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79% of complaints posted on social media are ignored by brands. Are you in the 21%?
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EMPLOYING SOCIAL MEDIA IN CUSTOMER SERVICEFinancial Services Social Media London Conference. Tuesday 14 May 2013
SIMON J. RYAN Formerly Global Customer Marketing Manager - Aviva and Aviva Investors
@simonjryan
Our Reality
Capability to Measure
The Economic Benefit
Capability to Engage
What You Can Do
Agenda
FSSM, London 14 May 2013 2 @simonjryan
Trust is more valuable than gold
Brands have to be experiential to be
real
Everyone, and I mean everyone has
less time than money
Consumers have no time to sit on hold
89% of consumers began doing
business with a competitor following
a poor experience
Our Reality
FSSM, London 14 May 2013 3 @simonjryan
Source: Oracle 2011 Customer Experience Impact Report, January 2012
FSSM, London 14 May 2013 4
“Nothing influences people more than a
recommendation from a trusted friend”Mark
Zuckerbe
rg
41%… of consumers who use social media are
actually
influenced by positive and negative
comments
about brands and companies on social
media sites.
Source: YouGov, April 2012
Our Reality
FSSM, London 14 May 2013 5 @simonjryan
79%… of consumers sharing poor experiences
online were ignored.
Our Reality
FSSM, London 14 May 2013 6 @simonjryan
Source: Oracle 2011 Customer Experience Impact Report, January 2012
60% …of the way through the purchase decision
before engaging a provider
The average customer is…
Source: CEB Marketing Leadership Council, March 2011
Our Reality
FSSM, London 14 May 2013 7 @simonjryan
The number of people that choose to
communicate using social media are
measured in the 100s of millions
FSSM, London 14 May 2013 8 @simonjryan
million users1,110
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million users500
FSSM, London 14 May 2013 10 @simonjryan
million users1,000
FSSM, London 14 May 2013 11 @simonjryan
million users200
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million users190
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million users172
33FSSM, London 14 May 2013 14 @simonjryan
700300100
FSSM, London 14 May 2013 15 @simonjryan
FSSM, London 14 May 2013 16 @simonjryan
So we learned to monitor and
report Quantity of
conversations
Nature of
conversation
s
www.edfenergy.com/energy-of-the-nation
Capability to Explain
FSSM, London 14 May 2013 17 @simonjryan
Capability to Produce
Insight
www.metro.co.uk/olympics/907250-twitters-olympic-mood-beamed-to-world-from-edf-energy-london-eye
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Negative sentiment has most influence on sales
Neutral messages carry brand messages – effective for reaching early adoptersPositive feelings are persuasive for brands with have high recognition
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Source: A dynamic model of the effect of online communications on firm sales Garrett P. Sonnier , Leigh McAlister , and Oliver J. Rutz Marketing Science June 2011 mksc.1110.0642
We can estimate the impact on sales
Capability to Predict
FSSM, London 14 May 2013 20 @simonjryan
Beyond this you have the
opportunity to
listen to, talk with and support
your
customers but also their
networks and
any potential customer
Customers can’t always tell you what they want, butthey can tell you what’s wrong
FSSM, London 14 May 2013 21 @simonjryan
MonitorEngageRespondEscalate
Insight
Digital
ResponseUnit
Capabil
ity to
CustomerService
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Useful Metrics
88%Issues
Resolved
25%F/U
Customer Advocacy
Post
1,000*DRU
Service Engagem
ents
78%Customer
s Responde
d
* Example Volume
780 687 172
Reach can be x 500 each post!
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• People talk about brands and what they say
affects sales
• Social media enables consumers views to
reach beyond their immediate networks
• Having an increased effect on sales
• Social media allows us to track, measure and
engage with what is being said
• This information can predict earnings
…earnings drive
share price
Conclusion
FSSM, London 14 May 2013 24 @simonjryan
You have an incentive to get involved
in the social media process
Action
Positively manage anything leading to negative situations in social media
Combine your social media insight with all the other data you have collected into a single view of those topics
FSSM, London 14 May 2013 25 @simonjryan
Thank you
Simon J. Ryan Social Advisors Ltd.
E Mail simon@socialadvisors.co.uk
Twitter @simonjryan
Web www.socialadvisors.co.uk
Telephone +44 20 3086 8396
Further Reading
How
to Deal with Detractors on
8 Steps To get The Most From Social Media
Monitoring
The
6 Fundamentals of Enterprise Social
Media
Source for Social Media User Data
FSSM, London 14 May 2013 26 @simonjryan
Get found
Become liked
& trusted
Stand out
Get referred
Be remembe
red
Get even better
Measure
Content
Matters
FSSM, London 14 May 2013 27 @simonjryan
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