UCLA Social Media for Business

Jeff Nolan@jeffnolan

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The State of the Satisfaction• Customer online influence continues to grow 

– 78% of American adults use internet (PEW report)

– FB is world’s third largest country (behind China/India)

– 40% of mobile users use a smart phone (Nielsen)

• Social Technology Market is defined– Social CRM declared by Gartner as a $1B market

• Social is core to growth  – 20% of CMO's budget allocated to social

– Executive level and cross-functional visibility and support

• Get Satisfaction: 65,000 communities, 4+ million user profiles

• 40 million unique visitors per month to our network

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Anywhere

Customer engagement anywhere– Website

– Facebook/Twitter/Social Networks

– Mobile

– Search

– Language

Get Satisfaction is the leading customer engagement platform that helps 65,000 companies build better relationships with

their customers and prospects.

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Anywhere

We humanize customer relationships by helping companies engage in open,

honest conversations with their customers, wherever they are.

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The conversatio

n is happening

Content drives

customer service and marketing

Authenticity is about

trust

“Controlling the conversation is

like trying to force a date to

go well”- Chis Brogan

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Old:

Company

Employees

Systems

Channels

Customers

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New:

Customer

Employees

Systems

Presence

Values

Competition has changed forever.To compete effectively, companies must become customer-obsessed.

Photo by joiseyshowaa via Flickr

We’re living in the Age of the Customer

Source: Forrester ResearchJosh Bernoff, June2011

A customer-obsessed company focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers.

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Social Media

Social Business

Social CRM

Social Commerce

“To compete in this brave new world, we must unabashedly embrace the uncertainty of human contact.”- can’t remember…

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1.0… 2.0… Social…

ProcessesCompany focus

TransactionsCentralized

Content management

ConversationsCustomers at the centerRelationshipsDispersedContent curation

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Competitive Focus Shift

Influence!

• Organization• Processes• Strategy

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Marketing Use CaseMake community an essential part of marketing

Build brand & generate leads

Blend social throughout your website

Feature customer praise and Q&A to prospects

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e-Commerce use CaseEmbed customer product praise within purchase flow

Customer advocates & product champions answer pre-sales questions

Identify & highlight customer conversations that improve commerce conversion

Community& FAQs

DeliveryInfo

ServiceReviews

ProductReviews

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Support Use CaseEmbed your support community anywhere on your website

Prioritize top support issues

Easily link support answers to specific product pages

Generate dynamic FAQs from trending questions and embed anywhere

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Product Feedback Use CaseBuild the products and features your customers actually want

Create trial or beta communities for customers to share ideas

Generate and capture buzz for product launch

Social Web Meets Business Process

Support

Marketing

Commerce

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4 Strategies

For Sustainable Competitive Advantage

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Dramatic Pause…

1. Seek real-time insights to build products customers will embrace

Invest in social listening

Strategic research, not slow surveysIdentify latent needs

2. Spend on customer experience and customer service

Free call center slaves Invest in customer experience

3. Fund sales channels that deliver intelligence, not just push

Prioritize end users over channels Obsess about repeat business over new

4. Shift marketing away from one-way ads to useful interactive content

Measurable social apps

Instantly valuable mobile apps

Useful content

“Enables us to build the right product”---- TechSmith

“75% reduction in support tickets”---- Mint.com

“A marked improvement in our Net Promoter Score”---- Yola

300% Increase in Customers5x Increase in Order Volume30% Decrease in Support Contacts0 New Employees to Manage

50% decrease in support costs53% decrease in support

contacts42,000 unique visitors per week

66 employees contributing

Growth: Proven Customer Results

Daily Customer Communications

First Call Resolution Rate

Startup Time10 Minutes!

Number ofParticipants

MoneySaved

TopicsCreated1,200

Number of Support Tickets:

Before

After

80% INCREASE in Community Traffic

80% DECREASE in Support Requests

96,000 Community Members26,000 Community Topics

The Company We Keep

400 Second Street, Suite 400San Francisco, CA 94107(877) 339-3997 TOLL-FREE

getsatisfaction.comtwitter.com/getsatisfaction