Capgemini Social Media Management Attensity Presentation

Social Media Engagement
“Acquire to Inspire”
June 2012

The Hyper-connected World

In today’s competitive business environment where a
customer can take their business to your competitor
with the click of a mouse, knowing and predicting
what customers want, and then engaging them on
that basis, becomes a lynchpin to success.
Paul Cole, SVP
Customer Operations Management, Capgemini

If you make customers unhappy in the physical world, they might each tell 6 friends. If you
make customers unhappy on the Internet, they can each tell 6,000 friends. –
Jeff Bezos, CEO at amazon.com

BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved 2

Hyper-Connected World – Key priorities
Customer Insights and Customer service driving the top most priorities for
companies.

McKinsey Global Survey – Minding your Digital Business


Hyper-Connected World – Key priorities
How Fast do you expect companies
to Respond to a post on their Brand
FB page How Fast do you expect companies to
Respond to a tweet on their Brand
Twitter page

51% within the
same day
53% within 2
hours
Consumer Views of Live Help Online 2012, A Global Perspective, Oracle


Market Maturity

Leaders like
Zappos, LL
Bean and a few
others

Early Adopters
– Starbucks,
Comcast, Best
Buy, among
others.

Most
Companies at
Level 1-2

Source: Cisco, The Social Customer


Social Media and the Customer Lifecycle

Customer Lifecycle
Reach Acquire Develop Retain Listen / Inspire

Convert Neutral Leverage brand
Generate Awareness Proactive resolutions Reward Social Media
perceptions into Engagement advocacy across the
Proactive Messaging published
positive outcomes community.


Value Chain for leveraging the Potential of Social Media in
understanding the consumers/end users

Monitor Analyze Response

Listening & Monitoring of Deep Customer Analytics Social Media Engagement
conversations
• Engage in product
• Brand/Product • Competitive Benchmarking conversations
information • Purchasing Patterns • Convert Neutral Conversations
• Sentiment • Root Cause Analysis • Problem Resolution
• Conversation Themes • Price sensitivity • Social 911 (Disaster Recovery)


Develop – Customer Insights


Consumer Products – Sports Video Game

Objective
• Are there any conversations about the product in Social
Media?
• Correlate the Marketing events to Social Media buzz?
• What are the reviews of the product, during Demo and actual
Launch?


Volume by Game: Overall and Languages


Volume by Game: Trend Comparison


Key Sentiment Drivers into Action

Positive Negative

played X12 demo.....cant wait for X12 tactical is the worst idea ever, very
the full version... !! hard to play

Official X12 Soundtrack Is Filled Don't think I'm going to buy X12, the
with Breakthrough Hits game play was terrible on the demo
87% Positive
13% Negative

Leverage positives as Control the messaging by
testimonials and revenue understanding the
generation opportunities negative comments.


Gamer Generated Content

Breakdown of X12 Breakdown of Z12
Gamer Generated Content Vs. Gamer Generated Content

Pre Sales feedback can be Drill down into who is buying
leveraged to convert desire to the competitions product and
purchase why


Volume by Game: Retail Connection

Campaign effectiveness by
retailer.

Push targeted content by
retailer.


Outcomes

• There are a significant number of conversations taking place
about the product.
• 37% of the conversations revolve around a desire to play the
new product.
• Focus spend on marketing events that cause the most social
buzz.
• Identified 2-3 different best practices from the competition.
• Control the messaging around certain game features.


Develop, Retain & Inspire – Response Model


Financial services – Under Banked Cards, Q, X, Y & Z

Objective
• Are there any conversations about our products in Social
Media?
• What are these conversations about?
• Who are the people talking about us?
• What can we do to address them?


Social Media Respond


Data and Noise Overload


Decision Tree


Convert Data Overload to Actionable Insights


Outcomes

• There are a significant number of conversations taking place,
growing at a rapid 22% month over month.
• 70% of their conversations revolve around Product queries
and transaction issues
• 15%-20% of these conversations were negative in nature, with
a potential to significantly impact the brand.
• 100% engagement of all product related and customer service
related issues.
• Identified key influencers in unknown or new market
segments that could generate new revenue streams.


Capgemini Social Media Management Solutions


Rohit Kapoor
T: @rohkapx1
C: +1.512.586.5093
E: rohit.kapoor@capgemini.com

The information contained in this presentation is proprietary. ©2011 Capgemini. Social Media Management
BPO |
All rights reserved

If you have any comments or questions, please contact Rohit Kapoor or
Attensity:

www.attensity.com Rohit Kapoor
Toll Free: (800) 721-0560 +1.512.586.5093
Email: sales@attensity.com rohit.kapoor@capgemini.com
Follow us on Twitter: @Attensity @rohkapx1
http://twitter.com/attensity

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Capgemini Social Media Management Attensity Presentation

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