Get Serious About Social: Own the Social CustomerExperience

Prelini Udayan-ChiechiDirector, EMEA Marketing@prelini

a year on… (invisible children)

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the dawn of the mobile, social and incredibly empowered customer

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shifting attitudes to social media

source: IBM Institute for Business Value , CEO Report 2010 & 2012, CMO council 2011

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95%

61%of the CEOs reported that they must

exhibit "customer obsession"

social to rise above the crossfire

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social charity ranking

Source: MDG Advertising Infographic from nonprofitsocialnetworksurvey.com, onlinegivingstudy.org, blackbaud.com, unfoundation.org, philanthropy.com, npengage.com, mashable.com, sharethis.com, crowdsourcing.org

confidential

87% the power of the crowd

trust peer recommendations90%

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

a year on… (invisible children)

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Source: MDG Advertising Infographic from nonprofitsocialnetworksurvey.com, onlinegivingstudy.org, blackbaud.com, unfoundation.org, philanthropy.com, npengage.com, mashable.com, sharethis.com, crowdsourcing.org

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addressing the crowd

growth of owned communities

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2012 Charity Social Index, published by Visceral Business

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who do I engage and how? how do I manage and scale? how do I measure the impact?

of marketers surveyed had no

proven ROI of social initiatives

41%

Social Intelligence

Social Business Software

Social Scoring BloggingPlatforms

Social TV Mobile Apps Community Platforms

Reach

Buzz

Engagement

Participation

Transaction

Advocacy

social brings complexities

social journey roadmap

understand the social customer

respond in existingsocial channels

create an owned hubharness the power of your crowd to drive

impact

transform the overall customer experience

listento understand

guidethe conversation

provethe business value

transformyour experience

engageon existing networks

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Community members are 5x more likely to take an action, whether it’s making an advocacy call, a donation, or attending a fundraising event.

Mike BolinoManaging Director, Digital Marketing, American Diabetes Association

New Product Mrketing

improve SEO

48%of community traffic arrives through organic search results, a 8x improvement

of community members visit over 10 times/month

increase loyalty and return frequency

30%

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1. follow your head not the herd2. own it don’t outsource it3. get out of the silo, get into a strategy4. stop dabbling, commit5. drop the fluffy metrics6. don’t campaign, sustain

key takeaways

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

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Questions

Prelini Udayan-Chiechi@prelini