Social Media: How it fits into your customer marketing and retention strategy VIPdesk Webinar Series May 11, 2010 View The Webinar Presented by : Geoff Nelson: Partner, Ivy Worldwide Nick White: Partner, Ivy Worldwide Webinar Host : Mary Naylor: CEO, VIPdesk
44
Embed
Social Media: How it fits into your customer marketing and retention strategy
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Cover Slide
Social Media: How it fits into your customer marketing and retention
• Mary Naylor is the CEO and Co-founder of VIPdesk
• VIPdesk provides concierge-quality contact center solutions for leading global brands through a nationwide network of home-based Brand Ambassadors, Concierge, and Customer Service Representatives.
• VIPdesk provides its clients Concierge, Contact Center, and Social Media support services.
• VIPdesk is continually recognized through numerous awards, including the Inc. 500, Inc. 5000, NCBEA Business Ethics Award, Stevie Awards for Women in Business and Smart CEO Future 50.
Confidential & Proprietary VIPdesk Information 3
About The Presenters
Geoff NelsonPartnerIvy Worldwide
• Co-founded Ivy Worldwide in 2007
• More than 20 years of experience in brand programs, both online and offline, measurement and analysis, business development, project management, integrated communications, and much more.
• Has an impeccable track record in solving complex marketing communications challenges for top tier companies.
• Has worked for AMD, Leo Burnett Technology Group and Y&R
• Adjunct professor at Texas State University, guest lecturer at the University of Texas at Austin on Word-of-Mouth marketing.
Confidential & Proprietary VIPdesk Information 4
About The Presenters
Nick WhitePartnerIvy Worldwide
• Joined Ivy Worldwide in 2008, launched Seattle office
• Began his career at Amazon.com where he worked to bring their nationwide network of distribution centers online
• Managed speech technology deployments at Conversational Computing, then worked on Spanish-language mobile phone deployments at InfoSpace
• At Microsoft for five years, working first in Mobile and Embedded Devices Division and most recently in Windows Client managing social media relations and writing the most-trafficked blog at Microsoft
• Double-degree graduate of University of Washington with MBA from Duke University
•Brand Evangelist Experts - Ivy Worldwide is a word-of-mouth social media and influencer marketing agency founded in 2007
• Proven Credentials - One of the most award wining social media agencies in the world for effectiveness. Have driven lead awareness, lead generation and sales on average between 40-80% consistently
• Clients include: HP, ATT, ProFlowers, Time Inc., Microsoft and many others
• Offices in Austin, Seattle and Houston
• They have evangelists too – Google “Ivy Worldwide” and “Buzz Corps” (former name) and see what others have to say about us
About Ivy Worldwide
About VIPdesk
VIPdesk’s full suite of Brand Experience Management solutions include Virtual Concierge and Contact Center Services, Social Media Management, Experiential Programs, IVR Services and Voice of the Customer Surveying & Analytics. Global industry leaders trust VIPdesk to enhance their brands through our customer care and loyalty programs. Serving as a seamless extension of their brands, our innovative Brand Experience Management Solutions deliver memorable customer experiences, business insights and actionable intelligence that generate customer advocacy and drive business growth.
Confidential & Proprietary VIPdesk Information 7
Agenda
• Social media—what is it and why is it important to your company?
• When, where, and how to engage the right forms of word of mouth marketing
• What to do and not to do when communicating with customers via social media
• Successfully organizing and executing a customer-centric social media plan
• And more!
What is Social Media and Why Is It Important?
“For And With” Is The Model
"Instead of marketing at customers, our job in the digital age is to get customers working with us and for us. And you do that by working with them and for them. This is where the new marketing energy and breakthrough results are to be found."
Participation: Many are no longer satisfied to just consume the thoughts and opinions of professional experts - but want to be involved in the process of discussing and interacting with the news
Inclusion: Many of the new forms of media that are emerging not only involve readers in the reporting and interpretation of news, but they create spaces where community springs up around the news and information being shared
Suspicion of institution: Big business, government, church, and other institutions are increasingly being viewed with suspicion
Customization: New media allows people to customize the information and news that they want to consume – using tools like news aggregation they can now choose specific topics that they wish to follow and control when and how they consume it
Immediacy: No longer satisfied to wait for tomorrow’s paper or tonight’s news broadcast - people are increasingly following events in real time online
1. Monitor consumers generating content about your brand via alert or tracking program
2. Leverage your CGM community: Consider selecting one or two key individuals commenting on your brand to contribute to your marketing efforts
3. Reward participation: Let contributors know that you’re listening and that you are open to their suggestions and ideas
4. Participate in existing consumer-driven communities – Identify the most highly used destinations of CGM that matter to you and your brand and join in
5. Respond to negative commentary6. Select the right technology to engage your customers – Video, Audio,
etc.7. Enable your audience to create content on your behalf leveraging your
Content is king• Focus on community relationships – You can replace your product, but not your
contacts• Use content — and products — as a means, not an end – Develop deeper consumer
relationships with each interaction• Don’t create, aggregate – Consumer Generated Content is out there and you should
look to help your customers create and deliver it
The response is the message• Listen and learn – Extend the dialogue offline and support the community, you
establish deeper relationships• Share – Social media users expect to be able to try an experience your products and be
free to say anything they like• Excite – Give your consumers an experience or a chance to be part of something
Customers call the shots• Leverage influential consumers and work with them to drive the buzz• Share control with influencers – Communities make firms not the other way around• Gain trust by acting human
The rules are the same for corporations and separate individuals alike
However, expectations of corporations are different• Identify and use the influencers – they are your allies• Define, know and stick to the role you’ve identified for yourself• Play active role in responding to inquiries and correcting inaccuracies• Keep it personal by discussing your experience as an individual and
telling your story• Give first-hand advice, perspective, anecdotes• Use phrases such as “I think…”, “It’s my feeling that…” and “In my
Find places where your customers congregate• Keep an open mind – customers may turn up in odd or unexpected places• Identify and branch into tangential communities that match strategic objectives
Always leave them wanting more• This gives you an entrée to lead them back to your site• Let the community do the heavy lifting for you• Recognize champions and leverage their efforts when they align with your own• Give credit for good ideas• Link to others of like mind -- pull in others’ stories (tacit endorsement of individual
as company envoy)
Always respect existing norms• Listen and learn before speaking• Be judicious about entering conversation – avoid creating interference or noise
• Converse with and don’t market to customers – marketing spin KILLS conversation
• Be honest
• Have something valuable to say – customers won’t bother to pass on information they don’t care about
• Align strategies to the reasons consumers buzz – customers initiate discussions on products because they like to help their friends, find a common interest with others, or demonstrate their knowledge of a topic
• Empower, but don’t expect to force, the spread of the message –the easier the marketer makes it for consumers to spread the word, the more consumers will participate
1. Failing to be transparent: Transparency is the currency of the blogosphere –clearly disclose for who you are
2. Appearing to bribe: Don't send stuff to customers before asking them
3. Not knowing the why and what of blogging: They are not journalists (despite appearances)
4. Making a bad first step: Know the tool and what they talk about and how
5. Being scripted: SM platforms are a conversation tools and you would never recite talking points at a cocktail party – no sales pitches in emails or phone conversations just be honest and open, not stiff and predictable
6. Forgetting everything is on the record: You don't put anything in writing you wouldn't want to be online
7. Making claims that can be easily disproved: Influencers love to call BS; don’t give them a reason to do so
When crisis strikes businesses are quickly overwhelmed – people turn to others for help and information
• On April 15th, as airlines’ call centers got choked with frantic passengers, and most websites still were not updated with the latest flight delays
• The term #ashtag was first used by Ireland-based Tweeter JL Pagano to note personal concerns and updates about the situation. It was very quickly adopted by a number of other travelers
• However, it was only when airlines started using #ashcloud on Twitter, along with their official updates, that the utility increased significantly
• Travelers were being informed of their flight status online. KLM and Lufthansa became the first major airlines to use the hashtag. It was then picked up by other airlines
• 7 days - 55,000 mentions of #ashtag, and the usage was so widespread that only 5.8% of the tweets came from the Top 10 users –- which is unusual
• See case study – www.slideshare.com -- search for “ashtag”Source: Mashable.com
• A video demonstrating how to pick these expensive bike locks with an ordinary Bic pen appeared on a blog and quickly reached hundreds of thousands of blog readers a day
• When the company issued a statement downplaying the issue saying the locks “continue to present an effective deterrent to theft” the NY Times and the AP picked up the story, exposing the problem in newspapers all across the country
• By the time the company announced the product exchange plan almost a week later, the “make-good” received very little coverage
• Even today the story lives on: lock buyers today will find today turns up 8 negative stories about this incident in the top 10 results of a Google search for “kryptonite lock”– but no mention of the problem being corrected and affected locks having been replaced
Wholistic for Social Demand?Proven Results - Just some of HP’s successes
Product Development Launch Sales/Promotion
TX-1000 Notebook Design• Goal: get credit for HP design/launch TX-
1000• Asked 200 bloggers/influencers to tell HP
what features they want in a notebook• Done in Ivy’s private forum (IN Network)• HP used suggestions which included what
they liked and disliked with competitors
Results• Features suggested were used in the TX-
2000• Valuable insight on competitors from
people that review 150+ systems a year• Influencers took credit for the HP design
and helped launch “the product they helped design”
• Began real relationship of listening and a true evangelization between HP and influencers that continues to grow
Dv2 Back to School - On/Offline• Goal: Drive sales during BTS and position
dv2 as a college must-have• Support overall campaign and drives sales1. Support HP’s NBA/dv2 microsite2. Content generation to showcase the dv23. Make the dv2 cool and a must-have for
students with college blogs throwing parties in a box using the dv2 to run the party. Locations: LA, Chicago, NYC
Results • 47% 1st month/71% 2nd month sales
increase (HPshopping.com) • 11.5+ million people saw the campaign
(Alexa)• 23,171 total Google back links• 300+ content assets created• Influencers continue to develop content
about their everyday use of the dv2 in college setting
HP’s 31 Days of the Dragon• Product in-market for 9 months• Provided 31 HDX “Dragon” systems to 31
influencers/bloggers to give away to readers over 31 days (one per site)
• Sites could give them away any way they wanted
• Google 31 Days of Dragon to see for yourself
Results• 84% sales increase HDX Dragon (m/m
HPshopping.com) • 20% increase in traffic to HPshopping.com• 10% increase in overall sales at
HPshopping.com• 380,000 Google links• 50+ million people saw the campaign
(Alexa)• 50% increase in traffic to
influencers sites
Search “Ivy Worldwide” and see what the market has to say about us
1. Social media marketing can work in ways traditional methods can’t or won’t
2. Influencers can and will drive sales and create a viral effect
3. A holistic program such as “31 Days of the Dragon” forces competitors to become reactive to your marketing
4. The combination of social media, CGM, search results and third-party endorsement from credible sources hits consumers where and when they are making buying decisions