social media presentation 120330
TRANSCRIPT
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Jeff Carruthers
Managing Director
Resonate SolutionsTwitter: @resonateAU
Social Media Monitoring & ROI Forum- “Don’t let the tail wag the dog”
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Social media monitoring & ROI:
Don’t let the tail wag the dog…
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Social media monitoring has failed…?
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A larger more evolutionary picture…
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Socially integrated customer data…
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Socially integrated customer process…
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Customer feedback explosion…
Closed Loop Feedback
Voice of the Customer
Customer Insight & Action
Net Promoter Score (Relationship/Transactional)
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Key ingredient #1: Identity
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Key ingredient #2: Standard Metrics
How likely are you to recommend brand x to your friends and colleagues?
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Key ingredient #3: Insights from text
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Comments in context…
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Insight & action cycle… now with social media
Listen
Act
Discover
Improve
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What does this mean for social media monitoring?
From known customers to unknown consumers:
Topic/theme/driver alignment or gap
Sentiment/disposition (eg. Inferred NPS)
Social media velocity (topic/individuals/social graph, segments)
One customer view – where identified
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Key challenge: The quest for identity
Ask via social media!
Ask during a service query
Social media initiated surveys
Competitions & games
Loyalty program updates
Online communities
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Dog firmly in control of tail…
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Jeff [email protected]: 0414 556 244www.resonatesolutions.com.au