Becky Carroll - Social Media Week Washington DC 2012

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!


The Social Customer: More VOCAL than ever before


Social Media is everywhere






Customers want freebies…

Source: Cone Survey 2010


58% want a social media response


58% want a social media response

Only 22% receive one

Source: RIghtNow Technologies Customer Experience Impact Report 2010 North America



It’s all about the customer’s perspecQve


Social Media is not a

campaign, it’s part of a

strategy to build

rela%onships


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


Customer Loyalty: Social Media Sweet Spot


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


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


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


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


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!

Relevant markeQng

MarkeQng the way a customer wants to see it Orchestrated customer experience




It has to ma\er to the customer…


“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)


Fans promote them in return


CEMEX Encourages Social Media InteracQon


InteracQons become viral sharing


All over the world


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!

Relevant markeQng

Orchestrated customer experience A coordinated, personalized experience your compeQtors cannot easily duplicate




The experience is everything…


Mixing Offline with Online: Foursquare


Mixing Offline with Online: Domino’s Pizza

Pizza box fliers promote Twi\er

Source: Social Media Examiner

Customer poses for photo-‐op


Consistency across touch points: Pinterest

Customer poses for photo-‐op


Enhance the experience: Paramount Hotel


Surprise and delight…


Customers ROCK!

Relevant markeQng


Customer-‐focused culture Customers are in the DNA of the business



It’s not about you…


It’s about the customer…


Hire for passion, fit – It’s a people business


FreshBooks focuses on customers


“We don’t have a social media strategy, we have a relaQonship strategy.”


Customers ROCK!

Relevant markeQng




PosiQve interacQons that get virally shared


More than just lip service…


Social Media Response: Best Buy


Rockwell AutomaQon: Facebook and B2B

Where is my equipment?


Rockwell AutomaQon: Facebook and B2B

Where is my equipment?

Here is more informaQon


Innovate


Community and Idea Exchange: Gain Customer Insight


Delight your advocates…


And they will tell others


It’s NOT about the technology


It’s about the best customer experience


See you on Twitter! Becky Carroll Author, The Hidden Power of Your Customers

[email protected] (858) 481-6373 (858) 692-4778 (cell)

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