View
3.019
Download
1
Category
Preview:
DESCRIPTION
Becky Carroll's speech during the opening luncheon for the inaugural Social Media Week Washington DC, at Ketchum. Topic- The Hidden Power of the Social Customer: Using social media to build customer relationships.
Citation preview
Understanding the Hidden Power of the Social Customer
Becky Carroll, @bcarroll7 Author, The Hidden Power of Your Customers
Social Media Week DC 2012
Customers ROCK! Copyright 2012 Becky Carroll
The Social Customer: Empowered like never before
It’s easier not to switch!
Customers ROCK! Copyright 2012 Becky Carroll
The Social Customer: More VOCAL than ever before
Customers ROCK! Copyright 2012 Becky Carroll
Social Media is everywhere
Customers ROCK! Copyright 2012 Becky Carroll
Social Media is everywhere
Customers ROCK! Copyright 2012 Becky Carroll
Social Media is everywhere
Customers ROCK! Copyright 2012 Becky Carroll
Customers want freebies…
Source: Cone Survey 2010
Customers ROCK! Copyright 2012 Becky Carroll
58% want a social media response
Customers ROCK! Copyright 2012 Becky Carroll
58% want a social media response
Only 22% receive one
Source: RIghtNow Technologies Customer Experience Impact Report 2010 North America
Customers ROCK! Copyright 2012 Becky Carroll
Customers ROCK! Copyright 2012 Becky Carroll
It’s all about the customer’s perspecQve
Customers ROCK! Copyright 2012 Becky Carroll
Social Media is not a
campaign, it’s part of a
strategy to build
rela%onships
Customers ROCK! Copyright 2012 Becky Carroll
The idea behind social media for business is to build a relaQonship over Qme with people that might benefit from your products and services.
Dharmesh Shah, Hubspot
Customers ROCK! Copyright 2012 Becky Carroll
Customer Loyalty: Social Media Sweet Spot
Customers ROCK! Copyright 2012 Becky Carroll
Millennials have brand loyalty
• 70% will keep coming back when they find a brand they like
• 58% willing to share more personal info with trusted brands
• 86% will share their brand preference online Source: The End of Business as Usual, Brian Solis, 2011;
Edelman Digital 8095 Report, 2/11
Customers ROCK! Copyright 2012 Becky Carroll
Millennials engage with brands
• 20% have a\ended a brand-‐sponsored event in the last 30 days
-‐ Of those, 65% purchased the featured product
• 25% have joined 7 or more brand-‐sponsored online communiQes
• 70% will try a new product and post an online review Source: The End of Business as Usual, Brian Solis, 2011; Edelman Digital 8095 Report, 2/11
Customers ROCK! Copyright 2012 Becky Carroll
Millennials have incredible influence
Within the past 30 days, Millennials recommended online…
• Food – 54% • Electronics – 39%
• Personal care – 37% • Clothing – 35% • Beauty – 35% Source: The End of Business as Usual, Brian Solis, 2011; Edelman Digital 8095 Report, 2/11
Customers ROCK! Copyright 2012 Becky Carroll
And it’s not just the young people
• Internet users 65 and older grew their usage of social media by 100% in the past year
• 26% of that age group now use social media
• And, Americans over 55 who are online grew from 1M in early 2009 to 10M in early 2010
Why? They are following their loved ones online. Source: The End of Business as Usual, Brian Solis, 2011; 2010 Pew Internet Research
Customers ROCK! Copyright 2012 Becky Carroll
Four Keys to Grow Business Using Social Media – it needs to ROCK
Relevant markeQng
Orchestrated customer experience
Customer-‐focused culture
Killer customer service
Customers ROCK! Copyright 2012 Becky Carroll
Customers ROCK!
Relevant markeQng
MarkeQng the way a customer wants to see it Orchestrated customer experience
Customer-‐focused culture
Killer customer service
Customers ROCK! Copyright 2012 Becky Carroll
It has to ma\er to the customer…
Customers ROCK! Copyright 2012 Becky Carroll
“We love Sanuk together”
Sanuk doesn’t heavily promote their products on social media – they promote their fans Focus: InteracQons, fan content
“Long distance High-‐Five!”
Source: Sanuk.com, The Hidden Power of Your Customers (Carroll)
Customers ROCK! Copyright 2012 Becky Carroll
Fans promote them in return
Customers ROCK! Copyright 2012 Becky Carroll
CEMEX Encourages Social Media InteracQon
Customers ROCK! Copyright 2012 Becky Carroll
InteracQons become viral sharing
Customers ROCK! Copyright 2012 Becky Carroll
All over the world
Customers ROCK! Copyright 2012 Becky Carroll
Rockwell AutomaQon: Making connecQons
“What's really cool is that, once your prospects are connected socially with your brand, you can coordinate that social connection with trusted thought leadership communication and coordinate it with direct activities the further they get into the funnel.” Source: B2Bonline.com
Customers ROCK! Copyright 2012 Becky Carroll
Customers ROCK!
Relevant markeQng
Orchestrated customer experience A coordinated, personalized experience your compeQtors cannot easily duplicate
Customer-‐focused culture
Killer customer service
Customers ROCK! Copyright 2012 Becky Carroll
The experience is everything…
Customers ROCK! Copyright 2012 Becky Carroll
Mixing Offline with Online: Foursquare
Customers ROCK! Copyright 2012 Becky Carroll
Mixing Offline with Online: Domino’s Pizza
Pizza box fliers promote Twi\er
Source: Social Media Examiner
Customer poses for photo-‐op
Customers ROCK! Copyright 2012 Becky Carroll
Consistency across touch points: Pinterest
Customer poses for photo-‐op
Customers ROCK! Copyright 2012 Becky Carroll
Enhance the experience: Paramount Hotel
Customers ROCK! Copyright 2012 Becky Carroll
Surprise and delight…
Customers ROCK! Copyright 2012 Becky Carroll
Customers ROCK!
Relevant markeQng
Orchestrated customer experience
Customer-‐focused culture Customers are in the DNA of the business
Killer customer service
Customers ROCK! Copyright 2012 Becky Carroll
It’s not about you…
Customers ROCK! Copyright 2012 Becky Carroll
It’s about the customer…
Customers ROCK! Copyright 2012 Becky Carroll
Hire for passion, fit – It’s a people business
Customers ROCK! Copyright 2012 Becky Carroll
FreshBooks focuses on customers
Customers ROCK! Copyright 2012 Becky Carroll
“We don’t have a social media strategy, we have a relaQonship strategy.”
Customers ROCK! Copyright 2012 Becky Carroll
Customers ROCK!
Relevant markeQng
Orchestrated customer experience
Customer-‐focused culture
Killer customer service
PosiQve interacQons that get virally shared
Customers ROCK! Copyright 2012 Becky Carroll
More than just lip service…
Customers ROCK! Copyright 2012 Becky Carroll
Social Media Response: Best Buy
Customers ROCK! Copyright 2012 Becky Carroll
Rockwell AutomaQon: Facebook and B2B
Where is my equipment?
Customers ROCK! Copyright 2012 Becky Carroll
Rockwell AutomaQon: Facebook and B2B
Where is my equipment?
Here is more informaQon
Customers ROCK! Copyright 2012 Becky Carroll
Innovate
Customers ROCK! Copyright 2012 Becky Carroll
Community and Idea Exchange: Gain Customer Insight
Customers ROCK! Copyright 2012 Becky Carroll
Delight your advocates…
Customers ROCK! Copyright 2012 Becky Carroll
And they will tell others
Customers ROCK! Copyright 2012 Becky Carroll
It’s NOT about the technology
Customers ROCK! Copyright 2012 Becky Carroll
It’s about the best customer experience
Customers ROCK! Copyright 2012 Becky Carroll
See you on Twitter! Becky Carroll Author, The Hidden Power of Your Customers
becky@petraconsultinggroup.com (858) 481-6373 (858) 692-4778 (cell)
Subscribe to my Business Blog - http://www.customersrock.net
Follow me on Twitter: http://twitter.com/bcarroll7
Friend me on Facebook: http://www.facebook.com/rebeccacarroll
Connect with me on LinkedIn: http://www.linkedin.com/in/beckycarroll
Recommended