Beyond First Base - Foundations for Excellence, Martin Hill-Wilson

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Our Social Times

Martin Hill-Wilson at Social Media Week 2013. Hosted by Our Social Times, 26/9/13

Business Education

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Beyond
1s t Base
F o u n d a t i o n s F o r E x c e l l e n c e

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Growth In Social
Customer Service

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Source: UK Consumer Advice Site
Service Failure
If you don’t get service right via your
traditional channels

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Service Failure

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Sample
23,000 U.S. online consumers who have interacted with a company
via social media
Goal
Measure the overall consumer experience (marketing & customer
service)
100 U.S. Brands
Airlines, Auto, Banking, Credit Card, Telecom And Utilities
Customer Priorities

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
“So many companies jump to the marketing
piece, but consumers are looking more and
more to social channels for support.”
Age Range Social Customer Service Social Marketing
18 to 29 43% 23%
30 to 49 39% 39%
50+ 18% 38%
Customer Priorities

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Adoption Trend

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Customer Journey

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
UK 80% access Twitter via mobile
Mobile+Social+Cloud=normal
Global 60% access Facebook via mobile/tablet

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Social’s Role in Multi-
Channel Strategy

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Tactical Response

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Social
Customer
Service?
Traditional
Customer
Service?
Social
Media
Strategy?
Social
Business
Strategy?
Customer
Strategy?
Strategic Response

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Voice of The Customer
“unleashed”

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Social Customer Service
1st Real Time Corporate Mirror

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!
Social Customer Service

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Lone Activist

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
As Editorial

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Only As Good As Your Last Positive Sentiment
UK Twitter Social Customer Care Leaders
As Personal Branding

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
As Corporate Branding
Source: Synthesio

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
As Corporate Branding
Service As The New Marketing?

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Organisational
Issues

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013 2
Listen + Act + Improve
Core Principles

Improving The Service Experience: Key Trends & Strategies
© Brainfood Consulting Ltd 2013
CUSTOMER
SERVICE
SALES
MARKETING
Do

Social

Service
Marketing
Sales
Core Principles

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Enterprise Transformation Workflow
25
1
Discover
5
Track
3
Debate
4
Action
2
Deep
Dive
6
Embed
NECESSARY

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Enterprise Transformation Workflow
SMS
1
Discover
5
Track
3
Debate
4
Action
2
Deep
Dive
6
Embed
ASPIRATIONAL

Beyond 1st Base – foundations for excellence
© Brainfood Consulting Ltd 2013
Closed Loop Management
R&D
FinanceManufacturing
Sales
Marketing
Distribution
Customer Service

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Beyond First Base - Foundations for Excellence, Martin Hill-Wilson

1. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Beyond 1s t Base F o u n d a t i o n s F o r E x c e l l e n c e

3. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Source: UK Consumer Advice Site Service Failure If you don’t get service right via your traditional channels

5. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Sample 23,000 U.S. online consumers who have interacted with a company via social media Goal Measure the overall consumer experience (marketing & customer service) 100 U.S. Brands Airlines, Auto, Banking, Credit Card, Telecom And Utilities Customer Priorities

6. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 “So many companies jump to the marketing piece, but consumers are looking more and more to social channels for support.” Age Range Social Customer Service Social Marketing 18 to 29 43% 23% 30 to 49 39% 39% 50+ 18% 38% Customer Priorities

9. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 UK 80% access Twitter via mobile Mobile+Social+Cloud=normal Global 60% access Facebook via mobile/tablet

10. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Social’s Role in Multi- Channel Strategy

12. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Social Customer Service? Traditional Customer Service? Social Media Strategy? Social Business Strategy? Customer Strategy? Strategic Response

14. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Social Customer Service 1st Real Time Corporate Mirror

15. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 CUSTOMER SERVICE IS NOW A SPECTATOR SPORT! Social Customer Service

18. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Only As Good As Your Last Positive Sentiment UK Twitter Social Customer Care Leaders As Personal Branding

20. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 As Corporate Branding Service As The New Marketing?

22. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 2 Listen + Act + Improve Core Principles

23. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Cross Functional VoC Core Principles Learn Fast Or Risk Killing Your Brand In Public

24. Improving The Service Experience: Key Trends & Strategies © Brainfood Consulting Ltd 2013 CUSTOMER SERVICE SALES MARKETING Do Social Service Marketing Sales Core Principles

25. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Enterprise Transformation Workflow 25 1 Discover 5 Track 3 Debate 4 Action 2 Deep Dive 6 Embed NECESSARY

26. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Enterprise Transformation Workflow SMS 1 Discover 5 Track 3 Debate 4 Action 2 Deep Dive 6 Embed ASPIRATIONAL

27. Beyond 1st Base – foundations for excellence © Brainfood Consulting Ltd 2013 Closed Loop Management R&D FinanceManufacturing Sales Marketing Distribution Customer Service

Beyond First Base - Foundations for Excellence, Martin Hill-Wilson

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