Copyright © 2010 MRM Worldwide Inc. All rights reserved. Building Social Brand Platforms for Today’s World MRM Worldwide Marc Kremer Waseda Marketing Forum Feb 10, 2011
Building Social Brand Platforms for Today's World
Jan 15, 2015
Social media brand platform presentation and QA by MRM Japan President Marc Kremer for the Waseda Business School on February 10, 2011.
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Transcript
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1
Building Social Brand Platforms for Todayrsquos World
MRM WorldwideMarc Kremer
Waseda Marketing ForumFeb 10 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media has exploded
onto the scenehellip
but whatrsquos in it for companies2
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Actually that question is best
answered by asking
where are PEOPLE spending their
time and what are they doing
because itrsquos people who are in the
driving seathellip
itrsquos people who are calling the shots
3
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoThe revolution of the youth of the InternetrdquoWael Ghonim
5
Copyright copy 2010 MRM Worldwide Inc All rights reserved
6
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Consumer generated ldquobrandrdquo media9
9
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media has exploded
onto the scenehellip
but whatrsquos in it for companies2
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Actually that question is best
answered by asking
where are PEOPLE spending their
time and what are they doing
because itrsquos people who are in the
driving seathellip
itrsquos people who are calling the shots
3
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoThe revolution of the youth of the InternetrdquoWael Ghonim
5
Copyright copy 2010 MRM Worldwide Inc All rights reserved
6
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Consumer generated ldquobrandrdquo media9
9
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Actually that question is best
answered by asking
where are PEOPLE spending their
time and what are they doing
because itrsquos people who are in the
driving seathellip
itrsquos people who are calling the shots
3
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoThe revolution of the youth of the InternetrdquoWael Ghonim
5
Copyright copy 2010 MRM Worldwide Inc All rights reserved
6
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Consumer generated ldquobrandrdquo media9
9
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoThe revolution of the youth of the InternetrdquoWael Ghonim
5
Copyright copy 2010 MRM Worldwide Inc All rights reserved
6
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Consumer generated ldquobrandrdquo media9
9
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoThe revolution of the youth of the InternetrdquoWael Ghonim
5
Copyright copy 2010 MRM Worldwide Inc All rights reserved
6
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Consumer generated ldquobrandrdquo media9
9
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
6
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Consumer generated ldquobrandrdquo media9
9
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Consumer generated ldquobrandrdquo media9
9
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A manual for Egyptian protesters circulated via ldquoemailrdquo andldquoTwitterrdquo The Atlantic January 27 2010
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Consumer generated ldquobrandrdquo media9
9
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Consumer generated ldquobrandrdquo media9
9
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Globally more people more of the time are using social media than email
10
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Japan is more addicted to twitter than the US
11
06
123
82
102
0
2
4
6
8
10
12
14
16
09Mar 09Apr 09May 09Jun 09Jul 09Aug 09Sep 09Oct 09Nov 09Dec 10Jan 10Feb 10Mar
Twitter Reach Japan vs US
Twittercom- Japan
Twittercom- US
Data Source Net View from Nielsen NetRatings March 2010
16NOW
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Critical mass in Japan
twitter132M visitors
Facebook53M visitors
YouTube37M visitors
Mixi132M visitors
12
Blogs169 M Blogs in Japan
Data Ministry of Internal Affairs and Communications
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2011 is the year of Facebook
13
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Facebook added 248 million users last year
14
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
In Japan 161000 new Facebook users added 1 week after ldquoThe Social Networkrdquo opened
15
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social media is in our pockets all the time
16
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
17
Learn
Research
Tell
Connect
Social media is a way of life
Have a
need
Mixi
Youtube
Blog
Others
Access
Read
Comment
Rate
Follow
Play
Post
Retweet
Tag
Interact
Share
1
7
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
362 users think that corporate communities in SNS is good as they can interact with the brand and participate on changes to the products or services
302Internet users thinks they can get new information on SNS
404users want to join branded communities on SNS
users think positive of companies that have micro blogs or blogs
468
People want to talk to brands and are
willing for them to earn their loyalty
2009 Internet Whitepaper ndash Govrsquot of Japan
People are ready to participate with brands
18
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
So to recap
-Social media is where people are gathering in
high numbers and where theyrsquore spending
most of their time online
-Social media is a way of life
-People are willingly interacting with brands in
social media
19
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Now letrsquos come back to our original
questionhellip
Whatrsquos in it for companies20
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Three Big Business Goals
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
21
Source Social Media Metrics Jim Sterne
bullReal time listening and conversation leading to long-term sustained revenue and ROIbullInnovationbullBrand building
bullCustomer ServicebullSocial CRMbullInnovation
bullCustomer ServicebullIntelligencebullInnovationbullSocial CRMcommunity
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
CMOs are becoming focused on business results
Source eMarketercom Feb 8 2011
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Clearly therersquos a lot in it for
companies
The question then is what
should they do and how should
they do it
23
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The pillars of a social media platform
1 Intelligence ndash 247 focus group
2 Real time listening and conversation ndash social media platform
3 Innovation ndash crowd sourced RampD
4 Customer Service ndash the call center of the future
5 Social CRM ndash from one-to-one to one-to-many to many-to-many
24
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
1 Intelligence
25
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MRM Intelligencetrade is a consolidated search amp social media tool-suite for uncovering consumer intelligence on motivations amp needs based on actual behavior
Intelligencetrade
26
Buzz Number of Posts | Share of Voice Advocates Influencers Triggered DiscussionsContext Topics | Sentiment
Monitoring amp Insights
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Media Insights
Generate Insights amp Next Steps based on Social Media Monitoring leading into Activities Evaluation and Optimization
27
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
TVCM
Blog Posts
YouTube
News Alerts
Mixi
TVCM
Winter Campaign
Promo Launch
Oct 15th Nov 15thNov 1st
Buzz Measurement
How Marketing Activities amp Social Media Buzz are related
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
29
-
30
60
90
120
150
180
210
240
270
300
-
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
11000
12000
Visitors Buyers Blog Posting
29
Visitors Blog Promotion
(Tweet)
Promotion
(Tweet)
Bought
New Product
(Tweet)
Impact on sales
Analyze user behavior between buzz triggers and customer voice related to purchase and product evaluation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
2 Real Time Listening amp Conversation
A social media platform that provides long term real time listening conversation measurement reporting and
optimizing
30
Real TimeListening and Conversation
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Traditional Marketing Communications Approach
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
campaign
content
Campaign
RO
I
Fighting the battle of acquiring and losing customers ndash ROI is unsustainable
31
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Sustaining ROI through content amp community
2011 2012
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
Campaign
campaign content
While campaigns and content change over time the social media platform acts as a flexible structure and process By filling in the gaps between campaigns buzz is sustained and brand loyalists are retained At the same time the overall return increases as more people join the community
Social media platform
RO
I
sustainedsustained
sustainedsustained
sustained
Growth curvewith growing community
Campaign
32
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
ldquoIf you are going to engage you have to have a plan and make sure that resources are available Because you canrsquot gracefully exit mdash once yoursquore in yoursquore in The days of walking away from a campaign are over mdash once we engage we have to commit to itrdquo 33
Denise MorrisseyOnline Community Manager Toyota
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Consumer Decision Journey
Source HBR ldquoBranding in the Digital Age Yoursquore Spending Your Money in All the Wrong Placesrdquo by David C Edelman
34
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
35
MUJIMuji uses social media much more like international brands ndash as a long-term interactive platform that builds customer engagement community customer service and brand preferenceThis approach has already shown concrete financial results
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
MUJI x Twitter x Facebook
of Followers 124789 Posts 5638 since 20091029 Sales new products twitter campaign information
of Fans 14020 Contents Wall Global Muji introduction column Campaign Muji Books Event Photos
36
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Mujirsquos approach to social media
1 Answering QuestionsOh This is nice What size is this when I fold this Did not find the size on this page RTmuji_net LED Mobile Light
Username The size is width 35 x Depth 146 x Height 33
2 Claim Responding
Every time Muji web renewal I need to sign up Thatrsquos ridiculous Will never register it
We apologize for the inconvenience due to the system change We will try our best for the improvement
3 Responding to ldquoThank yourdquoHave finished the Cake house Also made sledge with surplus dough
Thank you for your tweet and image Very great cake house And the sledge is cute too
37
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Muji Twitter demonstrates financial results
Globe which allows using Touch Panel
Digital Photo frame
For iPhone users Part2 Everytime we want to make our fingers warmful ldquoGlobe for Touch Panelrdquo
Well we were reputed for our ldquoDigital photo framerdquo From this month selling it again
1980 YEN
7900 YEN
254
365
275 263
220 210
270300
ltSales after tweeting from the Averagegt
The 15 times to 3 times Sales were recorded after tweeting
38
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Managing a Social Media Platform in real time
bull A process of interacting across social media channels in a systematic and effective way
bull A set of documented rules and guidelines which must be followed to maintain consistency and quality of the brand
bull Staffed by a dedicated team that handles strategy planning listening conversation reporting and project management
bull A set of KPIs that act as a guide for how to measure success and optimize where needed
39
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The Team in Action
Hi Checkout ABC Facial Cream
httpabcdef
My wife likes xyz
brand What can I
get for her
birthday
Where can I get the Limited Edition body
lotion
Have you tried out our store locator
httpstorelocatorJust checked and we
have this item on stock
My dog has very sensitive hair any
recommendations
Get her an DeluxeFacial
Moisturizer The best for winter
XYZ is getting ready for the spring season Check our TVCM
XYZ has the best products for your puppy httphij
Let me know as I could send you a sample
I wish you had
products for cats
Love that song who sings it
XYZ special kit will be back Can I reserve a kitGreat suggestion
Thanks for using XYZ Here is coupon for
you
40
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Deciding the roles for social channels
Facebook Mixi Twitter YouTube
Acquisition
Joining
Awareness
Conversation
Customer service
Messaging
Viral
Purchase
41
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
42
Each engagement profile represents a wide range of industries with each industry having presence in at least two different engagement profiles
Engagement in social media
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
43
Deep Engagement
Source engagementDB Study
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
44
Larger reach
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
45
Larger reach
higher gross and net margins
Source engagementDB Study
Deep Engagement
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
The following are the list of processes that a multi-channel social media program needs to function
Activity Description Staff Roles
Monitoring Staff use automated tools as well as manually monitor select social networks Twitter blogs YouTube and others to measure buzz sentiment read influencersrsquo posts to gauge conversations and respond in kind
SM Specialist
Publishing Posting text video and photo contents to social media channels in the voice of the brand
SM SpecialistCopywriter
Moderation Engaging in community conversations with the purpose of guiding informing and stimulating the group
SM Specialist
Response In answer to user generated posts tweets or comments the team responds as brand representative to influence conversation and build relationships
SM SpecialistCopywriter
Measurement Based on selected KPIs (ie levels of buzz followers influence etc) the team measures the success of social media effectiveness
Data Analyst
Promotion Using high trafficked channels (ie Twitter Facebook Mixi) the team promotes content (ie campaign videos) promotions product benefits events in ways that create a viral effect
SM Specialist
Maintenance On-going planning scheduling creative content updates PlannerCopywriter
Process and Tasks
46
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
3 Innovation47
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
A campaign to freshen the brand and increase loyalty
Ask Facebook fans to develop ① A new flavor ② Design the label ③ Name the product
Resultsbull New flavor ldquoConnectrdquo (Caffeine + 8 key nutrients) developed
entirely by Facebook users with support of the brandbull 14 million fans on Facebook (from less than 400K)
bull Over 1 million users who feel ownership of the product amp over 1 million potential purchasers on its launch
bull Over 10 of fans actively participating in the product development
bull Free PR on mainstream media Vitamin Water has decided to close its website and drive all traffic to its
Facebook page
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
4 Customer Service51
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
How social media could be used for customer service
1 Give advice and answering questions for new and existing customers about how to choose the best product service
2 Customers can also solve each otherrsquos problems in online discussions reducing the amount of contact needed from the company
3 Customers bond with the brand by improving enjoyment after purchase by answering usage questions 52
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
Build customer trust by taking time to helpbullOnline shoe retailer making big use of social media as a word of mouth enginebullFocus on making a real connection not just selling product but help find the right product even if they donrsquot carry itbullStaff encouraged to be transparent in their tweets making it easy for customers to reach outbullEmpowers itrsquos employees happier staff makes happier customers
Tony Hsieh CEO Zapposcom
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Customer service ndash Zapposcom case study
A page that shows what all their employees tweets
Zappos TV is a video channel is about transparency
The Zappos Facebook fan page is used for customer service
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
55
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
5 Social CRM56
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Turning your owned site social
57
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Social Sign-on
58
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Community in your brand site
Comments and reviews can be posted BOTH on brand site AND into usersrsquo social feeds
59
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
But what comes after all thathellip
SOCIAL COMMERCE
60
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Recap61
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Key take outs
bull Itrsquos about people first Whatrsquos in it for them
bull Frame your objectives around core business goals
bull Gain intelligence first ndash listen and learn
bull Think platform and think long-term ndash not just campaign Build a real time listening conversation measurement reporting and optimizing platform
bull Use the power of the network to innovate listen gain insight and crowd source
bull Devise a customer service strategy that leverages existing resources where possible
bull Move from closed one-to-one CRM to open one-to-many-to-many social CRM using open ID or social sign-on mechanism
62
IncreaseRevenue
Reduce Costs
Improve Customer
Satisfaction
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
Copyright copy 2010 MRM Worldwide Inc All rights reserved
Thank you
63
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