic business asset
provide excellent customer service
improve the lives of agents
source: consortium for service innovation. Report on consortium member results after implementing knowledge centered support
up to 20%
save money when customers succeed with self-service
50-60%
improved time to resolution
solve customer problems faster
70%
improved time to proficiency
20-35%
improvement in employee retention and satisfaction
call deflection
listen
engage
respond forums blogs q&a reviews surveys
identity & reputation engine contests video groups
ideas knowledge enhance
inte
grat
e
join the social customer experience
summary
Know- how • Local market presence • International partners • Lifecycle of media • Digital Content Experts Platform Solutions • Complete Marketing Solution • Social importance growing • Quick implementation • Best practice • Large reference base
Dieter Hovorka, [email protected], +971 56 101 2480
IMAGINE. The implications.
Mission Social Space