2. ETC s Goals: Influencer Engagement
As ETC looks to further authentic conversation and
engagement with SCRM influencers, an independent
community offers distinct advantages:
Aligns ETC with trusted SCRM/social customer service
influencers
Produces winning custom content
Generates top quality leads
Drives site registrations
Gives ETC people a voice and help them shine
Provides a promotional platform for other ETC assets
and initiatives
Establishes ETC as the trusted authority for LOB
Influencers
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3. The Social Customer: Sponsorship Drives Visits
The Social Customer Year 1 visitation compared to other CCG communities
Sustainable Cities
Collective
The Social Customer
SmartData Collective
The Customer Collective
The Energy Collective
3
4. Social Customer Performance: Year 1 Metrics
The Social Customer Year 1 performance
Target/
Total +/-
Benchmark
Site registrations 5,751 1,605* + 258%
Leads delivered 3,979 2,100 + 90%
* Average year-1 registrations for three other CCG
communities sponsored from outset.
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5. A Community of Leading Influencers
We’ve succeeded in recruiting some of the most respected names in customer
service and SCRM as the ambassadors of the site.
Brent Leary Esteban Kolsky Frank Eliason
Co-Founder, CRM Former Gartner Senior Director for
Essentials LLC. Analyst, focused on Comcast's National
Customer Service Customer
and CRM research. Operations.
Principal, ThinkJar
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6. The Social Customer s Newest Influencers
Introducing our two new ambassador adding to an impressive roster.
Emily Yellin Paul Gilliham
Author of Your Call Director of
Is (Not That) Customer
Important to Us and Marketing with
longtime contributor Lithium
to The New York Technologies
Times
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7. The Social Customer On the Web
The Social Customer resonates across the web.
Here are examples of the notable coverage our
premium content has garnered:
Sangeeta Haindl- Justmeans
News Writer on The Social
Customer Engagement Index
Teresa Basich- Radian 6 on
The Social Contract eBook
CRMBlogs on The Social
Customer Engagement
Index
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8. A Platform for Internal ETC Thought Leaders
John B, Director of Product
Placement, ETC
4 Comments
1345 Reads
21 Tweets
Peter D, Head Business
Influencer Group, ETC
3 Comments
3555 Reads
371 Tweets
Margot V, Head Business
Influencer, ETC
3 Comments
1445 Reads
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9. Revised Timeline of Premium Content 2012-13
Jan to June- Premium Content:
• The Social Contract eBook
• The Future of Customer Service
Webinar
July to Dec- Premium Content:
• The Social Customer Engagement Index White Paper
• Sentiment Analysis for Customer Service Webinar
• Metrics for Customer Service eBook
• Commissioned Posts
Additional 2012 and 2013- Premium Content:
• How are Companies Using Social Technologies Webinar
• Best Insights in Customer Care 2012 eBook
• The Social Customer Engagement Index Benchmark Study
• Commissioned Posts
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10. The Social Customer Search Terms
Google search term referral
indicates that The Social
Customer is well-targeted and
effectively indexed for search
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11. Recommendations for Commissioned Content
A community is as vibrant as its content. We surveyed our ambassadors and
select community members for topical suggestions that are of immediate
interest to the SCRM industry. We crossed referenced these with leading
search terms, and compiled the following list we propose to commission:
Internal social tools for knowledge management
What does the customer service revolution in B2C mean
for B2B?
Overcoming corporate cultural barriers to the adoption
of social tools for customer service
Building customer loyalty
The power of ‘Yes’
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12. 2012 Moving Forward
While 2012 is off to a solid start for the ETC and Social Customer partnership,
the best is yet to come. By no means are we looking to rest on our laurels. We
are committed to producing the best content that:
Delivers and exceeds our lead and registration KPI’s
Provides a platform to showcase ETC content and best practices
Fosters the best aspects of an engaged community
Provides the flexibility to revise and try something new
Never shies from ‘What else?’
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