1. A Brave New World: Emerging Customer
Relationships in Social Media
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Definition of Social Media
• Social media supports the human need for social
interaction, using Internet- and web-based
technologies in order to transform broadcast media
monologues (one to many) into social media
dialogues (many to many).
• It supports the democratization of knowledge and
information, transforming people from content
consumers into content producers.
Social media are media designed to be disseminated
through social interaction, created using highly accessible
and scalable publishing techniques.
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The Revolution of Social Media
Are you wondering what the impact of Social Media will
be on your company?
http://www.youtube.com/watch?v=sIFYPQjYhv8
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Social Media Opportunities
Social Media Options
Paid placement in major social networks
• MySpace
• Facebook
• YouTube
Monitoring social media
• Blogs
• Forums
• Search engines
Content development
• Videos
• Widgets
• iPhone Apps
Social book-marking campaigns
Link baiting
Reputation management
Drill down and identify the specific “social media” service
offering that will deliver the best ROI for your particular
business model and your particular business climate.
Challenges
Timely monitoring of consumer
opinions
Analyzing impact on brands and
products
Identifying online influencers
Tracking potentially harmful issues
Managing public relations crises
Voice of the Customer – 360° view
Developing a strategy to interpret,
trend, and analyze
• 9% of web users
produce 80% of all user-
generated content
• 26% of top search
results for the world’s 20
largest brands is
consumer-generated
(Jupiter Research)
• 75% of Internet users
research health (The
Neilson Company)
− 68% male
− 81% female
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Social Media Top Findings
59.1% of respondents use social media to “vent” about a customer care experience
72.2% of respondents research companies’ customer care online prior to purchasing
products and services
84% of respondents consider the quality of customer care in their decision to do business
with a company
74% choose companies/brands based on others’ customer care experiences shared online
81% believe that blogs, online rating
systems and discussion forums can
give consumers a greater voice
regarding customer care
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Entering the Social Media Revolution
What to look for in a listening platform:
• Set up and configuration of listening tools
• Monitoring processes including analyzing data, extract concepts, and identify
sentiment
• Analytics capability such as dashboards, reports, alerts, and external integration
• Multiple information sources and geographies/languages
• Consulting and analysis services including influencer analysis, new product
development, and market segmentation
• Market strategy – make sure that they can clearly articulate how they intend to
move from passive brand monitoring to active listening
• Market presence and strength of company
• Open API for data integration capabilities
• CRM integration
• Multi-tenancy
• Engagement workflow
Forrester defines listening platforms as:
A technology and analytics infrastructure that mines a wide variety of traditional, online,
and social sources to extract and deliver insights that shape a firm’s marketing strategy.
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Leading Social (Web 2.0) Software Vendors
Evaluation Criteria – Requirements
Leading software vendors:
• TNS Cymfony
• Techrigy SM2
• Radian6
• Nielson Buzz
• Visible Technologies
• Number of customers
• Csat
• References provided
• Number of support
resources
• Number of consulting
resources
• R&D as % of revenue
• Geographic reach
• Project plan provided
• Product roadmap
• Can the solution support
direct outreach
engagement?
• Filtering
• Automated sentiment
• Triage
• Manual sentiment
• Task assignment
• CRM integration
• Audit trail
• Open standards
• User identification
• Open API
• Multi-tenancy: separate
client data with single sign in
• Engagement workflow
• Respond through desktop
• Monitor blogs, forums,
Facebook, MySpace,
Twitter, consumer
satisfaction sites
• Number of sites monitored
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Leading software vendors:
• TNS Cymfony
• Techrigy SM2
• Radian6
• Nielson Buzz
• Visible Technologies
• Number of blog comments –
how far back, how deep
• Capture verbatims
• What demographics are
captured about poster?
• Languages supported
• Data extract for integration
with other channel data
• Sentiment analysis method
• Ranking of blogs based on
influence, reach, etc.
(including
profiles/psychographics of
key bloggers)
• Historical data retrieval –
how far back?
• Selectively respond to and
track posts (customer
service related, etc.)
• Audit trails
• Time delay in posting
mentions from web to
solution
• Filtering and segmentation
• Influencer analysis
• Workflow and engagement
management
• Social CRM and web
analytics integration
• Flexible commercial models
• Market presence
Leading Social (Web 2.0) Software Vendors
Evaluation Criteria – Requirements
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What’s Missing?
Accurate identification of of sentiment and influence
Product roadmaps that integrate into other tools to provide a multi-channel
approach to the voice of the consumer
Consulting and analytical services to take the data from multiple sources and
apply the insights generated to drive better business decisions across their
organizations
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Telerx Engagement & Analytics Model
Telerx 360º
Customer
Experience
Data
Texting
Social
Media
POS
Web
Self
Service
Chat
Phone
eMail
Social Media Interaction Agents
Traditional channel-based agents
[phone, email, chat, text, web]
Telerx Client
Public
Relations
Brand
Teams
Consumer
Affairs
Customer
Service
Analysis &
Insight
Monitoring/Listening/Engaging
Telerx Business
Analyst
Data
mining
Telerx Community
Manager
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Should I think about engagement?
You may not have a choice!
http://www.youtube.com/watch?v=YhXzM70CNrw&feature=player_embedded
One Social Media Interaction Can Reach a Multitude of
Consumers!
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Enter the Conversation:
Steps to Successful Social Media Planning
Determine business objectives and key metrics
• What are you looking to achieve?
• What metrics will help you understand your Social Media position and landscape?
Research social media landscape
• Benchmark current Share of Voice (SOV)
• If the competition is using Social Media, who is successful, who isn’t, and why?
Identify key influencers
• Bloggers, forum writers, etc.
Prepare for the worst, expect the best
• Defined rules of engagement
• Training (technology and service)
• Defined workflow
Trust is paramount
• Ask permission
• Proceed with caution
• Be forthright about your brand identity
• Engage and interact
• Commit to the medium
• Be willing to adapt
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Who Is The Social Media Audience?
Non Active: Those who are no longer using SM
Watchers: Those watching YouTube, reading blogs, downloading
podcasts
Sharers: Those using social networking sites, tagging online content
Commenters: Those who have rated a product, service or person
Producers: Those creating or working
on a blog or wiki
Curators: Those editing a wiki or
moderating a forum
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Social Media Rules of Engagement
Word of Mouth Marketing Association (WOMMA)
Code of Conduct:
Consumer protection and respect are paramount
• Don’t retweet or forward messages without authorization from the consumer
The honesty ROI: Honesty of relationship, opinion, and identity
We respect the rules of the venue
We manage relationships with minors responsibly
We promote honest downstream communications
We protect privacy and permission in a campaign
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Social Media Rules of Engagement
(continued)
Combination of Guidelines and Policy Around:
Work-related and personal blogging
Conduct
Friending and following rules
Confidentiality
Identity
Quality of post
Conduct
No obscene or abusive language can be used
You should not engage in any inappropriate discussion while on-line
Always be truthful
Never ask a blogger to write a fake endorsement
Never go off topic to promote something of personal use
Copyright
Always use a link to the original material if referencing
Abide by copyright laws
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Specific Rules of Engagement Template
When to Engage:
Media Request:
Adverse Event:
Sponsorship Request:
Product Suggestions:
Recalls:
Empowerment:
Need to define the level of empowerment CSR will have
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Best Practice for SM Response – The Five T’s
1. Transparency – always disclose your connection to the company in any social media engagement
2. Third Party – Cite additional sources rather than company-produced data
3. Timing – Take time to formulate responses but respond within a day - a delicate balance
4. Tone – no “corporate speak” or marketing jargon. Speak in the tone of the blog
5. Traffic – Focus on the most influential blogs. Research shows they carry the greatest WOM impact
Assess the
Blog Site
Assess Blog
Post
Develop a
Response
Avoid response to the
Specific post..continue to
monitor
Respond with fact-based
Information via blog comments
Rectify situation, respond &
Take action (e.g. replace
Defective product)
Use judgment based on
topic, blog influence, blogs
audience
Source: Corporate Executive Board, 2007
Negative post
Identified
Yes
Yes
Yes
Yes
No
No
No
No
Is the site a “hate site” for
bashing brands?
Is the post a rant, immature
Joke or ridicule?
Is there a factual error in
The post?
Was the post a result of
A negative experience?
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Who Should Engage? You May Have More
Talent and Expertise Than You Realize…
Identify existing talent and skills within your organization
Telerx survey overview
• 68% participation
• 66% of participants indicated they used social media.
• Top three types of social media by participant:
– Social Networking (Face book, Myspace)
– Video Sharing (YouTube, Stickam)
– Wikis (Wikipedia, PBwiki)
• 73% - spectators
• 44% - joiners
• 10% - collectors
• 2% - administrators of a site
• 6% - creators of content.
• Weekly usage:
– 32% - one hour or less a week on average
– 20% - two hours or less
– 5% - twenty hours or greater
• Twice as many individuals use social media for personal use over business use.
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The Rules Are Changing…Be Informed
Establish resources to work closely with the FDA or other regulatory agencies as
they continue to fine tune the guidelines
Make sure you know what type of activities are occurring across your
organization and develop a council to keep stakeholders educated
• Marketing
• Corporate Relations
• Legal
• Regulatory and Safety
Key legal concerns:
• Adverse Events
• Fair Balance
• Privacy
• Trademark and Copyright Protection
• Transparency
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Now I’m Engaged…
How Do I measure ROI?
Traffic
Interaction
Sales
Leads
Search Marketing
Brand Metrics
PR
Customer Engagement
Retention
Profits
• Source: Econsultancy – Chris Lake
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Direct and Indirect
Return on Investment and Branding
Marketing ROI for unnamed personal care brand – compared purchases
amongst shoppers not exposed to the campaign with purchases among
those who were
• Total consumer exposure: 76.9 million
• Percent of internet population was 40% at the time of promotion
• Total impressions: 1.1 billion
• Media outlay: 1 million
• Offline sales generated from the campaign: 1.21 million
• ROI: 28% (does not even include repeat sales from consumers exposed to the
brand)
Well Documented Stories
• Domino’s Pizza: Wayward employees – from potential PR nightmare to the
opportunity to do what’s right
• Zappos: Creating a culture of service right from the start and how social media
can be used by any level of the organization
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Interactive Session-Information Sharing
Best Practices associated with building online relationships
Tools and methods in order to support this new channel
How to leverage direct (through your contact center) and indirect (social
media) consumer feedback in order to create meaningful insights
throughout your organization
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Thank You for Your Time
Michael Ewing
VP of Business Development
Phone: 661-297-5443
Email: michael.ewing@telerx.com
www.telerx.com
