Alterian - Customer Engagement and Social Media - Customer Centricity Conference, Singapore 2010

Customer Engagement and Social Media

August 3rd 1020, Singapore

Chris Tew

SVP Asia Pacific

Alterian

What we do

Alterian (LSE: ALN) enables organizations to create relevant, effective and engaging experiences with their customers and prospects through social, digital, and traditional marketing channels.

Alterian Customer Engagement Framework

Consumers no longer trust advertisingand traditional corporate channels.

Consumers have found ways to tune us out.Consumers have found ways to tune us out.

People are talking and listening to each other about your brand.

Perhaps it is time you started understanding listening and participating too?

There are tools to help brands listen

Social Media Monitoring Tool

WARNING:You are not

required to Blog or Tweet to use an SMM

tool

How does it work?

Collect

Store

Social Media Warehouse

Analyse

Engage

Social Media - Engagement Cycle

UNDERSTAND

Engagement Cycle - LISTEN

Marketing Holy grail = understand what your

customers want

Marketers have never had it so good

Collect

Store

Social Media Warehouse

Engagement Cycle - LEARN

Is anyone actually talking about us

then?

Volume of conversations

Wha

t ha

ppen

ed?

Drill into the actual conversations

Are they being nice?

Sentiment and Tone

And how influential are they?

“We did not put the customer first” Toyota, Sunday Times 28th March

Who are these people who have the time to talk

about us online?

Demographics

Where do they hang out?

Auto Domains

The communities that advocate your products

• Join communities that advocate your products• Join that of your competitors

Create community

“We monitor in excess of 1,500 discussion threads a day on very specific topics where we think

we can add value to the conversation. It’s not possible to participate in all of the threads, but there are

ways to identify which conversations are the most influential, which ones have the greatest reach,

and those are the one in which we’re most likely to participate. We've also created a consumer

advocate community as well as a platform that we’ll be launching in a few weeks to support their

activities.”Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft

What are the trends in what

people are saying?

Word and Author Tag Clouds

Understand the geographic spread of conversations – find new markets

But what is the competition up to?

Compare with competitors

Engagement Cycle - UNDERSTAND

UNDERSTAND

Alterian Customer Engagement Framework

Engagement Cycle - SPEAK

Its not just a choice of platforms

Market awareness

Lead generation

Community growth

Increase traffic to website

?????????

.

Business Outcomes

Uncontrolled Social Media

Influenced Social Media

Controlled Social Media

Your Website

.

Degree of Control

.”Designed to tug at the heart strings of Australia’s youth”

Case Study – Telstra – CALL MUM

“The “guilt” proposition of “Call Mum” wasn’t

resonating with the audience anymore. But while few

people were talking about ‘Call Mum’ online,

there were literally thousands conversations about

how parents were connecting online.”

The Power of Six Degrees – Lucy Jameson DDB

London

.

SM Insight

Case Study – Telstra – DIGITAL MUM 2.0

Case Study – Telstra – DIGITAL MUM 2.0

“The total number of unique visitors to the website.

hit 125,000+ in the first few months (150% more

than the previous campaign that ran for 7 months)..”

The Power of Six Degrees – Lucy Jameson DDB

London

.

Positive Response

I find this new Facebook centric approach much

stronger than their previous efforts. Where as the

previous campaign all felt like a dead end this has

some long term thinking involved.

Also the strategy of targeting mums who are new to

online is much better than guilting kids to call their

mum.

www.Bannerblog.com.au

.

Positive response

Case Study – Telstra – Customer Twitter support

Case Study - T-Mobile – T-Mobile Dance

Next Steps

Use the tool Learn more

Read the book

Come and have a chat over drinks

Thank You