loyalty is not enough, let's create fans
DESCRIPTION
A look at how insights can help you to achieve loyalty in the age of the new social consumer - the fan. Presented at The Customer Compass, May 2012.TRANSCRIPT
LOYALTY IS NOT ENOUGHLet’s Create Fans
The Customer Compass
Ben ShuteStrategic Integration Manager – Yahoo!7@ben_shute
The Challenge To Loyalty
• Loyalty is still possible
• It is now just harder to reach
2
What We’re Talking About
• Where They’ve Come From
• Using Social Insights To Identify Fans
• The How and Why of Social insights
4
The Magic Number
92%5
One Minute History Of Media Insights
6
DIGITAL MEDIATRADITIONAL MEDIA
7
Social Media & The Rise Of The Fan
• Platforms and devices shifted the balance of power
• Users became curators, creators and opinion makers
8
of consumers around the world say they trust earned media,
such as recommendations from friends and family and other consumers, above all other
forms of advertising.
92%Who Do They Trust?
Nielsen’s latest Global Trust in Advertising report
9
On average, social users tell 53 people about bad customer
service, compared to 17 people for those that don’t use it.
3xThe Impacts of Service
Amex Echo survey
10
What Do They Want?
want discounts or offers
26% of people only “like” brands to receive one off offers
79%
FANDOM > LOYALTY
11
FAN INPUT
USING SOCIAL INSIGHTS AND DATA TO IDENTIFY FANS
What (Really) Doesn’t Matter
LikesFollowers
CirclesConnections 14
What Does - Questions
• Who is talking about me?• Who is talking about my product?• What information / views are people sharing
about my product?• Who are they sharing it with?
REGARDLESS OF PLATFORM
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THE WHY AND HOW OF SOCIAL INSIGHTS
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Fan Lifecycle
Nurture Fans & Gain Insights
1. Ask Them2. Be Responsive3. Talk Less4. Make Experiences Shared5. Amplify The Good
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1. Ask
• People are happy to give you their opinion
• Just don’t leave it too openINSIGHT
Quite simply, what your customers /
potential customers find interesting and
want19
2. Respond
• 95% of posts on Facebook brand pages go unanswered*
• 25% of tweets about brand expect a response (only 9% get one)**
INSIGHTWhat your customers / potential
customers see as issues, and what they want to see from you when it comes to solving them
20*All Facebook** Lithium Technologies
21
of consumers who have engaged brands on social media
have decided not to make a purchase because of bad
customer service on social media
83%The Importance of Social Service
Amex Echo survey
3. Talk Less
• 44% of people* will switch off if you talk too much
INSIGHTHow often can you communicate
without annoying them to the point of ending the relationship
22* Exact Target – The Social Break Up
4. Make Experiences Shared (or Shareable)
• Community is key – give them something to share and understand how they spread it
INSIGHTWhat kind of content will your
community share with their friend? What influence do they
wield?23
5. Amplify The Good
24
In Conclusion...
• Loyalty is still possible, but Fandom has put a barrier up, driven by device and platform proliferation
• 92% of users trust their friends over you – so how support that?
• How many is not as important as who
• Remember the 5 pillars - Ask, Respond, Talk Less, Make It Shared and Amplify the Good
35
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Thank You
Questions?
Twitter - @ben_shuteLinkedIn - http://au.linkedin.com/in/benshute