Using Social Data To Enhance The Customer Experience

1

#CX  

UGENS  

2

#CX  

2  

Ca)e  Ivey  Cou)nho  VP  of  Client  Partnerships  at  Insightpool  @ca)ecou)nho  

3

#CX  

Establish  a  Genuine  and  Unique  Voice  1  

4

#CX  

How  Social  Media  Impacts  the  Customer  Journey  

Know  How  You  Want  Your  Audience  To  Feel  

Establish  a  Genuine  and  Unique  Voice  

I’ve  learned  that  people  will  forget  what  you  said,  people  will  forget  what  you  did,  but  people  will  never  forget  how  you  made  them  feel.  

5

#CX  

Understand  Your  Customers    in  a  New  Way  2  

6

#CX  Understand  Your  Customers  in  a  New  Way    

Characteris/cs    

Demographics  

VS  

7

#CX  Understand  Your  Customers  in  a  New  Way    

Know  How  You  Want  Your  Audience  To  Feel  

By  2020,  social  data  will  increase  600%,  75%  of  which  will  be  created  by  customers,  not  businesses.  

8

#CX  Understand  Your  Customers  in  a  New  Way    

Know  How  You  Want  Your  Audience  To  Feel  

By  2020,  social  data  will  increase  600%,  75%  of  which  will  be  created  by  customers,  not  businesses.  

9

#CX  

Build  Deeper,  More  Authen)c  Connec)ons  

3  

10

#CX  

Remain  Human  and  Empathe)c    

Discover  the  Audience’s  Wants  and  Needs  

Build  deeper,  more  authen)c  connec)ons  

11

#CX  

Partnering  with  CCM  Hockey  to  Power  Word  of  Mouth  

Iden/fied  highly  engaged  poten/al  audiences  interested  in  relevant  topics  1  

Custom  engagement  and  ac/va/on  campaigns  focused  on  interac/ve  messaging  and  benefits  of  customiza/on  2  

Drove  highly  engaged  par/cipants  into  a  UGC  program  that  allowed  them  to  share  their  Goalie  Customizer  experiences  

3  

Key  Results  

55,314  reached  (targets  and  

their  networks)  

51%  acquisi/on  

487%  click  rate  (clicks/tweets)  

CCM,  the  legendary  hockey  brand,  wanted  to  build  awareness  around  their  new  business  line  –  The  Goalie  Customizer  –  to  current  loyal  audience  and  poten/al  new  users.  

12

#CX  Build  Deeper,  more  Authen)c  Connec)ons  

Start  using  social  to  show  genuine  customer  love…  

13

#CX  Build  a  Deeper,  Authen)c  Connec)on  

…and  you’ll  be  amazed  at  the  results!  

14

#CX  

Listen  to  Customers    &  Respond  with  Insights  4  

15

#CX  Partnering  with  DoubleDutch  to  Power  Word  of  Mouth  

Iden/fied  poten/al  event  aRendees  interested  in  relevant  topics.  1  

Custom  engagement  and  ac/va/on  campaigns  focused  on  booth  incen/ves  and  educa/onal  sessions.  2  

3  

Key  Results  

DoubleDutch,  the  leading  provider  of  event  tech  solu/ons,  wanted  to  build  awareness  around  their  event  booth  –  IMEX–  to  relevant  event  aRendees.  

Drove  buzz  around  DoubleDutch’s  presence  at  the  event  as  well  as  relevant  traffic  to  their  booth.    

98%    like  rate   3.5K  

expanded  impressions  

560%  click  rate  (clicks/tweets)  

16

#CX  

Engage  with  Customers  Over  Time  5  

17

#CX  

Re-­‐imagining  ongoing  customer  engagement:  

18

#CX  

Rela)onships  take  )me…consistency  is  key.    

19

#CX  

The  Future  of  the  Customer  Experience  &  Social  Data  6  

20

#CX  

We  expect  technology  spend  by  CMOs  to  increase    

10x  in  10  Years  From  $12  billion  to  $120  billion  unlocking  a  huge  opportunity  for  marke)ng    Technology  companies  and  opening  the  door  

To  the  decade  of  the  CMO      

21

#CX  The  MadTech  Catalyst  

MADTECH in  10  years  10x  

$120  Billion  per  year  

22

#CX  

Insightpool’s  plaYorm  is  the  leading  resource  for  marketers  to  find  untapped  social  audiences  and  drive  them  into  relevant  word  of  mouth  engagement  paths.  

Powering  Predic)ve  Word  of  Mouth  Marke)ng  

a  

Predic/ve  modeling  iden/fies  high  engagement  poten/al  social  audiences  

Streamlined  campaign  and  nurture  track  

interface  

Robust  analy/cs  and  insight  engine  with  predic/ve  

learning  paths  

How  Do  We  Do  This?  

23

#CX  Q&A  

Contact  us  today:  Insightpool.com  marke/[email protected]  @Insightpool.com  

hRp://bit.ly/1lUZYZ6