Social Customer Service is the
New Heart of Marketing
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Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand
and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley
2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Brien Hall is the Social Media Manager for Guest Services at AMC Theatres. He leads a team of social aces who make
sure your moviegoing experience is amazing. Previously, he was an original member and later supervisor of Time
Warner Cable's highly regarded social care team. @BrienHall
Dave Evans is the VP of Social Strategy at Lithium, based in Austin, TX. Dave has worked in social technology consulting
and development around the world and the author of best-selling "Social Media Marketing: An Hour a Day" and
"Social Media Marketing: The Next Generation of Business Engagement." Dave is a regular columnist for ClickZ, and a
frequent keynoter. @evansdave
Erna Alfred Liousas. As an analyst serving B2C Marketing Professionals, Erna focuses her research primarily on
social relationship marketing. Her work covers short-form content as well as best and next practices to strengthen
customer relationships. She also helps B2C marketers understand how to create and implement successful
approaches to social campaign strategies. Prior to joining Forrester, Erna was a consultant at a marketing strategy
firm. There she designed, developed, and facilitated marketing excellence programs for chemical, healthcare, and
technology sectors. @ErnaLiousas

Social Customer Service is the New
Heart of Marketing
Erna Alfred Liousas
Analyst
Forrester Research, Inc.
April 2015
@ErnaLiousas

Remember life before the internet?
Photo credit: http://digiwonk.wonderhowto.com/how-to/kiss-usps-goodbye-heres-digitize-your-mail-and-ditch-paper-for-good-0143933/, http://www.ruthlessreviews.com/20354/abcs-sales/ and http://www.majorhill.com/education/establishing-television-rules-for-your-
kids-this-summer/#/

Things have certainly changed . . .
http://www.bitrebels.com/social/social-media-sites-explained-kittens/

© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Empowered customers
have given rise to a new era

© 2015 Forrester Research, Inc. Reproduction Prohibited 10
With four market imperatives
Turn big data
into business
insights
Transform
the customer
experience
Accelerate
your digital
business
Age of the
Customer
Embrace
the mobile
mind shift

The expectation that
I can get what I want
in my immediate context
and moments of need.
The“Mobile Mind Shift”

© 2015 Forrester Research, Inc. Reproduction Prohibited 12
Social service sets the stage for marketing

forrester.com
Thank you
Erna Alfred Liousas
+1 617.613.6627
ealiousas@forrester.com
@ErnaLiousas

#SMTLive
Customer Care: The Heart of Marketing
Dave Evans,
VP, Social Strategy, Lithium
@evansdave

#SMTLive
Customers lead increasingly digital lives…
50%
66%
87%
of sales in 2017 will be
influenced by digital experiences
of consumers see call
centers as a last resort
seek help
online

#SMTLive
…while businesses remain challenged.
50%
66%
87%
of sales in 2017 will be
influenced by digital touch points
of consumers see call
center as a last resort
seek help
online
74%
33%
20%
report they have
a digital strategy
believe their approach to social customer
experience management is correct
think they have people
with the right technology skills

#SMTLive
What CEOs think:
Social will be a primary
way of engaging
customers within five
years.
Source: IBM

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What customers actually experience:
The majority of
tweets directly to
brands go
unanswered.
Source: Maritz

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What Marketers need to know:
Consumers are more
likely to buy from
companies who
respond.
Source. New York University

#SMTLive
Marketing and Customer Care are explicitly linked
from Customer Care…
…to Marketing

#SMTLive
Customer Care is the new “Heart of Marketing.”
Customer Care is a
primary contributor to
customer experience and
customer satisfaction.

#SMTLive
Customer Care: The Heart of Marketing
Dave Evans,
VP, Social Strategy, Lithium
@evansdave

#SMTLive
Brien Hall
Social Media Manager for Guest Services,
AMC Theatres
@BrienHall

#SMTLive
Where does Social Customer Service fit into the overall CS
process?

#SMTLive
How does social customer service work at AMC?

#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand
and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley
2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Brien Hall is the Social Media Manager for Guest Services at AMC Theatres. He leads a team of social aces who make
sure your moviegoing experience is amazing. Previously, he was an original member and later supervisor of Time
Warner Cable's highly regarded social care team. @BrienHall
Dave Evans is the VP of Social Strategy at Lithium, based in Austin, TX. Dave has worked in social technology consulting
and development around the world and the author of best-selling "Social Media Marketing: An Hour a Day" and
"Social Media Marketing: The Next Generation of Business Engagement." Dave is a regular columnist for ClickZ, and a
frequent keynoter. @evansdave
Erna Alfred Liousas. As an analyst serving B2C Marketing Professionals, Erna focuses her research primarily on
social relationship marketing. Her work covers short-form content as well as best and next practices to strengthen
customer relationships. She also helps B2C marketers understand how to create and implement successful
approaches to social campaign strategies. Prior to joining Forrester, Erna was a consultant at a marketing strategy
firm. There she designed, developed, and facilitated marketing excellence programs for chemical, healthcare, and
technology sectors. @ErnaLiousas

#SMTLive
Thank you to our sponsor
@lithiumtech

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Join us on Thursday
April 21st
Is the Death of Social Greatly Exaggerated?
Featuring Scott Monty & Robin Carey