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

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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

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Source: Oracle 2011 Customer Experience Impact Report, January 2012

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“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

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79%… of consumers sharing poor experiences

online were ignored.

Our Reality

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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

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The number of people that choose to

communicate using social media are

measured in the 100s of millions

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million users1,110

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million users500

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million users1,000

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million users200

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million users190

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million users172

33FSSM, London 14 May 2013 14 @simonjryan

700300100

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So we learned to monitor and

report Quantity of

conversations

Nature of

conversation

s

www.edfenergy.com/energy-of-the-nation

Capability to Explain

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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

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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

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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

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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

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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

Facebook

8 Steps To get The Most From Social Media

Monitoring

The

6 Fundamentals of Enterprise Social

Media

Source for Social Media User Data

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Get found

Become liked

& trusted

Stand out

Get referred

Be remembe

red

Get even better

Measure

Content

Matters

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