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My keynote presentation of April 12 2011 at the Interactive Intelligence EMEA Partner Conference in Lisbon.It's about why the future of marketing lies in customer service...
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12 April 2011 John Meulemans
Social Media&
Customer ServiceInteractive Intelligence
EMEA Partner Conference
GOODMORNING
SOCIAL STRATEGY & CONCEPTS, SPEAKER, BLOGGER.
QUESTION:PUT YOUR HANDS UP IF YOU USE...
FOURSQUARE
#inin@j0hn
#inin @j0hn
MEET DAVE
MEET DAVE
AG
EN
DA
“UNITED BREAKS GUITARS”
ESTIMATED COSTS FOR UNITED
$180M
NOWADAYS
THIS COULD HAPPEN TO ANY BRAND
AND IF IT AIN’T
YOUR CUSTOMERS
IT’S YOUR PERSONNEL
SOCIAL MEDIA & CUSTOMER SERVICE.
AGENDA
SOCIAL MEDIA
LANDSCAPE
THE PROBLEM WITH
SOCIAL MEDIA
6 REASONS
TO EMBRACE SOCIALESPECIALLY YOU!
Kudo’s to @armano, @mzkagan & @owyang
TRENDS
AND SOME OTHER PREDICTIONS
SOCIAL MEDIALANDSCAPE
TIME FOR SOME ACTION
SOCIAL MEDIA LANDSCAPE QUIZ
Question 1: Which answer is true?
a) 40% is older than 35b) 50% logs in every dayc) Average time per visit is 20 minutesd) 70% of the users are non-USe) All of the above
Question 2: 34 hours of video is being uploaded each...
a) Dayb) Hourc) Minute
Question 3: The number of pictures on Flickr?
a) 3Bb) 5Bc) 30B
Question 4: What do Lostpedia, Wookiepedia and Trivialibrary have in common?
a) Developed by brandsb) Episodes of Lost c) Wiki’s
My favorite wiki
Question 5: What’s the average number of tweets per day?
a) 5.000.000b) 10.000.000 c) 45.000.000d) 90.000.000
Question 6: Which Foursquare stats are correct?
a) 99% checks in at least onceb) 79% checks in at a minimum of 25 venuesc) 77% checks in more than 30 times a monthd) All of the above
PS: 8 M users in April 2011. Growth now 1M users per month.
For the die-hards still standing!What’s the number of Facebook users worldwide?
600+M
If Facebook were a country, it would be the...?
3rd biggest country in the world
What’s the average number of tweets per second?
750 (with a 3.085 record during a game of Lakers - Celtics)
What’s the number of video’s watched on Youtube per day?
100 million
How many Wikipedia articles are there?
14 million
What do all these examples have in common?
A new culture of sharing ‘information’:1: Worldwide growth of the internet population2: Massive growth in use of social networking3: Increase of sharing in general
It’s about sharingPeople 'connect' and exchange 'information'
RESULTS: A NEW REALITY OF TRANSPARENCY
WHY IS THIS INTERESTING?
THE PROBLEM WITH
SOCIAL MEDIA
SO WHY DO SO MANYSOCIAL MEDIA INITIATIVES FAIL?
HORSELESS CARRIAGE SYNDROME
30 maart 2011
DEFINITIE
?
Websites where people connect and exchange information in order to get what
they want from each other.
[definition]
Visie op social
Websites where people connect and exchange information in order to get what
they want from each other.
Wait a minute... isn’t that....
THE INTERWEBS? A.K.A. THE SOCIAL WEB.
BECAUSE THE TECHNOLOGYTHAT MAKES SOCIAL MEDIA SOCIAL IS EVERYWHERE
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DEFINITIE
ALMOST EVERY WEBSITE HAS ‘SHARE THIS’ BUTTONS.
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SOCIAL EMAIL, VERY INTERESTING OPPORTUNITIES.
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DEFINITIE
SOCIAL SEARCH +1
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DEFINITIE
SOCIAL GOES MOBILE.
30 maart 2011
DEFINITIE
FACEBOOK INTEGRATION OF PS3 AND XBOX.
30 maart 2011
SOCIAL ADS.
CONCLUSION:THE SOCIAL WEB IS EVERYWHERE, ALWAYS...
CAMPAIGNS STOP, CONVERSATIONS DON’T.
SOCIAL IS STRUCTURALCAMPAIGNS ARE ACTIVATIONS
SOCIAL MEDIA: A MARKETING & SALES EFFORT?
R&D PRIT HR SALES MARKETING CUSTOMERSERVICE
SOCIAL TOUCHES ALL OF THESE.
HUGE IMPACT ON SKILLS AND PROCESSES.
TELL ME AGAINWHY IS SOCIAL MEDIA SO INTERESTING?
6 REASONSTO EMBRACE
SOCIAL
9 out of 10 Internet users visited a social networking site each month in 2010
90%
10%
SOCIAL NETWORKINGREASON 1
PEW Internet 2011
Social networking is the most popular online activity
0%
5%
10%
15%
20%
25%
30%
22,7%
10,2%8,3%
SOCNETS GAMES E-MAIL
TIME SPENT ONLINEREASON 2
Forrester 2010
The problem with corporate communication
TRUSTREASON 3
Edelman 2009
70% trusts experts
above their friends
INFLUENCERSREASON 4
Edelman 2011
SOCIAL DEMOCRATIZES COMMUNICATIONSREASON 5
SOCIAL MEDIA IS
WORD OF MOUTH
ON STEROIDS
REASON 6
AND WHY IS THIS IMPORTANT
FOR YOU?
IT’S ALL ABOUT...
CUSTOMER SERVICE!
THERE IS NO CONTROL.ONLY THE IDEA OF CONTROL.
MAKE SURE WHAT THEY SAY ABOUT YOU IS POSITIVE.
WELCOME TO THE THANK YOU ECONOMY.
BE REMARKABLE: ZAPPOS GETS IT.
IT’S ABOUT GIVING.
SOLVING PROBLEMS.
>THE CUSTOMER WILL DO THE MARKETING FOR YOU.
EXTENDING CUSTOMER SERVICE.
AND THESE WEREONLY THE NEGATIVE EXPERIENCES!
FIND AMBASSADORS.FACILITATE & ACTIVATE THEM.
FIND INFLUENCERS. ENGAGE THEM. INVOLVE THEM.
FIND HOTSPOTS. INTEGRATE IN COMMUNICATION.
MONITORING SOLUTIONS PROVIDE INSIGHTS.
CUSTOMERS CAN ALSO HELP EACH OTHER.
SO LET ME REPEATTHE BASIC PRINCIPLES OF
THE SOCIAL WEB & CUSTOMER SERVICE
THE BASICS PRINCIPLES
LET GO THE IDEA OF CONTROL
YOU BETTER BE REMARKABLE, IT PAYS OFF
RESPOND TO BOTH NEGATIVE AND POSITIVE POSTS
YOU GIVE MORE, YOU GET MORE
FOCUS ON INFLUENCERS
DON’T FORGET AVERAGE JOE
SCALE YOUR INITIATIVE WITH AMBASSADORS
CHECK.
TRENDSAND SOME OTHER PREDICTIONS
SOCIAL CRM: INTERACTIVE INTELLIGENCE + BUZZIENT & RIGHTNOW RADIAN6 & SALESFORCE.
CUSTOMER SUPPORT GETS ITS THANK YOU DEPARTMENT.
LOCATION, LOCATION, LOCATION...
GAMIFICATION: USE OF GAME THINKING AND GAME MECHANICS TO CREATE ENGAGEMENT AND SOLVE PROBLEMS.
30 maart 2011
DEFINITIE
WE WILL CONTINUE TO SHARE MORE AND MORE.
SOONE MORE
THING...
MORAL OF MY STORY TODAYIF YOU GO STAGE-DIVING...
MORAL OF MY STORY TODAYTHE SOCIAL WEB IS NOT THE FUTURE
THE FUTURE LIES IN CUSTOMER SERVICE
THANK YOU
QUESTIONS?
CONTACT
Paolo Martorino+31 62 502 26 [email protected]
John Meulemans+31 62 507 81 [email protected]
Nicole Niemann+31 63 947 92 [email protected]
Visit our websitewww.3sixtyfive.co
Preso on slideshare.net/john
