ONLINE ENGAGEMENT

The new frontier of consumer relations

David Wesson

19th Annual SOCAP Australia International Symposium

Agenda

1. Intro2. The new reality-The new social web 3. Developing Best Practices 4. Listening using Social media Monitoring tools 5. Responding-Using Social media to Engage6. The future 7. Summary 8. Resources

"We live in a world where the little things really do matter. Each encounter no matter how brief is a ‘micro interaction’ which makes a deposit or withdrawal from our rational and emotional subconscious .The sum of these interactions adds up how we feel about a particular product, company or service.."

Thought starter

Social Media Adoption

The Highly Engaged Consumer

When Consumers turn into Critics

What do Consumers See Online?

Key Questions How do companies

• Achieve objectives in rapidly advancing society• Incorporate Strategies to foster trust & credibility• Understand online behaviour • Develop best practices of engagement • Interpret analyse and respond effectively

Developing Best practicesRules of Engagement

• Be authentic and personal• Be honest and transparent• Be Social - Conversations, not push messages • Avoid advertising-driven messaging• Add value to the community• Understand & respect the community’s rules of the

engagement• Make no assumptions• Do the things we some time feel uncomfortable with

Understanding Online behaviour The effect of Key influencers

Listening using Social Media Monitoring Tools

Why? • Monitor product & brand image • Understand consumer habits & behaviour• Interpret analyse (make sense!) of the data• Find out who the opinion leaders are• Corporate reputation management• Aid in product design (R&D engagement)

Case study: The chocolate industry

Hot topics tag cloud

Hot topics trend chart Key findings• Positive sentiment UP (8%) • Health issues: Retailers under fire for producing chocolate cakes with a high sugar• Mars introduce smaller bar sizes and reduced sugar = positive sentiment • Consumer backlash against Cadbury’s for introducing vegetable oil into chocolate recipe• Fair trade is having an impact

Implications• Cadburys leader in the chocolate market there are opportunities• Despite negative chatter in media and forums around Cadbury’s new chocolate recipe people are still positive around the brand.• The issue of fair-trade will become bigger - Cadbury’s need to provide more info

Sentiment around chocolate

Monitoring benefits

• An effective measure of public opinion about your products, brands & company - protect your reputation!

• Monitor trends and issues • Competitor insights - brands, activities, strategies • Identify opinion leaders and their sphere’s of influence• Track spikes in online chatter to correlate with marketing activities• Understand drivers of sentiment around your brand• Identify & respond to issues in real time• Manage your communications strategy & resources more effectively

Online Engagement Strategy Framework

Being Responsive-Using Social Media to Engage

Methods

• Community development

• Community participation

• Help consumers engage with one another

• Solicitation of UGC

• Customer self service

Panasonic Case Study

Twitter usage - who and how?

37%

23%

7%

7%

5%

2%

19%

Other

Driving Traffic

Service Status Updates Customer

Service Interaction

Branding

Fun

Managing Reputation

Evolving our Systems Measurement

The Future –The 5 phases of the Social web

Summary

• Don’t hesitate change is coming at a rapid rate• Prepare for transparency• Institute an ongoing listening program• Connect with your advocates & Key influencers • Evolve your organisation systems• Join the conversation • Engage and show them you’re listening and

responding

Resources• UnIted Airlines Break Guitars-You Tube video http://www.youtube.com/watch?v=5YGc4zOqozo

• Marketing & social media ( Everyone’s social already) CRM.COM http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Marketing-and-Social-Media-

Everyone’s-Social-(Already)-54784.aspx

• Bill Band –“Business Process & Applications –The extended CRM Application ecosystem” http://www.forrester.com/Research/Document/Excerpt/0,7211,53227,00.html

• Forrester research -Listening Platforms Q1 2009 http://www.nielsen-online.com/emc/0901_forrester/The%20Forrester%20Wave%20Listening

%20Platforms%20Q1.pdf

• Sales Force Customer Service management demo –How to integrate Facebook & Twitter into your CRM https://www.salesforce.com/form/demo/csm_conf.jsp

• Twitter 101 business case studieshttp://business.twitter.com/twitter101/case_dell

• The 2008 Tribalization of Business study –Deloitte http://www.tribalizationofbusiness.com/

Find me here

Blog: http://www.davidwesson.typepad.com Email: davidwesson@mac.com Twitter http://www.twitter.com/wess Linked in http://www.linkedin/in/davidwesson

Thank you